Hashtag Orange has conceptualised a new campaign for Kubota’s MU Series tractors, built around the idea ‘Dum Bhi. Bharosa Bhi.’ – positioning power and trust as two halves of the same promise. The campaign features the newly launched MU4502 and MU5002 tractors, both available in 2WD and 4WD variants.
Rather than leading with product specifications, the campaign centres on the relationship between farmers and the machines they depend on across different agricultural tasks – from field preparation and puddling to haulage and PTO-driven operations. The MU Series backs that narrative with an 8-year warranty, a KQ4P 4-cylinder Japanese engine, and a 12+4 Synchro Gear Transmission.
Amit Shankar, co-founder and chief creative officer at Hashtag Orange, said the team looked past product features to find the human truth behind the machine – that power lets a farmer perform, but trust is what keeps him moving forward season after season. That idea, he said, became the foundation of the campaign.
Rajan Chugh, chief officer of the Tractor Business Division at Escort Kubota, said the MU Series was built around Indian farmers’ need for reliability and versatility, with operator comfort and features designed for multiple applications. He pointed to the segment’s first 8-year warranty as a direct reflection of the brand’s confidence in the product’s durability, calling it the long-term assurance the campaign is meant to bring to life.
Together, the campaign and the product aim to reinforce Kubota’s positioning not just as a tractor manufacturer, but as a long-term partner in the farmer’s everyday work.
