Mahindra Tractors has launched a new theme song, ‘Dunia Vich Ikko Lalkar’, bringing together global music sensation Sukhbir Singh and Punjabi star Parmish Verma to celebrate the brand’s position as the world’s No. 1 tractor maker and its deep-rooted connect with the farming community.
Built on the idea that Mahindra’s leadership deserves a celebration as powerful as the people who drive its tractors, the anthem was unveiled through a high-energy launch event hosted by MY FM RJs, designed to resonate with farmers across the region.
Inspired by Sukhbir Singh’s popular track “Oh Ho Ho Ho Ho,” the anthem celebrates Mahindra Tractors, its farmers and its dealership network, weaving Punjab’s cultural identity with Mahindra’s long-standing farmer relationships.
MY FM played a key role in shaping the campaign – from identifying and locking in the artists to executing the launch event. Mahindra’s dealership network also participated actively, amplifying the campaign into a community-driven celebration.
Parikshit Ghosh, Senior Vice President & Head – Marketing, Mahindra Tractor, said Punjab is a strategic market for the brand, and the artists’ deep cultural roots made them a natural fit to connect instantly with farmers and dealers.
The launch was attended by senior Mahindra leadership, including Ghosh and Ujjwal Mukherjee, Marketing Head, reflecting the brand’s continued push toward culturally rooted, community-first campaigns.
