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Mahindra Tractors, part of the Mahindra Group and India’s No. 1 tractor brand, marked "Kisan Diwas" with a moving digital campaign that celebrates the vital contributions of Indian farmers. Continuing from last year’s successful initiative, "Did you thank the farmer?", the campaign this year urges urban dwellers and social media-savvy youth to express their gratitude to farmers, who are the unsung heroes behind every meal.
This year’s campaign thoughtfully highlights the role of food delivery apps, which have become integral to urban life. These platforms allow people to enjoy diverse cuisine from the comfort of their homes. Mahindra cleverly draws a parallel, focusing on the food delivery personnel—who we often thank upon receiving our meals—and encourages viewers to extend this appreciation to the farmers who make it all possible.
Through the digital film, Mahindra invites people to participate in the #ThankYouKisan campaign by expressing their gratitude on social media. This initiative reinforces the message that farmers, though often overlooked, are essential to the food supply chain.
Kisan Diwas, celebrated annually on December 23, commemorates the birth anniversary of India’s fifth Prime Minister, Choudhary Charan Singh, a passionate advocate for farmers’ rights. The day honours the hard work and dedication of India’s farmers, and Mahindra’s initiative aligns with its mission to empower farmers through durable tractors, finance schemes, and ongoing support.
Commenting on the campaign, Mahindra said, “Through this initiative, we encourage people to express their gratitude to farmers on their social media handles with the hashtag #ThankYouKisan."
To participate in the campaign, individuals are encouraged to share messages of appreciation for farmers on social media platforms like Instagram, YouTube, and Facebook using the hashtag #ThankYouKisan.
