Mahindra Tractors rolls out campaign in Punjab with Sukhbir Singh and Parmish Verma

Mahindra Tractors has launched 'Duniya Vich Ikko Lalkaar', a Punjab-focused brand campaign, with a music video featuring Punjabi singer Sukhbir Singh and actor-singer Parmish Verma.

The campaign was unveiled in Chandigarh through a reimagined version of Sukhbir Singh's iconic track 'Ishq Tera Tadpave' ('Oh Ho Ho Ho'), first released in 1999. The music video showcases Mahindra Tractors' scale, power and technology against the backdrop of Punjab, marking the beginning of a broader campaign that will engage audiences across multiple touchpoints.

According to the company, the campaign celebrates Punjab's enterprising spirit and highlights Mahindra Tractors' longstanding association with the state's agricultural community. It also showcases the brand's tractor platforms, including the Mahindra NOVO, Mahindra ARJUN and Mahindra YUVO TECH+ series, developed for Punjab's farming requirements.

Commenting on the campaign, Parikshit Ghosh, Senior Vice President & Head – Marketing & National Business Operations, Mahindra Tractors, said, “Mahindra Tractors is a global brand born in India, trusted by farmers across markets and recognised for its power, technology and performance. Through Duniya Vich Ikko Lalkaar, we are celebrating the shared spirit of ambition, confidence and global influence that defines both Mahindra Tractors and Punjabi music. This is an expression of our global offerings, bringing together culture and creativity to connect with audiences in a way that is contemporary and unmistakably Punjabi.”

Sukhbir Singh said, "Growing up, Mahindra Tractors was a common sight on farms, and over the years I have watched this brand become a global success story while staying deeply connected to Indian farming. This journey of Mahindra Tractors resonates strongly with me personally. I am delighted to collaborate with this powerful brand on 'Duniya Vich Ikko Lalkaar'. It was exciting to recreate my song with these campaign lyrics that celebrate the passion, pride and global influence that both Punjab and Mahindra Tractors share."