Mahindra Tractors Unveils 'Duniya Vich Ikko Lalkaar' Campaign in Punjab

Chandigarh, August 4, 2026: Mahindra Tractors has introduced its new Punjab-centric brand campaign, 'Duniya Vich Ikko Lalkaar', with the launch of a high-energy music video featuring renowned Punjabi artists Sukhbir Singh and Parmish Verma. The campaign celebrates Punjab's vibrant culture, progressive farming community, and entrepreneurial spirit while showcasing Mahindra Tractors' scale, power, and technology.

Launched at an event in Chandigarh, the initiative marks the beginning of a broader campaign that will connect with audiences across multiple platforms throughout the state.

Celebrating Punjab's Agricultural Excellence

Mahindra Tractors said the campaign reflects the confidence, ambition, and progressive outlook shared by Punjab and the brand. It also reinforces the company's long-standing relationship with the state by recognising Punjab's significant contribution to Indian agriculture.

The company added that the initiative has been designed to deepen customer engagement while highlighting its technology-driven tractor portfolio developed for modern farming.

Music Campaign Revives the Iconic 'Oh Ho Ho Ho'

The campaign's centerpiece is a recreated version of Sukhbir Singh's iconic song 'Ishq Tera Tadpave', popularly known as 'Oh Ho Ho Ho'. The music video, featuring Sukhbir Singh alongside singer, actor, and filmmaker Parmish Verma, takes viewers on a cinematic journey through Punjab while highlighting Mahindra's tractors against the backdrop of the state's agricultural landscape.

Through music and storytelling, the campaign aims to strengthen the brand's connection with farmers and celebrate Punjab's pride, culture, and farming heritage.

Brand and Artist Share Their Vision

Speaking on the launch, Parikshit Ghosh, Senior Vice President and Head – Marketing & National Business Operations, Mahindra Tractors, said the campaign celebrates the shared ambition and global influence of both Mahindra Tractors and Punjabi culture.

He added that 'Duniya Vich Ikko Lalkaar' blends culture and creativity to present Mahindra's global product offerings in a contemporary way while staying deeply connected to Punjab.

Sharing his experience, 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."

Tractor Range Designed for Punjab's Farming Needs

Mahindra Tractors stated that its long-standing association with Punjab has helped it understand the region's evolving agricultural requirements. This is reflected in tractor platforms such as the Mahindra NOVO Series, Mahindra ARJUN Series, and Mahindra YUVO TECH+, which have been engineered to deliver the power, technology, durability, and performance required for the state's progressive farming practices.

With 'Duniya Vich Ikko Lalkaar', Mahindra Tractors aims to strengthen its relationship with Punjab's farming community while celebrating the state's culture through music, innovation, and storytelling.

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