Mahindra Tractors, the farm equipment business of the Mahindra Group, has launched a new Punjab-centric brand campaign titled ‘Duniya Vich Ikko Lalkaar’, anchored by a reimagined version of Sukhbir Singh’s iconic track ‘Ishq Tera Tadpave’, popularly known as ‘Oh Ho Ho Ho’.
Unveiled at an event in Chandigarh, the campaign features Punjabi singer Sukhbir Singh alongside rapper and actor Parmish Verma in a music video that blends Punjabi pop culture with the brand’s positioning around power, technology and scale. The film takes viewers through Punjab’s agricultural landscape while highlighting Mahindra Tractors’ product portfolio and its association with the state's farming community.
The campaign is aimed at strengthening Mahindra Tractors’ connect with consumers in Punjab, a key agricultural market for the company. According to the company, the initiative will extend beyond the music video through multiple consumer touchpoints celebrating Punjab’s entrepreneurial spirit and agricultural legacy.
Commenting on the campaign, Parikshit Ghosh, Senior Vice President and Head – Marketing & National Business Operations, Mahindra Tractors, said the company wanted to celebrate the shared values of ambition, confidence and global influence that define both Mahindra Tractors and Punjabi music.
“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 bringing together culture and creativity to connect with audiences in a way that is contemporary and unmistakably Punjabi,” he said.
Sukhbir Singh said the collaboration held personal significance, noting that Mahindra Tractors had long been a familiar presence in Indian agriculture.
“I am delighted to collaborate with Mahindra Tractors on Duniya Vich Ikko Lalkaar. It was exciting to recreate my song with campaign lyrics that celebrate the passion, pride and global influence shared by both Punjab and Mahindra Tractors,” he said.
Mahindra said its long-standing presence in Punjab has helped it develop products tailored to the state's agricultural requirements. The company highlighted its NOVO, ARJUN and YUVO TECH+ tractor platforms as examples of models designed to meet the performance and durability demands of Punjab’s farming ecosystem.
The latest campaign reflects a broader trend of brands leveraging regional music and cultural icons to deepen consumer engagement while reinforcing their market positioning in key regional markets.
