Mumbai: Dentsu Creative Webchutney and New Holland has unveiled their latest campaign, ‘Asli Hero Ki Asli Taaqat’. With cricket legend Yuvraj Singh leading the charge, the campaign is a tribute to the resilience, grit, and determination of India’s farmers, the true backbone of the nation.
The campaign draws a compelling parallel between the unwavering spirit of India’s agricultural warriors and the legendary perseverance of Yuvraj Singh. Just as Yuvraj has redefined resilience on the cricket field, New Holland tractors empower farmers with cutting-edge technology, superior performance, and efficiency—underscoring that real heroes deserve real power.
Bringing this vision to life is a high-energy TV commercial and digital film, supported by a 360-degree campaign spanning radio, print, outdoor, and on-ground activations. The initiative also includes dealership engagement programs and a digital-first strategy designed to amplify reach and engagement across social platforms.
Tarun Khanna, Director-Marketing, New Holland, stated,”At New Holland, we believe that farmers are the true heroes of our nation, tirelessly working to feed the country and drive its progress. Just as Yuvraj Singh has inspired millions with his resilience, hard work, and ability to overcome challenges, our farmers showcase the same determination every day in the fields. His never-give-up spirit make him the perfect ambassador for our brand. Through this partnership, we hope to inspire farmers to adopt the world class technology provided by New Holland tractors that enhance productivity, efficiency, and ease of operations.”
Surjo Dutt, Chief Creative Officer, Dentsu Creative Webchutney, commented, “Our farmers are undeniably the lifeline of the Indian economy and the nation’s spirit. New Holland’s efforts to cement their commitment to giving our heroes the centre-stage is admirable, and we are grateful to have been associated with them and Yuvraj in this mission.”
Cricket icon Yuvraj Singh added, “This campaign is my way of expressing deep admiration for the farmers of our nation, and I am grateful to collaborate with New Holland on this journey. While the brand’s technology and innovation set the benchmark for quality, performance, and service, its core mission is to empower and celebrate the very farmers who drive our nation forward. Like New Holland, I salute their relentless hard work and unwavering spirit – qualities that define a true hero.”
Ujjwal Anand, Managing Partner – North, Dentsu Creative Webchutney, remarked, “New Holland is a brand that not only champions innovation but also deeply values and respects the hands that shape our nation. This campaign, featuring Yuvraj Singh, is a testament to that commitment, bringing together cutting-edge technology and a heartfelt tribute to India’s farmers.”
The ‘Asli Hero Ki Asli Taaqat’ campaign reinforces the commitment of both Dentsu Creative Webchutney and New Holland to honor and empower India’s farming community while leveraging the inspirational influence of Yuvraj Singh to resonate with audiences nationwide.
Credits:
Client: CNHi
Brand: New Holland
Production House: R Media Works
Director: Avnish
Producer: Mahesh Dhuri
Agency: Dentsu Creative Webchutney
Creative Team:
- Surjo Dutt, Chief Creative Officer
- Manzoor Alam, National Creative Head
- Abhijeet Ray, National Creative Head
- Gautam Jangra, Group Head – Art
Business Team:
- Ujjwal Anand, Managing Partner
- Srikant Ganesh, Senior Vice President
- Lalit Singh Bisht, Director
- Pragya Nigam, Account Manager
Strategic Planning:
- Shweta Khosla – Executive Vice President
- Shruti Dhadwal – Associate Vice President
Films Department:
- Suprotim Day – EVP & Head of Films and Production
- Aamir Khan – Associate Vice President
New Holland Brand Team:
Tarun Khanna, Arpit Arora, Vikas Manhas, Sumitra Roy
