Chandigarh: Mahindra Tractors, part of the Mahindra Group and India’s No.1 tractor brand, has launched its new Punjab-focused brand campaign ‘Duniya Vich Ikko Lalkaar’ through a high-energy music video featuring Punjabi singer Sukhbir Singh and rapper, actor and filmmaker Parmish Verma.
The campaign was unveiled at an event in Chandigarh and marks the launch of ‘Oh Ho Ho Ho’, a contemporary reimagination of Sukhbir Singh’s iconic track ‘Ishq Tera Tadpave’, popularly known as ‘Oh Ho Ho Ho’, which was first released in 1999.
The music video uses a cinematic journey across Punjab to showcase Mahindra Tractors’ scale, power and technology, while celebrating the state’s cultural identity and the aspirations of its people. Sukhbir Singh, popularly known as the ‘Prince of Bhangra’, recreates his popular song for the campaign in collaboration with Parmish Verma.
The music video marks the first phase of the broader ‘Duniya Vich Ikko Lalkaar’ campaign, which will roll out across multiple consumer touchpoints. The campaign seeks to highlight the shared ambition, confidence and progressive outlook of Punjab and Mahindra Tractors, while strengthening the brand’s connection with the region.
The campaign positions Punjab as one of the world’s progressive agrarian societies and highlights the longstanding relationship between Mahindra Tractors and the state’s farming community. According to the company, this relationship has been built over decades through its engagement with the evolving needs of Punjab’s agricultural sector.
Parikshit Ghosh – Sr. 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.”
Mahindra Tractors’ association with Punjab also extends to its product portfolio, with tractor platforms including the Mahindra NOVO series, Mahindra ARJUN series and Mahindra YUVO TECH+ positioned to address the power, technology, performance and durability requirements of the state’s agricultural sector.
Through ‘Duniya Vich Ikko Lalkaar’, Mahindra Tractors aims to combine its product and technology narrative with Punjabi music and cultural storytelling, using the collaboration with Sukhbir Singh and Parmish Verma to connect with audiences across the region.
