Mumbai: Mahindra Tractors, India’s No.1 tractor brand, has launched the ‘Aasaan Hota Toh Har Koi Kisaan Hota’ campaign in celebration of National Kisan Diwas on December 23.
Introduced as India’s first Farmers’ Film Festival, the campaign is a user-generated initiative that invites storytellers, filmmakers, influencers, and rural content creators to share compelling narratives about life in India’s agricultural heartlands. The stories highlight everyday farming practices, technological innovations, sustainability, resilience, and rich rural traditions.
Culminating on Kisan Diwas, the initiative received over 600 entries from diverse regions and socio-economic backgrounds across the country, reflecting the breadth and depth of India’s farming stories, with winners set to be announced this week.
A distinguished jury comprising Mahesh Manjrekar, Sonali Kulkarni, Vipin Sharma, and renowned agri-influencer Indian Farmer ensures credibility and creative rigor in the selection process. The shortlisted content will be amplified across Mahindra Tractors’ digital platforms.
To deepen engagement, Mahindra Tractors’ leaders spent 24 hours with farmers, observing how they manage multiple roles in a single day, often without recognition. Following this, employees, partners, vendors, financiers, and influencers were encouraged to visit farms, share their stories, and join the movement. The activation received an overwhelming response, with over 88,000 participants nationwide.
Through these initiatives, Mahindra Tractors continues its tradition of recognising India’s farming community. From immersive on-ground experiences to nationwide storytelling, this year’s campaign celebrates the people who feed the nation and underscores their contributions to India’s economy.
