Mahindra Tractors has launched ‘Duniya Vich Ikko Lalkaar’, a Punjab-focused campaign anchored by a music video featuring Punjabi artists Sukhbir Singh and Parmish Verma.
The music video reimagines Sukhbir Singh’s 1999 track ‘Ishq Tera Tadpave’, popularly known as ‘Oh Ho Ho Ho’, and showcases Mahindra Tractors’ scale, power, and technology through a journey across Punjab.
The campaign marks the beginning of a broader rollout that will continue across multiple touchpoints, celebrating the pride and progressive mindset that connect Mahindra Tractors with Punjab and its people. It also highlights the brand’s long-standing association with the state and its farming community.
“Mahindra Tractors is a global brand born in India, trusted by farmers across markets and recognised for its power, technology and performance,” said Parikshit Ghosh, Sr. Vice President & Head – Marketing & National Business Operations, Mahindra Tractors.
“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.”
“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,” said Sukhbir Singh.
“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.”
