Tractor and farm equipment brand New Holland has partnered with Dentsu Creative Webchutney on a new campaign titled “Asli Hero ki Asli Taaqat.”
The campaign is “a tribute to the resilience, grit, and determination of India’s farmers,” said a release adding that it draws a parallel between the perseverance of farmers and the career of cricket icon Yuvraj Singh, emphasizing the qualities they share. According to the companies, New Holland tractors provide advanced technology and efficient performance designed to support farmers in their daily work.
“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,” said Yuvraj Singh.
“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.”
The campaign rollout includes a high-energy TV commercial and digital film, supported by a 360-degree strategy encompassing radio, print, outdoor, and on-ground activations. Additional elements include dealership engagement initiatives and a digital-first approach aimed at increasing reach and engagement on social platforms.
“At New Holland, we believe that farmers are the true heroes of our nation, tirelessly working to feed the country and drive its progress,” said Tarun Khanna, Director-Marketing, New Holland.
“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.”
“Our farmers are undeniably the lifeline of the Indian economy and the nation’s spirit,” said Surjo Dutt, Chief Creative Officer, Dentsu Creative Webchutney.
“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.”
