Mahindra Tractors launches Punjab‑focused “Duniya Vich Ikko Lalkaar” campaign

Mahindra Tractors, a unit of the Mahindra Group, has unveiled a Punjab‑centric marketing drive called “Duniya Vich Ikko Lalkaar”. The campaign centers on a newly recorded version of Sukhbir Singh’s 1999 hit “Ishq Tera Tadpave” (popularly known as “Oh Ho Ho Ho”), performed with Punjabi singer‑rapper Parmish Verma. The music video, shot across farms and rural landscapes in Punjab, showcases the brand’s tractors – including the NOVO, ARJUN and YUVO TECH+ series – and highlights Mahindra’s long‑standing relationship with the state’s farming community.

Parikshit Ghosh, senior vice‑president of Mahindra Tractors, said the initiative celebrates the shared ambition and global influence of both the brand and Punjabi culture. Sukhbir Singh added that the collaboration reflects his personal connection to Mahindra’s presence on Indian farms. The rollout will extend to additional consumer touchpoints in the coming months.