Mahindra Tractors Launches 'Duniya Vich Ikko Lalkaar' Campaign in Punjab

Chandigarh, August 4, 2026: Mahindra Tractors has launched its new Punjab-focused brand campaign, 'Duniya Vich Ikko Lalkaar', featuring a high-energy music video starring Punjabi music icons Sukhbir Singh and Parmish Verma. The campaign aims to celebrate Punjab's enterprising spirit while highlighting Mahindra Tractors' scale, power, and technology.

The campaign was unveiled at an event in Chandigarh and marks the beginning of a broader marketing initiative that will engage audiences through multiple platforms across the state.

Campaign Celebrates Punjab's Farming Legacy

According to Mahindra Tractors, the campaign is inspired by Punjab's progressive farming community and entrepreneurial mindset. It highlights the shared values of ambition, confidence, and growth that connect the brand with the people of the state.

The company said the initiative is designed to strengthen its engagement with customers by celebrating Punjab's contribution to Indian agriculture while showcasing its technology-driven tractor portfolio.

'Oh Ho Ho Ho' Reimagined for the New Campaign

As part of the campaign, Mahindra Tractors has released a recreated version of Sukhbir Singh's iconic track 'Ishq Tera Tadpave', popularly known as 'Oh Ho Ho Ho'. The music video features Sukhbir Singh alongside singer, actor, and filmmaker Parmish Verma.

Set against the backdrop of Punjab, the video showcases the brand's tractors through a cinematic journey that reflects the region's agricultural strength, culture, and aspirations. The campaign blends music and storytelling to connect with farmers and audiences while reinforcing Mahindra Tractors' long-standing association with Punjab.

Mahindra Highlights Global Presence

Speaking on the launch, Parikshit Ghosh, Senior Vice President and Head – Marketing & National Business Operations, Mahindra Tractors, said the campaign reflects the shared spirit of ambition and global influence associated with both Mahindra Tractors and Punjabi culture.

He added that 'Duniya Vich Ikko Lalkaar' brings together culture and creativity to present Mahindra's global product offerings in a way that is contemporary and deeply rooted in Punjab.

Sukhbir Singh on the Collaboration

Punjabi singer 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.

Tractor Portfolio Tailored for Punjab

Mahindra Tractors said its long association with Punjab has helped the company understand the state's evolving agricultural requirements. This is reflected in tractor platforms such as the Mahindra NOVO Series, Mahindra ARJUN Series, and Mahindra YUVO TECH+, which have been developed to deliver the power, technology, durability, and performance required for modern farming operations in the region.

With the launch of 'Duniya Vich Ikko Lalkaar', Mahindra Tractors aims to further strengthen its connection with Punjab's farming community while celebrating the state's culture through music and storytelling.

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