Mahindra Tractors Launches Punjab-Focused Campaign Featuring Singer Sukhbir Singh

04 August 2026, Chandigarh: Mahindra Tractors has launched a new Punjab-focused brand campaign in India featuring renowned Punjabi singer Sukhbir Singh. The campaign, titled “Duniya Vich Ikko Lalkaar,” was unveiled at an event in Chandigarh alongside a music video featuring actor, singer and filmmaker Parmish Verma.

The campaign is anchored by a contemporary rendition of Sukhbir Singh’s iconic 1999 hit “Ishq Tera Tadpave,”popularly known as “Oh Ho Ho Ho.” The music video combines Punjab’s rural landscape with visuals highlighting Mahindra tractors, aiming to connect agricultural mechanisation with the state’s cultural identity.

According to Mahindra Tractors, the campaign celebrates Punjab’s entrepreneurial spirit and progressive farming community while showcasing the company’s scale, technology and performance. The initiative is expected to continue across multiple communication platforms as part of a broader regional brand engagement strategy.

Parikshit Ghosh, Senior Vice President & Head – Marketing & National Business Operations, Mahindra Tractors, said the campaign reflects the common values shared by the brand and Punjab’s globally recognised cultural identity.

“Mahindra Tractors is a global brand born in India, trusted by farmers across markets and recognised for its power, technology and performance. 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,” Ghosh said.

Sukhbir Singh said the collaboration reflects his long-standing connection with Indian agriculture and the Mahindra brand. 

“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. It was exciting to recreate my song with campaign lyrics celebrating the pride and global influence shared by Punjab and Mahindra Tractors,” he said.

Mahindra said its continued presence in Punjab has enabled the company to develop products aligned with the state’s evolving agricultural requirements. The company highlighted its Mahindra NOVO, Mahindra ARJUN, and Mahindra YUVO TECH+ tractor platforms, which are designed for high-power applications and mechanised farming operations.

Punjab remains one of India’s largest tractor markets, driven by extensive mechanisation, high cropping intensity and advanced agricultural practices. Through the new campaign, Mahindra Tractors aims to strengthen its engagement with farmers by combining regional culture with its agricultural machinery portfolio.

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