Mahindra Tractors Launches 'Duniya Vich Ikko Lalkaar' Campaign in Punjab with Sukhbir Singh and Parmish Verma

Mahindra Launches Campaign in Punjab

Chandigarh, August 4, 2026: Mahindra Tractors has unveiled its new Punjab-centric brand campaign, 'Duniya Vich Ikko Lalkaar', featuring renowned Punjabi music stars Sukhbir Singh and Parmish Verma. The campaign celebrates Punjab's rich agricultural heritage, entrepreneurial spirit, and the brand's long-standing association with farmers in the state.

Launched at a special event in Chandigarh, the campaign marks the beginning of a wider marketing initiative that will reach audiences across Punjab through multiple digital and offline platforms.

Celebrating Punjab's Farming Spirit

says that the campaign aims to celebrate the progressive farming community of Punjab and its role in the agriculture sector in India. The initiative is a manifestation of Mahindra's values of ambition, innovation, confidence and growth shared with the farmers in the state, the company said.

The campaign will help Mahindra reaffirm its ties with customers and demonstrate the company's cutting-edge technology in tractors and its dedication to modern agriculture.

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A re-enactment of Sukhbir Singh's iconic song ‘Ishq Tera Tadpave' (Oh Ho Ho Ho) is one of the highlights of the campaign.

It is a music video with Sukhbir Singh and Punjabi singer, actor and filmmaker Parmish Verma. The video highlights the rich agricultural and cultural heritage of Punjab, featuring music, culture, and agriculture on one hand, and showcasing Mahindra's tractor lineup on the other. The campaign is a story-based campaign to showcase the strength, pride and aspiration of the farming community of Punjab.

Mahindra further enhances the connect with Punjab.

At the launch of the campaign, Parikshit Ghosh, the Senior Vice President and Head – Marketing & National Business Operations, Mahindra Tractors, commented that the campaign is a reflection of the spirit of ambition and global recognition that the Mahindra Tractors and Punjabi culture share.

He further stated that ‘Duniya Vich Ikko Lalkaar’ is a blend of music and creativity that showcases Mahindra's world-renowned tractor range in a manner that resonates with the farming community of Punjab.

It is an honour to have Sukhbir Singh share his experience.

Speaking about the partnership, Sukhbir Singh said that the name Mahindra Tractors is familiar to all of them since they were children. The relationship was particularly significant, especially in the context of Indian farmers, as the brand has become a global success, he added.

He also conveyed his excitement about reviving his iconic song with new lyrics celebrating the pride and passion of both Punjab and Mahindra Tractors and the global identity that they share.

Tractor Portfolio Designed for Punjab

The company's experience in Punjab has enabled it to become aware of the changing needs of this region's farmers, Mahindra said. It meets those needs with tractor platforms like the Mahindra NOVO Series, Mahindra ARJUN Series and Mahindra YUVO TECH+ that provide increased power, advanced technology, durability and productivity for modern agriculture.

These tractor ranges seem to be fit for the progressive farmers of Punjab who are also undergoing a process of change in mechanisation, with the company's belief.

Conclusion

The brand Mahindra Tractors has launched the ‘Duniya Vich Ikko Lalkaar' initiative, which merges music, culture, and agriculture, showcasing the rich farming heritage of Punjab and strengthening Mahindra's footprint in the state. The venture not only highlights two of the largest music stars in Punjab, but is also a reflection of Mahindra's approach of engaging farmers through local narratives and presents them with their technology-backed tractor lineup.