MAHINDRA TRACTORS CHANNELS PUNJAB’S CULTURAL ENERGY WITH ANTHEM REIMAGINING

Mahindra Tractors, in collaboration with Omnicom Media’s Interactive Avenues, has launched Dunia Vich Ikko Lalkaar, a reimagining of Sukhbir Singh’s 1999 anthem featuring Sukhbir and Parmish Verma. Rooted in Punjab’s cultural energy, the campaign positions Mahindra Tractors as a global brand using music and culture to amplify its leadership presence.  

The most enduring brands are those that transcend categories to become part of culture. Mahindra Tractors, in partnership with Omnicom Media Group’s Interactive Avenues, has unveiled Dunia Vich Ikko Lalkaar, a large-format cultural campaign that reimagines Sukhbir Singh’s iconic 1999 anthem. Featuring the King of Bhangra himself alongside Punjab’s heartthrob Parmish Verma, the campaign brings together two generations of Punjabi music to create a bold cultural expression of Mahindra’s global presence.  

In a sector traditionally defined by product specifications and farmer testimonials, Mahindra Tractors has chosen to speak the language of culture. The campaign is inspired by the insight that Punjab’s influence extends far beyond its borders, transforming an iconic cultural cue into a powerful symbol of Mahindra’s unmistakable scale and reach. By moving the conversation from the field into music and popular culture, the brand signals its ambition to lead not only through performance but also through cultural resonance.  

Parikshit Ghosh, Senior Vice President and Head – Marketing & National Business Operations, Mahindra Tractors, explained the thinking behind the initiative: “Mahindra Tractors is a global brand born in India, trusted by farmers across markets and recognised for its power and performance. As our brand continues to grow globally, Punjab was a natural choice for this campaign, given its entrepreneurial spirit, vibrant energy and cultural influence that extends far beyond its borders. Through Dunia Vich Ikko Lalkaar, we wanted to create a bold cultural expression that showcases Mahindra Tractors with power, style and modernity. Bringing together music that resonates across generations helps us tell this story in a way that is authentic, contemporary and unmistakably Punjabi.”  

Shantanu Sirohi, CEO of Interactive Avenues, highlighted the creative approach: “The brief was to establish the global presence of Mahindra Tractors while being deeply culturally rooted. What better way to juxtapose this than by bringing powerful voices of two generations who represent global and local together? Building the idea around a track people already own, and casting two generations of Punjabi music to carry it, gave Mahindra Tractors’ scale a form audiences would participate in rather than simply watch.”  

From strategic insight and creative development to production and full-funnel amplification, the campaign underscores the belief that when brands speak through culture, they create impact that travels further. By reimagining a beloved anthem and placing it at the heart of a global brand narrative, Mahindra Tractors has crafted a campaign that is both rooted in tradition and forward-looking in ambition.  

With Dunia Vich Ikko Lalkaar, Mahindra Tractors demonstrates how cultural storytelling can elevate a brand beyond functional leadership, embedding it into the collective imagination. It is a reminder that in today’s world, the most powerful brands are those that harness culture to create connections that endure across generations and geographies.