Mahindra Tractors has unveiled its new theme song, Dunia Vich Ikko Lalkar, positioning the anthem as a celebration of the people and communities that drive the brand’s legacy. The launch is built around the idea that the world’s No. 1 tractor brand deserves a celebration as powerful and distinctive as its customers.
The new anthem was brought to life through a high-energy launch event hosted by MY FM RJs, with the experience designed to resonate with farmers and communities across the region.
Inspired by the popular track Oh Ho Ho Ho Ho by Sukhbir Singh, Dunia Vich Ikko Lalkar celebrates Mahindra Tractors, its community of farmers and its extensive dealership network. The track brings together global music sensation Sukhbir Singh and Punjabi superstar Parmish Verma, creating a high-energy musical property rooted in Punjab’s cultural connect and Mahindra’s strong relationship with its farming community.
MY FM team was instrumental in shaping the campaign proposition, identifying, locking in the artists and handling the mega launch event. The active participation of Mahindra’s dealership network further amplified the campaign, making the launch a celebration powered by the brand’s larger community.
Speaking about this campaign, Parikshit Ghosh, Senior Vice President & Head – Marketing and National Business Operations, Mahindra Tractor, said, “Punjab is a very critical and strategic market for us. For this campaign, we wanted to connect with the audience instantly, and Sukhbir Singh and Parmish Verma are deeply rooted in Punjab’s culture and its land. Their music speaks the same language as our farmers and dealers, which made this collaboration a natural fit for the Mahindra Tractor brand.”
The launch was attended by senior leadership from Mahindra, including Parikshit Ghosh, Senior Vice President & Head – Marketing and National Business Operations, and Ujjwal Mukherjee, Marketing Head, among other key stakeholders.
Through this initiative, MY FM demonstrated its ability to go beyond traditional radio solutions and create, curate and execute culturally relevant brand properties.
