Mahindra Tractors launches 'Duniya Vich Ikko Lalkaar' campaign in Punjab with Sukhbir Singh, Parmish Verma
Mahindra Tractors kicked off its Punjab-focused campaign with a reimagined 'Oh Ho Ho Ho' music video featuring Sukhbir Singh and Parmish Verma at a Chandigarh event.
- 1999
- 2026-08-04
What Happened
Mahindra Tractors, part of the Mahindra Group and India's No. 1 tractor brand, launched 'Oh Ho Ho Ho', a high-energy music video released under its new Punjab-focused brand campaign 'Duniya Vich Ikko Lalkaar'. The video was unveiled at an event in Chandigarh on August 4, 2026. The track is based on Sukhbir Singh's globally renowned 1999 song 'Ishq Tera Tadpave', popularly known as 'Oh Ho Ho Ho'.
Sukhbir Singh releases the original track 'Ishq Tera Tadpave', popularly known as 'Oh Ho Ho Ho'.
Mahindra Tractors launches the 'Duniya Vich Ikko Lalkaar' campaign with a new music video in Chandigarh.
The music video brings alive Mahindra Tractors' scale, power and technology through a cinematic journey across Punjab. It features Punjabi singer and 'Prince of Bhangra' Sukhbir Singh alongside rapper, music video director, videographer and actor Parmish Verma. The video is a contemporary reimagination of 'Oh Ho Ho Ho' and marks the beginning of a broader 'Duniya Vich Ikko Lalkaar' campaign that will engage audiences through multiple touchpoints. The campaign celebrates the pride and progressive mindset connecting Mahindra Tractors with Punjab and its people.
The campaign celebrates the aspirations and enterprising spirit of Punjab's people while showcasing Mahindra Tractors' scale and deep-rooted connection with the region. It recognizes Punjab as one of the world's most progressive agrarian societies, where Mahindra tractors have earned customer trust built over decades of shared progress. This enduring association has kept Mahindra closely connected to the state's farming practices and evolving agricultural needs, reflected in award-winning tractor platforms such as the Mahindra NOVO series, Mahindra ARJUN series and Mahindra YUVO TECH+. These platforms are engineered for the power, technology, performance and durability required by Punjab's progressive agrarian economy.
“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. This is an expression of our global offerings, bringing together culture and creativit”
“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 ly”
Why this matters
This matters because it shows how a leading tractor manufacturer blends popular culture with brand marketing to celebrate and strengthen its deep-rooted connection with Punjab, one of the world's most progressive agrarian societies. The music video pairs a globally known 1999 hit with local stars, and the campaign will extend across multiple touchpoints. It underscores Mahindra's focus on a region where its tractor platforms like NOVO, ARJUN and YUVO TECH…
Terms in This Story
- Bhangra
- A lively style of Punjabi folk music and dance that originated in the Punjab region.
- agrarian
- Relating to farming, agriculture, or rural land.
Summarised from the linked release; details can be imperfect — always verify against the original source.