Mahindra Tractors has launched a new music video ‘Oh Ho Ho Ho’ as part of its Punjab-focused brand campaign, ‘Duniya Vich Ikko Lalkaar’. The campaign was unveiled at an event in Chandigarh.
The music video reimagines Punjabi singer Sukhbir Singh’s 1999 track Ishq Tera Tadpave, widely recognised as Oh Ho Ho Ho. It features Sukhbir alongside Punjabi singer, rapper and actor Parmish Verma.
Set across Punjab, the video uses the familiar track and regional imagery to showcase Mahindra Tractors and its presence in the state. The campaign draws on themes of Punjabi culture, agriculture and farming while positioning the brand around its association with the region.
Oh Ho Ho Ho marks the first phase of the broader Duniya Vich Ikko Lalkaar campaign. Mahindra Tractors plans to extend the campaign across multiple consumer touchpoints in Punjab.
The campaign also highlights the company’s tractor portfolio used in the region, including the Mahindra NOVO, Mahindra ARJUN and Mahindra YUVO TECH+ series.
Through the campaign, Mahindra Tractors is using music and Punjabi popular culture to strengthen its regional communication, bringing Sukhbir’s widely recognised track into a contemporary brand campaign featuring two names associated with Punjabi entertainment.
Watch the campaign
Parikshit Ghosh – Sr. Vice President & Head – Marketing & National Business Operations, Mahindra Tractors said, “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.”
He further added, “This is an expression of our global offerings, bringing together culture and creativity to connect with audiences in a way that is contemporary and unmistakably Punjabi.”
Sukhbir Singh said, “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.”
He further added, “I am delighted to collaborate with this powerful brand on ‘Duniya Vich Ikko Lalkaar. It was exciting to recreate my song with these campaign lyrics that celebrate the passion, pride, and global influence that both Punjab and Mahindra Tractors share.”
