New Delhi, March 20th, 2025

New Holland, a brand of CNH and a global leader in tractors and farm equipment, has signed up cricket icon Yuvraj Singh as its brand ambassador. This strategic partnership is in line with the brand’s ‘Asli Hero ki Asli Taaqat’ campaign, which recognizes and empowers Indian farmers. The campaign is an ode to India’s real heroes—the farmers—and celebrates their hard work and passion. Partnering with Yuvraj Singh, the ‘Asli Khiladi’ who has carved his own legacy on the field, New Holland highlights the resilience, determination, and hard work that both farmers and the sports icon embody.

Welcoming Yuvraj Singh to the New Holland family, Tarun Khanna, Director Marketing, New Holland India said, "At New Holland, we believe that farmers are the true heroes of our nation, tirelessly working to feed the country and drive its progress. Just as Yuvraj Singh has inspired millions with his resilience, hard work, and ability to overcome challenges, our farmers showcase the same determination every day in the fields. His never-give-up spirit makes him the perfect ambassador for our brand. Through this partnership, we hope to inspire farmers to adopt the world-class technology provided by New Holland machinery that enhances productivity, efficiency, and ease of
operations.”

Speaking about his association with New Holland, Yuvraj Singh said, "Coming from a state that is considered the breadbasket of India, I have seen firsthand the hard work and resilience of our farmers. Partnering with New Holland, a brand synonymous with high productivity and reliable performance, feels like a natural fit. Together, we celebrate the real heroes of our nation—the farmers—and help them build a stronger, more prosperous future.”

The campaign will implement a comprehensive media strategy, including TV commercial, digital, radio, print, outdoor advertising, on-ground experiential events, and dealership engagement.

New Holland offers innovative agricultural solutions across India including a wide range of tractors, combine harvesters, balers, and implements, that drive efficiency and productivity across various applications such as tillage, plantation, harvesting, post- harvesting, commercial applications and haulage.