Mahindra Tractors rolls out 'Duniyo Vich Ikko Lalkaar' campaign with Sukhbir Singh & Parmish Verma

Mahindra Tractors just launched something unexpected: a full-blown music video campaign in Punjab called 'Duniya Vich Ikko Lalkaar'. The centerpiece is a reimagined version of Sukhbir Singh's massively popular track 'Ishq Tera Tadpave', better known simply as 'Oh Ho Ho Ho'. 

The new version brings back Sukhbir Singh himself, this time alongside rapper-actor Parmish Verma, and was launched at an event in Chandigarh on August 4, 2026.

Why a Music Video for a Tractor Brand?

It sounds unusual at first, but it makes sense once you think about it. Punjab has one of India's strongest farming cultures, and music (especially Bhangra) is deeply woven into that identity. 

Instead of another simple ad, Mahindra decided to lean into that cultural connection, using a cinematic journey across Punjab to showcase the brand's scale, power, and tech in a way that actually feels local rather than corporate.

What the Brand Is Saying?

Parikshit Ghosh, Sr. Vice President & Head, Marketing & National Business Operations, Mahindra Tractors, described the campaign as a celebration of the shared spirit of ambition, confidence and global influence that defines both the brand and Punjabi music, with global reach but rooted in local culture. 

Sukhbir Singh himself spoke about growing up seeing Mahindra tractors on farms and how the brand's journey to global recognition resonated with his own story, which is why recreating the track for this campaign felt personal to him.

Beyond the Video

This isn't just a one-off release; it's the start of a broader campaign that'll roll out across multiple touchpoints in Punjab. Mahindra's also tying this back to its actual product lineup for the region, name-checking tractor platforms like the Mahindra NOVO series, Mahindra ARJUN series, and Mahindra YUVO TECH+, all positioned as built for Punjab's demanding agricultural needs.

Tractor Gyan's Take

It is a smart cultural play more than a product push. Mahindra isn't selling specs here; it's selling familiarity and pride, which matters a lot in a state where brand loyalty runs deep. Nostalgia and star power can only carry a campaign so far; the real test will be whether it translates into actual sales conversion in Punjab's competitive tractor market over the coming months.