India – New Holland, the agricultural machinery brand under CNH, has joined forces with Dentsu Creative Webchutney to launch a powerful new campaign celebrating the resilience, grit, and determination of Indian farmers.
Titled ‘Asli Hero ki Asli Taaqat’ (The True Strength of a Real Hero), the campaign highlights the vital role of farmers in India, drawing a parallel between their resilience and the perseverance of cricket icon Yuvraj Singh.
Just as Yuvraj Singh has showcased resilience on the cricket field, the campaign emphasises how modern farming technology plays a crucial role in supporting farmers’ hard work and productivity.
Yuvraj Singh said, “This campaign is my way of expressing deep admiration for the farmers of our nation, and I am grateful to collaborate with New Holland on this journey. While the brand’s technology and innovation set the benchmark for quality, performance, and service, its core mission is to empower and celebrate the very farmers who drive our nation forward. Like New Holland, I salute their relentless hard work and unwavering spirit – qualities that define a true hero.”
Ujjwal Anand, managing partner – North at Dentsu Creative Webchutney, commented, “New Holland is a brand that not only champions innovation but also deeply values and respects the hands that shape our nation. This campaign, featuring Yuvraj Singh, is a testament to that commitment, bringing together cutting-edge technology and a heartfelt tribute to India’s farmers.”
To bring the campaign’s vision to life, New Holland and Dentsu Creative Webchutney launched a dynamic TV commercial and digital film, supported by a comprehensive 360-degree campaign spanning radio, print, outdoor, and on-ground activations.
The initiative also includes dealership engagement efforts and a digital-first strategy aimed at maximising reach and interaction across social platforms.
Tarun Khanna, director of marketing at New Holland, 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 tractors that enhance productivity, efficiency, and ease of operations,” Khanna added.
Also commenting on the campaign, Surjo Dutt, chief creative officer at Dentsu Creative Webchutney, said, “Our farmers are undeniably the lifeline of the Indian economy and the nation’s spirit. New Holland’s efforts to cement their commitment to giving our heroes the centre stage are admirable, and we are grateful to have been associated with them and Yuvraj in this mission.”
