Mahindra Tractors

Mahindra Tractors – Kisan Diwas Campaign

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The Setup

For Mahindra Tractors, Kisan Diwas isn’t just another calendar date. It’s a moment of deep brand relevance — a time to honour the community that powers the country’s backbone. Every year, the brand participates in the conversation. But this year, it needed to hit home. The goal? Create a campaign that not only resonated with farmers — but made everyone feel something.

The Problem

Messages of gratitude are common during Kisan Diwas. But in the sea of “thank you” posts and ad films, how do you say it in a way that sticks? The challenge was to break out of the ritualistic tone and craft something more human, more reflective — something that didn’t just speak to farmers, but prompted the rest of us to listen (and feel).

Our POV

We didn’t want to say thank you. We wanted to ask if you’ve ever said it. “Thank You Bola Kya?” became the emotional centre of the campaign — a gentle but powerful nudge to acknowledge the invisible labour of India’s farmers. Instead of dramatics, we chose relatability. Small moments. Daily routines. Everyday luxuries we take for granted — all leading back to one quiet but urgent reminder: have you thanked a farmer today?

The Execution

Conceptualised and produced a heartfelt brand film, blending everyday urban moments with the unseen efforts of Indian farmers Used slice-of-life storytelling with minimal scripting and authentic casting to elevate believability Released on Kisan Diwas, timed to generate emotional relevance and nationwide recall Optimised for digital with short-form edits and social-friendly formats for extended reach

The Impact

-> Crossed 1M+ views across social and digital platforms

-> Generated high emotional engagement with hundreds of organic comments and shares

-> Helped reinforce Mahindra’s image as a brand that honours the real heroes of the soil — not just through words, but action

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