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.

The Bond Between Mahindra & Punjabi Music: What the Brand Is Saying

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. 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.” 

Punjabi Pride Meets Global Scale: Sukhbir Singh Speaks

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. 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."

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.