Mahindra & Mahindra’s tractor division has announced its new brand association with Telugu superstar Mahesh Babu in Andhra Pradesh. The brand ambassador signifies the strong focus of the tractor major towards the Andhra Pradesh market and its steady progress towards creating a young and vibrant brand image amongst the next generation of farmers.
Sanjeev Goyle, Sr. Vice President, Marketing & AppliTrac, Farm Equipment Sector, M&M Ltd. said “Andhra Pradesh is a critical market for Mahindra and our products are especially designed to suit the needs of this market. The Bhoomiputra 475 and 575 tractors have the largest user base in Andhra Pradesh. Mahindra has been a dominant tractor brand in the state and has been the market leader for over three decades.”
Commenting on the brand association with the southern superstar Mahesh Babu, Mr.Goyle further said, “We now want to connect with the next generation of farmers who are keen to use tractors equipped with technology that offer better fuel efficiency. Hence we felt the need to associate brand Mahindra with Mahesh Babu, a superstar and the youth icon in Andhra Pradesh. Both brand Mahindra and Mahesh Babu are super stars in their own industry and the celebrity fit compliments the brand value.”
Commenting on the association, Superstar Mahesh Babu said “I’m very excited to be the brand ambassador for Mahindra Tractors. The company drives positive change in the lives of farmers and I would love to connect with the young farmers in Andhra Pradesh.”
A new TVC campaign featuring Mahesh Babu has been rolled out in Andhra Pradesh taking this association to the next level. The same is being promoted through digital and print media and through cinema. Mahindra Tractors currently has a total market share of 42% and has 157 Samriddhi centres across the country for soil testing and agri services.
Mahindra Tractors has recently launched the Arjun MAT – Multi Application Tractor series which offers cutting edge tractor technology, and the Mahindra 395, 595 and 265 Power Plus with higher power. The company has also introduced a Rice Transplanter to mechanize the highly labour driven paddy transplantation process.