Mahindra & Mahindra’s Farm Equipment Sector, part of the Mahindra Group, today commemorated India’s 74th Republic Day with a digital film called #DeshKiAawaz, recreating the national song Vande Mataram, as a special tribute to the country’s farmers.
An immersive digital film, #DeshKiAawaz is a recreation of Vande Mataram, with sounds and sights from India’s farming ecosystem. The film captures the sounds of Mahindra tractors in various applications through exhaust notes and engine sounds, including that of Mahindra’s tractor and farm machinery range. The film also showcases the diversity of farming across India and captures sights that celebrate the daily life of a farmer.
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On India’s 74th Republic Day, Mahindra will also organise various customer engagement initiatives across dealerships and aim to create a record of the largest gathering of farmers singing India’s national anthem at the same time.
Hemant Sikka, President, Farm Equipment Sector, Mahindra & Mahindra said, “Farmers are an integral part of our country’s ecosystem, who over the decades, have worked relentlessly to serve our country. Our purpose at Mahindra is to Transform Farming & Enrich Lives and with the #DeshKiAawaz campaign, we have created something unique to celebrate India’s 74th Republic Day across Mahindra’s dealerships with our farmers. #DeshKiAawaz is our tribute to the farmers of the nation on this special day.”
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Mahindra has been India’s No.1 tractor brand for more than three decades. Having rolled out its first tractor in 1963, through a joint venture with International Harvester Inc., USA, Mahindra & Mahindra in March 2019 became the first Indian tractor brand to sell three million tractors, inclusive of sales to global customers.