In a heartwarming tribute to the unsung heroes of India, Dentsu Creative Webchutney and New Holland have unveiled their latest campaign, ‘Asli Hero Ki Asli Taaqat’. Featuring cricket legend Yuvraj Singh, this campaign shines a light on the tireless work and unwavering determination of India’s farmers—who are the true backbone of the nation’s growth and prosperity.
The core of this campaign lies in drawing a powerful parallel between the resilience of India’s farmers and the determination shown by Yuvraj Singh on the cricket field. As a cricketing legend known for his perseverance, Yuvraj Singh is the perfect embodiment of the grit that defines the Indian farming community. Just as Yuvraj has faced challenges head-on in his career, India’s farmers continue to overcome every obstacle to provide for the country.
New Holland, a leader in agricultural technology, stands alongside these farmers, offering them world-class tractors designed to enhance productivity, efficiency, and ease of operations. The message of the campaign is simple but impactful: real heroes deserve real power. And with New Holland’s innovative technology, India’s farmers now have the tools they need to power through their hard work.
To bring this message to life, the campaign kicks off with a high-energy TV commercial and digital film. These pieces capture the essence of the campaign: the powerful connection between the perseverance of farmers and the reliability of New Holland tractors. The commercial reflects the strength, dedication, and resilience of Indian farmers, showcasing how they, like Yuvraj Singh, continually rise above challenges.
In addition to the TVC and digital films, the campaign spans a variety of media channels, including radio, print, outdoor advertisements, and on-ground activations, ensuring that it resonates with audiences across the country. New Holland has also designed a 360-degree approach with dealership engagement programs and a strong digital-first strategy, aiming to expand the campaign’s reach across social media and digital platforms.
Tarun Khanna, Director of Marketing at New Holland, emphasized the importance of this campaign in celebrating farmers as the real heroes of the nation. “At New Holland, we strongly believe that farmers are the true pillars of progress in India. Their hard work is integral to the nation’s prosperity. Like Yuvraj Singh, who has shown exceptional resilience and leadership, our farmers demonstrate unwavering strength in the field. Through this campaign, we want to encourage farmers to adopt the latest technology from New Holland, which will help them work smarter and more efficiently.”
Surjo Dutt, Chief Creative Officer at Dentsu Creative Webchutney, echoed this sentiment. “Farmers are the heartbeat of India, and their contribution to the nation cannot be overstated. New Holland’s focus on elevating these heroes is inspiring, and we’re proud to be part of this journey, especially with Yuvraj Singh playing such a central role in the campaign.”
Cricket icon Yuvraj Singh, who has long been an advocate for perseverance and resilience, shared his pride in being part of this campaign. “India’s farmers are the real heroes. Their dedication and tireless work to feed the country deserve recognition and respect,” Yuvraj stated. “Through this campaign, I’m able to show my admiration for their hard work and the challenges they face every day. New Holland’s technology plays a crucial role in empowering these farmers, and I’m proud to support a brand that is so deeply committed to improving their lives.”
Ujjwal Anand, Managing Partner at Dentsu Creative Webchutney, also highlighted the importance of New Holland’s values in the campaign. “New Holland stands for innovation and respect for the hard work that shapes our nation. This campaign, with Yuvraj Singh at the forefront, celebrates both the technology that powers the future of farming and the unyielding spirit of India’s farmers.”
The ‘Asli Hero Ki Asli Taaqat’ campaign is not just a celebration; it’s a call to action. It encourages farmers to embrace cutting-edge technology that can revolutionize their farming practices and make their work more efficient. By empowering farmers with New Holland’s advanced tractors, the campaign is helping to transform agriculture in India and acknowledging the strength and resilience of those who toil in the fields.
