Swaraj Tractors: Digitising a legacy tractor brand

Swaraj Tractors, the agricultural tractor brand, reimagined the traditional rural marketing customer journey with a digital campaign to grow leads and sales in India.

Campaign details

Brand: Swaraj TractorsBrand owner: Mahindra & Mahindra Ltd.Agencies: VMLY&R, IndiaMarket: IndiaIndustries: Vans, Trucks, RVsMedia channels: Online display, Online video, Programmatic display, Social mediaBudget: Up to 500k

Executive summary

Swaraj Tractors, a legacy tractor brand from India, had lost market share because of the changing landscape of Indian farming, increased competitive pressures and loss of connection with younger farmers. To counter this, the brand broke free from conventional wisdom around rural marketing, to target young farmers digitally and align with their aspirational sprint towards modernity.

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