Brand: Mahindra Tractors
Brand Owner: Mahindra & Mahindra
Lead Agency: Interactive Avenues Pvt. Ltd.
Industries: Vans, Trucks, RVs
Media Channels: Content Marketing, Online video, Social media
Budget: Up to 500k
A clear market leader in India, Mahindra Tractors wanted to create quality content tailored for farmers across the country. Tractors as a brand had never forayed into the content marketing space and their brief to us was simple: What content is great content for our audience, and how do we create it?
Farmers are such a large audience that not many brands create content for them. Profiling the audience led us to "The second generation farmer". Younger, educated, savvy online and, most importantly, the main voice in his father's ear.