• Mahindra celebrates 74th Republic Day with the launch of #DeshKiAawaz campaign

Mumbai, January 25, 2023: Mahindra & Mahindra’s Farm Equipment Sector, part of the Mahindra Group and the world’s largest tractor manufacturer by volume, 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 sounds of Mahindra tractors in various applications through exhaust notes and engine sounds, including that of Mahindra’s popular tractor and farm machinery range. The film also showcases the diversity of farming across India and captures sights that celebrates the daily life of a farmer.

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 Ltd 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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