Mahindra Arjun Ultra 1 Rural Marketing Initiative

Project: Mahindra Arjun Ultra 1 , Hosh Uda De Mission: Establish Arjun Ultra as the preferred choice of farmer Category: Marketing & Sales Agency: RC&M Client: Mahindra & Mahindra

Roaring Agri facts

• Personal purchasing power has increased of big farmers and otherwise.

• India amongst the largest market in the world for tractors

Roaring Agri facts

• Indian tractor industry witnessed a multiple growth in last four decades.

• Increased use of tractors for non-agri purposes like haulage, mode of transport and construction industry.

• Government’s encouragement to contract farming has lead to higher demand of High HP tractors

Challenge

• To galvanize the mind set of the rich/well exposed farmers for the preference of hi value premium buy.

• To engrave the pride factor

Aspirations of a bigger farmer…

Customer Profile

• Affluent farmer & High land holding

• More advanced and exposed to technology

• Style and status conscious

• Farmers owning different cropping applications

• Non farmers in trading of heavy material/construction

Idea

• Acknowledging the new rising power of Indian farmer due to his increased purchasing power.

• Acknowledging his increased awareness

• Acknowledging his increased demands for his need of comfort, style, technology & power.

Mahindra & MahindraArjun Ultra

“Hosh Uda De”Born to exceed your imagination

Approach: Media used for Hosh uda de

• Aerodynamic display unit

• Innovative Igloo chamber

• Technology show through video game

• Stylish display set up at highway dhaabas.

Aerodynamic display unit to depict premium ness

All glass sleek capsule unit showcasing the tractor in a jaw dropping style

Instant creation of interactive larger than life enclosure

Hi tech interactive video enabled, 3D computerizedSelf experiencing simulation

highlighting product features and applications

Comparing difference between an ordinary tractor and Arjun Ultra via a tractor race

An experience to cherish.

High traffic dhabas captured for showcasing Arjun ultra on highways

Dhaba Set up

• The dhabas selected were in vicinity of dealerships

• The dhabas selected were in the proximity of big n affluent farmers who frequent such places very often.

Deliverables

Results of campaign in 1250 villages across 8 states

Thank you