Mahindra & Mahindra: Driving rural prosperity through Trringo

Indian tractor manufacturer Mahindra & Mahindra synchronized the launch of its farming equipment initiative with the sowing/harvesting season to get farmers' attention.

Campaign details

Advertiser: Mahindra & MahindraBrand: Mahindra & MahindraAgency: Adfactors PRCountry: India

Situation analysis

India is home to a large farming community that lacks the resources and the wherewithal to own tractors and other modern farm equipment machinery. Such machinery is vital to raising productivity and ultimately, farmer prosperity. In the absence of the requisite machinery, many small farmers depend on the generosity of richer ones to borrow tractors and other such equipments. Devoid of any proper structure or a legal contract, such unorganised lending is ridden with issues such as unreasonably high...

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