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 Tractors Brand owner: Mahindra & Mahindra Ltd. Agencies: VMLY&R, India Market: India Industries: Vans, Trucks, RVs Media channels: Online display, Online video, Programmatic display, Social media Budget: 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 con

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