New Holland and Yuvraj Singh celebrate Indian farmers via new Dentsu Creative Webchutney film

Dentsu Creative Webchutney and New Holland, a brand of CNH and a global leader in tractors and farm equipment, have launched their latest campaign, ‘Asli Hero ki Asli Taaqat.’ The film is a tribute to the resilience, grit, and determination of India’s farmers.

Recognizing that the backbone of the nation lies in its agricultural warriors, the campaign draws a compelling parallel between the unstoppable spirit of farmers and the legendary perseverance of cricket icon Yuvraj Singh. Just as Yuvraj has redefined resilience on the field, New Holland tractors empower farmers with cutting-edge technology, superior performance, and efficiency – reinforcing that real heroes deserve real power.

Bringing this vision to life is a high-energy TV commercial and digital film, backed by a 360-degree surround campaign across radio, print, outdoor, and on-ground activations. The campaign also extends into dealership engagement initiatives and a digital-first strategy designed to amplify reach and engagement across social platforms.

Tarun Khanna, Director-Marketing, New Holland, said: “At New Holland, we believe that farmers are the true heroes of our nation, tirelessly working to feed the country and drive its progress. Just as Yuvraj Singh has inspired millions with his resilience, hard work, and ability to overcome challenges, our farmers showcase the same determination every day in the fields. His never-give-up spirit make him the perfect ambassador for our brand. Through this partnership, we hope to inspire farmers to adopt the world class technology provided by New Holland tractors that enhance productivity, efficiency, and ease of operations.”

Surjo Dutt, Chief Creative Officer, Dentsu Creative Webchutney, added: “Our farmers are undeniably the lifeline of the Indian economy and the nation’s spirit. New Holland’s efforts to cement their commitment to giving our heroes the centre-stage is admirable, and we are grateful to have been associated with them and Yuvraj in this mission.”

Yuvraj Singh said: “This campaign is my way of expressing deep admiration for the farmers of our nation, and I am grateful to collaborate with New Holland on this journey. While the brand’s technology and innovation set the benchmark for quality, performance, and service, its core mission is to empower and celebrate the very farmers who drive our nation forward. Like New Holland, I salute their relentless hard work and unwavering spirit – qualities that define a true hero.”

Ujjwal Anand, Managing Partner – North, Dentsu Creative Webchutney, added: “New Holland is a brand that not only champions innovation but also deeply values and respects the hands that shape our nation. This campaign, featuring Yuvraj Singh, is a testament to that commitment, bringing together cutting-edge technology and a heartfelt tribute to India’s farmers.”

Bringing this vision to life is a high-energy TV commercial and digital film, supported by a 360-degree campaign spanning radio, print, outdoor, and on-ground activations. The campaign also integrates dealership engagement and a digital-first strategy to maximize reach across social platforms.