Mumbai: Dentsu Creative India, in association with New Holland Agriculture - a leading brand of tractors and farming equipment, has launched a new campaign that salutes the farmers of our nation. The campaign builds on the success of last year's ‘Asli Hero Ki Asli Taqat’ campaign, which portrayed farmers as the heroes of the nation who feed us all.

This year, the campaign focuses on the machines and technology that serve as the true strength behind these heroes. The campaign introduces a wide range of New Holland tractors and farming equipment, each designed to make farming easier and more efficient. These machines are a true embodiment of the key campaign message ‘Asli Hero Ki Asli Taqat’ (The Real Hero's Real Strength), a promise that New Holland continues to champion.

The campaign kicked off with a TVC that will be extended to other mediums. The film features stunning visuals of farmers working in the fields with the help of New Holland tractors and farming equipment. It captures the spirit of the farmers' dedication and highlights how these innovative and technologically advanced machines from New Holland transform them into real heroes.

Speaking on the campaign, Ujjwal Anand, Managing Partner, Dentsu Creative India said, “In a world where heroes often wear capes, New Holland reminds us that some heroes wear plaid shirts and muddy shoes. Their dedication to honouring the farmer as the true hero of our nation and recognizing the technology that supports them is both heartwarming and admirable.”

Dentsu Creative India chief creative officer of North Janmenjoy Mohanty added, “The idea was to show a perfect balance between the real power of New Holland tractors and the sheer heroism of the real heroes, i.e., our farmers. And the film has nicely achieved both. It is sure to add a lot of memorability to the brand.”

CNH Industrial marketing director India sub-region agriculture segment APAC Tarun Khanna commented, “For New Holland Agriculture, the farmers are our real heroes. With the second leg of this campaign celebrating our farmers, we are showcasing how the strength of our portfolio enables our real heroes in the field, thereby reaffirming New Holland as the real strength behind the real heroes.”