afaqs!

Mahindra's tractors seen flying over Punjab's skies

By Surina Sayal , afaqs!, Mumbai | In OOH News | May 28, 2010
To launch the deluxe version of its tractor Arjun Ultra, the company has quite literally taken its communication on-air

As part of an on-ground activity to promote the new version of its tractor, Arjun Ultra-1 DLX, Mahindra Tractors has adopted a new route that is far from 'on ground'. The company has, quite literally, taken its communication on air.

Mahindra & Mahindra (FES), the market leader in the tractor business in India, has for the first time taken its activation to the skies, through a campaign designed by experiential marketing agency, RC&M.

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An aircraft will fly over small towns and villages, carrying the brand message on a 19ft x 120 ft banner. The banner carries an image of the new tractor, along with the message, 'Hosh uda de naya Arjun Ultra-1 DLX. Mahindra Tractors.'

Starting in Punjab, the aircraft will carry the communication across six districts over two days.
The aircraft flies at a height of only about 1,000 ft above the TG's workplaces, thus attracting a lot of attention.

Priya Monga, business head, RC&M says, "The craft will fly over these districts for two to three hours each day, which have been minutely mapped. These are locations that house potential buyers."

The activity's objective is to announce the launch of the deluxe version of the Arjun tractor with its new features, including side shifting gears, radial tyres, and so on.

Sanjeev Goyle, senior vice president - marketing, FES, Mahindra & Mahindra tells afaqs!, "The target group for this tractor and the air activity is the evolved farmer, who is rich and prosperous; one who appreciates technology and adapts to mechanization in a big way."

He adds that the company wanted to create large-scale awareness in the market. "This sort of initiative also creates a great feeling among stakeholders such as dealers and existing customers. They feel good when they see their product being advertised like this." Other mediums like SMS and radio are also being used as part of the campaign.

Mahindra Tractors enjoys 28 per cent market share in the Punjab market. It has plans to take this aircraft banner initiative to other important markets, including Uttar Pradesh, Bihar and Madhya Pradesh. In Bihar, the company commands a hefty 42 per cent share in the tractor market.

RC&M has also been conducting 'Mahindra Mahotsav' for the company for the past four years. The tractor leader's products and strengths are showcased during this event; and visitors can also make bookings and down payments.

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