Mumbai, November 07, 2024: In continuation with celebrating 60 years of Mahindra Tractors, India’s No. 1 tractor brand launched a unique virtual tractor drive experience for customers to generate a realistic, life like personalized video of themselves driving a Mahindra Tractor. Following the unveil of 'Desh ka Tractor: ‘Mitti se juda, Junoon se Saja', as a tribute to the Indian farming community, the virtual tractor drive was launched to foster a deeper connection with the brand, while capitalising on the celebratory mood of the festive season.

Partnering with Vitra.ai, a leader in AI-driven face augmentation technology for video personalization and translation, Mahindra Tractors aims to provide farmers with a personal "HERO MOMENT" of themselves alongside a Mahindra Tractor. Utilizing cutting-edge rich media powered by advanced machine learning and deep learning methodologies, Vitra.ai’s face augmentation technology enables Mahindra to deliver a first-of-its-kind seamless hyper-personalized video experience for customers, in Mahindra Tractors campaign videos.

To generate a personalised video, users need to go through a simple intuitive process by visiting the Mahindra Tractors website and upload a picture of themselves, their cell phone number and location, for the video to be delivered over WhatsApp, in regional languages based on their location.

Commenting on the initiative, Vikram Wagh, Chief Executive Officer – Mahindra Tractors, said, "At Mahindra Tractors, we are excited to present the first-ever virtual tractor drive, a brand-new initiative that represents our brand at the forefront of technology beyond just our products for a deeper connection with our new and evolving farmers. The new initiative is a testament to the power of AI, through which we have already enabled over 250,000 experiences.”

Speaking about the Virtual Tractor Drive initiative at Mahindra Tractors, Satvik Jagannath – Co-founder & CEO, Vitra.ai, “Leveraging Vitra.ai’s state-of-the-art personalized and augmented AI-generated face-swap video technology for farm tractors, gives farmers an immersive experience, enabling them to connect with the Mahindra brand like never before. We are thrilled to have scaled this innovation to meet Mahindra's high engagement goals, effectively and efficiently personalising their customer engagements for their widest range of tractors.”

Visit https://www.mahindratractor.com/virtual-drive to see yourself in action with the Desh Ka Tractor.

About Mahindra Tractors

Mahindra is India’s No.1 tractor brand for nearly four decades and is the world’s largest tractor manufacturer by volume. Mahindra rolled-out its first tractor in 1963, through a joint venture with International Harvester, Inc., USA, and in March 2024 became the first Indian tractor brand to sell four million tractors including global sales.

Powerful and fuel efficient for longer duty cycles, Mahindra Tractors are Built ‘Tough’ and are known for their exceptional build quality and performance on rugged and unforgiving terrains, for India and over 50 global markets.

Mahindra Tractors offer the widest tractor portfolio for India and are developed based on Mahindra’s world-class R&D, product development, quality manufacturing, in India, with world-class testing standards, based on world-class engines, powertrains, and aggregate technologies. This is backed by the country’s most comprehensive tractor sales, service, and spares networks, for lowest total cost of ownership, along with the highest tractor resale value.

Learn more about Mahindra Tractors on:
Website: https://www.mahindratractor.com/
Facebook: MahindraTractorsIndia/
Instagram: mahindratractorsofficial/
Twitter: @TractorMahindra

Media Contact:

Arthur Serrao
Communications, Mahindra Farm Equipment Sector
Email  - [email protected]
Phone: +918828168630