As part of its 60th-anniversary celebration, Mahindra Tractors, India’s top tractor brand, has introduced a virtual tractor drive experience. This new initiative enables customers to create a personalised, realistic video of themselves driving a Mahindra Tractor. Following the launch of "Desh ka Tractor: Mitti se juda, Junoon se Saja," a campaign honoring the Indian farming community, the virtual drive aims to strengthen customer connection with the brand during the festive season.
Mahindra Tractors has partnered with Vitra.ai, a specialist in AI-driven face augmentation technology for video personalisation and translation, to provide farmers with a customised video experience. Vitra.ai’s technology utilises machine learning and deep learning methods, allowing customers to see themselves alongside a Mahindra Tractor in campaign videos.
Customers can create a personalised video by visiting the Mahindra Tractors website, uploading a photo, and providing their phone number and location. The completed video is delivered via WhatsApp in a regional language based on the user's location.
Vikram Wagh, Chief Executive Officer of Mahindra Tractors, described the virtual tractor drive as a new way to engage with both current and emerging generations of farmers. Satvik Jagannath, Co-founder and CEO of Vitra.ai, noted that Vitra.ai’s technology allows Mahindra to provide farmers with an immersive experience that connects them with the brand. This collaboration has enabled Mahindra to reach engagement targets by effectively personalising customer interactions across its diverse tractor lineup.