Mahindra Tractors observes Kisan Diwas with a digital tribute to farmers

Mahindra Tractors, a part of the Mahindra Group and one of India’s leading tractor brands, marked Kisan Diwas by launching a digital campaign that highlights the contributions of Indian farmers. The campaign builds on the theme of the previous year’s initiative, “Did you thank the farmer?”, by encouraging urban audiences and social media users to express gratitude to farmers.  

This year’s campaign draws attention to the parallel between the appreciation shown to food delivery personnel and the often-overlooked efforts of farmers who make every meal possible. Through a lively digital film, Mahindra focuses on the role of food delivery apps in urban lifestyles, emphasizing how these apps enable people to enjoy diverse cuisines from the comfort of their homes. The campaign suggests that while delivery personnel are commonly thanked for their service, the same gratitude should extend to farmers.  

The company has encouraged individuals to use social media platforms to thank farmers using the hashtag #ThankYouKisan as part of the initiative.  

Kisan Diwas, observed annually on December 23, marks the birth anniversary of Choudhary Charan Singh, India’s fifth Prime Minister and a prominent advocate for farmers’ rights. The day is dedicated to recognizing the contributions of farmers across the country.  

Mahindra’s campaign aligns with its broader objective of supporting farmers through innovative solutions, reliable tractors, financing schemes, and other initiatives. The effort aims to raise awareness and foster a sense of gratitude among both urban and rural audiences.