Mahindra Tractors has rolled out a campaign, ‘Duniya Vich Ikko Lalkaar’, featuring Punjabi singers Sukhbir and Parmish Verma.

The film opens with Sukhbir receiving a call from Verma, who asks him how life is treating him in Canada. With a smile, Sukhbir replies, "Bas meri gaadi ready rakh, main aa reha haan." (Just keep my ride ready—I’m coming.) The film then transitions into Sukhbir's homecoming. As he arrives, Verma welcomes him and hands him the keys - not to a car, but to a tractor. It's a reveal that instantly establishes the film's playful tone while celebrating Sukhbir's roots.

From here, the film seamlessly transitions into a vibrant music video set to a reimagined rendition of Sukhbir's iconic track, Ishq Tera Tadpave (Oh Ho Ho). The song becomes a celebration of Punjab's agricultural spirit, showcasing its lush fields, hardworking farmers, modern farming practices, and the pride, energy, and joy that define life on the land. Through dynamic visuals and infectious music, the film highlights a side of Punjab that is both authentic and uplifting.

What we think about it: The film presents a refreshing take on Punjab's agricultural identity through the return of Sukhbir and a reimagined version of his iconic track, Oh Ho Ho. It highlights the resilience and spirit of Punjab's farming community while positioning agriculture as a source of aspiration and cultural identity. The film positions the tractor as more than a piece of agricultural equipment, it emerges as a symbol of pride, power, and the enduring spirit of Punjab's farming community.

The film released on 4 August.