In a significant move to address the growing trend of rural migration and to motivate the younger generation to consider farming as a viable profession, Gromax Agri Equipment Ltd., a joint venture between Mahindra & Mahindra Ltd. and the Gujarat Government, unveiled a compelling video campaign on Kisan Diwas
The unique video campaign titled “Kisaan Ka Kamaal”, the new film seeks to instill pride in agricultural, while highlighting the endless opportunities within the sector.
Through the eyes of a young boy named Ayush, the video narrates a heartwarming story of his evolving understanding of his father’s role as a farmer. Ayush initially struggles to articulate his aspirations compared to his friends who dream of become doctors and engineers. However, he gradually realizes that his father embodies these roles and more – as an engineer, a doctor, a businessman, and a leader, demonstrating the multifaceted nature of modern agriculture.
The campaign features vibrant montages showcasing rural landscapes and modern agricultural practices, culminating in Ayush’s transformation as he embraces his father’s profession. He not only finds pride in his heritage but also encourages his friends to recognize the dynamic possibilities within agriculture.
By challenging stereotypes surrounding farming and emphasizing its potential for growth and innovation, Gromax aims to inspire a shift in mindset among young Indians. The campaign concludes with the powerful message: “Kisan Banana Sirf Bhagya Nahi, Saubhagya Ki Baat Hai.” (Becoming a farmer is not just destiny, it’s a blessing.) This sentiment underscores the importance of agriculture as a cornerstone of India’s economy and culture.
Gromax is joint venture between Mahindra & Mahindra Ltd, the world’s largest tractor manufacturer by volume & the Government of Gujarat. An agri-equipment entity Gromax is focused on bettering the lives of farmers across India, with affordable mechanisation solutions and believes that the life of a farmer in India can truly change only when he can gain MAXimum GROwth from his inputs. The company’s affordable mechanisation solutions, TRAKSTAR Tractors and TRAKMATE Farm Implements aims to achieve this task.
Founded in 1945, the Mahindra Group is one of the largest and most admired multinational federation of companies with 260,000 employees in over 100 countries. It enjoys a leadership position in farm equipment, utility vehicles, information technology and financial services in India and is the world’s largest tractor company by volume. It has a strong presence in renewable energy, agriculture, logistics, hospitality and real estate. The Mahindra Group has a clear focus on leading ESG globally, enabling rural prosperity and enhancing urban living, with a goal to drive positive change in the lives of communities and stakeholders to enable them to Rise.
