To mark 60 years as India's top tractor brand, Mahindra Tractors has introduced an innovative virtual tractor drive experience, allowing customers to create a lifelike, personalised video of themselves driving a Mahindra tractor. Launched alongside the ‘Desh ka Tractor: Mitti se juda, Junoon se Saja' campaign honouring Indian farmers, this initiative aims to strengthen customer connection and harness the festive spirit.

In collaboration with Vitra.ai, a leader in AI-driven face augmentation technology, Mahindra Tractors offers farmers a personal "HERO MOMENT" video featuring them with a Mahindra tractor. Using advanced machine learning and deep learning techniques, Vitra.ai's technology enables a seamless hyper-personalised video experience in Mahindra's campaign videos.

Customers can create a personalised video by visiting the Mahindra Tractors website, uploading a photo, and providing their mobile number and location. The video is then delivered via WhatsApp in regional languages based on their location.

 Commenting on the initiative, Vikram Wagh, CEO of Mahindra Tractors, said, "We are thrilled to offer the first-ever virtual tractor drive, a new initiative that showcases our brand's technological leadership and fosters a stronger bond with our evolving farmer community. This innovation demonstrates the power of AI, through which we have already enabled over 250,000 experiences." 

Satvik Jagannath, Co-founder & CEO of Vitra.ai, added, "By leveraging our AI-generated face-swap video technology, we're giving farmers an immersive experience with the Mahindra brand. We are excited to have scaled this innovation to meet Mahindra's high engagement goals, efficiently personalising customer interactions for their extensive tractor range."