Yuvraj Singh bats for tractors—Will farmers buy in?

Dentsu Creative Webchutney and New Holland, a brand of CNH and a provider of tractors and farm equipment, have launched their latest campaign, ‘Asli Hero ki Asli Taaqat’ (A real hero’s real strength). The campaign is a tribute to the resilience, grit, and determination of India’s farmers.

Recognising that the backbone of the nation lies in its agricultural warriors, the campaign draws a compelling parallel between the unstoppable spirit of farmers and the perseverance of cricketer Yuvraj Singh. Just as Singh has redefined resilience on the field, New Holland tractors empower farmers with cutting-edge technology, superior performance, and efficiency—reinforcing that real heroes deserve real power.

Bringing this vision to life is a TV commercial and digital film, backed by a 360-degree surround campaign across radio, print, outdoor, and on-ground activations. The campaign also extends into dealership engagement initiatives and a digital-first strategy designed to amplify reach and engagement across social platforms.

Tarun Khanna, director-marketing at New Holland said, "We believe that farmers are the true heroes of our nation, tirelessly working to feed the country and drive its progress. Just as Yuvraj Singh has inspired millions with his resilience, hard work, and ability to overcome challenges, our farmers showcase the same determination every day in the fields. Through this partnership, we hope to inspire farmers to adopt the world class technology provided by New Holland tractors that enhance productivity, efficiency, and ease of operations.”

Commenting on the campaign, Surjo Dutt, chief creative officer of Dentsu Creative Webchutney added, “Our farmers are undeniably the lifeline of the Indian economy and the nation’s spirit. New Holland’s efforts to cement their commitment to giving our heroes the centre-stage is admirable, and we are grateful to have been associated with them and Yuvraj in this mission.”

Yuvraj Singh stated, “This campaign is my way of expressing deep admiration for the farmers of our nation, and I am grateful to collaborate with New Holland on this journey. While the brand’s technology and innovation set the benchmark for quality, performance, and service, its core mission is to empower and celebrate the very farmers who drive our nation forward. Like New Holland, I salute their relentless hard work and unwavering spirit—qualities that define a true hero.”

Ujjwal Anand, managing partner—North at Dentsu Creative Webchutney commented, “This campaign, featuring Yuvraj Singh, is a testament to that commitment, bringing together cutting-edge technology and a heartfelt tribute to India's farmers.”

Campaign’s take: New Holland’s latest campaign, Asli Hero ki Asli Taaqat, is a full-throttle attempt to merge cricketing heroism with agricultural grit. Starring Yuvraj Singh and crafted by Dentsu Webchutney, the ad film sees the former Indian cricketer staring at his trophy cabinet before shifting gears—quite literally—to a New Holland tractor.

It’s a clever visual metaphor. Just as Singh stabilised India’s middle order in the 2000s, he’s shown effortlessly navigating farmland, making the case that both a cricketer and a farmer require strength, resilience, and the right gear. The campaign attempts to resonate with India’s rural heartland by tapping into Singh’s roots—while he owns plush homes in Mumbai and Goa, his ties to Chandigarh, a farming hub, lend some authenticity to the narrative.

But can urban cricket stardom truly translate to tractor credibility? Singh’s prowess on a damp pitch might parallel a tractor’s performance on tough terrain, but farmers prioritise efficiency over celebrity endorsements. New Holland’s strategy hinges on whether Singh’s ‘real hero’ persona connects beyond digital screens and dealer activations to the fields themselves. Otherwise, it risks being a well-shot, well-intended campaign that, in reality, never quite takes root.