The ad above was a huge success at Mahindra's. It was backed with a clear cut strategic recommendation that suggested a shift from naming tractors on the basis of numbers like 575 etc to a completely different brand architecture. Three segments were identified with the top segment being offered heavy duty models and the payoff being "status". The brand name was "sarpanch" and the TG were mostly well to do farmers who would use it also as a personal transport vehicle on occasions. The middle segment were sold on performance and in hard soil conditions the"senapati" was to be the choice. The entry level segment was to be wooed with sipahi and the value for money proposition was the recommended route.
The ads previously used to feature the entire range. It changed after the sarpanch branding. Media wise too it gave us a lot of flexibility with sarpanch being featured in Punjab and affluent markets while the medium range was aimed at AP etc.
Ganga and Nalesh again did the creative themselves. The pagdi was illustrated by R.Vanmali.
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