Swaraj Launches All New Swaraj TVC, Mera Swaraj

Swaraj Tractors, a part of the US $19 billion Mahindra Group, today launched a new television commercial (TVC), Mera Swaraj. The new TVC showcases the spirit of the endearing relationship that takes Swaraj tractor closer to the hearts of farmers and all its stakeholders, alike.

The TVC has been aptly titled “Mera Swaraj”, given that most engineers working in Swaraj come from a farming background, thereby lending a personal touch to the product, coupled with their expertise in engineering. The commercial is scripted to showcase Swaraj as a tractor made by the farmers and for the farmers. The Swaraj brand is close to every farmer’s heart and this commercial reflects the sentiment of personal pride as the farmer proudly declares ‘Mera Swaraj’. This commercial has been released after a gap of three years.

Speaking about the commercial Viren Popli, Chief Operating Officer, Swaraj Division M & M Ltd said, “At Swaraj Tractors, we have a long and close association with the Indian farmer and the ‘Mera Swaraj’ commercial is a true reflection of that sentiment. Over the years, we realized that the Swaraj brand is associated with a lot of pride of ownership and it is this emotion that we have attempted to communicate through this recently launched commercial. In fact, the Swaraj brand belongs to all of us and it is this unique aspect of the brand that we have dwelt upon in a relatable way in the “Mera Swaraj” commercial.”

Robby Mathew, Chief Creative Officer, FCB Interface said, “During the ideation process, I visited the Swaraj factory along with my team. In many ways, the film wrote itself during the visit. Personally, in all my years in advertising, I haven’t seen an organization like Swaraj. The chemistry between the employees was palpable. Every person I met from the COO downwards was insanely proud of what they were doing. I sensed a real love for soil, for water, for land, and the very act of creation that we laymen call farming.”

Over the past couple of years, the Swaraj brand has been making great strides into the Indian tractor market. Today, it is the second largest tractor brand in the country and is ranked No. 2 in CSI, SSI, PSI and Brand Equity Index.