This collaboration, part of the ‘Asli Hero ki Asli Taaqat’ campaign, honours the resilience of Indian farmers. With Yuvraj’s never-give-up spirit, New Holland aims to inspire farmers while promoting advanced farming solutions for greater productivity and efficiency.

New Holland, a CNH brand and a global leader in tractors and farm equipment, has appointed cricket legend Yuvraj Singh as its brand ambassador. This strategic partnership aligns with the brand’s ‘Asli Hero ki Asli Taaqat’ campaign, which honours and empowers Indian farmers. The campaign is an ode to India’s true heroes—farmers—and celebrates their dedication and enthusiasm. Working with Yuvraj Singh, the ‘Asli Khiladi’ who has carved his legacy on the pitch, New Holland emphasises the resilience, determination, and hard work that both farmers and the sports icon exemplify.

Welcoming Yuvraj Singh to the New Holland family, Tarun Khanna, Director of Marketing, New Holland India, says, “At New Holland, 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. His never-give-up spirit makes him the perfect ambassador for our brand. Through this partnership, we hope to inspire farmers to adopt the world-class technology provided by New Holland machinery that enhances productivity, efficiency, and ease of operations.”

Speaking about his association with New Holland, Yuvraj Singh says, “Coming from a state that is considered the breadbasket of India, I have seen firsthand the hard work and resilience of our farmers. Partnering with New Holland, a brand synonymous with high productivity and reliable performance, feels like a natural fit. Together, we celebrate the real heroes of our nation—the farmers—and help them build a stronger, more prosperous future.”

The campaign will use a multifaceted media strategy that includes TV commercials, digital, radio, print, outdoor advertising, on-site experiential events, and dealership engagement.

New Holland provides innovative agricultural solutions in India, including tractors, combine harvesters, balers, and implements that increase efficiency and productivity in a variety of applications such as tillage, plantation, harvesting, post-harvesting, commercial applications, and haulage.

For more information, visit: https://www.cnh.com/