Zee Media has signed an exclusive partnership with automobile giant Mahindra & Mahindra for the launch of its new aged, advanced tractor range - Yuvo Tech +. The launch event featured singer Ankit Tiwari who sang a theme song during the product launch which was also composed by him.
Mahindra & Mahindra’s farm equipment sector is one of the world’s largest manufacturer of tractors by volume and has been India’s No. 1 tractor brand for more than three decades.
Manoj Jagyasi, CRO, Zee Media, said, “Brand promotion does not need to be vanilla advertisements. Mahindra has exactly shown that. We are delighted to partner with Mahindra tractors for their new launch and happy to have produced the anthem song with the celebrity singer Ankit Tiwari. It was a good learning for all of us. It remains our constant endeavor to keep improvising for our partners with new and innovative integrations. Mahindra has always been a preferred partner and we feel delighted to have accomplished this new content piece suited to their expectations. We will keep on innovating and providing solution-based ideas that will cater to the brand requirements and make a difference to the custom content space with newer ways.”
“We have been working together with Zee regional new network team to create engaging hyperlocal content & Mahindra Tractors product updates for farmers for past many months. We have successfully executed many such programs across markets in sync with the physical activation providing farmers crop updates and enriching information on increasing productivity. The Yuvo Tech + Utsav is again one such initiative where we have been able to centrally drive visibility for the new launch. The Yuva Yuvo Tech + anthem, was crafted well and is expected to connect with young farmers. Looking forward to more such innovative product content with the Zee team” said Ashish Dixit, Head Marketing Services, Mahindra Tractors.
Zee and Mahindra group have been media partners in the past too for various partnerships. The launch of Yuvo Tech+ was exclusively aired on regional channels of Zee Media namely, Zee Rajasthan, Zee Bihar Jharkhand, Zee 24 Kalak, Zee Uttar Pradesh Uttarakhand and Zee Madhya Pradesh Chhattisgarh on October 28, 2021.