Virtual drive on a Mahindra tractor

Following the unveil of ‘Desh ka Tractor: ‘Mitti se juda, Junoon se Saja’, as a tribute to the Indian farming community, the virtual tractor drive was launched to foster a deeper connection with the brand.

Partnering with Vitra.ai, specialist in AI-driven face augmentation technology for video personalization and translation, Mahindra Tractors aims to provide farmers with a personal “HERO MOMENT” of themselves alongside a Mahindra Tractor. Utilizing media powered by advanced machine learning and deep learning methodologies, Vitra.ai’s face augmentation technology enables Mahindra to deliver a seamless hyper-personalized video experience for customers, in Mahindra Tractors campaign videos.

To generate a personalised video, users need to go through a simple intuitive process by visiting the Mahindra Tractors website and upload a picture of themselves, their cell phone number and location, for the video to be delivered over WhatsApp, in regional languages based on their location. 

Commenting on the initiative, Vikram Wagh, CEO Mahindra Tractors said: “We are excited to present the first-ever virtual tractor drive, a brand-new initiative that represents our brand for a deeper connection with our new and evolving farmers. It is a testament to the power of AI, through which we have already enabled over 250,000 experiences.”

Speaking about the Virtual Tractor Drive initiative, Satvik Jagannath, Co-founder & CEO Vitra.ai, “Leveraging Vitra.ai’s personalized and augmented AI-generated face-swap video technology for farm tractors, gives farmers an immersive experience, enabling them to connect with the Mahindra brand. We have scaled this innovation to meet Mahindra’s engagement goals, personalising their customer engagements for a wide range of tractors.”