As part of its 60th-anniversary celebrations, Mahindra Tractors, has introduced a personalized virtual tractor drive experience. The initiative lets customers generate realistic videos of themselves driving a Mahindra Tractor. Following the “Desh ka Tractor: ‘Mitti se juda, Junoon se Saja’” campaign, the virtual drive aims to build deeper connections with Indian farmers.

The new drive is powered by Vitra.ai’s advanced AI-driven face augmentation technology. Vikram Wagh, CEO of Mahindra Tractors, shared his enthusiasm: “This virtual drive marks a major step in engaging with our farmers beyond just products. It’s a true celebration of the Mahindra brand and its commitment to the community.” Over 250,000 customers have already participated in this experience, showing its massive reach.

Satvik Jagannath, Co-founder & CEO of Vitra.ai, expressed pride in the partnership, stating: “Our face-swap technology brings farmers closer to the Mahindra brand through an immersive and deeply personal experience. We are thrilled to support Mahindra’s engagement goals across their diverse range of tractors.”

Farmers can participate by visiting Mahindra’s website to upload a photo, phone number, and location. The videos are delivered via WhatsApp in regional languages, making it easily accessible for all.