MUMBAI, 8 November 2024: In celebration of their 60th anniversary, Mahindra Tractors, India's leading tractor brand, launched a unique virtual tractor drive experience. This innovative initiative allows users to create personalized videos of themselves driving a Mahindra tractor.

The virtual tractor drive builds on Mahindra's "Desh ka Tractor: ‘Mitti se juda, Junoon se Saja'" campaign, a tribute to the Indian farming community. This engaging experience aims to foster deeper brand connection while capitalizing on the festive season's celebratory spirit.

Partnering with Vitra.ai, a leader in AI-powered face augmentation technology, Mahindra allows users to have a "HERO MOMENT" alongside a virtual Mahindra tractor. Powered by advanced machine learning and deep learning, Vitra.ai's technology seamlessly integrates the user's face into the video, creating a first-of-its-kind personalized experience.

Generating a personalized video is simple. Users visit the Mahindra Tractors website, upload a photo, phone number, and location. The completed video is then delivered via WhatsApp in the user's regional language.

"We're excited to present the first virtual tractor drive," said Vikram Wagh, Chief Executive Officer of Mahindra Tractors. "This initiative positions our brand at the forefront of technology, enabling us to connect with new and evolving farmers beyond just our products. The power of AI has already allowed us to create over 250,000 virtual experiences."

Satvik Jagannath, Co-founder & CEO of Vitra.ai, commented, "Our AI-powered face-swap technology allows farmers to experience the Mahindra brand in a completely new way. We're thrilled to help Mahindra personalize their customer engagement for their entire tractor range."

To see yourself virtually driving a Mahindra tractor, click here.