Commenting on the initiative, Ravi Arora, Sales and Marketing, New Holland said: "New Holland has always been at the forefront in recognising the needs of Indian farmers and providing them with the best technological products to fulfill their requirements. The Pragati ki Chaabi campaign was conceptualised to allow the prospective farmers to witness the superiority of the New Holland tractors, visit the New Holland dealer's facility, and to build their trust in the brand."

To execute the activation, nine canters reached out to farmers across the three states. The farmers were given keys and were asked to visit the nearest dealership, where the farmers could try their luck and open a yellow box using their keys and win goodies.

Commenting on the activation, Pradeep Yadav, Manager-Strategic Planning and Development, Ascent Brand Communications said: "We have been working with New Holland Tractors for a few years now. Our brief was to engage the farmers with an activation during the festive season. This program involved huge manpower as, at each dealership location, we had deputed one promoter and a supervisor who handled five to six dealerships. Other than this, each dealership was decorated with branding inputs such as a branded arch and kiosk."

An integrated approach involving telecallers, both inbound and outbound, as well as newspaper ads were used to promote the initiative. On an average, the canters reached out to 750 farmers per day.

By the end of campaign, in Madhya Pradesh, under 45 New Holland dealerships, 3823 farmers registered for a test drive, and in 15 dealerships in Gujarat, 1342 registered for the test drive while in Uttar Pradesh, in 50 dealerships, 5138 farmers registered for the test drive.