As part of the campaign, the Eicher Vijayi Bhava rath will travel all over Haryana to enable people to register their support for Olympian Sushil Kumar and the Indian team on a graffiti wall measuring 5,150 sq. ft. With this graffiti wall, Eicher Tractors is targeting to enter the Limca Book of Records for the largest graffiti wall in India.
The graffiti wall will capture the good wishes and support signatures of people across all major districts of Haryana over a period of 30 days. The campaign Vijayi Bhava has kick started from Sushil Kumar's residence in his native village in Najafgarh, Delhi, in order to facilitate his close relatives, friends and local villagers to express their good wishes first.
The chief guest at the function, Padmashree and Dronacharya awarded Mahabali Satpal Pehalwanji, Coach of Sushil Kumar, was the first one to register his best wishes. Many local prominent personalities also marked their presence at the event.
Commenting on the objective of the initiative and the brand connect, Rajesh Jain, Sr. General Manager - Marketing, Eicher Tractors said: "Sushil Kumar is the most popular athlete in a recent survey conducted by ‘Games Tabloid - Village News'. Similarly, Eicher Tractors is one among the most growing brands in India. Both Sushil Kumar and Eicher Tractors complement each other in many aspects like power, hard work and reliability, and are passionate to win all challenges, both are versatile in nature. Both symbolize rural India, one is the nation's pride and other is the farmer's pride. Sushil is all set to bring gold medals for India and Eicher Tractors to bring golden crops in fields. Wrestling being a popular sport, he has connected with this large rural population of India and the Vijayi Bhava campaign will enable people to express their good wishes for Sushil Kumar and the Indian contingent for the forthcoming London Olympics."
Commenting on the campaign, Sanjay Kaul, CEO, Impact Communications said: "In sync with their model 5150 and their corporate mission ‘Umeed Se Zyaada', which reflects that Eicher promises to deliver more than the expectations and also to stay connected with the farming community with the best in class product for farmers. The largest graffiti wall of 5,150 sq. ft. for its ‘Wish Campaign' in support of its brand ambassador Olympian Sushil Kumar and the Indian contingent in the forthcoming London Olympics provides an excellent brand connect opportunity with rural audiences."
Having completed over 50 years of existence in India, Eicher Tractors has a 6.5 lakh customer base and also exports its tractor brands worldwide.