Mahindra OJA

Bringing brains to brawn.

OJA is Mahindra’s agricultural proposition. A connected, tech-enabled platform that puts geo-tracking, geo-fencing and app-driven insight at a farmer’s fingertips.


Different land, different mindset. Unlike OJA’s Indian audience, American tractor owners are not always career farmers. They’re often land-proud hobbyists and small business owners. Wealthy, college-educated and nationalistic. Real pillars of their community.


Luckily, Mahindra had already carved out a space for its agriculture vehicles in the US. They owned “Official tractor of tough.” But OJA’s intelligence deserved its own spotlight. Our task was to create a sub-brand under this existing proposition that paired muscle with brains. And unleash it with a bang - a full-tilt dealer showcase inside the Caesars Superdome.

After a we successfully launched OJA in India, Mahindra came to us again. This time, to take OJA Stateside.

Ambition to action.

Our ‘Smarter Tougher’ story cut through. Dealers reordered, owners switched, and Mahindra grabbed the global crown.

Small tractor brand worldwide.

Demand soared and Mahindra enjoyed a significant increase in exports for the three months after launch.

Increase in exports.

A Superdome premiere seen 800K+ times. Reach that flipped scrolls into sign-ups and put OJA on buyers’ wishlists.

Event video views.

800k+

Speaking with American dealers and tractor owners. And we discovered what they value: out-smarting tough jobs. So, we added to Mahindra’s equity: “Smarter Tougher.” Work smart, then hard.

We started in the field. Literally. 

Razor-clean chevron grids, gun-metal greys, a digital-red pulse and type that belongs on an app as much as stencilled onto raw steel.

Design followed thought. 

The stripes flex without fuss. Rolling from sun-bleached billboards to pit-crew caps, dealer cards, in-cab screens and web banners. Broadcasting the same smart toughness on any canvas.

At the launch event, Excelerate, tractors flanked by Mahindra’s NASCAR team, motion graphics firing across 360-degree screens, every touch-point carrying the new promise of smart toughness.

We turned the Caesars Superdome into a sensory extravaganza.

From calls with US in-country teams to meetings with Indian decision-makers, we worked in lockstep with the people building the vehicles and shaping the market. Dealer workshops, competitive deep-dives and on-site retail walk-throughs sharpened every decision. Prototypes rolled, questions flew, trust grew. By launch week we were less external agency, more pit-crew, tuned to the same ignition key.

Hands on. All in.

Distinct pays off. OJA’s American unveiling pulled 800,000+ video views. Seven new OJA-equipped models hit the line, all flying the “Smarter Tougher” flag. And Mahindra’s small-tractor division clinched the world No. 1 slot by volume that same year - proof that brains and brawn sell better together.

No fluff. Real results.

Global Chief Design Officer, Mahindra Automotive

Pratap Bose 

Electrify new audiences with a revolutionary new EV brand.

Mahindra BE

Unlimiting India’s future with an electric vision.

Mahindra Unlimit India

Making history with a record-breaking EV brand.

Mahindra EV

Related projects

Schedule a discovery call with our award-winning team to see how we can transform your brand vision into reality.

Mahindra OJA

Bringing brains to brawn.

Ambition to action.

services

sectors

[Contact us]

Ambition to action.

services

sectors

[Contact us]