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