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.
Our ‘Smarter Tougher’ story cut through. Dealers reordered, owners switched, and Mahindra grabbed the global crown.
Demand soared and Mahindra enjoyed a significant increase in exports for the three months after launch.
A Superdome premiere seen 800K+ times. Reach that flipped scrolls into sign-ups and put OJA on buyers’ wishlists.
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.
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.
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.
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.
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.
Throughout the creative process, Dusted has been outstanding in its role, proposing multiple creative routes to execution and being able to maintain a wide overview while delivering very detailed design and communication solutions. The agility, flexibility and open mindedness shown by Dusted, is truly exemplary.
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