The virtual tractor drive was launched following the brand's tribute to Indian farmers, "Desh ka Tractor: ‘Mitti se juda, Junoon se Saja’". Partnering with Vitra.ai, Mahindra uses advanced AI and deep learning to create these hyper-personalised video experiences.
“At Mahindra Tractors, we are excited to present the first-ever virtual tractor drive, a brand-new initiative that represents our brand at the forefront of technology beyond just our products for a deeper connection with our new and evolving farmers. The new initiative is a testament to the power of AI, through which we have already enabled over 250,000 experiences.”
How does it work?
Users can create their video by visiting the Mahindra Tractors website. After uploading a picture, entering their phone number, and location, they receive the personalised video via WhatsApp in their regional language.
Vikram Wagh, CEO of Mahindra Tractors, highlights the initiative as a demonstration of their commitment to technological advancement and engaging with farmers. The use of AI has already resulted in over 250,000 personalised experiences.
“Leveraging Vitra.ai’s state-of-the-art personalised and augmented AI-generated face-swap video technology for farm tractors, gives farmers an immersive experience, enabling them to connect with the Mahindra brand like never before. We are thrilled to have scaled this innovation to meet Mahindra's high engagement goals, effectively and efficiently personalising their customer engagements for their widest range of tractors.”
Satvik Jagannath, Co-founder and CEO of Vitra.ai, explains how their technology provides an immersive experience for farmers. This initiative allows Mahindra to connect with customers in a personalised and engaging manner.
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