Campaign Overview
The customer‑led initiative ‘Super Safar’ was designed to bring the New Holland 3630 TX Super Plus+ tractor directly to farming communities across Haryana and Punjab. The customised 3630 Super Plus+ caravan travelled a total of 500 km, covering more than 10 districts – Gohana, Jind, Narwana, Patran/Moonak, Sangrur/Sunam, Barnala, Jagraon, Nakodar/Jalandhar and Amritsar.
Farmer Engagement
During the journey the campaign facilitated over 1,500 farmer interactions through customer meets, field engagements, tractor rallies and dealership activations. Digital outreach, driven by regional influencer and New Holland customer Rocky Shahpuria, generated more than 35 lakh organic digital views.
Influencer Involvement
Rocky Shahpuria, known for travel‑focused content, converted his own 3630 TX Super Plus+ into a customised caravan and travelled the route aboard the tractor, demonstrating personal confidence in the machine and providing an authentic farmer‑to‑farmer endorsement.
Brand Messaging
The campaign highlighted the tractor’s proposition across six pillars – Performance+, Power+, Savings+, Service+, Style+ and Safety+ – reinforcing New Holland’s brand philosophy ‘Zindagi Super Plus’, which aims to help farmers achieve more in all aspects of their lives.
Executive Commentary
Tarun Khanna, Director – Marketing (AG) India, New Holland, stated that the strongest endorsement comes from farmers themselves and that Rocky’s conversion of the tractor into a travelling caravan made the initiative especially authentic. He added that Super Safar showcased how the 3630 TX Super Plus+ contributes to farmers’ aspirations, livelihoods and everyday success.
Rocky Shahpuria, New Holland Customer & Influencer, expressed that the tractor has been a trusted companion in his journeys and that the overwhelming response from farmers across the two states validated the campaign’s impact.
Strategic Significance
Haryana and Punjab remain strategically important markets for New Holland due to their strong agricultural base and high levels of farm mechanisation, providing a diverse set of farming requirements—from field preparation and sowing to haulage—where the 3630 TX Super Plus+ can demonstrate its versatility and performance.
About New Holland
New Holland, a brand of CNH Industrial N.V. (NYSE: CNH), has over 125 years of experience supporting farmers with technology, solutions and services. The company positions itself as a clean‑energy leader in the sector, offering equipment that utilizes alternative‑fuel technology and is backed by a global dealer network.