Results

Gromax Agri Equipment Ltd. has undergone multiple rebranding phases since its inception in 1946. With the company renamed as Mahindra Gujarat Tractors Ltd. in 1999 and later as Gromax Agri Equipment Ltd. in 2017, these transformations resulted in limited brand recall among its target audience. To address this challenge and reinforce its identity as a Mahindra Group company, Gromax launched a social first campaign to celebrate its 25th anniversary under the Mahindra & Mahindra Ltd. and Government of Gujarat partnership. The campaign kicked off on 15th January with a teaser titled "Mark the Date – 25.25.25," creating curiosity and intrigue among TG. The suspense was finally unveiled on 25th January with a visually striking campaign film that celebrated 25 years of Gromax's journey. The film featured the installation of the 25th-anniversary logo, crafted uniquely by using 250+ tractors. The video visuals were accompanied by an inspiring brand anthem that reinforced Gromax’s core values and brand purpose. The overall impact of the campaign on Social Media was remarkable. The campaign garnered over 5.5 million views across platforms like Meta, YouTube, and X. The campaign was further amplified by a tweet from Mr. Anand Mahindra which resulted in 80K+ engagements. To further increase the reach, brand has effectively used national and regional media houses, resulting in coverage on 60+ media pages. Brand also released a follow-up video to showcase celebrations across its dealership on Social Media. The cohesive use of social platforms not only elevated the brand's identity in a limited budget but it also improved brand recall and acceptance in key markets, resulting in increased sales. The campaign has helped the brand to clock highest-ever volume in the JFM Quarter by leveraging social media platforms.