Arjun Novo is by far the most technologically advanced tractor that can perform all farming applications which other tractors couldn't even think of. The purpose of the ad is to create awareness of the key features of Arjun Novo amongst the relevant target audience and also connect with Gen Next. The TVC captures farming in the most dramatic way and showcases Arjun Novo's superior technology that will open a world of possibilities to the modern farmer, changing the face of Indian farming.

The 60 sec TVC is set against the backdrop of Mahindra Research Valley, Mahindra's nerve centre for design and development for its automobiles and tractors. The TVC showcases true farm performance, bringing to life proven product performance using 3D animation. The product features have been explained and dramatized depicting the product's superiority and advanced technology and highlighting its key message for customers – Technology that allows you to do the impossible.