MUMBAI: Mahindra & Mahindra has appointed Telugu actor Mahesh Babu as brand ambassador in Andhra Pradesh for its tractor division.

According to the company, Babu signifies the strong focus of the tractor major towards the Andhra Pradesh market and its steady progress towards creating a "young" and "vibrant" brand image amongst the next generation of farmers.

A new TVC campaign featuring Babu has been rolled out in Andhra Pradesh taking this association to the next level. The TVC is being supported by print, outdoor, promotions and activations.

Interface is the creative agency working on the account.

Talking about the objective of the new campaign, M&M SVP marketing and AppliTrac Farm Equipment Sector Sanjeev Goyle said, "For the Andhra farmer, our tractors are something that they‘ve grown up with. Generations of farmers have patronised the brand and the challenge really is to take this relationship forward. We now want to connect with the next generation of farmers who are keen to use tractors equipped with technology that offer better fuel efficiency. The central idea is the meeting of two superstars."