New Holland’s ‘Super Safar’: A Customer-Led Journey Through Haryana and Punjab
New Holland’s ‘Super Safar’ Brings Customer-Led Journey to Farmers Across Haryana and Punjab
New Holland, a brand of CNH, has successfully concluded its unique farmer-to-farmer engagement initiative, ‘Super Safar’—a journey that celebrated the trust, experiences and aspirations of farmers across Haryana and Punjab. Led by New Holland customer and digital creator Rocky Shahpuria, the campaign took the New Holland 3630 TX Super Plus+ directly into farming communities, engaging with more than 1,500 farmers through customer meets, field interactions, tractor rallies and dealership activations.
Covering more than 500 km across over 10 districts, ‘Super Safar’ travelled through key agricultural markets in Haryana and Punjab, including Gohana, Jind, Narwana, Patran/Moonak, Sangrur/Sunam, Barnala, Jagraon, Nakodar/Jalandhar and Amritsar. At each stop, the campaign brought farmers closer to the 3630 TX Super Plus+ and its key propositions across Performance+, Power+, Savings+, Service+, Style+ and Safety+.
The journey also reinforced New Holland’s brand philosophy of ‘Zindagi Super Plus’, reflecting the brand’s commitment to helping farmers achieve more across their livelihoods and everyday lives.
What set ‘Super Safar’ apart was Rocky Shahpuria’s personal connection with the New Holland 3630 TX Super Plus+. Known for his travel-focused content and long-distance journeys, Rocky transformed his own 3630 TX Super Plus+ into a customised caravan and travelled across Haryana and Punjab on the tractor itself. His decision to make the tractor his travel companion demonstrated the confidence, comfort and trust built through his real-world experience with the machine.
By putting an actual customer at the centre of the initiative, ‘Super Safar’ moved beyond a conventional product-led campaign to showcase an authentic farmer experience. Rocky’s journey created opportunities for direct conversations with farming communities, allowing farmers to exchange experiences, discuss their requirements and connect with a fellow tractor owner who has integrated the 3630 TX Super Plus+ into his own life and work.
Commenting on the initiative, Tarun Khanna, Director – Marketing (AG) India, New Holland, said, “At New Holland, we believe the strongest endorsement of a tractor comes from the farmers who use it every day. Rocky’s decision to convert his own 3630 TX Super Plus+ into a travelling caravan and take it directly to farming communities made this initiative especially authentic, as it reflected genuine customer confidence in the product. Through Super Safar, the journey brought alive the spirit of ‘Zindagi Super Plus’ by showcasing how the 3630 TX Super Plus+ contributes to farmers’ aspirations, livelihoods and everyday success.”
Sharing his experience, Rocky Shahpuria, New Holland Customer & Influencer, said, “The New Holland 3630 TX Super Plus+ has been a trusted companion in my journey. When I decided to convert my tractor into a customised caravan and travel with it, I wanted to demonstrate my confidence in the machine beyond the farm. Through Super Safar, I had the opportunity to meet fellow farmers, hear their stories and share my own experience with a tractor that has become an integral part of my life. The response from farmers across Haryana and Punjab has been truly overwhelming.”
Haryana and Punjab continue to be important markets for New Holland, supported by their strong agricultural base and high levels of farm mechanisation. The region also presents diverse farming requirements, ranging from field preparation and sowing to haulage and other agricultural applications. This makes the two states an important market for demonstrating the versatility, performance and value proposition of the New Holland 3630 TX Super Plus+.
With ‘Super Safar’, New Holland has strengthened its connection with farming communities through a campaign rooted in real customer experience. By taking the product directly to farmers and putting a customer’s journey at the heart of the initiative, the campaign reinforced New Holland’s commitment to building lasting relationships with the people who rely on its machines every day.
