Mahindra tractors steal the spotlight in nepali movie Behuli from Meghauli

01 December 2024

The much-appreciated Nepali movie ‘Behuli From Meghauli’ is turning heads not just for its stellar cast and captivating storyline but also for a rather unexpected star - the Mahindra tractor. Premiering on 3rd October 2024, this comedy-drama, directed by Sajan Kafle and Aakash Baral, features popular Nepali actors Swastima Khadka and Nischal Basnet. What makes the film stand out is the prominent role played by a Mahindra tractor, driven by the lead actress, Swastima Khadka, symbolising empowerment and strength throughout the narrative.

‘Behuli From Meghauli’ goes beyond family values and traditional struggles, and embodies how modern brands are using storytelling to reach broader audiences. Mahindra’s presence in the film is a character in itself. With the lead actress manoeuvring the Mahindra tractor in several pivotal scenes, it adds a layer of authenticity to the film’s rural setting, while reinforcing the idea of resilience and self-reliance, values that Mahindra tractors have long stood for.

This integration proves to be an excellent example of how brands can seamlessly blend with cinematic narratives. The partnership includes a multi-pronged marketing strategy, featuring physical displays, standees and selfie points at theatres across Nepal, all helping to increase brand engagement. Mahindra also stationed sales executives at these locations to interact with moviegoers and capture potential leads, thus turning movie promotions into a direct sales opportunity. In fact, at one of the premieres, actress Swastima Khadka arrived on the red carpet driving a tractor.

With its innovative marketing strategy, Mahindra tractors has driven straight into the heart of Nepali cinema lovers.