The 235 DI Mahindra tractor was an entry level tractor with special air flow technology. It was targeted at small and medium farmers who could use the 235 DI not just for farming but make extra earning from haulage. The tractor was cost effective because high maintenance items were replaced with technology that cooled the engine with air flow. Therefore, to communicate the advantages of airflow, the TG was made to experience this technology in a chamber fitted with an exhaust fan. The event was publicized through hoardings, tin boards, dealer boards etc. The activity generated an overwhelming response and all enquiries were contacted through direct marketing.
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