Swaraj Division is a tractor and farm equipment oriented company which was acquired by Mahindra Company in 2007. In this company, many of the employees are from agricultural background, so this company is made by the farmers, for the farmers.

The main motive of the Swaraj Division was to make community on Facebook. They also conducted data analysis of the farmers and they came to know that this big data could be used for the social media challenge.

Swaraj Division first concentrated on to increase the positive zeal in the farmers to have a tractor. The overall objective of the facebook campaign was to get the market share of the company in Madhya Pradesh, Uttar Pradesh and Gujarat.

The main hashtag of the “#MaineChunaMeraSwaraj” was for the campaign and there were farmers in the pictures as the main focus. In addition to this, this campaign was also promoted on whatsapp channel of the Mahindra Tech. 

This campaign gained more than 15 million impressions and due to this, Mahindra company also got more than 15000 leads. This campaign is also an illustration in itself in which nobody was invited on the basis of price discounts but on the sector awareness. 

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