Vijayi Bhava for Sushil Kumar

The van with the 5,150 sq feet graffiti wall will travel across all the major districts of Haryana over 30 days.

Eicher Tractors has initiated 'Vijayi Bhava', a good wish campaign to support wrestler Sushil Kumar for the forthcoming London Olympics.

As a part of the campaign, a 5,150 square feet graffiti wall has been placed on a van that will travel all over Haryana, to enable people to register their support for the player and the Indian Team by signing on the wall. The Graffiti wall will capture good wishes, blessings and support signatures of people across all major districts of Haryana over a period of 30 days.

The campaign began on July 21 from Sushil Kumar's residence in his native village in Najafgarh, Delhi in order to facilitate his close relatives, friends and local villagers to first express their good wishes.

The initiative is conceptualised and executed by Impact Communications, a rural marketing agency, with a view to provide brand connect opportunity with rural audiences. "In sync with the model 5150 and its corporate mission, 'Umeed Se Zyaada', which reflects that Eicher promises to deliver more than the expectations and also to stay connected with the farming community, a large graffiti wall has been created for its wish campaign in support of its brand ambassador Sushil Kumar and the Indian contingent in the forthcoming London Olympics," says Sanjay Kaul, chief executive officer, Impact Communications.

Briefing on the objective of the campaign, Rajesh Jain, senior general manager, marketing, Eicher Tractors, says, "Sushil Kumar and Eicher Tractors compliment each other in many aspects like power, hard work, reliability and passion to win all challenges; both are versatile in nature. Wrestling being a popular sport, he has connected with this large rural population of India and the Vijayi Bhava campaign will enable people to express their good wishes for Sushil Kumar and the Indian contingent for the forthcoming London Olympics."