SAME Deutz-Fahr Tractor Launch

Location

CODISSIA Trade Fair Complex, Coimbatore

Scale

4,000+ attendees

Year

2019

Launch Scope

13 Tractor Models

Event Snapshot

Audience	4,000 – 5,000 Attendees
Location	CODISSIA Trade Fair Complex, Coimbatore
Timeline	5 Months Pre-Event Planning + 1 Month Post-Production
Accommodation	500+ Hotel Rooms Arranged
Manpower	200+ Deployed Across Operations
Core Team	25 MadMaze Members
Venue Layout	4 Experience Zones
Live Operations	1,000+ Additional Meals Arranged On-Site
Outcome	100+ Tractors Delivered

Project Summary

SAME Deutz-Fahr (SDF), the tractor division of Lamborghini, set out to introduce its latest portfolio to the Southern Indian market with a single, high-impact product launch in 2019. Coimbatore was selected as the host city, given its strong agricultural ecosystem and consistently high tractor sales across the region.

The objective was ambitious: launch 13 tractor models in a single event, bring together 4,000 to 5,000 farmers and agriculturists, and deliver an experience that reflected SDF’s international stature while staying relevant and accessible to a regional audience.

MadMaze was brought on board to manage end-to-end event and logistics operations, spanning pre-event planning, regional coordination, venue execution, content support, and post-event production. The engagement unfolded over 4 to 5 months of pre-event planning, followed by one month of post-production, culminating in the product launch event at CODISSIA Trade Fair Complex, Coimbatore.

Challenges

Our primary challenges revolved around scale, diversity, and live deliverables.

MadMaze was brought on board to manage end-to-end event and logistics operations, spanning pre-event planning, regional coordination, venue execution, content support, and post-event production. The engagement unfolded over 4 to 5 months of pre-event planning, followed by one month of post-production, culminating in the product launch event at CODISSIA Trade Fair Complex, Coimbatore.

End-to-End Travel and Stay Logistics for 4,000+ Attendees

Thousands of attendees were expected to travel in from multiple dealerships and regions, requiring seamless coordination across travel, accommodation, food, and on-ground movement. MadMaze secured over 500 hotel rooms across Coimbatore through tie-ups with OYO and FabHotels and managed the complete stay experience, including meals for all attendees.

Multi-Zone Venue Experience Management

At the venue, the event experience was spread across four distinct zones requiring coordinated efforts for smooth operations:

The main stage for the product launch.

Exhibition area showcasing SDF’s existing tractor lineup.

Dedicated space for SDF’s history.

Dining area for attendees.

Active Crowd Handling across a Large-Scale Venue

Ensuring smooth crowd movement between these four zone spaces, particularly with a large audience navigating an expansive brand event, required precise planning and active on-ground management, coordinated manpower deployment, clear directional signage, and real-time crowd flow monitoring throughout the event duration.

Real-time Scope Expansion

As D-Day drew near, additional requirements emerged as priorities. Media coverage was introduced into the scope, calling for quick alignment with domain-focused journalists and reporters. Simultaneously, content creation and video support became critical to the ongoing event narrative, with the need for rapid turnaround video edits and posts during the live event.

Solution

We planned for intensity and executed with flexibility.

01DATA

Planning-First, Coordination-Driven Approach

Our approach to overcoming challenges was anchored in detailed planning, strong local partnerships, round-the-clock effort, and constant coordination across teams.

02DATA

Ground-Level Planning & Centralised Coordination

We conducted a full Coimbatore recce to map distances, finalise bus routes, plan hotel arrangements, and design attendee movement. A dedicated war room was set up as a centralized point for real-time coordination among MadMaze teams, vendors, and production partners.

03DATA

Production & Execution with 200+ Manpower

Production commenced three days ahead of the event, with close collaboration between our on-site and off-site teams. A core MadMaze team of 25 members led execution, supported by local vendors, freelancers, and support teams from Madurai and Coimbatore. In total, 200 manpower were deployed across stage management, lighting, food services, security, crowd handling, and logistics.

04DATA

High-Impact Launch Design & On-Site Agility

The launch moment itself was designed for impact - a kabuki setup featuring two tractors driven onto the stage, and more tractors unveiled as surprises, setting the tone for the scale of the launch. As stage and exhibition elements were finalised closer to execution, our teams responded quickly to align production with brand requirements.

05DATA

Solution-Oriented Live Problem Solving

When attendance exceeded initial projections during meal service, we reorganised food distribution systems on the spot, arranged meals for over 1,000 additional attendees, and introduced a more structured and smoother setup for subsequent sessions.

06DATA

Live Content Creation & Delivery

Parallelly, our media and video teams, operating between Chennai and Coimbatore, worked in sync to create and deliver edited event content in real time, helping SDF to use event visuals during the launch and for ongoing brand communication.

Result

The launch concluded as a well-executed, high-impact product showcase that balanced operational complexity with experience. Attendees were engaged, well supported, and able to interact closely with the SDF product lineup.

Over 100 tractors were delivered during the event, with Mr. Marcello Personeni, CEO, SAME Deutz Fahr (SDF), personally handing them over to owners, reinforcing trust and strengthening brand connection. The attention to detail and hospitality ensured that the attendees felt welcomed, respected, and valued by a global brand that aligned with their regional roots.

From logistics and crowd management to content delivery and on-ground adaptability, the SAME Deutz-Fahr product launch event reinforced MadMaze’s ability to manage complex product launches that demand regional understanding, planning depth, and execution agility.