Mahindra & Mahindra Ltd. (M&M), has announced the launch of Mahindra Adventure initiative, which will organise a series of adventure and motor sports events. Mr. Bijoy Kumar Y, former Editor, Business Standard Motoring, who has now joined the Automotive Division at M&M Ltd, will be leading the Mahindra Adventure initiative. This also provides the manufacturer with a platform to showcase the off-roading capabilities of Mahindra vehicles.
Mahindra Adventure will work on several events throughout the year such as Great Escapes, Challenges (sporting events), multi-day Escapes and support initiatives. Mr. Vivek Nayer, Senior Vice President - Marketing, Automotive Division, Mahindra & Mahindra Ltd. said, “This series of adventure initiatives will leverage the changing aspirations and lifestyles of the upwardly mobile Indian consumer. For the first time, non-Mahindra vehicle owners will also get a chance to participate in the Mahindra Great Escapes.We are in the process of launching our unique website, www.mahindraadventure.com.”.
The Mahindra Great Escape - which has completed close to 70 events since its inception in 1996, will continue to hold its place of prominence with the number of Great Escapes being doubled to 20 from 10 events in 2010 -11.
Mahindra recently flagged off the ‘Mahindra Adventure Challenge, 2011’. As part of this initiative, correspondents from seven leading Indian automotive magazines are driving the newly launched Mahindra Thar for a period 4-6 weeks, across the length and breadth of the country. Each publication will drive to a particular zone, to ‘Explore the Unexplored’ terrain of India. Once the teams return from their adventure drives, they will share their experiences and stories and the winners of the ‘Mahindra Adventure Challenge, 2011’ will be declared.
Amongst the upcoming Challenge events will be the ‘Monsoon Challenge 2011’ which is scheduled to be held in July 2011. It promises to be India’s biggest TSD (time, speed, distance) rally, with the most rewarding prize money on offer, ever. A total of 1500 km will be traversed in 3 days with Rs. 10 lakh on offer as the total prize money. This event will be exclusively conducted for Mahindra owners.
There would be several special multi-day escapes, such as the Monastery Escape (10 days), Royal New Year Escape (6 days), Vineyard Escape (2 days) and Spice Escape (2 days). These multi-day escapes will celebrate incredible India by traversing its exotic and unexplored locations, thereby bringing the concept of ‘Adventure/Driving Holidays’ to a larger audience.
The Mahindra Group has always supported various causes for the community and to further such support initiatives, it recently flagged off a ‘Save the Yak’ expedition.
Mahindra Adventure will also enter official teams in some of India’s most popular motorsports events of India including Dakshin Dare, Raid de Himalaya and Desert Storm.
