EVENTFAQS - JK Tyre leverages F1 hype to promote its motor sport properties

NEWS

JK Tyre leverages F1 hype to promote its motor sport properties

Wed 02 November 2011

As a prelude to the F1 Championship, JK Tyre organised a promotional activation at Ambience Mall in Gurgaon and Shipra Mall in Ghaziabad from Oct. 21 to Oct. 23. The main aim of the activation was to leverage on the existing F1 hype and promote motor sport properties owned by JK Tyre, such as JK Racing Asia Series, which was held during the Indian Grand Prix. The entire activation was conceptualised and executed by CS Direkt Events and Activations.

Commenting on the activation, Sanjeev Pasricha, MD and CEO, CS Direkt Events and Activations said: "This is our first association with JK Tyre. F1 is all the rage right now and an activity like this was assured to get public attention. Right from ideation to execution, we were involved in executing the entire activation on-ground for JK Tyre."

At the malls, JK Racing Asia Series cars were displayed. There was a power simulator installed by JK Tyre to give people an opportunity to challenge each other and win exciting gifts. People were given the chance to sit in the car and experience the thrill and speed of a race car. In the span of three days, 30 winners were selected and gratified with free tickets to the F1.

Three of the support races of the JK Racing Asia Series have been acquired by F1. These three races took place 15 minutes before the F1 championship from Oct.28 to Oct. 30.