Speaking about the event, Chetan Vohra, CEO, Line Communications said: "There has been a huge fan following for motorsport activities, particularly after the F1 and other such events. Therefore, this event was initiated, making it not only a motorsport event but an event which discusses topics on drinking and driving, etc."

The event witnessed a Sobieski Party organised by the NV group on Jan. 21 wherein the motorists had a dine and socializing session followed by a small chat show with Valantino Balboni, former test driver of Automobili Lambhorgini. The second day took off with around 100 supercars, including Lambhorgini Aventador and Ferrari 460s, being paraded on the roads, covering both south and suburban Mumbai. The event was promoted through flyers, social media, e-mailer push, on-air and outdoor media.

Vohra added: "We are active in motorsports in Delhi and Mumbai and Parx Supercar approached us to do the event. They are content with our work and we plan to carry the same activity in other cities too."

Sponsors for this event were INK Park, Mitsubishi Motors India, Mercedes, and others who benefited through branding given on standees, logo presence on the brochure and on the backdrop. Line Communications claimed that Mumbai is one of the key markets where they operate in motorsport events and hence, they could get brands on board.