ICE Global Manages Mahindra Racing Action at the Buddh International Circuit

Marketing | March 30, 2016 | Feature

Ice Global Mahindra Buddh International Circuit

Mahindra demonstrated the power and performance of its new M2Electro Formula E electric racing car, and new MGP30 racing motorcycle at the Buddh International Circuit on February 9-10, 2016. 

This was the first time that Mahindra hosted a racing experience where they displayed their entire range of exclusive race vehicles. ICE Global, conceptualized the event along with Mahindra Racing and executed it flawlessly.  

Speaking on the event, Pramod Gaikwad, Director Ice Global said “The idea was to create a holistic experience for the invitee.  A stimulating strategy was developed to engage, inform and excite those that walked through the gate of the Buddh Circuit. This experience was truly memorable to design, as stringent deadlines made it challenging and exciting for both the Mahindra Racing and the ICE Global teams."

The experience event commenced with an exclusive viewing of the vehicles at the Taj Palace followed by an all-day experience at the Buddh International circuit on the following day. 

The event featured a heavy experiential quotient through various elements such as digital invitations, web portal based RSVP, high impact virtual and augmented reality, a range of exciting simulators and interactive engagements for the guests. 

The on-track drives were a big hit as guests lapped up the real-time Formula Drive and the stunt displays of burn out’s and doughnuts left invitees enthralled to say the least.  

The event also featured Moto GP Bile (MGP3 O), Formula E Car (M2 Electro), Super SUV, Electric cars and other variants from the Mahindra Stable. 

Talking about the execution by the ICE Global team, a Mahindra Racing spokesperson said, “We were working on extremely tight deadlines and needed a partner who could not just understand our needs, but also help us improve our ideas and deliver on them. Given the criticality of the event, we needed someone we could trust, someone who does not hesitate to go beyond the mandate. ICE Global did exactly that and pulled off the seemingly impossible, in record time."

Brand Launches, Activations, Integrated Campaigns, Brand Experiences.. Click here for the full list of categories in Experiential Marketing at WOW Awards Asia 2016.


Mahindra demonstrated its new electric racing car and new MGP30 racing motorcycle at the Buddh International Circuit on February 9-10, 2016.

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