28 Riders, 15 days, 3000 Kms: How AFP Managed the Mahindra MOJO Mountain Trail

by  EVENTFAQS Bureau Marketing | September 16, 2016 | News

A for Pineapple Mahindra Two Wheelers

The recently concluded Mahindra MOJO Mountain Trail, which took place from July 24 to August 7, beginning in Delhi and ending in Chandigarh, saw A for Pineapple handle the entire series of consumer initiatives that rides through mountain trails to build a sense of brotherhood amongst the bikers.

Mojo, the stylish beast from the garage of Mahindra Two Wheelers wanted to plan their Mountain trail on the edgy and dangerous region of Leh-Ladakh region. After an initial round of test-driving several agencies, MTWL entrusted AFP with planning and execution of the Mountain trail.

Time was limited, the road ahead hazy, and the agency had a lot of baggage, around 28 riders and 5 support cars for 15 days. But AFP throttled into the heart of challenge and engineered a perfect adventure ride. Special attention had to be paid to changing climatic conditions, road and traffic, altitude strain and tough weather.

Arif Lohani, Lead – Special Projects, A for Pineapple remarked, “The biggest challenge for me was to battle the extreme weather but still reach our destinations at scheduled time. There was no mobile connectivity between the riders so the planning and coordination had to be perfect. Because an hour’s delay could cascade into higher water levels of streams, riders fatigue, and loss of light.”

AFP ensured the route covered provided day wise scenic spots, enriching experiences, comfortable stays, brand integration, fun, frolic and above all safety of the riders. Precautions were taken with a necessary back-up van with a mechanic and doctor. MTWL handed out special merchandize such as T-shirts, table-tops, mojo tribe stickers, badges and mojo keychains to riders.

One of the other challenges faced was that the agency had to change the route just a week before the ride as things were not in control in Jammu & Kashmir. The last six days’ itinerary had to be changed with the change in logistics and hospitality management.

Further, on the way back to Sarchu from Leh, there was a bridge break-down, due to which AFP had to arrange stay for 45 pax en route. So they got into two groups and had to stay back at local dhaba of Pang (at approx. 15000 ft.), located a few kilometres before Sarchu.

The riders unleashed their mojo, and conquered the beauteous mountains of Leh-Ladakh and were awarded with a certification of completion.

The buzz generated attracted some well-known faces such as actor and host Rannvijay with his father Lt General Iqbal Singha, and Director Nagesh Kukunoor.

Delhi was selected as the starting point for its connectivity since the bikers and their bikes came in from all across the country. The trail was flagged off at the Biker’s Café, Gurgaon, with much fanfare from supporters, fellow bikers, Mojo owners, dealers, MTWL top management and press. A special breakfast ride was arranged for the local mojo owners who rode from MTWL dealership to Bikers Café.

The next 15 days saw the riders travel through Delhi, Chandigarh, Manali, Keylong, Sarchu, Leh, Nubra Valley, Pangong Tso, Kargil, Sarchu, Manali, and Chandigarh, covering more than 3000 kms.