Zeroin Launches New IP ‘DRIVEN’ in Bengaluru to Celebrate Women Drivers and Riders

Entertainment | April 18, 2017 | News

Zeroin Karnataka Motor Sports Club Radisson Blu Clarks Exotica Laqshya Media Group

Zeroin, a Bengaluru-based agency, conducted their brand new IP DRIVEN - A Women's Rally. DRIVEN - A Women's Rally was an exciting ride organised to celebrate women’s month, with a route from Radisson Blu to Clarks Exotica on March 26, and offering women a chance to become the #DrivingStarOfBangalore. A total of 55 women participated.

The event was organised in association with Karnataka Motor Sports Club (KMSC), which is one of the oldest active Motor Sports clubs in the country and a founder member of the Federation of Motor Sports Club of India.

The idea was to invite regular women living normal lives to explore a new interest area, find out what drives them and do more. The IP invited women to “Push a little, fall in love with yourself, find a new hero in YOURSELF”.

On conceptualising this IP, Arvind Jyot Sabhaney, Managing Director, Zeroin remarked, “We have always wanted to do something special on the occasion of Woman's Day. What better way than a professionally run car rally for women only, to prove the myth otherwise, that it doesn’t come naturally to them, Women are bad drivers, Women cannot reverse the car, Women don’t know how to park. We are extremely happy with the result and the response that we have got during and post the rally. So much so that we are planning the second version in the next quarter.”

Women who ride bikes or cars could participate with a navigator of her choice, performing tasks on the way to Clarks Exotica along with a ‘tulip chart.’ Goodies & Free usage of a Gym for 3 days by Snap Fitness was given to all participants. Participants were provided Breakfast, Lunch & a Cocktail Dinner.

On partnering with Zeroin, Srilekha Reddy, Director – Marketing, Snap Fitness said, “It was indeed a great pleasure for our brand to be associated with 'DRIVEN'. We would love to be a part of the next version that has been planned.”

The route for this rally was designed by the Karnataka Motor Sports Club (KMSC). This wasn't the typical route a person would use to get to these venues, and diverged into rural areas and different terrains. The first leg from Radisson Blu Hotel to Clarks Exotica was a 70-km route, and the next leg from Clarks Exotica to Radisson Blu Hotel was 50 kms.

Partners to the event included Associate Partner - Karnataka Motor Sports Club (KMSC); Venue Partners  Radisson Blu Atria Bangalore and Clarks Exotica Resorts & Spa; Outdoor Partner Laqshya Media Group; Fitness Partner - Snap Fitness; Ticketing Partner – BookMyShow; Entertainment Partner - Seasons Music & Entertainment; Energy Partner - Red Bull; Radio Partner - Fever 104; Photographer Partner – Prabhodita; and Mineral Water partner – Kinvah.

The event was organised in association with Karnataka Motor Sports Club (KMSC) on March 26, with a ride from Radisson Blu to Clarks Exotica.

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