Mahindra Adventure kick starts Second Season of ‘Spice Challenge 2012’

One of India’s most competitive and scenic TSD (Time, Speed, Distance) rallies with over Rs. 3 lakh in total prize money

Synopsis: ·         Spice Challenge 2012 held under the ‘Mahindra Adventure’ umbrella brand as part of the Challenge series ·         Motorsport event with the prize money worth Rs. 3 lakh on offer ·         Mahindra vehicles will traverse the challenging route of Cochin-Munnar-Alleppy- Poovar ·         In its second edition, more than 700 kms will be traversed in 3 days ·         All set to challenge the Kerala monsoon and provide unlimited fun for enthusiasts

Cochin, September 5, 2012,: Mahindra & Mahindra Ltd. (M&M), India’s leading SUV manufacturer, kick starts the Spice Challenge 2012 in association with Mercury Himalayan Explorations. It promises to be one of the most scenic and competitive TSD (Time, Speed, Distance) rallies with big prize money on offer. Currently in its second season, the rally will see participation from over 40 Mahindra vehicles that would take on the challenging route of more than 700 kms in 3 days.

Held under the Mahindra Adventure umbrella, it is part of the Challenge series of motorsport events that were launched last year. A unique concept, as the name suggests, TSD rallies are not only about speed. The driver and the navigator are expected to keep track of time in tandem with the distance covered.

The Spice Challenge 2012 promises to be one of India’s most competitive and scenic TSD rallies, which will start from Cochin. The rally will then make its way through the green rolling tea estates of Munnar, the serene backwaters of Alleppy ending up at Poovar. Enroute, the participants will navigate highways, B-roads, rough road stretches, while experiencing the magnificent monsoons and spices gardens as a backdrop. The participants also get to experience God’s own country, whilst staying at authentic houseboats.

With total prize money worth Rs. 3 lakh on offer, this event is being held exclusively for Mahindra vehicle owners. The event has also been duly approved by the Federation of Motor Sports Clubs of India (FMSCI).

Speaking on the occasion, Vivek Nayer, Senior Vice President, Marketing, Automotive Division, Mahindra & Mahindra Ltd. said, “In keeping with our promise of providing adrenaline pumping challenges, we are pleased to unleash the second season of Mahindra Adventure Spice Challenge 2012. This challenge promises to be one of the most scenic & competitive TSD rallies, that will leverage the changing aspirations and lifestyle of upwardly mobile Indians. The journey also aims to celebrate Incredible India as one experience’s God’s Own Country.”

The Mahindra Spice Challenge route is chalked out by the Mahindra Adventure team in association with IMSC (Indian Motor Sport Club), while the ‘With You Hamesha’ service team will ensure that participants can enjoy the rally unhindered.

About Mahindra Adventure

A unique concept to showcase the off-roading capabilities of Mahindra vehicles, Mahindra Adventure will function as an umbrella brand with a series of adventure and motor sports events organised under its banner.

Mahindra Adventure will unleash a series of events throughout the year such as the popular off-roading event, the Great Escape and several Challenges, which are sporting events in keeping with the company’s promise of providing adrenalin pumping challenges. Other events include the Multi-Day Escapes, such as the Monastery Escape (10 days) & Royal New Year Escape (6 days), the Tri- Nation Escape (Bhutan, India & Nepal- 14 days), Authentic Goa (4 days) & Wild Escape (6 days).

Mahindra Adventure will also enter official teams in some of India’s most popular motorsports events including the Dakshin Dare, Raid de Himalaya and Desert Storm. For more information please visit www.mahindraadventure.com