Campaigns, roadshows ahead of Formula One Grand Prix

October 8th, 2008 - 8:36 pm ICT by IANS  

New Delhi, Oct 8 (IANS) Setting the pace ahead of the Formula One (F1) Grand Prix to be held for the first time in India in 2010, liquor baron Vijay Mallya’s United Breweries Wednesday launched a campaign with road shows, besides showcasing its remodelled cars.The roadshow, which has the theme “Royal Challenge-Game for Life”, will traverse the national capital and neighbouring states before ending Oct 31.

“Over 35,000 people have taken part in our campaign. We look forward to more and more enthusiastic people who would witness the Grand Prix event at Greater Noida in 2010,” United Spirits assistant vice-president (marketing) Debashish Shyam told IANS during the roadshow here.

He said with such an event, more and more people would get associated with the F1 Grand Prix. Leading industrial house JP Associates is constructing the Rs.15-billion F1 race track.

Mallya’s group formed the Force India team last year after it bought Dutch F1 team, Spyker, for $109 million.

German national Adrian Sutil is Force India’s lead driver.

“F1’s popularity in India is growing. It is evident from the increasing fan base in the country,” said P.S. Gill, chief operating officer of United Spirits.

India’s top racer Narain Karthikeyan joined the Jordan team in 2005 to become the first Indian F1 driver, creating a mass attraction for the sport in the country.

Gill added that six Maruti Swift cars are being remodelled and designed to give them a sporty look by young designer Prashant Chandra.

“These remodelled sporty cars will be given to winners of a lottery draw, whose names will be announced Nov 1,” Shyam said.

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