Maruti Suzuki and Discovery Channel Celebrate the End of an Epic Road Trip

Marketing | January 9, 2017 | News

Maruti Suzuki Discovery Channel INDIAMYWAY

Discovery Channel in association with Maruti Suzuki India Limited (MSIL) organized an event at the Maruti Suzuki corporate office in New Delhi on January 6 to celebrate the culmination of the #INDIAMYWAY journey across 29 states. Cruising around in a Maruti Suzuki Vitara Brezza, covering over 28,000 km, the road trip was captured by Discovery cameras and was televised on the network.  

A show reel presenting the best moments of the journey was screened at the event. On this occasion, Discovery also released a DVD pack of the television series #INDIAMYWAY, which was unveiled by R.S Kalsi, Executive Director, Marketing and Sales, Maruti Suzuki India Limited (MSIL), Karamjit Dua, Vice President – Advertising Sales (South Asia), Discovery Networks Asia-Pacific and Meraj Shah, actor and presenter of the series.

The 13-part series #INDIAMYWAY which aired on Discovery, travelled across India showcasing young Indians, their passion and their continual quest for the unusual, glamourous and adventurous side of life. The series was hosted by Paloma Monappa, an actor and avid traveller, and Meraj Shah, a travel writer, who went on a road trip for an exploration of a ‘New India’. They introduced viewers to a range of fun, eclectic characters ranging from celebrities, tribal fashionistas, women wrestlers, young scientists, tattoo artists, path-breaking entrepreneurs, among others.

Addressing the media at the event, R.S Kalsi, Executive Director, Marketing and Sales, Maruti Suzuki India Limited (MSIL) said, “It has been a matter of immense pride and utmost privilege for the two pioneering brands – Maruti Suzuki and Discovery to collaborate and explore the new-age India. Maruti Suzuki Vitara Brezza, a compact SUV, was the vehicle of choice in this journey to experience the changing landscape, culture, lifestyle of the millennial Indians.”

Presenting the series, Karamjit Dua, Vice President – Advertising Sales (South Asia), Discovery Networks Asia-Pacific said, “Discovery offers captivating and incomparable blend of programmes that stimulate viewers’ mind.  #Indiamyway has been our endeavor to showcase the immense talent, passion and changing aspirations of the millennials in the country. The adventurous journey covering length and breadth of the country reflected a refreshing wave of liberation and empowerment which paints an inspiring picture of the new-gen India.”

Talking about his adventure, Meraj Shah said, “I have been travelling for years, however, this road trip was unique and invigorating. #Indiamyway has been once-in-a-lifetime kind of journey which introduced us to some amazing people who are shunning the conventional, are driven by action and are fostering a sense of meaning and purpose. It was one of the most enriching experiences, offering a stimulating view about the contemporary wave in our socio-cultural structure.”

Early last year (2016), Paloma and Meraj commenced their road trip on a Vitara Brezza from Delhi where they participated in a jamming session with Delhi Drum Circle, a group of drummers who bond over music. They got photography tips from Vicky Roy, a rag picker-turned-photographer who walked them through the old lanes of Delhi.  Meraj and Paloma also met young entrepreneurs all across the country, from Zivame’s Richa Kar, to Oyo Rooms’ Ritesh Aggrawal, from Startup Village’s Gautham, to India’s first female sarpanch Chhavi Rajawat.  In each state, they were introduced to millennials who are shunning the conventional, are driven by action and are fostering a sense of meaning and purpose. Echoing viewers’ response, #INDIAMYWAY was the most viewed series at 8 PM amongst all the Factual Entertainment channels (Source: BARC, Week 42-51, All India, M 22-40 A, 2000-2030 hrs, Sun). It was also the most engaged show with highest time spent at 8 PM among all the Factual and English Entertainment channels (Source: BARC, Week 42-51, All India, M 22-40 A, 2000-2030 hrs, Sun).  Capturing the attention of millennials on social media platforms, #INDIAMYWAY garnered over 35 million impressions.

The televised journey #INDIAMYWAY saw travellers Paloma and Meraj cover 28,000 km and 29 states in a Maruti Suzuki Vitara Brezza.

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