Maruti partners Discovery to journey across 29 states
Discovery Channel in association with Maruti Suzuki India Limited (MSIL) organized an event in New Delhi to celebrate the culmination of its journey across 29 states. Cruising around in a Maruti Suzuki Vitara Brezza, covering over 28,000 kilometers, the journey entitled #INDIAMYWAY was captured by Discovery cameras and was televised on the network.
A showreel presenting the best-off 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 Mr. R.S Kalsi, Executive Director, Marketing and Sales, Maruti Suzuki India Limited (MSIL), Mr. 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 in search of 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 traveler, 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 and many others. 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.
On their journey, they met various film stars and celebrities who have come down to a “beyond-the-self” orientation to the world. In Mumbai, talking about her association with Raasta Chaap, actor and author Twinkle Khanna reflected how they group has been offering a new lease of life to the dying trees. In Kerala, a star studded encounter with music director Amal Neerad and superstar Dulquer gave an insight into the new wave in Malayalam cinema. In Bangalore, Kannada actor Samyukta Hornad talked about hip hangout spots in the city.
Following the collectives like Mirakle Couriers - a courier company that employs deaf boys; Kabadiwala Connect which ensures that recyclable waste does not end up in a landfill; Ugly Indian - a movement to clean up street corners; Adishakti - a theatre laboratory; and Ommaggio - a modern dance academy; Paloma and Meraj tracked youngsters who have been leaving cushy jobs to give back to the society, or founding companies to do things differently.
The series demonstrated new innovations and breakthrough innovations that showcase India’s progression in diverse fields like digital, entertainment, art & culture; like India’s first digital village in Gujarat, first 3D museum in Chennai, underwater photography in Goa, a folk-fusion in Jaipur, a Masala Coffee band in Kerala, a training session on snakes in Hyderabad and much more.
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.”
Capturing the attention of millennials on social media platforms, #INDIAMYWAY garnered over 35 million impressions.
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