Chandigarh, November 8, 2019: Mahindra & Mahindra Ltd., part of the US $ 20.7 billion Mahindra Group, announced the launch of its innovative new #HerDrive campaign for its compact SUV model, the XUV300. The #HerDrive campaign is in collaboration with Gul Panag, eminent actress & automobile enthusiast. The first initiative under #HerDrive has been kick-started with an 8 city tour, where women car-buyers are being invited to Mahindra showrooms to champion the cause of breaking through gender stereotypes and taking the unconventional path in life.
Championing the cause of women drivers, the event will see women driving in a cavalcade across the city in Mahindra XUV300s, with Gul Panag driving the lead vehicle. The #HerDrive event also includes an interaction with Gul Panag, an eminent actress and automobile enthusiast, stand-up acts by female comedians Sejal Bhat and Urooj Ashfaq, as well as an A-Cappella performance by the band Aflatunes.
Speaking about this new campaign, Veejay Ram Nakra, Chief of Sales & Marketing, Automotive Division, Mahindra & Mahindra Ltd. said, “The aim of the #HerDrive campaign is to amplify and acknowledge the evolving role of women who are pursuing unconventional paths in life. The movement also aims to change the perception that women don’t belong behind the wheel, and is set to encourage women to break away from driving stereotypes. In fact at Mahindra we have seen a substantial increase in the number of SUV women buyers, especially with the launch of the XUV300. With #HerDrive, we want to express our gratitude to our customers and inspire more women to walk into our showrooms and experience the brand.”
The on-ground activation of the #HerDrive campaign has been completed in 4 cities so far - Mumbai, Pune, Bangalore and Chennai. The celebrations will continue from Chandigarh to Delhi, Hyderabad and Kolkata in its subsequent editions. This will be the first of many initiatives that seek to encourage women to break through stereotypes and empower them.
On this occasion, Mahindra has also launched a music anthem “Ladki Bindaas Hai” on social media.