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TIMES WOMEN’S DRIVE

About:

Through Times Women’s Drive, The Times Group launched an experiential platform for the women and of the women, that celebrates the drive within women. It’s the world’s biggest All-women car rally in a TSD (time, speed and distance) format. The Drive upholds a sense of commitment to oneself and a spirit of celebration for and about womanhood.
TWD over the years has been able to build a strong community of followers, fans and prosumers who look forward to this experience year on year.

Insight/Idea:

In a country, where women drivers are often subjected to stereotypes and yet are critical influencers or decision makers both at home and at the workplace, it was only natural for The Times Group to create a platform that breaks all stereotypes and labels while creating a movement for a cause.
Since its inception, Times Women’s Drive has dedicated its raison d'être to the cause of Breast Cancer awareness and support. And over the last decade, the Drive has consciously grown towards becoming a true reflection of the driving spirit in every woman. Every year, the Drive embraces a pertinent clarion call like #DRIVENBYPASSION #STEEREDBYLOVE(2016) , #UNSTOPPABLEME (2017), #IAMTHEDRIVE(2018), #THISISME (2019) to engage with women across Mumbai, Pune, Bengaluru and Hyderabad.

Media Mix:

Print, Digital and On-ground.

Key Highlights:

  • 4 Cities: Mumbai | Pune | Bengaluru | Hyderabad.
  • 1000 plus women participants.
  • Overall campaign reach has been 19.1 million.
  • Introduced voice bot.
  • Introduced TWD mobile app for participants.
  • 3 Celebrity Influencers - Anaida Parvaneh (90s Pop Sensation and Celebrity Chef), Archana Sardana (India’s First Base Jumper) and Sandhya Shetty (Model, Actor and Commonwealth Gold Medallist in Karate) became a part of the journey and drove all the way to Goa from Mumbai.
  • Indian Army Major Euthica participated in the drive and was felicitated with Spirit of Jeep award.
  • Fashion Show by Central with Aditi Hundia, Nehal Chudasama and Roshni Sheoran as showstoppers.

In a country where women drivers are often subjected to stereotypes and yet are critical influencers or decision makers both at home and at the workplace, it was only natural for The Times Group to create a platform that breaks all stereotypes and labels while creating a movement for a cause.  Through Times Women’s Drive, The Times Group launched an experiential platform which was “for the women, and of the women”. Over the last decade the Drive has consciously grown towards becoming a true reflection of the driving spirit in every woman. Every year, the Drive embraces a pertinent clarion call #DRIVENBYPASSION #STEEREDBYLOVE (2016), #UNSTOPPABLEME (2017), #IAMTHEDRIVE(2018), #THISISME (2019)to engage with women across Mumbai, Pune, Bengaluru and Hyderabad.

Going beyond the ordinary, Times Women’s Drive has built a longstanding partnership with a leading cancer research hospital - Women's Cancer Initiative - Tata Memorial Hospital (WCI-TMH), Mumbai to facilitate the cause for Breast Cancer Awareness. This support has been monumental in raising INR 10 Million for women's cancer treatment and awareness. Over and above this, a strategic tie-up with ketto.org in the last two years has facilitated participants to go the distance and raise additional funds.

Times Women’s Drive is also a force to be reckoned with across continents.

2018 witnessed extended support all the way from Egypt as the country’s first all-woman car rally team - Gazelle Rally Team, along with India’s first lady Wing Commander, Pooja Thakur, drove through Indian roads all the way to Goa.

In 2019, Times Women’s Drive achieved an overall campaign reach of 19.1 million and witnessed participation from three renowned Celebrity Influencers - Anaida Parvaneh, Archana Sardana and Sandhya Shetty.

Engaging with women across all generations, in just 12 weeks, Times Women’s Drive, 2019 reached out to an audience of 19.1 million with a Digital Campaign reach of 16 million, traditional reach of 3.1 million and digital engagement of 2.4 million.

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