Overview of this campaignLavasa Women's Drive emerged out of a marketing need: how to get key decision makers- the women- to buy homes in Lavasa, a country destination 80 kms from Pune City, and over 200 kms from Mumbai City, by influencing them to visit the sylvan surroundings . The idea was simple. We created India’s largest All Women’s Car Drive... The Lavasa Women’s Drive. Less a drive and more a salute to the spirit of women's empowerment.
Results for this campaignWe amplified this path-breaking initiative across The Times universe, in print, radio, TV, digital and outdoor mediums.
Ever since its inception 5 years ago, Lavasa Women's Drive has grown from strength to strength and from car to car.
In 2013 alone, we received 1.5 million votes from which we selected only 500 cars. Making it the biggest women's car rally as recognised by the Limca Book of Records.
Since inception, footfalls have gone up dramatically at Lavasa and today the drive is regarded as a must-do on every woman's calender. More power to women