The Client

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The Mumbai International Motor Show is a biannual property by the Times of India group started in 2009. The event was conceived as an expansive one that caters to automobile lovers, showcasing the latest in the automotive industry, a wide range of cars and bikes from international and local brands, accessories, technology and entertainment.

The Challenge

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We became associated with the Mumbai International Motor Show in 2011 during its second edition. At the time, the event was largely unknown in the public domain and was eclipsed by popular properties such as the Delhi Auto Expo. Since it was backed by the Times of India Group, it was difficult for us to create an outreach with other media houses and publications.

Our Approach

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We positioned the three-day event as one that was fun for all age groups, with the best automobiles on view, opportunities to compare and select cars for future purchases, and the chance to get up close with some rare vintage cars. Facilitating plenty of photo opportunities, especially with the celebrity guest of honour was key to attracting a sizeable audience. We personally reached out to senior members of media houses to invite them and their families to come enjoy the event. We also provided digital support by designing and developing a website and creating a social media strategy that encouraged high audience participation and engagement.

The Result

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The Mumbai International Motor Show was a success with both the press and the public. Strong coverages were garnered across the auto, sports, entertainment and city beats in mainline papers, business and trade publications, city supplements, online portals and news channels. We were retained by the Times of India Group for subsequent editions in 2011, 2013, 2015 and 2017.