The Campaign

To raise awareness among women, we launched a campaign - #IAMTHEDRIVE for 2018. The campaign started to interact with women across Mumbai, Pune, Bengaluru and Hyderabad. This hook became synonymous to the inexorable spirit of Times Women’s Drive participants - motivating every one of them – to adopt the cause and become part of a drive that celebrates womanhood in every sense.

Creative Execution

#IAMTHEDRIVE campaign ran in almost every conceivable consumer touchpoints to bring alive the attitude and emotion. From Print and digital to social and direct response and PR – we pushed the hook and the emotions associated with #IAMTHEDRIVE. The campaign engaged with the women across Mumbai, Pune, Bengaluru and Hyderabad, across all generations - encouraged them to take on the roads to embrace the message and the joy of adventure.

The Campaign witnessed an unprecedented buzz and a spontaneous upsurge to break the stereotypical voices both online and offline - in just 12 Weeks the campaign reached out to 12.9 million women across Mumbai, Pune, Bengaluru and Hyderabad - resulting in 500-plus cars with 1600 plus women participating in the largest all-women Time-Speed-Distance car rally. This helped us raising INR 1 Million for the Women's Cancer Initiative-Tata Memorial Hospital (WCI-TMH). Not only that, the voices of these 1600 women traveled across continents, for the first time – Egypt’s first all-women car rally team - Gazelle Rally Team joined the Drive to support the message and the cause; Closer to home, India’s First Lady Wing Commander, Pooja Thakur drove through the Indian Roads all the way to Goa. Our campaign brought back the fundamental truth, that we’re stronger when we stand together.

#IAMTHEDRIVE campaign engaged with the women across Mumbai, Pune, Bengaluru and Hyderabad and encouraged them to take on the roads to embrace the message and the joy of adventure. Times Women’s Drive joined hands with leading cancer research hospitals like Tata Memorial – Mumbai, and P. D. Hinduja, Mumbai to facilitate the cause for Breast Cancer Awareness and treatment. In order to raise further funds, the Drive, joined hands with Ketto.org where #IAMTHEDRIVE as a hook started to interact with women on the digital landscape motivating every one of them – to adopt the cause and become part of a drive.