TATA T1 race helps change perception of driving and make it inspirational profession


TATA Motors, world’s fourth largest truck manufacturer and India’s largest automobile company, wanted to stay ahead in the truck marketing game and assure their positioning as an innovative brand who foresees the future of the country.

To inspire the succeeding generations to take up Truck driving as an inspirational profession as well as wanted to address the scarcity of young skilled truck drivers in India, the idea of introducing T1 truck racing came up. TATA trusting its old integrated event management and marketing company T.I.C entrusted the job of its planning and being executed T.I.C headquartered in Delhi.

Gaurav Dhall, MD T I C Events
T.I.C. under its dynamic MD Gaurav Dhall took up the challenge and executed it successfully in the year 2014 and its second season recently concluded March 15, 2015 which was witnessed by approx 35,000 crowds.

Guests were thrilled to see the Racing mammoths competing with each other energetically and at the end, last year winner Stuart Oliver of Team Castrol Vecton again retained his Tata Motors T1 Prima truck racing title. Steve Thomas of Team Allied Partners and Simon Reid of Team Tata Technologies finished on second and third position, respectively. The audience also enjoyed performances by Manish Paul as a host, bollywood celebrities Shankar , Ehsaan & Loy along with performances by Badshah and Benny Dayal, Harley Davidson bike race, and more.

“Despite of heavy rainfall, we received such huge number of crowd who kept the momentum high all the time. Also touch and feel section added another zest to the racing fervor. We are quite happy with the whole experience as our focused hardwork is paid off. I firmly believe that Trucking and T1 Racing is here to stay in India” said Mr Gaurav Dhall, MD, T.I.C. 

TATA T1 winners
For 2015 event, T.I.C. executed a very effective marketing plan that run pan India since January (two month prior to the event). Various activities were carried out which included Roadshows to approx 500 locations, Mall activations to approx 25 cities across, TASS (TATA Authorized Service centres) activities to approx 115 cities, Trophy Relay events approx 20, Motion Sensor Game and many more activities across India. For the first time, there was a touch& feel section for select visitors, who were enthralled to see and feel these Racing Giants closely. The result of this close knitted marketing plan was the huge turnout at the event despite of heavy rain and chilling weather.

Keeping the weather forecast in mind, T.I.C. was ready with the back-up plan for the weather. All safety measures were kept in place to control any unforeseen circumstances. The biggest challenge was to manage such a huge crowd which T.I.C. has done effectively. From entrance to the stadium to final event various measures were adopted to deliver a flawless event. The audience was very happy with the whole experience and enjoyed the racing to the fullest. 

Tata officials with International Truck drivers

About T.I.C

T.I.C. is an event management firm has over 23 years of experience in international events, weddings, live communications and experiential marketing. It has pan India presence and representation offices in Kuala Lumpur, Malaysia, Dubai, North Africa and Malta-located in the heart of the Mediterranean Sea as well as reaches out to the most sought after destinations in Southern Europe, North Africa, Middle East & South East Asia. The company stands on the pillars of excellence, exuberance and experience is regarded as one of the pioneers of Event Management Industry. With the presence of more than two decades in the industry, T.I.C. today act as one stop solution provider for all Event management solution. The company has successfully delivered more than 16,000 projects.

Click to read detail about TATA T1 race.

Click to read about Dwarka Parichay coverage of last years TATA MOTORS T1 PRIMA TRUCK RACING .