Mahindra has flagged off its ‘Mahindra Adventure Challenge, 2011’ from Mumbai. A first of its kind initiative, the Adventure Challenge is a unique proposition, whereby Thar has been offered to the seven leading automobile magazines of India for a period of one month, to drive across the length and breadth of the country. The initiative will involve each publication driving to a particular zone, to ‘Explore the Unexplored’ terrains of India. The choice of zone was conducted through a draw of lots in Mumbai.

The ‘Mahindra Adventure Challenge, 2011’ was flagged off by Mr. Rajesh Jejurikar, Chief Executive, Automotive Division, Mahindra and Mr. Vivek Nayer, Senior Vice President, Marketing, Automotive Division, Mahindra. Once the teams return from their adventure drives on April 7, 2011, they will share their experiences and stories and the winners of the ‘Mahindra Adventure Challenge, 2011’ will be declared.