Mahindra Gusto's #GoGustoRides initiative sets social media abuzz

The experiential initiative harnessed wide-spread digital engagement amongst food lovers, resulting in a reach of over 7 million on social media

May 5, 2015:

Mahindra Two-Wheelers, part of the $16.5 billion Mahindra Group, recently conducted the experiential #GoGustoRides in Mumbai. #GoGustoRides is an initiative where passionate communities are brought together to explore the things they love, on the Mahindra Gusto scooter.

Leading food aficionados Amrita Rana, Kalyan Karmarkar and Vivek Bhatia initiated a digital campaign inviting food lovers to join them for a ride on the Mahindra Gusto. The riders got an opportunity to visit some of Mumbai's most famous and iconic food joints. The fun ride on the Mahindra Gusto had all the right ingredients: scrumptious food, fun-loving people, charming and soulful eateries and alluring Mumbai.

A lot of buzz was created online amongst food lovers, bloggers, photographers and enthusiasts. Over 7 million people were reached on Twitter alone. The hash-tags trended twice on Twitter nationally on April 8 and 12, 2015.

Commenting on the occasion, Sarosh Shetty, Vice-President – Marketing, Mahindra Two-Wheelers, said, “#GoGustoRides is an exciting initiative which brings together passionate communities and enables them to explore the things they love, on a Mahindra Gusto. We are delighted with the overwhelming response the first edition has received, wherein millions of passionate food lovers engaged with the brand on social media. We intend to reach out to more cities and communities so that many more can experience the exciting opportunities that can be explored on the Gusto.”

For leading food blogger, Kalyan Karmakar, Mahindra Two-Wheeler's initiative has been one of the best experiences. Recounting the ride, Karmakar said, “I thank Mahindra Gusto for giving this opportunity to us to connect with millions of other food enthusiasts around the country. I was amazed at the number of people who are passionate about food exchanging views, suggestions, experiences about food and the Mahindra Gusto. It was a fun ride and I am definitely looking forward to the next edition of the #GoGustoRides, as am sure many others are.”

Media contact:

Ruzbeh Irani

Chief Group Communications and Ethics Officer and

Member of the Group Executive Board

Mahindra Group

Phone: +91 22 2490 1441

Email: group.communications@mahindra.com

Info@BestMediaInfo.com