Percept ICE, conceptualized and executed the Formula 4 Srinagar Show Run to kick-start The India Racing Festival 2024 season at the pristine locale of Dal Lake in Srinagar, on March 17, 2024. The most anticipated racing event in J&K saw a phenomenal turn out of over 1000 guests.
Formula Racing a predominant concept world over, was for the first time brought into Kashmir by The India Racing Festival in collaboration with Jammu & Kashmir Tourism. Racing Promotions Private Limited (RPPL) partnered with JK Tourism to host this landmark moment in Indian motor-racing history. The Indian Racing Festival 2024, comprising of the Indian Racing League (IRL) and the FIA-backed Indian F4 Championship. With an aim to promote motorsport with the masses, the dynamic show run made its first pit-stop in Srinagar in collaboration with Jammu & Kashmir Tourism alongside the picturesque Dal Lake.
Percept ICE has been the core project management agency for Indian Racing Festival since its inception in 2022. At the Srinagar Show Run Percept ICE managed the overall project planning, liaising, promotion, and execution of the project in coordination with the J&K Tourism Department and the Divisional Commissioner’s Office of J&K. The ground set up captured the pulse of the event and the core values of the brand. As the engines roared on the 1.6 kms specially fabricated high secure stretch of Dal Lake, throngs of people from all walks of life converged to witness the high-octane action against the backdrop of majestic mountains and shimmering waters.
The Formula 4 Show Run was flagged of by Mr Vijay Biduri IAS, Divisional Commissioner, Kashmir along with Dr Bilal Mohiuddin Bhat, IAS Deputy Commissioner Srinagar; Mr Raja Yaqoob, IRS Director of Tourism Kashmir; and Dr Bashir Bhat IRS, Vice Chairman LCMA in attendance.
A stunning showcase of the Wolf GB08 cars and Formula 4 cars were driven by young motorsport icons- Sohil Shah one of the two champions of IRL 2023 Rishon Rajeev, Formula 4 Vice Champion and Shriya Lohia Formula 4 India driver. The event also showcased JK Tyre’s legacy with captivating drift shows skillfully maneuvers in their Lexus and BMW cars, superbike daredevils from Coimbatore and Bengaluru who demonstrated the seamless synergy between man and machine with some adrenaline-filled show on four wheels.
The splendid success of the event show saw the Honorable Prime Minister of India - Shri Narendra Modi post on his social media handle, “This is very heartening to see. It will help further showcase the beauty of Jammu & Kashmir. India offers great opportunities for motorsports to thrive and Srinagar is right on top of the places where it can happen!”
Mr. Akhilesh Reddy, Chairman of Racing Promotions Private Limited said, “This is a milestone moment for motorsports in India and a landmark moment for Jammu & Kashmir as a budding business and tourism hotspot. Percept ICE has been our Project Management & Experiential Marketing team since the inception of IRF in 2022 and now together we have kick started this season at the crown of India.”
Ajay Upadhyay, Director, Percept Limited said, “As pioneers of experiential marketing in India, our focus has been to build strategic partnerships with the brands and their stakeholders. The passion that Mr. Akhilesh Reddy brings has driven us to new horizons with the Indian Racing League and Formula 4 India. Exploring new markets and creating a grass root fan following. The launch of the Formula 4 Show Run in Srinagar, is another strategic step by Akhilesh to engage the Jammu & Kashmir youth in Formula racing and motor sports. This combined with the long term view of J&K Tourism and the support from them enabled the show run to happen seamlessly. Bringing forth recognition of J&K as an emergent business and sports hub. We look forward to working closely with Formula 4 and JK Tourism to make J&K a unique motor sports destination.”
Said Vidya Alva, Chief Operating Officer, Percept ICE, “It has been a fantastic combination of creativity, passion and terrific team work that enabled us to pull off a successful Formula 4 Show Run in Srinagar for the very first time in the history of India. Receiving the mandate to manage the India Racing Festival for the third year in a row, and taking on the challenge of pulling off a perfect show in J&K is surely a great way to kick off the IRF 2024 season. We are grateful for the faith invested in us by RPPL and are rearing to deliver a bespoke and excellent motorsport season pan India.”
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