Indiantelevision.com Team

(27 August 2007 6:00 pm)

MUMBAI: American beer brand Budweiser has announced the launch of a series of 4-wheel-drive off-road rallies in India under the Budweiser Life banner.

The first rally, featuring over 40 four-wheel-drive vehicles, was flagged off at Sakleshpur, Karnataka in the heart of India’s scenic coffee country.

Crown Beers India sales and marketing director Rob Newman says, "Budweiser is all about having a good time with your friends. This 4x4 off-roading adventure is just the first of many Budweiser Life events, and we look forward to giving more sports and adventure enthusiasts the opportunity to experience the Budweiser lifestyle."

In this event, the participating vehicles made their way across the grueling 4x4 terrain to complete the 38 km drive ending at Kadamane Estate. The skilled drivers faced a challenging track, with steep, rocky inclines and deep mud banks. Seven marshal vehicles patrolled the track to help out when vehicles got stuck in the mud. The main objective was mastering the challenging track and completing it by nightfall.

Each of the driving teams were fitted in special Budweiser Life outdoor gear including photographer jackets, caps, and umbrellas.

Sakleshpur which is on National Highway 48 connecting Bangalore and Mangalore is home to one of India’s oldest clubs, the Munzerabad Club, a heritage club established by the British in 1893, from where the rally was flagged off. The track leads through the Western Ghats, along coffee, tea and cardamom plantations. The area receives one of India’s highest rainfalls; between 150 and 350 inches per year.