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Overdrive Turns 12; Brings Biggest Anniversary Issue

BestMediaInfo Bureau | Delhi | August 30, 2010

OVERDRIVE magazine, India's No. 1 Car & Bike Magazine, just released its blockbuster 12th anniversary issue. OVERDRIVE is the flagship publication of Infomedia18 Limited, the publishing wing of Network18, India's most influential media network. The issue is one of the biggest magazines ever published in India featuring world-class, ground-breaking stories. OVERDRIVE prides itself on being the magazine that wears its automotive passion on its sleeve and driving and riding as much as possible and as far as possible to bring forth accurate, authoritative, entertaining and lavishly photographed stories. Driving and riding adventure is the normal theme of the anniversary issues at OVERDRIVE - the magazine's way of celebrating the glorious world of cars and motorcycles. However, instead of the exotics featured every year, the magazine chose to focus on road trips that any of the magazine’s readers could do in their own vehicles. Even our comprehensive 13-car hatchback car test this year features real world tests conducted by normal people - the most accurate representation of the small car customer. The issue is unprecedented in its coverage and spread and we have stories from every single corner of India in addition to exotic stories from abroad. The issue features 66 vehicles ranging from Rs 30,000 to Rs 5 Crore and the OVERDRIVE team drove over 27,000km for this issue - which is roughly three times what the average car owner does annually. The team also racked up a record 2.5 lakh kilometers of flights for the issue - which is six times the length of the equator or halfway to the moon. Our other stories include a unique frugality test of 100cc commuters where we take them on a hill climb, a comparison test of our favorite driver’s cars in the unforgiving environs of the Rann of Kutch, a driving holiday with the Nano to Cherapunjee, the wettest place on Earth, an exclusive Formula 1 car test by India’s only Formula 1 driver Karun Chandhok, a sports car test at the Chennai race track again with Karun, discovering the Mughal road in J&K and a daring adventure where we rode scooters from Srinagar to Khardung La, the highest motorable pass in the world. The issue is also dripping with luxury cars; we’ve exclusively driven the best luxury cars in the world – the Rolls Royce Phantom and Ghost – in Mumbai, compared the Rolls-Royce Ghost with the Bentley Mulsanne and also tested the Jaguar XJ Super Sport and new Audi A8 W12. Nostalgia fans will revel in the story of India’s first (and still born) MPV, the Kazwa, a look back at India’s first race track at Sholavaram in Chennai and a hard core off-road adventure to the remotest part of Meghalaya in an ancient Land Rover. Enthusiasts will also love our feature on how to photograph automobiles.

To go with the 12th anniversary, OVERDRIVE is also offering prizes worth over Rs 12 lakh, including the chance to watch Formula One live at Abu Dhabi with the Force India F1 team and the opportunity to learn advanced driving at the Porsche Experience Centre at Silverstone, the iconic racetrack, in the UK. OVERDRIVE, however, is not just India's top automotive magazine. The TV show on CNBC-TV18 and CNN-IBN is rated as India's most popular automotive show and was recently conferred the award for the Best Automotive Show in English at the NT awards as well. The OVERDRIVE show airs on weekends on CNBC-TV18 and CNN-IBN and the forthcoming episodes will feature exhaustive and engaging stories based on the anniversary issue features. OVERDRIVE's popular website will also be featuring video, image and story content to complement and supplement the television and printed stories and features. Speaking at the unveiling of the magazine at a private function at Infomedia18, the editor, Sirish Chandran said, "For 12 years OVERDRIVE has been at the forefront of Indian automotive journalism with its mix of definitive road tests, authoritative comparison tests, fantastic photography, world-class presentation and features dripping with passion penned by the best automotive writers in the business.  We recognize that Indian customers are becoming ever more demonstrative of their love of cars and motorcycles and so we designed our 12th anniversary issue to encourage them to get out and explore our wonderful country – with anything from a Rolls-Royce to a Nano or even a 100cc bike. We’ve also kept the automotive customer in mind with some unusual comparison tests that puts the Indian small car market in a completely new and extremely relevant format for prospective buyers. Heard of a lipstick test? You will when you read this issue!

Put together the magazine, television show and website has made OVERDRIVE India’s largest automotive media brand with the widest reach, greatest influence and most loyal fan following. OVERDRIVE is committed to its role as the flag bearer for automotive publishing and content in the Indian market and as we complete 12 years in the business, we renew our pledge to meet and exceed the expectations of the Indian enthusiast and to be unwaveringly honest in our evaluations of cars and motorcycles for the buyers."

This special issue is also being promoted through a high impact marketing campaign with use of TV, Print, Web and a social media campaign.

The anniversary issue of OVERDRIVE is priced at Rs 150 and is available on stands all over the country today.

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