NGC and Ford to bring adventure driving series 'MyEndeavour Alterrain'

Starting May 2013, the series will feature prominent personalities and will be aired in primetime once a week with repeat telecast twice a week

BestMediaInfo Bureau | Delhi | February 20, 2013

(L-R) Vinay Piparsania, Nagesh Kukunoor, Gul Panag, Vijendra Singh, Rajeev Khandelwal, Chetan Bhagat and Debarpita Banerjee

Ford India and National Geographic Channel have joined hands to launch an all-new adventure driving series 'MyEndeavour Alterrain'. The series will feature five real people from different walks of life, each of whom who sets out on a thrilling journey.

The five well-known faces – writer Chetan Bhagat, filmmaker Nagesh Kukunoor, boxing Olympian Vijender Singh, actor Gul Panag and actor Rajeev Khandelwal – will traverse a wide variety of topography in Ford's latest Endeavour Alterrain Edition to find answers to their personal endeavours.

MyEndeavour Alterrain will be telecast on National Geographic Channel once a week, starting May with repeat telecast twice a week. Each one-hour show will feature the journey of one celebrity.

“MyEndeavour Alterrain will take viewers of the NGC into the fascinating journeys of five individuals who set out to find a few answers, gather experiences, and quench a long-time thirst. Their journeys will be documented across breathtaking landscapes and all kinds of terrains this vast country has to offer,'' said Debarpita Banerjee, Vice-President, Marketing, National Geographic and Fox International Channels, India.

On marketing of the show, Banerjee said, “Along with the 360 degree campaign around the show covering all the mediums, we will exploit digital medium in a big way. The idea is to make the show more interactive with one million fans of NGC on Facebook. We want the audience to track the journey online and interact with the 5 celebrities about their endeavour.”

“Ford has found a fitting partner in National Geographic Channel to present MyEndeavour Alterrain. Real people and their real experiences have been synonymous with both Ford India and National Geographic Channel and viewers of this show would be able to relate to that spirit of adventure when they will see these motivated individuals drive to their calling in the dependable Endeavour Alterrain Edition,” said Vinay Piparsania, Executive Director, Marketing, Sales and Service, Ford India.

Nagesh Kukunoor's ultimate endeavour is to complete an unfinished road-trip he had undertaken in 1995 and explore the journey as a concept for one of his next films. Vijender Singh plans to drive through Rajasthan till the Indo-Pak Border post and sing for the jawans posted there.

Chetan Bhagat would like to drive to Junagarh in Gujarat to meet India's only African tribe. Being a serial road tripper and traveller, Gul Panag will go on a personal endeavour to complete an unfinished business of exploring coastal Karnataka with a drive from Goa to Hampi.

Rajeev Khandelwal would like to revive his earliest travel memories – camp under the sky and experience the cultural odyssey from Dibrugarh, Assam to Pasighat in Arunachal Pradesh.

''We are excited to partner with Ford and feature the Endeavour Alterrain Edition in this unique series that packs in both power and soul. We are confident that this show will appeal to everyone who has been bitten by the Wanderlust,'' added Banerjee

Endeavour's brand recognition in India comes from Ford's legendary 4x4 DNA and bagging the 'Most Dependable SUV' recognition in JD Power Asia Pacific Vehicle Dependability Study three years in a row.

“As more customers aspire to get away from the monotony of daily life to find meaningful pursuits along the road less travelled, Ford India has transformed its traditionally practical, versatile and muscular Endeavour to become more aesthetic, fuel efficient and interactive while preserving its bold personality at the core. The MyEndeavour Alterrain show is a reflection of that aspiration,” concluded Piparsania.

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