Percept ICE Manages Formula 4 Show Run In Srinagar

EE News Desk Apr 04, 2024

Percept ICE, conceptualised and executed the Formula 4 Srinagar show run to kickstart ‘The India Racing Festival’ 2024 season at Dal Lake in Srinagar on 17 March 2024. The racing event in Jammu and Kashmir saw a phenomenal turnout of over 1,000 guests.

Prime Minister of India, Narendra Modi posted on his social media handle, “This is very heartening to see. It will help further showcase the beauty of Jammu and Kashmir. India offers great opportunities for motorsports to thrive and Srinagar is right on top of the places where it can happen.”

Formula racing was brought into Kashmir for the first time by ‘The India Racing Festival’ in collaboration with Jammu and Kashmir Tourism. Racing Promotions partnered with JK Tourism to host. The Indian Racing Festival 2024 comprises the Indian Racing League (IRL) and the FIA-backed Indian F4 Championship.

Akhilesh Reddy, Chairman of Racing Promotions said, “This is a milestone moment for motorsports in India and a landmark moment for Jammu and Kashmir as a budding business and tourism hotspot. Percept ICE has been our project management and experiential marketing team since the inception of IRF in 2022 and now together we have kick-started this season at the crown of India.”

Percept ICE has been the core project management agency for the 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 JK Tourism Department and the Divisional Commissioner’s Office of Jammu and Kashmir.

The Formula 4 show run was flagged by Vijay Biduri IAS, Divisional Commissioner, Kashmir along with Dr Bilal Mohiuddin Bhat, IAS Deputy Commissioner, Srinagar; Raja Yaqoob, IRS Director of Tourism Kashmir and Dr Bashir Bhat IRS, Vice Chairman, LCMA in attendance.

A showcase of the Wolf GB08 cars and Formula 4 cars was driven by 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 drift shows skilfully manoeuvres in their Lexus and BMW cars, superbike daredevils from Coimbatore and Bengaluru who demonstrated the synergy between man and machine with some adrenaline-filled show on four wheels.

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 grassroots fan following. The launch of the Formula 4 Show Run in Srinagar is another strategic step by Akhilesh to engage the Jammu and Kashmir youth in Formula racing and motorsports. This combined with the long-term view of JK Tourism and the support from them enabled the show run to happen seamlessly. Bringing forth recognition of Jammu and Kashmir 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 motorsports destination.”

Vidya Alva, Chief Operating Officer, Percept ICE said, “It has been a fantastic combination of creativity, passion and terrific teamwork 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 Jammu and Kashmir 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.”