What made the brand get involved with motor sports? Was it a natural progression?
Our motor sports involvement is also 10 years old now. Our association began with Narain Karthikeyan when he was participating in Formula Nippon, which was again a part of the brand’s marketing strategy to get into much differentiated platforms to position ourselves. Over the years, our involvement with motor sports has also grown. With what began as just a sponsorship of the drivers, like Narain and Karun Chandok, we got more deeply involved and started ‘Amaron Max a Kart Challenge’ in 2002, which was a five-city karting championship. Following which, we started sponsoring national and domestic level race drivers as well to entrench our involvement in the sport and that’s how we moved on to ‘Amaron Karting Challenge’ (AKC). So, if you look at the approach that we have, it is a very integrated step-by-step approach. ‘Amaron Karting Challenge’ becomes the talent hunt, winners of which are awarded scholarships. They can train under the Amaron MK Racing Academy for karting, where they can
