Mumbai : Dandi Salt Challenge – 2019 (DSC), the first heritage IP of Great Salt March Events exclusively partners with Aidem Ventures for consultancy and monetization. DSC will comprise of a series of events involving two types of endurance races (Marathon and Cycling) and a March. The event will flag off on 12th March, 2019 starting from the historic Sabarmati Ashram and conclude on 21st March, 2019 at Dandi covering a total of 401 kilometers.
Back in 1930, Mahatma Gandhi had demonstrated the primary values of challenge, endurance and victory on this historic Dandi route. Keeping these values at its core, DSC aims to create the same impact that will unfold in a neoteric form and is inclined to make an entry into the Guinness Book of World Record. DSCwill offer brands/ corporates an opportunity to engage potential consumers through television, radio, print, digital and on-ground activations.
Commenting on the news, Tushar Gandhi, Founding Partner, Great Salt March Events said, “Dandi Salt Challenge is a finely crafted multi-day March, Marathon and Cycling Race with aunique amalgamation of Heritage and Endurance Sports. It requires the expertise of a strong media sales company that would go beyond conventional models. Aidem has the rightmix of sales network and selling expertise and we are absolutely delighted to partner with them”.
Karan Gupta, MD, Aidem Ventures added, “Dandi Salt Challenge is a unique concept and a fantastic property for us to add to our portfolio. Through this partnership, AIDEM will go beyond the traditional “ad sales” representation and play a critical role in formulating end-to-end media and marketing solutions for Great Salt March Events.This multi-day event will offer advertisers an unparalleled omni-channel proposition.”