The digital division of IPG Mediabrands India, Interactive Avenues, has acquired the social media account of Racing Promotions (RPPL), a management company for Formula Racing and other motorsports. The Indian Racing League—India’s first franchise-based motorsports league—and FIA Formula 4, the nation’s first FIA-graded racing championship—will be the agency’s flagship properties on the internet. The account will be managed by Interactive Avenues from its Mumbai location.
Interactive Avenues was chosen by RPPL due to its strategic vision and track record of successfully managing sports media for well-known national and international teams. The partnership’s main goals will be to raise awareness of motorsports in India and provide young people with aspirations of becoming racers, engineers, or mechanics with more opportunities.
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Commenting on the collaboration, Akhilesh Reddy, chairman, RPPL, said,
“Our vision is to place India on the global motorsports map and social media is a crucial part of this journey. Interactive Avenues presented a compelling long-term strategy and we’re confident that their expertise in sports marketing will help us consistently grow our fanbase and elevate engagement around the Indian Racing Festival.”
Shantanu Sirohi, COO, Interactive Avenues, added,
“Our partnership with RPPL aligns perfectly with our commitment to drive meaningful engagement and awareness in the sports sector. RPPL is fostering a world-class motorsport ecosystem in India, and we are excited about crafting a distinct social media identify for them, integrating FIA F4 and the Indian Racing League into everyday conversations among sports enthusiasts.”
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