Mahindra & Mahindra Ltd announced the launch of its innovative #HerDrivecampaign for its compact SUV model, the XUV300. The #HerDrive campaign collaborated with Bollywood actress Gul Panag. The first initiative under #HerDrive was kick-started with an 8 city tour, where women car-buyers are being invited to Mahindra showrooms to champion the cause of breaking through gender stereotypes and taking the unconventional path in life.

The event will see women driving in a cavalcade across the city in Mahindra XUV300s, with Gul Panag driving the lead vehicle. The #HerDrive event also includes an interaction with Gul Panag, an eminent actress and automobile enthusiast, stand-up acts by female comedians Sejal Bhat and Urooj Ashfaq, as well asan A-Cappella performance by the band Aflatunes.

The on-ground activation of the #HerDrive campaign has been completed in 6 cities so far – Mumbai, Pune, Bangalore, Chennai, Chandigarh and Delhi. The celebrations will continue in Kolkata and Hyderabad during this edition. This will be the first of many initiatives that seek to encourage women to break through stereotypes and empower them.

On this occasion, Mahindra has also launched a music anthem “Ladki Bindaas Hai” on social media.