Bombay Times Lavasa Women's Drive in Limca Book of Records!

The 2nd edition of the Lavasa Women's Drive (LWD), conceptualized by Times Red Cell has bagged the prestigious title of India's Largest Women's Car Rally by the Limca Book of Records 2011. On 27th February 2010, One Thousand women in 285 cars drove a distance of 240 Kms. from Mumbai to Lavasa creating this record. This drive witnessed enthusiastic participation from women of all age groups and diverse social backgrounds. A large contingent of bollywood personalities attended the drive to cheer and motivate participants. This drive provided a great platform for the participants to create awareness about women's cancers. Many participants decorated their cars in innovative themes to promote various social causes i.e. Save Electricity, Water, Tiger and Nature Conservation etc.

Speaking on this momentous occasion, Bhaskar Das, President, The Times of India said, "This entry in Limca Book of Records recognizes our efforts in providing an innovative platform to enhance brand awareness. This achievement will always be special for us, since it is in appreciation towards unique properties that we have created. It is a recognition that reiterates our commitment towards conceptualizing and executing innovative campaign ideas on a consistent basis. This recognition for Lavasa Women's Drive will motivate the team at Times Red Cell to excel and scale new heights of success."

LWD is a joint initiative of Bombay Times and Lavasa Corporation. It is supported by Women's Cancer Initiative Tata Memorial Hospital, conducted by Western India Automobile Association. This is an initiative of the Times Red Cell.