Event Case Study: Mahindra BE 6 Formula E Edition Launch

Mahindra unveiled the BE 6 Formula E Edition, a motorsport-inspired special edition of its electric SUV, at an exclusive launch event in Bengaluru. Drawing inspiration from Formula E racing, the vehicle featured distinctive design elements and performance-oriented styling, reinforcing Mahindra’s strong association with electric mobility and motorsport innovation.

The objective of the event was to successfully launch the BE 6 Formula E Edition while creating high-impact audience engagement, strengthening brand recall, and showcasing Mahindra’s performance-led electric future.

Our scope included end-to-end engagement activity handling, on-ground coordination, and ensuring seamless execution of all interactive zones throughout the two-day event.

• AI Photo Booth: Created instant, shareable moments, driving strong social media engagement and
increased footfall.
• Catch the Baton: Reaction-based game encouraging competitive participation.
• Batak Pro: High-energy reflex challenge attracting continuous audience interaction.
• Hanging Bar Challenge: Endurance-based activity generating excitement and repeat attempts.
• Cycling Challenge: Two-player interactive experience where faster pedaling charged a virtual battery on
screen, reinforcing themes of power, performance, and electric innovation.

• Footfall: 300+ attendees
• Audience included automotive enthusiasts, invited guests, and brand stakeholders.

The launch witnessed high visitor engagement and strong brand recall through a mix of physical, gamified, and tech-driven experiences. The AI Photo Booth significantly boosted social sharing and visibility, while competitive challenges increased dwell time and repeat participation. The Cycling Challenge effectively translated Mahindra’s electric performance narrative into an engaging, hands-on experience aligned with the Formula E-inspired identity of the vehicle. Overall feedback from both attendees and the client was highly positive.

The event successfully positioned Mahindra’s BE 6 Formula E Edition as a performance-driven, future-ready electric SUV, demonstrating how interactive engagement can elevate automotive launches and leave a lasting impression.