Sports
JK Tyre-WIAA Women’s Car Rally to Valley 2026 flagged off in Mumbai
Over 200 women take part in TSD-format event promoting road safety and empowerment.
MUMBAI: The JK Tyre-WIAA Women’s Car Rally to Valley just revved up with a powerful message because when women take the wheel for a cause, even the hills start cheering them on. The eighth edition of the JK Tyre-WIAA Women’s Car Rally to Valley 2026 was flagged off today from the NSCI in Mumbai in a vibrant ceremony that blended festive energy with a strong social purpose. Flagged off by Nitin Dossa, Chairman of the Western India Automobile Association (WIAA), along with JK Tyre officials, the rally saw over 200 women participants set off in vehicles decorated around themes of women empowerment, cancer awareness, gender equality and more.
Dressed in themed attire and cheered on by families and supporters, the participants embarked on a 125 km journey to the Novotel Imagicaa hotel in Khopoli using the Time-Speed-Distance (TSD) format. Unlike traditional races, the TSD format emphasises precision, consistency and teamwork over raw speed, testing both driving skill and strategic pacing on Mumbai’s hilly roads.
JK Tyre & Industries director of sales & marketing Srinivasu Allaphan said, “For over a decade, we have been committed to encouraging women’s participation in motorsport, and the JK Tyre–WIAA Women’s Car Rally to Valley stands as a testament to that vision. Now a marquee event, the rally celebrates the spirit of motorsport while championing important social causes.”
Organised by the 107-year-old Western India Automobile Association (WIAA), the rally has evolved into a vibrant platform for womanhood, resilience and road safety awareness. This year’s edition carried forward the spirit of global campaigns like #CommitToLife and #BeSafeBeStrong.
In a country where roads can test both skill and patience, this rally isn’t just about reaching the finish line, it’s about women taking the wheel, raising voices, and proving that when it comes to safety and empowerment, every kilometre counts.
Sports
Livguard joins Punjab Kings as exclusive power partner for IPL 2026
Energy brand taps cricket’s biggest stage to boost visibility and fan engagement
NEW DELHI: Livguard has signed on as the exclusive power partner of Punjab Kings for the Indian Premier League 2026, marking a strategic push to expand its consumer reach through one of India’s most-watched sporting platforms.
The partnership will see Livguard gain prominent jersey visibility alongside a mix of player-led content, fan engagement initiatives and on-ground activations. The brand aims to use the IPL’s mass appeal to strengthen awareness around its portfolio of energy solutions, ranging from inverters and batteries to solar technologies.
The move comes at a time when Indian households and businesses are increasingly shifting towards efficient and sustainable energy options. By aligning with a high-impact cultural property like the IPL, Livguard is looking to move beyond category awareness and position itself as a trusted, everyday energy partner.
SAR Group founder Rakesh Malhotra said, “India’s energy future will depend not just on how much we generate, but how effectively it reaches homes and businesses. This association gives us a powerful platform to take that message to a wider audience. The IPL brings unmatched scale and emotional connect, helping us highlight the importance of reliable and future-ready energy solutions.”
From the team’s perspective, the partnership is being positioned as a natural fit. Punjab Kings CEO Satish Menon said the collaboration reflects shared values around consistency and resilience, adding that the franchise looks forward to creating meaningful fan engagement throughout the season.
Echoing this, Punjab Kings CCO Saurabh Arora noted that the association aligns well with the team’s broader ecosystem, with plans to build authentic connections with fans while delivering tangible value for the brand.
As part of the tie-up, the two sides will roll out a mix of digital campaigns, meet-and-greet sessions, and bespoke video content featuring players. The focus remains firmly on fan-first storytelling, blending sport with everyday relevance.
With a presence across more than 21,000 pincodes and a growing footprint in rooftop solar installations, Livguard is betting on the IPL spotlight to accelerate its brand narrative around cleaner, smarter energy. As the tournament unfolds, the company will be looking to convert visibility into trust, and attention into long-term consumer relationships.
