The OneHelluvaRide expedition is going to be heavily and aggressively promoted across media platforms. A consolidated public relations exercise will be undertaken to keep the expedition alive and relevant in the media - press, television, internet, mobile, retail and outdoor - prior to, during and after the expedition. Some of the planned promotional activities that are planned are:

• Dedicated expedition microsite
• Microsite on ndtv.com
• Weekly capsules on NDTV 24x7 and NDTV India
• Mobile promotions
• Consumer contests
• Hoardings across the India leg of the route
• Full length features in BBC TopGear
• Photo features in Lonely Planet Magazine India
• Periodic updates - stories, pictures and videos
• eDMs sent to registered users of the internet partners
• Groups & fan clubs on social networking sites
• Interactions with at least six schools in India
• Video trailers on YouTube
• Google AdWords and Facebook Ads campaigns
• DVDs on sale - online and from bookstores
• Release of full length docu-feature film
• Webisodes on expedition website
• Photo exhibition in New Delhi and Mumbai
• Coffee table book - 100 Sunsets to the Arctic Circle

The Sponsor a Mile, Sponsor a Smile campaign and the Whispering Wishes movement will be heavily promoted particularly through public relations. Overall, OneHelluvaRide will be extensively promoted, starting about a month prior to the flag-off, through the four month duration of the ride and at least a couple of months after the team is back ... almost seven months of intensive media presence.