Vijay Mallya owned Force India Formula One Team plans to introduce a glamour quotient into the team. It has partnered with MTV to launch a reality show, called MTV Force India -The Fast and the Gorgeous, to hunt for gorgeous girls to become Speed Divas for the team.
A senior executive at Force India says, "The concept of Speed Divas aims to rope in a team of four girls who will get to be an intrinsic part of the Force India team. Internationally, the concept of pit girls in F1 sports is very popular. Pit girls are more than a group of cheerleaders. They are the face of the F1 team, adding glamour and attitude to the team. They act as the official hosts of the team and are always part of the action happening on the pit."
move to partner with MTV has been taken to widen the audience base for the sport. The move aims to extend the presence and awareness about the brand Force India beyond the regular followers of F1.
MTV will be responsible for the format and the content of the television series. Ashish Patil, general manager and senior vice-president, creative and content, MTV, says, "The show represents a hybrid format with a mix of sports, glamour and reality. After pan India auditions, we will call 20 girls and put them under one roof for 20-35 days.
"These girls will be asked to perform various tasks in different rounds, termed as laps, to judge them for their intelligence, style quotient and attitude. More than anything, they will be judged for their speed in completing a given task."
MTV Force India -The Fast and the Gorgeous will be a 10 episode series, with one hour episodes being telecast once a week. Patil adds, "The contestants will have to clear different laps or rounds of the tasks assigned to them. Each round will be inspired by one of the countries following Formula 1 racing. For instance, if the country is China, then the girls may be asked to complete tasks related to eating noodles or performing martial arts."
The activities in different laps have been designed to test participants on various parameters such as speed, style, attitude and intelligence. MTV Force India -The Fast and the Gorgeous will go on air in the middle of April.
The winners will get to accompany the Force India team in all the F1 circuits. They will feature in the Force India official calendar shot by photographer Atul Kasbekar and one of the winners will get to act in a movie by Percept Picture Company.