Land Rover embarks on a once-in-a-lifetime journey with a purpose in its All-New-Discovery

Land Rover India, a leading automobile brand, recently launched a campaign called 'Discovery With A Purpose'. Under this, they rolled out a video about the adventurous 1,200 km long journey that two wildlife experts (wildlife photographer Sudhir Shivaram and environmental writer Arati Kumar-Rao) embarked on across Arunachal Pradesh and Assam in Land Rover's All-New-Discovery.

As the name suggests, their journey of discovery had a purpose more than just adventure and curiosity. The main objective of the journey was to create conversations about India's rare and endangered wildlife species – thus raising awareness about their conservation.

In Land Rover's All-New-Discovery, the experts negotiated terrains like never before; from the primal jungles of Namdapha, home to the endangered Red Panda, to Kaziranga, where the Rhino once again rules, the journey took them across the winding riverbeds of the Brahmaputra and they went on to scale the heights of the eastern Himalayas and traverse a river island with one of the world’s most unique ecosystems – making it an experience-of-a-lifetime.

On the journey, our experts met men and women on the frontier of the fight for conservation. One of them was Jadav Payeng, the ‘Forest Man of India’, a Padma Shri Awardee who has single-handedly afforested over 1,300 acres of barren land on an island that is now home to deer, rhinos, elephants and even tigers.

He believes in the need to educate children in environmental studies at the very beginning of their educational journey as each child taking the responsibility of a tree can result in a 'Green India' in a few years.

Their journey through open riverbeds, thick forests, hills and grasslands was made possible courtesy Land Rover’s All-New-Discovery – their companion throughout. This discovery and awareness campaign proved to be a stand-out move by the automobile brand that promises to garner great attention and appreciation.