The accessory partner of Tour Of Nilgiris 2008 was Wildcraft. Riders got a whole bunch of riding essentials at no cost from Wildcraft: hydration bags, jackets, caps, saddle bags and riding jerseys.
Not just this, but two bloggers won Wildcraft tents and went on TFN free of cost (staying in their tents when required) to cover the tour.
This film shows one of the reasons for TFN 2008's success.
See Ethesh with some Wildcraft gear: flickr.com/photos/tourofnilgiris/3180194012/