Top Story


Home >> Marketing >> Article

Repucom and Procam International sign deals for two flagship marathons in India

Font Size   16
Repucom and Procam International sign deals for two flagship marathons in India

Sports maketing research company Repucom has signed two deals with Procam International, sports and leisure management company.

Repucom will provide sponsorship evaluation and social media intelligence for Procam International’s elite marathon events, Airtel Half Delhi Marathon (AHDM) and the Standard Chartered Mumbai Marathon (SCMM), which is often deemed Asia's largest marathon.

The tenth edition of the Airtel Half Delhi Marathon took place on Sunday, 22 November. The event attracts the biggest names in the field of distance running such as Kenyan running star, Edwin Kipyego and Atsedu Tsegay from Ethiopia, who broke the course record last year with the time of 59:12. Winner of last year’s half marathon event, Florence Kiplagat from Kenya and 2013 champion, Wude Avalew of Ethiopia, are other big names in the women’s race who were also expected to compete.

As part of their leading expertise in research, Repucom are conducting a Catalyst to measure the activation in the form of a 20-day Treadmillion Challenge in over 30 locations in India, that lead to the main event which attracts large audiences in the country’s capital city.

Catalyst is a framework used by Repucom, that analyses the effectiveness of on-site activation in the context of sponsorships which generates key insights on property engagement and attendee profiling, activation diagnosis and impacts on brands.

The twelfth edition of the SCMM will be held on 18 January 2015. In 2010, the event was given the IAAF Gold Label Road Race status, the highest recognition of organisational excellence for a road race. The course records set in 2013 were the fastest times ever run for a marathon in India in both men's and women's categories – 2:09:32 by Jackson Kiprop of Uganda and 2:24:33 by the women's winner Valentine Kipketer from Kenya.

Sporting icons such as Michael Johnson, Linford Christie, Steve Ovett, Paul Tergat, Dame Kelly Holmes, Gail Devers, Gabriela Szabo, Kapil Dev, Vijay Amritraj, Aravinda DeSilva, Javagal Srinath, Anju Bobby George, have been SCMM event ambassadors. Bollywood superstar John Abraham has also been the event's Indian Brand Ambassador.

Repucom’s Senior Vice President, South Asia and Director, India, Joseph Eapen, said, “We look forward to collaborating with Procam International in their premier marathon events and provide innovative research and intelligence. The tool, Catalyst is unique and employs a consistent methodology and questions set to measure activation, effectiveness across different types of sponsorship, brand portfolios and territories, which will greatly benefit Procam International and increase visibility and awareness of their flagship events.”

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

The Managing Editor of Public TV gives insights about the struggle the Kannada news channel endured during its nascent stage and what led them forward to the second position that they occupy right now in what is a rather crowded marketplace

Azhar Iqubal, co-founder of Inshorts, expresses his views on how shorter form of content is preferred more over the in-depth stories and has also focused on how mobile has become the effective medium to target consumers

The beauty of the internet business is that as your cost curve flattens, your revenue curve keeps growing up and that's why the valuations are so high, said Ashish Hemrajani, Founder-CEO, BookMyShow

While domestic and international brands are competing for a bigger pie of the growing digital content market, Reliance Jio with its Jio Studios has added a new dimension to this competition.

At the Ad Club Knowledge series event in association with Hindustan Times presented an interactive session with Chandramouli Venkatesan, CEO (special projects) - ‎Pidilite Industries Limited, on his b...