Brands gear up for Tata Mumbai Marathon

With 17 partners and sponsors across categories, the scale of Tata Mumbai Marathon comes across as commendable as it has managed to clock 44,407 registrations and set prize money of US$405,000

e4m by Madhuwanti Saha
Updated: Jan 19, 2018 8:50 AM

With 17 partners and sponsors across categories, the scale of Tata Mumbai Marathon is commendable as it clocked 44,407 registrations and set prize money of US$405,000. Initiatives are taken by the brands across different spectrums to connect deeper with their audience.

For instance, the official Tata Mumbai Marathon app was launched recently. Bisleri who has come on board for the first time as hydration partner, has set up 25 water stations on the running track. Similarly all the brands will have their dedicated corners on January 21.

Anjana Ghosh, Marketing Director, Bisleri Internationl Pvt. Ltd offers, “Further, we are excited to see participants response to our mesh installation made out of recycled bottles that embodies our PET recycling initiative - Bottles for change,” It doesn’t stop here. When the runners pass through the mesh corridor Bisleri will sponsor meals for waste pickers’ children at the PBVS study centre, Chembur, for an entire year. This year-old initiative creates awareness about waste segregation, recycling plastic and working towards a cleaner environment. As a part of this initiative, Bisleri conducts plastic collection drives in schools, colleges, malls and corporate offices. Ghosh points out that the timing of the marathon fit well with this initiative.

According to a marketing expert, the Tata Mumbai Marathon is important for brands like Bisleri and others for activation and engagement on-ground.
The other highlight is the one-of-its-kind ‘Inspiration Medal’ by Procam International and Chlorophyll Innovation Lab, the innovations partners for the event. It can be forced apart to turn into two medals - one for finishers and the other for those who inspired them.

Chitresh Sinha, CEO, Chlorophyll Innovation Lab, mentions, “The medal is a symbol of achievement. Can we change that symbol of achievement to that of inspiration given the nature of Mumbai Marathon? That’s where the idea came about.” He said that this effort will continue year-on-year where he and Procam will come up with unique ways to make people more aware about the event being more inspirational rather than just a running event. “Secondly we will find ways by which brands can bring alive their philosophy.” Having said that, he adds that this year’s scale is significant with all the newcomers (amongst the brands) including Bisleri, Tata Sons and Tata Motors among others going all out with their activities. “It’s also coinciding with Tata’s 150 year celebrations. That will add massive scale so you will see all Tata Group companies involved with the marathon indirectly.”

Tata Motors has come on board with their their Nexus as the lead car for the marathon. Pradipta Bagchi, Group Chief Communications Officer, Tata Sons insists that the company is in this for the long haul.” We are not expecting a return on the brand tomorrow. It's going to be a great long-term partnership as we believe that we are offering one of the best ways to engage and running programs internally to raise awareness about fitness and running."

Besides the marathon day, there’s an expo set up at Bandra Kurla Complex in Mumbai which offers opportunity for the brands to engage with the runners.
Jagdeep Kapoor, MD, Samsika Marketing Consultants, highlights here the benefits of a brand’s association with Tata Mumbai Marathon. “First you are associating with the biggest city in the country. The kind of visibility you get is very high. Also you are able to come out of as a health-first and responsible brand. It touches so many people’s lives. From that perspective also the brand gets traction and over the years it always increases.”

On that note Bagchi points out that brand values of the Mumbai marathon are similar to that of Tata’s like perseverance, integrity and commitment.

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