Inspiring through the finishing line: TATA Mumbai Marathon
Chitresh Sinha, CEO, Chlorophyll Innovation Lab and Vivek Singh, Joint MD, Procam International speak exclusively with exchange4media on the upcoming #BeBetter Campaign for the TATA Mumbai Marathon
Procam International, promoters of the TATA Mumbai Marathon which is to kick off on January 21, have announced the ‘Inspiration Medal’ which is an outcome of the collaboration between Procam International and Chlorophyll Innovation Lab, the Innovations Partner for the event. The TATA Mumbai Marathon will reward all 42k finishers and the ones who inspired them to #BeBetter whether it's their mother, wife, friend or anyone who has inspired them to the finishing line will also be presented with this medal.
In the backdrop of the upcoming edition of the marathon, Chitresh Sinha, CEO, Chlorophyll Innovation Lab and Vivek Singh, Joint MD, Procam International spoke exclusively with exchange4media on the line of thought they aspire to trigger through this campaign and initiative, the digital activities undertaken to up the engagement levels as the day is coming closer and more.
Sinha said that the ‘Inspiration Medal’ initiative was a result of a large scale research carried out in 2017 to understand how the marathon has transformed the runner’s lives. “A marathon requires up to 10 months of preparation. This preparation is as much mental as it is physical. Almost all marathoners that we spoke to mentioned that if it wasn’t for the people in their lives that kept them inspired through this journey, they wouldn’t have been able to do it. These inspirations ranged from mothers, daughters, pacers, colleagues, to the charities that they supported. We wanted to find a unique way of letting the participants thank their inspirations and also spread the inspiration to motivate many others,” he said.
He revealed that the entire process of turning the idea into the final medal took eight months. “We worked with a team of professionals who is the only one in India that had the technology to create this medal. Both medals are exactly the same in every way. The only difference is one says ‘finisher’ and one says ‘inspiration’,” he added.
Sinha shared that the campaign and initiative has already struck a chord with the marathon runners. “The initiative has gained traction organically. Runners have been sharing this story online and we had requests pour in from people who wanted to switch from the half marathon category to the full marathon category just for this medal,” he spoke.
Speaking about further amplification plans, he said, “We will be engaging full marathoners on race day to share their stories and the stories of their inspiration with the world,” he concluded. Singh pointed out that they are leveraging social media in various way to spread the word. “We have launched a marathon anthem by Saleem and Sulaiman Merchant,written by Prasoon Joshi and sung by Sukhwinder Singh. It is starting to go viral and we will soon come up a TVC or audio-visual of this,” he said, adding that the Tata Consultancy App which is being used to promote the event has been downloaded at a whopping number.
Speaking about spreading the word out, a beaming Singh said, “We were front
page TOI in Mumbai, Delhi, Bengaluru, and Kolkata.” He revealed that their targeted footfalls have been locked in months in advance and they’re poised to see more of them with the upcoming edition of the marathon. “The overall running paradigm has increased and this year, we have added a new race category 10k and therefore, you will see more footfalls,” he maintained.
To build the campaign and initiative further, Natarajan Chandrasekaran, Chairman of Tata Sons, is shown speaking in this inspiring video that advocates the thought that the marathon runners might run alone but they never win alone, reaffirming that behind runner who completes the race, there is an inspiration behind who motivates him enough to do that.
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