Mumbai Marathon will witness a new avatar with Tatas: Vivek Singh, Joint MD, Procam International

In conversation with exchange4media, Singh spoke about the new sponsorship deal with Tata, new logo, marketing strategy and more

e4m by Misbaah Mansuri
Updated: Aug 3, 2017 1:15 PM

A 10-year sponsorship deal between Mumbai Marathon, one of Asia’s largest and richest marathons and the Tatas, the salt-to-software conglomerate, was announced on Tuesday evening. The Mumbai marathon is the property of Procam International Pvt Ltd. The entity was previously sponsored by Standard Chartered for 14 years, from 2004 to 2017. 


In a conversation with exchange4media, Vivek Singh, Joint MD, Procam International, opens up on this new sponsorship deal, logo change, marketing strategy, among other things. 


Tell us about sealing the deal with the Tatas and the sponsorship value?


There is no such number that one can assign to it but it is safe to say that it competes with the top marathons in the world. It will probably be the 7th or 8th largest marathon in the world today. Tatas are not just sponsors here as you may know; they are also sponsors for New York and the Amsterdam Marathons. They have been our associate sponsors for years and we are now happy to have them on board as our title sponsor. If you notice, the Chairman himself has been a major Marathon runner for years.

How will this sponsorship change impact the brand?


It has been a big change for us as the global conglomerate Tatas are now our sponsors. Standard Chartered Bank has been a wonderful sponsor so far and after 14 years, they have decided to move on but we are eternally grateful to them. I feel that now the Mumbai Marathon will witness a whole new avatar with Tatas as its leading title sponsor.


What is the marketing strategy that you are employing?


The marketing strategy that we employ is one of inclusiveness, a strategy that says come out and run. 


Can you tell us about your digital strategy?


We are there on every digital medium that you can think of. The Facebook community is the third largest community for running in the world. We are creating a lot of viral content and are focusing on connecting the participants to the spectators through social media.


What do you aim to communicate through your new logo?


The new logo is highly representative of Mumbai and communicates the coming together of the city. The colours are quite dynamic and as the Mumbai islands come together to form one contiguous map, you see a runner emerge from the middle which is the actual sentiment behind it. 

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