Noel D'souza
Aug 16, 2023

Brands aim to sprint to profits by teaming up with the Tata Mumbai Marathon

SOUNDING BOARD: Marketers unveil their game plan to reach the finish line during the 19th edition of the Tata Mumbai Marathon

Brands aim to sprint to profits by teaming up with the Tata Mumbai Marathon

The Tata Mumbai Marathon (TMM) is scheduled to be held on 21 January 2024. The annual event goes beyond the realms of sports, reaching out to marketing associates, and offering them a platform to harness global athlete convergence and community engagement.


To kick off the registrations for its 19th edition, a press conference was held at Raj Bhavan, Mumbai during which the theme of #HarDilMumbai (Mumbai’s heartbeat) was revealed. 


During the launch, Campaign India chatted with TMM’s marketing partners to understand their plans to leverage the event's reach and the impact of their past associations in building recall. 


Here’s what they had to share:


B Madhivanan, chief operating officer, IDFC FIRST Bank


This marks our second year of collaboration with the Tata Mumbai Marathon, a partnership that took shape following the pandemic. Our support extends beyond the event itself; it resonates with the visionary ideals of Anil Singh and Vivek Singh, the pioneers behind the marathon.


Our aspiration was twofold: to engage with our consumers through participation in a dynamic sport, and to align with the values epitomised by the marathon's organisers. We saw a striking parallel between the journey of a marathon and the principles of our banking brand. Just as small financial steps lead to greater success, incremental strides culminate in crossing a marathon's finish line.


Participating in the marathon provides a unique platform for our brand to connect with our intended audience, fostering engagement and visibility. We are eager to intertwine our brand's ethos of giving with the marathon's essence. The introduction of the 'green bib' this year is a commendable step toward driving awareness for social causes, a mission that resonates with our vision of 'doing social good'. We aim to encourage contributions and magnify the impact of collective efforts.


Saurabh Sharma, director - marketing, Asics


Our partnership journey with the Tata Mumbai Marathon spans 15 years. Interestingly, this association predates our entry into the Indian market, commencing back in 2008. Despite officially establishing our operations in India in 2015, our early sponsorship of the marathon was driven by our desire to comprehensively understand the Indian market landscape, thereby cultivating a runner's perspective. This event has effectively provided us with an invaluable avenue to connect intimately with our core audience, spotlighting our personalised technology tailored for runners.


As we approach the 2024 marathon, Asics is set to unveil a distinctive Tata Mumbai Marathon T-shirt, uniquely inspired by Japanese culture. Additionally, we're gearing up to introduce a personalised Tata Mumbai Marathon shoe in November 2023, catering directly to consumers. With our motto 'sound mind, sound body' at the forefront, we're gearing up to launch an awareness campaign that echoes our ethos and resonates with our audience.


Tushar Malhotra, head of marketing, Bisleri International


The Tata Mumbai Marathon holds significant importance for us due to two compelling reasons. 


Firstly, it serves as a unifying platform for the vibrant city of Mumbai, epitomising the spirit of togetherness that we deeply respect. Secondly, the event aligns seamlessly with our commitment to promoting a healthy and active lifestyle, a focus we've diligently upheld for over five decades. This inherent connection solidifies our partnership with the marathon and underscores the significance of hydration in fostering well-being.


Under the banner of our 'carry your game' campaign, which spans various sports associations, we are extending this initiative to the marathon. This campaign stands as a cornerstone for our involvement in the event. As a continuation of our past practices, we will introduce limited edition Bisleri bottles for the upcoming marathon, featuring previous marathon victors. This tribute aims to celebrate these often-overlooked champions, providing them with a platform to inspire and showcase that embracing a healthy and active lifestyle is within everyone's reach.


Vijayaraghavan Venugopal, co-founder and CEO, Aeronutrix Sports Products


Fast&Up emerged in 2016 and initiated its partnership with the Tata Mumbai Marathon in 2020. As the 19th edition approaches, it marks our third consecutive year of collaboration with the event, except for a pause during the pandemic. This alliance significantly contributed to raising awareness for our budding brand. Given the intrinsic connection between running and hydration/electrolytes, our association aligns seamlessly. The city's marathon draws a massive participation of over 55 thousand runners. By furnishing this vital component through our products in the upcoming marathon, we intend to support the runners' endurance and extend our brand's reach through word of mouth to a wider audience. 


Campaign India

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