MUMBAI: With less than a week left for the annual Tata Mumbai Marathon, the event has launched a promotional campaign ‘Inspire to Be Better’ that values the inspiring stories of people from all walks of life and recognises those who inspired them to be better.
The campaign is a creative outcome of the collaboration between Procam International and Chlorophyll Innovation Lab, the Innovations Partner for the event.
Kickstarting this campaign is a letter from the brand ambassador of the Mumbai Marathon this year and world champion boxer MC Mary Kom to her husband, Onler Karong, thanking him for the inspiration he has been to her. The other two inspiration stories are about Meera Mehta, one of the event’s young fund-raisers and Krishna Prakash IPS, the first Indian Civil Servant to complete the gruelling Ultraman World Championships.
The campaign will be an integrated one across print, radio, digital, and on-ground innovations. As a closure to the print campaign, Procam International will also be running a contest and requesting individuals to share their inspirational stories and one meaningful story will be featured on the front page advertisement of The Times of India.
Procam International joint MD Vivek Singh said: “We are proud to launch the innovative ‘Inspire to be Better’ campaign leading up to the 16th edition of the prestigious Tata Mumbai Marathon. While a record number of runners participate on Race Day to gain glory, there are millions more who are part of the event in various avatars. This campaign will evoke a sense of pride amongst all those who have in their own unique way inspired to be better.”
In addition to the campaign, the #BeBetter gratitude ground activation will also be conducted simultaneously in various offices, city spots, running community and the event expo. A ‘Thank You’ squad carrying special postcards & badges will be visiting iconic locations and offices in Mumbai to spread the #BeBetter spirit.
For its digital platforms, there is a #BeBetter Microsite on the Tata Mumbai Marathon website that will allow people to showcase stories and send thank you notes digitally, to people who have inspired them to be better.
These activities will support the Inspiration Medal, the first of its kind in sporting history, which has been created by the Tata Mumbai Marathon for all the people who have inspired the runners to #BeBetter. The Inspiration Medal is a unique symbol of victory and inspiration together. Every 42k finisher is set to receive this alongside the finishers medal.
