Project: Tata Pravesh | Tata Mumbai Marathon 2019 | #LiveBetter 

Brief
Tata Pravesh had a ready brand campaign #NoCompromise and tasked us to integrate it with the Tata Mumbai Marathon 2019 in a creative and impactful way.

The Tata Mumbai Marathon is one of Asia’s most prestigious marathon with over 50,000 runners participating in it.

Challenges
Aligning the collaboration with the brand space of sustainability and better living was the most important and key element in order to come up with an impactful and creative integration.

Methodology
The theme of the marathon was #BeBetter which seamlessly aligned with the brand space of Tata Pravesh and from here we had the right opportunity to marry the two and come up with the right messaging which was #Live Better, thus urging the Mumbaikar to run for better healthy life and their beloved city.

We went for creating a physical touch point for the brand by taking the route of installation art that created drama and impact and for the audience and it was an immersive brand experience for the participants.

‘Every two Tata Pravesh Doors save a tree’ was taken as the brand’s primary sustainability message, from this thought we derived the ideas for art installations.

Thread art installations, and actual Tata Pravesh steel doors were installed at the entrance point. Cutouts created of #LiveBetter messaging to generate photo-ops backgrounds for runners. To amplify the cheer of the activity, traditional “Dholis” were present there to celebrate the completion of each run by participants.

Campaign Elements

  • Pre-Marathon : Expo Stall, to create impact and increase brand salience amongst runners who came to register and collect their bibs. Presence of products ensured interested participants came to engage with the brand.

The activities led to a collection of database which were helpful for sales rep to nurture possible leads.

There was amplification of the messaging using online platforms, media conferences, global brand ambassadors’ bytes and channel like Star Sports feed was used to create more reach and awareness about the activity.

  • Race day

There were Celebration Zones created for participants to amplify the overall cheer of the activity, engage them in photo-ops that they could create memorable content that they can share on their social media platforms.

There was Live broadcast of the marathon and brand mentions were done on-air for the celebration zone 

There were visual inventories like L-Bands and advertisements to increase salience and also subtly integrate the brand space with the marathon theme.

Campaign Reception
The integration was very well received, the event day was filled with highly enthusiastic participants, who immersed themselves with all the brand touchpoints that were created for them. 

What we felt about this project
The energy and excitement working for this project grew exponentially for us, to see all the positivity and enthusiasm of all the participants and client appreciation for our efforts indeed made the fruits of labor much more sweeter.