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Procam International is one of India’s leading sports management companies, involved in the promotion of
national and international sporting events, sports consultancy and live television programming. Four world
class and prestigious running events – the Standard Chartered Mumbai Marathon (SCMM), the Airtel Delhi
Half Marathon, the TCS World Bangalore 10k and the Jamba Cloud Hyderabad 10k – are properties that
Procam owns, accredited by the Association of International Marathon (AIMS) and certified by the
International Association of Atheletic Federations (IAAF) as Gold Label events.

The Standard Chartered Mumbai Marathon (SCMM) is Asia’s largest and richest marathon. Its inaugural
edition was held in 2004 and over the years it has grown in stature and is now among the world's top 10

Concept PR, India's leading public relations agency, with the distinction of being one of the top Sports PR
firms of India, works closely with the Procam International and Standard Chartered Mumbai Marathon
teams. The partnership is putting Mumbai on the international map, and influencing the life of Indians
regardless of age, financial status and social standing, year on year.

Agency Brief

 Showcase the SCMM as a world-class event and emphasize on the fact that the marathon represents
the spirit of Mumbai

 Help portray that the marathon is not just a sporting event but one that influences society at large

 Deliver an impactful message to viewers and readers about SCMM, the host city and long term


 To showcase the 9th Standard Chartered Mumbai Marathon 2012 as a world class event

 Create awareness amongst the media and other stake-holders and encourage them to highlight the
fact that Mumbai Marathon is synonymous with the spirit of Mumbai

 In addition to the sports pages, portray the city, lifestyle and business aspect of the event thereby
giving it a wider audience base


From a PR perspective, following are some of the biggest challenges we faced when trying to execute the
media relations campaign for SCMM 2012:

 Being a cricket crazy nation, it is a challenge for any non-cricketing sport to get significant media

 Generate awareness amongst all stake holders – Media, corporates, NGOs and the citizens of

 Take the event outside the sports pages and highlight the spirit of the city of Mumbai, showcase it as
the running hub of the country and focus on various advantages and positive changes brought about
by the Standard Chartered Mumbai Marathon
 Apart from the sports reportage, highlight the charity angle, corporate involvement, Bollywood
presence, health and fitness quotient – all of which has been brought about by the Standard Chartered
Mumbai Marathon

 Sustain the campaign and keep up the momentum for a period of six months – from the time the
registrations open till the time of the main event in January 2012

Strategic Approach

Focus was on three core areas of the event:

 Sports specific

 NGOs & Charity Angle – involved tremendous participation from corporate houses and Bollywood

 City specific

We tried to cater to all these with targeted efforts towards each media house; be it print, online or electronic

I. Media Relations

 Conduct bridge building meeting with sports, city and lifestyle editors to generate interest

 Identify and extend target media – from sports to lifestyle and business to city pages to gain enhanced
visibility and recall value

 Focus on pitches keeping in sync the tone of each publication/magazine or TV channel

II. Sports Related

 Meet the sports editors, reporters, assist them with information on the growth of the marathon over the

 Focus on the participation of both Indian and International top-notch professional athletes and facilitate
interviews with them

 Countdown stories, increasing number of participants each year, stories on the overwhelming
response received to registration and that it was closed within two days of opening

 Stories on Procam International being credited with bringing about the “Running Revolution in India”

 Management of the media centre for a week with over 100 media presence

III. NGO & Charity Angle

 Special presentation made to the event charity partners, United Way and approximately 75 different
NGOs on optimum usage of PR and efforts towards getting necessary credit for efforts in the field

 A suggestion like – it’s not always necessary to have celebrities endorse your cause but associate with
personalities that have made a difference to society

 Speak to these personalities, get first-hand experience on their struggles, approach different media in
a focussed manner, and encourage them to publicise such human-interest stories in the build-up to the

 Testimonials from various celebrities on the causes they support, interviews photo-shoots, training
countdowns among other such varied story angles
 Focus on the business aspect – Highlight the huge corporate participation and fact that it has
increased tremendously over the years

IV. City Specific

 Individual meetings with each of the city editors of mainline English and regional language newspapers

 Star participants at the event who have overcome their weaknesses to emerge victorious

 Highlight the advanced technology used in the event which has benefited in the superb coverage of
the event via live broadcasting from a helicopter above

 Share information on the arrangements, involvement from city services – like medical, security, food,
traffic police, municipal services & hospitality among others

 Create unique photo-opportunities in the lead-up to the event

Events and activities handled to maximize and generate media mileage

 Registration for SCMM 2012 began with a launch event ambassador, John Abraham

 Launch of the SCMM 2012 Coffee Table Book by well known writer and columnist, Anil Dharkar

 Runners meet for various participants

 Inauguration of the Get Active Expo

 Launch of the lead BMW vehicle

 Announcement of the International event ambassador

 Interactions with Elite Indian & International athletes

 Pasta Lunch with dignitaries


 SCMM 2012 delivered a total of 2,270 news stories of print coverage across all major
publications/magazines in India giving a total value of INR 151,46,09,241 - the highest ever.

 SCMM 2012 received a total of 1250 clips across all major television channels amounting to a total
value of INR 25,65,84,000.

 Tremendous response from English & Regional Media with 1,241 clips and 1,029 clips respectively

 SCMM Media reach was far and wide with the following cities reporting on it actively and extensively -
Ahmedabad, Ahmednagar, Bangalore, Belgaum, Bhopal, Chandigarh, Chennai, Goa, Hyderabad,
Indore, Kolkata, Kanpur, Mumbai, Navi Mumbai, New Delhi, Nashik, Pune, Punjab, Shimla, Udaipur

 The coverage we received for SCMM was 95% positive

 On-site media management for one week at the event media centre and handled over 200 accredited
media on a daily basis

 Clear indication in the shift of reportage and the kind of stories appearing with more focus on the city
stories and stories of human interest nature

 Reports and features across English and regional publications like The Times of India, Hindustan
Times, Mid-day, DNA, The Indian Express, The Asian Age, Afternoon, Maharashtra Times, Loksatta,
Lokmat, Prahaar among others
 Stories in leading financial newspapers such as The Economic Times, The Hindu Business Line and
Mint about the growth of the event, first-person columns by experienced and novice marathoners
especially those from the corporate world

 Features, interviews and half hour specials on some of the leading TV channels like NDTV 24x7,
Times Now, CNN IBN, Star Maaza, Sahara Samay, ET Marathi, News X, TV 9, Aaj Tak, Doordarshan
among others.

Media Values

Concept PR's partnership with Procam International for all work and editorial media coverage received, has
ensured that the PR Value generated in India for the event, is in excess of INR 151,46,09,241.

Client Testimonials

“The Standard Chartered Mumbai Marathon 2012 media coverage has shattered all records, with the
Media Evaluation Value (MEV) crossing a staggering Rs. 151 crores. This is indeed amazing. The event
has been covered extensively across English and regional mainline newspapers and also has had a huge
National reach. The agency, as usual, has done a wonderful job, especially in driving coverage in the social
and city pages but in also painstakingly tracking and compiling each and every clipping. On Procam
International's behalf, I commend their commitment and efforts.”
Mumbai Marathon 2018
The Mumbai Marathon is amongst the top ten marathons in the world and we want YOU to
be part of it! In 2018, the 15th Mumbai Marathon will take place on 21 January 2018.

Whether you are a recreational runner or not, this is your opportunity to get involved.
Marathons the world over, are a great platform for people to demonstrate their
support for a charitable cause they believe in.

By raising awareness and funds to support WWF-India (a registered charity for the Marathon) you are
in your own way helping to preserve the environment and the world that we live in.

Corporate Team Participation

Not only is the Corporate Team Participation a wonderful way to raise awareness about the charity
that you feel for, it’s also an excellent employee engagement and team building activity - teams on
race day are hosted in a special tent for a fun experience.

Companies participating in this category can make a contribution towards WWF-India while
registering - either make a single donation for the registration or split it into two cheques depending on
whether this contribution falls under your CSR mandate or not.

A corporate can register a maximum of 200 employees.

All contributions are eligible for 80G tax exemption receipts. This donation is inclusive of
donation to chosen NGO, team members’ applicable event participation fees and UWM donation

Team Registrations: To register, a company will be provided with a corporate registration form.
Post registration, UWM will provide the company with a login link for easy online registrations of team
members and a separate login access to the company coordinator which allows editing and selection
of final team members. This allows the company to run interesting employee engagement activities
and challenges tied to the final team selection.

Corporate team registrations start in August 2017. Stay tuned to find out when you
can register.
Corporate Challenge (Employee Fundraising): This sub-category aims to encourage
companies and their employees to voluntarily raise funds together as a team for various causes.
Corporate teams raising funds would be celebrated on social media and through the Mumbai
Marathon rewards and recognition program. Details of the awards will be communicated to the
corporate in due course of time.

Corporate Team Registration Module - Once the company gets registered, the corporate
employees have to register themselves online. UWM will share the URL & password with the
corporate coordinator. The employees can register online to any race category of their choice Dream
Run, Half Marathon and Full Marathon.
Mumbai Marathon 2018: Running enthusiasts
run for social causes close to their heart
— By FPJ Team | Jan 22, 2018 07:59 am


Mumbai: The Mumbai Marathon is not just a race, it is also a platform to reach out to people about
social messages. More than 259 Non-Governmental Organisations (NGOs) participated in the 15th
edition of Tata Mumbai Marathon (TMM) 2018. The people had come with various theme and social
causes such as child sexual abuse, Thalassemia, sanitation needs for women and disability among
others. Many of them were also promoting messages in such as ‘Beti Bachao, Beti Padhao’, save the
environment and many more.

Wheelchair-bound, but avid

The marathon also saw a good number of persons with disabilities. It was emotional and at the same
time inspiring for others to watch persons suffering with cerebral palsy, a condition which restricts a
person to a wheelchair. There were more than 300 such participants who willingly took part in the
27-year-old Riddhi Gada said she wishes to spreads motivation to others by participating in the event.
She suffers with cerebral palsy and was accompanied with her parents at the marathon event. “I am
taking part in the event for the 12th year and I feel good about it,” added Gada.

There was also a large group of hearing and speech impaired persons. A Non-Governmental
Organisation called Trrain headed the group of at least 85 persons with similar disabilities.“We train
the students and provide them with employment opportunities at retail sectors,” said a member from
an NGO.

Nanhi Kali gets support

21-year-old Amogh Madhav lost his leg in a car accident some years back. Onn his road to recovery,
he had to choose a path and that introduced him to marathon. Last year, he took part in the Dream
Run and this year he made up his mind to participate in the marathon. He was supporting the NGO
Nanhi Kali which provides primary education to underprivileged girl children in India

“In one year, I participated in 9-10 runs and I hope to do more.” This degree student hopes someday
he would go out of the city to take part in other marathons. At present, he has a prosthetic leg. Talking
about his regime, he said he practises two hours everyday and have been regularly exercising to
maintain his stamina.

Autistic children shine

Around 40 special children, who suffer from autism and other disabilities and earn their livelihood by
making eco-friendly products like bags, festival decor, tea light holder, gift cards and jewellery from
unused materials, also took part in the race under the augis of Shraddha Charitable Trust, a non-profit
vocational workshop founded in 1998.

Liver transplant patients

More than 30 liver transplants patients and donors run with an aim of spreading awareness and
message that they are proud to a transplant patient, healthy and active.

With an aim to spread the message among people to stay fit and healthy, Shibani Gulati, a kidney
transplant survivor, who completed her 21 km in Tata Mumbai Marathon for the fifth time. Gulati, who
underwent a kidney transplant in 2010, was motivated to run the marathon to keep herself fit and
change the thinking of people that organ transplant survivors cannot run a marathon.

Promoting organ donation

Two youth from Bangalore promoting Organ donation and another youth who is also from Bangalore
dressed as Indian map opposed caste system discrimination. Manas Kumar(25) an Information
Technology profession based in Bangalore said, “I just came here to promote the basic things which
we know but we fall for the trap laid by the politicians.”

“We are one, we should follow the principle of being one and should discriminate anyone on caste,
creed or religion and we should avoid following personalities who are a threat to secular fabric,” he


Charity Bibs are opportunities for individuals to secure participation at the Tata Mumbai Marathon
2018, especially if they have missed the registration date or have been unable to qualify for the
event. Participating non profits have a limited number of charity bibs available with them. These
bibs are unique as they can be used for any race category a participant wishes to participate in
and are available at a premium with these NGOs. The intent is to provide a means for the non
profit to build new relationships and raise funds for their causes.


As and when charities register with United Way Mumbai they would be listed
here. Each charity organisation has an independent page which details their work,
contact number and charity bib availability status.


First, an individual needs to decide which cause and registered NGO they wish to
support. Once this is decided, interested runners will have to directly connect with
the desired charity organisation to secure a bib. The contact details of registered
NGOs will be available on the NGO page.
The NGO will guide you on the process to get the bib.
Please Note:

 The bibs are provided to the NGO to enable them to raise funds for their work. Each of
them will have their own target amounts for the bibs. The page lists the number of bibs
available with them
 Please do not donate on the NGO page for a bib. Bib related donations are done entirely
offline via cheque/DD.


If you wish to run for a cause and find that there are no more bibs available with any NGO, you
can still avail of UWM's fundraising pages to secure a charity bib, through the fundraising route.
A fundraiser at the Change Runner level ( on raising Rs 1.5 lakh+) is entitled to a special,
customised priority bib with various other privileges attached.

To start fundraising:

 Choose a charity to support from list of participating charities

 Create a free account for yourself on the Tata Mumbai Marathon Fundraising section (if
you have done so last year, please use the registered email id to log back into your
 Set the charity you wish to support and set a target you aim to raise for the selected
 Enlist family, friends, co-workers and acquaintances to help you raise funds, which can
be easily transferred via the online payment gateway. Also note, ALL of the funds raised
online will be sent to the charity, without any transfer charges levied.
 Funds can also be raised offline by downloading the pledge details excel sheet (details
soon) and submitting a filled pledge summary sheet (details soon), with all details filled in
 You are entitled to a Change Runner bib once you have raised funds totaling up to
INR 1,50,000.
 There are some incentives that UWM will donate when you reach different levels of
fundraising. Read more about Fundraising Levels & Benefits here.