The marathons cult: Running for a cause
Every time a marathon is organized, it means a neat Rs 8-10 crore flowing into the coffers of event managers. Need cheerleaders or audience?
By MEHUL VERMA, INDIATIMES NEWS NETWORK |
NEW DELHI: If you haven't already tested your running shoes and your stamina at a corporate marathon, you are out of sync with the times. If the thought of running shoulder- to-shoulder with ace politicians and sporty celebs from Bollywood does not get your adrenalin pumping and make you starry-eyed, you must be suffering from a zeal deficiency.
Delhi, Mumbai, Bangalore - all are running, some for health, others for a cause and still others for sport. Welcome to the era of corporate marathons - a runaway success for brands managers.
Says Creative Media Group Chief Executive Virendra Kumar: "Every time a marathon is organized, it means a neat Rs 8-10 crore flowing into the coffers of event managers."
For runners, the spirit is to capture the celebration of the human life and for marketing agencies, it's an idea that sells well. "It's a heady mix of real and reel life. The commoner is sweating it out with the special invitees," says Puneet Kaul, CEO, I3 Services, an entertainment and event management company.
For some, the marathon is like a good Sunday break. Vishal Aggarwal, an executive with a private MNC says," I like to participate in such marathons as it is fun. It's the best place to catch up with fitness freak friends on the run!" And if you get lucky, on the D day, you can have your hour of glory - the opportunity to share the podium and get clicked with your favorite stars and celebrity figures.
Fun apart, it means serious sweat - both for participants and the sponsors. "It is definitely a good move for us as we get new orders, better budget prospects and can carve out a niche in creative space selling by bouncing off wacky ideas", says Kumar.
The marathon din usually begins with loud advertising thud and tall campaigning on radios, televisions, newspapers, internet, SMS service and the likes. There is hectic online, offline or coffee shop registration coupled with early bird prize on offer.
And not to forget the counseling on the technique of running right. Branded sports apparel companies step on each others toes to present exclusive training sessions for the 'D-Day! And the cool discounts at their stores are not incidental!
And finally, in the grand finale, a dinner may be hosted by a politician or an industry leader to catch up with the lost calories.
Delhi, Mumbai, Bangalore - all are running, some for health, others for a cause and still others for sport. Welcome to the era of corporate marathons - a runaway success for brands managers.
Says Creative Media Group Chief Executive Virendra Kumar: "Every time a marathon is organized, it means a neat Rs 8-10 crore flowing into the coffers of event managers."
For runners, the spirit is to capture the celebration of the human life and for marketing agencies, it's an idea that sells well. "It's a heady mix of real and reel life. The commoner is sweating it out with the special invitees," says Puneet Kaul, CEO, I3 Services, an entertainment and event management company.
For some, the marathon is like a good Sunday break. Vishal Aggarwal, an executive with a private MNC says," I like to participate in such marathons as it is fun. It's the best place to catch up with fitness freak friends on the run!" And if you get lucky, on the D day, you can have your hour of glory - the opportunity to share the podium and get clicked with your favorite stars and celebrity figures.
Fun apart, it means serious sweat - both for participants and the sponsors. "It is definitely a good move for us as we get new orders, better budget prospects and can carve out a niche in creative space selling by bouncing off wacky ideas", says Kumar.
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The marathon din usually begins with loud advertising thud and tall campaigning on radios, televisions, newspapers, internet, SMS service and the likes. There is hectic online, offline or coffee shop registration coupled with early bird prize on offer.
And not to forget the counseling on the technique of running right. Branded sports apparel companies step on each others toes to present exclusive training sessions for the 'D-Day! And the cool discounts at their stores are not incidental!
And finally, in the grand finale, a dinner may be hosted by a politician or an industry leader to catch up with the lost calories.
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