Neeta Nair maps the brandscape around the Standard Chartered Mumbai Marathon, being held in
the city on January 17, 2016, and finds out how it has grown exponentially over the years
You could be an athlete aiming to break a record or someone simply looking to shed that extra bit of flab around the waistline - one place where both are likely to meet this month is the Standard Chartered Mumbai Marathon, 2016. With more than 40,200 runners from different corners of the world registering for the event, it promises to be among the biggest marathons in the world.
Says Vivek Singh, Joint MD of Procam International, which has been organizing the Mumbai Marathon for the last 13 years, “I remember when we started this event in 2004, it was not easy. Procam as a promoter had to actually go out of pocket for the first few years to make this dream a reality. But since then, the movement began, establishing the concept. And today, by the grace of God, we have great partners who are giving the event good money to support itself.”
Thirteen years later, the Standard Chartered Mumbai Marathon is ranked amongst the world’s biggest marathons. It is Asia’s biggest marathon in terms of scale and prize money, having attracted brands that are flocking to it in large numbers. This time around, Procam has managed to bring on board 17 partners
including three new brands – Maruti Suzuki which is the ‘driven by transport partner’, Nestle India as nutrition partner and Air India, which is the event’s official airline partner.
Besides title sponsor Standard Chartered Bank, the other partner brands are Star Sports, Asics, Cigna, Jabong, Seiko, Volini, Trident, the Times of India, Radio Mirchi, Asian Heart Institute, DHL, United Way and Harmony for Silvers Foundation. Therefore, as thousands of runners make their way to the finishing line, they will also be stepping on a 21-km long playing field for advertisers.
Singh adds, “We have been fortunate that many of our founding partners in 2004 are still with us today. Whether they are our print and media partners, or logistics partner DHL, or Standard Chartered Bank the title sponsors... The relationships have not just continued, in fact these brands have extended it to other cities in India as well, be it marathons in Delhi, Calcutta or Bangalore.”
Talking about successful brand associations, one has to mention Standard Chartered Bank, which has continued to be the title sponsor of the event for 13 years straight. For Daniel Mobley, Regional Head, Corporate Affairs - India & South Asia, Standard Chartered Bank, whose company’s name has become
an inseparable part of the property, it is more than a regular branding opportunity. Mobley says, “For us, it goes way beyond just normal branding. Standard Chartered’s brand promise is ‘Here for Good’ and we believe that the marathon stands for the same values.
The proof is the incredible fund-raising for charity that the marathon does. Since its inception, we have raised over $20 million through the marathon. Last year alone, almost $ 4 million was raised by around 300 different charities and NGOs. I am absolutely confident that this year we are going to beat that total.” It wouldn’t be an exaggeration to say that the SCMM has practically built the sport of marathon from scratch in India, when they launched the first run in Mumbai, in 2004. Back then, the registrations were open until the day before the marathon. Now, applicants have to struggle to get a place within a week of the announcement for registration. Despite the strict timing criteria and cut-off being dropped by 15 minutes for all age groups, registrations for some categories of the marathon were closed six months before the event.
Singh promptly measures the success of the property saying, “At that time there were just three running events in the country. Today there are over 200 recognized time running events in India.”
Mobley is quick to give credit to the Standard Chartered team for it. “From 20,000 runners in the first race to over 40,000 today, thanks to Standard Chartered Mumbai Marathon, it has been a revolution here. When we first began the marathon, not many people were into the sport, it didn’t have a particularly high profile. Now we see marathons spring out across the country. And many of the people who organize or sponsor them say it was Standard Chartered Mumbai Marathon that inspired them.”
A STAR-STUDDED AFFAIR
From celebs such as Vidya Balan and Rahul Bose to industrialists such as Anil Ambani, Reliance ADAG Chairman and Pawan Goenka, Executive Director, Mahindra & Mahindra, they have all hit the track during the Mumbai Marathon, at some point or the other. But one face which has been a constant at this event for the past 11 years is John Abraham, the event ambassador of the Standard Chartered Mumbai Marathon. Here are excerpts from an interview with Abraham.
Q] What is it about the Standard Chartered Mumbai Marathon (SCMM) that excites you till date?
This is the one time that Mumbai comes together -- the Municipal Corporation, Fire Brigade, the Navy, Army and Air Force. It is a different Mumbai you see that day and you would wish it was like that all through the year. It’s a special day when everything seems to be functioning right.
Q] Everyone is out there running on this day, except John Abraham who has to flag off the event. Any regrets?
For the first 4-5 years, I tried to convince Anil Singh that I need to run as well. But the idea was turned down because I needed to perform all the duties as an event ambassador. As the face of the Standard Chartered Mumbai Marathon, there is a lot that I have to do outside of taking part in the run, and
that’s meeting the international ambassador, the event dignitaries, media interviews, etc. I gave up because there are innumerable functions I need to take care of that would probably last longer than a
half marathon.
Q] But given a chance, which cause would you like to run for?
I support a lot of causes like Concern, Make a Wish, PETA, Habitat for Humanity, Cry, etc. The beauty about me being the face of the event is that I could go ahead and support a million causes during the Mumbai Marathon.
Q] You have a strong association with many sporting events - you were the Indian brand ambassador for FIFA, you co-own ‘Delhi Waveriders’... what makes SCMM different?
Well, you can’t compare, but the Standard Chartered Mumbai Marathon is very special. It’s something I give credit to Procam for. In the first year, it was an alien concept for everyone and people thought that it was impossible to see Indians run on the roads. Today, it’s ranked amongst the top four marathons in the world in which champion runners participate.
Q] Tell us about one crazy marathon moment...
I am a big fan of Haile Gebrselassie, and it was a big moment for me when he gifted me his track top and said ‘You keep this’. I was so touched just to be in the company of such a world champion.
Q] When brands approach you for endorsement, what is that one thing that you look out for?
That the brand fit should be right, that’s the most important. We actors often make the mistake of endorsing brands just for commercial reasons and that’s something I have steered clear of. I endorse brands that I have a perfect brand fit with, brands that people can associate with me and those I actually
use, be it Reebok, Yamaha, or an HTC phone. Only if you get the right fit will people respect your choices.
Feedback: neeta.nair@exchange4media.com
