BRAND AWARENESS AND MATRIX ANALYSIS OF

TATA MUMBAI MARATHON.

 TATA MUMBAI MARARTHON

The Mumbai Marathon (known as the Tata Mumbai

Marathon for sponsorship reasons by Tata Consultancy Services (TCS)), is an
annual international marathon held in Mumbai, India, on the third Sunday of
January every year. It is the largest marathon in Asia as well as the largest mass
participation sporting event on the continent. It is the richest race in India with a
prize pool of US$405,000.
The Mumbai Marathon has six different race categories: Marathon (42.195 km),
Half Marathon (21.097 km), Dream Run (6 km), Senior Citizens' Run (4.3 km),
Champions with Disability (2.4 km), and a Timed 10K.
The marathon starts opposite to the Chhatrapati Shivaji Terminus Mumbai, on every
3rd Sunday of January. It passes many of the city's iconic locations such as Flora
Fountain, Marine Drive, Chowpatty, Haji Ali, Mahim Church, and the Bandra–
Worli Sea Link. The London marathon winner and the secretary of the Association
of International Marathons and Distance Races, Hugh Jones, is the race director.
The Mumbai Marathon is India's largest charity platform for non-profit
organizations to raise funds. NGOs represent causes such as arts, culture and sports,
civic and community development, disability, education, environment and wildlife,
health, human rights, social services, vocational training, and women, children and
the aged. Organizations register with the Event's official Philanthropy
Partner, United Way Mumbai. Some NGOs used this event as a platform to raise
awareness for their work, and some to directly raise funds. Fundraising is facilitated
by an easy-to-use model designed for all groups to raise funds.
 Tata Mumbai Marathon
Problem
Runners/followers across India have known the Mumbai Marathon as SCMM. Now
with Standard Chartered gone and new partners Tata coming in, runners feel that
TMM is different marathon altogether. There’s also a doubt in people’s minds that
TMM might not be able to live up to the standards set by SCMM.
Objective:
How do build an emotional connect with the fans which has been slightly lost due
to the new association. Social media activities from now till the event which can
help in reassuring trust; and generate hype and engagements.
Deliverables:
1. How will you approach this brief (Strategic thought process)?
2. Propose a campaign thought
a. What was the approach (Why & how have you arrived at the creative
thought)
b. Tata (TCS) are known for technology and innovations. Can this be used
as a factor to come up with tech-based ideas?
c. It’s also the 15th year of the Mumbai Marathon. Can TMM leverage
this?
3. Role of Social Platform
4. KPI’s for each social platform
 STRATEGIC THOUGHT PROCESS

(A). The approach will reach in 3-way platform

 Brand awareness
 Emotional connect
 Monetizing the campaign and the tata Mumbai marathon

(B). Campaign Thought

The thought behind the campaign would be connecting with the new audience
which is slightly lost due to the new association and retaining the old fans for the
optimum fulfilment of the purpose of marathon. This year we are predicting an
optimum reach of a footfall of 60 to 70 thousand people.
Campaign is designed in a very dynamic approach with the main hashtag
‘#badhtechalo’ referring to encourage people to run for a good cause. The campaign
has several sub campaigns which allow people to understand that Tata Mumbai
Marathon (TMM) is delivering the same value and recognition as The Standard
Chartered Mumbai Marathon (SCMM). The sub campaigns are mentioned below:
Facebook and Instagram:
 #WohiApniSiFeeling: This will be creating the awareness that TMM is the
same as SCMM and is delivering the same value and quality which was
delivered by SCMM earlier. This will be supported by
i) Brand ambassadors
ii) Chief Guest
iii) Event celebrities
iv) Celebrity guests
 #OneForAllAllForOne: Since we have observed a heavy rainfall this year
due to which their has been a drastic geographical damage in Maharashtra and
many people have lost their shelter, as TMM is a charity run, this time charity
will target the audience who wish to help the needy and the funds generated
will be distributed to the victims. This campaign will be supported by
i) Iconic celebrities like Amitabh Bachhan, Amir Khan, Shahrukh Khan,
Ratan Tata
ii) Social workers like Aurna Roi, Medha Pathker, Irom Sharmila
  #HowIsTheJosh: Since Indian Armed force have fought back major battles
and won with dignity, with TMM we will target the armed forces and their
families and encouraging the army enthusiastic people to come forward for
the nation and bringing the most fit people of the country together for a
charitable cause. This will be supported by
i) Chief of Army Staff (Indian Army Chief)
ii) Major Gaurav Gupta
iii) Other special forces to give shout-out to TMM
iv) Inviting our physically challenged heroes
 #FitHaiBoss: This campaign will target the gym and fitness centers in
Maharashtra which will be giving free brand promotions to them provided
they advertise TMM as a special event to their members for which the
members will be given recognition. This will be supported by
i) Major gym icons like Sahil Khan, Guruman and other recognized
professional fitness trainers
ii) Fitness enthusiast Milind Soman, Ankita Konwar
Also, the same will be done with hospital chains like L.H. Hiranandani hospital,
Leelawati hospital, Dr. Lal Path Labs, Dr. Batra).
 #15YearsOfLegacy: This campaign will include images and video bites of
early winners and participants who won special titles and recognitions in the
precious SCMMs and moreover inviting audience for the same.
Twitter:
Twitter has a more professional base than Instagram and Facebook. Every
recognized person, authority, organization and general audience is highly active on
Twitter. So to create brand awareness about TMM,
1) live sessions can be done with TMMs brand ambassadors and other athletes who
would be attending the marathon for example famous entities like Mary Kom,
Milind Soman, Kiron More, etc.
2) provide professional tweets about the new ventures, new athletes, new brand
collaborations and providing professional updates for the existing audience as
well as the targeted audience
(C). Technological Connect (Tech based ideas)
 Provide fitness bands like Fastrack Fitband which is a Titan product (Bi
product of Tata) to the participants to get their live status at the marathon
 Live stream on radio channel partners and providing live stream screening in
the areas in which the marathon is being held
 Free wi-fi zone collaboration with the nearby restaurants, clubs, offices,
corporates for the time period the marathon is on
 Payment Gateway: Use a variety of payment gateway to ease the registrations
and payment structures. Cash back promotions and offers on online pre-
payment like
(1) 10% straight cashback
(2) 10% off on OYO Rooms
(3) 10% off on flights
(4) 10% off on Decathlon
(5) 10% off on Nivea Sports

Finding and Recommendations:

Other than the above-mentioned promotional measures, platforms like LinkedIn and
Snapchat can be used
 LinkedIn
Via LinkedIn, we can invite corporates and other working professionals which
would allow TMM to raise funds from corporates in the form of CSR. Thus,
catering huge number of corporates and working professionals which would
further act as an employee benefit scheme.
 Snapchat
Snapchat is the major boom in the youth. To attract a wide band of youth
TMM can make a Snapchat filter and introduce a Snapchat channel for the
marathon