Procam International wins ‘Best Innovation’ at Mass Participation World Awards 2019 for Tata Mumbai Marathon Inspiration Medal

Mumbai: Thriving towards attaining excellence in sports management, Procam International, India’s leading sports promoter, won the ‘The 'Best Asian Innovation' honor at the Mass Participation World Industry Awards 2019 in Singapore yesterday.

The honor was bestowed on Asia’s most prestigious Tata Mumbai Marathon for launching the world’s first ‘Inspirational Medal’ at the 2018 edition.

The company’s pioneering efforts towards creating a running revolution in India and constantly striving to innovate and enhance runner experience has led to this accomplishment.

With humble beginnings back in 2004, today the Tata Mumbai Marathon has helped put India on the global map of distance running, with many of its star athletes winning laurels for the country on international platforms. The journey of this event for the past 16 years has been transformational. From starting a health & fitness revolution in the country to bringing the community together without discrimination on one common platform, to creating an equal chance for amateurs and elite runners alike to vie for glory, to becoming the single-largest fund-raising platform of Indian sport.

Globally, Tata Mumbai Marathon is among the world’s top ten races.

A world’s first, The Inspiration Medal is a creative outcome of the collaboration between Procam International and Chlorophyll Innovation Lab. The idea behind the Inspiration Medal was based on an essential finding of large-scale research conducted with runners - the most important role in a runner’s life is played by their families, friends, their peers that continue to encourage them to push their boundaries. The preparations for a marathon require 8-10 months of dedication and perseverance and the ‘Inspiration Medal’ is a symbol of recognition for both, runners and their inspiration.

The unique medal comes with the special feature which lets one medal be forced apart into two different medals, one that says ‘Finisher’ and the other that says ‘Inspiration’. This path-breaking concept created immense buzz when it was launched two years ago, and resulted in manifold increase in inquiries for the full marathon from running enthusiasts, in addition to generating earned media of over 2 million USD for the event.

On the occasion Vivek B Singh, Joint MD, Procam International said, “We are thrilled with the honor bestowed by MPW Awards on the Tata Mumbai Marathon. For an event as young as the Mumbai Marathon to be competing with the best out there, is definitely something for all of us to be proud of. The Inspiration Medal was truly unique when it was launched two years ago, and continues to be most sought after amongst runners. This recognition and honor will motivate our team to continue their untiring efforts in making the Tata Mumbai Marathon India’s pride and Asia’s most prestigious marathon. With the 17th edition less than a month away, this is a big boost to the entire team that works to make this event the success that it is!”

Chitresh Sinha, CEO, chlorophyll innovation lab said, “As a brand and innovation partner to the Tata Mumbai Marathon, the process of turning a symbol of victory into an innovative symbol of inspiration was extremely exciting for us. At chlorophyll innovation lab, our focus is on using innovation to bring alive a brand’s philosophy in an impactful manner that is extremely engaging and totally different from traditional advertising. We believe the ‘Inspiration Medal’ communicates the spirit of the Mumbai Marathon perfectly! We’ve been partners to Procam for a decade now and it is exciting to see how an event like The Tata Mumbai Marathon has become a showcase of people pushing physical boundaries but boundaries of the human spirit.”

The Mass Participation World (MPW) Awards programme is a peer-reviewed initiative to recognize the best events and mass participation initiatives in the industry in Asia. The finalists for the nine award categories were selected based on data collected by self and industry award nomination; anonymous industry expert nomination; and information taken from the inaugural MPW participant and industry survey. MPW fosters year-round collaboration & best practice within the Mass Participation Industry. Engagement is across all verticals including running, cycling, triathlon, obstacle racing & swimming with all members of the industry from Governments and cities to federations, brands, rights holders, suppliers and not-for profit organizations.

Latest Reads
Xiaomi, Vivo top in Q42019 smartphone shipments; Samsung at No 3 spot

MUMBAI: How the Chinese mobile brands are making merry in India. The latest study  from Counterpoint Research shows that Chinese brands today account for a 72 per cent share of 2019 smartphone shipments in India as against 60 per cent in 2018. Xiaomi regsitered a sales increase of seven per cent in...

MAM Marketing Brands
Noise ropes in star Indian cricketer Rohit Sharma as brand ambassador

MUMBAI: Noise, a new-age smart-tech consumer electronics brand, has substantially ‘upped its game’ by announcing its partnership with India’s run machine and ICC ODI Cricketer of the Year, 2019 – Rohit Sharma. As an entity, Noise stands for the passion that drives the youth to break the mold and...

MAM Media and Advertising People
Prayanj Special School children enthral everyone with their spectacular performance this Republic Day!

Mumbai : According to the industry reports, Autism Spectrum Disorder (ASD) affects an estimated 1 in 60 children in India today. Hence Growel’s 1O1 Mall in Kandivali in partnership with Prayanj Special School celebrated India’s 71st Republic Day in a truly unique way by spreading public awareness...

MAM Marketing MAM
ZEE5 launches 'Republic of Entertainment' campaign to democratise content viewing

MUMBAI: As India begins to celebrate Republic Day, ZEE5 takes a pledge to entertain the nation and every Indian with the best of content from across the length and breadth of the vast Indian subcontinent. Commemorating the day when the constitution of India officially came into force and the...

MAM Marketing MAM
Brands' Republic Day campaign on social media

MUMBAI: While we all know the importance of Republic Day, brands have taken this opportunity to put on their creative hats and roll out their contributions through innovative campaigns.

MAM Marketing Brands
ITC Ltd.'s Aashirvaad Atta with Multigrains releases its new campaign ‘Happy Tummy for a Happy You’

MUMBAI: Aashirvaad Atta, the market leader and one of India’s most trusted atta brands has released their new communication campaign ‘Happy Tummy for a Happy You’ for its Multigrains variant. Aashirvaad Atta with Multigrains is high in fibre which aids digestion, improves gut health and keeps the...

MAM Media and Advertising Ad Campaigns
IndiaFirst Life Launches Its Unique Campaign #YeTohCertainHai

Mumbai: IndiaFirst Life Insurance Company Limited (IndiaFirst Life), a joint venture between Bank of Baroda, Andhra Bank and Warburg Pincus, has launched a unique campaign titled #YeTohCertainHai, which stems from the proposition of ‘Because Life Is Full of Certainties’. The campaign was bolstered...

MAM Media and Advertising Ad Campaigns
Likee collaborates with I Am Desi World to promote new music video

New Delhi:  Likee, the pioneering global short video creation platform from Singapore based BIGO Technology has collaborated with I Am Desi World to promote a new music video. Launched in 2017, I Am Desi World is a group of 5 quirky singers, and the band has gained its popularity for making...

MAM Marketing MAM
Saregama dedicates Carvaan to the bravehearts of our country

Mumbai: No sacrifice is bigger than theirs, No courage is bolder than theirs, No duty is greater than theirs. On the occasion of the 71st Indian Republic day, Saregama launches a limited edition Carvaan dedicated to the real heroes of our great nation.   Carvaan salutes the undying spirit of the...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories