ITC Sunfeast rolls out OOH campaign for World 10K run

By Poojya Trivedi , afaqs!, New Delhi | In OOH News
Last updated : May 13, 2010
Now in its third year, the event attracts over 25,000 runners from across the world

Preparations for ITC Sunfeast World 10K Bangalore, which is scheduled for May 23, are in full swing. In order to promote the run, the title sponsor of the event has rolled out a print and outdoor campaign.

The communication part of the campaign is handled by Draftfcb Ulka. The event is being organised by Procam International.

"The scale of the event has increased substantially. In its first edition, the run had about 15,000 participants; whereas it now experiences over 25,000 participants," says an ITC spokesperson. Last year, over 25,000 runners from Bengaluru and adjacent cities participated in the event. He adds that the company has to limit the number of participants at the run, because the roads in the city don't have the capacity for more runners.

For the month-long outdoor campaign -- titled 'Many reasons. One celebration.' -- ITC has taken about 45 outdoor sites and over 20 bus shelters in prime locations across the city.

A two-month-long print campaign is also running across all major publications in Bengaluru, in both English and the vernacular language. Besides, articles authored by celebrities such as Milind Soman and Dino Morea, who participated in the run last year, are being carried in Times Group publications such as Bangalore Mirror and Vijay Karnataka.

"The 10k run is a different race category, because it attracts both long-distance runners and track and field athletes," says a Procam spokesperson.

He adds that events like these have a high brand recall. "People are easily able to relate to the brand; and since it is attended by 25,000-30,000 people, it gives the brand a platform to reach those many people in a day. For instance, if anyone says Mumbai Marathon, Standard Chartered instantly comes to mind. Additionally, these runs are attended by celebrities as well, which makes it even more popular."

Such events also contribute towards charitable trusts in a big way. Now in its third edition, the run has contributed close to Rs 2 crore towards charity in the past two years.

Procam International, the promoter for the event, also organises the Standard Chartered Mumbai Marathon and Airtel Delhi Marathon.

The total prize money which can be won at the Sunfeast World 10K Bangalore is US $155,000, of which a separate prize fund of about Rs 14 lakh is for Indian runners.

The event will be telecast live on CNBC-TV 18, CNN IBN and Doordarshan National. The print sponsor for the event is the Times of India; while the radio partner is Radio Mirchi. Other brands associated with the run are Nike, Kingfisher, Fortis Hospitals, DHL, non-profit charitable trust - Bangalore Cares, and energy drink - Lucozade.

There are five categories in the 10K Run, namely, World 10K, which is for professional runners; Open 10K Run for serious and amateur runners; the Majja Run, which is 5.7 km; Senior Citizens Run, which is 4 km; and the wheelchair event, which is again a 4 km run for wheelchair participants, in which they can take their escorts along as well.

First Published : May 13, 2010
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