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.
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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.
"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.