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Tata Mumbai Marathon

The Tata Mumbai Marathon will be jointly sponsored by Tata Group and Tata Consultancy Services (TCS) for 10 years. TCS is the new title sponsor. The communication strategy has two phases: 1) Create awareness of TCS as the new sponsor using the hashtag #ChangeIsGood to reassure audiences that the change will not impact the marathon's quality. 2) Engage audiences by sharing behind-the-scenes setup photos and contests about positive life changes, interacting with celebrities, and developing a marathon training app. The strategy aims to build emotional connections and generate hype around TCS's sponsorship.

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Hetali Soni
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330 views15 pages

Tata Mumbai Marathon

The Tata Mumbai Marathon will be jointly sponsored by Tata Group and Tata Consultancy Services (TCS) for 10 years. TCS is the new title sponsor. The communication strategy has two phases: 1) Create awareness of TCS as the new sponsor using the hashtag #ChangeIsGood to reassure audiences that the change will not impact the marathon's quality. 2) Engage audiences by sharing behind-the-scenes setup photos and contests about positive life changes, interacting with celebrities, and developing a marathon training app. The strategy aims to build emotional connections and generate hype around TCS's sponsorship.

Uploaded by

Hetali Soni
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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SOCIAL MEDIA STRATEGY

TATA MUMBAI
MARATHON

By: Hetali Soni (IBS Mumbai)


Introduction
CORE INSIGHTS
The Mumbai Marathon 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 Tata Mumbai Marathon will be jointly sponsored by the Tata Group and Tata Consultancy Services for a period

of 10 years and Standard Chartered was the title sponsor for the last 14 years
CURRENT BRAND OBJECTIVE

To build an 'Emotional Connect' with


the fans to re-assure trust, generate
hype and engagement after
onboarding TCS as the title sponsors
Communication
Strategy
#ChangeIsGood

PHASE I - BRAND AWARENESS (Creating awareness about TCS as new title

sponsors, TCS Brand tagline, TCS Brand Values)

PHASE II - ENGAGEMENT (Since now people are aware about the 'change' the

communication will be around engaging the audience into #ChangeIsGood


PHASE - I
AWARENESS
SOCIAL MEDIA PLATFORM

PHASE I - BRAND AWARENESS


Facebook & Instagram
LAUNCH THE NEW SPONSOR & HASHTAG
Introduce TCS as the new 'Title Sponsors'

Explain that the change is good and will not impact the quality of the Mumbai Marathon

Launch the hashtag #ChangeIsGood

Contests for introducing and promoting the hashtag

Create 'NOSTALGIA' around scenarios like School change, City change, Job change, college change, or any other

change moments where everything looks different at first but eventually everything settles well
SOCIAL MEDIA PLATFORM

PHASE I - BRAND AWARENSS


Snapchat
SHARE BEHIND-THE-SCENES SETUP
The Mumbai Marathon is a huge event and requires months and months of setup including banners, tracks,

location, stage, etc

The audience to be taken on a journey and give them exclusive peeks behind the scenes at the event to build buzz

This could be setup photos, pre-event interviews on what to expect or even a live feed from the backstage area to

grow their excitement.

In all the BTS activities, the Brand (TCS) will be subtly shown in the video/images to keep the recall
SOCIAL MEDIA PLATFORM

PHASE I - BRAND AWARENESS


Twitter
TWEETS OF TCS' S TAGLINE
Use TCS's official tagline - Experience Certainty, Experience Energy, Beyond the Obvious

Small events and scenarios to be used to make the hashtag #ChangeIsGood across Twitter because this platform

is very fast-paced and it is easy to give out multiple information at once

Also, include scenarios of Year-On-Year increased participation in The Mumbai Marathon

This will help the brand to remain nostalgic throughout the campaign and make the audience ready for the change
PHASE - II
ENGAGEMENT
Facebook, Instagram,
Twitter
SOCIAL MEDIA CONTEST - I
In the Phase II, where the audience is already aware about the brand and is also aware about the change, there

will be a huge response on the contests with the hashtag #ChangeIsGood

Contests for promoting the hashtag

Create 'NOSTALGIA' around scenarios like School change, City change, Job change, college change, or any other

change moments where everything looks different at first but eventually everything settles well. Here, the audience

will be asked to share their 'Change Moments' with the hashtag #ChangeIsGood

Interact with celebrities and official sponsors to engage with the audience with another hashtag

#ExperienceTheChange
Facebook, Instagram,
Twitter
SOCIAL MEDIA CONTEST - II
Since TCS is known for its technology and innovations, a new innovative app will be developed exclusively for all

the people registering for the Marathon

This app will prepare the candidate for the marathon with daily/weekly tips for the marathon, will also allow them

to be a part of a group where there are fellow candidates and share the experiences - 100 days to Marathon

The app will also have health tracker which will count footsteps, heartrate, etc for the preparatory sessions

This will shift the mind-set of the people to a healthy lifestyle before the marathon hence, giving meaning to the

communication #ChangeIsGood (Here, in terms of changing lifestyle)

The 'best change' will be awarded on the day of the marathon


Thank You!

Hetali Soni
IBS Mumbai

#ChangeIsGood #ExperienceTheChange
TATA Mumbai Marathon

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