Even as Mumbai gears for the Standard Chartered Mumbai Marathon on January 17, 2010, TBWA\India has come up with a campaign titled ‘I will win’, to create the buzz around the event and encourage maximum participation.
This year’s campaign seeks to showcase the people whose lives get positively impacted because of the event. The campaign is based on a simple truth – regardless of who wins the Marathon, the people whose lives are touched are the real victors. ‘I will win’ is the mantra of every beneficiary who believes that every year that Mumbai runs, the lives of affected people get better in some small measure.
Commenting on the execution, Rahul Sengupta, National Creative Director, TBWA\India, said, “This work charges us up at TBWA. We felt the energy of the Standard Chartered Marathon, we felt the magic of spontaneous client approval, and we are really proud to create work that does not just reach the audience. It touches them. Who says good campaigns don’t run?”
On the overall thought process of the marathon as a platform, Geraldine Matchbox, Head, Corporate Affairs India, Standard Chartered Bank, explained, “We see the Marathon as an unparallel platform for ‘community participation’ and it is this dimension of the event that encouraged us to associate with marathons across our footprint. Including Mumbai Marathon, we sponsor nine full marathon events globally in cities like Hong Kong, Singapore, and Dubai, among others.”
The campaign will be supported by television, print and outdoor. This year again, the Standard Chartered Mumbai Marathon continues with the theme of ‘Run for a cause’, where it is encouraged by every participant to use the marathon to support a cause close to their hearts. It features several causes in the campaign, including causes Standard Chartered Bank has been supporting over several years like HIV and AIDS Awareness; Prevention of Blindness and Environment conservation.
Credentials:
Client: Standard Chartered BankCreative agency: TBWA India
National Creative director: Rahul Sengupta
Creative Team: Shagun Seda, Anil Kumar, Glenn Dmello
Production House: Bang Bang films
Director: Roshan Shetty
Post Production Studio: Pixion