Afaqs: 141 Sercon has won the mandate to manage the eighth Chennai Marathon to be organised by the Sports Authority of Tamil Nadu. The agency bagged the Rs 2.5-crore account following a multi-agency pitch.
Commenting on the win, CR Prasanna, vice-president – sales & marketing, 141 Sercon said, “Our strong point, which helped us bag this account, was our prior experience in managing large format events. Our association with the Grand Kerela Shopping Festival, which has over 3,000 outlets, really helped us clinch this account. Additionally, we have a strong presence and understanding of the Chennai market,”
Elaborating on the theme of the marathon “Run for Chennai”, Prasanna said, “Chennai marathon not only represents the spirit of the city, but also gives exciting opportunities to a brand to connect with its target group.”
The agency plans to adopt a 360-degree approach for promoting the marathon, covering print, electronic, digital and outdoor media. The TV partner for the marathon is Kalaignar TV; the radio partner is Hello FM; while the print partner is Deccan Chronicle.
Additionally, 141 Sercon will also organise events at hot-spots like colleges and corporate houses to share more information on the marathon and get people to register themselves for the run by paying the fee of Rs 100. A day before the event, there is a compulsory health check-up for participants of the full and half marathons.
The eight Channai Marathon will be held on February 21 wherein races will be organised in five categories — corporate, kids, half, full, and mini marathon. Additionally, there are prizes to be won in the international, national and state categories for men and women.