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Tag: Mandira Bedi

  • Sunfeast Mom’s Magic unwraps the love of adoption with heartfelt campaign

    Sunfeast Mom’s Magic unwraps the love of adoption with heartfelt campaign

    MUMBAI: ITC’s Sunfeast Mom’s Magic has baked more than just cookies, it’s baked a powerful message. The brand, long known for celebrating the warmth of motherhood, is now stirring hearts with its latest initiative to normalise and encourage adoption in India.

    Stirring the pot on outdated norms, the brand teamed up with the upcoming film Dear Maa to host a compelling panel discussion in Kolkata. On the table? Breaking down biases around adoptive mothers and pushing the belief that motherhood is measured in love, not DNA.

    The panel featured a stellar line-up: Soumeta Medhora, secretary of ISSA; actor Mandira Bedi; Shuvadip Banerjee, chief digital marketing officer, ITC Foods; director Aniruddha Roy Chowdhury; and actor Jaya Ahsan, the face of Dear Maa. The group delved into the hurdles adoptive mothers face from social prejudice to emotional alienation, while urging society to widen its definition of family.

    At the heart of the event was the launch of Dil Se Maa, a stirring poem that pays tribute to adoptive mothers. The piece reimagines motherhood as a bond built on care, not chromosomes.

    Adding a deeply personal note to the discussion, actress Mandira Bedi shared, “Adoption is a beautiful and transformative choice, one that is driven entirely by love. As Tara’s mother, I’ve faced my share of questions and societal bias — from being asked if I could love an adopted child as my own, to people assuming adoption is a last resort. But love doesn’t come with conditions. That’s why I truly value what brands like Mom’s Magic are doing — creating space for these conversations and helping society move beyond its outdated stereotypes, so that every child is embraced with a mother’s love.” 

    Speaking on the occasion, ITC – Foods Division, chief digital marketing officer, Shuvadip Banerjee said, “At Mom’s Magic, we have always believed in celebrating the extraordinary power of a mother’s love. Through this meaningful collaboration with the film Dear Maa, we aim to spark important conversations around adoption and stand in solidarity with all mothers who create magic in a child’s life—regardless of how that treasured journey begins. Together, we hope to inspire greater acceptance, empathy, and inclusion for every form of motherhood.”

    Sunfeast Mom’s Magic has consistently flexed its emotional muscle with campaigns like No More Missed Calls and Hug Her More. This new chapter is another notch in its belt of purpose-driven storytelling, one that swaps sugar for soul and biscuits for bold ideas.

  • Stride with pride as FGII marches ahead for inclusion and impact

    Stride with pride as FGII marches ahead for inclusion and impact

    MUMBAI: There was colour, there was conviction, and there was community spirit all marching in rhythm at Bandra Fort on 1st June as Future Generali India Insurance Company Limited (FGII) kicked off Pride Month with a purpose-driven stride. Its landmark ‘Walk with Pride’ initiative wasn’t just a three-kilometre stroll under Mumbai’s monsoon-blushed skies, it was a call to walk the talk on equality.

    Led by FGII’s managing director and CEO Anup Rau, the walk saw over 500 participants from LGBTQIA+ individuals and corporate allies to employees and public figures come together in a visible, vocal display of solidarity. For every step taken, FGII pledged support to The Humsafar Trust, bolstering healthcare services for the queer community.

    The event wasn’t just symbolic; it was catalytic. “Inclusion is not just a corporate agenda, it’s a human imperative,” said FGII chief marketing for customer and impact officer Ruchika Varma. “Our walk is an expression of our daily commitment to diversity, not just a June moment.”

    Adding stardust to the spirited march was actor and philanthropist Mandira Bedi. “India has come a long way post Article 377, but true change lies in access to jobs, to care, to dignity,” she said, lauding FGII for setting the bar on corporate allyship.

    Human rights activist and performer Sushant Divgikar echoed the mood, “Today, we’re not walking alone. We’re being seen, celebrated, and supported.”

    The vibe? “Refreshing and uplifting,” said veteran transgender activist Shreegauri Sawant. “It’s not just a walk, it’s an embrace.”

    For FGII, which has long championed mental wellness, workplace equity, and DEI leadership, the ‘Walk with Pride’ adds real miles to its mission. Because when inclusion gets a route map and purpose gets a pulse, every step counts.
     

  • Sweet deal as Mandira Bedi joins Healthy Mithai Co.’s sugar-free mission

    Sweet deal as Mandira Bedi joins Healthy Mithai Co.’s sugar-free mission

    MUMBAI: Here’s some sweet news that won’t spike your sugar levels. Healthy Mithai Co., the homegrown disruptor in sugar-free indulgence, has roped in actor, fitness icon, and entrepreneur Mandira Bedi as its official brand ambassador but this isn’t your usual celeb flash-in-the-pan. This alliance, driven by BeyondSeed’s BeyondInfluence platform, is less about selling and more about storytelling, one that blends tradition, health, and emotional indulgence.

    Mandira Bedi resonated with this cause deeply. “To me, fitness is not merely about the body, it’s about balance,” she states. “I used to celebrate with laddoos and pedas during childhood, but later on, the time came for tough decisions. Healthy Mithai Co. is filling that emotional void for all of us who wish to celebrate without sacrifice. I’m honored to be a part of something so meaningfully delicious.”

    That ‘joy minus the regret’ is precisely what the company is built on. Founded by Prabhinder Singh and Deepak Jain, Healthy Mithai Co. uses only plant-based stevia, crafting mithai that is sugar-free, low on the glycaemic index, and high on nostalgia. For India’s 10 crore diabetics and 25 crore pre-diabetics, it promises sweets without the sting.

    But this mission isn’t stopping at sentiment. The company has its sights set on becoming one of the top three sugar-free alternative brands in India, eyeing Rs 125 crore in revenue by FY 2027–28. With an omnichannel model from partnerships with Nature’s Basket and Kokilaben Hospital to kiosks and e-commerce, it’s making guilt-free celebration a doorstep affair, with 24-hour delivery in major metros.

    This collaboration was made possible through BeyondInfluence, a new platform that enables purpose driven startups to connect with voices that actually believe in their journey. “We started BeyondInfluence because we believe in creating partnerships that go beyond marketing, they’re built on meaning” states Beyondseed CMO Fiza Malhotra. “Mandira and Healthy Mithai Co. align on values that are deeply centered on wellness, impact, and trust. This partnership exemplifies these aligned values and serves as a catalyst for high-impact growth.”

    For Healthy Mithai Co., this is not a marketing campaign, it’s a movement. “We’re not here to sell sweets,” explains Healthy Mithai co founder Prabhinder Singh. “We’re here to change daily habits. And habits are not changed by data alone. Habits change when people feel something. With Mandira joining our journey, we are not only adding an ambassador, we are adding a partner who resonates with this mission deeply too.”

    So if you’ve ever passed on a peda for fear of sugar guilt, this might just be your cue to bring back the box. Healthy Mithai Co., with Mandira in tow, is writing a new recipe for joy where heritage meets health, and every bite is both mindful and magical.
     

  • Bingo! & AIPA partner to popularise pickleball in India

    Bingo! & AIPA partner to popularise pickleball in India

    Mumbai: Bingo!, a popular snacking brand from ITC Foods, has announced a five-year partnership with the All India Pickleball Association to promote pickleball in India. The partnership begins with the Bingo! World Pickleball Championship (WPC) aims to support the growth of pickleball, one of the fastest-growing sports globally.

    The championship was launched with ITC Foods VP, head of marketing snacks, noodles and pasta, Suresh Chand; All India Pickleball Association president Arvind Prabhoo; and celebrity guests Mandira Bedi and Nyra Banerjee.

    Pickleball, with over five million players in 84 countries and 40 per cent female participation, has grown 275 per cent in India over the past three years. The sport is expected to surpass one million active players by 2028. Bingo!’s sponsorship will help expand this growth by hosting college tournaments across 23 states, introducing the sport to students, and cultivating new players for national and international competitions.

    Bingo!, known for innovation in snacking, aligns with pickleball’s dynamic gameplay. As part of the collaboration, the classic ‘Love All’ start of pickleball matches will be rebranded as ‘Boing All,’ adding a fun twist to the game.

    ITC Foods VP, head of marketing snacks, noodles and pasta, Suresh Chand said, “At Bingo!, we’ve always believed that sports and innovation go hand in hand, making this partnership with the All India Pickleball Association a particularly prestigious moment for us, enabling us to support young athletes and sports enthusiasts across the country. We are dedicated to working closely with AIPA to build a strong foundation for pickleball and to support its growth through grassroots programs, college tournaments and nationwide promotions.”

    All India Pickleball Association president Arvind Prabhoo said, “We are thrilled to partner with Bingo! Snacks, a brand that resonates with millions of Indians, and believe this partnership will be instrumental in bringing pickleball to the forefront of Indian sports. Through this partnership, we envision a future where pickleball is accessible to everyone, from college students to aspiring professional athletes. With Bingo!’s extensive reach and vibrant brand presence, this partnership aspires to create a ripple effect, making pickleball a household name and positioning India as a leading force in the global pickleball arena.”

    GroupM, South Asia MD, content, entertainment and sports Vinit Karnik said, “It’s a great collaboration between Bingo and All-India Pickleball Association to announce the five-year partnership, supporting the growth of the sport across India. We’re optimistic that this partnership will strengthen Bingo’s commitment to expanding the sport’s reach and accessibility across the country. This collaboration reflects our commitment to expanding the sport’s reach and inspiring the next generation of players to take on both national and international challenges. We’re confident that this alliance will foster a new wave of enthusiasm for pickleball, helping it gain the popularity it truly deserves.”

    This strategic partnership between Bingo! and AIPA is poised to shape the pickleball landscape in India. By merging Bingo!’s innovative brand identity with pickleball’s thrilling gameplay, the collaboration aims to inspire a new wave of athletes while promoting a healthy, active lifestyle.

  • Seagram’s Royal Stag Barrel Select Large Short Films presents Select Films, Select Conversations

    Seagram’s Royal Stag Barrel Select Large Short Films presents Select Films, Select Conversations

    Mumbai: A pioneer in the short film format in India, Seagram’s Royal Stag Barrel Select Large Short Films presents Select Films, Select Conversations. The celebrated short film platform has always recognised and fostered a creative environment encouraging brilliance in short-format filmmaking. Royal Stag Barrel Select Large Short Films over the years has won six Filmfare awards and Oscar qualifications which has made the platform the largest and most credible destination for short films in India. Through this interactive activation platform, the brand aims to foster a creative environment for artists in the industry in two unique and engaging formats with host Mandira Bedi.

    ●   The On-Ground format: This live format travels to three hubs in India – Gurugram, Kolkata and Pune – bringing together some of the most dynamic and discerning film artistes from Indian cinema for an evening of engaging discussions, interactive conversations, and screenings of some of the select movies from the celebrated short film platform, Royal Stag Barrel Select Large Short Films

    ●   The On-Air format: A unique chat show concept spread across three episodes, where five prominent voices from the film industry – Jim Sarbh, Vijay Verma, Kalki Koechlin, Huma Qureshi and Sujoy Ghosh – discuss all things cinema with host Mandira Bedi. The On-air Episodes will be launched with the brand’s streaming partners, Jio Cinema

    The first of three on-ground events took place at DLF Club, Phase IV, Gurugram on Saturday, November 25. During the evening, host Mandira Bedi held an engaging conversation with Vijay Varma, Huma Qureshi, Kalki Koechlin and Swanand Kirkire. ‘Short Films – The Select Choice’ being the theme of the evening, the discussions revolved around the evolution of Indian cinema, diversity of genres and the short film format. It covered the evolution of the cinematic landscape from full length Feature films to Short Films, OTT and Anthologies. The conversation received immense engagement from the audience present at the event. This was followed by the screening of select Royal Stag Barrel Select Large Short Films.

    Commenting on the ideology behind the activation platform, Pernod Ricard India CMO Kartik Mohindra said, “Through the years, Royal Stag Barrel Select Large Short Films has evolved, creating an ecosystem that brings world class storytelling to curious and discerning audiences, thus becoming ‘the’ destination for Indian short films. Select Films, Select Conversations, the brand’s interactive platform, is an embodiment of this ideology, where we seek to explore the originality and creativity of the short film format and set it in the context of cinema today.”

    Speaking about her association with the platform as the host, actress Mandira Bedi said, “I am thrilled to be associated with Royal Stag Barrel Select Large Short Films. Getting to interact with different storytellers, artistes and understanding their diverse perspectives on cinema is a wonderful opportunity. I’m looking forward to all the riveting conversations, behind-the-scenes stories about the short film universe and the interactions with #TheSelectOnes.”

    Actor Vijay Varma said, “It really feels nice to be a part of this unique platform provided by Royal Stag Barrel Select Large Short Films. Any opportunity that brings together artists and stirs up conversations around cinema is precious to me. It’s a great learning experience.”

    Lyricist and actor Swanand Kirkire spoke about the platform, sharing, “The Indian film industry has evolved tremendously since the time I started my career. There are so many different kinds of films being made and appreciated today. When it comes to short films, Royal Stag Barrel Select Large Short Films has been a real gamechanger. The platform brings out the brilliance of short films like nothing else. I am happy to be associated with them in their endeavor to foster a creative environment for artists in this industry.”

    Actor Huma Qureshi said, “I am so happy to see Royal Stag Barrel Select Large Short Films curate an evening where select artistes and storytellers known for their craft come together under one roof and talk all things cinema. From discussing different genres to personal processes, it is absolutely amazing to be a part of this. I look forward to more such opportunities in the future!”

    Actor Kalki Koechlin shared, “With the changing content consumption patterns in today’s world, it’s an exciting time for cinema in India. I feel it is a transformational time for our industry and it is platforms like these that bring about the positive shift. I am delighted to have the opportunity to delve deeper into the world of cinema thanks to Royal Stag Barrel Select Large Short Films.”

    After successfully kicking off in Gurugram, Royal Stag Barrel Select Large Short Films is set to travel to Kolkata and Pune in December 2023. This will be followed by the release of on-air episodes.

  • “Cricket’s success on the field has a very real impact on Indians”: FGII’s Anup Rau

    “Cricket’s success on the field has a very real impact on Indians”: FGII’s Anup Rau

    Mumbai: In line with its continued thrust on ‘Innovation’, Future Generali India Insurance Company (FGII), has launched its annual report for FY 2022-23 in a never-seen-before avatar. This report comes in the form of a book and is one of India’s most comprehensive cricketing memoir-cum-annual report. The annual report consists of a specially curated collector’s item – a section on Game Changing Moments – penned by the sports journalist, Ayaz Memon.

    The book encapsulates the vibrant journey of Indian cricket since 1932 – showcasing a remarkable voyage through 18 pivotal Game Changing Moments that have reshaped Indian cricket’s narrative and left an indelible mark on the nation’s collective consciousness. The report is, further, enriched by exclusive interviews by Memon with four cricketers across different eras – Mohinder Amarnath, Anil Kumble, VVS Laxman and Mithali Raj.

    The memoir-cum-annual report was launched by cricketer Anil Kumble, in the presence of the author of Game Changing Moments Memon and Future Generali India Insurance MD & CEO Anup Rau, along with other dignitaries. Host and actress, Mandira Bedi, anchored the ceremony, and Kumble faced a few turners from her repertoire – reminiscing the long climb of Indian Cricket to its present glory and his experiences. At the event, Memon narrated a book chapter, beautifully brought to life through a sand art presentation. To add an exciting twist to the proceedings, Kumble took centre stage and performed an extraordinary act by bowling to Rau. The climax occurred when Kumble’s delivery to Rau struck the LED screen, shattering it and revealing the long-awaited annual report.

    Indiantelevision.com on the sidelines of the launch of the book, caught up with FGII’s MD & CEO Anup Rau

    Edited excerpts

    On the brief about the book launch

    We always make our annual report interesting to connect with our stakeholders. We had a comic book format, we had it as a cookbook. Last year we sold 3500 for the Bollywood blockbuster report. This year is cricket, which we believe it’s kind of a new religion in this country. I do believe there’s a lot of inspiration businesses can take from sport because my personal view is that be it sport or be it business, It’s a combination of both science and art. It’s not just science alone, I think it’s somewhere the intersection of these two. Ayaz has beautifully penned 18 pivotal moments of Indian cricket like from the time when we made a debut, to the recently concluded WTC finals, and back to back series with Australia, which is one of my personal favourites. And obviously, the 83 World Cup, 2011 World Cup so on and so forth. We also believe we will gain changes in many ways in terms of the way we approach our business, we’re in terms of product distribution technology, by having products for same sex couples being an employer of choice where we tried to be an inclusive employer in many ways. Today, close to one per cent of employees are differently abled, for instance. So you will see a lot of that being captured in the book. And obviously, it’s very interesting reading, and it’s for a good cause in case whatever the proceeds go to charity.

    On including cricket in the annual report and any strategy behind it

    The idea was just to make it interesting. I do believe that one of the things we really want to do is to make sure that some of these financial numbers and figures and understanding is more accessible to the public at large and one of the ways to do this is to make it interesting and easy for people to understand. And the annual report just attempts to do it.

    On some inputs about the book and the reason for being a must read for cricket enthusiasts

    That’s because it captures the history of the game through some of India’s best and most pivotal moments. It takes your eyes, it’s taken us right from our first match. In 1932 to what’s happening right now, we got interviews with legends like Mithali Raj, VVS Laxman, Mohinder Amarnath etc. Today Anil Kumble was himself on stage. Like I said, businesses and sports inspire each other. Not just that, cricket’s success on the field has a very real impact on Indians. And if we do well we will spring in our step that we want to do well, we get inspired by and so on and so forth.

    On any more such initiative in future

    We’ll see. I mean there’s a new annual report for next year, so let’s see what we will do with that!

  • Neeman’s unveils ReLive Knits campaign with a call for sustainability

    Neeman’s unveils ReLive Knits campaign with a call for sustainability

    Mumbai: Neeman’s, an innovative footwear brand that uses natural, renewable and biodegradable fibre has roped in Bhumi Pednekar, Mandira Bedi, and Samantha Prabhu for its latest campaign.

    The campaign announces the launch of its ReLive Knits, a shoe made with 100 per cent recycled PET Bottles. The digital film featuring the three actresses highlights the brand’s ethos and its latest collection that boasts comfort, sustainability, technological innovation, and superior design.

    According to the company, Pednekar was an ideal fit for the campaign as she is a renowned climate warrior and an advocate of sustainable living. “She exemplifies breaking of boundaries, and Neeman’s, with the newest collection of sneakers and slip-on made with 100 per cent recycled PET Bottles has done the same,” it said.

    “The truly spirited actress, anchor, designer, and fitness enthusiast Mandira Bedi on the other hand was a suitable pick for ReLive Kits as she is a true embodiment of donning many hats and, thus, perfectly channels Neeman’s vision of crafting versatile footgear for anytime wear. Actress Samantha Prabhu too perfectly reflects Neeman’s values of shattering stereotypes and challenging the status quo, with one-of-a-kind choices that make her stand apart,” said the company.

    According to Neeman’s, the new line of shoes actively reduce carbon footprints and build towards a better tomorrow. In ReLive Knits, the other materials used include bamboo insoles, castor bean oil, natural and recycled rubber.

    “With this planet-friendly collection, we have taken another significant step towards creating footwear that cares for the environment without compromising comfort and style,” said Neeman’s founder Taran Chhabra. “As per the research by Quantis, a sustainability consulting group, sneaker production accounts for 1.4 per cent of the global greenhouse gas emissions. In stark contrast, each pair of the ReLive Knits is made with eight PET bottles, and so far, we have recycled more than one million plastic bottles for this new sustainable collection. We are determined to change how Indians wear shoes, one step at a time.”

  • Garmin India signs Mandira Bedi as brand ambassador for its smartwatches & accessories

    Garmin India signs Mandira Bedi as brand ambassador for its smartwatches & accessories

    MUMBAI: Pivoting towards strengthening the brand reach, Garmin India, a has signed television presenter and fitness coach Mandira Bedi as its brand ambassador.

    The popular face of many TV shows, host of cricket matches and now an icon of fitness, Bedi will promote Garmin smartwatches and accessories in India across the mediums of print, television, online as well as creating buzz on all social media platforms.

    Garmin India director Ali Rizvi said, “Mandira Bedi is not only a star icon but also an inspiration to many fitness enthusiasts and women globally. We are thrilled to have her on board with us and are confident that this partnership will strengthen our brand reach and encourage more people to choose a healthier lifestyle.”

    Recently, on the occasion of International Women’s day, Garmin India launched an incredibly small, smart and modern smartwatch – ‘Lily’ with features designed by women, for women. The smartwatch offers women’s health features, including menstrual cycle tracking and newly launched pregnancy tracking feature sharing the mother-to-be a snapshot of their pregnancy alongside their other health, wellness and activity data.

    “Working out and staying fit is not only a passion but a choice of lifestyle,” remarked Bedi. “It’s an honour for me to be associated with Garmin- a brand that especially designs and manufactures its products to help fitness enthusiasts by providing the correct guidance and accurate data of their workouts. With their range of smartwatches, together we aim to reach out to more and more people to spread awareness on the need of a healthier lifestyle.”

    Garmin offers smart wearables across price points with dedicated devices for golf, running, swimming and cycling activities amongst a range of other products. Currently, more than 13 models including the recently launched ‘Lily’ and many more products are available through its online and offline channels pan India.

  • Gouris Goodies and Mandira Bedi come together for a nutritious partnership

    Gouris Goodies and Mandira Bedi come together for a nutritious partnership

    October 2019: Gouris Goodies, an artisanal snack brand launched by Gouri Gupta, is geared up to scale to new heights with Mandira Bedi coming on board. The brand has been charming their customers with a handcrafted range of all natural and preservative-free products, including cereals, energy bars, happy ladoos and mini bites. 

    Gouri Gupta gets together with Mandira Bedi, a mother and fitness enthusiast, forging a bond over mutual appreciation for clean eating, nutritious food, and above all, family. This association endeavours to bring forth two mothers and their shared experiences of holding down the fort at home and at work. 

    Eating consciously and staying true to her exercise regimen, Mandira Bedi epitomises the values of Gouris Goodies. With Bedi on board, the brand intends to break barriers and scale new heights by showcasing the versatility of the product range in a space notorious for being particularly unhealthy. 

    All smiles about the association, Mandira Bedi shares, “The connect with Gouri was instant and a happy one. For me, eating well and being dedicated to my fitness regimen is of utmost importance. And when Gouris came along, it seemed like a great fit. Personally, I love to eat and don’t stop myself from indulging. I am, however, mindful about what I consume. So, the dark chocolate bars with a generous addition of nuts is 100% pure goodness. I am thrilled to be associated with Gouris Goodies and hope we can delight customers further.”

    Gouris Goodies is handcrafted in small batches with mindfulness to become the anytime snack, be the go-to support kit for mothers everywhere and to aide in their endeavour to give their kids only the best in terms of nutrition. Moreover, for the mothers who are constantly taking care of their families, Gouris brings them their nourishment.

    Gouri Gupta, the founder of Gouris Goodies, shares, “As we enter a new and exciting phase, collaborating with Mandira Bedi is the perfect next step forward. We are all about nutritious and mindful eating, and Mandira beautifully resonates with our food philosophy. This is a new journey, rather more unconventional for us to go this route. Just as we have been working on reducing food wastage and plastic usage, we have faith that new partnerships will help foster new opportunities.”

    What started as a passion from home almost 15 years ago, for the joy of feeding her family and friends, has now shaped into a brand that we can relish anytime, anywhere. The Goodies can be your companion for every occasion, as your office snack, a friend for your kid, gift for all celebrations, the best post-workout partner or just a simple everyday dosage of nutrition. Make Gouris Goodies part of your festivities, by simply ordering online (on www.gourisgoodies.com).

    Next time you think of clean eating and delicious meals, just follow Mandira Bedi and Gouri Gupta, and let them bring you some nutritious delights.

  • Mumbaikars unlocked their inner-power at the Duracell Durathon 2018!

    Mumbaikars unlocked their inner-power at the Duracell Durathon 2018!

    Mumbai, November 25th, 2018:  Today, Duracell, the iconic consumer battery company and the leading manufacturer of high-performance alkaline batteries worldwide launched the second edition of Duracell Durathon 2018 in Mumbai. The actress, anchor and fitness enthusiast, Mandira Bedi, flagged-off the family run and took part in the run along with her son, Vir. The event saw more than 200 families come together to run stronger for longer on a Sunday morning. The Durathon gave parents an opportunity to run for 2 KM and 5 KM marathon with their kids at Jio Garden, BKC.

    Getting the perfect start to a beautiful Sunday morning, the families warmed up with an energetic Zumba session and lined up at the starting point of the Duracell Durathon. The upbeat and enthusiastic kids and parents ran alongside the famous running Duracell Bunny as they unlocked their inner power when finishing the run together. To keep the energy of the families going, the event saw various photobooths and stalls to engage with the parents and their kids.

    Over the course of the last few months, Duracell drove targeted communication to their core audiences using a combination of programmatic and social platforms. Mini runs at schools, programme for jogger’s, flash mob at R-City Mall and retail activations at Shoppers Stop & Hypercity outlets in Mumbai were a few of the on-ground touchpoints done by Duracell to build awareness about the Durathon. Along with this, they also tied up with Radio city and PVR cinemas to reach out to as many families as possible.

    David Abraham, Duracell Marketing Director for Middle East and India said, “Just like the promise of longevity that Duracell represents, the Durathon also provided a great opportunity for families to unlock their inner-power and bond even more closely while running. We are also thankful to Mandira Bedi for participating again to run the Durathon with her son along with all the families who participated in the event. Our running Duracell Bunny who is featured in our advertising across the globe always outlasts its opponents and always wins graciously. That’s why running comes natural to us, as it has been a common theme all throughout our brand communication.   We intend to roll this property out to other countries too, based on our success in India.”

    Mandira Bedi, actress, anchor and fitness enthusiast initiated the run with her son, Vir. She said, “This will be the third time that I associate with the Durathon and it’s my second run for the Mumbai Durathon. It is such a wonderful feeling, spending that one Sunday with my son and seeing so many families out and about, running, bonding and having a purpose, that is staying healthy together. The beautiful thing about the Durathon is that it invites families to a healthy pursuit. I am so happy to see such an amazing turnout this year and hope next year would be even bigger”.

    The Durathon saw 15 Mumbai-based families across different age groups take away big prizes.