MAM
Tata Mumbai Marathon welcomes HelpAge India as Institution Partner
Mumbai: Procam International, promoters of Asia’s prestigious Tata Mumbai Marathon, today announced its partnership with HelpAge India, an NGO that extensively works for the cause and care of Silvers, as the event’s Institution Partner. As part of this association, HelpAge India will directly work towards re-energizing the Senior Citizens’ Run category (4.2kms).
The Senior Citizens’ Run as a category has been an integral part of the Tata Mumbai Marathon since its inception. Year on year, the category has gained more popularity, promoting active ageing. The 2020 edition of TMM will have a renewed fervor, with active outreach initiatives and incentives for participants, thus giving them an enhanced experience.
The journey of the Tata Mumbai Marathon for the past 16 years has been transformational. From starting a health & fitness revolution in the country to bringing the community together without discrimination on one common platform, to creating an equal chance for amateurs and elite runners alike to vie for glory, to becoming the single-largest fund-raising platform of Indian sport. Inclusivity in running has been a constant and this category has successfully brought silvers to the centre-stage, and given them a platform to express themselves, showcase their enthusiasm and set an example for others to stay motivated.
Founded in 1978, HelpAge India, aims to serve elder needs in a holistic manner, enabling them to live active, dignified and healthier lives. It advocates their needs such as for universal pension, quality healthcare, action against Elder Abuse at a national, state and societal level with Central and State governments. Along with promoting elder-friendly policies and monitoring the implementation thereof, it also works hand-in-hand with Senior Citizens Associations understanding elder needs by working with and for them. For HelpAge India details, please contact on 022-26370754/40 or mumbai@helpageindia.org.
Mathew Cherian, CEO, HelpAge India, “One can achieve anything at any age, if they put their mind to it. HelpAge India believes for that to happen, one needs to stay healthy and active. If you take care of your mind and body, only then can you challenge yourself to Be Better than who you are and lead a healthy and qualitative life. The Senior Citizens Run promotes that very message, urging seniors to come out and enjoy themselves, challenge themselves. If you are active, you are healthy. With increasing age, our elders face a number of physical challenges, which also go on to affect them psychologically. It is therefore imperative that they remain active in their later years. Our motto for elders has always been ‘Get Active! Stay Active!’.HelpAge is very excited to come on board as Institution partner for TMM, this is a first for us in Mumbai. I encourage all senior citizens to put on their jogging shoes and join in the event, its ok to walk even if one can’t run. At the end of the day, age is just a number.”
On the association, Vivek Singh, Joint MD, Procam International, said, “The vibrancy and enthusiasm our seniors portray is an inspiration to us all, and motivates us to be a better version of ourselves. It is our privilege to have HelpAge as our Institution partner. Their association will boost the category, and serve as a beacon to get more silvers to participate. We look forward to seeing more silvers on the starting line in 2020!”
TMM 2020 is expected to witness 50,000 runners participating on the streets of Maximum City on Sunday, 19th January 2020.
TATA IN SPORTS
Tata Group, a global enterprise with combined revenues of US $110.7 billion (2017-18), along with Tata Consultancy Services (TCS), one of the world’s leading IT services, consulting and business solutions organisations, are the title sponsor of the Tata Mumbai Marathon.
Sport has always been an integral part of the Tata group for over 75 years. Tatas association with multiple sports ranging from cricket, football, hockey, badminton, chess, athletics, mountaineering and motor racing, among others, has produced many award-winning sportspersons, helped the development of marginal communities and supported sporting teams, national and international events as well as training academies. The Tata Sports Club was set up in 1937 to encourage sports among its employee base across the country.
TCS is the sponsor of many premier global marathons across the world like the TCS New York City Marathon, the TCS Amsterdam Marathon, and the TCS Lidingloppet (the world’s largest cross-country run), and the technology partner of the marathons held in London, Chicago, and Boston — all part of the company’s effort to promote health and fitness in the communities, the world over.
MAM
Bharat Vedica launches ‘From Beehives to Bottle’ campaign
Honey brand uses honeycomb-inspired hexagon bottle and reels to celebrate nature’s craft.
MUMBAI: Bharat Vedica just bottled nature’s buzz because when bees build the perfect shape, the smartest thing a brand can do is copy the homework. Bharat Vedica, the wellness-focused organic brand under A Patel Venture, has rolled out a digital-first campaign titled ‘From Beehives to Bottle’ that traces honey’s journey from blossom to breakfast table. The storytelling series of Instagram reels follows bees collecting nectar, the transformation inside the hive, and the final bottling turning a quiet natural process into engaging short-form content.
At the centre of the narrative is the brand’s new hexagon-shaped honey bottle, directly inspired by the honeycomb’s geometry widely regarded as one of nature’s most efficient designs. The shape serves as both packaging innovation and visual metaphor for precision, balance and harmony in every drop.
Nutritionist Kiran Kukreja (Nutty Over Nutrition) appears in the campaign content, explaining raw honey’s everyday benefits and its role in modern wellness routines.
The reels have driven strong performance on Instagram, with the brand recording a high double-digit month-on-month increase in follower acquisition and impressions reaching multiples of the existing base significantly boosting top-of-funnel visibility and discovery among premium consumers.
Bharat Vedica MD Arvind Patel said, “Bees build honeycombs with remarkable precision, creating a structure that represents efficiency, balance, and harmony. The hexagon bottle draws inspiration from that natural design, translating the beauty of the hive into something people can experience in their everyday kitchens.”
The refreshed raw honey range includes Ajwain Flower Honey, Rose Petal Honey, Forest Honey and Saffron (Kesar) Honey, available in 250 g and 500 g sizes. It is currently sold on the brand’s website and Amazon, with wider retail availability planned soon.
In a wellness world full of loud promises, Bharat Vedica quietly lets the bees do the talking proving that sometimes the sweetest story isn’t invented in a boardroom, it’s already humming away in a hive.
