MAM
Adidas gets women up and running
MUMBAI: Adidas has launched a digital campaign with its digital agency Isobar. Titled #ItsOnYou, the core objective is to expand the brand’s community of runners, especially targeting women non-runners. While most brands are striving to garner new audience through strong communication, which is driven by motivation and persuasion; Adidas came up with a digital film with a counterintuitive concept. Instead of giving reasons to women to run, the brand rode on the belief that no one can make someone run unless they want to.
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The goal of the film was to make women realise that no external motivation can drive them, nor can any excuse hold them back.
The campaign will be further propelled via a 360 degree initiative, digital and on-ground branding.
Adidas business unit head Sunil Gupta says, “The campaign echoes an urban dilemma of the clash between the excuse and the tiny voice within, that knows the hollowness of the excuse. Through the film, we set out to showcase some of the thoughts people might have at the moment of truth, that metaphorical wake-up call which may spur us into action or lull us into accepting another excuse. Through real people and their very real stories, we hope the message reaches women across strata, geographies and professions that their run, their energy is in their own hands. The team at Isobar captured this thought beautifully,” he adds.
Isobar India national creative director Anish Varghese mentions, “In today’s busy lifestyle, it’s getting easier for people to find excuses whether it’s to run or not to run. This is an attempt to make people realise that no matter what excuse you choose, nothing in the world can make you run. There will be many things which will pull you back, but in the end, the onus is on you to get up and go for that run.”
MAM
Zee Business BSE bull run 2026 energises Mumbai
Fitness meets finance as thousands run towards health and wealth
MUMBAI: Mumbai woke up to more than just a Sunday sunrise on 22 February. At the MMRDA Ground in BKC, the sixth edition of the Zee Business BSE Bull Run turned the city’s financial district into a lively track where trainers, traders and first-time runners shared the same starting line.
Organised by Zee Business in association with BSE, the annual run has carved out a niche of its own by blending physical fitness with financial awareness. This year’s edition drew enthusiastic participation across categories, including 5 km and 10 km fun runs and a competitive 10 km elite race, reflecting a growing appetite for purpose-driven fitness events.
The morning buzzed with high energy well before the first whistle. Zumba sessions and guided warm-ups got the blood pumping, while a distinctive Bhajan Clubbing segment added a devotional twist to the festivities, proving that even market metaphors can move to a beat.
A host of distinguished guests turned up to cheer participants on, including G Ram Mohan Rao, executive director at SEBI; Nilesh Shah, MD of Kotak Mahindra Asset Management Company; Navneet Munot, MD and CEO of HDFC Asset Management Company; Vipul Mathur, MD and CEO of Welspun Corp; poet and television personality Shailesh Lodha; and Manoj Kumar Sharma, inspector general of police, Maharashtra, widely recognised as the inspiration behind “12th Fail”. Their presence underscored the event’s broader message of discipline, resilience and balanced ambition.
BSE MD and CEO Sundararaman Ramamurthy, described the Bull Run as a national platform uniting citizens and market participants under a shared vision of prosperity and well-being. He noted that as India’s capital markets expand their reach into millions of households, the run symbolises the idea that genuine prosperity begins when health and wealth advance together.
Zee Media Corporation Limited CEO Raktim Das, called the comeback edition, held after a six-year gap, a celebration of consistency over shortcuts. Drawing parallels with long-term investing, he said the run reflected the fundamentals of the market: commitment, resilience and the steady compounding of effort over time.
Zee Business managing editor Anil Singhvi, echoed the sentiment, saying the Bull Run serves as a reminder that the qualities that build strong portfolios also build strong individuals. Discipline, patience and a long-term view, he said, are as vital on the track as they are on the trading floor.
Over the years, the Zee Business BSE Bull Run has grown into a distinctive platform that connects citizens, corporates, investors and fitness enthusiasts through a shared commitment to well-being. With BSE’s continued association lending institutional heft, the initiative stands as a lively testament to a simple idea: that a fitter nation can also be a financially wiser one.
