Brands
Bengaluru’s Fastrack Music Run attracts 8,000 footfalls
BENGALURU: Braving torrential rain, 8,000 people came to the Bengaluru leg of the Fastrack Music Run on Saturday, 19 August 2017. The event creators Fresh Events Global, The Music Run™, managed to rope in a r of sponsors – these included Titan Company Limited’s funky brand Fastrack as the title sponsor. Other sponsors were ACT Fibernet, Harman, Nokia, United Colours of Benetton, Pringles, Sofit, Pepsi Black, Budweiser Experiences, Radio Indigo, Clarks Exotica, Vh1, INOX and Himalayan Water.
The event promoters, Baseline Ventures, say that the Bengaluru event has been one of the best they’ve seen with the crowd really getting into The Music Run spirit. The event paid good dividend to the sponsors.
A Fastrack spokesperson said through a press release, “We are really bowled over with the response The Music Run by Fastrack has received this year. A seamless blend of music and fitness, today’s event is truly what Fastrack stands for – energy, excitement and self-expression. We received huge waves of entries for Fastrack’s first of its kind service, #Bookmyshoulder where concert goers booked a shoulder to get a better view of the performances on stage. The adult ball pit and life size beer pong was just as much in demand, with the customised tunnel night club experience being the highlight on the soundtrack. The vibe today was infectious and we’re really thrilled to have delivered a full blown experience, like no other.”
Baseline Ventures co-founder Vishal Jaison said, “We’ve had such a positive response since announcing that The Music Run by Fastrack was coming back to Bengaluru for the second time that we always knew this was going to be a great event – and the crowd today was fantastic. It was amazing to see people of all abilities running, dancing and partying together and enjoying great music every step of the way. People in Bengaluru have shown that they love this format and it represents the new generation of fun running events, where crowd sourcing and social media are used to enable people to actively shape and share the experience they have. The response we’ve seen to The Music Run, both here and overseas, demonstrates that there is a real appetite for it and we look forward to bringing an even bigger and better The Music Run by Fastrack event back to Bengaluru next year.”
Launched in 2014 by Fresh Events Global, The Music Run™ is claimed to be the ultimate 5k running and music festival. The creators say that for music lovers, casual runners and fun seekers, The Music Run™ is more like a party than a run – it is the only 5km fun run that puts music at the heart. The Music Run™ empowers participants to control the soundtrack of the run by voting for their favourite songs in the build up to the Event. Voting is via a bespoke ‘Music Voting App’ and the songs with the most votes make the official run playlist
Bengaluru is one of over 15 cities across three continents that The Music Run™ will be introduced to in 2017, making it one of the fastest growing fun run events of its kind worldwide. The Music Run™ was first held in Kuala Lumpur, Malaysia in 2014. The event creators claim that The Music Run™ has already been experienced by more than 185,000 participants across 22 events and 11 countries from Singapore to Shanghai. In 2017 The Music Run™ has inaugural events in Europe, Africa & the Middle East and expansion plans across Australasia, North & South America.
Brands
KITKAT India teams up with One Piece for anime-led campaign push
On-pack characters and digital film tap into India’s fast-growing anime wave
MUMBAI: KITKAT India has joined forces with the globally popular anime One Piece, rolling out a new campaign that brings fan-favourite characters onto its packaging in a bid to connect with India’s rapidly expanding anime audience.
The collaboration sees iconic characters from the series featured on KITKAT packs, adding a playful twist to the brand’s long-standing “take a break” proposition. By blending pop culture with confectionery, the campaign aims to make everyday breaks feel a little more adventurous.
The launch is anchored by a digital-first film released across YouTube and Meta platforms, supported by a broader push spanning outdoor media and interactive social content. The multi-platform rollout reflects a clear attempt to meet younger audiences where they already spend their time.
Nestlé India head confectionery business Gopichandar Jagatheesan said, “Anime is a rapidly growing genre in India, and we are excited to collaborate with one of the most popular shows, One Piece. Having championed breaks for decades, KITKAT now takes them to the next level, making every break more epic with the world of One Piece.”
The move comes at a time when anime is shifting from niche interest to mainstream entertainment in India, with brands increasingly tapping into its cultural currency to stay relevant with younger consumers.
By pairing a globally loved anime with an equally recognisable chocolate brand, KITKAT’s latest outing signals a simple idea with strong appeal. In a crowded market, even a small break can turn into a big moment when it comes with a side of fandom.
