Brands
Brands eye live sports events for promotions: Procam International
KOLKATA: With improved sentiments in the economy and companies exploring alternative ways to generate brand recognition, the concept of sponsoring sports events, though at nascent stage, has become popular in Kolkata too. And an example of this is Tata Steel becoming the title sponsor for India’s premiere 25K run event to be held in Kolkata.
Joining the steel maker, are brands like Oberoi Grand as hospitality partner, Reebok as sportswear and training partner, Himalayan as water partner, Nestle as food and beverage partner and Radio Mirchi 98.3 FM as radio partner among others.
Procam International, a sports management company involved in the promotion of national and international sporting events, sports consultancy and live television programming, which is also organising the first edition of the Tata Steel Kolkata 25K on 28 December 2014, feels that the company has good sponsorship from both sports and non-sports companies.
The city will run as one under the following race categories – the 25K (elite and amateurs), Open 10K (amateurs), Ananda Run (6 km), Sr. Citizens’ Run (4 km), and Champions with Disability (4 km).
“Sports events have become an important element for some businesses to promote their campaigns in other regions of India. It is common to see non-sport brands taking strategic decisions to sponsor sporting events,” said Procam International CEO Dilip Jayaram.
In 1988, with a vision to provide a more holistic spend to the advertising rupee and a burning desire to ameliorate the prevailing professional standards for sportsmen, Anil and Vivek B. Singh created Procam International. The organisation has based its corporate philosophy on an open culture, with an emphasis on values and integrity. Procam International has promoted and conducted over 45 world events, which have elicited player participation of the highest caliber, as well as huge public interest.
The Tata Steel Kolkata 25K event will give thousands of individuals a new opportunity to celebrate the birth of a sporting event that salutes perseverance and self-belief and makes lives brighter and better. “Kolkata’s runners can now lace up and join the running revolution that is not just engulfing India’s towns and cities but attracting the attention of the world’s finest runners,” said Jayaram.
“We aim to ink a number of new sponsorship deals with other brands also. We are looking for a medical partner,” he said adding that for this event, Radio Mirchi will run 18-20 promos every day.
Talking about below-the-line (BTL) activities, he said that Procam International has put up 37 hoardings and 30 bus shelters.
About 15,000 people are expected to participate in the five events to be organised through the day. The route for TSK 25K is in the process of being finalised under the guidelines set by the West Bengal Athletic Association and Kolkata Traffic Police.
Film actor, producer and television presenter Jeet, well known for his passion for fitness, will be TSK 25K’s ‘Face of the Event’.
In its first edition, the event will recognise the efforts of participants by offering total prize money of Rs 21,54,000. The top ten Elite athletes (men and women) in the 25K category stand to win attractive prizes. While the winner will receive Rs 2,50,000, Rs 1,75,000 is up for grabs for second place while third place finishers will receive Rs 1,00,000. Dividing amateur runners into six segments based on their age – 18 to under 30, 30 to under 40, 40 to under 50, 50 to under 60, 60 to under 70, and 70 and above – TSK Kolkata 25K will also award the top three amateur runners (men and women) in each of the above segments with prizes of Rs 12,000, 10,000 and 5,000 respectively.
“We urge people of Kolkata and beyond to come and experience the joy of running this December,” Jayaram said.
According to a city based marketing expert, sports as a property will attract major interest from corporates looking at increasing their marketing spends in Kolkata. “The value of these sponsorship deals is generally high,” the expert concluded.
Brands
Sun Pharma to acquire Organon in $11.75 billion deal at $14 per share
Acquisition to create $12.4 billion pharma giant with global scale and biosimilars push
MUMBAI: Sun Pharmaceutical Industries Limited has signed a definitive agreement to acquire Organon & Co. in an all-cash deal valued at $11.75 billion, marking one of the largest cross-border pharma acquisitions by an Indian firm.
Under the terms of the agreement, Organon shareholders will receive $14.00 per share in cash, with Sun Pharma set to acquire 100 per cent of the company’s outstanding shares. The transaction, approved by the boards of both companies, is expected to close in early 2027, subject to regulatory approvals and shareholder consent.
The deal significantly expands Sun Pharma’s global footprint and strengthens its position across women’s health, biosimilars, and branded generics. The combined entity is projected to generate revenues of around $12.4 billion, placing it among the top 25 pharmaceutical companies globally.
Organon, which was spun off from Merck in 2021, brings a portfolio of over 70 products spanning women’s health and general medicines, with operations across more than 140 countries. Its established presence in key markets such as the US, Europe, and China complements Sun Pharma’s existing strengths and growth ambitions.
Sun Pharmaceutical Industries Limited executive chairman Dilip Shanghvi said, “This transaction represents a significant opportunity for Sun Pharma to build on its vision of reaching people and touching lives. Organon’s portfolio, capabilities and global reach are highly complementary to our own.”
Sun Pharmaceutical Industries Limited managing director Kirti Ganorkar added, “This transaction is a logical next step in strengthening Sun Pharma’s global business. Together, we will become a partner of choice for acquiring and launching new products.”
From Organon’s side, Organon & Co. executive chair Carrie Cox noted, “This all-cash transaction offers compelling and immediate value to Organon stockholders, while positioning the business for continued growth under Sun Pharma.”
Strategically, the acquisition gives Sun Pharma entry into the global biosimilars space as a top 10 player and strengthens its innovative medicines portfolio, which is expected to contribute around 27 per cent of combined revenues. The deal is also expected to nearly double EBITDA and cash flow, supporting long-term deleveraging and investment capacity.
Sun Pharma plans to fund the acquisition through a mix of internal accruals and committed financing from global banks, while maintaining focus on disciplined integration and operational continuity post-merger.
If completed as planned, the deal signals a clear shift in India’s pharmaceutical ambitions, from scale at home to leadership on the global stage, with Sun Pharma positioning itself as a more diversified and innovation-led healthcare powerhouse.
