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Procam International wins ‘Best Innovation’ at Mass Participation World Awards 2019 for Tata Mumbai Marathon Inspiration Medal
Mumbai: Thriving towards attaining excellence in sports management, Procam International, India’s leading sports promoter, won the ‘The 'Best Asian Innovation' honor at the Mass Participation World Industry Awards 2019 in Singapore yesterday.
The honor was bestowed on Asia’s most prestigious Tata Mumbai Marathon for launching the world’s first ‘Inspirational Medal’ at the 2018 edition.
The company’s pioneering efforts towards creating a running revolution in India and constantly striving to innovate and enhance runner experience has led to this accomplishment.
With humble beginnings back in 2004, today the Tata Mumbai Marathon has helped put India on the global map of distance running, with many of its star athletes winning laurels for the country on international platforms. The journey of this event 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.
Globally, Tata Mumbai Marathon is among the world’s top ten races.
A world’s first, The Inspiration Medal is a creative outcome of the collaboration between Procam International and Chlorophyll Innovation Lab. The idea behind the Inspiration Medal was based on an essential finding of large-scale research conducted with runners – the most important role in a runner’s life is played by their families, friends, their peers that continue to encourage them to push their boundaries. The preparations for a marathon require 8-10 months of dedication and perseverance and the ‘Inspiration Medal’ is a symbol of recognition for both, runners and their inspiration.
The unique medal comes with the special feature which lets one medal be forced apart into two different medals, one that says ‘Finisher’ and the other that says ‘Inspiration’. This path-breaking concept created immense buzz when it was launched two years ago, and resulted in manifold increase in inquiries for the full marathon from running enthusiasts, in addition to generating earned media of over 2 million USD for the event.
On the occasion Vivek B Singh, Joint MD, Procam International said, “We are thrilled with the honor bestowed by MPW Awards on the Tata Mumbai Marathon. For an event as young as the Mumbai Marathon to be competing with the best out there, is definitely something for all of us to be proud of. The Inspiration Medal was truly unique when it was launched two years ago, and continues to be most sought after amongst runners. This recognition and honor will motivate our team to continue their untiring efforts in making the Tata Mumbai Marathon India’s pride and Asia’s most prestigious marathon. With the 17th edition less than a month away, this is a big boost to the entire team that works to make this event the success that it is!”
Chitresh Sinha, CEO, chlorophyll innovation lab said, “As a brand and innovation partner to the Tata Mumbai Marathon, the process of turning a symbol of victory into an innovative symbol of inspiration was extremely exciting for us. At chlorophyll innovation lab, our focus is on using innovation to bring alive a brand’s philosophy in an impactful manner that is extremely engaging and totally different from traditional advertising. We believe the ‘Inspiration Medal’ communicates the spirit of the Mumbai Marathon perfectly! We’ve been partners to Procam for a decade now and it is exciting to see how an event like The Tata Mumbai Marathon has become a showcase of people pushing physical boundaries but boundaries of the human spirit.”
The Mass Participation World (MPW) Awards programme is a peer-reviewed initiative to recognize the best events and mass participation initiatives in the industry in Asia. The finalists for the nine award categories were selected based on data collected by self and industry award nomination; anonymous industry expert nomination; and information taken from the inaugural MPW participant and industry survey. MPW fosters year-round collaboration & best practice within the Mass Participation Industry. Engagement is across all verticals including running, cycling, triathlon, obstacle racing & swimming with all members of the industry from Governments and cities to federations, brands, rights holders, suppliers and not-for profit organizations.
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Lessons from global media markets on building enduring content franchises
Rose Audio Visuals COO and CFO Mitesh Patel.
MUMBAI: The global media landscape has undergone a fundamental shift. Success today is no longer defined by a single hit show. It is defined by the ability to build intellectual property (IP) that travels, evolves, and compounds over time.
At Rose Audio Visuals, this shift is central to how we think about content pitching and creation. We are no longer in the business of just making shows. We are in the business of building IP ecosystems.
From Hits to Franchises
Globally, the most successful content is designed to extend beyond its first outing. It travels across: Seasons, Platforms (TV → OTT → Digital), Formats (series → spin-offs) Shows like Stranger Things and Money Heist are not just successful series they are multi-layered franchises with global recall, fan engagement, and long-term monetisation. The key learning is simple: If content cannot scale beyond one season or one platform, it remains a project not a franchise.
Local Stories, Global Impact
One of the most powerful global trends is the rise of culturally rooted storytelling. Platforms today reward local authenticity combined with universal emotion. Stories that are deeply regional are no longer limited by geography they are amplified by it. Consider the global impact of Squid Game or India’s own Sacred Games. The takeaway is clear: The more authentic the story, the greater its potential to travel if the emotion resonates universally.
Monetisation Begins After the First Window
A critical global learning is that the true value of content is not realised at launch, it is realised over time.
Strong franchises unlock multiple revenue streams: Licensing, International remakes, Brand integrations, Digital extensions , Events and immersive experiences
Global players like The Walt Disney Company have mastered this approach, turning content into long-term ecosystems that extend far beyond the screen.
The first window is just the beginning. The real value lies in what follows.
At Rose Audio Visuals, we increasingly evaluate projects not just on commissioning value, but on their long-term franchise potential.
The Rise of Creator-Led Franchises
An important global shift is the emergence of creator-led IP ecosystems.
Creators today are not just content producers they are building full-scale franchises across platforms, formats, and businesses.
A powerful example is MrBeast. What started as YouTube videos has evolved into: Multiple content formats, Global audience scale , Brand extensions and businesses, High-impact experiential content This is a fundamentally different model digital-first, audience-owned, and infinitely scalable.
This model is still in its early stages in Indian but it represents a massive opportunity.
The next wave of Indian content franchises may not come from traditional studios alone but from creators who think like media companies.
Balancing Data with Creative Instinct
Streaming platforms today are deeply data-driven. Data helps Identify emerging genres, Predict audience behaviour , Inform commissioning decisions However, global experience shows that data alone does not create hits. Data informs scale, but storytelling creates impact.
Talent is the Foundation of Franchises
Enduring franchises are rarely accidental they are built through long-term creative partnerships. Globally, there is a clear focus on nurturing Actors, Writter, Show runner and director. Franchises are not built on scripts alone they are built on creators. This is an area where we continue to invest deeply building long-term relationships with talent rather than project-based collaborations.
Multi-Platform Thinking from Day One
Content consumption today is inherently multi-platform. A successful show must be designed not just for its primary platform, but for: Short-form extensions, Social media amplification, Digital-first engagement. Every show today needs a second life beyond its original format.
India: A Market at an Inflection Point
India today stands at a unique moment in its content journey.
We are seeing significant opportunity in Regional markets (Telugu, Tamil, Marathi and others) Emerging formats such as micro-dramas, Scalable, franchise-driven fiction IP
India does not lack stories. What we have historically lacked is structured franchise thinking something that is now beginning to evolve.
The Way Forward
The biggest lesson from global markets is this: The future belongs to companies that do not chase hits, but systematically build franchises. Because while hits may deliver immediate success, franchises create long-term value, recall, and compounding growth.
At Rose Audio Visuals, this belief shapes how we develop, greenlight, and scale content across platforms.
For content companies today, the question is no longer “Will this show work?” It is: “Can this become a franchise?”
A Personal Note
Having worked across content, business, and strategy, one thing has become increasingly clear to me, the most valuable companies in our industry will not be those that create the most content, but those that create content that endures.
Building a franchise requires patience, conviction, and a long-term lens something that the industry is only now beginning to fully embrace.As we continue this journey at Rose Audio Visuals, our focus remains simple: to move from volume-driven creation to value-driven storytelling. Because in the end, stories may start conversations but franchises build legacies.
