The iconic consumer battery company and the leading manufacturer of high-performance alkaline batteries worldwide Duracell launched the second edition of Duracell Durathon 2018 in Mumbai.
The actress, anchor and fitness enthusiast, Mandira Bedi not just participated with her son Vir, but also flagged off this family run on Sunday morning. More than 200 families came together with their kids and participated in the run organized at Jio Garden, Bandra-Kurla Complex. There were two categories of run in this marathon – 2 KM and 5 KM.
Generally, Sundays are lazy for people, but Mumbaikars got the perfect start for their Sunday with the Durathon. The families, who participated in run, warmed up with an energetic Zumba session before the run begin. The enthusiast kids and energetic parents ran with the famous running Duracell Bunny. There were various photo booths and stalls to engage with the parents and their kids.
Duracell runs some campaigns to cater to their targeted audience using a combination of programmatic and social platforms for last few months. It includes - mini runs at schools, program for jogger’s, flash mob at R-City Mall and retail activations at Shoppers Stop and Hypercity outlets in Mumbai. These were a few of the on-ground touchpoints done by Duracell to build awareness about the Durathon. They also tied up with Radio city and PVR cinemas to reach out to as many families as possible.
David Abraham, Duracell Marketing Director for Middle East and India said, “Just like the promise of longevity that Duracell represents, the Durathon also provided a great opportunity for families to unlock their inner-power and bond even more closely while running. We are also thankful to Mandira Bedi for participating again to run the Durathon with her son along with all the families who participated in the event. Our running Duracell Bunny who is featured in our advertising across the globe always outlasts its opponents and always wins graciously. That’s why running comes natural to us, as it has been a common theme all throughout our brand communication. We intend to roll this property out to other countries too, based on our success in India.”
Mandira Bedi said, “This will be the third time that I associate with the Durathon and it’s my second run for the Mumbai Durathon. It is such a wonderful feeling, spending that one Sunday with my son and seeing so many families out and about, running, bonding and having a purpose, that is staying healthy together. The beautiful thing about the Durathon is that it invites families to a healthy pursuit. I am so happy to see such an amazing turnout this year and hope next year would be even bigger.”
The Durathon saw 15 Mumbai-based families across different age groups take away big prizes.