15 Dec 2017
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Colors steps in as title sponsor of women’s marathon event

MUMBAI: Hindi GEC Colors has associated with the fifth edition of the women-only marathon event Pinkathon as the title sponsor. Bajaj Electricals is the inspiring partner of the event.

Other sponsors of the event include VWash Plus, Reebok, Mia by Tanishq, Sofit and Cafe Zoe.

Dubbed India’s biggest women’s run, the event will take place in Mumbai on 18 December at MMRDA Ground, BKC.

Raj Nayak, CEO, COLORSTalking about the association, Viacom18 CEO Hindi mass entertainment Raj Nayak said, “This year, Pinkathon will be known as Colors Pinkathon and hopefully will add more vibrant colours to all the women participating in the marathon. Women have always been an integral part of our lives, be it at home or the workplace. Whether as businesswomen, sportswomen, homemakers or au naturel, it’s their values and instincts that drive the entire world.

“Women leaders form the backbone at Colors and play a major role in every decision that furthers our business objectives and goals. In fact, women empowerment is also a core philosophy that we maintain even in our bouquet of offerings to our viewers. We are firm believers in women empowerment, and this association with Pinkathon is our way to say thank you to the women who strive to make our lives easier every single day.”

Bajaj Electricals VP and head of advertising & brand development Beena Koshy said, “We, at Bajaj Electricals, are proud to partner Pinkathon in this great initiative specifically for women. The year 2016 is being celebrated at Bajaj as the ‘Year of the Girl Child’. Therefore, our association with Pinkathon and its cause to spread awareness of breast cancer will be seen as a step towards this initiative. In fact, we are encouraging our male employees to get their spouses, mothers, sisters or any female relatives to participate in this run and support the cause whole-heartedly. We would also be rewarding special categories of runners like senior citizens, visually challenged or even new moms who are running with babies.”

The focus of India’s biggest women-only running event is to encourage an active lifestyle and overall fitness among women while creating awareness about breast cancer and bone health, and to encourage thousands of new or first-time women runners.

As a precursor to the main day, there will be unique events such as the ‘Cancer Shero Trek’. A Shero is a cancer survivor, and this event is dedicated towards felicitating these inspiring people. Starting with a trek, this event felicitates the inspiring cancer survivors honouring them with an ‘I Inspire’ medal.

One hundred visually impaired girls and 50 hearing impaired girls would be participating in different race categories. To prepare them for the main day, training sessions have been designed with the help and coordination of sighted runners. Inspiring partners Bajaj Electricals is organising special training runs in various parts of Mumbai for registered participants who have requested training for the main day.

Neha Pawaskar is the mascot for the visually impaired squad who will be the running the Vwash Plus 3 km category.

Every single participant in the Colors Pinkathon Mumbai 2016 can opt for a free medical check-up from medical partner Apollo Hospitals.

Various initiatives have been undertaken by the Pinkathon ambassadors to connect with women across various social strata. Colors Pinkathon Goes to School is a concept to encourage mother–daughter teams to run together. The idea is to encourage health and fitness at every age.

All proceeds from the event will be used for the expenses incurred in organising and marketing the event, and by the Women’s Cancer Initiative in its fight against breast cancer.