CONTEXT

Procam International’s running properties — Tata Mumbai Marathon (TMM), Vedanta Delhi Half Marathon (VDHM), Tata Steel World 25K Kolkata (TSW25K), and TCS World 10K Bengaluru (TCSW10K) — were already prestigious. However, evolving audience expectations, global standards, and post-pandemic realities demanded a fresh creative approach to maintain leadership.
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Brought in to lead creative transformation, I was tasked with modernizing the brand identity, participant experience, sponsorship activations, and event storytelling across these iconic journeys.

Challenges

Brand Modernization: Bring global creative standards and emotional storytelling to India’s leading races.

Participant Experience Innovation: Enhance touchpoints beyond just race day — through weeklong engagement, installations, and cultural immersion.

Internal Team Transformation: Rebuild a stagnated creative function into a dynamic brand studio.

Sponsorship Optimization: Create fresh engagement avenues and sub-IPs to increase brand partner ROI.

Philanthropy Alignment: Enhance charity-driven narratives and participant motivations.

Strategy

Restructured the creative team, introduced market-competitive compensation, clear hierarchy, and morale-building systems.

Developed annual creative themes and visual languages for each property.

Created unified brand guides syncing on-ground, ATL, BTL, digital, and sponsorship collateral for consistent storytelling.

Wove charity, lifestyle, fitness, and pop-culture narratives into event experiences — moving beyond pure athletics.

actions

Brand and Participant Experience Evolution

Reimagined key race week experiences

Thumbnail for TCS World 10K Bengaluru finisher medal unboxing video reel

Updated and created new medal designs to reflect the city ethos.

Stage setup of ‘Beyond The Finish Line’ — Procam International’s chat show IP exploring stories behind India’s leading distance running events

BTFL (Beyond The Finish Line) — celebrity and athlete chat shows.

Maharashtra Governor Shri Ramesh Bais presenting honours at the TMM Philanthropy Awards Nite 2023 celebrating charitable impact through the Tata Mumbai Marathon

BTFL (Beyond The Finish Line) — celebrity and athlete chat shows.

Tata Mumbai Marathon start gate with bold, cinematic typography and elevated sponsor branding

Elite athletes at the starting line of the Vedanta Delhi Half Marathon 2022 under a branded SEIKO-timed gate, showcasing sponsor visibility and international participation

Mass start moment at TCS World 10K Bengaluru 2024, captured under a fully branded start gate featuring sponsor walls and twin digital timers

Early morning start line at Tata Steel Kolkata 25K 2023, featuring bold sponsor branding, twin Procam digital clocks, and runners poised for the elite 25K flag-off

Participant celebrates at the TCS World 10K Bengaluru finish gate, pointing toward the Procam clock beneath bold sponsor branding and a Puneet Rajkumar mural on her t-shirt

Finish gate at Tata Mumbai Marathon Half Marathon 2024, with jubilant runners celebrating under vibrant paper flags and Procam timing clocks

Dynamic start and finish gate designs tailored for TV visibility and participant emotion.

Official Lead Car at Tata Steel Kolkata 25K with Procam digital timer and event branding, showcased against a branded Tata.ev backdrop

Lead car branding, creating premium sponsor visibility assets for television.

Vedanta Delhi Half Marathon print ad with #RangDeDilli tagline, celebrating women's participation, featuring Bhawna Daga mid-run and India Gate in the background

Tata Mumbai Marathon 2023 print ad with Mumbai map forming a heart, featuring #HarDilMumbai and full sponsor panel at the bottom

Tata Mumbai Marathon charity campaign visual featuring blue Asics running shoes and the message “316 Crores and Counting,” celebrating the event’s social impact and fundraising legacy

OOH billboard for Tata Steel Kolkata 25K (2017) featuring Sourav Ganguly, Kenenisa Bekele, and Mike Powell promoting the international edition with Star Sports and Hotstar broadcast

Print ad campaign for TCS World 10K Bengaluru 2018 featured in Distance Running magazine, positioning the race on a global platform with IAAF Gold Label status, race categories, and Bengaluru route map

Promotional print ad for TCS World 10K Bengaluru 2024, showcasing runners passing Vidhana Soudha with race details, flat 10K route claim, and registration timeline for Open 10K, Majja Run, Silvers’ Run, and Champions With Disability categories

OOH billboard ad for TCS World 10K Bengaluru 2018 featuring actor Puneeth Rajkumar tying his running shoes in a workspace setting with the tagline "Run Code Rest Repeat", promoting the event’s tech-savvy, urban appeal

Oversaw the direction of advertising and PR creative outputs including full-page newspaper advertorials and content partnerships.

IP Innovation and Expansion

Participants beam with excitement at the TMM Imagicaa presents Run In Costume 2024 event, celebrating creativity, community, and a shared love for running in Mumbai

Costumed runners celebrating at the TCS World 10K Bengaluru Run In Costume (RIC) event, a Procam International sub-IP celebrating creativity, community, and social messaging through themed attire

Costumed RIC participants dressed as popular cosplay characters at the TCS World 10K Bengaluru, blending fandom, creativity, and community spirit in Procam’s Run In Costume sub-IP

Catwoman cosplayer strikes a confident pose at the Tata Steel Kolkata 25K 2023 Run In Costume contest, celebrating fandom and fitness on a vibrant RIC stage backdrop

Revamped the Run-In-Costume (RIC) contest.
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Engaged national cosplay communities.
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Elevated creative competition among NGOs.
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Successfully attracted Imagicaa as a presenting sponsor for RIC at TMM.

Philanthropy and Community Amplification

Creative direction for Tata Mumbai Marathon 2023 Socio-Economic & Health Impact Report covers, designed to reflect civic engagement, mass participation, and the power of sport-led transformation

Procam Slam finisher at TCSW10K Bengaluru holding medal on stage

Partnered closely with charity leadership to ideate fundraising activations for NGOs.
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Led creative production of the Event Docket — a published, visually rich report celebrating post-race charity impact.
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Shaped runner engagement for the prestigious Procam Slam, in collaboration with the running development team.
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Directed creative production of the Socio-Economic and Health Impact Report for IISM and Procam International.

Cross-Departmental Leadership

Worked closely with Brand, Marketing, Fundraising, and Operations heads
Built creative frameworks for sponsorship activations.
Integrated design standards into physical setups.
Rebuilt the creative team’s delivery culture by introducing structure, accountability, and a healthy work environment — ensuring stronger cross-department collaboration and output.

Vendor-Led Execution and Revenue Enhancement

Oversaw vendor production for medals —collaborated directly with manufacturers to ensure high-fidelity reproduction of designed race medals; conducted factory visits, established prototyping and approval workflows, and quality-checked all production batches for consistency and finish.
Managed and optimised Procam’s partnership with race photography vendor Oneglint — ensured strategic deployment across key course locations for high-quality candid runner captures; oversaw delivery of personalised Finisher Videos and photo bundles, helping enhance post-race experience and contribute to Procam’s revenue-share model.

outcome

Brand Modernization

Unified, global-standard creative identities across all properties.

revenue
impact

Sub-IPs like Run-In-Costume attracted fresh sponsorship investment, while the Finisher Videos and photo bundles (in partnership with Oneglint) contributed to post-race monetisation — together driving incremental revenue streams for Procam.

Participant
Loyalty

Enhanced race week journeys deepened emotional bonds with runners and their communities.

Internal Culture Turnaround

Transformed the in-house creative department into a respected, proactive strategic function.

Reflections

At Procam, I wasn’t just refining visual identities — I helped shape the next chapter of India’s participative running revolution by marrying creativity, culture, community, and commerce into enduring, lifestyle-driven event brands.