StanChart rolls out new TVC for Mumbai Marathon 2010

Standard Chartered is all set for its seventh edition of the Mumbai Marathon. The marathon will take place on January 17, 2010. To promote the occasion, Standard Chartered has rolled out a TV-led campaign. TBWA India has worked on the communication.

Said Geraldine Matchaba, head corporate affairs India, Standard Chartered Bank,  “We see the Marathon as an unparallel platform for “community participation” and it’s this dimension of the event that encouraged us to associate with marathons across our footprint. Including Mumbai Marathon, we sponsor nine full marathon events globally in cities like Hong Kong, Singapore, Dubai among others. 

Commented Shiv Sethuraman, CEO, TBWA India, "The Standard Chartered Mumbai Marathon, over the last six editions, has become a very significant part of the international running calender. What's more, it is a very important part of various communities and the lives that it touches. Hence, it is very satisfying for us at TBWA India to be part of an event, which has the potential to touch so many lives.”

Watch the TVC below:

 

Set in a slum, the TVC begins with a young boy jumping over bags of garbage and feeling on top of the world. Soon after, children from the area are shown to be celebrating a hitherto unknown cause. Cut to the young boy atop the garbage bags, who claims 'I will win!'. The TVC is a montage of situations, where women, children, visually impaired people and sex workers feel empowered with the Standard Chartered Mumbai Marathon, that claims to affect a lot of people's lives through its charitable work.

Describing the experience of working on Mumbai Marathon as a brand, Rahul Sengupta, national creative director, TBWA India said, “The Mumbai Marathon is a very inspirational brand, especially since it affects so many lives around it. It’s a rallying cry and all around us, which makes it a tremendous and commendable effort.”

Speaking about the brief received from the client, Sengupta added, “StanChart has always been committed to its causes. The underlying thought behind the campaign is to re-pledge the commitment to these causes and to keep the spirit alive. StanChart believes that every runner makes a social impact and a big difference to society. We had to convey this through the campaign.”

Commenting about the idea behind the campaign, Sengupta says, “We wanted to portray the commercial through the voices of the people who would be positively impacted by the campaign. StanChart ploughs in money from the marathon to various charities that it is associated with, that help the visually handicapped, sex workers, women and children, among others. The commercial portrays how these people feel about the upcoming marathon.” 

 

 

Project: Winners everywhere
Client: Standard Chartered Bank
Agency: TBWA India
National creative director: Rahul Sengupta
Creative team: Rahul Sengupta, Shagun Seda Sengupta, Anil Kumar, Glen D'mello, Hriday Dowerah, Kimberley Flannagan
Client servicing: Gayatri Gogate, Arun
Production house: Bang Bang Films
Director: Roshan Shetty
Post-production studio: Pixion
Media agency: OMD
Media used: TV, print, outdoor