Fusion Events Manages Hero Indore Cyclothon 2015

Marketing | January 12, 2016 | News

Hero Cycles Sport Marketing

Fusion Events managed Hero Indore Cyclothon 2015 on Dec. 27 for the Indore Cycling Association. This was the first such event organised by the association, and saw Hero Cycles come on board as the main sponsor. Also supporting the event was the Cycling Federation of India. The central aim of this endeavour was to raise awareness about ‘EEE’ – the environment, economy and efficiency. This was the overarching theme of the event, where the goal was to bring professional cyclists and amateurs (the general public) on one platform and spread the message. Around 22,000 people were present. While the main gathering of all participants was held at Sayaji Square, the 21 km route was covered in laps, where the total distance covered varied for different races. The route started at Vijay Nagar and went up to Super Corridor and back.

The ‘EEE’ concept sought to address major concerns regarding air and noise pollution (environment), emphasise the importance of fuel reserve (economy) and reiterate the importance of being physically and mentally fit (efficiency).

The race was bifurcated into five major segments - Pro Elite Men’s Race, Junior Ride, Amateur Men’s Cycle Race, Fun Ride, and Elite / Amateur Women’s Race.

The agency was responsible for all arrangements and supervising the various races. Right from route finalisation to chalking down the event flow to ground work and finally the closing ceremony, Fusion Events handled the entire event. Additionally, the agency had to get permissions from the local administration.

Commenting on the challenges of managing the Cyclothon and the response to the event, Mohit Bhargava, Director, Fusion Events said, “The main challenge that we faced was that we had to cover a lot of work in very little time.  Thus, to manage the event efficiently, our team members were allotted specific segments pertaining to the said event for which they bore complete responsibility. Hence, we were able to attain hassle free working which is a must for an event of this stature. With a participation of approximately 20,000 cyclists, we managed to create a world record for the highest participation in a Cyclothon.”

The event on Dec. 17 saw over 20,000 people participate, including professional and amateur cyclists.

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