Percept Douse Chennai in Colour for ‘Mirinda Presents Mirchi Holi Run’

Entertainment | April 8, 2016 | News

Radio Mirchi Percept Sports and Entertainment

‘Mirindra presents Mirchi Holi Run’, referred to as the most colourful 5km run on the planet, was held at the YMCA - Chennai on Mar 27, 2016. The mandate to manage and execute this unique sunrise-gala event was bagged by Percept Sports & Entertainment, the Strategic Business Unit of Percept One. 

Founded by Radio Mirchi 98.3FM in an effort to encourage professionals and novices to run together for fun and to promote health and happiness, the USP of this five-kilometer, un-timed race is that thousands of participants, or “Mirchi Holi Runners,” are doused from head to toe in different colors. This year’s run kick started with a Zumba session and saw over 3000 attendees humming and cheering to the rhythm, dancing, and indulging in massive color throws. The entire Run had 5 colour zones (pink, red, blue, green, and yellow) after every kilometer and at every colour zone the runners got splashed with organic colours. They started off with a white running t shirt and were given a medal only if they had five colors on their t-shirt.

Percept Sports & Entertainment’s scope of BTL work encompassed planning and executing the entire event spanning hospitality, logistics, production, implementing the theme of the massive venue, safety and security protocols, attaining the run - route license, desk registrations, managing the show flow, and overseeing the entire technical production of the show. The event witnessed an additional ‘Fun in the Rain Dance Party’ held instantly after the run. Artists DJ Karty & DJ Gowtham made the Mirchi Holi Runners groove to their tunes.
“Mirchi Holi Run is a run with a twist. We eschew serious runs and are interested in the verve and happiness that the endorphins bring in a fun filled run with a whacky concept. Just like the Neon Run we did last year, Radio Mirchi is keen to build on the healthy and happiness concept by doing fun branded events. We are happy to partner with Percept Sports & Entertainment which is one of the leading organizers in this space”, said, Shyam Tallamraju, Vice President and Cluster Head– Tamilnadu, Radio Mirchi 98.3 FM.
Commenting on the grand success of the event, Sameer Sethi, Associate Vice-President, Percept Sports and Entertainment, said, “The idea of a holi run for the very first time in the India, was indeed a novel one and it’s an honour to have been given the opportunity to manage and execute the same. Full kudos to both teams and their relentless efforts to make this a memorable run.”

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Founded by Radio Mirchi 98.3FM, this year’s 5KM run saw over 3000 Mirchi Holi Runners making their way through the 5 colour zones and grooving to DJ Karty’s & DJ Gowtham’s tunes.

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