engage4more Introduces Mascot 'Sunny' for Mahindra's Rise Run

Marketing | February 3, 2017 | News

engage4more Mahindra Finance

engage4more recently organised ‘Rise Run’, a flagship initiative of Mahindra Financial Services Ltd. with enthusiastic participation from group-wide employees. The event took place at MMRDA Grounds, Mumbai on January 8. This was the third edition of property which was initiated in 2014 with an aim to build a culture of physical fitness among employees, and engage4more was roped in to manage the entire event on a turnkey basis.  

The event had many firsts, including a mascot - ‘Sunny’, a website for online registration, flash mobs to pique employee interest and participation, and the addition of a 10 km run to the format, to name a few.  Participants ran to raise funds for Nanhi Kali, an initiative that seeks to support for girl child education, a project close to the heart of the Mahindra Group.  

A lot of excitement was built around the run, prior to the event, that seeks to create a ‘One Mahindra’ experience, resulting in high participation from employees not just from Mahindra Finance but across Mahindra Group companies.

As part of the brand building exercise, the mascot ‘Sunny’, was conceptualised by engage4more, to help promote and build excitement for Rise Run across the Mahindra Group companies. ‘Sunny’, a derivation of the sun is the perfect manifestation of the Rise philosophy that encourages individuals to ‘Drive Positive Change’ by ‘Thinking Alternatively’ while ‘Accepting No Limits’.

A lot of excitement and intrigue was created around ‘Sunny’ by installing a covered statue of the mascot at Mahindra Towers, for a week. At the end of the week, a formal unveiling was done by senior management followed by the mascot visiting offices. Apart from this, promoters ensured that all employees were made aware of the run and the cause for which funds were being raised. Flash mobs also generated a lot of interest among employees.

The run had four formats that participants could choose from: Full Run 10 Kms; Full Run - 7 Kms; Half Run - 3.5 Kms; and Fun Run - 2 Kms. All participants received a customised T-Shirt, bibs as per the categories they were participating in and disposable electronic timing chips for tracking.

The run was flagged off by Mahindra Finance Chief People Officer Vinay Deshpandey and Chief Learning Officer Suketu Kohali.   

After the event, a ceremony took place where winners and runners up for all categories were honoured with customised medals, certificates and awards.   

On managing the event, Nishant Parashar, Founder-Director, engage4more commented, “It is always a pleasure working for projects of the Mahindra Group. The company always sets high benchmarks and we are humbled to have met their expectations each time. The Rise Run was an opportunity for us at two levels – we were managing an event but at the same time we were also helping raise funds for a cause. I think that is what kept the team motivated and enthused throughout.”

The event that took place at MMRDA Grounds in Mumbai on January 8 saw employees across the Mahindra Group participate in 4 different runs for the cause of education for girls.

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