Maximus Announces Aditya Birla Health Ride To MPower 2017 with Neerja & Ananya Birla

Entertainment | February 28, 2017 | News

Maximus MICE and Media Solutions Aditya Birla Group Neerja Birla Ananya Birla

After a tremendously successful cycle ride last year, Neerja & Ananya Birla’s movement for mental health – MPower, announces the second chapter of the event that will take place in the city on March 26. Titled, Aditya Birla Health Ride to MPower, the event aims to bring together fitness aficionados to spread the crucial message that a person’s wellbeing expands beyond physical attributes and extends to mental wellness as well. Powered by Aditya Birla Health, the second edition of Ride to MPower aims to bring in over 2000 participants from across the city to champion the cause.

Managed last year by Fountainhead, Maximus MICE and Media Solutions won the mandate to manage this event in a multi-agency pitch.

“This event is the closest to Mrs Birla’s heart. Last year we had around 800 cyclists which we intend to grow to 2000 cyclists on the roads of Mumbai, which is going to be massive. Given the fact that Maximus built the Pinkathon IP to the largest women's running event of the country, we are specially prepared to grow this event too. My vision is to grow this to the biggest cycling event of the country. I’m sure we’ll be able to achieve that dream. At the same time, this event aims to stamp out the stigma related to mental illness. We hope to achieve that and empower people to be accepting of mental illness,” remarked Reema Sanghavi, Managing Director, Maximus MICE and Media Solutions.

Speaking about the initiative, Neerja Birla, Founder and Chairperson, MPower said that the general perspective towards mental health is changing through such continuous efforts. “Though people are slowly getting vigilant on the importance of mental health, there are still a large number of people that focus only on physical wellbeing. Through Aditya Birla Health Ride to MPower we want to educate community that mental wellness is equally important as physical fitness.”

This year Aditya Birla Health- Ride to MPower will have two legs - a 15 Km and a 35Km ride, both starting at NCPA, Nariman Point. Through the event, MPower aims to inspire and encourage everyone to initiate conversations about mental health and stamp out the stigma associated with it.

Ananya Birla, Co-Founder and Vice Chairperson, MPower said, “Complete wellbeing is a state of mind which can be achieved only if we focus on our mental well-being. At MPower we constantly strive to spread this message.”

As a lead up, Aditya Birla Health Ride to MPower will see mini events starting this weekend and culminating with the finale event on March 26 in the city. The pre-events will include first-of-its-initiatives like The Safety Ride which see police forces come together for a 10Km ride and participating to free themselves of the mental pressure of their daily, high stress, routines; The Tribute Ride that will have the city’s lifelines – The Dabbawalas, The Dhoodwalas, The Pavwalas come together for the cause amongst other novel rides.

 “We are living in an era where social and emotional shame continues to cloud discussions on mental health and fitness. Therefore, we have come together with a common vision to create an impactful event which helps to improve the understanding and acceptance of mental health challenges in order to eradicate the stigma associated with it. This is also in line with our business philosophy of ‘health first’ in health insurance”, adds Mayank Bathwal, CEO, Aditya Birla Health.

The 2nd Edition of the city’s biggest cycling event aims to bring together over 2000 Mumbaikars to spread awareness on Mental Health

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