ASICS & Procam International Promoter of Tata Mumbai Marathon Launches the Comeback Stories Campaign

Marketing | May 22, 2020 | Press Release

Procam International ASICS Tata Mumbai Marathon

ASICS, the Japanese sportswear giant, along with Procam International, promoters of the Tata Mumbai Marathon, launched a new campaign – ‘Comeback Stories’ – which outlines the message of how athletes have had to defy odds to overcome challenges to regain a foothold in their respective fields. ASICS believes that this unprecedented situation that has embarked upon us is truly a difficult period, but we must remain positive to come out of it stronger. 

In this collaborative effort with Tata Mumbai Marathon, the aim is to show solidarity with runners across India during this period. An event that went on to become a trailblazing running movement across the country when it started 17 years ago, The Tata Mumbai Marathon today holds pride of place for runners across the country and has inspired many an athlete to overcome all odds and emerge stronger in all aspects of their life. Together, the two iconic brands have crafted this campaign to inspire and motivate people to stay safe and to believe that better days are ahead of us. 

ASICS’ Brand athlete Bhuvneshwar Kumar kicked off the campaign with a heartfelt comeback story. Along with the fast bowler, another inspirational story came to fore with Managing Director, ASICS India, and South Asia, Rajat Khurana. Others who also joined in and took to the gram to share their inspirational stories were - Nikhil Arora, MD of GoDaddy India; Sivakumar Sundaram - Chairman Executive Committee, Times Group; Santosh Padhi - Chief Creative Officer & Founder, Taproot Dentsu; and Siddharth Banerjee - Global Business Leader & Best Selling Author. Efforts by ASICS and Procam to promote the campaign and the long-standing association with Tata Mumbai Marathon have helped the campaign reach out to not only other renowned runners across India but also the non-runners. The inspiring comeback stories shared by these individuals have made sure that the campaign keeps going strong.

To capitalize on the momentum, ASICS launched the second leg of the campaign, a series of live sessions on Instagram with their pool of athletes – Manika Batra, Rohan Bopanna and Bhuvneshwar Kumar for them to share their experience from home and narrate their ‘comeback story’ to inspire the viewers. These sessions were moderated by Shibani Gharat and allowed viewers to get a sneak peek into the lives of these athletes and how they are combating this unforeseen situation to stay fit and positive. 

The brand had a successful run with this campaign with participation coming from people from all spheres of life and helped in the amplification of this initiative.  


ASICS, the Japanese sportswear giant, along with Procam International, promoters of the Tata Mumbai Marathon, launched a new campaign – ‘Comeback Stories’ for athletes.

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