Latest news with #TCSWorld10KBengaluru
Time of India
3 days ago
- Business
- Time of India
Brands on a runner's high
HighlightsThe Tata Mumbai Marathon and TCS World 10K Bengaluru have seen participation from 60,000 and 40,000 runners respectively, reflecting a significant post-COVID increase in the running community in India, which now stands at 2.6 million. The running event industry in India has experienced over 100% growth, with the number of running events rising from more than 700 in 2018 to over 1600 by 2024, driven by increasing participation from diverse age groups and demographics. Leading brands such as Tata Group, Adani Group, and Tata Consultancy Services are leveraging running events for brand building and consumer engagement, highlighting the growing economic footprint of these events, which contribute significantly to local economies. Braving the early morning odds - 60,000 runners in Mumbai and 40,000 runners in Bengaluru hit the streets to conquer Tata Mumbai Marathon 2025 and TCS World 10k Bengaluru 2025 earlier this year. Everyone including - elite, experienced, and new runners- dressed in their gear, ran to set new personal records, get fitter, become a long distance runner or to sample a new form of excitement with friends, colleagues or family. They all aimed to cross the finish line and earn the coveted medallion. Post Covid, running, as a sport, has come-of- age in India. As per reports, there is a 2.6 million strong running community pushing the demand for running events and growing on the back of new runners across different age-groups and cities. Be it the beaches of Goa, majestic valley of Kashmir, historic city of Kolkata, hills of Shimla, or spiritual streets of Ayodhya, each region has its own big running event that is slowly gaining national level popularity. As per data, in 2018 there were a total of 700+ timed and non-timed running events which grew to 1600+ by 2024, reflecting 100%+ growth in demand. Vivek B Singh, joint MD, Procam International attributes the growth of this trend to the Mumbai Marathon. 'It has caused a massive paradigm shift in India. While the country always had cricket, football, and hockey, it never had a major running event. The Mumbai Marathon pioneered a movement where people could be on the streets, cheered by others—ordinary professionals with families, who were used to applauding athletes in stadiums. It marked a huge transition from being a spectator who applauds to becoming the one being applauded upon crossing the finish line,' exclaimed Singh. Some of the leading running events include - Tata Mumbai Marathon, Vedanta Delhi Half Marathon, Apollo Tyres New Delhi Marathon, TCS World 10k Bengaluru, Wipro Bengaluru Marathon, Adani Ahmedabad Marathon, Tata Steel World 25K Kolkata, Tata Ultra Marathon , NMDC Hyderabad Marathon, Kaveri Trail Marathon, Ladakh Marathon, and others. Adani Group started its journey eight years ago with the Ahmedabad marathon and is now the biggest running event in Gujarat. Sanjay Adesara, chief business officer, Adani Sportsline said, 'We started with 8,000 participants, and today, we have nearly 20,000 runners, including 10,000–12,000 from Ahmedabad, 2,500 from other parts of India, and international participants from the USA, UAE, Germany, and various African truly sets the Ahmedabad marathon apart is its core cause, #Run4OurSoldiers.' Running events have multiple formats - ultra marathons, iron man, full marathon, half marathon, stadium run, hill run, monsoon run, desert run, charitable run and much more ranging from 3 km - 120 km+. Reasons to Run Running has exploded in popularity, especially post-Covid, driven by rising health consciousness and increasing participation from younger audiences. It's a simple, low-cost activity that requires minimal gear, making it ideal for those seeking a healthier lifestyle. More than just fitness, running has become a lifestyle choice, with people proudly sharing achievements on social media and creating authentic content. Once dominated by the over-35s, running now sees strong participation from women and youth across both metros and smaller towns. It's also being embraced by companies as a tool for employee engagement. Running has become far more inclusive, with unique events like the Pinkathon, India's largest women's run, leading the way. Today, for any running event to make a big impact, it needs both a strong on-ground presence and a compelling digital footprint. For forward-thinking organisers, this presents limitless possibilities. Pinkathon, for instance, aims to host events in 52 cities across the year, one every Sunday, an ambitious feat that has never been attempted before. An industry expert jokingly shared - during my initial years as a marathoner I knew everyone, at the race expo, but now, I can hardly recognise anyone - clearly reflecting the growth of the tribe. The digital boom and influencer-driven content have made training resources more accessible, encouraging newcomers to join in. Global events like the London, Chicago, and Sydney Marathons have added aspiration, with more Indians travelling to participate. Milind Soman, actor, model and fitness enthusiast shared that anyone can start running at any level of fitness. 'India has one of the fastest growing running communities in the world. Being easy for beginners as it's a natural movement, no particular environment or equipment required, together with a community that is inspiring, inclusive, encouraging and empowering, makes distance running a magnet for people aspiring for a healthier, fitter lifestyle. A lot of runners may have, prior to their running journey, tried gyms or other disciplines with little satisfaction. With the number of running events, running groups and coaching mushrooming across the country in the last few years, it is the easiest, most fun and high energy community to join,' added Soman. Supporting the runner The saying is sacrosanct in business- 'the increase in the number of eyeballs proportionally changes the participation and perceptions of advertisers.' And running events are no exception. Today, the leading running events witness participation from more than 25,000 people. From CXOs to students to families to young professionals to couples to investors - people are sampling it. Experts call it the new golf and it is fast emerging as a popular way to socialise after movies and shopping. Given this growth, B2C and B2B brands are warming up to the idea of leveraging these running IPs as a media vehicle for brand building, awareness and engagement. It allows them to identify new consumers, position themselves with unique values of health, fitness, community building, and philanthropy, and create engagement. Singh (Procam) mentioned, 'Every brand claims to be useful but when you sponsor a running event, when you align with fitness and health, and when you make a difference in a person's life, you earn goodwill,' added Singh. Some of the leading brand associations include - Tata Group (Mumbai Marathon), Adani Group (Ahmedabad Marathon), TCS (global portfolio of 14 running events), Vedanta (Delhi Half Marathon & Udaipur Half Marathon), Apollo Tyres (New Delhi Marathon and Chennai Half Marathon), AU Bank (Jaipur Marathon), Tata Steel (World 25k Kolkata), and SBI (multiple events). Apollo Tyres leverages running events to drive engagement with consumers. Remus D'cruz, head of marketing & partnerships, Apollo Tyres said, 'We don't suffer from awareness. We need to build engagement, and given the product category we're in, associations like this are helpful. Running, especially long distances, is synonymous with endurance. Our content talks about performance, endurance, speed aligning naturally with our brand values. Running attracts diverse audiences, kids, seniors, families, helping us to engage with all of them at once.' On the other hand, Jaipur Marathon has helped AU Small Finance Bank to position itself as a purpose-driven institution that goes beyond banking and unites the society. Uttam Tibrewal, ED and deputy CEO, AU Small Finance Bank said, 'Our long-standing association has played a pivotal role in strengthening our brand presence and community connect, both regionally and nationally. As the title sponsor for 10 years, we've leveraged it to champion values that reflect our brand ethos—resilience, inclusivity, health, and social impact.' On the B2B front, TCS has built a huge portfolio of running events across the globe in the last 15 years. Abhinav Kumar, global CMO, TCS said, 'We quickly realised that the level of engagement these events created with our clients was phenomenal. Once we committed to running, we made a strategic decision to shut down all other sports sponsorships and focus solely on deepening our brand association with this sport. Today, we partner with 14 running events worldwide, and the impact has been extraordinary. From a customer perspective, around 4,000 clients participate in these races every year along with TCS employees.' Brands sign up for multi-year association with these events as the recall takes longer time to build. It also showcases a brand's commitment and consistency to the fitness mission. Some of the long associations include - Tata Group and Mumbai marathon (8 years), Standard Chartered and Mumbai marathon (14 years), Vedanta and Delhi Half marathon (3 years), Airtel and Delhi Half marathon (12 years), and TCS and World 10K Bengaluru (15 years). Be it food, banks, fitness, gyms, sports nutrition, athleisure, cements, confectionery, two-wheeler, hotels, elderly care, cooking oil, government institutions, almost every product category is exploring association with running events. Some of these brand include - Fortune Cooking Oil, Ambuja Cements, Wagh Bakri Tea, Hyatt Regency, The Lalit, Hero Vida, Emoha, Fuse, IDFC Bank, Fortis, Trident, Nayara Energy, DMRC, Indian Army, Bisleri and others. The increased demand for running events has led to sharp increase in gate money, costs of title sponsorships, build up of retail channels, community engagement activities and marketing spends. As per the industry experts, the title sponsorship of Mumbai marathon (India's biggest running event) costs between Rs 14 crore to Rs 20 crore annually. It is the only running event in India to be broadcasted live on television. However, the title sponsorship cost for the next big running event is between - Rs 4 crore - Rs 8 crore annually. Mumbai Marathon claimed 45th spot with a brand strength index at 58.6 (it is a measure of brand perception and customer behavior) in the recently released Brand Finance report that analysed world top 50 marathons. Ramachandaran Venkatasubramanian, former COO, Havas Play mentioned that the running event business in India is estimated to be in between Rs 2,500 to Rs 3,000 crore which comprises 70% ticketing and 30% sponsorship. 'All the leading running IPs have got layers of sponsors—title sponsors, associate sponsors, partner sponsors—it's becoming a huge business. Earlier, there was a sense of 'why participate?' Now, it's more like, 'if my competitor is participating, I should too,' adds Venkatasubramanian. It is expected to grow at 15-20% CAGR. Organisations are constantly measuring the RoI on these spends while the metrics vary depending on the objectives and the nature of association. Hence, the RoI measurement is a case-by-case approach rather than a one-size-fits-all metric. TCS globally spends nearly $40 million annually on such sponsorships. Kumar said, 'It has helped us build relationships with our customers beyond the workplace. Many of our account teams who work with these clients have taken up running themselves. Clients and TCS employees not only run together in marathons but also train together on weekends, often wearing co-branded T-shirts and engaging in shared experiences. This connection is invaluable, especially in the B2B space, where relationships play a crucial role.' Kumar shared that over two lakh TCS employees are active runners, participating in 8K to 15K distances, and have showcased remarkable health transformations. They get access to these races, which has sparked a major fitness movement within the company thereby boosting workplace energy, productivity, and engagement. The entry cost for running properties is much lower than traditional media properties. D'cruz shared that the media spend on running is more efficient than cricket or soccer. Apollo Tyres witnessed a 72% spike in organic traffic on its website from the activations at the New Delhi Marathon 2025. 'We've optimized cost and deepened our engagement over the years. From on-ground activations to digital integrations, we have learned to extract more out of the same budget. For instance, moving from a toll-free number for tire health checkups to QR codes gave us more data with less manpower. These small shifts lead to big efficiencies,' added D'cruz. AU Small Finance Bank clocked a social media reach of 336.3 Million+ with Jaipur Marathon 2025 Performance running outpaces expectations The running category is a key focus area for fitness, athleisure and sports nutrition brands. They are closely working with the community, partnering with running events and engaging the runners in the process. Shreya Sachdev, associate director and head of marketing, Puma India mentioned that running in the performance category is one of Puma's biggest priorities. 'We recognise the intense competition in this space, which is why we invest heavily—not just because it contributes significantly to our revenue, but because we are bullish about its future growth," added Sachdev. Puma recently locked in a multi-year deal with NEB Sports to become the official sportswear partner for the Mumbai Half marathon and the Wipro Bengaluru marathon. It has also been associated with the Vedanta Delhi Half marathon and the Ladakh marathon in the past. Asics India operates in multiple product categories including - performance (running), sports style (sneakers), performance sports (Cricket, tennis, squash, hockey) and sports style (apparels and equipment). The performance category (running) drives almost 60% of the overall business followed by the sports style category. It follows a four pronged strategy for the running category - it is associated with the New Delhi marathon in the North, Tata Mumbai marathon in the West, TCS World 10k Bengaluru in the South and another one is yet to be announced. Saurabh Sharma, head of marketing, Asics India shared that TCS World 10K Bengaluru is strategically important for Asics India. 'It leverages this platform to engage with India's running community, reinforcing its commitment to fitness and well-being. This collaboration not only strengthens our connection with seasoned athletes and aspiring runners but also enhances the brand visibility across key markets,' shared Sharma. Alongside the fitness, the sports nutrition category is also picking up pace including electrolyte drinks, salt tablets, gels, carbohydrates and others. New runners are investing into nutrition products to perform better. Some of the key players here are Fast&Up, Energiva, Steadfast, Centrum, Supply6, and Gatorade. Vijayraghavan Venugopal, co-founder and CEO, Aeronutrix Sports mentioned that Fast&Up has been there from 2015 and is present across 9 out of 10 running events in India either as a sponsor, supplier or in a hybrid role. 'Since 2023, we have categorised events into A, B and C categories. Every weekend, our products are used in 7–8 running events and our running vertical ensures strong engagement throughout the year. From day one, our intention is to work with running cohorts, which over time has led to extensive groundwork with running groups, runners and events,' added Venugopal. He claims that Fast&Up introduced the energy gels in the India market. Both fitness and sports nutrition brands are investing in building running communities across different running hotspots of the country to drive year-long engagement with the runners. They continuously train the amateur and experienced runners for all formats at no-cost. These groups are like running schools where they organise weekly runs, share exercises, techniques and lessons on nutrition. Asics has running clubs in 10 cities, Adidas has clubs in Delhi, Mumbai and Bangalore and Puma constantly collaborates with run clubs across different cities. Sachdev said, 'Some clubs conduct runs every Saturday and Sunday, with starting and ending points at our store. We support them by providing t-shirts, allowing access to our store for product trials, and even bringing in F&B partners to ensure runners can refuel post-run. By working directly with these club leaders, we gain insights into their community's needs and co-create experiences that truly add value,' added Sachdev. Sharma also shared that Asics India informs its customers about the running clubs in their cities. 'Anybody who's coming to the store and buying Asics shoes, we share information with them about the Asics Running club and provide free access to them,' added Sharma. Most brands want to target consumers here as they get maximum attention from the runners and a window to convert them to loyal consumers. There is a huge underlying opportunity for the fitness brands in the new runner/amateur cohort. And community engagement is helping brands to build loyalty here which results in enabling conversions across online and offline stores. They are building scale with mass running events and credibility with tougher ones. Interestingly, experienced runners have more influence on amateurs - especially while choosing shoes, nutrition plan, and races - than the celebrities as they together clock miles on the ground every weekend. Off the chart engagement The brand engagement journey of a runner from signing up for a race to the finish line is extremely immersive. They engage with brands across offline and online mediums. A new runner usually discovers a running event via social post, HR email, or a referral from a friend or kin. Once signed up, the runner immediately takes to the social platforms to share the excitement of this new adventure with his/her network immediately turning into an advocate for the race and the title sponsor. The post leads to the new runner receiving information on race gear, electrolyte drinks, and coaching programs from brands and running influencers. As next steps, the new runner joins a run club to train better where he is introduced to the right techniques, apparel, shoes, gadgets, and nutrition products to enhance his performance. During his training (2-3 months) he consumes a lot of related content and constantly advocates the run club and a fitness brand across office and dinner discussions and shares updates on his improving performance on social media. During the expo, the new runner engages with all the advertisers in their experiential zones via multiple activities like push ups, cycling, tug-of-war and others. They share these moments along with their goody bag and t-shirt on their social media creating buzz about the race day. Brands are also innovating with their experiential zones. Apollo Tyres during the New Delhi marathon 2025 invited participants to get their tires checked. The Indian Army treated the runners with a musical performance from their pipe band and had set up an entire zone showcasing the key moments from Operation Vijay in Kargil in 1999. Puma launched its race day Rang De Dilli T-shirt in a large onground activity for VDHM. Once beyond the finish line, the new runners, across all ages, share their experience along with photos and video across branded booths on social platforms which sees engagement from their network for a long time, making it an authentic UGC for the brand. Last year Puma India collaborated with dating app Bumble to organise a 3 km community run in Bengaluru that also served as a singles mixer. The initiative offered Gen Z and Millennials who share similar values around lifestyle and fitness to connect beyond digital screens. Some of the interesting activities from brands on the race day - Asics used large billboards during the Tata Mumbai marathon 2025, Adidas creates their cheering zones across all large running IPs, Bisleri had set up a cooling point on the race track, Hero Vida launched its electric scooter with a huge experiential zone at the Vedanta Delhi Half marathon 2024. These brand activations tend to make a stronger impression in the minds of the runner. However, there is a huge scope for creative innovation in the expo and race day experiential zones. Economic footprint of running events Running events contribute to the economy of the state where it is organised. Apart from the sponsorship and ticket money, it also attracts tourists to the region who spend on accommodation, food, transport, entertainment, and retail. Cities with iconic landmarks, rich history, and vibrant cultural scenes offer a unique draw that goes beyond the race itself. Research suggests that a typical marathon event generates economic activity over a three-to-four day period. The recent Brand Finance report pointed out that a single edition of Mumbai marathon infuses almost $57 million to the state economy, followed by Wipro Bengaluru marathon that adds $8 million. It has also elevated the city's profile among the global running community. As per the report, the top 50 marathons of the world add $5.2 billion annually to the world economy with the Chicago Marathon's contribution topping the chart at $627 million. Globally, marquee marathon events have become prestigious platforms for brands to establish credibility and connect with consumers. In India, the growth of running culture is following a similar trajectory, with mass participation events becoming aspirational milestones and turning into household names.
New Indian Express
28-04-2025
- Sport
- New Indian Express
Runday X Sunday
Bengaluru Runday X Sunday Thousands of participants took part in the TCS World 10K Bengaluru, the popular 10-kilometre-long annual race. Sanjivani Jadhav came first in the Indian Elite Women category, while Abhishek Pal won in the Indian Elite Men category, while also ending up at the 7th spot in the International Elite Men category. Deputy Chief Minister of Karnataka DK Shivakumar cheered the runners, while BJP Member of Parliament Tejasvi Surya joined the race, clocking a finish at 1.09.
Time of India
27-04-2025
- Health
- Time of India
When senior citizens sprinted spiritedly in TCS World 10K Bengaluru
Bengaluru: What usually begins as casual morning walks turn into a full-fledged fitness endeavours among senior citizens across Bengaluru. These small walking groups in parks and neighbourhoods on Sunday found in TCS World 10K Bengaluru , a perfect stage for pushing boundaries. About 60 members from a senior citizens' group in the city participating in the run made it clear that age is just a number for them. The oldest among them was 85-year-old Krishnaraj Sarapali from Kanakapura Road, who completed his 3K run within an hour. "I have been participating since 2012, and I want to continue in the coming years. Running is a daily dose of health for me, and the club is a way to meet my friends." For 13 years now, this spirited grandfather has been a familiar face at TCS runs. You Can Also Check: Bengaluru AQI | Weather in Bengaluru | Bank Holidays in Bengaluru | Public Holidays in Bengaluru Regular walker Nandini Vivekananda, 60, from Bengaluru, also found encouragement through the community. "I have been walking for 25 years and in recent years, joined the JP Nagar Mini Forest Club. We motivate each other to stay healthy, go on our walks, jogs, and do yoga. I completed the 3km walk in 30 minutes today," she said. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Trade Bitcoin & Ethereum – No Wallet Needed! IC Markets Start Now Undo Among the many perseverant faces was Ravindra Bachalli, in his 60s, who ran alongside his 87-year-old father-in-law. "My father-in-law is an inspiration for many. I also began running because of him," he shared. Daily jogs and fitness routines are a way of life for many veteran runners. Lakshman Shankar, a 63-year-old senior general manager at an MNC, said, "I don't feel aged, and workouts have been part of my routine. This is my first TCS marathon, and it's encouraging to see many others in the category." Seniors had a word of praise for the infrastructure put in place for them for Sunday's event, but regretted lack of footpaths, which they negotiate on an everyday basis. Ajitha Radhakrishnan, a retired schoolteacher, said, "I danced all the way, jogged, and ran with the rest. I salute the organisers for making this run possible." Couple like Rama and Veena Puranik, aged 69 and 66 respectively, enjoyed the cool morning breeze and the lush, and are looking forward to motivating each other to walk each day to another marathon the coming year. - Prilesha Pisupati
Time of India
27-04-2025
- Sport
- Time of India
From idlis to Olympic champions: 34,000 light up TCS World 10K in Bengaluru
Bengaluru: Even before the crack of dawn on a Sunday morning, thousands of runners began trickling into the Field Marshal Sam Manekshaw Parade Ground, MG Road to clock their personal best at the most awaited annual TCS World 10K. Tired of too many ads? go ad free now The marathon, which is a World Athletics Gold Label race, is in its 17th edition and saw a whopping 21,403 runners across all age groups participating in the Open 10K category, 10,631 in Majja Run category, 1,683 in the senior citizens category, and 699 in the Champions with Disability category, while 207 runners were from the Karnataka Police. In a first, the race saw over 9,000 women participants, underlining a 140% increase in women's participation since the inception of the race in 2008. Deputy chief minister DK Shivakumar congratulated the organisers and said: "I am very happy to see so many people come from different parts of the world and India, including Olympic champion Joshua Cheptegei in participation and decorated Olympic champion Delilah Mohammad as the ambassador for this race." Home minister G Parmeshwara, meanwhile, said, " TCS World 10K Bengaluru has become one of the biggest events in the world. This race not only represents our city, but also represents a sportive generation and sends out a message of peace and harmony in society." The event had in attendance Governor of Karnataka, Thawar Chand Gehlot, principal secretary Rajendra Kataria and actor Mandira Bedi, among others. One of the biggest draws at the event was the Pro-Cam Slam medal — a culmination of a series of runs — a half marathon, 25k run, marathon (42k), and Open 10K within a stipulated time. Tired of too many ads? go ad free now Medallist Anand Sundarajan, 45, an ITes professional from Pune, said, "Preparation was rigorous owing to the 42k marathon (in Mumbai) in Jan, and that tests discipline. I had a five-day regimen every week. No matter what, I showed up," he said. Another medallist brimming with joy was Passang Lamu Sherpa, 45, a homemaker, whose journey towards losing weight pushed her to test limits, and her family to follow her path. Idli sambar chutney camaraderie Onlookers from beyond the barricades were caught by surprise when they saw a scattered plate of breakfast making a dash for the finish line. Human-sized ghee podi idlis, medu vada, filter coffee, masala dosa, kesari bath, and coconut chutney made a dash for it at the 4.2km Majja Run. This leg of the run, as the name suggests, was one with a fair serving of fun. To Philip Sebastian and friends, dressed up as morning staples, was a display of Bengaluru's deep-rooted bond with its cuisine, a social glue each morning for hundreds. "A hot breakfast after a run is also a ritual that brings people from different corners of the city together," said team member Sujith B Murthy. With Mental Health Awareness Month just days away, runners, through placards, shed light on inaccessible support. "Several people cannot afford mental health consultations — students, marginalised communities, women, who are not independent earners, and those facing domestic violence and other issues. We try to make these accessible and bring about awareness about silent sufferers," said therapist Srishti Ashok from Sa-Mudra Foundation. In the sea of heads, stood out a 10-head Ravana — Gururaj Kulkarni Gulabarga. With each head, he displayed a major risk factor for cancer and pushed for preventive health care — screening and awareness. Inset The horror of Pahalgam terrorist attack still resounded in the city during the run. Manas Kumar from Hyderabad dedicated his 16th consecutive run at TCS to the victims. Dressed in a blood-splattered map of India, with toy guns and photographs, he carried a placard detailing year-wise fatalities from terrorist violence in India, from 2000 to date. "It's not just Kashmir, but the entire country is bleeding. It is time govt takes firm action, as the family suffers even after these incidents are gone out of collective memory," he said. (inputs by Disha Chatterjee)
The Hindu
27-04-2025
- Entertainment
- The Hindu
Over 35,000 runners participate in TCS World 10K Bengaluru
The streets of Bengaluru came alive on Sunday morning as over 35,000 runners participated in the 17th edition of the Tata Consultancy Services World 10K Bengaluru, an annual 10 km road running competition in the city, with the sunny weather setting the perfect backdrop. Tejasvi Surya, Member of Parliament, Bengaluru South, was also among the participants of the 10-km run. 'Seeing cancer survivors, new mothers, and countless individuals who have overcome immense personal challenges participate alongside us is deeply inspiring,' Mr. Surya said. Thomas Bobby Philip, a popular figure in the running community, stressed the importance of running barefoot. 'Every living being is born barefoot. Wearing shoes is unnatural,' Mr. Philip said. He marked his 15th consecutive year at the event. Mr. Philip also praised this year's race route, calling the final stretch 'a beautiful, rolling incline' that allowed runners to pick up speed towards the finish. 57-year-old Bimla Banwala, who chose to run in a 'salwar kameez', a traditional Indian attire, stole the spotlight on Sunday. 'The salwar kameez is what I always wear, so I see no reason to change it for a run. In the beginning, I wasn't allowed to participate in many runs because of the way I dressed. Fellow competitors objected to it, but I was firm,' Ms. Banwala said. Ketan Abhonkar, a seasoned marathoner since 2015, did the run while jugglin three balls. Mr. Abhonkar discovered juggling during the pandemic and gradually combined the two skills. 'Running alone became monotonous. Juggling brought a fun challenge,' he said. Mr. Abhonkar joked that he owns more sets of juggling balls than running shoes. Sathya Mahadev, a specially-abled participant, did his debut run in a 2011 marathon. 'The facilities provided here were perfect for specially-abled people,' Sathya, a passionate cricketer, said. Several NGOs participated in the event to raise awareness for various causes. One such organisation, Amar Seva Sangam, aimed to raise funds for the inclusive education of children with disabilities in schools run by them by being part of the Open 10K. This is the 11th successive year of participation for the sangam. The TCS World 10K Bengaluru turned out to be a fun outing for a family of four. 'My father is a fitness fanatic. One day, he declared he was going to participate, with or without us. He said we were welcome to join,' said Navneeth, who had his mother, wife, and father Kailesh for company.
