VIDA Partners with Tata Mumbai Marathon 2024 to Promote Sustainability

In a world where every step counts, changemakers are those who take the lead. They challenge norms, inspire others, and bring meaningful change. Keeping this in view, VIDA, the electric mobility brand of Hero MotoCorp, celebrates these trailblazers with a partnership as the Official Electric Two-wheeler with Tata Mumbai Marathon 2024. Just as marathons symbolize the coming of age of a new sport, VIDA is a coming-of-age brand; hence, this pairing was absolutely on shared values. Indeed, as far as VIDA is concerned, the association is not a standalone initiative but part of a bigger strategy that has also seen the brand emerge as a corporate partner with other leading marathon events such as Vedanta Delhi Half Marathon and the TCS World10K Bengaluru run.

Commenting on the association with the Tata Mumbai Marathon, Dr. Swadesh Srivastava, Chief Business Officer – Emerging Mobility Business Unit (EMBU), Hero MotoCorp, said, “We are delighted to associate with the Tata Mumbai Marathon 2024 as the Official Electric Two-wheeler partner. This association is in perfect sync with our vision to lead from the front in the journey toward a sustainable future.”. It’s also indicative of the support we’re giving to change-makers in runners, volunteers, and communities joining us in embracing sustainable choices and inspiring others alike. At VIDA, we don’t stop at pursuing better health; we drive home a very important point: there can be lasting impact if one chooses sustainability, be it in mobility or personal well-being. In so doing, our electric vehicles are a guarantee for environmentally sensitive solutions, just like running is to sustainability. Mumbai is an important market for VIDA; thus, an increase in the inclination of the city toward electric mobility will really help it in building a deeper connection with the customers here.

Hero MotoCorp is one of the world’s leading corporate promoters of multiple sports and has a rich legacy of being a force of good. In more than two decades now, it has associated itself with various sports disciplines like football, golf, cricket, and field hockey, owing to its realization of the profound effect sports can have in transforming lives and communities. Within the associating framework of VIDA with marathons is a conscious strategy to facilitate sustainable mobility and guide participants in making climate-sensitive choices. The world’s largest motorcycle and scooter builder’s electric mobility brand aspires to empower millions of people globally and create an inspirational impact for good on our planet. Electric vehicles are not technological wonders to VIDA but rather the change agents that will drive societal transformation in the hands of their customers.

The customers are, therefore, Change Makers, challenging boundaries to drive meaningful change. Simple acts can help bring about a bigger change. VIDA finds this spirit synergistic to that of marathon runners, who are also constantly pushing themselves for change—be it through fitness, lifestyle, or dedication to a worthy cause. The partnership with marathons, therefore, is a mention of that shared passion in celebrating changemakers and making way for a greener sustainable future. VIDA is causing a stir in the market by interacting with potential customers through on-ground activities. During the Bengaluru Marathon, VIDA came up with the idea of innovatively commencing a marathon roll-off with their VIDA V1 electric scooters leading and plans to repeat this in other marathons. Honor Changemakers: VIDA’s Dedication to Sustainable Progress

One of the fantastic visualizations VIDA came up with was a large mural of Kelvin Kiptum, made of up 1,197 pieces of the VIDA V1 scooter. This larger-than-life sculpture of the epic marathoner was set along the marathon route, with all the participants encouraged to stop and make selfies in respect for their paths of becoming. Another visually dominant installation featured VIDA scooters, with their wheels transformed into running shoes, to show that riding can be as clean as running.

These activations are much more than mere displays; they are immersive experiences crafted to resonate with each participant about a future VIDA is shaping through commitment to sustainability, creativity, and innovation.
The journey of VIDA is a call to mobility but, much more, an inspiration for someone to at least make a small move toward a sustainable future. In this celebration of change-makers and in building engagement with communities, VIDA leads progress and shows that it truly is a marathon, not a sprint.