Brand/Property: Rutu
Kalyan Half Marathon 2016
Client: Rutu Group
of Companies
Agency: ShyBuzz
Role: Brand
Consultant, Social Media Management, Online Marketing, Website
Development, Site Branding etc.
Rutu Kalyan Run, rechristened Rutu Kalyan Half Marathon 2016, needed to be better and bigger than before after the splendid success of the inaugural Rutu Kalyan Run 2015.
ShyBuzz was delighted to be back as the Brand Consultants, lending our expertise in the specialised aspects concerning Brand Building, Social Media Management, Online Marketing, Website Development, Site Branding etc.
The brief was pretty clear - to consolidate on the successes of last year and build on the notable gains achieved. Rutu Kalyan Half Marathon 2016 was to be the focal point of the continued wellbeing campaign and aimed at spreading awareness and support the improvement of cleanliness & health among the residents of Kalyan, thus ensuring overall healthy living among the society in general.
The event was to be positioned as a concerted community initiative to increase awareness on how to improve and preserve the overall health and cleanliness of Kalyan and its citizens. All the marketing and branding endeavour needed to connect with all the stakeholders while also being a communicative medium with everyone associated and participating in the event.
All our communiques were to address the local and regional community vis-a-vis its relevant issues - making a tangible impact in the community - particularly concerning the health and wellness of its people, making it a blend between practical communication and emotional connect with the brand.
All in all our role was to strengthen and maximize the fundamentals of the previous success and leverage its unique proposition, all the while furthering the cause for a Clean Kalyan, Healthy Kalyan through a seamless coming together of unique creativity and innovative promotion, by once again bringing the important elements of wellbeing – Health and Cleanliness.
Responsibilities:
Brand Consultant, Social Media Management (SMM), Seach Engine Marketing (SEM), Online Marketing, Website Development, Site Branding, etc.
Approach
The first challenge was to finalise a creative & promotion plan that was straightforward, creatively attractive, informative, yet acted as a stimulus triggering maximum participation, all the while being a catalyst to drive awareness about the importance of clean and healthy living, without the communication being too cluttered, heavy and indistinct.
Logo:
Since the logo had been the centrepiece of all our initiatives last year, we decided to retain all its prominent elements with only the name being updated from Rutu Kalyan Run to Rutu Kalyan Half Marathon. The logo is inspired by the colour of prosperity and wellbeing, which coincided with our communication premise of health and cleanliness being important components of wellbeing. The logo highlighted fitness that running gifts us along with the importance of cleanliness in safeguarding and preserving this precious and well-earned health we have.
Mascot:
One important addition to Rutu Kalyan Half Marathon was the introduction of the mascot. It incorporated the spirit of running, the importance of health, and celebrated the crucial responsibility of keeping the environment clean and how all three aspects plays a constructive role in ensuring the overall wellness of the society. The mascot also imbibed all the three important aspects very succinctly and effectively.
Tagline:
Clean Kalyan, Healthy Kalyan’
The tagline for the event went well with the message of the event, complemented the logo, and was a direct portrayal of the purpose and spirit of the event which was smartly used across all verticals of media, in keeping with our communication strategy. The tagline proved to be the buzzword around which the strategy of Rutu Kalyan Half Marathon was built.
Website:
RutuKalyanRun.com was the fulcrum of ShyBuzz's creative and marketing endeavour. It was at the forefront of our communication initiatives which encompassed all the necessary information and details yet maintained its aesthetics and creative quotient, balancing elegance with practicality, accessibility across multiple devices, with useful content, accessibility and updates.
Facebook Page:
Social media initiatives for Rutu Kalyan Half Marathon was once again the cornerstone of Rutu Kalyan Half Marathon's Marketing and Communication strategy, both in terms of attaining maximum participation with all the vital information disseminated in a seamless and efficient manner. In the end, it proved to be a major driver of registration and participation, but also acted as an effective medium to inform, motivate, engage and encourage positive tangible action.
Keys to Success:
The success of Rutu Kalyan Half Marathon 2016 was due to the collective effort and responsibility of the entire team that assured the event was truly a meaningful success that built upon and furthered the cause of health, fitness & wellness in Kalyan and its people as a whole.
ShyBuzz's strategy of creating content that intertwined information about the event, educated about fitness and health, and propagated the importance of cleanliness and health in Kalyan and beyond, all the while being interesting, engaging, informative, and driving maximum conversion with respect to driving maximum participation for Rutu Kalyan Half Marathon 2016, was a humble contributor that added to the success of the event
Conclusion: In the end, Rutu Kalyan Half Marathon 2016 was a true success. ShyBuzz was once again honoured be a part of such a meaningful and enterprising initiative .
The success of the event was the involvement it garnered from the running community and residents of Kalyan in great numbers. ShyBuzz, together with all the teams involved in the event, overcame the course as a finisher who never gives up, taking a big step forward towards a ‘Clean Kalyan, Healthy Kalyan. The event was a triumph of collective spirit and wholehearted camaraderie that overcame all odds and achieved excellence as one. We would like to once again commend and appreciate everyone who were an essential cog in the wheel that paved the way for our success.
ShyBuzz calls on everybody to keep doing their part to shape a Cleaner Kalyan, a Healthier Kalyan, A Better Kalyan. Thank you again. See You All Next Year.
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| Rutu Kalyan Half Marathon 2016 |
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| Rutu Kalyan Half Marathon 2016 |
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| Rutu Kalyan Half Marathon 2016 |
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| Rutu Kalyan Half Marathon 2016 |
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| Hoarding at Rutu Kalyan Half Marathon 2016 |
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| Team ShyBuzz at Rutu Kalyan Half Marathon 2016 |
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| Rutu Kalyan Half Marathon 2016 |
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| Rutu Kalyan Half Marathon 2016 |
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| Team ShyBuzz at Rutu Kalyan Half Marathon 2016 |
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| Branding at Rutu Kalyan Half Marathon 2016 |
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| Team ShyBuzz at Rutu Kalyan Half Marathon 2016 |
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| Team ShyBuzz at Rutu Kalyan Half Marathon 2016 |
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| Team ShyBuzz at Rutu Kalyan Half Marathon 2016 |
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| Rutu Kalyan Half Marathon 2016 |
