Landmark 15th edition of Tata Consultancy Services World 10K

Find your inner joy and #ComeAlive | Run, Dance, Walk, Celebrate the Boomerang Register Now!
Cadbury Fuse joins as the Snacking Partner l aidbees as the Philanthropy Partner
Bengaluru, 28th February 2023:

Procam International, pioneers of globally-renowned distance-running events in India, have announced the 15th edition of the Tata Consultancy Services World 10K Bengaluru (TCSW 10K), scheduled for Sunday, 21st May. The milestone 15th edition of the World’s Premier 10K, highlights the growing popularity of distance-running events and the undeniable resurgence of participative sport in India.

Today, the TCS World 10K is more than a race. It evokes something larger, something significant. The event is as much about the sport, as it is about giving back to society and creating an impact for good. Spectacular Course. Individual triumphs. Electric atmosphere. The sense of occasion. An emotional time.
Making something within us #ComeAlive; giving off a powerful energy – in being capable of more than you imagined, doing something meaningful, believing in yourself, making it count, and finding your inner joy.
Registrations for the USD 210,000 prize money event will commence tomorrow, Wednesday, 1st March 2023, and end on Friday, 28th April 2023, or as soon as running places are filled or whichever is earlier. For an even more enhanced and wide footprint, the event will also have a virtual app-run run exclusively on the TCS World 10K app, and registrations for it will end on Monday, 15th May 2023, or as soon as running places are filled or whichever is earlier. Register now on https://tcsworld10k.procam.in.

“This year, as the TCS World 10K Bengaluru completes 15 years, we celebrate 15 years of wellness, community, and perseverance,” said ES Chakravarthy, Global RMG Head & Vice President, TCS.

“Over the years, the event has brought together fitness enthusiasts from all over the world and cemented its position as one of the most impactful running events in the country. TCS has always believed in the power of sport and strives to build a healthier and more vibrant future through its many sporting events. The TCS World 10K Bengaluru is a testament to the company’s brand positioning of ‘Building on Belief’, which promotes belief in oneself, the community, and a bright future. We are excited to see runners and wellness enthusiasts back on the streets of Bengaluru to be part of this shared experience and celebrate community, camaraderie, and the power of sport,” he added.
True to its status, the World Athletics Gold Label Race will see the best athletes and amateurs take to the start line in the 10K, the fitness enthusiasts in the Majja Run (5.1km), Senior Citizen Run and Champions with Disability (4.2km). To encourage women’s participation there are a limited number of running places reserved for women who cannot produce a timing certificate. Registration in this criterion will be on a first come first served basis.

This is IDFC FIRST Bank’s second year with the Tata Consultancy Services World 10K Bengaluru, as the exclusive Associate Sponsor.

Talking about the association, Naarayan TV, Chief Marketing Officer, IDFC FIRST Bank said – “We are delighted to continue being the associate sponsors for the TCS World 10K Bengaluru, which celebrates the city and its people. We are a universal bank catering to customers and businesses alike. Supporting marathons aligns with our philosophy of Social-Good, which is one of the founding pillars of the Bank. The Bengaluru 10K is special because it is a hub of technology and innovation which is something that IDFC FIRST Bank is known for. We look forward to an event that radiates energy, inspires a spirit of camaraderie and encourages people.”
Flagged off from the iconic Sree Kanteerava Stadium, the event’s spectacular course is shaped like a Boomerang. And it traverses the city’s most scenic and historic locations, including Vidhana Soudha, Cubbon Park, and Chinnaswamy Stadium.

The Boomerang is a symbol of Bengaluru’s spirit, culture, and diversity. You can Run the Boomerang, Walk the Boomerang, Celebrate the Boomerang in costume, Do the Boomerang with family, friends, and colleagues, cheer along the Boomerang, or experience the Boomerang in your special way this year at the TCS World 10K, Bengaluru.

Running is the fastest-growing participative sport in India. Approximately 700 new amateur runners lace up each day to begin their tryst with running. Distance Running has proven to be an effective experiential platform for brands. A sustainable model to have long-term engagement and immersive experience, with relevant touchpoints throughout the year.
Since its inception, The TCS World 10K has joined forces with some of the best brands in the world and now joining the event are two new partners.
Mondelez India’s premium countline brand Cadbury Fuse is its Snacking Partner. Loaded with delicious Cadbury, peanuts, and rich smooth caramel, a bar of Fuse is what everyone needs to beat the ‘bhaari bhookh’ after the race.
Commenting on the partnership, Nitin Saini, Vice President- marketing, Mondelez India said “As a global snacking brand, partnering with leading events such as the TCS World 10K Bengaluru provides an exciting opportunity. After the Tata Mumbai Marathon, this is our second partnership with a running event, and it rightly reiterates the proposition of Cadbury Fuse being a tasty solution to consumer’s hunger needs. This product continues to be the perfect snacking partner for participants who want a quick, filling, and on-the-go snack. We are looking forward to being the snacking partner and providing our delicious bars to fuel their journey to the finish line.”
Started in 2020, aidbees is the world’s first social kindness platform, striving to make the world kinder with its various initiatives. aidbees joins as the Philanthropy Partner and is a one-stop platform for donations, community building, and volunteering.
“Aidbees is elated to be associated with the 15th edition of TCS World 10K Bengaluru, 2023 as their philanthropy partner. This yearly event which has grown to be South India’s largest sporting philanthropy platform will give aidbees an opportunity to fulfill its mission of spreading kindness. We are sure that Bangalore runners will show their true nature of helping those in need,” said, Zamrooda Khanday, CEO, aidbees.
Talking about its milestone 15th edition, Vivek Singh, Joint MD, Procam International said, “The TCS World 10K, Bengaluru is a celebration of life, a celebration of the human spirit that inspires us to go beyond ourselves and helps us #ComeAlive. With this 15th edition, we are committed to being bigger and better. This year, we welcome Vedanta, Cadbury Fuse and aidbees who share our vision of promoting mass participative sports and leveraging the power of community.
He added, “The collective effort of our government authorities, sponsors, and runners has put this event on the global map of distance running. A Special mention to the Department of Youth Empowerment and Sports, who have supported the event since its inception and have been at the forefront of promoting sporting activities in Karnataka.”
Tata Consultancy Services World 10K has continued support from the Government of Karnataka, Karnataka Athletic Association, Ministry of Youth Affairs & Sports, Ministry of External Affairs, Ministry of Home Affairs, Bengaluru Police, Bruhat Bengaluru Mahanagara Palike, Department of Horticulture, Cubbon Park Walkers Association, Sports Authority of India, Athletics Federation of India, World Athletics, Association of International Marathons & Distance Races and Global Sports Communication.

The Tata Consultancy Services World 10K is strengthened by partnerships from
Title Sponsor — TCS
Associate Sponsor — IDFC FIRST Bank
Sports Goods Partner — ASICS
Driven by — Tiago.ev
Snacking Partner — Cadbury FUSE
Hydration Partner — Bisleri
Energy Drink Partner — FAST&UP
Social Connect Partner – Vedanta
Print Partner — The Times of India
Entertainment Partner — Mirchi
Medical Services Partner — Fortis
Philanthropy Partner — aidbees
Hospitality Partner — ITC Windsor Bengaluru