VIDA, fueled by Hero, the newly formed mobility brand of Hero MotoCorp, the world’s biggest producer of motorcycles and scooters, has inked a partnership with Procam International for the 20th edition of the Tata Mumbai Marathon (TMM).
As part of the deal, the brand has been named the electric two-wheeler partner of the event.
The TMM’s partnership with VIDA is an important move towards sustainable transportation, in line with Procam International’s dedication to environmentally friendly and green practices.
The competition has been at the heart of sustainability programs such as handling waste, recycling, and promoting environmentally friendly transportation options. Hero MotoCorp’s VIDA brand, which is fuelled by innovation and guided by the ambition to ‘Be the Future of Mobility,’ has quickly risen to the forefront of people’s hearts, becoming one of the most popular electric two-wheeler brands in the country.
The collaboration with the Tata Mumbai Marathon follows VIDA’s previous successful engagements with Procam’s running events in Bengaluru and Delhi.
Through a variety of touchpoints and activations, VIDA will construct an immersive journey for the participants, with the ultimate goal of the partnership being to electrify the fan experience. From pre-race festivities to post-race celebrations, runners are likely to engage with VIDA.
The VIDA V1 will be the official electric scooter for the Tata Mumbai Marathon. It will be used for all official purposes throughout the event, highlighting its role in supporting the race and encouraging sustainable mobility.
Dr Swadesh Srivastava, Chief Business Officer – Emerging Mobility Business Unit (EMBU), Hero MotoCorp, said, “We are excited to be associated with the Tata Mumbai Marathon 2025 as the Official Electric Two-wheeler partner. This collaboration perfectly aligns with our vision to lead the charge toward a more sustainable future. It also reflects our support for the changemakers – runners, volunteers, and communities – who are embracing sustainable choices and inspiring others to do the same. At VIDA, we are not just advocating for a healthier lifestyle but also driving the message that sustainable choices, whether in mobility or personal well-being, can create a lasting impact.
“Our electric vehicles symbolize a commitment to environmentally conscious solutions, much like how running represents a dedication to sustainability. Mumbai is a vital market for VIDA with its growing inclination towards electric mobility and this event will go a long way in building a deeper connect with customers here.”
Anil Singh, MD, Procam International, said, “After the successful partnerships with our running events in Delhi and Bengaluru, we are excited for another joyous ride with VIDA, this time for the special and milestone 20th edition of the Tata Mumbai Marathon. With sustainability at the core of everything we do, we are delighted to have VIDA as a partner that shares our commitment to prioritising a sustainable future. Together, VIDA and Procam will work on a range of exciting initiatives that will enhance the overall experience for participants.”
The Tata Mumbai Marathon, now in its 20th year, has pioneered the way for a more comprehensive approach to athletics in India, with far-reaching socioeconomic, health, and sustainability implications. It represents national pride and unity, #HarDilMumbai.
Since its beginnings, the Tata Mumbai Marathon has been a game changer, from sparking a health and fitness revolution that has resulted in over 1700 marathons across the country to serving as a springboard for Indian long- and middle-distance runners to compete in the Olympics. Procam distance running events have also ushered in a new era of sports sponsorships, creating an eco-system worth USD 400 million.
Additionally, the Tata Mumbai Marathon has been a bright spot for the social sector; over 1,000 NGOs working for various causes have amassed over INR 429.60 crores by using these events as fundraising venues, making them one of India’s biggest sporting platforms for charity.