The biggest marathon in Asia, the Tata Mumbai Marathon (TMM) has announced a collaboration with Snickers, the world-renowned chocolate brand.
As part of the deal, the brand has become the event’s official hunger partner, bringing an internationally known brand to India’s greatest participatory athletic event.
Snickers demonstrates its devotion to high-endurance athletic activities that need continuous energy, attention, and performance. Based on the understanding that long-distance runners demand dependable, on-the-go sustenance, Snickers combines the deliciousness of chocolate, peanuts, and caramel to help keep hunger at bay during strenuous physical activity. The partnership with the Tata Mumbai Marathon underscores the brand’s signature belief, “You’re Not You When You’re Hungry,” and its significance in keeping runners energetic and focused during their marathon.
Himanshu Gupta, Strategic Demand Manager – Filled Bars, Mars Snacking, said, “In high-endurance moments, staying focused and energised makes all the difference—and that’s exactly where Snickers steps in. The Tata Mumbai Marathon is one of India’s most iconic sporting events, built on resilience, aspiration, and collective spirit—principles that strongly resonate with our brand. As the Official Hunger Partner, we are excited to fuel runners when effort peaks and performance matters most. With Snickers®, we want to ensure hunger never becomes a barrier to achieving one’s best.”
This association is part of Snickers India’s broader goal to promote active lifestyles, which includes supporting marquee endurance events that honour tenacity, discipline, and physical resilience. Marathons require both mental and physical stamina, and Snickers serves an important functional role by providing a quick, energy-packed choice suitable for high-output situations. The collaboration increases the brand’s relationship with fitness-focused groups while also driving meaningful interaction across customer touchpoints.
Anil Singh, Managing Director, Procam International, said, “The Tata Mumbai Marathon has evolved into a platform that brings together fitness, community, and purpose at scale. Partners who associate with the marathon are those that naturally align and elevate the runner experience, and Snickers’ focus on addressing hunger fits seamlessly within the event ecosystem.”
Over 69,000 people are participating in the Tata Mumbai Marathon, including professional athletes, seasoned runners, first-timers, and charity supporters. The marathon has long been a staple of the national athletic calendar, noted for its scope, inclusivity, and significant community engagement. Its participatory style, which spans many racing categories, provides brands with a one-of-a-kind chance to interact with audiences in an atmosphere defined by dedication, endurance, and shared achievement, values that both the marathon and its partners uphold.
