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That’s thestoryof Procam
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Since 1988, Procam has redefined and revolutionised sport in the most populous nation on earth.
INDIA
Procam has snapped awake an ancient civilisation to its own potential, transforming the lives of not just sportspeople but of the beneficiaries of the largest philanthropy platform in Asia!
INDIA
There is a three-word description
for this phenomenon.
Radical &
sustainableimpact.
Mavericks
Two
Sportsmencontrasting
turnedpersonalities
revolutionariesone soul
The Singh brothers, Anil and Vivek,
armed with the most disarming
weapon in the history of sports:
a smile.
It allowed them to flow around barriers in a country not obsessed with sport: mental barriers, infrastructure barriers, financial barriers, cultural barriers.
It allowed them to set benchmarks in what is the only outcome worth measuring: impact.
MoveMove
MentsMents
not events
Procam’s journey comprises many journeys.
Where they lit the fuse of extraordinary change, watched the extraordinary explosion of potential, then went on to the next journey, letting the original become a pilgrimage for fellow believers.
Procam never ever saw itself arranging events (however difficult!), it saw itself sparking movements in sport.
Here are a few
stopovers!
20
04
Running
In 2004, Procam launched the first edition of the Tata Mumbai Marathon
Result?
This iconic race spawned a running revolution across the length and breadth of this nation. In 2019, India had 1700 timed running events!
Procam’s world-firsts are now legendary in racing: ask Eliud Kipchoge
Play
The Red Seer Report stated ‘Running in India - Fastest growth market globally’
Procam’s running events are the single largest sporting platform for philanthropy that has raised INR 500 crore (~US $80 million) till date, benefitted over 1000 (NGOs).
Beyond this: on-ground sponsorships are estimated at INR 800 to 1000 crores (US 160 million!)
Want one more pleasant surprise? Over 30% of the participants are women and the number is increasing every year!
The four running events are each a global statement
Ranked in the world’s top ten marathons
The world’s most prestigious half marathon
The world’s leading 10k
The world’s leading 25k
In 2010, Procam’s efforts attracted an exceptional honour. Mumbai became the first-ever destination, outside of Europe and the USA, to host the Marathon Flame from Greece.
The Marathon Flame only travels to cities where the impact of the marathon has created waves of change…and it travels just twice in a decade.
The
Marathon
Flame
The flame was brought from the historic city of Athens by Champion Greek marathon runner Maria Polyzou.
Celebrities from all walks of life, including John Abraham, Rahul Bose, Shobha De, Priya Dutt, Milind Soman, Olympian Dhanraj Pillay and Cricketer Kiran More took part in the Relay.
India ‘MOVE
AS ONE’
It was a virtual movement uniting the nation to support millions of children affected by the Covid-19 pandemic.
The movement received support from a cross-section of leaders: Gurudev Sri Sri Ravi Shankar, founder of the NGO ‘Art of Living’, Olympic Bronze Medallist Sakshi Malik, actors Rahul Bose and Tara Sharma, social activist Priya Dutt, and cricketer Bhuvneshwar Kumar.
The movement inspired more than 20,000 participants who clocked a total of 2,05,283 kms and raised
INR 87,82,097 in support of children in distress!
The nation moved as one!
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19
98
Tennis
The Standard Chartered
Summer Classic:
every
dimension
revolutionary!
Mumbai hosted Asia Oceania Zone Federation Cup the Ladies Davis Cup, teams from 20 countries participated!
Result?
Increase in prize monies by 900%.
Five-star hotel accommodation with meals, airfares to seeded players.
Semi finals and finals live on Doordarshan, the one and only TV channel in India back then.
India’s
future
stars
blooded!
The Summer Classic grew into the Standard Chartered Indian Open that grew to an ATP 100,000 USD Challenger.
20
03
Squash
The portable 4 sided perspex acrylic squash court was undoubtedly the biggest game changer for the sport.
When lit at night, it gave the fan the feeling of an ancient Roman arena with two gladiators battling within.
Today this court is fondly referred to as
Thunder
dome
a name coined by Procam.
Result?
The Mahindra International Squash Challenge was the World’s Premier Squash Event on the PSA tour - Was voted twice by the worlds top PSA players as their favourite tour event.
Procam was the only private company from India to promote and host the Mahindra PSA World Open in Qatar, Doha. The absolute pinnacle of the sport.
Ask the greats who participated (Jansher Khan, Peter Nicol, Ahmed Barada, Rodney Eyles, Peter Marshall) what they think of Procam!
10
Today, India has at least 10 players ranked in the Men’s and Women’s top 100!
In top 100!
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90
Cricket
Procam conceptualised & promoted the world’s largest junior cricket league (the Parle Cricket Cup).
No half
measures!
Result?
It was sanctioned by the BCCI (Board of Control for Cricket in India) and 20 State Federations. An event that instilled pride and ensured exposure to these young cricketers from 1000 schools.
The knockout matches were held in India’s best stadiums. The few selected were coached by players of the stature of Ricky Ponting
India’s biggest names are products of these mega-tournament!
Ask Rohit Sharma, Shikhar Dhawan, Ishant Sharma and Robin Uthappa where they
earned their
chops!
20
03
BEACH
VOLLEYBALL
India boasts a vast and diverse coastline spanning over 7,516.6 kilometers, offering an array of stunning beaches mainly for strolling by the local populace!
Result?
The Bacardi Asian Beach Volleyball Championships, sanctioned by the Asian and Indian federations. had participation of teams from 15 Asian countries.
They were held in Mumbai at Chowpatty beach under floodlights and a temporary stadium. Drew admirers and detractors (“How dare the women wear shorts?”)
Let’s get back to the I word:
India is presently ranked 4th in Asian Beach Volleyball rankings!
4TH RANK
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93
Rugby
In the early 90s India was ranked 165 in World Rugby rankings.
Today
we are at
86!
In its decade long association with Indian Rugby, Procam used every single weapon to raise the bar
Result?
Sponsorships (INR 30 crore then, equals INR 300 crore today); facilitating the live telecast of the Rugby World Cup on Prime Sports now known as Star Sports.
Inviting rugby icons Gavin Hastings - Nick Farr Jones to spread the gospel of the sport in India.
Procam also facilitated the promotional tour of the Rugby World Cup (The Web Ellis Cup) in India!
The WebB
ellis cup
Rugby Celebrity Match
The Annual Celebrity Rugby Match was a spectacle to behold as celebrities from various fields including Bollywood, sport and business came together to be a part of this revolution.
To name a few Saif Ali Khan, Arjun Rampal, Shahid Kapoor, Fardeen Khan, Zayed Khan, Sunil Gavaskar, Leander Paes, Mahesh Bhupathi, Kiran More, Dhanraj Pillai, Rahul Bose, Anand Mahindra, Chhagan Bhujbal, Micheal Ferreira, and Arun Nayar were a part of this revolution.
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96
WWE
Heard of Bret the Hitman Heart, Undertaker, Yokozuna, Diesel? Along with Procam they were involved in
TWO
WORLD
FIRSTS
Live TV production done by a private promoter Procam.
The first time sponsor logo was permitted on the wrestling mat. All through the Eveready WWE India tour in four live events.
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17
Powerboating: Indian
Grand Prix of the Seas
NEXA P1
India has a very long coastline, and it measures about 7,516.6 km bordering the mainland
It was time to add the
Guinness book
to Procam’s benchmarks!
Result?
The very first time a course on water of 11.46 kms was attempted and successfully built. Recognised by Guinness Book of World Records.
This unique course was built, after 28 attempts of experimentation, by Drishti, one of the most innovative sea and water expert partners of Procam!
The world’s best drivers. First-ever team format racing. Richest prize monies in Powerboat Racing.
Play
One more pioneership by Procam!
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96
GOLF
India’s leading Pro-Am golf tournament named the Business Today Pro-Am, was the most cherished prize in amateur golf for the winning team.
Result?
The Indian Winning Team - were invited to play in the Famous Grouse World Pro Am of Champions which was annually held at St Andrews Old Golf Course.
Playing at the St Andrews Old Golf Course is a privilege equivalent to playing tennis on Centre Court at Wimbledon
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12
Football
Airtel Rising Stars: a collaboration between Airtel-Procam and, hold your breath: Manchester United
Result?
The best junior talent chosen were sent to Man U academy in Manchester for two months.
The exposure, experience and training was simply unparalleled!
Procam unstoppable then promoted the Kingfisher Goa Pro League & The Mahindra Football league in 2001-2002
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91
LEELA BEACH SPECTACULAR
WORLDWATER
Championship
In 1991 Mumbai played host to the world’s best water skiers: at a beach known as Chowpatty near the famed Marine Drive
Result?
A spectacle of sun, surf and sand that held Mumbaikars spellbound!
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99
Sachin Tendulkar
GOLDMEDALLION
Cricket holds immense cultural significance in India, and its reigning deity in 1999 was the legendary Sachin Tendulkar.
Societe Generale bank’s bullion department led by the famed Australian Rugby icon Nick Farr Jones in partnership with Corporation Bank wanted to honour Sachin in a never-before manner. They contacted Procam with the idea of minting a gold guinea coin with Sachin’s image.
This initiative was another world-first:
a gold coin minted with an active player’s image.
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93
SONG
FOR PEACE
In 1993, the unfortunate Mumbai bombings occured. As a concerned citizen, Procam wanted the city to heal.
And what better than music, the universal healer? In Partnership with Pepsi, Procam promoted the Pepsi Song For Peace.
Result?
The music video was produced anddirected by Ken Ghosh.Music was composed and arranged by Louis Banks
It featured 20 nationally known singers from all castes and creeds.
Shweta Shetty, Shiamak Davar, Alisha Chinai, Kim Cardoz, Shaan, Sagarika, Javed Jaffri were the famous names that sang their hearts out for Mumbai.
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99
FASHION
Procam’s habit of creating ‘spectacular’ is not restricted to sport.
In 1999, corporate captains and industry leaders flew into Goa on chartered jets, wore black tie formals... but their bare feet were cooled by the sands of the The Leela Goa beach.
Result?
It nestles in the minds and hearts of every one who participated, two decades later.
This never-before, never-since J&B Tarun Tahiliani Fashion Show wasaired on Star World, one of India’s first private TV stations.
They sat mesmerised as
models emerged from
the SEA onto the catwalk!
RADIO
Indians trust their ears more than their eyes:-) That's why the back of our trucks say, "Horn OK Please"! All Indian civilisational knowledge (music, dance, medicine) has been transmitted orally for thousands of years!
Procam knows this uniqueness of our culture! That's why when FM Radio was first privatised in 1993,Procam was the first company to own an FM station called Radiostar, along with Times FM and Radio Midday. Procam owned the coveted 7-8 am slot.
