Pinkathon raises breast cancer awareness with the 10km marathon and other programmes

06 Dec,2012

By A Correspondent


Maximus Events, the agency behind the 10km special women’s marathon Pinkathon 2012, has collaborated with two of the most high-profile malls of Mumbai in order to spread awareness about breast cancer – which is the cause that Pinkathon is officially associated with.


As part of the programme, they have lined up an array of exciting active and passive events which offer a unique edutainment experience to the mall visitors. While women can directly pledge support to breast cancer by registering for Pinkathon 2012 at the mall, others may passively contribute by way of writing on the Post-it wall or pinning a pink ribbon on the Pinboard of Support.


On Sunday December 2, 2012, High Street Phoenix mall witnessed a unique, never seen before Treadathon event; where 20 men ran on a treadmill, non-stop from 10 am till 9pm, thus covering 200kms in this activity. The runners were extremely enthusiastic about the cause and encouraged the women at High Street Phoenix to come, register for Pinkathon and be more aware and alert.


In order to make the events more interactive and involve the women personally into the program, Phoenix Marketcity will host a Treasure Hunt on the December 8, 2012, where 20 participants will be chosen from the women who have registered for Pinkathon. These women will be divided into 10 Teams and then sent to different stores for a treasure hunt. This activity will be repeated three times in the course of the day making it a total of 60 women being engaged in the activity.


The two week extravaganza culminates with a true “grand” finale, The Pink Carnival at Phoenix Marketcity on December 8 and 9. It will be a carnival of sorts where the mall will be decked up in pink balloons and ribbons, zumba performances, bib distributions and stalls where women can indulge in a shopfest.


Commenting on this activity, Reema Sanghavi, Managing Director, Maximus Events said: “We are happy that we are being able to offer such a fun-filled extravaganza for all the ladies around. The on-ground activation has commenced from 26th November, and we have received an overwhelming response from the women. Even if they aren’t able to register for Pinkathon, they still contribute via post-its or ribbon tags and it is this enthusiasm and awareness which was the main idea behind the mall activation.”


Pinkathon 2012 is an initiative by event management company, Maximus Events, led by avid runner and fitness enthusiast Milind Soman along with Reema Sanghavi. It is India’s first ever 10km run for women named “Pinkathon – Run to Lead” with an aim to spread awareness on breast cancer and educate people about the causes and prevention of this hugely under-publicized ailment.


Maximus Events has joined hands with the Women’s Cancer Initiative led by Deveika Bhojwani and the Tata Memorial Hospital for this unique initiative. Leading Bollywood actress and fitness aficionado Bipasha Basu officially launched the registrations for the event for participants from across the country on the November 9, 2012.


The 10km run scheduled in the business hub of Bandra Kurla Complex will be held on December 16, 2012 in Mumbai. This will be the first of the planned 10 city series across India in the coming years.


The official website for Pinkathon is through which online registrations can be done. Participants can also log onto to and


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