MUMBAI: Percept Sports & Entertainment, the strategic business unit of Percept One, bagged the prestigious mandate of managing and executing the ‘Mirinda presents Mirchi Holi Run’. The unique sunrise - gala event was held on 27th March 2016 at the YMCA, Chennai.

Mirinda presents Mirchi Holi Run, also known as the most colourful 5KM run on the Planet, is founded by Radio Mirchi, in an effort to encourage professionals and novices to run together for fun and to promote health and happiness.

The run kick-started with a power packed Zumba session. This year the event saw over 3,000 attendees humming and cheering to the rhythm, dancing and massive colour throws, which created millions of vivid colour combinations. The unique aspect of this five-kilometer, untimed race is that thousands of participants, or ‘Mirchi Holi Runners,’ are doused from head to toe in different colours. The entire Run had five colour zones (pink, red, blue, green, and yellow) after every kilometre and at every colour zone, the runners got splashed with organic colours. They started off with a white running t-shirt and were given a medal only if they had five colours on their t-shirt.

Percept Sports & Entertainment’s scope of BTL work encompassed planning and executing the entire event spanning hospitality, logistics, production, implementing the theme of the massive venue, safety and security protocols, attaining the run - route license, desk registrations, managing the show flow, and overseeing the entire technical production of the show.

The event witnessed a riot of colours with an additional ‘Fun in the Rain Dance Party’ held instantly after the run. Artists DJ Karty & DJ Gowtham made the Mirchi Holi Runners groove to their tunes on the dance floor of Mirchi Holi Run.

“Mirchi Holi Run is a run with a twist. We eschew serious runs and are interested in the verve and happiness that the endorphins bring in a fun filled run with a whacky concept. Just like the Neon Run we did last year, Radio Mirchi is keen to build on the healthy and happiness concept by doing fun branded events. We are happy to partner with Percept Sports & Entertainment which is one of the leading organisers in this space,” says Radio Mirchi (Tamilnadu ) vice president & cluster head Shyam Tallamraju.

Commenting on the grand success of the event, Percept Sports and Entertainment associate vice-president Sameer Sethi said, “The idea of a Holi run for the very first time in India, was indeed a novel one and it’s an honour to have been given the opportunity to manage and execute the same. Full kudos to both teams and their relentless efforts to make this a memorable run.”