1. Making Mumbai smile,
one good deed at a time

2. Every year, the Standard Chartered Mumbai Marathon gives
thousands of Mumbaikars a chance to do something good.
To run for a cause. To run for a reason

3. This year, Standard Chartered India,
wanted every Mumbaikar to enjoy the same feeling.
To come together, to do something good
3

4. So, a month before the actual marathon,
we launched a movement called
Good Deed Marathon
You didn’t need sneakers, or stamina. Just a big heart.
4

5. Mumbai’s one of a kind engagement campaign
Mumbaikars had to do a good deed, or many good
deeds. And they could create a chain, by sending it
back to us via -
#gooddeedmarathon
5

6. Good Deed Marathon on Instagram
6

7. We created a
GoodDeedMarathon
Instagram account,
10 days before we
launched, where we told
our story visually.
7

8. We involved the Instagram
community to share good deeds they
saw around them on a daily basis.
8

9. We took it further by roping in 5 influential instagrammers
who would pick a winning image every day.
9

10. The judges proudly carried
our badge on their instagram
account, and spread
curiosity about Good Deed
Marathon.
10

11. The official account gained 345 followers. They actively
consumed and shared good deeds
11

12. Good Deed Marathon on Facebook
12

13. We built curiosity on facebook with the launch of the
coming soon film and teaser posts.
13

14. We also launched short films on digital with India’s Flying
Sikh, Milkha Singh, Dick Beardsey, and Charu Sharma
talking about the good they do.
Milkha Singh
India’s greatest Athlete
Charu Sharma
Sports Commentator
Dick Beardsley
Author, Motivational Speaker,
Winner of 1st London Marathon
14

15. We then launched the Good Deed Marathon Facebook
and mobile app which allowed users to register.
Facebook Application
Mobile Application
15

16. And the first 2000 people would get a starter kit with a
good deed marathon band.
GDM Starter Kit
Good Deed Band
16

17. Both apps allowed people to submit their good deeds and
displayed what others were doing and saying.
Registration
Social Sharing
Good Deed Content on App
17

18. We sustained the movement with posts and video content.
We used influencers who ranged from designers to stand up
comedians, to animal rescue activists.
Nitesh Mohanty – Graphic Designer
Aditi Mittal– Standup Comedian
Ganesh Nayak– Animal Rescue Activiist
18

19. Partners
Good Deed Marathon - Partners
19

20. We tied up with Mirakle Couriers, an award courier company in
Mumbai that employs low income deaf adults to deliver the good
deed starter packs.
20

21. We used social media and videos to tell people to tell people
about them, triggering a chain reaction.
21

22. People tweeted, instagramed, and showed us how
happy they were to see a good deed that we had
pulled off.
22

23. We went beyond traditional digital media, and reached out to
media partners who were community and local content driven.
23

24. Good Deed Marathon on Twitter
24

25. We tied up with India’s first rotation Twitter account
“ We are Mumbai” and brought nine influential curators
on board.
25

26. 26

27. We asked people to share their good deed stories using
the official hashtag #gooddeedmarathon.
The curators retweeted, discussed, egged people
on…and even chose the three most touching good deed
for the day.
27

28. 28

29. 29

30. Good Deed Marathon on YouTube
30

31. Coming Soon Teaser Film
Celebrity Films
31

32. Influencer Films
32

33. And watch the GDM films here:
 Pre launch film (Coming Soon) : 30 sec: http://youtu.be/gCKUuoK4S1o
 Milkha Singh film on good deeds: http://youtu.be/hb8LsmnCdM0
 Launch film (3 mins):http://youtu.be/ZGN-RT4OHhc
 Mirakle Couriers film: http://youtu.be/uOuGi_9hNJU
 Influencer Film: Of Aditi film: http://youtu.be/iojvc_mIl4g
 Influencer Film: Of Ganesh Nair film: http://youtu.be/UVhgtpsfFcw
Influencer Film: Nitesh of Roots film: http://youtu.be/-2ab75UEJtY
33

35. Thank You