Neerja Birla and Ananya Birla embarked on a 30 km cycle ride in Mumbai, along with 1000 passionate cyclists to spread the message and gather support for their initiative – Mpower. #RideToMpower was organised to generate awareness about Mpower’s goal of stamping out stigma related to mental illnesses.
The ride took the route from the NCPA (Nariman Point) to Worli Sea Face and back. The entire event was meticulously conceptualised and executed by Fountainhead MKTG, the experiential marketing agency from Dentsu Aegis Network. Though the initiative is at its early stages, a total of 1000 registrations were achieved, solely through an extensive social media campaign run by the digital division of Fountainhead MKTG. The registrations generated entirely organic, with absolutely no spend on paid media.
#RideToMpower also saw partners like Alchemy, Sweetish House Mafia, Epigamia, Hokey Pokey, O’cean, Firefox, Trek, Foodgasm, Salt Escape, Eat-A-Whey, Yoga Bar, Glucovita, and Audi, who came together to further amplify the reach of the initiative.
To make the ride smooth, the on-ground logistics were handled seamlessly with 150 enthusiastic volunteers and great participation from the Mumbai Police along with the authorities. Numerous water stations were strategically setup at multiple points to keep the riders hydrated. Many participants describe the ride as one of the best organised in the city.
Commenting upon the success, Neerja Birla said, “When we first thought of a cycle ride, I honestly didn’t expect such a great response. The response we’ve received today is absolutely overwhelming! We had cycling groups from all over the city participating in large numbers. It’s really great to see the community coming together for this cause, which is so close to my heart.”