Asics India partners with CNBCTV18.com's video series ‘Front Runner', aligns with brand positioning of ‘Joy of running'

CNBCTV18.com, the business website under Network18 Digital, has launched ‘Front Runners’, a new series that features some of India's top CXOs who reveal how they marshal their athletic self-discipline into assessing and resolving a raft of issues in the workplace.

In a bid to further promote the need to live a healthy and fit life, the show has partnered with Asics India and features their initiative ‘Joy of Running’, which inspires people to run simply for the joy of it and inculcate a healthy lifestyle.

The show:

https://www.cnbctv18.com/ms/front-runners/

In addition to exploring their fitness mantras and regimes, the show will dive into their lives, allowing audiences an exclusive peek into how these industry stalwarts are able to strike the perfect balance between their professional and personal lives.

Frontrunners also uncover how these corporate honchos discovered the joy of running that helped them impact and improve their businesses. The show features prominent names such as Rajat Khurana, Managing Director, Asics India, Karthik Raman, Chief Marketing Officer and Head, Strategy and Products, IDBI Federal Life Insurance; Siddharth Banerjee, Global Sales Organisation, Facebook India; Avinash Pant, Director, Marketing, Red Bull India; Sudhanshu Vats, Group CEO, Viacom18; and Rashesh Shah, Chairman and CEO, Edelweiss Financial Services.

Gautam Raheja, Head of Marketing, ASICS India, said, “In a bid to take our 10-year association with the Mumbai Marathon forward, we felt Front Runners was apt to demonstrate our commitment towards the sport of running. Showcasing stories of c-suite executives who run a successful business using running as a catalyst was an ideal fit for our brand's narrative. Choosing CNBCTV18.com was an obvious choice as it provides the right audience for our brand. Asics strongly believes in the Joy of Running and this campaign encapsulated the message very well.”

All these corporate personalities embody success in their line of work. Their stories about leading disciplined lifestyles to stay efficient, and in turn be more productive at work, are proof that there is a correlation between a physically fit chief running a financially fit company.

The show is hosted by Shibani Gharat, anchor and senior producer at CNBC-TV18, a fitness enthusiast and an avid marathon runner.

Commenting on the show, Gharat said, “Today’s CXOs must be ‘fit for purpose’, which increasingly means being fit. Besides keeping you fit, running is a great sanity saver. Whenever you step out to run, as you hit the road, you feel that it brings you mental clarity and leaves you energised through the day. Plus, it is one activity that you can manage anywhere; even with your erratic schedule and travel. Hence, we are seeing a spike in CXOs indulge in running marathons along with managing marathon meetings, and speaking about personal bests and quarterly figures in the same breath.”

Ranjita Sehgal, Business Head, CNBCTV18.com, added, “Staying fit is an integral part of everyone’s lives. The stress of the boardroom needs to be balanced and relieved with health and fitness activities outdoors. We have chosen a few boardroom warriors who are regular athletes as well. Our newest series, Front Runners, helps you see the balance between the relationship of business mantras and fitness rituals. The series is airing across all CNBC-TV18’s digital and social media platforms. ASICS, the partnering brand, will take the Joy of Running narrative to the influential and aspirational audience of CNBC-TV 18 across digital and television.”