The Tata Mumbai Marathon has announced Snickers as its Official Hunger Partner. Through this partnership, Snickers strengthens its presence in the endurance sports space, aligning with events where sustained energy, focus, and performance are critical.
The association draws from Snickers’ longstanding brand belief, “You’re Not You When You’re Hungry.” By partnering with the Tata Mumbai Marathon, the brand aims to support runners in maintaining energy and concentration throughout the course.
The collaboration forms part of Snickers India’s broader strategy to champion active lifestyles by associating with marquee endurance events. Marathons demand both mental and physical stamina, and the brand seeks to play a functional role by offering an energy-packed snack designed for moments of sustained physical output. The partnership also deepens Snickers’ engagement with fitness-focused communities and creates opportunities for consumer interaction across touchpoints.
The upcoming edition of the Tata Mumbai Marathon will see over 69,000 participants take to the city’s streets, including elite athletes, experienced runners, first-time participants, and charity supporters.
Himanshu Gupta, Strategic Demand Manager – Filled Bars, Mars Snacking, said, “In high-endurance moments, staying focused and energised makes all the difference, and that’s exactly where Snickers® steps in. The Tata Mumbai Marathon is one of India’s most iconic sporting events, built on resilience, aspiration, and collective spirit. As the Official Hunger Partner, we are excited to fuel runners when effort peaks and performance matters most.”
Anil Singh, Managing Director, Procam International, said, “The Tata Mumbai Marathon has evolved into a platform that brings together fitness, community, and purpose at scale. Partners who associate with the marathon are those that naturally align with and elevate the runner experience, and Snickers’ focus on addressing hunger fits seamlessly within the event ecosystem.”
