The Standard Chartered Mumbai Marathon 2013 engaged Instagrammers to capture images representing the city under the hashtag #RunForAReason. They photographed landmarks, culture, and daily life. Short films were made of the Instagrammers and shown before movies at theaters to promote the Instagram project. On marathon day, a large wall and billboard displayed the Instagram photos, thanking Mumbai residents for giving reasons to run and participate. The result was over 1200 photos posted with 4200 reasons to run identified.

1. Brand: Standard Chartered Mumbai Marathon 2013
Agency: Flying Cursor Interactive (www.flyingcursor.com) & Rickshaw
(http://www.facebook.com/media/set/?set=a.10150173469073323.307597.282859733322&type=3)
Objective: To take the Mumbai Marathon beyond the streets and into the hearts of Mumbaikars.
Execution: We got instagramers to capture the flavours of the city.
From flamingos of Sewri to the vintage Irani hotels, from Victorian heritage to the culture
of the streets, they captured them all under #RunForAReason.
(link: http://www.runforareason.flyingcursor.com/)
We also shot a few of them while they were clicking away, and made 30 seconder films.
These were aired in PVR and Inox,
(https://www.youtube.com/playlist?list=PLnMBpmn4FtoiOBchYK9rXHOGD6Qa4sZF9)
which gave more mileage to the RunForAReason instagram project.
The instagrammed pictures found their way on ground too. A 600-ft marquee wall filled with pictures
taken by the instagrammers was installed on the day of the marathon at the flag off. Also, a giant
hoarding that thanked Mumbai for giving us reasons to run was put up at Patel Bridge, Marine Drive.
Which we think is India's first instagram hoarding.

2. The Result:
25 instagrammers
1200 pictures ((link: http://www.runforareason.flyingcursor.com/))
4200 reasons to run
5 films ((https://www.youtube.com/playlist?list=PLnMBpmn4FtoiOBchYK9rXHOGD6Qa4sZF9))
And a city that ran for several reasons.
Full casestudy:
http://flyingcursor.com/scmm-2013/