AMARON, the flagship brand of Amara Raja Energy & Mobility (ARE&M), marked a strong on-ground presence at the Tata Mumbai Marathon 2026, held on January 18, as the event’s official ‘Powered By’ partner. Through a multi-platform activation plan, the brand strengthened its connect with runners and spectators while reinforcing its positioning around endurance and reliability.
As part of its pre-race visibility campaign, AMARON unveiled a high-impact installation designed in the form of an AMARON battery at a prominent Mumbai junction opposite Chhatrapati Shivaji Terminus. The installation featured a four-sided LED countdown timer and quickly became a key visual landmark in the lead-up to the event, drawing crowds and turning into a popular photo and social-sharing spot. The brand said the installation crossed one million views and generated strong online engagement. The reveal was attended by event ambassador and Olympic sprinter Andre De Grasse.
At the Marathon Expo, AMARON set up an experiential stall that attracted runners and fitness enthusiasts collecting their race kits. A central highlight was the interactive ‘Charge-Up’ buzz wire challenge, encouraging participants to test focus, balance, and steady-handed stamina—mirroring the mental discipline required to perform under pressure. The activity recorded strong footfall across the expo days, adding to brand interaction ahead of race day.
During the marathon, AMARON brought its “power that lasts long, really long” proposition to life through branding touchpoints placed along the route. A key initiative was the ‘AMARON Endurance Stretch’, a cheer zone positioned at the critical uphill segment at Peddar Road. The zone featured traditional Maharashtrian dhol performers, energising runners at one of the most physically demanding parts of the course.
The brand also enhanced participant experience with a dedicated photo backdrop at the runner holding area, creating a high-visibility engagement zone and encouraging shareable moments. AMARON further noted that its batteries powered the event’s operational support fleet, including pacer vehicles and ambulances.
“Marathons have a special way of turning everyday individuals into silent heroes—people driven not by applause, but by discipline, perseverance, and the courage to endure,” said Chandrasekar Radhakrishnan, Chief Business Officer – Automotive and Home Energy Business (India & SAARC), Amara Raja Energy & Mobility. “AMARON’s association with the Tata Mumbai Marathon is a tribute to these silent heroes who represent consistency and quiet strength. Our on-ground presence created a meaningful and lasting impact.”
AMARON will continue its marathon partnerships in 2026 and is set to power Procam International’s events in Delhi, Bengaluru, and Kolkata later this year. Amara Raja Energy & Mobility Limited (ARE&M) offers a broad portfolio of products and solutions spanning energy storage systems, lithium-ion cell manufacturing, EV charging solutions, Li-ion battery pack assembly, automotive and industrial lubricants, and the development of next-generation battery chemistries, among other advanced mobility and energy technologies.
ARE&M is also among India’s largest manufacturers of energy storage products for both industrial and automotive applications. The company is a trusted supplier to leading customers across critical infrastructure sectors including major telecom service providers, telecom equipment manufacturers, the UPS industry (OEM and replacement markets), Indian Railways, as well as the power, oil and gas segments.
In the industrial battery segment, Amara Raja’s key brands include PowerStack®, AmaronVolt®, and Quanta®. In automotive batteries, the company produces some of India’s best-known brands, including Amaron® and Powerzone, supported by an extensive pan-India sales and service network.
Amara Raja also supplies automotive batteries through OEM partnerships with leading vehicle manufacturers such as Ashok Leyland, Ford India, Honda, Hyundai, Mahindra & Mahindra, Maruti Suzuki, and Tata Motors, among others. The company exports both its industrial and automotive battery products to more than 65 countries worldwide, reinforcing its position as a global player in energy storage and mobility solutions.
