Entrant Company
BBDO Mumbai, India
Entry Type
Teams, Leagues, Governing Bodies, & Associations
Medium
Experience/Activation
Category
Event/Activation
Throughout history, pledges have always been made with hands—never feet. But at the Tata Ultra Marathon, the
#FeetofGlory campaign flipped the script creating the first pledge in the world to ever be made with feet. Ultramarathoners
stamped their painted feet on canvas, each imprint signifying a pair of shoes pledged to an
underprivileged child. In India, millions of children cannot afford footwear. India’s running culture still struggles to find
inclusivity, accessibility and something as basic as running shoes, especially among underprivileged kids.
What started as a symbolic gesture became a powerful promise— empowering people across the country to drive
change, promote fitness, and support children nationwide.