Maximus Events announces Pinkathon 2012

Maximus Events announces Pinkathon 2012

Mumbai runs for Breast Cancer Awareness

·         A multi-category running event for women, to be held in Mumbai on 16th Dec’ 2012

·         Annual initiative to be held in 3 categories of 10 km, 5 km and 3km

 Prominent event management company, Maximus Events, led by avid runner and fitness enthusiast – Milind Soman along with Reema Sanghavi, today announced India’s first ever 10km run for women named “Pinkathon – Run to Lead” with an aim to spread awareness on breast cancer and educate people about the causes and prevention of this hugely under-publicized ailment.

Maximus Events has joined hands with the Women’s Cancer Initiative led by Deveika Bhojwani and the Tata Memorial Hospital for this unique initiative. Leading Bollywood actress and fitness aficionado Bipasha Basu officially launched the registrations for the event for participants from across the country.

The 10 km run scheduled in the business hub of Bandra Kurla Complex will be held on 16th December 2012 in Mumbai. This will be the first of the planned 10 city series across India in the coming years. The success and response to the inaugural event will also help organizers mould the event into an annual phenomenon.

The famous Red FM RJ Malishka is the Mascot for the Run!

Reema Sanghavi, Managing Director Maximus Events said, “It makes us immensely proud to organize a run that contributes to breast cancer awareness. 1 in 22 Indian women have the lifetime probability of developing breast cancer. In India, the number of new breast cancer cases is about 115,000 per year and this is expected to rise to 250,000 new cases per year by 2015. It is also one of the curable cancers if detected early. Hence we urge every woman to get a mammography done and spread the awareness! Run for Pinkathon, Run to Lead!”

Announcing the launch of this dream project, Milind Soman said, “Over the last few years, I have come to learn by experience the benefits of running as a perfect fitness regimen. It is an activity that not only promotes well being but also raises immunity levels and improves health, to help fight diseases like cancer. The reason we have chosen this event is because running addresses most of the top 10 ways to help prevent breast cancer. We have received an incredible response through social networking websites and I am genuinely hopeful that the city of Mumbai will live up to its famed spirit and support the cause with full vigor, thus helping us spreading awareness about breast cancer while raising adequate funds for the same.” Milind Soman is today well recognized for his fine fitness and support for social causes. He is known for his participation in various marathons over the past few years and on May 20, 2012 he became a Limca Record holder for running 1,500 km in 30 days for Greenathon, to spread environmental awareness.

Speaking on the occasion, Bollywood actress and fitness lover, Bipasha Basu said, “I am delighted with this effort to raise awareness about breast cancer. What Milind, Reema and Deveika are striving to achieve is very noble, and I hope the people of Mumbai support them in full spirit. Breast cancer is a much neglected ailment in India, most women don’t take it as seriously as they should; and events like this will only help making women more aware and alert about this disease.”

When asked for her views about the race, Deveika Bhojwani, Vice President Women’s Cancer Initiative-Tata Memorial Hospital added: “I have been working towards the cause of breast cancer awareness in India for several years, and I am more than delighted at seeing a man coming forward with such a brilliant concept to help the cause. I wish Milind and Reema all the success with this venture, and urge the women of Mumbai to wake up and join the people who are striving hard to fight for their rights. Be more alert, go get checked, be more fitness inclined and spread the word!”

Around 2,000 women are expected to be a part of this momentous event on December 16th. The distance of 10 km that seems like a challenge, isn’t a very daunting one; but never the less, keeping this in mind, the organizers have given participating women an option to choose between 3km, 5km and 10km runs. All proceeds from the sponsorship and donations received will be used only for the expenses incurred in organizing and marketing the event, and by the Women’s Cancer Initiative in their fight against breast cancer.

The official website for Pinkathon is ( through which online registrations can be done. Participants can also log onto to and