Ride to Mpower


The Client

Mpower is the brainchild of Mrs. Neerja Birla along with her daughter, Miss Anayashree Birla, who wanted to address the growing mental health concerns in the country. Mpower is an initiative that aims are eradicating the stigma associated with mental illness, along with providing easy access to treatment to the socio-economic backward classes of society.

The Ask

After establishing a strong online brand presence, Mpower wanted to amplify their reach by directly engaging with their supporters as well as create a city-wide interactive platform to spread awareness about alleviating the stigma prevalent in society around mental illness.

‚ÄčThe Solution

Fountainhead Digital MKTG designed an on-ground activity that encouraged people to join Mpower in a cycle ride across the city in order to spread awareness about the cause.

We designed and developed a microsite that adhered to the brand identity as well as provided participants with all the details and information regarding the event. The website served as dual purposes, the enabled people to register for the event and non-participants could directly support the cause by contributing to the Foundation.
To make the cycle ride a smooth, safe and seamless journey, Fountainhead Digital MKTG along with Mpower, partnered with a number of health, food and beverage brands that provided assistance throughout the ride.

Each participate was provided with an Mpower Kit filled with goodies as a token of appreciation for their support and encouragement towards this endeavour.

The event saw over 1000+ people from across the city, from different fields, join Mpower in their endeavour to stamp out stigma around mental illness.

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