Present at the occasion along with Dilip Jayram, CEO, Procam International, was Yajuvindra Singh Bilkha, Head Corporate Affairs India, Tata Consultancy Services, along with representatives from other partners to the event. The Olympic gold medallist sprinter, Linford Christie, was announced as the event ambassador to the 2012 edition of the marathon. Chrsitie expressed his happiness to be the event ambassador for the TCS World 10K Bangalore 2012, saying that "it is so vital, that besides the amazing competitive field, there is also the average runner who participates for health and fitness, charity and also for self belief."
The title sponsor for the event was Tata Consultancy Services. The event was supported by Karnataka Athletics Association, Government of Karnataka, Department of Youth Services & Sports and the Bangalore Police. Procam International mentioned that through the TCS World 10K Bangalore, the sponsors received top of the mind recall and re-enforced their corporate brand speak.
Commenting about the event, Bruno Goveas, Director -Media Relations, Procam International, said: "The fifth edition saw participation in excess of 21,000 people. The Open 10K Run, an event for serious runners, received 9,000 entries and registration for the same had to be shut a few weeks before the event. Additionally, 27 teams representing states, institutions and sports bodies affiliated to the Athletic Federation of India participated in the Nation's Challenge. The event was telecast live on Star Plus for the first time, with a simulcast on DD Sports. Amongst the categories of the TCS 10K Run, the Open 10K Run included the Corporate Challenge, which witnessed participation from 44 companies, compared to last year when 19 companies participating. The last year's top three winners were TESCO, IBM India and Sony."
The top five winners were awarded a cash prize of Rs. 65,000 and the runner-up team received Rs. 55,000. To further enhance competition, the team which accomplished an average finish time faster than 40 minutes won a bonus prize of Rs. 15,000. The highlight of the tournament was ‘The Nation's Challenge', a unique concept introduced at the World 10K Bangalore, made a comeback after a gap of two years. It featured the country's leading male and female track and field runners, and long distance runners, representing state athletic associations affiliated to the Athletic Federation of India and Sports Control Boards recognized by the Athletic Federation of India.
The team with the fastest aggregate finish time was declared as the winning Nation's Challenge team and won prize money of Rs. 4.5 lakh. The second-placed team won Rs. 3.25 lakh, followed by Rs. 2.15 lakh for the third team and Rs. 1.10 lakh for the fourth.
Shedding some light over plans to take the race to other cities, Goveas added: "Procam International, at present, promotes three events over different distances in three cities. Mumbai hosts the full marathon, Delhi hosts the half marathon and Bangalore the 10K. While all these three events are world class, international events, recognized as IAAF Gold Label events, the different distances give each one of them their own unique identity. The Running Movement is growing at an amazing pace and Procam International is looking to take this magic to other major cities, but things are at a very preliminary stage right now."
The run was promoted through launch registrations and conferences after which a media campaign was run through Times of India and Vijay Karnataka. The launch of the event was reported widely in the print and electronic media. Besides that, regular email updates to the Procam International database, promotions on radio through Radio Mirchi and outdoor hoardings by the sponsors and partners were part of the on-ground promotions.