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Hershey's Sofit joins hands with Pinkathon as official Energy Partner

Hershey's health beverage, Sofit has joined hands with Pinkathon as their official Energy Partner for the Delhi, Pune, Mumbai and Bengaluru editions, this season.

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Pinkathon is India's biggest women's run and has seen success in all major cities in the country since its inception in 2012. Sofit will be the lead partner for the 10K category as they lend their support to raise awareness about breast cancer.

Commenting on this partnership, Mr. Sarosh Shetty, Marketing Director, Hershey India said, "Sofit is delighted to join Pinkathon in their endeavour to raise breast cancer awareness. The marathon has created great awareness around the cause by promoting healthy living. We, at Hershey, believe in spreading goodness. Our health energy drink, Sofit is all about pushing oneself to achieve more daily and that resonates well with Pinkathon that pushes women to be proactive about their health, celebrates survivors and their grit to do more. Sofit salutes these women's strength and perseverance towards life"

For the Delhi leg of Pinkathon, Sofit also associated with Yoddhas, an NGO dedicated to the well-being of cancer patients throughout India. More than 200 patrons of Yoddhas ran in support of the cause. In addition to the run, the health energy drink Sofit also plans to launch a digital initiative and a gamut of other activities for marathoners, to promote the philosophy of achieving more everyday.

Spearheaded by Milind Soman and Reema Sanghavi, Pinkathon was created with the ideology of promoting fitter lifestyles for women and their families. In recent times, reports from various medical research institutes have been indicating the gradual shift of breast cancer being diagnosed in an increasing number of younger women. Whereas, almost three decades ago a maximum number of breast cancer cases were recorded in women over the age of 50. Pinkathon, in this context, has been helping women come outdoors and adapt more informed, healthy lifestyles for themselves and their families.

Through this partnership, Pinkathon and Sofit aim to also raise awareness among women on the need to adopt healthy lifestyles. A multi city campaign has been planned for Pune (November 13, 2016), Mumbai (December 18, 2016) and Bengaluru (January 29, 2017).


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