MUMBAI: The second season Hungama TV's kid's marathon just got bigger. The Hungamthon this time round has roped in former Indian cricketer Ajay Jadeja to flag off the event, for which Britannia Tiger has come on board as the official brand sponsor. With the addition of a third city this year, the Britannia Tiger Hungamthon '06-07 will be held on 7, 14 and 28 January in Mumbai, Delhi and Kolkata respectively.

To add star power to the event, the cast of UTV produced film Hattrick - Rimmi Sen and Kunal Kapoor will extend their support to the runners.

Hungama TV has tied-up with sports association Athletic Federation of India to ensure appropriate adjudication for the entire event. This year the race will be divided into two categories of the 'Masters' and 'Blasters.' The applicable age for participants is between 8-15 years, while the Masters will consist of 8 - 12 year olds who would run for 2 km, the Blasters will include 13 - 15 year olds who would run for 3 km.

The entire event will not be telecast but snippets of it will be shown in Feburary next year.

To ensure participation, an on going school contact program across 100 schools each in Mumbai, Delhi and Kolkata was rolled out in November. The channel states that last year the distribtution of forms to the various schools claims to have garnered maximum response from the kids. Additionally, this will be supported by a mass media promotion comprising of print, radio and internet. The channel has tied up with Times NIE and TTIS as print partners and ABP and Telegraph to promote the event in Kolkata. The radio partners are Red FM 93.5 and Total Sports Asia the event partners.

What's more, this year the event has lured more advertisers including Set Wet Nottee and Bournvita as co-presenting sponsors, the associate sponsors are Boomer, Dabur Chyawanprash, Sustacal, Haldiram's Chips and Dukes Waffy. The water partner is Oxyrich and the Multiplex partners are Cinemax and PVR Cinemas.

Speaking about the Britannia Tiger Hungamthon, UTV senior vice president marketing and communications Siddharth Roy Kapur said that much like last year the event would have a carnival feel with a holding area for parents and kids that will have food and games stalls. "In addition to the Hungama characters interacting with the kids, there will also be a live band performing at the venue."

Application forms are available at Cinemax chain in Mumbai and PVR chain in New Delhi as well as on the website www.hungamatv.com.