Events | Entertainment | Promotions | MICE | BTL | Sponsorship | Sports

4 dec 2011 MAIN ISSUE76PAGES INCLUDINGCOVERS| VOLUME 2|ISSUE8 ` 100/- MARKET PULSE 4 December 2011, EXPERIENTIAL MARKETING 03

It’s all happening here EDITORIAL TEAM: KARISHMA HUNDALANI [email protected] +91 98212 80003 As the year draws to an end, we’re glad we can seal in the KARAN IYER festivities with our own exhilaration of yet another year of [email protected] +91 80977 68788 WOW! With every passing year, experiential marketing RACHEL GEORGE [email protected] +91 98197 77983 becomes better grounded in the strategies of brands, and SHACHI TAPIAWALA there’s a distinct reflection of this in the WOW Awards as [email protected] +91 98336 21173 well. CONTRIBUTORS Roshan Abbas, MD, Encompass Ashish Sinharoy, Communication Consultant The WOW Awards acknowledges the effectiveness of Rachael Rajan, Freelance Writer engagement platforms for both customers and other DESIGN TEAM: stakeholders as well. While the end objective and greatest VINAYAK ALLE PRASAD KARAMBAT parameter is brand success, marketers are looking out for MARKETING SERVICES: more innovative ways to achieve this. If the recent visit VISHAL NAGDEV of former US President to engage key stakeholders of a [email protected] +91 98212 24987 ARNOB BANERJEE prominent insurance company in India is any benchmark, [email protected] +91 98195 40004 you can safely say, brands are taking things very seriously. TANVI ASHER [email protected] +91 92245 72293 Intrigue into new phenomena like these inspires our own SHABNAM CHARANIYA [email protected] +91 80077 96990 initiatives too. MaxiMICE in its fourth edition will delve into CAROL SANIL the mindset of the corporation to understand the value of [email protected] +91 98203 63042 engagement programs in nurturing stakeholder relationships. CIRCULATION: RAMESH PATIL This annual knowledge platform will unravel better and more [email protected] effective ways of creating engagement. ACCOUNTS & ADMIN: PURVESH BHATT [email protected] It’s been a busy close of year for the industry and us alike. We do hope that makes for more reason to consciously set aside time and indulge in some festivities as well. Happy Holidays to all!

ExM is a monthly magazine by EVENTFAQS, [email protected] publishers of India’s only platform for events and experiential marketing - www.eventfaqs.com.

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This issue contains 76 pages including covers CONTENTS 4 December 2011, EXPERIENTIAL MARKETING 04

Event Briefs Industry Watch Promo Power | MICE | Live Developments | Destination Sports Rush | Media Active 08-15 Venues | Events 16-19 Cover Story

All WOWs for 21 ‘Effective Innovation’

Also Featured In Focus

Afterthoughts on the Tehelka 28 Pushkar Balloon Festival: 36 Newsweek Think Festival Scaling new heights - Roshan Abbas

A Musical Mingling 31 The Economic Times 40 ACETECH 2011 builds blocks in five cities

Auto expos keep the auto 48 The Great Indian October- 44 adrenaline going Fest: Beers, Brands and Bands

Opinion: How crucial are expos to your brand and industry? 26

Market Pulse

Puma: Sporting the future 54 Sunburn: Beach Party | Brand Promise 56 Rajiv Mehta, MD, PUMA India Harindra Singh, Vice Chairman & MD, Percept Ltd.

GLIMPSES 70

68 69 71 72 6973 RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month Promo Power 4 December 2011, EXPERIENTIAL MARKETING 08

Road Safe India’s memorial wall pays Dr. Batra’s commends those who fight tribute to vehicular casualties against disease and disability Road Safe India, a The sixth edition of Dr. Batra’s public service initiative Positive Health Awards was held by Ice Global, is at NCPA, Mumbai on Nov. 16. a call to increase This initiative recognizes and public awareness and awards the heroism of those participation in the need who have displayed courage for road safety. In connection with this objective, an online in the fight against disease memorial wall was launched to mark the occasion of ‘World and disability, along with the Day of Remembrance for Traffic Victims’ on Nov. 20. On doctors who also spend a lifetime serving society. this wall, Road Safe India paid homage to the memory of those who lost their lives on the roads. Dr. Mukesh Batra, Founder and CMD, Dr. Batra’s Positive Health Clinic said: “Dr. Batra’s Positive Health Awards Pramod Gaikwad, Director, Ice Global said: “Born of a salutes people with unyielding grit and unflinching desire to give back to society, Road Safe India aims to be determination, who have beaten the odds to overcome an on-going, multi-media, multi-language campaign that seemingly hopeless conditions and given something will impact people of all walks of life, across India.” commendable back to society in their own way.”

UEI Global encourages the Indian National Geographic and Mexus youth to ‘Learn to Lead’ Education announces Iken Scientifica UEI Global has announced an initiative With a commitment to called ‘Learn to Lead’, which aims to encourage viewers to give class 12 students the chance explore the boundaries of to proactively seek information on their mind and imagination, experiential learning and vocation National Geographic Channel has partnered with Mexus opportunities. This pan-India initiative Education to launch Iken Scientifica 2011, India’s largest will reach out to 25,000 schools and science and technology competition for school students. engage 50 lakh students by having The competition will seek participation from over 6 lakh them write out a note on their understanding on why learning students from class 4 to 9 across 125 schools in the country. is an important element of being an effective leader. Debarpita Banerjee, VP - Marketing and Communication, Manish Khanna, CEO, UEI Global said: “‘Learn to Lead’ is National Geographic Network and Fox International an attempt to create interest in the 21st century student to Channels India said: “Children are the future of any nation proactively seek information on experiential learning and and our new initiative, Iken Scientifica, will encourage them how to apply the same to be an effective leader.” to leverage their theoretical knowledge and creativity to break unconventional barriers of innovation.” Sunidhi Chauhan partners Western Union for global campaign Godrej takes hair-care to Delhi’s mall- goers Bollywood singer Sunidhi Chauhan Godrej Nupur Mehendi partnered with the initiated a three-weekend Western Union product promotion activity For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com Company to give 25 disadvantaged teenage girls in Mumbai which took place across an opportunity to sing and dance with India’s finest. This six malls in Delhi. This activity was carried out under the Western Union World Of on-ground campaign was implemented by Integrated Betters initiative, which aligns under the company’s new Experiential Services (IES). The activity aimed to enhance worldwide brand platform, ‘Moving Money for Better’. The women’s knowledge of various herbs in the product and event is a series of five celebrity World Of Better acts, being enable to them to choose options that best suit their needs. held across five continents. Saumen Roy, Business Head, Madison IES said: Anil Kapur, MD and SVP, Western Union South and South “Currently, the brand competes with both the organized and East Asia said: “Western Union World of Betters focuses on unorganized players, which is a big challenge. Something giving back to the global community to help others have a innovative was required that would catch the consumer’s better day and a better life.” attention. 13,000 people were reached through the activity.” RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month MICE 4 December 2011, EXPERIENTIAL MARKETING 10

Morningstar Investment Conference The Consumer 360 Conference 2011 comes to Mumbai aims at ‘Winning in India’

Morningstar Inc. held the The Nielsen Consumer 360 Morningstar Investment Conference is an annual Conference at The Lalit marketers’ conference organized Intercontinental Hotel in by Nielsen. This conference Mumbai on Nov. 2. Managed on-ground by Percept ICE, announced its arrival in India with the event brought together respected industry leaders to the theme, ‘Winning in India’. tackle key issues affecting financial advisers in 2011 and Encompass was commissioned beyond. The conference was attended by 450 guests. to execute the conference, which took place on Nov. 15 at The Grand in New Delhi. Tamanna Gupta, Project Head, Percept ICE said: “This conference is the most sought after event globally by Zonovia Masood, Manager, Client Servicing, Encompass financial industry professionals. The challenge was to said: “This property saw a distinguished panel who shared keep in mind the international guidelines and mandate and their thoughts on consumer behaviour, the market economy execute the event without diluting the international status and the future of marketing. The conference was attended of the property.” by 450 top marketing wizards across various sectors.”

WikiConference India 2011 to be held Vodafone Rajasthan celebrates its in Mumbai Annual Day Wikipedia held the Vodafone Rajasthan celebrated WikiConference India 2011 from their Annual Day with their Nov. 18 to 20 at the University employees and their families on of Mumbai (Fort Campus). The Nov. 19 with vibrant functions conference was the first of its executed by Event Crafter. kind to be held in India, and is The event theme followed intended to become an annual Vodafone’s internal communication campaign, ‘Rang De national flagship event for Wikipedia/Wikimedia in India. Rajasthan’, created to inspire the team to create record growth in Vodafone’s market share in the six zones of The Mumbai Wikipedia community and the Wikimedia Rajasthan. The celebration, held at Hotel Gold Palace & India Chapter hosted the conference, which provided a resorts, Jaipur, was attended by over 1,200 people. platform for Indian Wikimedians to discuss challenges and exchange best practices and other information. The Siddhartha Chaturvedi, CEO, Event Crafter said: “We conference was open to participation from all nations, but had a mix of children, ladies and gentlemen and hence, it had an Indian focus. was mandatory that we took cognizance of their particular needs right from the onset and gave them an experience Tantraa Brand manages NASSCOM which left them rejuvenated and excited.” Game Developers Conference Tantraa Brand World Brand Congress 2011 Solutions managed concludes in Mumbai the NASSCOM The World Brand Game Developer Congress 2011, Conference 2011 which took place For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com at Hyatt Regency from Nov. 24 to 26 Pune on Nov. 11 and 12. This event aimed to showcase at Taj Lands End, the latest gaming technologies and trends in the gaming Mumbai, is the industry. There were a total of approximately 25 sessions largest rendezvous of the brains behind some of the world’s covering every aspect of the gaming industry. most successful brands. The congress brings over 500 of the world’s branding and marketing elite under one roof. The venue was divided into four different zones, one each The summit saw executives from global brands examining for conferences, exhibitors, speakers and ‘Create your own today’s critical business challenges. game’. ‘Create your own game’ was a concept wherein the people from the industry could get their equipment and Conducted alongside the Congress was the Global Award create a game which they could showcase at the event. The for Brand Excellence, which is presented to organisations event was attended by approximately 600 people. that have played a significant role in building their company LIVE 4 December 2011, EXPERIENTIAL MARKETING 11

Tata Photon presents WORME Fest Channel [V] Nokia India Fest 2012 to 2011 in association with Vladivar be bigger and better in 2012 The youth cultural festival, Conceptualised by Channel [V] Nokia India Fest WonderMind, WORME 2012 - ‘Where heroes are born’, is Fest 2011 is a platform for conceptualised by Channel [V] and independent musicians the entire on-ground activation is across India. The WORME being managed by Seventy EMG. Festival is being organised at a national level in association Post all the rounds of mini fests with VH1 and Vladivar. The fest has been initiated to provide and zonals, the finalists will get an opportunity to win a upcoming artists with national exposure and opportunities. ticket to the finale show and participate in the competition taking place in Goa on Feb. 27 and Feb. 28, 2012. Michael Khanna, Founder and CEO, WonderMind said: “We endeavour to ensure that WORME Fest 2011 is Snehal Shetty, Manager-Project, 70 EMG said: “This year, planned and executed on the lines of international music students will experience a host of new and bloody cool fests. The grand finale will be held in Delhi around the third events to participate in. We had registered 1,032 colleges week of December. Next year, we plan to invite artists from and engaged over 50,000 students last year. This year, we other countries of the Indian subcontinent to participate.” aim to engage twice the amount of people.”

Storm set to break in Coorg in January Pitbull performs live in India Rapper and singer-songwriter, 2012 Armando Christian Pérez, better Storm, a campout known as Pitbull, performed in music festival organised Noida on Dec. 2, Mumbai on by LiquidSpace Dec. 3 and Pune on Dec. 4. The Entertainment, is Indian edition of ‘Pitbull Live scheduled to be held on In Concert’ was brought to the Jan. 20 and 21, 2012 in Coorg. Storm is being organised in country by P3P E Ventures Pvt. association with Karnataka Tourism, MTV Roots, Timescity. Ltd. and was supported by 3rd Rock Entertainment. com and Radio One, and will have over 37 artists from across the globe performing on two different stages. Utkarsh Bansal, Director, P3P E Ventures said: “India is a huge market for international artists and we aim to Lavin Uthappa, MD, LiquidSpace Entertainment said: “We capitalize on this by identifying a confluence of musical wanted to launch a property that was different and in a styles and bringing world class performers across genres. venue that is not the conventional festival/concert venue. An artist like Pitbull puts together elements from all over the Storm aspires to showcase the natural beauty of Coorg, world so it sounds like nothing you’ve ever heard before.” the Scotland of India, and encourage responsible tourism through its initiative against the usage of plastic and drugs.” India’s first ever fashion week for resort wear debuts in Goa Star Movies organises over 200 house Showcasing the finest works parties of the country’s resort wear To take star Movies beyond designers, the India Resort television, a property titled Fashion Week (IRFW) 2011, ‘Star Movies Chillout Nites’ India’s first ever fashion week has been initiated. Under dedicated to resort wear, is For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com this initiative, Star Movies making its debut at the Grand organises parties at over Hyatt, Goa from Dec. 7 to 10. 200 homes while a movie premieres on the channel. These This property is sponsored by parties are being executed by Fountainhead Events. INK Infrastructure in association with YUVA. The first set of parties were held during the screening of ‘A-Team’ in November. Shalini Chuganee, COO, IRFW said: “Associating with IRFW is a co-beneficial alliance with a brand Saurabh Yagnik, GM and Sr. VP- English Channels, Star building exercise at its optimum. The platform provides India said: “Through contests, we choose over 200 winners opportunities on a B2B and B2C level, resulting in a brand and we will concurrently organise fully loaded house parties equity increase through strategic luxury market alliances. during the movie premier nights at the winners’ homes IRFW is the official platform which will bring Indian resort while they play host and invite several guests.” wear onto the global fashion map.” RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month

Trident, Bandra Kurla l C-56, G Block, Band ra Kurla Complex, Mumbai 400 098 l T + 91 22 6672 7777 F + 91 22 6672 7788 l [email protected] l www.tridenthotels.com Sports Rush 4 December 2011, EXPERIENTIAL MARKETING 13

ShowWorks Sporting to manage Delhi Corporate Games 2012 debut as Mumbai Fighter’s home matches a multi-sport event ShowWorks Sporting bagged Thyme Advertising has been roped the mandate to manage the in to manage the marketing and the Mumbai Fighter’s home main event for the first edition of the matches for The World Series Delhi Corporate Games 2012. This is of Boxing Championship a multi-sport festival which is being (WSB). The second season of WSB, which began on Nov. conducted in 25 countries and 53 11, has introduced a new format with two groups of six cities since its inception in 1985. This event is scheduled teams battling for the WSB Team Championship Trophy. to be held from Feb. 9 to Feb. 12, 2012 at Siri Fort Sports Complex, Delhi. The essence of organising the game is to Harjinder Singh, Director, ShowWorks said: “What won us allow companies to support their employees in the pursuit the pitch was a combination of creative thought, logistic of a healthier and more active lifestyle. management skill, and our experience in executing such events. India so far, has been considered a one sport Gopi Bhatia, CEO and Director, Corporate Games Pvt. Ltd. nation. However, I have always strongly felt that WSB has said: “We had approached Thyme Advertising and they the potential to make Boxing a leading sport in India.” have been roped in to manage the marketing of the event. We are mailing a lot of companies to participate. We plan to South Asian Football Federation and engage at least around 2,000 corporate people.“ World Sport Group renew ties Pune to host first Hockey India Junior On Nov. 2, Delhi was witness to the National Championship signing ceremony that renewed the agreement between the South Asian The first Hockey India Junior National Football Federation (SAFF) and World championship will be held in Pune Sport Group (WSG), in a deal to run from Dec. 10 to 21 at the Shiv through 2017. Commencing this year, Chattrapati Shivaji Sports Complex, the new agreement covers four SAFF Balewadi. This championship is being Championships and the regional organised by Maharashtra Hockey, governing body’s flagship competition, held biennially. under the aegis of Hockey India. The championship will witness teams from 26 states wherein Kazi Salahuddin, President, SAFF said: “Our partnership 520 players will compete with each other. White Copper with WSG has been instrumental in securing the financial Entertainment will be taking care of all out-of-field activity. stability that ensures our sport’s sustainable growth in the region over the long-term. Their commitment has helped us Nachiket Chidgopkar, MD, White Copper Entertainment to establish the administrative foundation and infrastructure said: “We were selected on the basis of recommendation and for us to govern and develop the sport effectively.” expertise. We will be responsible for the conceptualization and execution of the event along with the PR.” Punj Lloyd to organise PSA Masters Tournament 2011 The third Thomas Cook Indian Golf League announced KWAN Entertainment & Thomas Cook has Marketing Solutions announced the launch has been appointed of the third edition of the For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com as the sports and event management agency for Punj Lloyd Thomas Cook Indian PSA Masters Tournament 2011, a squash tournament. In Golf League, which is its third edition, this tournament will feature 32 players and scheduled to take place will be held from Dec. 12 to Dec. 18 at the Siri Fort Sports across 16 weeks, from end Complex, New Delhi. of November 2011 to March 2012, with 20 tournaments across five cities. Louise Sharma, Group Head-Corp Com and CSR, Punj Lloyd said: “Unlike games like golf, which are perceived Madhavan Menon, MD, Thomas Cook (India) Ltd. said: to indulge the ultra rich, squash requires little investment “Golf, and this event in particular, offers us a unique and can be taken up by anyone. The prime objective of opportunity to engage with a diverse range of our customer investing in the game is to bring international squash to groups. Sports tourism is a key opportunity for us at Thomas India and get the youth of today hooked onto the game.” Cook, one that we will continue to leverage.” RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month Media Active 4 December 2011, EXPERIENTIAL MARKETING 15

RED FM calls for Gujarat to find its BIG FM Hyderabad celebrates heritage Children’s Day with little RJs In response to participation from Continuing with its Ahmedabad last year, RED FM tradition of celebrating Gujarat has returned with the next Children’s Day with a edition of the RED Heritage Hunt. hunt for a little RJ, 92.7 This year, the initiative has been BIG FM Hyderabad on extended to the entire state. Vying Nov. 7 launched the third edition of the radio reality show for a position in UNESCO’s World that gives a bigger platform to aspiring kids. The final round Heritage sites, the RED Heritage was screened at the BIG FM studios and judged by actor Hunt gives the people of Gujarat a Nara Rohit, who quizzed the final contestants and selected chance to see their state in a new light. the ‘Little RJs of Hyderabad’. The five selected winners hosted all the shows on BIG FM on Children’s Day, Nov. 14. Nisha Narayanan, Sr. VP Projects & Programming, RED FM 93.5 Network said: “After the success of last year, we IRF award winner RJ Shekar, 92.7 BIG FM said: “Every were delighted to engage the entire state this year. We parent wants their kid to be smart and witty. The Little RJ hope to instil a sense of pride within the people of Gujarat.” Hunt is a great platform for kids to showcase their talent.”

Zee TV promotes Star Ya Rockstar in BIG MAGIC to premier first edition of Delhi ‘BIG Bal Kalakaar’ Swastika Entertainment managed a BIG MAGIC and 92.7 promotional event for Zee TV celebrity BIG FM initiated BIG based singing reality show, ‘Star Ya Bal Kalakaar, a platform Rockstar’, at Pacific Mall, Tagore to acknowledge the Garden, Delhi, on Nov. 4. This activity singing prowess of aimed to expose the contestants to the young children. Auditions took place in 14 cities in MP, UP, public and make them aware of the Bihar and Jharkhand from Nov. 20 till the end of the month, show and its talent. The show was a mix of song and dance and culminated with four cluster auditions from which 10 performances and witnessed performances by participants children have been chosen to compete on the BIG MAGIC of the show. channel, beginning mid-December.

Amit Verma, Director, Swastika Entertainment said: “We A company spokesperson said: “BIG Bal Kalakaar is a have been associated with Zee TV for a long time. We talent hunt which recognizes the purity of young child targeted people from all walks of life and engaged around singers. It propogates positive values to all children in the 2,500 people. Along with the normal crowd, the event region through the medium of devotional singing.” witnessed the presence of the media and PR agencies.” 94.3 MY FM’s Chingum Boy celebrates 9X Media Group launches 9X Jhakaas his birthday on Children’s Day

in Pune 94.3 MY FM celebrated the Niche Events and Promotions birthday of its character ‘MY executed 9X Media Group’s Chingum Boy’ on Children’s Day. press launch for 9X Jhakaas, The objective was to enhance the Maharashtra’s first Marathi character’s connect with listeners. For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com music channel, at Le Meridian, Kids were selected from various Pune. The launch commenced schools through a Chingum Boy with the unveiling of the channel’s logo by Punit Pandey, talent hunt contest and on air Senior VP and Business Head, 9X Media Group, and Amar SMS based contest. Chingum Tidke, Head of Programming and Senior VP, 9X Media Boy celebrated his special day with an amalgamation of Group. on-ground and on air activities.

Dhruv Arora, Manager-Client Relations, Niche Events and Harrish M. Bhatia, CEO, 94.3 MY FM said, “MY Chingum Promotions said: “This was our first event with 9X Media. Boy has enhanced MY FM’s motto of spreading love, joy We won the mandate for this event through a pitch process. and happiness in a true jiyo dil se style. Celebrating his This event was targeted towards the media and managed birthday is one way of honouring him for making a close to engage around 150 people.” connect with our listeners in such a short span of time.” Industry Watch Developments 4 December 2011, EXPERIENTIAL MARKETING 16

Impresario launches wedding ShowWorks launches management division in Mumbai

Parinaya - Wedding entered this field and are ShowWorks Sporting Management Solutions, expecting good growth in It has been observed that Harjinder Singh, Director, a division of Impresario the future. there is a huge potential ShowWorks said: “We have functioning from Kochi market for sports marketing been noticing the steady for the past three years, Neha Jeswani, Branch and sports related events growth in sports events in has launched an office Manager, Impresario Event in India. After the success India. After the success of in Mumbai. Parinaya Management said: “We of the F1 Championsip the F1 Championship, we aims to tap the high know E-Factor rules this in India, India is slowly thought this was the ideal end wedding segment, segment, but we aim to breaking away from the jinx time for us to launch this and grow nationally and become big in the industry of being tagged as a cricket new division. Currently, the internationally, managing in Mumbai, as we are in the centric nation only. Thus, in new division is being headed destination and theme south. We are looking to tie order to cater exclusively to by existing employees of events. Other companies, up with vendors and hotels. this new emerging market, the company. We will soon such as GS Worldwide We have already managed ShowWorks has launched a be recruiting a dedicated Entertainment, have also one wedding in Dubai.” new division within its Delhi team of employees to work office titled ShowWorks for this division.” BrandSpeak 3rd Rock Sporting. enters the retail Real estate developer Ackruti City rebrands itself Entertainment as Hubtown events and Real estate developer Hemant Shah, Chairman, activations space joins hands Ackruti City Ltd. changed Hubtown Ltd. said: “The its name to Hubtown Ltd., change in our identity BrandSpeak is a new agency with ROYMEDIA effective Oct. 31, as part reflects our future direction in the BTL space, with a of a rebranding exercise of growth and continued vision to be a cornerstone Prashant Shirsat, MD of undertaken to better reflect zeal for excellence in in an organisation’s 3rd Rock Entertainment, its growing capabilities and developing projects, brand building process. has entered into a tie- delivery standards. The catering to emerging trends, BrandSpeak commenced up with Sudip Roy, company has received all improving lifestyles and its operations with a soft Director of ROYMEDIA, the necessary regulatory matching the aspirations of launch. Based out of an international company approvals while opting for a our current and prospective Mumbai, the company that plans and manages name change. The company customers. The change plans to operate all over bespoke events in the is listed on the BSE and NSE in the name marks the India. With a focus on the UK, to form R3 Worldwide and both the exchanges will beginning of a new chapter retail events and activations Entertainment. Through display the new name. As in our illustrious journey space, BrandSpeak will this association, 3rd Rock part of the name change, and we will take all steps provide its clients with end Entertainment aims to the company’s website and that will make Hubtown the to end solutions and will enter the global market logo were also changed to most preferred real estate manage and execute their and play a key role in reflect the rebranding. company in India.” ideation and communication the marketing and launch strategy. activities for recent Bollywood movies. CS Direkt exec moves to G2Rams Bharat Vermani, Director, BrandSpeak said: “I have Prashant Shirsat and as National Creative Head been working in this industry Sudip Roy, Directors, R3 CS Direkt has appointed earlier, will now look after for the past 12 years. I have Worldwide Entertainment Nitesh Sharma as Group the same. worked with 360 Degrees, said: “We will promote R3 Creative Head, replacing Lintas, and Percept Worldwide Entertainment Angshuman Chatterjee, According to Chatterjee, his amongst other agencies, in India and UK through who has joined G2Rams major agenda at G2Rams where I handled the retail print, television and other as the National Creative is to take creative thinking activations. Through this radio channels, and through Head, effective Nov. 7. At to the next level and create venture, we will help brands 3rd Rock’s branding and CS Direkt, Chatterjee was distinct differentiators in connect and communicate marketing network. We responsible for the events, experiential marketing. effectively with the target are also in talks with Eros exhibitions, films and retail At G2Rams, he will be group, as we bring down International and other verticals. Sharma, who responsible for looking after the cost of operation.” companies.” has worked with CS Direkt creative deliverables. Industry Watch Destination 4 December 2011, EXPERIENTIAL MARKETING 17

Kerala Tourism aims for India wins two global awards emerging global markets at WTM 2011 and aims higher According to a spokesperson, on what made Kerala a India took centre-stage the international tourist the Department of Tourism, tourism ‘Superbrand’. at the World Tourism Mart arrivals from the present Government of Kerala has 2011, which took place 0.6 per cent of one billion embarked on an aggressive In the face of economic in London from Nov. 7 to travellers to one per cent marketing drive targeting crises in Europe and the Nov. 10, when it won two by the end of 2016. In the emerging global US, Kerala Tourism has global awards for World’s India, the tourism sector markets. The campaign, brought about a shift in its Leading Destination and is going to be recognised which falls under the marketing strategy to lend World’s Leading Tourist as an infrastructure sector. proposed tourism policy better focus on emerging Board. While receiving We need two million hotel and is supported by the markets such as Australia the awards, Subodh Kant rooms if we are going to travel and trade industry, and Scandinavian countries. Sahai, Minister of Tourism, add five million tourists. began with roadshows in Rani George, Director Government of India said The infrastructure will be Sydney and Melbourne. Tourism, Government of that India planned to have developed by the Central As per the schedule, the Kerala said: “This is part another five million tourists and State governments workshop was held in Oslo of a new drive by the state in the next two to three on the Private-Public on Nov. 14, followed by government to approach years, in addition to five Partnership model. We have Copenhagen, Helsinki, and emerging markets with million recorded this year. started late in developing Stockholm over the next concrete short-term and the tourism industry, but three days. Department long-term strategies and He said: “Our aim is to we are on the job to make officials made presentations tap their potential.” increase India’s share in it a success.” Sydney dazzles Reports indicate Hong Kong’s exhibition Dreamtime buyers On Nov. 16, Sydney industry boosts the economy geared itself up to host 72 The latest in a series of Association (HKECIA), are important factors business events buyers, biennial Economic Impact revealed that the exhibition in raising Hong Kong’s as the combined program Study reports on Hong industry continues to bring international status. Hong of Tourism Australia’s Kong’s exhibition industry significant benefits to Hong Kong hosts five of the world’s Dreamtime 2011 event shows that activities Kong’s economy, not only largest trade exhibitions kicked off in the harbour associated with Hong by contributing substantial and seven of Asia’s largest city. This year, the event Kong’s exhibition industry expenditure effects, but trade exhibitions. Record- took place in partnership contributed HK$35.8 billion also by providing thousands breaking events like this with Qantas and Business (US$4.6 billion) to the local of jobs for the exhibition reinforce Hong Kong’s Events Sydney. The two- economy in 2010 while industry and other service profile as a dynamic place day program was the first generating the equivalent industries and supporting to do business, creating a time that all 72 buyers were of 69,150 full-time jobs. sectors. momentum which keeps in the same location. The report, commissioned Hong Kong high in global by the Hong Kong Exhibition Daniel Cheung, Chairman, awareness as an ideal Lyn Lewis-Smith, Acting and Convention Industry HKECIA said: “Exhibitions business location.” CEO, BESydney said: “We pulled out all the West Bengal to launch new projects to woo tourists stops to showcase why our city hosted incentive West Bengal’s Department ‘Experience the colours of Government of West Bengal programs that brought over of Tourism is set to launch Bengal’. said, “Such festivals would 25,000 delegates to our a host of projects to woo surely boost the tourism shores last financial year. tourists to the state and The tourism department is opportunity at Digha and we Companies are attracted boost the tourism sector. also organising the ‘Digha are soon to start helicopter to our city’s ability to make As stated in a report in Beach Festival’ from Jan. services from Kolkata to the impossible possible; Business Standard, under 13 to 16, 2012 that would Digha for tourists.” As for our dynamic business the redevelopment plan, facilitate beach sports, Kolkata, the department environment, and Sydney’s the West Bengal Tourism water sports, a sea food has already floated an innovative teambuilding Development Corporation festival, local flea market Expression of Interest for activities. This is exactly has already re-launched its on the lines of Goa and the Kolkata Eye, a proposed what we showcased to the website with a new colour other beach cities. Rajpal spectacle along the lines of Dreamtime group.” scheme and a new tagline, Singh, Minister for Tourism, the London Eye in UK. Industry Watch Events 4 November 2011, EXPERIENTIAL MARKETING 18

The Middle East EVENT Show TFM&A India debuts in Mumbai TFM&A (Technology For received an overwhelming and EVENT Awards 2012 Marketing and Advertising) response from the suppliers India made its debut of data, CRM, direct and gear up for return in India in 2011, in a digital marketing solutions. replication of the highly The growth of India’s In the wake of the success This edition promises an successful exhibition model marketing and advertising of its last edition, the Middle even greater reach to a of TFM&A UK. This multiple industry, and the increasing East EVENT Show will highly targeted audience award winning marketing sophistication of the return to Dubai from May comprising of top ranking event took place on Nov. marketing techniques made 1 to 3, 2012 at the Dubai government officials and 4 and Nov. 5 at Nehru the launch of this property International Convention private sector organisations Centre in Mumbai, and in India a certainty. The and Exhibition Centre. as well as key personnel who saw around 4,000 visitors exclusive event featured Organised by informa influence their procurement from the marketing, sales, discussions with leading exhibitions and co-located decisions. In association eCommerce and IT sectors. subject matter experts and with PALME Middle East, the with the EVENT Show, the a panel discussion cum Middle East EVENT Show is Middle East EVENT Awards In its first year, TFM&A India debate on various topics. an opportunity for those 2012 will take place on May involved in the MICE, events 2, 2012. These awards, in SportzPower and Site EMEA Forum or entertainment industries its fifth edition, rewards FMSCI introduce to showcase their products outstanding achievements 2012 to take place the first Indian and services, and network within the Middle East alongside Capital with a dedicated audience events industry. The Motorsports Forum of event management and awards will be handed out City Congress procurement professionals across 21 categories, out of India premiered the in the Middle East. which five have been newly Indian Motorsports Forum The Site EMEA Forum introduced. (IMF) on Nov. 24 in New 2012 is scheduled to Delhi. The conference was take place from June 18 EFFIE 2011 Awards celebrates organized by SportzPower, to 20, 2012 in Berlin, the media brand from Germany. Demonstrating creative and marketing excellence Sportz Network Pvt. Ltd. a commitment to industry (SNPL), in association collaboration, the Site The EFFIE Awards, effective communication with the Federation of EMEA Forum committee scheduled for Dec. 14 at and perseverance. Motorsports Clubs of leaders have endorsed a co- the Royal Western India India (FMSCI). IMF 2011 location with the first ever Turf Club in Mahalakshmi, Ajay Kakar, Chairperson, was a platform for all Capital City Congress. The Mumbai, is an initiative EFFIE 2011 Committee stakeholders of the Indian Capital City Congress is the of the Advertising Club said: “For over a decade, Motorsport community as first time that all German Bombay that is considered EFFIE India has become well as international players MICE industry associations the premiere and most the gold standard in with an eye on Indian will meet under one roof coveted showcase for measuring communication opportunity to exchange at ICC Berlin to discuss marketing and creative effectiveness for marketing ideas, communicate, learn the future direction of the strategies that work. excellence. This is reflected and develop new business events industry. These awards play the in the quality and the concepts. role of giving an agency number of entries which the Alejandro Verzoub, acknowledgement for awards have been attracting Thomas Abraham, President, Site 2012 showcasing its power to every year, with a startling Executive Director, SNPL stated: “Events like the Site build brands that lead to increase from 53 in 2001 to said: “IMF 2011 marked EMEA Forum are important business, demonstrating 276 in 2010. As integrated the first-ever motorsport- to the Site community the highest level of advertising and alternative focused conference in India because they are driven leadership in brand media have become that looks to involve high- by a committee focused on communication for the important influences for profile experts, specifically the needs and perspectives clients, and celebrating most business categories, from the motorsport of business professionals effective advertising and this year, in addition to the industry, as well as key based in the region. We marketing in India. The existing categories, some corporate leaders in whose are fortunate that the 2012 EFFIE is the only award that new ones have also been hands lay the remote that event will deliver even is bestowed on both the included to give recognition determines with which greater value for delegates client and agency, to share to their importance and vehicle their marketing through co-location with the celebration of their potential.” buck will ride.” the Capital City Congress.” 4 November 2011, EXPERIENTIAL MARKETING 18 Industry Watch Venues 4 December 2011, EXPERIENTIAL MARKETING 19

Royal Guest Palace heralds first The World Expo Park to foray into Kingdom of Saudi Arabia The Ritz-Carlton Hotel auditorium-styled theatres Company, L.L.C. has with stepped floors and have four new venues opened The Ritz-Carlton, built-in stages, ideal for According to recent which sits on the Puxi site Riyadh, situated next to press conferences and information on the of the World Expo Park, will the Diplomatic Quarter and symposium lectures, and a construction of Shanghai’s be a venue for the collection adjacent to the King Abdul variety of smaller meeting key cultural facilities for the of, research in and display Aziz Convention Centre, one rooms. 12th Five-Year Plan period, of the items, literature and of the largest in the region the World Expo Park will accomplishments of Expo and host to international Herve Humler, President welcome four new venues- events in history. summits and conferences. and COO, The Ritz-Carlton the China Art Palace, The hotel offers more than Hotel Company, L.L.C said: the Shanghai Museum of The Shanghai Museum 62,000 sq. ft. of conference “Having such an impressive Contemporary Art, the of Contemporary Art will space combined, including presence in Riyadh is part Shanghai World Expo sit on the site of the Expo two identical ballrooms, of our ongoing strategy to Museum and Shanghai Urban Future Pavilion, and in a separate wing, of develop world class hotels Children’s Art Theater. is expected to open on Oct. 21,000 sq. ft. each. They in cities where the demand 1, 2012. It is anticipated are complemented by two for luxury lodging is high.” The World Expo China that it will be the venue for Pavilion will be converted the Shanghai Biennial. Karnataka Pune houses into China Art Palace. An extension will be built to the The Shanghai Children’s Govt. approves largest built pillar- World Expo China Pavilion, Art Theater will sit on the convention centre less convention so the resultant facility site of the futuristic Expo will offer 70,000 sqm. of SAIC-GM Pavilion, and will near Bengaluru centre in exhibition space. feature the IMAX theater International Maharashtra projection system and four The World Expo Museum, audience zones. Airport Kamat Hotels (India) Ltd. The Karnataka Government (KHIL) has opened in Pune Marriott International announces new has approved developing what is said to be the the core components of an largest purpose built pillar- luxury JW Marriott Hotel in Bahrain international convention less convention centre Marriott International’s JW Executive Apartments and centre near the Bengaluru in Maharashtra. Spread Marriott has announced The Ritz-Carlton, have been International Airport. The across 56,000 sq. ft., the the JW Marriott Manama, tremendously successful, project is expected to Orchid Convention Centre Bahrain Hotel, in the and we believe that this JW cost Rs. 250 crore, which is situated in the premises Kingdom of Bahrain, under Marriott Manama is ideally will be shared equally by of VITS Pune. The fully management agreement located for a luxury hotel in the state government and air-conditioned centre can with owner Khaleejcapita Bahrain’s commercial and the Karnataka Industrial accommodate 5,000 guests B.S.C., which will open in financial center. Our JW Areas Development Board. and has modern facilities 2016. The hotel will have Marriott brand is reserved According to the proposal which enable it to host 17,119 sq. ft. of meeting for select luxury hotels in made in 2007, the centre two conferences and one space, 274 rooms and key gateway cities around is to come up on 35 acres exhibition simultaneously. suites and 102 residences the world, and Bahrain is of land. It will have an This centre has been in Bahrain Bay, adjacent to certainly one of these.” auditorium with minimum designed and constructed Bahrain Financial Harbour seating of 6,000, 20 halls by the EXHICON Group for and opposite the diplomatic The 50-story hotel tower is where 50-250 people can multi-purpose events. quarter. The JW Marriott part of Bahrain Bay, a $2.5 hold meetings or seminars, Manama Bahrain Hotel will billion development master a 20,000 sqm. exhibition Vikram Kamat, Executive be the first JW Marriott planned by Skidmore, hall, and a five star hotel. Director, KHIL said: “The property in Bahrain and the Owings and Merrill. Abdul- idea behind a convention fifth JW Marriott hotel in the Aziz Al-Rabban, Chairman, According to sources, the centre of this strata Middle East/Africa region. Khaleejcapital B.S.C said: state government plans is to provide tradefair “Bahrain has an under- to hold a global investors’ organisers, PCOs, event Ed Fuller, President and supply of luxury 5-star meet in June 2012 at management companies MD, International Lodging, hotels. The JW Marriott the proposed centre; the and individuals with a Marriott International said: Bahrain will be a spectacular reason for developing the great experience for small “Our currently open hotels addition to the Bahrain Bay core components. to large graph events.” in Bahrain, the Marriott development.” RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month COVER STORY 4 December 2011, EXPERIENTIAL MARKETING 21

The WOW Awards saw many firsts in its last edition. With Further confirmations for jury members will continue to be change and growth came much learning. That’s the greatest updated on the WOW Awards 2012 website. characteristic of an experiential property, its potential to grow, evolve and enhance relevance. We’ve worked closely with this year’s jury members on the process and categories for the WOW Awards 2012. While Our inspiration to innovate will never saturate, for we feed we saw much success from the online application process on the innovation that the industry displays to us through that was introduced last year, we look forward to presenting the year, with many path-breaking campaigns. It’s our to applicants an enhanced experience and interface of good fortune to have an opportunity beyond our yearlong creating these entries online. endevour, to celebrate the most innovative campaigns. The WOW Awards 2012 calls for entries starting December 15, Jury participation in revising the award categories has been 2011. an encouraging parameter to gauge the increased interest of marketers in the experiential space. Based on valued The WOW Awards, in its fourth edition now, has seen suggestions and great insight, the categories this year have tremendous support from the experiential marketing been enhanced to include 27 categories in total. While industry. Corporations and brands have integrated some categories have been excluded, others have been themselves with the awards through jury participation included or improvised to stay relevant to evolving trends and entry endorsements while agencies continue to be within the industry. the reason for our existence with a constant scaling up of entries each year. While we’re taking every effort to ensure the best experiential marketing campaigns get celebrated in a manner that they We’re proud to announce prominent confirmations for well deserve, jury members too clarify important aspects the WOW Awards 2012 jury. Hemant Malik, COO, Trade and expectations from the industry and the work entered. Marketing and Distribution, ITC Ltd. has graciously Carrying forward the singular underlying thought from the accepted to chair the jury for the WOW Awards this year. judging process over the years of the awards, effective Joining Malik on the jury will be, Manish Sharma, Director innovation seems to be top priority of jury members this - Marketing & Sales, Panasonic India; Viral Oza, Marketing year as well. Director, Nokia India; Anuj Saxena, MD, Elder Healthcare; Harish Moolchandani, MD, Beam Global India; Vikrant ExM speaks to a few jury members for an insight into what Ramachandra, VP and Head - Brand Marketing, TATA AIG experiential marketing means to them and the expectations Life and Maneet Jolly, GM - Brand Marketing, Idea Cellular. they have from this industry and from potential applicants. COVER STORY 4 December 2011, EXPERIENTIAL MARKETING 22 Jury Chair “The challenge for the marketing team is to put in the effort and have confidence in building experiential marketing vis- à-vis spending on lazy media choices.”

consumers multiply, the ability of a brand product/service to create an impact or an impression on the consumer minds becomes tougher. The traditional medium with its clutter makes it difficult to get cut through. Experiential marketing, given the extent of its potential impact, has formed a significant part of brand strategies over the last few years.

The expansion of malls, multiplexes and other such avenues has led to a spike in the usage of promotional tools like kiosks, stalls, free sampling etc. With the organized retail sector also having picked up, experiential marketing has become a great platform for retail giants since their retail outlets themselves are an experience in itself for the consumer.

What are your thoughts about the new experiential marketing organizations? I find that these new organisations have come with a huge amount of creativity and have actually pushed the marketing teams to wake up to the reality. It has also been supported with the evolution of technology in the digital media (interactive websites & augmented reality) and the evolution of social media, increasing the reach and Hemant Malik is the COO of Trade Marketing and affordability of experiential marketing for brands. Distribution for ITC Ltd. Since joining ITC in 1989, he has worked in the tobacco, lifestyle retailing and foods divisions How have agencies/service providers in the experiential of the company. marketing space evolved? What more can they do to partner brands more effectively? What is the importance of experiential marketing as a The typical advertising agencies of yore are now no longer medium of communication for a brand? able to sustain a uni-dimensional model of churning Experiential marketing allows customers to engage and out creatives for mass media. This has happened since interact with brands, products and services in sensory the brand’s priorities have changed and the marketers ways. Personal experiences help people connect to a have become increasingly cost conscious and aware brand and make intelligent and informed purchasing of opportunities of direct consumer interactions through decisions. It involves actual customer experiences with the experiential marketing. So an O&M has extended into an brand/product/service that drive sales and increase brand OgilvyOne, and Lintas & Lowe branched into Linteractive image and awareness. It’s the difference between telling and LoweLintas Direct to tap into the experiential marketing people about features of a product or service and letting space. them experience the benefits for themselves. When done right, it becomes a powerful tool to win brand loyalty. The typical BTL agencies too have been pushed to widen the base of services they provide to the brands. Apart from However, the challenge for the marketing team is to put the typical events and road shows, their services now in the effort and have confidence in building experiential include customized brand activation programs, response marketing vis-à-vis spending all money on lazy media management and CRM solutions for their clients. The choices like TV or print, since these are relatively easy to agencies are also becoming more tech-savvy to tap into spend your money on. social media and digital opportunities available.

How has the role of experiential marketing as part of As the experiential marketing space gained significance brand strategies increased over the last five years? over the last decade, the agencies have evolved to find What can this increase be attributed to? sustainable businesses models even within the niches The role of experiential marketing has increased significantly of experiential marketing. There are now agencies which over the last five years as mass media has been found specialize in experiential marketing and then there are out to work less and less. As the choices available to the agencies which specialize in digital experiential marketing. COVER STORY 4 December 2011, EXPERIENTIAL MARKETING 23

Jury Speaks

“Experiential marketing is the difference between telling people about features of a product or service and letting them experience it.”

Anuj Saxena is the Managing Director of Elder Healthcare and the Founder of Maverick Productions, besides being a prolific actor in the Indian television and Film industry.

Experiential marketing adopts a unique approach that integrates emotions, logic and general perception to connect to the buyer. It’s the difference between telling people about features of a product or service and letting them experience the benefits for themselves. When done right, it’s the most Dr. Anuj Saxena powerful tool out there to win brand loyalty. Managing Director Elder Healthcare Experiential marketing seeks to tap into that special place within consumers that has to do with inspiring thoughts about comfort and pleasure, as well as inspiring a sense of practicality. This means that the marketer needs to have a firm grasp on the mindset of the target audience he or she wishes to attract. By understanding what the consumer is likely to think and feel, it is possible to get an idea of how to steer the customer in a direction that will relate with the product, and entice individuals to act on that impulse to purchase. So through this type of marketing a customer engages with key messages and walks away with a positive image of the brand and a desire to purchase from the company.

“Agencies have metamorphosed from communication partners to partners in development of marketing solutions.”

Vikrant Ramchandra has spent most of his 30 working years understanding and creating brands in over 30 categories. He is currently Vice President and Head of the Brand Marketing function of Tata AIG Life

Agencies have woken to the new reality that brand behaviour is equally if not more important than brand communication. With this new reality, agencies have metamorphosed from mere communication partners to partners in development of marketing solutions. This is the new reality and agencies are transiting. The finest encapsulation has been from BBDO, that said, “Acts. Not Ads”. This has reflected in the kind of recommendations and the Vikrant Ramachandra quality of recommendations that agencies make to enhance experiential Vice President and Head of marketing. Brand Marketing Tata AIG Life COVER STORY 4 November 2011, EXPERIENTIAL MARKETING 24

Jury Speaks

“The best marketers have a skew, that is, 55:45 mass media to experiential marketing.”

Working with Panasonic since August 2008, Manish Sharma is currently Director for Sales and Marketing and is responsible for developing marketing strategies and driving sales for all segments of consumer durables.

Today, experiential marketing is an estimated Rs. 1,000 crore industry in India and is growing phenomenally as an essential marketing activity. The growing importance of this form of marketing is evident from the fact that the best marketers have a skew, that is, 55:45 mass media to experiential marketing. Companies today are spending huge sum on marketing initiatives out of which about 30 per cent usually is for BTL activities which includes experiential marketing. Currently, experiential Manish Sharma Director for Sales and Marketing marketing holds 15% of the total advertising expenditure, and we will Panasonic India see this grow by another 10% in the coming years.

When it comes to successful experiential marketing, smaller events in intimate settings are generally preferred over large events with too many people. Not only do smaller events allow a brand to get close to its customers and maximize one-on-one interaction, it also gives everyone a chance to try out the product. Face-to-face dialogue and the ability to share the experience with others are among the top factors consumers say make an event most interesting to them. We are seeing a lot of fresh ideas and out-of-box thinking coming from agencies in this respect.

“Get the central thought right and it will resonate at every consumer interaction” Starting his career with Magnasound and later moving to work with UTR Business, Maneet Jolly is currently General Manager Brand Marketing at Idea Cellular. He has been with Idea for the past eight years.

Best said by Steve Jobs and I quote “Design is the fundamental soul of any creation and it ends up expressing itself in successive outer layers of the product or service.” The same works for any campaign. Get the central thought right and it will resonate at every consumer interaction. My message to WOW Awards applicants is that the experiences you create have the power to form and even change consumer preferences. So take pride in your work.

Maneet Jolly General Manager - Brand Marketing Idea Cellular

Further updates on Jury confirmations and entry process can be seen on: www.eventfaqs.com/wowawards COVER STORY 4 November 2011, EXPERIENTIAL MARKETING 25

Categories and Entry Criteria:

WOW Promotions 1. On-ground promotion of the year for Brand 15. Conference / Convention of the year Awareness A business-to-business / knowledge platform that involves A brand promotion involving engagement with an audience, the engagement of various stakeholders relevant to a certain allowing an opportunity to know more about the brand or sample organization / association / industry.. The objective of the event the brand’s product/service. is knowledge exchange amongst experts from a select industry / 2. On-ground promotion of the year for Sales Volume association / organization under one platform. A brand promotion involving engagement with an audience, allowing an opportunity to purchase/place an order for the brand’s WOW Media product/service. 16. Televised Property of the Year - Entertainment & 3. Small Budget on-ground promotion of the year Lifestyle An on-ground brand promotion with the total promotion budget of An event with the central engagement being entertainment or Rs. 50,000/- or less in each city/town. lifestyle showcase that is then packaged into television content. 4. Contact Program of the Year 17. Televised Property of the Year - Business/ A brand promotion that involves identifying a group of individuals Knowledge and creating a promotion / activation within the community of the An event with the central engagement being knowledge exchange/ target group. E.g. schools, colleges (other institutions), residential discussion that is then packaged into television content. societies, cultural communities or other similar communities. 18. Advertiser-funded Program of the Year with on- ground connect WOW LIVE An advertiser-funded program that amplifies a brand experience. 5. Entertainment Event of the year 19. Activation Program of the Year by a Media Brand A live event, with the main aspect of engagement being with on-ground connect entertainment for the audience present at the event. An activity by a media brand, which involves on-ground 6. Festival of the Year engagement with customers, in an effort to promote the brand or A celebration involving activities / events around a central subject one of its initiatives. (arts, places, occassions) 20. On-ground brand association with a Media Brand 7. Lifestyle Property of the year A media activation done in association with a brand, where the A live event, with the main aspect of engagement being to objective is to target the consumer to promote both the associating showcase art / creativity. brand as well as the media brand. A film may also be treated as a 8. Sports Property of the year media brand for this category. A live event, with the main aspect of engagement being a sport / 21. Event Property of the year by a Media Brand sports. An on-ground event by a Media brand, in which the intellectual 9. Launch Event of the Year property rights for the property is owned by the Media brand. A live event involving the announcement / inauguration / introduction of a new product / service to a relevant TG. WOW Others 10. Brand Association with a LIVE Platform 22. Exhibition Presence of the year A brand association with a live event property – entertainment Promotion of a brand through an exhibition platform with multiple- / lifestyle / sports. This association could be either through participants. Exhibition presence would be needed to be highlighted sponsorship, partnership or when a brand uses the event platform where other, competing brands / services are also showcasing for activations. within the same platform. 23. Rural Engagement program of the year WOW MICE A brand engagement campaign specifically targeted to audiences 11. Incentive Tour of the year in small towns and villages. A program designed for any stakeholder (employee, dealer, trade) 24. New Property of the year of a company with the objective to incentivise/motivate/recognize. An on-ground event / activation that has been created within the 12. Education Program/tour of the year year and is recurring in nature. The event / activation must be an A program designed for any stakeholder (employee, dealer, trade) intellectual property of the creator / conceptualiser. of a company with the objective to educate/impart knowledge/train. 25. CSR Event/Property of the Year 13. LIVE event of the year An event / activation platform created with the objective to promote An experience designed for any stakeholder (employee, dealer, / support or create awareness about a social cause. trade) of a company with the objective to celebrate an achievement/ 26. Integrated Media Campaign of the Year by a Brand milestone/other momentous occasions. A brand promotion campaign that involves the use of at least two 14. Exhibition Property of the Year other mediums along with the on-ground activation/promotion/ A business-to-business platform that involves the showcase of event. various stakeholders (dealers/trade/channel partners) relevant to 27. Brand Experience of the Year (best use of a certain organisation/association/industry. The objective of the experiential marketing) event is to showcase as many participants of a certain industry/ A campaign that exemplifies the use of the experiential marketing association/organization under one platform. medium in the best manner with the objective of promoting a brand. OPINION 4 December 2011, EXPERIENTIAL MARKETING 26 How crucial are expos to your brand and industry? ExM spoke with four brands to find out how having an industry - wide expo helps them and benefits their respective industries.

Arif Ali Koshy Cherian Vice President and Head of Manager – Retail Operations Brand and Communication

As a telecom company, we don’t really It is extremely important for the jewellery participate in too many expos. However, industry to have an expo because the expos are a strategic tool to reach industry would not know the new changes both consumers as well as prospective in the trends and designs. I don’t not think business partners/vendors. It’s true BTL marketing activities are important as value and utility is a function of the majority of the activities are within the industry/product category/service that is industry itself and the possibility of us marketed. So the company’s B2B and doing an on-ground activation is close to B2C objectives can be served to an zilch as the turnout would be much lesser extent. The Auto Expo held every year considering BTL. However we involve in comes to mind as a successful expo a lot of research about emerging trends. serving the needs of the automobile industry. One can learn and get updated Through an expo or an exhibition we get on competitive activity too. Overall, expos to know about the fad, fashion and the provide good ROI to a growth oriented emerging trends and revivals. There is a and aggressive company. forte of companies coming at an expo and you get to know what are other the other unique things happening in the market. An expo or an exhibition is a benchmark wherein you can understand the style of various other markets. OPINION 4 December 2011, EXPERIENTIAL MARKETING 27 How crucial are expos to your brand and industry? ExM spoke with four brands to find out how having an industry - wide expo helps them and benefits their respective industries.

Royston Fernandes Mukul Kashyap General Manager – Events Marketing Manager – India Sales

Industry expos in the B2B space are It is very crucial for us to have an expo important and useful platforms for trade as we get to showcase our brand and interactions. They give trade buyers eventually helps us reach our end an opportunity to interact with multiple customer. BTL activities are important suppliers at a single venue, even as because it helps us get in touch directly they provide suppliers with an excellent with the end consumer as it is not the opportunity to showcase their products to retailers, dealers or distributors. It is a wide cross section of clients at a single primarily the end consumer who is place. For manufacturers, they are also our target audience. The brand would a platform at which new products can definitely benefit from an industry expo be introduced and presented. Industry as it is there that we connect directly with expos in the B2C space have also been our end users and not through any dealer useful in reaching out to target audiences, or retailer. Apart from showcasing our more so in the upper end range. Here the products at an expo, it helps us take the expos need to have an integrated identity voice of our consumers and receive get a like a wedding show, and also be well good feedback. timed before critical buying seasons, plus must be organised at venues that attract the targeted customers. ALSO FEATURED 4 December 2011, EXPERIENTIAL MARKETING 28

While the line-up of speakers, content design and conversations at the Think Festival spoke for itself, there seemed to be a seeping through of excellence in the organization of the festival too. Roshan Abbas, a well-impressed recipient to all that was exchanged at the first ever Think Festival in Goa, which took place from Nov. 4 to 6, couldn’t help letting the competitive event manager in him get to the bottom of how the fest came together so seamlessly. Abbas narrates his finding: Afterthoughts on the Tehelka Newsweek Think Festival By Roshan Abbas

Aamir Khan with Tarun Tejpal

Karan, Tiya Tejpal, Kartikay and Atishay are on the right Iron Hands was started by Kartikay, along with his school side of 30, the side most of us would love to be on, but time friends Karan and Atishay. Tiya Tejpal, daughter they are perhaps the future of events in India. They of Tehelka founder Tarun Tejpal, became a part of Iron recently pulled off one of the best events I have seen Hands recently and took the task of putting the event in a long time, the Tehelka Newsweek Think Festival. together along with her partners. She candidly confesses, Surprisingly though, they do not have an event company the organizers were too scared to outsource it. or anything more than a passing interest in events. They run a film production company called Iron Hands and are It began with a series of recce in April, followed by a few in between of making viral ads for Nike and day jobs on more in July. By the end of October, five days before the film sets. event, her motley crew of 15 had arrived in Goa. The team ALSO FEATURED 4 December 2011, EXPERIENTIAL MARKETING 29

Behind the scenes at the Think Festival

running the event was cobbled together from friends and family members with a single point agenda of achieving the impossible. This is a unique example of crowd sourcing talent to create an event team. Most of everyone knew of someone who had a unique skill they could use. What worked in their favour was the learning from film sets. Films in Mumbai often have a 12 hour turnaround and that had prepped the team for all kinds of emergencies and needs.

The team was handling 60 plus speakers that ranged from political heavyweights to reigning superstars, artists to authors, moreover the sessions were time bound and all this in a setup with Watchout screens, AV content, live performances, a Twitter feed on screen and much more. Somehow the event was touched by magic.

Query them on the challenges at the event and they all say, there were one too many to discuss. However, Tiya shared one. Amidst the entire hurry flurry backstage, a girl tripped and held onto the scaffolding to get a grip. The left wing of the stage began to collapse inwards on to actors Imran Khan and Abhay Deol, and film directors Dibakar Banerjee and Kiran Rao. Karan and Tiya literally pulled the stage up and hung from it for dear life in order to save it from falling. The Iron Hands crew came running in and in Tarun Tejpal and Tiya Tejpal no time they had seven people holding onto the side wing, three bossing the carpenters and praying for the lunch understanding that the Tehelka team were the directors break to rectify the issue. and Iron Hands were the building blocks of the production. The result was a blockbuster. Do event companies need All this was done for the sheer love of executing what to feel threatened? No, this was just done for the love of it. seemed a challenge. Tiya’s only frustration was that But what I found incredible, was the crowd sourced model unlike a film, at an event everything is in full view, while and the learning of film that the team brought to the event. on camera you can move things out of the frame. But then Events are a multi disciplinary medium and the more we again the expertise they brought to the event was with the cross-pollinate with other disciplines, the more we learn. Photo Courtesy: Shailendra Pandey/Tehelka RNIRNI registrationregistration 108290/2010108290/2010 PostalPostal registrationregistration nono MH/MR/N/150/MBI/11-13MH/MR/N/150/MBI/11-13 postedposted atat MumbaiMumbai PatrikaPatrika ChannelChannel SortingSorting OfficeOffice onon everyevery 7th7th oror 8th8th ofof thethe monthmonth ALSO FEATURED 4 December 2011, EXPERIENTIAL MARKETING 31

ABy Musical Mingling Rachael Rajan

Founder, DNA Networks; Joji George, CEO, Percept Sports & Entertainment; Sabbas Joseph, Founder Director, Wizcraft; Devraj Sanyal, Managing Director, Universal Music Group; and Jayesh Veralkar, Label Head – Day 1, Sony Music Entertainment.

Sketching out changes in the live music scene in India, Wadia said: “In the beginning, there was no VH1, no Channel V, no MTV. Few bands from abroad were brought down, they’d always perform at Rangbhavan, and advertising was cheap. As time went on, a healthy local band scene developed. You had your The third edition of Nokia Music Connects – The Indian Independent Rock, your Great Indian Rock. But with the Music Forum 2011 took place on Nov. 16 and 17 at the ITC advent of clubs, the scene got fragmented. Also, it began Grand Central in Parel, Mumbai. A joint venture between getting expensive to get international acts.” the Hong Kong-based Branded, and Indiantelevision. com’s Radioandmusic.com, this year’s event witnessed The biggest problem for most of the agency’s handling panel discussions, interactive sessions, and other live events is the limited number of venues, especially for informative sessions on important developments in different spheres of the music industry, both, globally and in India, changing dynamics, the Indian live music scene, and the overall future of the industry.

Performances Each of the two days saw a short performance. Shibani Kashyap performed her song, “Don’t Drink and Drive”, on the first day. The second day featured a performance by and an interview with Grammy award winner Imogen Heap, who demonstrated how she uses technology innovatively with her ‘Magic Gloves’, which allows her to record, loop, and control sounds while performing. This Sabbas Joseph, segment of the conference received much applause from Director the attending delegates, owing to its creative coupling of Wizcraft technology and music. A recent collaborative effort by Heap and Vishal Dadlani saw the recording of a song in “The issue with live acts Rajasthan in just four days, along with the shooting of a is not only about getting music video, which was screened at the event. those 23 permissions and licenses, but about Sketching the Live Events Scene the hold these officials An engaging panel discussion on the emergence of festivals and music events and competitions across have on you, so that you India, and several issues relating to the facilitation of live have to give freebies and events were discussed by key leaders of the event and tickets, and so depend music industry. Moderated by Brian Tellis, Chairman, heavily on sponsorships Fountainhead Promotions & Events Pvt. Ltd., the panel rather than ticket sales.” comprised of Farhad Wadia, CEO, E18; Venkat Vardhan, ALSO FEATURED 4 December 2011, EXPERIENTIAL MARKETING 32

Another important question raised in this regard was why are sponsors changing year on year? The need for strategic investments rather than tactical ones is felt strongly. Sponsorships are sanctioned by marketing managers, and as marketing managers for brands medium-size acts, that can accommodate an audience of change, the tendency is that budget allocation undergoes 1,000 people or so. This drastically reduces the scope for a simultaneous change, whereby funds earlier allocated emergence of smaller festivals and gigs. While Wizcraft to a certain festival, are now diverted to other avenues. may have established its ‘Kingdom of Dreams’, this is The panel was unanimous about this being something seen by the industry at large as an exception, rather than that needs to change and that brands need to take the rule. Although Wadia and others like him feel that on properties for durations of at least 10 to 15 years. from a band perspective this is the best it’s ever been, When this happens, both the live music industry as pulling an act together and seeing it through logistically well as brands will benefit the way they have through and otherwise is challenging and expensive. international festivals. Brands often tend to back out

For outdoor events and really big acts, there are around 23 permissions to procure, and even after having to “It is important bribe their way to do so, it doesn’t end there. Sabbas for the public and Joseph added: “The issue with live acts is not only about private sector to getting those 23 permissions and licenses, but about the hold these officials have on you, so that you have come together. to give freebies and tickets, and so depend heavily on There have not sponsorships rather than ticket sales.” been many

So, while the music and event industry would like to changes in the move to a model that isn’t sponsorship driven and is more last decade. There dependent on ticketing revenues, the regulations make are new avenues, this impossible. While there is a general feeling that the entire ecosystem for live events needs to be revised but where’s the and thought through, there are other stakeholders who working capital?” prevent such a move forward, including the brands.

Joji George commented: “It is important for the public Joji George, and private sector to come together. There have not CEO, Percept Sports & been many changes in the last decade. There are new Entertainment avenues, but where’s the working capital?” ALSO FEATURED 4 December 2011, EXPERIENTIAL MARKETING 33

from ventures like live events because it feels the event is the intellectual property of the agency. The solution to this is to create and facilitate joint ownerships. Again, the “The audience’s taste has problem agencies face is that while they are not unwilling been wrongly judged to share intellectual property rights of these properties and that the industry with brands, they have no assurance that brands will has dumbed down its sustain these properties long-term. audience too much, and that the focus needs Another topic touched on was the need to develop live to be redirected to the music events in the regions. Tellis remarked that the content itself.” industry needs to focus on issues that help cultivate a culture of live music at a local and even a regional level. Developing local talent must also involve creating live Neelesh Misra, platforms for regional folk music, and other music that Writer and Lyricist isn’t mainstream. The Peninsula Studios The panellists also strongly urged agencies to have dialogue with policy makers, and not restricting discussions of this nature to just the music fraternity. The digital media as a platform for talent is the basis for Music Beyond Films present and future growth. One of the panellists, Raina Despite the predominant Bollywood music culture, said, “Because of social media, consumers make the there are a growing number of listeners of Indian pop, artists big, not the labels.” Raina has seen a tremendous religious, regional pop, and classical music. In this amount of success in her efforts to make the industry panel discussion, the roles played by artists, concert more inclusive by actually going on ground in villages promoters, and labels were discussed, and the scope for and smaller towns, and giving people an opportunity to further growth of this segment of the music industry. The record themselves singing, and later developing some of panellists including, Owen Roncon, Partner, Oranjuice the talent discovered. Entertainment; Soumini Sridhara Paul, Associate VP, ArtistAloud; Ben Thomas, MD, Kurian n Co.; Farhad Misra, who has been successful in delivering performances Wadia, CEO, E18; Neelesh Misra, Writer and Lyricist; that integrate music and story-telling, remarked that the and Sita Raina, CEO, The Peninsula Studios; shared audience’s taste has been wrongly judged and that the their own efforts towards developing non-film music and industry has dumbed down its audience too much, and their own learning. that the focus needs to be redirected to the content itself. RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 postedRNI registration at Mumbai 108290/2010Patrika Channel Postal Sorting registration Office noon MH/MR/N/150/MBI/11-13every 7th or 8th of the month posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month ALSO FEATURED 4 December 2011, EXPERIENTIAL MARKETING 35

Music in Television & Reality Shows The industry partner was Saavn, while session partners The music reality show model has seen much success were Sony Mix and British Council. The Lanyard partner among India’s TV watching audiences, and has been was BMI; the official partner was Only Much Louder; endlessly replicated. The need to measure success and the opening party partner was Shiro. Other partners beyond TRPs was one of the key issues discussed included Simca, Indiantelevision.com, Canadian Music by panellists including Neeraj Vyas, Executive Vice Week (CMW), Music2Deal, ArtistAloud.com MediaNama, President & Business Head, SONY MAX and SONY and Casbaa. Media partners were Afaqs, Indian Music MIX; Aditya Swamy, Senior Vice-President, MTV; Arvind Talks (IMT), and the International Herald Tribune; the PR Krishnan, Director – Marketing, Bacardi; Gitanjali Sriran, partner was CMCG India. Founding Partner, Naked Communications; singer Anushka Manchanda, Sigerm and Meiyang Chang, Conference growth former Indian Idol finalist. Since its birth in 2009, the property has grown considerably in terms of the number of partners on board, and in terms Meiyang remarked: “A lot of people want only music and of participation. some reality. You have to make sure the quality doesn’t suffer, otherwise you’re just going to have mindless On the property’s development over the last three years, clones.” While Meiyang feels that once the show is Viral Oza, Director - Marketing, Nokia India said: “After over, the onus of moving on and making a career in the the success of Nokia Music Connects two years in a row industry lies on the participant, others differ. since we started in 2009, we have taken Nokia Music Connects 2011 to newer heights.” Manchanda remarked: “Reality TV is made for TRPs. What happens after is very different. There needs to “A forum such as this one offers an ideal platform where be a plan for the talent after the show is over.” Sriram diverse industry voices coalesce to build and strengthen added that neither the music manager nor the TV the music and entertainment ecosystem; all the more so, channel is responsible for talent, but that there needs to since the Indian music industry and the entertainment be a separate service altogether that will take on talent industry at large is poised for momentous change now,” (musical or otherwise) once they are out of the show. added Oza.

Meiyang Chang, Viral Oza, Former Indian Idol Finalist. Director Marketing Nokia India

“A lot of people want only “A forum such as this one music and some reality. offers an ideal platform You have to make sure where diverse industry the quality doesn’t suffer, voices coalesce to build otherwise you’re just and strengthen the going to have mindless music and entertainment clones.” ecosystem; all the more so, since the Indian music industry and the Partners entertainment industry The title partner for the event was Nokia, and it was at large is poised for endorsed and supported by the Indian Music Industry momentous change now” (IMI), in partnership with Mobile Music Xchange (MMX), The Phonographic Performance Ltd. (PPL), and hungama.com. IN FOCUS 4 December 2011, EXPERIENTIAL MARKETING 36

Pushkar Balloon Festival: Scaling new heights By Rachael Rajan

For two years now, there has been a different kind of festival. The balloon flight takes place twice on each day. ‘hot air’ making its presence felt at the age old Pushkar Since we organise a series of balloon safaris, we have Camel Fair in the state of Rajasthan. A hot air balloon been able to generate a lot of enthusiasm among balloon festival is not something that you are likely to see at a fair pilots across the world. Out of the 40 entries we received, featuring over 20,000 camel, cattle and horses, but given we managed to shortlist 20 pilots to be part of the Pushkar the spectacle of colour, festivities and people this annual Balloon Festival 2011.” event held each year in November attracts, the Pushkar Balloon Festival has gained the desired traction it set out Special packages are being made available to the public to. for this visual extravaganza, which included luxury tented accommodation in the middle of the desert, sumptuous SkyWaltz, a hot air balloon company, organized the Rajasthani cuisine, and a balloon flight over the Pushkar second edition of the Pushkar Balloon Festival within the Fair. The festival received much acclaim from participants, vibrant Pushkar Camel Fair from Nov. 7 to Nov. 9. The the Government of Rajasthan, and the media. event has been commissioned by the Department of Tourism - Government of Rajasthan. Over 20 international Commenting on the concept of the festival, Garg said: balloon pilots got together to celebrate this festival and, in “Pushkar is a 100-year old festival. The concept of total, about 60 foreign delegates travelled as crew from holding the hot air balloon festival at Pushkar was to give the world over. Rajasthan Tourism an opportunity to provide international tourists and domestic tourists with a spectacular visual Commenting on the association with the Pushkar Camel display, while flying over temples, a lake, the desert, other Fair, Samit Garg, CEO, SkyWaltz said: “We approached landscapes, and over the cattle fair. Balloon pilots from the Rajasthan Tourism Board with the unique concept of abroad got to witness a visual extravaganza of the rich holding a balloon festival within the Pushkar fair to add a culture and festivity of Rajasthan. At this fair, which is also new dimension to the event. Thus, post a tender process, the world’s largest cattle fair, villagers come from various we were awarded the mandate to manage the balloon states to sell or buy cattle, horses, and camels.” IN FOCUS 4 December 2011, EXPERIENTIAL MARKETING 37

next three years. The festival brought additional room nights to the hospitality industry, while a large number of international and domestic airline tickets were sold. Local travel operators had most of their cars and buses booked and the state received additional income through taxes and foreign exchange.

This year’s statistics reveal that over 167 tourists, who flew to Pushkar from other countries, came just for the balloon festival. Garg added, “The FICCI 2009 report indicates that adventure tourism will become popular among the youth and among corporations in the next few years.”

The festival also presents opportunities to brands. Speaking about the associations with brands at this year’s festival, Garg said: “This year, we had Blazer, a Swiss lubricant brand, Royal Challengers Bangalore, and a French wine company, participate. Blazer had also booked additional tents where they invited their Indian dealers to witness the festival. We did not sell corporate sponsorships this year, but will start doing so next year. This will allow brands to get a 360 degree mileage through balloon branding, on- ground branding at the take-off site and from advertising across various mediums, including integrated (radio and TV) advertising. This year’s festival was also covered by the international and Indian media.”

The events included a ‘Hare & Hound’ race held on the last day of the festival. Blazer won first place at the race, while Royal Challengers Bangalore came in second, flown by a pilot from the Czech Republic. Garg elaborates, “Every night at the stadium grounds, a ‘night glow’ event was held, in which balloons were inflated to the beat of the music played, which looked magnificent, while 500 Chinese lanterns were let off into the sky by kids and the general public.”

The festival received much acclaim. Says an overjoyed Garg, “We got a fabulous response from the international pilots who participated who claimed the event was well organised and matched world standards. The passengers enjoyed the balloon rides, as did the onlookers.”

The Rajasthan Tourism spokesperson agreed that the festival received the anticipated mileage and response from tourists through the festival.

India’s hosting of the Pushkar International Balloon Festival brought the country on the global map of hot air ballooning. The state of Rajasthan has also benefited in a massive way. Ten countries and 16 balloons participated this year, and this figure is anticipated to grow to 50 balloons in the RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month IN FOCUS 4 December 2011, EXPERIENTIAL MARKETING 40

The Economic Times ACETECH 2011 builds blocks in five cities By Shachi Tapiawala

Shri. Prithviraj Chavan and Shri. Chhagan Bhujbal inaugurate the event

The infrastructure and construction industry is one of the traditional exhibitions and trade shows by conducting most crucial drivers for any country’s economy, including knowledge forums and international summits featuring the Indian economy. So having one of India’s leading eminent personalities across the globe. With regards to economic newspapers, The Economic Times, presenting branding given to sponsors, ACETECH is offering 360 an exhibition for this industry appears highly appropriate. degree media coverage through ET Now which was aired during the prime time, print ads and feature pages write ups The Economic Times ACETECH 2011 is being held from coverage in the Times of India and Bombay Times, press Nov. 3, 2011, to Feb. 12, 2012, spread across five cities – releases in magazines, hoardings and billboards, online Mumbai, Chennai, Delhi, Bengaluru and Hyderabad. The and social media marketing, radio campaign presence and Mumbai leg of the exhibition was held from Nov. 3 to Nov. through other forms of digital media. 6 at the Bombay Exhibition Centre in Goregaon, while the Chennai leg of the exhibition was held from Nov. 25 to Nov. Commenting on the idea behind initiating the property, Sumit 27 at Chennai Trade Centre. Gandhi, Project Director, ACETECH said: “ACETECH was started in 2006 in Mumbai and was bigger than the largest The exhibition is being organized by Asian Business exhibition of that time. The idea behind launching the show Exhibition and Conferences Ltd. and has 22 segments that was to give a complete building material, architecture showcase a vast array of equipments, products, services and construction engineering exhibition to the end users and technologies that are used across the architecture, like builders, architects and project managers, and give construction, engineering and design industry. The next in the exhibitors the right audience along with unmatched line of exhibitions in the ACETECH 2011 series will be held publicity.” in Delhi from Dec. 16 to 18, Bengaluru from Jan. 27 to Jan. 29, 2012 and Hyderabad from Feb. 10 to Feb. 12, 2012. Talking about the exhibition and what it offers to the construction industry, Gandhi said: “ACETECH has Laying the Foundation become the largest networking ground for players in the This year, the exhibition transcends the boundaries of infrastructure and construction industry and has become IN FOCUS 4 December 2011, EXPERIENTIAL MARKETING 41

architecture, interior design and real estate fraternity. Also, the 2011 Design Wall was presented at the event. The Design Wall is a concept of a video design wall used to introduce the most innovative and high- end products. Architect Zarir Mullan; Jimmy Mistry, founder of Della Tecnica; and Mahesh Mudda, CEO of New Consolidated Construction Co. Ltd.; among others, were present for the Design Wall. The sponsors for The Design Wall 2011 were Simpolo Ceramics, Dorset, Sophus, Elevators Villeroy and Boch.

As part of the Mumbai leg a marquee event. It is the only event where all relevant of ACETECH, The International Lighting Summit 2011 players participate in some way or other. The exhibitors was held on Nov. 4. The summit was a knowledge forum get unmatched return on investment by combining an on- dedicated to the lighting design and technology industry ground activity with print media and outdoor exposure. The based on the theme of “Transformation of Spaces Through visitors get to choose from the latest products, technology, Light”. Various topics related to modern and traditional designs and ideas. ACETECH has been conducting the lighting technologies were covered in this session. show from 2006 in Mumbai, from 2008 in Delhi, and from 2009 in Bangalore. We have started this show in Chennai A galaxy of international lighting experts enlightened the from this year.” 600 plus audience that comprised of lighting designers, architects, interior designers, developers, and integrators. Breaking Ground The speakers at the event consisted of people from the The inauguration ceremony witnessed the presence of lighting industry such as Charles Israel, Martin Klassen, prominent guests like Prithviraj Chavan, Honourable Chief Praveen Thampi, Babushankar, Lawrie Nisbet, Peter Minister, Government of Maharashtra; Chhagan Bhujbal, Veale, Neil Skinner, Bo Steiber and others. Also, technical Honourable Minister of State for PWD Architecture; Hafeez panel sessions and case studies were discussed to Contractor, Architect; Ashish Raheja, Managing Director, have the architect’s and interior designer’s views on the Raheja Universal; Vikas Oberoi, Managing Director, Oberoi lighting industry. The day concluded with a felicitation and Realty; Ali Lokhandwala, Managing Director, Lokhandwala cocktail dinner with the lighting experts who had achieved Infra; Sunil Mantri, Managing Director, Sunil Mantri Realty; milestones in their career working on some of the biggest Dharmesh Jain, Managing Director, Nirmal Lifestyle; Anuj projects across the world. Puri, Country Head and Chairman, Jones Lang LaSalle India; Kathy Abernathy, President, IALD; Nancy Clanton, The sponsors for The International Lighting Summit 2011 Clanton and Associates, UK; Peter Veale, Firefly Lighting were Philips Electronics India Pvt. Ltd, Osram India Pvt. Design, UK; among others. Ltd, Crompton Greaves Ltd., Zumtobel Group, Thorn India Pvt. Ltd., Vis a Vis India Pvt. Ltd., ERCO Lighting Ltd., The inaugural lamp of the exhibition was lit by the Prithviraj Louis Poulsen Lighting, ALDABRA, iGuzzini, XAL India Chavan, Chhagan Bhujbal, Hafeez Contractor and S.M Pvt. Ltd., Legrand India Pvt. Ltd., Delta Light, and Debbas Gandhi, CMD, Asian Business Exhibition and Conferences Prime Solutions (P) Ltd. Ltd. In his keynote, Prithviraj Chavan stressed on the need for infrastructural development and investment in the state Shedding some light on the idea behind taking the property of Maharashtra, hailing ACETECH as a platform that serves to new cities, Gandhi said: “The idea of taking up new cities as a great meeting place for investment and subsequent is to give the exhibitors an exposure to a new market by returns. using a consistent promotion strategy. The exhibitor gets maximum value by combining on-ground activity with print Wall and Lighting and outdoor media to create the right buzz and attract the Following the inauguration, a felicitation and a gala right kind of audience. ACETECH is the only event which networking night was held at Taj Lands End, which hosted the uses print and outdoor media to the fullest extent.” RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month IN FOCUS 4 December 2011, EXPERIENTIAL MARKETING 43

Architects and Developers inaugurating the Design Wall

followed by J.R. Tanti, Managing Director, Synefra Engineering and Construction Ltd., stressing on the importance of these sustainable concepts in infrastructure development in the urban concrete jungles of India. In addition, crucial aspects such as public-private partnership, roadmap for energy efficiency and sustainable building materials were discussed by speakers such as J.R Tanti, Pradeep Nair, Mili Majumdar, Phil Brown, Pranay Vakil, Anil Kumar Pandial, Akashdeep Jyoti and others. Case studies were also presented that witnessed participation from Sumit Gandhi, leaders and visionaries of the green building movement. Project Director Dr. P.C Jain, Chairman, Indian Green Building Council, ACETECH highlighted IGBC’s initiatives towards providing a green India and the green practices movement. “ACETECH has grown not just in terms of size but also The sponsors for The Global Green Summit 2011 were in terms of quality of brands Panasonic India Pvt. Ltd., Daikin Air Conditioning India Pvt. Ltd., HNG Glass Float Ltd., K Raheja Corp., Llumar, Enviro participating and the quality Solutions Pvt. Ltd., Armstrong World Industries India Pvt. of people visiting the show. Ltd. and Hyderabad Industries Ltd. We have been successful in giving good return on The Final Brick investment to participating The exhibition in Mumbai witnessed a participation of over brands year-over-year and 400 brands and saw a footfall of more than 1.5 lakh visitors it can only grow bigger and including all top architects, builders and project managers. better.” Speaking about the growth of the property, Gandhi said: “ACETECH has grown not just in terms of size but also in terms of quality of brands participating and the quality Going Green of people visiting the show. We have been successful in The ACETECH exhibition in Mumbai also witnessed The giving good return on investment to participating brands Global Green Summit 2011 being held on Nov. 5 which was year-over-year and it can only grow bigger and better. a one day knowledge forum on green building technologies We realized that the local demand for these construction and sustainability in infrastructure. The theme for this forum and infrastructure products is great and we came up with was “Sustainable Urbanization Planning and Execution”. ACETECH. We have further nurtured and developed this exhibition in terms of knowledge forums for the industry Green building, as the need for the hour, was addressed such as the International Lighting Summit and the Global by Valsa R. Nair Singh, Secretary, Ministry of Environment, Green Summit.” IN FOCUS 4 December 2011, EXPERIENTIAL MARKETING 44

The Great Indian OctoberFest: Beers, Brands and Bands By Rachael Rajan

Poets of The Fall DJ Suketu

The three-day Great Indian OctoberFest 2011 took place on Nov. 11, 12 and 13 at the Karnataka Trade Promotion Organisation (KTPO), Bangalore. This year, the organiser, Common Colors, opened the festival to beer brands other than Kingfisher and also to wine brands. The organisers estimated an audience of 65,000 to 70,000 people in attendance over the three days, with 8,000 to 9,000 on the first day itself, and 22,000 to 25,000 on each of the following days.

While Kingfisher has been associated with the property since its inception, the other sponsors for the event this year were Fosters, Budweiser, Carlsberg and Bacardi, along with The Times of India as the media partner and Live Banned Fortune Trinity as the hospitality partner.

Known as a beer festival since 2005, this year, the life, particularly between the age group of 18 to 75 years. property claims to make it different by adding wine to its banner. Last year, there were six to seven beer stalls Talking about the property’s long standing relationship in all, and all were sub-brands of Kingfisher. This year’s with Kingfisher, Hiregoudar remarked, “This year when festival has been opened to other beer brands, and the we suggested getting other brands on board, Kingfisher participants include Fosters, Budweiser, a Bangalore- was very accommodating and extremely open to this.” He based beer company, and Sula Wine. The introduction of believes that brands associating with the event stand to wine brand participants is another new development in gain phenomenally and that the monetary value gained this year’s festival. Commenting on this, Vilas Hiregoudar, would be in the ratio of 1:4 at least. Managing Director, Common Colors said: “The Great India Oktoberfest is still predominantly a beer festival, but The concept adopted this year was ‘Music Street’, wherein to cater to another audience and another set of people 30 of the participating bands motivated the audience with who don’t consume beer, this year we’ve also got wine their performance to buy their music through their stalls. brands on board.” In addition, there were two international bands out of the 45 bands participating, and the fest witnessed a mixed This event is targeted towards people from all walks of genre of music. IN FOCUS 4 December 2011, EXPERIENTIAL MARKETING 45

DJ Super 8

DJ Claudia Ram Sampath

EKA

“There were very few beer fests, and our vision was to Common Colors is ensuring that they remain relevant. bring the passion of music in India and combine it with Hiregoudar said: “We established this property in 2005, beer. This year, there were three stages compared to all and while there are many similar fests being introduced, these years where we had one or two stages,” explained we still are the first to have started the culture of beer Hiregoudar. and music in India. This is our seventh edition and we’re expecting 65,000 to 70,000 people to attend. We still The three stages included the main stage and the ‘Music tap into the largest audience and our festival is still the Street’ stage. 45 bands and ten DJ’s performed on these largest. We do not really consider similar properties as various stages. The ‘Music Street’ stage, itself, saw 30 competition.” bands perform. Each of these bands had their own stall where they could showcase their merchandise like T-shirts Common Colors has also enhanced the promotion and and CDs. publicity for the event, with a 360 degree marketing approach wherein, apart from conventional media like The fest also includes a prominent food festival in which television, online and social media, the property also 29 stalls showcased a wide range of cuisines for the organised gigs in clubs and pubs across cities as part of audiences at the fest. the lead up to the fest.

In its seventh edition, The Great Indian OctoberFest is The vendors for this edition of the festival included J Davis still going strong. Over the years, many similar properties, Pro Sound for light and sound, Udpa Enterprises and some also titled Octoberfests have cropped up, but Orion Travels for travel and logistics, and Tops Security. RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 postedRNI registration at Mumbai 108290/2010Patrika Channel Postal Sorting registration Office noon MH/MR/N/150/MBI/11-13every 7th or 8th of the month posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month IN FOCUS 4 December 2011, EXPERIENTIAL MARKETING 47

the brand promise is delivered to its consumers.

Is the brand involved in other activations/promotions as part of the OctoberFest? What are the activities/ branding done as part of the festival?

As a part of the pre-promotional drive, Kingfisher premium extended its association to other well-known and related music-based events across various parts of the country. This was done in a bid to create awareness, raise the tempo, give people a glimpse of the Kingfisher experience and get them to be a part of one of India’s largest music and beer festival.

In terms of branding, all Kingfisher events are adequately branded with conventional signages, not to mention that there is a branded bottle/can in every consumer’s hand. Taking a step further, we also have Kingfisher branded merchandise and engaging games that gets the crowd into the fest mood.

How do such platforms enhance the brand communication to relevant consumers?

Kingfisher true to its intent of giving its consumer “The Good Times”, considers TGIOF as a perfect platform to connect and engage with its consumers. The participants of the OctoberFest consist of a large cross section of youth that perfectly blends with Kingfisher’s consumer Samar Singh Sheikhawat, profile. Consumers get a chance to sample and enjoy all Senior Vice President, Marketing, major brands from the house of United Breweries in an United Breweries Ltd a p p r o p r i a t e a n d d e s i r a b l e e n v i r o n m e n t .

Kingfisher has been associated with the Great Indian OctoberFest since its inception as a principal partner, The brand continues its support towards the property this year as well. ExM speaks with Samar Singh Sheikhawat, Senior Vice President, Marketing, United Breweries Ltd. to get an understanding on the brand’s objectives in partnering such a platform and also the success seen from the association. Excerpts:

How did United Breweries come about associating with The Great Indian OctoberFest? And, how do such platforms enhance the brand communication to relevant consumers? Slingshot

Kingfisher is India’s No.1 beer brand and carries an image of being deeply rooted with fun, style and music. The German Octoberfest is the largest celebration of beer, so when it came to celebrating the spirit of OctoberFest in India, Kingfisher took the initiative of bringing it to the country.

The Great Indian OctoberFest (TGIOF) as a property was conceptualized by the brand along with Common Colors way back in 2005 and over the years has become one of the most desirable and anticipated fests in the country. Kingfisher has always endeavoured to bring good times to Rabbi Shergill its consumers and platforms such as TGIOF ensure that ALSO FEATURED 4 December 2011, EXPERIENTIAL MARKETING 48

Auto expos keep the auto adrenaline going By Karan Iyer

The Formula One may have come and gone, but has left manufacturers or the end consumer. There is something behind auto fanatics with a wanting for more. But there is no for everybody. The Delhi Auto Expo is the biggest show for need to fret too much about it since auto expos around the the automobile industry and the expectations are that it is world are ensuring that the excitement does not die out too going to be bigger and better this time. Some auto brands soon. The Los Angeles Auto Show was held in November in will be conducting global launches of their latest offerings.” the US around the same time as the Autocar Performance Show 2011 was held in Mumbai. The North American The Autocar Performance Show 2011 wooed Mumbai from International Auto Show or the Detroit Auto Show will be Nov. 17 to 20. The four-day auto show was held at the held in January 2012 more or less along the same time as MMRDA grounds, Bandra Kurla Complex in Mumbai. The the Delhi Auto Expo. Of course, there are many other auto expo witnessed prominent auto brands showcasing a variety expos around the world like the 42nd Tokyo Motor Show of models ranging from the mid- and luxury-segments to 2011 to be held in December, the Manila International Auto eye-catching sports convertibles. From automobile fanatics Show to be held in March 2012, and the list goes on. checking out the latest car models to potential buyers, the auto show witnessed visitors of all sorts and none were left Auto expos are a major one stop shop for the auto disappointed. industry. They serve as a platform for brands to launch new automobiles, market existing line of products, interact The 7th edition of the Autocar Performance Show with the end consumer and media, create brand exposure, showcased some of the most powerful and exclusive cars understand the competition and trends in the market, and and bikes from around the world. Some of the brands network with other businesses, among other things. On the showcasing their models at the show were Aston Rapide, sidelines of the Autocar Performance Show 2011 in Mumbai, WTCC Chevrolet and Rolls Royce, Ferrari, BMW, Audi, Hormazd Sorabjee, Editor, Autocar India, spoke with ExM Jaguar, Volkswagen, Ford, Toyota and Nissan, among on auto expos and the Delhi Auto Expo. “Auto expos are a others. Kotak Mahindra Prime Ltd., a unit of the Kotak platform for everybody whether it be auto brands, auto part Mahindra Group, was the presenting partner for the event. ALSO FEATURED 4 December 2011, EXPERIENTIAL MARKETING 49

MapmyIndia and 93.5 Red FM were the navigation partner going to be expected to be present there. There’s going and radio partner for the event, respectively. to be more cars, more bikes and more than enough automotive dope to give an auto lover a high of a lifetime, The inauguration of the event on Nov. 17 witnessed the or at least until the next edition. presence of F1 racer Narain Karthikeyan as well as top chiefs of various auto brands like Sudhir Rao, COO, The organisers of the Delhi Auto Expo 2011 are the Renault India; Thomas Kuehl, Member of the Board Sales Automotive Component Manufacturers Association of & Marketing, Skoda Auto India Pvt. Ltd.; and Neeraj Garg, India, the Confederation of Indian Industry and the Society Board Director, Volkswagen; among many others. of India Automobile Manufacturers. The expo will showcase

The Lotus Renault team’s Formula One car displayed at the entrance of the event managed to catch a lot of eyeballs, and the F1 driving simulator at the event engaged F1 fans at the show. The Maruti Suzuki Autocross and the M&M track experience added to the visitors’ excitement. Some of the auto brands conducted their own quizzes and competitions of sorts to attract and engage the audience. Besides auto brands, other auto industry related businesses like automobile designers and modifiers, sound system manufacturers, and many others displayed their products at the event. Hormazd Sorabjee, Editor Speaking to ExM about the growth of the event and the Autocar India response, Sorabjee said: “The event has reached a whole new standard. Overall, there was a higher quality, look and “Auto expos are a platform feel to the whole thing. The layout and stall design were for everybody whether of significantly better quality. The quality of the crowd was it be auto brands, auto excellent. There were genuine enthusiasts and auto lovers part manufacturers or the coming in. The Mumbai audience is always very special end consumer. There is and knowledgeable. There were a lot of things at this event for everybody and it served as a platform for auto brands to something for everybody. showcase their models in Mumbai.” The Delhi Auto Expo is the biggest show for the The Autocar Performance Show was just the starter for the automobile industry and main course in Delhi. The mother of all Indian auto expos, the expectations are that it the Auto Expo 2012, will be held from Jan. 7 to Jan. 11, is going to be bigger and 2012, at Pragati Maidan, New Delhi. This is Asia’s largest better this time.” automotive show and auto brands around the world are ALSO FEATURED 4 December 2011, EXPERIENTIAL MARKETING 50

said: “Auto expos are very crucial for various reasons. They enable auto brands to reach out to a massive audience. It serves as an opportunity to come in contact with the press and public, launch new models, garner media coverage and the attention of people. However, at an expo of the size of the Delhi auto expo, there are a lot of things happening at the same time. Other brands are also pushing hard for coverage and attention so a brand presenting at such an expo needs to be innovative in the way they present themselves in order to differentiate itself from the rest. Auto expos also serve as a platform to check out the competition and an opportunity to see the trends in the market, the new entrants, and the latest technologies and designs.”

Commenting on Peugeot Citroen’s plans for its brand in India, Kergariou said: “The Delhi auto expo is an opportunity to also meet potential customers and build a database. At the expo, we will be representing our brand image through the presentation of our stalls, models and designs. As part of presenting our brand image, we hope to explain to the people about our brand and to show that we are here for the long term and establish a brand image. This will be our first event to debut Peugeot in the Indian market, but we do have plans for conduction of more events in the future to latest technological products, components, vehicles and act market the brand in India.” as a launch pad for new and future vehicles besides being the platform for generating leads, one to one interactions Other auto brands like German automaker Daimler will be and business enquires. Auto Expo 2012 will also have a launching its heavy vehicles under the Bharat Benz brand special focus and emphasis on technological innovations in at the Auto Expo in Delhi, French carmaker Renault will the areas of safety, environment and fuel efficiency. be officially launching its compact car Pulse at the expo, BMW India will be showcasing its small luxury car Mini, and According to a report by The Economic Times, more than Maruti Suzuki is expected to launch its sports utility vehicle. 60 vehicles will be launched at the Auto Expo 2012. One of the auto brands to be present at the expo will be Jaguar Land Rover, which was acquired by Tata Motors in 2008. The dates of the Auto Expo in Delhi will be overlapping with the Detroit Auto Show for three days and Jaguar Land Rover has decided to skip this year’s Detroit Auto Show to take part in the Delhi auto expo. Noting this move by Jaguar Land Rover, Sorabjee told ExM that “the Detroit Auto Show is more of a North American show and the fact that Jaguar Land Rover is skipping it for the Delhi auto expo is only proof that the prominence of this expo has increased significantly.” Marc de Kergariou While most auto brands will be launching their new line Marketing Director of vehicles, French automaker Peugeot Citroen will be Peugeot India making its debut in India at the expo. Marc de Kergariou, Marketing Director, Peugeot India, spoke exclusively with “Auto expos are very crucial ExM on the brand’s entry into India and expectations from for various reasons. They the expo. Kergariou elaborated that this expo is going to enable auto brands to reach be the first point of entry for the brand and it plans to use out to a massive audience. the platform to make people familiar with the brand and It serves as an opportunity showcase some of its models. “The aim is to present to the people, the media and other visitors, Peugeot’s knowledge, to come in contact with the designs, experience and build a brand rapport. We will be press and public, launch showcasing the brand’s different models and the variety of new models, garner media its offerings.” coverage and the attention of people.” Talking about the importance of auto expos, Kergariou *Glimpses of the Autocar Performance Show ALSO FEATURED 4 December 2011, EXPERIENTIAL MARKETING 51

EXPERIENCEBy Ashish Sinharoy IT!

can be about creating an experience around your product and business plans, so that it does not feel like work. Today’s dealer conventions are events where companies unveil their yet-to-be-launched products at the hands of international celebrities. A dealer or employee convention is no longer just another purposeless jamboree, but a company giving its dealers or star employees an experience to spread a partnership message and also to retain and spur employees and dealers to perform better.

It would be the same with customers of high-end products also. The target customer is generally from the high net worth individual category. What do you offer such a person? Ocean cruises and European holidays have been done to death. Look for an experiential option which they would find hard to resist.

Companies that manufacture or sell luxury items like cars, watches, jewellery etc. are redefining for India the way they create different experiences for their present and prospective customers. In many cases, it is not about selling products any more, it’s about selling a lifestyle or an Circa 2000: The SELLER WAS KING! experience through the life cycle of their products.

Circa 2010: The CUSTOMER WAS KING! The Formula One and other exotic motorsports events are famous hospitality destinations for some of the world’s How did this change happen? The customer had changed largest corporate entities, who spend large sums of money and was demanding change. This was the new global in inviting their elite customers for such experiences. Indian customer who demanded that they be offered the Companies generally create such exclusive experiences purchasing and owning experience that was available to for their target customers, so that they can convey a very customers in other countries. specific message about their brand or product.

Companies have had to move from introducing dated Companies have hence taken to experiential marketing products to simultaneous global launches. Similarly, the in a big way to attract and retain customers both external customer buying experience has progressed from selling to (buyers) and internal (employees). wooing and very hard in most cases. As we progress, an increasing number of automobile It is no longer only about purchasing a new TV or washing companies will be looking to create such special experiences machine, lipstick or car. It is about experiencing, evaluating for their customers. Every car segment can and should and then making a very informed purchase decision and have its own experiential marketing options, whereby the enablers of this experiential purchasing process are the company can narrow down the set of customers to both marketers and their partners like showroom sales whom they can hard sell their cars through such targeted staff, advertising agencies, ATL/BTL agencies etc. experiential marketing tactics.

About fifteen years ago, a typical automobile dealer A note on the writer: Joining Renault India in 2007, convention would have meant a three-day jamboree to the Ashish Sinharoy was until recently Vice President of Film City outside Hyderabad or at a resort in Agra, maybe Communications and Corporate Affairs at Renault and a with a Indie-pop singer thrown in. It then moved to Macau, member of the India management committee for all Renault Thailand, Singapore, Australia etc. The dealers had a gala entities in India. His passion for Formula One made him time with the partying and night club hopping. The company convince the then Renault F1 team to allow Renault India spent a lot of money. Everyone went back to work happy. to use F1 as a marketing tool in the Indian market and help build the brand here in India. Sinharoy is currently on a short Times have changed. Targeted communication has sabbatical from the corporate world, while consulting with changed. It is no longer only about having fun. A convention companies in the field of communications and marketing. RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 Not having the right postedpeople at Mumbai Patrikafor Channelyour Sorting lighting, Office on every 7th or 8th of the month can make your event look

Peace... At Oneup Productions,we offer you complete peace of mind. We understand that finding the right concept and vendors for your event can be stressful at times, well, that is why we are here. With in-house concept designers, production staff and light & sound engineers you do not need to look elsewhere for your production requirements. We are young and that allows us to give our complete attention to our few valuable clients. Give us a chance to exceed your expectations.

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Peace... At Oneup Productions,we offer you complete peace of mind. We understand that finding the right concept and vendors for your event can be stressful at times, well, that is why we are here. With in-house concept designers, production staff and light & sound engineers you do not need to look elsewhere for your production requirements. We are young and that allows us to give our complete attention to our few valuable clients. Give us a chance to exceed your expectations.

like this.....

Providing you with the best lighting equipment and designers since1956

X-49, Okhla Industrial Estate Phase II, New Delhi 110020 35, New Municipal Market, Lodhi Colony, New Delhi - 110003, Tele: + 91-11-24619543/643/743 Fax: +91-11-24627788 Phone +91 9310076011/14 [email protected] www.modernstageservice.in [email protected] www.1neup.com MARKET PULSE 4 December 2011, EXPERIENTIAL MARKETING 54

Puma: Sporting the future

As a brand, PUMA begins in sports and ends in fashion. Its Sport Performance and Lifestyle labels include categories such as football, running, motorsports, golf and sailing. Their sport fashion features collaborations with renowned designer labels such as Alexander McQueen, Mihara Yasuhiro and Sergio Rossi.

In the last year, PUMA has taken strides to increase its visibility in the market, in the form of associations with various sports properties as well as by signing on a new brand ambassador. In a conversation with ExM Magazine, Rajiv Mehta, MD, PUMA India talks about what prompted these associations, what came of it, and where things are going in the future.

In this year, you have associated with the IPL, the 2011 ICC World Cup and the Buddh International Circuit (BIC) for Formula One. What were the benefits you derived from these associations? Please elaborate on them. PUMA as a brand had its origins in sports and it is something that remains a core part of our product offering. 2011 was a great year in India for sports and it was only natural for us to associate with these events which offered a large canvas to play with. Specifically speaking, we were able to leverage our IPL association Founded in 1948, PUMA is one of the world’s leading to create enough buzz around the catchment markets Sportlifestyle companies that designs and develops of Rajasthan, Gujarat, AP and Tamil Nadu through footwear, apparel and accessories. The brand is our Rajasthan Royals and Deccan Chargers focused committed to working in ways that contribute to the world campaigns. by supporting creativity, safe sustainability and peace, and by staying true to the principles of being fair, honest, The World Cup, on the other hand, had enough positive and creative in the decisions made and actions excitement on its own, and India winning gave a boost taken. The PUMA Group owns the brands PUMA, Cobra to our cricketing gear and merchandise. The big one Golf and Tretorn. though, was the F1 association with the BIC, which really captured the imaginations of the masses and classes alike and had our Motorsport Ferrari range of products literally flying off the shelves.

How do you see yourself placed in the market in comparison with your competitors? We’re a very clear #3 sportswear brand in the market today. And this has happened because of the sustained expansion of our retail footprint and our exciting range of products. In the sports- lifestyle space that we occupy, I would even say that we are the #1 brand in India today. MARKET PULSE 4 December 2011, EXPERIENTIAL MARKETING 55

What steps are you planning to take to achieve the goal of becoming the most desirable and sustainable sport lifestyle company? It all begins with the product. Over the next year, you will see a new range of footwear and apparel and accessories that will continue to entice our target consumer and attract new consumers.

The second step is availability through expansion of distribution; we intend to double our current number of stores by the end of 2012. The third step is communicating the above two elements to our target audience through our marketing efforts.

Will you be leveraging your association with Yuvraj Singh as brand ambassador for on-ground marketing as well? If so, how? Yes. Providing experiential on-ground brand touch points for the consumer has been at the core of our marketing, not just in India, but worldwide.

So, whether it was the Pimp Your Sole activity or the Jamaican Carnival, we believe in interacting with the consumers on-ground and have seen a substantial consumer outreach through these exciting campaigns. We have interesting plans for leveraging on-ground activities in our campaigns in the future as well.

What kind of a target audience are you looking at? How do you plan to reach those who are not cricket driven? Typically, our consumers are in the age group of 16 to 24 years and are not necessarily cricket driven. In fact, our motorsport range is one of the most coveted products in the sportswear market. We will continue to reach out to our relevant target audience through the appropriate media mix. In the pics: Glimspses from some activations of Puma in India MARKET PULSE 4 Decemmber 2011, EXPERIENTIAL MARKETING 56 Sunburn: - Beach Party - Brand Promise Harindra Singh: Since I’m the one who should be doing all the talking... Firstly, Sunburn is not just a music festival, it’s a brand that has become larger than life and extends beyond just a three day fest in December in Goa. In 2009, Sunburn was ranked No. 1 in Asia and ranked as the ninth largest music festival in the world by CNN. Sunburn has put Goa on the world map today and people come from all over the world to visit Goa in December to experience Sunburn.

And if those aren’t amazing enough facts, here’s something for everyone who thought Sunburn was just a big beach party..

Harindra Singh: Beach Party? You don’t go out very often, do you? Sunburn is now valued at $100 million to $150 million and is projected as a home grown brand that’s making waves the world over. Future plans for brand Sunburn include taking the festival across Asia, including Thailand, Malaysia, Vietnam, Singapore and Bali. We will definitely cover two international Asian markets in 2012.

Going international surely means living up to world-class experience expectations…

Harindra Singh: With brand Sunburn it’s vital that we organize the international music festivals in such a manner that the audience gets completely engrossed Delhi is the political capital of India and Mumbai is the and slips into the trance of the music festival. Globally, financial capital of India, but the one thing that they won’t music lovers expect to get engaged with the music that is teach you in school (and for all the right reasons) is that completely out of the box and is extremely different from Goa is the beach party capital of India. Beaches, parties, the one they have been listening to. Attendees will want to beers, Goa gives party-goers everything they need to experience a lot more than just the music that they have have fun under the sun, including Sunburn. come to attend. Therefore, we will also extend the brand from its musical roots into the burgeoning lifestyle space. And now that we’ve The Sunburn brand experience will offer a merchandise gotten you warmed arena for Sunburn fans, and encompass a whole host of up with the most lifestyle spaces with brand extensions and associations appropriate setting, lets get right into the Sunburn. I mean across apparel, accessories, F&B, online, gaming and Sunburn, the electronic music dance festival. Harindra many more across categories to enable attendees and Singh, Vice Chairman & Managing Director of Percept fans to take back a piece of the music fest memory. This Ltd. - the creators of Sunburn, has taken out time to speak is what will make the International Sunburn Fest stand with Karan Iyer of ExM about the property, and wastes no out from other music fests and take the brand to the next time in getting right to it… Excerpts: level. MARKET PULSE 4 December 2011, EXPERIENTIAL MARKETING 57

all year round online as well as at our mini-tours, events and festivals. The product range will encompass apparel, accessories, F&B, online, gaming and many more across categories. We’re also looking at expanding into pre- existing retail distribution.

Giving the audience more reason to feel connected

Harindra Singh: Sunburn represents the voice of the youth and stands for strong causes and relevant messaging. The previous Sunburn editions had a strong message – ‘Say No to Drugs’. To inculcate environmental responsibility within youths, Sunburn 2011 has introduced an eco-friendly campaign entitled ‘Leave No Trace’ which will encourage Sunburn fans to celebrate the fest in an eco-friendly manner.

Let’s talk business. How has the event grown over the years?

Harindra Singh: The list of sponsors, associates and partners have been growing phenomenally since Sunburn’s inception in 2007 and stands testimony to the growing popularity of this cult fest. With the ever increasing number of visitors year-over-year, and hundreds of thousands of display and sampling opportunities for brands, Sunburn offers the ideal avenue for brands to attain a higher brand visibility, increased brand trials, heightened levels of awareness and top-of- mind recall. Ranked among the top beach parties in the world, Sunburn is the perfect platform for brands looking to associate with the elements of fun, music, youth and excitement. Thomas Cook (India) Ltd. has been appointed as the exclusive official travel partner for Sunburn 2011.

It’s Sunburn’s fifth anniversary this year, how are we celebrating?

Creating a brand extends way beyond the Harindra Singh: For its fifth anniversary, Sunburn events, into many other relevant aspects promises to be bigger and better than ever before. About 1 lakh people are expected to attend Sunburn 2011. Sets Harindra Singh: Over the past five years, Sunburn has will have video mapping for the first time, this has never become a statement of today’s youth and young adults. been seen in India before. There will be dry ice machines We realized that Sunburn was no longer just a music and an 80 foot stage. Percept has roped in organisers fest held on the beaches of Goa, it now had a global cult of a multi-national annual dance music festival global following and was becoming a larger than life experiential gathering who are set to give the crowd a taste of their property. Visitors wanted a souvenir of this memory, this technology. way of life and they want to wear their proverbial heart on their sleeve. The Sunburn brand experience therefore The festival will be streamed live to over 80 countries with expanded into the merchandise arena for Sunburn fans. a viewership of approximately 2 million pairs of eyeballs. There will be four big stages and four small stages In 2010, our merchandise store had a steady stream of playing different genres of music. There will be double the people throughout the festival. At the end of the festival we number of DJs playing on stage as compared to last year had to close down the store to prevent a security issue as featuring some of the hottest names of the international swarms of people thronged the store on their way out. We dance music scene. were so encouraged by the success of our merchandise that we plan to expand the Sunburn franchise further So there you have it, not just a beach party, but a brand and launch an entire range of Sunburn branded lifestyle promise of experiences that resonate with its target products this year and make these products available audience. RNIRNI registrationregistration 108290/2010108290/2010 PostalPostal registrationregistration nono MH/MR/N/150/MBI/11-13MH/MR/N/150/MBI/11-13 postedposted atat MumbaiMumbai PatrikaPatrika ChannelChannel SortingSorting OfficeOffice onon everyevery 7th7th oror 8th8th ofof thethe monthmonth RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 postedRNI registration at Mumbai 108290/2010Patrika Channel Postal Sorting registration Office noon MH/MR/N/150/MBI/11-13every 7th or 8th of the month posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 postedRNI registration at Mumbai 108290/2010Patrika Channel Postal Sorting registration Office noon MH/MR/N/150/MBI/11-13every 7th or 8th of the month posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 postedRNI registration at Mumbai 108290/2010Patrika Channel Postal Sorting registration Office noon MH/MR/N/150/MBI/11-13every 7th or 8th of the month posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month RNIRNI registrationregistration 108290/2010108290/2010 PostalPostal registrationregistration nono MH/MR/N/150/MBI/11-13MH/MR/N/150/MBI/11-13 postedposted atat MumbaiMumbai PatrikaPatrika ChannelChannel SortingSorting OfficeOffice onon everyevery 7th7th oror 8th8th ofof thethe monthmonth RNIRNI registrationregistration 108290/2010108290/2010 PostalPostal registrationregistration nono MH/MR/N/150/MBI/11-13MH/MR/N/150/MBI/11-13 postedposted atat MumbaiMumbai PatrikaPatrika ChannelChannel SortingSorting OfficeOffice onon everyevery 7th7th oror 8th8th ofof thethe monthmonth RNIRNI registrationregistration 108290/2010108290/2010 PostalPostal registrationregistration nono MH/MR/N/150/MBI/11-13MH/MR/N/150/MBI/11-13 postedposted atat MumbaiMumbai PatrikaPatrika ChannelChannel SortingSorting OfficeOffice onon everyevery 7th7th oror 8th8th ofof thethe monthmonth RNIRNI registrationregistration 108290/2010108290/2010 PostalPostal registrationregistration nono MH/MR/N/150/MBI/11-13MH/MR/N/150/MBI/11-13 postedposted atat MumbaiMumbai PatrikaPatrika ChannelChannel SortingSorting OfficeOffice onon everyevery 7th7th oror 8th8th ofof thethe monthmonth RNIRNI registrationregistration 108290/2010108290/2010 PostalPostal registrationregistration nono MH/MR/N/150/MBI/11-13MH/MR/N/150/MBI/11-13 postedposted atat MumbaiMumbai PatrikaPatrika ChannelChannel SortingSorting OfficeOffice onon everyevery 7th7th oror 8th8th ofof thethe monthmonth RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 postedRNI registration at Mumbai 108290/2010Patrika Channel Postal Sorting registration Office noon MH/MR/N/150/MBI/11-13every 7th or 8th of the month posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month GLIMPSES 4 December 2011, EXPERIENTIAL MARKETING 68

Bacardi NH7 Weekender Only Much Louder (OML) organied the second edition of Bacardi NH7 Weekender in Pune at Magarpatta City from Nov. 18 to 20. The multi- genre music festival saw 150 artists performing alternatively across six stages in three days. Each stage featured a different genre of music and experience. The event was promoted through 75 pre-parties in eight cities. GLIMPSES 4 December 2011, EXPERIENTIAL MARKETING 69

Park Avenue Fashion Show Park Avenue organized a fashion show in Mumbai on Nov. 15 to bring to the ramp the future of office wear over the next two seasons. With Genelia D’Souza as the show-stopper, the brand showcased its men’s, women’s, accessory and its new Dress Casual range, for the coming two seasons.

Rockstar concert To promote the movie Rockstar, a concert was organised by Rapport Global Events at Bhavan’s College Grounds in Mumbai on Nov. 1. The concert, produced by Shree Ashtavinayak Cine Vision Ltd. and Eros International, saw Bollywood actor Ranbir Kapoor performing live with A R Rahman and others. The event also saw special choreography by Ashley Lobo. GLIMPSES 4 December 2011, EXPERIENTIAL MARKETING 70

BIG Marathi Rising Star Awards The BIG Marathi Rising Star Awards took place on Nov. 9 at the Bhavan’s Campus, Andheri, Mumbai. BIG Live and 92.7 BIG FM came together with Star Pravah to recognize upcoming local talent, whilst giving the industry a unified platform to celebrate. The awards saw winners from across different genres in movies, theatre, television, music and sports.

Music & Soul Niche Events & Promotions executed Music & Soul, a musical extravaganza to felicitate Mumbai’s children gifted with musical talent. The concert was held at the Catholic Gymkhana, Mumbai, on Nov. 12. The objective was to provide a platform for children to explore their talent. Around 85 people attended the event, which witnessed over 30 performers from the age group of seven to 16 years. GLIMPSES 4 December 2011, EXPERIENTIAL MARKETING 71

Colors Golden Petal Awards Cineyug Worldwide conceptualised, managed and executed the first edition of the Colors Golden Petal Awards on Nov. 21 at Filmcity in Goregaon, Mumbai. The award show was Colors TV’s way of recognising and rewarding its best personalities for their contribution to the channel. The award function was hosted by Sajid Khan, Himani Shivpuri and Apara Mehta.

Celebrate Bandra The fifth edition of Celebrate Bandra, managed by Fountainhead Promotions and Events, took place from Nov. 12 to Nov. 27. This year, the event celebrated Bandra’s diversity. The Celebrate Bandra Festival showcased the culture and talent and portrayed the diversity among communities that reside in the queen of the suburbs. GLIMPSES 4 December 2011, EXPERIENTIAL MARKETING 72

E Nights An initiative of EEMA and EVENTFAQS, E Nights returned with more entertainment and lots more fun on Nov. 23 at the Fat Cat Kitchen & Bar, Mumbai. The line-up for the evening included the only other Indian comedian to perform for the CEO’s group in Cairo, Nitin Mirani. Following this act of slapstick humour, DJ Akhil Talreja set the tone for the rest of the evening with his self-composed Bollywood remixes. GLIMPSES GLIMPSESGLIMPSES 4 December4 August4 June 2011, 2011,2011, EXPERIENTIAL EXPERIENTIALEXPERIENTIAL MARKETING MARKETINGMARKETING 55 7361

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TarunIRock Tahiliani Bridal Harley Rock The national final of Independence Rock (IRock) Riders Season 2 Couturetook place on Nov. Exposition 26 at the Chitrakoot Grounds Harley Rock Riders, a property Thein Andheri,third season Mumbai. of the This Tarun year, Tahiliani IRock, Bridal E18’s conceptualised jointly by Harley Davidson Coutureflagship Exposition property, (TTBCE) teamed upis takingwith MTVplace India and motorcycles and Rolling Stone Magazine, is overwas the presented months ofby July MTS and Red August. Energy. In OnMumbai, Nov. back with season two. The tour, from May 5 the27, event concerts was heldwere at held the inFour Mumbai, Seasons New Hotel Delhi, to October 1, will see the band, Half Step fromBangalore, July 23 toKolkata 25. This and year, Pune TTBCE between went 5 toPM and 10 Down perform in four Indian cities along with NewPM Delhi simultaneously, and Mumbai which in July were and broadcast will travel live to on other popular bands like Split, Thermal and a HyderabadMTV and andVH1. Kolkata in August. Quarter, and Parikrama. RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 INCLASSIFIED FOCUS posted at 4Mumbai December Patrika 2011,Channel EXPERIENTIAL Sorting Office on every MARKETING 7th or 8th of the 74 month

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