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BTL | Sponsorship | Sports 4 dec 2011 MAIN ISSUE 76 PAGES INCLUDING COVERS | VOLUME 2 | ISSUE 8 ` 100/- Events | Entertainment | Promotions | MICE | BTL | Sponsorship | Sports 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. Subscriptions are ` 1,000/- (India) and US$ 120/- (ROW) per year (12 issues), including postage. Mail at [email protected] for more details. Printed by: Vishal Vashulal Nagdev 202, Brooke Ville, Near Magnet Super Market, Mogul Lane, Matunga (West), Mumbai – 400 016, Maharashtra, India. Published by: Vishal Vashulal Nagdev on behalf of (or owned by) EMDI Web Solutions Pvt. Ltd. And printed at VSSU Graphics, Unit # 36, Ideal Industrial Estate, Senapati Bapat Marg, Lower Parel (West), Mumbai – 400 013 Maharashtra, India and published at EMDI Web Solutions Pvt. Ltd. 4th Floor, IES College Campus, Opp. Lilavati Hospital, Bandra Reclamation., Bandra – West Mumbai – 400 050, Maharashtra, India. Editor: Karishma Jamnu Hundalani. 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.
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