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Events Entertainment Promotions MICE BTL Sponsorship Sports Www Events Entertainment Promotions MICE BTL Sponsorship Sports www.eventfaqs.com 4 Oct 2013 MAIN ISSUE 84 PAGES INCLUDING COVERS | VOLUME 4 | ISSUE 6 `100/- p 60 p 13 4 October 2013, EXPERIENTIAL MARKETING 03 ExM is a monthly magazine by EVENTFAQS, publishers of India’s only platform for events and experiential It’s all happening here! marketing - www.eventfaqs.com. Author Stewart Brand once said, “Once a new technology rolls over you, if Subscriptions are ` 1,000/- (India) and you’re not part of the steamroller, you’re part of the road.” Lets face it, if US$ 120/- (ROW) per year (12 issues), your experience creation isn’t revolutionary, there’s little point in creating including postage. Mail at it! [email protected] for more details. Technology in every avenue, including the events and activations space EDITOR AND is only creating more ways to do more things with much more ease. But HEAD - BRAND & CONTENT: there’s the all important mastery of such means, to really make the end KARISHMA HUNDALANI result truly benchmarking. [email protected] +91 98212 80003 PUBLISHER AND BUSINESS HEAD: Each one of us has equal access, so the only differentiator can really be VISHAL NAGDEV creativity and innovation in its use. What tricks will you have up your [email protected] +91 99116 96980 sleeve? [email protected] GENERAL MANAGER: SWAMINATHAN R [email protected] +91 98201 46826 Corrigendum: EDITORIAL TEAM: In reference with ‘RoshanDaan’ the monthly guest column authored by Roshan Abbas in DHARM PATEL ExM. It seems that there has been an inadvertent miscommunication in regards with the [email protected] +91 98194 13143 completion of the article published. We apologise for this and any amount of misunderstand- TINA THAKRAR ing that it may have lead to. [email protected] +91 98330 70759 When this was brought to the notice of Roshan, he has clarified the matter through an email to ExM, which follows: HEAD - BUSINESS DEVELOPMENT: ARNOB BANERJEE Dear Karishma, [email protected] +91 98195 40004 The scenario as it stands on the last Roshandaan article is that this piece was not meant to be Roshan- MARKETING SERVICES TEAM: daan at all. On the cover story of events and vendors I had sent you notes on my inputs. This was JIMMY CHOUDHARY published without a final approval from me and as such is an unedited version of my notes. I am not [email protected] +91 98214 28197 upset at it being printed, but more that if I knew this was to be printed verbatim I would have made changes and completed the piece as this is horribly incomplete as an article too. KANIKA MEHTA [email protected] +91 98100 18658 However the story referred to is something I have overheard many years ago from console chats and VISHAKH VARUN post event dinners. After the publishing of the item I have received calls from Devendar ji denying the [email protected] +91 98999 16415 story and as you have said Michael is quite upset at the story too and he has denied its veracity. I had no intention of hurting Michael, I hold him and Showtime in high regard and Devendar ji has been CLIENT SERVICING: almost a father figure for Encompass. Rumours and legends abound around all our agencies. My point- KHUSSHBU OJHA ing out this incident is not to malign either Showtime or Modern stage, we too have been guilty of the [email protected] +91 86555 57500 same as an agency. We have had projectors that haven’t worked, watchout projection that has failed, and mikes that haven’t worked. And we have not paid partners for the same as we have not been paid PARUL MALHOTRA by a client for it too. [email protected] +91 91676 75066 If the reference has hurt either party I would like to tender an apology to both. I do hope they can take DESIGN TEAM: this in their stride. VINAYAK ALLE PRASAD KARAMBAT Regards, Roshan CIRCULATION & MEDIA MANAGEMENT: RAMESH PATIL [email protected] +91 22 2630 0673 Printed by : Vishal Vashulal Nagdev 202, Brooke Ville, Near Magnet Super Market Mogul Lane, Matunga - West Mumbai 400016, Maharashtra, India Published by : Vishal Nagdev on behalf of (or owned by) ACCOUNTS & ADMIN: EVENTFAQS Media Pvt. Ltd. and printed at VSSU Graphics, Unit # 36, Ideal Industrial Estate Senapati PURVESH BHATT Bapat Marg, Lower Parel - West Mumbai 400013, Maharashtra, India and published at EVENTFAQS Media [email protected] +91 22 2633 0674 Pvt. Ltd. 112, 1st Floor, Embassy Centre 207 Nariman Point, Mumbai - 400021, Maharashtra, India Editor : Karishma Jamnu Hundalani. ADMIN: SAMEET ELKAR This issue contains 84 pages including covers. 4 October 2013, EXPERIENTIAL MARKETING 04 CONTENTS Brand Activation Sponsorship Marketing Briefs 06 Briefs 39 Also Featured Market Pulse FestEvents – Ganapati Bappa Morya! 10 The Sponsorship Imperative. - Martin da Costa, Chief Executive Officer, 70 EMG41 Cover Story Thinking up the ‘Unthinkable’ 13 Sport Marketing Briefs 44 Also Featured OgilvyAction and DDB MudraMax shine brightest at 2013 Market Pulse PMAA 18 “Chess is about Thinking and Winning; strategy, complexity, perfection.” - Andrew Paulson 45 Photo Feature Tranquil World executes grand mahurat of Welcome Back 21 Also Featured Maruti Suzuki unveils Stingray at revamped brand centre 22 Is cricket the only sport that brands get optimal leverage through, or Colors and Endemol launch Bigg Boss Season 7 23 are there other sports in India that also deliver? 47 Stakeholder Marketing Conventions & Exhibitions Briefs 24 Briefs 48 Also Featured In Focus Marketers out to woo their dealers with regular meets 26 9th edition of Kyoorius Designyatra resonates with the message of creating change through design 49 Market Pulse “MICE groups will find distinctive options in Flanders to fit Also Featured any budget.” - Sunil Puri 28 International Congresses provide a showcase and develop its representing industry 52 “The fact that 50 million tourists visit us every year proves that we are an attractive country.” - Arturo Ortiz Arduán 30 Industry Watch Briefs 56 Photo Feature Benetton displays a preview of its New collection 33 Also Featured Brand USA 2nd India Travel Mission 34 TechEase: “Waiting in the client’s lounge area is more of a fashion statement than business hope.” 59 Entertainment Briefs 36 Cover Story Advancements in projection and mapping technology bring a new Market Pulse dimension to consumer engagement 60 “With Enchanted Valley Carnival, we are clubbing music with adventure and camping.” RoshanDaan - Shaju Ignatius & Shoven Shah 37 Of Machines and Men! 65 An Event Called Life Experiencing the best activations that happen in life! 66 Tellis Like It Is Culture Clubs 67 Photo Feature Wedding Industry veterans attend second edition of WFM 2013 68 Glimpses 78 N E W D E L H I RENDEZVOUS WITH THE SKIES AT AMAANTA'S BALLROOM WITH A FULLY RETRACTABE ROOF TOP From the House of 68-72, Bijwasan Road, K.H.No. 627, Chandanhola, Fatehpur Kapashera, New Delhi - 110037 Beri, Chattarpur Main Road, New Delhi - 110074 +91 9810130012, 9810117943, 9899594721 +91 9810 130012, 98101 17943, 98102 46888 [email protected], cuisine [email protected], [email protected] [email protected] www.amaanta.com www.fnbindia.in 4 October 2013, EXPERIENTIAL MARKETING 06 BRAND ACTIVATION Briefs Mahindra Two Wheelers displays its signature products at NADA show Mahindra Two Wheelers recently participated in an automobile Two Wheelers, first to understand show organized by the Nepal Automobile Dealers Association the requirement, then to translate (NADA) in Kathmandu. Held from Sept. 11 to 16, the exhibition that requirement on-ground. Many showcased the vehicles of several other brands in the automobile rounds of iterations happened before industry. A For Pineapple (AFP) was handed the mandate for this we came to the final design. AFP had activity for Mahindra Two Wheelers on the basis of its long term to undertake a full blown display association with the company. of the products as per the brand’s ‘tough’ positioning.” Rahul Shah, Head - Brand Services, Mahindra Two Wheelers, said: “The advantage of having A for Pineapple on board is their Of the 50,000 visitors to the ability to pull things off in a short time within budgets. They usually Annu Anand exhibition, about 1000 inquiries were come up with innovative designs and execute them flawlessly. Managing Director, generated for the Mahindra products. The response to the show was very encouraging with a lot of A For Pineapple Trained product experts were appreciation for the design.” stationed at the stall to distribute information about the vehicles and Annu Anand, MD, A For Pineapple, said: “We worked very closely an emcee was brought on board to with the domestic and international marketing team of Mahindra carry out interactive activities. ItzCash promotes financial literacy ItzCash Card Ltd. recently tied up with RW Promotions to bring them aware of options other than financial literacy to, and help lower income groups manage traditional banking.” cash liquidity without a bank account and provide migrants a common platform to transfer money. RW Promotions was A team of three promoters and appointed to execute the two-day activation. one supervisor were present at a particular locality. The activation Mudit Bhatnagar, Head of Marketing and Communication, saw the promoters going around ItzCash Card Ltd. said: “We have a mission to empower every interacting with the people and individual to use money in a simple, safe and convenient informing them about the services manner. ItzCash strives to bring about a sustainable change offered by ItzCash and their in the way individuals in our country transact. We support Mudit Bhatnagar significance. Crowds were then financial literacy education for young people as well as financial Head of Marketing and invited crowds to the local mosque empowerment for underbanked and unbanked Indians.
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