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4 Oct 2013 Events EntertainmentPromotionsMICEBTLSponsorshipSports MAIN ISSUE84PAGES INCLUDINGCOVERS|VOLUME4ISSUE6 `100/- p 13 p

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. The Communication, and treating them to a vision of purpose was to give visibility to the company’s contribution in ItzCash Card Ltd. the moon through a telescope and helping people with limited documents of proof, and to make breaking their Ramadan fast.

Barista launches new menu with pop-art India, log on to www.eventfaqs.com across from promotions and on-ground updates latest on events For

Italian coffee chain, Barista Lavazza recently revamped and Lavazza, the main objective of launched its new art-themed menu, Amore. Designed by this refurbishment is to enhance Arrested by Art, a Delhi based art boutique, this Italian the coffee drinking experience. inspired menu pairs food and coffee and presents it using Nilanjan Bhattacharya, COO - pop art. A special event was held to launch this new menu at India and SAARC, Barista Lavazza, Artbull, an art gallery in Delhi on Sept. 9. The Barista Lavazza said: “As a brand, Barista Lavazza team chose to associate with Arrested by Art on the basis of has always associated itself with their matching visions in blending coffee and art. The newly promotions and campaigns which inspired theme will reflect not only in the menu, but also in are ‘innovative’ and which ‘engage’ the Barista’s uniforms, café interiors and wall menus. with patrons. We always attempt to Nilanjan Bhattacharya bring experiences to our patrons Last year too, Barista Lavazza had revamped its menu with COO - India and SAARC, which are unique and offer them a fashion-inspired theme called Milano Collezioni. With Barista Lavazza something more than just their thematic menu launches now becoming a staple with Barista favourite cup of Italian coffee. “ 4 October 2013, EXPERIENTIAL MARKETING 07

Godrej LOUD helps students realize their dreams Godrej Industries Limited and Associate Companies’ (GILAC) Godrej, it is a great way to create a innovative initiative - Godrej LOUD (Live Out Ur Dream) talent pool of passionate potential - scouted campuses for the most passionate and creative employees for years to come. This individuals to bring their dreams to life. This unique campus is the second edition of LOUD and engagement spanned over nine top management institutions of the brand is all set to get bigger and India and 16 finalists were shortlisted through the 733 entries. more exciting in the years to come.”

Sumit Mitra, Head, Group Human Resources & Corporate Along with the sponsorship of Services said: “Godrej LOUD is an innovative campus initiative upto INR 1.5 lakh to help make to identify passionate and creative young people who will be their dreams a reality, the eight the next generation of Godrej leaders. We feel that encouraging Sumit Mitra winners have also won themselves dreams and partnering them to bring them alive will be a Head, pre-placement opportunities win-win both for Godrej and these students. For the students, Group Human Resources into Gurukul 2014, the summer LOUD is not only exciting but also personally enriching and for & Corporate Services internship programme at GILAC.

Hero Motocorp organizes free test rides for Hero Maestro and Pleasure

at the right time, in the right place and with the right plan. We chose big societies as it was easy to organize a number of test rides in one place, i.e., the society campuses, and quality time could be spent in giving test rides to prospective buyers, which is difficult at the dealerships. Lastly, we chose test rides as the mode of promotion as it is the best way to differentiate products in today scenario.” Newly launched experiential marketing agency, Green Apple recently carried out its first campaign for Hero Motocorp. The Green Apple approached Hero Motocorp with their ideas for agency executed a test-driving activity for Hero Scooters, Maestro the society activations and after receiving their approval, began and Pleasure in Gujarat. Started on June 12, this on-going planning for the activity. Speaking about this, Niraj Kapoor, activity has already been carried out in areas like Ahmedabad, Owner, Green Apple, said: “We first created a blueprint for Rajkot, Gandhinagar, Visnagar, Vijapur, Kadi, Unjha, Mehsana the activity in each society. After receiving approvals and tying and Morbi with no declared culmination date as of now. up with societies, we began laying out the plan for manpower placement, training and logistics for all the promotion materials. A spokesperson from Hero Motocorp said: “Ahmedabad has a We had to procure permissions from societies, manage and big market for two-wheelers. We wanted to conduct this activity engage crowds, and also persuade people for test drives.”

The Bombay Store hosts ‘Thailand Week’ to India, log on to www.eventfaqs.com across from promotions and on-ground updates latest on events For promote Thai culture

With a view to celebrate the best in Thai arts and culture, The Bombay Store held the 3rd edition of the ‘Thailand Week’ in Mumbai. Held at The Bombay Store outlets at Fort, Inorbit Mall Vashi and Inorbit Mall Malad from Aug. 22 to Sept. 1, this initiative was a joint venture between The Bombay Store and the Department of Export Promotion, Thailand. Local artisans every time they visit our store. Like India, Thailand also has displayed their talents and techniques live for the customers. very strong and deep cultural roots and we thought we would let Besides shopping, the 12-day fest involved live demos of Thai our customers experience those similarities here at The Bombay crafts like paper flowers, umbrella painting, wood carving, etc. Store. There can be no place better than The Bombay Store to depict the rich culture and heritage of Thailand. The Bombay Bejan Bharucha, President - Operations, The Bombay Store, said: Store is the epitome of rich culture and traditions of India. Such “This is the 3rd edition of Thailand Week at The Bombay Store. initiatives will only let the brand association with our customers The main idea is to let our customers experience a new flavour grow stronger.”

4 October 2013, EXPERIENTIAL MARKETING 09

ITC Classmate’s ‘Follow Your Heart’ campaign encourages kids to dream

Abhishek Anand Marketing Manager - Education and Stationery Products, ITC

The second edition of ITC Classmate’s Follow Your Heart choreographer, Terence Lewis, and Indian author Ravinder Singh campaign was held recently, in the form of a press briefing and a participated in the panel discussion, sharing their real life panel discussion, which were broadcast across the country. In line experiences in the fields of cinema, literature, dance and theatre. with Classmate’s brand message, ‘Celebrating Uniqueness’, the main idea behind this event was to encourage children to follow Abhishek Anand, Marketing Manager - Education and Stationery their dreams. The event was held on Aug. 23 at Indian Products, ITC, said: “Classmate believes in the uniqueness of each Education Society in Mumbai, whereas its live telecast reached more individual and encourages them to pursue their true calling. This than 35000+ students across 75 schools in 15 cities across India. event is putting the brand thought of ‘Celebrating Uniqueness’ to This event and its simultaneous telecast were handled by Krayon, action through real life examples of recognized icons; individuals the events vertical of Edumedia. Renowned actor and singer, who have broken convention and have emerged successful in their Ayushmaan Khurana, actress, Soha Ali Khan, Indian dancer and respective fields of choice.” Godrej engages 25,000 people daily through BTL

Mehernosh Pithawalla Assistant VP - Marketing, Godrej Security Solutions

Godrej Security Solutions recently concluded its ‘Safety was to educate people that we are responsible for our own For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com across from promotions and on-ground updates latest on events For First’ campaign in Pune to communicate the need for more safety and security. The activation engaged listeners through advanced security solutions. Rowz N Lines was appointed as on-air facts on Pune being ahead of other metros in the country the conceptualization and execution agency for the BTL activity (barring Bengaluru) in burglaries, robberies and crime statistics. which is now taking place in other cities across the country. This was a startling point that sufficiently establishes the fact that Punekars need to secure their homes through Godrej The brand associated with Radio Mirchi 98.3 FM and Pune Security Solutions offerings which are available and reliable.” Police for the awareness campaign. Conceptualized as a pilot run in Pune, the campaign is said to have reached out to 10 The activation saw an average of 25000 - 30000 people lakh plus listeners across Pune through radio and on-ground participating per day. Apart from explaining the product, activations across high-traffic venues like railway stations, bus various interactive games were played where winners were stands, malls, movie theatres and consumer exhibitions. Having gratified with Godrej Security Solutions home-safes. Segments concluded in Pune the activity is likely to go to Kolhapur, like ‘Cop-Talk’ featured the Assistant Commissioner Police Nagpur, Ahmedahad, Bhopal and Raipur. of Pune who shared his views on home safety and how nuclearization of families calls for the need to have effective Mehernosh Pithawalla, Assistant Vice President - Marketing, security solutions to prevent thefts and burglaries. RJ mentions Godrej Security Solutions, said: “The objective of this activity and live interactions helped reach out to the target audience. 4 October 2013, EXPERIENTIAL MARKETING 10 BRAND ACTIVATION Also Featured

FestEvents Ganapati Bappa Morya! By Swaminathan R

tion, the sliding rupee, the rising fuel prices may have had its impact – for once, I was happy with the state of our economy.

There have been quite a few events and activities around this celebration, with the mundane ones having celebrities visit or sing bhajans and aarthis at various mandals to some very interesting ones. Noticeable were the activities conducted by radio stations. Understandable, as they took the opportunity to connect with the local communities.

Up on top of the pile for me was the Red 93.5 FM initiative with Tata Docomo. They offered a special Ganesha squad replete with drums and cymbals for select callers. Once you were on air, and managed to convince the RJ that you deserved the support of the squad, you had the special Ganesha squad come and join you in the farewell voyage. Interesting, innovative and relevant, I think.

In another unique activity, Radio City 91.1 FM had the ‘Ganpati Guards’ campaign for the first time ever. ‘Ganpati Guards’ was a fun campaign against the commercial tracks played at ‘GanpatiMandals’ now a days, thus, polluting the holy ambience at the ‘mandals’. They urged their listeners to notify them if they found popular Hindi film tracks buzzing, instead of something suitable to the festive spirit. The Radio City team then visited these ‘mandals’ and gifted a compilation of devotional tracks dedicated to the deity. I thought this was a novel idea to sensitize the audience to the growing resentment of polluting the sanctity of religious festivals.

‘Mushak’ at Lalbagh Cha Raja - Lit by 1100 LED Lights. Courtesy Philips In addition Radio City 91.1 FM gave their listeners the opportunity to listen to ‘Shri Siddhivinayak Aarti’ on their As we look back on the Lord Ganesha radio station and on Radio City Smaran – the dedicated festivities this year, couple of things struck devotional stream on Planetradiocity.com. All through me – the absence of rain, which normally the 10 days, the radio station brought the ‘Kakad Aarti’ pays a spoilsport on most days. This year it (morning – 5.30 a.m.) and evening aarti (7 p.m.) to their has been sporadic and spared the revellers. listeners, with a repeat at 9a.m. To give a complete audio- The second, which has been significant, visual experience they facilitated viewing of the ‘aarti’ was the reduced decibel levels. The ear- videos on Planetradiocity.com. drum piercing cacophony that drives a lot of people insane was thankfully low. 92.7 Big FM, entered its sixth edition of the Big Green Ganesha Campaign (BGGC). BGGC is an award winning initiative, which aims at instilling a sense of responsibility On the whole, the celebrations, compared amongst citizens towards creating a better environment by celebrating Ganesh Chaturthi to earlier years, were rather muted. Infla- in an eco-friendly fashion. 4 October 2013, EXPERIENTIAL MARKETING 11

The 2013 campaign was themed ‘Ashta- Vinayak’, with eight unique eco-friendly paper mâché Ganesha idols being installed at eight different locations. In addition, the campaign also aimed to set a record by collecting the maximum number of old newspapers from a single location and get a mention in the prestigious ‘Limca Book of Records’.

A massive on-ground newspaper collection drive in residential areas, offices, shops and commercial establishments was held in Bangalore for the construction of the idols. The collected newspapers were then supplied to renowned sculptors who used it to create beautiful eco-friendly paper mâ- ché Ganesha idols. The donation drive was a significant part of the campaign since it also served the purpose of educating the This year the Ganapati festivities were rather low-key and subdued! community and drawing their support to create a better environment. The campaign was spread across 8 cities with the setting up of 48 paper mâché idols.

Tata Housing also jumped on to the eco-friendly bandwagon with their ‘The Beautiful is Green (BIG)’ platform aiming to convert thousands of Ganesh believers into partners of an environmental change.

This year, Phoenix Marketcity, Kurla gave the devotees of Lord Ganesha the op- portunity to see him in his different forms through a unique Art Exhibition, Ganesha Absolute. To celebrate this auspicious festival the artist, Bansri Chavda paid tribute to Lord Ganesha. Phoenix Marketcity - Unique Art Exhibition - Ganesha Absolute Philips Electronics, while continuing with its tradition of innovative lighting for the listeners could send yummy modaks to their loved ones ‘pandals’, created a 9ft high and 6 ½ ft and friends. wide unique and energy efficient statue of ‘Mushak’ by using 1100 LED lights at the Looks like the radio stations are more devout than ‘The Lalbaugchha Raja Mandal’ other categories. By the way, I had this interesting trivia come my way and I thought it fit to share it with you all. The ‘Mushak’ was created with 1100 LED Frankly, I do not know the veracity of this one but nevertheless worth a read…so go ahead bulbs, that are more energy efficient when and reflect! compared to the normal incandescent bulbs and CFLs which are normally used What is the significance of the word ‘MORYA’ in ‘Ganapati Bappa Morya’? in ‘pandaals / mandals’ during festive occasions. The word ‘Morya’ refers to a famous devotee of Lord Ganesha in the 14th century called Morya Gosavi, originally from a village called Shaligram in Karnataka where his devotion Radio Mirchi initiated the 5th edition was looked upon as madness. He was blessed by Lord Ganesha to fulfill any wish. Morya of its annual property, Mirchi Modak asked to be remembered forever on this earth whenever anyone remembers his Lord, as Service (MMS) during Ganesh Chaturthi his ‘Param Bhakt’. Thus this depicts the inseparable relationship between God and his this year. By tuning in to Radio Mirchi, devotee.” Always remember this when you say: GANAPATI BAPPA MORYA. www.splatstudio.in 4 October 2013, EXPERIENTIAL MARKETING 13 INBRAND FOCUS ACTIVATION INFOCUSCover Story Thinking up the ‘Unthinkable’ Hero’s milestone celebration event had Showtime create an experience to match a theme titled ‘Insólito’. By Karishma Hundalani

A larger than life cube structure made for four-sided projection surfaces

Hero MotoCorp has become the first in its 50 million bikes milestone, and the one set out for the near future. The challenge Indian two-wheeler brand to produce 50 that’s most intriguing though, is how Showtime, the agency assigned the task of creating million bikes and scooters. The company an experience to match this title, went about thinking up the ‘Unthinkable’. has further set itself an ambitious target of crossing the 100 million mark by 2020. To depict the experience of Insólito, Showtime weaved the story through various aspects In marking this occasion, Hero MotoCorp of structural and thematic representation throughout the event. The starting point to envisioned a milestone celebratory event take forward this experience was to break away from conventional venues that would lend for their most important stakeholders, little to the essence of unusual. Breaking away from the restrictions of an existing venue titled Insólito. The event was initiated to and taking on the challenge of scale, the venue for the event was created from scratch at a serve the purpose of setting the vision for barren farmland. the future of the company. Commenting on the concept, from the theme of Insólito to it trickling down to various ‘Insólito’, is a Spanish and Italian word elements, Michael Menezes, MD, Showtime Group, said: “While Insólito as the theme for Unusual, Unthinkable, and essentially, of the event was cracked by the client, the interesting point is that everything about this something, which is beyond the ordinary. event - from the concept to the content, from the set-up to the technology, to the flow and Much like the achievement of the brand finally the execution was completely Insólito. Insólito is a Spanish word for out-of-the-box 4 September 2013, EXPERIENTIAL MARKETING 14 Photo Feature

Alibii launches with Sridevi’s 50th birthday celebrations GS Entertainment organised the celebration at the newly launched night-club, for Sridevi and her guests from Bollywood and beyond. By Tina Thakrar

As part of the promotions for the launch of Alibii, the club served as the venue for Sridevi’s 50th birthday celebrations on August 17. Of- ficially launched on August 16, the club housed about 400 exclusive invitees from Bollywood including the likes of Yuvraj Singh, Hema Malini, Manish Malhotra, Sushmita Sen, Shilpa Shetty, Rishi Kapoor, Vinod Khanna and many others. MP Amar Singh also attended the event and was responsible for appointing GS Entertainment as the official execution agency, on the basis of his past working relationship with them.

There was a red carpet entry, followed by DJ Aqeel spinning through the night and a special AV created for Sridevi was played which showcased her career from 1983 till 2013, mark- ing 30 years in the film industry. Explaining the setup, Bunty Walia, Director, GS Entertainment, said: “The red carpet had a checkered Alibii backdrop logo made out of diamantes. Bunty Walia Customized Sridevi and Alibii candles were present on each table in the res- taurant. The décor included film posters, mannequins with costumes from Sridevi’s hit movies, and individual pictures of her in niches all over the club. There were also two LED screens, one in the club and one in the restaurant.”

Previously named Prive and then Ghost, the club was lit up with a spiral chandelier with over 500 crystals tubes appearing to pour down onto the dance floor in an array of colors. A floating round stage featuring a DJ booth boxed in a private VIP booth revolving around the crowd. The 4000 sq. ft. venue features a lounge area with two community tables, seven private booths designed around seven sins, two sound gyrating hydraulic cages and four tables included in an exclusive VIP lounge. 4 October 2013, EXPERIENTIAL MARKETING 15 IN FOCUS

A glance at the elements extraordinaire n A crew of over 400 technicians, vendor partners, volunteers and workforce. n Over 200 tons of material and equipment involved in the set-up. n Eight 40-feet long, 5-ton containers and thirty-two 20-feet long 2.5-ton containers in the creation of the main structure. n The total height of the structure was 55 feet. n 6 hydra boom cranes were pressed into Abstract expressions of Insólito through aerial acts as part of the entertainment service to position the containers on top of each other. the Brand Hero in a unique manner. These chapters used the various projection surfaces and live enactment zones in the venue in sequenced coordination. n Nearly 4000 sq. ft. of the farmland was compacted using water-based The chapters covered heroes Mahatma Gandhi, Martin Luther King and Nelson Mandela mechanism and sand to be able in a ‘Tribute to Heroes’ section. Leading to the next section of ‘Architects of New Age’, to bear the huge structural load and depicting stories of Steve Jobs, Mark Zuckerberg, Larry Page, and Sergey Brin. impart stability. This led to the dramatic reveal of the Hero of Hero MotoCorp, Pawan Munjal from n Extra-reinforced truss systems were used within the larger-than-life, central cube element. to be able to take loads as high as 30 tons and also to minimize the risk of The story, in sections, intermingled with Pawan Munjal’s live interaction with the container displacement due to the high audience along with live panel discussion with an esteemed group of panelists which level of motion during the artiste acts. included Hero’s new partner - Eric F. Buell, the founder and former Chairman of Buell Motorcycle Company; William McDonough, an American designer, advisor and author n 7 scissor lifts and boom lifts to install who has designed Hero’s properties like, the Neemrana Plant and Kukas R&D Centre brandings at a height of over 30 feet. and finally, Dean Kamen, an American entrepreneur, inventor and advocate for science and technology. Two of the panelists were connected through live video conferencing, n A 30 metre x 40 metre dinner and making it a high tech set up to discuss India’s future. Munjal revealed Hero’s global plans cocktails area with two bike display with a live discussion with the company’s Columbian partner, Arturo Mantilla. islands and mirror-acrylic polygonal structures on the walls as a complement Hero’s new take into creating Insólito manufacturing plants also got revealed during this to the main event set-up theme. event through the showcase of the Neemrana Plant and Kukas R&D Centre. n A pre-function area using a 20 metre Adding to the celebratory experience there were abstract expressions of the spirit of x 20 metre Eastern Hat marquee. Insólito done through live acts which included Parkourian Artistes from UK; Quixotic Extending the theme with two mirror- Act Artistes from USA; In-senso Rappelling Aerial Artistes from Brussels and Charkha acrylic polygonal bars and an 8-feet long Artistes from Punjab. mirror-acrylic polygonal chandelier. To celebrate the spirit of India, which is at the heart of the Hero brand, and to combine n Hero branded illuminated helium Insólito creativity, a harmonious partnership was created with legendary violinist of India balloons dotting the main porch and – L. Subramaniam and his 12-member team along with the 22-member Indian Symphony parking areas. Orchestra.

Unique stories of ‘Heroes’ narrated With great power, comes great responsibility with impact Highlighting the obvious challenges in the creating a set-up and event of this scale Thematically, to bring alive the concept of and level of innovation, Navin Sarin, Country Head – Operations, Showtime Group, Insólito intermingling it with the journey elaborated: “We had to transform nearly 18000 square meters of uneven terrain and create of Hero, the celebratory experience was a mammoth, one-of-its-kind structure using 40 huge cargo containers. With less than two devised into various chapters. Each chapter weeks in hand, a seemingly impossible task was made possible, thanks to the sheer grit, essayed the characteristics of Insólito and passion and determination of the Showtime team and our valued partners.’ Flexibility to choose your brightness 20,000 lumens, WUXGA DLP projector with light-on-demand option

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Barco’s new HDX-W20 FLEX projector equipped with the light-on-demand option for flexible light output. Thanks to this technology, you can fully tune the light output of the projector to your event. it can be programmed to a light output of 10,000 to 20,000 lumens in 2,000 incremental steps. The HDX-W20 FLEX's built-in color LCD screen provides you with all the information you need on your projector's connected sources, status, power, temperatures and lamp runtime. The HDX-W20 FLEX has a native 3G HDSDI/SDI input, which makes it compatible with progressive HD sources over a single BNC cable.

HDX-W20 FLEX Now choose your brightness with Barco’s new HDX-W20

Barco-India A-38, B&C, Sector-64, Noida-201301, India 91-120-4020000 Delhi- 91-9818019967 To know more visit www.barco.com/media_entertainment Mumbai- 91-9833106976 [email protected] www.barco.com/barcoindia 4 October 2013, EXPERIENTIAL MARKETING 17

Safety was of foremost importance for Showtime from start to finish for this one-of-its-kind event. Menezes elaborated, “Since this was the first time such a set-up was ever being attempted in India, the challenges of ensuring safety were enormous.

Even more so since unfortunately, safety is not something that our industry gives any importance to, and also because we were working in an extremely tight schedule from planning to execution that would not allow for any trial and error! So, we L. Subramaniam and his 12-member team along with the 22-member actually created a multi-level safety net Indian Symphony Orchestra beginning with an extremely stringent, no-exception enforcement of basic safety structures were erected or sited securely and did not encroach on thoroughfares/ clear measures of helmets and harnesses to paths. a detailed monitoring and sign-off by a structural engineering company and finally n Right type of equipment were used for the height access job (i.e. ladders, cherry pickers, flying in an international expert on rigging scissor lifts etc.) and trussing to certify all truss installations and equipment loads on the trussing. n Boom lifts operators (cherry pickers) used appropriate safety body harnesses attached to This did cause some delays – for instance, buckets. 3 days after we began installation of the containers, the structural engineers n Wind speeds were continuously monitored for structure operation and were seized in requested for a WBM base to be created accordance with manufacturer’s specifications and alterations. for the containers which meant starting off again from scratch.” n Earthing of all containers was also done for adequate protection from electric shocks and any trip hazards. Highlights of Safety guideline followed and implemented: n Generators used were placed in a safe location and were fenced or sectioned off from n All stages of the structural preparation the public. Exhaust gas was vented to an open area were signed off by certified international and Indian riggers/scaffolders / n Additional paving done at the entrance to avoid rough surface experience and damage structural engineers and the structures to roads during rain to avoid inconvenience during guests’ vehicle movement. were erected by personnel with appropriate inputs and certifications. Going beyond the call of duty Harold Waldock, with rigging Beyond the insurance of safety measures and secure structures and comfort of the guests certification from France, was engaged at the event, Showtime also ensured basic amenities was looked into. in this exercise. n Availability of potable drinking water for staff and technical crew. n Event venue soil testing was done for better understanding of prevailing earth n Adequate facilities for hygienic food catering, preparation and clean up. conditions. n Adequate shade from sun / availability of sunscreen as required for staff and attendees. n WBM (Water Based Management) and additional sand layering and compacting Whether planned or by coincidence, in spite of being a mammoth structure, created from done below the cargo containers to scratch, the venue and in turn the event used mostly re-usable or re-cycled resources. With avoid any sinking due to weight and the main elements being the containers, which were left for waste. height of the structure and also to ensure adequate structural stability. Menezes explained, “In terms of ecological issues, the container structure actually meant a reduction in the carbon footprint as it was a recycling of material and a great substitution n Adequate access and egress around all against use of regular materials like wood.” staging and platforms for event patrons and emergency services. Its not often that the brief from a client can be inspiring enough for an agency to make it reflect truly, in not only the experience, but even the creation of it. Be it the case of n Marquees, tents, food vans or other concept, creativity, technology or safety, this experience was Insólito on every count. 4 October 2013, EXPERIENTIAL MARKETING 18 BRAND ACTIVATION Also Featured

OgilvyAction and DDB MudraMax shine brightest at 2013 PMAA The Promotion Marketing Awards of Asia announced the winners of its 14th edition of awards in Kuala Lumpur this year.

50 Gold, Silver and Bronze Dragons of as separate categories attracted campaigns executed by Asia’s best exponents. Asia winners, which include Malaysian Winners, together with the 12 Best by According to Mike Da Silva, Director of the PMAA Dragons of Asia, “This year, the 14th Country Dragons and the Dragon of year of the Dragons of Asia, the Judges reported a stronger diversity in the techniques Asia, were revealed in Kuala Lumpur on selected, more quality in the creative and more efficiency in the results, in more entries 20 September at the 14th edition of the than previous years”. Promotion Marketing Awards of Asia. Every country of Asia is a participant to the PMAA Awards now. A panel of 150 Reflecting the growing integration of professionals judges the awards from across countries. Da Silva, elaborated, “Each year we Marketing Communications techniques recruit 150 or so judges across all countries, from agencies, clients, media and academia to within the Public Relations sector carry out our adjudication, wherein each entry is judged 4 times. This year there was 145 throughout Asia, this year the new Public Judges.” Relations Category attracted some of the best Campaigns executed in Asia over the The ‘Lifebuoy Roti Reminder’ campaign won for Hindustan Unilever’s agency, last 12 months. Similarly, the inclusion of OgilvyAction India, a category Gold Dragon and the most coveted award in PMAA – the new Mobile Marketing and Social Media Blue Dragon for the 2013 Best Marketing Communications Campaign in Asia.

The Blue Dragon for the 2013 Best Marketing Communications Campaign in Asia. - OgilvyAction India 4 October 2013, EXPERIENTIAL MARKETING 19

DDB MudraMax took home the ‘Best in India’ title, for their client Arambh, for the campaign ‘Help Desk’

Gold-winning Indian campaigns of PMAA 2013:

Best Integrated Communications Campaign Best Sponsorship or Tie-In Campaign Dragon: Gold | Agency: Pulp Strategy, India Dragon: Gold | Agency: DDBMudraMax. India Campaign: Get Social? Campaign: Marks For Sports Client: Google India Client: Nirmal Group

Best Brand-Building and/or Awareness Campaign Best Business to Business Campaign Dragon: Gold | Agency: OgilvyAction. India Dragon: Gold | Agency: Wunderman International. India Campaign: Vodafone musical earmuff Campaign: Microsoft Cloud Couch Campaign Client: Vodafone India Client: Microsoft Corporation (India) 4 October 2013, EXPERIENTIAL MARKETING 20

Best Trade Campaign Best Product Launch or Re-Launch Dragon: Gold | Agency: Jagran Solutions. India Dragon: Gold | Agency: Hungama Digital Services. India Campaign: Castrol Smiles Campaign: Mahindra Quanto Launch Integrated Client: Castrol India Client: Mahindra & Mahindra

Best Brand Trial or Sales Generation Campaign Best Cause, Charity Marketing or Public Sector Campaign Dragon: Gold | Agency: OgilvyOne Worldwide. India Dragon: Gold | Agency : DDBMudraMax. India Campaign: Lead On Campaign: Play God Client: American Express Banking Corp Client: Rotary Eye Bank

A total of 140 entries were received from Indian participants this year. 22 Indian entries won metals amongst the 50 winners, 8 of which were golds. 11 Indian agencies walked away with metals this year. In addition to OgilvyAction’s 2 golds, OgilvyOne also bagged a gold, while DDB MudraMax took home 3 silvers in addition to their 2 golds and the ‘Best in India’ title for Arambh Help Desk. Other gold winners included Pulp Mike Da Silva Strategy, Hungama Digital, Director, Wunderman International and Jagran PMAA Dragons of Asia Solutions. Other winning agencies included Encompass, Evolve Brands, “Next year, we plan to launch the Netcore Solutions and Vibgyor. Dragons of India as a stand alone Award Programme in India.” “Next year, we plan to launch the Dragons of India as a stand alone Award more focus on the Philippines and China just to secure more entries, overlaid with Programme in India.We’ll concentrate Promotion Marketing Summits with global speakers,” concluded Da Silva. 4 October 2013, EXPERIENTIAL MARKETING 21 PhotoBRAND Feature ACTIVATION Photo Feature

Tranquil World executes grand mahurat of Bollywood film - Welcome Back The event was organised to engage the press and present a ‘first preview’ of the film through an AV. By Dharm Patel The grand mahurat of Welcome Back (a sequel to 2007 movie Welcome) took place at JW Marriott in Mumbai last month. Tranquil World conceptualized and executed the entire event, took care of production, celebrity management and RSVP.

Pooja P Ghai, Managing Director, Tranquil World said: “We’ve been associated with the Base Industries Group, especially with Firoz Nadiadwala for a very long time now and have done various film launches and other social events for them in the past. It’s always been a pleasure to organize events for Mr. Nadiadwala.” Pooja P Ghai The event was attended by the cast which includes John Abraham, Shruti Haasan, Anil Kapoor, Nana Patekar, Paresh Rawal, director Anees Bazmee, producer Firoz Nadiadwala, music composers Sajid-Wajid, actors Ranjit and Neeraj Vora among others from the industry. Floral arrangements were made at the entrance and backdrop as well.

The afternoon was hosted by Khushboo Grewal, followed by the diya lighting ceremony. Abraham walked the ramp, posing for the shutterbugs with his co-star in the movie Haasan. Later, the other actors of the movie sashayed down the ramp. An AV (first shot) was played after which the event was open for the media to raise their questions to the cast and crew of the movie, before lunch.

Adding further, Ghai said: “To cue the AV, the director of the movie, Anees Bazmee said ‘action’ and the producer Firoz Nadiadwala gave a ‘clap’ to screen the first scene shot for the movie. Everything was time-bound, there were last minute changes and decisions which came as a great challenge to us. For instance, the AV was shot just the day before the event. However, we overcame these challenges and managed the event successfully.” 4 October 2013, EXPERIENTIAL MARKETING 22 PhotoBRAND Feature ACTIVATION Photo Feature

Maruti Suzuki unveils Stingray at revamped brand centre Communique Marketing Solutions won the mandate to conceptualise and execute the launch based on its strategic concept. By Dharm Patel Maruti Suzuki India brought into its car offering the new ‘Stingray’ last month at the Maruti Brand Centre in New Delhi. Communique Marketing Solutions won the mandate to conceptualise and execute the launch based on its strategic concept after a multi-agency pitch.

Thomas Cheriyan, Assistant GM- Marketing, Maruti Suzuki said: “Communique conceptualized the launch event in a very different manner from the normal launches. The ‘Stingray Lounge’ concept on which the theme was developed was in sync with the target group for this new product. The various elements in the same which included live jazz Thomas Cheriyan performance, lounge seating, gourmet refreshments and relevant AV content throughout added to the overall experience.”

The event was attended by over 250 guests including the media along with Maruti Suzuki’s leadership team and senior officials. Inspired by the car’s youthful urbane message, the concept of creating a ‘Stingray Lounge’ was derived. This involved converting the brand centre into a hip, sophisticated space, with an exclusive lounge experience, replete with engaging touchpoints.

Guests passed through a series of strategically placed branding and entered a custom designed space with a 10,000 sq.ft white lifestyle fabric wall cladding enclosing the lounge, elegant ceiling lamps installations, hip seating arrangements, vibrant visual screens and colorful columns - all softly lit by an ambient play of lights. Hostesses outfitted in red attire welcomed the guests at an exclusive registration zone with slick pad-stations and encouraged guests to go social with their lounge experience via their Facebook. Guests went on to ‘like’ the Maruti Stingray launch page and ‘check-in’ at the Stingray Lounge.

The lounge experience began with networking over starters and drinks at the specially designed ‘Stingray Bar.’ An AV was played on the three LED screens to enhance the lounge ambience. The event began with host Archana Vijaya interacting with guests and building up the mood, which then led into the performances by well-known jazz and reggae band named The Ska Vengers. The presentations by Kenichi Ayukawa (MD & CEO, Maruti Suzuki) and Mayank Pareek (COO, Maruti Suzuki) led to the unveiling of the Stingray. The afternoon was summed up with an address by Ayukawa, a media Q&A session and the television commercial being played. Post this the guests headed to the display zone to get an experience of the Stingray stationed in the signature colors. 4 October 2013, EXPERIENTIAL MARKETING 23 PhotoBRAND Feature ACTIVATION Photo Feature

Colors and Endemol launch Bigg Boss Season 7 Mixtape Media executed the launch which was attended by Salman Khan and Gaurav Kapoor among others. By Dharm Patel

The 7th season of Bigg Boss was launched at Grand Hyatt in Mumbai on Sept. 11. Mixtape Media (a Maven Group Company) pitched to win the mandate of executing the launch event. It was attended by about 200 people, including Salman Khan, media, stars, sponsors and the core teams of Colors TV and Endemol Media.

Cajetan Afonso, Founder & CEO, Mixtape Media said: “The brief was to synergise with the on-air communication while making it interactive and exciting. The synergy to the on air campaign of heaven and hell was maintained in the décor and content. The entrance was inspired by the gate of heaven and hell and the venue décor represented Cajetan Afonso heaven with drapes, ornate pillars, white branches with hanging bulbs and small mirror balls. Inside the venue, on the stage was a see- through screen.”

The entrance introduced guests with a ‘karmic wheel’ that they spun to decide what head band they would wear. An angel and devil handed over a horn or halo head band to the guests.

A choreographed theatrical act began with a showcase and face-off between heaven and hell. This was complemented with graphics that played on a see through screen. The graphics played in the foreground and the act took place behind the see-through screen. The act ended with Khan appearing and reciting a dialogue that emphasizes on the coexistence of heaven and hell. As the dialogue ended, a graphical flame engulfed the screen and the screen dropped to reveal the stage.

Host Gaurav Kapoor and Khan interacted and made the guests do impromptu activities, like suggesting wake-up songs for the Bigg Boss House, dancing, etc. Gifts were given to the best poses and most entertaining replies at the pre-function area. Vodafone being the title sponsor of the show, a Zoo-Zoo gave away gifts to the winners. 4 October 2013, EXPERIENTIAL MARKETING 24 STAKEHOLDER MARKETING Briefs

Hafele marks its 10-year progress in India with celebratory events

Kitchenware brand, Hafele, recently completed 10 years in the Indian market and celebrated this occasion with a party and an awards ceremony. Close to 225 guests, mainly employees of Deepak Jagtiani the company attended this event at Hotel Lalit in Mumbai last Director, month. As a follow up to this party, Hafele launched its new Corporate Events design centre in Bhandup, Mumbai on Aug. 31. Both these events were managed by Corporate Events. and fun filled evening for the staff of the company. Taking their Speaking about their collaboration with Hafele, Deepak Jagtiani, brief into consideration, we had to make it a cost effective event. Director, Corporate Events, said: “We won a multi-agency pitch We did not face any difficulties in carrying out the event; it was for the event, and were told to plan an engaging, entertaining smooth sailing till the end.”

Idea conducts Leadership Meet 2013 in Thailand

The Idea Leadership Meet is an annual summit for the top outdoor poolside venue for the welcome dinner and was ideally notch management of Idea. The 2013 version took place last located just at the beginning of beach road, which left the guests For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com across from promotions and on-ground updates latest on events For month at Dusit Thani in Pattaya, Thailand and was executed by with a host of choices to spend time at leisure “ Fountainhead Corporate Journeys (FCJ). The itinerary involved a long business session, which was spread over three days, with interactions among the top management and speeches delivered by guest speakers. The meet saw about 230 attendees.

Avinash Shetty, GM Operations, Fountainhead Corporate Journeys said: “Being a prestigious client of Fountainhead Entertainment, this was the first time that Fountainhead’s dedicated MICE vertical FCJ got an opportunity to pitch for the meet. Based on a multi-agency pitch, FCJ received the mandate to The guests were also taken for para-sailing on the beach of Pattaya. assist the group with logistics and hospitality services.The hotel The newly opened Colloseum Show, which started less than a provided all the options that Idea was looking for, from a classy month ago, played host to over 200 guests. The Fusion bar and beach side hotel to offering the ideal ballroom size, which played lounge was chosen as the venue for the gala dinner, where guests host to the conference sessions which was integral to the meet. It enjoyed some foot tapping music. The last day was capped off with was perfect for both Idea and its invitee guests, as it offered a great a customary visit to Bangkok for shopping. 4 October 2013, EXPERIENTIAL MARKETING 25

NetApp organizes Pathways Summit themed ‘Xcelerate’ in Agra

NetApp, a multi-national computer storage and data this space, especially for MICE. This is what gave NetApp the management company headquartered in the USA, held its comfort level to choose Showtime. The keywords were growth, Pathways Summit from Aug. 29 to 31 at Hotel Jaypee Palace in profitability and the way forward.” Agra. Showtime Group was appointed to execute the three-day summit, which was themed ‘Xcelerate.’ Over 130 NetApp channel partners congregated at the hotel to collaborate and celebrate their partnership. Commenting on Sonnal Verma, AVP - Client Relations, Showtime Group the event, Verma added: “For Showtime, this was a prestigious said: “Showtime has been very intensively associated with the event as we were working with NetApp for the first time. All IT fraternity and consequently has acquired a reputation in aspects of the experience were highly appreciated by the client.” ‘Shahenshah’ themed Abbott India Awards 2013 goes to Thailand

booking, designing the itinerary with key sightseeing spots, stage, technicals and entertainment. For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com across from promotions and on-ground updates latest on events For Rehan A Khan, MD, Abbott India said: “FCJ did an exemplary job in managing our event. They partnered with our commercial excellence team in delivering a very entertaining event for all Abbott India high performers. The team from FCJ was innovative, warm and provided excellent service which made the awards event a memorable one for all of us.”

To acknowledge the achievements and reward the work done The idea was to create a unique experience for the guests, by the sales force, Abbott India organized an awards function who were traveling from various cities in India. The theme and trip in the city of Bangkok recently. The event was for the event was ‘Shahenshah.’ The guests assembled for attended by about 230 employees at Hotel Montien Riverside. high tea and were escorted by the Thai Chime Band to the Fountainhead Corporate Journeys (FCJ) was appointed to ballroom. The evening, which witnessed local entertainment execute the entire three-day trip. like Mask Changing Act, Giant Skirt Contemporary and Thousand Hands Buddha, was co-hosted by Khan and emcee FCJ’s scope of work included executing the event A K Rahman. The awards were given away to 89 awardees from end-to-end, including the logistics, hotel booking, airline various units. 4 October 2013, EXPERIENTIAL MARKETING 26 STAKEHOLDER MARKETING Also Featured

Marketers out to woo their dealers with regular meets By Karishma Hundalani

Marketers are beginning to realize that the last mile traction is Danish Suhail, Manager - getting to be decisive to the success of their brands. As such, they Advertising and Promotion, are going out of their way to woo the dealer fraternity in a big way. Rudra Buildwell, said: “People normally run to big hotels in Dealer meets which were primarily meant to announce and Noida for such meets. When it share marketing plans of the company, are now being held to comes to calling them to our site, acknowledge their role in the larger scheme of things. Companies a majority of them don’t turn organize meets to thank them for their loyalty and recognize their up. So, we developed a concept efforts by bestowing on them awards. They also feel that this where we transformed our site community needs to be inspired, motivated, engaged and even office with the palace theme, pampered sometimes, so that they continue to play an important Danish Suhail which encouraged our guests to role in furthering the plans and the vision of the company. acknowledge the construction speed in an entertaining way.” Of course, with rising inflation and increase in input costs, the additional challenge that the event companies faced was one of Maverick plans out-of-the-box dealer meet for Grasim limited resources, shoe-string budget and crunching timelines, for in Ranchi optimal delivery.

ExM takes a look at some of the dealer meets that took place in the month of September. Excerpts below:

Rudra Buildwell transforms site office into a palace for its dealers

Grasim (Aditya Birla Group) organized a dealer meet for 120 attendees on Sept. 2 at Capitol Hill in Ranchi. Maverick Delhi-based real estate company, Rudra Buildwell recently held Entertainment conceptualized the entire event, keeping in a gathering to recognize the efforts of its channel partners, mind the identity of the brand from planning till execution. associates and dealers. Called the ‘Shaam E Chhandas’, this cocktail dinner and Sufi night was held on Sept. 1 at Rudra’s Saif Abdali, Owner, Maverick own property and site office, Palace Heights in Noida. The Entertainment said: “We event was given a royal Mughal theme in line with the way the got selected on the basis of property has been constructed. specialization in our previous work as well as the cost-effective budget. About 250 people attended the event, which kicked off with It was the first time we worked guests being welcomed on a specially crafted red carpet. After a with the company, so we came formal inauguration procedure, a presentation was conducted out with out-of-the-box ideas. The by Vibhor Kumar, explaining the vision and mission of the event was well managed by our company. This was followed by an entertainment session with production, operations and client singer and performer Manthan Berry accompanied by his Sufi Saif Abdali servicing department. The event troupe. Guests were given the opportunity to join in with the was well managed by our team, the singers too. A networking cocktail and dinner session rounded highlight of the event was a surprise gift kept by Grasim for its up the event. dealers. Everyone played their role efficiently.” 4 October 2013, EXPERIENTIAL MARKETING 27

Nitin Khera, Marketing Manager, Grasim said: “It’s been an Convention Centre Hotel for about 300 dealers. Corporate absolute pleasure working with Maverick. The event went well Events, having handled this annual function for the last three and fetched a good response from our guests.” years, was given the mandate for this one as well.

Event Sol pitches and wins Philip India’s western- Deepak Jagtiani, Director, region dealer meet Corporate Events, said: “The brief was to create the same experience as in the earlier years, but with limited resources. This definitely was a tough task, considering the size and scale of events implemented previously. As we knew the format and timelines, we had to start and The Lighting Division of Philips India held an annual dealer end the event early so that people meet of the western region last month. The event took place Deepak Jagtiani did not miss their flights. Hence at The Lalit in Mumbai and saw about 350 attendees. It was a acts, awards ceremony etc. were all business conference with an award night recognizing the best planned in a manner to optimally utilize time.” performers for the year - region wise. Having executed BTL activities for the brand previously, Event Sol was retained by The event kicked off with a traditional lamp lighting ceremony the brand to execute this event as well. and a speech by the chairman of the company. This was followed by the main aspect of the event, an awards ceremony to reward Ravi K, Business Head, Event and recognize the top performing dealers of Kurl-on. In this Sol said: “We were consistently ceremony, a series of awards were distributed to various target working with the client for their achiever dealers, with artist performances serving as segment BTL activities and pitched for a breakers. The meet culminated with a DJ session and dinner. few of their events as well. After our quality of delivering these activities, we were awarded the Eventz Unlimited executes dealer engagement event contract for this event.” for Hero Cycles

A day-long conference was followed by a gala entertainment evening with a cocktail dinner. Emcee Jitesh Chawla hosted the evening, which saw six dance performances, out of which one of them was a UV dance, in line with the brand’s lighting division. There were also dances on other popular Bollywood songs, mash ups, DJ music, etc. Promoters dressed as robots were putting bands on attendees. Hero Cycles recently organized its regional dealer meet at Hotel Radisson Blu in Jaipur last month. The event was organized Corporate Events manages Kurl-on dealer meet for the for the brand’s esteemed trade partners, keeping in mind their 4th year in a row performance and loyalty. The sister concern of Corporate Flyers - Eventz Unlimited - was appointed to carry out the execution responsibilities for the event.

Pankaj Munjal, MD, Hero Cycles India said: “An event like this helps us interact with the dealers directly and understand their issues more closely. It also helps them clear out all their doubts regarding the products and helped them update their product knowledge.”

Pankaj Munjal Kapil Kumria, Owner, Eventz Unlimited said: “The brief from the client presented unique challenges to us as an agency. We Under its Kurl-on KareKlub property, Kurl-on recently organized had to communicate what the client stood for in the most cost- a dealer meet for its dealers from across India. An entertaining effective way while executing the meet. So from that point of evening was planned on Sept. 19 at the Renaissance Mumbai view, cracking the idea was an important task.” 4 October 2013, EXPERIENTIAL MARKETING 28 STAKEHOLDER MARKETING Market Pulse

“MICE groups will find distinctive options in Flanders to fit any budget.”- Sunil Puri

Sunil Puri Director, Visit Flanders, Tourism Office of Flanders & Brussels (Belgium), India

Belgium known for its diamonds, tennis amount of Indian corporate clients from across various industries, largely from the (Kim Clijsters , Justine Henin), the design, automotive, textile, fashion and engineering sectors. In the past few months, headquarters of the European Union and we have observed a significant amount of movement from India in the education NATO, is also gaining recognition as a sector. Additionally, we have recently witnessed considerable Indian participation MICE destination. ExM spoke to Sunil Puri, in international conferences like the 6th International Congress of Chemistry and Director, Visit Flanders, Tourism Office of Environment that took place in Antwerp. Flanders & Brussels (Belgium), India on the potential that this country, more specifically We are keen to attract more MICE movement to the region. Our strategy is to educate the Flanders region, offers for MICE. the market about the MICE facilities that each city offers, including options in venues, accommodations, and customized meals according to the requirements of the group. The Flanders region is home to Furthermore, the tourism and convention bureau of every city offers goodie-bags to cities not popularly known as MICE convention groups of all sizes, giving each individual attendee a chance to sample unique destinations. What are the bureau’s treats and learn more about the region. efforts to enhance the perception of this region among corporations in What MICE features do the cities of Flanders offer? India? MICE groups will find distinctive options in Flanders to fit any budget. For the high- Flanders is the northern region of Belgium, end MICE groups, the region has a range of unique and exquisite experiences such as featuring cities like Brussels, Bruges, Ghent, exclusive beer-tasting sessions for groups at one of the many breweries located in the Antwerp, Leuven and Mechelen. Of these, region, experiencing a hot-air balloon ride in the Art City of Bruges, or dining at one Brussels and Antwerp receive a significant of the many exclusive Michelin-star restaurants across any city. We also have convention 4 October 2013, EXPERIENTIAL MARKETING 29

spaces for different capacities as well as hotels across a wide range of budgets that any MICE operator will find appealing.

What advantages does the region have to offer a planner looking to have a MICE programme across the cities as part of the Flanders? Does the tourism board offer additional support or incentives? Realizing the importance of the MICE segment, the tourism board has launched a website www.meetinflanders.com. The website is a one-stop-show that specifically caters to different needs and requirements of this market. The site provides information on various venues for meetings and conventions across the region, contact details for the service Ghent providers and partners who can assist in planning meetings. Free proposals are also available via the website.

Given the historical businesses and industries of cities like Antwerp and Brussels, would you say certain kinds of MICE programs benefit more from hosting their events in this region? Flanders as a region is rich in art and architecture. Modern design is strong in cities like Antwerp and Brussels. Hence, the design sector always finds the region particularly interesting. Additionally, Antwerp has long been the world capital and European hub for diamonds. The engineering, pharmaceutical and educational sectors often conduct their international meetings and conferences Grand Place, Antwerp in this region. Indian participation in Flanders has been growing over the years and we would like to invite more professionals from these industries to visit the region.

Have there been any Indian corporate MICE groups to the cities of Flanders in the recent past? Can you describe their experiences briefly? Among the many groups, a team of 275 from a major automobile company of India recently visited the cities of Brussels, Bruges and Antwerp. Additionally, over 150 professors from across India visited the 6th International Congress of Chemistry and Environment in Antwerp, as mentioned above. City Hall, Grand Place Brussels Cathedral of Our Lady, Antwerp 4 October 2013, EXPERIENTIAL MARKETING 30 STAKEHOLDER MARKETING Market Pulse

“The fact that 50 million tourists visit us every year proves that we are an attractive country.” - Arturo Ortiz Arduán

Arturo Ortiz Arduán Tourism Counselor and Director, Tourism Office of Spain in Mumbai

Spain is more than just Real Madrid, and business trips have observed an increased demand in these kinds of trips to Spain Barcelona, Spanish Bullfights or La and the growth has been consistent. Tomatina: Eventfaqs spoke to Arturo Ortiz Arduán, Tourism Counselor and What does Spain have to offer as a MICE destination? Director – Tourism Office of Spain in The fact that 50 million tourists visit us every year proves that we are an attractive Mumbai to know more about the country country. If you add the high quality of the conference infrastructures, communications, as a MICE destination. transportation and hotels, and the good weather that enables you to hold events any time of the year, the result is an essential country for business tourism. How is Spain being perceived as a MICE destination by the Indian There are more than 30 international airports in Spain (which are being extended with Corporate and the Experiential new terminals). The capital’s airport, Madrid-Barajas, is a great connection between Industry? Europe and Latin America, and is the fourth European airport in terms of number The interest has increased both in terms of operations and passengers. Spain also has a modern road network to travel across of the variety of possible destinations (not the country, and the largest high-speed rail network in Europe, to get to important just travel to Barcelona, but also Madrid destinations in no time. or Valencia are considered for a second tour of incentives to Spain) thanks to the Madrid and Barcelona, for example, have considerable experience in business tourism. number of international fairs and medical In fact, both cities are among the top five on the International Congress and Convention congresses that take place in the main Association (ICCA) world ranking. A large number of Spanish cities are equipped with Spanish cities. suitable infrastructures to host professional events.

Our consulates in Delhi and Mumbai by Spain offers more than 50 conference centres (some of them are veritable examples of means of the figures for visas for MICE avant-garde architecture, like the Donostia-San Sebastián Conference Centre, the one in 4 October 2013, EXPERIENTIAL MARKETING 31

IFEMA Pavilion Entry-Patio

Valencia designed by Norman Foster, the one in A Coruña, and Ciudad de Oviedo by Santiago Calatrava) to hold business meetings, presentations and seminars.

You’ll also find auditoriums, special rooms, multipurpose complexes, exhibition centres... and all kinds of versatile facilities with cutting-edge technology and communications. Because Spain is becoming increasingly high-tech - visitors can enjoy, for example, free and efficient internet connection in many venues. And some hotels provide their guests with multimedia services and Palacio Municipal de Congresos-Madrid telecommunications materials. conferences or incentive programs on board a cruise ship or smaller vessels such as There are more than 16,000 hotels in schooners, VIP yachts or catamarans - perfect for holding product presentations, gala Spain, and their quality is internationally dinners, etc. renowned. A good option when choosing accommodation is one of the more As well as usual venues, in Spain you’ll be able to organize your events in cellars (perfect than 90 Parador hotels all over the for private meetings in an exclusive environment), historical caves, vineyards, historical country. They are unique hotels (castles, buildings, museums (such as Thyssen-Bornemisza in Madrid, Picasso Museum in Malaga, monasteries, palaces, etc.) and many of Valencia Institute of Modern Art-IVAM in Valencia and Guggenheim Bilbao), theatres, them are equipped to host professional flamenco clubs, football stadiums... The possibilities are endless. meetings. What initiatives have Tourism Espana taken to promote MICE tourism in Spain also offers new trends for incentive India? trips. For example, the chance to attend We regularly connect with our travel trade and corporate database and conduct concerts and musicals, or to organize trainings and seminars for them on a regular basis so as to update them about Spain as 4 October 2013, EXPERIENTIAL MARKETING 32

a destination. We organize one roadshow every year and we participate in SATTE Delhi every year to connect Indian travel trade with Spanish counterparts and vice-versa. We are trying to put Spain in the minds of every Indian traveler so that they choose Spain as their preferred destination in Europe.

For the first time, IBTM came to India and this year we participated in this event to further expand our MICE aspect of the business.

Ever since 2009 when we commissioned our office in Mumbai, India, every year we organize a road show to create awareness amongst the travel agents and tour operators and also help Spanish incoming Art and Antiquity Fair at IFEMA companies establish contact with our Indian counterparts. of them who watched this movie, it turned into a dream that we hope it will be realised soon. We have road shows planned in Mumbai, Bangalore and Delhi followed by a What is the percentage of MICE tourism to the overall tourism to Spain? workshop in Madrid and a FAM trip MICE Segment has been an important segment of our market. It comprises of almost of about 18 travel agents to the World 10% of the entire India Outbound share to Spain. Heritage Sites of Spain. In 2012, approximately 15 – 20% of our market consisted of MICE groups, and around What role does experiential 25 % business travelers. In 2013, we are foreseeing an increase in the figures from last year marketing play in the overall for MICE participation in Spain, nevertheless, we wish to maintain the double-digit figure marketing strategy of Tourism from last year. Espana? Our best promoters are tourists that have In the last two years, we have maintained a double-digit figure for MICE Tourism to already been to Spain and who will most Spain. In the year 2014, we are expecting an increase of 20% in the MICE Tourism figure. probably repeat their trip to Spain or at least they will narrate about Spain to their How is Spain expanding the MICE potential that the country offers? What relatives and friends and quite possibly it incentives and facilities are being offered to interested entities? will encourage them to travel. It is difficult We are highly active in the main world trade fairs (IMEX, IBTM – which is also held to apply experiential marketing in tourism, in Barcelona, etc..) and the public and private offers in Convention Bureaus have been but the media and film bring us closer to grouped together in order to promote our main cities and in turn these Convention the Indian tourists by offering them an Bureaus have been grouped in the Spain Convention Bureau, not only for more effective idea about what Spain has to offer. international promotion but rather the companies or the travel agencies interested in this product have a professional partner with whom each one can communicate in the I would consider the movie ¨Zindagi respective Spanish cities. Na Milegi Dobara¨ as an experiential marketing strategy, by means of narrating Spain applies in-depth local knowledge combined with expertise, energy and creativity to the experiences of others creates a desire help MICE groups achieve their goals for meetings, incentive programs, conferences and to travel to a country, in this case to Spain. events with the help of their own production team with a strong creative component, with This film was supported by the Tourism the goal of offering you the most innovative projects and solutions at all times. Office of Spain in Mumbai which was filmed almost entirely in Spain and it gave We advise corporates and create awareness about Spain as an important MICE us the visibility that we never had before destination for them. As per ICCA Rankings 2011, Spain has become the third most in India. popular destination worldwide for conference tourism with 463 meetings conducted per year, Barcelona and Madrid have a long tradition in this sector, but today almost We already know that through cinema all Spanish cities like Valencia, Sevilla, Bilbao and Malaga have conference centers and television, this movie was watched and facilities equipped with state-of-the-art technology for all kinds of conventions and by hundreds of millions of viewers and congresses. World Heritage Cities by UNESCO in Spain like Avila, Toledo, Segovia, and created a wish to travel to Spain in many Tarragona are picking up as MICE cities in Spain. 4 October 2013, EXPERIENTIAL MARKETING 33 PhotoSTAKEHOLDER Feature MARKETING Photo Feature

Benetton displays a preview of its Spring Summer 2014 collection A nine sequence fashion show was planned and executed as part of the event, handled by Marketing Solutions. By Dharm Patel

United Colors of Benetton (UCB) recently unveiled its Spring Summer 2014 collection with a preview show for its associates and partners. About 200 of Benetton Group’s leading franchise partners and distributors were privy to the show at the Leela Kempinski Hotel in Gurgaon. The event was conceptualized and executed by Marketing Solutions.

New collections by Sisley, a brand under the Benetton Group, also formed part of the nine fashion sequences which were showcased by 32 models. The sequences included five of UCB’s - Young, Kids Spring, Urban, Sophisticated and Kids Summer; and four of Sisley’s - Nautica, Sweet Rafia, Shallow Black and Ebony & Ivory.

Commenting on the event, Deepali Mishra, Senior Manager - Marketing and PR, United Colors of Benetton, said: “We’d like to thank the Marketing Solutions team for putting together such a beautiful show for us. Their team is full of creative people I must say and they have gotten some really nice operational skills as well. It was a fantastic experience working presentation by Product Head, Priyanka Sarin and was followed by Deepali Mishra with them.” the fashion show choreographed by Ajay Bisht. The evening came to a close with a cocktail and dinner party for the guests. The Marketing Solutions team converted the venue into a display of Benetton signature colours. Inverted umbrellas in solid colours Speaking about the event plan, Poonam Lal, Managing Director, were lined along the ceiling, down to the walls adjoining the Marketing Solutions, said: “With a full throttle fashion show entrance. A 50 foot ramp was created for the fashion show and of 9 sequences and 32 models, the challenge was to ensure that three LED screens were placed on the stage, which displayed in- the on stage glamour and grandeur was taken to another level. It house video content created by the Marketing Solutions team. The took weeks of internal brain storming on the content and design mood board for each segment varied for each sequence. aspects for the event, to finally give us some direction. Given that the stage and backdrop like most fashion shows had to be Before the show officially started, the crowd milled around in the minimalist so as to not take away from the garments, we decided pre-function, networking area, which was adorned with clean and to pump up the adrenalin with some unique creativity in the pre- minimalistic windows displaying UCB and Sisley’s collection. function area and followed it up with video content that would set The function officially started with a marketing and product the stage on fire while building the mood for each sequence.” 4 October 2013, EXPERIENTIAL MARKETING 34 PhotoSTAKEHOLDER Feature MARKETING Photo Feature

Brand USA highlights the United States as a favorable travel destination at its 2nd India Travel Mission Indian representative for Brand USA, Sartha Global, organized the mission, which comprised a road show and a networking reception each in Mumbai and New Delhi. By Tina Thakrar

As the official marketing organization for the United States of America in global markets, Brand USA fulfilled its aim of creating positive awareness of USA as a travel destination for Indian travelers, by organizing the 2nd India Travel Mission in New Delhi and Mumbai, between Sept. 22 and 26. Sartha Global, the Indian representative for Brand USA, organized all the activities as part of this mission in India. Line Communications was engaged for the execution of the events.

As part of the event, interactive business meetings were held in Mumbai on Sept. 23 and in New Delhi on Sept. 25. Representatives of various U.S. destinations, attractions, hotels and destination management companies participated in the mission, targeting about 600 major stakeholders from the Indian travel trade, airline representatives, hospitality representatives and tour operators. As a conclusion to the mission, a press interaction was held on Sept. 26 to allow travel trade and consumer media to interact directly with delegates.

Commenting on the main objective of the mission, Sheema Vohra, Managing Director of Sartha Global, the recently appointed marketing representative office for Brand USA, said: “The travel mission is the most appropriate and productive platform for U.S. suppliers to provide travel partners with vital destination information, Sheema Vohra that inspires and makes it easier 4 October 2013, EXPERIENTIAL MARKETING 35

for them to conclude mutually beneficial business deals.”

A similar format was followed for the conference in both cities – a road show was conducted in the morning, followed by a networking reception and dinner in the evening. The road shows were basically B2B meetings held to allow one-to-one interactions between delegates and destination representatives in a formal environment. These interactions served as a medium to transfer information about USA as a favorable travel destination. The evening event served as an opporunity for delegates and representatives to mingle in an informal environment and develop personal interactions and connections.

A total of 31 US companies and 47 delegates registered for the India Travel Mission 2013, ranging from tour agencies like 7M Tours LLC and Tour America, convention and visitors bureaus like Beverly Hills Conference & Visitors Bureau and Las Vegas Convention and Visitors Authority, theme parks like Disney Parks USA and SeaWorld Parks and Entertainment, hospitality and hotels like Starwood Asia Pacific Hotels & Resorts and Universal Orlando Resorts, transportation services like New York Water Taxi and Papillon Grand Canyon Helicopters and other representatives from California Academy of Sciences, Simon Shopping Destinations, Macy’s, Madame Tussauds NY and Empire State Building Observatory to name a few.

Brand USA was established by the Travel Promotion Act in 2010, with a mission to increase international visitation to the United States while working in partnership with the travel industry to maximize the economic and social benefits of travel, like creation of jobs and an inter-mingling of people and cultures.

Reacting to the response generated by the mission, Jay Gray, Vice President - Global Partnership Development, Brand USA, said: “We thank our travel industry partners for their overwhelming support for yet another successful India Travel Mission. Such events augment our efforts in building positive awareness of the United Jay Gray States as a travel destination, and inviting more Indian travelers to experience the boundless opportunities that our country has to offer.” 4 October 2013, EXPERIENTIAL MARKETING 36 ENTERTAINMENT Briefs

WIP plans the inaugural edition of its music property, Indulgence

Work in Progress (WIP), a division of HAN Media is launching its flagship music property, Indulgence in Pune next month. As the name suggests, this monthly event will aim to indulge music experts and to introduce new music forms like jazz to the youth. The 1st edition of this property will take place at The Irish Village on Oct. 4. WIP has tied up with Integrated Nikhil Garth D’rozario Amardeep Singh, Brand Solutions (IBS) as the brand consultants to handle the Director, CEO, sponsorship campaign. HAN Media IBS

Nikhil Garth D’rozario, Director, HAN Media, said: “The core entertainment property. Hence this has been an extension of idea of Indulgence is to make interesting forms of music such as the relationship to the new venture.” jazz, that are perceived as elitist and refined, more accessible to the larger audiences - especially the youth. Indulgence has also The organizers claim that Indulgence will serve as an activation been designed as a platform to give new and upcoming artists platform for brands to target music novices and enthusiasts a stage and the opportunity to draw and learn from the vast alike. Indulgence will feature a mixture of forms such as jazz and experience of figureheads such as Louis Banks, Joe Alvaris, blues with Indian classical, rock, R&B, ska, funk, electronica, Lesle Lewis, etc.” house, etc. resulting in fused music forms such as jump blues, jazz fusion (a mix of jazz and rock), rock and roll, funk jazz, Amardeep Singh, CEO, IBS, said: “We have been working jazz electronica, house jazz, amongst others. Due to this blend with the promoters of WIP during their earlier tenures. of music forms, WIP and IBS are targeting traditional music They have seen our delivery in terms of brand association on lovers, adolescents and working executives.

Nikhil Chinapa and Sunburn part ways For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com across from promotions and on-ground updates latest on events For Sunburn, an IP of Percept, and Nikhil Chinapa, the Director Nikhil Chinapa of Submerge, have parted ways recently. Director, Submerge In his statement of Facebook, Chinapa said: “Many of you have known for a while that all was not well between Sunburn and me, but I’d hoped things would be resolved. But it now Concluding his note, Chinapa said: “Besides the DJs, I cannot appears from videos and other public statements that I’ve been even begin to thank the community that has nurtured the pushed out of Sunburn - a festival that I conceptualised, gave scene, supported the music and stood by us over the years - its name to and helped create. I guess that’s life. Score one for particularly these past few difficult months. Submerge has just big business.” launched AAA with Edge Global and Hermit, Pearl and I will continue to work with our friends to promote the music With over 2000 likes and 450 shares, there were nearly 500 we love. Finally when all this blows over, it won’t matter who comments on this public statement by Chinapa on Facebook, did what, where and when... who’s logo was on stage or who where he received support from many artists including Albin brought Tiesto, SHM, David Guetta or eventually Deadmau5 Myers, Tuhin Mehta, Ramona Arena, Nawed Khan, DJ Lloyd to India. What will matter is the music and that’s something and DJ NVVe amongst many other fans. we at Submerge will never forget.” 4 October 2013, EXPERIENTIAL MARKETING 37 ENTERTAINMENT Market Pulse

“With Enchanted Valley Carnival, we are clubbing music with adventure and camping.”- Shaju Ignatius & Shoven Shah

enterprise, has a core initiative to specialize in setting up and producing large format events, primarily in the music vertical. The company will conceive, build and implement many IPs in the entertainment and events space.

What’s the concept behind EVC? The experience we’ve had at international festivals is our inspiration. EVC is our attempt to bring a festival of similar style and format for the Indian audience. India has great thirst for music and entertainment and we aim to combine the two elements with an extra dose of adventure. Over the years, the enthusiasm for electronic music across India has seen a tremendous rise. The country has been recognized in the music universe and this is evident with the arrival of prominent acts that have performed to packed venues across India. As the music aficionados’ evolve, India is seeing not only the coming of eminent international artists and acts but also novel music festival formats that give audiences the opportunity to indulge in an exotic sensory spread that goes beyond just Shaju Ignatius (above) music! We’re expecting about 7000 to 8000 people attending each day and 20,000 to Shoven Shah (below) 25,000 over the three days. Get ready to let your hair down and dance to tunes of some of the biggest names in music space.

How will EVC be different from other EDM fests? With EVC we are clubbing music with adventure and camping.In addition to all the music mayhem, we are adding fire-power for the brave at heart with a selection of multiple outdoor activities. We look forward to satiate India with an eclectic line-up of artists at a picturesque locale with a host of adventurous sports. Adventure activities include zorbing, paintball, jet-skiing, ATV, etc.There will also be outdoor camping, flea market stalls, gaming areas, multi-cuisine food stalls, chill-out zones and spirited bars. EVC is so much more than a music event; the overall experience will truly leave you enchanted.

Elaborate on the aspects of EVC. There will be four stages which will play music of varied genres (mainstream, techno, trance and live & indie). The stages with top of the line sound, lights and spectacular visuals, will have different setups and technology based on the genre it will be playing.

The Enchanted Valley Carnival is all set Tell us more about what music to expect at the fest. to take place on Dec, 6, 7, 8 at Aamby Niche genres of music such as progressive house, uplifting trance, dubstep, trap, breaks, Valley City Festival Arena. A property etc. have recently come into the spotlight. A shifting trend is seeing fans move away from of Twisted Entertainment, EVC is an mainstream and commercial music to appreciating intricacies of varied musical styles. The experiential music festival that combines festival will showcase more than 60 Djs/producers and live acts like ATB, Cosmic Gate, riveting performances, picturesque Emma Hewitt, Gabriel & Dresden, Chicane and many more. Moreover, the event will locale, adventure sports and a camping bring together the vast spectrum of national talent on the line-up with performances by experience for an entertaining weekend. Arjun Vagale, Ankytrixx, Lost Stories, Anish Sood, Indian Ocean, Raghu Dixit, Shaa’ir & Func, Dualist Inquiry, etc. ExM caught up with the men behind EVC to get a low down on the basics and what’s What sponsors and partners are involved? Are you still open to making EVC an event to look forward sponsors?How is the fest being promoted? to. Shoven Shah (Co-founder, EVC and We have Aamby Valley City as our Associate Partner, and presently we are in conversation Director, Twisted Entertainment) and with various prospective sponsors and associates.We have begun our promotions with Shaju Ignatius (Co-Founder, EVC) give us social media, as of now we have about 50k+ likes on our Facebook page and 1000+ an insight into what awaits this December. Twitter followers. We will have a 360-degree media campaign closer to the event about 4-6 Twisted Entertainment, an entertainment weeks prior, which will be across all platforms - TV, radio, OOH, print, etc. TM

The Terraces is a precious jewel in the crown of Kanatal. Set amidst majestic pine forests, deodar trees, magnificent rhododendrons and fruit bearing apple trees, terrace farms intricately carved along hill sides and the invigorating mountain air filled with the sweet chirping of birds, The Terraces, is truly a slice of paradise. Impeccable Lodging and Travel services, state of the art Wellness, Conference Rooms and Dining and exciting Entertainment and Adventure facilities at The Terraces, blend beautifully with nature’s bounty, while the magical ambience revives the traveller’s soul from the frenzy of city life. Experience an unforgettable holiday experience – RELAX. REJUVENATE. REDISCOVER

+91 11 45092841 | www.theterraces.biz 4 October 2013, EXPERIENTIAL MARKETING 39 SPONSORSHIP MARKETING Briefs

DHL partners with Pria Kataria Puri at Lakme Fashion Week - Winter/Festive 2013

have been providing speedy customized logistics solutions to the fashion, textile and apparel industry. Lakmé Fashion Week is a perfect platform for us to showcase our partnership with the fashion fraternity and this season we are very happy to be associated with Pria Kataria Puri.”

Chandrashekhar Pitre, Senior Director - Marketing, South Asia, Logistics company and express service provider, DHL was the DHL Express, said: “Pria Kataria Puri and DHL’s collaboration is official logistics partner for Lakmé Fashion Week Winter/Festive a perfect partnership of DHL’s speedy deliveries and PKP’s 2013 and used this partnership as a means to give out its brand ready-to-wear, non-crushable outfits ensure that the multifaceted message. DHL presented Pria Kataria Puri’s ‘Fast and Curious’ woman is able to look and feel flawless in a matter of seconds, no collection to justify the brand’s promise of speed deliveries. The matter where she may be jet-setting off to next.” fashion week concluded recently at the Grand Hyatt Hotel in Mumbai. The silhouettes presented by Puri were bold and sophisticated and targeted at the modern woman who’s always on the move. As R. S. Subramanian, Country Manager, DHL Express India, said: a part of the fashion week, DHL provides logistics services to the “Since DHL started operations in India three decades ago, we designers for their runway collections.

Acrux Realcon sponsors 2nd Showcase Odisha Awards - an initiative of Prelude For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com across from promotions and on-ground updates latest on events For

The second edition of the Showcase Odisha Awards was organized heroes of our beloved state. We congratulate all the award winners at Hotel Swosti Premium this month. A property of Prelude Novel and are very much thankful to everybody who was present in the Ventures, Acrux Realcon was the sponsor of the event whereas event making it a huge success from the bottom of our heart.” Sagar Business was the co-sponsor for the event. Satyabrat Ratho, Managing Director, Prelude said: “This year 10 Odia personalities from different trades were felicitated by a conclave was initiated, where a lot of eminent personalities the awards for their contribution towards bringing national and from different genres of excellence participated and discussed international recognition for themselves as well as for the state/ on an agenda - Brand vs Reputation. This year also witnessed an nation. The function was organised under the banner of the entertainment capsule. It was absolutely fresh and novel in terms quarterly magazine, Showcase Odisha, an initiative of Prelude to of music, choreography and concept. The capsule was a dance showcase the positives of the state of Odisha to the world at large. drama which showcased Odisha in its best form.”

Ramesh Swain, MD, Acrux Realcon said: “We, the whole Acrux More than 300 people from diverse fields participated - there were family feel privileged to have ourselves associated with these real 10 awardees, 7 panelists and 150 performers. never beendonebefore asourBanner Event, andabowling said: “We were really ardent ondoingsomething which has FounderBhavna Mehta, andCreative Director, Party Sharty, andaMicromaxGrand, tablet. received atrophy, travel voucher, iPad Mini,SamsungGalaxy by Tata Housingandpowered by Siddhitech Homes.Winners at bowling enthusiasts ofallages,this tournament was presented agency,entertainment underitsShooting division. Targeted Star in Mumbai,andwas launched by Party Sharty, anevents and An openbowling tournament calledPinstrikers took place and partners DMC WorldDJChampionshipropesinsponsors on-board for theevent, Shaikh, Director, Abdulsalam Code9 in thechampionship. Speaking abouthow Code 9was brought competition inIndia.15 DJs from participated allover country got thelicenseto host thisinternational Code 9Entertainment across India.Itwas whichtalent achallenging task Ienjoyed.” Indian DJ’s. Through thischampionship we DJ judged thefinest platform withDMCIndia,thetalent thatrepresentspartner Luke Kenny, ChannelHead,9XO said:“9XO ispleasedto prominent way. from 9XMediaNetwork ina theproperty alsopartnered was themarketing partner. 9XO, theinternational musicchannel partner, PALM Expo2014 andADSPACE was partner thebrand Mumbai was thetechnical partner, AV Maxwas themagazine was theassociated sponsor,Sports Vardhaman MegaStore was themainpresenter,Bhamla Entertainment True Talent memberfor thechampionship.and thejury DMC Indiachose Luke Kenny ambassador brand astheirofficial the world atCanvas anditsnationalfinal inMumbaionAug. 29. DMC World DJ Championship, ashowcase for DJ around talent bowling tournament Tata HousingpresentsPartySharty’sPinstrikers criteria interested andkeep itopento every participant.” tournament. Weand then acorporate decidedto eliminate all many changes, beinganallwomen’s with itfirst tournament the billperfectly.tournament fit The concept went through across allmajormediavehicles across India. marketing andDJ’s network. Thiscompetition was promoted from mediamarketing, traditional from active apart socialmedia locationsandoutlets apart a host ofactivationathightraffic within theIndianandinternational circuit. There willalsobe events willbehosted promoting thenationalwinner, both pre-event but alsopost andnightclub events, variousconcerts gainedpanIndiavisibility, andpartners notThe sponsors only International DJ AssociationinIndia.” it back inIndia.Code9isthesolerepresentative for the ofhaving proposal a detailed theimportance to DMCstating to accept theproposal from thebest agency. Code9submitted evaluatingvariousproposals,license. After theclientdecided said:“Multipleagenciespitch into procureEntertainment the 4 October 2013, EXPERIENTIALMARKETING40 Party Sharty Founder andCreativeDirector, Bhavna Mehta 9XO Channel Head, Luke Kenny

For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com 4 October 2013, EXPERIENTIAL MARKETING 41 SPONSORSHIP MARKETING Guest Column

The Sponsorship Imperative Martin da Costa, Chief Executive Officer, 70 EMG

deals. If the IP is in its second or third year, prepare a serious RoI case for it – with India Bike Week, we literally wrote a book on it – detailing who came, from where and why, and, crucially, how old and rich they were. Send this out to your targeted Sponsor base and look forward to entering into the specifics of the Sponsor integration and negotiating the price. Yes, well.

In 2013, its just not that easy it seems. There’s the current recession of course, but lets put that aside for the moment. The key, critical point at the moment in most of the conversations we’re having with potential sponsors, seems to be a lack of nerve.

If I look at the facts; at what we’re selling. With IBW we’ve created one of the very, very few events in India appealing to 30-40 year old relatively independent, wealthy men, we, effectively, own a chunk of the Motorbike Industry. The precedent, looking at SulaFest, Sunburn, NH7 is clear: IBW will grow – and it will grow exponentially – both in terms of visitors and marketing impact. It’s the same story with Zambhala of course – with the TG effectively reversed (30-40 year old women, generally). You’d think that there would be sponsors queuing up for both events; keen to work the association with the on-ground event, borrow from the 200,000 plus social media communities we’ve built, access the spending power of over 12,000 bikers over two days, 20,000 bikers over 3 months of pre-event rides and events. Most of all, you’d think that they’d want to sign 3-5 year deals It should be relatively easy to spin out to safeguard their future spends. 500 or so words on the ‘Sponsorship Imperative’, more so given that I’ve spent Strangely no. The Sponsorships we’re selling for IBW – and there are a large number of pretty much the last three years selling IPs them – are not coming from the obvious brands and companies. We will, touch wood, to potential corporate clients. break even and possibly even make a profit from India Bike Week in its second year but the revenue isn’t coming from the sources you’d expect. We’re being surprised on a daily It should be especially easy in late 2013, basis by the people and brands we’re generating sponsorship from, and they are, by and a year in which we’ve heard countless large one year deals. As I said, strange. It’s the same story with Zambhala. Having said Marketing Directors extolling the virtues that, it does seem that once a brand experiments with a sponsorship it stays on by default of connected marketing and holistic into the next year: we should be confirming the majority of IBW 2013’s sponsors for story telling that combines the online 2014. It is a shame however that the integration and marketing of their IBW sponsorship and ABL experience with real customer by most of those brands haven’t taken a quantum leap forward. After all, the event has interaction. When they’ve talked, for proved itself, it can only get better and more impactful, and its only in partnership with all many hours at many conferences, about the stakeholders that we can speed up its exponential growth. Win Win, you would have the power of integration, and the limited thought ? You’d mostly be wrong. use of television and press advertising in connecting brands to their consumer base. It does seem that the idea of Sponsorship for ‘Association’ has yet to catch up in India - About the importance of the experience. outside of course of cricket, mass television and Bollywood. Despite the many fine words talking about building and targeting ‘Communities’ – both offline and online – the But it seems that I may be somewhat reality is still that most brands are, for the moment, fighting shy of putting their money premature in my assumptions. where their mouth is. We’ve found that our best policy is almost to anti-sell. We send out Newsletters on the opportunities to literally thousands of potential sponsor customers and The ‘Imperative’ is this. Create a smart, we then aggregate what comes back. In fairness, we are making a large number of deals targeted IP that combines an innovative happen for each Festival, but they’re relatively small, they mostly focus almost entirely ground experience – India Bike Week on the sales opportunity each Festival represents on-ground, and they eschew the role of for example, the Zambhala Yoga & Life digital amplification and brand association. Spirit Festival as another – and package it beautifully. Don’t forget to add in So the lesson seems to be this. [1] Carpet bomb the market with info on your IP, [2] the all-important 4 months of pre event Parallel to your main sponsorship marketing, create on-ground packages that are cost on-ground activation across 20 cities, the effective, and targeted at brands actually selling product to your audience, and [3] Keep digital community building and social investing and building in your property. As we’ve seen with Sunburn’s recent Title media content creation, the television, Sponsorship deal, once you’re big enough, you really can’t be ignored. It’s just a shame print and radio media barter-and-buy that the Brands will wait so long for that to happen. It’s their loss I feel. Centrespread 28 September 2013 12:49:27 Centrespread 28 September 2013 12:49:27 4 October 2013, EXPERIENTIAL MARKETING 44 SPORT MARKETING Briefs

Coca-Cola India announces Coca-Cola Cricket Cup

Debabrata Mukherjee Vivek Singh Vice President, Joint Managing Director, Coca-Cola India reiterated its commitment towards promoting Coca-Cola India and Procam International grassroots cricket while unveiling the highlights of the 3rd season South West Asia of the Coca-Cola Cricket Cup Under-16 Cricket Tournament in partnership with Procam International. Vivek B. Singh, Jt. MD, Procam International, said: “Coca-Cola’s support for sporting events is well documented and Played under the aegis of the respective State Cricket Associations this partnership has enabled us to encourage young cricketing and having begun in the last week of July 2013, the nine-month talent in the country. It has served as an ideal platform to promote tournament involves participation from over 12,500 young grassroots cricket, identify promising talent and groom the cricketers across 850 plus schools in 70 districts in 10 states. It country’s next generation of International cricketers.” involves coaching clinics, sports medicine and sports nutrition camps, international exposure and training for selected cricketers. Winners of the cup will be awarded a cash prize of Rs.1 lakh, while the runners-up would get Rs. 70,000. 24 talented players Debabrata Mukherjee, Vice President - Coca-Cola India and selected from the Coca-Cola Cricket Cup - Inter-State Challenge South West Asia said: “Sports are an integral part of our lives will get a chance to attend a week long ‘Coaching Clinic’ under - an active healthy living is important for a balanced lifestyle the guidance of Cricket India Academy. Post the week long and we have always worked at supporting the same amongst the coaching, the final Coca-Cola India team will be selected and youth. This tournament is our endeavor on the same path. We given an opportunity to prove their mettle by participating in a sincerely hope this would give our young and aspiring players the competitive tournament against an invited International U-16 confidence and boost to pursue their dreams in the sport.” team from other cricket playing nations. Third Airtel Hyderabad Marathon concludes with a record 6000 participants For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com across from promotions and on-ground updates latest on events For

Ramesh Menon Hub CEO - AP and MP & CG, Bharti Airtel

Ramesh Menon, Hub CEO - AP and MP&CG, Bharti Airtel The Airtel Hyderabad Marathon 2013 recently concluded with said: “The AHM has become a sporting event that now features a record number of 6000 participants from over 10 countries, as a must attend on a runner’s calendar. This year’s edition saw including 30 national and international running clubs. Vitamin participation from an 80 year old and a 13 year old too! We are Entertainment was appointed to execute the third AHM which glad to have brought out the third edition this year which saw took place on Aug. 25. Airtel being the presenting sponsor, the record participation from runners across different walks of life. event was ably supported by about 30 other sponsors including Through our strategic association with marathons in India, we Gatorade, SBH, Nike, International Paper, Radio Mirchi, etc. look forward to strengthening brand Airtel’s appeal.” 4 October 2013, EXPERIENTIAL MARKETING 45 SPORT MARKETING Market Pulse

“Chess is about Thinking and Winning; strategy, complexity, perfection.”- Andrew Paulson

with the Chennai World Chess Championship in November. First we need to educate marketing professionals as to the potential presented by chess. Chess is the only opportunity for a partner to be associated with an entire sport rather than just with a stadium or a team or a player or a car.

Chess is about Thinking and Winning; strategy, complexity, perfection. There is no other sport or cultural institution which brings with it such values. These values and this audience are the holy grail of many a marketing strategy.

Given your work in promoting Chess in various nations, what according to you are the essential elements for the flourishing of a sport in a country? Do these elements exist in India? Chess is already a flourishing sport in India. The Indian Youth Chess team is number one in the world. The World Champion is Indian. There are 45 Indian Grandmasters. There are active federations in every state overseeing clubs in towns and teams in most schools. Soon, I hope, chess will be part of every child’s elementary school curriculum.

What other efforts will be taken around the World Championship to garner viewership and following for the sport in India? The task ahead is to make chess a spectator sport -- an entertainment -- which is as exciting to watch as it is to play. We In a country driven crazy by the colonial are doing this with technology, theatre and professional human commentary. game of cricket, can Chess that originated from India hold its own? Can it be made a ChessCasting is a multi-platform window onto a live chess event:it uses computer- spectator sport with large following? Can it generated data visualization to provide an immersive experience for the audience. be a commercially viable marketing vehicle ChessCasting acts like performance-enhancing goggles for a spectator. He can watch a for brands to piggy back? ExM threw such game with the eyes of a Grandmaster and feel the stress of the players in real time. questions at Andrew Paulson, an American media entrepreneur living in London. Up until now, chess players hid their emotions; we will reveal them. And, while much of what we are doing is about seeing and understanding, we must also achieve In 2012, he came to an understanding entertainment. In fact, chess players are the ‘composers’ of unique pieces of art in with the World Chess Federation to real time. We are putting a new emphasis on the ‘performers,’ the commentators who commercialize chess around the world. interpret and dramatise the games for the audience. Now he is spending considerable time in India developing interest in chess as a What are the avenues for revenue generation in a sport like Chess? How sustainable sports business. has the World Chess Championship 2013 faired on these fronts? The fundamental business model for this professionalization of chess is brand India is a cricket-loving nation, and partnership. Each brand will have different and creative forms of activation which will no other sport really has survived, provide more interesting content and engagement for audiences. how do you see Chess becoming a sport that will gain good following? Beyond seeing and understanding and being passively entertained, ChessCasting My goal is to transform Chess into a sport provides for constant audience interaction:whether mobile or fixed, in the room or with a sustainable sponsorship business 10,000 miles away, viewers will be able to predict and debate moves, provide their own model. It’s a process we began in London commentary either to their own circle of friends or in their own language to the entire this past year. It will take a couple of years world. Each sponsor/partner should play a role in thickening this experience and to complete. We will continue here in India enriching the sport.

4 October 2013, EXPERIENTIAL MARKETING 47 SPORTALSO FEATURED MARKETING Also Featured

Is cricket the only sport that brands get optimal leverage through, or are there other sports in India that also deliver? By Tina Thakrar

Sports have the power to mobilize and motivate. It is a strategic and long term commitment among Indian marketers. Brands see a huge opportunity to leverage the positive attributes of these sports and enhance the value of their association.

Cricket being the single largest sport in India, is touted as a Mecca for brand custodians to reach out to their target audience and connect with them. We at Kingfisher beer have associated with the IPL, by officially being the ‘Good Times’ partner of six teams this year - Mumbai Indians, Royal Challengers Bangalore, Sunrisers Hyderabad, Rajasthan Royals, Delhi Dare Devils and King XI Punjab.

Samar Singh Sheikhawat Unlike other brands, Kingfisher’s association with sports started in 1988 with the prestigious Senior VP - Marketing, Kingfisher Derby, Bangalore, and in later years saw the brand associate with a host of other United Breweries sports including football, hockey, Formula 1 etc.

There are signs that other games are beginning to gain popularity in India. Quality domestic talent and non-stop television coverage of different football leagues from across the world is certainly making football a sport of choice for young kids across India. It will also be interesting to see how the Hockey India League or for that matter the concept of IPL style football league develops in the subsequent years as a valuable business proposition.

We’ve worked closely with F1 and brands associated with the event, and approximately 40 percent of the rights fee paid by the brand is further invested in the marketing and promotion related to the brand’s association with the sport. This is a heavy investment, especially when seen in perspective of returns. F1 as a sport is not as popular as cricket; it had a great start in year one, but the audience size seems to be reducing.

When compared in terms of expenditure for brands in India, they need to evaluate whether they want to invest sums to the tune of half to one million dollars to be the 20th sticker on an F1 car or pay the same amount to be the main brand on the t-shirt of the biggest star of an IPL team. Sukrit Singh In order for a sport to survive and thrive in India, it needs many elements beyond just private/ CEO, brand sponsorship. It needs government support and successful Indian players/participants to Encompass gain and maintain fan following. I think football may be achieving some amount of success in India, following cricket, but beyond these, it’s hard for any sport to compete.

While cricket remains to be a big attraction for brands, other sports appear to have caught the attention of corporates for promotion of their brands. Two recent developments seem to have triggered this trend: One, organization of the hugely successful F1 Indian Grand Prix by Jaypee Group at the internationally acclaimed Buddh International Circuit and second, IPL like leagues being initiated in hockey, badminton and possibly, in the near future, football.

F1 certainly provides a lot of experiential marketing opportunities as this sport has caught the imagination of the Indian audiences who have seen F1 races on TV and admired their favorite drivers such as Michael Schumacher for long. Once they got a chance to see the thrilling races in Askari Zaidi India itself, they just lapped them up. Senior VP - Corporate Communication, Indian brands like Amul, Airtel, Kingfisher and Sahara have used the Indian Grand Prix to Jaypee Group engage with fans and catch the excitement of the race through a number of interactive events and promotions. 4 October 2013, EXPERIENTIAL MARKETING 48 CONVENTIONS & EXHIBITIONS Briefs

HTestates Gurgaon Property Fair targets city buyers and builders

Anupam Mehrotra, Co-Founder, E3, said: “We planned the event with an inclusive approach wherein people from all sectors of life could be a part of the fair. Thus, the location for the exhibition had to be one that was centrally located and people could use public Hindustan Times (HT) organized the Gurgaon leg of its HTestates transport for the same. Also, the Property Fair recently, to give its readers and customers a variety prime objective of the exhibition of housing options to choose from. Targeting members of the Anupam Mehrotra was to reach out to and bring in real estate industry, this fair served as a platform for developers, Co-Founder, maximum number of people as brokers and prospective home buyers. It was held on Sept. 14 and E3 exhibitors so they can showcase 15 at Epi Centre in Gurgaon and was executed by E3. The agency their products. To ensure this, we has worked with HT on various other projects before and thus had shuttle services from Huda decided to take part in the pitch process for this event. running to the Epi Center.”

International associations anticipate strong meetings growth in 2014

A generally positive performance by association meetings in forward forecast despite continued 2013 has created the foundations for significantly stronger future challenging economic conditions. growth, according to respondents to a survey carried out by IMEX and ICCA amongst the attendees from this year’s IMEX Carina Bauer, CEO of the IMEX Association Day in Frankfurt. Group said: “We have been tracking and working closely with The results from the latest annual survey jointly carried out the association sector, together with by ICCA and the IMEX Group into how major international ICCA, for over 10 years, and even association meetings are faring, continue to paint a very positive through the economic turbulence picture for this sector in the meetings industry, despite economic of the past few years, the sector has pressures. Over 32% of the 92 respondents reported higher Carina Bauer remained resilient and cautiously attendance for their 2013 events than in previous years (4% CEO, optimistic. For our exhibitors and more than in 2012 and 2011). With all of the main indices IMEX Group for the meetings industry as a showing a year on year rise, the regular survey suggests a positive whole, this is great news.”

International Conference on Digitization and India, log on to www.eventfaqs.com across from promotions and on-ground updates latest on events For Beyond targets students

of digitization on society today. Held at the Russell Square International College in Mumbai on Sept. 6, the International Conference on Digitization and Beyond was attended by students and teachers from all over Mumbai.

Sheela Nabar, Principal and Academic Director, RSIC, said: “We all live in a digitized world but how many of us actually realize the impact of digitalization on our day to day lives is important to know and hence we thought of organizing this conference Embracing the digital age, Russell Square International College getting together personalities from various sectors, so as to provide and the IT Department of the University of Mumbai joined common platform to share and discuss how digitization has hands to conduct a conference for its students on the impact touched each and every person today.” 4 October 2013, EXPERIENTIAL MARKETING 49 INCONVENTIONS FOCUS AND EXHIBITIONS Also Featured

9th edition of Kyoorius Designyatra resonates with the message of creating change through design Themed ‘Create Change’, this annual design conference in partnership with ZEE added new dimensions with the introduction of Kyoorius Awards and Kyoorius DigiYatra this year. By Tina Thakrar

Celebrating the best in design talent with the Kyoorius Awards

Design and communication professionals just on selling, but on creating impact and change, as reflected by the theme. Highlighting converged at the 9th edition of Kyoorius this partnership, Bharat Ranga, Chief Content and Creative Officer, ZEE, said: “Kyoorius Designyatra this year for a three-day event Designyatra has always been a brilliant platform for connecting with the communicators focused on creating change through of India, creating inspiration and fueling growth and change. We are glad to come on design. Held at the Grand Hyatt Hotel in board as Kyoorius’ corporate partner and support the development of creativity in market- Goa from Aug. 29 to 31, this annual de- ing and communications for the nation - communication that can make a real difference.” sign conference is a property of Kyoorius, which is the not-for-profit arm of Transasia A total of 1350 delegates attended the conference, to share insights and map the future Fine Papers. The theme of this year’s event route for the design industry. Kyoorius planned to take a step forward in the direction of was ‘Create Change’, which focused on connecting with the audience not only visually, but even emotionally, by urging them to encouraging designers to bring about an look beyond aesthetics and apply design as a tool to create real change. impactful change through their work. Engaging the design fraternity This year, Kyoorius brought Zee Enter- This conference is mainly targeted at members of the creative fraternity, comprising de- tainment Enterprises (ZEE) on board as signers, chief marketing officers, creative and art directors, brand managers, students and the presenting corporate sponsor for the young design professionals. Commenting on this, Rajesh Kejriwal, Founder and CEO, event with ‘& Pictures’ as the title sponsor Kyoorius, said: “Designyatra targets anyone who works in the creative industry – both for the event. Kyoorius claims that the practitioners and buyers. Design cannot exist without the client and they work together to collaboration with Zee came into being create amazing work around the world. Marketers are realizing the importance of creative mainly because both companies focus not inspiration at the corporate level and Designyatra is here to inspire creativity.” 4 October 2013, EXPERIENTIAL MARKETING 50

Rajesh Kejriwal Founder and CEO, Kyoorius Margaret Stewart, Director of Product Design, Facebook, addressing the audience

“Marketers are realizing the based on their indigenous art forms, relying on the theme of ‘Create Change’. These art importance of creative inspiration pieces were auctioned during Designyatra, cumulating a total of Rs. 2,80,000. Double of at the corporate level and these proceeds were donated by the Kyoorius team to the Kyoorius Grant, which has been Designyatra is here to inspire launched this year to help students meaningfully conclude their final year projects. creativity.” Going the digital way With this being the 9th edition of Kyoo- Considering that digital marketing and communication has gained massive momentum in rius Designyatra, the organizers strove to recent times, Kyoorius decided to integrate it into this edition of Designyatra. In associa- maintain the basic conference flow and tion with the International Advertising Association – India Chapter and with Zee as its format, while adding several aspects to the title sponsor, Kyoorius introduced Kyoorius DigiYatra to audiences on Aug. 29. DigiYatra experience and interactivity for delegates featured senior professionals, innovative digital marketers and designers who enumer- and speakers in every edition. Speaking ated the growth of digital marketing and the future of the digital age. The first day of the about this, Kejriwal said: “Every edition of conference was entirely dedicated to building online platforms, experiences and content Designyatra is different. While our funda- for consumer engagement. mentals remain unchanged, the experience at every Designyatra is different. It all boils Giving an insight into DigiYatra, Srinivasan Swamy, President, IAA – India Chapter, said: down to the world around us; what’s hap- “IAA had been planning to do a large format conference in the digital space. When the pening in the world of design and commu- opportunity came, Kyoorius and IAA decided to partner each other to give birth to IAA nication. New media, new influences and Kyoorius DigiYatra. Kyoorius Designyatra is one of the foremost conferences in Goa and new perspectives all play a fundamental has been attracting over 1300 delegates. To have our joint DigiYatra preceding that was role in the curation of Designyatra.” both time and cost efficient to many delegates. IAA’s role is to support Kyoorius in facili- tating speakers, sponsorship and delegates through its network, while Kyoorius already As networking, both formal and informal, does the same while handling the event too. It works well for us!” is one of the most crucial parts of the Designyatra experience, several workshops, WATCHOUT for Designyatra! exhibitions and interactive discussions Since the focus of Designyatra is on the design field, technology forms a major part of this were held to engage speakers, delegates conference. AV products, display systems and projection and mapping tools contribute and students. To facilitate further develop- heavily to onscreen design and these too were showcased at the conference. One such ment of the student community, these manufacturer of audiovisual products, Dataton participated in the conference to showcase young design professionals were given its trademark WATCHOUT technology. Video Design, Dataton’s premium representative an opportunity to mingle and personally partner in India joined hands with BARTKRESA Design, one of the presenters at the interact with senior industry professionals. conference, to present the technological capabilities of WATCHOUT.

A welcome addition to the conference this As part of the presentation, BARTKRESA Design used WATCHOUT and Christie year was a special exhibition that show- projectors to map videos onto a pyramid shaped structure in the foyer of the hotel. The cased the work of 20 traditional artists pyramid greeted visitors to the event and showcased the potential of video installation art. from all over the country. These artists At the end of the presentation, Bart Kresa of BARTKRESA Design and Vijay Sabhlok of were commissioned to create art work Video Design jointly displayed the various features of WATCHOUT. 4 October 2013, EXPERIENTIAL MARKETING 51 IN FOCUS

A display of the WATCHOUT features

Bharat Ranga studio called Brewhouse to develop a design-based campaign. Direct mailers, print posters Chief Content and Creative Officer, and digital media were some of the other mediums adopted to boost entries. ZEE A special jury panel was set up, comprising creative professionals from around the world. “Kyoorius Designyatra has These panelists judged the entries across nine professional categories– identity, packaging, always been a brilliant platform communication, digital, space, books, editorial, craft and design for good; and six student for connecting with the categories – identity, typography, publication design, open brief, illustration and communicators of India, creating packaging, on the basis of originality of the concept, visualization, quality of execution and inspiration and fueling growth and relevance and context of the idea. As part of the selection process, jury members gathered change.” for a three-day review meet in Delhi in July to participate in an open deliberation and a secret ballot voting. WATCHOUT is mainly a production and playback software system for multi-display Winners in the professional category were gifted one free entry to the next D&AD awards applications. It can be used to devise stills, and one free pass to Kyoorius Designyatra 2014. Each student winner was awarded one animations, graphics, video, sound and free student pass to Kyoorius Designyatra 2014. All finalists and winners also received an live feeds in a single show across multiple opportunity to be featured in the exclusive Awards Book, of which 5000 copies are display areas. Due to these features, printed and distributed across corporate houses, agencies, studios, schools, institutions, etc. WATCHOUT targets vendors like video and design professionals, event producers, content and creative directors who deal with event agencies on a regular basis.

Bringing out the best The organizers of Kyoorius Designyatra recognized and awarded some of the best Srinivasan Swamy ideas with the addition of the Kyoorius President, Awards this year. The awards were IAA – India Chapter conceptualized by Kyoorius in collaboration with D&AD, an organization “IAA’s role is to support Kyoorius representing the global design and in facilitating speakers, sponsorship advertising community, and the IAA – and delegates through its network, India Chapter. The awards ceremony was while Kyoorius already does the held on Aug. 29. same while handling the event.”

Participation in the awards was open to both professionals and students, all of Stepping into the future whom were required to respond to actual What does the future hold for Kyoorius Designyatra? Kejriwal answered this question, briefs designed by real clients and brands saying: “There’s a lot on the cards. Kyoorius Designyatra is one of the oldest design events that the organizers collaborated with. in India and amongst the biggest in the world today. It stands as one of the most loved Besides targeting designers and creative platforms for creative and communications professionals and we are really looking at professionals as their main proponents, the building the platform for and by the industry, without diluting any of what the industry organizers also worked with a Delhi-based loves us for.” 4 October 2013, EXPERIENTIAL MARKETING 52 CONVENTIONS AND EXHIBITIONS Also Featured

International Congresses provide a showcase and develop its representing industry These also have a spin-off effect on peripheral industries like tourism, hospitality, retail and entertainment, and in turn benefit the host country at large.

Any event that entails participation from Much of the effort is offset by the knowledge that such international events when hosted the international community assumes a have a ripple effect on the overall economy of the country. whole new dimension. Apart from the usual hygiene factors in terms of travel, Its spin-off has a positive effect on a number of aspects, ranging from the direct hospitality, engagement etc., the most and immediate economic benefit derived from delegate expenditure in travel, room important is the environment in which occupancy to spend in areas such as retail, hospitality, food & beverage and creating the event is being hosted. direct and indirect employment. In addition, the larger impact is taxes for government, cultural and professional exchanges, capacity building through access to international When people travel abroad for an event and national industry leaders, providing professional development and finally or a seminar, their memories of the trip strengthening the positioning for the city, industry or country. Hosting an event like go beyond what they actually travelled an international congress with international participation makes a lot of business and for. When you plan to attend MIDEM economic sense. (Marché International du Disque et de l’Edition Musicale), the annual business It is no wonder that Indian Professional Congress Organizers that are often involved event dedicated to the music industry, even while bidding for such conferencesplan to do an exemplary job in showcasing the which is to be held in Cannes in February best of India through the event. And as mentioned, beyond just showcase, a conference 2014, you are not only looking forward to of international representation affects change, developments and improvements in the assimilate knowledge but also expect to be subjects it deals in. treated to the French hospitality and culture. Together they India hosts a number of international events throughout the year that is attended by a offer a consummate experience of the trip. large number of people from all over the world. The main aim behind organizing all the international events is to promote the country and add more shine to the industry it This of course puts pressure on the represent. organizers to ensure that they are able to present the best face of Cannes and ExM spoke to with a couple of top conference organizers to understand their views and France to the international audience. one outstanding aspect of a conference they have been involved in this year.

The 46th Annual Meeting of the Board of Governors

The 46th Annual Meeting of the Board The high profile event generated revenue for the Delhi’s tourism in the off-season of Governors was organized in Delhi month of May 2013.In total more than 12 hotels in Delhi NCR were used to from May 2-5. It was a four-day event accommodate the delegates and guests. comprising seminars, workshops and two days of formal meetings attended by To showcase the historical and cultural heritage of our country, special ‘Accompanying Finance Ministers/their representatives Person Programs’with full security were organized where guests were taken to famous from 67 Member Countries. monuments such as Red Fort, Humayun’s Tomb, Jama Masjid and Qutub Minar and for a shopping tour to Cottage Industries Emporium andDilliHaat. A special full day The event was inaugurated by the tour to the historic Taj Mahal was also organized on the last day of the event. Hon’ble Prime Minister of India at the India Expo Mart, Greater Noida, - the Naveen Rizvi | Sr. Vice President- India & Head | ICE - Integrated Conference & venue for the conference. Event Management & TUI- Meetings & Incentives 4 October 2013, EXPERIENTIAL MARKETING 53

Naveen Rizvi

International Conference on Public Health Priorities in the 21st Century: The End Game For Tobacco

PHFI (Public Health Foundation of and 500 niche delegates from nearly 60 countries were achieved at the end of the event. India) and HRIDAY (Health Related Information Dissemination Amongst ‘End Game for Tobacco’ was chosen as the theme for this conference and the dais was Youth) organized a first of its kind shared by luminaries like World Heart Organization Director General, Dr. Margaret conference in India - International Chan; Shri Ghulam Nabi Azad – Hon’ble Union Minister of Health India; Conference on Public Health Priorities Smt. Sushma Swaraj– Hon’ble Member of Parliament and Leader of Opposition in the 21st Century: The Endgame for in the Lok Sabha. Tobacco from 10 – 12 September 2013 at Hotel Taj Palace, New Delhi. A more inclusive approach, also taking in consideration of the livelihoods of the people currently engaged in tobacco, was discussed at the forum, proceeds of which will make It was co-sponsored by World Health its way to the largest anti-tobacco event of the World, the WCTOH 2015 at Abu Dhabi. Organization and supported by Ministry ‘No More Tobacco 21C’ was a campaign launched at the hands of the Hon’ble Baijayant of Health and Family Welfare, Govt. of ‘Jay’ Panda – Member of Parliament, India and Gul Panag – Indian Actor and Activist, India. which aims at spreading awareness amongst the youth, the very target that the cash rich tobacco industry lobby to milk. Impressive figures of over 350 abstract submissions, 150 international speakers Lalit Chadha | Director | PCO and MCI - Hyderabad

Lalit Chadha Technical Partner EEMA 2013

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FOR MORE DETAILS LOG ON TO Lighting | Audio | Video | Laser | Stage Craft www.modernstageservice.in

35, New Municipal Market, Lodhi Colony, New Delhi - 110003, Show Division Tele: + 91-11-24619543 - 643 - 743 | Fax: +91-11-24627788 F - 30/3, Okhla Industrial Area, Phase - II, New Delhi - 110020, [email protected] | www.modernstageservice.in Tel: +91-11-26383355 / 3366, 45657641 - 46, Fax: 91-11-26383456 4 October 2013, EXPERIENTIAL MARKETING 56 INDUSTRY WATCH Briefs

Developments

Sumit Kumar joins Bata as Vice Akansha Chauhan, Design Director, Fifth Season Events, said: “We are President for marketing competing at a national level and working on out of the box ideas, so regional level competition is as such not a threat. Our sole aim is to consciously take an effort to not just throw the same ideas to any two clients, so that each wedding Former marketing head for apparel can have an essence of difference brand Marks and Spencer, Sumit Akansha Chauhan attached to it.” Kumar has been appointed as Vice President for marketing and customer services at established Sphinx Adonis Events launches a footwear brand, Bata. With a strong MICE division for overseas locales background in customer relationship management, in-store and outdoor communication and PR, Kumar is poised to expand the growth and Sumit Kumar development plans for Bata in India with improved strategies.

Armed with an MBA and 16 years of experience in the retail, food and hospitality industry, Kumar was the recipient of the Star Youth Achievers Award at the Global Youth Marketing Forum for his contribution to the field of youth marketing.

Ascent Brand Communications Pune based event management company, Sphinx Adonis Events recently launched its MICE division called Sphinx Adonis MICE. unveils Fifth Season Events at Officially launched at an exclusive event in Pattaya, Thailand Wedding Asia Exhibition on July 28, this dedicated business vertical has been set up to meet the growing demand for incentives and conferences to be held at locales within India as well as in South East Asia and the demand from its clients for an end-to-end solutions provider for international destinations. Started by brothers Dheeraj and Vikram Waghrey from their home in 1995, Sphinx was officially made a private limited company in 2003.

Sweety Singh, CEO, Sphinx Adonis MICE, said: “Sphinx has been providing conferencing services For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com across from promotions and on-ground updates latest on events For in the past, but the demand from clients for a complete turnkey solution for out bound events in South East Asia and other parts of Europe led Sphinx to set Ascent Brand Communications launched its wedding up a dedicated business vertical management wing called Fifth Season Events at the Wedding for MICE. We will be offering Asia exhibition held in Indore from Sept. 13 to 15. The Sweety Singh complete solutions of air ticketing, communications company used the wedding expo as a launch hotel packages, sightseeing, platform to introduce the various solutions offered by the agency, conferencing,artists and entertainment.” like venue selection, accommodation, hospitality, design, décor, wedding stationery, food and beverage, gifts and packaging, An eight member team in Pune handles the MICE division of this entertainment, photography, videography, styling and other agency, which has plans to set up operations in Bengaluru and wedding services. Fifth Season has offices in Noida, Mumbai, Delhi soon. The company aims to end this financial year with a Kolkata, Indore, Hyderabad and Gwalior and in-house production high turnover and an annual growth of 25%-30% with the launch capabilities through all its servicing offices. of specified entertainment and sports product packages. 4 October 2013, EXPERIENTIAL MARKETING 57

SOI Live Marketing & Events wins studio called GreenHat Creative Studio which provides design solutions to various event companies as well as architects and PowerBrands ‘Rising Star’ Award builders, with whom it works on either a retainer model or on a project-to-project basis.

The agency also caters to corporate clients for events and activations and has a MICE team to manage its events. With most of the designing, fabrication and execution needs being fulfilled in-house, Khanna claims there is limited dependency on outsiders.

Vikas Khanna, Founder, GreenHat SOI Live Marketing & Events recently bagged the PowerBrands Concepts said: “There are very few ‘Rising Star of the Year’ Award at the PowerBrands Glam 2013 companies in India who operate on which was held at the Venetian Hotel in Las Vegas, USA. The such a scale as we do, despite being function was attended by corporates, businessmen from India a start up. Having worked in this and USA, Indian and American personalities, celebrities from field for a pretty long time now, we Bollywood, etc. The two-day gala event saw about 200 Indian understand the nuances of the trade brands get together. and it was important for us to start with an edge. Besides our assets, what Himanshu Shah, Chief Mentor, SOI really sets us apart is our creative Live Marketing & Events said: “Year Vikas Khanna aptitude and approach towards on year we have been taking live our projects. We are exploring the marketing to different level than the possibility of developing a venue for private as well as corporate so called activations. We have built events and are talking to corporate clients on upcoming projects.” the ability to give solutions to brands to achieve their sales and marketing objectives by offering customized Candid Marketing clocks growth formats. These formats are short term, semi-long term and long term with enhanced digital offering Himanshu Shah projects depending upon the client/ As a strategic move to leverage brand needs. From research to its standing in the experiential formatting to delivering end results is our scope. No agency in the marketing industry, Candid country has the bandwidth to offer such service. It has been three Marketing has re-launched years now and the number of such projects are multiplying.” its digital activation property, back2college.in. Version 2.0 of this in-house property is said Newcomer GreenHat Concepts to be five times bigger than sees the wedding season as its the previous version and is Candid’s second venture into focal point the digital activation space, after White Santa Loves Red. The digital property will help For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com across from promotions and on-ground updates latest on events For brands engage their TG.

Nidhi Kriplani, Vice President - NBD and Digital Activations, Candid Marketing, said: “Back2college.in has been created with the aim of owning a community or a specific target group i.e., college goers. This platform activates the TG and the brands digitally by integrating brand content via articles, contests etc. With a focus on cashing in on the upcoming wedding season, The platform also engages with the a new agency called GreenHat Concepts has set foot into the Nidhi Kriplani audience using on-ground and social industry, targeting destination weddings. Headquartered in media thereby integrating different Gurgaon, GreenHat Concepts was officially founded in August media. The website has over 1.5 lakh registered college students 2013 by Vikas Khanna. The agency is supported by a design and will be adding another 50000 active users soon.” 4 October 2013, EXPERIENTIAL MARKETING 58

Venues

Hilton breaks into Pune with property. The United 21-Hyderabad hotel is centrally located in DoubleTree Secunderabad opposite the passport office. This property forms a part of the group’s timeshare arm Magic Holidays, which is now one of the leading players in the vacation- ownership space in India. Recently, the Group also opened a property in Lonavala, Maharashtra. Hitesh Kshatriya Branded as United-21 Hyderabad, this premium property is the group’s 37th property. The hotel is equipped with modern amenities and has 58 rooms including 17 suite rooms. There is also a banquet facility for up to 100 pax. The property also has a restaurant, Hilton Worldwide has made its coffee shop and a lounge bar. maiden foray into Pune with the signing of a franchise agreement Hitesh Kshatriya, COO of Panoramic Group, which owns Magic for DoubleTree by Hilton Pune- Holidays, said: “We have noticed that Hyderabad is a market that Chinchwad. The franchise attracts a lot of traffic as the IT industry is booming over here, agreement with Panchshil Hotels apart from this it is also a very important destination for tourists secures the fourth DoubleTree by who are going to other places in Andhra Pradesh.” Hilton hotel in India. The 115-room property is located in Chinchwad, H2O Residency to meet the which forms one of the country residential needs of MICE John Greenleaf largest industrial hubs together with neighboring suburb Pimpri. Facilities travelers in Delhi include in-room Internet access, three dining outlets, an executive lounge, 24-hour business and fitness centres, an outdoor rooftop pool and 260 sqaure meters of meetings and events space.

John Greenleaf, Global Head, DoubleTree by Hilton said: “With the launch of our fourth (DoubleTree) hotel in India, we will be well on our way to doubling our network in the country this year. Presently, we have two hotels in Delhi NCR, at Gurgaon and H20 Residency, a complex of about Mayur Vihar, and a resort in Goa.” 500 service apartments, is scheduled to come up in the capital in October this year. Home-Like Hotels and Panoramic Group launches in Imperia Structures will jointly manage and maintain this property, City of Pearls coming up at Knowledge Park V, Greater Noida, NCR Delhi. Specially For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com across from promotions and on-ground updates latest on events For designed to cater to the needs of MICE, corporate and leisure Amrik Singh Khokhar travelers, these fully furnished units will be available at basic tariffs to serve as an alternative to expensive hotel accommodations.

Amrik Singh Khokhar, MD and CEO, Home-Like Hotels, said: “These units will appeal to executives working in any one of the many MNCs and IT companies operating from this IT Park or from one of the neighbouring ones. H2O Residency is different from other hotels, guest houses and serviced apartments in Greater Noida because of a large number of base rooms (about 580 units). Also, given the large number of events, conventions, Panoramic Group, a diversified multi-national conglomerate exhibitions, sporting events, concerts etc. that are already part of with business interests in several sectors, has launched its latest the Greater Noida events calendar, such a large inventory base in property in Hyderabad today. This marks the group’s 37th one place is a boon for both the visitors and the organizers.” 4 October 2013, EXPERIENTIAL MARKETING 59 INDUSTRY WATCH Also Featured

TechEase: “Waiting in the client’s lounge area is more of a fashion statement than business hope.” By Payal Shah Karwa

‘Tis the era of virtual meetings. People meet people, love people, hug people and other things online nowadays. So why does the event agency travel to meet the client? We lug our laptops, step out in the heat or slush, spend our non-refundable time and money to travel 3 hours for a 30 minute client meeting. Waiting in the client’s lounge area is more of a fashion statement than business hope.

The other day I conducted my first online workshop for a bunch of newbie bloggers through a smart software. At first it seemed like a new fangled style of squeezing out maximum returns from the same unit of Add-ons: time, but after the workshop – I was so •The software has a button to mute oneself and mute others. During my session excited that I HAD to write about it. I could hear hens clucking from the sound source of a participant, and I had to ask him to mute himself! After using the software, the thought •If your client has the dire desire to look at you and speak, switch on the webcam for knocked at my head instantly - if this kind the love of him. They can see your face in HD too, so make sure you are shaven and of virtual meeting technology is used by the made up. ‘client-ka-maara’ Event Industry, it would •The client servicing guy can save hours of typing out Minutes as it even has cumulatively save us hours of traffic picnics a recording facility which can record the entire meeting for future reference. plus the P&L account would look prettier. •If someone is not available in the office to attend this virtual meeting, they can login So here’s a quick download on some from the Mobile (Android / iPad) App as well. options of downloadable meeting software So my personal experience with this one has been good. But there are options available which can help you cut down your stress, and probably used by the corporate world already. Here’s listing a few more: cigarettes and taxi fares tremendously. •www.anymeeting.com is a tad better than gotomeetings.in as it has an impressive www.gotomeeting.in is an online virtual array of additional features like playing Youtube videos, Social integration etc. meeting software which facilitates audio •Cisco’s Webex has similar online meeting software. However the interface is not as as well as video meetings even in HD. simple as gotomeeting’s. What you need: All we need is a Laptop / •If you got a meeting with smaller attendance, even Skype can be a good bet Desktop with a webcam in the conference where audio, video and share screen is an option. However the interface is not very room, headsets and a good internet professional and might not appeal to your corporate client. connection. Any number of participants You might turn up your nose and say ‘so what, we already know these options’. But I am can be added to the meeting which must not seeing people using them much. If meetings are a click away then, why don’t we give be setup by one organiser. I had over 10 our thumbs up to virtual meeting software? people listening to me and I could see each of their names and identities.

Why it’s helpful: The agency can present Strangely, ‘time’ which has been taken for granted by all, is the most from their own laptop by sharing their expensive commodity, at least in the high pressure urban environ- screen with everyone else on the meeting. ment. Today, businesses are focusing on preserving this perishable So if you have a pitch revision PPT or commodity, by harnessing technology. Payal Karwa Shah looks at a follow-up meeting this is an apt way how technology can benefit the experiential planner and make his to use the facility. All your 3D models, life easy. Simple tools that would go a long way in giving a better designs, samples can also be presented and ROI in time! demonstrated live as well if the webcam is placed in a strategic angle. 4 October 2013, EXPERIENTIAL MARKETING 60 INDUSTRY WATCH Cover Story

Advancements in projection and mapping technology bring a new dimension to consumer engagement Interactive tools that create realistic environments are facilitating the trend of customized experiences in present day events. By Tina Thakrar

Projection and mapping design with an Indian touch

Interactivity is the buzz word today and that has taken centre-stage in recent years. Show controls have helped manual intervention it falls within the scope of re-inventive going into oblivion, what with its multi-lingual approach and troubleshooting abilities. technology. Referring to the introduction of every new technology as an advent seems Creators of interactive projection and mapping technologies like Dataton for its widely unjust, considering how every new-fangled used WATCHOUT technology, BARTKRESA Design for its projection mapping design innovation is a simpler, more automotive and animation, Medialon for its event control systems and domeprojection.com for its roof- solution to every new problem. There based and custom shaped projections and auto calibration tools, are all working towards seems to be a symbiotic relationship be- one definite goal – the desire to create almost life-like experiences. Indian partners for these tween idea generators and the facilitators. companies are integrating and streamlining each of these solutions in the AV world, Innovators today are coming up with en- bringing them within the reach of members of the experiential marketing industry. hanced versions of their technology mainly to match the pace of idea generation in as much as creative thoughts are fueled by the ever increasing advancement of technology. Crafters in the experiential marketing industry are looking for something as fast-paced to put their ideas Fredrik Svahnberg into actions. International Marketing and Communications Manager, Simply put, an event is now an Dataton experience, with the sole objective of creating an impression on the audiences “The ultimate goal of any event so as to leave a residual impact after the is to pass on valid information show is over. Presentations and videos in a way that leaves a lasting have transformed into 3D projections and impression and that’s precisely displays which now form the crux of almost how innovators are designing their every projection and mapping technology products nowadays.” 4 October 2013, EXPERIENTIAL MARKETING 61

his views regarding this, Fredrik Svahnberg, International Marketing and Communications Manager, Dataton, said: “Everyone is looking at enhancing the experience of audio-visual content today, both for the organizers and the audiences. Interactivity is taking on newer meanings and media elements are being manipulated to bring about maximum precision, convenience and control through sensory perception. The ultimate goal of any event is to pass on valid information in a way that leaves a lasting impression and that’s precisely how innovators are designing their products nowadays.”

Automotive experiences Auto Show Control technology is another important contributor to the growth of experiential marketing in recent times. Sabhlok of Video Design agrees with this notion: “The traditional system of multiple people handling operating systems has been over- taken by automatic machines that just need one person to operate them. This helps the experimental marketing industry and the communication industry by creating flawless shows over and over again. We need people to come up with creativity and we are willing to provide the technology to support any kind of idea in the realism space.” Vijay Sabhlok Managing Partner, Streamlining of processes is vital here, to maintain the realism in these events. This Video Design increased efficiency and problem control is also part of the technological innovativeness these companies are adopting. Addressing this need, Alex Carru, CEO, Medialon, said: “Experiential marketing for me “Through synchronization of audio, video, sound and lighting, we are able to eliminate is not just an event; it can mean any possibility of human error. Troubleshooting is the need of the hour and hence product communication in the form design needs to be carried out according to problem areas. A large amount of AV load of different words and fields. contributes to the creation of differently sized products and upkeep and maintenance People are on the lookout for through in-built alarms.” communicative tools like 3D and interactive that aid in putting their Technological tidings message across.” Besides coming up with fresher ideas, innovators like Dataton are also modifying their systems of working. The various aspects that form part of a live experience, like video and Going beyond experiential sound, are considered as independent elements to enable as much control as possible The term experiential marketing has gone through wireless, touch devices like iPads and smartphones. These separate elements are way beyond its literal meaning by including synchronized through a single system (like the Showmaster by Medialon) that displays the much more than customer engagement live feed that is run by sensors. This is probably the only space where human intervention under its umbrella. Contributing to this is required. thought, Vijay Sabhlok, Managing Partner, Video Design, Indian partner to many Speaking about how the advent of technology has contributed to the augmentation of such international brands of technology, innovation in India, Christophe Bode, Managing Director, domeprojection.com, said: said: “Experiential marketing for me is not “Technologies like the dome were a far-fetched dream at first, mainly due to the shortfalls just an event; it can mean communication in accuracy and the manual interference. It wasn’t possible to carry out rehearsals before in the form of different words and fields. an event because the whole system would need time to reboot and reset. Today, automotive People are on the lookout for communica- machines and auto calibration systems have contributed to increased accuracy by tive tools like 3D and interactive that aid in putting their message across. Since these tools are multi-lingual and have multiple usage options, their application has broad- ened the scope of the event industry too.”

With up-to-date versions of AV technolo- Alex Carru gies coming out every six months, event CEO, organizers are provided with a plethora of Medialon cost-effective options to suit their needs. Modes of engagement like dome projec- “Through synchronization of audio, tions, 3D displays on curved screens, video, sound and lighting, we are interactive video walls and mapping on able to eliminate any possibility 3-dimensional surfaces are beginning to of human error. Troubleshooting gain relevance and are providing the right is the need of the hour and hence boost to brands and event agencies in product design needs to be carried creating well-rounded experiences. Sharing out according to problem areas.” 4 October 2013, EXPERIENTIAL MARKETING 62

simulations, training and entertainment are creating very realistic environments that provide the much-needed change from traditional modes of display.

Prospective potential With big-wigs like NDTV, Microsoft and Lufthansa opting to go the WATCHOUT way for their events and cities like Atlantic City rebranding themselves using these projection tools, other participants in the industry are turning to these solutions as well. With India being referred to as an up and coming market, innovators are looking forward to the acceptance of these innovative, albeit costly, technologies.

Sabhlok of Video Design shares this viewpoint. He opines: “In India, these technologies sill haven’t caught on. There is no definite way to predict if the situation will improve soon, but as the market matures, people will begin to turn to long-lasting solutions to their existing problems. The only drawback that we see for these solutions is that they are expensive. On the other hand, what we also see is people and companies willing to invest in turnkey systems that help them stand out in a crowd.” Christophe Bode Managing Director, Commenting further, Sabhlok said: “Ultimately, projection tools provide a certain cost- domeprojection.com effectiveness and flexibility in their own fields, which otherwise would be hard to find. We want to educate event professionals in the technologies available and that is an uphill “Today, automotive machines task. Our events are becoming static and people need to be aware of what’s out there and and auto calibration systems have what they can do with it. However, the other side of the business like systems integration is contributed to increased accuracy doing extremely well.” by completely eliminating the manual intervention except in the To increase demand, awareness and utility in India and all over the world, designers have controls area.” begun to draft their shows in keeping with the cultures and traditions of each country. Not only do these initiatives generate appeal for an innovative product, but also reduce completely eliminating the manual inter- costs, thereby eliminating the only deterrent to the use of such technologies. Commenting vention except in the controls area, with on how BARTKRESA Design follows this principle, Kresa of BARTKRESA Design said: the possibility of repetitive rehearsals. This “We try and modify our entire show for each country that we cater too. For India, we work convenience is why we see a lot more op- as per Indian fabrics, architecture, culture and the environment. Keeping recyclability in portunities arising in the event industry for mind, we create temporary 3D surfaces, use biodiesel generators and recycled oil.” such immersive products.” Coupled with interactivity, audio-visual technology has crafted a whole new meaning for

Bart Kresa, Founder, BARTKRESA Design, shares a similar perspective about the transformations in technology. He states: “The evolution of audio-visuals from manual to automatic is responsible for Bart Kresa events becoming less time consuming and Founder, less expensive. Quick adjustments are BARTKRESA Design possible; brighter visuals and clearer sounds contribute to the creation of live environ- “The evolution of audio-visuals ments in a room. Events can be held at from manual to automatic is bigger venues with larger crowds. Basically, responsible for events becoming isolation has advanced to a stage where less time consuming and less we can create a world in a box and take expensive. Basically, isolation has interactivity to a whole new level.” advanced to a stage where we can create a world in a box and take Although innovators believe that the interactivity to a whole new level.” application of such tools may take a while to develop in India, the multimedia experi- ences and interactive entertainment offered itself. With levels of communication going beyond the basic sensory perceptions, the crea- by these systems are already on their way to tors of these technological systems are looking to fulfill clients’ innovative demands within full blown usage in brand experience controlled environments with modernized settings like holographic imagery, augmented centers, exhibitions, museums, trade reality and virtual reality. Although it is hard to predict what the future holds for this live shows, theme parks, planetariums and realism space in the events industry, it is safe to say that the revolutionary audio-visual heritage sites too. Simple solutions for technology is well on its way to becoming nothing less than the event itself. 4 October 2013, EXPERIENTIAL MARKETING 63

“To support customers, Dataton invests heavily in its in-house R&D of software and hardware to constantly innovate WATCHOUT” - Lars Sandlund

Lars Sandlund COO, Dataton

While India is slowly reacting to the What are the new versions of WATCHOUT that are being developed or massive technological changes that are deployed? How will these benefit the event industry? sweeping the experiential industry, it Dataton introduced WATCHOUT version 5.5 multi-image display and presentation soft- has realized the massive impact it has in ware this year. Launching in collaboration with Dataton Premium Partner Show Sage at efficient delivery and implementation of InfoComm 13, the latest version of Dataton WATCHOUT brings a number of new and ideas and its economics. significant features such as hardware assisted synchronization, frame blending, dynamic IP addressing of individual computers, cluster naming and insertion of URL based images. The event industry has already started the engagement process with some cutting- The new features of version 5.5 ensure that WATCHOUT is the most powerful edge technology companies with some multi-image display and presentation software available in the market today. Our even employing their products. There is customers are always finding new ways of using video display technology. To support a pressing need for fast-paced solutions; them, Dataton invests heavily in its in-house research and development of software and solutions that are not only fast but also hardware to constantly innovate WATCHOUT, keeping it ahead of coming trends in economical and efficient. video and display and to meet future imaging requirements.

WATCHOUT, the multi-image display The company has also announced the shipping of its WATCHPAX solid-state media and presentation software has been server with embedded WATCHOUT that has been upgraded to accommodate several creating ripples in the experiential market newly introduced video output format compatibilities. The WATCHPAX ISE 2013 is the world over; ExM caught up with Lars a revolutionary, small, performance-optimized, solid-state media server with built-in Sandlund, Chief Operating Officer at WATCHOUT software for pure plug and play presentations. Dataton, on his views on the software and its potential. WATCHPAX runs over any standard network, ensuring that the management and 4 October 2013, EXPERIENTIAL MARKETING 64

ownership of WATCHOUT is easy to audio. Besides acting as a means of integration with WATCHOUT shows, WIRETAG can use, even remotely from anywhere in the also be used as an externally powered alternative to Dataton’s established MICROTAG, world. Despite its small form factor and for example in audio tours that take place in physically demanding low power consumption, WATCHPAX environments or where access for battery changes is limited. is a very powerful media server taking full advantage of hardware-accelerated Just a few examples of the range of applications for WATCHOUT and PICKUP are: video playback. It’s designed to match the specific demands of distributed systems Retail: and multi-room installs, without the hassle In September 2012, the Storytrail idea of children’s media production company Maj Maj of running long video cables. Måne, was taken up by Sweden’s ICA Kvantum supermarket chain. Storytrail is an innovative storytelling experience with the goal of keeping children amused while shop- A WATCHPAX media server is required ping. The roll-out has so far involved over 30 stores, with more to come. for each display source and delivers full audio and video capability. The inbuilt Families collect the equipment for Storytrail – a pair of headphones and a Dataton WATCHOUT software is accessible by an PICKUP unit – when they enter the store. Throughout the store there are nine intuitive user interface via TCP/IP. For ‘Storypoints’ – signs that contain Dataton MICROTAGS to act as the trigger for a new powerful show creation, users will be able audio chapter in the Storytrail for kids to listen to. To make it easy for the children to find to orchestrate stills, 3D objects, interactive the Storypoints, additional signs were designed around the store and little footprints on elements, animations, graphics, video and the ground, underlining the idea that the kids are following a trail. sound across multiple displays, soft-edge or scattered, using the reliable, familiar, smart Storytrail is a fantastic example of how our PICKUP audio-guide technology can bring timeline workflow of WATCHOUT. tangible and immediate business benefits to our customers.

Is Dataton developing other tech- Corporate: nologies that are relevant to the Allison Customer Experience (ACE) Center and Demonstration & Drive track in experiential industry? Hungary looked no further than D J Willrich (DJW) to install a multi-screen audiovisual What are these and what are their spectacular that uses WATCHOUT to inform, engage and enthrall VIP customers at ACE. applications? Besides WATCHOUT, another technology As the presentation audio runs in English language, Dataton PICKUP audio guides are marketed and manufactured by Dataton integrated with WATCHOUT offering VIPs a selection of eleven additional and supported in India by Video Design foreign languages or for VIPs wearing hearing aids. ACE is a terrific example of how our is PICKUP audio guides. PICKUP audio WATCHOUT and PICKUP technology can be integrated to immerse audiences. guides enable the visitor or customer to have mobile audio and can be tailored for Live events: several languages and work with or without Dataton Premium Partner PENMAC Audio Visual supplied WATCHOUT to video. synchronize picture and audio playout across seven large-scale LED displays at the tenth annual INNIBOS Music Festival in Nelspruit, South Africa in June 2013. This innovation was recently upgraded with the introduction of WIRETAG A mix of 7mm pitch and 12mm pitch LED surfaces were positioned on stage that brought enabling integration with WATCHOUT. together the overall theme and context of the musical performances. The LED display Simply put, WIRETAG allows the direct panels were distributed across the back of the stage, on the riser steps and on side columns integration of a WATCHOUT show with that reached up to 7m in height creating a breath-taking spectacle. our PICKUP audio-guide system. Simply point and click at the WIRETAG with WATCHOUT was designed for managing various audio and video feeds for live events a PICKUP audio guide, and you jump and we’re delighted that our technology was once again put through its paces by straight into the soundtrack at the correct PENMAC. point in the show, regardless of how much time has elapsed. PENMAC was recognized with an award for their outstanding exhibition booth at Mediatech Africa 2013 last month, where they showcased Dataton WATCHOUT multi- For added functionality with WATCH- image display software version 5.5, WATCHPAX media server and PICKUP audio guides. PAX, each WIRETAG plugs into the WATCHPAX via the latter’s USB What potential do you think the Indian experiential industry has in terms connection and requires no separate power of growth / innovation? supply. The transponder can then be af- India is a market with a lot of potential and growth. We’re working with Premium fixed to a display or other visible unit using Partner, Video Design to supply video professionals working in event and experiential mar- the supplied self-adhesive pad. PICKUP us- keting. WATCHOUT is particularly useful for engaging, informing and storytelling using ers can be as much as 8 meters away from digital media, often immersing audiences. There’s no limit to what WATCHOUT can do the WIRETAG and still receive the correct and we are constantly impressed by the new and creative ways in which it can be deployed. 4 October 2013, EXPERIENTIAL MARKETING 65 ALSOINDUSTRY FEATURED WATCH GUEST COLUMN

RoshanDaan A window into the world of Experiential Marketing

Roshan Abbas is a slasher by profession, having had seven careers related to media. Abbas’ experience ranges from radio, theatre, television, event management, being an MC, a film director and a writer. He spends his time looking for gyaan, and shares some on experiential marketing in this column, each month, exclusively for ExM Magazine... Of Machines and Men!

I recently visited Infocomm on the in a studio. The manager forgot we live our lives in makeshift spaces. invitation of a wonderful Sennheiser brand manager called Madhav. I am so Some years ago we had got an adpod down. This was a holographic projector and glad I did and you all should check out worked wonderfully well in a room smaller than the size of the projected screen. But I the wireless sound solution they have. had someone sell it to a client where the audience was 10 times the size of the device. Its intense!! Also there was adequate As a result the 3d hologram seemed like chota bheem in an even more chota avatar. representation of companies dealing in video solutions, touchscreens, audio etc. Bill Gates had said, “The first rule of any technology used in a business is that automation there was also a plethora of new tech applied to an efficient operation will magnify the efficiency. The second is that automation being showcased as well. applied to an inefficient operation will magnify the inefficiency.”

At EEMAGINE I missed the session So tread softly down that path, learn first, suggest later. on technology. After the sessions the conversations were about projection But while you are at it learn about QR codes, Augmented reality, NFC, RFID, 3D mapping, 3D etc. yet no one spoke of the printing etc. issues they have all had with tech over the years. Digital is what everyone thinks is Yes more and more tech and automation will enter our space but there is always the the answer to all our idea problems. But need to put something into it. And that is the power of an idea. how many of us understand digital or even tech? And when is tech too much? It was our first big event in 1997. The launch of pagers in India and we had an access When does one stop offering the untried key entry to the hall. You swipe the key and the door slides open as lights illuminate solution that looks great on a YouTube the fog that leads you into the future. We were hailed as having recreated Star Trek, video? boldly gone where no mind had gone before. We were challenged too; and had a crowd waiting to try and see if it fails. It never did. For hidden in the futuristic structure was One big issue is that most tech a man watching through a keyhole with one-way glass. And all he did was pull open the needs setup and rehearsal time. Also door every time someone inserted a key in the device and press on a smoke machine experimentation, some trial and error, button. And though this example is a very basic one bear in mind its from 16 years ago. some scope for improvement. Recently at an event a chroma backdrop was being Our industry abounds with many such magicians. Rehmat bhai (Founder, Shobiz) was used to change the video background of known for bringing to life the wildly imaginative ideas of Alyque Padamsee. Omang the image. Now this technique is as old as Kumar was a veritable illusionist at such shows. KS Ramesh has made vehicles emerge perhaps I am. But it failed. Because in the out of thin air. Elbert Hubbard American writer, artist and philosopher said and I live location the light on the backdrop quote: kept varying and thus there was no clean “One machine can do the work of fifty ordinary men. No machine can do the work of one chroma key. The demo had been shown extraordinary man.” 4 October 2013, EXPERIENTIAL MARKETING 66 ALSOINDUSTRY FEATURED WATCH Also Featured

An Event Called Life Experiencing the best activations that happen

in life! - Swaminathan R

Many a times, an event or a series of became known as the Tiananmen Square Massacre or the June 4 Massacre as troops with events or a movement is triggered by an assault rifles and tanks inflicted thousands of casualties on unarmed civilians trying to individual or a group. Overtime, the block the military’s advance on Tiananmen Square in the heart of Beijing, which student individuals originally involved may be demonstrators had occupied for seven weeks. The scale of military mobilization and forgotten but the event lives on. I doubt the resulting bloodshed were unprecedented in the history of Beijing, a city with a rich that the new generation Ganesha revellers tradition of popular protests in the 20th century. The picture of a lone student standing really know that it was all started by against advancing tanks, called the ‘Tank Man’ was one of the iconic images of the event LokamanyaTilak, as a means of rallying and made it to the cover of the Time magazine. Indians around against the British. I have been wondering what makes these men/women. What is about them that makes During the British rule of India, people them take up the cudgel (figuratively) and fight for a cause or against one? I feel it is one were prohibited from gathering in large of commitment, fearlessness (not afraid of failure or the consequence), determination and numbers. Bal GangadharTilak founded the ability to rally people around them. I realise that these qualities are so relevant and the publicly celebrated Ganeshotsav important for all of us even today, irrespective of the occasion. Festival as a means of promoting the dream of Indian independence and I really hope that we can take a leaf out of their books, so as to speak, getting inspired home-rule (Swaraj), uniting people from by their qualities and imbibe some of it. Who said History is a waste? I think it is a diverse groups, and enhancing their sense great reminder of the existence of great individuals who created an impact and made a of social belonging. difference to the way we live now.

Who can forget the Dandi March, the I can’t but help share this moving story from China about BaiFangli. It really touched me Quit India movement, the 1857 rebellion and made me feel very small in comparison. I now ask myself this question – What have I or the Jalianwalla Baug massacre and the done today to make a difference? people associated with these defining events in Indian history – Mahatma In 1987, a 74-year old rickshaw puller by the name of BaiFangli came back to his Gandhi, Rani Laxmibai, Rajguru, Shahid hometown planning to retire from his backbreaking job. There, he saw children working Bhagat Singh, General Dyer, all have in the fields, because they were too poor to afford school fees. become household names. Bai returned to Tianjin and went back to work as a rickshaw puller, taking a modest And recently, Anna Hazare and his accommodation next to the railway station. He waited for clients 24 hours a day, ate people’s revolution for the Lokpal Bill, simple food and wore discarded second-hand clothes he found. He gave all of his hard- though having fizzled out, did create a stir earned earnings to support children who could not afford education. for a while. In 2001, he drove his rickshaw to Tianjin Yao Hua Middle School, to deliver his last The Tiananmen Square protests of 1989, instalment of money. Nearly 90 years old, he told the students that he couldn’t work also known as the June Fourth Incident anymore. All of the students and teachers were moved to tears. in Chinese were student-led popular demonstrations in Beijing which took In total, Bai had donated a total of 350,000 yuan (more than 35 lac rupees) to help more place in the spring of 1989 and received than 300 poor students continue with their studies. In 2005, Bai passed away leaving broad support from city residents, behind an inspiring legacy. exposing deep splits within China’s political leadership. If a rickshaw-puller who wore used clothes and had no education can support 300 children to go to school, imagine what you and I can do with the resources we have to The crackdown that initiated on June 3–4 bring about positive change in our world! [email protected] 4 October 2013, EXPERIENTIAL MARKETING 67 ALSOINDUSTRY FEATURED WATCH GUEST COLUMN

rian Tellis is a man with great words, Babundant experience and interesting friends, to say the least. In this ‘slice of life’ column, Tellis tells it like it is, narrating experiences close to his heart. With a pulse of what’s really at the core of people, places and situations we take for granted, Tellis unravels aspects that are not only intriguing, but also a pleasure to learn about… Culture Clubs Culture is defined as the sum total of Every once in a while, a carnival-like procession will materialise, weaving its way through inherited ideas, beliefs, customs, values, the fairgrounds, sucking you into its dance routine as it meanders past. The emotion is and knowledge, progressively carried infectious! forward by a cohesive group of people sharing a common lifestyle. Of course, Infectious enough to be described as one and a half lac happy campers on the fairgrounds culture extends to language, cuisine, social race course.Yet, very organised and devoid of any chaos. You spend no more than 5-8 behaviour and the arts as well. minutes in any queue,regardless of whether you want to get in to the festival or any other facility within. I often feel that we need to, and indeed must, celebrate who we are and where Adequate attention is paid to essentials and emergency support like medical help,fire we come from – our music, food, dance, fighting equipment,toilets and other safety requirements. Superbly planned signage and theatre... well, culture itself! help desks ensure effective and useful communication. It’s truly a testament of the spirit of the people combined with some incredible administration, planning and execution. A classic case in point is the wonderful city of New Orleans. Renowned as the cradle To be fair, back home in Mumbai, we too have – and have been involved in – a fair few of Jazz and Blues and their derivatives, the festivals. The one closest to my heart is the biennial Celebrate Bandra, which has already city has been defined by both positive and toted up five editions in ten years, and shows enough traction to become a permanent negative energy during its awesome history. fixture. Sadly, others have fallen by the wayside after promising starts – the Mumbai Festival, Apli Andheri and Juhu Hamara come to mind. Yet, while some have chosen to groan about the half empty, others have drawn The others that have stood the test of time, like the Khala Ghoda festival (since 1999) from the city’s cultural legacy to rise like which truly celebrates the arts; the Banganga music festival (since 1992) and the Elephanta the phoenix and soar again. I refer to the Festival (since 1989) have endured and enthralled. New Orleans Jazz and Heritage festival, which I had the privilege of attending, While the green shoots are there, I do believe there are lots more that can be done. earlier this year. Especially in ensuring that events that begin, continue to sustain. Spirit and intent is important and commendable but potential sponsors and the authorities need to step up It’s a festival where people truly support. come together to celebrate who they are and showcase their strengths. Not only do efforts like these raise the general sentiment and sense of belonging, they The festival glorifies the place,its additionally have various other positive fallouts. Once established, entertainment people,music,food,dance and culture. infrastructure, talent, hospitality, tourism, etc, all get a serious shot in the arm as well. In The city comes alive over two weekends. every sense, Elephanta and Banganga are somewhat based on that premise, organised as they are by MTDC. Ground zero is the ten stages that feature multiple acts on each stage, every day. Miles to go before we sleep? I’d rather resort to another more positive, even if well- Not just any act, but those of the pedigree worn, cliché – the sky is the limit to what we can achieve with regards to celebrating our of Dave Mathews,John Meyer, Billy culture. Here’s to who we are and, in a sense, can be!!! Here’s to many more festivals and Joel, Earth, Wind and Fire, BB King, opportunities to celebrate who we truly are... Gypsy Kings,John Marsalisetc.Each stage celebrates a genre of music with a high Here’s to celebrating not just Bandra, but every other component territory that defines our quotient of pageantry and costuming. great city; to celebrating our city itself – and replicating that celebration across the country. 4 October 2013, EXPERIENTIAL MARKETING 68 PhotoALSOINDUSTRY FEATUREDFeature WATCH Also Featured

Wedding Industry veterans attend second edition of WFM 2013 The Wedding Fraternity Meet 2013 took place over a weekend at Kundan Farms in New Delhi. By Dharm Patel Wedding Fraternity Meet, Ferns N Petals’ unique platform for networking and exchange of ideas amongst top professional of the wedding industry, took place on Sept. 14 at Kundan Farms in New Delhi. The Wedding Fraternity Meet (WFM), true to its title welcomes a host of veterans, top professionals and suppliers from across segments of the wedding and social events industry.

Conceptualized with the aim of organizing the unorganized wedding industry, WFM created an opportunity where the ‘who’s who’ of the wedding fraternity addressed the concerns and challenges pertaining to the industry today. WFM was designed and executed in a unique format, with a focus on the experience and showcase to the fraternity.

Stressing on the position WFM has amongst the wedding industry, Vikas Gutgutia, Founder & MD, Ferns N Petals, said: “I was a part of the wedding industry when the wedding business was not even called an industry. From the last 20 years, I have been watching this seedling become a beautiful plant with flowers and I consider myself a part of this Vikas Gutgutia plant. Last year I decided to bring together all these plants and form a nursery called Wedding Fraternity Meet. If it’s not premature to say, WFM aims to try and be to the wedding industry, what IIFA is to Bollywood. We will make it prominent and watch it grow. Our endeavor is to become bigger and better every year.”

A high-profile panel discussion kick-started the proceedings of the evening, in which panellists discussed the quintessentially important topic of ‘collaborations’ in creating bespoke experiences. As weddings and other dignified, extravagant events require much attention to detail and a real display of the ‘best of the best’, collaborations with individuals and organisations that excel in varied aspects becomes that much more important. The panel had representation from a top social event planning agency, Michael Menezes, MD, Showtime Group of Companies; an internationally acclaimed floral designer, Robert Koene; a dynamic and hugely successful choreographer and entertainer, Terence Lewis; a hotelier, Anil Chadha, GM, ITC Maurya and last but not least, celebrated couturier, Tarun Tahiliani.

With the diverse experience each panelist brings along, the discussions ranged from highlighting the importance of specialist services when planning great experiences and the importance of proper coordination and collaboration. The networking and 4 October 2013, EXPERIENTIAL MARKETING 69

experience of the evening was highlighted with Adnan Sami and entertainment acts by Raghav Sachar and band Eka.

Commenting on WFM as a platform, and also the importance of increased interaction amongst the fraternity, Greece-based florist Robert Koene expressed the synergies and cooperations he expects as an outcome. “There is immense opportunity in a country like India, where incomes still seem to be on a rise. Weddings are a grand affair and therefore there are great opportunities for specialist services like mine. While as a consultant I offer creative ideas for an Indian wedding, I look to bring in a European finish and touch to this. Another advantage India has is the availability and affordability of manpower, allowing for more elaborate designs to get executed. The endeavour is of course to pay attention to finish and create elements to perfection. I look forward to meet with many more individuals from the wedding fraternity and explore collaborations, like I have with Ferns N Petals.”

Further commenting on advantages of a fraternity meet like WFM, Terence Lewis, highlighted that an exchange of ideas and experience leads to the growth of the industry as a whole. He said: “I think the best thing about the fraternity coming together is the shared learning and experience that will be achieved. I think we’re all mature enough now to impart our learning for the greater good of the industry as a whole, and WFM and platforms like it, will achieve this.”

Highlighting the importance of the wedding segment in context of the overall event and experiential industry, Michael Menezes, MD, Showtime Group of Companies, said: “Weddings are now a large and relevant part of the events and experiential industry. One cannot afford to ignore this segment anymore. This is the reason why we’ve taken a call to diversify into the segment as well. Platforms like WFM will allow for collaboration amongst partners, who can together share their strengths. Of course this will lead to the collaboration of the industry as a whole as well.”

4 October 2013, EXPERIENTIAL MARKETING 78 Glimpses

Anil Kapoor and Colors launch TV series 24 in India Mixtape Media (a Maven Group company) executed the media launch of TV series ‘24’ on Sept. 19 at The Lalit Intercontinental in Mumbai. Over 200 people, including the entire star cast (Anil Kapoor, Anupam Kher, Shabana Azmi, Mandira Bedi, Tisca Chopra and Niel Bhoopalam among others), media, sponsors, core teams of Colors and the production house attended the event.

Aldo launches Fall/ Winter 2013 collection Fashion footwear and accessories brand, ALDO recently launched its Fall/Winter 2013 collection in India by holding a fashion themed event called ‘ALDO - Walk the Runway’ in Delhi. The fashion gala held at Blue Frog on Sept. 14 was attended by about 500 people including the likes of Shahid Kapoor, Ileana D’Cruz and Nayanika Chatterjee. Cream Events executed the event. 4 October 2013, EXPERIENTIAL MARKETING 79 Twisted Entertainment launches Enchanted Valley Carnival A property of Twisted Entertainment, the Enchanted Valley Carnival is all set to take place on Dec, 6, 7, 8 at Aamby Valley City Festival Arena. The launch event for the same took place on Sept. 6 in Mumbai and saw Bollywood stars Arjun Kapoor and Jacqueline Fernandez. The founders addressed the media and guests and highlighted the details about the music festival.

Hardwell India Tour Sunburn, in its 7th season, brought Dutch DJ Hardwell to India on a two-city tour at Supernova Arena in Bengaluru on Sept. 21 and at Turf Club in Mumbai on Sept. 22. The DJ visited India as part of his ‘I Am Hardwell’ World Tour. 4 October 2013, EXPERIENTIAL MARKETING 80 Tommy Hilfiger launches anchor store in Chandigarh Tommy Hilfiger Arvind Fashion (Tommy Hilfiger India), the licensee of the Tommy Hilfiger brand in India, opened its flagship store in Chandigarh recently. To celebrate this, an in-store launch event was held on Sept. 20 at the Elante Mall in Chandigarh, with Sonam Kapoor in attendance. Cream Events managed the event, which displayed the Fall/Holiday 2013 collection of the brand. 4 October 2013, EXPERIENTIAL MARKETING 81

KidZania opens its first centre in India with SRK Executed by Think Events, the launch of the KidZania facility took place at R-City Mall in Mumbai and was attended by Shahrukh Khan. The official launch of KidZania Mumbai began with a press conference and founding ceremony followed by the ribbon-cutting ceremony on the next day.

Prima Gold Jewellery Night The brand collaborated with the Royal Thai Consulate- General at an evening celebrating Thai culture, at Hotel Four Seasons, Mumbai. A mix of Thai and Indian models graced the ramp in elegant Prima Gold jewelry, which complimented luxurious silk outfits by designer Nathaphant Laksanawong, adding a touch of glamour to the traditional evening. 4 October 2013, EXPERIENTIAL MARKETING 82 Talent Central

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In your city now! Venue Partner : An amazing opportunity for students and working professionals. Get a job in the fastest growing industry, Media and Entertainment. Come face to face with the top agencies in the business. Walk in with your cv. Walk out with a job. at Royal Orchid Central, on 20 October 2013, from 10am to 4pm. Register: Rs 100/- only Under the Aegis of : online on www.teami.org +919243101412 email:[email protected] *all logos and copyright property of their respective owners

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