’s platform for Events and Experiential Marketing

Print Newsletter April 2009 07

HEADLINES IN APRIL

IIFA Weekend and Awards in Macau, from June 11 to 13

The Bingo Red FM Bajaate Raho Awards 09. Sets and Venue de- signed by Seventy Seven Enter- tianment

Volkswagen plant launch man- aged by G2 Rams

EEMA announces EEMAX Mcdowell Signature as part of EEMAgine ‘09 in Indian Derby 2009 at- from July 9-12 tracts over 32,000 people. Showhouse was on board this year too.

The Parx Super Car Show conceived and marketed by IPL Opening Ceremony organ- Autocar India and Bellset Enter- ized by DNA Networks tainment India’s platform for Events and Experiential Marketing

Print Newsletter April 2009 08

attended by Lara Dutta, and the event was handled by Wizcraft. The First Mid Day Corporate Cricket League agency has handled most of the launch events for the service provider across the country, including Cochin, Hyderabad, and . The agency, which won the account following a pitch process, began culminates; property to cover four cit- with the launches in February. The series of launch events culminated ies next year in Pune for the Maharashtra circle on April 26. he first edition of afternoon daily TMid Day’s Corporate Cricket tourna- ment property culminated in Amaron looks to make `Karting Chal- on April 5. Fountainhead Promotions and Events managed the on-ground aspects. lenge` bigger; to scout for sports mar- The month-long tournament attracted entries from 64 corporate teams, of keting agencies he finale of the second edition of the Ama- whom 32 were picked to play. Tron Karting Challenge attracted over 2,000 racing enthusiasts over April 17, 18 and 19 Neville Bastawalla, Head - Marketing, Mid Day, added, “We’re very in Mumbai. Even as this year’s edition just happy to have created a 10-overs a side corporate cricket format and it got over, organisers are chalking plans for has proved to be a huge hit among corporates. Next year, we will take next year’s event. In a bid to scale up the the property to Mumbai, Delhi, Bangalore and Pune. The format has property on size and reach, Amaron, owner of the property, will scout worked very well for brand Mid Day, delivered value for the sponsors for sports marketing agencies to handle the event from next year. and excitement to participants.” On plans in the space of motorsports in India, Mackinlay Barreto, Head Encompass samples Nimbooz among 10 of Motorsports, Amaron Pro Racing, revealed that the brand would fo- cus more on the space in the coming years. He said, “Over the years, the motorsports base is growing in India, and we have realised that it is lakh people this summer, across cit- a good platform for us to connect with the audiences and is one of the best ways to engage them with our brand. As a result, we will be scaling ies up the Amaron Karting Challenge property, and we are also planning sampling exercise, conducted by En- some new activities for engaging teenagers in the coming months.” Acompass for Nimbooz, will cover 10 lakh people across Mumbai, Delhi and select cities in Uttar Pradesh and Pun- jab. Ranjit Raina, COO, Encompass, Mc dowell Signature Indian Derby 2009 informed that the on-ground initiatives were rolled out a couple of weeks after attracts over 32,000 people the launch of Nimbooz, and continued he rechristened Mc dow- through the month of April. Tell Signature Indian Derby packed in style, sophistication, “Sampling is happening across multiplexes, modern trade outlets, stan- action and glamour at this year’s dard mall-activations and through mobile vans,” he added. The launch event, which saw an unprec- events were held earlier in eight cities, and were also handled by En- edented turn out of over 7,000 compass. people on a Saturday (April 11) at the racecourse. The event was attended by around 25,000 peo- Wizcraft manages Aircel launch ple on Sunday (April 12). Showhouse managed the event this year too. The agency has been han- events dling the Indian Derby for four years now, and has included entertain- he Aircel launch ment acts along with the nine or 10 races spread over two days. The Tceremony, held event was packaged by the UB team as a ‘bold & beautiful’ event, and at Taj Lands End the race was run over 2,400 metres at the Mahalaxmi Racetrack. in Mumbai, was

Great Indian Wedding Carnival from April 3 to June 30, across India he Leading Jewelers of the World (LJW) launched the ‘Great Indian Wedding Carnival’ at Mayfair TBanquets, Mumbai, on April 2. Designer Neeta Lulla showcased her collection of wedding outfits modeled by Neetu Chandra, Parvati Omanakuttan ( World 2008) and Tanvi Vyas (Femina Miss India Earth 2008) at the launch.

The Carnival will go on till June 30. Most jewelry brands accredited by the Leading Jewelers of the World shall take part in the wedding season revelry. Speaking at the launch of the Carnival, Paresh Das, VP - Sales & Marketing, Leading Jewellers of the World, said, “This Wedding Carnival is basically out to impress and reach out to the people who have a penchant for jewellery. It will not only give a chance for the general public to see the rich and myriad hues of our jewellery designers but will also introduce one to the enchanting and exotic world of jewellery.” For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com India’s platform for Events and Experiential Marketing

Print Newsletter April 2009 09

Force India and ‘Fast & Furious 4’ connect, on- ground he Formula One team associated with ‘Fast & Furious 4’ during the release of the Tfilm in the country. The association with Paramount Films, which distributed the movie in India, resulted in the Force India car being displayed for public viewing at multiplexes in early April. Explaining Force India’s association with the movie, Vikram Malhotra, VP-Mar- keting, Force India Formula One Team, said, “The brand Force India is based on the core values of passion, speed and aspiration and we constantly strive to associate with like-minded properties to increase our connect with the Indian youth. The Fast and Furious series epitomizes passion for cars, speed and racing; we are delighted to partner the premiere in India along with Fame Big Cinemas.”

Midas embarks on 23-city sampling ex- SOI handles 11-city BTL activities for ercise for Parle Agro’s LMN telecom brand MTS in Rajasthan idas Events has embarked TS, the telecom brand, Mon a 23-city sampling ac- Mlaunched in India with tivity for Parle Agro’s lemon its Tamil Nadu operations in drink LMN. The agency won March this year. the account following a multi- agency pitch, and is now tak- In Rajasthan, the brand will ing the ‘LMN Cart’ across the replace Rainbow Telecom. To country. A pilot was executed announce the new brand in the on April 10 in Hyderabad, and Rajasthan market, the com- the full-fledged sampling exercise commenced April 13. The activity pany held press conferences was launched in Mumbai on April 15, and rolled out in other cities in 11 cities in the state, and in the activity plan on April 18. Among the cities covered were Pune, is carrying out extensive BTL Bangalore, Cochin, Chennai, Bhubhaneshwar, Kolkata, Jaipur, Delhi, activities to increase aware- Chandigarh, Lucknow, Ahmedabad, Surat and Baroda. ness on the new service.

“The activity involves an attractive vendor cart colored in white, green MTS has partnered SOI Entertainment and Communications for BTL and yellow (the brand colors of LMN), moving around in the city. Pro- activities in Rajasthan. Himanshu Shah, Director, SOI, elaborated, “In moters help people sample the drink. The proposition of instant refresh- Rajasthan it has been more of a brand launch / brand change activity ment is what we’re trying to get people to experience. After they sample but the scale has been massive. The activities will take place in 11 cities it, the drink is also available for them to buy - but the primary objective across the state. Within four days, we have created thousands of mer- is to get them to experience the drink,” explained Ujjwala Dhatpande, chandising elements and more than 200 promoters have been brought Assistant Director, Midas Events. on board for the promotions. 50 unique cycle floats have been designed and produced and despatched to all destinations.” Candid invites people to ‘flirt’ with ‘Mis- Ogilvy Action engages 500 offices for chief Gals’ odka brand White Mischief reached out to its TG through a branded Lipton Yellow Label campaign Vbus as a part of its teaser campaign for promoting the Mischief Gals, industan Unilever (HUL), for a the official cheerleaders of Hnew campaign conveying that Bangalore IPL Team, Roy- Theanine (an ingredient present al Challengers. Candid, in Lipton Yellow Label tea) helps which won the mandate clear minds and stay sharp and fo- following a pitch process, cused, has unveiled a collaborative is executing the four-city online jigsaw puzzle. An activation activity during April and campaign has been initiated to pro- May 2009. Bangalore, mote the website www.stay-sharp. Mumbai, Lucknow, Kolk- in, where the puzzle can be ac- ata will be covered during cessed. the activity. Devika Sharma, Associate VP - Client Servicing, Candid Marketing, said, “The client’s brief highlighted two very important Terming it as a significant campaign from Lipton, Siddhesh Pai, VP, facts that White Mischief Girls and flirtatious mischief brand charac- Ogilvy Action, said, “Branding will be undertaken at various places teristics have to be highlighted.” The creative on the bus shows that the inside the offices, and jigsaw puzzles will also be placed in canteens to White Mischief gals are inside the bus, and to meet them and flirt with drive home the point.” The activation campaign rolled out in Mumbai them one has to get into the bus. The bus will stop at every bus stop in and Delhi from April 27 will cover around 500 offices in all. The cam- the city, open the doors for 10 to 15 seconds, and closes the door before paign will communicate the importance of Theanine, as well as drive anyone can get inside. This is done to communicate the teaser campaign traffic to the website. The activity will end by May 15. message that it is not easy to get to the Mischief Gals.

For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com India’s platform for Events and Experiential Marketing

Print Newsletter April 2009 10

PDM on retainer as activation agency Panasonic partners Marketing Solu- for L`oreal Paris and Maybelline tions to reveal aggressive plans, brand ’oreal India has signed on PDM as Lits pan-India activation agency for L’oreal Paris and Maybelline, in a ambassador Ranbir Kapoor arketing Solutions one year retainer contract. The brand partnered Panason- used to deal with multiple agencies M ic to launch the brand’s for activation services in the North, aggressive plans for South, East and West regions. the Indian market with an on-ground event. Anish Agarwal, Assistant Product The event also saw the Development Manager, L’oreal, explained, “Our team in North India unveiling of Panasonic had given us a very good feedback on the work PDM was doing with brand ambassador ac- the brand in that region. We also felt a need to have an agency that tor Ranbir Kapoor, for its Viera LCDs and Plasmas, Televisions and would help execute our weekly in-store activations in a professional Home Theatres. and efficient manner.” “The event’s theme of the Diamond was in itself a very strong. We wanted to create a set design inspired by the theme, with a Wow Clockwork handles six-city auditions factor to it! And I think we achieved that beautifully” commented Poonam Lal , Managing Partner, Marketing Solutions. for ‘India’s Got Talent’ he show intends to Tshowcase talent from Sri Lanka Convention Bureau plans spe- across India. Therefore, auditions will be tak- ing place in six cities cial packages for MICE operators n a bid to increase MICE travel to the island country, the Sri Lanka in phase one - Mumbai, Convention Bureau (SLCB) met top MICE operators on a three-day Ahmedabad, Jaipur, I visit (Mar 30 to Apr 1) to Delhi, Lucknow and Mumbai. A road show is Kolkata. Clockwork will handle the auditions in all six cities. also planned, where a new package will be unveiled. On the role of the agency, Rohit Dey, Director, Clockwork, said, “Our role mainly involves total logistic control on manpower move- Vipula Wanigasekera, Gen- ment, crowd control and infrastructure requirement of the show. eral Manager, SLCB, said, “MICE visits to Sri Lanka account for 12 Clockwork along with the producer of the show and channel is also percent of total arrivals and this is well over 60,000 in number. With developing software for registration and other mechanisms to make India becoming a bigger market for MICE, it is expected to increase the entire process run smoothly.” visitors to Sri Lanka.”

For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com India’s platform for Events and Experiential Marketing

Print Newsletter April 2009 11

Radio City draws in the crowds, for Fever FM’s Junior Delhi Daredevils send off Delhi Daredevils to SA launch of Lifestyle store in R-City mall ever FM, or the launch of a new Lifestyle Fthe Of- Fand Home Centre by Lifestyle ficial Radio Store in R-City Mall, Mumbai, Partner of Radio City engaged in a live Delhi Dare- broadcast from the venue. The devils, re- activity saw station RJs Harssh, cently held Archana, Mamta, Vicky and Neha a send off in engage visitors and listeners with interactive contests and trivia. The the capital station claims to have drawn nearly a lakh people on each day through for the IPL this activity. team. In an ‘arti and Shankar Suryanarayan, VP-Marketing, Lifestyle International, said, tilak’ cer- “The brief to Radio City was to come up with an innovative idea to emony, 11 junior daredevils chosen by the station gave their cricketing create awareness for the new store launch and to drive footfalls. The heroes their best wishes. outdoor broadcast activation worked extremely well since it combined key merits of Radio - localisation, interactivity and RJ traction - to meet Neeraj Chaturvedi, Delhi Station Head, Fever FM, said, “We are ex- the objective. The OBs created a huge buzz at the store.” tremely proud to partner with the Delhi Daredevils. I am sure that to- day’s flag off will encourage the Delhi Daredevils and mark the begin- Red FM goes on-ground on election day, ning of a winning journey.” to get people in Mumbai to vote Big FM and Chevrolet Spark urge people nder its ‘Bajaao for a UCause’ banner, Red to vote, in Jammu FM urged citizens to ex- ig FM and Chevrolet Spark ercise their vote on the Bjoined hands to launch day of the parliament ‘Vote Do Na Yaar’ campaign elections in Mumbai, to encourage citizens to ex- April 30. The station ercise their voting rights. took celebrities to select Primarily aimed towards the areas of the city, knock- youth of the city, the campaign was launched on April 9 and continued ing on people’s door, to till April 16. The ground activities were handled by the Big FM’s activa- aid them in going to their tion team. Jagmeet Bahri, Cluster Head (J&K), Big FM, respective polling station. said, “This initiative was part of our endeavor to reach out to listeners through a combination of on air and on ground offerings, while posi- Anuj Singh, National Marketing Head and Station Head (Mumbai), tively impacting their lives. We were happy to have Chevrolet Spark Red FM, said, “In a city like Mumbai, awareness of the elections is not partnering us for the initiative. This was an opportunity to reach out to the issue - the issue is inclination and motivation to actually go out and people across Jammu and motivate them to cast their vote sensibly as it vote. And with this initiative, we made sure people go and vote. Most would ensure a bright future for our city.” NGOs and celebrities inform people on the necessity to vote, but do not actually get down to the task of ensuring that they go to the polling station to vote.” Radio Mirchi gives back to the city of Red FM partners Mumbai Indians Mumbai on its seventh anniversary ontinuing its partnership adio Mirchi’s ‘Book Cwith the Mumbai Indians RDeke Dekho’ cam- IPL team, Red FM is the paign is an initiative by Official Radio Partner of which books are col- Reliance Industries-owned lected by the station Mumbai Indians team for from citizens of Mum- the second season of DLF bai and donated to un- Indian Premier League. The derprivileged children station is giving eight fans in schools in Mumbai. the opportunity to experience the team’s matches live in South Africa. The activity was initiated as a seventh anniversary celebration of the station in Mumbai. Anuj Singh, National Marketing Head and Station Head (Mumbai), Red FM, said, “Cricket is one of the main pillars of Red FM’s programming The activity is seen as a way of giving back to the city. The cul- and who better than Mumbai’s No.1 station to partner with Mumbai’s mination of the campaign was to be on April 23, on the station’s home team! Like RED FM, the Mumbai Indians too exemplify the es- seventh anniversary. Overwhelming response, stated the station, sence of the city and we are thrilled to continue our association with led to an extension of the campaign by three more days. the team.”

For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com India’s platform for Events and Experiential Marketing

Print Newsletter April 2009 12

Events in focus for destination brand Executive Events lines up seven medi- Lavasa cal and pharma conferences for 2009 estination brand Lavasa on the outskirts of xecutive Events has bagged DPune, billed as ‘free India’s first and largest Ethe mandate to handle seven hill city’, will allocate a significant chunk of conferences in the medical and its marketing budget to events. pharma space. The conferenc- es will be hosted between now Anuradha Paraskar, VP - Marketing, Lavasa, and December 2009 in Kerala. noted, “Both, for the business as well as the While six of the conferences will be held in Cochin, Calicut will play leisure segment, we are having a convention and events centre which is host to one of them. The agency bagged the mandate for the conferenc- under construction, and is expected to be completed by early next year. es following pitch processes for each. The conferences are expected to We have also planned 18 hotels in the township, and hope to feed these aid the tourism and hospitality industry. Around 1,25,000 room nights hotels with such events and activities.” are expected to be consumed for the conferences.

Raju Kannampuzha, Director, Executive Events, attribute the success- ful pitches to the agency’s experience and speciality in managing medi- PRCI’s third global meet ‘Proactive’ held cal and pharma events. in Bengaluru he city of Ben- Impresario handles Western Naval Tgaluru played host to the third annual Command’s Fling ‘09 in Mumbai global meet organ- mpresario won the pitch to handle ized by Public Rela- IWestern Naval Command’s Fling 09 on tions Council of India April 8 in Mumbai. It was held at Kohli (PRCI), on April 3 Stadium, Navy Nagar, Colaba, with and 4, 2009, at Hotel more than 3000 people in attendance. Lalit Ashok. The global meet titled ‘Proactive’ focused on the role of PR and corporate communications with special Harish Babu, MD, Impresario, said, emphasis on social issues. “This is the second year we have man- aged the event for the Indian Navy. Our team feels privileged to work On the theme for this year’s global meet, R T Kumar, VP, PRoactive Global side-by-side with Indian Navy, which has set high quality standards in Meet, said, “There are several issues that exist out there that require our designing and implementing the programme.” urgent attention. Even though some of them fill close to about 30 percent of our news space, we as citizens turn a blind eye to them. We fail to realize Sound Dimensions managed the light, sound, laser show and audio that we as citizens and more so as professionals have an equal responsi- visuals for the event. The stage fabrication was by Shabeena Showstar, bility to participate actively and find answers to the existing problems.” and stage design was by Abhijit Madhavi.

For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com