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Also Featured: Event in Focus: Market Pulse Also Featured: IAPCO Seminar: Back to school for the ABCs of conferencing p 14 Event in Focus: Brands make hay when Goafest shines p 18 Canon Image Express p 22 Maha Kumbh Mela, Maha Brand Mela p 25 Market Pulse: Show and Tell p 41 Navroze D Dhondy p 30 EDIT_May10.indd 16 5/3/2010 6:51:58 PM May 2010, Mumbai EXPERIENTIAL MARKETING 03 This is a monthly print newsletter from EMDI Web Solutions, publishers of India’s only platform for events and experiential marketing - www.eventfaqs.com. It’s all happening here Editorial team: Branding is no more about a static billboard that screams out loud words with louder visuals. Sure, some brands may have managed to evoke a laughter or Karishma Hundalani a snigger through such means, yet increasingly, the trend has shifted towards [email protected] getting more personal. No, by this we do not mean the whiffs of scents offered +91 98212 80003 by young men and women at malls. This is about the brands who have taken the Jagadeesh Krishnamurthy leap to touch the customer in a way that there is no force stopping the customer [email protected] from giving what every marketer dreams of - purchase of his product, and thus +91 99870 49044 high sales figures. Priyanka Borpujari [email protected] Events have soon become that platform where marketers can do just that. +91 98207 41992 Events prove to be that hypnotic ground where brands can think, create and Shweta Ramsay wow the audience present therein. The Maha Kumbh Mela and the Goafest are [email protected] unique examples where this was visible - while 26 brands leveraged the biggest +91 98923 59703 religious sustained congregations in the world, the Goafest had 25 brands vying for visibility in creative ways, to get noticed by the creative men and women at Rachel George the advertising fest. Every brand was thinking out-of-the-box to customise their [email protected] +9122 2648 9915 ways of communicating to the audience. Design Team: However, if leveraging well-known properties can only be synonymous with brand associations, then there is one pertinent question: why do brands shy away from partnering sports events beyond cricket? Why has cricket become the singular Vinayak Alle Mecca for brands? Of course some brands have been associating themselves Prasad Karambat with other sports - although in hindsight, these sports are the ones that are far more popular among the niche demographics. But what is hindering most brands Sales and Marketing: from taking the leap of faith to go beyond cricket? Vishal Nagdev [email protected] Some tough questions these, can be best answered simply by believing in out- +91 98212 24987 of-the-box ideas for marketing. Ishan Kachroo [email protected] +91 98117 11557 [email protected] Tanvi Asher [email protected] +91 92245 72293 Printed by Vishal Vashulal Nagdev 202, Brooke Ville, Near Magnet Super Market, Mogul Lane, Matunga (West), Mumbai – 400 016, Maharashtra, India. Published by Vishal Vashulal Nagdev on behalf of (or owned by) EMDI Web Solutions Pvt. Ltd. And printed at VSSU Graphics, Unit # 36, Ideal Industrial Estate, Senapati Bapat Marg, Lower Parel (West), Mumbai – 400 013 Maharashtra, India and published at EMDI Web Solutions Pvt. Ltd. 4th Floor, IES College Campus, Opp. Lilavati Hospital, Bandra Reclamation., Bandra – West Mumbai – 400 050, Maharashtra, India. Editor Karishma Jammu Hundalani. EDIT_May10.indd 13 5/3/2010 3:16:42 PM CONTENTS May 2010, Mumbai EXPERIENTIAL MARKETING 04 Event Briefs Industry Watch | MICE | Media Active Sports Rush | Promo Power 08-13 Back to school for the ABCs of conferencing IAPCO Regional Seminar 14 Brands make hay when Goafest shines Brands engage ad frat at Goafest 2010 18 Canon Image Express C S Direkt manages year-long activity 22 Maha Kumbh Mela Maha Brand Mela Impact Communications engage rural audiences 25 LONE SELLING PITCH? Are marketers looking beyond Cricket? 30 Show and Tell Navroze D Dhondy Founder & Managing Director Creatigies Communications Pvt Ltd. 41 GLIMPSES 51 48 47 49 50 52 53 54 EDIT_May10.indd 14 5/4/2010 12:58:36 PM HEADLINES IN APRIL May 2010, Mumbai EXPERIENTIAL MARKETING 07 Big Events manages music launch of Colombo to host IIFA Weekend 2010 ‘Raavan’ in Mumbai from June 3-5 Wizcraft International, organisers of the International Indian Film Academy (IIFA), have officially announced Colombo in Sri Lanka as the destination for this year’s edition of the IIFA Weekend and Awards. In it’s 11th edition, the event will be held from June 3-5, 2010 at the Reliance Big Pictures unveiled the music composed by multi-purpose Sugathadasa Stadium. AR Rahman for Mani Ratnam’s forthcoming ‘Raavan’, at the Yash Raj Studios on April 24. For the first time ever, the 5.1 surround sound was used at a launch event and audio solutions was provided by Sound.com, while Stage Gear provided the lighting solutions. Candid engages more than a lakh people for Colors’ ‘IPL Rockstar’ Sahara IPL Awards Colors has appointed Candid Marketing to handle the The Indian Premier League (IPL) and Sahara India Pariwar on-ground promotions for its new talent hunt show ‘IPL have announced a long-term partnership to organise the IPL Rockstar’. The agency has been managing the on-ground Awards. The Awards will be jointly produced and managed promotional activities in Ahmedabad, Delhi, Mohali and by Cineyug and DNA Networks. Chandigarh, since March 12. Impact Communications markets Impresario organises road shows to ‘Haridwar Mahakumbh Mela’ to 26 promote i-mobile across Maharashtra brands Impresario managed the road shows for new mobile brand, I-mobile, across different cities of Maharashtra through the The Mela commenced this year on January 14 and went month of April. This year, the brand plans to spend 70 per cent on until April 28. Impact communications had the sole right of its marketing budget for on-ground promotions. acquired to market the event to the 26 brands which made their presence felt in the religious event. EDIT_May10.indd 17 5/4/2010 1:01:22 PM Industry Watch May 2010, Mumbai EXPERIENTIAL MARKETING 08 PDM to handle on-ground activities for MasterCard for two years Percept D’Mark keeping in mind its core target group comprising individ- (PDM) has bagged ual account holders, banks and merchants. the mandate to man- age all on-ground The initial brief from the client includes working on cam- activations for Mas- paigns to drive the usage of debit cards at points of sales; terCard, following a multi-agency pitch process. As part handling activations related to the brand’s sponsorship of of the contract, PDM has come on board as a retainer the Mumbai Indians team during the IPL season; develop- agency and will be the only agency handling activations ing initiatives centred on card holder education and other for the brand for the next two years. merchant incentive schemes; and organising events for different platforms. Also, the brand plans to increase vis- The on-ground activities for MasterCard will be planned ibility at airports with consumer promotions. Big Events appoint Sameet Sharma Dream Merchants announces third as Regional Head-West edition of Bangalore Fashion Week Reliance Media World Ltd. announced Dream Merchants has announced the appointment of Sameet Sharma as the schedule of the Bangalore Regional Head-West for Big Events, a Fashion Week (BFW) Winter/Fes- part of Big Live, which is the experien- tive 2010. Scheduled to be held tial marketing arm of Reliance Media from July 22-25, BFW will show- World Ltd. Prior to this, Sharma was case the collection for the current handling client servicing at Encom- season. In addition to the new sea- pass, where he had joined in 2004. son, an India Diamond Week has also been announced. In his new role, Sharma will be responsible for augment- ing the business in the western region through growing the Feroz Khan, Director, Dream Merchants, and Creative Di- corporate clientele base, increasing the assortment of serv- rector, BFW, said, “Festive season is more apt for the Indi- ices provided under the events and BTL space. He will also an market and hence we have announced the launch of the be responsible for building a strong back-end team. He will new ‘Festive’ season. October to December is considered report to Navneeth Mohan, National Head-BTL, Reliance to be the festival season in India, so a July schedule is ap- Media World Ltd. propriate for the market.” Colombo to host IIFA Weekend Chennai International Fashion Week 2010 from June 3-5 dates announced Wizcraft International, The second edition of organisers of the the Chennai Interna- International Indian Film tional Fashion Week Academy (IIFA), have (CIFW) will be held from officially announced June 2-6, 2010, at the Le Colombo in Sri Lanka as Royal Meridien Hotel in the destination for this Chennai. CIFW 2010 will year’s edition of the IIFA present the Autumn/Win- Weekend and Awards. In ter 2010/11 trends, and the number of fashion shows have it’s 11th edition, the event will be held from June 3-5 at the been increased to 32 from last year’s 25. The CIFW is pro- multi-purpose Sugathadasa Stadium. As already announced duced by Chennai-based Storm Fashion Company, which earlier, IIFA 2011 will be held in Toronto in Canada. specialises in fashion show production and design, as well as publishing, cinema production, small business manage- The IIFA Weekend 2010 will be a culmination of several ment, and marketing. events - the FICCI IIFA Global Business Forum, the IIFA Foundation Fashion Extravaganza, the IIFA Foundation This year, model auditions are being conducted in Delhi, Celebrity Cricket Match, World premieres of Indian films, Mumbai and Chennai.
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