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 (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_Brief_May.indd 14 Industry Watch Media World Ltd. Reliance Head-BTL, National Mohan, Navneeth to report will He team. back-end strong a building for responsible be ices provided under the events and BTL space. He will also corporate clientele base, increasing the assortment of serv- the growing through region western the in business the ing augment- for responsible be will Sharma role, new his In as Regional Head-West Big Events appoint Sameet Sharma the IIFA Awards. with Weekend, the of climax the and workshops film IIFA films, Indian of premieres World Match, Cricket Foundation Celebrity IIFA the Extravaganza, Fashion Foundation IIFA the Forum, Business Global IIFA FICCI the - events several of culmination a be will 2010 Weekend IIFA The earlier, IIFA 2011 willbeheldin Toronto inCanada. multi-purpose Sugathadasa Stadium. As already announced the at 3-5 June from held be will 11thit’sevent the edition, 2010 fromJune3-5 Colombo tohostIIFA Weekend PDM tohandleon-groundactivitiesforMasterCardtwoyears The on-ground activities for MasterCard will be planned be will MasterCard for activities on-ground The for thebrandnexttwoyears. activations handling agency only the be will and agency retainer a as board on come has PDM contract, the of part As process. pitch multi-agency a following terCard, pass, wherehehadjoinedin2004. Encom- at servicing client handling was Sharma this, to Prior Ltd. World Media Reliance of arm marketing tial part of Big Live, which is the experien- Regional Head-West for Big Events, a the appointment of Sameet Sharma as Reliance Media World Ltd. announced Weekend and Awards. In IIFAthe of edition year’s this for destination the announced as Lanka Sri in Colombo officially have the (IIFA), Academy of Film Indian International organisers International, Wizcraft ciain fr Mas- for on-ground activations all age man- to mandate the D’Mark bagged has (PDM) Percept

May 2010,MumbaiEXPERIENTIALMARKETING propriate forthemarket.” ap- is schedule July a so India, in season festival the be to considered is December to October season. ‘Festive’ new an market and hence we have announced the launch of the rector,Indi- the BFW,for apt more is season “Festive said, Di- Creative and Merchants, Dream Director, Khan, Feroz also beenannounced. edition of Bangalore Fashion Week Dream Merchants announces third Chennai thefashionhubofSouth Asia. Storm Fashion Company, the aim of the CIFW was to make Chennai. and Mumbai CEO, Sharma, Gaurav to According Delhi, in conducted being are auditions model year, This ment, andmarketing. manage- business small production, cinema publishing, as well as design, and production show fashion in specialises Company,which Fashion Storm Chennai-based by duced 25. been increased to 32 from last year’s The CIFW is pro- have shows fashion of 2010/11number ter the and trends, ibility atairportswithconsumerpromotions. differentplatforms. vis- increase to plans brand the Also, for events organising and schemes; incentive merchant ing initiatives centred on card holder education and other the Mumbai Indians team during the IPL season; develop- handling activations related to the brand’s sponsorship of paigns to drive the usage of debit cards at points of sales; cam- on working includes client the from brief initial The ual accountholders,banksandmerchants. individ- comprising group target core its mind in keeping dates announced Chennai InternationalFashionWeek o, n ni Daod ek has Week Diamond India an son, season. In addition to the new sea- current the for collection the case show- will BFW 22-25, July held from be to Scheduled 2010. tive Bangalore Winter/Fes- (BFW) the Week Fashion of schedule the announced has Merchants Dream present the Autumn/Win- the present will 2010 CIFW Chennai. in Hotel Meridien Royal Le the at 2010, 2-6, June Week from held be will (CIFW) Fashion Interna- tional Chennai of the edition second The 08

5/3/2010 11:35:31 AM

For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com MICE May 2010, Mumbai EXPERIENTIAL MARKETING 09

Expo India organises the fifth ‘Times Interiors’ exhibition Expo India organised ‘Times Interiors’ investors and other professionals exhibition in Mumbai. The event was from the industry. held from April 15-19 at the MMRDA Grounds in Bandra Kurla Complex. The event is five-year-old property The exhibition featured furniture, annually organised in Bengaluru and kitchen, artifacts, marble products, Mumbai. There were 250 stalls at the paints, home accessories and other current exhibition. The exhibition was home decor and interior design products. The exhibition conceptualised by Expo India and was jointly organised catered to buyers, interior designers, home decorators, with Times Exhibitions and Events.

Franchise India organises 27th FRO Four-day Property 2010 gets 73,000 Expo and Conference in Kolkata visitors The 27th edition of the Fran- Over 73,000 home aspirants chise and Retail Opportuni- visited the recently-conclud- ties (FRO) Show was held in ed Property 2010 exhibition, Kolkata at Swabhumi on April organised by Maharashtra 10 and 11. The FRO Show is a Chamber of Housing Indus- multi-city expo and conference try (MCHI). The exhibition which was initiated by Franchise India, an integrated fran- was held from April 8-11 chise and retail solution company, in 1998. The event was at the MMRDA grounds in managed by Franchise India Exhibitions, the event man- Mumbai. agement arm of Franchise India. This year, in its 16th edition, the exhibition registered a rise The FRO Show is aimed at giving an opportunity to busi- of 12,952 visitors over 60,496 visitors during Property 2009 ness visitors to discover a variety of business concepts and exhibition held in October last year. The MCHI members showcase Indian and international retail ideas. showcasing their properties also sold a total of 150 flats during the four-day exhibition. Gaurav Marya, President, Franchise India, said, “We start- ed with the cities of Delhi and Mumbai in 1998. This year, “More than 75 developers showcased around 524 projects it is being held across 11 cities. Over 500 reputed brands and over 17,600 apartments, ranging from Rs 10 lakhs to from more than 150 sectors exhibited at FRO 2009 and Rs 10 crores, at the exhibition,” added Zubin Mehta, CEO, 1,60,000 entrepreneurs visited the expos.” MCHI.

Mantra Events manages conference Mantra Events manages SAB Miller for Mahindra FES Dealer Conference in Aamby Valley Mantra Events and Promotions Mantra Events and Promo- managed the Mahindra & Mahindra tions managed SAB Miller Farm Equipment Sector (FES) na- dealer’s conference on April 9 tional sales and marketing confer- and 10 at Aamby Valley. The ence. The event was held on April event was held for the SAB 10 at Renaissance Hotel in Mumbai. Miller dealers of the central The conference was held for sales region. The conference was and marketing employees of Mahindra FES Division, cus- held in Cine Theatre of Aamby tomer care executives and dealers across India. Valley and was followed by an entertainment event at the Banaras Ghat in the evening. The event was held to celebrate the rise in sales figures compared to last year, and also to unfold the targets and Gaurav Thakkar, Director-Sales, Mantra Events and Pro- plans for the next year. Partho Chakravorty, GM, Mahindra motions, said, “We have been managing activities for SAB & Mahindra FES, said, “This year we have sold 1,17,581 Miller for the past five years. Banaras was the theme for tractors, which makes us the first tractor company in the the entertainment event. We invited all dealers and greeted world to have such a high number in tractor sales in a year. them in Banarasi style. The decor had various flower ar- There has been a 32 per cent growth observed as com- rangements and bright colours. There were girls giving visi- pared to past years’ sales figures.” An award ceremony was tors gajras; paanwallahs were around making paan; while For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com also held and over 50 awards were given to employees. hukkahs were available for visitors to smoke.”

Industry_Brief_May.indd 17 5/3/2010 11:35:51 AM Media Active May 2010, Mumbai EXPERIENTIAL MARKETING 10

Encompass handles Radio Mirchi’s ‘Toy Do Joy Lo’ initiative

In order to celebrate its eighth lected from across Mumbai for the NGO Children Toy anniversary, Radio Mirchi Foundation, whose aim is to educate children through Mumbai had launched the play. The NGO collects toys and organises ‘Play Hour’ ‘Mirchi Toy Factory - Toy Do for children at construction sites, slums, municipal Joy Lo’ initiative. The cam- schools and hospitals. paign began on April 8 where- in the radio station urged peo- The promotions for the initiative were done through the ple to donate their old board radio station. Contributions were also made by people games, toys and sports gear. visiting the Radio Mirchi office in Lower Parel. People Encompass managed the lo- who were busy at work could call the designated courier gistics of the initiative. company Team United to get the toys collected for no charge. People could alternatively also drop toys at any As part of the initiative, toys in good condition were col- of the Shopper’s Stop outlet.

Star Pravah organises ‘Pravah Soneri Seventy Seven manages three-phase Maharashtracha’ campaign for ‘Indian Idol 5’ on SET Star Pravah - the Marathi chan- Seventy Seven Entertain- nel from Star Entertainment Pvt. ment has been managing Ltd - organised ‘Pravah Soneri the three-phase campaign Maharashtracha’ to celebrate for the show, which began 50 years of the existence of in March 2010 with the five- Maharashtra, its culture, and to city auditions. This was fol- project a positive and progressive hope for the future of the lowed by a press confer- state. The event was held on April 20 in Pune. ence in Delhi on April 20, and a mass media campaign after the show goes on-air. The aim of the event was to showcase the progress of the state in the fields of cinema, religion, music, lifestyle, folk Danish Khan, VP and Head-Marketing, SET, said, “Mobile art and sports, among others. The event was executed by and static voting booths will traverse through cities with Indian Magic Eye, an agency run by acclaimed Marathi ac- more than one million population. We will have concerts in tor Dr Srirang Godbole. seven cities where we expect a turnout of 20,000 people.”

Big FM partners ‘I Am She 2010’ Radio City brings ‘City Ka Nashta’ for pageant Mumbaikars Big FM announced its asso- RJs Salil and Archanaa ciation with ‘I Am She 2010’, from Radio City’s morning the official preliminary to the show ‘Kasa Kai Mumbai’ Miss Universe 2010 pageant. brought Mumbaikars ‘City The radio arm of Reliance ka Nashta’ from April 8-16 World has partnered with at select locations across Godrej Eon i-Fresh Refriger- the city. This new section ators as sponsors for all pro- within the show had the RJs interact with different sections motional activities associated of the populace for a day and have a sumptuous breakfast with the pageant. with them, and gave them the opportunity to share some of their best memories with Radio City listeners. Big Live, Reliance Media World’s below-the-line division, will host innovative marketing and activations programmes The initiative ‘City ka Nashta’ was to provide people break- on-ground, to ensure maximum touchpoints and visibil- fast on the move to make sure Mumbaikars did not skip ity for the pageant. Big Live will be promoting the contest breakfast in the morning rush and start their day on a across 45 cities in India. healthy note. Through the show, some communities that the RJs interacted with included dabbawallahs, college stu- Arjun Singgh Baran, Business Head, Big Live, said, “Mobile dents and working women. ICICI Bank, with its ethos based canters will run across Mumbai, Delhi, Kolkata, Bengaluru on ‘Khyaal Aapka’, had joined hands with Radio City to sup- For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com and Chandigarh to promote the pageant.” port this initiative.

Industry_Brief_May.indd 18 5/3/2010 11:36:06 AM Sports Rush May 2010, Mumbai EXPERIENTIAL MARKETING 11

Monnet Group signs up as team sponsor of Indian Boxing Federation Monnet Ispat and Organisers claim that there will be a huge frenzy which will Energy Ltd (MIEL), preset two weeks before every ‘Fight Night’, with sponsors a part of the diver- rolling out with multimedia campaigns and boxers making sified conglomerate appearances at various high-traffic locations. Hoardings, Monnet Group, has billboards and cut-outs of the competing boxers of the signed a $ 1 million forthcoming bouts will be showcased at different places. deal to become the team sponsor of the Percept has come on board as an exclusive marketing Indian Boxing Federation (IBF) for the next three years. partner for IBF for four years. As a marketing partner, The Group, along with Percept Ltd, has also launched Percept will be responsible to promote Indian boxing ‘Fight Nights’ - India’s first ever indoor exhibition boxing talents. Percept will also have interactive contests woven bouts between top Indian and international boxers, which around it. Matches will also be played at malls, multiplexes, will be held across the country at periodic intervals. discos, clubs, college campuses, amusement parks, etc.

Sahara India names its IPL team Sahara comes on-board as title ‘Sahara Pune Warriors’ sponsor for IPL Awards Sahara India Pariwar, The Indian Premier which won the bid for League (IPL) and an IPL team for the Sahara India Pariwar 2011 edition, unveiled announced a long-term the new brand identity partnership to organise of the team. Named as the IPL Awards. The partnership for the awards is initially ‘Sahara Pune Warriors’, the franchise has revealed a logo for a period of three years and the awards will be called of the team - a warrior sitting on a horse. The announce- ‘Sahara IPL Awards’. The Awards will be jointly produced ment was made on April 24 at an event at SP College Audi- and managed by Cineyug and DNA Networks. torium in Pune, which was attended by over 20,000 people. The event was managed by PDM. The inaugural Sahara IPL Awards night was held at the Grand Hyatt in Mumbai on April 23. Lalit Modi, Chairman Subroto Roy, Chairman, Sahara Group, said, “It is a mo- and Commissioner, IPL, said, “The Sahara IPL Awards will ment of great pleasure for us to present the identity of the aim to recognise and reward excellence in batting, bowling Pune IPL team for the people of the city and cricket enthu- and fielding, with some interesting categories like the most siasts across the world.” stylish player, best stadium and best commentator.”

Basketball league ‘Mahindra NBA Forbes India and Aquasail present Challenge’ kicks off in Mumbai ‘Forbes India Aquasail Regatta’ The National Basketball Business magazine Forbes Association (NBA) and the India and Aquasail - a lei- Mahindra Group have partnered sure company for sailing to launch a multi-city community- and aqua sports - jointly based recreational basketball hosted and organised the league. The ‘Mahindra NBA ‘Forbes India Aquasail Challenge’ has been created in Regatta’. Comprising four collaboration with the Basketball series, the first series com- Federation of Mahindra (BFI), which will work with the NBA menced on April 24 at the to implement and oversee league operations across all Gateway of India. markets. Priyanka Tiku, Marketing Head, Forbes India, said, “The The league kicked off in Mumbai on April 17, and will move Forbes India Aquasail Regatta Invitation Series is aimed to Ludhiana and Bengaluru. The league will run for seven at bringing unmatched world class experience for Forbes’ weeks annually in two divisions - youths in the age group of readers and partners in India.” Zia Hajeebhoy, Director, 14-17, and adults above 18. It has registered 961 players in Aquasail, said, “This race is unique as it was held on an two weeks of opening up of the registration. There are 100 international format, similar to that in the Asian Games and teams which would be competing in the league. Along with international sporting events. The first series saw a partici- For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com this, 50 coaches will be trained in the League. pation of over 60 people and 30 corporate companies.”

Industry_Brief_May.indd 21 5/3/2010 11:36:23 AM Promo Power May 2010, Mumbai EXPERIENTIAL MARKETING 13

141 Sercon to manage 13-city roadshow to promote Adobe CS5 Adobe Systems Inc. unveiled the Adobe be done through third party tie-ups such Creative Suite (CS) 5 Master Collection on as Animation Xpress, CGTantra, Afaqs April 12 in Delhi. The CS5 collection will be and several BPOs. The database of these promoted through road shows across India, companies will be used to send invites which is scheduled to commence on May 1 and promote the roadshow to relevant in Mumbai. The initiative will be managed people. The roadshows will be held in by 141 Sercon. Mumbai, Pune, Ahmedabad, Jaipur, Indore, Hyderabad, Cochin, Coimbatore, The series of roadshows will end by July Trivendrum, Chennai, Bengaluru, this year. Promotions for the roadshows will Kolkata, Chandigarh and Delhi.

Impresario promotes I-mobile Seventy EMG to manage ‘Book Your across Maharashtra Bike’ event for Harley Davidson Impresario managed the Starting from April 23, Seventy road shows for new mo- EMG will manage the ‘Book bile brand, I-mobile, across Your Bike’ event for Harley Dav- different cities of Mahar- idson (H-D) across five Indian ashtra. The activity took place from April 1-20. cities. The event will be held for This year, the brand aims to spend 70 per cent of two days each in Chandigarh, its marketing budget for on-ground promotions. Delhi, Mumbai, Bengaluru and Hyderabad. As part of the event, people will be invited for During the road shows, canters ran across the cities a test drive session and can book for their own H-D bike. chosen to promote the product and were stationed near Seventy EMG is producing the initiative, which involves dealer outlets. There was a wheel of fortune placed at the calling and shortlisting people for the test drive. canter activity area. Several gifts in the form of I-mobile branded calculators and pens were distributed to winners. Neha Mishra, Senior Manager-Projects, Seventy EMG, said, “Harley Davidson was launched in India in January POP materials were put up in the dealer outlets to highlight this year. Seventy EMG had managed a three-phased cam- the brand features. During the road show the promoters paign to promote the bike in the India. Through the entire directed the people to enter the dealer outlets, which in- campaign, we had registered over 8,000 people. We con- creased the footfall at outlets. A teaser campaign was also tacted each person and scanned their profile, to know a conducted two days prior to the canter activity in the dealer genuine interest to buy the bike. We shortlisted 100 people outlet locality to create hype about the canter arrival. in each city who will be a part of ‘Book Your Bike’ event.”

Candid Marketing conducts street Times of India and Garnier launch plays to promote shows on Star One ‘Take Care, Take Charge’ initiative Candid Marketing was mandated to , in a joint handle the on-ground promotion for venture with Garnier, whose two new shows on Star One - ‘Geet parent company is L’Oreal, an- Hui Sabse Parayi’ and ‘Rang Badalti nounced the ‘Take Care, Take Odhani’. The shows have been set Charge’ initiative on April 21 in Mumbai. The initiative is a in the cultures of Punjab and Gujarat 45-day campaign which commenced on World Earth Day respectively, and hence the promo- - April 22 - and will end on 5 June. The on-ground event is tional activities were conducted in being managed by Oaks Management. towns in those two states. The activ- ity for ‘Geet Hui Sabse Parayi’ was The campaign is designed on the platform of recycling pa- held in Ludhiana, Chandigarh, Jalandhar and Amritsar from per. During the course of the initiative, people will be invited April 2-9, while the activity for ‘Rang Badalti Odhani’ was to share their ideas to save and nurture the environment. held in Surat, Ahmedabad and Baroda from April 2-7. Promotions for the initiative will be done through ads on newspapers, radio and digital media. A SUV was wrapped in the channel’s and show’s branding. The plot for the both the performances was designed to People from Mumbai, Delhi, Bengaluru, Chennai, Hydera- create intrigue and build a point of curiosity, and then leave bad and Kolkata can send their ideas by registering on the For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com the people wondering what would happen next. website Takecaretakecharge.in.

Industry_Brief_May.indd 23 5/3/2010 11:37:17 AM