Events Entertainment Promotions MICE BTL Sponsorship Sports www.eventfaqs.com 4 sep 2013 MAIN ISSUE 92 PAGES INCLUDING COVERS | VOLUME 4 | ISSUE 5 `100/- 4 September 2013, EXPERIENTIAL MARKETING 05 ExM is a monthly magazine by EVENTFAQS, publishers of India’s It’s all happening here! only platform for events and experiential marketing - www.eventfaqs.com. This ExM September issue, as you will notice in the pages to come, is Subscriptions are ` 1,000/- (India) and different from previous issues in terms of format. As a result of the US$ 120/- (ROW) per year (12 issues), analysis done, basis much feedback from the industry, the content of ExM including postage. Mail at will hereon focus on segments of the industry. Each section represents [email protected] for more details. a segment, which may cover one or more formats of related kinds of experiential marketing activities. EDITOR AND HEAD - BRAND & CONTENT: Through this revision, ExM looks to present the best work from across KARISHMA HUNDALANI segments of the industry in dynamic and interesting-to-read layouts. It [email protected] +91 98212 80003 is also the attempt to build an in-depth understanding of each of these segments of the industry, by keeping all the relevant updates in a cluster. PUBLISHER AND BUSINESS HEAD: VISHAL NAGDEV [email protected] +91 99116 96980 As the month of September marks the start of ‘season time’, even though it’s quite clear there’s no off-season in the experiential marketing industry GENERAL MANAGER: any more! This September issue also has much packed in it. The attempt is SWAMINATHAN R and will continue to be to provide our readers with an adequate update of [email protected] +91 98201 46826 the month’s happenings, while also highlighting some path-breaking work and addressing some pertinent issues in the industry. We hope you enjoy EDITORIAL TEAM: the read of ExM, in this newly envisaged format, and we look forward to DHARM PATEL feedback and ideas, as usual... [email protected] +91 98194 13143 TINA THAKRAR [email protected] +91 98330 70759 HEAD - BUSINESS DEVELOPMENT: ARNOB BANERJEE [email protected] +91 98195 40004 MARKETING SERVICES TEAM: JIMMY CHOUDHARY [email protected] +91 98214 28197 KANIKA MEHTA [email protected] +91 98100 18658 VISHAKH VARUN [email protected] +91 98999 16415 CLIENT SERVICING: KHUSSHBU OJHA [email protected] +91 81087 50404 [email protected] PARUL MALHOTRA [email protected] +91 91676 75066 DESIGN TEAM: VINAYAK ALLE PRASAD KARAMBAT 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, ACCOUNTS & ADMIN: Matunga - West Mumbai 400016, Maharashtra, India Published by : Vishal Nagdev on behalf of (or owned by) PURVESH BHATT EVENTFAQS Media Pvt. Ltd. and printed at VSSU Graphics, Unit # 36, Ideal Industrial Estate Senapati 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 92 pages including covers. 4 September 2013, EXPERIENTIAL MARKETING 06 CONTENTS Sponsorship Marketing Briefs 40 In Focus Lakmé strengthens its vision to redefine the future of fashion, with LFW Winter/ Festive Season 2013 43 Brand Activation Puma strengthens brand offering to a relevant TG, through Briefs 08 association with the Urban Stampede 48 Market Pulse Photo Feature “Experiential marketing has a critical role to play in the eye Signature Premier partners the 1st edition of Pune Style Week wear category” - Ronak Sheth 11 to highlight the brand’s ‘signature’ style 53 Also Featured FestEvents – A look at brands riding on festivities! 12 Sport Marketing Briefs 55 Photo Feature Alibii launches with Sridevi’s 50th birthday celebrations 14 Photo Feature The Mud Rush goes muddier with its monsoon edition in a Chennai Express organizes launches, parties, tours, screenings fort premises 56 and promotions 15 Conventions & Exhibitions Stakeholder Marketing Briefs 58 Briefs 20 In Focus Market Pulse GJEPC’s India International Jewellery “Oman is a destination for the well educated and Week brings together brands, designers, information- rich traveller looking for an authentic Arabian experience.” celebrities and buyers 59 - Lubaina Sheerazi 24 Industry Watch Briefs 66 Entertainment Briefs 26 Also Featured Is monsoon a boon or a bane for the experiential marketing Also Featured industry? 68 The ‘IIFA Economy’; effect on host nations and Indian Cinema 30 Cover Story With numerous music festivals and properties being laun ‘Cash Flow’ issue… Excuse me! 72 ched this year (+91 Music, Enchanted Valley Carnival, Sound Awake, The Journey, uXX, etc.) do you think there are a few RoshanDaan too many? Or is there enough room for all? 36 Why was a light man sleeping? 75 Photo Feature An Event Called Life DNA Entertainment forays into live dance music with Experiencing the best activations that happen in life! 76 ‘Sound Awake’ 38 Tellis Like It Is Coke Studio@MTV kicks off season 3 with AR Rahman 39 Celebrating Bandra Through Music 77 Glimpses 84 4 September 2013, EXPERIENTIAL MARKETING 08 Brand Activation Godrej promotes Security Systems through society contact programmes Mehernosh Pithawalla Assistant VP - Marketing, Godrej Security Solutions Godrej Security Solutions, in view of its tagline ‘Ab Musibat Se Darna Kaisa’ has carried out an on-ground activity titled ‘T-20 Challenge’. The activity has been on for two months now, in clubs and gymkhana’s where families frequent. The activity has already been conducted in markets in Maharashtra, Gujarat and Madhya Pradesh and is being taken to other regions across the nation. Speaking about the objective of the activity, Mehernosh Pithawalla, Assistant Vice President, Marketing, Godrej Security Solutions, said: “The objective of this activity was to engage with Srinivas A Sudhir Abichandani Managing Partner, Managing Partner, audience and give them a real-time experience of situations they Rowz N Lines Rowz N Lines may face at home frequently. It was about making them aware that instead of getting hassled each time they misplace an important activation called ‘Code Busters’ has also been devised for school document or valuable, it is far better to invest in a sturdy, reliable contact programmes. safe that would store all these articles safely at one place.” Sudhir Abichandani and Srinivas A, Managing Partners, Rowz The activation fetched a great response from participants across N Lines said: “When Rowz N Lines commenced its operations, captive audience touch-points with an average of 850 - 1000 back in October 2012, Godrej Security Solutions was one of our people participating per day. A majority of consumers who first clients and the focus was clearly on display in the early stages. accepted this challenge agreed that these kind of situations occur The initial response was pretty encouraging and eventually the frequently at their homes and they panic when they realize that mandate shifted towards the products - in a way that purchase some important papers or valuables have gone missing. A similar needed to be targeted.” National Geographic Magazine celebrates 125 years through retail activation India, log on to www.eventfaqs.com across from promotions and on-ground updates latest on events For ACK Media, the distributor of National Geographic Magazine (NGM) is celebrating the launch of its 125th anniversary issue in October 2013, with a wide range of events. A collector’s item, the issue is devoted to photography and the history of NGM. Manas Mohan, COO ACK Media and Publishing Director Manas Mohan National Geographic Magazine in India, said:”The branded COO of ACK Media and yellow umbrellas at news-stand vendors will make a big impact Publishing Director of on-ground. There will also be many workshops across the National Geographic country starting in October. The Nat Geo Exhibitions will be Magazine in India more India-specific this time with more Indian content than anything else. We have started applying in-store branding through our retailer’s support at chain stores like Landmark audience. This year we will be upping the ante and use more and Crossword which make it easy to reach out to our target capital for promotions.” 4 September 2013, EXPERIENTIAL MARKETING 09 Aviva weaves in brand message through, ‘What’s your Big Plan’ campaign for kids With the aim of fulfilling the educational dreams of children, Aviva Life Insurance has launched the ‘What’s your Big Plan’ campaign, a month-long initiative targeted at kids within the age group of 3-10 years. The campaign commenced on Aug. 12 and is scheduled to end in September, with a grand event planned in October, wherein 20 contest winners will get the opportunity to play cricket with the brand ambassador, Sachin Tendulkar. Academic scholarships will be given out to these winners to help Rishi Piparaiya them achieve their future goals. Director - Marketing, Aviva India Speaking about the main idea behind the initiative, Rishi Piparaiya, Director - Marketing, Aviva India, said: “As a brand, we’re focused on owning the child space, and lay a great emphasis major Indian cities, namely New Delhi, Kolkata, Pune, Hyderabad, on sensitizing young parents about the importance of financial Bengaluru, Mumbai and Chennai and McDonalds outlets in 4 planning for securing their child’s future. As part of the insights cities namely Mumbai, New Delhi, Kolkata and Pune. Students study that we conduct, we realized that education remains one from more than 200 schools in these 7 cities will get access to this of the key concerns of parents. We, at Aviva, believe every child contest through an on-ground activation programme scheduled to has dreams and plans for his/her future, and parents have a very take place soon.