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Showtime with It’S Debut IP Project: Worldwide Mike Amour Asia Pacific `100 Events Entertainment Promotions MICE BTL Sponsorship Sports www.eventfaqs.com 4 apr 2013 MAIN ISSUE 60 PAGES INCLUDING COVERS | VOLUME 3 | ISSUE 12 `100/- SHOWTIME sets new standards with it’s debut IP Change is the only constant Top execs of Project:Worldwide and GPJ discuss the future of Experiential Marketing p 34 Robert G. Vallee Mike Amour Rasheed Sait Project: Worldwide Project: Worldwide George P. Johnson Asia Pacific India 4 April 2013, EXPERIENTIAL MARKETING 03 EDITORIAL TEAM: KARISHMA HUNDALANI NAGDEV [email protected] +91 98212 80003 PARITA MODI [email protected] +91 98337 17789 DHARM PATEL [email protected] +91 98194 13143 It’s all happening here KARAN SINROJA [email protected] +91 98707 15191 If you asked me even one year ago whether ticketing as a model CONTRIBUTORS would be successful in the Indian LIVE entertainment space, i’d have Roshan Abbas, MD, Encompass had to lean more towards a negative response rather than a positive. After attending the Sunburn Arena featuring DJ Tiesto last week in DESIGN TEAM: Noida (that’s not Delhi), there’s only one singular realization... This VINAYAK ALLE PRASAD KARAMBAT industry never fails to surprise! Being the chronicler for this industry, there were endless opinions including our own belief based on very MARKETING SERVICES: real examples, that LIVE entertainment was and will for a long time be VISHAL NAGDEV sponsor dependent. The only news now is that if you’re an owner of a [email protected] +91 99116 96980 property that cannot sustain without sponsor funds, you’re simply not ARNOB BANERJEE giving your TG what they really want. [email protected] +91 98195 40004 TANVI ASHER Audiences will pay for what they want to consume in a LIVE [email protected] +91 92245 72293 environment. Not challenging whether the model is absolutely POONAM KHINCHI [email protected] +91 90046 87566 successful commercially or not, but the revenue from ticketing is surely YASHITA UTTAMCHANDANI an avenue that can determine the success, sustenance and scale of [email protected] +91 84528 58329 an IP. It also makes an organizer work that much harder to actually SWATI SABHARWAL cater to an audience rather than a sponsor. And the irony is that, [email protected] +91 98199 16087 the sponsors come more readily when the property’s got the right audience hooked! CIRCULATION: RAMESH PATIL It’s easier said than done. But its equally important to continuously [email protected] strive for greatness. Our own flagship IP is testimony to this. The RASNA SHENOY [email protected] WOW Awards 2013 grew steadily in its fifth edition to include 260 +91 22 2630 0673 participants. Newer companies are now part of our ever-growing network thanks to this property. As the jury works tirelessly in ACCOUNTS & ADMIN: determining the ‘Best of the Best’, we look forward in including each SAKSHI KOYANDE one of these organizations, that have partaken in the growth and [email protected] sustenance of the WOW Awards to join us in celebrating the truly +91 22 2633 0674 deserving, on April 26, 2013 at the Grand Hyatt, Mumbai. ExM is a monthly magazine by EVENTFAQS, publishers of India’s only platform for events and experiential marketing - www.eventfaqs.com. Subscriptions are ` 1,000/- (India) and US$ 120/- (ROW) per year (12 issues), including postage. Mail at [email protected] for more details. Printed by : Vishal Vashulal Nagdev 202, Brooke Ville, Near Magnet Super Market Karishma Hundalani Nagdev Mogul Lane, Matunga - West Mumbai [email protected] 400016, Maharashtra, India Published by : Vishal Nagdev on behalf of (or owned by) 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 Pvt. Ltd. 112, 1st Floor, Embassy Centre 207 Nariman Point, Mumbai - 400021, Maharashtra, India Editor : Karishma Jamnu Hundalani. This issue contains 60 pages including covers. 4 April 2013, EXPERIENTIAL MARKETING 04 CONTENTS Event Briefs 06 - 11 Cover Story 18 Promo Power | MICE | Live | Sports Rush | Media Active Showtime sets new standards with it’s debut IP Jodhpur One World Retreat Industry Watch 12- 13 Destination | Events | Developments | Venues In Focus 38 - 49 OML’s debut festival in Mumbai Market Pulse 14 features Norah Jones “Since our core TG is the youth, we at 9XM have done many on-ground activations across colleges and youth hangouts” - Amar Tidke | 9X Media Group Percept Live and Submerge bring the World’s No.1 DJ Armin van “Malaysia’s unique selling points make the Buuren to India country an ideal business events destination” - Manoharan Periasamy | Tourism Malaysia Also Featured 25-37 Submerge partners Future Music Change is the only constant Festival Asia for the second time Top execs of Project:Worldwide and GPJ discuss the future of Experiential Marketing A tryst with 92.7 BIG FM and what the brand stands for Robert G. Vallee Mike Amour Rasheed Sait Project: Worldwide Project: Worldwide George P. Johnson Asia Pacific India Glimpses 53-57 4 April 2013, EXPERIENTIAL MARKETING 06 Promo Power Vibgyor launches multi-brand Mahindra promotes Quanto sampling platform - Go Try through road shows Go Try is said to be India’s first and only multi-brand Mahindra organized a multiple city road show in order to sampling platform present at high promote Quanto as a weekend car. Positioned as a holiday car footfall environments and is in following the theme of ‘Live the Weekend expansion mode. The brainchild of Life’, Quanto is being promoted in experiential marketing and brand Maharashtra, Gujarat and Andhra Pradesh. activation agency Vibgyor Brand Services uses technology at its It is being managed by Craftworld Events, core to make the sampling process more intelligent and effective. which manages events for Mahindra on a regular basis. The agency had to create a theme-based concept Dhruv Kalra, Director, Go Try Marketing said: “Go Try which would connect well with the audience. started out with a pilot kiosk at Pacific Mall, Delhi NCR and then expanded to Mumbai at Oberoi Mall. It will be present at Manoj Mahla, MD, Craftworld Events said: “Quanto being Bangalore and Hyderabad in two months. The target for the end a weekend car, we suggested a beach holiday look on the canter of the year is to be operational at leading malls across the top 10 so that people can personally experience a weekend feel. The cities in India, giving a pan India reach to its clients.” toughest part was communicating the same to the prospects which we ultimately managed quite successfully.” Raymond launches deodorants with fragrance diffusing arches Bajaj Commercial Vehicles conducts multi-city campaign Raymond recently launched its new range of premium deodarants. Hansa Events & Activation was appointed The Bajaj Health + Mileage Campaign started in March to create unique ‘fragrance diffusing and is covering four cities - Kochi, Kollam, arches’ across malls. The activity started in Pathanamthitta and Kottarakara. Tamarind Event February and will end by April. It is being Management Solutions is executing the BTL held in two or three malls in each city - Mumbai, Delhi and Kolkata. activity, promoting the RE-445 as a high mileage commercial auto with numerous health benefits. The objective is to generate trials and induce consumers to buy the Sujit Kote, GM (West, South & East), Hansa Events & Activation Vipin Das, MarCom Head, Tamarind Event Management said: “Promoters encourage people to pass under the arches and Solutions said: “The campaign focuses on the vehicle’s high mileage sample the deodorant. The remote-controlled diffusers are then capacity and design to give relief to the major health ailments autos activated and a spray of deodorant is dispensed. The placement of the caused to the autodrivers. The campaign intended to create a deep arches near the entrance of shopping malls enables everyone entering connection with the autodrivers in the state, while communicating the mall to get a whiff of the fragrance as soon as they pass under it.” brand values. There are also test-drives and mileage competitions organized in each city with around 80-120 test drives taking place each day. Post-combing activities which consist of taking feedback of the vehicle and the campaign are also taking place.” ITC engages students at college fests for Fiama di Wills and Vivel Oral-B conducts mall activation 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 It was the season of college festivals in February and for Smile India Movement 3 ITC made sure it engaged students to ‘look fresh, smart and confident.’ The activations were held at The two-day mall activation for Oral-B Smile India college fests In Mumbai and Bangalore Movement (SIM) 3 took place at Oberoi Mall in Mumbai and like Crossroads at SRCC, Mecca at Hindu, was executed by Encompass. SIM was Quintessence at Lady Irwin, Lashkaara at launched in 2010 with a mission to Khalsa, etc. The activations ended on March educate consumers about the importance 15 and were executed by Vibgyor. of proper health care regime. Continuing this mission, Oral-B came up with a two day mall activation which Ankur Kalra, Founder & CEO, Vibgyor Brand Services focused on departing the right health education and engaging Pvt. Ltd. said: “The two main activities were a talent contest for consumers through interesting activities. girls and a motion sensing game for boys. About 500 students were engaged in each college. These products have already been Anirudh Bhagtani, Sr. Manager - Client Servicing, launched in the market, so the objective was to increase awareness Encompass said: “Visitors at the mall were asked to submit their about the product and generate maximum trials.
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