B for Brand I for Influencer

www.eventfaqs.com Oct 2010

VOLUME 1 ISSUE 6 `100/-

Schools: Playground for Brands

Experiential Destination: Also Featured: In Focus: Britain: Ready for your business p 18 Kyoorius Designyatra 2010 LFW Winter / Festive 2010 p 30 Market Pulse: Creating Order in Chaos p 24 KBC 4 launches in style p 34 The EEMA Update Kingdom of Dreams p 36 Brian Tellis, President, EEMA p 44

October 2010, EXPERIENTIAL MARKETING 03

ExM is a monthly magazine from EMDI Web Solutions Pvt Ltd, publishers of India’s only platform for events and experiential marketing - www.eventfaqs.com. It’s all happening here

Editorial team: The fashion quotient is still on the rise across the country. The month gone by saw four properties, each substantially large, run almost consecutive to one another Karishma Hundalani in different cities across India. Needless to say, there is no debate about which [email protected] +91 98212 80003 is bigger or better any more. What’s best is that there seems to be audiences and sponsors for each of these fashion extravaganzas, in spite of their growing Jagadeesh Krishnamurthy numbers. [email protected] +91 99870 49044 The showstopper for us this month however, is the growing trend of brands reaching out to the youth through school-contact programmes. This started off Shweta Ramsay [email protected] as a periodical promotion format, when school kids were targeted by certain +91 98923 59703 relevant brands, in the months schools re-opened. In time, however, not only has this format caught on to be an exercise for brands through the year, but also Rachel George brands, not conventionaly targeted to children, see mileage in communicating to [email protected] this TG. +9122 2648 9915 What’s more is that brands don’t seem to be relying on ‘pester power’. Agencies Design Team: are challenged with the creation of sensible communication campaigns, since brands see this TG as an educated influencer. It’s encouraging to see brands Vinayak Alle optimizing on the format of live experience, in creating messages through Prasad Karambat interactions, so they are better received.

Promoting this very belief of the live experience format, the Event and Sales and Marketing: Entertainment Management Association (EEMA) has chalked out bold plans for Vishal Nagdev itself for the coming year. Stressing mostly on the importance of consolidating [email protected] and growing this industry, EEMA will work unanimously and in specialized groups +91 98212 24987 to achieve this end.

Tanvi Asher But all the action is not in the past. India witnesses the largest landmark event it [email protected] +91 92245 72293 has ever hosted in its history. The Commonwealth Games seems to have taken off on a high, putting away speculations and criticisms behind it. And on the industry front, we have the International Congress and Convention Association Circulation: (ICCA) meeting in Hyderabad this month. Again, a first for the country!

Ramesh Patil [email protected] [email protected] +9122 2605 7539

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. CONTENTS October 2010, EXPERIENTIAL MARKETING 04

Britian Ready for your business 18

Kyoorius DesignYatra 2010 Creating Order in Chaos 24

Lakmé Fashion Week Winter/Festive 2010 30

KBC 4 launches in style 34

Making a statement Kingdom Of Dreams 36

Schools: Playground for brands B for Brand I for Influencer 38

The EEMA Update Brian Tellis, President, EEMA and Chairman, Fountainhead Promotions and Events 44

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Krayon manages Classmate Ideas for Fortune Plus allocates 25 pc marketing India Challenge budget to BTL activities ITC launched a nationwide programme for their Adani Wilmar Ltd. launched brand Classmate, called Fortune Plus, the new healthy Ideas for India challenge, and light edible oil under the reaching out to 25 lakh flagship brand Fortune in students across 30 cities, Mumbai on September 23. Adani 500 schools and 200 Wilmar’s decision to launch the colleges. new variant comes in the wake of the growth opportunity that the Indian edible oil industry Chand Das, CEO, ITC’s Education and Stationery Products Business said, “Today’s youth is imaginative, creative provides. and opinionated on issues challenging India’s growth and development. They want to be serious partners in the Angshu Mallick, VP Marketing, Adani Wilmer said, “Fortune nation building process, shaping the India of their dreams. Plus is targeted at educated working housewives and Through this challenge, participants can express their health conscious people from well-to-do families. We have ideas for India in the spheres of science and technology, a total marketing budget of over 10 Crores, of which we will environmental protection, education, social and religious be allotting 25 per cent to BTL activities These activities will tolerance, infrastructure build-up and emerging India.” commence on October 2 and will be managed by Bates 141.” Live Events manages ‘Fem Bleach Get Famous in 15 Minutes’ contest Marketing Solutions manage launch Fem Fairness bleach is organising a nationwide events for Aerocon panels Hyderabad Industries Ltd. contest titled ‘Get Famous in (HIL) appointed Marketing 15 Minutes’. The contest gave Solutions to organise a series five participants a chance to of meets for interior designers get groomed at the Elite Model and builders, to acquaint them School in Mumbai and appear with Aerocon panels, HIL’s in a television show on UTV environment friendly product Bindaas. One of these contestants will represent India in for the construction segment. the Elite Model Look 2010 contest in Shanghai, China. The Following launches in Hyderabad, Ahmedabad and Surat, the contest was managed by Live Events. agency plans to take the launch to 10 more cities over the

next couple of months. Medha Mohan, Brand Head, Fem Fairness Bleaches

said, “This campaign gave aspiring young girls and boys Poonam, Managing Partner, Marketing Solutions elaborated, an opportunity to get famous by getting a makeover in 15 “Each invite was an eco-friendly prototype of the Aerocon minutes. This initiative aimed to educate consumers on block. A note was sent with it on how to work towards a Green choosing the right fairness bleach basis their skin type.” World. A presentation showed how we harm the environment and how we can contribute to a safer, greener environment.” Tata Ace engages over 10,000 consumers through ‘Celebration Benchmark Eventss manages sixth Melas’ edition of ‘Parle Golu Galata’ Big Live organised the celebration campaign for Tata Ace, which sold Parle Products is engaging over five lakh vehicles since its households in Tamil Nadu launch in 2005. Titled ‘Celebration during the Navratri days with For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com Mela’, vehicle service camps its ‘Parle Golu Galata’ contest. were organised to strengthen The activity, conceptualised customer relationship and generate and executed by Benchmark Eventss, is in its sixth edition prospective leads. The activation and engages over 15,000 households during the activity began on June 17 and covered over 80 towns across Andhra Pradesh, Karnataka and Kerala till September 2010 period of one month beginning September 15. In 2005, Parle introduced this novel promotion where the best Navneeth Mohan, Business Head, Big Live said, “The main decorated ‘Golu’ was awarded. focus was to attract and excite Tata Ace customers as well as prospects, giving them a chance to experience the brand Chithrra, MD, Benchmark Eventss said, “We have been and celebrate its success”. The activity ensured maximum scaling up the property since its inception. Around 7,500 reach and multiple touch points with its 120 ‘Celebration households are engaged in Chennai, while the remaining Melas’ that serviced over 9000 Tata Ace vehicles. are spread across nine other cities.” MICE October 2010, EXPERIENTIAL MARKETING 08

India tourism branding guru Amitabh Wow Events engaged Hitachi dealers Kant to speak at ITM-Goa in Phuket The man behind India’s ‘Hitachi Champions League’, a tourism resurgence and cricket-themed dealer meet, was chief architect of the managed by Wow Events at the memorable ‘Incredible India’ campaign, Amitabh Kant Hilton Arcadia Resort and Spa in will be the highlight of ITM-Goa 2010, which will begin on Phuket during the second week of October 14. The participation of more than twelve countries September. The agency took the will be the main draw of the four day B2B event, organized theme forward right from the invite by Goa Tourism Development Corporation (GTDC). to the last leg of the event by integrating cheerleaders and vuvuzuelas into the experience. Speaking on the initiative, Nikhil Desai, Managing Director, GTDC said, “We expect to attract visitors from across India Sachin Talwar, Director, Wow Events said, “The theme was and abroad. Various state and international tourism boards, finalised keeping in mind that the event and T20 Champions trade associations, resorts, MICE and tour operators, League were in the same month. Moreover, the event was corporate travel planners and allied industries have attended by around 450 top dealers of Hitachi Home and displayed keen interest in participation at the ITM-Goa this Life Solutions India Ltd.” year.” Impresario manages Kerala Travel CRI Events engaged Akzonobel deal- Mart 2010 ers “royally” The biennial Kerala Travel Akzonobel Car Refinishes Mart is in its sixth edition (India), a chemical and this year. Impresario coating manufacturer, Event Management organised an Awards Night managed the event held from September 23 - 26, 2010 at at Bangkok as an initiative to The Bolgatty Palace in Cochin. A total of 551 international felicitate their top 250 dealers and 1621 domestic buyers registered for this year’s mart. across the country. CRI Events bagged the mandate to Supported by the Ministry of Tourism, this year’s KTM was handle the event which was held on September 17 at indicative of the State’s preparedness to attract tourists Amari Watergate Hotel in Bangkok. from countries just recovering from global recession. Commenting on the event, Devopriya Das, CRI Events Harish Babu, MD, Impresario Event Management said, said, “The main objective of this event was to appreciate “Being a focused trade event, there was no on-ground the dealers for their remarkable contribution to the promotion to attract the public. The venue was transformed organization, keeping in mind the targets attained, and to give it a traditional but subtle Kerala feel to showcase to foster growth for the coming year. Since the company Kerala to the national and international buyers.” considered its top dealers as ‘kings’, they wanted us to weave a theme around that.” Green Room Media and Events managed NATCON IASO 2010 Novel Event Works organised Loca- The Mumbai Oncology tions Exhibition Conference 2010 Association organised the Novel Event Works Corporation NATCON IASO 2010 on Ltd organised and managed September 16 at Taj Lands the eighth edition of ‘Locations For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com End, Mumbai. The conference Exhibition Conference 2010’ was held to spread cancer held on September 24 - 25 at Novotel hotel, Mumbai. It was awareness among the doctors and general public. a unique film tourism event based on the concept ‘Films are Catalysts to Tourism’. The objective of the awards was to Dr. Dhairyasheel Savant, Organising Secretary, NATCON recognize and acknowledge strategic exposure given to a IASO 2010 said, “This was the 24th edition of the event. The location or country through Indian films. conference had over 80 speakers and panelists and was attended by over 250 people. There was a special workshop Sudhanshu Hukku, MD, Locations said, “Film tourism at the Raheja Hospital wherein renowned doctors performed illustrates the fact that film and television productions impact surgeries on patients for a whole day and these were telecast travel decisions of the Indian masses. The event saw 200 live to students and attendees at the workshop and several per cent growth from its inception. This year, there were 12 discussions were held.” exhibitors and around 350 visitors.” LIVE October 2010, EXPERIENTIAL MARKETING 09

Lux Sandal Southscope Cine Awards Showtime Group manage launch 2010 held at HICC event of AFNET project South Indian film-based magazine, ‘Southscope’ announced the Showtime Group bagged first edition of the ‘Lux Sandal the mandate to manage Southscope Cine Awards’. the launch event of The publication organised the AFNET project for the Indian Air Force at Subroto Park awards ceremony at the HICC on on September 14. The event was sponsored by HCL September 19, 2010. The theme Infosystems and Cisco, which joined hands with BSNL to for the awards was ‘South is One’. create the secure communication network.

Moorthy Sreenivasulu, MD and On the event, Avik Prabhu, VP - Western Region, Publisher, Southscope said, “We wanted to honour the Showtime Group said, “We wanted to create a once-in-a- originality and excellence of filmmakers, actors, technicians lifetime experience for the attendees and showcase one of and artists across the four South Indian film industries. The the best and most secure communication networks to the South Indian film industry can teach the world to break assembled audience. With this in mind, and the Air Force cultural barriers.” being an integral part of the proceedings, we virtually transported them to an air defense command centre in SOI announces ‘SOI Dandiya Barnala to experience a live intrusion of the place.” Mahasangram – Contest 2010’ Mumbai Ganesh Utsav 2010 hosts SOI Live Marketing and Events has announced its annual navratri several consumer engagement event, ‘SOI Dandiya’, beginning initiatives on October 8, 2010. This year, Politician Shirish the agency has launched ‘SOI Parkar organised Dandiya Mahasangram - Contest the second edition 2010’, which will reach out to of the Mumbai participants across Gujarat and Ganesh Mahotsav at cities including Mumbai, Delhi, Indore, Jaipur and Kolkata. Sathye College from September 16 at Himanshu Shah, Chief Mentor, SOI Live Marketing and Vile Parle, Mumbai. Events said, “We wanted to extend the event’s reach beyond The seven-day event was primarily a cultural activity Gujarat. Through this contest, we are sure to reach a wider showcasing Maharashtra’s talent. audience for the brands we will be associating with. The contest will crown winners across various categories and Rasika Kulkarni, MD, NSE Events and Centre Director of they will be featured in Gujarati publications.” EMDI, Thane said, “Everyday, the event was attended by over 400 people while the grand finale was attended by Fountainhead manages Smirnoff over 2,500 people.” Nightlife Exchange Project in India Shobiz managed Tata Crucible - The Smirnoff will soon present Business Quiz 2010 the first edition of the Smirnoff Nightlife Exchange Shobiz Experiential Communication Project. Positioned as a managed the seventh edition of unique initiative that will ‘Tata Crucible - the Business Quiz For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com enable people to experience 2010’. The initiative commenced the nightlife of another country, the event will be organised on August 21, traveled to 19 cities and culminated with simultaneously across 14 countries on November 27. In a grand finale in Mumbai on October 3 at the Taj Mahal India, the initiative is managed by Fountainhead Promotions Palace Hotel. Tata Crucible - The Business Quiz sought and Events. to bring together the sharpest young minds in India to an annual quizzing platform for the corporate world across Abanti Sankaranarayanan, Marketing and Innovation all sectors. Director, Diageo India said, “The Smirnoff Nightlife Exchange Project is an ambitious undertaking, the likes of Sameer Tobaccowala, CEO, Shobiz Experiential which has never been attempted before by any brand. The Communications said, “We have been managing the ‘Be There’ campaign of Smirnoff is all about doing things event for five years now. Earlier, the event used to be held differently and constantly challenging ourselves.” in 12 cities and this year we are taking it to 19 cities.”

Sports Rush October 2010, EXPERIENTIAL MARKETING 11

Wizcraft to manage 2011 World Cup Procam to manage Mahindra Youth opening ceremony Football Challenge The Mahindra Group’s Wizcraft International will manage commitment to promote the opening ceremony of the 2011 football at the grassroot level World Cup to be co-hosted by took its first step with the Bangladesh, India and Sri Lanka. launch of the Mahindra Youth The ceremony is scheduled to Football Challenge (MYFC), an under-14 School Football be held on February 17, 2011 at the Bangabandhu National Tournament-cum-Talent Hunt. The company has partnered Stadium. It is believed that the budget for the ceremony will with the Celtic Football Club, who will train and develop be 3 million dollars and will include live entertainment, special the young talent identified through this initiative. Procam effects and surrounding activities during the ceremony. International has been roped in to manage the six-city event.

While not willing to disclose the details, Sabbas Joseph, Peter Lawwell, Chief Executive, Celtic Football Club said, Director, Wizcraft said “The event will be a showcasing of “We are delighted to accept this invitation to visit India and the sub-continent, i.e. India, Bangladesh and Sri Lanka. take part in the MYFC and we hope to establish a positive Audiences will sense the dreams and aspirations of each and enduring connection in the country. Celtic will always be country of the sub-continent in the content of the event.” much more than a football club and our social dimension will always be of paramount importance importance.” Sport Tourism report to be launched at WTM YAI ropes in Thyme to manage India Top travel and sports International Regatta 2010 officials gathered in London Thyme Advertising and for the announcement of Services partners Yachting a new annual report that Association of India (YAI) will examine the dynamics as the event agency and and potential of the Sport marketing partner for the Tourism industry, which India International Regatta is currently pegged at USD 600 billion. The 2010 Sport 2010. The event, which is Tourism Report will deliver a 360-degree overview of the for participants below the travel industry’s fastest growing sector, highlighting the age of 19 years, will be organised in Chennai from October current market leaders and presenting a road map for 3 – 10. lucrative opportunities within the Sport Tourism industry. Commenting on the IIR, Ajay Narang, Joint Secretary The publication will be launched at World Travel Market in General, YAI said, “We expect 120 participants from over London on November 8, and will have a global reach to an 14 countries. We are planning on a unique activity wherein, estimated 200,000 travel and tourism professionals. with the help of the latest technology, we will use remote controlled cameras attached to radium balloons to capture Newly launched ‘Ignitee Sports’ the regatta from the top angle in the middle of the ocean.” announces Dubai Super Sixes Seagram’s Fuel partners Liverpool Ignitee Digital Solutions has launched Football Club its sports division ‘Ignitee Sports’, which Pernod Ricard, through will focus on sports related business its brand Seagram’s Fuel and projects. The division starts off has inked an association For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com with the Dubai Super Sixes as their first with Liverpool FC, the international corporate cricket format, renowned English football club. Gameplan Sports to be held from Oct 1-15, under the auspices of the Dubai was responsible for the Cricket Council. The tournament will be staged at the Dubai collaboration where the brand has become the Regional Sports City and will feature 48 teams. Marketing Partner of the club in India.

Speaking on the occasion, Atul Hegde, CEO, Ignitee Digital Ian Ayre, Liverpool Football Club’s Commercial Director, Solutions said, “Ignitee Sports will focus on niche premium added, “This deal represents a further commitment to sports properties with both offline and online manifestations. engaging with our fans in India and reflects the rapidly Dubai Super Sixes is slated to launch in three more countries growing popularity of the Barclays Premier League, and in spanning the far east to the middle east. The global online particular Liverpool FC, within the country. We look forward version of the game launches in early 2011.” to some exciting times with Fuel.”

Media Active October 2010, EXPERIENTIAL MARKETING 13

Marina Bay Sands to host Zee Cine Big Live announces Big Gujarati Awards 2011 Entertainment Awards 2010 Marina Bay Sands and Zee On the heels of its other regional Entertainment Enterprises music award properties, Big Ltd. announced that this year’s Zee Cine Awards will be Live announced the launch held at Marina Bay Sands on of Big Gujarati Entertainment Awards 2010. Felicitating the January 14, 2011. The awards entertainment industry for the Gujarati region, the awards will ceremony will be held at the be presented to recognise and celebrate outstanding talent Sands Expo and Convention across the film, television and music industries. The grand Center. The event will include finale will witness a Gala Awards Night graced by stalwarts from a variety of performances the Gujarati Music and Entertainment industry. from India’s best choreographed dances to hit songs from the nominated movies of the year. Arjun Singgh Baran, Business Head, IP Properties, Big Live said, “ India has rich talent across its regions, several of them Mohan Gopinath, Business Head, Zee Cinema said, never getting due credit for their excellent work. These awards “Hosting this event will reinforce a number of characteristics have been instituted to recognize and honour our regional that represent India and Singapore - openness, tolerance, entertainment torch bearers.” hospitality and creativity - while also showing the many art and cultural possibilities.” UTV Action organised ‘Panja’ Invision Entertainment handled Zee competition at media agencies Nites in Mauritius and Malaysia UTV Action visited media Invision Entertainment agencies across Mumbai, bagged the mandate to Bengaluru and Delhi in direct and manage Zee Nites September to give them in Mauritius and Malaysia. a chance to engage in The events took place on the UTV Action Panja September 18 in Mauritius Championship. This and October 2 in Kuala Lumpur. Around 3,000 people attended each of the shows. competition was held keeping in mind the global standards of arm wrestling. Following this, the activity will be taken to Gagan Takyar, Director, Invision Entertainment said, colleges and other youth hangouts in October or November. “Zee Nites is a format that Zee Network uses in most of their international markets. These were three-hour live Commenting on the initiative, Kunal Mukherjee, Marketing entertainment events using popular Zee stars from their Head, UTV Action said, “UTV Action is all about true action non-fiction shows like Dance India Dance, SaReGaMaPa and with this competition, we involved our partners and stars and the popular daily soaps. The events were shot colleagues in experiencing every action zone that UTV and aired on the local beam of Zee Network in Malaysia Action ventures into. We will be following it up with a and Mauritius.” championship for the masses across several cities.” Volkswagen and NGC announce Magna Mags organised ‘Pune Citadel ‘Innovations For Everyone’ campaign Extravaganza’ Volkswagen and In order to celebrate NGC announced the 18th anniversary of ‘Innovations For Citadel magazine, Magna Everyone’, an ini- Publications Group tiative to identify For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com organised an event titled the potential of in- ‘Pune Citadel Extravaganza’ novations that could on August 28 at Le Meridien in Pune. The event comprised lead to technological of several performances by renowned artists and a beauty or scientific breakthroughs to help improve the quality of contest ‘Mr. and Ms. Pune’. life. Marketing Solutions won the mandate to manage the launch event of the initiative at Shangri La in Delhi on Sep- Shivendra Parihar, Head of Marketing, Magna Publications tember 13 said, “Citadel Extravaganza is a celebration of the true spirit of Pune. This is an annual event that has been taking place Keertan Adyanthaya, MD, Fox International Channel and for the past eight years. The event had performances from NGC Network India said, “There is immense creativity and music bands, Indian dance troupes and a dance troupe potential in our country; this initiative provides budding in- from Australia.” novators an opportunity to put their ideas to the test.” Industry Watch Agency October 2010, EXPERIENTIAL MARKETING 14

Mudra Group unveils new Percept restructures Kwan and identity ‘Percept Entertainment’; Geetha Arts After turning 30 with a bang earlier this year, the Mudra Devraj Sanyal rejoins join hands Group has unveiled a fresh brand identity. Water, the Percept has restructured its Branded Content, Brand to form Art- Mudra Group’s strategy and entertainment business, by Activation and Promotions. design unit, crystallised the segregating the Services, Mudra Group’s new brand Assets and Content Percept has also announced ist Alliance platform as Inventive Brand businesses to create three the launch of its new Solutions, which is based distinct verticals. Strategic Business Unit Entertainment and market- on the pillars of empathy, (SBU) - ‘Percept Activ’. The ing company Kwan has tied experimentation, expres- Devraj Sanyal has come unit will focus on Brand up with production house sion and dynamic integra- back on-board to take Activation projects which Geetha Arts to form ‘Art- tion. over as the CEO of Percept will function in the domain ist Alliance’, claimed to be Sports and Entertainment. of below-the-line brand India’s first Entertainment The Mudra Group will now communication activities, Marketing Agency focused offer four agency networks The Services vertical encompassing promotional on Southern Cinema. - Mudra India (the Branding entitled ‘Percept Sports activation and event based and Communications agen- and Entertainment’ will activation. The new company will rep- cy), DDB Mudra (the Influ- comprise of Experiential and licate KWAN’s business ence and Behaviour Change Entertainment Marketing, Sanjay Shukla will head the model in Southern Cinema agency), Mudra MAX (the Sports Management unit in his new capacity as working in the areas of ce- Integrated Engagement and Marketing, Event the COO. Prior to this, he lebrity management, movie and Experiential Agency) Management and Marketing, was the National Head - marketing, in-film place- and Ignite Mudra (the Part- Celebrity Endorsements Brand Activations, PDM. ments, casting, television nership for Entrepreneurs and Talent Management, and event sponsorships. agency). Approach Communica- Wings opens ‘Wings tions foray into House’ in Bengaluru

Wings Group of Companies two significant occurrences Celebrity Management have announced the launch for the company. The of three initiatives along mother company which with the establishment is the Brand Activation and Engagement of its new office, ‘Wings division would be offering House’ in Bengaluru. seven services which Public Relations (PR) representatives in all the makes the division very agency and Marketing major cities of India. The new initiatives - Wings clearly focused on providing Communications firm, Infrastructure, Wings holistic BTL solutions to our Approach Communications The PR and marketing School of Music and Wings clients.” has announced its foray into communications agency Conference Center - will Celebrity Management and claims to have already aid the brand activation Commenitng on the Engagement Services under chalked out a complete company service its clients objective of this new a new division. strategic plan for the some across more spectrums of structure, Samuel of its existing clients. work. added, “Each vertical has The agency is based specialised personnel. The in New Delhi with its The agency will work Commenting on the idea is to get clients to offices in Mumbai, in the fields of film and initiatives, Arun Samuel, experience the complete Dehradun, Chandigarh sports personalities along CMD, Wings Group of BTL solution under one and Muradnagar, and also with other talent from art, Companies, said, “The roof.” claims to have a network of culture, music, and others. launch of Wings House has October 2010, EXPERIENTIAL MARKETING 14 Industry Watch Destination October 2010, EXPERIENTIAL MARKETING 15

USTA targets Indian travelers Assam Tourism Korea Tourism with September Trade Mission to introduce Organisation luxury River The U.S. Travel Association worldwide. Arrivals from announces (USTA) organized its fourth India to the United States Cruise Tourism annual sales and media are projected to grow 72 roadshow in mission in India. The aim of per cent between 2010 the event was to meet India and 2014 (from 615,000 to Assam Tourism has en- Delhi tourism representatives, 1,058,000). tered into an arrangement Korea Tourism Organisation promote business, meetings with Faridabad based-Far (KTO) has announced and leisure travel to the Twenty delegates Horizon Tours to operate a a roadshow in Delhi to United States. from the U.S. visited luxury river cruise vessel. promote the country as Mumbai, New Delhi, Speaking about the devel- a MICE destination. The According to the U.S. Chennai and Bengaluru opment, Monalisa Goswa- roadshow, scheduled in Department of Commerce, to promote US. Sartha mi, Director Tourism, Gov- October, will pave way for Office of Travel and Marketing Consultants are ernment of Assam stated, other promotional events Tourism Industries, India is representatives of the U.S. “We have had river cruises and activities by the among the fastest growing Travel Association in India. operating on the Brahma- organisation to attract MICE emerging travel markets putra River. However, the players from India. new cruise will significantly Bhutan add value as it will help el- Commenting about the evate the standards of River marketing initiatives, Chul Cruise Tourism in the re- Soo Lim, Deputy Director, Gujarat govt looks to in- gion. It will also be the first KTO New Delhi office, said, offering for the luxury seg- “Till now we have been announces crease ment. We expect it to be the promoting our brand through most luxurious river cruise billboards, brochures, policy to pro- in Asia as we plan to cash print ads (magazines and annual tour- in on the experience of Far newspaper), sponsoring Horizon Tours who have op- the travel trade events, mote hotels ist numbers erated river cruises at the participating in travel backwaters of Kerala.” fairs, shows and expo and and Medical showcasing Korea through to 1,00,000 The river cruise will have 29 TV programs etc. KTO is now Tourism Bhutan is looking to triple cabins, spa and four decks. planning a MICE road show its annual number of visi- The river cruise experience in October in New Delhi. We According to a PTI report, tors. Jigme Thinley, Prime will be offered at rates of are planning to do online in a bid to boost tourism Minister, Bhutan has out- USD 300-450. The state promotion, joint promotion industry, the Gujarat gov- lined an expansion plan for tourism department is also with travel agents, FAM trip ernment has announced a the sector, setting a tar- receiving queries for devel- to South Korea for MICE policy which encourages get of 1,00,000 tourists by opment of floatels in the agents, corporate, leisure promotion in hospitality 2012. Brahmaputra River. agents and media.” sector and Medical Tourism. The Tourism Council of Bhu- Nitin Patel, Urban Develop- tan is planning to re-brand Stark Communications takes Kerala ment Minister, Gujarat said, the kingdom as ‘The Last Tourism to London “For promotion of hospital- Shangri-La’, a reference to a ity and medical services fictional Himalayan utopia. In one of its biggest mar- drew the who’s who of Lon- we have announced a new New destinations within the keting coups ever, Kerala don. The campaign will run policy that would encourage country are being opened Tourism unveiled its latest in cinemas across the UK stakeholders to make more to tourism, while hotels and destination campaign film, where the movie ‘Eat,Pray investments.” credit card infrastructure ‘Your Moment is Waiting’, to and Love’ is being shown are being upgraded. Mean- a star studded audience at and also on CNN Europe, Special provisions and re- while, more than 250 acres the Saatchi Gallery in Lon- targeting viewers in the key laxation have been intro- of land in south, east and don. source markets of Germa- duced for constructing hos- centre of the kingdom have ny, France, Italy, Spain, the pitals and hotels, as part of been earmarked for tourism The red carpet event during Netherlands, Switzerland this policy. resorts. the London Fashion Week and Belgium. Industry Watch Hospitality October 2010, EXPERIENTIAL MARKETING 16

Taj West End ranks 1st The Westin Gurgaon, New Royal Orchid in India and 2nd among Hotels charts the Top Business Delhi to open in October Hotels in World expansion plans The Westin Gurgaon, New ing capabilities in India. The Taj West End¬, Banga- Delhi, the fifth Westin prop- Indian hotel group Roy- lore has been adjudged 2nd erty in India will open in The hotel will feature 313 al Orchid Hotels Limited amongst the top overseas October 2010. The hotel gi- guest rooms and suites (inis moving ahead with its business hotels in the World ant recently introduced the cluding ‘Aura’ guestrooms expansion strategy. The in the prestigious “Conde Westin brand in India and specially designed for sin- group is opening the fol- Nast Readers Travel awards now operates four hotels: gle female travellers), lowing 5-star business Ho- 2010”. The hotel topped The Westin Mumbai Gar- 1,360 square metres of tel Royal Orchid properties: on various parameters in- den City, The Westin Pune indoor meeting space, in- 266-room Hotel Royal Or- cluding service, value for Koregaon Park, The Wes- cluding a ballroom with the chid, Hyderabad (2010); money, comfort and luxury tin Hyderabad Mindspace highest ceiling in the re- 139-room Hotel Royal Or- offered to the guests. The and The Westin Sohna Re- gion, 820 square metres of chid, Jaipur (2010); 150- Taj West End scored an im- sort & Spa. The opening of garden space as well as six room Hotel Royal Orchid, pressive 93.22 points out of the new Westin in Gurgaon meeting rooms with natural Dar Es Salaam, Tanzania 100, just marginally behind will strengthen the Westin light. (2011); and in Shimla, In- The Peninsula Hong Kong brand’s presence and meet- dia (2012). who scored a 93.79. Hotels.com survey : Indian travellers Sanjay Sood, General Man- HRAH ager, Taj West End, Banga- spend more on hotels than Brits, lore, said, “The readers of demands Conde Nast are considered Germans and French in Q2 of 2010 to be the most sophisti- cated and discerning by waiver of According to the Hotels Topping the list are the US nature, and being voted in Price Index by Hotels.com, travellers who were the top two overseas business Luxury Tax Indian travellers are ahead biggest spenders when hotel is an achievement in of citizens from countries they travelled abroad itself.” such as UK, Italy, France, according to the Hotels.com in Haryana Germany in terms of hotel Hotel Price Index, spending Wyndham Ho- Hotel & Restaurant Asso- spending. On an average, Rs 7, 338 on an average ciation of Haryana (HRAH) Indians spent Rs 6, 816 when travelling overseas. tel Group signs has demanded complete while travelling overseas, Travellers from the US are waiver of Luxury Tax (LT) compared to Brits who followed by those from agreement with in Haryana. The Associa- spent Rs 6,604 while the Russia and Japan, who Planet Hollywood tion, along with Haryana French paid Rs 6,086 and spent Rs 7, 164 per night Chamber of Commerce & Germans Rs 5,980 for a on hotels in Quarter Two of Hotels Industry, has submitted a hotel room per night in 2010. memorandum to Bhupin- Quarter Two of 2010. Wyndham Hotel Group has der Singh Hooda, Chief signed a license agreement Minister, Haryana for the with Planet Hollywood Re- same. Taj Hotels launches new brand sorts International, to fran- chise the Planet Hollywood Haryana government cur- identity, ‘Vivanta by Taj’ Hotels brand and provide rently charges 10 per cent management services glob- LT on hotel’s room actual Taj Hotels Resorts and Pal- marquee hotel, Vivanta by ally. tariff, which is above Rs aces announced the sec- Taj - Whitefield, Bangalore. 2,000. When LT was fixed ond phase of their brand This follows the highly suc- Wyndham Hotel Group will last time, the state had architecture exercise with cessful launch of their Up- offer developers the choice set 10 per cent LT on tar- the roll-over of 19 hotels scale brand - The Gateway of various levels of enter- iff above Rs 800. The hotel to their new brand, Vivanta Hotel - exactly two years tainment-based concepts association had taken up by Taj Hotels and Resorts, ago. Showtime Events was for hotel development op- the issue with the govern- slotted in the 5-Star Upper mandated to handle the portunities based on ho- ment and got the minimum Upscale segment. The an- two events for announcing tel or resort size and geo- tariff for LT raised to Rs nouncement was made at the launch in Bengaluru. graphic location. 2,000. a gala event at the brand’s October 2010, EXPERIENTIAL MARKETING 16 Industry Watch Events October 2010, EXPERIENTIAL MARKETING 17

Hong Kong 5th International Sports Event Guangdong Busi- Management Conference ness Conference 2010

2010 “The Hong Kong- Now in its fifth year, ISEM is November 3 – 4, 2010 at sential in-depth workshops, Guangdong Business an industry event for sports the Twickenham Stadium, structured business net- Conference in New Delhi industry professionals, in- London, UK working sessions and a pre 2010” will be held in New ternational and national conference meeting plan- Delhi on October 27, federations and represent- ISEM 2010 is the first col- ning tool. 2010, jointly organised atives of local and national laboration between In- by the Hong Kong Special governments that need forma Sports Group (ISG) The conference will also Administrative Region to understand and ensure and Rushmans. This years’ feature the well-known Government (HKSARG) and successful planning and de- event will now feature a Sports Event Management the People’s Government of livery of sports events. number of new elements Awards presentation dinner Guangdong Province. including a two-day confer- - a highlight of the event The event will be held from ence programme, two es- management calendar. The objective of the conference is to give AAAI the Indian business communities a better 25th Annual Exhibit organize understanding of the economic development of Young Spikes Hong Kong and Guangdong Design Awards as well as their favourable Integrated Com- investment environment. EXHIBITOR Magazine’s 25th anniversary. 25th Annual Exhibit De- petition 2010 Celebrating 20 sign Awards, honoring the Judges include well-known Young Spikes Integrated world’s best trade show ex- designers from across the Competition, India con- Years of Advanc- hibit designs, is accepting globe. Winners will be fea- ducted by the Advertising entries. tured in the May issue of Agencies Association of ing the European EXHIBITOR magazine. India (AAAI), at the initia- Designs launched between tive of the Times Group is Business Travel December 1, 2008, and The early bird, discounted a challenge to young ad- December 1, 2010, can be deadline is November 19, vertising professionals in Industry entered in 19 categories – 2010. The final deadline India to develop an inno- including 10 new categories for entries is December 10, vative strategy. ACTE Global Education in honor of the program’s 2010. Conference will be held All participating teams of in Berlin, from October two submitted a presen- 3 – 5, 2010 The 20th An- tation board summarizing nual ACTE European Con- Green Building the campaign along with ference, is targeted to the two pieces of supporting leaders of the global busi- material in response to a ness travel industry. Convention 2011 given brief. These entries INIS Enterprises an- were then presented to This conference is an in- nounced the 2nd edition of GBC is an initiative de- and judged by a panel of dustry event dedicated Green Building Convention signed to promote and experts. to bringing together hun- 2011 (GBC’11) – An inter- popularize the concept of dreds of senior level busi- national event focused on Green Buildings in the de- The selected team got an ness travel executives from Sustainable Development & sign, construction and op- opportunity to participate around the world to learn, Eco-friendly Construction, eration of building projects in the Young Spikes Inte- share and network over scheduled to be held at and serves as a platform to grated Competition held sessions related to latest Nehru Centre, Worli, Mum- showcase the latest prod- in Singapore, as part of trends and developments bai (INDIA) from January ucts and innovations in the Spikes Asia, on September in the European Business 20 - 22, 2011. industry. 19 - 21, 2010. travel sector. www.eventfaqs.com Oct 2010

VOLUME 1 ISSUE 6 `100/-

B for Brand I for Influencer

Schools: Playground for Brands

October 2010, EXPERIENTIAL MARKETING 03

ExM is a monthly magazine from EMDI Web Solutions Pvt Ltd, publishers of India’s only platform for events and experiential marketing - www.eventfaqs.com. It’s all happening here

Ramesh Patil [email protected] [email protected] +9122 2605 7539

Britian Ready for your business 18

Kyoorius DesignYatra 2010 Creating Order in Chaos 24

Lakmé Fashion Week Winter/Festive 2010 30

KBC 4 launches in style 34

Making a statement Kingdom Of Dreams 36

Schools: Playground for brands B for Brand I for Influencer 38

The EEMA Update Brian Tellis, President, EEMA and Chairman, Fountainhead Promotions and Events 44

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Hong Kong 5th International Sports Event Guangdong Busi- Management Conference ness Conference 2010