Experiential Zones!

4 FEB 2012

MAIN ISSUE 76 PAGES INCLUDING COVERS | VOLUME 2 | ISSUE 10 ` 100/-

SPECIAL REPORT Stalls.. Pavilion.. EXPERIENTIAL ZONES!

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Brands evolve their presence at the 11th Auto Expo 2012 p 22 Experiential Destination leaps into Delhi p 16 Market Pulse: Open the new year with happiness An interview with Anupama Ahluwalia, Vice-President Marketing, The Coca Cola Co. p 52 Shop your way to change with fair trade Also Featured: An interview with Seth Petchers, CEO of Shop for Change Fair Trade p 54 Bringing Brands to the People p 56 RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th8th of of the the month month 4 February 2012, EXPERIENTIAL MARKETING 03

It’s all happening here EDITORIAL TEAM: KARISHMA HUNDALANI [email protected] +91 98212 80003 The month of January has come to be one of the most KARAN IYER interesting months for all at EVENTFAQS. The New Year [email protected] +91 80977 68788 starts with much celebration as WOW Award entries trickle SHACHI TAPIAWALA [email protected] +91 98336 21173 in. The trickles of course turn to a downpour as the deadline ASHLIN MATHEW approaches towards month end. [email protected] +91 99480 50044 RACHEL GEORGE The more interesting aspects though are to learn of a variety [email protected] +91 98197 77983 RACHAEL RAJAN of new stakeholders to the experiential marketing industry as [email protected] +91 97660 71741 we get introduced to new applicants each year. As we use the CONTRIBUTORS opportunity to acquaint newer entrants to the process of the Roshan Abbas, MD, Encompass DESIGN TEAM: WOW Awards and re-affirm repeat entrant of the improved VINAYAK ALLE process, what we’re left with is a feeling of exhilaration; A PRASAD KARAMBAT high from the spirit that thrives in the experiential marketing MARKETING SERVICES: VISHAL NAGDEV industry. [email protected] +91 98212 24987 ARNOB BANERJEE There’s a sense of pride that resonates amongst us as [email protected] +91 98195 40004 another result of this process. Pride from representing and TANVI ASHER [email protected] +91 92245 72293 being a part of an industry with such passion and undying SHABNAM CHARANIYA focus. And of course we share the pride and belief of all the [email protected] +91 80077 96990 applicants to the awards, because that’s the truest sign of CAROL SANIL [email protected] +91 98203 63042 the continuous evolution and growth of this industry. CIRCULATION: RAMESH PATIL And if all this emotion wasn’t enough, every other January [email protected] ACCOUNTS & ADMIN: also features the one event that not only brings together, but PURVESH BHATT also showcases this industry like no other. The 11th Auto [email protected] Expo saw the culmination of stakeholders of the experience creation industry at their best. The property over all has received some criticism, but we can be sure in this particular ExM is a monthly magazine by EVENTFAQS, case, it’s not the parts of the exhibition that reflected the whole. publishers of India’s only platform for events and experiential marketing - www.eventfaqs.com.

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This issue contains 76 pages including covers CONTENTS 4 February 2011, EXPERIENTIAL MARKETING 04

Experiential Destination

leaps into Delhi 16

Cover Story

Stalls.. Pavilion.. EXPERIENTIAL ZONES! 22 Brands evolve their presence at the Auto Expo 2012

Also Featured In Focus Brands engage on Republic Day 34

Standard Chartered 42 Mumbai Marathon receives national marathon status

Anupam Bansal Manik Dhodi Kunal Mukherjee Anooj Kapoor Liberty Group Shipra Group UTV Action SAB TV Clean India campaign 45 brings India Gate alive Bringing Brands to the People 56 Brands using audience-ready venues to create experiences

Heineken refreshes the 48 Submerge Goa Project

Market Pulse

Open the new year with 52 Shop your way to change 54 happiness with fair trade An interview with Anupama Ahluwalia, An interview with Seth Petchers, Vice-President Marketing, The Coca Cola Co. CEO of Shop for Change Fair Trade

GLIMPSES 68

66 67 71 72 6973 RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th8th of of the the month month Promo Power 4 February 2012, EXPERIENTIAL MARKETING 06

SABMiller launches second leg of DB Group’s Bhaskar Champs Club ‘Respect the Road’ campaign hunts for the brainiest kids of 2012

SABMiller India introduced the For its fourth second leg of the ‘Respect the Road’ initiative in a row, the campaign, which kick-started in Bhaskar Champs Gurgaon in October and will continue Club has introduced till March. The campaign was ‘Brain Hunt 2012 conceptualised keeping in mind the - the quest for wonder kidz’. This engagement activity possibility of drunken driving cases, kicked off on Jan. 11 and will conclude in March. Vinay considering the festive fervour. Maheshwari, VP Sales & Market Development, Dainik Bhaskar said: “Brain Hunt 2012 will enable students Meenakshi Sharma, VP-Sustainability and Communications, to ‘Imagine a Whole New World’, ‘Experiment with SABMiller India said: “Responsible drinking behaviour the facts’, ‘Visualize the unseen’ and ‘Think Unlike’.” is a core sustainable development priority for SABMiller worldwide. In India too, we are engaged in promoting The activities in the workbook will test students’ responsible alcohol consumption. We have expanded the creativity and innovation. With the benchmark of the scope of activities under this campaign to motivate people success of their previous initiatives, ‘Brain Hunt 2012’ to follow traffic rules and not to mix drinking and driving.” aims to hit a participation level of 2.5 lakh students. WIAA takes Road Safety Week to Road Machdar Motorsports takes ‘My i1 Safety Fortnight Day’ to school Road Safety Week is an annual Machdar Motorsports announced programme organised in January the launch of ‘My i1 Day’, by the Western India Automobile a nationwide road safety Association. This year, the property program targeted at school went on for a fortnight outside Islam children. The initiative was Gymkhana, Marine Drive, Mumbai, launched at Baldwin Boys High School, Bangalore on from Jan. 2 to 15. Motif Advertising Jan. 13. Scheduled to complete in about 45 days, the managed the event. program aims to reach 3,27,000 kids across 654 schools in 100 cities and build awareness about road safety. Nitin Dossa, WIAA Chief and convener, Road Safety Week said: “We endeavour to make roads safe for motorists and Darshan M, MD & CEO, Machdar Motorsports said: “It gives pedestrians. Thus, the week involved training the drivers me immense pleasure to launch ‘My i1 Day’ across schools of public transport.” The event saw lectures on road safety in the country. We initiated the program keeping in mind for auto drivers, taxi drivers, and others. There were street the dates of the road safety week. Machdar, committed to players organised by the police traffic control branch. keeping kids safe on and around the road, is now reaching out to schools to build awareness about road safety.” Loop Mobile introduces and promotes group scheme Pentagon partners Bisleri to launch a new campaign and brand mascot Loop Mobile introduced a ‘member get member ‘ scheme and roped in Bisleri launched a new Oaks Management Consultancy campaign, ‘Protect to promote the scheme in the ones you love’, For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com Mumbai, Thane and Vashi from and unveiled the new Jan. 12 until the first week of Feb. brand mascot, Bissi, across malls in Mumbai, Delhi and Bangalore, from Dec. 24 till Jan. 22. Pentagon Activations Oaks Management Consultancy promoted the scheme with was appointed to come up with an on-ground consumer promoters who interacted with people, and by organising engagement. As per consolidated results for Dec. and road shows. The agency is also organizing flash mob Jan., the activation generated more than 2 lakh eyeballs activations in malls and colleges. Around 6 lakh people across the cities, with about 2,500 active engagements. are expected to be engaged. Rahul Gomes, Director, Oaks Management Consultancy said: “We have been Khushbu Vaid, Director, Pentagon Activations said: “Our associated with Loop Mobile for the past five years. We are conceptualization and framing of the campaign and our the company’s internal in-house BTL activation agency for eye for detailing in terms of our pre-planning during the strategy management.” execution is what won us the pitch.” MICE 4 February 2012, EXPERIENTIAL MARKETING 07

India International Consumer Fair ACRECONF India 2012 talks green brings top brands to Mumbai The Delhi chapter of The India International Indian Society of Heating, Consumer Fair, held at Refrigerating and Air- the Bandra Kurla Complex Conditioning Engineers in Mumbai until Jan. 6, organised the largest showcased electronic products, technical conference related to building design, ACRECONF automobiles, handicrafts, India 2012, with Attitude Events. Held at the India Habitat home furnishings and kitchen Centre on Jan. 12 and 13, the conference followed the theme, appliances. The expo had a ‘Reviving Mother Earth through Better Building Design’. variety of products from national and international brands, including participants from China, Thailand and Turkey. “ISHRAE and other entities are working to promote the concept of net-zero energy buildings and the use of energy- “For seven years, we have been hosting this exhibition in efficient equipment to reduce the carbon footprint of the almost every major city. We showcase products required in construction industry. ACRECONF is yet another step in every household, so we know there is exponential growth achieving the goal of an energy-efficient and green India,” in the property,” said Umesh Chandra Pandey, CEO, IICF. said Ashish Rakheja, Chairman, ACRECONF India 2012.

WATSummit 2012 discusses ‘Dawn of ICICI Group organises ‘Celebrating Digital Age’ the Spirit Of Leadership’ WATSummit 2012 - Dawn ICICI Group of Companies of the Digital Age was held annually organises an at Holiday Inn in Mumbai on event titled ‘Celebrating Jan. 20 and 21. The summit the Spirit Of Leadership’ on aimed to bring together Jan. 5, which felicitates 120 gurus from the digital and advertising space, along with of the top achievers from its group of companies. Through digital media professionals. This was the second edition of this, the company aims to honour the employees who are WATSummit and around 200 people attended the event. leaders in their respective departments. The event was held at the SRPF Poolside Lawns, Goregaon East, Mumbai. Rajiv Dingra, CEO and Founder, WATMedia, said: “Our Encompass was involved in this project as a partner. belief is that we are witnessing the dawn of the digital age Around 650 people were engaged through the event. wherein usage of tablets, internet, mobile and devices that connect one and all is on the upswing. Our endeavour is Megha Ghosh, Account Director-Client Services, to bring industry stalwarts on one stage and bring to light Encompass said: “ICICI Bank is one of our key clients and ideas and insights that are powering this dawn.” this event is one of their most important events. We have been working with them on this project for seven years, and Click Asia Summit held in January the challenge is to out-do the previous year in all senses.” Click Asia Summit 2012, ACC holds national meet at the beach Asia’s largest digital and mobile marketing ACC Ltd. held an all conference, expo and India management meet workshop, was held from for its leadership team Jan. 15 to 17 in Mumbai. from Jan. 14 to 16 at the For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com The summit created a forum for top marketing professionals to Novotel Varun Beach in congregate and create a marketplace for ideas and services Visakhapatnam, Andhra Pradesh. The three-day meet was that will help Asian companies get the marketing edge. managed by Razzmatazz.

The first day of the summit was a networking event and The event, which was inaugurated by Kuldip Kaura, gala dinner at The Comedy Store, High Street Phoenix. The Managing Director, ACC, was attended by top personnel second and third days had seminars and speeches and of the ACC team and deliberations were made on the was held at Taj Lands End, Mumbai. It was a platform for change they plan to see in the days to come. A number of mobile and online marketers, entrepreneurs, brand owners, eminent external speakers spoke at the event and shared content developers and digital-media experts to come their knowledge. Razzmatazz handled all aspects of the together and explore the possibilities of mobile and digital event including logistics, production, audio-visuals and marketing in Asia. entertainment. LIVE 4 February 2012, EXPERIENTIAL MARKETING 08

Seventh JD Annual Rock Awards German Film Orchestra Babelsberg kicks-off with build-up shows pays tribute to A. R. Rahman

Jack Daniel’s Rock Awards 2011, ‘Classic Incantations, the has slated its seventh edition German Film Orchestra to be held in February. The tour Babelsberg performs and finale are being organised in A.R. Rahman’ was a association with Rolling Stone India. five-city concert tour that took place from The property is seeing a series of Jan. 20 to 29 across Mumbai, Delhi, Chennai, Kolkata build-up shows across the country, and Bangalore. This concert was presented by Lapp in the form of open mic nights India under the aegis of the Year of Germany in India. featuring young undiscovered talent as well as established Rapport Global Events managed all aspects of the event. musicians. The series of shows will culminate at an invite- only awards show on Feb. 17 in Mumbai. The concert attracted over 12,000 young Indians who are accepting of new forms of expression. Dr. Marla Rolling Stone claims that it expects participation from nearly Stukenberg, Director, Max Mueller Bhavan and initiator of 150 bands this year. It also aims to reach out to around 10 the project said: “This event was a celebration of 60 years lakh people through its promotional activities. of diplomatic ties between the two countries.”

Second edition of Mahindra Blues Goa parties at Times Food and Festival to be held in February Nightlife Awards The Mahindra Group, on Jan. 5, Times Group Books, a announced the second season of division of The Times of the Mahindra Blues Festival. The India Group, organises the festival, promoted and produced Food and Nightlife Awards to by Oranjuice Entertainment, will be award the best restaurants, held on Feb. 11 and 12 at Mehboob bars, hotels and nightlife Studios, Mumbai. venues across 11 cities, and launched the Times Food Guide, which is updated Anand Mahindra, Vice Chairman & MD, Mahindra & each year. The mandate for organising this event in Mahindra said: “Our presence in various international Goa, Mumbai, Pune and Ahmedabad has been given to markets helps us in transplanting local performing arts Convergence Events and Promotions. The Goa event to other geographies, thereby connecting communities was held on Jan. 10 at The Grand Hyatt, Bambolim. around the world. The Mahindra Blues Festival is one such endeavour that seeks to promote a genre that has yet to “For the first time in Goa, we had 77 winners. Ineach receive the recognition it deserves in India and around the category, there were many new entrants and they had world.” diverse specialties,” said Anirban Mondal, Manager Events, Times Group Books. Cineyug manages the Mumbai Police Opeth to headline the second edition annual show of the Summer Storm Festival Cineyug Worldwide managed a show for Overture is organising the Mumbai Police on the second edition of the Jan. 7 at Andheri Sports Summer Storm Festival on For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com Complex, Mumbai, to Feb. 5 at Palace Grounds, celebrate their team spirit. This show will be aired on Bangalore. India, with Colors on Feb. 12 as a part of engaging consumers while its rapidly burgeoning metal following, will see Opeth celebrating Valentine’s Day. Manish Paul and Karishma performing as the headline act at the event. SuidArka from Tanna hosted the show, with segments being hosted Germany and Nothnegal from Maldives are among the by Ranbir Kapoor, Ajay Devgan, Rani Mukheerji, etc. international supporting acts for the festival.

The event, with 32-35 performances,. engaged 15,000 Arpan Peter, Co-Owner, Summer Storm Festival said: “We to 16,000 people. Mohammed Morani, Director, Cineyug look forward to introducing new and former bands who said: “We were responsible for getting the artists on board are talented and need a platform to perform. The event and managing the event. Cineyug has been managing this witnessed a crowd between the age group of 16 to 40 event for the Mumbai Police right from its inception.” years in the first edition and expects the same this year.” Sports Rush 4 February 2012, EXPERIENTIAL MARKETING 09

Fever Entertainment plans 10K run Monnet, Ispat & Energy announces for women the second Go for Gold campaign Fever Entertainment has Monnet Ispat & Energy announced come up with a 10K run for the relay torch run for the ‘Go for women, taking place at the Gold’ relay campaign on Jan. 20. end of March. The Women This year’s torch run will commence 10K run is targeted at the from Jammu and Srinagar on Feb. woman of today who is 10, culminate in Kanyakumari on health and fitness conscious, expresses herself and is May 27 and return to Delhi on May independent. Fever Entertainment will tie up with sports 30. The campaign pledges support bodies to support the event. to athletes who will attempt to put India on the world map in the forthcoming Olympics. “Though there have been many similar events in the past, none have been targeted exclusively at women. This Sandeep Jajodia, EVC & MD, Monnet Group said: “It is a novel concept is a huge success internationally and we are way to bring the country together for a noble cause. This will positive that it will be equally successful in India as well,” be as a major morale booster for our Olympian squad to give said Harshad Jain, Business Head - Fever (Radio and their best in the forthcoming Olympics.” The torch relay will Entertainment). travel across 50 cities and 6,486 kilometers over 104 days.

Audi Football Summit ushers in a new Airtel Delhi Half Marathon 2011 tops chapter in Indian football world Road Running rankings To raise the standard According the All-Athletics. of football in India, Audi com competition rankings, India kickstarted the the Airtel Delhi Half Marathon first edition of the Audi 2011, which took place on Football Summit with Nov. 27, has been ranked as a match between FC Bayern Muenchen and the the world’s top Road Running Indian national team at Jawaharlal Nehru Stadium, Competition in 2011 for men and Delhi on Jan. 10. Tiger Sports Marketing managed women combined, as well as for men and women separately. the event, which was witnessed by 42,000 spectators. These rankings are based on the participation of top athletes Michael Perschke, MD, Audi India said: “Audi has always in the marathon, along with the achieved results. The road believed in the power of innovation to drive change. Through running competitions were ranked in three categories this partnership, Audi India seeks to bring the world’s most based on the combined ranking of the men and women’s popular sport to India and provide a strong platform for its races, the men’s road running ranking, and the women’s budding talent.” road running ranking. The Airtel Delhi Half Marathon was adjudged No. 1 in all three categories. The right track experience at a price Right Stuff Events has Karbonn Mobiles comes on as the title sponsor for Hockey series organised ‘The Right Track Experience’, a track day Karbonn Mobiles announced which will be held at Buddh its association as the title International Circuit on Feb. sponsor for a hockey test For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com 19. The event is the first pay series between India and and drive track day that is open to all cars above 1000 cc. The South Africa. The ‘2011 Buddh International Circuit has been holding various events Karbonn Cup’ took place from Jan. 15 to 22 at the Major Dhyan with corporates and manufacturers where the organisers Chand National Stadium, New Delhi. This tournament also have been leasing the track especially to launch cars. served as an opportunity for the hockey teams to prepare for the Olympic qualifiers, which will be held later in the year. “We are the first event company that has hired the track with the objective of conducting a pay and drive track day Pradeep Jain, MD, Karbonn Mobiles said: “We were for all cars above 1000 cc. Our endeavour is to organise the pleased to host the Karbonn Cup and extend our support event for four more days, the objective being that anyone to the national sport. Being an Indian brand and hockey with a roadworthy car can drive to enjoy a track event,” said being the national sport, the connection goes a long way in Arjun Chopra, MD, The Right Stuff Events. establishing the lost glory of Indian hockey.” Ford - Auto Expo 2012, Imagination Ltd.

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PIX offers a Big Break for all MTV Roadies Season 9 hits screens PIX is back with a new campaign MTV Hero Roadies Season named ‘Big Break’ for the year 9 returns on screen to 2012, which will be organized by the take viewers on a journey internal team at PIX, along with event through the un-ventured agency 7ty7 Entertainment. To be a terrain of America. The part of this campaign, the participant new season began with the has to send in a one-minute video Delhi auditions which witnessed more than 10,000 persons clip of themselves enacting a Hollywood scene of their in attendance. The search to pick the deserving participants choice. then moved to Pune, Kolkata, Chandigarh and Hyderabad.

“PIX has always been a pioneer in engaging with its This year, MTV Hero Roadies has introduced ‘Everything or viewers. The channel’s latest offeringis new, fresh and Nothing’ as the motto. “Roadies has become more than a clutter breaking, with a unique proposition for our viewers. TV show. It’s a phenomenon. Such a wide cross section of Since the property is participation based, we have arranged people follow Roadies, across every possible screen that it for auditions in numerous colleges across the country. The just goes to show that there is a Roadie in every one of us,” winners will win a big campaign on PIX and get a chance said Aditya Swamy, EVP and Business Head, MTV India. to guest star on SET and SAB,” said Himmat Butalia, Marketing Head, Sony PIX. TOI becomes ‘nose paper’ on New Year’s Day Star Plus takes Survivor India to malls in Mumbai and Delhi On Jan. 1, TOI readers were taken by surprise To launch its new adventure reality when they received show, Survivor India, Star Plus their newspaper in conducted a promotional activity Chennai. While it in New Delhi and Mumbai. The looked the same, it had a pleasant smell of the oil used for channel, along with Collective lighting lamps. It wasn’t a regular newspaper. It was also a Heads, brought the Survivor ‘nose paper’ - carrying a pleasant fragrance. This innovation experience closer to its viewers was carried out for Dheepam oil, used for lighting lamps. at Inorbit Mall in Malad, Mumbai, and in New Delhi. The activity was “This was the first time a fragrance newspaper was brought conducted in Mumbai on Jan. 6 and in New Delhi on Jan. 4. out with a customised fragrance in the country, as far as I know. They were able to sample their fragrance with 2.75 “We wanted a controlled environment for safe execution lakh readers of TOI in Chennai,” said Ninan Thariyan, of the activities, so we opted for mall activations. We Associate Vice-President, Times Response, Chennai. conducted these activities on the show’s launch day. It let the audiences witness the Survivor experience live,” said Vh1 bags the account to telecast the Sameer Gupta, Senior VP Marketing, Star Plus. 69th Golden Globe Awards Viacom 18 launches new comedy The Golden Globe Award channel is bestowed by the 93 members of the Hollywood Viacom 18 Media has Foreign Press Association, expanded its portfolio of recognizing excellence in For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com brands in India with the launch of its sixth channel ‘COMEDY film and television, domestic CENTRAL’. Launched on Jan. 23, it is the country’s first and foreign. Vh1 bagged 24-hour channel dedicated to English language comedy the account to air the 69th edition of the awards live on its content. The channel will have a mix of all genres within channel on Jan. 16. comedy, ranging from sitcoms to sketch comedy, British comedy, stand-up and gags. Sperm Marketing was appointed to conduct a pre-event activation to promote the same in Mumbai, Delhi and “Most of our content is going to be original. The USP of Bangalore on Jan. 14 and 15, wherein promoters distributed our channel is 24-hour comedy content. People will know invites which mentioned the screening details on Vh1. The that whenever they tune into the channel, they will have a promotion engaged around 1,000 people. Rahul K.P., laugh,” said Ferzad Palia, Sr. Vice President and General Founder, Sperm Marketing said: “We have been doing a lot Manager, English Entertainment, Viacom18 Media. of events for Viacom 18. This is our first project with Vh1.” Industry Watch Developments 4 February 2012, EXPERIENTIAL MARKETING 12

Pawan Bansal appointed GJEPC partners Ministry COO of Jagran Solutions of Tourism to take Indian Pawan Bansal has been worked with Castrol and jewellery abroad appointed as the Chief Bausch & Lomb. The Gem & Jewellery Export it as an international Operating Officer of Jagran Promotion Council (GJEPC) destination. The Ministry Solutions. He is a veteran in Shailesh Gupta, Director announced its association of Tourism encompasses the group, heads the group’s Marketing, Jagran with the Ministry of Tourism a range of countries that OOH division foray, Jagran Prakashan Ltd. said, “The for the Incredible India may hitherto not have been Engage, and is responsible activation segment is an campaign at an ‘India approached by the gem and for consolidating the group’s important business vertical Evening’ for ambassadors jewellery industry, making presence in the sector. from the Jagran stable. and diplomats in Delhi. it an opportune association Bansal has previously Pawan’s multi-dimensional This trade association which will go a long way experience and his ability to will result in a symbiotic in expanding the reach of EMAK create unique and innovative relationship which will lead markets that the industry customer solutions will to the targeting of untapped reaches out to.” announces propel Jagran Solutions to markets for jewellery while the next level of growth. the tourism industry will Rachnoutsav the launch Having had exposure across get to present yet another diverse businesses, Pawan’s angle of India’s heritage Events launches of a Kochi- strong leadership skills and to international tourists experience will strengthen coming into India. Rachnoutsav based event Jagran Solutions’ Events Academy positioning and will help Rajiv Jain, Chairman, management in further consolidating its GJEPC said: “We are in Rachnoutsav Events has position amongst the best the midst of witnessing opened the Rachnoutsav institute activation agencies in the the growth of India as Events Academy in Event Management country.” a centre for gems and Hyderabad, to provide the Association Kerala (EMAK), jewellery and establishing hospitality, entertainment an umbrella body of event and event industry with management agencies a trained workforce. The in Kerala, formed in Mudra Max expands agency claimed that there 2009, has announced its is no academy in the whole decision to launch an event OOH head’s role to of South Asia that provides management institute professional training in in Kochi to create a pool wedding management and of event management include experiential that is what differentiates professionals with sound them from existing theoretical knowledge academies. The academy and hands on practical and retail plans to expand into Andhra experience. EMAK aims to DDB Mudra Group on Multiplier and Pratham. He Pradesh and Bhubaneswar, promote best management Jan. 5 announced the will report to Pratap Bose. Orissa in the next two years. practices among its appointment of Mandeep members and standardizing Malhotra as President In addition to the Rakhi Kankaria, Founder, event solutions for client and Head - Mudra Max. announcement of Rachnoutsav Events said: organizations, thereby Malhotra will take on Malhotra’s expanded role, “We intend to develop ensuring a level playing this new role in addition DDB Mudra Group also a program for event field to its practitioners. to his current role as announced that DDB, management and wedding Head of OOH. In his new one of the three branded planning in collaboration Brian Tellis, President, EEMA role, Malhotra will be in- agencies under the group, with a reputable said: “This is a great step to charge of the Mudra Max had appointed Louella international event bring more competence to offerings comprising of its Rebello as Executive academy. The curriculum is the industry. The proposed experiential businesses, Creative Director, effective being developed keeping in institute is being planned as including Kidstuff, Celsius, from the first week mind the domestic cultural a joint venture between the Terra and Concrea, as well of February. Rebello’s needs, international safety member organisations and as its retail cluster which immediate mandate will be standards and portability of will be accredited with the include Prime Retail, Prime to head the creative team the workforce to suit global AICTE.” Consult, Prime Wayfinding, at DDB Mumbai. demands.” 4 February 2012, EXPERIENTIAL MARKETING 12 Industry Watch Destination 4 February 2012, EXPERIENTIAL MARKETING 13

Visit Indonesia to promote destinations beyond Monaco Jakarta and Bali India numbers among the promote the country as a as golf and adventure are targets top 10 source markets MICE destination and the also segments which we for Indonesia’s inbound wedding tourism segment. hope to target through tourism. According to various sales and marketing big MICE Sanjay Sondhi, Country “Indonesia has over 17,508 activities,” said Sondhi. Director, Visit Indonesia Islands to offer the Indian Tourism Office, Indians traveller. There is much Philippines groups are looking for new more beyond Bali and destinations, and Indonesia Jakarta, and our focus will Tourism is a natural choice as it be to promote Lombok, from India is a new destination in Yogjakarta, Surabaya and requests With a view to promoting South East Asia. Indonesia Makkasar. We have seen a inbound MICE movement has traditionally been a good increase in the MICE an increase from India, the Monaco popular destination for segment this year and will Government Tourist Bureau honeymooners from India, continue to focus on it. in tourism is focusing on attracting but now Visit Indonesia Destination weddings and big business groups from Tourism Office aims to special interest tours such promotional various industries including automobiles, pharma, tyres South African budget for and IT. “To attract business Assam Govt tourism from India, we Tourism to to build ‘Mini India conducted road shows in the To promote itself as a twin cities of Kolkata and organise first Assam’ near preferred destination, the Bengaluru, which received Department of Tourism, huge participation from MICE roadshow Guwahati to woo Philippines organised an the corporate sector. The India sales mission in objective was to showcase in India tourists Mumbai. After receiving Monaco’s product offerings Besides the annual product According to Chief Minister almost 50,000 Indian along with specially roadshow, South African Tarun Gogoi, the Assam visitors last year, the tourism designed corporate Tourism intends to organise government is planning board is targeting 65,000 programmes highlighted its first MICE roadshow to launch a project called in 2012. For the same, it to attract MICE movement in India in August. This ‘Mini Assam’, and build a is looking at highlighting to Monaco,” said Rajeev roadshow will be of science city in Sonapur, on places like Cebu, Manila, Nangia, Associate Director, particular importance as the outskirts of Guwahati, Bohol, Boracay and Palawan. TRAC Representations for a large section of tourism to boost tourism. This Apart from business and Monaco Tourism. from India to South Africa project will give tourists incentive groups, it is also is incentive driven. an opportunity to witness looking at attracting leisure, According to Nangia, Assam’s rich heritage, honeymooners, family the tourism board will “A majority of our business geography and culture segment from the Indian work closely with tourism depends on the incentive through traditional villages, market. industry partners to grow market. If you are looking tea gardens, rivers, the number and relevance at over 1,500 delegates, mountains, indigenous According to Glen Agustin, of business events the options are Durban, communities, arts and Head Team India – Chief organised in Monaco. He Port Elizabeth, Cape crafts, language, etc. Tourism Operations Officer, pointed out that Monaco Town and Johannesburg. Department of Tourism, has strong infrastructure Between 500-1,000, there Gogoi opined that the Philippines, the tourism that is well equipped for are venues like Phalaborwa, development of these board has requested an hosting events ranging on the border of Kruger areas in the city will help increase of 25 per cent from boardroom meetings National Park, that also has attract local, national and in the budget for tourism to large congresses. With a golf course. Then there international tourists. marketing activities this an inventory of more are places like Drakensberg, He also stated that the year. They also intend to than 2,500 rooms in first- a world heritage site and government wanted the participate in exhibitions class and deluxe hotel, all Valley of 1,000 Hills,” said entire area to be declared and other trade events in of which are in a central Hanneli Slabber, Country as a green zone, and would the future, and conduct FAM location, Monaco will serve Head, South African chalk out a plan for this tours for the travel trade was an ideal option for Tourism India. purpose. and media. MICE from India. Industry Watch Events 4 February 2012, EXPERIENTIAL MARKETING 14

Gujarat Travel Mart 2012 International to be held in February Recent years have seen Gujarat Travel Mart Confex 2012 Gujarat becoming a 2012, ‘The India Travel The International Confex International Confex will large contributor towards and Tourism Exhibition’, is an event that connects feature three seminar India’s burgeoning tourism should see more than event organizers with a theatres covering a range arrival figures, within 200 buyers from over 30 broad range of venues, of topics from marketing Indian destinations and countries, and over 800 destinations and support and logistics to event overseas. In keeping with travel agents and 200 services. It serves as an production. Alongside the this trend, Gujarat Tourism exhibitors from India from ideal platform to conduct exhibition is a brand new announced the second over 20 diverse tourism business and source the inaugural conference on Gujarat Travel Mart, which segments. The exhibitor required essentials for developing virtual and will be held from Feb. 22 to section will be divided into any type of event. The hybrid events for the 24 at the Mahatma Mandir two segments this year - International Confex 2012 events industry. This one- Convention & Exhibition ‘Gujarat Incoming’ and the is slated to take place in day event will focus on Centre in Gandhinagar. ‘Incredible India’ section. ExCel, London from March integrating ‘virtual’ into The event will be managed The exclusive pavilion of 6 to 8. the business portfolio, by Sphere Travelmedia Gujarat will highlight facets showcasing the latest & Exhibitions, which also of the state while Incredible In keeping with its innovations in technologies, managed the inaugural India will see a display of commitment to supporting audience engagement and edition. the country’s culture and the events industry, the revenue generation. heritage. International RMAI pushes The new and improved In-Store Outdoor Event Expo for rural The International Outdoor Asia comes to Delhi Event Expo (IOEX) is a involvement February has been deemed time, the content of the new event that aims to Rural India is where the the month to unravel the two-day convention has offer a major international growth and opportunities mysteries and intricacies been split into two broad showcase for the UK lie. It is for each one to of the business of retail. categories. Day one will be outdoor event production understand and tap it. To This is what is slated to about FMCG and consumer industry. The IOEX, help businessmen head in take place at the seventh durables in-store activities which is targeted at all that direction, the Rural In-Store Asia, which will be and shopper in-sights, outdoor event and live Marketing Association of held from Feb. 16 to 18 at while day two will focus event organizers, will run India organised a seminar, Pragati Maidan, New Delhi. on the nuances of apparel alongside the International ‘Media Beyond Metros’ at and lifestyle categories Confex 2012 at ExCel, the Epi Centre in Gurgaon Over the last six years, and the role of visual London from March 6 to 8. on Jan. 18 and 19. the focus of the event has merchandising and design been to keep abreast of therein. Another first is the Ideally timed for pre- The workshop allowed developments and look VM Challenge, a live window season deal making, the participants to see the ahead in the shopper display contest which will two events will create a strategic importance of marketing and retail design see participation in by powerful sales platform small towns for rural industry, with learniing the top VM practitioners for suppliers and a marketers. The seminar from established global in India, and steered by comprehensive buying aimed to improve the practitioners and service Surender Gnanaolivu, opportunity for event overall understanding providers from Indian and Executive Vice President organisers. In combination of rural markets by the international markets. In- - Store Development & with Confex, the IOEO corporate world. There is Store Asia 2012 will bring Presentation, Mahindra will also offer a forum for an increased recognition with it new learning and Retail Pvt. Ltd. the corporate market. of rural specialists who glimpses from the present Filled with cutting-edge help companies plan and and the future. The Expo at In-Store Asia content, the IOEX will implement their rural will also see 40 per cent new host a programme of marketing activities. As The seventh edition of exhibitors, who will cater to internationally relevant most cities have reached the event comes with the need for more options seminars and keynotes, their saturation point, Tier several changes and and a broader spectrum of by some of the industry’s II and Tier III towns are improvements. For the first solution providers. biggest names. the future. 4 February 2012, EXPERIENTIAL MARKETING 14 Industry Watch Venues 4 February 2012, EXPERIENTIAL MARKETING 15

HKCEC tops Asian Accor witnesses Marriott International venues again record At the Industry Awards announces first 2012, conducted by CEI expansion in Asia magazine, a leading convention, exhibition, 2011 in Asia springHill suites meeting and incentive industry publication, the Pacific region Hong Kong Convention In what turned out to be a branded hotel in New and Exhibition Centre record year for Accor in the (HKCEC) received the title Asia Pacific region, 2011 of ‘Asia’s Best Convention saw the company adding York city and Exhibition Centre’ 66 hotels in 10 countries SpringHillSuites NYC “The hotel, centrally for the ninth time. This throughout the region. Ext RenderingSpringHill located in Midtown’s approbation by CEI Asia’s Accor saw the year out, Suites, an all-suite brand dynamic Times Square readers, made up of operating 483 hotels in 16 by Marriott International, South area, represents an industry leaders and venue countries in Asia Pacific; a has announced its first excellent opportunity to clients, could be the most growth that firmly secures SpringHill Suites hotel in introduce the SpringHill credible recognition that Accor’s position as the New York City. Marriott Suites product to the a venue management leading operator of hotels will manage the 173- Manhattan market,” said company can receive. in the region. In addition, room SpringHill Suites by David Marriott, chief 117 hotels were committed Marriott New York City/ operations officer - Eastern Cliff Wallace, MD, Hong Kong during the year. Manhattan Midtown, on Region, The Americas. Convention and Exhibition behalf of joint partners “The site is well positioned Centre (Management) Commenting on the Hidrock Realty Inc. and to accommodate corporate Limited (HML), said: “Our future, Michael Issenberg, Robert Finvarb Companies, business from nearby continued success is no Chairman & COO, Accor LLC. The 19-floor hotel, office buildings, including accident; it is the outcome Asia Pacific said: “The construction of which the new Bank of America of the total dedication and Accor team throughout began this year, is tower, and tourist business professionalism of our HML the region is destined for expected to be completed from Midtown’s top tourist staff who bring exceptional a very exciting year as we in 2013. attractions.” levels of enthusiasm and set about integrating some experience to serve event 100 additional hotels into organisers from around the the Asia Pacific network Vivanta by Taj – Hotels world.” during 2012.” & Resorts launches new Sterling Holiday Resorts hotel in Coimbatore to woo MICE Vivanta by Taj recently it suitable for transient Sterling Holiday Resorts facilities and guest rooms, launched Vivanta by Taj – leisure guests. (India), a vacation banquets, airport transfers Surya, Coimbatore, which ownership company, is and a team of ‘Fun Rangers’ is the third Vivanta from Commenting on their looking to promote MICE in who organise holiday and the brand in the state of latest offering, Raymond N their resorts. According to team building activities. Tamil Nadu, and the first Bickson, MD and CEO, Taj Ramesh Ramanathan, MD, outside of Chennai. The Hotels Resorts & Palaces Sterling Holidays Resorts Ramanathan said: “We launch of this property said: “The launch of Vivanta (India), Sterling Holidays promote our MICE business takes the overall portfolio by Taj - Hotels & Resorts has a network of 17 resorts, through direct selling by a of Vivanta by Taj – Hotels heralded a new chapter all of which are located in team of sales executives & Resorts to 22. The in the 108 year history the most scenic of leisure who work with prospective 180-room hotel caters to of the Taj. This brand is a locales in India, which corporate customers and the discerning business testament to the dynamism makes them an idea choice our travel trade partners. traveller with state-of-the- and innovation that the Taj for off-site conferences and Our MICE offerings cannot art conferencing and fully- is renowned for. It supports events. He added that the be standardised as a great wired meeting facilities. Its the company’s objective of resorts offers complete deal depends on the size proximity to the airport and achieving growth through MICE solutions including of the conference or event, railway station also makes domestic dominance.” well-equipped conference and the location.” Experiential Destination

leaps into Delhi

blueFROG has been named among the Top 10 live music as a part of The India Art Summit is a perfect example of venues in the world by the ‘Independent UK’ and also one the three venues being seamlessly used together. Both of Mumbai’s 7 game changers by ‘Time Out’, Mumbai. It blueFROGs can be used for daytime and evening events. is well known as the place to go for quality live musical performances 6 nights a week. It is an extremely popular venue for corporate events, group deals, private parties Capabilities and private banqueting. Gigs organized here also see Delhi some of the biggest and most talked of brands participate. •blueFROG, Delhi can be reached via Kalka Das Marg, Even non-spirit brands find the venue perfect for events Seven Style Mile. There is one main gate into the kila and and activations, and also actively seek out opportunities to also a back entrance for logistical purposes. There are sponsor gigs and events hosted at the venue. It is then no 2 entry and exit points to the Delhi club. One can enter surprise that the newly opened venue in Delhi is already the courtyard as well as the terrace directly from the Kila one of the most sought after venues by brands looking entrance or from the club. to reach blueFROG goers through experiential marketing •The capacity (seated and standing) is 600. If all three strategies. Four years after its successful Mumbai club was venues are used together, capacity rises to 1000. opened in 2007, blueFROG has now expanded to Delhi at •Stages are fully equipped. a location that overlooks the Qutub Minar. •blueFROG provides power supply for usage of the venue’s light and sound. Clients using the venue will have to Scope arrange for generators if extra light and sound will be used. The lauch of blueFROG in Delhi increases the scope for cross-city events, like the recent book launch for Naresh Mumbai Fernandes in both Mumbai and Delhi. blueFROG Delhi is Located in the heart of the Lower Parel business district, housed in a 100 year old Serai (traveler’s inn) called The blueFROG is an ideal venue for events and parties, as also Kila. Located in the fast growing social and entertainment seminars and product launches. hub of Mehrauli, The Kila also houses two more venues •There are 2 entries to blueFROG’s Mumbai compound, by the same owners – The Courtyard and The Terrace. the first via Senapati Bapat Marg, and the second via N.M. The Courtyard is an open to sky all-day dining venue. Joshi Road. The club itself has one entry and one exit point. The Terrace overlooks the historic Qutub Minar and is the •The club’s capacity is 400 (seated and standing), with a perfect place for fashion shows, product launches and seated-only capacity of 100. cultural performances. These three venues can be used •If the venue’s own sound and light features are used, individually or altogether. The Khoj Live event held in Delhi blueFROG provides the necessary power supply. For Experiential Destination

events in which additional light and sound are used, clients clients include an array of alcohol and non-alcohol packages, need to make arrangements for a generator. Either one and; lunch, dinner, and starters-only packages. Rates vary large or two medium generators can be accommodated. accordingly. •Valet service comes standard at both venues. •Other features include a fully equipped stage, and the F&B packages are usually tailor made to the client’s option to create your own space close to the stage for requirements and typically include the cost of renting the interactive sessions. venue, unless the setup work begins a day or two before the actual event. Here, the venue levies a set-up rental fee which For both venues, food and beverage packages offered to varies depending on the scope of work and the time required. Gigs Till date blueFROG has organized over 1700 concerts. Greats like Angelique Kidjo, Richard Bona, John McLaughlin as well as electronic music giants Armin Van Buuren, Infected Mushroom and Above and Beyond have performed here.

Some of the biggest brands have sponsored gigs hosted at blueFROG, a venue that naturally pulls in a most desirable TG for brands. People attending these gigs largely comprise of music lovers and other upwardly mobile segments of society, a most attractive segment for a variety of brands. For example, Nokia set up an interactive kiosk for the Nokia Lumia 800 along with 3D Art which was created to make the experience of “entering the world of Nokia Lumia” memorable. Encompass executed this activity.

Standard Chartered Bank has used the venue for generic branding with the aid of standees at gigs, as has Citibank. Harley Davidson has set up a bike display, while BMW (Infinity Cars) also organized a car display. ITC promoted its Lucky Strike Cigarettes at the venue through interactive gaming and pack displays. Yamaha, too has had bike displays at the venue along with a backdrop. The venue has also seen product displays and generic branding by Red Bull. Mid Day and Rolling Stone, too, have sponsored blueFROG gigs. Private Events As a greatly favoured venue for private events, blueFROG has seen Volkswagen lauch its microsite, the Cadbury Bournville lauch, the Blackberry Bold launch, the X Box launch, a Kingfisher Formula1 Activation (car display), as well as private events hosted by Disney, British Council, Tag Strategic and TEDx.

The Volkswagen launch of its digital initiative, “Planet Volkwagen”, on October 4 at the Mumbai Venue saw a tech party with theme “Entering into a New Planet”, for which a special entrance was created that gave visitors the feeling of entering a spaceship. The entire set, décor, mood and lighting at the venue were designed to represent elements of space and the galaxy. This event was managed by Percept ICE.

At the event, the Marketing Head addressed visitors in a very innovative and interactive manner.. The event was attended by 300 people. Some of the celebrities who attended the event included Arjun Rampal, Farhan Aktar, Tushar Kapoor, Sohail Khan, Ekta Kapoor, Prachi Desai, Dino Moria, Yuvraj Singh, and Zaheer Khan, among others.

Thanush Joseph, Director, Seventy EMG adds, “blueFROG as a venue has done a tremendous amount to set a new culture and trend in LIVE Brian Tellis, music by presenting Chairman, intelligent music Fountainhead in a great setting. Promotions and The venue has won Events remarks, “The many awards as venue is centrally well, both for its F&B located, and a nice, capabilities and its tight space for a positioning, which also adds great credibility. The venue is manageable number the perfect place for a discerning set of 100-150 people of people. The venue who have a love for LIVE music. It’s an intimate setting, is well-designed for and we’ve seen that’s worked as a great advantage when events especially, we hosted the Johnnie Walker Indian Ocean tour, a YPO since every table has event and helped Akanksha with an event at the venue. a good view of the It’s a great customized option for a select group. Not to stage. Beyond that, there are of course the conveniences mention the technical capabilities are all in place at the of good technicals since the venue is fully-loaded with venue, including an in-built WatchOut and other required audio and lighting solutions. I find the people at blueFROG technicals.” also a good group to work with.” Mahesh Mathai, Co-owner, The people blueFROG Simran Ad filmmaker and Mulchandani, co-owner of popular Co-owner and live and electronic Managing Director, music and dining blueFROG venue, blueFROG Unfazed by his (Mumbai and career in investment Delhi), Mahesh banking in New York Mathai began his and Singapore, or career as a director by running his own in advertising hedge fund, he films in 1982 and chose, instead, to soon established chuck it all up and a reputation as move himself – and one of India’s best his family – to the talents. His work for maddening chaos of a range of clients Mumbai to establish including Unilever, Procter and Gamble, Coca Cola, Pepsi, blueFROG along with Cadburys, Chevrolet, Eveready, McDowell’s, Philips, Asian similar minded music Paints, Times of India, Seagrams, ICICI Bank and India revolutionaries. Tourism covered nearly every possible category and won Before moving numerous Awards. to India, Simran was continuously In 1987 he founded Highlight Films, which went on to flummoxed by the become one of the most successful advertising film meaning of his companies in India. One of the pioneers of the music video existence considering his banking background; a chance industry in the country, he partnered with Sony Music and meeting with his future partners on a beach in Goa BMG Records to launch the careers of singer Lucky Ali, and answered his queries. the band Bombay Vikings.

Today as Managing Director of blueFROG, Simran is Together with his partners (ex-banker Simran Mulchandani, involved in shaping the music landscape of India. film producer Srila Chatterjee and composer/musicians Ashu Phatak and Dhruv Ghanekar), he helped put blueFROG on the world map for live and electronic music.

blueFROG has certainly changed the music scene in India – having created the most relevant stage in the country, it has become aspirational for young musicians and bands to perform on this stage – and the company is very welcoming to newcomers. It is for this revolution that blueFROG has been named one of Bombay’s greatest game changers. Apart from this, blueFROG strives to shoot each gig on its stage and works with the largest platforms in the country to distribute this content; content accumulators who are looking for opportunities to exploit audio or video catalogues in India naturally work with blueFROG as a trusted partner.

blueFROG is the nexus between the consumers and producers of music, and aims to simplify entry into India for companies seeking opportunities through transparent business practices. Its keen understanding of brands and brand building has positioned blueFROG to advise companies such as Nike, Taj Group of Hotels, and KFC amongst other major Indian brands to create private labeled radio channels to suit their identity and communicate in a targeted manner with their clientele. Mumbai Tech Delhi tech

The acoustics and the system design For the acoustic and system design the was done by the legendry Andy Munro venue partnered Pondicherry based of Munro Designs. The system was way Sound Wizards, headed by Mr. Didier ahead of its time and it still holds them in Weiss. The PA system is from German good stead. The PA system is from the manufacturing giant D&B Audiotechnik. renowned French brand, L’Acoustics. The system comprises: The system comprises of the following: •Ten 10AL-D’s in 2 arrays •Six L-Acoustics 12XT Main PA •Two legendary “J Sub - NL8’s” Speakers •The low end has been reinforced •Four L-Acoustics SB28 Subwoofer using two 18s subs, which are going •One Alcons QR 36 Pro Ribbon – to be placed under stage. Center Fill •The main PA is reinforced with five 12 SD loudspeakers •The Main PA is being reinforced by 2 additional RD12s. - one in the center, two for the sides and two from the •The sides have been installed with 8 L-Acoustics 8XT rear. speakers that act as “in fills.” •The entire stage monitoring system has also been •8 X12” RD12 passive stage monitors, powered by 2 provided for by D&B. There six Max12 loudspeakers Crown Amplifiers has been used so far. and two Max15’s. •All amplification of the PA is beng handled byL- •Twelve D&B D12 & D6 amplifiers, handle the entire Acoustics LA4 & LA8 DSP Amplifiers. amplification of Blue Frog Delhi. •The heart of the PA in Mumbai is the 56 Channel Yama- •The nerve center of the PA here is the Digico SD9 ha PM5D console, which is a 48 flex channel mixes (48 mono or 48 stereo). The studio is capable of recording 40 Channels of 48Khz/24bit Audio channels, onto Logic Pro, running The studio is capable of recording 56 channel of independently on a Mac Pro. 96Khz / 24bit Digital Audio onto Logic Pro, running independently on a Mac Pro.

Visuals and Lighting: Visuals and Lighting: blueFROG Mumbai is one of the first venues In India that blueFROG uses the revolutionary Barco High End System’s introduced Visual Jockeying as part of it’s installed A/V DL3 moving head projectors. Four are being used in Delhi experience. Currently, 5 Optima DLP – EX 765W (4000 to handle all the visual wizardry. The DL3 Integrates a Lumens) and 5 Optima DLP – EX 774W (4300 Lumens) media server loaded with a wealth of digital content with projectors. This runs of a state of the art media server, run- a high output 4-chip light engine, a highly sensitive HAD ning Resolume. An adequate stage lighting also runs on a sensor camera and infrared illumination system. Besides separate server, running sunlite. this blueFROG is using a series of LED parcans, moving heads and a state-of-the-art laser system.

blueFROG Mumbai blueFROG Delhi Mathuradas Mills Compound, The Kila, Seven Style Mile, Senapati Bapat Marg, Lower Parel, Opposite the Qutub Minar, Mumbai 400 013. Mehrauli, New Delhi 110030. Tel (+)91-22-61586158 Tel (+)91-11-3080 0300

www.bluefrog.co.in | [email protected] [email protected] | [email protected]

Connect with us today to know how we can leverage the experiential setting of our Mumbai & Delhi venues to create an unparalleled experience for your brand. Gaurav Bakaya | [email protected] | +91 9920238948 presented by COVER STORY 4 February 2012, EXPERIENTIAL MARKETING 22 Stalls.. Pavilions.. EXPERIENTIAL ZONES! Brands evolve their presence at the Auto Expo 2012 By Ashlin Mathew

It is the biggest business show in the country and practically Back to the Pavilion: BMW and Benz every brand and company in the industry is part of the Showtime designed the events for BMW, including the extravaganza. Organised by CII, SIAM and ACMA, the Auto running of the show and upkeep of the logistics at the Expo 2012 was held from Jan. 5 to 11 at Pragati Maidan. BMW pavilion during the expo. The pavilion replete with The event saw more than 42 global brands showcasing a Wi-Fi enabled conference room, work stations, Wi-Fi their strengths, some of whose releases catered to the enabled café and iPad stands were handled by the agency. global market. Scintillating acrobatic dance performances by Team 2X was one of the highlights of the evening. The Auto Expo 2012 welcomed around 1,500 participants from 24 countries and witnessed participation of every In what was a multi-agency pitch, Showtime’s creative major automotive brand operating across the globe. The concept for the opening ceremony and the logistics detailing total pavilions booked by German carmakers at Pragati sealed the deal in its favour. “The huge and detailed Maidan covered maximum space, while Tata Motors is logistics presentation by Showtime for the 34 x 28m BMW said to have the largest stand. Interestingly, the German pavilion drew their interest,” said Amarnath Varma, General carmakers had their sets designed abroad. Manager - Corporate Communications, Showtime. presented by COVER STORY 4 February 2012, EXPERIENTIAL MARKETING 23

Mercedes Benz Pavilion MINI (BMW) Pavilion

Hyundai goes Fluidic; Yamaha Future- ready Encompass also executed the Hyundai and Yamaha pavilions. “The Yamaha pavilion was designed keeping in mind a futuristic point of view. This approach came about from the brief the clients shared with us. Yamaha racing DNA was the key point to be highlighted through the design. We picked up the hexagonal shape with cool blue to portray the futuristic dynamic. The hexagonal shape brought out the dynamic of sound engineering, hi-tech design, age old stability of structure and design,” said Ranjit Raina, COO, Encompass.

Amarnath Varma, General Manager - Corporate Communications, Showtime

“The huge and detailed logistics presentation by Showtime for the 34 x 28m BMW pavilion drew the brands interest.”

Hyundai Pavilion

BMW Pavilion

Encompass did the same show running and logistic Gunjan Utreja engaging audiences at the Hyundai Pavilion management for Mercedes Benz. RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th8th of of the the month month

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Yamaha’s futuristic-design stall Chevrolet Pavilion The pavilion was distinctly divided into two parts, the ladies section and the section for men. The ladies section was a crucial part of the design as this was the first time a concept like this was executed in India. Yamaha was showcasing a ladies scooter for the Indian market through this. The pavilion also displayed the famous R series racing bikes and the famous VMAX. Interestingly, the pavilion won an award for the best concept by the website - Vicky.in.

In keeping with its design philosophy Hyundai created its stall on the Fluidic Sculpture lines. There were special zones with different themes like digital, sports, Cricket, Bollywood and technology. And, a zone especially dedicated to showcase the Eon. The Twitter area within the digital zone Chevrolet’s car showcase with a giant LED TV displayed the live tweets by visitors. an RC controller handled by experts and was monitored by a team from Hong Kong.

Tata Grande Meroform, along with Imagination, executed the Tata stall from whose stable came the Jaguar. Tata Motors and JLR occupied about 5,500 sqm. at the expo, the largest pavilion at the fair. The design was from Imagination, UK. Meroform has been doing the Tata Motors pavilion for the last several years at the auto fair.

Ranjit Raina, COO, Encompass

“The Yamaha pavilion was designed keeping in mind a futuristic point of view. Yamaha racing DNA was the key point to be highlighted through the design.”

TATA Motors Pavilion Chevrolet calls in the Robots The Bellset team designed the Chevrolet place and gave it Meroform also partnered Encompass to execute the the works, from live entertainment to dancing robots. Rajesh outside pavilion for Mercedes Benz and Hyundai. They also Monga, Managing Director, Bellset, designed the nine-way set up the German and Canadian pavilions at the expo. In split LCD at the pavilion. The videos for the LED wall were the two-wheeler segment, Meroform had put up the stall also designed using software that was created by Monga. A for Hero Electric and also gave support services to Audi – flying car was the crowd puller at the pavilion. The car was Volkswagen at the fair. They also provided the tent structure floating within the specified area using propellers through and shell scheme booths for the auto component sector. presented by COVER STORY 4 February 2012, EXPERIENTIAL MARKETING 26

Pankaj Dubey, Country Head, Hero Electric stall Polaris

“With the booth concept of ‘Come experience Polaris products’ for Auto Expo 2011, we provided customers a unique opportunity to experience the brand by offering experiential rides of its products with professional riders.”

Mercedes Benz’ Pavilion facade around 40% surfaces covered with pre-sprayed PU paint Polaris: All Terrain (polyurethane), which is generally used in retail stores. The Polaris promised to elevate every participant’s adrenaline lighting of the entire stall was concealed within the roof levels with the ultimate experience of the world’s numero of the stall design itself, making it seamless. A 45-degree uno off-road vehicles, with their first ever attendance at the lighting had been arranged to accentuate the products’ Auto Expo 2012 and they delivered it. Marketing Solutions curves and dimensions. White light was used instead of partnered with Polaris as their official agency to design and tungsten yellow to maintain the original tone and shade of create their indoor stall space at the Auto Expo. The stall the vehicles colours. design incorporated a display of all terrain vehicles (ATVs), rangers, snowmobiles, motorcycles and youth powersports The product pits were filled with the elements of the vehicles. The multi-utility range by Polaris provides the specific terrain the product vehicle is designed for – rocks unbeatable operational opportunities and is unstoppable for mountains and jungle, sand for deserts, and snow for on difficult terrains. glaciers. The barricading on the outer edge of the stall was a visual depiction of a crankshaft chain. The design challenges commonly conceived notions about surfaces, materials and techniques of lighting. The stall had “With the booth concept of ‘Come experience Polaris

Polaris’ showcase Polaris vehicles showcased on specific terrain presented by COVER STORY 4 February 2012, EXPERIENTIAL MARKETING 27

products’ for Auto Expo 2011, we provided customers more and more people’s lives - both as a healthy commute a unique opportunity to experience the brand by offering as well as a lifestyle statement. We’re delighted to partner experiential rides of its products with professional riders. with Firefox to launch MTV range of adventure bikes With the ultimate experience of the world’s number one off- in India - a range that is as flamboyant in design as it is road vehicles, we wanted to elevate the adrenaline levels of unique in functionality.” He further added, “The launch of auto buffs at Auto Expo 2012,” said Pankaj Dubey, Country MTV adventure bikes also mark the beginning of extending Head, Polaris. MTV licensed products in unconventional categories and 2012 is going to see more and more of that.” Spearheading the project was Siddharth Marmat, who is part of the Marketing Solutions’ creative design team. Shiv Inder Singh, Managing Director, Firefox Bikes Speaking on the concept and design of the stall, Marmat said: “Worldwide cycling revolution is catching up as an said: “The visual dynamic of the Polaris brand is tough, alternative system of transport, and now more and more robust, grunge and metal. The concept of the stall design people are realizing the benefits of cycling as a form to shed was the exact opposite of the work hard, play harder image. obesity and weight. We at Firefox have been providing The design allowed for the product to speak for itself. It newer versions and variations for the Indians to enjoy the was an attempt to retain the focus on the product and its ride and be a part of an environment friendly drive.” consumer interactivity.”

Shiv Inder Singh, Siddharth Marmat, Managing Director, Creative Team, Firefox Bikes Marketing Solutions

“We at Firefox have “The design allowed for been providing newer the product to speak for versions and variations itself. It was an attempt for the Indians to enjoy to retain the focus on the ride and be a part of the product and its an environment friendly consumer interactivity.” drive.”

H-D Class “The look of the stall was inspired by the pit lane, similar to The Harley Davidson Stand at Auto Expo 2012 was that of a F1 circuit. At no point did we want the mud, sand visualised to be the opposite of the other manufacturers or dirt, on which the vehicle is designed to run, to become a to represent the freedom and rebel attitude that the brand crucial part of the stall design. The design was conceived to stands for. This was evident the moment one walked up to compliment the look of the vehicle by using similar material the mezzanine floor of Hall 18. and finishing as that of the product,” said Marmat. “The effect was created using the concept of an abandoned Here come the Biker gangs warehouse; somewhere out in the Wild West used by the This time around many motorcycle manufacturers such as Harley Owners Group (HOG) as a hang out. 20 tons of Harley Davidson, Ducati, Yamaha, Royal Enfield, Suzuki, exposed I Beam steel girders, concrete flooring, exposed BMW Motorrad and TVS Motors stole some of the thunder brick wall, props such as gas cans, Harley-Davidson from the Ferraris and Jaguars. signages and logos in cast iron, an H-D Cafe, steel mesh work, merchandise and custom vehicle accessories and MTV and Firefox Bikes launched the co-branded engines on display,” said Thanush Joseph, Director – adventure bikes at the 11th Auto Expo. Sandeep Dahiya, Marketing, Seventy EMG, which continued their association Sr. Vice President - Consumer Products, Viacom18 said: with Harley Davidson to conceive and execute the stall at “Adventure biking is surely becoming a regular feature of this year’s expo as well. RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month presented by COVER STORY 4 February 2012, EXPERIENTIAL MARKETING 29

“We wanted to showcase our lifestyle through the pavilion and we have done that. There was a rock show organised as part of our concept. We showcased customised bikes as well, since each one of our motorbikes is different. The response has been amazing,” said Sanjay Tripathi, Director – Marketing, Harley Davidson.

Seventy EMG has been working with H-D since the launch of the brand in 2009 and produced an award winning stall for H-D at Auto Expo 2010 as well.

Thanush Joseph, Director – Marketing, Seventy EMG

“The effect was created using the concept of an abandoned warehouse; somewhere out in the Wild West used by the Harley Owners Group Sanjay Tripathi, (HOG) as a hang out.” Director – Marketing, Harley Davidson

“There was a rock show organised as part of our concept. We showcased customised bikes as well, since each one of our motorbikes is different. The response has been amazing.”

Ride Green The 11th edition of Auto Expo was based on the previous year’s theme, ‘Mobility for All’, with emphasis on green Harley Davidson’s warehouse inspired Pavilion technology on a larger scale. Auto majors and component manufacturers focused on safety and the importance of eco-friendly sources and vehicles through futuristic technologies and creative designs.

Billed as an event to showcase new environment friendly vehicles entering India’s auto market, only about a dozen new hybrid, electric or alternative-fuel vehicles were showcased at the bi-annual expo. However, most of these cars, trucks and buses are decades away from gracing India’s roads, said officials.

Major attractions at the Auto Expo included the world’s largest-selling electric car Leaf from Nissan, and Volkswagen’s ‘XL1’ concept that comes with a 0.8 litre engine giving 48 PS of power. The potential of hybrid and electric propulsion technology as an alternative to Harley Davidson’s product showcase main stream internal combustion engine (ICE) has been presented by COVER STORY 4 February 2012, EXPERIENTIAL MARKETING 30

effectively utilized by French automaker Peugot SA, by most innovative way to have the animal in a non-static unveiling its hybrid 3008. Volvo showcased its hybrid bus form at the display of the car at the Auto Expo 2012. We and was keen on introducing them on Indian roads for inter- brought across the perfect blend of the design inspiration city transport. of the XUV500 and the latest technology from Mahindra’s stable with this campaign. Also, the taming of the cheetah Tata’s Manza as also Sweden’s Volvo with its hybrid buses stood as a metaphor for owning the cheetah, reinforcing the were seen at the respective pavilions. India’s largest two- design inspiration for XUV500,” said Carlton D’Silva, Chief wheeler maker Hero MotoCorp also showcased its first Creative Officer, Hungama Digital Media. concept hybrid scooter, as the hybrid concept successfully forayed into the two wheeler segment. That’s not all. Each of Mahindra’s cars was also set up on the terrain that it is best known to drive on. Some were on Clearly, the auto makers are betting big on the eco-friendly rocks and a few four-wheelers were showcased on sand. vehicles and their fervour was obvious in the conference Shobiz Experiential Marketing executed the pavilion. ‘Hybrid/Electric Mobility- Drive of the Change’ organized by the SIAM (Society of Indian Automobile Manufacturers) Riding off into the Sunset on the sidelines of the exposition. While addressing the The new brands lined-up for display this year included, conference, Sundareshan of SIAM opined, “I believe with Paccar from Netherlands, Ssangyong from Korea, Triumph National Council on Electric Mobility in place as an apex from the UK, the USA’s Polaris, PSA Peugeot Citroen, structure to promote hybrid and electrical mobility in the Motor Home and Nissan’s latest brand. Moreover, Piaggio’s country, this sector is set to grow in a more concerted and brand Vespa that operated in India ten years ago made its time bound fashion.” come back in a revamped form.

Mahindra’s call of the Digital Wild Always a treat for auto fanatics, the Auto Expo was a full Not the ones to be left behind were the Indian manufacturers course meal delight after the Formula One frenzy took over Mahindra and Mahindra, with an array of Reva electric Delhi last year. From hereon begins the patient wait for the cars. Taking it a notch further, Mahindra and Mahindra 2014 Auto Expo. partnered with Hungama Digital Media to bring to life an augmented reality campaign at the Auto Expo 2012.

As part of the initiative, a virtual cheetah interacted with the crowd. The life-like animal was seen perched on top of Mahindra’s newly launched vehicle, the XUV500. The virtual cheetah, which was unveiled at the expo by Anand Mahindra, Vice Chairman and Managing Director, Mahindra Group, was the creation of Hungama Digital Media, which was the digital agency for Mahindra XUV500. They designed, conceptualised and executed the entire campaign.

“The focus at the Auto Expo this year was on green technologies and environment. Building on this, Mahindra wanted to make the activity as green as possible. In the case of the Mahindra XUV500, the car and the brand Jaguar and Land Rover showcase embody the characteristics and design elements of the cheetah. While the cheetah has been an integral part of the brands’ print and television advertising, this was the

Kubra Sait interacts with audineces at the Toyota Pavilion Anand Mahindra storkes virtual cheetah at the Mahindra stall executed by Wizcraft presented by ALSO FEATURED 4 February 2012, EXPERIENTIAL MARKETING 31

RoshanDaan A window into the world of Experiential Marketing

Roshan Abbas is a slasher by profession, having had seven careers related to media. Abbas’ experience ranges from radio, theatre, television, event management, being an MC, a film director and a writer. He spends his time looking for gyaan, and shares some on experiential marketing in this column, each month, exclusively for ExM Magazine... No Pragati, only Maidan! Oprah Winfrey was much in the news recently for her crore makeover proposed in 2006 that had in principle visit to India. In her NDTV interview, she said she was approval from the PMO. I’m really not sure of what overwhelmed by the chaos on Indian roads, and was came of it, but it is suffice to say I’ve not noticed any bewildered by the red lights broken by the cars with change. gay abandon. I am glad she wasn’t at the Auto Expo, or she would have had a lot more to talk about. A show At the end of the Auto Expo, a blame game began. A about celebrating the auto industry saw entry managed round of finger pointing with CII, SIAM, ACMA, ITPO chaotically, traffic snarls that stretched a mile and all pointing accusing each other. There was also talk of stalls engulfed with voyeurs of models on cars rather the expo shifting to Greater Noida or a GMR facility in than models of cars. A teeming populace in search of the future. And yet, come 2014 we will all be cueing up the biggest trophy at an auto show – bags – and an outside Pragati Maidan again, cursing our luck and the enterprise of bag buyers and sellers outside the gates. cold. Isn’t it amazing that a nation that wants to be seen Yes, there is a business in that too. as a symbol of a developing economy has no exhibition grounds of any consequence across India. An event manager will tell you this is nothing new. The infrastructure is ancient. The latest LED screens hang Travel to Germany, China, Singapore, Hong Kong, in concrete cold halls that drip when it rains, the entry USA and you will find plenty of such venues. What is to the halls are through manual gates and crumbling more, they are brilliantly managed. I hate to seem like roads through which the latest equipment stream in. a detractor of our facilities, but as event managers our The traffic in-charge and security will not allow VIP cars livelihood and repute depends on it. So to bodies that with stickers and will blackmail you at the last minute represent us it’s time to petition the authorities and give to allow entry to Bollywood celebrities eagerly awaited our recommendations to them. at stalls by sponsors. Stall owners grumbled about non -business visitors on business days. Would you believe that there is an India Convention Promotion Bureau (ICPB) that has apparently been CII and the trade fair authority don’t seem to care much promoting and establishing India as a preferred MICE about these issues. It’s the usual attitude of take it or (Meetings, Incentives, Conventions & Exhibitions) leave it. I saw twitter and newspapers fill with outrage destination. It draws its membership from the length at the mismanagement, but not one public apology and and breadth of the hospitality industry as well as other not a single redressal of a complaint. Delhi wears its private and government organizations involved directly bureaucratic face on most of such occasions. In the and indirectly in MICE tourism. However, it has no event midst of all this, the country’s top event managers slog, manager on its board. Do we have a representation to as every two years January is a bump in the billing so CII, or to the Tourism Ministry? So my question is when they have learnt to grin and bear it. will event managers stand up and shake up things. It is our recommendations that should drive convention When I posted a few comments on twitter I got an spaces. We should in fact rate them for the world at amazing response from Rishiraj in Mumbai. ‘No large. What about a white paper on conventions next? Pragati, only Maidan’. How true is that? For perhaps Something from which we all can benefit or are we too 30 plus years, Pragati Maidan has stood an outdated busy fixing the holes in an already gaping infrastructure? symbol of our progress. Apparently, there was a 1,260 Time to step into the Maidan for some real Pragati!! RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month ALSO FEATURED 4 February 2012, EXPERIENTIAL MARKETING 34 Brands engage on Republic Day It has been 62 years since the Constitution of India came into place. While the annual grand parade in the capital and other ritualistic celebrations were held as usual, there were a number of activities undertaken by brands across the country to engage people in celebrating Republic Day. By Karan Iyer

Anupam Bansal Manik Dhodi Director, Vice President (retail and hotels), Liberty Group Shipra Group

Footwear maker Liberty Footwear felicitated winners of Meanwhile, Shipra Mall organised India’s largest flash mob Republic Day Bravery Awards by inviting them to the Lib- in Ghaziabad on the occasion of Republic Day in associa- erty showroom in Lajpat Nagar and helping them to decide tion with youth from The Art of Living foundation. A group of the right footwear for them. Liberty undertakes this activity around 700 youngsters grooved to patriotic songs. every year as a way to congratulate and commend the courageous rising stars of India. Manik Dhodi, Vice President (retail and hotels), Shipra Group said: “Our initiative of organising India’s largest flash Speaking about the occasion, Anupam Bansal, Director, mob on the occasion of Republic Day is an effort to involve Liberty Group said: “It gives me immense pleasure to wel- youth and prompt the spirit of patriotism across our fellow come these young heroes today at our store. They have Indians.” all made us so proud with their courageous deeds. We, at Liberty, understand the sentiments behind being an Indian People participated in this flash mob by logging in to Shipra and we realize the need for being socially and culturally ac- Mall’s facebook page, thereby building traction for the active to be able to connect with the young India. This annual tivation online, while BIG FM partnered the initiative as the activity is focused at appreciating this young lot and extol- radio partner for the event ling them to be spirited and determined throughout their lives.” ALSO FEATURED 4 February 2012, EXPERIENTIAL MARKETING 35 Brands engage on Republic Day It has been 62 years since the Constitution of India came into place. While the annual grand parade in the capital and other ritualistic celebrations were held as usual, there were a number of activities undertaken by brands across the country to engage people in celebrating Republic Day.

Kunal Mukherjee Anooj Kapoor Marketing Head, Executive Vice President and UTV Action Business Head, SAB TV

UTV Action showcased the movie, The Dark Knight, on Entertainment channel SAB TV went digital to bring to- Jan. 26 and as part of the promotions put up branded stick- gether people to express their patriotism. The channel ers of the movie villain Joker’s famous statement – Why so launched a digital initiative in connection with the occasion serious? – in washrooms across 11 agencies in Mumbai, of Republic Day titled, Luv 4 India, that gave Indians an Bangalore and Delhi. These agencies included Madison, opportunity to express their love for India through the Fa- Starcom, MPG, Group M and Mediacom, among others. cebook application. UTV Action also organised a contest wherein viewers could win interesting Dark Knight 3D posters by answering a People could use the application to tag themselves on the question on the UTV Action Facebook page. Indian tricolour. As more people tag themselves, the application unfurls into a mosaic of pictures that congregate Commenting on the activation, Kunal Mukherjee, Market- to form the Indian tricolour. The campaign kick started on ing Head, UTV Action said: “Dark Knight celebrates he- Jan. 23 and closed on Feb. 5. Commenting on the initia- roes and was thus an apt choice for 26th January. We’ve tive, Anooj Kapoor, Executive Vice President and Business taken the Joker as a motif for promotions amongst trade Head, SAB TV said: “SAB has always been at the forefront and done an activation across mirrors in the washrooms of initiating interesting innovation around the brand. This wherein trade is surprised by a smile stating – Why so se- activity actually encourages people to express their love rious? With DDT as we thought it would be a fun way to for the country.” promote the movie.” RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month IN FOCUS 4 February 2012, EXPERIENTIAL MARKETING 42 IN FOCUS 4 February 2012, EXPERIENTIAL MARKETING 43

Sumeet Singla, Regional Head, Corporate Affairs, India and South Asia, Standard Chartered

“The Standard Chartered Mumbai Marathon, in its ninth year, has been given national status by the Athletics Federation of India. This is indeed a very proud moment for us.”

Vivek B. Singh, Joint Managing Director, Procam International

“Through the marathon, Standard Chartered has received top of the mind recall, has stood tall on its CSR aspect and re-enforced their corporate brand speak.” IN FOCUS 4 February 2012, EXPERIENTIAL MARKETING 44

Christian Saffer, Marketing Director, BMW India

“The Mumbai marathon is the perfect opportunity to experience the joy of running and is the right fit for values that BMW cherishes.” IN FOCUS 4 February 2012, EXPERIENTIAL MARKETING 45 Clean India campaign brings India Gate alive By Ashlin Mathew

of India aware and to preserve the country’s rich and vibrant heritage. As part of the concept for the visuals, the monument itself came alive to narrate the story to audiences.

The tourism ministry launched the Clean India campaign in December last year to improve quality of services and provide a hygienic As a much-needed effort towards the maintenance and environment in and around tourist destinations across the upkeep of historical monuments and public sites in our country. At the workshop to kick start the campaign held country, the Government of India had taken up the ‘Clean at Hotel Ashoka on Dec. 20, 2011, the suggestion was India’ campaign a few weeks ago. As part of this campaign made by Midas Next to do 3D projection shows at various and as an inauguration to this movement, Midas Next monuments in India as part of the campaign. The decision in partnership with Incredible India conceptualized an was taken up and India Gate was first of the series of such activity to spread the message of Clean India through a events that was organised. Gateway of India in Mumbai is first of its kind 3D mapping on the India Gate inDelhi. the next destination. European auto manufacturer Volkswagen added fervour to the entire activation through its sponsorship and by Volkswagen came into association as sponsors for this leveraging its own Think Blue campaign. campaign as part of its ‘Think Blue’ initiative, which was launched by the brand in March 2011. As per the plan, A unique 3D projection and video mapping was done at every year Jan. 9 will be marked as ‘Clean India Day’. India Gate to highlight campaign Clean India on Jan. 9 and 10. The show was conceptualised and created by Keeping in line with this pledge of the ‘Think Blue’ Midas Next to highlight the efforts needed to make citizens campaign, Volkswagen has undertaken many initiatives IN FOCUS 4 February 2012, EXPERIENTIAL MARKETING 46

to keep Indian cities clean and green. Volkswagen Group Sales India board member and Director, Volkswagen Passenger Cars, Neeraj Garg said: “Ever since the launch of our Think Blue campaign in India we have been initiating numerous cleaning drives, campaigns to plant more trees and to stop littering our surroundings by creating art pieces from the scrap that people throw.”

For the 3D show, a team of experts worked for three weeks to create grand visuals, sounds and to showcase 3D mapping and projection technology on a monument like India Gate, which has never been done before in India.

Inaugurating the 3D show at India Gate, Union Tourism Minister Subodh Kant Sahai said that every section of society should join this campaign to promote India as a major tourist destination.

“India is a country with rich heritage and it is the duty of every Indian to keep it clean and safe,” said Sahai. “It is we, the people, who can make India an Incredible India by making ourselves credible and involving the public and the private sectors in keeping our monuments, beaches, stations, bus stops and other destinations clean.”

Sahai said students and young people should come out in large numbers to promote the message of clean India. He said that the 3D show being organised at the India Gate will be organised in other parts of the country as well by Midas Next. A large number of school children also attended the show.

Subodh Kant Sahai, Union Tourism Minister

“It is we, the people, who can make India an Incredible India by making ourselves credible and involving the public and the private sectors in keeping our monuments, beaches, stations, bus stops and other destinations clean.” IN FOCUS 4 February 2012, EXPERIENTIAL MARKETING 47

Deepak Pawar, Managing Director, Midas Next, said: “It’s a great initiative by the tourism ministry. Monuments across the country should speak up and ask our citizens to keep our beautiful country clean.”

The screenplay and animations were created in-house by Midas Next with Nirmala Shrimal on screenplay and Chadrakant Rajapure heading the animation team. Projection mapping was done by mAudio, sound by SOUND.COM, lighting by James, infrastructure by SR Creations, Hindi voiceover by Harish Bhimani, Sound Track by Subash Pradhan. Rajneesh Bolia, Head – Deepak Pawar, Managing Director, Midas Next

“It’s a great initiative by the tourism ministry. Monuments across the country should speak up and ask our citizens to keep our beautiful country clean.”

Business Relations, led the event team under the guidance of Deepak Pawar, who produced and directed the show.

“We at Midas have always believed in creating unique experiences and this show is just the beginning of various innovations we have planned to promote campaign Clean India,” said Pawar. IN FOCUS 4 February 2012, EXPERIENTIAL MARKETING 48 Heineken refreshes the Submerge Goa Project By Shachi Tapiawala

Anil Chawla, and Nikhil Chinapa performed. The line-up also featured Nawed Khan, Clement, Inferno, and Brute Force, along with Jalebee Cartel. This was followed by the Submerge Annual Party at Tito’s Courtyard which incorporated French House DJ Norman Doray. Submerge stalwarts Nikhil Chinapa, Pearl, Nawed Khan and Ajit were also a witness to the night. The New Year’s eve party was hosted at Red Square, Baga, featuring a line-up that embraced Albin Myers from Sweden, Pearl and Anish Sood, as well as live acts like fire jugglers and dancers, and some visuals. Approximately 8,000 people attended the Submerge Sundown sessions; 3,000 attended the Submerge Annual Party; and 2,500 people were present at the New Year’s Eve party.

Heineken’s brand philosophy is refreshing a person after Submerge Entertainment, a promotions and events consuming the product and hence, the décor was given a company for Electronic Dance Music, in partnership with green and fresh look and feel to it. As part of the visibility global beer brand Heineken hosted the second edition of benefit to Heineken, Submerge Entertainment described the Submerge Goa Project from Dec. 30, 2011, to Jan. 2, the brand’s association as a refresh partner and not a 2012, across three venues of Goa. presenting partner.

Talking to ExM about the Submerge Goa Project prior to Heineken connects with consumers through marketing the event, Arnold Wilson, Head of Marketing and Operation, activation campaigns based on its global sport, music Submerge Entertainment said: “We are the pioneers of and film platforms. It partners with music festivals such initiating the concept of beach parties in India. We have as Coachella and Ultra in the USA; Rock in Rio, Brazil; been having these three parties held separately for the past Oxegen in Ireland and the Open’er Festival in Poland. By seven years and this is the second edition of the Submerge partnering with Submerge, Heineken claimed that it aimed Goa Project 2011 which brings the three events under one to enhance the brand’s global proposition which, in turn, umbrella. The highlight this year is that we have a thick line- would help to ignite connect with its consumers. up of artists scheduled for this edition.”

Close to nine years ago the property claimed to have witnessed around 150 people visiting the venue and currently it witnessed around 5,000 to 10,000 people. Furthermore, the media plans had been scaled up by promoting it through newspapers, magazines, outdoor media and radio.

The event witnessed a host of people at Zanzibar, which conducted the Submerge Sundown sessions wherein artists like Pearl and Eve Carey, Dale Anderson, IN FOCUS 4 February 2012, EXPERIENTIAL MARKETING 49

local events and use social media to post brand news and engage consumers through contests to increase talk-ability of the brand. Our prime engagement tool with the Heineken consumer is our Facebook page. It is one global page touching a fan following of over 5.2 million consumers, of which 1,41,000 fans are from India. We will use this platform to build conversations around various properties. We will soon look at developing a mobile platform to engage with the consumer as well.”

Arnold Wilson, All the sponsors received visibility through hoardings posted Head of Marketing and across the streets of Goa, posters at restaurants and cafes, Operation, radio mentions, print and television advertisements in Submerge Entertainment leading Goa dailies and distribution of 20,000 handouts to “We are the pioneers of people in Goa. A 360 degree digital campaign is being run across Mumbai. initiating the concept of beach parties in India. We Submerge claims to be purely a music festival and attracts a have been having these crowd which is more of a focused audience. The production parties held separately part of the festival was taken care of through vendors in for seven years and this Mumbai whereas the technical aspects were handled by is the second edition of local vendors of Goa. Partners associated with this property the project which brings were Big M as the magazine partner, EVENTFAQS as the the events under one online partner and PETA India as the social partner. umbrella.” Speaking about how Submerge differentiates itself from other electronic dance music festivals such as Sunburn, The brand message in this festival was in line with Sethi added: “We do not compare ourselves with Sunburn Heineken’s global brand positioning ‘open your world’. and there is no particular reason for us to host the Submerge Shedding some light on the association, Samar Singh Goa Project right after Sunburn. We take care that we don’t Sheikhawat, Senior Vice President-Marketing, United overlap each other and have our own set of visitors. We Breweries Ltd. said: “Heineken refreshes the music scene believe that our event is driven by quality and not quantity around the world and we plan to do the same in India. and this is what differentiates us from other EDM festivals.” We are still in the first phase of the brand launch, and we are happy to have been partners with the Submerge Goa Project 2011 to kick-start Heineken’s foray into the music and nightlife scene in India.”

Sheikhawat further added: “Submerge has grown to be an icon in the Indian Electronic Dance Music scene and Heineken, being the iconic global beer brand, the association was perfect. We also recently launched Heineken in Goa and this was a perfect opportunity to take our relationship with the people in Goa a notch higher and invite them to open their world to Heineken.” Samar Singh Sheikhawat, Senior Vice President- Submerge Entertainment has been into a long association Marketing, with Kingfisher and since both Kingfisher and Heineken United Breweries Ltd. are part of the UB Group, Submerge decided to approach Heineken. Talking about the association, Hermit Sethi, “Heineken refreshes the Director, Submerge Entertainment said: “We believe in music scene around the associating with the brands through which we can build a bridge for a long association and make it stronger.” world. We are happy to have been partners Commenting on Heineken’s plans to market the brand in with the Submerge India, Sheikhawat said: “In India, Heineken will initially focus Goa Project 2011 to on activating the brand at premium pubs, bars, lounges, kick-start Heineken’s restaurants and retail outlets to drive awareness and trial, foray into the music and and will leverage the brand’s global proposition across nightlife scene in India.” all marketing executions. In India, we will associate with RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th8th of of the the month month

We at One up Productions with an ongoing search for pure innovation and techno savvy ideas are in constant search to surpass the ever growing markets’ demand and specific need. We are the ‘first of its kind’ production house with all in-house facilities and pan India reach

X-49, Okhla Industrial Estate Phase II, New Delhi 110020 Phone +91 9310076011/14 [email protected] www.1neup.com RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th8th of of the the month month

35, New Municipal Market, Lodhi Colony, New Delhi - 110003, Tele: + 91-11-24619543/643/743 Fax: +91-11-24627788 [email protected] www.modernstageservice.in MARKET PULSE 4 February 2012, EXPERIENTIAL MARKETING 52 Open the new year with happiness brand campaigns depends on the core creative idea of the campaign. Each brand has a different strategy tailor- made, keeping in mind the brand’s campaign objective. Our campaigns thrive by leveraging a full 360 degree activation plan which includes Out-of-Home media, complemented by a range of activities including radio, digital, mobile activation, experiential sampling initiatives, etc.

What are the specific advantages of experiential marketing for a brand like Coca-Cola? How can this mode of marketing be used to gain an advantage in the market?

We are constantly looking for new and effective ways to engage with our consumers, and experiential marketing does just this. Sometimes, the non-traditional route of marketing is a direct and creative engagement tool that facilitates the interaction between our brands and consumers. Experiential marketing connects with consumers through participation and the tangible nature of a personally relevant and memorable experience.

Marketers today need to deliver a complete experience to consumers. A consumer’s time span is valuable and limited and marketers need to be alive to this fact. Developing a creative and engaging experiential marketing plan can have a significant short-term and long-term emotional impact on its consumers.

The Coca-Cola Co. is the world’s largest beverage Please elaborate on some campaigns where company. Post the reforms of 1991, the company re- experiential marketing has provided a competitive entered India through its wholly owned subsidiary, advantage. Coca-Cola India Pvt. Ltd., and re-launched Coca-Cola in 1993. The company has invested nearly $1.1 billion in Two examples of our campaigns/activities are the Coke its operations in India since its re-entry. The Coca-Cola Studio@MTV mini concerts and our most recent initiative, system in India directly employs over 25,000 people, the Coca-Cola Happiness Truck. including those on contract, and has created indirect employment for more than 1,50,000 people in related Driven by the objective of bringing alive the magical industries through its vast procurement, supply and experience of Coke Studio for music lovers across the distribution system. Coca-Cola India provides extensive country, Coca-Cola India and MTV undertook a unique support for community programs across the country, with initiative of organizing 10 Coke Studio@MTV mini a focus on education, health and water conservation. concerts across the country.

In conversation with ExM’s Rachel George, Anupama The Coke Studio musical caravan touring the country Ahluwalia, Vice-President Marketing, The Coca-Cola consisted of versatile and talented artists such as Kailash Co., India and South-West Asia Region, expanded on Kher, Tochi Raina, Harshdeep, Papon, Mathangi, Sanjeev the company’s stand on BTL marketing, how well it works, T and Leslie Lewis. These gifted artists from diverse and the success of their latest offering. musical genres, who came together to create a unique fusion of sounds for the Coke Studio show on MTV, What does Coca-Cola’s BTL marketing strategy brought their musical confluence off-air as they enthralled entail? audiences across 10 cities as part of the Coke Studio@ MTV mini concert tour. The mini concerts began from At Coca-Cola India, the final media mix for any of our Mumbai on July 29, 2011, and travelled across Delhi, MARKET PULSE 4 February 2012, EXPERIENTIAL MARKETING 53

Bangalore, Pune, Hyderabad, Kolkata, Chennai, Jaipur, years. With the approaching new year and the season Chandigarh and Guwahati. of good cheer, it was the perfect time to launch this Our most recent initiative is the Coca-Cola Happiness campaign. Anchored around the theme of optimism, the Truck for our latest Coca-Cola ‘Believe in a Happier communication gave people myriad reasons to believe Tomorrow’ campaign. Along with the mass media in a happy and wonderful 2012 and look ahead with a campaign, Coca-Cola is also engaging with consumers positive outlook. Our latest campaign captures the spirit through a special on-ground activation across key of hope and optimism, further establishing the brand’s markets for the first time. A Coca-Cola Happiness Truck ‘Philosophy’ by urging people to believe in a happier toured several cities and ushered in the new year with tomorrow. This is more than just a campaign for Coca- optimism and happiness. Starting Dec. 27, 2011, the Cola and we are very happy with the response we have Coca-Cola Happiness Truck toured Lucknow, followed got for the campaign. It is very heartening to see how by Ludhiana, and spread happiness, refreshment and the new campaign struck a chord of happiness with our smiles to unsuspecting passers-by. Through the Coca- consumers and the chorus of happy children, adding to Cola Happiness Truck, we gave people a chance to ‘Open the spirit of optimism. The campaign reinforces Coca- Happiness’ merely at the push of a button. This special Cola’s global positioning of ‘Open Happiness’ and aims truck was parked at prominent locations in these cities, to further strengthen consumer connect and brand love. gratifying consumers with instant ‘feel good’ prizes and gifts and captured their spontaneous reactions, genuine As a universal icon of happiness, Coca-Cola has always excitement, moments of optimism and emotions, which encouraged people to see the world through optimistic are authentic and unscripted. This initiative aimed to eyes, mustering a positive and possible change and spread a wave of optimism and happiness across the celebrating people who radiate optimism. The new Coca- nation. Cola campaign in India, ‘Believe in a Happier Tomorrow’, opens happiness in all of us by showing that there is more Please elaborate on the concept behind the ‘Believe good in the world than bad. 2011 has been a roller coaster in a Happier Tomorrow’ campaign? How is this of a year indeed – a year that’s changed the world and campaign different from the others? set the foundations for things to come in the times ahead. Surely we can say with optimism and hope that tomorrow Coca-Cola has been spreading happiness for over 125 is only going to get better. MARKET PULSE 4 February 2012, EXPERIENTIAL MARKETING 54 Shop your way to change with fair trade take that successful model and introduce it to the Indian market. India has seen a huge economic boom over the last 10 years and for many businesses and individuals, this has meant great opportunity. But the benefits clearly haven’t been shared by everyone and, in particular, poor farmers continue to struggle to make ends meet. Anyone would agree that the fact that there have been an estimated 2 lakh farmer suicides in the same period of such impressive growth in India shows that not everyone is benefitting from the boom.

At Shop for Change, we envision a win-win vision of business in which new value is created in supply chains, and that new value is distributed so that everyone gets a fairer share. For farmers, Shop for Change means a fairer deal so they can care for their families and the environment. For the brands that we partner with, Shop for Change is a way to differentiate products and build brand equity. And for consumers, choosing products with the Shop for Change mark is a way to identify the brands that represent their values and, simply, an easy way to make a difference to poor farming families.

What kind of growth and acceptance has this concept seen in the Indian market? What kind of potential does Shop for Change Fair Trade is a not for profit set up by the future hold? the NGOs International Resources for Fairer Trade (IRFT) from India and Traidcraft Exchange from the UK to find an Propelled by major MNC brands like Tesco, Starbucks, innovative solution to the problems faced by poor farmers Target, and many others, global sales of fair trade certified and artisans in India. Shop for Change uses promotional products hit US$6 billion in 2010. Here in India, Shop for campaigns, online marketing and generates media coverage Change launched its fair trade certification in 2010 and to build a network of informed consumers to spread the fair we’re now working with farmer organizations representing trade message in India and grow the market for Shop for over 7,000 farmers in six states. In partnership with Change Fair Trade certified goods. Shop for Change works 13 brands including ColorPlus, Future Group affiliated to empower farmers, businesses and consumers to change the way India does business and make shopping fairer and greener for a more sustainable future.

Seth Petchers is the CEO of Shop for Change Fair Trade, an NGO working to build the market and the movement for fair trade in India. With 15 years of experience in fair trade across the globe, Petchers leads a team that is introducing the internationally successful fair trade certification concept to the Indian market.

In conversation with ExM, Petchers elaborates on fair trade and Shop for Change, and its future in India.

Please explain the concept of Fair Trade and Shop for Change. How was this idea conceived?

The concept of fair trade certification has existed in the West for over 20 years. Our aim, as an Indian NGO, is to MARKET PULSE 4 February 2012, EXPERIENTIAL MARKETING 55

Mother Earth, No Nasties, IWearMe, and several of Anita Anita has been a big supporter of Shop for Change’s work Dongre’s labels, Shop for Change certified products are for nearly two years. She sources a significant amount of now available in 135 stores across the country. Of course, Shop for Change Fair Trade certified cotton fabric for four these are early days for fair trade in India, but consumer of her labels and has been a huge ally in spreading the uptake of Shop for Change certified products, not to word to the industry and consumers alike. Anita and Gul mention significant mainstream media attention, suggests Panag travelled with me to visit Chetna Organic, one of a tremendous amount of potential. And there is a lot of the fair trade farmer organizations we work with to supply independent research to back that up. companies like Anita’s and other Shop for Change partners like No Nasties and IWearMe. Recently, we tied up with A survey by the global PR firm Edelman found that over 75 ColorPlus, which launched a collection of Shop for Change per cent of Indians surveyed would switch brands if a brand certified dress shirts and polo shirts. The collection was of equal quality supported a cause, and have more trust in highlighted with point of sale materials in ColorPlus stores, brands that are socially responsible. To date, our focus has and Shop for Change used tools like Facebook and Twitter been on cotton farmers and textile companies but shortly, to make sure consumers knew that the products were we will be extending our work to include food crop farmers available. and partnerships with food brands. How will this concept be promoted in the future? Will Do you see activations and promotions as a good on-ground activations be conducted for the same? medium to promote this concept in India? What efforts Please elaborate. have been made toward this so far? Shop for Change makes a difference by helping brands sell When we approach brands for partnership, we do so with poor farmers’ products. That means that above and beyond a business case in hand. Of course, our ultimate aim is the certification process, Shop for Change will invest to benefit poor farmers, but we do so by creating visibility significant time and resources into providing marketing and differentiation for brands we partner with to create new support for partner brands alongside providing supply chain opportunities for farmers. facilitation to make it easy for brands to go ‘Shop for Change.’

In addition to creating a significant amount of media buzz As for promoting the concept, on Jan. 17, we were in a around the brand partnerships we’ve launched, we have mall in Bangalore with our NGO partners International also organized promotional events at malls and colleges Resources for Fairer Trade and an ace team of management and held concerts for the cause. Celebrities like Gul Panag, school volunteers showing consumers how they can make Parvin Dabas and Jackky Bhagnani have volunteered their a difference by Shopping for Change in the stores of the time and voices to promote Shop for Change, helping us to brands we’ve partnered with. Moving forward, we’ll continue highlight those brands who work with us to source products to use the media, social networking platforms, volunteer from poor farmers. support from celebrities, and other events and promotions to create a consumer movement dedicated to making a How did Fair Trade come to associate with brands like difference by choosing Shop for Change certified products. Anita Dongre’s AND stores, Mother Earth, etc? What And, given the way that the Indian middle class has shown kind of initiatives has been taken by these brands to its readiness to come together around a cause in the last promote fair trade in India? year, I think the future for Shop for Change looks bright. ALSO FEATURED 4 February 2012, EXPERIENTIAL MARKETING 56

Bringing Brands to the People By Rachael Rajan If the mountain won’t come to Muhammad, Muhammad Nikita Jaggi, Marketing Head, The Forum Value Mall added: must go to the mountain. Brands are increasingly using “We do not just allow any activation without speaking venues like malls, night-clubs, restaurants and lounges or understanding what sort of promotion the brand has where an audience has already been amassed to engage planned. We entertain activations which are more customer- audiences through innovative experiential marketing interactive, and entertainment based promotions. We allot strategies. In India, BTL has never been more important space accordingly so that customers have a free isle space for marketers than it is today, and this poses the challenge to move around”. Phoenix Marketcity, Bangalore, too, of finding the right venues with the right target audience. believes that the success of its retail partners translates Malls and night clubs are ideal, and brands seem to be to the success of the mall. S. Shashie Kumar, Centre taking the task of evolving events that will lure potential Director, Phoenix Marketcity Mall, Bangalore said: “Our consumers at these venues very seriously. The result is brand activations can be classified into two categories, one some of the most interesting customer-engagement efforts pertaining to our retail partners and the other related to the we’ve seen. external brands. When it comes to our retail partners, we offer them the best possible location for their activities and Engaging Shopaholics encourage cross-promotions between the brand and the Tracing the history of how venues like malls and multiplexes mall.” have been used by brands, it becomes apparent that the nature of engagement has undergone a significant shift. Earlier most activations simply involved getting a handful of promoters in t-shirts to interact with people and hard- sell your brand/product. This might or might not have been

Nikita Jaggi, Marketing Head, The Forum Value Mall

Richa Malik Nayyar, Sr. Manager – Marketing “We entertain and Alliances, Select Infrastructure Pvt. Ltd. activations which are more customer- interactive, and “Brands get their entertainment based target audience in the promotions.” form of mall shoppers within an experiential environment.” Evolving trends in Brand Engagement at malls Banners, stalls and the less innovative promoter-led coupled with venue branding with the aid of banners and engagements have for a long time been part of the way the like. The scene today is far more evolved, as any mall or in which audiences were engaged, partly owing to budget venue-head might tell you. Richa Malik Nayyar, Sr. Manager constraints of brands and also because of the reluctance – Marketing and Alliances, Select Infrastructure Pvt. Ltd. on the part of many a marketing head to break free remarked: “The objective is to conduct brand activations from conventional modes of engagement. Despite this in a seamless manner in order to not disturb the shopper partiality for the safe and the overdone that has for so long characterized marketing plans, today brands tend to be far or the retail brands housed inside the center. Brands get more venturesome. their target audience in the form of mall shoppers within an experiential environment. Shopping is done at a leisurely As brands experience the growing challenge of being pace which is an apt mindset for marketers to grab.” noticed and remembered, they are forced to find novel ALSO FEATURED 4 February 2012, EXPERIENTIAL MARKETING 57

and interesting ways of using popular spaces and watering Going Above and Beyond the Norm holes to talk to their audiences. Technology is also playing A senior citizen’s flash mob was organized as part of a larger role in on-ground engagements, and for this the a campaign on ‘intergenerational bonding’ in which 50 necessary infrastructure and technical back-up can be set senior citizens from NGO Harmony India along with Wilson up in a mall. Kumar added: “When the activation is done College students danced to Bollywood songs at High Street by an external brand, we offer them the location of their Phoenix, Lower Parel, Mumbai. Then there’s DLF Mall, choice. We extend our operational and technical support Saket, Delhi, and Forum Mall, Koramangala, Bangalore, in conducting these activities so that the event is executed which saw Fever Entertainment present the ‘Carnival of smoothly. Our mall is designed in such a manner that the Wishes’ in which a ‘Christmas-tree mock-up’ was created large atriums and the open air courtyard are conducive and people could write their wishes on a helium balloon to brand activations.” Examples of such events include and attach it to the tree structure. The event also included Phoenix MarketCity and Max Fashions’ children’s day performances by bands and artists, a magic show, puppet activities, Pantaloons’ Rock Band Performance for their show and story-telling sessions. store inauguration, and Max’s Children’s Fashion Show. Listing a few brand-initiated events that have been hosted at The Forum Value Mall, Jaggi said: “In 2011, we saw many national campaigns that had a 360 degree communication plan around it. LG promoted their 3D TVs and games. Tetra Pak educated consumers about the benefits of using the Tetra packed products. Panasonic did a three-day promotion for which they created a setup showcasing how the brand is creating products for low energy consumptions and which are economical as well.”

Today, even retail brands looking to organize events in malls rarely follow conventional formats. For example, Bestseller Retail India recently conducted an event at Ambience Mall, Gurgaon, and at its own store, in which Bollywood actress Pantaloon’s Rock Band performance at Phoenix MarketCIty Sonam Kapoor herself styled girls selected through an online contest for a fashion show hosted at the mall.

Perfetti Van Melle’s ‘Candy Tree’ at Select CITYWALK Max Fashion’s children’s fashion show at Phoenix MarketCIty Select CITYWALK, Saket, has hosted more than 1,500 Another instance of how experiential marketing has evolved brand activations till date. This includes a recent alliance technologically: Palladium Mall, High Street Phoenix, with Perfetti Van Melle Ltd. To celebrate New Year, kids Mumbai, witnessed the adidas Original’s 3D Experience, were encouraged to ‘dream crazy and think creative’. A executed by Submerge Entertainment Pvt. Ltd. This was life-sized “Candy Tree” was set-up at the Central Atrium organized to create a buzz during the launch of the brand’s in Select CITYWALK from Jan. 13 to 15, developed by store, and involved a VJ showcasing shoes with the aid of Perfetti Van Melle Ltd., which showered candies when video mapping. Activations of this nature naturally require shaken. Children could also engage in other fun activities an environment that provides the necessary technical like drawing their dreams and aspirations, getting tattoos, back-up. singing, dancing and getting their picture taken with the tree. Nayyar commented: “Together with Perfetti Van Melle, one Also, of some significance, is the growth in the number of the objectives this year is to host events and activations of categories of products that are using malls as a site to catering to kids and the youth at Select CITYWALK. Apart engage consumers. Malls are no longer the sole territory of from catering to the event/activation requests that come retail brands. from event agencies, we also reach out to corporations and ALSO FEATURED 4 February 2012, EXPERIENTIAL MARKETING 58

mutually work with them to create properties at the center that are beneficial to the brand and to Select CITYWALK.”

Even TV shows and movies find malls and even restaurants an apt and advantageous place to reach potential audiences. In December, for instance, Star Plus promoted its Masterchef India - 2 at Thanday Kababi in Lucknow through an event that involved the three finalists and judge reinventing a few dishes among diners at the popular joint. Star Plus also promoted its reality show, Survivor India, in malls in Delhi and Mumbai. For the Mumbai promotion a shack was built in which one of the participants had to Nirmala Balakrishnan, Director, ‘survive’ without ‘basic necessities’. Shoppers were also Skyye Lounge encouraged to participate in various challenges.

Commenting on how brands can benefit from using malls “Events and product for marketing activities, Jaggi said: “Brands are exposed to over a million consumers per month in an environment which launches at a venue like encapsulates shopping, food and entertainment all in one a lounge is different space. Brands do realize that malls are today’s breakaway from the routine five destination point for a family or a corporate employee, be it star hotel auditorium a weekday or a weekend. Also, malls gather more eye balls launches.” that increase the brand recall value since the intention of visiting a mall is shopping and entertainment.”

Night Clubs go beyond Night Clubs Night clubs have always been popular among alcohol brands as a preferred venue for the brand to engage with consumers. Vie Lounge in Mumbai, among others, recently saw the launch of Teacher’s pre-mixed scotch based drinks. The brand entered into a tie-up with MTV, the organizer of the party, in order to promote the drink and distribute free cans.

However, today even non-alcoholic brands recognize the potency of nightclubs as venues where brands can be leveraged through events and other kinds of experiential marketing. This is especially the case with brands targeting Mercedes Benz event at Skyye Lounge young audiences. Alcohol brands, too, appear to recognize the inadequacy of merely offering drink samples. Far more innovative brand engagements have seen light in recent times. When Heineken tied up with Submerge Entertainment as refresh partner for its Goa project, the entire décor was green and in keeping with the brand’s colours and image.

Nirmala Balakrishnan, Director, Skyye Lounge, Bangalore remarked: “It’s only been a year since the Skyye Lounge was launched, and so far we have not really gone out of our way to get brands interested in using the venue for Ducate event at Skyye Lounge promotions and events. The venue has attracted brands on its own so far.” These have included a variety of brands right from Mercedes Benz to Four Seasons Hotels to Artic Brands are also a lot more eager to sponsor events being Vodka. Balakrishnan added: “Events and product launches hosted at night clubs, thus benefiting in terms of brand at a venue like a lounge is different from the routine five presence and on-ground visibility. For example, Sandip star hotel auditorium launches. Brands can get the right Soparrkar’s’ Ageless Dance event at Sheesha Lounge, connect with the audience by having the event at a place Andheri, Mumbai, got on board brands, including Gitanjali, that identifies with the characteristics of the offering. The Seagrams, Radio City and Provogue. The event, managed benefits for the brand are novelty, brand connect, and by 3rd Rock, saw French ballroom champion Tao Porchon greater audience participation.” Lynch perform. Vie Lounge and Deck was also the venue ALSO FEATURED 4 February 2012, EXPERIENTIAL MARKETING 59

for a sports themed promotional party for Converse and recall. New players entering markets have always been Skechers that targeted top players of the fashion industry. reason enough to spruce up the marketing mix. Also, an increased emphasis on a 360 degree marketing plan Commenting on what venues like night clubs do to necessitates a strong experiential marketing element. attract brands, Utkarsh Sain, Owner, Zinc remarked: Nayyar further stated: “With the Indian economy buzzing “Understanding and sensing a connect with each brand and new brand launches, the marketer is on the lookout prior to taking on everything and anything that comes our to explore innovative marketing initiatives. Experiential way is of utmost importance. By understanding and relating marketing being one of the innovative marketing formats to each brand, we customize and personalize our venue for is only going to get better and exciting thereon. Malls a particular event. For example, if it is a fashion event, we have become an integral part of the Indian consumer with look at stressing on the lounge appeal and in the case of a their changing lifestyles and increased spending powers, car launch, we capitalize on the luxury factor.” resulting in the retail sector growth which marketers can leverage upon.” Puma has also launched its ‘Puma Social Nights’ with the On the question of why night clubs and other venues aim of engaging youth through fun games and activities. are also being targeted by brands, Sain replied: “This The launch party saw the creation of a setup that sought to trend is on the rise because brands want to capture the celebrate the after hours athlete, complete with neon lights, attention of the neo youth and tap their spending power. foosball, rotating darts, etc. Brands are capitalizing on these offerings of venues. It also helps in direct interaction with a potential customer base. Even Colgate recently organized its own ‘Colgate Max Fresh Customary marketing lacks in ability to cognize customer Party’ for 40 lucky contest winners, which was attended by reaction which is something that brand activation prides Bollywood celebrities Shahid Kapoor and Genelia D’Souza. itself in. Two unrelated brands coming together – It has a double brand impact, that way it spells a two brand wave. Zinc, Mumbai, has in recent times seen events including the It’s just a paradigm shift from the traditional.” launch of the new Mercedes SLK, Red Bull Formula One event (a run up to the Indian GP), several Miller Beer brand BTL with Footfall activations/sampling, several ITC brand activations and Finally, the high cost-effectiveness of using malls and night- promotions, and magazine cover launches (GQ/Maxim) in clubs to engage consumers as opposed to above-the-line association with Artic Vodka (an instance of double brand marketing make it an extremely promising alternative. impact). Kumar remarked: “We feel this trend is on the rise because nowadays the mall experience for the customer is more Why the Buzz? than just shopping. Customers are more evolved and The reason for this surge in innovative engagements brand activations in different locations in the mall provide a at malls, night clubs and lounges is firstly, of course, the platform for the brand to speak to their customers directly extensive sprouting of malls and night clubs in cities and and engage them. This brand experience stays with the metros across the country. According to BCG (Boston customers for long and hence a higher top-of-the-mind Consulting Group), India’s organized retail is estimated at brand recall. Moreover, BTL activities cost much less than $28 billion. Other reports suggest that in the next 10 years, ATL activities”. organized retail will have a 25% market share. Thus, the very fact that there are a growing number of malls housing Commenting on what this preference for malls and clubs retail and other brands has opened up great avenues for as a venue for events holds for the future, Balakrishnan marketers. remarked: “Brands will always be in search of new ways to attract their target audience. So far, it has been malls and Malls and night clubs provide the right environment, the cinema; it will spread further to art galleries, book stores necessary space, options to use technology for activations and in many more innovative directions.” Jaggi added: and, of course, a moneyed audience. Increased spending “Mall activations are likely to become a default partner power of consumers who frequent these venues make of any campaign a brand plans along with other media these brand engagements an extremely worthwhile option. promotions.” Consumers are far more forthcoming than they were a decade ago. Nayyar pointed out: “Marketers are allocating a reasonable amount of budgets to experiential marketing from their marketing spends pie. Malls are the safest bet for them as these already have the required footfalls and their target audience. Whether it is a launch or a brand awareness activity, there is a high probability of conversion rate post experiencing the product in an experiential marketing scenario vis-à-vis print, electronic, outdoor or digital mediums.”

Then there’s competition and the need for top-of-mind LG activation at Forum Value Mall RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th8th of of the the month month RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th8th of of the the month month RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th8th of of the the month month RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th8th of of the the month month RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th8th of of the the month month RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th8th of of the the month month GLIMPSES 4 February 2012, EXPERIENTIAL MARKETING 66

MEHK presents MaxiMICE in Delhi After the successful run of MaxiMICE in Mumbai in December 2011, the platform made its presence felt in Delhi on Jan 19 at Shiro, Hotel Samrat. There was a turnout of over 100 stakeholders of the MICE industry. The principal partner of the event was Meetings & Exhibitions Hong Kong (MEHK). The venue partner for the event was Shiro, the evening was managed by THOT Media and the entertainment was courtesy of Red Entertainment. Modern Stage Services provided the technicals for the event, which was produced by 1neUp Productions. GLIMPSES 4 February 2012 EXPERIENTIAL MARKETING 67 GLIMPSES 4 February 2012, EXPERIENTIAL MARKETING 68

India Kids Fashion Show Craftworld Events, in partnership with the Retailers Association of India, organised the India Kids Fashion Show from Jan. 17 to 19 at The Lalit Intercontinental in Mumbai. Around 500 children aged between4 to 14 years, from Mumbai, Bengaluru and Delhi, walked the ramp during the event. The event had 24 shows, with eight designers displaying their collections each day.

Ambuja Jaipur Marathon 2012 The Ambuja Jaipur Marathon 2012, organised by Sanskriti Yuva Sanstha and World Trade Park took place on Jan. 22 at Ram Nivas Bagh South Gate. The third edition was executed by Sincere Global Event. Rajasthan Royals tied up with the marathon as the fitness partner. This edition marked participation from more than 15 countries. RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th8th of of the the month month RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month GLIMPSES 4 February 2012 EXPERIENTIAL MARKETING 71

Sunburn 2011 Sunburn, a Percept property and Asia’s premiere electronic dance music (EDM) festival, took place at Candolim from Dec. 27 to 29. With more than 90,000 fans partying to the best of EDM and enjoying the various experience zones, the festival gave the world the ultimate lifestyle experience.

Second York Live Festival York Live, the brainchild of entrepreneur Ravi Gurnani, owner of York Winery, was a two-day fiesta of wine, food and music that began on Jan. 21 at the York Winery. A celebration of the senses, the festival encompassed a variety of boutique wines, performances by leading bands and an a la carte menu of delectable food. GLIMPSES 4 February 2012, EXPERIENTIAL MARKETING 72

Aircel Chennai Open The Aircel Chennai Open, India’s and South Asia’s premier ATP World Tour tennis event, is a property operated and organised by IMG Reliance. This tournament was held from Jan. 2 to 8 at the SDAT Tennis Stadium, Chennai. This was the 16th edition of the tournament in Chennai and 17th edition in India.

18th Colors Screen Awards The 18th Annual Colors Screen Awards, which was managed by Cineyug, took place on Jan. 14. The sound equipment and arrangement was provided by Roger Drego, while the video was done by Vinayak Video Vision and the lights by Jagmag Electronics. GLIMPSES GLIMPSESGLIMPSES 44 February August4 June 2011, 20122011, EXPERIENTIAL EXPERIENTIAL MARKETING MARKETING 55 7361

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Harley Rock Tarun7th Apsara Tahiliani Awards Bridal CoutureYash Raj Studios, ExpositionMumbai, on Jan. 25, saw Riders Season 2 the Film and Television Producers Guild of Harley Rock Riders, a property The third season of the Tarun Tahiliani Bridal CoutureIndia, inExposition association (TTBCE) with Wizcraft is taking International place conceptualised jointly by Harley Davidson Entertainment and Colors television, celebrating motorcycles and Rolling Stone Magazine, is over the months of July and August. In Mumbai, the‘100 event years was of held Indian at theCinema’ Four Seasonswith the 7th Hotel Apsara back with season two. The tour, from May 5 Awards. The awards saw the crème de la crème of to October 1, will see the band, Half Step from July 23 to 25. This year, TTBCE went to Newthe Delhi Indian and film Mumbai and television in July and industry will travel on one to star- Down perform in four Indian cities along with studded stage. other popular bands like Split, Thermal and a Hyderabad and Kolkata in August. Quarter, and Parikrama. INCLASSIFIED FOCUS 4 February 2012, EXPERIENTIAL MARKETING 74

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RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month