JAN 2011 VOLUME 1 ISSUE 9 `100/- Events | Entertainment | Promotions | MICE | BTL | Sponsorship | Sports The Number Game! Engagement - Solution to the MNP challenge? Also Featured: Market Pulse: In Focus: Sensory Sensibility Awakens “The Dewarists is orchestrating never- The Aditya Birla Awards 2010 p 39 Sensory Branding and Experiential Marketing p 26 before-seen music collaborations.” MDCAS World Aids Day Campaign p 36 - Arvind Krishnan, GM - Marketing, Bacardi India p 44 SUNBURN 2010 p 32 January 2011, EXPERIENTIAL MARKETING 03 It’s all happening here EDITORIAL TEAM: As we turn a leaf on another year, like always, there’s much to KARISHMA HUNDALANI [email protected] +91 98212 80003 reminiscence from the year gone by. What’s most memorable SHWETA RAMSAY are the high points; the successful overcoming of obstacles; the [email protected] +91 98923 59703 celebration of achievements. RACHEL GEORGE [email protected] +91 98197 77983 RACHAEL RAJAN ExM Magazine’s chronicles alone are enough testimony of [email protected] +91 97660 71741 the innovative campaigns, path making trends and noteworthy CAIN PINTO achievements of the experiential marketing industry. No doubt these [email protected] +9122 2648 9915 DESIGN TEAM: aren’t a fraction of the inspiring work done by various companies VINAYAK ALLE in the space of LIVE marketing. In our attempt to round up as many PRASAD KARAMBAT effective BTL campaigns that were completed in the year gone by, SALES AND MARKETING: VISHAL NAGDEV the WOW Awards entries will stay open till January 31, 2011. [email protected] +91 98212 24987 TANVI ASHER With an extended entry timeline, we hope to reach out to as many [email protected] +91 92245 72293 organisations in our ever-growing industry of experiential marketers BHUMIN TRIVEDI [email protected] +91 98208 68882 and also encourage each applicant to focus on the quality and CIRCULATION: precision of their entries. While applications and entries to the RAMESH PATIL WOW Awards 2011 trickle in already, we look forward to a third year [email protected] +9122 2605 7539 of showcasing the ‘best of the best’ in the year gone by. Not putting aside the importance of newer benchmarks being set in the year to come, we’ve dedicated this new year’s issue to emerging trends and opportunities within the experiential marketing space. We look forward to seeing and showcasing how agencies will optimise on these. ExM is a monthly magazine by EVENTFAQS, publishers of India’s only platform for events and experiential marketing - We wish each one of you, WOW winning opportunities for the year www.eventfaqs.com. 2011. Happy New Year! Subscriptions are ` 1,000/- (India) and US$ 120/- (ROW) per year (12 issues), including postage. Mail at [email protected] for [email protected] more details. Printed by: Vishal Vashulal Nagdev 202, Brooke Ville, Near Magnet Super Market, Mogul Lane, Matunga (West), Mumbai – 400 016, Maharashtra, Corrigendum India. Published by: Vishal Vashulal Nagdev on In the December 2010 issue of ExM Magazine, the views and behalf of (or owned by) EMDI Web Solutions Pvt. Ltd. And printed at VSSU Graphics, Unit # 36, Ideal picture of Jayent Mishra, National Head - DB Activation, Dainik Industrial Estate, Senapati Bapat Marg, Lower Bhaskar were wrongly attributed to Abhishek Sahu in the feature Parel (West), Mumbai – 400 013 Maharashtra, titled ‘Media Brand go Experienital’. The error is regretted. India and published at EMDI Web Solutions Pvt. Ltd. 4th Floor, IES College Campus, Opp. Lilavati Jayent Mishra Hospital, Bandra Reclamation., Bandra – West National Head - DB Mumbai – 400 050, Maharashtra, India. Editor: Activation, Dainik Bhaskar Karishma Jammu Hundalani. MARKETCONTENTS PULSE January 2011, EXPERIENTIAL MARKETING 04 Event Briefs Industry Watch Promo Power | MICE | Live Agency | Destination Sports Rush | Media Active 07-13 Venues | Events 14-17 The THE NUMBER GAME! Number Engagement - Solution to the MNP challenge? 21 Game! Sensory Sensibility Awakens Sensory Branding and Experiential Marketing 26 SUNBURN 2010 32 Scale, Size, Sponsors MDCAS World Aids Day Campaign 36 The Aditya Birla Awards 2010 39 “The Dewarists is orchestrating never-before-seen music collaborations.” -Arvind Krishnan, GM - Marketing, Bacardi India 44 GLIMPSES 57 47 50 51 53 55 58 Presented by : In association with : EVENT AND EXPERIENTIAL MARKETING Supporting Industry Partners: Strategic Partners : Brand Consultant : Event Management : www.sohamsarcar.com It’s time to celebrate the best brand experiences created this year. Entries will be judged by an illustrious panel of brand heads from across industry segments. WOW Awards 2011 Jury Sanjay Jain Karthi Marshan Manmeet Vohra Trivikram Thakore Chief Marketing Officer, Executive VP and Head – Marketing Director – TAG Heuer - GM, Corporate Marketing, Reliance Capital Group Marketing, LVMH Watch & Jewellery India Pvt. Ltd. Samsung India Electronics Kotak Mahindra Bank (Mobile Business) Aparna Thomas Arvind Krishnan Rishi Mohan Malhotra Director Communications, Head-Marketing, National Head - VAS Marketing, sanofi-aventis, India Bacardi, India TATA Docomo Entries can be made across the 25 categories of the WOW Awards 2011 ranging across segments of WOW Promos, WOW MICE, WOW Media, WOW LIVE and WOW Specials. Call for entries: December 15, 2010 to January 31, 2011 For more details on WOW Awards 2011 and the entry process, visit: www.eventfaqs.com/wowawards 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 Promo Power January 2011, EXPERIENTIAL MARKETING 07 ONGC and Wockhardt launch Khel Marketing Solutions manages launch Khel Mein to help underprivileged kids of Panasonic’s Cube AC Wockhardt Foundation, aiming to Marketing Solutions managed improve the quality of life of the a dealer meet and launch socio-economically underprivileged event for Pansonic’s Cube strata of society, together with ONGC AC on December 14 at The launched a Toy library for children of InterContinental, Mumbai, these classes. This initiative blends attended by around 500 dealers both objectives - starting off with and trade partners. Panasonic upgraded its existing range a toy library for children in slum areas and now, evolving of ACs by introducing Eco Navi technology that senses the into a value-based educational service through a blend of absence in the room and cools select areas translating into access to toys and interactive learning of human values. reduced energy consumption. Samina Khorakiwala, Chief of the Khel Khel Mein Nitin Khobe, Director Creatives, Marketing Solutions said, Programme said, “This is a movement aimed at value- “We created a giant LED wall set with graphic content that based character building for young citizens of our country, evolved from the brand tagline ‘Reclaim Your Window’. The seamlessly carried forward in the form of value based living event triggered multiple launches amongst the audiences courses as they move along in life.” as the product was brought close to provide a look and feel of the product. The projections were all done in-house.” IES manages activation for Bharti AXA Life Insurance Delhi State AIDS Control Society partner the Times group for activity IES, a division of MOMS which falls under Madison World, concluded a On World AIDS day on December 1, mall activation campaign for Bharti the Delhi State AIDS Control Society AXA Life Insurance on December (DSACS), under the Department 12. The activation was held for four of Health and Family Welfare, in weekends in Delhi and Mumbai association with The Times of India and two weekends in Kolkata and Bengaluru. organised a number of pledge activities in Delhi. The one-day event Saumen Roy, DGM, MOMS-IES said, “We observed that was conceptualised and executed by Times Red Cell. when it came to insurance products, people are reluctant to know about the product and/or even engage in a Faizi Hashmi, Project Director, DSACS, Government of conversation with the promoter. Thus, we decided to come Delhi said, “We organised signature pledge campaigns in up with an activity that will engage the TG with fun and association with the Times Group. Our aim was to initiate a educating activities about the two most important things in mass movement for AIDS without discrimination. The event their lives - Health and Wealth.” engaged both the general public as well as people suffering from AIDS.” Vibgyor manages ‘Man of the Town’ across 19 cities Integrated campaign launched to Vibgyor Brand Services managed the ‘Man of the Town’ on-ground promote www.NotJobsButPassion. activity for HUL’s Fair & Lovely com Max Fairness for Men. Targeting Birla Sun Life Insurance young men, the activity took place partnered with Career For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com over two weekends in Nov and Launcher to launch the December across 19 cities in West microsite www.NotJobsButPassion.com, which aims to Bengal and Andhra Pradesh. The main attraction of the be a one-stop online portal to help children address their final event was an army style obstacle course race. The career-related queries. The main aspect of the campaign winner was awarded the ‘Max Fairness - Man of the Town’ is an aptitude test on the site which enables students to title and a Bajaj Pulsar bike. discover their passion, and provide information on career options and expert inputs on what paths to take. Govind Rajan, GM, Skin Care HUL