The Number Game! Engagement - Solution to the MNP Challenge?

JAN 2011

VOLUME 1 ISSUE 9 `100/-

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

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

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 said, “Our endeavour was to encourage young talent by providing them with a Ajay Kakar, CMO, Financial Services, Aditya Birla Group platform to boost their confidence and gain fame and glory said, “BTL activities will involve on-ground engagements through the title that would create a stepping stone to their that seek to get parents to pledge to support the child. In future success.” phase I, we will begin with 20 markets.” MICE January 2011, EXPERIENTIAL MARKETING 08

Executive Events manage Drishti Times Grey Cell manages ET 2010 EDvantage Executive events managed ‘Drishti The Economic Times 2010’, the 37th Annual Conference organised the third of the Kerala Society of Ophthalmic edition of the ET Surgeons (KSOS) at Gokulam EDvantage on December Convention Centre, Cochin from 9 at Le Meridien in New November 26 to 28. There were 400 Delhi. The event was managed by Times Grey Cell. delegates at the conference which saw open forum discussions, symposiums and presentations. Raga D’Silva, National Head, Times Grey Cell said, “The objective was to foster a collaboration between On the nature of the event, Dr. Augustine Mampilly, key stakeholders of the education sectors and corporate Organizing Chairman, KSOS said, “Informative sessions sectors. Several discussions took place with distinguished brought together experts in the field and other delegates to speakers covering issues like trends in new thinking, deliberate on interesting, popular and controversial topics collaborative models in curriculum design and delivery, in contemporary ophthalmology. The scientific content was how technology can change the landscape of education, planned in a meticulous manner and so were the other and more. Over 150 participants attended the event.” arrangements”. The 16th Technology Summit and Afairs Exhibitions and Media organ- Technology Platform ises Premier School Exhibition Exhicon Media Solutions was in charge The German Federal Ministry of confirmed visitors promotion and of Education and Research registration management services for (BMBF) sent an 80 member the Premier School Exhibitions series delegation to India for the organised by Afairs Exhibitions and 16th Technology Summit and Media. It was organised in Ludhiana Technology Platform which took place at Hotel Lalit, New on December 13-14 and in Mumbai on December 17-18. Delhi on Dec 7 and 8. This event was organized by CII and This fair is a platform for direct interaction with school the Department of Science and Technology, Govt of India. representatives to facilitate quick admission decisions, Germany was the Partner Country at this event. minimise postal delays and travel worries.

The delegation’s visit was under the BMBF campaign, Sanjeev Bolia, MD, Afairs Exhibitions and Media said, ‘India and Germany - Strategic Partners for Innovation’. “The exhibition offers an interface between schools, The purpose of the delegation’s visit was to showcase its parents and service providers. The exhibition is a platform state-of-the art technology and capabilities in advanced to meet the growing demand for quality education in the manufacturing, energy and environment and life sciences. face of an absence of authentic information about school education.” Rural Marketing Congress India 2010 convened in Mumbai Executive Events manages Kerala Organised by Ideas Gem and Jewellery Show 2010 Exchange, the Rural Executive Events managed the Kerala Marketing Congress Gem and Jewellery Show 2010 from 2010 was held from December 4 to 6 at Le Meridien, For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com December 7-8 at J W Mariott, Mumbai. The Congress saw Cochin. This is the third edition of the sessions on understanding rural mindsets, strategies for B2B trade show which featured over creating loyalty with rural consumers and an integrated HR 200 stalls with three pavilions for gold, strategy for rural models along with various panel sessions. diamond, silver, gemstones and allied The session included a debate on how rural marketing will machinery. evolve in the next 20 years. P.V.Jose, Convener, Kerala Gem and Jewellery Show 2010 Commenting on the significance of BTL activities in said, “The previous two editions received an overwhelming engaging rural audiences, Mandeep Singh, MD - India, response with more than 150 exhibitors and 10,000 quality d.Light Design said, “To build the trust of rural consumers, it trade visitors from every district of Kerala and other regions is important to to create channels that allow for reasonable of South India. The response proved the need for a show engagement with them.” that can provide an impetus to the regional jewellery sector.” LIVE January 2011, EXPERIENTIAL MARKETING 09

Harley Rock Rider culminates with Queen’s Entertainment presents grand finale in Delhi Rockfort 2010 Harley Davidson India completed its Queen’s Entertainment five-city tour of Harley Rock Riders organised Rockfort 2010. with a grand finale at Pragati Maidan, The rock concert was New Delhi. Harley Rock Riders is an held on December 26 at annual music platform which aims at the Open Air Amphitheater at Bandra Fort in Mumbai. The bringing together motorcycling and event was targeted at youngsters between the ages of 18 music, honouring Harley Davidson’s historic association - 25 years. Over 1200 visitors were expected at the venue. with ‘Rock n Roll’ and its legends. This annual rock music property has been conceptualized by Harley Davidson Renuka Narwankar, Propreiter, Queen’s Entertainment India and Rolling Stone India. said, “Rockfort was launched to provide a platform for local and national rock bands to showcase their talent. We found The rock tour touched upon the cities that Harley Davidson that usually, these talented bands get to play indoors in very has already ridden into with its dealerships including New restricted space and time and when it comes to outdoor Delhi, Chandigarh, Mumbai, Hyderabad and Bangalore. concerts, international bands are given importance over local bands. Thus, we initiated this property this year. In the Knock Out presents three-city Sonu future, we wish to turn this into an annual, multi-city event.” Nigam concert in Karnataka ‘Knock Out Nimma Choice Rachnoutsav Events manages Audi Sonu Nigam ra Voice’, a Artion - Art and Fashion Weekend three-city concert organised by Knock Out, was held Audi Hyderabad organised in Gulbarga on Nov 21, the Audi Artion - Art and Belgaum on Nov 27 and Fashion Weekend at their Hubli on Nov 28. ‘Knock Out showroom in Hyderabad Nimma Choice Sonu Nigam ra Voice’ gave consumers an from December 4 - 5. The opportunity to watch Nigam perform a song of their choice. event was managed by The sponsorship and marketing partner for the event was Rachnoutsav Events. Planman Stars. Speaking about the event, Amrit Dugar, Rachnoutsav Jyotishman Deka, Category Head, SAB Miller Brands Events said, “This is our first association with Audi. We said, “The promotions talked about a choice of songs to came up with a concept which relates to Audi and its luxury be sung by Sonu Nigam through touch screen devices statement. Since the first thing that comes to mind when which recorded the selected song options by the Knock Out we think about luxury is art and fashion, we used both consumer. Each town saw over 6000 people in attendance.” these elements and conceptualised Audi Artion.”

Fashion Connect 2010 at DLF 6th Apsara Film and Television Promenade managed by Thyme Producers Guild Awards announced Thyme managed the Fashion The Film and Television Producers Connect 2010 for DLF Promenade in Guild of India announced the Vasant Kunj, Delhi on November 27. 6th Apsara Film and Television ‘Fashion Connect’ as an event was Producers Guild Awards to be conceptualised to re-emphasise held in the first week of January 2011. In conjunction with For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com DLF Promenade’s leadership as a Colors and Wizcraft International, Apsara will bring together one-stop destination for international fashion and iconic talent from films and television to recognise their combined brands. The idea was to invite elite customers of leading effort and significant impact on the entertainment industry brands of the mall and showcase the seasons’ collection for the year 2010. The function will host members of the at new stores. television and film industry who will come to celebrate and pay tribute to the accomplishments of their peers. Pushpa Bector, VP and Mall Head, DLF Promenade said, “DLF Promenade is the retail haven of the world traveler and Ramesh Sippy, President, The Film and Television the ideal destination for shopaholics who want to indulge in Producers Guild of India said, “The awards will celebrate serious retail therapy. The show was an attempt to provide the success of the Indian entertainment Industry and a platform where the fashion- and trend-conscious can felicitate those who have made a significant contribution to view the latest collection by top international brands.” its stupendous growth.” 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 Sports Rush January 2011, EXPERIENTIAL MARKETING 11

Hero Honda India Open takes place at The Barclays Premier League Trophy the Delhi Golf Club four city tour announced The Hero Honda Indian Open Barclays announced the Barclays golf tournament took place from Premier League Trophy four city December 2-5 at the Delhi Golf tour which began in Mumbai on Club and saw members of the December 12. It then moved on international golfing circuit vie for to Chennai, Pune and culminated the winning position and the prize of in New Delhi. Barclays, together US $1.25 million. with the ex-India internationals, also conducted a football coaching clinic for a group of underprivileged children of Pawan Munjal, MD & CEO, Hero Honda Motors, said “We the Magic Bus foundation in Mumbai on December 11. at Hero Honda made a commitment to the promotion of Golf in India, and it gives us immense satisfaction today to Barclays Bank CEO-India, Mani Subramanian said, “Our see our golfers being ranked amongst the best in Asia and association with the Premier League has been one of the making their mark on the European circuit and even in the longest sports sponsorships for us. This has made Barclays US PGA Tour.” synonymous with the Premier League and it helps us connect with millions of people, clients and football fans not The 4th Arsenal Tata Tea Jaago Re only in regions where we operate but also in regions where Soccer Stars people love and follow the Barclays Premier League.”

Arsenal Tata Tea Jaago Re Brand Box promotes Airtel’s new Soccer Stars, the national identity at ADHM 2010 tournament from Tata Tea in Brand Box managed several on- association with Arsenal FC, ground activities for Airtel during UK began its fourth edition with the Airtel Delhi Half Marathon 2010 the inaugural zonal round held to promote the new brand identity at The Cooperage Stadium in Mumbai on December 13-14. launched on November 18. The The event is organised, conceptualised and managed by agency was responsible for managing Highlife Management. more than 2,000 employees.

Gaurav Anthoney, Senior Executive, Highlife Management Deepak Kapoor, Head of Operations, said, “Jamshed Nassiri, the tournament Head Scout, will Brand Box said, “The brief given to us was to relive the joy observe the tournament to identify children with exceptional of running with the new brand campaign - Dil Jo Chahe talent. 30 children will be selected to be trained by Arsenal Paas Laye, to ensure optimum visibility of the new brand Coaches in India and London. 16 of these children will identity and to ensure optimum excitement in the employees participate in the Arsenal International Soccer Festival in around the new identity. Since this was ADHM’s third year, the UK.” we had to ensure the same level of excitement like in the past two years.” Second edition of Thomas Cook Indian Golf League Second edition of Bangalore Thomas Cook (India) Limited Cyclathon announced [TCIL] launched the second The second edition of the edition of the Thomas Cook Bangalore Cyclathon is Indian Golf League in New scheduled for January 23, For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com Delhi on December 9. The 2011. The event is being initiative has been scheduled organized by Sport18 and for the duration of 12 weeks and will contain 14 competitive TI Cycles of India. The organizers are looking at making event rounds of golf played at five different partner courses. cycling a preferred mode of transport in the city, bringing The tournament is being managed and promoted by Digraj together fitness and environmental consciousness as Sports. sustainable notions.

Madhavan Menon, MD, TCIL said, “Golf is a sport that lots Isaac John, Senior Manager Marketing, Sport18 said, of corporates and professionals engage in. We associated “There has been an attempt to simplify the experience by with the Indian Golf League and with Digraj Sports as it synthesizing the categories. This year, we have only four provides us with opportunities to build a direct connect with categories which will encompass all participants. The venue the eminent people in the industry and reach out to our TG.” has also been shifted in view of new highway accessibility.” 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 Media Active January 2011, EXPERIENTIAL MARKETING 13

Swastika Entertainment manages Avon Cycles and Big FM organise Dance India Dance Season 4 auditions Greenathon Zee TV organised the auditions for Avon and Big FM organised Dance India Dance Season 4 from the Big Greenathon, a month- October 29 - November 26. The new long campaign engaging season has a new format and is now citizens of India to pledge to cycle to work at least once a called Dance India Dance Doubles. week. The campaign has been organised for all 45 Big FM This year, the show will recognise stations in the country. The purpose is to contribute towards dancers in pairs. The auditions, held in 11 cities across a better and greener tomorrow and was flagged off by local India, were managed by Swastika Entertainment. Dance dignitaries at all stations. As part of the campaign, one on- India Dance will also be hunting for talent from international air listener was selected to win an Avon Jockey bicycle. frontiers through auditions in Dubai, the US and the UK. Onkar Singh Pahwa, MD, Avon Cycles said, “The campaign Amit Verma, MD, Swastika Entertainment said, “We are is our first step toward promoting cycling on a large scale. registered as an event company with Zee Enterprise People across the country are signing up to cycle for a Entertainment. Once the show opened, we pitched with cause and we look forward to more bicycle riders on city our creative options and ground implementations. Thus, roads soon.” we bagged the duties to manage auditions for in India.” Fever Entertainment signs on Kailash Red FM and Domex celebrate World Kher for unplugged concerts Toilet Day Fever Entertainment signed on Kailash On World Toilet Day on Nov 19, Red Kher and Kailasa to create a series of FM initiated an awareness campaign Fever Unplugged concerts. Kailash Kher on the importance of cleanliness performed live in Delhi on December 19 and sanitization in association with at Siri Fort auditorium and in Mumbai on Domex, the global sponsor of World December 23 at Nehru Centre in Worli. Toilet Day. While maintaining its hip, quirky attitude, the The Fever Unplugged initiative was partnership with Domex was strategic to lending credibility organised to celebrate pure and unplugged music. In the to the radio station’s stance on a pertinent issue. future, other artists will be roped in and regular unplugged concerts will be organised by Fever Entertainment in B. Surendar, Senior VP and National Sales Head, Red FM several cities. said “We are proud to be associated with Domex for this initiative to create awareness about diseases that spread S Keerthivasan, Business Head, Fever FM said, “We try through unclean toilets. For a station which believes to give our audiences the best all-round music experience. in bajaoing issues which affect people, being part of a Creating the Fever Unplugged concerts is an example of cleanliness drive on World Toilet day is obviously important.” our commitment towards our promise.”

Bhaskar Utsav takes off in Punjab Red FM goes on-ground across 11 The Dainik Bhaskar Group organised ‘Bhaskar Utsav’, cities for Red Mike Red FM presents Red a multi-event celebration Mike, an on-air show that of the group’s success in lets listeners participate Punjab from December 12- and express what is 31. The celebrations took place across Amritsar, Jalandhar, important to them as For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com Ludhiana and Chandigarh. All the events were managed citizens and individuals. internally. The team working on the event had 10 core As an extension to the members with 20 people from DB Activation. In addition, on-air show, a 10 day 200 people worked on this project. activation, launched on December 6, was held in 11 cities and managed by the Red team. Mohan Sarwate, Head Branding and Activations, said, “Bhaskar Utsav involved a spectrum of masses and had Nisha Narayanan, Sr. VP Projects and Programming, relevant points of contact across socio-economic classes. Red FM said, “Red Mike boosts listener interactivity and It gave our partners an unprecedented opportunity to reach capitalises on the strength of radio as a medium. Audiences their target audience and enhanced the Dainik Bhaskar don’t want to be passive recipients anymore. They want to brand image. We believe this will magnify the connect and contribute and be heard. Red Mike taps into this need of goodwill we share with our readers, clients and agencies.” the audiences by providing them with a platform.” Industry Watch Agency January 2011, EXPERIENTIAL MARKETING 14

Diversified Siyerra Wedding RMAI Corporate Communications Fashion Show refreshes its 2010 Awards concludes Outlook Events & Activation conventions’ partnered with Siyerra The Rural Marketing in the field of advertising, looks to produce the ‘Siyerra Association of India (RMAI) marketing, brand activation Wedding Fashion Show announced the winners / promotion. Diversified Communications 2010’ at Aarohi Starz Club, of the third edition of its India strives to keep Ahmedabad. This is the RMAI Corporate Awards Pradeep Kashyap, President, up with the Indian first edition of the property, 2010 at an award ceremony RMAI spoke about the entertainment industry and which will be an annual held at PHD Chamber of growing importance of it is modernizing rapidly with production henceforth. commerce and industry rural markets. He said, advancements in production This year’s event featured in Delhi on November 27. “The association is trying to technology in sound, music, a bridal and Indo-western The awards were attended draw attention toward the cinema, TV, information collection by Kinjal Kothari, by 175 participants industry through seminars, and communication. who is launching her own from corporate, media conferences, training The company organizes fashion line, ‘Siyerra agencies, consultancies and programs and research conventions for the Fashions’. The audience implementation agencies. studies on the rapidly entertainment industry comprised of invitees only A total of 75 entries evolving rural consumer. and has unveiled a new which included 350 NRA were received for the 11 These awards, ‘the Oscars expansive design and logo. clients and premium club categories. These awards of rural India’, are instituted members of Arohi Starz were instituted to promote to encourage agencies Anil Chopra, MD, Diversified Club. and honour the brains involved in developing Communications, India behind rural innovations these markets.” said, “There is a sense Pankaj Bhatt, Director of appreciation for the BD, Outlook Events and RC&M Launches ‘Brand Experi- entertainment industry Activation said, “We do platforms that we provide to a lot of social events and ence: The Marketing Mind-Game’ the entertainment industry found that that there is no and recognition that our event agency showcasing RC&M launched its book influenced India to become expos are supported wedding collections as ‘Brand Experience: a consumer-centric market. by the entertainment such. Though there are The Marketing Mind A gradual change setting- industry within India and agencies doing wedding -Game’ on the 20th year in in the lifestyle of the internationally from the planning, there are no of its foundation. To country means new value US, UK, Australia and Hong bridal collection shows. So commemorate the years systems and worldviews, Kong, where Diversified is we thought of starting this gone by and the experience which is reflected in the located.” property beginning this and insights gleaned from marketing sphere.” season.” their beginnings in 1990 to now, RC&M attempts to pen down the numerous Laqshya Media bags promotion rights at Delhi’s changes it has witnessed in the marketing space IGI Airport Terminal 3 through the book. Laqshya Media has been brands new integrated mar- with a focus on emerging granted rights for promo- keting opportunities. media formats across the Priya Monga, Business Head, tions at Delhi’s IGI Airport country. We will introduce a RC&M said, “Since we began Terminal 3. This develop- Indrajit Sen, CEO, Laqshya unique premium experien- in 1990, a lot of work has ment will give brands an Media said, “Having pro- tial marketing platform with been done. There is a huge opportunity to engage at filed distinct flyer groups a strong interactive com- change in the marketing touch and feel range at the to identify the mood, mind- ponent that will make T3 a space and we want to airport and will primarily set, activities, dwell time benchmark for the industry. show this in our book. target business travelers and media engagement, Our Experiential Marketing The liberalization of the and professionals. Laqshya we will provide advertisers & Sponsorship Programs economy over two decades Airport Media together with with highly targeted op- combine unique elements ago not only opened the DIAL, the managers of the portunities. This will be the of sight, sound and touch in country’s gates to the rest airport, seek to provide cli- showcase to strengthen our order to create positive and of the world, it unbolted the ents with innovative mar- position as a leading out- lasting brand experiences doors to a new lifestyle and keting solutions, giving door advertising company for consumers nationwide.” Industry Watch Destination January 2011, EXPERIENTIAL MARKETING 15

Akqua Destinations organises Gujarat Tourism India, China to drive global tourism events to promote Tuscany signs MoU with three states in industry Akqua Destinations reached out to more than China and India are the collaborated with Jet 1,000 people. All the events India to promote key hospitality markets Airways to organise events were conceptualised, that by 2015 will have and activities to promote designed and managed by inter-state tourism rapid tourism growth on Tuscany at Westin Mumbai Akqua Destinations. The Department of year-on-year basis than Garden City, Goregaon from Tourism, Government of the United Kingdom, November 29 - December Jilesh Babla, MD, Akqua Gujarat has entered into France or Japan, reveals 10. The engagement Destinations said, “The aim an MoU with Karnataka, a new report. According included tourism roadshows was to promote Tuscany in Punjab and Rajasthan to Hospitality 2015: Game and workshops, a Tuscan India not only for its tourism to promote inter-state Changers or Spectators by food festival, a live offerings, but for its history, tourism. The state tourism Deloitte, middle classes of demonstration of golden art, wine, honeymoon tours, department is working on China and India along with leaf art and an exhibition of student tours, culinary modalities to sign a similar the aging population of the photographs by Leonardo tours, special events and deal with Goa tourism US are two demographic Vangi. The activities MICE offerings.” department. trends that will create new patterns of travel and Vipul Mitra, Tourism demand. It says the middle Philippines Czech Secretary, Gujarat said classes of China and India that the state tourism will create new trends as Tourism Tourism department has entered their travel patterns evolve into a MoU with Rajasthan, from domestic to regional Marketing plans Karnataka and Punjab, to international. India which has a large number alone is forecast to have 50 Office of NRI visitors. “The MoUs million outbound tourists series of will help towards mutual by 2020. organises promotion of tourism, promotional showcasing each others’ “In the emerging markets, Sales Mission cultural heritage to tourists the rise of the middle activities in and felicitating inbound classes will drive significant travel into respective new demand for both leisure in India states. The states will and business hospitality,” Philippines Tourism India mutually market their said Alex Kyriakidis, Marketing Office organised In order to tap the growing accommodation facilities Global Managing Partner the Philippines Sales Indian outbound market, and tourism packages,” of Tourism Hospitality & Mission on December the Czech Republic Tourist added Mitra. Leisure at Deloitte. 6 at Le Meridien, Delhi Authority (CRTA) or Czech and on December 9 at Tourism has decided Four Seasons, Mumbai. to conduct a series of Promoting Oman tourism The purpose of the promotional activities in As part of the initiatives for budget destinations, B2B workshop was to India for promoting the to promote Oman as a the trade and tourism promote Philippines as a destination. CRTA plans luxury tourist destination, agencies have recorded a tourist destination. The to hold road shows in the Tourism Ministry of perceptible increase in the event brought together Mumbai, New Delhi and Oman has entered into number of people opting hoteliers, travel agents, Kolkata in February, agreements with the for luxury destinations like airline representatives 2010. Govt. of India and tourism Europe” said Sheerazi. and representatives of agencies, said Lubaina the Indian Travel Trade Radka Neumannova, Sheerazi, Representative In its first phase, the Oman Mumbai. Director - India, Czech India, Sultanate Of Oman. Ministry of Tourism would, Republic Tourist Authority Mumbai, Delhi, Hyderabad, with trade and tourism San Jeet, India Rep, stated that CRTA will Bangalore and Chennai agencies, come up with Philippines Tourism India focus on tapping the MICE are the cities where Oman attractive tourist packages said, “We hope to create a market in India and will has decided to focus for in the five cities. “This will platform for all stakeholders organise a MICE specific promoting tourism. “As be followed by promotions to promote Philippines as a presentation in Mumbai against the notion that in tier II cities, which are leading tourist destinations and New Delhi in the third tourists from Chennai are also potential tourism of South East Asia.” quarter next year. cost-conscious and look markets” she added. Industry Watch Venues January 2011, EXPERIENTIAL MARKETING 16

ITC, Nitesh Best Western India and ‘India Hotel Market Estates The Horizon Group to set- Introspection to jointly up hotel in MP and Outlook’ report Best Western India, Western India’s first hotel develop in association with in Madhya Pradesh. ‘India Hotel Market Indore-based developer Introspection and Outlook’ hospitality The Horizon Group, is According to Nikhil Kothari, report published by Knight developing a hotel property Chairman and Managing Frank India Pvt Ltd estimates ‘Best Western Hotel Director, The Horizon Indian hotel market to reach project in Horizon’ in Indore, Madhya Group, the property will Rs 119 billion from Rs 74 Pradesh. Currently under mark the Groups foray in billion by 2013 translating Kerala construction, the 103- the hospitality sector. “Best to a 17 per cent compound room, four-star deluxe hotel Western with its mature annual growth rate (CAGR) Nitesh Estates, the Ben- is scheduled to commence understanding of the and projects 35,977 additional galuru-based real estate operations by October domestic and international hotel rooms to become developer is planning to 2011. The hotel will be markets will help us stand operational by 2013 across develop a hospitality pro- located in South Tukoganj. out to cater to the specific upscale, mid-market and ject on a four-acre land This property will be Best needs of travelers” he said. economy segments. parcel at Kochi’s Bolgatty Island and ITC Hotels is The study anticipates Mumbai joining hands for the lux- Four Seasons Hotel Mumbai and Goa to be the most ury hotel and residences attractive destinations for project in Kochi. The deal creates ‘The Pavillion’ conference hotel development over the will mark ITC’s foray into next three years due to strong Kerala’s hospitality mar- venue growth in demand, higher ket. Upon completion, The Four Seasons Hotel Manager - The Pavillion, occupancy levels, rising ARRs the joint venture project Mumbai has built a Four Seasons Hotel and low incremental supply. between ITC and Nitesh private conference venue Mumbai said, “Advanced Estates may have a hotel called ‘The Pavillion’ audio-visual, lighting — the Luxury Collection on the hotel’s lawn. It and staging capabilities Chrome Hotel brand — with 150 keys aims to be a preferred gives the flexibility to and serviced residences. address for business deliver functions from Kolkata and leisure travelers, conferences and product Nakul Anand, Divisional providing personalized launches to cocktail Small Luxury Hotels of the Chief Executive, ITC Hotels service. The interior receptions and birthday World has expanded its said, “Kochi is definitely on accommodates up to 150 parties. The Pavilion is portfolio in India with the the radar for us as it holds guests for dinner, 300 for served by its own staff addition of Chrome Hotel, great potential but we still a reception or 50 as a and offers guests a level its first property in Kolkata. have to decide on the right boardroom. of service unmatched in Small Luxury Hotels of the size and place for any pro- the city. Each function is World, celebrating its 20th ject to be finalised.” Ekta Nagpal, Catering its own private affair.” anniversary in 2011, has over 520 hotels in more than 70 countries worldwide Gujarat to have a Hyatt Regency with 13 properties in India. Juniper Hotels Pvt Ltd, three-star hotels in Guja- will be completed by 2013. Paul Kerr, CEO, Small which has a tie up with rat with an approximate The company will invest Rs. Luxury Hotels of the World Chicago-based Hyatt Hotels investment of over Rs. 50 400 crore in this project,” said, “Outbound travel from Corp, is setting up a five- crore. Amit Saraf, Vice President, India is growing by up to 15 star hotel in Ahmedabad JHPL said. Saraf said that per cent year-on-year. As under the brand name Hy- “We are setting up a 300 with rising tourist arrivals a source market, we have att Regency at an invest- room, five-star hotel in and commercial activities seen a substantial growth ment of Rs 400 crore, while Ahmedabad. We have al- gaining pace in Gujarat, the in reservations made by Kamat Hotels (India) Ltd ready acquired two acres of demand for good hotels has travelers from India this is planning to set up two land for this project, which also gone up. year.” Industry Watch Events January 2011, EXPERIENTIAL MARKETING 17

World Sport Destination Expo 2011 to take place in Bangkok Ucoming The World Sport Destination sporting events, and travel marketplace and for those MICE Events Expo (WSDE) will take place and tourism. Initiated in interested in assuming a in Bangkok, Thailand from 2010, this is the second market share in the US$600 EUROPEAN MEETINGS & September 27 to 30, 2011. such expo. billion a year sports tourism EVENTS CONFERENCE WSDE is a global exhibition industry. The top buyers and Fiscal and social return on and business forum Melanie Maier, sellers in the industry will investment in meetings and dedicated to showcasing Communications Director, meet to conduct business, events are the measures by sports tourism related WSDE said, “This is a make new contacts, drive which we are increasingly products and services, must-attend event for sales and unlock the judged. For these reasons, and to understanding the those companies involved potential of this hugely the European Meetings & interlinked nature of sports, in the travel and tourism profitable market.” Events Conference, taking place from February 13- AdAsia to return to India after a gap The 2010 IVCA 15, 2011 at Düsseldorf, LiveCom Awards Cer- Germany, is the conference of eight years to meet the urgent demands Ad Asia is all set to return there’s a new focus on emony takes place in of business. to the Indian turf in 2011, Asia: it has 60 percent of London after a gap of eight years. the population, three of the EMIF The four day conference will top 10 emerging economies The 2010 IVCA LiveCom The European Meetings be held in New Delhi during are here, and it constitutes Awards Ceremony, to Industry Fair (EMIF), taking October 31-November 3, about 40-50 per cent of celebrate creativity and place from March 15-16, 2011. ‘The New Certainty’ global growth in the last effectiveness in live events 2011 is the meeting place is the theme of the few years. There’s a new and experiential marketing, for professionals in the conference. 1200 delegates paradigm as far as Asia is took place on December Meetings Industry, and are expected to attend the concerned. Mastering this 9 at The Brewerey, a platform for business conference, including 450 ever evolving operating London. Developed networking and education international delegates and environment and its impact by the International for exhibitors, Hosted 200 students. on business is gaining critical Visual Communications Buyers, Association significance in long term Association, in partnership delegates and trade visitors Madhukar Kamath, group sustainability. We believe with UK Trade and alike. The Brussels-based CEO and MD, Mudra that AdAsia 2011 will not Investment, the awards EMIF is visited by both Group and chairperson, only chronicle the changes seek to promote excellence national and international AdAsia 2011 said, “Post but also provide a glimpse in live and experiential professionals; corporate the financial tsunami, the of impending opportunities communications by buyers and association restructuring, and the and challenges.” awarding exceptional live delegates. new geo-political sitiation, events and experiences in UK and internationally. BTC International GIBTM 2011 gaining momentum The next BTC, the Italian With more than three the industry focus in Award categories included trade show for the meetings, months to go before the the Middle East, RTE internal experience, events, conferences, fifth GIBTM, taking place has recruited a local sporting events, festivals, incentive travel and at ADNEC in Abu Dhabi team within the U.A.E. entertainment experience, business tourism industry, from March 28 - 30, It has also organised live music and campaigns. will be held at the Fiera di 2011, next year’s event networking events in the The winners at this Rimini Exhibition Centre on will be the focus for the region to help promote year’s award ceremony 30 June-1 July. 2011. BTC launch of many new GIBTM and to identify included the State Visit 2010 was attended by 320 products and services and recruit local and of Pope Benedict XVI exhibitors and 300 buyers from the industry. Reed regional MICE buyers. A produced by WRG Creative from 19 countries. Travel Exhibitions (RTE), number of new exhibitors Communication, the drp organizers of GIBTM, are have also confirmed group 30th Anniversary CONVENTA running MICE educational their participation at this Celebration produced The Conventa trade show presentations in Kuwait, year’s event, including by the drp group, the has positioned itself as the Bahrain, Saudi Arabia, The Emirates of Fujairah Sony World Photography most important B2B event Jordan, Syria and Lebanon and several others such Awards produced by Crown in the meetings industry as part of the continuing as Jumeirah International Business Communications in South East Europe. It development of the sector have increased their and the Starbucks Love will take place on January in the region. stand space. Project produced by 19-20, 2011 at Ljubljana, To further intensify Streaming Tank. Slovenia. 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 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 COVER STORY January 2011, EXPERIENTIAL MARKETING 21

The Number Game! Engagement - Solution to the MNP challenge?

By Cain Pinto Mobile Number Portability (MNP) may be an old tale of continued promotional effort by brands in the telecom space scant relevance in western markets today, but the scenario goes, MNP seems as the best reason for adding an extra in the India seems to be one of anticipation and anxiety. punch to these efforts and innovating for prolonged brand However, since those primal proclamations, the issue has resonance. been deferred by various impediments. Those having given the major players in the telecom sector the benefit of grace Like in most marketing strategies, experiential marketing time to factor in all implications arising there from and plays that pivotal role in the actual influence of behaviour preempt the same strategically. While intense competition in the consumer. Experiential Marketers share their views is immanent, the battle may not be one among equals. on the importance of the medium and innovations therein for the emerging and likely trends on the implementation While some players have already started using conventional of MNP. media to communicate their superior network and service, others await a surer time of implementation to make their Market Challenges move. The market is bereft with multiple players, some newer and others more unique, but each vying for a stable, MNP (Mobile Number Portability) will be made available growing market share. Marketing strategies are re-visited across the country by the middle of January 2011. The to counter-fit competition at regular terms and it seems as Fitch report indicates that the pressure on per minute tariffs, though MNP will be a big reason for a strategic churn. which was perceptible in the prepaid space, hitherto, would be appended to the postpaid segment, which is party to Brand activations have been abundant in the telecom considerably higher per user revenue. space in the past year and that seems to have been due to increased competition and number of players. As far as a The market is rife with opinions of industry experts that COVER STORY January 2011, EXPERIENTIAL MARKETING 22

preempt any note-worthy impact on Indian telecom marketing industry has to look beyond the conventional operators, once it is implemented across all the telecom definition of experiential marketing i.e. beyond events and circles in the country. This presentiment is driven by tactical promotions.” added Gupta the expected momentum being limited to the post-paid business of telecommunication companies; a small section Leveraging Brand Equity of wireless telephony subscribers. As such, analysts think that the implementation of MNP would not have any certain research reports suggests that MNP will stimulate manifest implications on valuations of top-tier telecom tougher competition in the postpaid segment of the wireless operators. business of Indian telecom. As opposed to some of the Asian countries viz. Malaysia and Korea, the impingement Elaborating on the unique advantage telecom brands have will not be acute since only a small percentage of had thus far, Anurag Gupta, Chief Strategy Officer, Mudra subscribers in India use the postpaid service, which is a Max, said, “Mobile number portability means customers meager contribution of wireless revenue for domestic are free to change their network without changing their telecom operators. Also, MNP will most likely increase numbers. Affinity to one’s number was the key reason why the costs incurred in subscriber acquisition and retention most of the consumers stuck to their operators even when procedures. they were not very happy with their operators. No other category had this advantage. You are not happy with your MNP may intensify the competition amongst telecom bank you change it. You don’t like an airline you change it. companies but may not necessarily be a decisive game Operators would need to work hard to keep their customers changer. The previous bout of tariff wars induced by the loyal to them specially the post paid high value ones who influx of new smaller players offering lower prices was detrimental to the profitability of all players in the sector. Players instead are likelier to understand their position in terms of core competencies and vulnerabilities and become more conscious of the sway their brands hold for the long time post paid customer.

Arun Kumar, Managing Director, Axiom Gen Nxt, reiterates the stance that the telecom industry seems poised to take. He said, “Players understand that this will be a time to leverage brand equity garnered through direct involvement with customers. Docomo is undertaking huge promotions for their 3G service with mall activations which focus on the experience when dealing with the brand at stalls and counters. Portability has made it possible for people who have spent many years with their number to retain it while The experiential marketing switching to another provider, and now the companies “industry has to look beyond with better pricing and service will thrive. Also companies are aware of their strengths, like Aircel has great network the conventional definition coverage in Bangalore and Karnataka.” of experiential marketing i.e. Engaging customers emotionally beyond events and tactical promotions. Given the nature of the enterprise, which comprises nothing ” less than cajoling a long term customer of one telecom brand Anurag Gupta into a new contract with another, experiential marketing is Chief Strategy Officer, the only way to go about this. “People develop an emotional Mudra Max connect with their mobile numbers. Personally, I have been using this very mobile number for a really long time now. Customers will switch according to better pricing with are most likely to spend more money on value added other providers. The marketing efforts will have to be more services like 3G.” focused than generalized. There will have to be some kind of relevant emotional engagement with the customers,” Given the market scenario and expectations of change added Kumar. following the implementation of MNP, industry veterans are of the opinion that innovative promotion techniques Most analysts agree that post-paid customers aren’t as would be imperative. “With as many as 12 operators in a tariff sensitive as they are oriented towards service in terms circle and products being offered are mostly at parity-value, of 3G readiness, voice clarity and value added services additions like excellent service levels at all consumer touch- and will not mind a higher price for premium service. This points is going to make the difference. For the experiential segment, though of a negligible quantum, is expected COVER STORY January 2011, EXPERIENTIAL MARKETING 23

While there are some predications on which brands’ way the market may skew, some on the impression that every brands efforts in the right direction and with timely- precision will be essential. Himanshu Shah, Chief Mentor, SOI believes that the move may act as a market leveler of sorts. “All telecom companies will be part of this change being brought by TRAI. Hence, no USP for any particular company! The question will not be of generating awareness for this feature, the question faced by telecom will be dual, how to retain the existing customers (stopping the churn) and how to pull in customers from competitors. For both the above purposes, telecom companies will be coming out with various value-added offerings. To communicate The marketing efforts will these offerings in the most accountable way, without any “have to be more focused than spill over of time and resources, Live Marketing is going to be the biggest media tool. Mass communication will be generalized. There will have deployed to a limited extent. On-ground activities at the to be some kind of relevant POS (point of sale) and consumer activation will be the emotional engagement with the marketing solution for this.” customers.” Arun Kumar Managing Director, Axiom Gen Nxt

to display a marked propensity towards larger brands, delimiting and defining the MNP churn. As of now, postpaid churn rate is less than a half of the prepaid churn.

With this new segment of brand-users likely to move loyalties based on practical benefits, emotional brand connect may be an effective solution. “We need to partner our clients to help them delight a consumer in every possible way, especially in often neglected interactions like, To communicate these when she calls the helpline, when she walks into the store “ offerings in the most or when she receives the bill. This is where we experience maximum irritation as consumers and serious interventions accountable way, without at these areas will go a long way in fostering long-term any spill over of time and loyalty,” emphasized Mudra Max’s Gupta. resources, Live Marketing

Big fish, little fish is going to be the biggest media tool. In 2010, a sharp decline in average revenue per minute (ARPM) was faced by major telecom players in the nation. ” Himanshu Shah This downward dip is expected to surge once MNP is in Chief Mentor, SOI place. Post MNP, players with higher exposure to postpaid segment subscriptions are likely to make the biggest buck. Major players like Vodafone and Bharti are likely to see significant consolidation given their higher proportion of Customer loyalty postpaid revenue access. While smaller players are likely to see a lull. Newer entrants don’t have a large customer base and assets like equity, which could salvage them through Bharti and Videocon offer direct-to-home (DTH) TV services collaboration with owned spectrum. But given that that too respectively under a brand as that of their mobile services, is 2G, with none of the smaller operators being awarded thus leveraging brand value optimally. Similar in some any 3G spectrum, the buyer can only be allowed to keep ways but different in others are RCom and Tata Indicom certain proportion of spectrum in the same circle, else it who cannot possibly imbibe any advantage of brand value has to surrender. This rules out consolidation with another optimization since it’s their sister concerns that offer the operator in the same circle. The choice offered them is DTH services: Reliance Big TV and Tata Sky. surrendering their spectrum to the TRAI. 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 COVER STORY January 2011, EXPERIENTIAL MARKETING 25

An enduring customer relationship is another proposition to hold on to existing customers and not fall prey to the upcoming change. Rajesh Verma, Director, CRI Events, anticipates considerable marketing efforts being deployed by brands to drive home their brand value. “There is going to be a lot of marketing activity from all telecom players. What will be the deciding factor however, is the quality of services provided. Experiential marketing has huge scope for engaging the customers. All telecom companies will undertake massive campaigns to encourage customers to switch to their network. Although, I feel the difference will be more apparent in the postpaid sector. There is huge churn expected where companies are weak in network. Traditionally, telecom brands have been heavy spenders on ATL will be utilized to talk of activations but the overall allocation of marketing budgets is “service and network over all, dependant on internal policies of the organization. However brands are liable to be quick to realize, where the moolah it’s on-ground activation which is, and will fall in line.” will ensure that custom plans, paperwork, process, as well as “There is going to be a lot of competition, but the brands that have connected well with the customers and built a VAS services are communicated relationship with them will not face desertion by customers. and leads generated. Customers through the use of their mobile numbers over the years have become emotionally attached to them and ” Ambika Sharma will not switch to a new brand for a minor difference in Chief Operating Officer, tariffs,” added Verma. Jagran Solutions The easier the process is made, the likelier the switch in favour of the brand. Ambika Sharma, Chief Operating Officer, Jagran Solutions, foresees that, mobile portability will need extensive on-ground. She said, “While ATL will be utilized to talk of service and network over all, it’s on-ground activation which will ensure that custom plans, paperwork, process, as well as VAS services are communicated and leads generated. As the process needs fresh submission of papers this will also play a role in on-ground activation dynamics.”

After all the time spent deliberating and implementing MNP, it is worth pondering if it’s been rendered worthless given a multi-SIM capable mobile telephony milieu. Consumers are There is going to be a lot leveraging the better service of one or taking advantage of multiple plans and sometimes engaging in their own “ of competition, but the economically driven, value relative choice; keeping multiple brands that have connected SIM cards. well with the customers Where consumers searched out their own solutions in and built a relationship with a market where MNP was not possible, will they really them will not face desertion notice the advantage now that it is? Or will a completely unpredicted market trend emerge? Only time will tell. In the by customers. meanwhile, it seems unlikely that telecom brands will let ” go of the opportunity to push their product, create brand Rajesh Verma value and add services at every given chance. And the Director, CRI Events good news, as always, is that experiential marketers are geared to partner brands and innovate path-breaking brand Ease in switching activation strategies.

Even established brands with extensive diversification and So whether or not MNP turns out to be a game-changer for brand equity we’ll need to get their hand dirty, and ease the telecom brands in India, we sense experiential marketing process for the consumer considering a switch in brands. will. INDUSTRY FEATURE January 2011, EXPERIENTIAL MARKETING 26

Sensory Sensibility Awakens Insights into how marketers tap into people’s sensory stimulus triggers to increase the impact of experiential marketing in retail stores and other spaces By Rachael Rajan A fine blend of floral, fruity and woody fragrances drift into Ajit Nahata, CEO, Aroma the open air as the glass doors of a retail chain store slide Cent, commented, “A key open to let customers in. The band playing in the open factor that consumers space in the mall has visitors grooving and the cookie judge when evaluating a man with free cookies to taste, the kiosks with their free commercial experience are make-overs and product trials, as well as college students odor, cleanliness, space campaigning for communal harmony, all draw from the design, and music. The awing sensory experience that these now ubiquitous perfect commercial design malls and retail stores are imbibed with. involves triggering as many human senses as possible, “‘Sensory Marketing’ is at a nascent stage in India and which determines if an some very exclusive malls and multiplexes are using these experience is worth remembering and more importantly, techniques. At present these techniques are largely being returning to. Design specialist are identifying that there is employed for food and beverages. How many consumers significant potential in stimulating senses other than the know that the compelling smells of coffee, popcorn or visual for effectively connecting brands with consumers.” cookies are artificially created? But the surprising thing is, almost all of us simply indulge...almost spell-bound!” exclaimed, Shashi Sinha, VP - Airport and National Sales Head, Laqshya Media.

Sensory triggers

Marketers are increasingly using environments and spaces that are endowed with a range of sensory stimuli carefully designed to create states of mind, conducive to Hotel Claridges New Delhi lobby is Scented by Aroma Cent buying. Not only do brands in retail outlets or restaurants benefit from sensory marketing, but marketers today find cineplexes and decompression zones in malls best-suited On the technologies that are employed to provide these for BTL activities and campaigns. It’s all about getting the specialised solutions, Nahata, explained, “Event scenting customer to hear, smell, taste, feel and see things that and incorporating scent in large commercial spaces is far make him responsive to what you want to tell him. easier than before. A unique scent system generates dry mist aroma particles without the use of aerosol spray or any ExM talks to mall-heads, sensory branding and volatile chemical or heating techniques. The technology experiential marketing experts about the insights and helps in creating most authentic scent experience for retail planning that has gone into the creation of these spaces environments, restaurants, cinemas, work spaces, events and how various sensory stimuli positively affect footfalls. and more. The importance of a pleasant environment is Experiential marketing experts describe locations that the first step toward to winning the loyalty of customers; have best worked for them, while also providing examples the key to success of any business. Aroma Cent offers a of effective campaigns that have taken into consideration very wide range of scent for specific applications because sensory insights in varying degrees. it is just not about adding scent in the environment it is about adding the right scent at the right time and place that is consistent with sight, sound and texture of the brand or business place. Aroma Cent offers developing bespoke aroma of brands.”

Designing Sensory Environments

Describing how fragrances are strategically used as part of the mall’s marketing strategy, Pushpa Bector, VP & Mall Head, DLF Promenade, New Delhi, said, “As a person enters a mall he or she experiences various Beanstalk, Hotel Galaxy a trendy Coffee Lounge Scented by Aroma Cent feel-good factors that act directly on the senses. An appealing ambience is created and a lovely lemon grass INDUSTRY FEATURE January 2011, EXPERIENTIAL MARKETING 27

with around 65% accuracy after a year but our recall of images is a lot lower, at around 50% after only three months. The power of smell to stay in our memory means we form an emotional attachment to them.”

Vantage Point

Diwali Dhoom at Inorbit Mall Visual appeal of marketing environments has always been recognised by marketers and experience fragrance floats around creators as a prerequisite to having the minds of which appeals to peoples’ consumers receptive to marketing messages. With malls olfactory senses. Since and cineplexes already endowed with attractive decor sensory marketing increases and lighting, these venues naturally become preferred impulsive purchases, choices for BTL activities, in addition to benefiting the we always keep sensory malls marketing objectives. products and sensory stimuli at the entrance. For example, Typically, various zones target different audiences and as soon as you enter DLF, accordingly sensory stimuli have been infused into each you have Lancome and zone; like the bright colours in the kid-zone and the Forest Essentials and other women-oriented ‘international colour theme’ in the atrium fragrance stores. Cinnabon bakes their products on the of DLF Promenade. In the food zone, a chocolate fountain site at the atrium, so a lovely freshly baked cinnamon rotates and has various colourful candies displayed fragrance is emanated. From a mall point of view having around it, drawing children and creating drama. appealing fragrances is very important.” Bector added, “In the food court we have various open Where BTL activations are concerned, fragrance as a part kiosks that are visually appealing. Food Zone visitors of the customer’s experience is increasingly occupying a are the masses, and food stalls here include a mix of all significant role. Smirnoff Lime’s recent nation-wide launch casual dining restaurants like Haldirams, Dominoes, etc. campaign, for instance, had promoters spraying the And so we have used sensory stimuli to create a very flavour of the drink on to a tester card for consumers to familiar Indian mood in the Indian food zone.” sniff before finally giving them a 10 ml sample of the drink. Ankur Kalra, CEO, Vibgyor Nakul Pathak, Marketing manager, Smirnoff, Diageo said, Brand Services, said, “We “In the war of brands, experiential marketing becomes have realized that places essential for a brand to beat competition and to create a such as malls, multiplexes, lasting impact in the mind of the consumer. Senses play a airport lounges, saloons, key role in influencing buyer behavior. Smirnoff devised an etc, where people are innovative mechanism by which the consumer’s senses at leisure, work best for were awakened during the launch of its latest flavor - sensory marketing. One-on- Smirnoff Lime. Since we know that aroma plays a key one interaction coupled with role in deciding flavor preferences, in the off-premise, we a touch and feel experience designed an innovative spraying mechanism, which was is a sure winner at all these mounted on a 180 ml Smirnoff Lime bottle. Taste was the locations.” final element in sealing the deal.” Tactile Trajectory Drawing from Data As opposed to ATL, tactile marketing allows for customers Aroma Cent, a New Delhi based company that does event to engage with the products and has a greater chance of scenting and scent marketing for various brands, hotels ensuring TOM (Top of Mind) recall. The Lakme Cheek to and retail stores, draws from some interesting research: Cheek promotion involved getting the customer to apply about 75% of all the emotions we experience on a daily the Lakme sunscreen lotion and feel the effect on their basis are generated by what we smell – not what we see cheeks by giving each other a cheek-to-cheek kiss. or hear. Our sense of smell is extremely powerful as it acts directly on the limbic system, which controls emotion and On the campaign, Kalra, added, “This was a highly memory. successful activation carried out at malls across the country and the participants were photographed experiencing the Aroma Cent has tapped into the fact that people can product using their sense of touch.” The agency has also recognize around 10,000 odors, with a great capacity to used sensory marketing in activations for skincare brands remember them. Nahata remarked, “We can recall smells of Dabur such as Gulabari and Uveda, which was found INDUSTRY FEATURE January 2011, EXPERIENTIAL MARKETING 28

Another interesting development in the field of sensory and experiential marketing: Laqshya Media having been granted rights to manage promotions at Delhi’s IGI Airport, Terminal 3. News stories earlier this month emphasised on how this development would Shashi Sinha “introduce a unique premium experiential marketing platform with a strong interactive component that will make T3 a benchmark for the industry”. The company also Marketing activity at Delhi’s IGI Airport, Terminal 3 announced that its experiential marketing and sponsorship programs would combine unique elements of sight, sound is compulsively indulgent. The mind-boggling dimensions and touch in order to create positive and lasting brand and security procedures ensure that the passengers experiences for millions of consumers nationwide. reach the terminal with a huge time margin and thus have sizeable disposable time. On the other hand T3 has a very In an exclusive interview with Shashi Sinha, VP - Airport opulent shopping arena and a food court. There is a huge and National Sales Head, Laqshya Media, ExM Magazine opportunity for marketers now to motivate this audience explores what this development holds for the experiential to indulge and to build her purchase intention in favour of marketing industry and the role that sensory marketing will one’s own brand. play. This is challenging. Because products suffer parity and What kinds of products would benefit from experiential in a competitive and closed arena - where everything is and sensory marketing at Delhi’s T3 Airport? accessible to the audience with equal ease – rational cues cancel each other out. The marketers will be required to use The modern marketers’ have reached the limit of using the the sensory, non-rational tools and titillate this audience on rational faculties of the audience. Difference will be made cognitive, behavioural and relational dimensions. by marketers who can incrementally stir the deeper non- rational faculties of audience. To create brand affinity and to How important is it to engage people in a way that build a strong acquisition motive, I feel all kinds of products makes them actually experience the product? How will will benefit from experiential and sensory marketing at the space at the terminal be an ideal space for creating Delhi’s T3 terminal. Contours may be different and specific brand associations through smell, sight, feel, etc? in different product categories but the challenges of product parity, option multiplicity and communication avoidance It is very important to gain a brand affinity to succeed in the is the glaring reality of today. Yet, products which do not crowded market, where consumers are spoilt and confused require very high-involvement purchase decisions will find by choices. Sensory marketing stirs the experiences ‘lived’ their gains relatively higher. by the consumers. In this process the consumers are relatively more favourably disposed towards brands that What kind of brands have already come forward to stir good feelings. When brands are available for sensory clinch deals for marketing in this space? indulgence of consumers, which includes tactile, gustatory, olfactory and visual indulgence, purchase or acquisition The brands which have already used the opportunity belong intention about the brand gets a boost. This non-rational to automobile, banking, travel and telecom categories, affinity then beats all other rational tools. but what are waiting in the wings are food and beverage, sports marketing, consumer durablesand FMCG amongst Since we appreciate that different brands will require others. differentiated stress on distinct sensory faculties, the spaces and other infrastructural support are geared to What is the role that sensory marketing will play? provide distinct support to different brands. Going forward, we will also bring in emerging technologies, to aid the The T3 has a very vibrant terminal building and everything marketer to achieve this goal.

successful in creating a positive consumer connect. better touch and feel experience can be achieved. Earlier BTL activities were conducted in canters, but malls are Nishank Joshi, Assistant General Manager - Corporate spacious with a friendly environment with music playing Communications, Inorbit Malls, said, “Malls are perfect and in addition to allowing marketers the ease of targeting, for BTL activities since there is no other location where a also promises them the convenience of engaging INDUSTRY FEATURE January 2011, EXPERIENTIAL MARKETING 29

Vintage car show at Inorbit Mall Disney branding through live mall event

audiences through sensory and Saturdays even has a cult following in Vashi, with stimuli which would be lost people actually driving down especially for this. They in open spaces. Innovative realize they don’t have to go to an auditorium or concert. programmes, shows, car All our experiential marketing activities have been displays, etc. are some significant in terms of bringing us customer loyalty. There of the examples of recent are people who even remember events done three or four marketing activities done years ago.” here.” On Diwali and Christmas, too, they organise events that Retail Razzmatazz are high on grandeur and set-up and tie up with brands. For Diwali, Inorbit tied up with Disney and for a summer The sheer number of people who visit malls with astonishing event with Mattel. The store syncs their events across regularity, two or three visits a week, has provided lots of all three cities maximizing reach so that every event is opportunities for on-ground campaigns. Inorbit, for one, experienced by around 2.5 to 3 million people in all. has over a million visitors in its Malad mall and around eight lakhs in Vashi every month. Apart from brands and Joshi added, “Experiential marketing and events in malls external parties that use the space, malls too have their always ensures a surge of 15 to 20 percent in footfalls. own experiential campaigns with an annual budget and Anything below that is considered a sub par event for the broad conceptualisation done at the beginning of each us. Our benchmarks also include a five to eight percent year. increase in trading density.”

Inorbit’s events are divided into experiential (Big Ticket) The achievement of such results has always been directly events, sale events, and community events and initiatives. linked to the customer’s experience of these events, which Community events and initiatives like ‘Live at Inorbit’, always uses sensory insights to maximise involvement. ‘Aikya’, and ‘Bodh’ are run throughout the year. Kalra of Vibgyor Brand Services, commented, “The Joshi commented, “Where experiential campaigns within moment a customer comes in contact with a brand and our malls goes, we have a calendar which has 300 events gets involved in touching, feeling, and using the brand, a charted out; carefully thought out to create a relaxing connect is formed and it is this connect that further leads lounge atmosphere. ‘Live at Inorbit’ on alternate Fridays to brand recall and sales. Sensory marketing has assumed great importance in today’s marketing world with every brand vying for the customer’s attention within the media clutter; We try and include sensory marketing in activations wherever the category or the product allows it.”

The traditional trappings of touch and feel buying experiences, that people have grown accustomed to, can be further refined to render the brand values perceptible, tangible and personally addressed to the sensory faculties of customers. Thus making him more receptive, reciprocative and generally more liable to become a repeat customer.

Today suppliers offer a plethora of solutions and products that are custom-made keeping in mind the desired Barbie ties up with Inorbit to engage kids associations the brand demands. 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 January 2011, EXPERIENTIAL MARKETING 32 SUNBURN 2010 Scale, Size, Sponsors

By Shweta Ramsay Sunburn Goa 2010, the three day electronic dance music showcased the People’s Choice Award, where the Sunburn festival, was held in Goa from December 27- 29 at Candolim community could vote for their favorite audio producers. Beach. In its fourth year, the Sunburn Experience was taken to the next level with a host of sponsors and partners. Sponsors and Partners Inaugurated in 2007, Sunburn is a synergy of music, Devraj Sanyal, CEO, Percept entertainment, food, shopping and lifestyle that attracts Sports and Entertainment music tourism to Goa. Sunburn is a Percept property, in said, “We are not following partnership with Nikhil Chinapa. This year’s extravaganza any existing festival models had over 60 acts lined up. for Sunburn. Based on our previous experiences and On the purpose of the festival and the response it generates, research on consumer wants, Shailendra Singh, Joint Managing Director, Percept Limited we develop our own business said, “Sunburn brings together DJs from across the globe model each year. This year, we with the dual objective of consolidating and showcasing had a new level of sponsorship global talent and fostering a spirit of community and based on the value of the harmony through music.” property. It is an expensive business model and the event was a high grade technological event. We have tried our New Initiatives in 2010 best to take the property to another level. We’ve strived This year, Sunburn focuses on music producers, and also to deliver an RoI for each sponsor, that is five times the features the ‘Sunburn Anthem and Video Contest’. The investment, through various aspects of the event.” contestants were given original parts of the track, ‘Love Story by Nadia Ali’, the official Anthem for the festival, Tuborg was roped in as the presenting sponsor for Sunburn which the participants remixed into an original composition. Goa 2010. Associate sponsors were Gitanjali and XXX The winning track has been featured on the ‘Sunburn Energy Drink while co-sponsors included Vh1, MTV, Bailey, Anthem compilation’ along with acclaimed international and Saint Juice, Eristoff and Bingo. Partners for the event were domestic artists. Submerge, 360 CMS (creative and web), BookMyShow. com (official ticketing), Indivibe (clubbing and community), In its effort to bring forth all the elements of the (Electronic MyFavDJ (promotional), ElectricMotel.com (Middle East) Dance Music) EDM scene, visual jockeys (VJs) showcased and Party Hard Drivers (social responsibility). their talent by creating a visual extravaganza on a 60 second B.R.E.E.D. track. The winning entry was a part of Tuborg ‘Sunburn’s New Experimental Stage’. This year, Suburn also For the first time Sunburn associated with Tuborg as the IN FOCUS January 2011, EXPERIENTIAL MARKETING 33 SUNBURN 2010 Scale, Size, Sponsors

title sponsor for the event, who have been roped in for a period of three years on a per-year review basis.

Commenting on associating with the event, Devapriya Khanna, Director Marketing, Carlsberg India, said, “We are proud to associate with the Sunburn festival that represents fun and music. The essence of Tuborg - The Fun Starter is centered around Fun, using music as a platform, which has greatly increased its popularity among the youth world over including India. The brand is associated with some of the biggest international music events and is synonymous with Green Fest in Europe, Roskilde Festival in Denmark and the Download Festival in Great Britain. The Sunburn Festival provides us with the perfect platform to reiterate our core messaging amongst our target audience.”

Challenges An extravaganza like Sunburn cannot be managed without local government support. Organizers informed that this year there was increased involvement of the Goa Government and Goa Tourism, who have extended full support on promotions and special security arrangements.

Talking about the security in place for the festival, Sanyal stated, “This year, we have a much more elaborate security plan including private security, state police, special security from the government, CC TV monitoring and much more. Also in order to avoid any illegal activities and drugs in the festival premises, if a visitor is caught once indulging in the same, he will be immediately barred for life from the Sunburn Festival and will be handed over for legal procedures to the concerned authorities.” 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 January 2011, EXPERIENTIAL MARKETING 35

Growth of the Property In the inaugural year of Sunburn (2007), 10,000 people attend the event in over two days. In 2009, the event turned into a three day festival and saw 20,000 people in attendence. The third year saw 34,000 people attend the event. It is seen that every year, over 6000 music lovers from Europe, UK, Middle-East, Singapore and other countries visit the festival. This year the venue had four main stages and two other stages. Over 34,000 people are said to have attended, filling the venue to its fullest capacity and not allowing for more people to attend.

Commenting on the festival, Sanyal, said, “Sunburn has now developed into an ultimate lifestyle festival experience and has been rated as the world’s number nine music festival by CNN.com. Compared to last year, we are seeing 250 per cent growth in all aspects of the event this year. The event is organised on a much larger scale and a host of sponsors have been roped in.”

Extension of the Brand Sanyal stated, “Sunburn now is much more than a music festival. It has evolved into a brand. Since 2009 we have been faced with a situation where we have had many more visitors than the venue would accomodate. Also the artists roped in to perform at the festival has been stretched to the maximum, to provide the audience with an incredible once in a lifetime experience. This year, we also planned on the extension of the Sunburn brand. We have Sunburn merchandise available at leading retail stores. We also plan to have a Sunburn club soon and Sunburn radio and much more.”

He further added, “Next year onwards we plan to organise Sunburn in another venue in Goa, with a larger capacity. We have added many layers to the Sunburn festival as it has evolved into an incredible platform. The mother festival will always be held in Goa but we are also planning to organise many mini-Sunburn themed festivals and also take the property overseas. In the month of February, the festival will be held for two days in lavasa, Bengaluru and other cities. We also plan to take Sunburn to other destinations such as Dubai and two to three countries in the ASEAN region.” IN FOCUS January 2011, EXPERIENTIAL MARKETING 36

MDCAS World Aids Day Campaign

By Shweta Ramsay On the occasion of World AIDS Day, Mumbai District research details and brief an in turn was chosen to execute Aids Control Society (MDCAS), the Mumbai counterpart the 10 day initiative.” of NACO (National Aids Control Organisation) launched a 10 day on-ground initiative titled the World AIDS day Ideation Campaign. The activities commenced on December 1 and used guerilla marketing techniques to generate mass Dalveer Singh, Head, Dialogue factory said, “We found that enthusiasm to spread AIDS awareness across the city. the best way to execute the activities was to communicate the message in a non-preachy and light manner. While Research and objectives brainstorming for ideas on the communication platform to be built, we came up with a simple concept. We recognized Vinitha Venkatraman, that when it comes to AIDS, people often think ‘mujhe nahi Joint Director, ho sakta!” (It won’t happen to me). Thus we decided to Communication, base our entire campaign on this idea.” MDCAS, said, “We wanted to develop a Explaining further, Singh added, “The objective was to get unique campaign for people talking about condoms and get comfortable with AIDS awareness this the idea. To do this, we decided to use an unusual route. year. After going through We chose to spread AIDS awareness messages using our extensive research guerrilla techniques keeping in mind the simple insight– we decided to focus on no Mumbaikar can resist the tamasha that happens when Vinitha Venkatraman the migrant population a pickpocket is caught or some prank being played on in Mumbai. We found others.” that migrants (people who come to Mumbai in order to earn a livelihood) often stay away from their families for Three main on-ground activities were carried out as a part months together. These migrants indulge in random sexual of the 10 day initiative. Migrants in Mumbai generally use activities with strangers without precaution measures and local modes of transport like trains and buses, thus these thus have been identified as high risk group by the National touch=points were chosen to conduct the activities. AIDS Control Organization.” Activities and response The objective of the campaign was two fold, one was to engage migrants in activities that in turn push them to The on-ground activities promoted the AIDS awareness spread the message further to people they know and the message through powerful yet simple ideas. The first idea other was to drive away the shyness and stigma associated was to put stickers on an unsuspecting traveler’s back on with condoms while purchasing them. a local train. The sticker read - if you’re not alert and don’t use a condom, HIV can spread just as easily. Venkataraman further added, “There was a pitch process organised to choose an agency who would conceptualise The second activity was built around actors posing as and execute the activities on-ground. Dialogue factory, pickpockets and a victim who never believed his pocket groupm’s experiential marketing agency, received our would be picked. The actors entered the trains / buses IN FOCUS January 2011, EXPERIENTIAL MARKETING 37

and staged the act success was the Red Flash Mob Walkathon. Over 2,500 that culminated with people consisting of NGO volunteers, MDACS officials, the AIDS awareness students and concerned citizens walked from Azad Maidan message. to Marine Drive with placards and banners for the cause. Various media like radio, newspapers and even online Singh said, “The typical media like Facebook were used to garner support and migrant worker comes participation. The campaign also extended to TV screens. to Mumbai to make money and dreams of Migrant campaign becoming a ‘big man’. Dalveer Singh That’s how they got the The 10 day world AIDS day campaign is a part of a national idea for our third activity campaign titled the Migrant Campaign organised by NACO. wherein a lucky winner could win Rs 50,000 cash. The The Migrant Campaign is being held at the source city (from activity was held around Mumbai to all the migrant pockets where the migrants come) as well as the work city (where and called the Red Roadshow.” they earn livelihood). In Mumbai, MDACS is associated with 16 NGOs who will be targeting the right TG and organising For the activity, a canter carrying a giant mosaic Rs several activities and games to get across the awareness 50,000 note made entirely out of condoms visited the message. A short film has been developed that showcases migrant inhabiting localities and promoters spread the a migrants life and proximities to contracting aids. The film AIDS awareness message. There was also a contest held is being telecast to the TG through the NGOs. The aim of wherein people were told to SMS the number of condoms the Migrant Campaign is to reach migrant population using on the Rs. 50,000 note. Amplification for the Red Roadshow entertainment as the main medium. The migrant campaign was carried out heavily through radio as the prime medium will continue until end of January. to reach out to the masses. A special character called Lallan Pandey, a wisecracking migrant, spoke about the initiative on radio spots. One lucky auto driver won the contest and took home Rs.50, 000 as prize money.

Commenting on the response, Venkatraman said, “One of our concerns was the reaction of people to the activities. We were worried that if we would put up stickers on random people some might be offended or angry. We were amazed to find that people’s reaction ranged from shock to surprise to enthusiasm. Many people approached our promoters and requested them to put the sticker on them and were happy to carry the message. Also for the canter activity we received over 12,000 SMSs. To sum it all up, this year’s World AIDS Day Campaign exceeded all expectations. It reached over a lakh people on-ground and over a million through media amplifications. With each activity, people had readymade stories to tell and while doing so, carried the communication way further than any paid media could.”

Commenting on the budget she further added, “The budget for the 10 day on-ground campaign was 10 lakh. The mass media and on-air budget was 15 lakh.” Alongside initiatives

Another major buzz builder activity was built on the strategy of using common modes of transport. On World AIDS Day, ‘Suraksha Special’ - a special train completely branded with AIDS awareness messages and stressing the importance of using a condom and safe sex was unveiled. The Suraksha Special ran on Mumbai’s train tracks for a period of a full month till December 31.

Apart from this, a whole bouquet of unique initiatives was launched to generate a huge amount of PR buzz around the campaign. One of these that met with spectacular 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 January 2011, EXPERIENTIAL MARKETING 39

The Aditya Birla Awards 2010 Differentiation and sustenance of an annual event through constant innovation, revolutionary creatives and hi-tech execution

By Rachael Rajan The spectacular creatives and technicals employed the rewards and recognition ceremony of the previous year. at the Aditya Birla Awards 2010 that took place at the NCPA Auditorium, on December 12, mark an interesting Commenting on the underlying theme of the event and the development in the MICE industry in terms of use of newer pre-event campaign, Sunil D’Souza, COO, Fountainhead technologies like video mapping at conferences and award Promotions and Events said, “This year we chose a shows to create dramatic audio-visual effects. theme called ‘We the Future’, an indicator that the Aditya Birla Group consists of a special band of people who are The three-day conference at the Grand Hyatt Hotel was future ready. The theme identified the need for the group’s managed by Fountainhead Promotions and Events, which employees to be exposed to a varied set of technologies has been associated with the organization since 2003 to and ideas and thus prepared to take on the future.” manage the Aditya Birla Awards. This year’s event reached out to around 1.2 lakh employees across 20 countries. The tag-line of the theme was ‘you can’t predict the future, but you can predicate it’. The broad premise to the theme ‘We the Future’ was that, given that a ‘wave of change’ is upon us, only visionaries and forward thinkers can see what the new Given that the agency has been conceptualizing and world holds. Within the Aditya Birla Group context, the executing this event for eight years now, apart from theme sought to convey that being on top in the present challenges that crop up owing to the phenomenal scale won’t ensure that the group will be on top in the future, and of the event, Fountainhead also faces the creatively and in order to do so it must be ready to take on challenges and logistically demanding task of coming up with a theme equip itself with the necessary skills and knowledge. and setup that’s unique, appealing, and raises the bar of the event every year. Having a theme is crucial for the Pre-event buzz organization not only because it gives direction to the show, enabling the agency to put forward an impressive The pre-event campaign leading into the award ceremony act, but also because it drives the organization’s ideology involved the creation of an interactive website with live and thought process in the coming year, while facilitating webcasting, as well as event information on a touchscreen IN FOCUS January 2011, EXPERIENTIAL MARKETING 40

kiosk. The large microsite contained videos, pictures and polls that reinforced the theme and acted as a driver to engage employees in the event. D’Souza remarked, “The site had a lot of participatory elements as well as a lot of messages going out from one source and shaping the overall engagement.” Visualising the future

The ceremony itself sported a very futuristic look and feel that was in keeping with the theme.

Sunil D’Souza, others were projected from an 80 ft distance onto a 50x20ft COO, Fountainhead screen. We used augmented reality in actual graphics Promotions and Events, which created the impression of the visuals coming to life.” explained, “Since the venue for the event has The Elements Sunil D’Souza been the NCPA Mumbai for so many years, we The agency partnered with Vinayak Video Vision to execute really wanted to do something very different this time that audio - visual elements of the event. The visual treatment would make even the venue feel different. What we did was was a combination of watchout technology, LED screens, we changed the entrance completely with guests attending and high-luminance projectors. There were five 15,000 having to enter in through a tunnel with a fogscreen with luminance projectors with various lenses used to achieve projections that gave a very futuristic feel, leading into the the unusual projection on facades, pillars, steps and on auditorium.” a circular screen. In addition, there were eight watchout servers used to create a spectacular visual effect using He added, “The set we created facilitated projections that multiple LED screens and video projectors. further contributed to the look and feel of the auditorium. The technology we used created the effect of a very fluid As the theme of the event was technology-oriented, screen on which images and videos larger than HD format Vinayak Video Vision provided products like a fog screen were projected. There were six projectors used right tunnel entry for participants and invitees, and touch-screen from the facade to the interior to create projections of the LCD monitors with hand-scanner programming that were dimensions 50x17 ft. Some were mounted vertically while set up at the kiosk. IN FOCUS January 2011, EXPERIENTIAL MARKETING 41

Jaideep Patel, Director, Vinayak Video Vision, said, “For the first time ever in India, 3D video mapping was designed for the show. Video mapping was done on the set and we had different shapes like a circular projections ,vertical pillars, and Jaideep Patel horizontal steps. The gfx designer and programmer of watchout created special customized content, according to the pixel size given by us.”

Patel added, “With customers demand something unique in terms of creatives and technology-driven elements, this is the beginning of new technology implementation that can be moulded to fit various requirements and concepts.”

Undoubtedly, the Aditya Birla Awards 2010 marks the beginning of what will in time become a regular feature of MICE events. Audio-visual effects created using newer technologies will serve to enhance setups at conferences, shows, and meetings with customized video mapping further enhancing themes and messages. 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 MARKET PULSE January 2011, EXPERIENTIAL MARKETING 44

“The Dewarists is orchestrating never-before-seen music collaborations.” Arvind Krishnan, GM - Marketing, Bacardi India

consumers inspired by the Dewar’s philosophy of some things are just worth doing. We have successfully been able to do so with Dewar’s Decision and Dewar’s Discovery, which is to create awareness and educate consumers about Dewar’s and the unique Double-Ageing process.

The TG for Dewar’s is diverse and through The Dewarists – which is a platform that identifies, promotes and celebrates game changers, we plan to create an association point that celebrates the one common attribute, poised to tie the TG into a formidable group.

Explain in more detail what The Dewarists initiative is?

The Dewarists is a platform that identifies, promotes and celebrates all those path breaking game changers who have shifted the paradigm consistently through their original and innovative approach.

This year with a focus on music, The Dewarists will feature never-before-seen collaborations between some of the most exciting performing artists from India and around the world.

As part of this initiative, we have identified young, prodigious talents who live by their beliefs and follow their dreams. Through unprecedented collaborations, we will promote ExM Magazine interviews Arvind Krishnan, GM - Marketing, them and give them the opportunity to share the stage Bacardi India on the Dewarists initiative. Krishnan joined with some of the most talented musicians from India and Bacardi India Private Limited in 2008 as Controller - around the world, thus celebrating their choice to do what Marketing and in 2010 became the General Manager, they believe in. Marketing. He handles the entire portfolio for Bacardi and his marketing mantra is ‘Deliver experiences to consumers to create brand recall’. He endeavours to construct ever evolving, ever unique experiences that keep the target audiences loyal.

Commenting on Bacardi’s blended scotch whisky brand - Dewar’s recent initiative - the Dewarists, Krishnan explained its relevance to the TG, what the activities under the program are and how the initiaitve will be sustained over a period of time to come.

Broadly, what are the marketing objectives and TG for Dewar’s? How did the concept of ‘The Dewarists’ figure in this strategy?

Our endeavour is to create unique experiences for our MARKET PULSE January 2011, EXPERIENTIAL MARKETING 45

How is The Dewarists being promoted amongst the TG? What are the initiatives under this program? Dewar’s, in association with the Times of India, launched The Dewarists at the Garden The Dewarists is being promoted by our on-ground never- of Five Senses on November 23 in New Delhi. The event was managed by Wizcraft seen-before music collaborations and digital campaign, International. The concerts were also held in which will document the artists’ performances and game Hyderabad, Bangalore, Delhi, Mumbai and changing stories. Kolkata.

Describe in detail, the on-ground initiatives as part of The Dewarists? How does the on-ground medium ensure better engagement with the relevant TG?

Dewar’s launched The Dewarists on November 23, 2010 in Delhi with a one-night-only collaboration featuring six of India’s leading guitarists including Ehsaan Noorani, Rudy Wallang, Warren Mendonsa, Bruce Lee Mani, Amyt Datta and Sanjay Divecha.

Currently, The Dewarists is orchestrating never-before- seen music collaborations between some of the most electrifying artists from India and around the world. This unprecedented musical project has pushed the boundaries of experimentation and created a wholly new work of art that will stand the test of time. With a blend of genres ranging from Rajasthani folk rock, to Australian beatboxing, to electrofunk from Mumbai, these collaborations have been distinctive and breathtaking.

Each of these performing artists have vivid stories of following their dreams, all documented on thedewarists. com in high-definition video. Their stories and their performances embody the spirit of our philosophy – some things are just worth doing which in turn is the rationale of the relevant TG.

What is the future plans for The Dewarists? Is this an on going / annual initiative? How will it be scaled up in the future?

We plan to continue with our ongoing ‘The Dewarists’ tour, which will feature breath-taking musical performances across seven cities by celebrated artists. This will be an annual initiative and next year we plan to make a transition into movies 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 GLIMPSES January 2011, EXPERIENTIAL MARKETING 47

Big Star Entertainment Awards Star India and Reliance Broadcast Network organised the first edition of the Big Star Entertainment Awards at Bhavan’s Ground in Mumbai on December 2. The aim of the awards was to create a unique platform which honoured entertainers across the four main genres of Movies, Music, Television and Sports. 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 GLIMPSES January 2011, EXPERIENTIAL MARKETING 50

Navy Ball and Navy Queen - Mumbai Cineyug Worldwide managed the Navy Ball and Navy Queen Pageant 2010 organised by the Western Naval Command on December 11 at the Western Naval Command Mess, Navy Nagar, Mumbai. The audience at the event included families of navy officers and there were 4,500 people present in all.

Navy Ball - Delhi Convergence Events and Promotions managed the Navy Ball 2010 on December 11 at the Naval Officers Mess - Varuna, Delhi. The Navy Ball included the beauty pageant - Navy Queen 2010, interspersed with a series of celebrity performances and a live band performance by Skinny Alley. GLIMPSES January 2011, EXPERIENTIAL MARKETING 51

Cartoon Network’s Toon Cricket The seventh edition of Cartoon Network’s ‘Toon Cricket’ event was held on December 5 at the Andheri Sports Complex, Mumbai. Fountainhead Promotions and Events managed the event which was attended by over 20,000 fans of the TV channel. The cricketer Shikhar Dhawan was also present at the match to help the teams.

Tattoo Wizcraft International Entertainment managed Tattoo, the Oman Music Military Festival staged by the country’s security forces to celebrate the 40th National Day of Oman on Dec 1. The event shed light on the big boom and achievements witnessed by the Sultanate of Oman under the leadership of Sultan Qaboos Bin Said. The audio solutions for the event were provided by Sound.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 8th of the month GLIMPSES January 2011, EXPERIENTIAL MARKETING 53

Disney Christmas Carnival DLF Place-Saket Mall, in association with Disney, organised a month-long initiative titled the Christmas Carnival which comprised of dance, music, contests, fun activities, special performances and much more. The initiative commenced on December 3 and ended on January 2. The event was managed by Encompass Events.

Goa Sand Art Festival 2010 Thyme organised The Goa Sand Art Festival 2010 which took place on Candolim Beach from December 17 to 19. In its second year, the festival involved the creation of a ‘Wildlife Conservation’ theme park out of sand. Conceptualized and organized by Jerry Jose, the event took place in association with Goa Tourism. RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 Retail Exhibition Activationposted at Mumbai Patrika Channel EventSorting Office on every 7th or 8thInterior of the month

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Play For Good Child Rights and You (CRY) and Cadence India announced the Corporate Citizenship Challenge, ‘Play for Good’. In its eleventh edition, the event featured 16 corporate teams competing in six different sports at the Noida stadium on December 4 and 5, 2010. Eventus was mandated to manage the logistics for the event.

Venky’s Pune Jazz Utsav Ishanya Art and Culture Club organised the ‘Venky’s Pune Jazz Utsav’ in association with the Pune Jazz Club on December 4 and 5 at the Ishanya Amphitheatre. This was the third edition of the annual event which was organised with the aim of entertaining the jazz community. 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 January 2011, EXPERIENTIAL MARKETING 57

Slipdisc Fresh Experiences Entertainment announced the second edition of Slipdisc - the dance music experience property. The organizers brought down the international music duo Deepcentral for a four city tour. This edition of Slipdisc was held from December 2 - 5 in Kolkata, Delhi, Pune and Goa.

Independence Rock India’s biggest rock festival took place at the Chitrakoot grounds in Mumbai on December 5. Independence Rock, in its 25th year, took a break from its regular band competition format to instead have a large festival paying tribute to bands from the city. E18 has been managing the event for the past three editions including the current edition. GLIMPSES January 2011, EXPERIENTIAL MARKETING 58

Bacardi NH7 Weekender Bacardi NH7 Weekender was held in Pune at Koregaon Park from December 10 - 12. The event was organised by Motherswear, OML’s festivals division, in collaboration with Stephen Budd and Martin Elbourne. The music festival brought together a mix of Indian and International artists from across the world. A majority of the event production and all technical aspects were handled by SNL Professionals. Photo credit: Kunal Kakodkar, Shiv Ahuja Shiv Photo credit: Kunal Kakodkar,

Big Bang DJ Festival - India 2010 Groovefunk Clubbing Community organised the Big Bang DJ Festival - India 2010 at the Princess Golf - Palace Ground in Bengaluru on December 4. The event was supported by J Davis Prosound and Lighting, Radio Indigo and DNA. Squarecircle Events executed the event on-ground while the sets were created by Crafts. 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