4 NOV 2011 MAIN ISSUE 72 PAGES INCLUDING COVERS | VOLUME 2 | ISSUE 7 ` 100/- Events | Entertainment | Promotions | MICE | BTL | Sponsorship | Sports An Xperience fit for the ultimate driving machine X-CLUSIVE In Focus: Countdown to NH7 Weekender 2011 begins p 42 Market Pulse: Panasonic India seeks the ‘Face of Beauty’ p 46 Branding with Waterfalls Percept gets artsy with Percept Art p 50 -Stephen Pevnick, Graphical Waterfall p 34 Also Featured: NOET’s ParaForest Forces Programme -By Avishkar Tendle How is your brand connecting with music festivals this year? p 24 Managing Trustee, NOET p 41 Shedding light on the new Entrepreneurs on the block p 26 4 November 2011, EXPERIENTIAL MARKETING 05 It’s all happening here EDITORIAL TEAM: KARISHMA HUNDALANI [email protected] +91 98212 80003 Now that India has gone down in history as an official stop on the KARAN IYER F1 map, there is yet another reason for us to be proud. While not [email protected] +91 80977 68788 focusing on certain other ‘rocking events’ planned around F1 that RACHEL GEORGE didn’t go quite as planned, one must acknowledge JPSI and its [email protected] +91 98197 77983 SHWETA RAMSAY associates for pulling off a world-class event with international [email protected] +91 98923 59703 standards. SHACHI TAPIAWALA [email protected] +91 98336 21173 DESIGN TEAM: While maintaining focus on all that was good in the month gone VINAYAK ALLE by, the BMW Xperience could not miss our attention. If only for its PRASAD KARAMBAT exceptional concept of creating an experience in a most unexpected MARKETING SERVICES: VISHAL NAGDEV venue, this activity deserves credit. [email protected] +91 98212 24987 ARNOB BANERJEE Innovation is what is truly thrilling about the experiential marketing [email protected] +91 98195 40004 industry. And what’s encouraging is the potential to innovate TANVI ASHER [email protected] +91 92245 72293 is endless. 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So don’t worry if you missed the first one, the next of this monthly event is scheduled for November 23 at Fat ExM is a monthly magazine by EVENTFAQS, Cat Kitchen & Bar, Mumbai. And we promise to bring it to Delhi publishers of India’s only platform for events soon. and experiential marketing - www.eventfaqs.com. Before signing off, a special message to our technology obsessed Subscriptions are ` 1,000/- (India) and US$ readers: ExM Magazine is now available for online viewing on the 120/- (ROW) per year (12 issues), including web, on IOS and Android based phones and tablets on the 2nd of postage. Mail at [email protected] for each month! ‘ExM supports COOL!’ more details. [email protected] Printed by: Vishal Vashulal Nagdev 202, Brooke Ville, Near Magnet Super Market, Mogul Lane, Matunga (West), Mumbai – 400 016, Maharashtra, India. Published by: Vishal Vashulal Nagdev on behalf of (or owned by) EMDI Web Solutions Pvt. Ltd. And printed at VSSU Graphics, Unit # 36, Ideal Industrial Estate, Senapati Bapat Marg, Lower Parel (West), Mumbai – 400 013 Maharashtra, India and published at EMDI Web Solutions Pvt. Ltd. 4th Floor, IES College Campus, Opp. Lilavati Hospital, Bandra Reclamation., Bandra – West Mumbai – 400 050, Maharashtra, India. Editor: Karishma Jamnu Hundalani. This issue contains 72 pages including covers Coming soon.. www.eventfaqs.com/exvenues CONTENTS 4 November 2011, EXPERIENTIAL MARKETING 06 Event Briefs Industry Watch Promo Power | MICE | Live Developments - Guest Column by Roshan Abbas Sports Rush | Media Active 08-12 Destination | Venues | Events 14-17 Cover Story An Xperience fit for 19 the ultimate driving machine Also Featured In Focus How is your brand connecting 24 with music festivals this year? Countdown to NH7 42 Weekender 2011 begins Panasonic India seeks the 46 ‘Face of Beauty’ Percept gets artsy with 50 Percept Art 26 MAA GLOBES felicitates 51 the best of the best in promotion marketing Market Pulse 41 Branding with Waterfalls 34 NOET’s ParaForest Forces -Stephen Pevnick Programme Graphical Waterfall -By Avishkar Tendle Managing Trustee, NOET GLIMPSES 64 66 68 62 63 67 69 Promo Power 4 November 2011, EXPERIENTIAL MARKETING 08 Zee News calls to India’s youth to Bajaj Allianz organises ‘Drive Safely’ propel the nation’s prosperity campaign with Nico Rosberg The last 60 years have seen India Bajaj Allianz becoming a trillion-dollar economy. organised a Zee News believes that the ability to campaign titled ‘Drive Safely’, in association with transition to becoming a superpower Mercedes GP Petronas F1 driver Nico Rosberg. The rests with the Indian people. Thus, Zee month-long campaign began on Sept. 27 in Hyderabad News introduced an initiative, ‘Hum and traveled to Mumbai, Chennai, Kochi, Bengaluru, Bharat Ke Log; Kartavya Nibhayein, Pune and Ahmedabad, culminating on Oct. 30 in New Rashtra Banayein’ on Oct. 2, which Delhi. Grand Brand executed the campaign on-ground. will engender the spirit of performing one’s duties to build a better nation. It will reach out to 50 million of the youth. Rituraj Bhattacharya, Head Market Management, Bajaj Allianz said: “F1 is considered one of the most dangerous Rohit Kumar, Marketing Head, Zee News said: “This will sports when in reality, it is the safest, considering the use of inspire in the Indian youth the belief that the knowledge of safety technology. Thus, we felt this was an apt time to initiate their duties and respective rights will help them become a campaign to ‘Drive Safely’. This platform increased the responsible citizens, while increasing their participation in awareness of road safety topics since F1 is not just about fast the functioning of Indian democracy and growth.” cars, but also serves as a testimony for safety development.” Encompass manages Reliance YES AXN India’s ‘Minute To Win It’ season campaign 2 engages mall goers Reliance Energy Pentagon Activation organised Reliance Young managed a series of mall Energy Savers (YES), an activations for AXN India’s annual initiative to create Minute To Win It season 2, a reality game show which gives awareness in schools on participants an opportunity to win Rs. 1 crore if they perform energy conservation. This year’s campaign was initiated in a task within a minute. This activation was held on Oct. 7 September and will culminate on Dec. 11 with a marathon and 8 across Mumbai, Delhi, Bangalore and Chennai. This titled ‘Run to Save’. The program plans to reach out to over activity engaged over one lakh people. 21,000 students. Encompass has conceptualised the event and is executing the campaign on-ground. Rohit Bhandari, VP, AXN Networks India said: “By taking these games to the malls, we wanted the common man Rashee Parganiha, Assistant Manager Branding, Reliance to experience the excitement of playing the games that Energy said: “Being one of the largest utility companies, we contestants play on air, while giving their friends and family feel it is our responsibility to educate consumers and create a memorable ‘fun to watch’ experience. Pentagon was awareness on smart energy conservation behaviour.” appointed based on their performance during the show’s boot-camp on AXN, which was also handled by them.” Pentagon Activation executes mall activity for Colors show Bigg Boss Lifebuoy targets schools in Mumbai for Global Hand Washing Day Colors TV, on Oct. 1 and 2, organised Lifebuoy launched an oath mall activations for taking drive on Oct. 14 in 60 reality show Bigg Boss season 5 at Nirmal Lifestyle and special schools in Mumbai on For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com Infinity Mall, Mumbai; MGF mall, Delhi; Phoenix Mall, the eve of Global Hand Washing Lucknow; and C21, Indore. The activations were executed Day. The initiative was launched by Pentagon Activation. The objective was to promote the by Nitin Paranjpe, CEO and MD, HUL, who administered show and create viewership and excitement for the same. the oath to children at Mumbai Mobile Crèches. Around The number of people touched through this activity was an 4,500 children were engaged. average of 50,000 people per mall. Paranjpe said: “We are keen to spread awareness on the Riyaz Sayed, Director, Pentagon Activation said: “Bigg Boss habit of washing hands with soap. It has become even has a huge fan following and with season 5, we wanted more important to make the vulnerable sections of our to make sure that the experience was nothing less than population, a large part of who are children, aware of the the best. The activation was amplified through radio, which importance of hand washing. This is a simple and cost became an integral part of the on-ground experience.” effective way of saving millions of lives.” MICE 4 November 2011, EXPERIENTIAL MARKETING 09 HDFC Life organises third edition of ICE appointed as conference Mission in-genius organiser and DMC for Winfocus 2011 HDFC Life hosted the final Integrated Conference and round of their HR initiative Event Management has been ‘Mission In-genius 2011’ at appointed the professional the ITC Grand Central in conference organiser and Mumbai.