NOET’s ParaForest ForcesProgramme An the ultimatedrivingmachine Events | Entertainment | Promotions | MICE | BTL | Sponsorship | Sports Xperience Branding withWaterfalls Managing Trustee,Managing NOET Graphical Waterfall

Market Pulse: 4 NOV 2011 -By Avishkar Tendle-By Avishkar -Stephen Pevnick, p41 p34

MAIN ISSUE72PAGES INCLUDINGCOVERS| How isyour brand connectingwithmusic festivalsthisyear? Shedding light onthenewEntrepreneurs ontheblock fitfor Countdown toNH7Weekender 2011 begins Panasonic Indiaseeksthe ‘FaceofBeauty’ Percept getsartsywith Art VOLUME 2|ISSUE7 ` 100/- Also Featured: In Focus: X-CLUSIVE

p 26 p 24 p 50 p 46 p 42

4 November 2011, EXPERIENTIAL MARKETING 05

It’s all happening here EDITORIAL TEAM: KARISHMA HUNDALANI [email protected] +91 98212 80003 Now that 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. It is perhaps the knowledge of this that inspires new SHABNAM CHARANIYA entrants to the world of experience creation. The one’s that survive [email protected] +91 80077 96990 and now flourish, are the one’s that pay innovation its due respect. CAROL SANIL [email protected] +91 98203 63042 CIRCULATION: At ExM, we take inspiration from the industry and ourselves RAMESH PATIL endeavor to constantly innovate through all our initiatives. As a [email protected] ACCOUNTS & ADMIN: platform for the industry, we seek out varied ways of including more PURVESH BHATT of our kind through newer initiatives. The first ever E Nights was kick [email protected] started this month, a joint initiative of The Event and Entertainment Management Association (EEMA) and EVENTFAQS.

There are only two rules at E Nights. One, everyone’s invited. And two, there’s no agenda! 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, . And we promise to bring it to 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, , 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 News introduced an initiative, ‘Hum and traveled to Mumbai, , , Bengaluru, Bharat Ke Log; Kartavya Nibhayein, and , 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, 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 ; and C21, . 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. Mission In-genius destination management is a pan-India quiz property company for Winfocus World first organized in 2006 for 2011, to be held in Delhi from Nov. 22 to 27 at the AIIMS employees to provide them with a platform to display their and J.P.N. Apex Trauma Center. The theme is ‘From FAST insurance knowledge. There were around 7,300 employees to FAST-ABCDE: Toward a new multi-focused ultrasound in the first round and about 2,300 of these in the second. paradigm for trauma care’.

Rajendra Ghag, EVP - HR, HDFC Life said: “Mission In- Naveen Rizvi, VP -India & Business Head, ICE said: “We genius is an initiative that invites involvement through a took part in a bidding process during which there was a spirit of competition and fun. It also brings in cross functional reference check. The organizers received a great response synergies, thereby making it an engagement initiative too.” about our services. 600 delegates are expected to attend.”

KWAN executes dealer felicitation Canon India takes Wings of Glory to meetings for Total Elf Oil the United States KWAN Entertainment ‘Wings of Glory’ is the most and Marketing Solutions premier partner incentive managed the meet and trip planned by Canon greet sessions for Total each year, to felicitate Elf Oil at Hyatt Regency the company’s gold and in Mumbai and Pune. The events aimed at creating platinum partners and top awareness about Total Elf Oil and bringing all dealers and performers. Continuing with distributors in Mumbai and Pune together, as they had met the tradition this year, Canon India took around 50 of its top the necessary sales targets. The event engaged around performers, along with their spouses, to the United States 100 to 150 dealers and distributors. from Oct. 7 to Oct. 10. CS Direkt Events and Exhibitions was roped in to manage Wings of Glory. Sameer Bhaddapurkar, Assistant Manager - Corporate Communications, Total Oil India said: “This is our second Sanjeev Pasricha, MD and CEO, CS Direkt Group said: event with KWAN. This was a pitch deal and they were “We have been working with Canon for a long time now. selected based on their concept and execution capabilities.” The Wings of Glory is a special event as it caters to the distinguished league of performers. We left no stone MATRADE strengthens ties with India unturned to make this a grand success.” through Showcase Malaysia To strengthen the Dforce manages the CREDAI relationship between Property Show Indore the two countries, the The Indore chapter of Malaysia External Trade Confederation of Real Development Corporation Estate Developers’ For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com (MATRADE) is launching a Association of India series of initiatives. One of the initiatives was Showcase (CREDAI) organised Malaysia, a trade fair held in Mumbai from Oct. 12 to 14 the first edition of the CREDAI Property Show at Labh at the Bombay Convention & Exhibition Centre, Goregaon. Bagh Convention Centre, Indore from Oct. 7 to 9. Dforce Showcase Malaysia was a forum where Indian organisations Communications managed the entire show. The event was had access to the best that Malaysia can offer. attended by over 1, 20,000 people.

Abu Bakar, Director of Trade & Services Promotion Division, Naveen Mehta, Chief Convenor, CREDAI Property Show MATRADE said: “Through Showcase Malaysia, we look said: “The main objective was to bring all our Indore forward to numerous mutually beneficial and long-term members/builders under one roof and connect them relationships being forged between Indian businesses and directly to the customers. This was our first show in Indore their Malaysian counterparts.” and we plan to turn this into a bi-annual property in the city.” LIVE 4 November 2011, EXPERIENTIAL MARKETING 10

Jack Daniel’s India celebrates Hair O Max sponsors 12th edition of founder’s birthday Miss Kerala As the time of Virgo waned, Impresario Event Jack Daniel’s India joined Management organised the annual global soiree and managed the grand to celebrate founder Jack finale of the 12th Miss Daniel’s 160th birthday Kerala on Oct. 8 at Le with a Virgo’s ball hosted Meridien International Convention Centre, Cochin. The by Amrit Kiran Singh, VP finale was attended by 1,500 people. Miss Kerala isan and Area Director, Brown Forman, at the Leela Palace, annual property owned by Impresario Event Management. New Delhi. The celebration was a culmination of a month- long celebration spread across the Indian sub-continent. Harish Babu, MD, Impresario Event Management said: “The pageant provides a platform for young Malayalee girls For the celebration, Jack Daniel’s flagged off a lucky draw from all over the world to showcase their talent, leading to a for prizes including a Harley Davidson bike. Singh said: career in the entertainment, fashion and glamour industry. “Equally iconic in the lifestyle zone, we found a great brand The auditions were held in Dubai, Cochin, Ahmedabad, fit between Harley Davidson and Jack Daniel’s, a whiskey Mumbai, Bengaluru and Chennai. Around 400 entries were that the Indian youth have learnt to relish responsibly.” received. We also got six new sponsors for the event.”

Baaya Design and CSA collaborate to High Street Phoenix organises celebrate Joy of Giving week Dazzling Diwali As part of celebrating the Joy Mumbai’s High of Giving week, Baaya Design, Street Phoenix a folk art and decor store, organised Dazzling collaborated with Catalysts Diwali, a week-long for Social Action to present shopping festival. a folk art painting auction to Under the festival name, a plethora of activities were used showcase the natural beauty to engage consumers from Oct. 18 to 26. and workmanship of Indian folk art on Oct. 7 at Waterstones Club, Mumbai. The Rajendra Kalkar, Sr. Centre Director, High Street Phoenix objective was to raise funds for CSA, which works towards said: “High Street Phoenix aimed to enhance our patrons’ the rehabilitation of orphans, by auctioning off 12 paintings. experience by arranging a shopping festival to sustain the enthusiasm and zeal with which consumers celebrate this Shibani Jain, Founder and Managing Partner, Baaya festival. The courtyard was buzzing with handicraft, food Design said: “This association is one of our CSR initiatives, and NGO stalls which displayed festive gifting items.” which also helps create awareness about our brand. This event engaged around 100 people.” E18 Launches MTV Independence Rock XXVI with MTS Red Energy Wizcraft to conduct Kabbadi World On Oct. 20, E18 Cup’s opening and closing ceremonies launched its flagship Wizcraft International event, Independence will conduct the opening Rock, at Hard Rock ceremony of the Kabbadi Café in Mumbai. This World Cup at New Sports year, Independence For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com Stadium in Bhatinda, Rock has teamed Punjab, on Nov. 1 and the closing ceremony in Ludhiana, up with MTV India and is being presented by MTS Red Punjab, on Nov. 20. The theme of the events will be centred Energy. For the first time, IRock will go live on MTV and on Punjabi culture, and will be telecast live to Punjabi VH1 simultaneously from Mumbai, New Delhi, Bangalore, diaspora around the world. More than 50,000 people are and Pune on Nov. 27. expected to witness each event. Eight bands will be chosen as qualifiers in each city. The event is planned to be the largest sports opening These bands will compete over two days. The five regional and closing ceremony since the Commonwealth Games winners will be brought to Mumbai to compete at the All last year, and will see a number of artists performing. The India National Final on Nov. 26 at Chitrakoot Grounds, entertainment willl include performances by Shah Rukh Andheri. The winner of the All-India Competition will go on Khan, Hrithik Roshan, Katrina Kapoor and Bipasha Basu. to headline the LIVE concert in Mumbai the following day. Sports Rush 4 November 2011, EXPERIENTIAL MARKETING 11

Motor Match debuts alongside Indian White Copper Entertainment manages Grand Prix Asian Women’s Rugby 7’s Motor Match debuted alongside the The Asian Women’s Indian Grand Prix. Motor Match was Rugby 7’s Championship held at the Greater Noida Expo Center was organised by the in Delhi from Oct. 28 to Nov.1. Motor Indian Rugby - Football Match was organised by the MAC Union (IRFU) in Pune Group, Fiera Milano and Exhibitions at the Balewadi Sports India Group. Karun Chandhok was Centre from Oct. 1 to 2. roped in to endorse the global launch, which saw close to White Copper Entertainment was roped in as the official 2,50,000 visitors. event executing agency for the championship, which was the first-ever international rugby tournament hosted in Mehul Lanvers-Shah, MD, Fiera Milano India said: “India India. is currently at the centre of the motoring world, providing Motor Match with an excellent platform for a global launch. Aga Hussain, VP, IRFU said: “We are very happy and Karun is the perfect person to draw the spotlight to India thankful to the Asian Rugby Football Union for awarding and on Motor Match as a world class event.” us with this tournament and we hope to retain the property for many years. The tournament saw 12 rugby teams from Mahindra announces second edition of across Asia competing with each other.” Mahindra Youth Football Challenge Procam and Coca-Cola initiate inter- Mahindra Group, in school cricket tournament association with Procam International, has launched Procam International the second edition of the partnered with Coca-Cola Mahindra Youth Football India to initiate the Coca- Challenge. MYFC involves Cola U-16 Inter-School the participation of 32 schools across six cities. The second Cricket Tournament in year will see 25 boys being selected for the coaching clinic. Vadodara, Gujarat. The There will be growing involvement from Celtic FC, with the tournament, which commenced on Oct. 18, will see players benefiting in the form of kit and equipment. participation from over 11,000 cricketers from 700 schools.

Ajit R, VP Innovation and Sales, Procam International said: Anupama Ahluwalia, VP-Marketing, Coca-Cola India and “MYFC aims to develop talent from the grass root level. South-West Asia said: “Our purpose of getting into a grass The initiative is being promoted on social networking sites. root sports tournament is twofold. On one hand, it helps Big FM is promoting it on air and will organise an interview identify and promote young talent and helps us get young section with the coaches of the Celtic Football Club.” children into sports arenas and grounds. On the other hand, sports promotes social cohesiveness and well-being.” YAI reaches out to schools in Andaman to promote sailing Marathon to see participation from over 15 countries To promote sailing amongst the people in the Andaman A press conference and Nicobar Islands, Yachting was organised on Association of India associated Oct. 15 at Albert Hall For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com with Andaman and Nicobar Café in Rajasthan Island Industrial Development to announce the launch of the Jaipur Marathon, which Corporation to launch a sailing development programme, is promoted by Sanskriti Yuva Sanstha and World Trade Taking Sailing to Schools. The YAI invited 20 children each Park. The third edition of the event is scheduled for Jan. 22, from 22 schools to sail at the Naval Sailing Club from Oct. 2012. This edition will mark participation from more than 15 3 to 30. countries including the UK, Ethopia, Kenya, and Poland.

Ajay Narang, Joint Secretary General, YAI said: “The Saurabh Sharma, COO, Jaipur Marathon said: “This objective of the programme was two-fold. One was to year, we aim to promote Rajasthan not only as a tourist promote sailing as a sport amongst the youth. The other was destination but also as a sports destination on a global to put pressure on the government to provide infrastructure platform. We plan to engage around 50,000 young people and amenities for the sport, as it has a great future in India.” as compared to last year, where the figure was 35,000.” Media Active 4 November 2011, EXPERIENTIAL MARKETING 12

MY FM initiates second edition of CJ Radio Mantra is back with RJ Giri 943 with Rannvijay Singh season 2 CJ 943 is an initiative by 94.3 MY Radio Mantra organised FM to hunt for the smartest and the second edition of most talented campus jockey in RJ Giri, an initiative for each city. This second season budding radio jockeys of this initiative was carried out in Varanasi, Uttar across Bhopal, Indore, Raipur, Pradesh. The hunt was Jaipur, , , held from Oct. 5 to 15 and in the final phase, the top three Ahmedabad and Jalandhar, and contestants competed on-ground at Hotel Meradel Grand concluded in early October. in Varanasi on Oct. 31. The winner of RJ Giri will get a contract to work with Radio Mantra. Harrish M. Bhatia, CEO, 94.3 MY FM said: “The core objective of this activity was to create a buzz in the youth Kanwar Sameer, National Programming Head, Radio community for our brand. This encourages the youngsters Mantra said: “After the success of RJ Giri season 1, we of today to display their talent. Through this activity, MY FM decided to make a comeback in Varanasi, where we reached out to thousands of college students in each city.” continue our search for a great voice full of life and attitude.”

Fifth edition of Radio One College IBN7 launches first ever Zindagi Live Champions visits seven cities Awards Radio One organised the fifth In a salute to the edition of Radio One College indomitable spirit of Champions across seven cities, life, IBN7 will host the wherein the auditions for the hunt first Zindagi Live Awards, which has derived its inspiration were held in 10 colleges in each from the award winning talk show, Zindagi Live. The award city. The shortlisted candidates ceremony, which will be held on Nov. 10 in New Delhi, will were provided with special training bring together luminaries of society who will felicitate the by industry professionals and one courage, determination and perseverance of the award winner from each city had a chance to host their own show winners. on Radio One. The winners were announced mid-October. Ashutosh, Managing Editor, IBN7 said: “The Zindagi Live Shyju Varkey, National Head - Marketing, Radio One said: awards salute those courageous people who have risen “The objective of initiating the property was not just to find above their circumstances and excelled. We are positive an RJ, but to find talented individuals and train them to be that their stories will inspire our viewers and motivate them radio professionals. The property was initially launched to look at life with greater positivity.” only in Mumbai, but has now expanded to seven cities.” Dainik Bhaskar Group hosts India MiD Day’s Meter Down campaign Pride Awards

makes a comeback Dainik Bhaskar Group MiD Day re-launched its Meter organised the third India Pride Down campaign, which will be Awards on Oct. 21 at Taj Palace, run as a joint programme with the New Delhi. These awards traffic department and the RTO. recognize the contributions For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com This edition is targeted at auto and services of Indian PSUs. rickshaw drivers and will end mid- This year’s ceremony added November. two new categories, namely the Social Change Agent and Impact Creator-Civil Servant. Manajit Ghoshal, MD & CEO, MiD DAY Infomedia said: “MiD DAY is a local city newspaper Jaideep Dhagat, Senior GM & Business Head, National and thus, we endeavour to cater to issues pertinent to the Government Vertical, Dainik Bhaskar Group said: “The people. The last season saw great response from the city new categories have been created with the belief that and we were happy to launch this campaign again, as people society has a major role to play in the development of our have again started facing issues with rickshaw drivers. The nation. By recognising those who have made a difference success the campaign received last year makes us hope by working towards the welfare of society, we reinforce our that this campaign will make a stronger impact.” commitment towards our responsibility.”

Industry Watch Developments 4 November 2011, EXPERIENTIAL MARKETING 14

E18 appoints Puneet Mehra POINT OF VIEW as General Manager-West E18, on Oct. 3, appointed Alternate Brand Solutions Puneet Mehra as General India Ltd. (ABSIL) as a Manager-West for Corporate Western Regional Head. Brand Activations. In this capacity, Mehra will Commenting on Mehra’s be responsible for all appointment, Navneeth the business generated Mohan, Senior VP, E18 said: out of Mumbai and the “We are indeed excited western region for events, to have Puneet on board; activations and exhibitions. he comes with diverse experience of handling large Mehra joined E18 with 12 teams both at 360 Degrees Roshan Abbas years of experience, out and Mirchi activation. E18 MD - Encompass of which nine years were is at an exciting point on spent with Entertainment the growth curve and we Each time an issue of ExM magazine reaches me, I browse Network India Ltd. (ENIL). need strong leaders like through the first few pages to see a plethora of activities His experience covers Puneet to take E18 to the going on. All is well one would believe in the event multiple profiles ranging next level. His experience in industry. Yet when I meet people on a one-to-one, there from accounts manager and handling media integrated is this constant looking over the shoulder. You can tell an marketing manager to sales brand activations and sales event manager in a room by the number of times he is head. While at ENIL, he led will help us build the ground on calls. We have the shortest attention spans for we are the Mirchi activations team, activation business along always paying attention to solving an issue that someone following which he was with a strong events and else didn’t pay attention to. There is always something internally transferred to exhibition business.” critical, something that just cannot wait.

Wings Brand Percept appoints Do we put ourselves in this position? Is it bad planning or bad timing or just pure bad luck! Frankly, it’s our innate Activations Joji George as CEO ability to handle anything that makes us indispensable to launches in Dubai – Percept Sports the client and unavailable for ones own self. We are the first to process a new input and deal with an anomaly. Wings Group of Cos., in & Entertainment But on the other hand, we always have all the balls in association with a local the air, juggling to stay alive! Ever tried to ask a juggler advertising agency in Dubai In his new role, George will an intelligent question…you wouldn’t. You know all his called Adcom, has initiated be responsible for providing concentration is on the balls. At a seminar a client had a joint venture in Dubai at strategic direction, said, “We love you for you always take the bullet for us, the Burj Dubai Bank Street creating opportunities for you are too busy playing hero.” Our heroism is our failure. under the name, Wings integration, and paving the We say yes to the impossible and then don’t deliver. Brand Activations. The roadmap for the overall joint venture was officially businesses of the Percept When do we pause to reflect? Is our value only in crisis launched in Dubai in the Sports & Entertainment management? Or can we demonstrate our value elsewhere? second week of October. vertical. In an ever-changing world what are you doing to stay relevant? As more and more clients get event managers Arun Samuel, MD, Wings Commenting on his to work for them, our bag of tricks is getting exposed. The Brand Activations said: appointment, Joji secret once unveiled kills the magic!! We become a vendor “We see great potential in George, Chief Executive or a commodity. Unless we keep replenishing our bag of Dubai. Considering this is Officer, Percept Sports tricks the magic will disappear. the recession period, we & Entertainment said: thought it was the perfect “I want to make Percept So what are you investing in? Technology or Talent or both? time for us to enter the Sports and Entertainment I suggest you do, or else you may just lose relevance. Dubai market. This is a time the preferred partner for Today the event professional needs to understand brands, when we think brands will businesses that are looking bands, social media as much as socializing, audiences and engage in numerous BTL for creative and memorable amplification. Share some knowledge, it only multiplies activities, as BTL activities brand experiences for when it populates new brains. This crablike approach of will ensure more returns. its stakeholders and pulling each other down must end. Our team in Dubai will be a consumers and meet their mix of locals and Indians.” needs.” Manage today but don’t mortgage the future. Industry Watch Destination 4 November 2011, EXPERIENTIAL MARKETING 15

Punjab Tourism formulates vision plan for 15 years to promote tourism Tourism to

Punjab Tourism has tourism board plans to formulated a vision plan promote in a big way in focus on China and of 15 years with a view to other markets. In Heritage capturing the leadership Tourism segment, PHTPB position in tourism. A brand plans to develop circuits India building exercise around connecting both royal and Beginning on Oct. 15, the Martin Ferguson, Federal niche tourism products religious heritage of the Australian tourism industry Tourism Minister said: “Now will be unleashed in the state. came together in Canberra more than ever, we need domestic and international to discuss its renewed focus to remain focused on the markets in order to attract Presenting the Vision 2023 on the growing cashed- big picture improvements more tourists to the state. road map at a conference up middle classes in China that can enhance the long- Farm Tourism and Heritage in Amritsar, Vidya B and India. The Australian term competitiveness of Tourism are two important Kumar, Executive Director, Tourism Directions the sector. The conference niche segments that the Punjab Heritage & Tourism conference also analysed renewed the industry’s Promotion Board (PHTPB) the progress of plans to focus on Asia and the rise Sri Lanka launches said: “Within the next ten double overnight visitor of China as Australia’s most tourism growth plan years, Rs. 1,000 crore will spends to $140 billion by valuable tourism market. be spent to develop various 2020. Tourism Australia MD It also examined the need In September, Sri Lanka tourism circuits and tourist- Andrew McEvoy deemed for more and better hotel launched its five-year friendly amenities. There it critical that Australian accommodation, for higher tourism growth plan are plans to promote Punjab operators learn about the investment in destinations to achieve 2.5 million as a niche destination for burgeoning Chinese and and for increasing aviation arrivals by 2016, up from the film industry as well.” Indian markets. capacity.” the average 600,000 currently. The sector is a major foreign exchange earner for the country. The 3rd world saves tourism government has decided to Tourism reports indicate marked increase year on and Marketing, Pepper scrap the ‘on arrival’ visa emerging market tourism in year. Club Luxury Hotel & Spa. system applicable to 78 South Africa, led by South “Traditionally, South African countries, including India, America and Asia, with both “This steady growth in our hospitality providers have from next year in bid to regions recording double foreign visitor statistics focused on mature European streamline the issuance of digit growth in the first shows that post the 2010 target markets such as the travel document. From quarter of 2011. Recent FIFA World Cup, despite the Britain and Germany, but January 2012 the visitors to foreign visitor statistics global downturn in travel, emerging economies such Sri Lanka other than from recorded by Pepper Club emerging markets are as China and India, as well Maldives and Singapore Luxury Hotel & Spa support still seeing value in South as territories in South-East need to apply online for an this growth with guest Africa as a preferred travel Asia and Eastern Europe electronic entry permit. figures from India, China destination,” said Bruce are now showing significant and Japan showing a Deneys, Director of Sales growth.” Reports indicate that the arrival of Indians to Russia approves easy Visa arrangement for Indians Sri Lanka has increased by 50 per cent, thereby Russia’s lower house of President Dmitry Medvedev, of citizens and promoting contributing to an over 27 Parliament has voted the individual citizens and creation of favourable per cent surge in tourism to approve an inter- organisations will no longer conditions for certain in September year on year. governmental deal on visa need an invitation or a categories of citizens of According to the ourism regime simplification that tourist voucher to travel to the two countries, first authority, in the first will benefit Indian citizens Russia or India and will be of all representatives nine months of the year, wanting to travel to this able to directly apply for of business, scientists, the cumulative arrivals country for tourism or visas. cultural workers, students increased by over 34 per business purposes. After and tourists,” commented cent. Maldivian tourists the ratification of the Indo- “The agreement is aimed at Deputy Foreign Minister were the next highest after Russian agreement by the consolidating the legal basis Alexei Borodavkin, when Indian nationals visiting Sri upper house of Parliament for Russia-India relations in presenting the document Lanka. and signing it into law by the area of mutual travels before the House. Industry Watch Events 4 November 2011, EXPERIENTIAL MARKETING 16

SUPER Events World to hold Global Sports Confab in Abu Dhabi The world’s leaders in Super Events World MENA will feature government and on new audiences; attract planning and senior 2011 is the only conference senor executives from major financiers, endorsements management of major in the region that will event owners conducting and sponsorship to sporting events around the address how to attract case studies on innovation maximize revenues; invest world are set to gather at major events and will look and excellence. in and develop critical Park Rotana, Abu Dhabi from at the phenomenal growth national infrastructure to Nov. 21-23 for the Super in attracting major events Event managers attending meet event requirements; Events World MENA 2011, a to the MENA region. It the Super Events MENA will leverage social media and two-day event which will be is a two-day strategic learn how to produce the web 2.0 to expand event hosted in the UAE. conference and showcase winning bid; strategize event outreach; and design the exhibition. The conference re-location to capitalize ultimate event experience. 50th ICCA Congress sees record Best of British venues set their breaking 1,000 plus attendees sights on the new UK Venue Show

The 2011 ICCA Congress, for our annual congress The inaugural edition of nearly 4,000 to take in which took place from Oct. as well as a continued of the UK Venue Show, the full scope of the live 22 to 26 in Leipzig, Germany, growth in membership, slated for Feb. 1 and 2, event sector; ranging from saw registration from more including from countries 2012, will open the trade sourcing venues to full than 1000 delegates from which are suffering the show season for the event scale event production. 70 countries, which broke most. Germany has one sector. The self-titled show their previous record of of our largest and most will offer a focused forum Commenting on the show, 982 delegates for the 2009 active national groups for buyers and decision Tanya Cohen, Event ICCA Congress in Florence, of member companies makers of corporate Director, UK Venue Show Italy. and organisations, and events, product launches said: “The show is shaping the surrounding northern and experiential campaigns up well and should be a Martin Sirk, CEO, European region also has as well as seasonal parties benchmark for others as ICCA said: “Despite strong ICCA membership. and smaller meetings. we lead in the trade show the challenging global These are just some of the season. Our central London economic environment, reasons that we achieved The UK Venue Show will run base and focused approach we were delighted to a record attendance in alongside the noted Event to our exhibitors has helped see a record attendance Leipzig.” Production Show in a back us fill a gap in the market to basics formula, enabling that venues are keen to get EIBTM hosted buyer programme en the existing visitor base involved with.” route to record breaking business First ever Event Tech Scheduled from Nov. 29 ensuring maximum to Dec. 1, EIBTM 2011 is productivity and ROI. set to have its best year of Conference in NYC business yet with a four per June Clark, Hosted Buyer Introducing the first-ever of education, networking cent increase in accepted Programme Manager, Reed conference focused on the and sharing. applications. This year, Travel Exhibitions EIBTM digital+live phenomenon, EIBTM expects to see over said: “What makes our Event Tech will take place With dozens of 3,800 hosted buyers with hosted buyer programme on Dec. 5 and 6 at the sessions, speakers serious purchasing power so invaluable to those Cuny Graduate Centre in and presentations, the attending the show. In attending it is that ours is New York City. conference will give order to meet the growing 100 per cent buyer-driven. attendees access to demand for business All hosted buyers attending This event is being produced trends, best practices and meetings at EIBTM, an decide which exhibitors they by Event Marketer and case studies. It will also additional appointment per would like to see before the Event Design magazines, feature the first annual day will also be arranged show. EIBTM then matches and will bring together Event Technology Awards, for each accepted buyer. As these appointments and technology experts, social which will recognize the a result, EIBTM is expected provides each buyer with media gurus and some of best users of technology to generate over 60,000 an individual diary of pre- the most progressive users and social media in their one-to-one appointments, selected appointments.” of digital+live for two days events. 4 November 2011, EXPERIENTIAL MARKETING 16 Industry Watch Venues 4 November 2011, EXPERIENTIAL MARKETING 17

Marriott International Resorts World debuts three city New Meeting Venues center Hotels and Manila unveils three brands in Doha, budget- in New York Qatar There are 10 new and Dream Downtown, a recently renovated meeting design-driven hotel that Marriott International friendly spaces, conference centers, offers a ground-floor space announced the opening of and function rooms in measuring 6,000 sq.ft. that the three-hotel Doha City Remington New York, which can is suitable for conferences Center complex, including accommodate small and and presentations; the the 257-room Renaissance Hotel large groups for meetings, Mondrian SoHo, with a Doha City Center Hotel, Genting Hong Kong conferences, product penthouse and dedicated 204-room Courtyard by has announced that launches, presentations, meeting space which can be Marriott Doha City Center Remington Hotel, the and other types of corporate used for private functions; and 123-unit Marriott third and newest lodging gatherings. the new Aloft Brooklyn from Executive Apartments Doha brand at Resorts World Starwood Hotels & Resorts, City Center. The opening Manila (RWM), will be These venues are the Hyatt which offers the 1,200 marks the debut of the launched in December 48 Lex, with 116 guest sq.ft. Fulton Room which three brands in Qatar and this year. Remington rooms and four executive holds 100 for receptions or is an addition to the Doha Hotel has 623 standard boardrooms for private 64 seated banquet-style, City Center Mall complex rooms and 89 units of powwows; Sentry Centers, and a 600 sq.ft. room that which features over 340 serviced apartments. which houses 11 rooms holds 50 for receptions; shops and attractions. across two floors, the the Museum of the Moving Located at Newport City largest of which is the 2,162 Image, which reopened in Ed Fuller, President & MD, Pasay along with Maxims sq.ft. Empire room, which January following nearly Marriott International Tower and Marriott Hotel, seats 232 theater-style or three years of renovation said: “The opening of the Remington Hotel will open 160 classroom-style, or which added a number of three hotels is a major its doors in December holds 200 for receptions; spaces at the film-focused step forward in reinforcing for the savvy and cost- Tryp by Wyndham hotel, institution, including a Doha’s futuristic vision and conscious traveller either which will provide 2,100 digital learning suite and surging tourism potential for business or leisure. At sq.ft. of meeting space; the the 54-seat William Fox in Qatar. These three new the same time, the hotel Yotel New York, which offers Amphitheater; and the hotels give us six properties is also ideal for those who airport-inspired spaces Conrad property from in the country, which is fast desire affordable hotel for meetings and events Hilton, which will have a becoming a key business accommodation without on its 18,000 sq.ft. fourth grand ballroom with room and leisure destination in compromising on quality floor; the Grand Hyatt New for 600 people, and 13 the Middle East.” and service. York’s new 4,400 sq.ft. rooms for meetings and meeting and event space an open-plan prefunction ONYX Hospitality Group debuts its ‘Gallery’; Vikram Chatwal’s space. Amari brand in China Wyndham Hotel to expand in India With effect from Oct. 1, and CEO, ONYX said: “This Thailand-based ONYX inaugural of an Amari- with three hotel franchises Hospitality Group assumed branded hotel in China management of a 105- is a significant milestone Wyndham Hotel Group Grand property will be room hotel on Hainan in ONYX’s strategic LLC, a part of Wyndham established in Agra, Uttar Island, China. Owned by development. With our Worldwide Corp., on Pradesh. the Sanya Daxing Group, international experience, Oct. 11 announced its a leading local developer, proven management expansion in India with “With the rapidly increasing the landmark property will track record, and depth of the signing of agreements tourism and business continue operations as an resources, we believe that to franchise three hotels industries, India holds upscale boutique offering Amari Sanya Bay will bring under its Wyndham an abundance of growth while it undergoes a phase a vibrant, Thai-style level of Hotels and Resorts and opportunities for hotel of re-branding, before service to Sanya, thereby Ramada brands. Under the companies,” said Ken emerging as the Amari differentiating it strongly Ramada brand, two new- Greene, President and Sanya Bay on March 1, from the large-scale construction properties will Managing Director, Asia 2012. developments elsewhere open in Alleppey, Kerala, Pacific, Wyndham Hotel on the island, allowing it to and Ghaziabad, Uttar Group, commenting on the Peter Henley, President reach its full potential.” Pradesh, while a Wyndham development potential.

COVER STORY 4 November 2011, EXPERIENTIAL MARKETING 19

An Xperience fit for the ultimate driving machine

From the house of the prominent German automaker BMW, BMW Xperience provided patrons with the opportunity to comes a new addition to its BMW X range of Sports Activity test drive the BMW X5, BMW X6 and the new BMW X3 at a Vehicles (SAVs), called the BMW X3. Launched in India specially designed test course in a 32 acre excavated DLF on Oct. 16, the compact crossover SUV is equipped with site, which will soon be converted into the ‘Mall of India’ by BMW’s proprietary four-wheel drive system called xDrive. the builders. The test course was designed by international To give India an experience of its X range of SAVs and experts and included 10 simulated obstacles that showcase the xDrive technology, BMW India also hosted the BMW the unique features of the BMW X range. Xperience at Gurgaon, NCR, from Oct. 16 to Oct. 23 as a follow up to the launch event. It was the proposed event site and concept around this that COVER STORY 4 November 2011, EXPERIENTIAL MARKETING 20

Saffer elaborated, “Both the objectives were achieved with great success, as we could deliver a great drive experience to our customers, so they could actually appreciate the unique features of the xDrive. The track was developed to be demanding enough to only be completed with the xDrive, while one could fail if driving a sedan or any other SAV on this track.” won Showtime Events the mandate for this event. Showtime Events was selected through a pitch process to execute the “Customers that attended the event were pleasantly launch of the BMW X3 and to conduct the BMW Xperience. surprised, as they did not know what to expect at the event The brief was to create an exceptional xDrive experience, until we unveiled the entire experience track right before preferably in the centre of the city. The launch event was them,” he added. the announcement that the X family of BMW in India is now complete. Deepali Design and Exhibits were partnered by Showtime Events for the creation of the marquee and the execution On awarding Showtime the mandate for this mammoth of the interiors. SOUND.COM was the audio solutions task, Christian Saffer, Marketing Director, BMW India said: partners to the event. “Showtime’s proposal was the best fit to the brief. They had the most interesting concept and seemed to have understood the objectives the best and also showcased the capabilities for a great execution of the concept.”

“This is probably the largest ever event BMW has done in India. The idea was to create a test drive experience that would bring out special features of the X3. Usually for such drive experiences a suitable area is only available outside the city limits. But when we proposed this excavated site for the event, the client’s team went berserk with the idea. It was this concept that won us the pitch,” Michael Menezes, Managing Director, Showtime Events, told ExM.

Christian Saffer The mandate involved two broad aspects. One, to simulate Marketing Director a track for the test drive, that showcases each of the features BMW India of the xDrive in totality, which was created over 10 acres of the site. The other being the launch event, which took “BMW Xperience was a place in a hangar that was built within the excavated site. The event was targeted to existing and potential customers first of its kind for BMW in of the brand. The launch event featured the unveiling of India. We had not yet done the new model with an Australian drum and dance troupe an event of such scale with called Raw BANG! The brand’s creative agency specially the creation of such an put together a film that went along with the music and experience for our existing percussions of the act, which made for the backdrop of the and potential customers.” launch. COVER STORY 4 November 2011, EXPERIENTIAL MARKETING 21

The Experience of creating the BMW Xperience By Michael Menezes, MD, Showtime Events

When BMW called for a pitch for the launch of the X3, it raised a couple of eyebrows in the industry. Simply because the German automotive giant had stuck it out with one agency faithfully almost since it set foot in India and could well have done over a hundred events with this agency. But nonetheless, it evoked more than casual interest in the industry leaders as it was after all a world leader who had a reputation for doing world-class events.

Showtime Events, which has always believed in accepting challenge and love the opportunity of demonstrating that they have no peer when it comes to innovation in thought 60 feet below the surface of the earth by asking them to and technology, got down to the task almost immediately create the BMW Xperience in a crater spread over 32 acres after coming off the perfect execution of another daunting that had been excavated a couple of years ago to build challenge, the India Soiree at the Annual Meeting of the the largest mall in India. BMW loved the thought in terms World Economic Forum in Davos earlier this year for the of its phenomenal relevance to the product and together Confederation of Indian Industry (CII) and right in the midst Showtime and the BMW India team pushed the envelope to of planning some extremely high-profile events for one of make it happen. The rest, as they say, is history. their oldest clients slated for later this year. Showtime’s client, DLF, which owns the venue contributed A credo that Showtime’s Creative Director has always in no small way to getting the event on the road from driven home with full support from the management team, actually buying into the idea and allowing use of the venue whether it was launching a car by taking it up the wall of a to assisting with information on reliable contractors for building, doing a 360 degree projection across the roof of road-building, earthmoving and even water drainage. The an arena to bring home the magic of the cloud for TCS Ion vagaries of nature stepped in to add their own challenges or dwarfing even the imposing Brabourne Stadium with the with the heaviest rain in the last 59 years in the region that world’s largest projection screen for SBI and TCS. transformed the venue into a virtual lake and necessitated postponement of the initial planned date. Showtime pushed the envelope yet again this time for BMW, with an idea that would take the automotive giant literally But eventually it all came together perfectly thanks to a herculean effort by the Showtime team led by two of their redoubtable stalwarts, Navin Sarin and Reeva Lal, with some great support from the client who may have gone through some justifiable pangs of doubt at times but ultimately was more than overjoyed at the final delivery.

Simply because conditions tested everyone to the maximum be it the terrain itself that often sank by the sheer weight put on top of it and therefore had to be reinforced to the mounds of flying dust that one had to contend with and were a housekeeping nightmare to the sheer task of lighting up a voluminous 32 acres economically and productively. Let the pictures tell the rest of the story.

Pictures depicting stages in the construction of the test-drive track in the 32 acre land chosen as the venue for the Xperience

COVER STORY 4 November 2011, EXPERIENTIAL MARKETING 23

“BMW Xperience was a first of its kind for BMW in India. We had not yet done an event of such scale with the creation of such an experience for our existing and potential customers. Although we have created experiences for our customers before, we never built up a proper track for showcasing the complete capabilities of the xDrive,” said Saffer.

The BMW xDrive monitors the driving situation constantly and distributes drive power smoothly between the axles. BMW xDrive splits drive variably to the front and rear axles to suit the driving situation and the surface. Under normal “We consider experiential marketing very important at driving conditions, xDrive works with a basic 40/60 BMW, as it’s only through such experiential platforms torque split front and rear. The system identifies any that the full features of the vehicle can be experienced. changes in the terrain or road surface and adjusts the Advertising cannot achieve the customer to feel the torque split accordingly within a fraction of a second product. without the driver even becoming aware of the change. Also, even on the Indian roads, one cannot experience While most four-wheel drive vehicles use all-wheel drive all the features of the SUV, and it’s only through principally to make up for the shortfall in traction, BMW such experience creations that we can showcase its tunes its xDrive system to provide handling typical of superiority and create a complete education for our rear-wheel drive. Even in normal situations on the road, customers. We would surely look forward to creating all-wheel-drive BMW models send the majority amount more such experiences for the Indian market,” said of drive to the rear wheels. Saffer. ALSO FEATURED 4 November 2011, EXPERIENTIAL MARKETING 24

How is your brand connecting with music festivals this year? By Shweta Ramsay

Movies, music and cricket are the most preferred lifestyle indulgences of Indian consumers. Music festival or any music-related activity helps the brand connect with consumers in a very engaging way. While helping to improve the brand awareness, these events also provide an opportunity to make the consumers experience the brand. Amitabh Sehdev Marketing Head, Luxottica India Association with music can only be unique for the brand if music fits in well with brand’s promise or brand core. For a lifestyle brand like Ray-Ban, the association with music goes back a long way and consumers all over the world now strongly associate music with Ray-Ban. Ultimately, any association with a brand should look credible to the target audience. If the brand association with music is seen as genuine and credible, then it helps the brand in terms of brand visibility, recall and connect.

Consumer engagement opportunities that music festivals provide depend on how one utilizes these events to engage with the target audience. One way to make it unique is to weave the brand into the content.

We are currently running a music-related project called Ray-Ban Never Hide Sounds in association with Rolling Stone. This is a platform for the young Indian western music bands to present themselves to the world. While the grand finale will happen in Mumbai on Dec. 4, there have been lots of preview concerts in popular malls and open mic nights at famous pubs across the country.

We are starting off this year with NH7 in November followed by Great Wide Open in December and many other such festivals.

With increasing clutter in advertising across mass media it is becoming essential to talk to your consumer directly. A brand experience for the consumers not only allow those exposed to feel and understand what your Kunal Mukherjee Vice President – Marketing, brand stands for, but also word of mouth spread via positive experiences UTV Broadcasting leading to growth of the brand’s equity. Associating with a music festival by creating experiences within the festival would thus benefit a brand versus pure sponsorship which has a lower ROI.

International music festivals are held in large arenas and allow consumers to come and experience not only the music but participate in a host of engaging activities. Fashion weeks, sports event and awards are passive consumption versus music festivals which are active.

When done well, brand visibility from a music festival could be part of the pre-marketing, the experience within and a take away from the event. Once a festival gains critical following and a brand has been associated with it for a long time, brand recall becomes synonymous with the events recall. The function of experiences creates such events, but the platform allows for controllable, planned and innovative brand connect.

For consumer engagement opportunities at music festivals, a brand can look at games wherein consumers participate and engage with the brand. Brands could use such events as a test market place and also for sampling and feedback. ALSO FEATURED 4 November 2011, EXPERIENTIAL MARKETING 25

How is your brand connecting with music festivals this year?

The main aim of Mahindra is to engage all kinds of audience through culture and have cultural conversations. The blues genre is extremely popular in the US, but is not very popular in India. However, we feel that the has many similarities with the Mumbai culture that eventually everyone can connect to. Jay Shah General Manager – Corporate The Mahindra brand represents genuineness and class, and its brand Communications, Mahindra & Mahindra personality fits with the blues genre.

Through Mahindra Blues we have seen that it’s not just for the elite or upper class, but for all kinds of people. Events like Mahindra Blues prop up the brand and gives back to shareholders. The festival is a 360 degree experience and not just music. We try our best to recreate the time of blues origination through sets, ambience, cuisine and all other aspects of the event. We have no doubt that people will come year after year to gain this experience and hence strengthen brand connect.

Brands associated with Independence Rock 2011

Amitesh Rao Director – Brand & Media, MTS India

Our association with Independence rock is part of MTS Red Energy, which is a platform designed to offer talented and digitally active young people a great way to leverage their online status to get real world benefits. In this case, MTS Red Energy offers talented bands a shot at winning a wildcard entry into the finals of Independence Rock, based on their online activity and engagement with fans.

Ferzad Palia Head of VH1

VH1 India has partnered with Independence Rock since its launch seven years ago. We’re proud to take this partnership to the next level with LIVE simulcasts and other exciting stuff we’re doing with the new rock talent. VH1 will take this talent to the next level.

Aditya Swamy EVP & Business Head, MTV India

I grew up going to I-Rock and now to be a part of it is unbelievable. MTV will now take this iconic property LIVE for the first time and showcase the music not just from Bombay but from the other four cities as well. So a historic property makes history once again. ALSO FEATURED 4 November 2011, EXPERIENTIAL MARKETING 26

By Karan Iyer

Two roads diverged in a wood, Holidays, ibrands and BrandSpeak are only some of the And I took the one less traveled by, names now being heard in the experiential marketing And that has made all the difference space. -- Robert Frost ‘Fly by night’ is the usual tag given to the numbers of new Starting up on your own is always a massive challenge, but agencies that crop up every now and then. Rightly so, in the nobody denies the rewards of taking the road less travelled, case of just any other ‘me too’ event execution agency. But ask Bill Gates, Warren Buffett or closer home the Tatas there are some, that are worthy of careful consideration. and the Birlas. With the festival of Diwali shedding light all For the difference they are already making in the space around, we thought why not shed a focus light on the new of experiential marketing either through a niche offering or kids on the block in the events and experiential marketing exceptional delivery. industry. ExM magazine speaks to a few of these fresh entrepreneurs Line Communications, Thot Media, Cream Events, to understand a little better what its like to be a new player engage4more, Think Events, Brand Box, Archers in the big, bold world of events, and what challenges they Entertainament, Sperm Marketing, Cranberries Branded face therein. ALSO FEATURED 4 November 2011, EXPERIENTIAL MARKETING 27

Thot Media client: Anand Bhardwaj, Vice President, Marketing – Hindustan Times

Many of the people who started up Thot Media used to work for TIC and other agencies and I had come into contact with them at that time. “I had a very good experience working with them and, based on this experience, we had Chetan Vohra associated with them for many of our events Chief Executive like the Hindustan Leadership Summit and Line Communications Crystal Awards. “The aim was to improve ” what the industry was so they weren’t really customised to their needs. There offering to clients. The were no event agencies that specialised in the lifestyle and luxury space. Cream Events personalises its events to the idea was not to just start needs of the brands.” an event agency but to create an agency that Keeping the Engine Running brings an intrinsic brand While an idea is the seed that starts a new venture, it is the perspective. The goal vision and beliefs on which the venture is based that keeps was to make events a it going. So, what has kept some of the new agencies method to communicate going? to the audience. We wanted to create a niche Vohra believes that “new agencies like us are like small by conducting brand boats in the sea. What has kept us going is our strategy of renovation and innovation. What has worked for us, we activations with a strong have innovated and what has not worked for us, we have communication strategy.” renovated.”

Chavan believes that the trust of the brands and appreciation Seeding the idea for our ideas is what has kept Cream Events going. “What Jumping into the entrepreneurship ocean is not everyone’s you see is what you get. Many brands like Tommy Hilfiger, piece of cake and there are numerous obstacles that new Puma and Calvin Klein have been with us for two and half businesses face ranging from finance, competition, clients, years. Till date, we have not received a single event from human resources and many more. Entrepreneurship is a road filled with risk, but there is always a story or an idea behind taking this route. Behind every venture is the urge to create something that either improves an existing system or addresses an issue and fills a gap.

For Chetan Vohra, Chief Executive, Line Communications, the aim was to improve what the industry was offering to clients. The idea was not to just start an event agency but to create an agency that brings an intrinsic brand perspective. “The goal was to make events a method to communicate to the audience. We wanted to create a niche by conducting brand activations with a strong communication strategy,” Harshad Chavan Vohra told ExM. Managing Director Cream Events Meanwhile, for some like Harshad Chavan, Managing Director, Cream Events, the idea behind venturing into the entrepreneurship sea was to fill a specific gap. He told “We have been able ExM that the aim was to start an agency that specializes in to retain clients mainly events for the luxury and lifestyle segment. “While working because clients see us as a for Arvind Brands, I was working on the client side and one-stop-shop for all their I had observed that for event agencies doing events for needs.” lifestyle or luxury brand was just a part of their portfolio

ALSO FEATURED 4 November 2011, EXPERIENTIAL MARKETING 29

the competition but to work on our two strengths – creativity and execution – to ensure the work that we do for our clients is par excellence,” Singha told ExM. “The name of our agency is Thot Media so essentially our work is a reflection of our client’s thoughts. There is no particular strategy for us when it comes to garnering clients, so far our strategy has been to provide our best work to clients and make them happy, ensuring that they come back with repeat business. We basically started with one tree and then increased to three trees and now we have a whole forest.” Kanishka Singha Director Vohra echoed a similar sentiment when it comes to Line Thot Media Communications’ competition. He told ExM that the need is to be more focused internally rather than worry about what others are doing outside. “We have witnessed good “There is no particular client retention due to the quality of work we have done strategy for us when for them and there has been considerable growth so we it comes to garnering are not pitching against other agencies. Our competition clients, so far our is internal. Creativity is our strong point and our approach strategy has been to towards clients is more of a partner than an event agency. We are here for the long term and our strategy works provide our best work to keeping in mind our long term goals.” clients and make them happy, ensuring that they Riding the waves come back with repeat Besides competition and garnering clients, there are a business. We basically range of other challenges that new agencies face. Thot started with one tree and Media sees talent acquisition and retention as a major then increased to three challenge. trees and now we have a whole forest.” “We try to recruit top talent and, if they are new to the industry, they would have to be go-getters and passionate about their work. We are trying to address the challenge a business development angle. All of them come through of recruiting top talent and retaining them through several references from the clients we have worked with.” ways, including providing with the best working environment as possible and providing them facilities at our offices. We Speaking about his agency, Kanishka Singha, Director, Thot Media, told ExM that the agency is based on two pillars – creativity and execution. “We started the business Line Communications client: in 2008 because we felt it was a good time to do so. Given Priyanka Kaul, the recessionary situation then, we felt we would be well Head, Special Projects, NDTV positioned when things turn around.” Singha further added that the “underlying idea or vision of Thot is to provide our We worked with Arpita Gandhi and employees with a great work environment. We consider Chetan much before they started Line our employees as our primary asset. We believe if the Communications. In NDTV, we have a great employees are happy at their workplace, the output of regard for sincerity and honesty towards their work would be excellent which in turn would keep “work and we found the same qualities in both our clients happy. We are a full service agency working in Arpita and Chetan. So when they came to various verticals in which we are very strong, with activation us as Line we had no doubt that they would being our strongest vertical. What we try to do is give a little give our event the best and treat it just like tadka to whatever we do.” theirs. Also, I feel they are a young company wanting to prove themselves so they were David vs. Goliath even more determined to make everything One of the major challenges in starting up a new venture is happen right despite all odds. the competition and garnering clients, and the events and experiential marketing industry is no different. There are The experience of working with Line was whales in the ocean like Wizcraft, Fountainhead, Showtime very good. There is a comfort level while and Encompass making waves. So, how do these new working with them now. We have a great ventures handle the competition? rapport and are impressed by their hard work and delivery. “Our strategy regarding the competition is to not think about ” RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month ALSO FEATURED 4 November 2011, EXPERIENTIAL MARKETING 31

Speaking about Cream Events’ strategy in terms of Cream Events client: competition, Chavan told ExM that “we have pitched Shailesh Chaturvedi, against many established event agencies, but our strategy CEO-Tommy Hilfiger India has always been based on concept and deliverables. We are a niche agency so we don’t really compete with other Event management is a highly people agencies.” He further added: “When it comes to garnering dependent industry. We had heard of the clients, I would say god has been kind to us. We don’t good job done by Harshad for Arvind Brands actively go out and garner new clients. We have about 175 “Ltd. and when he decided to become an clients and we have been successful in retaining these entrepreneur, we decided to support him and make use of his talent and experience clients. Frankly, we have enough work from our current on brand. His organization was new, but clients that we are not actively going out and looking for new Harshad had immense experience on events, clients. We have been able to retain clients mainly because so we were quite clear in terms of working clients see us as a one-stop-shop for all their needs.” with his organization. Our experience of working with Cream Events was wonderful. Another niche agency is Engage4More, which is in the They understand the Tommy brand well since business of employee engagement and employer branding. Harshad was personally involved with the Explaining the idea and the factor that differentiates brand launch. With his experience, working them from the competition, Nishant Parashar, Director, with him has always been very smooth. Engage4More, told ExM that the idea is to create events that create engagement and this is what differentiates them in the industry. He further added that the idea is new so it also have incentive plans for employees and take efforts” takes time for it to be accepted, “but the fact that we have to motivate them in every way possible, including taking garnered 18 MNCs in a span of 15 months of business employees out for foreign trips,” Singha told ExM. demonstrates that the idea is garnering acceptability.”

Besides talent, Line Communications sees finance as a When it comes to niche agencies in the industry, Everything major challenge for new and small agencies. Vohra told Goes! Communication may not be a new agency given the ExM that “we are witnessing lesser money in the market fact that it has been in business for about seven years. and brands are cutting their marketing budgets for events. However, Vjay Dewan, Chief Creative Guardian, Everything This means lesser food on the table and more sharks so there is less for everybody. We have been able to retain clients because we understand the brand and they are happy with our work. When it comes to clients, there are two sets of clients – one set that seeks to associate with larger agencies and have the budgets to do so, while the second set of clients is looking for more creative options and is open to associating with newer agencies. There are also smaller issues like high attrition rates. Some of the new talent join smaller agencies for experience and eventually jump ship to larger agencies so retaining talent is also a challenge for new agencies.” Vjay Dewan Finding a niche Chief Creative Guardian The experiential marketing industry comprises of Everything Goes! Communication numerous verticals and serves a range of segments. While an event or experiential marketing agency can create “The limitations of events or BTL activities for businesses across various being an agency with industries, sometimes having a specialisation can make a niche focus on the a significant difference. After all, a general doctor cannot retail sector include not do a cardiologist or a surgeon’s job because it requires a having explored other specialist skill and experience. Some of the new agencies in the industry came into existence only for the purpose industries or doing more of focusing on one particular segment’s needs like Cream brand launches, but Events, which specialises in the luxury and lifestyle space, there are advantages or Engage4More, which is in the business of employee of being specialised engagement and employer branding. These niche agencies in a particular sector, have their own set of challenges and strategies to address especially with the them. These challenges range from being restricted to just growth in the retail one industry to bringing forth a concept so unique that it has space. to find acceptance. RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month ALSO FEATURED 4 November 2011, EXPERIENTIAL MARKETING 33

Goes! Communication, gave ExM an insight into how he sees the industry from the eyes of a much experienced niche agency.

Everything Goes! Communication is an experiential marketing agency with a niche focus on retail. “The limitations of being an agency with a niche focus on the retail sector include not having explored other industries or doing more brand launches, but there are advantages of being specialised in a particular sector, especially with the growth in the retail space,” Dewan told ExM, adding that the advantage of being a niche agency is the specialised focus Nishant Parashar and the strength of the agency in that area. “Specialisation Director in one particular area is always great even though there Engage4More are lesser revenues. My advice to new agencies is to live by the motto of ‘Yes, we can’. Everyone has to go through “The experience of the grind. Now a days, ideation is not as big a deal as it was moving from an agency to before, it is the execution that has now become crucial.” the client side opened me Dewan’s opinion on older, established agencies is that they to intellectual stimulation. are too slow to adapt or evolve. “We have pitched against I received an insight into many older agencies previously and replaced many of the decision-making them because we were willing to adapt.” process that goes behind The learning curve deciding events. Working Like in any other business, starting up is always a challenging on the client side gives task, but it always helps to have some experience in the you exposure to a great field before making that jump. Some of the entrepreneurs amount of intellectual in the events and experiential marketing industry came with capital.” experience from a much established event agency or with a client side perspective or both.

Vohra of Line Communications started up with about 10 and lifestyle segment.” years of experience at Wizcraft where he had served as Executive Vice President. Expressing his feeling about Meanwhile, Parashar worked with 360 degrees then moved moving from a prominent and massive event agency like to Standard Chartered prior to starting up Engage4More Wizcraft to starting on his own, Vohra said that it is “like about one and half years back. “The experience of moving a captain of a luxury liner being moved to a speed boat. A from an agency to the client side opened me to intellectual lot of times it is fun moving through the choppy sea, there stimulation. I received an insight into the decision-making is a lot liberty and freedom to do things the way you want process that goes behind deciding events. When you to do them, but sometimes you do wish you were sailing are on the event agency side, you are just looking to sell in the luxury liner. It’s a balanced feeling. The experience events without really understanding the value proposition at Wizcraft has helped me a lot and I am grateful for that behind them, but that is what this experience with the experience. I believe that every experience in life is valuable client side has given me – an understanding of the client’s and it gets stored in a drawer somewhere at the back of the needs. Working on the client side gives you exposure to mind and can be opened when you face a similar situation.” a great amount of intellectual capital,” Parashar told ExM. Talking about leveraging his experience for his own agency, Chavan has worked at various corporations for 15 years Parashar said: “As for moving from the client side to starting in different capacities. His last assignment was at Arvind up on your own, it has been a great journey and I use all Brands where he had launched six different international my learning whether in terms of costing, packaging, pricing brands. “Moving from the client side to the event agency and many more.” side was a fantastic move for me. It is an extension of my previous role but now instead of giving budgets to event Being an entrepreneur in the events and experiential agencies, I come up with proposals and propose the marketing industry is like venturing into any other required budget to clients,” Chavan told ExM. Expressing business, there are challenges to face, ideas to execute how his client side experience has helped him while and things to learn everyday. Despite all the challenges approaching clients with proposals, Chavan said: “I believe and risks, entrepreneurship is about creating something if the idea or proposal is good and the client is convinced new and bringing about change, sentiments that reflect then there is little chance of any issues with the budget the significance of the festival of lights. ExM wishes arising. My experience in the client side has been very entrepreneurs of the industry, a happy Diwali and a joyous helpful in understanding the needs of clients in the luxury beginning. MARKET PULSE 4 November 2011, EXPERIENTIAL MARKETING 34 Branding with Waterfalls

depth, which means that we can make very interesting graphics by programming one layer in front of the other. For permanent installations, we can build modules which have four or eight layers of programming. The minimum ceiling height required by our Graphical Waterfalls is about 15 ft. (4.5 m). The reason for a minimum height is so that viewers will have time to really see the graphics falling. The maximum height is about 60 ft. (18 m)

Is there a standard format for this technology or can it be customised? The beauty of the modular system is that the modules can be arranged in many ways. Separate modules can be placed in an area and they can either be programmed to run the same program or different programs. Modules can be arranged in a semi-circle, a circle, the perimeter of a square or a matrix.

How can the Graphical Waterfall be used? The first three dimensional computer controlled waterfall The Graphical Waterfall can display corporate logos and image was produced in 1977 by Stephen Pevnick marketing slogans and words. In a permanent installation, on a machine that has evolved into today’s Graphical we can provide LED lights and a controller to change the Waterfall. The first Graphical Waterfall was displayed at the International Art Exhibition in Chicago, Illinois, in 1988. This technology can be used to display corporate logos and marketing slogans using free falling water droplet images. The technology has now arrived in India and Red Entertainment has been selected to market it. ExM spoke with Pevnick to get a better insight into this newly arrived technology.

What are Graphical Waterfalls and how do they work? Graphical Waterfalls are computer controlled waterfalls where falling water droplets are programmed to make kinetic graphics, slogans, words and logos. Each nine water droplets, 3 wide by 3 deep, form a pixel which is the smallest element of a picture. Research on the Graphical Waterfalls began in 1974 and the first Graphical waterfall ran in 1977. It received a design excellence award from the Industrial Designers Society in 1983 and began travelling to shows in 1989.

What are the various module sizes that you offer? Our standard modules are 4 ft. wide (1.2 m) and you can join as many together as you would like. Currently, we have three of this type of modules in India, which is sufficient to stage a 12 ft. (3.6 m) wide Graphical Waterfall. The standard modules have two programmable layers, six nozzles in MARKET PULSE 4 November 2011, EXPERIENTIAL MARKETING 35

colours of specific graphics. The client can also purchase a controller that can be synchronized with a DMX lighting board or with music using SMPTE.

Is there a need for having the technical know how to operate this product? Where has this technology been used? Our agent in India has been trained by us to be able to set up the system and to create shows. We have chosen an exciting, young company, Red Entertainment, to market our waterfalls in India. They have a 12 ft. wide, two layer, Graphical Waterfall and they are ready to set it up for you.

Our waterfalls have been shown in over 130 exhibits in over a dozen countries, including the US, Mexico, England, France, Germany, Switzerland, South Africa, China, Japan, Abu Dhabi, Dubai, Thailand, Guatemala, Greece, Israel and Jordan. Clients include: King of Thailand, Kohler, Samsung, IBM, Daimler Chrysler, Genentech, Upjohn Pharamecia, Glaxo Welcome, Cadillac, General Motors, Anheuser Busch, Jones Lange and LaSalle, Outboard Marine, Boston Scientific, Wachovia and Toyota.

Perhaps our most notable shows have been a 24 ft. wide two layer deep Graphical Waterfall which was displayed for the 60th anniversary of the ascension to the throne of the King of Thailand and a 12 ft. wide, eight layer deep, 50 ft (15 m) high display for Annheuser Busch at the 1996 Summer Olympics. Both of these displays were seen by millions of people. Not having the right people for your lighting, can make your event look

Peace... At Oneup Productions,we offer you complete peace of mind. We understand that finding the right concept and vendors for your event can be stressful at times, well, that is why we are here. With in-house concept designers, production staff and light & sound engineers you do not need to look elsewhere for your production requirements. We are young and that allows us to give our complete attention to our few valuable clients. Give us a chance to exceed your expectations.

like this.....

Providing you with the best lighting equipment and designers since1956

X-49, Okhla Industrial Estate Phase II, New Delhi 110020 35, New Municipal Market, Lodhi Colony, New Delhi - 110003, Tele: + 91-11-24619543/643/743 Fax: +91-11-24627788 Phone +91 9310076011/14 [email protected] www.modernstageservice.in [email protected] www.1neup.com Not having the right people for your lighting, can make your event look

Peace... At Oneup Productions,we offer you complete peace of mind. We understand that finding the right concept and vendors for your event can be stressful at times, well, that is why we are here. With in-house concept designers, production staff and light & sound engineers you do not need to look elsewhere for your production requirements. We are young and that allows us to give our complete attention to our few valuable clients. Give us a chance to exceed your expectations.

like this.....

Providing you with the best lighting equipment and designers since1956

X-49, Okhla Industrial Estate Phase II, New Delhi 110020 35, New Municipal Market, Lodhi Colony, New Delhi - 110003, Tele: + 91-11-24619543/643/743 Fax: +91-11-24627788 Phone +91 9310076011/14 [email protected] www.modernstageservice.in [email protected] www.1neup.com ALSO FEATURED

CORPORATE KARAOKE CHALLENGE

In association with

Managed by Audio solutions

Managed by Audio solutions

Live Experience partner Style partner Venue partner Karaoke partner Prizes by

GO LIVE is a platform under the EVENTFAQS umbrella, which Through a shortlisting process, the final participants crooned includes innovative formats of engagement for EVENTFAQS their hearts out at the finale, which took place on Oct. 22 at audiences. The Idea GO LIVE - Corporate Karaoke Tryst. Tryst came on-board as the venue partner for the event. Challenge was initiated in order to reach out and create a fun engagement for corporations across the city of Mumbai. The The winning team of Idea GO LIVE was Affinity Hostway property saw the active engagement of over 26 corporations while Valentino Victorio from Affinity Hostway took home the through a three month-long initiative. Sharing EVENTFAQS title of Best Male Singer and Neha Pinto from Web 18 took belief in a fun format to take your brand message to a variety home the title of Best Female Singer. Another popular award of corporations, Idea Cellular associated with the platform as of the evening was the best Duet, which was swiped by Anuj the title sponsor. The property had co-sponsors in ICICI Bank and Anand from Affinity Hostway. The Best Cheering Team Salary Accounts and Sky Waltz Hot Air Balloon Safari. was won hands down by Angel Broking. Ravindra Aras from CEAT/RPG was declared the Most Popular Performer of the Commenting on the day. association with the GO LIVE - Corporate Karaoke Challenge, was the star celebrity judge for the finale. Shawn Jay Sharma, Senior Manager Perriera and Mario had been judging the challenge since – Marketing, Idea said: “The the initial stages. The event was hosted by Sheena Chohan Idea GO LIVE - Corporate and featured performances by the band Echoes and the Karaoke Challenge proved to entertainment group act ‘Illuminati’. The event was also be extremely useful and was graced by model Viraf Patel and TV personality Gunjan Walia. a well-executed activity for the brand. It was useful because The prizes up for grabs included an all expenses paid trip it helped us reach out to the young mobile corporate. And to Jaipur for the SkyWaltz hot air balloon experience for the well done because EVENTFAQS produced the entire activity winning team; merchandize by Provogue, Esprit, Shaze and superbly. Idea not only managed to reach out as a brand, but much more. The finale also featured a style zone by Provogue the activity also helped us to give demos for Idea netsetter with their latest collection on showcase. and the Idea 3G services.” The fnale was managed and executed by Sheer Management The initiative concluded on a high note, with 26 corporations with SNL Pro and VideoWaves handling the event technical. battling it out for the coveted GO LIVE title! The activity began High Street Phoenix was the Live Experience partner, close to two months ago with auditions being held at each of E Positive engaged the celebrities for the event. The event the participating corporation’s office. Sheer Management and was supported by the Event and Entertainment Management D&D Promoters (Karaoke Technicals) managed this phase of Association (EEMA). the activity. An initiative of Supported by ALSO FEATURED

www.eventfaqs.com

Celebrity Judge - Shilpa Rao Viraf Patel with Sheena Chohan

Winning Team - Affinity Hostway Best Singer Female - Neha Pinto from Web 18

Performance by Illuminati Best Duet - Anuj and Anand from Affinity Hostway

Performance by The Echoes

Host: Sheena Chohan - sheenachohan@hotmail. com - 9987400967 | The Echoes: Shawn Pereira - [email protected] - 09987085379 | Illuminati: Kartikeya Ranga - [email protected] - 09920035591 | Sheer Management: Ajay Prajapati - [email protected] - 09004055150 | Sound & Lights Professionals: Manish Mawani - manish@ snlprofessionals.com - 9820134780 | Tryst: Rihad Mistry - [email protected] - 09820521110 | High Street Phoenix: Akshay Menon - akshaymenon@ highstreetphoenix.com - 09769092771 | D&D Promoters (Karaoke) Reema - [email protected] - 9820943272 Best Singer Male - Victorio from Affinity Hostway

MARKET PULSE 4 November 2011, EXPERIENTIAL MARKETING 41

NOET’s ParaForest Forces Programme By Avishkar Tendle, Managing Trustee, NOET

hurdles they would pose. By the summer of 2012, we will launch a continuous sustainable programme in conjunction with Mumbaikars for Sanjay Gandhi National Park, an initiative of the park, headed by Sunil Limaye, Chief Conservator of Forest.

We will be concentrating on the various parts of the Sanjay Gandhi National park i.e. Borivali Section, Yeur Section and the Manpada Section. As each of these sections has a different entry point to the national park, its tourist population and demographics differ drastically.

Even corporations can participate in this programme. The aim of this initiative is to create various projects that can be sponsored and adopted by corporations as part of their CSR initiative. We will create various branding opportunities such as wildlife posters, banners and signages, along with wildlife-based art installations, recreational adventure activities, showcasing of awareness videos, and installing information placards, dustbins and other such paraphernalia. Once we determine all the feasible options, we will try and customize each micro-project and make sure it is a perfect fit to the organisation’s PR campaign, positioning and CSR needs. The Natura Outdoor Education Trust (NOET) launched the maiden initiative of the ParaForest Forces Programme in October with a dam-building drive in the core area of the Sanjay Gandhi National Park in Mumbai. The initiative saw almost 80 volunteers from the Terence Lewis Academy and Global Vision Classes pitching in to help build a check dam on a stream deep inside the forests of the park.

The ParaForest Forces Programme was born from the various independence clean-up drives that we have organised in the past. It began with the I-Day Trash Day, which is a clean-up marathon that used to be organised on Independence Day and is now held on Oct. 2. Other similar pilot programs have been run in the past, ranging from clean-up drives, mountaineering workshops, and mapping and GPS workshops for the forest department, GPS forest trail mapping, forest fire management, and volunteers for crowd, noise and litter patrol.

All of these culminated in the ParaForest Forces Programme, which aims to bring passionate and enthusiastic ordinary citizens together with environmental experts, field ecologists and scientists to form groups that are entrusted with the scientific monitoring of the national park. This initiative mimics hundreds of such movements across the world, where citizens have volunteered into systematic scientific monitoring programmes that fights for the conservation of a rich habitat.

We plan to run a few more pilot programmes to ascertain the feasibility of such programmes and the logistical IN FOCUS 4 November 2011, EXPERIENTIAL MARKETING 42

Countdown to NH7 Weekender 2011 begins By Shweta Ramsay “If music be the food of love, festivals, but I think the organisation of it is up to a very high play on,” said the greatest standard, certainly up to the UK standards for a medium playwright of all time William sized festival. The standard of staging, equipment, facilities Shakespeare. Add 150 and staff are really excellent and comparable with the best artists, 75 pre-parties, six in Europe. Budd and I, our job is mainly to advice on the stages and three days of artists that could be available to come to India, liaise with non-stop, unprecedented their agents and help make the bookings possible.” music and you have the Bacardi NH7 Weekender. Bigger and Better Commenting on version 2.0 of NH7 Weekender, Nair said: (OML) brings back the multi genre music “Only Much Louder and Bacardi are pulling out all the stops festival that created a stir in India with its premier edition to bring back the magical experience we delivered to artists last year. Organisers of the Bacardi NH7 Weekender have and fans, and to even take it to the next level. Our ambition challenged that if last year was memorable, this year was never to follow the model of any other event or create they plan to take audiences a step further. The festival is the largest music festival. It’s about creating an experience scheduled to take place from Nov. 18 to 20 at Magarpatta that people will perhaps remember as the happiest festival City in Pune. The three-day music festival is an initiative and look forward to it. This year, we have more number of Motherswear, Only Much Louder’s festival division, in of artists, several alternative acts, more promotions and collaboration with , founder of Stephen Budd we aim to deliver an enhanced experience to our fans. Management, and Martin Elbourne, who books artists for The festival this time will also include music and tattoo one of the world’s biggest festivals Glastonbury. A majority convention titled Tattoo Republic.” of the event production and all technical aspects for the event are managed by SNL Professionals. Tattoo Republic will be the first tattoo convention by artists, for the artists. Featuring over 45 stalls, nine international NH7 Weekender: The Origin artists and 17 Indian artists, the convention will be a melting Like every other major project, Bacardi NH7 Weekender pot of the different tattoo cultures from across India and the too started out with like-minded people having the globe. It will be the place for tattoo artists to network with same passion and vision coming together. Bacardi NH7 each other, aiming to create an artist community for Indian Weekender is a festival where the best of Indian talent tattoo artists. The convention will be a one-stop-shop to alongside excellent international alternative acts are meet some of the best tattoo artists in the industry. showcased. It has taken two years of hard work to put this together to give audiences an amazing experience last year.

Commenting on the festival, Vijay Nair, CEO, Only Much Louder said: “Having been to several festivals abroad, I felt there was a need for a true music festival experience in India. Thus, Bacardi NH7 Weekender was initiated and we planned to develop this property into an annual event.”

Commenting on the association with Only Much Louder and launching of the property, Stephen Budd, Co- Founder, Bacardi NH7 Weekender said: “I have spent a lot of time Vijay Nair, CEO Only Much Louder in India and have been inspired by the range of wonderful rock, dance and indie music. I also quickly realized that in spite of all this, not enough UK artists were coming to “Having been to several India to experience it for themselves. Thus, along with Vijay festivals abroad, I felt Nair and Martin Elbourne, I co-founded the Bacardi NH7 there was a need for a true Weekender music festival.” music festival experience in India.” Comparing music festivals overseas, Elbourne stated: “The three-day festival is unique as compared to international IN FOCUS 4 November 2011, EXPERIENTIAL MARKETING 43

Commenting on the buzz the festival has generated in the international market and international promotions, Martin Elbourne, Co-Founder, Bacardi NH7 Weekender said: “It’s still early days for NH7 internationally. Certainly now the UK agents are aware of the festival and we hope that some will attend this year. We have been speaking to agents and managers in the UK, Canada and the US, of course this is about what artists we may be able to get to come to play at NH7. With regards to music fans coming to India to attend NH7, we talk to UK journalists and blogs about the festival Stephen Budd, and are running competitions. It is a new idea for the UK/ Co- Founder US music fans to travel to India for a festival, but we hope Bacardi NH7 Weekender that after this year, we will be able to really put Bacardi NH7 Weekender on the same music map as other international “I have spent a lot of time festivals.” in India and have been inspired by the range of Technically Speaking wonderful rock, dance and This time the Bacardi NH7 Weekender will have six stages. indie music.” Each stage will feature a different genre of music and experience that will truly bring to life the ideology behind Dewar’s, Bacardi Black and Eristoff from the house of Bacardi. Three stages have been revealed so far. Tattoo Republic will feature guest international artists such as Darrin White (USA), Larry Brogan (USA), John Arvind Krishnan, Director, Marketing, Bacardi India, said: Montgomery (USA) and Jesus Cabanas aka ‘Sala’ (Spain). “Bacardi has a strong belief that great things happen when people get together and Bacardi NH7 Weekender is a true Heavy promotions are being done through a 360 degree affirmation of that belief. It’s a perfect experiential platform campaign. 75 pre-parties are being held in eight cities. Nair for our portfolio of brands - Bacardi Black, Eristoff Vodka said: “We are doing a lot of digital and online promotions. and Dewar’s scotch that have dedicated stages to provide This allows us to reach out to our target audience aptly. an experience true to its brand style. Overwhelmed by last Also, since the festival is taking place just a day post the year’s response, participation and support, Bacardi brings Nokia Music Connects initiative we are expecting a lot of you another unforgettable year at Bacardi NH7 where industry experts, professionals and agents to attend the acclaimed international and home grown talent will come Bacardi NH7 Weekender 2011.” together for stellar music performances.”

Martin Elbourne, Arvind Krishnan, Co- Founder Director - Marketing Bacardi NH7 Weekender Bacardi India

“The three-day festival is “It’s a perfect experiential unique as compared to platform for our portfolio international festivals, but of brands - Bacardi Black, I think the organisation Eristoff Vodka and Dewar’s of it is up to a very high scotch that have dedicated standard, certainly up to stages to provide an the UK standards for a experience true to its brand medium sized festival.” style. ”

IN FOCUS 4 November 2011, EXPERIENTIAL MARKETING 45

The Dewarists Stage: Stage will offer the plan every aspect of the event. Our challenge is to execute best of world, folk and eclectic music created by inspirational a flawless event in spite of the fact that our team willbe artists, who are part of The Dewarists movement. The working day and night prior and during the actual event. We festival’s international headlining act, Imogen Heap from will be programming and saving settings of each and every the UK will perform on this stage. Other artists who will be artist who will be performing on each stage. We took a lot of performing at the Dewarist stage include Soulmate, Dhruv, learning from the last year and have tried to improve this year Raghu Dixit, Hipnotribe, , Papon and The East and make the event more interactive.” India Company, among others. Festival gets Bindass Eristoff Wolves Den: Eristoff will present high-energy A significant part for any event is its sponsor and partner performances at the Eristoff Wolves Den featuring live associations. Although Bacardi NH7 Weekender is hugely electronica and dance music. The festival’s second sponsored by Bacardi India, this year UTV Bindass has international headlining act, Basement Jaxx, will play house joined hands with the music festival organisers and will be music. The other artists performing at this stage include Sky partnering the event. Commenting on why UTV Bindass Rabbit – formerly Medusa, Bay Beat Collective, B.R.E.E.D., has associated with a music festival, Kunal Mukherjee, Dualist Inquiry, Midival Punditz, Jalebee Cartel, Shaa’ir + Vice President – Marketing, UTV Broadcasting said: “With Func, Bobby Friction (London), DJ Nihal (London) and Riz increasing clutter in advertising across mass media it is MC (London).

Bacardi Black Rock Arena: With an underground grunge feel, this stage features the best and metal acts in the country. Some of the bands that will perform at this stage include Metal act Skyharbou, Goddess Gagged, Scribe, , , Blakc, The Circus, Menwhopause, Motherjane and Tough on Tobacco.

Speaking about the selection of the artists who will be performing at the Bacardi NH7 Weekender, Nair said: “The entire artist selection process is overseen by us. Since we are Kunal Mukherjee, in tune with the music scene in India and we know what our Vice President - Marketing audiences would like to hear we take full charge of deciding UTV Broadcasting which bands or new artists will be part of our festival.” “A brand experience Commenting on the production aspects of the event, Manish for the consumers Mavani, Director, SNL Professionals said: “We manage all technical and production aspects of the Bacardi NH7 not only allow those Weekender. This year we have had almost 11 months to exposed to feel and understand what your brand stands for but also word of mouth spread via positive experiences leads to growth of the brand’s equity. ”

becoming essential to talk to your consumer directly. A brand experience for the consumers not only allow those exposed to feel and understand what your brand stands for but also Manish Mavani word of mouth spread via positive experiences leads to Director growth of the brand’s equity. Associating with a music festival SNL Profesionals by creating experiences within the festival would thus benefit a brand versus pure sponsorship which is an emerging trend “We will be and has a lower ROI. Thus, we have associated with the programming and Bacardi NH7 Weekender.” saving settings of each and every artist who will Commenting about the future of the event, Stephen Budd be performing on each said: “We truly hope this year the festival will be a very happy one! I think that we can grow this festival substantially each stage. ” year and also look to take it to other cities in India and who knows, Sri Lanka?” IN FOCUS 4 November 2011, EXPERIENTIAL MARKETING 46

Panasonic India seeks the ‘Face of Beauty’ By Shweta Ramsay

Panasonic India is giving young girls the chance to walk is to create activation spaces where we find the apt target to stardom with its ‘Face of Beauty’ campaign and turn audience for this product segment.” their dreams into reality. The Face of Beauty campaign is a hunt organised to find three fresh faces and give them the Speaking about the association with Panasonic India and opportunity to be featured in Panasonic Beauty’s upcoming the Face of Beauty campaign, Poonam Lal, Managing TV commercial. The entire campaign will also be telecast Director, Marketing Solutions said: “Marketing Solutions as a reality show on MTV in February 2012. The ‘Face of has had a long standing relationship with Panasonic. We Beauty’ campaign comprises of several mall activations have managed several events for them and will continue and college activation programs. All the on-ground aspects to do so. Through the Face of Beauty campaign, the client of the initiative are being managed by Marketing Solutions. wanted people to experience the product in a manner that would create a lasting association and a high brand A face to launch a thousand ships recall for Panasonic Beauty. Our responsibilities included Panasonic Beauty is a small product category segment that comprises of self grooming and beauty products. This segment was launched by Panasonic in India earlier in this year in the month of April. The category products broadly cover face care, skin care and hair care products.

Commenting on the objective of the Face of Beauty campaign, Manish Sharma, Director - Marketing and Sales, Panasonic India said: “There are three objectives to the ‘Face of Beauty’ campaign. One is to create awareness about Panasonic Beauty - the new range of personal grooming products from Panasonic. Second, is to engage people through product experience, giving them the touch and feel of the product. Finally, the third objective IN FOCUS 4 November 2011, EXPERIENTIAL MARKETING 47

developing the concept, content, design, fabrication of manned by professional hair stylists and make up people stalls, and execution of the entire campaign on-ground. from VLCC, a leading salon chain. Women in the age group We were also endowed with the responsibility of finding of 18 to 30 years were approached and informed about the the right television partner, in this case MTV, and jointly contest. Applicants were allowed to register themselves working on the content and production for the on-air show. and be a part of the ‘Face of Beauty’ campaign. The zone We played a vital role in formalizing the deal between the has trained stylists and make-up artists who use Panasonic brand and the channel.” Beauty products to give the participants a new look. Post

The road to fame Auditions for ‘Face of Beauty’ were being held across six cities – Delhi, Mumbai, Bengaluru, Chennai, Kolkata and Hyderabad – from Sept. 10 to Oct. 9, across 15 malls and 15 colleges. Commenting on the activations, Lal said: “The complete activity module and set was designed by Marketing Solutions for the Face of Beauty campaign. Unique experience zones with an intelligent design that accommodated a product display zone and a live product experience zone were set up. So, while people can touch and feel the products and see the range, they can also experience how easy the products are to use at home. We Manish Sharma, charted a simple road map listing the products’ objectives. Director - Marketing Sales Panasonic India The two objectives of creating curiosity and engaging people through product experience were easy to achieve. The beauty contest added to the excitement among the “The importance of participants and many looked forward to it with aspirational connecting with and gratification.” engaging consumers is increasing, since At the selected malls and colleges, Panasonic Beauty the penetration and experience zones were set up. The set was trendy, youthful, awareness of the beauty bright, eye catching and multi faceted. It had a contemporary products category is design divided aesthetically into product display area and lower in India.” a large demo area. The product demonstration area was 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

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dozen. And the psychograph of the target audience says they have a short memory. We had to address both the issues. Creating Panasonic Face of Beauty as a distinct property and not a run of the mall promotion was the big challenge. We had to also ensure that the contest was executed in the way it was conceived without cutting corners. We had to give it the edge of credibility, which fortunately came from the brand itself. And what added weight was the association with MTV, a channel that today’s youth identifies with, and the VJ’s who travelled to all the Poonam Lal cities to host the challenge at various activity venues.” Managing Direcor Marketing Solutions Commenting on the need to go on-air, Sharma added: “The importance of connecting with and engaging consumers “Creating Panasonic is increasing. The penetration and awareness of the Face of Beauty as a beauty products category is lower in India unlike in other distinct property and developing countries. Hence, branded shows add to this, not a run of the mall by creating top of the mind space in the consumer minds. promotion was the big Given that one finds large chunks of audiences hooked challenge.” on to one television channel or the other, the medium also offers specific psychographic of audience to target through branded shows. Thus, we decided to associate with a television channel and feature Panasonic Face of Beauty this, the participants walk the ramp and have themselves as a reality show which will allow participation through an photographed by professional photographers. The pictures audience that was engaged in activity designed around the were then uploaded onto a micro site created for the product. And over a period, we hope the show can become contest. a brand property, in the process building brand equity too.”

To add a glamour factor, hourly fashion shows at these The Panasonic Face of Beauty will be an annual property of malls and colleges, where models walked the ramp Panasonic Beauty now onwards. carrying Panasonic Beauty products was organised. Post this, the anchor had a small interaction with the crowds, and winners walked away with exciting custom designed Face of Beauty freebies.

Sharma added: “A combination of online voting and jury selection by Jacqeline Fernandes, Kajal Aggarwal and Koyel Mullik, will decide the final 12 contestants. Two finalists from each city will be chosen and the 12 finalists will be part of the grand finale. These contestants would go on to battle it out in an on-air show on MTV. The final three winners of the contest will get the opportunity to be featured in Panasonic Beauty’s upcoming TVC.”

The grand finale of the hunt will be held in November, as an on-ground event in Mumbai. The entire initiative will then be telecast on MTV as a reality show titled Panasonic Face of Beauty by Valentine’s Day in February.

A face to remember For the activation, five fabricated sets were used across the 30 activity locations. The set mostly used lot of whites against fuchsias and purples as these colours represent Panasonic Beauty. Since the auditions would form a part of the TV show, it was made sure that the set never lost its freshness and sheen. So for each location, the entire acrylic surfaces were changed and replaced.

Elaborating on the other challenges faced while executing the campaign, Lal stated: “Beauty contests are a dime a IN FOCUS 4 November 2011, EXPERIENTIAL MARKETING 50

Percept gets artsy with Percept Art By Shachi Tapiawala across the world. In the next few months, Percept Art will host art tours for Ajay Gulati in Delhi, Bangalore, Pune and Goa. The tour will be an exclusive preview of the artist’s work who made it big not only in India but in the international art arena too.

Percept Group feels that in India and overseas art is an institution in itself and Percept Art sees a lot of untapped potential that needs to be explored to enhance the business of art across the country and the globe. Art has always been viewed and purchased as a commodity, but through this initiative, Percept aims to convert art from a commodity into an experience. The contemporary Indian art market is valued at $400 million which represents just 1 per cent of the $40 billion international art market. The interest in art is further corroborated by the Shailendra Singh, Jt. MD, Percept with artist Ajay Gulati statistics that there were over 70,000 visitors Percept Art is a new initiative from the Percept Group that at the Indian Art Summit held recently in Delhi and the brings together expressions and visions of artists from all fact that the Indian art auction market now stands at $150 corners of the country. Every year, Percept Art will present million, a phenomenal rise from $52 million. All these facts a wide spectrum of creativity from contemporary art and prove the untapped potential for the contemporary Indian design encompassing paintings, sculptures, photography, art market which gave rise to ‘Percept Art’. moving images, murals and priceless antique memorabilia. The first artist to be promoted under this wing is Ajay Gulati. Throwing some light on the USP which differentiates Percept Art has designed an avant-garde promotional Percept Art from other art exhibitions, Singh added: “Art is an campaign through a world tour that will exhibit his works in experience that will be cherished among consumers world London, Munich, Zurich, Abu Dhabi, Dubai and Cape Town. over and Percept’s know how will give it a cutting edge. Ajay Gulati’s work revolves around light and this excited This medium aims to be a platform where an artist’s visions, Percept, as light is very symbolic in nature, showcasing the designs and creations will be showcased and retailed to art art of playing with light on a canvas is innovative.” connoisseurs and aficionados across the world. Percept Art will manage all marketing, financial, administrative and Shedding some light on his works and the exhibition, Ajay other diverse needs of the artist in their respective domain. Gulati said: “The dominant role played by light and color leaves an ever lasting impression on my mind. The essential Commenting on the idea behind this initiative, Shailendra purpose of great art is that while it promises to bring solace Singh, Joint Managing Director, Percept Ltd. said: “An artist to the mind and body, it sets the spirit free to fulfil its highest needs the right platform to get noticed and appreciated and purpose. Percept understands the visualization of an artist. that is exactly what Percept Art will be offering their talents. Art brings the value of good education in my understanding. Percept Art is all set to revolutionize the way art will be This exhibition was created differently and was showcased perceived in India and across the globe. At Percept Group as a show on an AV. I would not compare Percept and other we have learned to convert commodities into experiences. companies as to who is superior, but I would say everyone Over the past decade, we have become aware of the can pick up a paint brush and call himself an artist. There importance of art and the experience of enjoying art in one’s has been a trend of art galleries and organizations which life. Ajay Gulati has spent years understanding the physical are developed to support art.” world around him which included exhaustive studies and observations through isometric and perspective drawings Percept claims to have always created experiences that are which helped him to explore the third dimension on a two bigger and better, with Sunburn as the biggest electronic dimensional surface.” dance music festival in Asia and Goa Super Sixes as the biggest in corporate cricket tournaments. Percept Art might For Percept Art to grow, a holistic 360 degree model just end up becoming another feather in Percept’s crowded covering all aspects of exposure for the artist including hat of achievements, as a platform that offers art not as a exhibitions, road shows, art tours and a diverse array of commodity, but as an experience for both the artist and the marketing and promotional campaigns will be conducted consumer. IN FOCUS 4 November 2011, EXPERIENTIAL MARKETING 51

MAA GLOBES felicitates the best of the best in promotion marketing

For over 45 Every year, Gold, Silver and Bronze winning campaigns years, the from MAA Worldwide partners compete in the GLOBES Marketing Programme and are evaluated by an international judging Agencies panel of 150 members representing clients, agencies, Association the media, industry organisations and academia across Worldwide 23 countries. The 26th annual MAA GLOBES Award (MAA Ceremony at the Copacabana Palace Hotel, Rio de Janeiro Worldwide) witnessed the announcement of 48 GLOBES, Silver and has been Bronze Certificates and Orders of Merit in 16 categories. dedicated to meeting the interests and ambitions of CEOs, Presidents, Managing Directors and Principals of top US-based Arc Worldwide was deemed the 2011 Best of marketing services agencies around the world. Through the Best in the World winner in the 26th MAA Worldwide MAA, marketing leaders meet to discuss, debate and share GLOBES Recognition Programme for their campaign for techniques to solve operational problems in business and client Walgreens, ‘Arm Yourself for the Ones You Love’. forecast market changes. Populated as it is by the crème- The campaign repositioned flu shots as selfless acts and de-la-crème of the marketing world, membership in MAA inspired people to stop procrastinating and get their flu Worldwide is limited to a select group. Potential members shots at Walgreens. Heart shaped bandages were provided are invited to join the organization based on their reputation to mothers to write the names of the people she was and achievements, their integrity and their unbiased protecting by getting their flu shot. The campaign inspired consultative vs. supplier approach to their work. 5.4 million people to get their flu shot in just five weeks.

As part of their commitment to excellence, the MAA Paying tribute to the quality of entries received this year, GLOBES Recognition Programme was established 26 Mike Da Silva, VP Marketing, MAA GLOBES, Sydney, years ago to acknowledge the best of the best in the Australia said: “The quality of the 2011 entries reflected the world in promotion marketing. This was established in consolidation in promotion marketing with greatly increased partnership with industry organisations in the US (PMAA budgets and execution, spanning all available techniques REGGIES), Canada (PROMO Awards), UK (IPM Awards), and disciplines, particularly throughout Asia. The highlights Argentina (CAMPRO Awards), Australia and New Zealand of the 2011 programme were the domination by the US with (APMA Stars), Asia (The PMAA Dragons), Brazil (AMPRO four GLOBES and the Best of the Best in the World. Brazil Globes), Russia (Silver Mercurys), Israel (Globes) and returned to the winner’s circle with two GLOBES, and new Japan (JPM Awards). GLOBES winners were Ukraine and Taiwan.”

The event also saw the industry in Australia, across Asia and globally. Mike is a past induction of Da Silva of president of MAA Worldwide and was personally responsible MDSA Promotion Marketing, for creating the highly successful Academic Challenge Australia, into the MAA Hall program as part of the admirable leadership role he played of Fame before a capacity in the development and management of the MAA Globes crowd of his global peers. Awards, as we know them today. In short, Mike represents Leading into the induction, one of the best of the best in our industry.” David Ploughman, President, MAA Worldwide said: “This This award takes its place among Da Silva’s existing lifetime achievement award accolades like the inaugural Lifetime Achievement Award from goes to an individual whose the Australian Promotion Marketing Industry, International character, professional Promotion Marketer of the Year, Brand Leader Achievement standing and career from the Asia Brand Congress, and a Global Super Achiever achievements epitomise Award from the Indira Gandhi University, India. the qualities and ideals that best reflect the standards Next year will be Da Silva’s 20th as an MAA member. He is our members strive to attain. a past president of MAA Worldwide and for 12 years was the Mike has a proven track IEVP for Asia Pacific. In 2005, he became VP Marketing for record of personal success the GLOBES Programme and, in 2007 he launched the MAA over his long career. He has Worldwide Global Academic Challenge to recognise young played a major role within the marketing communications marketers globally.

GLIMPSES 4 November 2011, EXPERIENTIAL MARKETING 62

Harley Rock Riders Season Two Harley Rock Riders Season Two, a property conceptualised jointly by Harley Davidson motorcycles and Rolling Stone Magazine, saw the band, Half Step Down perform in Mumbai, Delhi, Bangalore and Hyderabad along with other popular bands like Split, Thermal and a Quarter, and Parikrama. The grand finale marking the culmination of the tour was held in Delhi on Oct. 1 at the Tal Katora Indoor Stadium.

India International Regatta The India International Regatta (IIR) was held in the Bay of Bengal, off the Chennai Port from Oct. 2 to 9. The event was organised by the Yachting Association of India (YAI), hosted by the Tamil Nadu Sailing Association (TNSA) and conducted by the Chennai Sailing Academy (CSA). The entire event was managed internally by YAI. GLIMPSES 4 November 2011, EXPERIENTIAL MARKETING 63

SuperCar In order to celebrate the art, design and speed of high-end cars, Bellset Entertainment organised ‘SuperCar’ at The Claridges in Delhi. SuperCar is an event that provides a one-of-a-kind platform for high end luxury car owners and aficionados to come together and share their passion for these vehicles. Some of the automobiles that were featured in the show included Ferraris, Lamborghinis, Porsches, Maseratis, Audis, Mercedes, Bentleys, Rolls Royce Phantoms, BMWs and Aston Martins.

Globus Style Awards The second edition of the Globus Style Awards was organised at the Hilton Hotel in Chennai on Oct. 7. The event is a property jointly owned by Globus and Beep. A total of 36 awards were given away during the awards function, which was attended by over 500 people. Chennai-based Yodhakka was roped in to set the tone of the night with a high energy percussion act. GLIMPSES 4 November 2011, EXPERIENTIAL MARKETING 64

Max Miss Bangalore 2011 Dream Merchants organised and managed Max Miss Bangalore 2011, the grand finale of which took place at Hotel Lalit Ashok in Bengaluru on Oct. 7. Max was the title sponsor for the event, while the other sponsors included TVS Streaks and DNA After Hours. The event also featured a fashion show, Max Fall 2011, which was organised and choreographed by Sheetal Sharma.

EEMA North celebrates Diwali An EEMA North Zone Diwali bash was thrown at CIBO, in Hotel Janpath, New Delhi on Oct. 29. The party was open to all EEMA members and their families. The entertainment included performances by Vinod Thakur and Sandeep Batra, along with a violin symphony, laser acts and a fireworks display.

GLIMPSES 4 November 2011, EXPERIENTIAL MARKETING 66

Players of Mumbai’s experiential marketing, events and entertainment industry were out in full force at the Fat Cat Kitchen & Bar on Oct. 19 for the inaugural edition of the EEMA and EVENTFAQS initiative, E Nights.

Miller High presents E Nights saw the house rocking to the tunes of Bombay Bassment, which was the opening act, followed by an action-packed set by DJ Praveen Nair.

The next E Nights is scheduled for Wednesday, November 23 at Fat Cat Kitchen & Bar. The event is open to every one from the event & entertainment industry. Partners to the event are Team Rustic & SOUND. COM. www.eventfaqs.com/enights GLIMPSES 4 November 2011, EXPERIENTIAL MARKETING 67

Goa Super Sixes 2011 The third edition of the annual Goa Super Sixes cricket tournament took place from Oct. 7 to Oct. 9 at the Taj Exotica in Goa. Launched in 2009, Goa Super Sixes is a Percept intellectual property. The tournament featured top corporations from around the world coming together for an action-packed event that combined the game of cricket and the ambience of Goa.

Diwali Rishton Ki Mithas Cineyug Worldwide managed an event, ‘Diwali Rishton Ki Mithas’ for Star plus at Filmcity in Mumbai. Star Parivaar members came together and celebrated Diwali together, while 55 parivaar members performed in different acts. Shahrukh Khan and Kareena Kapoor were part of the finale, which was a ‘chamak chalo’ act. GLIMPSES 4 November 2011, EXPERIENTIAL MARKETING 68

Mercedes-Benz Best Dressed Show Every year, People Magazine comes up with a special edition titled ‘India’s Best Dressed’, which showcases India’s best dressed celebrities. This year, in celebration of this edition, an on-ground event titled ‘Mercedes-Benz Best Dressed Show’ was organised by People Magazine. The event, managed by Seventy EMG, was held at Grand Hyatt

in Mumbai on Oct. 8 and was attended by 500 people. GLIMPSES GLIMPSESGLIMPSES 4 November4 August4 June 2011, 2011, EXPERIENTIAL EXPERIENTIAL MARKETING MARKETING 6955 61

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Harley Rock TarunHero SaTahiliani Re Ga Bridal Ma Pa Riders Season 2 CoutureLi’l Champs Exposition Finale Harley Rock Riders, a property TheZee third TV seasonorganised of thethe TarunHero SaTahiliani Re Ga Bridal Ma Pa Li’l conceptualised jointly by Harley Davidson CoutureChamps Exposition grand finale (TTBCE) at the is Surattaking International place motorcycles and Rolling Stone Magazine, is overExhibition the months and Conventionof July and August.Centre onIn Mumbai,Oct. 1 in back with season two. The tour, from May 5 theSurat. event Finalists was held Azmat at the Hussain, Four Seasons Salman Hotel Ali and Nitin to October 1, will see the band, Half Step fromKumar, July competed23 to 25. This against year, each TTBCE other went and to the winner Down perform in four Indian cities along with Newwas Delhi felicitated and Mumbai by Bollywood in July actorand will Shah travel Rukh to Khan. other popular bands like Split, Thermal and a HyderabadThe event, and attended Kolkata by in over August. 7,000 people, was Quarter, and Parikrama. executed on-ground by Fusion Events. INCLASSIFIED FOCUS 4 November 2011, EXPERIENTIAL MARKETING 70

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