The Geo of BTL
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www.eventfaqs.com 4 Apr 2012 MAIN ISSUE 56 PAGES INCLUDING COVERS | VOLUME 2 | ISSUE 12 ` 100/- Events | Entertainment | Promotions | MICE | BTL | Sponsorship | Sports The Geo of BTL In Focus: India Design Forum brings the global design world closer to home p 16 Artistaloud.com launches webcert marathon property p 20 Also Featured: Learning and Delight The two major take-outs from the WOW Awards 2012 Jury meet p 30 What does the world of sport marketing look like beyond cricket? p 36 Team building with a difference! p 34 Market Pulse: Bringing the Jaguar Alive An interview with Rohit Suri, Head Premier Car Division, Jaguar Land Rover India, p 38 OOH Media... going experiential? - Sanjay Pareek, President, Percept Out of Home p 42 RNIRNI registrationregistration 108290/2010108290/2010 PostalPostal registrationregistration nono MH/MR/N/150/MBI/11-13MH/MR/N/150/MBI/11-13 postedposted atat MumbaiMumbai PatrikaPatrika ChannelChannel SortingSorting OfficeOffice onon everyevery 7th7th oror 8th8th ofof thethe monthmonth 4 April 2012, EXPERIENTIAL MARKETING 03 It’s all happening here EDITORIAL TEAM: KARISHMA HUNDALANI [email protected] +91 98212 80003 There’s often wonder on how experiential marketers deal KARAN IYER with the high adrenaline levels created on the lead up and [email protected] +91 80977 68788 during a live campaign. 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Excitement, to belong to an industry that [email protected] +91 80077 96990 never seizes to excite! CIRCULATION: RAMESH PATIL [email protected] The assurance that all partners to the WOW Awards each ACCOUNTS & ADMIN: year thrive and fuel this emotion and effort is the icing on PURVESH BHATT [email protected] the cake. Starting from the sound evaluation of the most respectable jury members, to the leveraging of expertise of each one of the industry and event partners, and of course the shared vision of the sponsors. The WOW Awards as often reflected, has the unique advantage of representing the best of the best. We are the sum of our parts, and so proud to be so. ExM is a monthly magazine by EVENTFAQS, publishers of India’s only platform for events and experiential marketing - www.eventfaqs.com. [email protected] Subscriptions are ` 1,000/- (India) and US$ 120/- (ROW) per year (12 issues), including postage. Mail at [email protected] for more details. Corrigendum: Printed by: Vishal Vashulal Nagdev 202, Brooke Ville, Near Magnet Super Market, Mogul Lane, Matunga (West), Mumbai – 400 016, Maharashtra, ExM apologizes for an oversight in the India. Published by: Vishal Vashulal Nagdev on March 2012 issue. behalf of (or owned by) EMDI Web Solutions Pvt. Ltd. And printed at VSSU Graphics, Unit # 36, Ideal Industrial Estate, Senapati Bapat Marg, Lower In the feature titled, ‘What was your Parel (West), Mumbai – 400 013 Maharashtra, India and published at EMDI Web Solutions Pvt. brand upto this Valentines Day?’, the Ltd. 4th Floor, IES College Campus, Opp. Lilavati designation for Colin Shah, Managing Hospital, Bandra Reclamation., Bandra – West Director, Kama Schachter was wrongly Mumbai – 400 050, Maharashtra, India. Editor: Karishma Jamnu Hundalani. mentioned. Colin Shah, This issue contains 56 pages including covers Managing Director, Kama Schachter CONTENTS 4 April 2012, EXPERIENTIAL MARKETING 04 Event Briefs Industry Watch Promo Power | MICE | Live Developments | Destination Sports Rush | Media Active 06-10 Events | Venues 12-15 Cover Story The Geo of BTL 23 Poonam Lal Ram Menon Kuldeep Pawar Chanda Singh Himanshu Shah Sanjay Tripathy Innobuzz Marketing Impresario Spice Mobility Encompass Events SOI Live HDFC Life Solutions Also Featured In Focus Team building with a difference! 34 India Design Forum brings 16 the global design world closer to home Catherine Oden Mohit Batra Lubaina Sheerazi Deepika Sachdev Atout France, India Scandinavian Sultanate of Oman Embassy of Iceland Tourist Board Artistaloud.com 20 launches webcert Learning and Delight marathon property The two major take-outs from the WOW Awards 2012 Jury meet 30 RoshanDaan Change the Game 45 Market Pulse Bringing the Jaguar Alive 38 OOH Media... going 42 An interview Rohit Suri, Head Premier Car experiential? Division, Jaguar Land Rover India Guest article by Sanjay Pareek, President, Percept Out of Home GLIMPSES 48 49 51 52 53 RNIRNI registrationregistration 108290/2010108290/2010 PostalPostal registrationregistration nono MH/MR/N/150/MBI/11-13MH/MR/N/150/MBI/11-13 postedposted atat MumbaiMumbai PatrikaPatrika ChannelChannel SortingSorting OfficeOffice onon everyevery 7th7th oror 8th8th ofof thethe monthmonth Promo Power 4 April 2012, EXPERIENTIAL MARKETING 06 70 EMG manages launch of Reebok’s Haywards 5000 launches new latest campaign in India campaign, ‘Hausle ki Goonj’ March 6 took on a sporty note in After the success of its Hausla Mumbai as 70 EMG organized the Buland campaign last year, launch event for Reebok’s new Haywards 5000 is now fulfilling campaign in India, ‘The Sport of its promise to showcase stories Fitness has arrived’. The brand’s inspired by people who have campaign advertisement was sworn to change the circumstances for the future. This brought alive as one of the ad’s new campaign, ‘Hausle ki Goonj’ is being taken nationwide shipping containers appeared at with the anthem going to 65 cities, where a local singer will Priyadarshini Park. The container was unpacked and the perform the anthem in front of the home crowd. venue was transformed into a CrossFit experience. Derek Jones, Director Marketing, SABMiller India said: “We Sajid Shamim, Brand Director, Reebok India said: “While promised that we would bring more stories that would inspire CrossFit is new in our market, it is growing exponentially our audience to face up to life’s challenges with aplomb, around the world. At Reebok, we want to change the way and here we are with thousands of stories from across the people perceive fitness, to show people that fitness can country. These people are real examples of Hausla Buland deliver all the elements that we love about traditional sport.” and this anthem is dedicated to their resolve.” Ford India conducts influencer Krayon executes 2012 edition of marketing campaign to promote new Horlicks Mission Exams car This year’s edition of the To promote the social media Horlicks Mission Exams was approach of ‘Real People, held across 1,850 schools Real Experiences’ and the across India from January to #FiestaHotWheels, Ford India March. Managed by Krayon, gave auto enthusiasts a chance this campaign propagates the importance of good nutrition to drive the recently launched Ford Fiesta Powershift and health for effective study skills during exam time, and Automatic at the Buddh International Circuit in Greater targeted school principals, teachers, parents and students. Noida on March 3. The invitees were driving social media The campaign was based on insights about stress-related conversations about their experience and feedback. disorders and inadequate nutrition amongst children. Deeptie Sethi, Head of Communications, Ford India said: Tabassum Modi, Executive Director, Krayon said: “Every “In India, there are perceptions about automatic cars - they year, we try to come back with a new flavour to make the aren’t fun to drive, are expensive, etc. The Ford Fiesta campaign more engaging. Last year, the panel discussion Powershift Automatic serves as a myth-buster.” and shadow campaign were added while this year, the parent session is new.” Cream Events creates living rooms for Jack Jones, Vero Moda and Only Hindustan Motors and Mitsubishi Motors launch the Pajero Sport SUV As the official event agency for the Bestseller brands, Cream In an event managed by Fountainhead Events was responsible for Events & Promotions, Hindustan putting together the brands’ Motors and Mitsubishi Motors launched For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com stalls at the India Fashion Forum held at the Bombay the Pajero Sport SUV in India on March Exhibition Centre in Mumbai from March 13 to 15. As the 12 at The Grand in New Delhi. The stall depicted three brands, it was divided into three sections, press launch was conducted using with each section having been inspired by the living room of state-of-the-art 3D mapping technology the target audience for each brand. to unveil the car. Vineet Gautam, Country Head, Bestseller said: “We briefed Yoshiaki Wada, Head - Marketing & Channel Development, many agencies before zeroing on the concept presented HM-Mitsubishi Motors said: “We are targeting the entire by Cream Events. We didn’t want to go the cliche route SUV market