The Geo of BTL

www.eventfaqs.com 4 Apr 2012

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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. There’s no room for error, there SHACHI TAPIAWALA [email protected] +91 98336 21173 are no re-takes and all the months of planning is realized RACHEL GEORGE in those hours when the experience comes on. Whatever [email protected] +91 98197 77983 the objective, whatever the strategy, the audience must be CONTRIBUTORS WOWed! Roshan Abbas, MD, Encompass DESIGN TEAM: VINAYAK ALLE The count down to the WOW Awards 2012 has begun. Those PRASAD KARAMBAT words themselves evoke feelings that are indescribable, but MARKETING SERVICES: VISHAL NAGDEV what’s encouraging is that the most overwhelming of these [email protected] +91 98212 24987 feelings, is excitement. ARNOB BANERJEE [email protected] +91 98195 40004 TANVI ASHER Excitement, to celebrate the best experiential campaigns of [email protected] +91 92245 72293 the year gone by. Excitement, to ever-evolve an experiential SHABNAM CHARANIYA platform of our own. 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]

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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

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 and looking at a target audience of men of displaying a store, and the concept that Cream Events between 30-50 years. Initially, we will conduct an outreach presented was quirky but innovative and a never done before program through television and online mediums. Later, we idea, and that’s what we liked and worked upon to deliver.” will use specific media, depending on the activities.” MICE 4 April 2012, EXPERIENTIAL MARKETING 07

Encompass executes ‘Sitaron Ki Compass 2012 focuses on Moments Mehfil’ for Asian Paints in four cities of Truth

To felicitate the dealers Mindshare and Brand Equity, under the ‘Rest of organized Compass 2012, a day- Maharashtra’ region, long marketing summit, on March Encompass executed an event titled ‘Sitaron Ki Mehfil’ for 27 at Hyatt Regency in Mumbai. Asian Paints in Nashik on Feb. 23, Pune on Feb. 26 and The theme, Moments of Truth, 27, Nagpur on March 2, and in Aurangabad on March 10. focused on the truth that a brand must face to propel its growth. Megha Ghosh, Account Director-Client Services, Encompass said: “Asian Paints is one of our key clients and Sandeep Pandey, Principal Partner, Consulting, Intelligence this was the second time we were executing this property & Analytics, Mindshare said: “Mindshare and Brand Equity for them. It was challenging, in essence since the property have partnered for the last four years to bring the best of was the same but the experience that we needed to create thought leadership to the business community through the had to be completely different from the last edition and at BE Compass. We work very closely with the leadership of the same time, had to be one that the dealers and their some of the top companies in each industry to identify the families could relate to instantly!” themes, speakers and audience for this prestigious event.”

E18 partners Capgemini in a Kotak Mahindra Bank hosts celebration of its employees networking dinner in Delhi In celebration of its Line Communications employees and their organised a hard work over the networking dinner for year, and to build team Kotak Mahindra Bank spirit, Capgemini India held their special employee event, at ITC Maurya in Delhi on March 2. The dinner, held at ‘Jashn’ in three cities. The event was held at Nicco Park in the Nandiya Gardens, saw some of the leading corporate Kolkata on Jan. 21, at the Palace Grounds in Bangalore on head honchos in attendance. The theme for the evening Feb. 4, and at the Andheri Sports Complex in Mumbai on was ‘The Festive Colours of India’, which was reflected in March 3. E18 received the mandate on the basis of a pitch the look and feel of the venue. process, with this being the first time that all three cities’ events were executed by one agency. Raghavendra Singh, Senior VP, Group Corporate Relations, Kotak Mahindra Bank said: “Kotak wanted to The event theme ‘Music Saat Sur’ was conceptualized hold an event for its key business associates and clients. by E18’s team by relating the seven notes in a melody Line Communications has been working closely with the as a reflection of Capgemini’s seven values of honesty, Kotak Group for two years and has been an integral part of boldness, trust, freedom, team spirit, modesty and fun. our events. The team did an exceptional job executing the theme through floral, linen and other elements.” Maximus Events executes ECU-Line’s Thot Media executes fifth edition of first global meet in India Mint Luxury Conference ECU-Line, an air freight and logistics firm, held its global The fifth edition of the Mint meet in India for the first time. Luxury Conference, with the It took place in Delhi, from theme, ‘Luxury in India: At the For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com March 4 to 11 at The Claridges Tipping Point’, took place on Surajkund. This conference, March 23 and 24 at Taj Lands managed end to end by Maximus Mice and Media Solutions, End, Mumbai. The audience was attended by delegates from more than 80 countries. comprised of an invite-only The event was also held to felicitate the employees and gathering of 200 + delegates comprising of CXOs , partners for their loyalty and long-standing relationship. bureaucrats and senior representatives from ministries. The conference was executed by Thot Media. The agenda for the conference consisted of discussions on strategy, finance, targets and sales. Shiv Khera, known for Vikram Jagdev, Director Client Servicing, Thot Media said: his inspirational talks, was invited to be a guest speaker; he “Hindustan Times has been our client for about eight years. spoke about how easy it is to derive inspiration from day to We managed all aspects of the event, from designing to day life. executing. The content was managed by Mint.” LIVE 4 April 2012, EXPERIENTIAL MARKETING 08

Maximus Events to execute India Mumbai welcomes Sunburn! Fiesta Latina’s inaugural edition With an aim to give Neeraj Maskara, an opportunity to the a popular salsa fans who did not attend instructors and Asia’s biggest electronic dance music fest - Sunburn performer, and Sunil Chopra, a Latin DJ in India heading Goa 2011, Percept Limited is organising the ‘Sunburn Mundo Latino, have initiated the India Fiesta Latina, which Summerfest 2012 Festival’ in Mumbai. The three-day event will take place from April 13 to 15. The event will be produced will commence from April 6 at Hotel Tulip Star in Juhu. The and marketed by Maximus Events and will be held at the event plans to engage around 15,000 to 20,000 fans in a Atlantis Club, Jaypee Greens, Greater Noida. The fiesta will span of three days. witness around 100 artists performing and conducting more than 50 workshops running simultaneously in five different Shailendra Singh, MD, Percept India said: “Sunburn areas. Mumbai is an alternative festival format that will replicate the Goa festival, but will be smaller in scale and size. In Reema Sanghavi, MD, Maximus Events said: “We plan to perception, it would be fair to say that this edition will be at engage more than 1,000 people who are passionate about least 60 per cent of the large festival and we are looking to music. Our focus is on people between 25 and 35 years.” grow it, over a period of time, to make it as large as Goa.”

Comedy Store holds The Ghanta Azure Consulting initiates first edition Awards of MaxRockers India The second edition of The Ghanta Azure Consulting has initiated Awards were held on March 17 at the first edition of MaxRockers the Comedy Store in Mumbai. The India, which aims to provide event is an initiative by Prashant a platform for rock fanatics Rajkhowa and Karan Anshuman, to showcase their talent. An to celebrate and reward the worst audition tour, which commenced of Bollywood. Bollywood films on March 31, will be held across released between January and 16 cities. The tour will culminate in Mumbai with the December 2011 were nominated MaxRockers India concert in March 2013. The event plans across 13 categories. to engage an audience of 7,000 to 10,000 people per city, with performers between the age group of 18 to 28 years. Karan Anshuman, Co-Founder, The Ghantas and Film Critic, Mumbai Mirror said: “There are more than a dozen Sorubh Kumar Bharti, Founder Director, Azure Consulting film awards to reward the good films but how manyto said: “In every format, we have seen auditions happening reward the worst of Bollywood? The Razzies are a glorious in various parts of the nation leading to one main concert, institution but even after 30 years, they don’t look at but we will be the first to organise auditions and concerts in Bollywood at all. So, we decided to rectify the situation.” 16 states of India.”

Submerge brings Mark Knight to India Goa Music Festival to begin next month Submerge brought Mark Knight, a DJ, producer and The Goa Music Festival kicks a Grammy nominee for house music, to India to perform off on April 8 with the inaugural across Mumbai, Pune, Delhi and Bangalore. The concerts event at Elephant Art Café in For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com took place from March 29 to April 1. The events were Anjuna Beach. With over targeted towards the youth segment and engaged around 150 performances scheduled 500 to 600 people on the weekdays and 800 people on the over April and May at about weekend. 40 locations, the festival will cover the length and breadth of Goa. The brain-child of DJ Arnold Wilson, Marketing Manager, Submerge Jenny D, the festival is coordinated by DJ Frank Franklyn. Entertainment said: “Mark Knight is credible and respectable, and not only produces but also promotes The Goa Music Festival will see different genres, styles music. Taking him to the next level, we have brought him and types of music and musicians like jazz, pop, rock, on board. We held the shows at Royalty in Mumbai, Blue reggae, retro, blues and Bollywood come together under Frog in Delhi, One Lounge and Restaurant in Pune, and one umbrella. About 60 of Goa’s best DJs will also perform Pebble in Bangalore.” alongside the musicians and bands. Sports Rush 4 April 2012, EXPERIENTIAL MARKETING 09

FedEx Corp. and PGA TOUR extend Pepsi launches Pepsi T20 Football partnership for five more years tournament FedEx Corp. and the PGA Pepsi launched the Pepsi TOUR have announced a five- T20 Football tournament in year extension of FedEx’s February across major cities. The sponsorship of the FedExCup, tournament, which will end in June, which will be effective through is being promoted and executed by the years 2013 to 2017. Beginning in 2013, the four- MindShare. The winning team will be tournament PGA TOUR Playoffs for the FedExCup will coached by an international football officially be called the FedExCup Playoffs. star, before competing at the finale against Indian cricketers.

Tim Finchem, Commissioner, PGA TOUR said: “Since Homi Battiwalla, Category Director - Colas, Hydration its inception in 2007, the FedExCup has transformed the and Mango Based Beverages, PepsiCo India said: competitive landscape on the PGA TOUR and significantly “The tournament pushes the ‘Change the Game’ benefitted all of our stakeholders. Most importantly, the philosophy by taking football outside the conventional FedExCup offers our fans more ways to engage in our domain and giving it a refreshing twist. Involving Indian sport and get excited about our players, week in and week cricketers, Bollywood and an international football star; out.“ the campaign promises to engage the entire nation.”

Bridgestone comes on board as title ShowWorks Sporting manages 2012 sponsor for World Series Hockey IIHF Challenge Cup of Asia The World Series Hockey (WSH) ShowWorks Sporting saw Bridgestone taking on the role of is managing the 2012 title sponsor. The tournament, which IIHF Challenge Cup of was held from Feb. 29 to April 2, saw Asia, organized by the 200 leading Indian and international Ice Hockey Association players showcasing their talent in 59 of India (IHAI). The event, held in Dehradun from March matches and vying for the biggest 17 to 25, was the first international ice hockey tournament prize money hockey tournament in the in India. About 215 players and game officials and 10 world. internationally certified IIHF referees were involved in this tournament held at an ice hockey arena holding 2,500. Vaibhav Saraf, GM Marketing & Sales, Bridgestone India said: “We have a legacy of associating with sports. IHAI General Secretary Akshay Kumar said: “The great Mindshare and GroupM ESP recommended WSH as an experience, high order of logistics, international sporting opportunity to us and helped us understand the media event management expertise and creative approach led us deliveries and valuation of the league.” to join forces with ShowWorks Sporting.”

Cream Events manages India’s first SPT Sports manages Assam State Aeron Hockey Championship Premier Football League

Cream Events partnered with SPT Sports managed Workrite to organise the country’s first the fourth Assam edition of the Aeron Hockey Mumbai State Premier Football Championship. The championship League, which kicked off on March 6 at the Nehru Stadium in For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com took place from March 3 to 10. Guwahati, Assam. The matches were held across multiple The event, targeted at Workrite’s venues in Guwahati and Diphu, Assam, culminating on clientele, was meant to demonstrate March 20. In the fourth edition, the property expanded its the agility and performance of the venues by taking it to Diphu. State Bank of India was the Aeron chair. Bearing a resemblance to Canadian Hockey, presenting sponsor for the tournament. this game was played while seated in Aeron chairs, with the players moving the chairs using their feet. Kanishka Saran, VP, SPT Sports said: “We are committed towards the development of football at the grass root level Umesh Munot, Managing Partner, Workrite said: “Bringing across India. Such local events provide an ideal platform an architect to a showroom is a difficult task as they are for young aspiring starts to show off their skills. We worked very busy people. This event gave us a platform to engage closely with the Assam Football Association to bring with the youth in their companies and bring them to us.” together the partners to make this a success.” Media Active 4 April 2012, EXPERIENTIAL MARKETING 10

Landmark Group and MY FM pledge Dainik Bhaskar’s Junior Editor to make Gujarat’s roads safer initiative breaks multiple records India is witnessing a boom Junior Editor 2011 has received in the automobile industry. recognition by three record Gujarat in particular has seen books – in the Guinness a major increase in passenger World Record as ‘The Largest car sales. A consequence of Writing Competition’, Limca this increased load on roads is World Record as ‘The Largest the accompanying hazards, the Countrywide Newspaper Making biggest one being accidents. Competition for Children’, and In keeping with the need for awareness of this problem, India Book of Records for ‘The Largest Number of Manually the Landmark Group and My FM launched the ‘Honda Brio Prepared Newspapers by Kids’. Road Safety Campaign’ from Feb. 27 to March 7. Vinay Maheshwari, VP - Sales & Market Development, DB Supported by the Ahmedabad Traffic Police, the campaign Group said: “The participation of 67,130 participants from approached drivers at important road junctions and gas 592 schools joining in reflects the stature of the club as well stations and encouraged them to make a pledge that they as the strong brand presence of DB Group”. would drive safe and have empathy toward fellow drivers and pedestrians. PIX announces the winners of Big Break Life OK celebrates its first Holi Life OK celebrated its first PIX launched the Big Break’ spring festival on March campaign to give Hollywood 8. Championing a ‘Safe buffs an opportunity to showcase Holi’ initiative with the use their acting skills by uploading a of eco-friendly colours, the video on the PIX website, with event was set against a the winners being featured on village backdrop, hosted the channel. For this initiative, by soap stars Ali Asgar and organised by PIX’s internal Kavita Kaushik, and saw multiple performances. team and Seventy Seven Entertainment, 10 shortlisted participants were flown down to Mumbai for the final round. Ajit Thakur, General Manager, Life OK said: “Holi is celebration of happiness; it’s about forgiving and forgetting, The winners of this contest, Saurabh Bhardwaj from blurring differences and sharing the joys of life with one’s Mumbai and Babiya Vardhan from Delhi, will make their family. That’s the essence of Life OK - the familial bond and debut on PIX and a special appearance in primetime shows sharing of happiness with loved ones.” on Sony and SAB. BIG Star Young Entertainer Awards MiD DAY promotes brand ‘Mumbai’ held this month through an anthem 92.7 BIG FM and Star Plus As a part of creating brand on March 25 held the BIG awareness and celebrating MiD Star Young Entertainer DAY’s association with Mumbai, Awards at Filmcity in the newspaper unveiled an Mumbai. The awards show For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com anthem dedicated to the spirit is the first ever awards of Mumbai. The launch event dedicated to young talent. was held on March 14 at Hyatt Regency. The event was Tarun Katial, CEO, RBNL said: “This award is in keeping executed by Fountainhead with our endeavour to encourage new talent who are Events & Promotions and poised to become superstars of tomorrow. In the present engaged around 150 people. competitive and unforgiving times, the pressure to perform and succeed is exceedingly high. We feel the need to Manajit Ghoshal, MD and CEO, MiD DAY said: “Whenever felicitate and honour their hard-earned success. All these we organise an event, we talk about our company and its young stars are tremendously talented and they need this plans. We thought of making this event unique and since recognition to come their way so they feel motivated to MiD DAY is known as a Mumbai brand, we celebrated it.” continue to giving their best.” 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 Industry Watch Developments 4 April 2012, EXPERIENTIAL MARKETING 12

UK-based ‘i-am’ associates ties up with UMGI launches division to create Percept Limited brand anthems On March 6, ‘i-am’ am’ associates will consider better alliance than Percept associates, a UK- expansion into other cities Limited, the largest media and corporate based brand experience in due course. firm in India, to embark consultancy, announced on this exciting and fruitful jingles their formal launch in Commenting on the move. journey. I am confident Falling under the Business the Indian market. ‘i- Jon Blakeney, MD, ‘i- we will deliver exceptional Development department, am’ associates, who is am’ associates said: “We work for our Indian clients Universal Brand Anthems partnering with Percept are extremely excited to through our unique 360 is exclusively dedicated to Ltd., has set up a studio venture out into this new degree approach to brand servicing those clients who base in Mumbai, with a and exciting territory. India development, which will want to create and own team comprising of local holds great potential and help Indian brands achieve jingles. This new business talent in combination with we would like to be part of greater heights in today’s team will be actively experienced personnel its growth success story. extremely competitive associating with brands to from the UK and Turkey. ‘i- We could not think of a global marketplace.” create proprietary music for media exploitation which, Budget is in addition to being used as The Word Jockey introduces a marketing asset, can be mixed for M&E monetized through music Scriptshop sales. The Word Jockey - Writing came to us when we industry and Communication realised the industry’s Devraj Sanyal, MD, Universal Services has launched trend of innovative themed Finance Minister Pranab Music India (UMI) & SAARC Scriptshop, a specialised events, thus, the need for Mukherjee on March 16 said: “The medium to large script writing service for customised and intelligent witnessed the unveiling of enterprises, especially the the events and activation scripts which are well the budget for 2012-13. The SME segments, are leaning industry. Catering to all written and engaging. media and entertainment on innovation as a big part of kinds of events, especially Standard scriptwriting is industry received some good their brand plan. Universal theme-based and corporate available readily but there news, even as service tax Brand Anthems will create events, the creative writing is a dearth of depth and was hiked from 10 per cent the song and deploy it. service would add a understanding of the brand to 12 per cent. The latest Once it generates enough customised flavour to the or content. Our objective is budget places “admission popularity, it becomes the event. to provide great scripts on to entertainment events anthem for that brand. time, whether thematic or or access to amusement The BTL angle for these Payal Shah Karwa, Chief standard.” Scriptshop will facilities” in the negative list, anthems will depend on Writer/Consultant, The also create BTL campaigns which comprises of other how the brand chooses to Word Jockey said: “The and creative copy for event services that are exempt deploy the same, outside of idea behind Scriptshop or activation collaterals. from the service tax. the general deployment.” Pawan Bansal and Ambika Sharma on Digitalizing the path to the rural heart jury panel for PMAA 2012 In India, there are those the question of whether the The 13th edition of the This year, Pawan Bansal, dealing with high-end same can be made possible Promotion Marketing COO, Jagran Solutions, technologies like tablet PCs for rural marketing. Awards of Asia (PMAA) has been invited to be and cloud computing on a will be taking place in a part of the Pan Asia regular basis, and those Himanshu Shah, Chief Kuala Lumpur in late judging panel with a who remain strangers to Mentor, SOI Live Marketing July. With an eminent mandate of judging a computers and other forms & Events said: “With the panel already on board, section of the PMAA of technology. This situation advancement in technology the PMAA 2012 is 2012 entries. This year has changed tremendously and communication, the inviting senior marketing also, Ambika Sharma, with the rural populace rural areas that people professionals to join the Managing Director & becoming more aware and generally perceive as having 2012 Pan-Asian judging CEO Pulp Strategy connected. As the digital limited to no exposure to panel. Judging will be Communications, is factor integrates with media and technology have carried out online from reprising her role as the experiential marketing to reduced. Media penetration between late April and India Director for the create new possibilities to is quite high due to TVs, late May. PMAA for the fifth time. engage consumers, there is radio and mobile.” 4 April 2012, EXPERIENTIAL MARKETING 12 Industry Watch Destination 4 April 2012, EXPERIENTIAL MARKETING 13

India remains Abu Dhabi’s Mabula Game Lodge targets second best tourist market Indian MICE segment To increase its MICE traffic choosing Mabula as a Reports indicate that India guests at Abu Dhabi’s 127 from India, the Mabula destination. The lodge can has maintained its position hotels, hotel apartments Game Lodge in South Africa accommodate 150-200 as the second-largest and resorts rose 29 per has launched the ‘MICE guests and offers a unique international source market cent in January this year, in the Bush’ campaign in option for a conference for Abu Dhabi’s hotels after as compared to the same the Indian market. Owned in the Bush. Alongside the UK. Figures released month last year. by Kingfisher Resorts, conducting sales missions by the Abu Dhabi Tourism the Mabula Game Lodge and FAM trips for Indian & Culture Authority state “We are hopeful of further is marketed in India by tour operators and travel that hotel guests from India improving on arrivals from Knack Marketing. In 2011, agents, we are also working registered a 45 per cent rise India, having hosted a major Kingfisher Resorts received closely with South African to 10,924 with 37,559 guest inbound familiarisation trip around 5,000 Indian visitors Tourism in the Indian nights, which was up 17 for a delegation from the and has targeted a 20 per market, targeting metros per cent month-on-month. Travel Agents Association cent increase in 2012. and Tier II cities.” It said that the number of of India, staged a five-city road show throughout the Medha Sampat, India European Quartet Ministry of Tourism republic and completed a Representative, Kingfisher countries square to overhaul successful showing at the Resorts and Owner, SATTE travel fair in New Knack Marketing said: up to entice Indian overseas marketing Delhi,” said Mubarak Al “Indian MICE travellers to Muhairi, Director General, South Africa have grown travellers strategy Abu Dhabi Tourism & tremendously and several Adopting a change in its Culture Authority. corporates have begun CzechTourism in India stand, the government organised an annual road plans to change its overseas show for Czech Republic, marketing strategy and, for India promoted as Hungary, Poland and the first time, seek the aid Slovakia, which fall under of private companies to the brand European attract more foreign tourists year-round destination Quartet. Hosted in Mumbai, to India. In Jan 2012, on Bangalore, Chennai and the advice of the Finance Delhi, the road show saw the Ministry, the Tourism at ITB Berlin largest representation till Ministry invited ‘expressions The International Tourism trade fairs like ITB and date from these countries. of interest’ from PR and Bourse (ITB), which took sets the trend and tone 23 representatives and advertising companies to place from March 7 to 11 for marketing India and suppliers met with 300 promote India’s tourism in in Berlin, Germany, was attracting tourists to the Indian tour operators and 16 emerging markets. host to the India Pavilion, country. Therefore, our agents. which showcased an array expectations are linked The Ministry is also of the country’s tourism to the tourism policy “The Czech Republic Tourist considering appointing products and destinations. at the concerned time, Authority has been focused marketing representatives The main focus of the which should promote all on promoting the Czech to expand its presence. Pavilion was to promote aspects of the country and Republic to Indian visitors Iqbal Mulla, President, India as a year-round endeavour to make India since the end of 2010. Travel Agents Association destination among global an all-year destination. 2011 saw progressive of India said: “For existing inbound source markets. Hence, to be effective growth and indicators show offices, they should 11 state tourism boards and cover pan-India, it that this will continue in involve private parties and 50 participants from has to work with the state the coming middle term for marketing, because tour operators, destination tourism boards and bring period. I believe presenting government officials are management companies, out the best in what the all four countries in the administrators and not hotels and resort companies country has to offer. This wider perspective of the marketing executives.” showcased their products had be showcased at ITB, Central European region According to him, the move and destinations, alongside highlighting new trends will improve awareness and will help in meeting the India Tourism. and products with tourist- intensify promotion of the government’s goal to attract friendly policies,” said Arjun Czech Republic,” said Radka 20 million tourists by 2020 “The Ministry plays a very Sharma, MD, Le Passage to Neumannova, Director, from 6.2 million. important role at global India. CzechTourism in India. Industry Watch Events 4 April 2012, EXPERIENTIAL MARKETING 14

ETF announces postponement of the AIMA’s World Marketing Melbourne Event Showcase Exhibition and Trade the strength of ‘Party After Congress concluded on Fairs (ETF), the owners Dark’ and the ‘Event Master of the Melbourne and Class’ elements, including March 03 in New Delhi Sydney Event Showcase, making major changes for have announced that the the 2011 show. However, The All India Management the congress with His Melbourne Event Showcase the overall show format Association (AIMA) Holiness H.H. Radhanath will be postponed in 2012 still doesn’t appear to be organized its second SwamiJi emphasizing the due to a reconsideration of fully resonating with the annual World Marketing fundamentals of marketing the format of the show. industry. Therefore, we Congress on March 2 and 3 with values intact. have taken the decision to at Hotel Lalit in New Delhi. Leading the changes, Jodie postpone the show for this The theme for this year’s Rajiv Vastupal, President, Richmond, GM & CEO, ETF year and focus our energies congress was ‘Exploding AIMA said: “AIMA’s World said: “We are committed on better understanding Marketing (Power) n’. Marketing Congress aimed to Melbourne’s special the challenges and specific Leaders from all walks of to bring to focus various event industry and have needs of Melbourne’s event life converged under one marketing issues and worked hard to build on industry.” umbrella to understand the speakers from different nuances of marketing and fields to give their FICCI Frames how they can be leveraged perspectives on the same. AIBTM to to unlock its exponential With the world economy at a discusses power. The congress was low and companies looking create changing M&E attended by over 250 for ways to leverage their delegates who included brand, it is an appropriate Market Focus industry landscape CEOs, marketing heads, time to look at the power FICCI Frames 2012 took acamedicians, industry of marketing, especially spotlighting place in Mumbai at The experts from all spheres. when the consumer is in a Renaissance, Powai from For the first time, spirituality wait-and-watch mode and Europe March 14 to 16. This made an appearance at difficult to convince.” Based on research year, FRAMES focused indicating that over 60 on ‘Embracing the digital per cent of US hosted world’, and saw panel Speakers list and jury buyers are looking to place discussions about issues business internationally, encompassing the value AIBTM, taking place in chain, day-long workshops members at Goafest Baltimore from June 19 on screenplay writing by to 21, intends to create a LAMDA (London Academy special Market Focus with of Music and Dramatic released a spotlight on Europe. This Arts), a roundtable The Goafest Committee has and Member of Management is due to Europe attracting with policy makers, released its list of speakers Board, Publicis Groupe SA; more than one-third of reports on the Indian for the event, along with the Tim Love, Vice Chairman all US business travellers entertainment industry names of the speakers for of Omnicom Group; Steve who travelled overseas for and the entertainment law the Goafest 2012 Knowledge King, CEO, ZenithOptimedia; business last year. book, structured one-on- Seminars. The Awards and Jayant Murty, Director of one business meetings Governing Council of Abbies Strategy, Media & Integrated “We have been working and networking cocktails, has also announced a team Marketing, Asia Pacific, closely with European lunches and dinners. It also of Jury Chairpersons for the Intel Corp. The Knowledge exhibitors to enhance their saw the FICCI BAF Awards Creative Abbies. This year, Seminars speakers are experience at this year’s and the FICCI FRAMES Goafest has received more Amir Kassaei, Chief Creative show and, as there is clearly Excellence Awards than 4250 of entries for the Officer, DDB Worldwide; an interest in outbound Creative Abby awards. Rishad Tobaccowala, Chief business from US buyers, The launch of the FICCI- Strategy and Innovation this new networking KPMG Report and FICCI The speakers include Officer, VivaKi; and feature should provide a Amarchand Lawbook was Jonathan Mildenhall, Global Prof. John Philip Jones, great opportunity,” said also part of the inaugural Advertising Strategy and Emeritus Professor at the Craig Moyes, Portfolio ceremony. A highlight of Content Excellence Vice Newhouse School of Public Director, IBTM Global this event was that Japan President, The Coca-Cola Communications, Syracuse Events Portfolio, Reed came on board as the Co.; Jean Yves Naouri, COO University, New York. Travel Exhibitions. partner country. 4 April 2012, EXPERIENTIAL MARKETING 14 Industry Watch Venues 4 April 2012, EXPERIENTIAL MARKETING 15

Marriott Hotels & Resorts announces First Hotel in Krasnoyarsk, Russia AsiaWorld-Expo Marriott International has meeting rooms. The hotel recognized with industry announced an addition to will be Marriott’s second its global Marriott Hotels & hotel in Siberia, joining the Resorts portfolio, the 216- recently opened Courtyard awards room Krasnoyarsk Marriott by Marriott Irkutsk. Touted as Asia’s leading named among the top three Hotel in Krasnoyarsk, exhibition, convention ‘Best Convention/Exhibition Russia. The hotel, which “We’re excited to announce and events venue, the Centres’ in Asia at the CEI will be operated under a this new addition to our AsiaWorld-Expo has been Asia Industry Awards 2012. management agreement portfolio and continue to named the ‘Best Exhibition with OAO Krepost Hotel, is grow our flagship Marriott and Convention Centre’ Allen Ha, CEO, AsiaWorld- scheduled to open in late Hotels & Resorts brand in for the third consecutive Expo Management Ltd. 2014. The addition of the Europe. We operate 14 year at the 12th CAPITAL said: “We are pleased that Krasnoyarsk Marriott Hotel hotels in Russia and see Outstanding Enterprise our branding exercises and will help meet the growing tremendous opportunity to Awards. Organised by efforts are being recognised demand for high quality, expand across our brands CAPITAL Magazine, in the professional arena. flexible meeting and event here,” said Amy McPherson, from the South China Our brand positioning and space in the city, providing President and MD, Marriott Media group, the awards branding strategies are a large ballroom and five International Europe. recognise Hong Kong’s an essential element in most vibrant and forward- our success, and further India to develop 20 world class looking businesses, strengthen our confidence honouring them for their in our future growth. We tourism parks achievements and their will soon launch a series Inspired by Singapore’s As said in a Deccan contribution to the local of new brand positioning island resort Sentosa, the Herald report, sources in economy. This is AsiaWorld- activities to help people Centre plans to develop 20 the Ministry of Tourism Expo’s second award in learn even more about tourism parks in the country, state that “the basic 2012 alone, having been AsiaWorld-Expo.” adjacent to important idea behind developing tourist destinations. Each such parks is to hold of these parks, to be back the tourists for an Mystikal Holidays enters developed in a 50 acre extended period and to area, will have budget increase the number of hotels, resorts, convention their visits.” The project, hospitality with Mystikal centre, golf courses, retail estimated at Rs. 1,000 spaces, entertainment crore, is expected to Hotels and amusement facilities, be implemented in the Kochi-based tour company special offers online to among others attractions. twelfth five year plan. Mystikal Holidays, with attract clients seeking the intentions of capturing holidays in the web space. a larger share of the ever Similarly, promos will LICEC wins ‘Best Standalone growing consumer market, be run within the travel has launched a new division domain with partners pan Convention Centre’ award ‘Mystikal Hotels’, which is its India to penetrate the Leonia International This award motivates first step to diversification. larger markets. Various Centre for Exhibitions & and inspires us to be Mystikal Hotels, which competitions will also be Conventions (LICEC) in more focussed to scale initiated its promotions in run online on a monthly Shameerpet, Hyderabad new heights. Further, the second week of March, basis to promote and create has won the National this achievement would announced its entry with more awareness about Tourism Award 2010-2011 give a new fillip to our six hotels and resorts in Mystikal Hotels and the for the ‘Best Standalone Convention Centre in six locations on Kerala’s destinations and activities Convention Centre’ in India. channelising our efforts to tourist circuit. They consist in these hotels. Mystikal The award was presented attract more tourism traffic of ‘Value for Money’ or Hotels also plans to go in by Pratibha Patil, President into the city of Hyderabad ‘V4M’ hotels in the deluxe for joint promotions with and Subodh Kant Sahai, through MICE activities,” segment. A website is the corporates and media Honorable Minister for said GS Chakravarthi common point of access to houses to promote specific Tourism. Raju, Chairman & MD, Leo all, which provides news destinations, green Meridian Infrastructure update from these hotels. awareness, to advocate “We are happy to receive Projects & Hotels Limited being a responsible tourist, this prestigious recognition. (LMIPHL). Mystikal Hotels will run etc. IN FOCUS 4 April 2012, EXPERIENTIAL MARKETING 16 India Design Forum brings the global design world closer to home By Shachi Tapiawala

The inaugural edition of the India Design Forum (IDF) was Delhi will be among the world’s five biggest cities. More held from March 2 to 8 in New Delhi. The initiative is an than half of India will live in cities, 70% of GDP will come international design platform created by the Coimbatore from urban areas. India will be a design enabled innovative Centre for Contemporary Art (CoCCA) which aims to bring economy. Design will be the driver of planned development the talent of the global design world together. IDF was and innovation and the key differentiator for competitive conceptualized as a catalyst to promote innovative design edge in all spheres and so it was important to launch a thinking and create a high level of consciousness for the design forum to put India on the global design scene.” power of design. The event was executed and managed by Thot Media. The nine-day celebration of India’s distinctive design aesthetic was divided into two components. The first was Commenting on the objective behind this initiative, the Design Trail, a week-long schedule of cutting edge Aishwarya Pathy, Co-Founder, India Design Forum said: design exhibitions and curated events in venues across “Our objective is to enable strategic alliances, encourage New Delhi which were open to the public, and the second dialogue between academia and the industry, and to was the Design Forum, which was a programme featuring facilitate cross-cultural design thinking and application. two days of talks by highly acclaimed design experts from IDF seeks to create awareness among manufacturers of around India and the rest of the world at Le Méridien, New the competitive advantages of design. It is a platform that Delhi. seeks to disseminate design information regarding what is happening globally to students, faculty, corporates and IDF’s Design Week included workshops, screenings and design practitioners in India. India’s urban transformation exhibitions around the city which culminated with a Design poses an unprecedented challenge and opportunity.” Forum. The event witnessed experts such as Paola Antonelli, Manish Arora and Karim Rashid who shared their Aishwarya Pathy further added: “By 2030, Mumbai and New views on related topics. IN FOCUS 4 April 2012, EXPERIENTIAL MARKETING 17

and design professionals working in the areas of fashion, industrial design, product, automotive, architecture, graphic design, hospitality and education.

Sponsors included Punj Lloyd, The Park Hotels, Titan, JSW, SICIS, Atmosphere, Ultra, Yes Bank and Ganjam. IDEO and Frog Design were among the content partner for the property. Media partners included Architectural Digest and Hindustan Times among international media partners like Designboom, Domus, Surface Asia, Wired and Stylus who covered the event in their publications. Apart from having their logos on the event collaterals, IDF invited Aishwarya Pathy, some sponsors to speak at the forum, display their design Co-Founder objects and distribute their merchandise. India Design Forum Elaborating on the promotions, Aishwarya Pathy said: “IDF “By 2030, Mumbai and was publicised through social media sites, print media New Delhi will be among content and advertorials several months before the event. the world’s five biggest We also met with corporates all over India to discuss the cities. 70% of GDP will initiative and request them to spread the word.” come from urban areas. India will be a design Furthermore, publishing group, Condé Nast India, on March enabled innovative 9 launched its fourth magazine title, the Indian edition of the Architectural Digest, in association with the India Design economy. Forum. The launch event was supported by Absolut Elyx and Maserati, and produced by Backstage Productions. The setup for the launch event was designed by Sumant Shedding some light on the execution, Vikram Jagdev, Jaikrishnan. Director – Client Servicing, Thot Media said: “We were responsible for executing, branding and handling the According to Condé Nast India, the country is going through technical aspects for the event. This is the first time ever a transformation in architecture, art and interior design. that designers from different fields have come together Condé Nast India saw this as a perfect opportunity and on one platform to showcase their talent. We have been decided to bring Architectural Digest to India, with an aim associated with India Design Forum basis a personal to capture the spirit of this design renaissance. There has contact.” been an increasing demand for niche magazines in India due to changing consumer interest. The objective is to tap Speaking about the challenges faced to create awareness the potential of this market and cater to the demands of about the property, Rajshree Pathy, Co-Founder, India design enthusiasts that are coming of age. Design Forum said: “One of our biggest challenges is building awareness among Indian corporates, and garnering their support for a premium platform for design such as the IDF. Even mega corporates that are huge consumers of design do not look at their design vertical as a profit centre. Corporates need to address the importance of design in their business, and policymakers must allow for more national spending on design education.”

India Design Forum marked the start of an annual link between India and the global conversation on design. The flagship event centered on the strategic role of design for growth and competitiveness and based on the knowledge exchange between top international and Indian designers.

The event witnessed luminaries such as Karim Rashid, Satyendra Pakhale, Manish Arora, Armando Branchini, Subodh Gupta, Tom Dixon, Lidewij Edelkoort, Manit Rastogi, Nacho Carbonell and others who indulged in open conversations on India rising as the next potential hub for contemporary design. The property engaged over 700 attendees which included students, corporates, media 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 8th8th of of the the month month IN FOCUS 4 April 2012, EXPERIENTIAL MARKETING 19

Vikram Jagdev, Director – Client Servicing Thot Media art and design. The event commenced with an opening note by Kuruvilla and Rajan, followed by the revealing of “This is the first time the launch issue with the cover page model and actress, ever that designers from Deepika Padukone. This was followed by dinner and an different fields have come after party. together on one platform to showcase their talent. Architectural Digest India plans various alliances and We have been associated promotions with key influencers across industries and with India Design Forum channels, activations, events, an innovative subscription basis a personal contact.” drive, experiential and interactive brand building initiatives, and sustained PR efforts across all media.

Commenting on Condé Nast’s association with IDF, Oona Condé Nast India claimed that they were looking for Dhabhar, Marketing Director, Conde Nast India said: “The sponsors that would reflect their brand appeal and address launch party of Architectural Digest saw a large number a similar audience and with Absolut and Maserati, they of Indian and international speakers of the IDF attending found their perfect partners. Absolut launched its new the event, including Alex Kuruvilla, Managing Director, variant and Maserati showcased its premium cars at the Condé Nast India, who was one of the speakers and Manju venue. Rajan, Editor, Condé Nast India, who moderated a session. Architectural Digest has a high focus on design and is, in fact, referred to as the world’s design bible. Sharing a similar vision for design and architecture, the synergy between Condé Nast and IDF was seamless.”

The brief for the overall event design was to ‘bring out the essence of Architectural Digest in a larger than life way’. The event space was like a large, luxurious living room with a tall mirror with intricate wool work, coffee tables and lounge seating. Additionally, the event included a 30 ft. AV screen.

Commenting on Backstage Production’s association Oona Dhabhar, with the launch, Vandana Mohan, Managing Director, Marketing Director Backstage Productions & The Wedding Design Co. said: Condé Nast India “We have been closely associated with Condé Nast for various events like the Vogue launch in Jodhpur, FNO in “Architectural Digest has Delhi, etc.; we work regularly as a team. As a magazine, a high focus on design AD is associated with the best in architecture and interior and is, in fact, referred design. It has a cutting edge outlook to anything associated to as the world’s design with design. The design team had a challenge as it was bible. Sharing a similar to work with a defined space and keep the architecture of vision for design and The Aman Hotel in mind. Production is always challenging, architecture, the synergy even if it is a simple design.” between Condé Nast and The event included a cocktail party and witnessed prominent IDF was seamless.” personalities, socialites and some of the biggest names in IN FOCUS 4 April 2012, EXPERIENTIAL MARKETING 20 Artistaloud.com launches webcert marathon property By Karan Iyer

very smooth and seamless. The show flow was extremely well managed and there was smooth transition between each artiste. The backdrop for the event was a huge LED TV with two plasma TVs and the stage was very well done. The graphics were mind blowing,” Paul said about the execution and setup of the event.

Commenting on the selection of performances, she said: “Music Day was not constrained by any one genre of music. We showcased talent mostly in the Bollywood space, but we didn’t want to have artistes just performing on other people’s tracks. We didn’t have any particular selection criteria for artistes. We just went out there and asked artistes who we felt would be good for the event. In fact, some of them just came up and asked to be featured Artistaloud.com on March 2 organized a live webcert in the event so we extended the event. We didn’t want to marathon, called Seagram’s FUEL Music Day, with 50 bring any outside bands since it would be expensive so we independent artistes performing at Rangsharda Auditorium decided to keep it limited to artistes within Mumbai.” in Bandra, Mumbai. The performances were transmitted live over the internet. Seagram’s Music Day was promoted through radio, posters and advertisements. Talking about associating with Speaking to ExM about the event, Soumini Paul, General Seagram’s for this event, Paul told ExM that “Seagram’s Manager, Artistaloud.com said: “The idea of doing a associated with Artistaloud.com earlier for a property called webcert marathon came about through discussions about Thank God Its Rock on Friday (TGIRF). This property was how to create a buzz about its revamped website and new logo, as well as to celebrate its second anniversary in a way that brings about consumer involvement. We are now going to make this an annual affair. We were looking to do something different. The event didn’t involve too many big names, but each artiste had something to offer in terms of performance.”

Presented by Seagram’s FUEL, the webcert marathon started at 12 noon and lasted for approximately nine hours. Besides being transmitted online, the webcert marathon did have an on-ground aspect, as the company invited guests who were clients, media personnel and Artistaloud. com’s employee base to attend the event. “Conceptualizing the event was a challenge. However, execution of it was IN FOCUS 4 April 2012, EXPERIENTIAL MARKETING 21

Soumini Paul, General Manager Artistaloud.com

“The idea of doing a webcert marathon came about through discussions about how to create a buzz about its revamped website and new logo, as well as to celebrate its second anniversary in a way that brings about consumer involvement. We are now going to make this an annual affair.”

only focused on the rock genre, unlike the Music Day event which was about all types of genres. The Seagram’s brand has a strong connect to music and blended well with the event. In fact, we are in talks to extend our association with Seagram’s for TGIRF 2.”

Commenting on how Artistaloud.com plans to market the property going forward, Paul said “the aim is to start the marketing earlier than we did this time. For the first edition, we managed to put up hoardings and standees, as well as place print advertisements. Since Seagram’s FUEL was Warren D’souza, the title sponsor, activations were conducted in select pubs Founder & Managing Director where FUEL is available. We couldn’t promote the property SOUND.COM in colleges since a liquor brand is involved.” “Webcerts are SOUND.COM provided the audio solutions for the webcert, something of the including mixing the music for the internet to ensure audio future. People who are quality. Commenting on the trend of webcerts, Warren too busy for concerts D’souza, Founder & Managing Director, SOUND.COM told can log on to the ExM: “Webcerts are something of the future. People who internet and view the are too busy for concerts can log on to the internet and view concert live. It’s one of the concert live. It’s one of the best things for the music the best things for the industry.” music industry.” Hungama was the technology partner, Crosswords was the bookstore partner, 92.7 BIG FM was the radio partner, DNA was the print partner and SPARK BIG CBS was the TV Promo Marketing, executed the whole event. SOM Video partner for the event. Hungama’s events team, Hungama handled the video production for the event. RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month COVER STORY 4 April 2012, EXPERIENTIAL MARKETING 23

Poonam Lal, Director, Innobuzz Marketing Solutions Pvt. Ltd., told ExM. ”North India is what I like to The Geo of BTL call a ‘loud market’, both culturally and temperamentally. North Indians are by far more flamboyant, brand conscious and are spend thrifts. The mindset of the North Indian consumer is a desire to prove that ‘I’ve made it’. Hence, brand awareness is considerably high.”

Commenting on the consumer mindset down south, a Phase 1 spokesperson told ExM that “consumers in the Southern region are slightly more conservative than the audiences in other regions. They are less experimental and more dependent on word-of-mouth or references when it comes to buying products. They are less impulsive buyers. While there is awareness of brands but it is not as much as it is in the North or other regions. The South consumers define a need and then go about finding out related brands.”

By Karan Iyer Sharing another aspect of the southern consumer, Ram Menon, Executive Director, Impresario Event Management India Ltd., said: “The southern customers are One size does not fit all and that is a fact that is applicable basically sceptic on the quality deliverance compared to even to BTL marketing. Different consumers have different the pricing of the product. Audience in south are more mindsets and different responses. These differences are brand conscious and if they feel the product and services the result of multiple psychological factors ranging from enhance the public image as rich and educated they personal experiences and beliefs to family upbringing, would buy the product and service without bargaining. social norms, economic conditions and cultural diversity. When it comes to south, bargaining doesn’t play much In a country as vast as ours where the dialect of a regional of a role.” The southern consumer also has a flamboyant language changes every few kilometres, diversity in side. Menon added: “Southern customers are very brand consumer mindset from region to region should come as conscious; they would go for a brand that adds status and no surprise. class to their life. They look for exclusive brand showrooms for shopping.” The differences in consumer mindsets means there is a need to adapt marketing strategies accordingly. While the The Brand Perspective modes of marketing i.e. ATL or BTL may remain the same, Taking a brand’s perspective on the various consumer it is the tools of the trade that change based on what is mindsets based on geography, ExM spoke with Kuldeep effective on consumers of a particular region. Nothing can Pawar, National Marketing Manager, Spice Mobility Ltd. be a better example of different consumer mindsets in Noting the diverse consumer mindset in all the three India than looking at the behaviour of consumers from two markets of the North, South and West, Pawar said that opposite poles of the country like the North and South of consumers in the North are very quality centric and believe India. in the overall value of the product to a level where they usually do not mind doing away with brands at times. “The The North and South of it interaction doesn’t end with a sale. In fact, they will expect “India can best be described in two words, multiple and the customer service or after sale service to be equally at challenging, with its fascinating mix of people located par. The segment here is extremely active and vocal.” across different regions, social groups, economic segments, educational levels and cultural backgrounds,” Talking about the South, Pawar said that the South market COVER STORY 4 April 2012, EXPERIENTIAL MARKETING 24

Lal told ExM that the consumers in the North are increasingly inclining toward digital media. She said: “The new generation is up for change. Most of them spend more time outside their homes and reduce their usage of traditional media. Hence, the larger than life impression and contextual nature of the digital out of home medium is an attention grabber. Also, internet usage being the highest in North India, the smartphone market is vast and increasing. The digital medium is becoming preferred to interact, interest, communicate and engage with consumers.”

Poonam Lal In contradiction, the traditional media apparently still retains Director Innobuzz Marketing Solutions a stronghold on the consumer of the South. According to Menon, “print media influences the customer to a larger extent so the promotional schemes are splashed in all “North Indians are by vernaculars dailies. The medium of television is making far more flamboyant, large inroads in the consumer’s mind of late. The never brand conscious and ending soaps (serials) and movies provide a carrier for are spend thrifts. The the advertisers. Along with these, supporting media like mindset of the North radio and outdoor activities, influence the buying decision Indian consumer is a in south.” desire to prove that ‘I’ve made it’.” On-ground control However, irrespective of the region, the responsiveness to BTL marketing campaigns or direct consumer engagement activations remains strong and effective. Lal noted that is just like the weather in this region – tough. “Acceptance anything unique and distinct captures the audience and of any new product or brand in this market is a challenge. proves to be effective. She said: “A medium that can I believe most of the marketers would define a complete engage, inform, ease out consumers’ queries and at the different approach and focus in this market. This market same time is attractive enough to excite them, steps up on is also important in terms of customer feedback as the audience is very supportive for such initiatives, which in turn, helps improving the product.”

Pawar sees the western market as a highly literate market, making it important for the marketer to ensure the approach is thoughtful. “Talking about the Western belt, it is the second best potential market in the country, though it has been observed that the mindset in the big cities differs vastly in comparison to the upcountry towns. Consumers in most of the Tier 1 cities are brand conscious vis-a-vis the consumers in upcountry towns who are extremely sensitive to price.”

Smile, you’re on camera Ram Menon The media plays a significant role in influencing Executive Director Impresario consumption patterns. Whether it is the latest trends in fashion or coolest electronic gadgets of the season, television, newspapers, magazines, radio and digital help “The southern brands to build a strong consumer base. Commenting on customers are basically the media consumption patterns in the North, Lal said: sceptic on the quality “Cultural dynamics are big influencers in determining deliverance compared choices. Although the traditional media has begun to to the pricing of stagger, electronic media has the North Indians hooked, be it Bollywood or the idiot box. The content of these the product. When mediums influence their purchase habits and their brand it comes to south, perceptions and choices. The newspaper is a morning bargaining doesn’t ritual for the ‘generation passé’, and so is reading lifestyle play much of a role.” magazines a cultivated habit.” COVER STORY 4 April 2012, EXPERIENTIAL MARKETING 25

Asserting the fact that the southern audience is also quite responsive to BTL marketing, the Phase 1 spokesperson said it is not difficult to attract a good amount of audience as long as there is a good entertainment quotient. However, closing a transaction is definitely challenging, the spokesperson added. Meanwhile, Menon said that “the South witnesses a lot of on-ground promotions, be it a roadshow or a sampling exercise. Southern customers take notice of the same and participate in it. Even though in certain southern region the entry of the roadshow vehicle is restricted, the marketers compensate this with sampling at various hangout spots and in-shop activations.” Kuldeep Pawar National Marketing Manager Spice Mobility Looking through the Brandoscope Discussing the effectiveness of various BTL tools, Pawar noted that the West reacts the most well on returns. “The “The western market approach for cities in West needs to be completely different as a highly literate from that of upcountry towns. For e.g.: Mall and college market, making it activations usually get a positive response and returns in important for the the cities, while channel meets and van activations work marketer to ensure well in the upcountry locations.” Pawar believes that while the approach is retail engagement works well overall irrespective of any thoughtful.” markets, the North primarily reacts to retail engagement programs and returns are high on such drives.

He further added that BTL in south is a task in itself. “The return is fairly low and leaves the marketer thinking if popularity.” Chanda Singh, Vice President and Regional one has left a mark. One would not see a sudden spur Business Head, Encompass Events, also reiterated the or reaction to the activity immediately in the southern overall effectiveness of BTL marketing. She believes that markets though it helps to be buzzing in the long run,” consumers across the country are receptive to any form Pawar added that “Gearing up to the new platforms in of BTL activation, but the key is the brand or product in market today, it has become very important to have ATL question. support along with digital tagged for BTL returns in Tier 1 cities, however BTL still continues to be the only medium Elaborating her point with an example, Singh told ExM: to connect with the upcountry markets.” “We have been conducting activations for Colgate Active Salt for the past four years. Colgate Active Salt has a strong Not the spanner, pass the monkey presence in the South market compared to the North. The consumers in South value the natural benefits of salt and wrench Among agencies North or South, there is a unanimous thus there is higher consumer involvement in the South,” agreement that BTL marketing is effective irrespective Singh told ExM. “Over the years, we took this learning and of which region the consumer is from and apparently the the brand turned it into a mass campaign – the famous same goes for the tools of the trade. There are various ‘Aapke Toothpaste Mein Namak Hai’ with Sandhya Mridul. tools in the BTL marketing tool belt and many agree that This campaign was then taken on-ground where we went mall activations are the best bet. “Mall activations are door-to-door just like Sandhya Mridul in the ad and over one of the most effective BTL marketing tools and Phase the years the brand has improved its performance in the 1 primarily uses mall activations for its BTL marketing North market as well. The campaign was innovative and campaigns. Mall activations need to have a good mix of the right strategy, attention grabbing quotient, effective consumers could instantly relate to it when we went on- demo, qualified people to talk about the product anda ground.” good data capture format,” a Phase 1 spokesperson said.

Commenting on the effectiveness of BTL marketing in “Mall Activations lead to best ROI if the campaign is to the North, Lal said: “Today’s consumer is hard pressed build equity for the brand. You know that you will reach for time, and seeks convenience and easy and immediate out to larger numbers in a mall. It is also a great touch information. Moreover, their attention spans are short, point when you want to engage consumers in a trial and their attitude is fast changing. Therefore they tend exercise that creates buzz value – e.g. Gillette Stop PMS to look for channels of communications, which are direct, Campaign – involved building equity for the brand as well engaging and easy to understand. They have also become as trials. Door to Door marketing works best for FMCG more demanding and want to be more empowered. Well brands looking at strong demonstrations leading into conceived content and engagement does receive a good sales. Society Contact Programs work best when you are response from the Northern audiences.” looking at sampling/test drives/sales,” Singh said. COVER STORY 4 April 2012, EXPERIENTIAL MARKETING 26

Singh further added that the BTL marketing strategy for a new brand is very subjective and will depend on the brand in question. “If the new brand is a liquid softener for woollen wear then a society activation during winters works the best. If it’s a cola brand then it should have an on-pack promo during summers which will ensure additional push in the market. Thus, the BTL initiative derived for a brand would be a function of either the markets, or the season, or a 360 degree campaign or an on-pack promo,” Singh told ExM.

Making an entry into North Chanda Singh Speaking specifically for a brand looking to enter the VP & Regional Business Head North market, Lal said that “an understanding and Encompass Events acknowledgement of the different cultural preferences is important, as consumers across markets accept products “Consumers across the based on these preferences. The way to reach the country are receptive consumers is to have a marketing approach that appeals to any form of BTL to the target audience on a local level.” activation, but the key Lal noted that brand owners need to present their unique is the brand or product value proposition to the audience in a manner that is in question.” relevant, accessible and understandable to them. “Each brand or product would have a defined audience and marketing requirement. A well-rounded plan based on the products’ requirement needs to be designed, using Menon ranked mall activations as the most effective tool an intelligent media mix to hold and retain consumer followed by product sampling and then stalls at exhibitions attention. So while the tried and tested methods may or expos. Door to door marketing and roadshows came in be used, innovative mediums, with exciting challenging second last and last in order of effectiveness. content, should be explored. After all, realizations are deeper when one is caught by surprise.” Lal ranked mall activations at the top and placed exhibitions and expos, roadshows and product samplings Going South at equal ranks in second place. She assigned RWA According to Phase 1 BTL marketing is much more promotions, digital marketing, pop-up retailing and door- effective than ATL for a new brand entering the Southern to-door marketing in consecutive ranks. market. The Southern consumers are more conservative so BTL marketing is effective in tapping this audience How to win friends since it gives the consumer an opportunity to see and Marketing brands can be tricky science and the fact that experience the product before buying. “Brand loyalty is the brand has an established presence like a Godrej, also quite high in the South so new brands take longer Reliance or Tata is always an added advantage when to establish themselves in these regions compared to launching products, increasing sales or entering new others. However, it is worth the effort since once they territories. However, capitalism is all about free market, like the product, they stick to the brand for a long-term competition and innovation so there are always going to period,” the spokesperson told ExM. be new brands launching, new neighbours to compete with and improvements to existing products. It is always Menon believes that for a new brand to enter the challenging for a new brand to establish itself in a market southern region it’s important to have a direct impact on and marketing plays a vital role in this. the consumers. He noted that one of the most effective way to do that is by creating an experience zone for the Giving pointers for a new brand looking to enter a market customers so that they can have a direct exposure to the – North or South, Singh said: “The brand needs to have brand and its value, “this can be done by conducting mall a lot of research backing it. The brand needs to derive activities to get the crowd’s attention and then backing learning from the category and then plan its launch it up with roadshows at different parts of the targeted strategy. For e.g., any new tooth paste brand/hair oil location.” brand would always be tested in the South market which is the highest consumption market for these categories. Menon also pointed out that festivals are very important in If the brand is a liquid softener for woollen wear then the the BTL space. “The cultural and religious festivals attract same will be launched only in North – this means that a large crowd of consumers. Activities like sampling, brands also need to identify markets with need and target demonstrations, and experience zones are the tools that niche.” marketers can use at the festival venue. Rural specific COVER STORY 4 April 2012, EXPERIENTIAL MARKETING 27

budgets by way of spill over.”

He also believes there does not need to be changes to rural marketing strategies based on the regions, except for the language and mode of transport which will depend on geographical challenges. Noting that rural markets are small and slow, and the distribution network is the biggest challenge, Shah said that the experiential marketing agency needs to be competent enough to plan a phased wise or one go BTL campaign when launching brands depending upon the speed and impact required by the client. Himanshu Shah Chief Mentor SOI Live Marketing and Events Another brand-angle Taking another brand’s perspective on the differences in BTL marketing approaches based on locations, Sanjay “On the basis of Tripathy, Executive Vice President and Head, Marketing, communication HDFC Life, told ExM that there is not much difference in objective, one has no consumer mindsets in Tier 1 and Tier 2/3 cities across the option but to work out country. “Consumers are aware of brands and participative a media mix plan for and receptive to activities. With increase in mall culture and the targeted area.” upswing in real estate, mall activations, in-shop activities, and residential society activities are very successful. These activities not only offer interaction with customers, but also ensure very good brand visibility.” BTL campaigns will give marketers a definite advantage in launching and re-launching a product.” Elaborating on HDFC Life’s BTL marketing strategies, Tripathy said that the company conducts experiential Rural Direction activities in two ways – activations, wherein a central idea/ The variation in consumer mindset based on geography theme is created and taken to various cities, and region- is not limited to just the overall regions like North, South, based activities like festival themed activities. Tripathy cited East or West. Further disintegration will witness variation the HDFC Life Spell Bee – India Spells 2012 as an example in consumer mindsets based on the urban/rural context of a successful BTL marketing activity. or the development of the city or town of residence. “According to me wherever the consumer may be, he is a human being. So we need to know how to touch the basic core of that human being through the language they understand,” Himanshu Shah, Chief Mentor, SOI Live Marketing and Events, told ExM.

“Till today, we have not used any researched data about any region. Yet our BTL campaigns have delivered all across end number of states. Geographical areas and its history or culture helps us in generating ideas for communication which will easily touch the core of that human being.”

Shah believes that there is a good level of brand awareness Sanjay Tripathy, when it comes to regional brands, while “national brands Executive Vice President and Head awareness depends on deep rural or urban areas. As far Marketing, HDFC Life as urban and semi urban areas are concerned, due to TV, mobile and print media the level of brand awareness is “With increase in mall very high.” culture and upswing He noted that the reach of media is different in each in real estate, mall region, each state and different areas of each state. “On activations, in-shop the basis of communication objective, one has no option activities, and residential but to work out a media mix plan for the targeted area,” society activities are very Shah said, adding that “due to multiple media options v/v successful.” non homogeneous target audience, BTL is becoming the best cost effective medium which has the least waste of

ALSO FEATURED 4 April 2012, EXPERIENTIAL MARKETING 30 Learning and Delight The two major take-outs from the WOW Awards 2012 Jury meet

The truest characteristic that exuberates from each When asked for feedback and a general evaluation of the member of the jury for the WOW Awards 2012 has been kind of entries, jury members were unanimous in admitting brand custodianship. Even though, they each are one of that there was much learning from the numerous entries the strongest links in the stories of brands they represent, they went through. However, a strong concern echoed, like during the jury process, they were chameleon marketers, from previous editions as well, on the length of entries by with an eye only for the most effective campaigns. some participants. Entries that surpassed the stipulated word limit saw some setback in the judging process. After The second stage of the judging process for the WOW all, the presentation of the campaign must be as delightful Awards 2012 is the jury meet, which went underway on as the experience itself… March 31, and was hosted by the Exclusive Television Partner for the WOW Awards 2012, BloombergUTV. After WOW Awards 2012 is powered by Idea Cellular. The on- a month-long individual evaluation process, scores from all ground ceremony will be held at Bhavan’s Ground No. 1 on jury members are compared and a shortlist of entries are April 26. BloombergUTV is the exclusive Television Partner, contemplated at the jury meet. while Laqshya Media and DSN are outdoor and OOH TV partners respectively. Categories for campaigns under more established formats of experiential marketing have always seen very healthy The strategic partners to the event are Seventy Seven for participation at the WOW Awards. The challenge for jury ‘Event Management’, Team Rustic for ‘Creative Solutions’ members in these categories was to weigh out entries and Digit 9.0 for ‘Digital Marketing’. and search out innovation and effectiveness. Other, newer categories had their own set of challenges, since such WOW Awards 2012 are presented in association with the formats have only recently evolved as an experiential Event & Entertainment Management Association (EEMA) tool, jury member had to be weary of the relevance of the and supported by Ad Club Bombay (ACB), Rural Marketing campaign. Association of India (RMAI) and the India Convention Promotion Bureau (ICPB). All in all the spirit of delight related to both the level of campaigns judged and also the sense of belonging to this www.eventfaqs.com/wowawards is the official website for exciting industry, carried on through the day-long meet. the WOW Awards. ALSO FEATURED 4 April 2012, EXPERIENTIAL MARKETING 31

I think there is only one word to describe the WOW Awards, and that is Wow! The kind of entries “ one has seen; there are nearly 750 odd entries across so many areas… The entries have been of very high order and it has come in from all kinds of entrants from across the board. The whole process of judging is very scientific. I think in particular, what is commendable is that the jury members do not know the entrant of the campaign; you mark it completely on merit. There has been a very open discussion and we’ve had the opportunity to look at great work that has happened and new ideas that have been executed. ” Hemant Malik, COO - Trade Marketing & Development, ITC Ltd.

This is my first time as a jury member for the WOW Awards. The experience has, person- “ ally, been really good. The best part is that the quality of entries have come up really well and are very diverse, if I may say so. The entries come from different verticals and from different industries. A lot of innovation has gone behind creating launches, conducting road shows, exhibitions or whatever other activities the have been showcased through these entries. And of course, its quite clear that each entrant is driven by a lot of passion. ” Manish Sharma, Director - Sales and Marketing, Panasonic India 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 8th8th of of the the month month ALSO FEATURED 4 April 2012, EXPERIENTIAL MARKETING 33

It has been as a revelation for me personally. Something that you have always believed “ in, that there is a whole lot of work that goes on in this industry but unfortunately since not everything is essentially televised, you don’t get to know what is happening. So just the fact that the WOW Awards now celebrates all these various aspects of work that happen across the country and industries is fantastic. And to be part of it, is something of a revelation. If nothing else, it’s a knowledge building process for me. ” Maneet Jolly, General Manager - Brand Marketing, Idea Cellular

I have been working on the entries for almost four-five weeks now. The process “ is robust in the sense that there is a huge amount of transparency. There are a large number of entries. We have gone through them thoroughly and have also spent time in this meeting to discuss these and work them through. There is scale, there is quantum, and for me in particular there has been a lot of learning.

Sanjeev Shukla,” General Manager and Head Rural Vertical, Hero MotoCorp Ltd. ALSO FEATURED 4 April 2012, EXPERIENTIAL MARKETING 34 Team building with a difference! ExM Magazine asked destinations from across the globe to handpick what they consider the best group / team building activity in their destination to be… Here’s the best pick, from France, Scandinavia, Oman and Iceland!

A wine and gatronomy trail in France!

Renowned This unique experience is sure to hone the skills of budding world over for sommeliers! its delectable gastronomy Embark on olive factory tour visits where you learn all about and home to what goes into the making of olive oil and derivative products some of the such as olive oil cosmetics. Visits end on a sweet note with most famous sampling sumptuous olives! Does cheese tempt your taste wines and buds? Introduce a visit to a goat cheese farm to learn more champagnes about the intricacies of cheese making and learn more of the world, about the traditional and modern methods used to preserve an exciting quality and production methods. Also learn the flavours of incentive French cooking with expert chefs at cooking workshops and revolving around this theme is definitely in the offing take back great recipes to try at home. Cookery gourmet for groups coming to France. Many a heady experience courses combine tutorials with “hands on” practical skills await you in some of France’s wine growing regions such enriching your rendezvous with French cuisine! as Provence, Aquitaine, the Loire Valley, Champagne and Burgundy. Acquaint yourself with the fine art of winemaking ‘’Wine and gastronomy with a tour of the verdant vineyards of France. Cavernous are an integral part of wine cellars housing some of France’s best kept secrets the famed French art de lure you for a visit. Savour some of the best local wines vivre that is part of our through special wine tasting sessions organized for way of life. We would like incentive movements. Something unique that some regions all our guests coming on propose is making your own personalised wine label. an incentive holiday to Choose a wine perfect for your own palate, bottle it and experience a little bit of test your creativity with a graphic label all designed by you! French culture and take Some other interesting activities include blindfolded wine back a bit of France with tasting. In this unique concept, it is actually the bottle or the them’’. glass that is blindfolded and your skills are put to test in Catherine Oden, Director, Atout France, India guessing the type of wine!

Action in the private islands of Bander Khyaran

Oman being The islands are well located near the capital city of Muscat essentially and have sufficient facilities in terms accomodation and an outdoor transport. destination, offers a “Oman is the perfect varied backdrop for a truly topography exceptional executive retreat to design or team building session. and conduct There is no better way to all kinds of challenge your team and team building take them completely out activities depending on the brief provided. Logistically of the box. They will return challenging activities might have to be restricted to Muscat refreshed, rejuvenated and city however simpler and fun activities can be conducted with a fresh approach and anywhere in the country. The private islands near Bander perspective to your business Khyaran are perfect for water activities and other fun-filled challenges.” activities like a Kayak Tug of War, Dunk & Run, Kayak slalom - Lubaina Sheerazi, Sultanate of Oman – relay race and Twin football, amongst many other activities. Representative India ALSO FEATURED 4 April 2012, EXPERIENTIAL MARKETING 35

A day well-spent in Flakfortet

Flakfortet is an earth, composed of teamwork and communication tasks, artificial island spiced with exciting self-control and self-confidence duties built in 1910- and a guarantee that all participants will go home with 1914 as part of absolutely unique experiences. The event can comprise Copenhagen’s of Rapelling, Rope bridge, Watercast, Rib boat racing, fortifications Submarine Diving, Teamwork and Communication and has been tasks, Axe Throwing, Pistol Shooting, Treasure Hunts used by the military until “The Danish capital is 1968. The lined with cobbled streets, island offers an fantastic architecture and extensive complex of buildings of 2 floors. Corridors linking canals providing the perfect ammunition magazines, coating rooms, engine room and setting for incentive travel a barracks building, which originally housed 550 men. and events. Its Value for Flakfortet is now privately owned, and after the continued money, sustainability, maintenance and restoration, is now commercially operated. maximising use of time and the wide variety of Flakfortet is an interesting destination for a cruise where possibilities make it an you can see and experience a lot of different activities ideal destination for you to and Danish culture. Situated in the Øresund Strait have your team raise the bar to secure and achieve between Copenhagen and Malmö. This is no ordinary the offered incentive.” teambuilding day - transfer to the island can be made Mohit Batra, Scandinavian Tourist Board - by high speed rib boat, helicopter or motor boat for the Representative India more leisurely pace. An event between heaven and

The ‘Land of Fire and Ice’ -- Iceland

stunning phenomena. This special tour is guided by Icelanders who have passion for winter travel. The tour takes place in uninhabited areas of Iceland far away from civilization. Modified 4x4 self-drive vehicles are used which were especially designed for demanding terrain. With these vehicles participants make their way through the snow covered highlands all the way to Landmannalaugar and also visit other main attractions in Iceland, like National Park Thingvellir, the Geysir area and Gullfoss waterfall. The travellers are accompanied by a professional driver guide ensuring safety and giving them detailed information about the country, its nature and culture. We stay overnight in remote mountain huts and cook our own meals. To top the evening off, you bath in a unique hot natural pool just outside the hut. If we are lucky we will enjoy a For the team that likes to work hard and play hard, nothing beautiful northern light show above in the dark skies. beats an action-packed getaway in the ‘Land of Fire and Ice’. We’re talking about Iceland—a unique destination “4x4 super jeep tours, for a creative and fun-filled team-building retreat. Team which is a great way to challenges like a 4x4 safari over lava-scarred terrain and experience the unspoiled a rafting trip on glacial rapids along with relaxing activities beauty and majesty of like a soak in the Blue Lagoon geothermal spa and a whale Iceland...come experience watching dinner cruise. All in all, this adventure will have it !!!” everyone reminiscing for years to come. Deepika Sachdev, Trade Advisor – Travel, Embassy This 4X4 tour includes the most beautiful sights of south of Iceland Iceland, taking you off the beaten track to the exotic highland interior. Experience the vast wilderness, glaciers, waterfalls, colourful mountains, volcanoes and other ALSO FEATURED 4 April 2012, EXPERIENTIAL MARKETING 36

What does the world of sport marketing look like beyond cricket? By Shachi Tapiawala

Harish Krishnamachar Kanishka Saran Country Head and Vice President, Senior Vice President, SPT Sports Management World Sport Group

I believe each sport has its following. Matters get The massive following for cricket does pose “difficult” when we attempt to measure success by a serious challenge to sports management the yardstick of cricket. There has been a change companies who look at developing and promoting in trend and brands are looking at other sports. other sports. The turning point in my mind has been the advent of different international sporting events and Over the past few years, there has been a formats that have entered India. To a marketer change in the mindset of companies and brands there are certainly more choices available when it to look at associating with other sports as well. comes to sports as a vehicle. This has more to do with the overdose of cricket among their target group. Even while evaluating There is a developing market for other sports in association with other sports, brands still look at India and the ability to find value as a sponsor national level events pre-dominantly rather than is specific to the opportunity that is offered. As local level sporting events. a sponsor, some properties are able to address niche and premium audiences better than cricket There is still a dearth of support for grass root and there will always be value in these properties. development programs which is the need of the hour. The change in trend has been towards association with football and golf events. Brands have realized the opportunity present among the youth today who are moving away from cricket for various reasons. ALSO FEATURED 4 April 2012, EXPERIENTIAL MARKETING 37

What does the world of sport marketing look like beyond cricket?

Richard Whelan, Sanjiv Saran Mehra CEO/President Schachter, CEO, The Elite Football League of India Inc. Saran Sports

There is a clear shift in brands getting involved in There are monies available for other sports as non-cricketing sports. Sponsors are increasingly well, but the problem is that they are not as well seeing the advantages of putting their money organized in terms of professionalism and with a in non-cricket sports since these are growing in road map ahead which would make the sponsor popularity. It is a sure shot way of breaking from confident about deriving values from the same in the clutter and doing something different and new. the long run. Until such time that does not happen, sponsors will play safe because they know that in I believe there is a direct co-relation between cricket they can never go wrong. people who watch a game and potential consumers of a sponsoring brand. Sporting brands Cricket is getting too expensive and because of that are popular overseas are bound to attract the overexposure it is getting a little stale. Besides, attention of brands when they enter a country like the recent performance has not been great. Also, India. From an investor’s perspective, a sport that in cricket sponsorship, you could tend to get lost. offers a good mix of on-ground opportunities and You are only one out of say 20 brands whereas emerging stars offers a world of opportunities in other sports you could stand out and be one of to spread the word. Investors therefore choose four or five. Brands would most definitely choose platforms that help show case their brand to to associate with another sport in a market for larger audiences across geographies. cricket. If there is a credible road map and a long term plan, why not? MARKET PULSE 4 April 2012, EXPERIENTIAL MARKETING 38 Bringing the Jaguar alive

create experiences to ensure that our target audience becomes engaged with our brand through a long term relationship which is nurtured over time.

Who is Jaguar’s target audience and what is the rationale behind participating in expos and car rallies?

We call Jaguar’s target audience ‘The Enlightened Elite’. They are younger, talented, intelligent, and confident people who are prepared to take risks and experience more in order to fulfil their dreams.

Events such as motor shows allow us to target audiences that have an interest in automobiles. Such a forum enables us to launch new vehicles or showcase concept cars that demonstrate our technological innovations and future design directions.

How does Jaguar plan to compete with other luxury brands like BMW, Lamborghini and Rolls-Royce?

As you may be aware, in recent times, Jaguar has launched some fantastic new products which embody innovative design, styling and technology; examples being the award winning Jaguar XF, the pinnacle of luxury our flagship XJ, and the fastest ever production car from Jaguar – the As a brand, Jaguar has always positioned itself as a symbol XKR-S. These products have already catapulted Jaguar of engineering excellence and beautiful design. Founded by Cars to towering heights and have enabled the brand to Sir William Lyons in the 1930s, the brand celebrates more command a premium positioning in the luxury and status than 75 years of cars that revere the art that is automobile space in India, especially when compared to its existing making. In 2008, Tata Motors acquired the Jaguar Land competition with the three German brands. This imagery Rover businesses from Ford Motor Co. and experience is being enhanced further through innovative campaigns reinforcing the brand’s mission, In a conversation with Rachel George of ExM, Rohit which is to create the world’s most instinctively rewarding Suri, Head Premier Car Division, Jaguar Land Rover performance cars. India, discusses the brand’s journey over the years, what differentiates it from other luxury car brands, and the To improve accessibility to our products and deliver rationale behind their changed logo and brand strategy. world class levels of sales and after sales experiences, we continue to develop a premium dealer network that How much of Jaguar’s growth would you attribute to is consistent, in look and feel, with our global corporate BTL marketing and why? standards. In India, we already have 15 operational dealerships and are working towards expanding the At Jaguar Cars, BTL marketing is a significant part of our network rapidly. marketing strategy and experiential events are one of the marketing tools we continue to use. Such events present us with an opportunity to engage with potential and existing customers outside the traditional setting of a car showroom. In addition, such marketing allows us to connect with the audience by concentrating on key aspects and attributes of our products. This is achieved through a variety of means such as the use of multimedia, providing interactions with technical experts, or drive experiences that highlight the technological and dynamic aspects of our vehicles.

In today’s world, our customers have a variety of brand events that they may attend. At Jaguar Cars, we carefully MARKET PULSE 4 April 2012, EXPERIENTIAL MARKETING 39

What is the thought process behind changing the through the use of both ATL and BTL activities. The Jaguar logo and launching a new global marketing and new marketing campaign was launched in India at the brand strategy? beginning of March and so far, the feedback has been very invigorating! Our mission is to take the Jaguar brand to the next level of performance and distinguish it from competitors by making it more focused, competitive and full of life. New markets are emerging globally, giving rise to a new generation of customers. This is an opportunity that Jaguar must exploit. Changing our brand will help us increase penetration in traditional sectors and also enhance our relevance and desirability among this new generation of customers. It will allow us to talk with them in an insightful and thoughtful way. This is at the core of defining a new brand positioning, new brand identity and new marketing campaign.

How is the ‘Jaguar Alive’ campaign in line with the expansion in the product range?

The Alive campaign has been inspired by our heritage; Sir William Lyons, Founder of Jaguar Cars, had famously said: “The car is the closest thing we will ever create to something that is alive.” The new branding communicates our brand mission which is to create the world´s most instinctively rewarding performance cars. This is built on the three pillars of our brand DNA – Innovative, Seductive, Performance – that is at the core of every Jaguar product.

We are connecting with our existing and potential customers by engaging them and asking the question: “If Jaguar is a car that is as alive as you are, then HOW ALIVE ARE YOU?” This is the new engaging brand tag line being used across our communication media.

Jaguar Cars will continue to promote its new positioning 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

David Guetta Live in concert at the Eristoff invasion festival 2012, Gurgaon.

An experience of almost 57 years has taught us the art of fulfilling stage lighting needs across India, even at the last moment when all else fail. From the Legend of Ram to the Commonwealth Games, we have done it all. So if you haven't had a chance to work with us,we're always keen on building new relationships.

35, New Municipal Market, Lodhi Colony, New Delhi - 110003, 35, New Municipal Market, Lodhi Colony, New Delhi - 110003, Tele: + 91-11-24619543/643/743 Fax: +91-11-24627788 Tele: + 91-11-24619543/643/743 Fax: +91-11-24627788 [email protected] www.modernstageservice.in [email protected] www.modernstageservice.in 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

David Guetta Live in concert at the Eristoff invasion festival 2012, Gurgaon.

35, New Municipal Market, Lodhi Colony, New Delhi - 110003, 35, New Municipal Market, Lodhi Colony, New Delhi - 110003, Tele: + 91-11-24619543/643/743 Fax: +91-11-24627788 Tele: + 91-11-24619543/643/743 Fax: +91-11-24627788 [email protected] www.modernstageservice.in [email protected] www.modernstageservice.in MARKET PULSE 4 April 2012, EXPERIENTIAL MARKETING 42 OOH Media... going experiential?

go hand in hand. That’s a ‘eureka’ that the OOH creative aims to deliver with out-of-home. Knowing the changing patterns of customer taste, the need for OOH media had to evolve beyond being static.

The new branding opportunities have become a compulsion without a choice. The inclusion of the element of interactivity is appreciated and well received by the target audience. Whether in a passive or active tone, the ‘experience’ is driving most creative out-of-home campaigns across India. The buzz of interactivity in digital media platforms like Facebook has proven to be phenomenal. This trend is setting out further with more out-of-home advertising reaching out to target customers in shopping mall courtyards, melas and carnivals. Out-of-home is going experiential. Liquor too needs experiential marketing to rise from a clutter of choices available.

Evolution in this space

A factor determining the further evolution of this space is the With a professional exposure of over 20 years in the technology such as the light and 3D effects creating a life- FMCG, consumer durable, service, infrastructure and size billboard, Wi-Fi sensitive SMS alerts and flash mobs. consulting space, Sanjay Pareek, President, Percept Out For instance, the Oreo OOH campaign well propagated the of Home, is an expert in leading and building successful message of ‘Twist, Lick, Dunk’ with a mobile van carrying start-up businesses and managing and growing existing the ‘twist, lick, dunk’ communication, with a large fabricated businesses through acquisitions and partnerships. glass of milk on the van, where the biscuit was seen moving up and down, making it seem as though it was being Advertising has been a vital medium to connect with dunked into the glass. customers. Wherever the customer goes, the ad follows. When it comes to advertising, it is communication, creativity Besides seeking attention and informing the market about and last but not the least, ‘reformation’. the product, OOH campaigns are providing experience. Oreo announced a series of initiatives to help boost parent- Advertising has reformed lifestyles. I am not talking about child bonding in India, the ‘Oreo Togetherness Bus’ being the standard of living of the listed millionaires in the Forbes the most visible of them. Anyone could hop into the bus magazine, and certainly not about the anti-corruption with their kids to have fun and try their hand at games. ads influencing the lifestyle of the politicians. However, ads surely carry a social message for the ‘aam aadmi’. These days, advertisers are enhancing the five senses of The budding reformation is the flash mob. No wonder the customer to communicate its brand qualities through the social media age harps on interactivity as key for experience. For example, Ken Block vs. You! offered social media campaigns, like the recent women’s special a physical interactive experience at the 2012 NAIAS marathon in Mumbai organized by a well-known city-based Autoshow in Detroit, which used augmented reality to put newspaper. Such initiatives aim to personify the brand the visitor in a video with rally driver Ken Block. This was a values through interactive or community oriented activities. demonstration of the power of a Ford Ecoboost engine at an auto show without actually letting people drive the car. OOH Media OOH media innovations There is a need for OOH media to evolve beyond static branding opportunities to include some element of Lately, the Bangalore City Railway Station became the interactivity. Various forms of advertisement cannot be first in the railway network to offer BluFi, a combination of compared as each one has something unique to deliver. Bluetooth and Wi-Fi. BluFi is a mobile application that is apt However, I must admit that communiqué and experience for out-of-home advertising. It connects Bluetooth enabled GLIMPSES GLIMPSES 4 August4 June 2011, 2011, EXPERIENTIAL EXPERIENTIAL MARKETING MARKETING 55 61 MARKET PULSE 4 April 2012, EXPERIENTIAL MARKETING 43 +919810119989 | www.emg.co.in

Taruntheir family and Tahilianifriends. This exercise notBridal only increased Harley Rock the brand visibility, but also gave the end consumers an Riders Season 2 Coutureopportunity to familiarize Exposition themselves with the products. Harley Rock Riders, a property TheCompanies third season must conduct of the integratedTarun Tahiliani campaigns Bridal to invite its conceptualised jointly by Harley Davidson Coutureend consumer Exposition to take action.(TTBCE) Strategically is taking placed place hoardings motorcycles and Rolling Stone Magazine, is overprovide the the months necessary of July support and toAugust. an ad campaign. In Mumbai, back with season two. The tour, from May 5 the event was held at the Four Seasons Hotel to October 1, will see the band, Half Step fromRecently, July an23 interactiveto 25. This activity year, TTBCEwas conducted went to for Tata Down perform in four Indian cities along with NewIndigo Delhi eCS usingand Mumbai fuel pumps in asJuly a platformand will to travel distribute to one other popular bands like Split, Thermal and a Hyderabadlitre mineral waterand Kolkata bottles within August. Tata Indigo eCS branding. Quarter, and Parikrama. The theme of the advertising campaign is that the car gives an average of 25 kmpl. The brand used the same theme and distributed bottles to drive home the message of the campaign, ‘Paani Khatham Hoga Fuel Nahi - India’s Most Fuel Efficient Sedan’. mobile handsets with a wealth of information. GPS Locator is another tool used as an effective medium for marketing The future of the OOH media space retail chain brands and restaurants. The future for the OOH media space depends on various Another example is Tupperware. It is a company that has aspects such as the financial health of an array of markets targeted a wide range of audience. In such cases, events that choose OOH as part of the marketing mix. Flash become a vital part of the marketing mix. The company mobs that were seemingly alien to the Indian mindset chose to organize a community based event i.e. a carnival. have come ashore in Mumbai, Delhi and Kochi. No matter The event took place in Coimbatore in a three-day event how extraordinary the OOH initiations may become, the format. The visiting public was offered the chance to skim clarity between OOH media and promotion and activations through the entire range of products, interact with the sales depends on the organizer. And like always, the billboards team, and the company introduced Tupperware parties for will continue to speak a thousand words in a second. 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

Experience a city that needs no introductions

Beneath cooling fog or atop towering hills, our City by the Bay is one of few places in the world whose reputation precedes it. Already famous for our A-list shopping, dining and cultural scene, 2012 brings not-to-be-missed events like the Golden Gate Bridge 75th Anniversary, U.S. Open Golf Championship, and two America’s Cup World Series races. Jump-start your adventure here: www.sanfrancisco.travel. ALSO FEATURED 4 April 2012, EXPERIENTIAL MARKETING 45

RoshanDaan A window into the world of Experiential Marketing

Roshan Abbas is a slasher by profession, having had seven careers related to media. Abbas’ experience ranges from radio, theatre, television, event management, being an MC, a film director and a writer. He spends his time looking for gyaan, and shares some on experiential marketing in this column, each month, exclusively for ExM Magazine... Change the Game When Sachin Tendulkar struck his 100th ton, the nation this? Part of the problem lies in the brief. More often heaved a sigh of relief. Finally we could turn off the than not, it is to manage the cheerleaders, the VIP screens without a feeling of Guilt. It is an old cliché enclosure, the distribution of merchandise. What many that Cricket is akin to religion in India and Sachin, is its do not realize is that the real brief is to take away the ultimate God. We have waited eons to see him part, the pain points and make the experience unique for the live Bradman sea of centuries. Cricket fatigue has set in. spectator. Deliver this and you are rewarded by a loyal For the first time Bollywood is taking IPL head on, there fan, do not and he goes back to being an armchair TV are more online sponsors than TV sponsors for this viewer. edition of the game I am told. The battle for eyeballs begins while we sit on the sidelines to see who wins. What does this person need? Easy access to the venue, parking, painless entry and exit, comfortable Yet this year the true winner is the spectator. In the seats, a good view, regular updates, clean loos, past few months everywhere there is a mad dash to accessible refreshments, available merchandise. Yet get onto the sports event bandwagon. We already our establishment makes this task even more difficult. had the Marathon and a smattering of tennis and golf Last year at an IPL match I visited, we had to battle tournaments. But stadium spectator sports have come crowds, cops, and even conmen to watch our share to India in a big way. Mixed Martial Arts, a Hockey of cricket. Its almost as if we are being punished for league, a Football league, even NFL is scouting India seeking pleasure that we have paid for. as a market. Add to this the F1 coming roaring again later this year. The cricket organizers have already frittered away all the outpouring of love for the sport with the classic As this market beckons, have event managers attempt at slaying the goose that lays the golden egg. developed any expertise to handle such events? And Tournament after tournament, a fatigue has set in. Yet I mean beyond the opening and closing ceremonies the hapless fan returns. (which already leave a lot to be desired). Procam, Tiger sports, IMG are the only names that come to mind, But times are changing. Some organizations are though all well known event companies now claim to delivering customer delight. At a recent concert I got a have an sports event practice. Before the CWG there tweet saying, “awesome arrangements: 17 entries and was a plethora of sports agencies scouting for local exits, got in smoothly, the joyride’s begun.” It doesn’t partners, but they seem to have upped and vanished take much to make your audience happy. New audiences to the next sporting location. As if on demand a course have the money to buy a unique experience and they will in sports management has begun and even an institute seek it out. Or force you to create it. International Giants opened for the same. On resumes that I see, I often find are looking to India’s youth to crown a new sport as its listed, dream job: managing the EPL. Who will teach favorite. Cricket may still attract most of the eyeballs them and fulfill their dreams? We must look to the west but when a soft drink giant showcases a campaign that for this, for stadium sports is big business there. And mixes Cricket and Football, or a mobile giant looks to these have to be long term partnerships not hurriedly train young football stars, one may wonder is it time to arranged one (event) night stands! put on your game face and look to change the game? Football, Hockey, Mixed Martial Arts? Your guess is as Yet are event organizers and sporting bodies ready for good as mine. 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 8th8th of of the the month month RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th8th of of the the month month GLIMPSES 4 April 2012, EXPERIENTIAL MARKETING 48

LFW 2012 Lakme Fashion Week (LFW) Summer/Resort 2012 took place from March 2 to 6 at the Grand Hyatt, Mumbai, with a line-up of 83 designers and nine sponsors. IMG Reliance executed the event.This season incorporated installations and designer exhibits which comprised of a mix of art, culture and other activities.Disney branded apparel and accessories were also unveiled at a showcase.

Contours India - Women’s Day Run Contours India organised the third edition of the Contours India - Women’s Day Run on March 4 at the Sri Kanteerava Indoor Stadium in Bangalore. The primary aim of the run was to encourage women and men of all ages to run on the occasion of International Women’s Day. The event served as an opportunity to celebrate womanhood and bring in a change for the future of the girl child. GLIMPSES 4 April 2012 EXPERIENTIAL MARKETING 49

Eristoff Invasion Only Much Louder (OML), in partnership with UKNY Music, organised the second edition of the Eristoff Invasion in New Delhi, Pune and Bangalore. This edition brought DJ David Guetta to India. Eristoff Invasion witnessed a crowd of around 10,000 people in each city.

Global India Film and TV Honours Cineyug managed the Global Indian Film and TV Honours 2012 for Balaji Telefilms, a production house run by Ekta Kapoor, on March 15 at Film City in Goregaon, Mumbai. This event, which was hosted by Karan Johar, will be telecast on Colors TV on April 15. RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month GLIMPSES 4 April 2012 EXPERIENTIAL MARKETING 51

Woman Achievers Awards Star Vijay initiated the inaugural edition of the Woman Achievers Awards on March 4 at the Besant Nagar Beach in Chennai. The awards aimed to celebrate excellence and felicitate deserving achievers from diverse fields who have made extraordinary achievements and stand as an example to the aspiring youth. The event was executed by the BTL activation division of Star Vijay. Around 1,200 women were engaged through the event.

Cool Japan Festival As part of 60th anniversary of Japan-India diplomatic relations, Japan’s Ministry of Economy, Trade, and Industry (METI) and Indian designer, Narendra Kumar, unveiled India’s first ever ‘Cool Japan Festival’ at High Street Phoenix in Mumbai from March 16 to 18. The festival aimed to bring the life of Japan closer to the people of Mumbai. GLIMPSES 4 April 2012, EXPERIENTIAL MARKETING 52

Super Fight League Colors has collaborated with Raj Kundra and Sanjay Dutt of the Super Fight League, a Mixed Martial Arts league, the on-ground aspects of this which are being managed by Fountainhead Events & Promotions. The League kicked off on March 11 at the Andheri Sports Complex in Mumbai. Over the course of one year, the Super Fight League will travel to Delhi, Chandigarh and six other cities.

WE Rock concert KWAN Entertainment and Marketing Solutions organised the second edition of the WE Rock concert on March 7 at Hard Rock Café, Mumbai. The event was a fund raiser event for NGO, Akshara, which helps educate women.The event was hosted by Nargis Fakhri. Around 500 to 600 people from the entertainment industry attended the event, apart from the more general audience. GLIMPSES 4 April 2012 EXPERIENTIAL MARKETING 53

Fifth PTC Punjabi Music Awards PTC Network organised the fifth edition of the PTC Punjabi Music Awards on March 24 at the PAP Grounds in Jalandhar, Punjab. Punjabi music albums and films released in the year 2011 were eligible for entry. The results of voting by viewers and eminent music personalities were combined to decide the winners.

Royal Stag Mirchi Music Awards Radio Mirchi 98.3 FM, in association with Royal Stag Music CDs, organised the fourth edition of the Mirchi Music Awards, which recognizes outstanding talent and versatility in the music industry. The awards took place on March 21 at Bhavans Ground, Andheri, Mumbai, and was executed by Cineyug. INCLASSIFIED FOCUS 4 April 2012, EXPERIENTIAL MARKETING 54

Talent Central

Rising Events Positions: 3D Modeller/3D Designer | Wedding Planner - Manager | Business Development Manager Location: Mumbai Mail CV at [email protected] | [email protected]

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