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4 JAN 2014 Events EntertainmentPromotionsMICEBTLSponsorshipSports MAIN ISSUE102PAGES INCLUDINGCOVERS| VOLUME 4|ISSUE9 `100/- Events Entertainment Promotions MICE BTL Sponsorship Sports

4 January 2014, EXPERIENTIAL MARKETING 05

ExM is a monthly magazine by EVENTFAQS, publishers of India’s only platform for events and experiential marketing - www.eventfaqs.com It’s all happening here! Subscriptions are ` 1,000/- (India) and US$ 120/- (ROW) per year (12 issues), As we prepare for a new year of creating experiences that stay true to time including postage. Mail at and hold good for brands, its also interesting to review what innovations from [email protected] for more details. this last year will survive the change of the calendar. IPs took on some serious attention in the year gone by, but mostly all focused in one kind of format and EDITOR AND subject. Activations continued to integrate with other experiential mediums, HEAD - BRAND & CONTENT: and some brands did this more innovatively than others. But a good conclusion KARISHMA HUNDALANI would surely be, that both IPs and integration of digital and experiential [email protected] +91 98212 80003 formats are here to stay. PUBLISHER AND BUSINESS HEAD: VISHAL NAGDEV What’s to look forward to, is subsequent editions of various new properties [email protected] +91 99116 96980 that took seed in the year gone by. Its always encouraging to see these innovate and create sustainability strategies, and to learn from the mistakes GENERAL MANAGER: of the one’s that don’t quite do this as well as others. There is an assumption SWAMINATHAN R amongst many though, that the properties that offer little distinction from one [email protected] +91 98201 46826 another, will fade, either on the whole, or in non-essential parts.

EDITORIAL TEAM: Activations on the other hand have so much more to explore. But the endless DHARM PATEL [email protected] +91 98194 13143 ability to re-invent is also the greatest challenge for experiential marketers. The TINA THAKRAR idea is to really balance technology, digital integration and message delivery [email protected] +91 98330 70759 as effectively as possible for the brand. But then again, these are observations, what’s really exciting is to see what this new year will bring for the experiential HEAD - BUSINESS DEVELOPMENT: marketing industry… ARNOB BANERJEE [email protected] +91 98195 40004 So here’s to a new great year, for each one of you, both personally and

professionally… Let the experiences continue to enhance lives and lift spirits! MARKETING SERVICES TEAM: JIMMY CHOUDHARY [email protected] +91 98214 28197 KANIKA MEHTA [email protected] +91 98100 18658

CLIENT SERVICING: KHUSSHBU OJHA [email protected] +91 86555 57500 PARUL MALHOTRA [email protected] +91 91676 75066

DESIGN TEAM: VINAYAK ALLE PRASAD KARAMBAT

CIRCULATION & MEDIA [email protected] MANAGEMENT: RAMESH PATIL [email protected] +91 22 2630 0673

ACCOUNTS & ADMIN: PURVESH BHATT [email protected] +91 22 2633 0674

ADMIN: SAMEET ILKAR Printed by : Vishal Vashulal Nagdev 202, Brooke Ville, Near Magnet Super Market Mogul Lane, Matunga - West Mumbai 400016, Maharashtra, India Published by : Vishal Nagdev on behalf of (or owned by) EVENTFAQS Media Pvt. Ltd. and printed at VSSU Graphics, Unit # 36, Ideal Industrial Estate Senapati Bapat Marg, Lower Parel - West Mumbai 400013, Maharashtra, India and published at EVENTFAQS Media Pvt. Ltd. 112, 1st Floor, Embassy Centre 207 Nariman Point, Mumbai - 400021, Maharashtra, India Editor : Karishma Jamnu Hundalani.

This issue contains 102 pages including covers. 4 January 2014, EXPERIENTIAL MARKETING 06 CONTENTS

Brand Activation Photo Featured Briefs 08 Johnnie Walker organizes a one-day festival titled ‘The Journey’ 47

Market Pulse Sport Marketing “Experiential marketing at a retail level has become very Briefs 48 important.” - Kinjal Shah, Crossword Bookstores 11 “On-ground activations form a large part of the promotions Photo Feature mix of the brand.” - Puneet Narula, Tupperware India 12 India beats Pakistan at the ‘4th World Cup Kabaddi Punjab’ 50 “Creative Crowdsourcing: An Undeniable Movement” Mary Kom’s autobiography, Unbreakable, launched... 51 - Lavina Thakur, Boot Box Ideas 14

Industry Conventions Also Featured Briefs 54 FestEvents Ho! Ho! Ho! 15 Market Pulse “The focus of the IFES World Summit would be to provide a first- Photo Featured hand experience of the exhibition Industry in India” - Rajnikant ALDO and GUESS launch their 2013 Holiday collections Kedia, IFES Annual World Summit 57 with Bollywood stars. 16 Old Spice celebrates International Men’s Day with Milind In Focus Soman 17 3rd edition of Times Literary Carnival facilitates interactions

between literary intellectuals 58 Stakeholder Engagement

Briefs 18 Industry Watch

Briefs 62 Photo Feature Asian Paints Technology Conference 2013 concludes...20 Opinion Piece Aquasail generates competitive spirit amongst corporate folk What are the pros and cons of managing a with various sailing events 21 political party’s event? 66

Entertainment Cover Story Briefs 24 18 Entertainers honoured at the second edition of the LIVE Quotient Awards 68 Opinion Piece What’s the next Fest fetish after the surge of Music Fests? RoshanDaan Why do you think so? 25 Naya Saal Naya Maal 78

In Focus Tellis Like It Is Enchanted Valley Carnival leaves its audience... 26 The Entertainment Economy 80 Above & Beyond returns to India for Group Therapy 30 Market Pulse Photo Feature “Is there a market in Rural?” - Mandeep Malhotra 81 MTV, Live Viacom18 and Cineyug combine Bollywood and EDM 34 India Resortwear Fashion Week brings the internationally TechEase popular resort wear industry to the forefront 37 “Pin the Tale” 82 Hello! Hall of Fame Awards...38 An Event Called Life 4th BIG Star Entertainment Awards... 39 When Lady Luck Smiled Twice! 83 Sponsorship Marketing ExM Promotion Briefs 44 Nomadic Times: How we make a difference to a MICE programme?

We have Fun! 22 Market Pulse Deltin, the new name for luxury and glamour! 40 “The Millenials wants more.” - Maneet Jolly, 46

Glimpses 96 DE-CODING CAPTIVE AUDIENCE MARKETING

6th FEBRUARY 2014 FOUR SEASONS HOTEL, MUMBAI, INDIA

Log in for more details: www.eventfaqs.com/brandexp 4 Janaury 2014, EXPERIENTIAL MARKETING 08 BRAND ACTIVATION Briefs

Suzuki launches Biking Lords community for superbike lovers

Anu Anamika Atul Gupta National Head - Marketing, Executive Vice President, SMIL SMIL

Suzuki Motorcycle India Limited (SMIL) recently launched Be it the legendary Hayabusa or our finest cruiser, the Intruder Suzuki Biking Lords - an exclusive club for its Indian superbike - each product from the Suzuki stable embodies our passion for customers. The club was launched at an event at JW Marriott biking. The Suzuki Biking Lords is an effort to bring together our Hotel in Mumbai with Salman Khan among its members. superbike community in India.” Through this new community, members of the Biking Lords can come together on a Facebook community to share experiences, Anu Anamika, National Head - Marketing, SMIL, said: “This information and knowledge. community is our salute to a special breed of men and women who ride with the wind. The club would bring together people Atul Gupta, Executive Vice President, SMIL, said: “Suzuki’s with a passion for true biking and we are very excited about this superbikes stand at the apex of global biking in all their formats. journey ahead of us.”

Forbes India Philanthropy Awards honour society change makers

Neha Chimbulkar Senior Manager, For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com across from promotions and on-ground updates latest on events For Forbes India

these individuals who have given time, money, skill and expertise to create model institutions and inspire others. We wanted to Forbes rewarded Indian philanthropists at the Forbes India recognize the contributions made by individuals, families as well Philanthropy Awards held in Bengaluru recently. CMDs, CEOs, as organizations towards social causes.” influencers, decision and policy makers gathered at the ITC Gardenia to witness this felicitation ceremony. The ceremony was Rohini and Nandan Nilekani shared the awards for Outstanding followed by a panel discussion by some distinguished leaders, who Philanthropist whereas Godrej Foundation was touted as discussed issues around philanthropy in India, the role of family Outstanding Corporate Foundation and The Bajaj Family won foundations, companies and governments. the Distinguished Family of the year award. Some of the other awards given out included NextGen leader in Philanthropy, Neha Chimbulkar, Senior Manager, Forbes India, said: “This Corporate Catalyst, The Good Company, The Good Samaritan year, through the creation of our Forbes India Philanthropy Award, Distinguished Non-Resident philanthropist and The Awards we want to applaud and recognize the efforts of a few of Crossover Leader. 4 January 2014, EXPERIENTIAL MARKETING 09

Vodafone engages about 35,000 people through M-Pesa activations

Ravi K Business Head, EventSol Vodafone recently held activations for its service, M-Pesa, in Mumbai. The idea of the five-month campaign was to create awareness with an eye on maximization of resource utilisation. A roadshow canter was sent across slums in the western and EventSol was appointed to execute the campaign, which directly southern part of Mumbai to create awareness. The operation engaged about 35,000 people. was to engage, inform and educate people about the service. An informational skit was performed before a video and engagement Ravi K, Business Head, EventSol said: “We had managed quiz. The winners were given a free demo of the service. Promoters promotions for Vodafone in 2012. We presented our initial plan with a megaphone (bhopu) went around in the slums, informing for this campaign earlier this year, before winning the multi-agency and directing people to the dealers shop located there. A cafeteria pitch based on the ideas we proposed. We were more innovative engagement program was planned and designed to increase money than other agencies in terms of execution within the required transaction through the service. A complete gaming zone was resource constraints.” created with games such as dart, mini-golf and X-Box 360.

Godrej Security Solutions engages about 4000 people daily through roadshow

Mehernosh Pithawalla Assistant VP - Marketing, Godrej Security Solutions

Godrej Security Solutions, in view of its tagline ‘Ab Musibat Se For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com across from promotions and on-ground updates latest on events For Darna Kaisa’ and in order to further strengthen its reach in tier needs. A scratch card offer assured consumers discounts and a II and III cities in Maharashtra, recently organized a roadshow/ chance to participate in a lucky draw, which had prizes like cars canter activity. The 24-day activation, which showcased the brand’s and phones. entire home security product range, was conceptualized and executed by Rowz N Lines. Mehernosh Pithawalla, Assistant Vice President, Marketing, Godrej Security Solutions, said: “The objective was to literally Since the canter moved from one prime location to another, reach out to consumers in important and growing tier II and III the brand could engage with maximum people in every city, markets and reinforce brand/product recall. With a full scale with an average of about 3500 to 5000 per day. The activation product display on-board the canter, we wanted consumers to was peppered with ATL support through the radio medium in know about our complete range of home security products, important markets such as - Nasik, Aurangabad, Jalgaon, Sholapur, price point, aesthetic design, functionality and convenience Bhusaval, Nagpur, Sangli and Islampur. Partnering with Radio of availability through our robust dealer network. This BTL Mirchi, the medium’s role was to engage with listeners in these activation surely provides on-ground support and complements markets and inform them about the canter visiting their city. The our recently launched TV campaign and festive scheme for activity, which also focused around maximizing sales, showcased consumers. Such on-ground activations form an integral part of the complete product range, as different consumers have different our long term strategy.”

4 January 2014, EXPERIENTIAL MARKETING 11 PhotoBRAND Feature ACTIVATION Market Pulse

“Experiential marketing at a retail level has become very important.” - Kinjal Shah

The various store branches across the country engage customers with book events, leisure readings, book launches and Children’s Hour every weekend. The brand also launched the Crossword Book Awards, now in its 12th year, to reward and recognize India’s literary best. As of today, Crossword has 83 stores across the country. Kinjal Shah, Customer Care Associate and COO, Crossword Bookstores, tells EVENTFAQS about the growing importance of experiential marketing to retail.

How crucial is/are experiential marketing/BTL activations for a brand like Crossword? How does it help target the right audience? Experience marketing is to directly engage consumers by inviting and encouraging them to participate in the various marketing BTL activities. Experiential marketing at a retail level has become very important. Crossword customers want something new whenever they come to our stores; something new in the book range, something new in the ambience, something new in visual merchandise, etc. Around the year, we plan different tactical and thematic promotions which help us to give different experiences when customers visit Crossword stores. All these promotions are completely planned as per customer needs so it helps us to target the right customers.

Please provide some recent examples of BTL activities conducted by Crossword to market its products. Children’s fest – This event happens in the month of May so that kids can spend more and more time at Crossword stores. We also do engagement activities like ‘Children’s Hour’ with the kids so that parents Kinjal Shah is Customer Care Associate can browse through books with leisure. Travel Fest – This fest takes place in March when and COO, Crossword Bookstores customers start planning for holidays. Live demos of Toys – It help us to demonstrate or explain our products to customers. Since Crossword is one of the favorite bookstores for Crossword is touted as India’s fastest children, it becomes easy for us to engage them in these activities. growing chain of bookstores. Born in 1992, this retail store stocks not only There are product lines like books, music and toys under your brand. Do books, but also all kinds of movies, your experiential marketing activities differ for each of these categories? In music, toys, stationery, magazines and what way? CD ROMs. The brand has been engaging Marketing activities vary from product to product and this helps us differentiate between in creating maximum visibility through our target customers. Our ‘Doing Beyond Books’ property in December clearly says that its online sales, Dial-a-book services, we are focusing on other categories like music, movies, stationery, toys and gifting. BTL Crossword Gift Vouchers, in-store cafes, activations play a key role for Crossword to identify upcoming festivals or seasons. Every Crossword Book Rewards Program and month we try to change our BTL activities so that customers won’t get bored by the same eWords, which is a monthly e-newsletter experience and enjoy each moment they spend in Crossword stores. with reviews of new books, news about in store events and bestseller lists, mailed to Do you see the importance of experiential marketing increasing in the near store members. future? What benefits will this growth provide? Experiential marketing will be more effective in the coming future if it is properly planned The store also indulges in promotional and executed by stores. It benefits us to demonstrate new products coming to our stores events like Pictionary contests, quizzes, and also helps to convert these products into sales. BTL activities also help us to generate slide shows and annual festive events. additional revenue for stores. 4 January 2014, EXPERIENTIAL MARKETING 12 PhotoBRAND Feature ACTIVATION Market Pulse

“On-ground activations form a large part of the promotions mix of the brand.”- Puneet Narula

Puneet Narula Managing Director, Tupperware India

Tupperware Brands Corporation is a consumable items to their product category mix. It has been very active in the CSR 60-year-old storage products business space with its constant endeavors to reduce wastage of food, water and energy to build with a diverse range of product lines and sustainability in the environment. EVENTFAQS got in touch with Puneet Narula, brands under its belt. The Tupperware Managing Director, Tupperware India, to discuss the brand’s involvement in experiential Brands portfolio consists of direct marketing activities and its willingness to continue doing so in the future. selling companies like Tupperware, BeautiControl and NaturCare among Tupperware has been very active in the experiential marketing field. How others, all of which have their own important are such initiatives to leverage the brand? product lines, sales methods and market Tupperware has always employed a combination of push and pull strategies. While ATL structures. media communication generates a pull and keeps the brand recall high in the mind of the consumers, sales force promotions encourage the independent sales force to sell more. The company launched its Care4Food This combination helps attain the desired impact. A targeted approach helps the brand campaign which was featured in the Limca optimize the returns on its investments. Book of Records recently. Through the campaign, Tupperware spread awareness In India, the consumers don’t go out of their way for a brand; the brand has to reach about the best food storage practices and out to them. For the consumers, visibility is credibility. They want to touch and feel the educated consumers on safe storage and product before deciding to buy it. Being direct sellers, there was a need for us to be active safeguard of food items. The company’s in experiential marketing in order to increase visibility and provide better accessibility to corporate strategy is to add premium the consumers. 4 January 2014, EXPERIENTIAL MARKETING 13

The Care4Food Campaign recently entered the Limca Book of Records. What is the campaign all about? How did it put across Tupperware’s brand message? Tupperware has been known the world over for its innovative kitchen solutions for almost six decades now. Our positioning with the consumers of Tupperware has always been ‘Seal Love Open Freshness’ and under this umbrella positioning was launched the Care4Food property as a campaign which directly connected with the consumers in terms of the fantastic product offerings which we provided for food preservation and storage. With its Care4Food campaign, Tupperware focuses not only on educating people on the need to preserve food and to avoid wastage but also on spreading awareness Leveraging Tupperware via on-ground activations about the best food storage practices. The consumers could directly see the link seminars and workshops. By doing this, the consumer gets an opportunity to touch and between the positioning and the need gap feel our products and to understand their unique features, thus leading to a desire to own and established Tupperware as a company them. offering products which protect your food, keeping it fresh and safe for long. Are there any upcoming experiential activations that have been planned for the brand? What communication objectives does the brand hope to Tupperware kickstarted the Care4Food achieve in the future based on the activations? campaign in 10 cities across India which In January, Tupperware is launching a new initiative titled ‘Tupperware Goodness later increased to 28 cities due to its Carnival’, that is aimed at directly helping the community. Under this initiative, the overwhelming response. The campaign brand will encourage its consumers and sales force to help the community by donating was endorsed by 72, 274 people who old clothes to the needy. had put their signatures in these cities between April and May 2013. We had In South India, on Pongal, it is a tradition to burn old clothes and welcome the New Year set up stalls across malls and residential with new ones. This year, the brand will encourage its consumers not to burn the clothes, welfare associations where the patrons but instead donate them to those who need them the most. The brand has partnered with were taught ways of storing leftover food Goonj and other likeminded NGOs to complete the last mile of this concept and ensure correctly. Through this initiative, we have that the collected clothes are best utilized. Between 10th and 14th January, any person can created greater awareness about correct go to a Tupperware Goodness Carnival venue and donate 5 pieces of usable clothing. For ways to handle and store food and hope this good gesture, the brand will give donators a token Tupperware gift. to accomplish more achievements in the future. Tupperware wishes to help the community through this activity, give its sales force a good start to the year and build ‘Goodness’ of the brand further. This will help bring the Can you provide some other consumers of the brand and the sales force together for a good cause and help build the examples of BTL activities brand equity for the year. We have also planned many other experiential activations for conducted by Tupperware? our future campaigns that will help us connect with the customers on different levels and As a brand that fully understands the put our communication across to them. importance of touch and feel of the product for the customers, Tupperware What part of the marketing budget is allocated to on-ground activations? tries to reach out to the customer through According to you, will this budget increase or decrease in the future? various innovative BTL activations. Some On-ground activations form a large part of the promotions mix of the brand. This is of them are - Kiosk activities at major because it allows for targeted marketing activities in areas where the Tupperware sales malls and MTOs, school access programs, force is present. It allows the brand to let consumers use their products and see how their office cafeteria activations, activations at kitchen could look in a real life scenario. In case of Tupperware, the products speak for cafés, RWAs, gyms, airports, and other themselves and the more the consumers see and experience the products, the more likely event based activations to name a few. We they are to become Tupperware fans for life. As the brand is growing, we are focusing also connect women across the country more on BTL and the budgets allocated to on-ground activations is also increasing through on-ground activations like proportionately. 4 January 2014, EXPERIENTIAL MARKETING 14 PhotoBRAND Feature ACTIVATION Guest Column

“Creative Crowdsourcing: An Undeniable Movement” - Lavina Thakur

marketing tool and to source advertising, product and design ideas. These include P&G, Coca- Cola, GE, Starbucks to name just a few.

Considering the completely online process, there is no denying that India with more than 200 million internet users is a potential volcano for a burst of fresh ideas. In addition to attracting experts, Crowdsourcing provides a platform for creative thinkers who wouldn’t otherwise be given a chance to showcase their creativity. It breaks down barriers in education, designation, geography and socioeconomic status. No longer does one need a college degree or a massive portfolio to be seen. Just one good project could launch the career of the next big writer, designer or conceptualiser.

As a Marketing Tool: Brands can leverage the crowdsourcing model to create idea contests and therefore include consumers in the creative process. For example, Starbucks has been actively engaging customers with crowdsourcing. It encourages customers to submit ideas for better products, improving the customer experience, and defining new community involvement, among other categories.The best ideas receive cash. Similarly, if your brand is looking for a unique way to connect with consumers, try launching a contest to find that new packaging idea, that new ad content or a new flavour or tagline. You could be surprised with the results.

Lavina Thakur is the founder of Boot Box As an Employee Engagement Tool: Ideas –Literally spelling out to Bringing Out Organisations can leverage Crowdsourcingto interact with employees across locations. Of The Box Ideas, it is India’s first creative For example, launch a Conference Theme Contest and inviteevery employee to submit crowdsourcing portal for the events, marketing ideas. Or ask employees to submit a unique IP or CSR idea to be launched on a national and activations industry. . scale. The one that is picked with a cash prize and recognition.The ideas could come from anywhere – maybe even from the receptionist. This is a unique way to identify & reward Creative Crowdsourcing is the process creative talent within the organisation. of generating ideas from a large online talent pool of creative thinkers including As an Idea Resource: consumers, experts and employees. The Brands & Agencies can use Boot Box Ideas to generate original themes, concepts and method is simple – a brand puts up a brief campaigns from experts. India has a substantial number of creative experts in the event, online and receives ideas and insights marketing & advertising industry. Crowdsourcing allows you to include all of them in from participants. Voila – you have a your hunt for ideas. No more are you restricting yourself to the efforts of just one person bank of fresh ideas to stand out from the or team. Invite experts to bring you the right idea for a handsome cash reward. clutter!A cash reward is the big hook for creative thinkers to participate. In Context to Agencies: With the crowdsourcing model now in play, agencies no longer need to burden your Creative Crowdsourcing is being in-house Conceptualisers with every brief received.Whether you are looking for a increasingly used by brands globally to pitch winningconference theme, a marketing strategy, a brand experience idea, build engagement and source authentic an event IP or employee engagement ideas – you can get it all and more with insights and inputs from consumers and just a click and a nominal fee. experts. Infact, the world’s largest brands now use the crowdsourcing model as a For more details and any queries, contact Lavina Thakur on [email protected] 4 January 2014, EXPERIENTIAL MARKETING 15 BRAND ACTIVATION Also Featured

FestEvents Ho! Ho! Ho! By Swaminathan R

The month of December to me, evokes Ringing in the festive season of cheer, Radio Mirchi spread happiness with its special mixed feelings…one tinged with a bit campaign “Mirchi for Muzaffarnagar”. Launched in association with NGO Goonj, of sadness and the other with elation. the campaign urged Delhiites to come forward and contribute their winter clothes Sad because the year is coming to an and blankets wholeheartedly for the riot affected people in Muzaffarnagar. Delhiites end and with it, lots of unfilled New could go to the Select City Walk mall where Mirchi contributory boxes were placed. Year resolutions; Happy as I feel the A visit to Muzaffarnagar by one of their RJs and a ring-side view of the people’s nip in the air, enveloped by the fog suffering there triggered off this idea. that descends (more smog in Mumbai) early morning, beckoned by the brightly Now that the year has come to its close, there were a few events in the last quarter lit liquor shops and drawn to people of 2013 that impacted me – The death of Nelson Mandela, retirement of greats like discussing parties they have to attend. Sachin Tendulkar and Jacques Kallis and the storming of the capital by the Mango It is fun time. Apart from the usual Man with his Aam Admi Party. Here’s wishing you all a fabulous New Year and hope Christmas lunches and New Year this time around you make promises and resolutions that are meant to be broken. parties, there was not much to write Ha! Ha! Ha! about in terms of the festivities and activities around Christmas.

At Phoenix Marketcity, Kurla there was a festive entertainment program, Funtastic Xmas from 20th December to 1st January 2014. This year the mall was transformed into a Christmas wonderland with decorations, lights, a Santa Parade - 25 Santas and five marching bands who jingled their way through Phoenix Marketcity, along with the soothing carol singing and a 25 feet tall Christmas tree.

With an endeavour to ensure health and wellness of people, SRL Diagnostics, a diagnostics network in India, has taken the initiative in addressing wellness services through a dedicated SRL wellness drive. On the upcoming occasion of Christmas and New Year, SRL Diagnostics would provide expert, personalized and undivided attention to an individual’s wellness needs, through its ‘Health Champion Package Plus’.

Special family health packages namely Healthy Dad, Healthy Mom, Healthy Dada and Healthy Dadi package would be offered till January 15, 2014; to uphold the wellbeing of the family members. Funtastic Xmas At Phoenix Marketcity, Kurla 4 January 2014, EXPERIENTIAL MARKETING 16 PhotoBRAND Feature ACTIVATION Photo Feature

ALDO and GUESS launch their 2013 Holiday collections with Bollywood stars. The media launch events saw Priyanka Chopra and Nimrat Kaur in attendance, and were organized by Major Brands India. By Tina Thakrar

Fashion brands, ALDO and GUESS, unveiled their 2013 Holiday collections with exclusive media events in Mumbai. In Nov., GUESS officially launched its new collection with brand ambassador, Priyanka Chopra at a closed door event at its flagship store in Bandra. Fountainhead Entertainment was in charge of executing the launch event. A week later, on Dec. 7, ALDO hosted a fashion event at its newly launched store in High Street Phoenix, where actress Nimrat Kaur unveiled the collection to the media and members of the fashion fraternity.

At the GUESS launch event, Priyanka Chopra uncovered the new collection, and then discussed her association with Guess. This was followed by a Q&A session with the media. Speaking about the planning involved in the event, Kapil Sanghavi, Group Account Manager-Client Service & Event Operations, Fountainhead Entertainment, said: “The idea was to showcase the campaign in an exquisite and stylish manner at the Guess store. Thus, we created a gallery of sorts with the campaign photographs. They became an excellent backdrop to the event and also served as nice photo-ops for the brand and media.”

Detailing the GUESS launch event, Shivani Goel, Marketing Head, Major Brands India (Retail partner for GUESS and ALDO in India), said: “The event was very media centric and we had key media up for the event. Priyanka spoke of her association with the brand and what made her feel like a GUESS girl. The key highlights of the event were the Shivani Goel unveiling of the Holiday campaign and her love for the brand which happened in the next segment where she picked the key styles this season.”

The ALDO event was a similar media launch, but was open to customers as well where in the first 100 customers received a hamper from ALDO and other free goodies. Guests were treated to food and drinks, on-the-spot prizes and a 25% discounted rate on their shopping. Nimrat Kaur interacted with the guests as she spoke about the brand and her favorite ALDO picks for the holiday season.

Speaking about how ALDO was leveraged through the event, the ALDO spokesperson said: “The prime objective of the event was to create customer awareness, of relocation of the ALDO store in a much bigger and larger way. The event was a customer centric one, which included an after-hours party. Through these activities, ALDO gave out its brand message of being playful, optimistic, youthful, bold, unique and aspirational yet accessible.” 4 January 2014, EXPERIENTIAL MARKETING 17 PhotoBRAND Feature ACTIVATION Photo Feature

Old Spice celebrates International Men’s Day with Milind Soman The ‘Mantastic Man’ campaign had media events across India which were executed by Encompass Events. By Dharm Patel

Four videos and an India tour constituted the ‘Mantastic Man’ campaign held by Old Spice. The media events held as part of the country tour took place in Delhi on Oct. 15, Kolkata on Oct. 23, Bengaluru on Nov. 7 and Mumbai on Nov. 19 (International Men’s Day). The videos, starring Milind Soman, have garnered over five million views in the social media space, truly bringing alive the campaign.

Apart from Milind Soman, various actors across the four launches included Rahul Bose, Sonu Sood, Rana Daggubati and Vidyut Jamwal and Diganth Machale. There were various acts across the launches, which saw some of them make a grand entry onto stage on horseback. They proceeded to indulge in a little tug of war while they casually straddled weights. As a part of the act, they also proved their ‘Mantastic Quotient’ by lifting heavy dumbbells and arm wrestling at the same time.

There were around 100 media personnel in each city. Encompass Events was responsible for the execution of all four events for this campaign, including the ideas and set designs as well.

Speaking about the mandate and idea behind the campaign, Shyam Gursahani, Senior Manager, Encompass Events, said: “The mandate was to execute events that showed Milind in that Mantastic avatar best. For each city we had to think of different execution ideas. Once we had revealed Milind, our second mandate was to get him to Shyam Gursahani do an act with the local celebrity that would spell Mantastic. That’s why the acts (arm wrestling and weight lifting) were done simultaneously since it’s not Mantastic enough to just do either alone.”

The brand thought that International Men’s Day was the perfect occasion to celebrate the ‘Smell Mantastic’ campaign. The campaign is designed to inspire Indian men to express themselves and help unleash the manlier version of them.

MICE Consultancy | MICE Management | Entertainment Solutions Powered by STAKEHOLDER ENGAGEMENTBriefs launch andconference Triumph MotorcyclesenterIndiawithapress Meet inBangkok Hero CyclesorganizesitsChairman’sEliteDealers The bikes were then placedonto arotating discfor 360degree arampcreated, stage, andseatingon three with a60ft. sides usingWatchoutimagery A fashion software. show setup was open. The backdrop complete digital showcased 50ft. product followed by arideinthrough large sizedLEDscreens that split Motorcycles, where each ofthe motorcycles AV, had acategory The event beganwith anunveiling ofeightTriumph Delhi andwas managedby Sphinx Adonis Events. Triumph clothing line.The event was heldHotel atThe Grand in included anexhibit ofthe bikes, and afashion show to unveil the people from channels printandnews witnessedthe launch, which with apress conference for themediafraternity. 150 About Triumph motorcycles were launched inIndialast month, officially from soundandlightset-up, backdrop standees, andstage acquired theevent. Eventz Unlimited for arranged everything the managementoftheirprevious event andthatishow we Unlimited, with said:“OurassociationwithHero started Kumria,Kapil ChairmanandManagingDirector, Eventz existing product updates were discussedindetail. were invitedthe country for theevent, where new products and Hero Cycles’ andtheirspousesfrom authorizeddealers across to execution, keeping Allof inmindtheidentityofbrand. Eventz Unlimited conceptualized theentire event, from planning theconsumers. madeby injointlyserving itsdealers the efforts andshow itsappreciationbonds withitsbusinesspartners for the Marriott Sukhumvit, Bangkok to strengthen inaneffort its Hero Cycles Meet Indiaorganized aChairman’sElite Dealers at MICE Consultancy |MICE Management |Entertainment Solutions saw AmeeshaPatel danceonpopularBollywood songs. dinner.a cocktail EmceeAvneet Kohli hosted theevening, which distributors. Thiswas followed evening with by anentertainment also presented awards to somewell and performing dealers products andtheirmarketing strategy atthismeet. Thecompany ofHero Cyclesofficials shared aboutthedisplayed theirviews withthedisplayThe event ofHero started Cycles’ products. Top the event turnedoutto bepretty smooth.” client requirement andwere equally plannedaboutthesame,so aspects.Weand theentertainment were pretty sure aboutthe emceeandcoordinators,arrangements, projectors andmonitors launch for Triumph inIndia.” the required logistics were worked onto deliver apower packed for launch anddisplay was ahuge challenge. Ourteam ensured set upwas doneovernight andmanaging the 20motorcycles the iconicandpremium value ofTriumph. brand The complete launch for important was uskeeping avery inmind said: “This Waghray,Vikram ManagingDirector, Sphinx Adonis Events, Motorcycles inthe backdrop. open for themedia,with the complete ofTriumph history sequence. Post the conference, the exhibit ofthe bikes was the Triumph clothing linewhich fashion was doneby ashort forviews the media.Part ofthe launch was alsothe showcase of 4 January 2014,4 January EXPERIENTIALMARKETING18 Sphinx Adonis Events Sphinx Adonis Managing Director, Vikram Waghray Eventz Unlimited Chairman &MD, Kapil Kumria

For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com MICE Consultancy |MICE Management |Entertainment Solutions

Powered by company offering Legrand Indiaholdsstockistmeettounravelnew cinema like big3Dscreen was set up,which doubled upasthe The event kicked withasessioninchat show off format. A ofthenineproducts.audience abetter understanding doneusing3D projectionpresentation mapping, to give the A for Pineapple.Thehighlightoftheevent was a45-minute 17, theevent ontheconcept ofPole was crafted Position by Held atthenewly openedJWMarriot inDelhionDec.16 and andto revealefforts new offering, Legrand’s DX3to them. IndiarecentlyLegrand heldastockist meet to recognize their with themonaninnovative andfunplatform. Theevent was an experience ofsailingandalsoto network partners the trade beauty ofOman.Theobjective behindtheevent was to provide feature andpromote itasanew andthrillingway to discover the Sailing isamajoractivityinOmanandwe want to highlightthis “Oman’s stunning coastline isundoubtedly best explored by sea. IndiaRepresentative,Lubaina Sheerazi, ofOmansaid: Sultanate inOman. aboutthesailingopportunities presentation inspecially to conducta representative from OmanSailflew also got ofthedestination abetter ‘Oman’.A understanding where thetravel to not trade sail,but onlygot anopportunity Oman Tourism recently conducted asailingevent inMumbai travel trade Oman Tourismconductsasailingeventforthe MICE Consultancy |MICE Management |Entertainment Solutions share to apointwhere they were themarket leaders.” the conference were andtheir thisbrand theoneswhohadtaken The themeofPole Position was aptwhoattended asthedealers debated andthendecidedinlinewiththe product positioning. elementoftheevent was discussed, Pineapple, said:“Every andManagingDirector,Annu Anand,ChiefCatalyst AFor brought to thevenue. To addto thefeel oftheentire event, specialLEDfurniture was backdrop aswell asthescreen thatunveiled theproduct -DX3. winners werewinners acknowledged gifts. withOmanbranded not onlylearnedto against sailbutalsoraced each other andthe inOmantoattraction increase destination awareness. Thegroups were dividedinto four teams andnamedeach acityor team after lunch, inOman.After attendees various sailingopportunities showcasinga destination andapresentation presentation the from leaders thetravelindustry fraternity. Theday beganwith The sailingandcruisingexcursion was attended by about40 with regards inOman.” to sailing,cruisingandwater sports wanted to showcase thedifferent activitiesonecanindulgein culture, adventure, landscapeandhistoric highlights.We also The objective was to highlightthevariousfeatures ofOmanlike andtraveloperators agentswhoenjoyed theirday outinthesea. a roaring successfor well attended usasitwasby very top tour 4 January 2014,4 January EXPERIENTIALMARKETING19 Sultanate ofOman India Representative, Lubaina Sheerazi A ForPineapple Chief CatalystandMD, Annu Anand

For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com 4 January 2014, EXPERIENTIAL MARKETING 20 STAKEHOLDER ENGAGEMENT Photo Feature

Asian Paints Technology Conference 2013 concludes in Lavasa Encompass Events executed the ‘Phoenix’ themed conference which was attended by about 230 employees. By Dharm Patel Asian Paints executed a two day conference for its technology team based out of Navi Mumbai. The theme for the conference was ‘Phoenix 2013 - Surging Ahead Through Innovation.’ Encompass Events executed the event on Nov. 28 and 29 at Lavasa International Convention Centre, Lavasa (Pune).

Encompass has been associated with Asian Paints for over a decade. The agency was in-charge of the conceptualization of the conference flow, designing of collaterals and décor, fabrication and execution of the event, context setting through inspirational and themed AVs and procuring the artists for the gala night.

This event brought together the team consisting of 230 people for charting the future course of action and celebrating the success of the year gone by. Sticking true to the theme for the year, Encompass ensured the use of innovative technology in the conference. With guest speakers such as Rajeev Narag (Head of Wrehwon) and Dr. Sudhir Achar (Vice President, R&D, Dabur) the technology team shared learning and insights among themselves through the two days.

After lunch, check-ins and leisure time, the conference started with the opening segment comprising a welcome address and themed AV. With more speeches and AVs, the product presentations started following suite. A quiz round was followed by an agenda announcement and contest before culminating with dinner. The finale to the conference was a Casino Royale themed gala night which saw a performance by Prince dance troupe.

Speaking about the event, Radhika Bubna, Senior Manager - Client Services, Encompass Events said: “We brought alive the core communication in the most apt manner. The audience was continuously engaged from the time they reached the venue; be it exploring the destination, enhanced comradeship through team games, Radhika Bubna or setting the context for brand communication through inspiring audio-visual content, we were right at the heart of the objective.”

Adding further, Bubna said: “The event took place in Lavasa which is a remote location, compared to other cities, hence we had to ensure that our production SLV inventory was in place, getting the artists to the venue on time. It was all taken care of with pre-planning, timeline sheets, production sheets, artists coordination, etc.”

MICE Consultancy | MICE Management | Entertainment Solutions Powered by Powered 4 January 2014, EXPERIENTIAL MARKETING 21 STAKEHOLDER ENGAGEMENT Photo Feature

Aquasail generates competitive spirit amongst corporate folk with various sailing events The company hosted corporate regattas and networking events for corporate houses like Dell and Mahindra Finance. By Tina Thakrar From Nov. 30 to Dec. 7, Aquasail engaged in a series of sailing events at The Aquasail Sailing Centre in Mandwa and at the Mumbai harbor with various corporate clients across industry sectors. The events were targeted at varied industry individuals for networking, informal meetings and to generate some competitive sailing spirit. The various event formats were planned by Aquasail, and ranged from two-hour to full day programs and structures built as per client needs and budgets.

On Nov. 30, Aquasail collaborated with Dell to host the ‘Beat The Tide’ sailing challenge for CIOs and CTOs of top companies across industry sectors. The sailing program involved racing and sailing competitions in the form of group kayak racing, beach sailing and team sailing. With a similar objective, India Value Fund held a regatta on Dec. 5 for the top management of its investee companies. The event was mainly held as an add on to business meetings held during the day, and to encourage informal networking with a series of racing events.

Ambit Holdings indulged in a related event on Dec. 7, where the senior employees engaged in kayaking, windsurfing and dinghy sailing after a series of conferences. On the same day, Bluesquare Consultants organized The Oman Regatta in order to highlight the unknown aspects of Oman. The sailing and cruising extravaganza was attended by top industry leaders from the travel fraternity.

With the aim of celebrating the year gone by, market research company Lumiere held a family outbound for its employees and their families on Dec. 1. Similarly, Tata AIA also engaged in a celebratory regatta on Dec. 4, to reward and recognize its high performance executives. Mahindra Finance also nominated its high performance employees from across functions for a learning excellence experience using the platform of sailing and racing. On Dec. 6, the employees engaged in racing to promote powerful business lessons.

Speaking about how sailing adds a unique dimension to events, Zia Hajeebhoy, Director, Aquasail, said: “The power of sailing is packaged to meet corporate objectives. We saw a high powered week on the sea where a cross industry set of clients used sailing innovatively and effectively for their business and corporate objectives. Networking with stake holders and customers and rewarding employees; all of this was achieved through the unique platform of Zia Hajeebhoy sailing.”

MICE Consultancy | MICE Management | Entertainment Solutions 4 January 2014, EXPERIENTIAL MARKETING 22 STAKEHOLDER ENGAGEMENT ExM Promotion Nomadic Times How we make a difference to a MICE programme? We have Fun!

Here we are with our third edition As is evident, it reflects our nomadic approach to the way we look at things,. of Nomadic Times. This time we We believe in exploring new concepts, ideas and destinations for our clients which share with you the simple formula probably have never been explored before. All driven by a singular focus to ensure to make a difference to any MICE that our clients have fun as much as we do putting togther an effective MICE program...it is all about having fun! program for them.

Making a difference – HAVING FUN Global Nomads has a proven track record of being a successful and admired MICE company, and that is has happened because our people who work with us know that one thing, how to bring about a difference.

The first part of making a difference in an effective MICE program is choosing the right people who shall be sent on these programs to escort the people and guide them through the destination - what to do , what not to do and at Global Nomads we have taken this very seriously and we ensure that people who travel are not regular tour managers available on a per day basis cost, These people are highly passionate of traveling and are mostly from hospitality background who know only one thing Photo Caption ‘HOW TO HAVE FUN’ and ensure that clients have FUN too!

Incentives and events are all about FUN, People attending these programs are not holiday travelers, they are incentivized and rewarded for the good work they do and they are there because they have made a difference, they have worked hard for a long time and earned themselves a reward which they want to fully enjoy , so the entire experience is about having FUN and not just travel, sightseeing and award , it is about having FUN

Ensuring FUN is the most difficult part of a program. Different people have different ways of having FUN - a group of MICE constitutes high level performers from across the country, so addressing the fun element is one such big thing and this is what we ensure. Our People who operate and execute the MICE movement understand this and are themselves FUN loving achievers. 4 January 2014, EXPERIENTIAL MARKETING 23

“The most important threat we are facing is that of direct contracts...”

is the biggest external threat to our business, While we understand that there are cost pressures and, that industry and businesses across the country and globally are going through a major slow down, we should not be allowing this scenario to stifle us; we should show our resistance for the same.

While we may not have control on our clients and their strategy we definitely have control over the industry partners who have enriched us in the past and stayed with us and helped us grow our businesses. Today with the changing scenario, I must say we need to take one such big leap and all us need to get together to have our influence on the industry partner and get our message straight,

The other challenges will of course prevail like rate of exchange, inflated airfares which will make the overseas destinations more expensive, not affordable. With the domestic Naveen Kundu MICE scenario, of course availability of convention venues is a big challenge Group Managing Director, Global Nomads Broadly speaking my point of view will remain that of collaborative buying practice While one realizes that challenges will rather than that of an isolated one, In current scenario clients feel that by by-passing keep happening to any business and any agencies they will save on cost and if they use the agency , the cost will go up. industry, what we are facing is complete threat to our businesses which are both While all of this debatable, it is important to understand that agencies will always external as well as internal. have an edge over the clients and if our clients finalize an agency and move on to the negotiating table together , a better pricing is possible rather than a multiple bidding No one individual can address these platform where in the end user doesn’t get any benefit and the suppliers end up making issues individually, but in order to save most of the money since multiple bidding processes or direct buying process only the industry and protect ourselves from ensures the safety of usage of those particular suppliers...hence it is a concern and needs external threats and internal threats,. to be addressed.This is a challenge which industry leadership needs to solve and it Someone has to bell the cat and let that should be addressed as the most important issue may not be that urgent today , but will be a few of us, who respond remain very important .

The major challenge the industry will The next 8 months are going to remain as tough as they are. We pray that we have face this year is that of cost efficiency stability at the Center considering that this is the election year. Once the financial and that the corporate sector will bring in economical issues are addressed by the new government post elections, only then will by direct buying from suppliers, this will we see some improvement in the industry reduce our scale of business. I take this opportunity to wish the readers of Nomadic Times a very happy and The most of important threat we are prosperous 2014. While some may have a gloomy outlook in the wake of economic facing is that of direct contracts by our slowdown, the weakening rupee, the rising fuel prices and the possibility of a hung clients with suppliers, from buying MICE parliament in the Center, I am optimistic that we will turn around the bend and head products to contracting with artists, a north. lot of companies are taking a route of direct sourcing, this to me and my sense You may send in your comments/suggestions to me at [email protected]

We are The Global Nomads We bring together all aspects of MICE (Meetings, Incentives, Conventions and Events) on one platform, creating a one-stop solution for our clients and proudly claim to be one of the few end-to- end solution providers -from event conceptualization, planning, creative and communication design MICE Consultancy | MICE Management | Entertainment Solutions , travel & logistics to event management as well. Our vision is to create world-class experiences that will serve as a benchmark for the world. Our endeavor is us to service the clients with upscale in service and delivery quality with a personalized approach. For more info you can visit our website on www.globalnomads.co.in

promotion 4 January 2014, EXPERIENTIAL MARKETING 24 ENTERTAINMENT Briefs

Vh1 Supersonic 2013 concludes at Candolim in Goa

Ferzad Palia Nikhil Chinapa Head - English Entertainment, Festival Director, Viacom18 Vh1 Supersonic Last month, Candolim Beach in Goa witnessed the first ever Vh1 Supersonic music festival. Conceptualised and produced by Live Ferzad Palia, Head - English Entertainment, Viacom18 said: “Vh1 Viacom18 and M/s Starlight Events & Entertainment, the fest has been the front mover in the English music scene and has had Nikhil Chinapa as the festival director. Insomniac Events also been the ultimate destination for International English music worked with Live Viacom18 in putting this festival together. enthusiasts. Always the first to define trends and lead by example, Vh1 brings with it immense experience of international music The five-day fest, which took place from Dec. 26 to 30, witnessed genres and high octane music events. A festival dedicated to Indian and International artists performing live under one single blue-blooded dance music fans for who music is a way of life, it roof to deliver a consummate EDM experience for fans. The witnessed a constellation of international and home-grown talent line-up included Above & Beyond, Ferry Corsten, Benny Benassi, performing at the festival.” Hard Rock Sofa, Alvaro, Norman Doray, Albin Myers, John 00 Fleming and Felix Cartal among many others. Nikhil Chinapa, Festival Director, Vh1 Supersonic, said: “The festival restored the spirit of community and passion for music. The fest saw art installations, hippy market, solar-powered stalls, By giving preference to top-notch DJs over commercial names, beach sports, grafitti panels painted through the festival, chill- the festival targeted devoted music lovers by featuring a mix of zones, a library and of course food stalls with various cuisines. It Indian and international artists - popular and underground. The rode on Viacom18’s broadcast strength, leverage through music festival also had a strong local focus, creating a platform to nurture brands like MTV and Vh1 and Chinapa’s understanding of the and promote some of India’s best DJs on the same stages as the global dance music industry. international artists.”

The Dumru Rhythm Festival promotes the rhythm diversity of India For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com across from promotions and on-ground updates latest on events For

Amit Bharatwansh Festival Director and Managing Partner, The Dumru Rhythm Festival

India’s very own rhythm festival, The Dumru Rhythm Festival Amit Bharatwansh, Festival Director and Managing Partner, will return for its 3rd edition this year at three different cities The Dumru Rhythm Festival, said: “India needed a rhythm - Mumbai, Bengaluru and Kolkata. Scheduled to take place festival especially because of its diversity in rhythm and because starting April, this event is being organized and executed by the solo drumming is slowly gaining popularity. Dumru has focused festival’s private, in-house team. The 1st edition saw attendance on one aspect of drumming each year. In the first edition it from 20,000 people over a span of three days, and this year, the was more Indian classical rhythm and in the second season we organizers are expecting to cross that benchmark. focused on drumming traditions from different parts of India.” 4 January 2014, EXPERIENTIAL MARKETING 25 ALSOENTERTAINMENT FEATURED Opinion

What’s the next Fest fetish after the surge of Music Fests? Why do you think so? By Dharm Patel

I think after music festivals, college festivals will be the next big thing. With many brands focusing on the urban youth, college festivals have fast become a hot bed for branding activity and I believe that this will only grow in the coming years. Like music festivals, college provide brands with a level of engagement that no advertising campaign can. It allows us to get involved in the youth culture and be a part of their causes as well.

In recent times, BlackBerry partnered with St. Xaviers College’s Malhar 2013, Mumbai. As part of the association, BlackBerry provided Malhar revellers with a unique experience of its Q5 smartphone while engaging them with exciting contests and giveaways. What this allowed us to do is put a finger on the youth pulse to understand what makes them tick and ensure our brand Ashish Gupta gives them that. Director - Marketing BlackBerry, India

In my mind, a festival in a geography (weather a micro community/city/state/country/continent) is linked with the journey of cultural evolution wherein festivals play a great role in demonstrating the current state and also gives vibrant indication of things ahead. With regards to the music festival wave, I see the journey this far been skewed towards certain genres and hence I see it growing further wide yet strong as it covers different geographies, genres, formats and mediums. I see two future trends:

a. A great surge in passion related festivals wherein common interest groups will come together in a large count and frequency. This will include hobbies, interests including performing and Nishant Parashar Director non performing arts. There are promising initiatives in biking, driving, literature, sports but the engage4more list can grow very long. With a vast spread of our nation and increasing dispensing incomes, there is a vast scope for everyone!

b. Festivals for largest captive audience – the corporate world! engage4more is committed to take a pole position in this and we are investing heavily to create world’s largest corporate festivals in arts, sports and much more. Our CTC (Corporate Talent Championship) is already a 100 + corporates and 10,000+ participating individual initiative which is expected to grow over 100% every year!

I still feel this surge will carry on since we aren’t really at par yet with global standards of music festivals that take place abroad. We’re still getting there and there are only a few actual credible music festivals.

It’s really great to see so many attempts at creating full-blown festivals with multiple genres, art installations, flea markets, etc. But, we’re still far behind. I feel this year we’ll have more substantial festivals which will raise the bar for the experience and music. Global festival brands are keeping a close eye on Indian markets and an entry from any of this is predictable.

Arnold Wilson Apart from festivals with mainstream genres, there will be more boutique/niche festivals Manager – Marketing & which will focus more on alternate genres and sub-genres. These smaller fests will focus on Business Development underground sounds, which the usual EDM fans might not be used to listening to, hence giving Submerge them an opportunity to explore newer sounds. Powered by Powered 4 January 2014, EXPERIENTIAL MARKETING 26 ENTERTAINMENTPhotoALSO FEATUREDFeature In Focus

Enchanted Valley Carnival leaves its audience truly enchanted Held in Aamby Valley City, the three-day festival organized by Twisted Entertainment saw a plethora of stellar artists apart from various adventure activities. By Dharm Patel

The grand closing of the inaugural Enchanted Valley Carnival 2013

A property of Twisted Entertainment, the addressed the media and guests and highlighted the details about the music festival. first ever Enchanted Valley Carnival, an experiential music festival, took place on Tons of pre-parties were held, which created the required buzz through digital mediums. Dec. 6, 7, 8 at Aamby Valley City’s Festival Right from June to November, EVC held eight pre-parties across Mumbai, Bengaluru, Arena. Produced by Ignite Infotainment, Delhi and Pune with various artists including Daddy’s Groove, Scarlett Etienne, Claudia the unique festival that took place around Cazacu, Linnea Schossow, Lost Stories, Anish Sood and Ankytrixx. Being its inaugural an air runway combined a picturesque edition, these parties helped EVC put its name out there for music aficionados. locale, riveting performances, adventure sports and a camping experience for an As if these weren’t enough, the EVC Launch Party was held a week before the festival. entertaining weekend. World Number 8 DJ Steve Aoki performed at SVP Stadium (NSCI) in Mumbai on Nov. 30. The opening sets were by Miki Taka, Lost Stories, Anish Sood and Aditya Wanwari. An enchanting tale Aoki’s pumping two-hour set was a real party, where he not only sprayed champagne onto Sometime in September last year, everyone but also caked them all on his birthday. (You can check out the party pictures in Bollywood stars Arjun Kapoor and our Glimpses section towards the end of the magazine) Jacqueline Fernandez officially announced the first ever EVC. Asit Koticha (Chief Speaking about the property, Shaju Ignatius (Co-Founder of EVC) and Shoven Shah Promoter of EVC), Vivek Kumar (CEO (Co-Founder of EVC and Director of Twisted Entertainment) said: “The experience we’ve of Aamby Valley City and Hotel Sahara had at international festivals inspired us to initiate this property. EVC was our attempt to Star), Shoven Shah (Co-Founder of EVC bring a festival of similar style and format for the Indian audience, clubbing music with and Director of Twisted Entertainment) adventure and camping. In addition to all the music mayhem, we are adding fire-power and Shaju Ignatius (Co-Founder of EVC) for the brave at heart with a selection of multiple outdoor activities. It was so much more 4 January 2014, EXPERIENTIAL MARKETING 27

Shaju Ignatius ATB a.k.a. Andre Tanneberger after his first ever performance in India Co-Founder, EVC

“The experience we’ve had at international festivals inspired us to initiate this property. EVC was our attempt to bring a festival of similar style and format for the Indian audience, clubbing music with adventure and camping.” than a music event; the overall experience left the fans truly enchanted.”

Speaking about Aamby Valley’s association with the festival, Vivek Kumar, CEO of Aamby Valley City and Hotel Sahara Cosmic Gate on the decks with Emma Hewitt singing live Star said: “We at Aamby Valley City are extremely pleased to extend our support Shkabang, Kohra, SickFlip, Helium Project, Sound Avtar, Bay Beat Collective, Sandunes, to this unique festival. Through our Gravy Train, Rudee, BLOT, Reggae Rajahs, Rohan Kapoor, Abhishek Mantri, Bullzeye, association with EVC our aim is to provide Kay Mikado, Praveen Achary, Delhi Sultanate & Begum X, Whosane & Anastasia, Aditya music lovers with an international music Wanwari, Priyanjana, Algorhythm, Madboy/Mink, MAN, Anil Chawla and Swarathma. experience. We always strive to present our guests with unique offerings and The associate sponsor was Aamby Valley City whereas the co-sponsors were Vh1, look forward to bringing many more such Budweiser and MTV. Slick was the artist booking partner, Rolling Stone was the magazine experiences to India.” partner, EVENTFAQS was the trade media partner, Radio One was the radio partner, Gold’s Gym was the fitness partner and Simca Advertising was the outdoor partner, The festival showcased about 60 BookMyShow was the ticketing partner, Go Yolo was the merchandising partner, Times international and national DJs/producers/ Music was the label partner, Jean-Claude Biguine was the wellness partner and Cards4U artists/live acts including ATB, Cosmic was the youth connect partner. Gate, Martin Garrix, Taio Cruz, Emma Hewitt, Gabriel & Dresden, Chicane, EVC began with social media promotions and currently has about nearly 110,000 likes Myon & Shane 54, BassJackers, Super8 on its Facebook page with about 2,000 Twitter followers. EVC had a 360 degree media & Tab, Gabriel & Dresden, Umek, Mike campaign closer to the event, which was across all platforms like TV, radio, OOH, print, Vale, Jody Wisternoff, Claudia Cazacu, etc. AVs were played at all Golds outlets, along with merchandising. Jeremy Olander, Fehrplay, Jaytech, Matt Darey, Rae, Sophie Sugar, Miki Taka, Miss An adventure in music Melera, TV Noise, Jwaydan, Arjun Vagale, In addition to the music, the elements that differentiate EVC from other festivals is the Ankytrixx, Lost Stories, Anish Sood, selection of camping options and outdoor activities that people can enjoy, making EVC a Indian Ocean, The Raghu Dixit Project, one of a kind experiential festival. There were adventure/water sports, outdoor camping, Shaa’ir & Func, Dualist Inquiry, M.Mat, flea market stalls, gaming areas, hot air balloons, multi-cuisine food stalls, chill-out zones 4 January 2014, EXPERIENTIAL MARKETING 28

Shoven Shah The Enchanted Village comprising all types of tents and leisure zones Co-Founder, EVC Director, Twisted Entertainment

“In addition to all the music mayhem, we are adding fire- power for the brave at heart with a selection of multiple outdoor activities. It was so much more than a music event; the overall experience left the fans truly enchanted.” and bars. Adventure activities included zorbing, paintball, jet-skiing, etc. EVC also provided shuttle services from Lonavla to Aamby Valley. Indian Ocean performing at the Indie stage The Enchanted Village EVC was the first music festival in India stages had different setups and technology based on the genre of music it played. Top-of- to include camping on a large scale where the-line sound, lights and jaw-dropping visuals accompanied the diversity of the artists all people could choose types of tents or even in one crackling package. Hosted by Ramona Arena, the music started around noon and bring their own. The campsite, called the ended at 10 pm, followed by the after-parties which went on till 3 am. Enchanted Village, was a walking distance away from the main arena. The site saw Day 1 bonfires, barbeques, live jam sessions, Starting off with sets by Miss Melera, M.Mat and Gravy Train got the party started as toilets, shower areas, workshops, food stalls, throngs of music aficionados poured in for the first edition of EVC. Keeping the vibe alive bars, tuck shops, fun activities, first aid were DJ Rae, Sophie Sugar, Kohra, Skhabang and Ankytrixx. facilities, lounge areas (with electric points for charging), lockers, etc. After a night of Headliners Umek, Myon & Shane 54 and Sound Avtar upped the tempo and had the insane music and fun, there was nothing crowds grooving to foot thumping music as the night set on the first day of EVC. Speaking like warming up next to a campfire on a on the occasion, Ignatius and Shah said: “The ambience, the atmosphere and the music chilly December night. Aamby Valley City, set the tempo for the first day of the first edition of EVC. The response to the camping nestled in the plush environment of the options and adventure sports has been tremendous and that has made EVC a successful Sahyadri range, dropped to temperatures of experiential music festival, a one of its kind in India. We are extremely excited and look about 10 degrees. forward to Day 2 and 3 at EVC 2013.”

Let’s get enchanted Day 2 EVC witnessed about 20,000 fans over the Abhishek Mantri, Rohan Kapoor and Sandunes had the crowds kickstart their day with three days. There were four stages which their groovy tunes and sets by Rudee, Praveen Achary, TV Noise, Miss Melera continued played music of varied genres (mainstream, the vibe into the late afternoon. Energetic sets by Lost Stories X Anish Sood, Matt Darey, techno, trance, live & indie). The four Jody Wisternoff and Dualist Inquiry had the crowds dancing and singing to the tunes 4 January 2014, EXPERIENTIAL MARKETING 29

Myon & Shane 54 performing on the first day of EVC

Vivek Kumar CEO Aamby Valley City & Hotel Sahara Star

“We at Aamby Valley City are extremely pleased to extend our support to this one-of-a-kind festival. Through our association with Enchanted Valley Carnival our Hot-air balloons taking off in the background as fans party on the third day aim is to provide music lovers with an international music experience.” in to enchant us with her vocals live. Over at the techno stage Chicane’s set included a mix of his popular and more recent tracks. The energy and excitement was palpable in as dusk set at the arena. Some of the the air as headliner ATB came on to the main stage and performed for the first time ever biggest stars in music took the stage as the to Indian audiences. He had the crowds jumping, shouting and chanting his name as he night progressed at EVC. Shaair + Func concluded a two hour set that marked the end of Day 2 at EVC. followed by Indian Ocean had the Indie stage audiences mesmerized with their Day 3 performances. The main stage came alive The finale of EVC, was the biggest, grandest and loudest day of the festival as the artists as Cosmic Gate played one of their most brought on their A-game and music lovers let their hair down danced with aplomb to riveting sets, where Emma Hewitt joined some of the biggest names in music. Excitement was in the air as Anshul Makhija, Aditya Wanwari, Priyanjana, Whosane + Anastasia and Algorhythm had the crowds kick start their day with their groovy tunes. Miki Taka, Sophie Sugar, Jaytech, Matboy/Mink and Swarathma upped the tempo as the day progressed and the mood was being set for the grand finale of EVC.

As the sun set over the horizon, the music stars shone at the fest. Jeremy Olander and Fehrplay, Super8 & Tab, Raghu Dixit Project played their best to an enchanted crowd. As the final few hours of the festival came close the crowds were in for a musical treat with headliners like pop sensation Taio Cruz and the youngest star on the EDM scene - Martin Garrix. The last sets of the day were by power house duo Gabriel & Dresden and BassJackers who had the audience jumping to their tunes and asking for more. The surprise element for the finale saw Garrix do an impromptu high octane mix with BassJackers as firecrackers lit up the sky to mark the successful end to the first ever EVC.

Speaking on the grand occasion, Shah and Ignatius said: “We are extremely elated with the response to the first edition, considering the event was held away from Mumbai or Pune, which meant that the audience had to drive down specially for this. Apart from people attending from all over India, a few people also flew in from abroad to attend the festival. People took to the camping and adventure elements with equal enthusiasm as the music. The artists who performed here said they want to come back soon, so we will Martin Garrix and BassJackers continue to maintain the high standards we set in our first year itself.” 4 January 2014, EXPERIENTIAL MARKETING 30 ENTERTAINMENTPhotoALSO FEATUREDFeature In Focus

Above & Beyond returns to India for Group Therapy Submerge managed the four-city tour, which saw the launch of the blueFROG Amphitheatre in Pune. By Dharm Patel

Above & Beyond performing in Mumbai

UK-based DJ/producer trio Above & powered by Jack & Jones. The associate sponsors were Budweiser, Smirnoff, Vh1, MTV Beyond toured India last month as part of whereas other sponsors were Red Bull, Audi and Being Alive. The partners for the tour ‘Group Therapy.’ Submerge managed the involved Archie’s, Fun Cinemas, The Lalit, BookMyShow, Bright, 3rd Rock, Festival tour, which saw the trio perform at newly Sherpa, The Bangin Beats, Euphoric and DSN. launched blueFROG Amphitheatre in Pune on Nov. 21, E-Zone in Bengaluru on Nov. 22, Amaanta in New Delhi on Nov. 23 and Kamalistan Studios in Mumbai on Nov. 24.

International DJ/producer Seven Lions Nikhil Chinapa played an energecti dubstep set right before Co-Founder, A&B in three cities. Other opening sets Submerge across the cities were played by DJ Pearl, Willy and Nawed Khan, Praveen Achary, “The magic of Above & Beyond Mash, and of course Nikhil Chinapa. The is that they’re able to create first act in every city was performed by authentic, emotional experiences the winner of the MyFavDJ contest. A&B that genuinely touch people on played in each city for two hours, with the a personal level. Their music is so backing of great visuals. beautiful and profoundly affecting that it can move people to tears of The tour was presented by Café Cuba and joy.” 4 January 2014, EXPERIENTIAL MARKETING 31

Arnold Wilson DJ Pearl performing her opening set at the event Manager - Marketing and Business Development, Submerge

“With so many gigs taking place around this time, we’re very happy with the response we got for Above & Beyond, which just shows the trio’s loyal fanbase.”

Submerge goes all out and beyond to promote the tour Submerge extensively promoted the tour on all platforms, with various sponsors having tailor-made campaigns. This involved print, online, PR, outdoor/ hoardings, listings, articles, interviews, direct marketing, etc. Local promoters put up posters at hangouts like colleges, cafes, lounges and gave away handouts and flyers too. A few of the partners sent out newsletters as well.

Budweiser held a digital campaign whereas Fans showing their love for Above & Beyond Cuba held a social media campaign. Budweiser placed standees and tent cards Therapy’ ticketing offers. (at retails stores, bars, lounges, etc.) with special offers and contests where winners Group Therapy with Above & Beyond got free tickets for the show. A meet-and- Speaking about the tour, Nikhil Chinapa, Co-Founder, Submerge, said: “We’re incredibly greet session was held with A&B at the proud to have brought Above & Beyond to India for the first ever Group Therapy India Jack & Jones store. Cuba, a new drink, was multi-city show. The magic of Above & Beyond is that they’re able to create authentic, sampled at its innovative bar, in the style emotional experiences that genuinely touch people on a personal level. Their music is of a war bunker. Apart from the common so beautiful and profoundly affecting that it can move people to tears of joy. A&B is bars, the sponsors had individual bars and embedded at the heart of its listeners’ lives since their shows are immersive, interactive, stalls as well. and potentially life-changing. The trio has a long-standing connection with India.”

The venues promoted it weeks before the Commenting on the tour, Arnold Wilson, Manager - Marketing and Business event, Nikhil Chinapa mentioned it on Development, Submerge, said: “With so many gigs taking place around this time, we’re his radio show named Together, mobile very happy with the responses we got for A&B, which just shows the trio’s loyal fanbase. media (apps) created the required buzz Pune had about 1800 people, Delhi had nearly 3000 whereas Mumbai and Bengaluru and the organizers also had special ‘Group had at least 4500.”

4 January 2014, EXPERIENTIAL MARKETING 33

Simran Mulchandani Managing Director, blueFROG

“We are bringing the best aspects of blueFROG to Pune, all our partnerships, our mobile and web platforms, our content creation expertise, which will make the Pune blueFROG thrive and become the center of music activity.”

Last year, the trio played at Jayamahal Palace in Bengaluru with a line-up comprising Mat Zo, Norin & Rad, Andrew Bayer and Jody Wisternoff for their radio show. Speaking about the tour, Above & Beyond said: “India has always held a very special place in our hearts, which is why

Above & Beyond literally reaches out to its fans

we chose Bangaluru as the host city for the very first episode of Group Therapy Radio last year. That show remains one of our fondest gig memories and is something we’ll never forget. One of our only regrets about last year’s visit was that it was only in one city, so this time we expanded the tour to Delhi and Mumbai in addition to Bangalore.”

The blueFROG Amphitheatre in Pune, which can accommodate up to 2000 people, was launched with A&B’s performance. Dice Hospitality in partnership with blueFROG brought the brand into Pune. Speaking about the new venue, Simran Mulchandani, Managing Director, blueFROG, said: “In Dice Hospitality, we have found the ideal partners to bring blueFROG to Pune. Ishan Bhale and Govind Thakker are ideal co- conspirators, who understand the real estate and F&B markets in Pune very well. We are bringing the best aspects of blueFROG to Pune, all our partnerships, our mobile and web platforms, our content creation expertise, which will make the Pune blueFROG thrive and become the center of music activity. We are also in the process of networking with such partners in other key metros including Bangalore, so that through the synergy of our collective competencies we can create landmark destinations offering the most sought- Seven Lions during his set after mix of music, F&B and culture.” 4 January 2014, EXPERIENTIAL MARKETING 34 PhotoENTERTAINMENT Feature Photo Feature

MTV, Live Viacom18 and Cineyug combine Bollywood and EDM Titled Bollyland, the music festival featured artists like Mika Singh, YoYo Honey Singh, Hard Kaur, Sunidhi Chauhan, etc. By Dharm Patel

MTV, Live Viacom18 and Cineyug brought together two popular sounds, Bollywood and electronic dance music (EDM) to create a dance music festival for the young generation. Titled Bollyland, the music festival saw live performances by singers teaming up with Bollywood DJs.

The festival took place at Kingdom of Dreams, Sector 29, Gurgaon on Dec. 20. A special preview of Bollyland also took place at Ghungroo, WelcomHotel Dwarka, New Delhi, where Mika Singh and Honey Singh performed live to beats of DJ Aqeel and DJ Chetas under one roof.

The line-up at Bollyland featured Mika Singh who set the tempo for the night along with the latest Bollywood music sensation YoYo Honey Singh who delivered electrifying performances. Adding to the global flavour of Bollywood, came in UK chart topper Hard Kaur, with her trademark hip-hop based tunes. She was followed by talents Aditya Swamy like Sunidhi Chauhan, Harshdeep Kaur, Tulsi Kumar, Shibani Kashyap and Kavita Seth. These artists collaborated with DJs like Aqeel, Chetas, Khushi, Sumit, Kiran and together they kept the crowd grooving to the Bollywood beats on the dance floor.

The event witnessed the presence of Jaideep Singh of Viacom18, Sanjay Sharma of WelcomHotel Dwarka and Ali Morani of Cineyug Entertainment, who took everyone through the concept of the festival. Adding more spark to this preview was Lucky Morani who graciously hosted this event.

World class production with cutting-edge audio visual technology delivered an electrifying experience and power packed entertainment to the crowd. The entire ambience was set up with larger-than-life installations, Bollywood inspired areas which showcased some of the best from the Bollywood world. For those who wanted to take back Shubhodip Pal memories, other than the music, could buy some spunky Bollywood inspired merchandise in shops set up at the venue.

The festival has been conceptualised by LIVE Viacom18 (which is 4 January 2014, EXPERIENTIAL MARKETING 35

a subdivision under Integrated Network Solutions) in partnership grandeur and scale as MTV Bollyland is an ideal platform for us with Cineyug Entertainment and was presented by Micromax. The to engage with the youth and hope the fans have a ‘Nothing Like hospitality partner was Ghungroo, WelcomHotel Dwarka; venue Anything’ experience. We would continue to create more such partner was Kingdom of Dreams; radio partner was Radio City. experiences for the Indian youth by bringing alive more such The event was supported by EVENTFAQS, Publicity Engineers, brand associations.” ArtistAloud.com, Shahi Vilaas and Kyoas. Speaking on hosting the event, Commenting on the launch of the Viraf Sarkari, Director, Kingdom of festival, Jaideep Singh, Sr. Vice Dreams, said: “Being a one-of-its kind President and Business Head – INS, leisure entertainment destination, Viacom18 Pvt. Ltd. said: “While our priority is to entertain our Bollywood music is an eternal audiences by bringing in new favourite for most of us, EDM has experiences. We are delighted to host been gaining vast popularity. This this unique musical presentation made it an interesting mix for the for LIVE Viacom18 and hope Indian audience who witnessed a that the people will experience fusion of these genres. Viacom18 Viraf Sarkari entertainment, unlike any other with Jaideep Singh Live, Cineyug and MTV is a dream brilliant performances, at Kingdom of Dreams.” combination for a property like this and we are proud to have created an unforgettable experience for our audience. When Being led by MTV, the festival was heavily promoted on the we decided to create a Bollywood music property, it was only MTV channel via spots and other content pieces which were befitting to partner with Cineyug. With their extensive Bollywood produced by Viacom. Further, Viacom also extensively engaged experience over the years and Viacom18’s reach the event was with different mediums such as radio, print, online, multiplexes, spearheaded by none other than the iconic music brand MTV. outdoor, etc. Our aim and objective was to create an interesting and unique sound for the audience, which is why we mixed two of the most popular music genres like Bollywood and EDM.”

Speaking about the property, Mohomed Morani, MD, Cineyug Entertainment Pvt. Ltd said, “We were really excited to partner with LIVE Viacom18 on a property this unique and first-of-its-kind in the world. The impressive constellation of performers and DJs who performed at the festival are some of the best in their respective genres. Mohomed Morani This festival was a positive boost in elevating the profile of the Indian music Industry and setting a new genre of music worldwide.”

Adding to this, Aditya Swamy, EVP & Business Head, MTV India said: “We are excited about bringing a new sound to our music scene. Whenever we have curated these experiments, our fans have come back asking for more. Fans want the experience - to feel, to see, to participate. Initiatives like this give us the music leadership that we are constantly driving. Bringing Bollywood and EDM together in a festival format is going to create an energy like never before.”

Speaking about Micromax presenting the fest, Shubhodip Pal, Chief Marketing Officer, Micromax said: “Indians love their music and Bollywood is the most popular genre amongst the Indian music lovers. Micromax has always believed in bringing alive the most unique experiences for the Indian youth through our brand associations across the three pillars of music, movies and sports. We are really excited to be associated with a property of such

4 January 2014, EXPERIENTIAL MARKETING 37 PhotoENTERTAINMENT Feature Photo Feature

India Resortwear Fashion Week brings the internationally popular resort wear industry to the forefront E-sense Entertainment organized this event, which ended with the maiden edition of the India Glamour and Fashion Awards. By Tina Thakrar E-sense Entertainment organized the 3rd edition of the India Resortwear Fashion Week (IRFW) and the maiden edition of India Glamour and Fashion Awards and the India Resortwear Fashion Calendar. In order to highlight the budding significance of the internationally popular resort wear industry, E-sense brought on Rocky S as the creative director for the event. The IRFW was held on Dec. 12 and 13 at Taj Lands End, Mumbai and concluded with the awards on Dec 14.

Speaking about the main objective of the IRFW, Reema Rathod, Manager, E-sense Entertainment, said: “India Resortwear Fashion Week is a unique initiative to develop the market of resort wear and reward the people who have made this industry so successful. Though resorts could be for any kind of climate, over the years resort wear has also become synonymous Reema Rathod with beach wear or something that suits the sea or riverside climate. Resort wear is more than just bikinis, sarongs and flip-flops; this is the message we try to convey through this initiative.”

Fashion designers like Pria Kataria Puri, Archana Kochhar, Masaba, Riddhi & Siddhi MapxencaRS, Babita Malkani, Turquoise & Gold, Malini Ramani, Surily Goel, Nandita Mahtani, Rocky Star and Falguni and Shane Peacock were some who displayed their collections at the show, which promoted apparel, accessories and concepts related to holiday wear. Sushmita Sen, Anusha Dandekar, Siddharth Mallya, Kangana Ranaut, Ayushmann Khurrana, Sonali Bendre, Preity Zinta, Bipasha Basu and Shraddha Kapoor formed part of the attendees.

Speaking about furthering the property’s spate in the fashion fraternity, Rathod said: “India Resortwear Fashion Week is a complete professional arena for the fashion press, retail buyers, and others with influence in the fashion world like Bollywood stylists in search of the perfect holiday dresses and socialites and celebrities whose wardrobe choices are widely copied. Resort wear has a big international market but is still a developing industry in India. IRFW caters to emerging and established Indian designers who live across the globe.”

Adding further, she said: “We intend to carve a niche in the fashion fraternity by making India Resortwear Fashion Week and the India Glamour and Fashion Awards a yearly property.” 4 January 2014, EXPERIENTIAL MARKETING 38 PhotoENTERTAINMENT Feature Photo Feature

Hello! Hall of Fame Awards reward SRK and Rekha among others The glamorous awards show was executed by Cream Events for the second consecutive time. By Dharm Patel

The personality-based ‘Hello! Hall of Fame Awards’ took place Speaking about the event, Adnaan on Nov. 24 at the Palladium Hotel in Mumbai. Now in its fourth Shaikh, Head - Creative, Cream edition, the glamorous awards show was executed by Cream Events said: “The awards have Events for the second time in a row. become an annual event we at Cream Events eagerly look forward to. From There was a total of 260 attendees including winners Shahrukh a creative look, an evening of this Khan (Entertainer and Superstar of the Year), Rekha (Timeless scale and repute, needs absolute Icon), Gulzaar Saab (Lifetime Achievement for Cinematic dedication and detailing and with Excellence), Deepika Padukone (Entertainer of the Year - every passing year, we aim to up the Female), Pradyot Singh (Young Royal), Abhishek Lodha (Rising ante. This year too, we played on the Businessman), Anil Aggrawal (Businessman of the Year), Leander Adnaan Shaikh large spaces available and created an Paes (Sportsman of the Year), Sabyasachi (Contribution to interesting focus piece for every area.” Fashion), Paresh Maity (Artist of the Year) and many more.

Speaking on the occasion, Tarun Rai, CEO, Worldwide Media, said: “The award winners are those who have achieved fame because they are stars in their respective fields. Tonight, under one roof, we had stars from fields as diverse as business, arts, entertainment, sports and fashion. Hello! salutes these stars by welcoming them into its Tarun Rai Hall of Fame.”

The event was a multi-course black-tie dinner with dedicated tables and strict attendee lists, which also included Priyanka Chopra, Ranveer Singh and Kangana Ranaut. The entertainment highlight of the event was a classic to contemporary piece choreographed by Tushar Kalia, a symphony of lights, sound and dance forms. 4 January 2014, EXPERIENTIAL MARKETING 39 PhotoENTERTAINMENT Feature Photo Feature

4th BIG Star Entertainment Awards sees a starry attendance Presented by Reliance Broadcast Network and Star Plus, the show was executed by Archer’s Entertainment. By Dharm Patel honour exceptional talent and potential within India’s Film and The 4th edition of the BIG Star Entertainment Awards presented Television fraternity. The awards continue their legacy each year by Reliance Broadcast Network and Star Plus rolled out its red as the fraternity comes together to felicitate some of the most carpet to the entertainers who graced the gala night at Dec. 18 at accomplished members of the industry. It is a continued effort to Andheri Sports Complex in Mumbai. recognize and reward achievers for work done in the previous year - creative as well as technical. The award night was telecasted on The event honored the most deserving entertainers and achievers Dec. 31 at 8.00 PM on Star Plus. across film, television, music and sports. The entertaining extravaganza also attracted India’s leading Bollywood celebrities, who eagerly posed for the shutterbugs and put up dazzling performances for their fans.

The night saw performances by Salman Khan, Kareena Kapoor, Sunny Leone, Puneet & Tushar, among others. The show was hosted by Sunil Grover and Shreyas Talpade. The duo kept the audience entertained throughout the ceremony with their wit, charm and commendable on-stage camaraderie.

Apart from the performers mentioned, the attendees included Aditi Rao Hydari, Aditya Roy, Alka Yagnik, Amitabh Bachchan, Ayan Mukherjee, Deepika Padukone, Farhan Akhtar, Gulshan Grover, Hard Kaur, Kabir Bedi, Mahie Gill, Manish Paul, Prasoon Joshi, Rakesh Roshan, Rohit Shetty, Saroj Khan, Shilpa Shetty, Shraddha Kapoor, Soha Ali Khan, Sonakshi Sinha, Terence Lewis and Yo Yo Honey Singh among many others.

While the film awards have categories ranging from the BIG Star Most Entertaining Social - Drama Film, BIG Star Most Entertaining Action Film and BIG Star Most Entertaining Thriller Film, to BIG Star Most Entertaining Comedy Film and BIG Star Most Entertaining Romantic Film, the category for other awards are just as diverse, with one of them introduced to honor actors in a social role.

Speaking about the awards, Tarun Katial, CEO, Reliance Broadcast Network said: “Apart from honoring India’s most loved entertainers, the awards brought audiences across India some of the most spectacular performances by the biggest stars from the Indian entertainment industry. The nominees for the awards represented the finest work Tarun Katial done during the year and celebrated exceptional talent. Like always the awards were packed with glamour, marvelous performances, suspense and excitement. It was an absolutely wondrous evening people couldn’t afford to miss.”

Conceptualized by Reliance Broadcast Network Limited and Star Plus, BIG Star Entertainment Awards were instituted to 4 January 2014, EXPERIENTIAL MARKETING 40 ENTERTAINMENT ExM Promotion

Deltin, the new name for luxury and glamour! The largest and only listed company in the Gaming and Hospitality segment!

Delta Corp Delta Corp is a fast-growing Indian positions. In addition, Delta also has an expression of “in-principle” interest to set up a company operating primarily in two second onshore casino in Daman. business segments – Gaming and Hospitality. It is also the largest and only listed company in this space. Delta Corp entered the Gaming and Hospitality segment in 2008 with a view to provide an international gaming experience in India. In a short duration, Delta Corp has become a market leader in the Indian gaming and entertainment Industry. Going forward, the company intends to consolidate its position by adding casinos to its existing portfolio in Goa besides expanding its gaming and entertainment presence in other destinations as and Deltin Royale Gaming Floor when opportunities open up in the future. Hospitality Gaming and In keeping with global industry practices, Delta Corp sees the hospitality sector as synergistic to its gaming business. It has, therefore, ventured into the hospitality industry Entertainment to provide an enhanced gaming experience. Delta Corp operates two offshore casinos – Deltin Royale and Deltin Jaqk – that Delta Corp currently operates two hotels in Goa – Deltin Suites and Deltin Palms, with a offer about 1,200 gaming positions. total of 133 rooms. Both properties are centrally located and offer convenient transfers to Deltin Royale is India’s largest and most the casinos from the Reis Magos jetty for Deltin Suites and a private jetty in Deltin Palms. luxurious offshore gaming vessel. Further, Both hotels are equipped with the latest amenities such as gym, spa, swimming pool, Delta Corp will also shortly launch its restaurants, and wi-fi to cater to guests’ needs. Delta Corp is soon to open ‘The Deltin’, onshore gaming operations in the Union which will be the first integrated Hotel & Resort in India. Territory of Daman, adding another 1,000- 1,500 gaming positions. Of the current five offshore live casino gaming licences issued by the Government of Goa, Delta owns three. These gaming destinations – Deltin Royale and Deltin Jaqk offer a variety of international games, and a gaming experience similar to that in global gaming centers such as Las Vegas, Macau and Singapore.

Delta Corp is expected to operate an onshore casino within a 5 star Hotel in Deltin Suites Daman that will offer 1,000-1,500 gaming 4 January 2014, EXPERIENTIAL MARKETING 41

Deltin Royale Deltin Royale is India’s largest live offshore gaming vessel. It is a luxurious destination casino that offers something for everyone - gamers, tourists and large groups. Besides international games such as Baccarat, Blackjack, and Roulette, Deltin Royale also has the country’s only dedicated ROYALE POKER ROOM as well as an exclusive TAASH ROOM for Indian Flush. DeltinRoyale-Exterior-3 The ship has 850 gaming positions across 123 tables and 250 slot machines. The four-level casino also has an in-house dining and entertainment restaurant, VEGAS and an exclusive lounge WHISKYS with an extensive single malt collection. At the VEGAS restaurant, you will find a lavish multi-cuisine buffet along with live entertainment every night. And the jewel in this casino crown is the exclusive WHISKYS LOUNGE, with a magnificent selection of Single Malts and hand-rolled cigars. Deltin Royale also offers deluxe VIP Gaming Suites that select guests can choose to stay and play in.

Royale Poker Room

Vegas Restaurant Whiskys Lounge

Deltin Jaqk Deltin JAQK is one of India’s leading live speed feeder boats from multiple jetties. The casino also houses a crèche and playroom offshore gaming casinos with 350 gaming for children, an Aquabar, and 2 VIP suites. Deltin Jaqk is among India’s most popular positions. Offering international games, gaming destinations, loved for its range of games, the attention to each guest and the live entertainment daily, and separate VIP unforgettable casino experience. Anchored in the Mandovi river, Deltin Jaqk is the perfect gaming areas, the casino is also equipped way to spend a night in Goa: with its high quality restaurants, scintillating entertainment with a helipad, and is serviced by high and international-level gaming, this casino is the first stop for gamers and tourists alike.

Deltin Jaqk-Gaming Floor Deltin Jaqk Exterior 4 January 2014, EXPERIENTIAL MARKETING 42

Deltin Palms Set alongside a quiet waterfront of Panjim’s Mandovi River, Deltin Palms offers a choice of 27 private residences set in Goa’s green countryside. Part of the DeltinGroup family of resorts, Deltin Palms is equipped with modern facilities designed with a classic Goan touch, while our residences offer a river view best enjoyed from the large private balconies. What’s more, our spacious residences make you feel like you’re in your own Goan villa. Each of our 27 rooms has a unique layout, so you can enjoy a different experience each time you return. Large private balconies are a feature for Deltin Palms Suite-1 residences overlooking the Mandovi bay, while each village view residence has a private garden to itself.The highlight of Deltin Palms, of course, is your own private jetty that offer complimentary speedboat transfer to our casinos.

Deltin Palms Poolside

“Rebranding our properties is an opportunity for us to complement our continued growth and expansion as an organization, plus introduce a stronger brand identity which is more descriptive of our mission, products and services. Our primary focus has always been on providing premium experiences as we stand for luxury and glamour at each of our properties and the Deltin brand is an accurate reflection of that. As a concept, DeltinGroup stands for a lifestyle that values luxury and its attendant qualities” - Jaydev Mody Chairman of Delta Corp Ltd. Deltin Palms Bay View 4 January 2014, EXPERIENTIAL MARKETING 43

Deltin Suites Deltin Suites is set a few minutes away from Coco Beach and less than 15 minutes away from Candolim Beach in North Goa. Each room is equipped with an attached bath and shower, mini-bar, in-room safe deposit box, temperature control, direct dial telephone facilities, and free wireless internet. With two pools – one especially for kids – spa, gym, restaurants and lounge bar, Deltin Suites offers every luxury you have come Deltin Suites Poolside View to expect from DeltinGroup properties. Less than an hour away from the Dabolim airport.

With 106 suites, Vegas restaurant, 24x7 room service this luxury hotel near Candolim beach is the perfect vacation home in Goa. Each suite comes equipped with a kitchenette, LCD TV and en-suite bathroom. With an outdoor swimming pool, gym, spa, and free wi-fi, Deltin Suites is perfect for couples, families and groups. The Whiskys Lounge allows you to relax with some of the world’s top Single Malts. The hotel also offers free transfers to Deltin Suites - Suite-3 Deltin Royale and Deltin Jaqk casinos.

Deltin Suites - Suite-1

Deltin Suites - Whiskys Lounge Deltin Suites Front Porch

promotion SPONSORSHIP MARKETING on-ground campaign 92.7 BIGFMandEmamiconcludeexclusive10-city of ‘DoRight’ Tata CapitalhelpscommunitieswithPhase2 on theparameters beauty, ofnatural andintellect. talent the registered were attheircolleges.Winners contestants judged day huntcontest saw among thetalent BIGFMRJs kicking off registrations for thecontest attherespective colleges.Thesecond and Advansed Moisturising Lotion. day Thefirst saw on-ground Emami’s newest Boroplus brands Anti-Pollution DailyFacewash they were judgedby noted localRJs.Thecampaign was ledby compete for thetitle of‘Boroplus MissNaturally Beautiful’where huntto inaspeciallyconducted talent to participate opportunity Indian citiesgave young girlsintheagegroup of17-24 years an This campaign, which was launched incollegesacross 10 ground campaign named‘Boroplus MissNaturally Beautiful.’ 92.7 BIGFMandEmamirecently concludedanexclusive on- and determination from someoftheremotest ofthe parts Right’ isaimedto identifyunique stories perseverance ofcourage, initiative, thesecondphase‘Half Stories -Thejourney ofDoing Communication, Tata said:“Continuingthe‘DoRight’ Capital, Veetika Marketing Head-Brand Deoras, andCorporate withNGO,Unitedinitiative isinpartnership Way ofMumbai. communities people andin the remotest The of the country. parts from thesocietyparticipation atlarge andfundthedreams of Right’ initiative. Withthisactivity, Tata aimsto generate Capital - TheJourney ofDoingRight’-thesecondphaseits‘Do Tata recently announcedthelaunch Capital of‘HalfStories Briefs who willcontribute to thesestories andhelp complete them. andtheotherthe country, ‘half’iscomprising thepeopleatlarge of isemanatingfrom‘Half’ stories somepart -as‘half’ of thestory this journey, theteam intends ondiscovering 12 stories, titled (HimachalDharamshala to Pradesh) Guwahati (Assam).Across The HalfStories initiative encompasses a2000kmjourney from happy endto theirstories.” theirneedsanddreams,step effectively inandsupport scripting a citizenslikecommunities livingthere andthenlettingus ordinary highlightingthechallengescountry, faced by theindividuals/ listeners andmarketers.” happy to continueto offer valuethrough ourcampaign to our products herbeautyinaunique whilecelebrating way. We are girlsto sample and confident the young, Boroplus’ smart new like beauty, natural andintellect. Thecampaign talent alsourged allowed young aspiringladiesto cometo thefore basisparameters initiativePadmanabhan, Business Head,92.7BIGFMsaid:“This beautiful. message ofbeingnaturally registration processes, straightforward formats andadown-to-earth huntgarnered by increased waytalent participation ofunfussy each cityandwas actively promoted through 92.7BIGFM.The Jalandhar. huntwas conducted in ten colleges in Thetalent Chandigarh, Bengaluru, Ranchi, Kanpur, Surat, Allahabadand The campaign was heldacross thecitiesofIndore, Bhopal,Delhi, 4 January 2014,4 January EXPERIENTIALMARKETING44 92.7 BIGFM Business Head, Ashwin Padmanabhan Tata Capital Corporate Communication, Head -BrandMarketingand Veetika Deoras

For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com 4 January 2014, EXPERIENTIAL MARKETING 45

Crompton Greaves and PGTI culminate CG Open 2013

Padamjit Sandhu Director, Professional Golf Tour of India

each passing year, endorsing talent and furthering the game of Crompton Greaves Limited (CG), part of the US$ 4 bn Avantha golf. We experienced some exciting golf at this year’s CG Open.” Group, and the Professional Golf Tour of India (PGTI), concluded the CG Open 2013 at the Bombay Presidency Golf Padamjit Sandhu, Director, Professional Golf Tour of India, Club in Mumbai. The four-day tournament, with a prize purse of said: “The CG Open is one of the marquee events on the PGTI Rs. 1 crore, concluded with the Pro-Am event earlier last month. calendar and an important week on the tour in western India. The The field featured players like Harendra Gupta, Angad Cheema 2013 edition of the tournament is set to witness some high quality and Rashid Khan. golfing action as the race for the Rolex Rankings crown enters its final and most exciting phase. Laurent Demortier, CEO & MD, Crompton Greaves, Avantha Group Company, said: “The CG Open delivers a one-of-kind Adding further, Sandhu said: “We thank CG for their committed experience filled with tradition and excellence showcasing elite support to Indian professional golf through the staging of this national players. It continues to be one of India’s much awaited event for the last seven years. The CG Open’s handsome prize major golf tournaments. In its 7-year history, CG Open has had purse of Rs. 1 crore has contributed towards making the sport many dramatic and captivating moments, raising the bar with more competitive.”

Tops sponsors the 12th annual Juris Cup for judges

Nitin Seth Joint Managing Director, G.D. Foods Manufacturing (India) For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com across from promotions and on-ground updates latest on events For

took part in the event.

Nitin Seth, Joint Managing Director, G.D. Foods Manufacturing The 12th Annual Juris Cup Golf Tournament 2013 was held (India) said: “It was a matter of great pride for us to associate under the aegis of ‘Legal Eagle Golfers Association’ in New Delhi once again with this prestigious golf tournament. This time, our last month at DLF Golf and Resort Club. Indian FMCG brand alliance with the cup was more delightful since we signed on as ‘Tops’ from G.D. Foods was the title sponsor for the event. their title sponsor. We look forward to a continued association with this grand event in the coming years as well.” The event saw top legal names (judges and lawyers) from the apex court and high courts battling in a different arena for the coveted The cup has earlier witnessed sponsorships from houses like title. This year’s event witnessed Chief Justice B.N. Kirpal Trophy Standard Chartered Bank, Sahara Airlines, Kuwait Airlines, and Arun Bharadwaj (Senior Advocate, Supreme Court of India) Reebok, Olive, Taylormade, Grand Inter Continental, GMR, received the Juris Cup in a special award ceremony held after the Tops, BJETS, ITC, Pernod-Ricard (Seagrams) and others who lent tournament. A special award, Lega Cup was also given away to their support for making the tournament a success. It has been the team of Delhi as well. As many as 150 golfers from pan India played at Delhi Golf Club, ITC Classic Golf Course, etc. 4 January 2014, EXPERIENTIAL MARKETING 46 SPONSORSHIP MARKETING Guest Column

“The Millenials wants more“ - Maneet Jolly

environment than the earlier generations. Not just in terms of media (Cable TV, FM Radio, the Internet), but communication as well (Smartphones, Social media).

But more important than anything else, they have grown up with different attitudes - higher level of awareness, a cosmopolitan connect, a more permissive mindset, and an almost cocky confidence that we as Indians are no less than any other. This socially hyper-connected generation has given rise to a dual need to belong to a tribe and yet have an individual persona.This has driven the need to explore interests beyond Cricket and Cinema.

And suddenly, we have music festivals like NH7 or Storm Fest that cater to a genre of music that not so long ago used to be considered alternative or underground in the Indian scenario. I have been told that this year’s Mumbai Comic Con was so crowded that there wasn’t place to breathe between the Batmans, Hulks, Ironmen and Wonderwomen.

The Jaipur Lit Fest is now a place for young, energetic people hungry for literature, philosophy and a desire to travel the universe in different dimensions on the wings of words and rhymes.

Every city that has an event venue now has a Fashion week. We have Gourmet experts in every second Instagram. Maneet has spent over 14 years in the telecom, There are artists visualizing the sky on bags better than Van Gogh did on his canvas. entertainment and the retail sectors. Currently Adventure tourism enthusiasts are climbing mountain trails across the country and he is General Manager (Marketing) with a coming back home river rafting or sky gliding. There are biker tribes exploring off road leading brand in the auto sector. He can be trails on gorgeous bikes we could only have dreamt of earlier. reached on Twitter at @maneetjolly There are more abuses hurled at a Chelsea or Arsenal football player every weekend than Change, as they say, is perhaps the only were ever bestowed on Javed Miandad when he hit that six in Sharjah. There are Comics constant. Change, as always, also brings breeding in every corner of a street or in every third tweet. And there are now more poets about opportunities. than there were during Ghalib’s times.

And it’s true for our country as well. We are no longer afraid to explore our individual identities. We are not bound by tradition. In this increasingly permissive and free society, this change is driving the desire McKinsey recently said that Cricket is for newer experiences. one of the things that binds us together as a nation. I believe so does Cinema Experiences that for us, as Marketers or Experiential Industry experts, are to recognize and and Cinema music, even if they are in create! different languages. But while on one hand there is a need within us to belong, These are the opportunities that can make legends of people who will ride this wave of there is an equal if not more powerful change. need within us to stand out and express our own individual personality. This doesn’t mean that Cricket and Cinema are dying. Far from it, it’s just that the Millennial audiences are not blinker eyed. In fact, they have got their eyes wide open, The Millennial generation in India, eager and curious. specifically those born in the 90’s, have grown up in a very different social And they are watching you. 4 January 2014, EXPERIENTIAL MARKETING 47 SPONSORSHIP MARKETING Photo Feature

Johnnie Walker organizes a one-day festival titled ‘The Journey’ The event, which witnessed music, film and arts, was executed by Oranjuice Entertainment. By Dharm Patel

Johnnie Walker celebrated its legacy and philosophy of personal progress through a one-day festival called The Journey, which concluded on Dec. 14 at Mehboob Studios in Mumbai. The event, which was attended by about 1000 people, was executed by Oranjuice Entertainment.

The event showcased performances by The Alan Parsons Live Project, Ouroboros - The Handspring Puppet Company, John N. Hart Jr., Shane Carruth and Qaushiq Mukherjee. Each of these artistes offered an inspirational story of personal and social progress, a critical attribute that made them an ideal choice for this platform.

The event, which took place from evening to nearly midnight, saw four stages, internationally renowned musicians and other artists, international theatre set in a specially built auditorium, a garden stage, a cinema hall and more. It was promoted through an extensive communications plan (social media, PR, OOH and advertising campaigns) designed to capture the TG’s attention and educate them about this offering.

Speaking about the property, Bhavesh Somaya, Director - Marketing & Innovation, Diageo India, said: “The aim of this festival was to inspire people. A confluence of global art and culture, the fest gave the audiences a wealth of cultural knowledge and inspiring content. In the future, it is expected to emerge as the cutting edge platform in Bhavesh Somaya India that will give audiences an opportunity to interact with experts, share progressive ideas and connect with like-minded people through moving performances, workshops and demonstrations.”

Speaking about the lineup of artists, Somaya said: “Finding the right artistes and performers to inspire audiences was imperative to bring the festival to life. Therefore, we cautiously handpicked the Walker, Smirnoff and many others. artistes as they would encompass the true philosophy of the festival The mandate was to build a property which is to inspire and celebrate personal progress. When we sat for Johnnie Walker that would best down to source the talent, our main criteria was to find individuals imbibe and celebrate much of what with phenomenal backstories, since we felt that their journeys had the brand stands for. Johnnie Walker to be equally compelling as the heights they have reached.” is an extremely prestigious brand to work for and we are fortunate to have Speaking about the association between Diageo and Oranjuice, gotten this opportunity. Our role was Owen Roncon, Director, Oranjuice Entertainment, said: “Ours is to conceptualise, design and execute a long and trusted association with Diageo dating back well over a this property alongside other media Owen Roncon decade. We have worked with their various brands such as Johnnie agencies that work with the brand.” 4 January 2014, EXPERIENTIAL MARKETING 48 SPORT MARKETING Briefs

Radio City encourages street cricket with Gully Premier League 3

Ashit Kukian President and COO, Radio City 91.1 FM

Radio City 91.1 FM held the 3rd edition of its property, Gully Premier League (GPL) to encourage the street cricket practice out and this produces one of the most engaging and adrenaline in India. The tournaments commenced in the last week of pumping concoctions. This season apart from the on-ground November and continued for a month, with series of matches version, we also introduced ‘Online Cricket’ that can be enjoyed between different ‘Gullies’ of the country. More than 12,000 on the digital platform.” teams participated in the on-ground event and over 400 registered on the digital platform. The tournament was spread over four phases and culminated with a finale at the Air India ground in Mumbai, where ‘Kannamwar Ashit Kukian, President and COO, Radio City 91.1 FM, said: Ke Dabang’ team from Vikhroli bagged the top spot with the GPL “The main objective was to engage with the listeners in a sport trophy and a cash prize of Rs. 1 lakh. As a promotional feature in that is loved by all. Cricket is a religion and playing for the gully this season, all the popular RJs of Radio City owned a team/area is a matter of great pride. GPL is a great way to let the passion and urged the listeners to support and cheer for their gully.

IMG Reliance announces 19th edition of Aircel Chennai Open

Anshu Jindal COO, For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com across from promotions and on-ground updates latest on events For IMG Reliance

its successful run during the event last year. Anshu Jindal, COO, IMG Reliance, “Technological IMG Reliance announced the 19th edition of the Aircel Chennai enhancements geared towards spectators and players have Open (AOC), an ATP World Tour tennis event. Organized by introduced a completely new level of excitement and IMG Reliance and sponsored by Aircel, this sporting tournament competitiveness in the game. IMG Reliance as a brand has always will be held for the 18th time in Chennai at the SDAT Stadium looked at creative ways of bringing the sport closer to fans and from Dec. 30, 2013 to Jan. 5, 2014. creating enhanced sports experiences for fans. This ACO mobile app is also one such initiative in the same direction.” The line-up for the tournament includes both Indian and international players. The organizer has also announced the The app has advanced in terms of features which provide launch of an exclusive mobile application that will allow tennis convenience for fans visiting the venue and latest information for enthusiasts to get play by play updates on their mobile phones. other fans around the world. The current application incorporates Developed in partnership with Hakuna Matata Solutions, this social media to encourage participation and information sharing. app provides access to live matches, scores, draws, players list and Seating arrangement information, weather information and easier the latest tournament news. The app was launched on the basis of downloads form part of the modified app. 4 January 2014, EXPERIENTIAL MARKETING 49

Lavasa Hill Run to debut in India in January

Kamlesh Sharma Founder and Managing Director, Convergence Events and Promotions

sport in India and good locations offering scenic views are limited, Convergence Events and Promotions launched its new intellectual we found Lavasa City to be ideal with its picturesque locales and property titled Lavasa Hill Run, which is scheduled to see its good climate to host the debut of the hill run event in India. All first edition in 2014. Targeted at ardent runners and fitness in all, this event marks the foray of Convergence into sports based enthusiasts, the run will take participants through key city events while many event ompanies are launching music, theatre points and scenic locales in Lavasa on Jan. 5. The organizers are and film based event properties.” expecting participation from about 2500-3000 runners across both Mumbai and Pune. A pre-race expo was held on Dec. 29 at Mumbai and Pune, where race kits were distributed to participants. Races will be held in Kamlesh Sharma, Founder and Managing Director, Convergence two categories – the 5 km Dream Run and the 10 km Endurance Events and Promotions, said: “With health and fitness based Run. There are also separate categories for ages above and below events happening across the country, Convergence Events decided 18 and for men and women. The route has been laid out around to start its own intellectual property around hill running which the Dasve Lake to allow runners to enjoy the scenic views while is already a very popular running event across Scotland, England, running. Participants will receive certificates and winners will Japan and other countries worldwide. Since hill running is a new receive cash prizes ranging from Rs. 10,000 to 1,00,000.

HCG Pinkathon 2013 sees a total of 10,000 pink sisters pan India

Milind Soman HCG Pinkathon 2013 saw a total of 10,000 women running for a Founder, For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com across from promotions and on-ground updates latest on events For cause, to create awareness on breast cancer and promote health/ Pinkathon fitness among women. The marathons were held in Bengaluru, Delhi, Pune and Mumbai. 3000 women ran for a cause at the HCG Pinkathon International Women’s 10K Run which was held treat economically challenged cancer patients. Maximus joined in Mumbai on Dec. 15 at Bandra Kurla Complex. hands with the Women’s Cancer Initiative (WCI) led by Deveika Bhojwani and the Tata Memorial Hospital for the unique The event was organised by Maximus MICE & Media Solutions initiative. The run garnered support from brands like Red FM Pvt. Ltd. and HealthCare Global Enterprises Ltd, a specialist in 93.5 and Adidas among others. Pinkathon also tied up with cancer care. Women from corporates, colleges, hospitals, social author Gauri Jayaram’s debut novel Wise Enough to be Foolish, clubs, etc. participated in the run under various categories. a fictionalised memoir, to raise funds for WCI as part of sales proceeds from the book get donated to Pinkathon’s cause. The run was flagged of by Gul Panag, Milind Soman, Dinesh Madhavan (Director - HealthCare Services, HCG) and Deveika Milind Soman, Founder, Pinkathon, said, “I’m happy to see so Bhojwani (Founder, Women’s Cancer Initiative). Like last many women coming to lend their support. Awareness is the key year, Red FM 93.5 RJ Malishka was the mascot for the run in and events such as these go a long way in creating awareness, early Mumbai. The money raised out of the event will be used to diagnosis and helps in the fight against breast cancer.” 4 January 2014, EXPERIENTIAL MARKETING 50 PhotoSPORT FeatureMARKETING Photo Feature

Scintillating ceremonies mark the ‘4th World Cup Kabaddi Punjab’ Managed by Ferriswheel, the opening/closing ceremonies saw performances by Priyanka Chopra and Ranveer Singh among others. By Dharm Patel

The ‘4th World Cup Kabaddi Punjab’ was recently managed and The shows involved a lot of technical setup, from projection to organized by the Punjab Government from Nov. 30 to Dec. 14. laser to an LED stage floor to massive niagaras and cold pyro. The 14-day tournament saw participation from 14 countries with While both the shows were brightly lit up, FW made sure that 20 teams, where India beat Pakistan in the final. each event had a completely different look avoiding overlaps of any kind. The added attractions of the events were the specially The matches were held across various stadiums in cities constructed large sized props such as the projection ball, balloon including Amritsar, Bhatinda, Jalandhar, Ludhiana, Patiala, etc. box and LED dhols to name a few. Participating nations included Argentina, Canada, England, India, Pakistan, Spain, USA, among a few others.

Ferriswheel won the open national tender for the opening and closing ceremonies, which were both 90mins live stadium events. FW was in charge of the design and production. FW also took care of the performing kids who had to rehearse everyday - organizing their food, drinks, logistics, travel, choreography, etc.

The opening ceremony which took place at the Bathinda Sports Complex saw performances by artists like Priyanka Chopra, Satinder Satti, Miss Pooja, Gippy Grewal, Sharry Mann, LED act by a group of dancers from the UK and a folk medley performed by the singers from Voice Of Punjab. About 40,000 people attended the ceremony.

The closing ceremony which witnessed 45,000 attendees at the Guru Nanak Stadium in Ludhiana consisted of performances by Ranveer Singh, Mona Singh, Fariha Parvez, Jaspinder Narula, Lakhwinder Wadali, Master Saleem, Roshan Prince, Prince Dance Group, Gatka by Beer Khalsa and Shiromani Gurudwara Prabandhak Committee.

Special care was taken to keep the audience engaged. The pre- show included two popular comedians performing and interacting with the crowd for about an hour. Audience props like ribbons and handkerchieves were handed over to people as well so as to ensure direct participation. A mass cast of about 1000 was present for the opening while the same swelled to 1200 for the closing.

Speaking about the execution of the ceremonies, Shubhra Bhardwaj, Founder and Artistic Director, Ferriswheel, said: “Large scale live events are undoubtedly challenging but with the support of the state government & administration & my expert team, we were able to deliver a great show. Overall it was a satisfying and exciting outing both technically Shubhra Bhardwaj and creatively. Even the press feedback was phenomenal.” 4 January 2014, EXPERIENTIAL MARKETING 51 PhotoSPORT FeatureMARKETING Photo Feature

Mary Kom’s autobiography, Unbreakable, launched in five centres! Published by HarperCollins, the much-awaited book was launched by Amitabh Bachchan and Sushmita Sen among others. By Dharm Patel

M.C. Mary Kom is a name synonymous with the vitality, strength and determination of Indian women and Indian sportsmanship. The five-time World Boxing champion is a role model to many and everyone’s desire to read about her rise to success has finally culminated in her autobiography, Unbreakable.

Published by HarperCollins, the much-awaited book was launched in Mumbai by actor Amitabh Bachchan on Dec. 9, Bengaluru by singer Kavita Krishnamurthy and violinist L. Subramaniam on Dec. 11, Delhi by Jitendra Singh (Ministry of Youth Affairs & Sports) on Dec. 13, Guwahati on Dec. 16 and Imphal by actor Sushmita Sen on Dec. 18.

The launches were organised by IOS Sports & Entertainment, Kom’s long standing marketing agency and a growing sports and entertainment company, with engagements spanning across celebrity management, film marketing, event management, infrastructure development and more. It is a company dedicated to the promotion and development of sports and talent.

Speaking on the launch, Mary Kom said: “My struggle has been one that many in our country face, especially women. The reason I wrote this book was so others could read it and feel that if I could achieve what I have, so can they. One must have passion, dedication and faith in oneself and all dreams can come true.”

Speaking on this occasion, Neerav Tomar, MD and CEO, IOS Sports said: “It’s a great feeling to be associated with Mary since the past five years. We have a long relationship and feel proud to make this autobiography as an inspiration for those, whom Mary is a role model. I personally congratulate her on her success and wish her to reach Neerav Tomar on the heights of her career.”

4 January 2014, EXPERIENTIAL MARKETING 54 INDUSTRY CONVENTIONS Briefs

Nokia Music Connects concludes its fifth edition

Nokia Music Connects, a music and digital platform, recently completed its fifth edition at the ITC Grand Central in Parel, Anil Wanvari Jasper Donat Mumbai. The two-day forum was organized by Music Matters and Founder, President, Radioandmusic.com (a property of Indiantelevision.com) and Radioandmusic.com Music Matters produced by Hong Kong based ‘Branded.’ Anil Wanvari, Founder, Radioandmusic.com, said: “Nokia Music Speakers at the conference included regulatory heads, music label Connects has become a premier annual entertainment gathering honchos, advertising gurus, heads of leading digital platforms, for key global thought leaders and industry stalwarts to showcase corporate heads as well as top notch creative professionals from innovation, future trends and collaborations for future success. the music industry, both from India and abroad. We are overwhelmed with the attendance and response received this year; and hope to continue contributing to the music industry The forum saw various keynotes, interviews, panel discussions, year after year.” etc. One of the highlights of the forum were the breakout sessions. The discussions were followed by two international showcases Jasper Donat, President, Music Matters, said: “It’s an incredibly from Britain and Australia. This year’s forum took a hard look at exciting time for the Indian music industry. New business models the challenges faced by all the players of the digital ecosystem. It allied with increased access to legal digital content has opened up also provided a platform for international companies to explore innumerable avenues for rights holders, artistes and distributors. opportunities and grow their businesses in India and overseas. We are glad to provide a much needed platform for the same.”

Bank of India hosts the 34th BANCON For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com across from promotions and on-ground updates latest on events For

V.R. Iyer Sujit Kote Bank of India (BOI) hosted the 34th Annual Banker’s Conference CMD, VP & National Head, (BANCON) 2013 over two days at Renaissance Convention Bank of India Bank of India Centre Hotel in Mumbai. The theme was ‘Bank of the future - gearing up to meet the emerging environment.’ Hansa Events in the economy, curtailed investment expenditure, high interest & Activation, part of the R.K. Swamy Hansa Group, managed rate regime, rising asset quality pressures and margin contraction. the event after winning a multi-agency pitch. The conference, BANCON 2013 was set in this backdrop and the deliberations which will be telecasted on CNBC TV18, witnessed about 2000 during the conference influenced the participants to chart a future banking industry stalwarts who shared their experiences over the course drawing substantially from it.” two days. The evening entertainment witnessed Terence Lewis and his troupe followed by a musical performance by Asia Electrik Sujit Kote - VP & National Head- Hansa Events & Activation, (comprising Sivamani, Louiz Banks, and Ravi Chari). said: “Hansa’s crew of about 30 members worked on various facets of the conference; starting right from developing and designing VR Iyer, CMD, Bank of India, said: “The banking sector is in the conference website to micro managing logistics, travel and the midst of unprecedented turbulence due to the slowdown hospitality while further ensuring smooth registration process.” 4 January 2014, EXPERIENTIAL MARKETING 55

Nielsen organizes the ‘Consumer 360’ conference for marketers

Siddarth Ganta Manager - Client Servicing, Encompass Events The Nielsen Consumer 360 Conference, an annual marketer’s conference organized by Nielsen, took place last month at The Leela in Gurgaon. Having established an association with Nielsen said: “The highlight of the event was the Networking Café as the India in 2011, Encompass Events was brought on board by team worked towards ensuring that the end result was a replica of Nielsen yet again in 2013 to conceptualize and execute the event. the intended design. Encompass put in over two months of effort in planning and maintaining creative and conceptual resonance This property saw a distinguished panel of speakers and panelists with the global brand outlook, and hence it was a challenge who discussed and shared their thoughts on consumer behavior, successfully executed.” emerging demand and the future of marketing. The conference was attended by 406 top marketers across various sectors like A spokesperson from Nielsen said: “This is the third year running retail, social media, automobile, FMCG, etc. The marketer’s that Nielsen has collaborated with Encompass for its annual conference followed the theme of ‘Stand Out’ this year. Cricketer event, Consumer 360. As a team they have interpreted the brand’s Rahul Dravid as guest speaker shared his experience on how to vision and values and brought it alive at the event each year. The ‘stand out’ against the odds, in both a challenging team and sport. understanding of client requirements is complemented by the professionalism with which the overall event was executed. They Siddarth Ganta, Manager - Client Servicing, Encompass Events are true partners who are invested in our event.”

6th Kerala Gem and Jewellery Show promotes Bank of India hosts the 34th BANCON jewellery trade in India For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com across from promotions and on-ground updates latest on events For

Sumesh Wadhera Raju Kannampuzha Managing Director, Managing Director, The 6th edition of the Kerala Gem and Jewellery Show was AOJ Media Executive Events executed by Executive Events for the 6th year in a row in Kochi recently. An initiative of AOJ Media, the exhibition was held at expo explored the opportunity of gem and jewellery expos to CIAL Trade Fair and Exhibition Centre from Dec. 7 to 9. Over other countries. As a very renowned publishing house exclusively 200 stalls were set up at the venue. Besides the main exhibition, dedicated to the gem and jewellery scenario, AOJ Media’s goodwill the event also included a fashion show, an awards night and and interest in the market was boosted by the fair.” educational trade seminars. Raju Kannampuzha, Managing Director, Executive Events, said: Sumesh Wadhera, MD, AOJ Media, said: “We organized this “The main challenge was the new venue. We had to design the conference to promote the promising gem and jewellery industry new layout according to the new venue and had to create the in Kerala and to showcase the latest trends and developments infrastructure according to that. As the venue is little away from in the field of designing and manufacturing of jewellery. This the city, the logistics were also planned accordingly.”

4 January 2014, EXPERIENTIAL MARKETING 57 INDUSTRYPhoto Feature CONVENTIONS Also Featured

“The focus of the IFES World Summit would be to provide a first-hand experience of the exhibition Industry in India”- Rajnikant Kedia

exhibition Industry in India. There will be a greater focus on understanding all aspects of the Indian exhibition industry including, not only the present but the future. In addition, the Summit would help understand not only the opportunities but also explore the challenges of exhibiting in India; learning how the Indian exhibition industry functions and what it lacks. It will be a collaborative effort to develop contacts and relationships, mutual sharing of knowledge and technology, and conceiving innovative ideas to understand and create new opportunities.

Who will benefit from the IFES World Summit 2014? The program is geared at both Managing Directors and Project Managers. It will have two tracks, one with a focus for local attendees to hone in on specific skills valued in the international market and one with a focus on what is happening in India and how that relates to what is happening in the industry globally.

Why India and why Delhi? IFES has been focused on the BRICS market since 2010, having a formal meeting in each BRICS country, and in 2014 the meeting will be in India. With the 10th largest economy by nominal GDP, 3rd largest purchasing Power and a G20 country, India is a growing market our members care about. As the National Capital Region, Delhi will offer IFES members the opportunity to see the potential of India as a Rajnikant Kedia is the Managing Director, home to one of the largest exhibition grounds in the country and since majority stand Insta Worldwide Group and Chairman and design companies are located here. of the IFES Annual World Summit, 2014. EVENTFAQS met up with him to How does IFES help its members to better serve their clients who exhibit understand more about the IFES World internationally? What kind of representation does the IFES offer the Summit to be held in Delhi this May. International Exhibition & Event Service industry?

Can you briefly tell us about the The purpose of IFES is to promote the commercial, professional and socio-political IFES and the World Summit to be interests of its members on an international level. It does by: held in Delhi this year? •Acting as a business and knowledge exchange platform for its members who are active IFES is the International Federation in the international market. of Exhibition and Event services. The •Opening up the possibility of multilateral contacts and networking for every member federation has been active since 1984. association and Member Company. IFES helps its members to better serve •Staying in direct contact with the major international fairgrounds all over the world. their clients who exhibit internationally. •Seeking to collaborate with different international organisation so as to guarantee the In an industry of constant change and interests of exhibition contracting companies. development geographically, IFES provides professionals with a network How does IFES collaborate with different international organisation so as dedicated to helping them face new to guarantee the interests of exhibition contracting companies? challenges and acquire new business. IFES works closely with national organizations, which have sound knowledge of local business and other industry organizations like UFI to create a platform where knowledge The focus of the Summit would be to and business can be shared for both the growth of the company and the industry as a provide a first-hand experience of the whole to secure and operate within a stronger industry. 4 January 2014, EXPERIENTIAL MARKETING 58 INDUSTRYPhoto Feature CONVENTIONS In Focus

3rd edition of Times Literary Carnival facilitates interactions between literary intellectuals An initiative of Times Red Cell, the festival brought book lovers together on a ‘Love, Romance and Violence’ themed platform. By Tina Thakrar

Literary experts at the Times Literary Carnival 2013

Authors, readers and book lovers congregated at the 3rd edition of the Times Literary Carnival, that took place at Mehboob Studios in Mumbai from Dec. 6 to 8. The festival served as a platform Nandan Srinath where renowned authors could interact Director - Response, with their readers and engage in debates, The Times of India discussions and candid chats on diverse subjects. The festival was conceptualized “The third edition of Times Literary and executed by Times Red Cell, a division Carnival’s success can be gauged of The Times of India, with the support of by the growing popularity and Oak’s Management Consultancy. audience attendance, presence of reputed authors attending it and The carnival was held at four venues love showered by the people of within the studio premises, with different Mumbai whose relationship with indoor and outdoor set ups for various this festival is growing with each panel discussions. While the lawns held passing year.” 4 January 2014, EXPERIENTIAL MARKETING 59

poets, playwrights, scriptwriters, movie directors and media professionals, all from different literary genres. Festival Director, Bachi Karkaria and Assistant Director, Namita Devidayal from The Times Group played hosts at the event. Eminent personalities such as Kumar Mangalam Birla, Vidhu Vinod Chopra with wife Anupama Chopra, Dolly Thakur, Shahana Goswami, Tara Sharma and Terence Lewis were seen attending the carnival.

A total of 15,000 people attended the event across all three days, to view personalities like Ruskin Bond, Eve Ensler, Chetan Bhagat, Vikas Swarup, Bachi Karkaria, Karan Johar, Arun Shourie, Hanif Kureishi, Declan Walsh, Adrian Levy, Cathy Scott-Clark and William Dalrymple among others. Novelists like Anuja Chauhan and Suhel Seth participated in theme-based panel discussions while movie directors like Imtiaz Ali and Nikhil Advani discussed the nuances of the film industry.

A special ceremony was held to award Ruskin Bond with the ‘Lifetime Achievement Award’. The three-day festival also served as a platform for some launches - Eve Ensler’s latest play ‘Emotional Creature’, Adrian Levy and Cathy Scott-Clark’s book ‘The Siege’, Kinjal Shah Mary Kom’s biography, Gulzar’s book ‘Hindi For Heart’, and Bachi Karkaria’s book on COO, Bombay. Crossword Bookstores Entertainment wise, love poetry recitals were held on the lawns every evening. A Coke “Our motive is to get readers closer Studio performance by Amit Trivedi also garnered a great response. Café Zoe, Punjab Grill, to their favorite authors and get to Asia7, Maroosh and other food stalls catered to the diverse tastes of the audience. know more books, reward talented writers every year and make Crossword Book Awards customers a part of the literary The 12th edition of the Crossword Book Awards also took place as part of the Times world. ” Literary Carnival. India’s finest writers and their literary work were awarded at the ceremony held at Mehboob Studios on Dec. 6. The awards were presented by Arrow, in the workshops and music performances, association with Principal Retirement Advisors. 70 EMG, with whom Crossword has been the quadrangle served as the main partnering for many years now to plan and execute the awards, was once again appointed amplification of the ‘Love, Romance and for the same. Violence’ theme given to the event. Here, a specially created centre-piece photo wall, The awards rewarded writers in five categories - Fiction, Non Fiction, Translation, movie posters and stills which had select Children’s and Popular Award. A total of 552 entries were received from publishers across photographs from the Times of India and categories and about 800 people attended the function, comprising the target audience Filmfare archives were placed to depict the of authors, Crossword customers, book-lovers, editors and publishers. It was hosted by event’s core theme. The theme attempted Suchitra Pillai and the evening included a performance by percussionist Taufiq Qureshi. to understand, through literature, film, This year, the Crossword Book Award 2013 followed the financial year module and food and nature, how love and violence considered entries published in India from January 2012 to March 2013. The jury sometimes go together. comprised several well known names in Indian literature such as Dilip Kumar, Antara Datta, Rita Kothari, Deepak Dalal etc. Commenting on the carnival, Nandan Srinath, Director - Response, The Times Detailing the planning involved in the event, Meghann D’sa, Assistant Manager - Client of India, said: “We had set out to design a Servicing, 70 EMG, said: “70 Event Media Group has a long standing association with literary event which would truly reflect the Crossword Book Awards and we have been organizing the event for the last seven years. diverse interests of Mumbai and we have The event is usually hosted at NCPA, Mumbai and the twist this time was Crossword’s succeeded in our endeavor. A great brand association with The Times Literary Carnival. The set up time for the awards was barely is tested by time, chiseled by content and one hour but we managed to sail through the same with rehearsals for Taufiq Qureshi rejuvenated by relationships. The third as well as Suchitra Pillai who hosted the show. 70 EMG managed to pull off yet another edition of Times Literary Carnival’s success successful Crossword Book Awards”. can be gauged by the growing popularity and audience attendance, presence of Speaking about how the awards provide leverage to Crossword, Kinjal Shah, COO, reputed authors attending it and love Crossword Bookstores, said: “The main reason to initiate the Book awards in the country showered by the people of Mumbai whose was to reward Indian writers and books. It is a huge branding exercise for us, as it is the relationship with this festival is growing only Book award in the country initiated by a retailer. Our motive is to get readers closer to with each passing year.” their favorite authors and get to know more books, reward talented writers every year and make customers a part of the literary world. Our future plan is to make the awards bigger The festival saw participation from a every year, through various tie ups and by getting exciting authors to be a part of the award diverse set of individuals like authors, ceremony. We also plan to introduce more categories like poetry, print journalism etc.” concept | design | execution

Video Mapping | Intelligent Lighting | Trussing | LED Video Wall & Floor | 3D Holographic Projection | Sound,

35, New Municipal Market, Lodhi Road, New Delhi - 110003 (India) productions Phone : 24619543, 24619643, 24619743 F 27/5, Okhla Industrial Estate Phase II, New Delhi 110020 Fax: 24627788, email: [email protected] Phone - 91.9310076014 Website : www.modernstageservice.in [email protected], www.ineup.com concept | design | execution

Video Mapping | Intelligent Lighting | Trussing | LED Video Wall & Floor | 3D Holographic Projection | Sound,

35, New Municipal Market, Lodhi Road, New Delhi - 110003 (India) productions Phone : 24619543, 24619643, 24619743 F 27/5, Okhla Industrial Estate Phase II, New Delhi 110020 Fax: 24627788, email: [email protected] Phone - 91.9310076014 Website : www.modernstageservice.in [email protected], www.ineup.com 4 January 2014, EXPERIENTIAL MARKETING 62 INDUSTRY WATCH Briefs

Events FYIday provides participants with access to industry related news

Rajesh Kejriwal Kyoorius concluded the first leg of its newly launched property, Founder and CEO, FYIday in partnership with D&AD and Storyboard. The property Kyoorius aims to provide industry related information to members of the design and marketing industry. The close-knit sessions were held at a brewpub in Delhi and at an art gallery in Mumbai. holding 25 such sessions every year, pan India to address issues and spur constant development through personalized interactions. For Your Information day (FYIday) is a series of seminars, workshops and training sessions that will be held periodically Rajesh Kejriwal, Founder and CEO, Kyoorius said: “With FYIday, across different cities, led by specialist speakers on a defined we want to bring speakers and specialists to cities across India and subject and with a limited attendance. Through this initiative, bring the creative community in these cities together on a regular the team aims to make the audience feel comfortable to stand basis. This combined with the format of seminars and workshops up, to ask and voice opinions and to stay back after the session with a limited audience and taking an in-depth look into to network in a close environment with the speaker, industry specific subjects with a specialist set up is an altogether different leaders, peers and agencies. In the future, Kyoorius plans on experience and platform for the community.”

Alchemist curates the first ever Seychelles India Day

Manish Porwal Managing Director, Alchemist

The entire three days were crafted with performances to represent India in as wide a way as possible, through artists from Bollywood, For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com across from promotions and on-ground updates latest on events For as well as the Tamil and Telugu film industry. There were Seychelles witnessed a flavour of India recently, with an array of performances by Naveen Kumar, Tanmoy Bose, Akriti Kakar and top Indian talent representing the best of contemporary Indian Benny Dayal, Sivamani, Terence Lewis and troupe. Attendees cuisine, music and celluloid. Indians are one of the largest ethnic included R. Madhavan, Sanjeev Kapoor Anjana Sukhani, Shazahn group in Seychelles, and growing in influence and economic Padamsee and Ushoshi Sengupta. clout. To celebrate and encourage this link with India, the Ministry of Tourism and Culture in Seychelles along with the Throughout the three days, the essence of inter-country links, and High Commission of India contracted Alchemist to curate the exchanging culture was lived out through workshops on singing, first ever Seychelles India Day. dancing and cooking done by Indian artists. Each artist finally involved some of the local workshop attendees to share their stage Manish Porwal, MD, Alchemist said: “The theme for the first with them during the performances. The celebrations created a round was a celebration of Indian food, music and movies, the landmark occasion in the history of Seychelles- India links, and aspects of India best known in Seychelles. We put together a have set the benchmark for the years to come. It is now set to be series of spectacular events, a total of 12! Some of the best talent an annual event, the inaugural chapter of this occasion welcomed from India did some power-packed performances, representing a 50+ member celebrity-studded Indian delegate that travelled to India in all its colour and vibrancy.” Seychelles to represent India. 4 January 2014, EXPERIENTIAL MARKETING 63

Destinations Abu Dhabi’s tourism industry holds its biggest road show in India

Mubarak Al Nuaimi Director Promotions and Overseas Offices, TCA Abu Dhabi

Dhabi’s largest overseas source market for hotel guests with 14,540 Indians staying in the emirate’s hotels in the first nine months of Abu Dhabi’s tourism industry held its biggest road show this year - a 31% uplift on the same period in 2012. Joining TCA delegation to India recently with 25 stakeholders joining the Abu Dhabi’s annual Indian road show for the first time is Al Diar initiative launched by Abu Dhabi Tourism & Culture Authority Hotels, a division of Abu Dhabi National Hotels Company. (TCA Abu Dhabi). The road show began in New Delhi, moved on to Mumbai and Ahmedabad before closing out in Bengaluru. Mubarak Al Nuaimi, Director - Promotions and Overseas Offices, TCA Abu Dhabi said: “This was our first outing in Ahmedabad The delegation, comprising Etihad Airways, hotels and resorts, from where Etihad Airways now operates a daily service bringing attractions, tour operators and destination management the Gujarat market well within our reach. With enhanced air companies, are to press home the emirate’s case of affordable accessibility via Etihad’s network and that of its strategic partner luxury and enhanced product base to India’s media and travel Jet Airways, the Indian market - which is now our largest overseas trade across the country. Indian travellers now make up Abu source market for hotel guests - has enormous growth potential.”

TCEB launches strategy for MICE and business events

Parichat Svetareni Director - Marketing and Corporate Image Department, TCEB For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com across from promotions and on-ground updates latest on events For

international exhibitions and trade fairs (18%).

Parichat Svetasreni, Director of Marketing and Corporate Image Thailand Convention and Exhibition Bureau (TCEB) disclosed Department of TCEB, said: “Our efforts to drive the MICE sector its ambitious 2014 Strategic Plan, targeting key high-quality in collaboration with all other stakeholders from both the public markets under the ‘Thailand New Growth Model.’ Together with and private sectors have borne fruit. In all, this year we have TCEB’s unique ‘3Cs’ approach - Companion, Customisation and welcomed a total of 1,013,502 overseas MICE visitors, up 13.21% Creativity, the bureau aims to boost 2014 revenues by 10% to 96.9 compared with 2012. In revenue terms, earnings were also up by billion baht (Euros 2.3 billion). 10.93% to Euros 2.05 billion, surpassing our annual targets for both numbers and industry earnings. Last year, Europe was our The plan aims to boost the ‘Thailand Brand’ as Asia’s premier second largest source of MICE visitors, representing 10.06% of MICE destination and highlights three main pillars of Thailand’s the market, after Asia, which naturally dominates our market, with MICE industry. Thailand’s MICE sector comprises three main a 75.25% share. In all, MICE visitor numbers from Europe grew industry categories: corporate meetings (25% market share), from 94,690 in 2012 to almost 102,000 this year, whilst earnings incentive travel (24%), international conventions (33%) and grew from Euro 210.8 million to Euro 222.5 million.”

4 January 2014, EXPERIENTIAL MARKETING 65

Venues The Taj Group treats Indian patrons to an evening of ‘London Chic’

banquet spaces and meeting rooms and already key events and From January 2014, The Taj Group will re-launch St. James’ conferences take place in the hotel. We are looking at growing the Court, A Taj Hotel, London, while Taj’s existing London hotel, 51 India MICE business into this hotel.” Buckingham Gate Taj Suites and Residences will be renamed Taj 51 Buckingham Gate, Suites and Residences, following a phased Over 250 people attended the show at both the cities, where they renovation plan and introduction of enhanced luxury standards. were treated to an evening that showcased the offerings of the To give patrons a taste of these developments, The Taj Mahal London hotels. The target audience was CXOs, key influencers, Palace, Mumbai and Taj Mahal Hotel, New Delhi hosted the key travel agency owners, Taj patrons and people who travel to London Road Show on Nov. 14 and 15 respectively. London. The Taj Group hosted both road shows in association with British Airways. The show was aimed to bring an experience A Taj spokesperson said: “The business travelers of today need to of Taj London properties - 51 Buckingham Gate and St. James be given all the comfort in their rooms to be able to conduct their Court to Delhi and Mumbai in the presence of distinguished business efficiently. The rooms have, over a period of time, been personalities. The entertainment, in line with the theme of renovated to ensure that they continue to cater to the needs of ‘London Chic’, was provided by international singers, dancers and the ever evolving customers. The hotel has the most sought after performers coming down from London.

Nargis Fakhri launches PVR bluO in Chandigarh For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com across from promotions and on-ground updates latest on events For

benchmarks. bluO is a part of this game plan. As always we have strategically looked at growing our footprints and Chandigarh therefore was the obvious choice. We wanted to offer this city a PVR bluO, launched its latest centre of 25 lanes at Elante Mall definitive entertainment experience unmatched by any.” in Chandigarh. Launched by Nargsi Fakhri, the centre is spread across an area of 38,713 square feet. With this, PVR bluO now PVR bluO is a good hangout destination with an ideal setting has six centers nationally, two in Delhi-NCR, two in Bangalore, for get-togethers. Tailored for the youth, it comprises a plethora one in Pune and now in Chandigarh. of fun games and new concepts for the people of the city. From pool tables to dart games, foosball to karaoke and play station, Ajay Bijli, CMD, PVR Ltd said: “PVR is committed to providing bluO gives bowling a whole new definition to entertainment. An a holistic set of solutions all packed under a complete retail ideal destination to bond, de-stress and rejuvenate, bluO serves entertainment model. As the only player in the country to do so, as the perfect host to corporate parties, theme and kitty parties, we always keep our standards high and ensure we create our own birthdays and anniversaries. 4 January 2014, EXPERIENTIAL MARKETING 66 ALSOINDUSTRY FEATURED WATCH Opinion

What are the pros and cons of mana ging a political party’s event? By Tina Thakrar

Raju Kannampuzha Lalitt Gattani Managing Director, Chief Creative Officer, Executive Events Showcraft Productions

Managing a political event can impose a political image A political party’s event is just another event. We get a to our brand. This can make us political in nature, brief and need to provide an effective solution to that. which is not true in the real sense! However, we look at The best part of doing a political event is that your work it optimistically and take every event as our own. For will be visible to lakhs of people and will be scrutinized us it is a platform to showcase our professionalism. by the media in a big way. The political people you are dealing with are relatively less informed about the Some of the key aspects in a political event for an technology being used and hence are less intrusive event management company include formulation which gives you freedom to do what you want to do. of political strategy and election manifesto based on the party ideology, strategic planning to influence Another major advantage of doing a political event the vote banks, promotion through various media, is that you don’t have to manage the tantrums of the campaigns, publicity and propaganda and professional political leaders and the administrative people unlike say onsite management on election days among others. a musical concert where the tantrums of the stars, high headiness of the police and ever troubling administrative These are the various areas where a professional staff are a major nuisance. This gives absolute freedom agency can make a difference by changing the in concentrating on the creative part of the event. conventional methods and style. As far as the amount of revenue circulated in a political event is The recent mega rallies of Narendra Modi in Delhi concerned, this is an area yet to be explored to its and Patna were designed and executed in a manner optimum level by event management companies. that addressed the requirements. On the lighter side, Involvement of professional event managers will an issue we faced was that some people thought that keep a decent decorum and transparency in handling since we have done BJP events, I am probably getting the event. into politics! 4 January 2014, EXPERIENTIAL MARKETING 67

What are the pros and cons of mana ging a political party’s event?

Girish Kulkarni Harish Babu President, Managing Director, Intergrid Worldwide Impresario Event Management

The current trend is of being well organized and diligent Political parties have now started using technologies and in every aspect of a political rally, be it in a small town techniques apart from conventional methods to spread or in a metro. Gone are the days of unorganized setups news. For campaigns and rallies of the political parties, and basic décor. Thanks to the leading political parties, they have been appointing specialized agencies. When event management has a new sector to cater to - the the entire campaign has been placed by the agencies, the people in power and the people who want to be in power. expertise of event managers raises the level of perfection of the event. On the other hand, the negative side is that The only key risk in managing work for political parties the agencies have no clarity and assurance about the is that unlike a corporate, the manpower or staff is money they get for the services they offer. not professional or communication savvy resulting in unwanted last minute changes and lack of logistical Another issue is that all members within a party are understanding subject to time management. Most of us not convinced about the benefits of new technology feel payments would be a challenge, but that’s the last and methods. For instance, the CPM party in Kerala one on the card; deliver what’s committed and don’t be organized a rally with the involvement of a private agency. surprised to be honored on stage by large political bosses. Later, there was a huge difference of opinion within the party for entrusting a third party agency for conducting To sum it up, political campaigns are big today; handle an event, which traditionally they had been doing with care but must work a segment for sure. themselves. This happened because of the allegations on the money spent on conducting the event and the non- realization by the senior members of the party, about the need of technology and new methods of approach. In such situations, the agencies are at a risk of not being paid for the hard work they do. 4 January 2014, EXPERIENTIAL MARKETING 68 INDUSTRY WATCH Cover Story

18 Entertainers honoured at the second edition of the LIVE Quotient Awards Awards were presented across 15 categories, covering every segment of talent and entertainment.

If being part of the biggest and grandest platform to network and celebrate LIVE entertainment. year-end celebration for the LIVE Industry in India wasn’t reason enough, the EC The LQ Awards were conceptualized as an industry acknowledgement for the buzziest LIVE Quotient Awards also featured and most entertaining artists from across domains. It extends as the year-end celebration the crowning of winners from across where, agencies, vendors, artists, artist managers and other stakeholders can come categories, great live entertainment by together to network. TM Talent Management and exquisite hospitality by Hyatt Regence Gurgaon. Harijnder Singh, Director ShowWorks was the jury convener and process validator to LQ The event, which took place on December 2013. Audiences at large, a 50-member Expert Panel and the 5-member Jury, including 21, saw guests including the jury members Michael Menezes of Showtime, Mohomed Morani of Cineyug, Mahesh Mathai of and industry panelists for the awards from Bluefrog, Roshan Abbas of Encompass and Sabbas Joseph of Wizcraft, concurred on the this year and the last, and also top event, winners this year. experiential marketing, activation, MICE and wedding agencies. Award winners In his note as Jury representative for the LIVE Quotient Awards 2013, Sabbas Joseph and finalists were also in full attendance, highlighted the importance of the relationship between an event manager and artist, which made the evening the perfect while also speaking about the process of judging. Excerpt reproduced alongside... 4 January 2014, EXPERIENTIAL MARKETING 69

This is rarely true.

There are different reasons not to work with performers: price, attitude, lack of cooperation, not willing to compromise on demands, green room demands, too many in the travel party, demands of suites, business class tickets, accompanying family entourage, not performing the additional song needed by the client in the previous event, or simply missing the client’s name, or referring to the event as a Fiat launch when at a Maruti event, or arriving late because the make-up artist took longer than usual, or simply because you did not recognize the event manager when you last met at an airport… the list is endless.

Many of the reasons are true and I place it before the performers community for your consideration.

Our Performers and entertainers are very good….but, still a long way to be The Best. Innovation, constant re-invention, practice and dedication along with better infrastructure will Sabbas Joseph get us there. Director, Wizcraft International Jury member LQ awards 2013 You have our complete support. Your success is our success.

This platform was conceptualized to be Event managers are always fighting a battle against the odds. They need their performers to be the industry’s means of celebrating a group on the same team. of individuals and performers who have contributed in the most ALIVE manner to Event managers will always find a way to work with talent that they “want” to work with…. our business: Making live events alive! price be damned. Leave the event manager to find the way through the client’s approval system.

Whatever else you may like to believe, event For event managers I have a message: Artistes and performers are our ambassadors. managers and entertainers have a symbiotic They represent us and our clients too. They go on stage. We don’t. relationship. We both depend on each other. Treat them well. Give them all the help and support that is needed. Their performances are a Amazingly, The Event Manager and the reflection of their relationship with the event management team and the environment of trust, Performer both always want the Best Deal. appreciation and respect created around them.

What is the best deal? A message for our Artiste Managers:

For the performer it is more money and You are a new breed. Very often we want to say “Get out of the way!”. facilities than the previous deal done. You have a very important role for both the artiste and the event management companies. For the event manager, it is the deal that Be the key that unlocks opportunities. Don’t be the door that is slammed in the face of event is cheaper than what was paid by the rival managers. The deal that you say no to becomes your competitor’s meal. The show will go on event management company, better still if it with another artiste. is from the same event company. Artiste managers, your role needs to go beyond negotiation and lock-n-key management. Price is a real truth. But, Price is also an excuse. Entertainers and entertainment truly define the LIVE event industry! Our events are only as brilliant and exciting as our performers allow them to be. So if our industry rocks, it is the Don’t believe an event manager when he tells entertainers that we need to thank for good measure! you that the only reason why he is unable to work with you is the PRICE. Please join me in applauding them!

The award ceremony featured sensational The hosts for the evening were Former Miss India finalist, and Miss Delhi, Dr. Divya Jaitly singing talent in the likes ofArijit Singh, and UAE’s funny man, Nitin Mirani. Monali Thakur, Clinton Cerejo, Divya Kumar, Parthiv Gohil, Harish Moyal, Team THOT brought together all the elements and managing the show, as partners for Charu Semwal and Shashi Suman. And to event management. Other event partners this year included, One-up Productions for make the experience come alive, Modern event production; Ravish Kapoor for invites; Global Nomads as travel partners, Katalys Stage Services, the event technical partner Entertainment as pouring partners, Team-i as education partners; One Films for films, to the event showcased a stage and Power Plus for genset, Rain O Shine for trophies and ManPro for manpower solutions. ambience created completely with LEDs. Both PPL and IPRS lent their support to the event. 4 January 2014, EXPERIENTIAL MARKETING 70

Best Emcee Male - Siddarth Kanan Best Anchor (Media Personality) - Female - Mandira Bedi

Best Dance Act - Bad Salsa Best DJ - Female - Megha Kawale

Winners of LIVE Quotient Awards 2013

Category Winners Best Emcee - Male Siddharth Kannan Best Emcee - Female Kubra Sait Best DJ - Male Midival Punditz Best DJ - Female Megha Kawale Best Singer/ Performer - Male Benny Dayal & Rahul Vaidya Best Singer/ Performer - Female Neeti Mohan Best Band The Raghu Dixit Project Best Dance Act Bad Salsa Best Dance Troupe/ Choreographer Shiamak Davar Best Stand Up/ Comic Act Vir Das Best Innovative Act Illuminati Best Anchor (Media Personality) - Male Gaurav Kapur & Hussain Kuwajerwala Best Anchor (Media Personality) - Female Mandira Bedi Best Dance Performer (Media Personality) Aamir Ali & Sanjeeda Sheikh Best Fashion Choreographer Achla Sachdev Special Jury Acknowledgement Ska Vengers

Harpist - Courtesy Glowshow Entertainment 4 January 2014, EXPERIENTIAL MARKETING 71

Best Innovative Act - Illuminati Best Emcee Female - Kubra Sait

Best Dance Performer (Media Personality) - Aamir Ali & Sanjeeda Sheikh Best Singer/ Performer - Female - Neeti Mohan

Best Dance Troupe/ Choreographer - Shiamak Davar (Accepted by Sumit Taxali-Shiamak Group Head North) Best Fashion Choreographer - Achla Sachdev

Special Jury Acknowledgement - Ska Avengers Best Anchor (Media Personality) - Male - Gaurav Kapur 4 January 2014, EXPERIENTIAL MARKETING 72

Arijit Singh Live and Unplugged

Divya Kumar

Parthiv Gohil Charu Semwal 4 January 2014, EXPERIENTIAL MARKETING 73

Harish Moyal

Clinton Cerejo Shashi Suman Arijit Singh

Clinton Cerejo and Divya Kumar colaborate for the first time for the LQ Awards 2013

4 January 2014, EXPERIENTIAL MARKETING 78 ALSOINDUSTRY FEATURED WATCH Guest Column

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...

Naya Saal Naya Maal The New Year is around the corner, and An event meant to celebrate the intellectual thought process showed its ugly side, while the world is making holiday plans. Except the matter is sub judice, Thinkfest has in most social gatherings earned a moniker event managers, as always just like news as Stinkfest. Music seems to be the place for much cacophony. The slugfest between we are a 24X7 job. As we sign off on an EDM organizers has just begun. NDTV completed 25 years with a televised event at eventful year I wanted to take a quick Rashtrapati Bhavan, and event managers are now waiting for clients to request that as a look back and try and stare bleary eyed at venue for conferences. So what does 2014 hold? Here is a trailer the crystal ball to make some predictions for 2014. Pehle AAP: The AamAadmi party phenomenon will be the most discussed case study at corporate In 2011 a leading artist was caught with events for 2014. Guerilla marketing, Door to door campaigning, Social media use. cash at airports, in late 2012 police I can see marketing teams going dewy eyed staring at their ppts!! Someone go sign commissioners slapping event organizers Shazia Ilmi or Arvind Kejriwal for speaking seminars. Or at least Anna Hazare. His yet the Mayan’s gave us another year to F&B bill will be quite less I presume. fix things and we went about our task with much fervor and limited success. The Marry Go Round will continue: After the 500 crore extravaganza by an Indian in Spain for a wedding, everyone from While a great headline of a film caught Buckingham palace to the White house will open its doors to wedding planners from my attention in Jan 2013 (the name of India. Make use of the opportunity not just for FAM trips and incentive tours for the this article), the first half of 2013 was family. Get a science into the business. Marigold and Merry go round will not cut the pretty uneventful. Yes there was the ice. Indians dream in 70mm and perhaps now in 360 degree watchout screens. The Cricket mela (IPL) and the Kumbhmela. canvas is unlimited and so is the money. God how I wish I could be Samit Garg for a But experiential marketers plodded on year! selling smartphones and soaps sashes, monster cars and miracle creams. Socialize: No this doesn’t mean attend seminars and awards for corporate excellence in the hope But like the post interval script of of getting new clients. It’s about making events SOCIAL. Tech and Events have the a slow Bollywood film it had it all. perfect merging ground. They are also the best bedfellows. Both do unlimited work, for October to December has seen a rash limited money and without a notion of a brief. Get hooked onto the cloud and make of controversies and calamities and we use of incredible technologies. If your event is public make full use of shareable content haven’t even seen THE END as yet. be it video, photos or words!! Checkins through Facebook are becoming common. Its time to add layers to this. Get a digital partner and for god’s sake don’t try to do this India’s love affair with Formula One in house. It’s a different beast and both parties need to walk miles to find a common ended. No one could find the correct place. Formula to make money of a sport apart from Cricket in India. Almost following M3: the Noida no show was a scandal that Following D3(Dhoom 3) is M3 (Malls, Multiplexes, and Metros) As almost 20 Indian rocked Goa. cities start looking at Mass Rapid Transport systems the places we congregate will keep 4 January 2014, EXPERIENTIAL MARKETING 79

changing. Yes we will need venues like will that mean an IPL abroad? Lalit Modi pulled it off in 2 weeks in South Africa but it the NSCI in Mumbai and KoD and impacted both the ratings and the on ground sponsorships and events. Siri Fort in Delhi. But we need to work I know of many event companies who ended up playing gully cricket at home when around natural places of congregations. that happened. Be prepared. Multiplexes are becoming plusher. Malls are now the meeting place of choice, The Day the music died: Metro stations will be next!! I predict an implosion of the music festival scene. We have had an overdose. If one was to seriously look at numbers of people attending we are killing the golden goose even EXPO’se: before the gosling lost its downy feathers. Get onto a table and chat guys. Don’t do this 2014 is the year of the Auto Expo. “me too” replication. We are a nation of cautious spenders. Two bad experiences and There is tons of revenue potential for it will brand the entire genre and its experiences as unworthy. companies and a great boost to your first or last quarter depending on your Go Goa Gone: billing cycle. The early bird gets the worm Goa will stop being the default venue for festivals. New cities will welcome festivals and also doesn’t squirm last minute; when they understand the revenue potential for the city itself. Places where student Tie up your partners, production and populations exist will take precedence for this along with areas where young white people (freelance resources) today. Later and blue-collar workers congregate. EEMA should make an attempt to educate state in the year there is a fun category of governments. exhibitions that are opening up that are lifestyle led. This is an area I see a lot Make us Laugh: of opportunities in. Middle India is Comedy will keep making inroads as attempts are made at comedy festivals, spoof led living it up and it needs to share a global award shows and weekly outings with comics. The market has space for many more and lifestyle. the established community would do well by spending time teaching the newbies. India needs to laugh its cynicism away. Show them the Finger: Its election year, political events will be a So that’s it folks. If you are behind a console while reading this, you could always make big area to look at. Agencies with multi this into a paper plane and join the party, if you are at office going over the billings for city networks will benefit from it. Also 2013 I hope you are smiling, and if you are home with your loved ones, stay blessed and rural agencies will get a huge lift. Also bright!! There is some more light at the end of the tunnel in 2014 for you all!! 4 January 2014, EXPERIENTIAL MARKETING 80 ALSOINDUSTRY FEATURED WATCH Guest Column

rian Tellis is a man with great words, Babundant experience and interesting friends, to say the least. In this ‘slice of life’ column, Tellis tells it like it is, narrating experiences close to his heart. With a pulse of what’s really at the core of people, places and situations we take for granted, Tellis unravels aspects that are not only intriguing, but also a pleasure to learn about… The Entertainment Economy

A peek into history, brings much light to how professions of entertainment, had their root in activities around different kinds of social engagements...

The blues started as worker chants, in the cotton fields in America, as team motivation to get work done in tandem.

Dance started as a form of social engagement between two or more people, to celebrate a happy coming together.

Theatre has its origins in thinkers wanting to capture a social mood in an organised manner.

The wonderful thing is that all of these forms of social engagement have gone to understand that we have to develop this talent, and in doing so create a large and on to become serious forms of Art and interesting pool of consumer engagement options. Entertainment. The world over, these art forms have gone on to become a staple It is equally critical for us as consumers to be willing to pay to be entertained. Sometimes diet for the consuming masses. To an one gets the feeling that while we are willing to pay for a great meal or a wonderful extent, that we cannot imagine our lives film, we fight shy when we are asked to pay for quality entertainment. This seems to without these options of engagement. be especially true in India, where consumers are too used to being ‘on the guest list’ or getting tickets for free. So much so, that there is a sense of offence in paying for a ticket to But the truth is that for these mediums attend a gig. of engagement or entertainment to continuously evolve and throw up We live in an age where we wish to be entertained in all we do, and that is necessarily a fresh creative sources, there has to be a very good thing. But what we must do, is to ensure that the source of this entertainment sustainability model in place. is sustained and hence grows healthily and consistently.

This would include nurturing of talent While marketers are opening up to the many avenues to be a part of this sustainability at the grass root level, adequate platforms plan, like grass root nurturing, building of infrastructure and showcase platforms. to showcase and encourage this talent, Consumers have just one basic responsibility towards the artists they so look up to and infrastructure by way of institutes or the entertainment they so enjoy. avenues of learning but most importantly, an option for talent to earn a living out It’s time we step up, and play this vital role in the sustainability of entertainment in our of it. country.

It is critically important for marketers Here’s to a robust and rich Indian Entertainment Economy. 4 January 2014, EXPERIENTIAL MARKETING 81 INDUSTRY WATCH Guest Column

“Is there a market in Rural?“ - Mandeep Malhotra

phones, television sets and two wheelers. Intensified competition in urban markets increases costs and reduces market share.

Unfortunately, there exists only the “practice” of rural marketing and very few instances of understanding the rural “mindset”. Assumptions, generalizations and stereotypes replace insights and the extra effort needed to “think rural”. A starting point to making our understanding more “real” is by breaking a few myths around rural consumers.

“Deal with their Challenges’ is the new mantra for the brands which are targeting the rural India. CSR and local issues are the best way to project a brand’s image in front of the rural audience. If brands want to inculcate loyalty among the rural population, offering a helping hand to help them deal with problems, is their best bet.

Rural communication depends on two major factors- Creating awareness and generating trials. The key success to an effective rural marketing is that it should be firmly grounded in rural traditions, perspectives, mentality and their values. It requires complete focus on local language, culture, customs and modes of communication. The price and discounts are not the sole parameters which drive purchase. The rural customer is increasingly becoming brand conscious. The marketers will benefit if they can make rural customers feel that they value them as customers.

Mandeep Malhotra is President & Head at The rural marketing isn’t going to create a dent in the marketer’s pocket. Conventionally Mudra Max. He is in-charge of the Mudra Max it looks since the rural consumers are dispersed, reaching them is going to costly but case offerings comprising of experiential businesses and studies have shown that it takes 1/6th of the monthly advertising budget to do a quarterly retail cluster. campaign in any rural market, though results should be only expected post the quarter and investment has to be annual. We need to keep in mind that if you embed the rural markets Rural India accounts for about 50 per cent your reciprocation will also be long term. of India’s GDP and nearly 70 per cent of the country’s population. Since 2000, per Since large parts of rural India are inaccessible to conventional advertising media, building capita GDP has grown faster in rural areas awareness is another challenge. Hindustan Lever relies heavily on its own company-organized than in its urban centers. The rural market media. Godrej Consumer Products, which is trying to push its soap brands into the interior has been growing at 3-4% per annum areas, uses Radio to reach the local people in their language. Coca-Cola uses a combination adding one million new consumers every of TV, Cinema and on ground activation to reach rural households. LG Electronics year. uses vans and road shows to reach rural customers. Philips India uses wall writing and Radio advertising to drive its growth in rural areas. Even today a lot of corporate are very The immense potential of the rural market conservative in nature in making a foray in rural marketing. Though there can be a lot of can be realized if the marketers understand learning which can be taken from the experience of the rural masters, the new entrants will this market. The huge untapped needs of need to make an extra effort to create a differentiated position for themselves in the rural the rural mass, the growing rural economy market place. and the increasing media penetration and brand awareness make this market Consumer preferences in rural markets have shown a paradigm shift over the last few extremely attractive to marketers. The years. Their consumption basket looks very similar to that of urban counterparts. Premium size of the rural market itself speaks of its products are replacing basic versions and brands are making their presence felt. It’s time potential. Rural incomes are growing and that rural marketing gets its due share in the pie of the advertising budget of any brand. It consumers are buying discretionary goods goes without saying those among us who can bring innovations in marketing mix with rural and lifestyle products, including mobile markets in mind will take away the “Fortune at the bottom of the pyramid”. 4 January 2014, EXPERIENTIAL MARKETING 82 INDUSTRY WATCH Also Featured

TechEase:“Pin the Tale” By Payal Shah Karwa

When we were kids and went for birthday C) You can also search for ideas – say innovative invitation ideas, wedding decor designs, parties, there was this one game which we engagement tools and a zillion other references in visuals which have been made public by the all loved to participate in and even watch –it owners of the content, for fair use or for the benefits of the viewers was called ‘Pin the Tail’. Usually it would be a donkey’s tail. Anyways, the point is we love D) Make your company pinboard, make categories ( MICE, Live, Activation etc) and keep to take on challenges even when we are little posting event images in the respective categories. It will help show your strengths and skills as four or five. And that trait amplifies when across events. we grow up, see life and especially work as event managers. We are event managers. E) Got venue suggestions or own an event friendly place? It’s a good idea to showcase it in more detail. Especially for a less easily accessible venue like say Yachts or a distant island villa, We make events by the day. Concerts, grand describing it through an array of great photographs on a social platform is a great idea. fashion shows, live performances, massive exhibits.....great moments which are visually F) Crowd sourcing ideas from other people gets simpler with Pinterest. All you do is ask appealing and which we would like to people to pin their ideas for - say - a giveaway option for employees or share Emcee options for capture forever in the camera frames. And their upcoming gig. And voila! You get a dozen options not choose from. we use those same frames to showcase to our clients. From the conservative credentials G) Photo stories are quite effective to make an impression. So instead of posting pictures presentation the showreels are now seen on which are silent, adding a descriptive quote to highlight that moment would work well. E.g. the agency’s website. And with the anvil of you got some key people attending your event, and you got a candid shot of the celebrity, social media we have started posting albums instead of posting just the photo as eye candy, write a smart story around that moment to and albums of our event on our Facebook make it more intimate and speakworthy. pages or uploading our videos on YouTube. Nice. But not enough. Why? Does another social network channel seem too much to handle? Don’t think twice about Pinterest at least because this visual medium is not only for networking but for showcasing Because you might not be connected to a purpose. Why cram your website server space with your huge video and photograph database large professional network only through when you can simply Pin them up? Facebook. Its like using a parcan when you actually need halogens to light up the • The other benefit is your laptops and desktops can remain clean of these huge images place. You need a better visual platform data. If you need to showcase something, simply post it here or download from that common to showcase your work visually. And that’s database. Same goes for all your employees. where the new photogenic platform of Pinterest comes in play. A simple to use, • Pinterest, being a social platform allows you to be more searchable than on the website. visually rich platform to be present strongly Also, it makes the sharing easier for others who are viewing your work. through your high resolution images, and which allows people to repin your images. For some examples of Event management outfits on Pinterest you can visit this particular blog which I am pretty impressed with – try http://www.pinterest.com/lynnae74/events/ or And not just images, but you can tell look at http://www.pinterest.com/cbibic/team-building/ for corporate team building ideas. your event ‘tales’by pinning the relevant Also look up cvent.com’s blog see how they are making Pinterest work for them. photographs. In short anybody around the world can find you through your pictures However I do not see many of us, the Indian Events Industry professionals, use Pinterest at now, unlike other social networks which all. So go, tell your stories, pin your tales on your pinboard and make your work look more connects you with only a certain percentage Pinteresting.’ of your social network. So how can you use Pinterest to your benefit?

It’s the Kaliyug – or the Tech Age. From Social Media to a larger A) Upload and share the relevant pictures than life 3D Mapping projection, the Event Industry has lapped up of your event as showcase material on your technology like a kid to a fancy toy. Like it or not we rely largely on company pin board technology to market, promote, launch, impress or create experiences for brands, successfully. So let’s explore some interesting aspects, the B) Be generous by sharing ideas – design pros and cons of using technology in Events and unique stories about ideas, decor ideas, theme ideas...it simply this love-hate relationship between Events and Technology. makes you come across like an idea leader 4 January 2014, EXPERIENTIAL MARKETING 83 ALSOINDUSTRY FEATURED WATCH Also Featured

An Event Called Life When Lady Luck Smiled Twice! - Swaminathan R

One of the important factors for any presentation material. So I took a local cab with the portfolio atop the luggage carrier on success or failure in life is Providence. the roof of the cab. Time and again we have witnessed or heard of a situation correcting itself or I reached the other stand and the response there was the same, no cabs. I got back into going out of hand due to what one may the local cab and dashed back to the first stand, hoping that a cab would be there. On call it as a divine intervention. reaching the stand, while I was paying off the local cab, I discovered to my horror that the I have mentioned this before and reiterate portfolio was missing, just vanished into thin air. My heart started pounding and I broke that I am a strong believer in fate and no into a sweat. I hysterically asked the cabbie about the portfolio. He shrugged his shoulders matter how convinced we are that we are feigning ignorance and nonchalantly replied that “it must have flown off.” Flown off, the masters of our destiny, we are still at what did he mean? I knew that it was a lot of baloney but then he added that he has had the mercy of fate. suitcases fall off due to the wind thrust.

Years ago, I was to travel to Pune to make You see, in my hurry to get to the other cabstand, I had tossed the portfolio on the carrier a presentation to the Managing Director without bothering to secure it and maybe the cabbie did not notice it. I was shaking, of Kinetic Engineering, the company that envisioning a thorough dressing down by my boss and maybe a sack. The portfolio introduced moped to this country. To top contained creative for the launch of 3 brands that would have resulted in a huge billing it, my Managing Director who was already for our agency. in Pune sought a review at 9 am at Blue Diamond before the final presentation to I begged the cabbie to retrace the route hoping against hope that I would find it on the client. As is the norm in all agencies, the road and that someone had not taken it. We ran the course twice but did not see work on the presentation started late and the portfolio. The cabbie was now getting a bit irritated and asked me to relieve him. I ended late. In fact, I came home at 3 am pleaded a last trip and he reluctantly agreed. As I was sinking into despair, I spotted a only to shower and change. I left home at lungi-clad man carrying the portfolio on his head. I had never screamed so loudly till 4 am and rushed to the Mumbai-Pune taxi then in my life neither have I till now…My scream of STOP stunned my cabbie and he stand. Those days the travel time to Pune screeched to a halt. It almost paralyzed the man as he gingerly turned around in our on a good day was 5 hours and on a bad direction. day it would take up to 8 hours. This was during the pre-expressway days. I dashed out of my cab, flinging expletives in English as I ran towards the lungi-clad man. Thankfully, he did not understand them or else I would have been in trouble. He was I reached the taxi stand and I was told that taken aback at my outburst and quickly handed over the portfolio without my asking, there were no cabs available immediately blurting that he was planning to deposit it at the nearby temple as he did not want to go and that if I was lucky, I could get one in to a police station. Poor guy was actually a bit scared. He may have been a rag-picker. an hour or so. I knew I was cutting it fine for my meeting with my MD at 9am when I thanked him profusely, grabbing the portfolio and ran back to my cab. I got in and this I left home at 4 am. But I calmed myself, time made sure that the portfolio was safe hugging it tightly. I was drenched with sweat thinking that I could reach Blue Diamond by the time I reached the Mumbai-Pune taxi stand, relieved but completely shaken. It was in maybe 4 hours due to the early morning now 5.15 am and Lady Luck smiled on me for the second time. I managed to get a cab travel. With no cabs at the taxi stand, I and reached Blue Diamond at 9.30 am. Thankfully, my boss was in a good mood and did panicked and rushed to the other stand not even frown on my late arrival. The presentation went off smoothly with almost all our about a kilometer away. There was no recommendations accepted by the client. In the end, as they say, all’s well that ends well. time to waste walking, what with a huge Till date, when I recall the incident, my pulse quickens. I was so close to disaster and it portfolio that I was carrying with all the was divine intervention that saved the day! [email protected] ec.eventfaqs.com/naturaadventurecrew

4 January 2014, EXPERIENTIAL MARKETING 96 Glimpses Metro Shoes campaign launch The ‘Shoes for a New Race’ campaign was launched at an event executed by Cream Events on Dec. 11 in Mumbai. This conference was hosted by actors Kalki Koechlin, Varun Dha-wan and Rannvijay Singha and RJ Malishka, all of whom the brand thought are a perfect embodiment of the new philosophy unveiled.

FIFA World Cup Trophy Tour by Coca-Cola The trophy was unveiled at ITC Sonar Bangla in Kolkata on Dec. 23. The ceremony was attended by about 300 people including Coca-Cola officials, All India Football Federation officials, Carlos Alberto Torres, Sourav Ganguly and Sachin Tendulkar. India is one of 90 countries in the world to host the tour, organized in India by Coca-Cola. 4 January 2014, EXPERIENTIAL MARKETING 97

KamaSutra Miss Maxim 2014 The hunt for KamaSutra Miss Maxim 2014 ended at a star studded grand finale at Hilton Hotel in Mumbai. Swapnila Gupta was the winner, Chandrika Ravi was the first runner up and Kangna Sharma was the second runner up. The pageant was judged by designers Rocky S and Nishka Lulla, actor Prachi Desai, film producer Bunty Walia, fashion photographer Subi Samuel, nutritionist Radhika Karle, model Priyanka Bose and Maxim’s Editor Vivek Pareek.

Le Mangii launch party Italian restaurant Le Mangii was launched in South Mumbai by its owners Prashant Chaudhri and Gaurav Goenka on Dec. 20. The launch party was attended by Kunal Kapoor, Raj Kaushal, Mandira Bedi, Rohit Roy, Parvez Damania, Naved Jaffery, Vikram Phadnis, Vikas Bhalla and Kiran SIppy among others. 4 January 2014, EXPERIENTIAL MARKETING 98

EVC Launch Party The Enchanted Valley Carnival Launch Party was held a week before the actual festival. The party saw World Number 8 DJ Steve Aoki performed at SVP Stadium (NSCI) in Mumbai on Nov. 30. The opening sets were by Miki Taka, Lost Stories, Anish Sood and Aditya Wanwari. Aoki’s pumping two-hour set was a real party, where he not only sprayed champagne onto everyone but also caked them all on his birthday. 4 November4 January 2013, 2014, EXPERIENTIAL EXPERIENTIAL MARKETING MARKETING 66 99

NDTV 25 Greatest Global Living Indian Legends NDTV marked its 25 years of breaking news broadcasting by acknowledging 25 Greatest Global Indian Living Legends for their outstanding contribution in association with Tata Consultancy Services. The awards ceremony was held by NDTV at the Rashtriyapati Bhawan in Delhi.

MTV Ray-Ban Never Hide Sounds The initiative was held to give upcoming bands a platform that allows for true expression of self in music. The grand finale for the talent hunt took place at Hard Rock Café in Mumbai and saw performances by The Raghu Dixit Project, Harshdeep Kaur, Shalmali Kholgade and Shilpa Rao for more than 700 attendees. 4 January 2014, EXPERIENTIAL MARKETING 100 Talent Central

Encompass Events Pvt. Ltd. Blues N Coppers Events Pvt. Thot Media Pvt. Ltd. Ltd. Positions: Positions: Positions: Conceptualizer and Copywriter (Gurgaon) Business Development Manager Sr.Executive – Content & Creative Senior Manager - Client Servicing (Mumbai Business Development Executive Sr.Manager – Client Servicing & Gurgaon) Operations Manager Executive/Sr.Exeutive – Client Servicing Senior Manager - Production (Gurgaon) Operations Executive 3D Graphic Designer Exhibition Stall Designer 2D Graphic Designer Sr.Visualiser

Location: Bandra, Mumbai Location: Gurgaon Mail CV to Mail CV to Mail CV to [email protected] [email protected] [email protected]

Silver Rain Media Solutions Pvt. B Formula Entertainment MCI Management India Pvt. Ltd. Corp. Ltd. Positions: Positions: Positions: Business Development Executive / Telecaller Production Manager (2 Positions) Business Development Manager M&E Brand Manager (4 Positions) (Corporate) Manager Client Servicing (4 Positions) Director Meetings & Events (Corporate) Celebrity Manager (3 Positions) Director Meetings & Events (Corporate) Manager Trainee (4 Positions) Account Manager M&E (Corporate) Finance Manager (2 Positions) Account Director

Location: Mumbai Location: Mumbai & Delhi Location: Delhi NCR Mail CV to Mail CV to Mail CV to [email protected] [email protected] [email protected]

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