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Music Composer of hits 'Tere Liye' and 'Doorie', the For jingles, theme music, anthems and ring tones that biggest youth anthems of all times and amongst surpass all benchmarks of audience engagement, the highest grossers as 'Ring Tones. reach Sachin Gupta on +91 9833147260 or email [email protected]
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4 mar 2013 Ashish Jaitly Events EntertainmentPromotionsMICEBTLSponsorshipSports Max Life MAIN ISSUE80PAGES INCLUDINGCOVERS|VOLUME3ISSUE11 p32 Nalin Kapoor The Sulafest 2013 experience, together withmusic, wineandunique campsites p55 Hyundai
Beach Soccer Worldwide launches Barefoot championship inIndia p52 George P.Johnson Navil Ratish Storm: Liquidspace Entertainment’s camp-outStorm: Liquidspace musicfestival Entertainment’s Audi India flags off theNew off YearAudi Indiaflags withabangp42 Sameer Bhariok Eli Lilly Mud Rush: Aunique p45 mudmarathon
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In Focus: Amitabh Tiwari LG Electronics p 48
4 March 2013, EXPERIENTIAL MARKETING 05
EDITORIAL TEAM: KARISHMA HUNDALANI NAGDEV [email protected] +91 98212 80003 PARITA MODI [email protected] +91 98337 17789 DHARM PATEL [email protected] +91 98194 13143 It’s all happening here KARAN SINROJA [email protected] +91 98707 15191 One has to love an industry where businesses gain value through CONTRIBUTORS the experiential properties it owns. The appreciation of assets are Roshan Abbas, MD, Encompass dependent on the effectiveness and sustenance of ideas! Investors are Srishti Bhatia made out of any brand / corporation looking to engage with those engaging in the experience. DESIGN TEAM: VINAYAK ALLE PRASAD KARAMBAT No doubt there are innumerable challenges as well. But when the business model is this exciting, who can really resist? Thank God then, MARKETING SERVICES: that there are some who do it better than others... VISHAL NAGDEV [email protected] +91 99116 96980 Only the truly successful experiential properties transform into brands ARNOB BANERJEE themselves and prove valuable and profitable to an organization. And [email protected] +91 98195 40004 its clear that a brand that resonates with its target audience is able TANVI ASHER to diversify its offering limitlessly. The only caution being, keeping it [email protected] +91 92245 72293 POONAM KHINCHI relevant. [email protected] +91 90046 87566 YASHITA UTTAMCHANDANI Imagine a future where experiential brands become the parent to a [email protected] +91 84528 58329 variety of products and services... Would you purchase a Sunburn sun SWATI SABHARWAL tan lotion? or pay a premium for IIFA designer fashion? or be seen in [email protected] +91 98199 16087 India Bike Week sunglasses?
CIRCULATION: It seems like a bizarre stretch of imagination. But its important to put RAMESH PATIL it out there! [email protected] RASNA SHENOY [email protected] +91 22 2630 0673
ACCOUNTS & ADMIN: SAKSHI KOYANDE [email protected] +91 22 2633 0674
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This issue contains 80 pages including covers. 4 March 2013, EXPERIENTIAL MARKETING 06 CONTENTS
Event Briefs 08 - 13 Cover Story 58 Promo Power | MICE | Live | Sports Rush | Media Active India Bike Week inspires a new generation...!
Industry Watch 14- 15 Destination | Events | Developments | Venues
In Focus 42 - 57
Audi India flags off the New Year with a bang Market Pulse 16 “It is an important part of the brand’s marketing strategy to get our programming known to the consumers on an on-ground level.” Mud Rush: A unique mud Sunil Punjabi | AXN India Networks marathon
Also Featured 18-39 Storm: Liquidspace Entertainment’s Royalty Calling! camp-out music festival Exploring Royal MICE destinations of Rajasthan with Event Crafter
The Rajasthan Event Management Association organizes its first meet Beach Soccer Worldwide launches Barefoot championship in India MEHK presents MaxiMICE 2013
The Sulafest 2013 experience, By what percentage are you planning to increase/decrease your together with music, wine and BTL marketing budget in the coming financial year 2013-14? unique campsites Experiential Destination 32
Glimpses 72- 76 India’s leading audio video content producers for India’s leading audio video content producers for
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9 dakshini marg, first floor, dlf city phase II gurgaon 122002 9 dakshini marg, first floor, dlf city phase II gurgaon 122002 nitin chowdhry : + 91 9810705072 | [email protected] nitin chowdhry : + 91 9810w7w0w50.t7h2e o|n [email protected] www.theonefilms.com 4 March 2013, EXPERIENTIAL MARKETING 08 Promo Power
Krayon executes Horlicks Mission Coca-Cola and NDTV organize Exams 2013 ‘Support My School’ telethon EduMedia’s vertical - Krayon - executed the Horlicks Mission NDTV and Coca-Cola came together for the second edition Exams 2013 campaign which began in of their ‘Support My School’ campaign to January and concluded on Feb. 15 took organize a live 12-hour telethon. Campaign place across 21 cities. The campaign ambassador Sachin Tendulkar and Bollywood is essentially a program that has been icon Aishwarya Rai Bachchan were present to designed to combat exam stress. Syed support the telethon which was telecast across Sultan Ahmed, Managing Director, EduMedia led an array of the NDTV network channels on Feb. 3. workshops and addressed a large audience on exam stress. Dr. Prannoy Roy, Chairperson, NDTV Group said: “This Ahmed said: “The school contact program saw interactive campaign has received support from two new partners, World sessions for students and teachers on the importance of Vision India and Plan International. With the funds generated nutrition and stress management related to examinations. through the telethon, NDTV and Coca-Cola along with our Distributed booklets contained tips on better performance, stress partners will reach out to transform 272 schools across the management, nutrition and exam planners.” country providing sanitation, separate toilets for girls and boys, drinking water, libraries, sports, recreation facilities, etc.” Maybelline launches its Super Stay lipstick in India Metro Shoes creates ‘Shoe in a Metro’ at Kala Ghoda Festival Maybelline India recently launched its Super Stay 14-hour lipstick through a social media driven activity Metro Shoes tied up with origami artist Himanshu Agrawal to that concluded in Phoenix Mall, conceptualise and sculpt a giant shoe installation Mumbai. The activation was executed at Kala Ghoda Festival 2013 which ended by Vibgyor Brand Services. Vibgyor’s key mandate was to take this on Feb. 10. Called ‘Shoe in a Metro’, the digital activity on-ground. installation was erected in a bid to create buzz and support the right to footwear. Metro Shoes’ DhruvKalra, Business Head, Vibgyor Brand Services said: “The promotional act is a part of the company’s CSR revelation of the product took place at a 25 foot tall setup that re- initiatives. The brand has clubbed the concept with a Facebook created the iconic Times Square in New York. A 14-hour countdown activity where Metro Shoes will donate a shoe for every 100 likes the took place, before the unveiling of the product. People were involved page receives. with the help of promoters at the mall who engaged people with fun games and photo-ops while encouraging them to tweet on the spot Farah Malik Bhanji, Executive Director, Metro Shoes Ltd. said: using tabs or their own phones. About 2000 people were engaged “Being the largest footwear retailing company in India, we have tried during this activity, at the venue.” to utilise our presence to amplify the awareness towards this cause. ‘Shoe in a Metro’ depicts the chaos, need for change and vibrancy required to create the right wave for a growing country.” Kansai Nerolac conducts ‘Paint the Change’ initiative Annual anti-tobacco campaign 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 Kansai Nerolac Paints Ltd. launched its new initiative ‘Paint SWAT returns for tenth edition the Change’ to encourage its consumers to donate and give away unused or left-over excess SWAT - Students Working Against paints towards structures across the country that Tobacco - returned for its tenth edition. are in need of beautification and renovation. The annual anti-tobacco campaign is The campaign will go on for about six months. an initiative of EMDI Mumbai. It took Nerolac is taking help from its network of dealers place on Feb. 2 and 3, a day prior to World Cancer Day. It is a and painters as well to support the cause. youth oriented initiative working to educate youngsters about the harmful effects of tobacco. H.M. Bharuka, MD, Kansai Nerolac Paints said: “While we have always been providing products that are safe and minimize Nowshir Engineer, MD, EMDI Mumbai said: “We want impact on our environment, this is our endeavor to create a to communicate to the youth that the use of tobacco is a platform to empower consumers to make the change around them controllable habit. It is totally organized by the students of EMDI thus helping them to invest in a greener future. Collection centres wherein they conceptualise the strategy, look and feel of the event have been set up where paint dealers, who have volunteered for and also the implementation plan.This year’s campaign was bigger this cause, will collect the unused paints.” in size as more people participated in the festival.” 4 March 2013, EXPERIENTIAL MARKETING 09 MICE
10th annual South African Flipkart organizes ‘Slash N’ Tourism Board Road Show ends technology conference South African Tourism India organized the 10th annual Flipkart organized the ‘Slash N’ technology conference on Feb.1 South Africa Tourism Board Road Show at ITC Gardenia in Bengaluru. George P. in Mumbai on Jan. 28, Hyderabad on Johnson (GPJ) India partnered with Flipkart Jan. 30, Bengaluru on Jan 31 and Delhi to create a unique ‘classroom’ experience. on Feb.1. Executed by Pegasus Events, the This conference was Flipkart’s first external road shows were hosted in order to provide event that addressed developers from leading trade partners from India and South Africa technology companies. an innovative opportunity to interact with each other and discuss the most popular destinations and activities that South Africa has Rasheed Sait, VP and MD of GPJ India said: “This conference to offer to the Indian traveller. was set to accentuate the new lines of thought that goes behind the technology used in e-commerce. All the sessions were designed to Hanneli Slabber, Country Manager, South African Tourism engage - be it talks, panel discussions or technical sessions, where India, said: “We have witnessed a continuous increase in Indian anyone could end up being the speaker too.” tourist arrivals. Each year, our roadshow has provided the perfect platform for travel operators from India to further expand their understanding and offerings of South Africa.” Ogaan Publications launches India Design ID 2013 Hager Electro organizes channel Ogaan Publications announced the launch of its design partner meet venture, India Design ID 2013 last month. The three day exhibit, which has been conceptualized to Pegasus Events Pvt. Ltd. managed the support the fast growing design channel meet partner event for Hager movement and establish India on Electro Pvt. Ltd recently at The Lalit the global design map, took place Plaza, Mumbai. Attended by 150 guests, the event served as an from Feb. 15 to 17 in New Delhi. Presented by Asian Paints, the introduction for the brand’s intelligent home automation systems event was executed in conjunction with Event Network and Expro and other products. Events and Exhibitions.
Shahzad Karachiwala, Business Development Manager, Archana Pillai, Founding Member, India Design ID 2013 said: Pegasus Events said: “The set was designed focusing on elements “India Design ID 2013 has a mission to exhibit the best of Indian that could be pre-fabricated and assembled on-site to allow for a and international design along with supporting and promoting quicker setup. We focused primarily on the audio visuals which upcoming talent in the industry to foster the spirit of creativity included a corporate video, presentations and support videos for and stimulate networking within the design fraternity. It is the the various items on the agenda.” country’s first comprehensive design week. We’re proud to have developed a platform that is the first of its kind.” Lakme Lever organizes Cascade HSBC holds RBWM Annual Meet The Lakme Lever Cascade 2013 event took place from Feb. in Mumbai India, log on to www.eventfaqs.com across from promotions and on-ground updates latest on events For 4 to 6 at Fort Jadhavgadh. The event was planned with a single motive of getting Innovatus Entertainment Networks Pvt. Ltd. executed the the internal employees to know about HSBC RBWM Annual Meet 2013 on Feb. 11 the goal of the company through the at Grand Hyatt in Mumbai. The agency was customization of a relevant theme, which given the mandate to manage and execute was conceptualized by the brand. Gravity the entire flow of the event from booking of Concepts executed the three-day event and looked after all the the venue, managing technicals, to choosing requisites. Around 80 people attended it. the menu, etc. The presentation at the event covered the proposal for the coming year and included the Raj Mutreja, Co-Director, Gravity Concepts said: “The theme different aspects of HSBC’s entire business plan. observed at the event was ‘The X Factor’ which was emphasized throughout the event via various elements. The activities, Banish Dhar, Business Group Head, Innovatus Entertainment collateral, etc. revolved around the central theme itself. A treasure Networks Pvt. Ltd. said: “We have been executing the meet for the hunt called ‘The X Hunt’ was conceptualized which kicked past three years and won the account this year as well after going off from Mumbai and ended at Jadhavgadh. Team games, skit through a multi-agency pitch process. General finishing had to be competitions, a fashion show and awards night took place.” top notch, we couldn’t compromise on anything.” 4 March 2013, EXPERIENTIAL MARKETING 10 Live
The IAA Leadership Awards Percept Activ executes launch of takes place in Mumbai IL&FS Infrastructure Debt Fund The IAA Leadership Awards IL&FS launched Infrastructure Debt Fund on Feb. 9 at took place on Feb. 2 at Grand Trident, Mumbai. Executed and Hyatt in Mumbai. The event, managed by Percept Activ, the brand which is an initiative of IAA activation arm of Percept Limited, India Chapter, had Colors as its presenting sponsor and was the event launch was done at the executed by Maven. It was conceptualized to honour individuals hands of Finance Minister of India, P. Chidambaram. The IL&FS in the fields of marketing, advertising and media, who have made Infrastructure Debt Fund (IIDF) will be a listed infrastructure enormous professional contributions and delivered business mutual fund and will invest in infrastructure projects. success to their companies. The awards celebrated the individual’s innovative thinking and performance excellence that lead to Sanjay Shukla, CEO, Percept Activ said: “It was a very proud outstanding success of the product or brand. moment for us to have conceptualised and executed the launch of IL&FS Infrastructure debt fund. This is a step forward in our Rajesh Iyer, Head of Marketing, Colors said: “IAA Leadership continued efforts to drive the on ground activation growth story Awards was attended by over 500 decision makers from the field to the next level. The activities were undertaken with tremendous of media, marketing and advertising. The event design saw the use detailing, considerately handled and perfectly executed by the of 3D mapping for the stage backdrop. Each of the nominations team, making it an event to remember.” in the 21 categories of the awards were customized.” 4th edition of Bio Quiz concludes Tiesto to tour India this month The Department of IT, Submerge is bringing down Dutch artist Tiesto to tour India. Biotechnology and Science The world’s number two DJ will perform &Technology, Government just a couple of weeks after world number of Karnataka and Karnataka Biotechnology and Information one Armin van Buuren, both under the Technology Services (KBITS) organized the fourth edition of Bio Sunburn Arena, which is a format created Quiz 2013 for B.Sc, B.Sc-Agri, BE-Biotechnology and B-Pharma under the brand umbrella of Percept students from Jan. 29 to Feb. 6. QuizWorks, which is a specialized Live’s Sunburn. Tiesto’s tour will take place on March 29, 30 and quizzing company, has been a part of the project since 2011. 31 in Mumbai, Bangalore, and Delhi respectively. Raj Dam, Founder, QuizWorks said: “The objective of Nikhil Chinapa, Director, Submerge Entertainment said: “He the quiz was to create awareness and help students understand is one of the most remarkable artists who has managed to remain science and biotechnology in a more comprehensive manner relevant through almost two decades. We’re so glad the contract keeping them abreast of the latest developments in the world of has finally been sealed.” Biotechnology. There were about 1,300 participants.”
3rd Rock announces launch of Oz fest concludes with Gotye music festival +91 performance 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 Jesse Julka has been appointed as Creative Director and Grammy-winning singer-songwriter Business Head for 3rd Rock Entertainment’s Gotye performed in India for the latest offering +91 which will host music first time for the finale to the recently festivals in India at various levels. +91 aims concluded Oz Fest. Gotye performed to launch and promote bands and artists in New Delhi on Feb. 6 at blueFROG, by releasing their albums, music videos and bringing his hits like ‘Somebody That I managing digital distribution. Used To Know’ and ‘Eyes Wide Open’ to his Indian fans. Oz Fest, the biggest Australian cultural festival Aarnavv Shirsat, CMD, 3rd Rock Entertainment said: “We ever held in India, is being promoted in association with NH7.in. have been dwelling upon the idea of creating our own music property for quite some time now. There is also a dearth of metal Australian High Commissioner Peter Varghese said: “The gigs happening in our country. We realized that there is a sizeable festival aims to strengthen the Australia-India relationship via the market for this kind of music and a good number of bands to cater path of culture. It showcases contemporary Australia to the Indian to them. Hence, we decided to come up with this concept. +91 audience with over hundred events across 18 cities. Along with will be promoted using ATL as well as BTL media to promote the the many cultural programs, the festival also featured business and property. Digital media will be the preferred platform.” industry networking events across four Indian cities.” 4 March 2013, EXPERIENTIAL MARKETING 11 Sports Rush
Inaugural edition of Pearls Golf Toss Sportz Eventz launches Premier League ends Femme Sporting Series Pearls Gold Premier League took place at Aamby Valley Golf Toss Sportz Eventz, a Chennai based sports events company Course from Feb. 7 to 10. It was played on recently launched Femme Sporting Series a stroke-play-cum-best-ball format and was (FSS) - a series of weekend sporting telecast live. Four major champions and a host events for women from corporates, of top European, Asian and Indian players colleges and schools. The main aim of came together for the inaugural edition of the initiative is to promote sporting GPL which featured eight franchises with participation among women. As a first teams of four golfers each. GPL is a brainchild step towards FSS, Toss organized Corporate Chucks (throwball) of pro-golfer Shiv Kapur and Neeraj Sareen, on Feb. 3 in Chennai. There will be further events in the a former top-flight amateur golfer. The event was produced and categories of football, badminton, table tennis, basketball, etc. promoted by Sportsmantra and Ignite Infotainment. M. Rajalingam, Founder-Director, Toss Sportz Eventz said: Shaju Ignatius, MD of Ignite Infotainment, said: “From my “The idea is to organize a series of weekend events for women, past association with Aamby Valley City and the experience of so their professional schedule doesn’t get affected. It is also done having done multiple series of events for over a decade there, the to promote and increase the sporting attitude among women. logistics and operations of the venue were homegrown.” Another aspect behind corporate events is that they serve as the ideal platform for busy executives to relive their college days.” Hero Hockey India League concludes after a month KOOH Sports’ new sports initiative Speedstar culminates Hero Hockey India League took place from Jan. 14 to Feb. 10 and saw 120 leading players, playing The grand finale of Speedstar took place on Feb. 10 in against each other in 34 matches over Mumbai at K. J. Somaiya Sports Complex. The competition, a span of 28 days. The five teams which is a sports initiative by were Delhi Waveriders, Jaypee Punjab KOOH Sports, scouts for talent Warriors, Uttar Pradesh Wizards, to identify the fasting running Mumbai Magicians and Ranchi Rhinos. HHIL signed a multi-year sensations in India. Speedstar deal with Hero MotoCorp for title sponsorship of the tournament. in its maiden year received participation from over 800 schools and 10,000 kids. Dr. Narinder Batra, Secretary-General of Hockey India and Chairman of Hockey India League, said: “Although the different Susir Kumar, Founder and Chairman, KOOH Sports said: franchisee cities had separately planned activities in store, all “The intent of Speedstar is to proliferate the importance of matches had a DJ, an emcee interacting with the audience, athletics and provide young kids a platform to display their talent. fireworks, and a post-match presentation for man of the match, This annual proposition has been carved to render international best goal of the match, etc.” exposure to the deserving lot.”
FICCI organizes Goal 2013 Over 40, 000 participate at the 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 Goal 2013, an international convention focused on the 4th Ambuja Jaipur Marathon business of football in India, took place from Feb. 14 to 15 at FICCI, Federation The fourth edition of the Ambuja Jaipur Marathon saw about House in New Delhi. The convention, 43,000 participants. It is an initiative of Sanskriti Yuva Sanstha which is an initiative of the Federation and World Trade Park, meant to create of Indian Chambers of Commerce and awareness about various social causes and Industry (FICCI), is a strategic dialogue platform to bring together to promote better health through regular senior decision makers and the who’s who of the Indian and activity amongst youth. The marathon was international football industry, in order to deliberate on profitable organised and executed by Sincere Global promotion and grassroots development of the sport in India Events which took care of the property from start to end including planning, sales, execution, etc. Khushboo Luthra, Assistant Director, Sports and Youth Affairs, FICCI said: “Goal 2013 had a number of partners on Mukesh Mishra, CEO, Ambuja Jaipur Marathon said: “The board such as Tata Steel, ESPN Star Sports, Cosco India, 90 event was flagged off by Akshay Kumar and Bina Kak was the face Minutes Magazine, Goal.com India and Libero Sports. These of the marathon. Ambuja was the title sponsor for the event for brands were given visibility with logo presence at the venue.” the second year in a row.”
4 March 2013, EXPERIENTIAL MARKETING 13 Media Active
93.5 Red FM Bengaluru launches 94.3 Radio One launches ‘Music
consumer campaign Healers’ initiative 93.5 Red FM, which was recently repositioned as a ‘24/7 94.3 Radio One, Bengaluru’s Bollywood SuperHits Hindi’ station, organized its music station teamed up with Dignity advertising campaign which ended on Feb. 14. Foundation to launch ‘Music Healers’. It’s The campaign aimed at establishing the super- an initiative aimed at spreading cheer and joy hit Hindi music positioning through the through music to the elderly population living communication delivered in a ‘Bajaate Raho’ in various old age homes across the city. The style of being quirky, irreverent and fun. on-going campaign kicked off in 2012 and will continue for as long as Radio One thinks it can Nisha Narayanan, Senior VP - Programming & Projects, make a difference and sensitize people to the problems faced by 93.5 Red FM said: “The response to the change of format to the elderly. Hindi super-hits has been very encouraging so far. We wanted to communicate the change to the section of audience in Bengaluru Shyju Varkey, Bangalore Station Head and National Marketing who are yet not aware of the same through a marketing campaign. Head, 94.3 Radio One said: “The initiative is a two hour We are very confident that the innovative creatives backed by the community service every month, getting the youth for jamming scale of the campaign will help us with the new positioning.” sessions to spread the joy of music with the elderly. They spend time bonding over music, with members of the foundation.” Punjabi channel 9X Tashan organizes ‘Tashan Nites’ Wide Frames Pictures launches trailer for Aatma 9X Tashan recently created a unique on-ground and on-air property titled Tashan Nites. The Wide Frames Pictures (WFP) launched the trailer for its initiative is a series of exclusive invite- upcoming horror flick Aatma at JW only parties that are held across North Marriott in Mumbai on Feb. 12. In India to connect the best names in Collaboration With Events & Alliances Punjabi entertainment with the masses. Popular performers (ICW) was appointed to execute the like Bohemia, Miss Pooja, Sherry Man, Gippy Garewal and DJ launch which was attended by Bipasha Basu and Nawazuddin Goddess performed for their fans and viewers of the channel. Siddiqui who star in the movie. About 300 people including other celebrities and media personnel attended it. Kapil Sharma, VP - Marketing, 9X Media Pvt. Ltd. said: “On an average more than 300 people attend each event. Tashan Brijesh Parekh and Harsh Narula, Partners at ICW said: Nights are being held at prominent night clubs in North Indian “ICW created the ambience by designing and using props like cities. These clubs have the main stage for artist performances a planchette table with candles, books, cobwebs, etc. The venue which has a DJ console set up. Theme-based photo booths are set was decorated with props such as a broken mirror with a knife up for photo ops integrating the partner/sponsor brands. Instant stabbed to it with blood dripping on to the mirror. There was also photographs are provided in branded photo frames.” a spooky jail covered with cobwebs.”
Vh1 promotes the 55th Annual 2nd ‘BIG Punjab Entertainment India, log on to www.eventfaqs.com across from promotions and on-ground updates latest on events For Awards’ to take place Grammy Awards in India Vh1 went all out to connect with its fans 92.7 BIG FM Punjab across platforms. Hard Rock Café tied up with announced the second season of the Vh1 for promoting the Grammy Awards at recognition platform for the Punjabi its outlets across the country with a campaign entertainment Industry, the BIG Punjab Entertainment Awards. from Jan. 19 to Feb. 11. The awards will honour and recognize the contribution of some of the best talent housed in Punjab from across fields including film, Ferzad Palia, Senior VP & GM, English Entertainment, music, dance, and sports among others. Viacom18 said: “From playing Grammy nominated music on these weekend nights along with DJ mentions of tuning-in for Ashwin Padmanabhan, Business Head, 92.7 BIG FM said: the awards show, the partnership has helped take the Grammy “The event will recognize the talent and creativity which has raised promotion across metros to the next level. The crew also sported the bar while creating new standards of entertainment in the Grammy badges and all cafes saw collaterals such as tent cards, industry. We are looking forward to a star-studded night which standees, dropdowns and coasters at the bar. Vh1 India also will celebrate the spirit of entertainment in Punjab.” undertook various contests for its fans.” 4 March 2013, EXPERIENTIAL MARKETING 14 Industry Watch
Destination Events Chengdu becoming popular MICE destination PATA Travel MART The city was named the best convention and exhibition city in China in 2011, and Chengdu’s MICE industry ranks near top of the nation, in terms of physical scale and 2013 heads to economic spending. It has become one of the five largest convention and exhibition Chengdu hubs in China. The Pacific Asia Travel Association has announced that its Travel Mart 2013 will Chengdu is focused on creating a comprehensive travel destination by integrating its take place from Sept. 25 to 27 at Century development, planning, marketing, hotel management and transportation for its places City New International Convention and of interest. Private enterprise and demand are linking up with public aspirations to help Exhibition Centre, Chengdu. make Chengdu’s aim of becoming a big-time tourism and MICE destination reality. Taiwan promotes MICE sector The annual Indian Taiwan is set to become a leading destination for MICE as a result of ongoing efforts e-Retail Congress 2013 by the Ministry of Economic Affairs (MOEA). It will launch a new four-year promotional campaign aimed at fast-tracking the development of related facilities and services. takes place in Delhi It was held by Franchise India on Feb. An MOEA official said: “The MICE segment is widely seen as a growth engine 15 and 16 at The Claridges in New driving Taiwan’s entire services sector. The MOEA Bureau of Foreign Trade kicked off its Delhi. Apart from providing a direct first Taiwan MICE Advancement Program in 2009. Comprising four subsidiary projects, B2B engagement to many Indian leading the four-year initiative strengthened the local sectors’ fundamentals. Under the program, e-retailers and retailers, the event also more than NT$2.1 billion (US$72.16 million) in state funds have been allocated toward provided an understanding around how developing technology-based services and enriching the nation’s business environment.” e-retail is re-writing and implementing new Tourism Fiji to target MICE segment in 2013 retail practices over traditional ones. Tourism Fiji, the national tourism board of Fiji, plans to target the honeymoon, family and high-end MICE segments this year. Tourism Fiji also conducted a four-city road show Nasscom India in India recently and also participated at SATTE. Fiji recorded 1,847 Indian arrivals during January-June 2012. Leadership Forum 2013 concludes Pranav Kapadia, Director, Global Destinations, the India Representative of Tourism Fiji said: “Fiji is increasingly getting popular now, especially with Bollywood movies being The 21st edition of the forum took place shot there. The very successful India Fiji Tourism Exchange held on September 2012 was from Feb. 13 to 15 at Grand Hyatt, attended by 35 agents in Fiji. Given the current scenario, more and more travel agents are Mumbai. The knowledge partner was keen to educate themselves on destination Fiji and it is thus very important to continue Accenture whereas the sponsors were training and constantly keep updating our trade partners about Destination Fiji and the NIIT, CA and Steria. It was attended by products it has to offer.” more than 100 speakers. BITEC to shell out 5bn baht for expansion India International Bangkok International Trade & Exhibition Centre (BITEC) wants to invest more than five billion baht to expand its exhibition space with the aim to be a leading trade Film Tourism show centre with MICE demand increasing by 2015. It expects the development projects Conclave takes place to be completed in 2016, with the exhibition space increased by 25,000 sqm, up from 50,400 sqm now. in three cities It was a three-city film tourism initiative Panittha Buri, Marketing and Sales Director, BITEC said: “The company plans to which took place on Feb. 2 in Chennai, build four new exhibition halls and a 30-storey office building. Thailand has value for Feb. 4 in Hyderabad and Feb. 6 in money not only in tourism but also in MICE businesses. We have a variety of tourism Mumbai. The event was an initiative of products that are part of the key attractions. The cost for holding events in Thailand is Mercury Integrated Marketing Services 20-30% cheaper than Singapore.” Pvt. Ltd., which organized the event, and was carried out with the support of the HMDA keen to develop more MICE facilities Film Federation of India (FFI). The Hyderabad Metropolitan Development Authority (HMDA) is in possession of about 34 acres land spread out in three parcels at the National Academy of Construction SATTE 2013 concludes (NAC) campus in Izzatnagar. Given the city’s emergence as a favoured destination The 20th edition of South Asia’s leading for national and international events, the HMDA is keen on developing more MICE B2B travel and tourism trade exhibition facilities. SATTE achieved success. It has been a great networking and business transaction The campus already has the Hyderabad International Convention Centre (HICC) platform for the sector. SATTE has been and Hyderabad International Trade & Expositions (HITEX). The new development is promoting India’s tourism and it has planned as an ancillary and complementary facility for them. Over the last decade, they evolved as a truly global exhibition in this have played a key role in promoting the city as a major destination for events. part of the world. 4 March 2013, EXPERIENTIAL MARKETING 15
Venues Developments New £40m Exhibition Centre Liverpool DDB Mudra appoints construction to commence Shally Mukherjee as The public was invited to comment on plans for the new £40m Exhibition Centre Liverpool (ECL) at a pre-planning application consultation on Feb. 8 and 9. ECL will be a Senior VP three-hall exhibition centre and 200-room hotel. Mukherjee will be handling a portfolio of businesses including FMCG, Realty, Joe Anderson, Mayor of Liverpool said: “The facility will be capable of hosting trade Tourism and Corporate. Mukherjee and consumer exhibitions, concerts and sports events on a national and international comes to DDB Mudra Group with sixteen scale. It will also include an integrated, upscale hotel which will be developed by the city years of work experience, with leading council. The council is currently seeking an operator to manage the hotel.” multinational advertising agencies. Marriott International launches Bengaluru Himanshu Shah Marriott Hotel Whitefield appointed as VP - Marriott International Inc. announced its entry into the Bangalore market with the launch of its signature Marriott Hotels & Resorts brand. It is conveniently located just 50 EEMA West minutes from the Bengaluru International Airport and 30 minutes from the city centre. The Event & Entertainment Management Association (EEMA) saw a change in It offers its guests 324 spacious and elegantly designed rooms which include 16 junior its structure with the appointment of suites. It has been conceptualized to meet the varied tastes of travellers; business and Himanshu Shah as Vice President for leisure alike. With over 10000 sqft of efficient meeting space, equipped with the latest the West region. In addition, Vinod technology and amenities, the hotel provides an ideal destination for business travellers. Janardhan of Team Rustic has also been elected onto the EEMA West committee. InterContinental Hotels Group to open Holiday Savio Sequeira gets Inn at Lavasa by 2015 Lavasa Corporation recently signed an agreement with InterContinental Hotels appointed as CEO Group to open Holiday Inn at Mugaon, the second town under development at Lavasa. It of Percept Sports & will be a 200 room midscale hotel and is expected to open by 2015. Its opening will help further cater to tourist demand for quality hotel accommodation. A three hour drive from Entertainment Mumbai and an hour’s drive from Pune, the city is one fifth the size of Mumbai. In Sequeira’s new role as CEO, he will be in charge for providing strategic direction, Mugaon, located close to the first town Dasve, is being developed as a residential, creating opportunities for integration educational, business and commercial hub. The hotel will be featuring new signage, new and paving the roadmap for the overall exterior landscaping and design, an enhanced welcome experience with a re-designed businesses for the Percept vertical. lobby, de-cluttered reception desk and all-new signature scents and sounds. Rotana becomes largest operator in Dubai DDB MudraMax with opening of two hotels appoints Deepak Rotana is said to be the leading hotel management company in the Middle East Trikha as VP, and Africa and one of the preferred hotels of Indian travelers to the region. Rotana announced the official opening of Al Ghurair Rayhaan and Al Ghurair Arjaan in the Experiential heart of Deira, one of Dubai’s busiest tourism and commercial districts. Trikha will be based out of Delhi and will report to Mandeep Malhotra, President, The two new hotels also represent Rotana’s largest ever room inventory in a single DDB MudraMax. Trikha’s role is to lead project and will add 620 rooms to Rotana’s Dubai portfolio - 428 rooms at Al Ghurair experiential marketing services for North Rayhaan and 192 apartments at Al Ghurair Arjaan. With Dubai becoming one of the and East region at MudraMax. main global destinations for shopping, the two new hotels are uniquely positioned to provide Indian guests with a convenient and enhanced leisure experience. GCMB and SECC to Renaissance Mumbai Convention Centre Hotel launch ‘You 1st’ Glasgow City Marketing Bureau and named 2012 ‘Best Convention Hotel’ Scottish Exhibition + Conference Centre The Travel Agents Association of India recently honored the Renaissance Mumbai are working in partnership to launch Convention Centre with the ‘Best Convention Hotel 2012’ award. The Convention a revolutionary new service which Centre at the Renaissance Mumbai Hotel features 230,000 square feet of indoor and will deliver real benefits to conference outdoor space designed to meet the needs of nearly any occasion. organisers and their delegates through new innovative market solutions. The ethos of Saeid Heidari, GM, Renaissance said: “Mumbai is the hub of business in India. It has ‘You 1st’ is to create a unique partnership state-of-the-art MICE facilities and the city offers vast and the best convention spaces for with the organisers to understand their corporate houses to choose from in the country.” conference ambitions and make it happen. 4 March 2013, EXPERIENTIAL MARKETING 16 MARKET PULSE
”It is an important part of the brand’s marketing strategy to get our programming known to the consumers on an on-ground level.”- Sunil Punjabi
Sunil Punjabi Business Head, AXN India Networks
Launched first in Asia in 1997, AXN has What is the relevance of BTL / on-ground activities for a brand like AXN become an international channel brand India? Why is this considered an important part of the brand’s marketing that is now seen across 60 countries globally strategy? including Latin America and Europe. In Asia, the channel is now watched by 148 million BTL has always been an expensive medium. But for AXN, the brand is all about the viewers in more than 106 million homes across ‘thrill’ factor. BTL on- ground activities for AXN hence are all about direct consumer 21 countries, including close to 50 million connect where we can inform, connect and create awareness about our programming. households on a time-block basis in China. Hence it is an important part of the brand’s marketing strategy to get our programming AXN Asia is wholly owned by Sony Pictures known to the consumers on an on-ground level. Entertainment and managed by Sony Pictures Television Networks, Asia. How much of AXN India’s marketing budget is dedicated to on-ground / BTL activities? How do you think this will change in the next five years? Sunil Punjabi, Business Head, AXN India Networks, tells us a little more about what About 20 percent of the marketing budget of AXN India is dedicated to on-ground and differentiates the brand from other channels BTL activities every year. Today we are focusing more and more towards BTL. We also and what role BTL marketing plays in the raise the bar with each of our activities. With the ‘Find yourself in LA contest’ for The channel’s marketing strategy. Voice, we are now taking our contest winner to LA to the sets of The Voice. We believe 4 March 2013, EXPERIENTIAL MARKETING 17
such international exposure will be good exposure for brand AXN and its viewers.
Please comment on the differences in the BTL engagement strategy adopted by AXN India as compared to its strategy abroad?
The quality of programming AXN delivers is one of the best. The challenge that AXN faces is character association since they are international. Hence we focus on building characters through our BTL activities.
Please elaborate on some of the best on-ground / BTL campaigns that AXN has carried out to engage with its target audience. What were their differentiating factors?
One of our best and the latest on-ground activity that we have done to promote our show called Top Chef, is the AXN’s Top Chef Open Kitchen Nights carried out in cities around India in association with the Marriott Group. The idea of the event was to have people indulge in the love of food as they get to watch a local top chef cook some of his signature dishes in front of them. This was followed by dinner and an experience that they would remember for a long time. We got an overwhelming response for the radio and online contest that we had for this and we extended this wonderful experience to people from Ahmadabad, Delhi and Mumbai. We will Glimpses from Top Chef Open Kitchen Nights also be doing this event at Bangalore and Kolkata soon. other channels in the industry and differentiate itself?
What BTL / on-ground activities has AXN India has been around in India for 15 years and has been the best content provider AXN India tied up with in a bid to in the English GEC space. 2013 has some amazing content lined up for its viewers promote its brand image among including Hannibal, Sherlock Holmes, The Voice 4, Apprentice Asia, Amazing Race, the relevant target audience? How Supernatural, Teen Wolf, The End of the World series and many other exciting shows. have these associations helped AXN To popularize the 2013 line up amongst the trade fraternity, we have started the ‘Find India as a brand? yourself in LA Contest’ which is a contest built around our latest line up. Lucky winners will get a chance to go on an all expense paid trip to LA and be on the sets of The Voice 4, AXN recently tied up with ground events which has Shakira and Usher as new judges. at the MICA college fest. These events have helped us connect with our huge What innovative on-ground / BTL activities has AXN India chalked out for online fan base and give them more of the future? How will they help AXN India connect with its TG and achieve a local connect with the thrill factor its marketing goals? of the brand. This has given us a great connecting factor apart from the exciting We would like to keep some ideas as a surprise element. However, another very popular 2013 line up that we have in store. BTL activity has been The Great Saltgunners Tweet Up for which we have done two editions already. The fan base of the show Supernatural in India is expanding and we can With the increasing number of see that with every city that we have done the tweet up at. The fans are more vocal than channels available to viewers, how ever and they love the idea of having a convention where they can meet the other fans of does AXN India compete with the the show somewhere apart from twitter.
4 March 2013, EXPERIENTIAL MARKETING 22 ALSO FEATURED
MEHK presents MaxiMICE 2013 highlights the importance of setting clear objectives and parameters to achieve success in any MICE programme By Parita Modi
EVENTFAQS and Meetings and and decide: ‘what experiences would I want and what can I create?’ Rather than just Exhibitions Hong Kong came together to involving the agency by giving them a bland brief of ‘there is a national conference coming present the fifth edition of the leadership up for 500 pax..hotel, logistics, etc. need to be decided’, one should take that extra step conclave – MaxiMICE. The platform and create initial involvement.” deals in discussions with corporations and service providers that highlight how Sanjeev Pasricha, Group MD, C S Direkt added to this point of view. He said: “Along with to achieve success in Meetings, Incentives, early involvement one should give the agency enough time to plan and execute the entire Conferences and Events. M.I.C.E. has event. This is definitely possible through knowing the objectives from the start.” been an effective and much utilized tool for corporation looking to engage with Chetan Sharma, noted business television host and journalists, and the moderator and key stakeholders. The conference included host of the conference, added another angle to this discussion saying how important it two opinion-filled panel discussions in is and has become to measure the success of M.I.C.E. prgrammes and how does one in which brand representatives from across reality actually measure it? He questioned the panelist asking: “Where M.I.C.E activities industries presented insights from their are concerned, how do you measure the success of an external agency that is involved?” experience. To this Nalin Kapoor, Senior GM and Group Head-Marketing, Hyundai Motors said: The key take-outs of the first session “Events come with defined objectives and it’s important to meet these objectives. included the importance of clearly Measuring the effectiveness of the event in totality is imperative. Objective assessments articulating the objective of the M.I.C.E in a way are simple. One way is through a feedback form which has specific criteria programme before setting out to plan and parameters mentioned ranging from logistics to other aspects. This is a small but aspects within it. Another key take important part. What’s more important for me, is the charge in the people after the back was the importance of involving event. Because we have been doing this for a fair few years, we have conversations and a M.I.C.E. specialist agency at the time get a sense of the satisfaction felt by the participants after the programme. Most M.I.C.E. of setting out objectives. Measurability groups themselves are testimony of success of a marketing activity, since they are based on of success of the programme becomes set objectives and parameters, which the participants have strived hard to complete, and directly relevant to set objectives, hence shown their enthusiasm already to participate.” according to the panel. Thirdly, panelists reached a mutual consensus on allocation of pre-decided budgets while conducting M.I.C.E. events.
The industry veterans discussed the importance of clarifying objectives in the beginning. Doing so ultimately leads to better understanding, fruitful associations and better implementation. This, along with engaging agencies from the outset, helps in reaching the overall goal in a much easier and precise manner.
Speaking about this, Sameer Bhariok, Director – HR, Eli Lilly said: “It is always better to get the agencies involved right after the objectives have been set out. One Sunil Puri, MEHK giving away merchandise needs to sit with the event organizers and put themselves in place of the audience 4 March 2013, EXPERIENTIAL MARKETING 23
Speaking about instances where clients are not completely satisfied with the agency at the culmination of the programme, Pasricha said: “There are instances when expectations are not met. M.I.C.E. is customized and not generic. It isn’t about moving a set of people from point A to point B. You need to define your success parameters before the project begins and get an approval and agreement on this from the client. Many a times the client will not agree on this, and other times, Nalin Kapoor they may say that the parameters were Ashish Jaitly met, but the audience didn’t really have fun! These are very subjective answers and agencies cannot be held responsible for this. Hence its important, even for the agency, to set out clear parameters on which success can be evaluated and at the end of an activity, ensure these were all met.”
Another question put forth was on the methodology of allocating budgets for M.I.C.E. To this, Kapoor said: “It is very tricky to put a finger on a specific number. Navil Ratish Sameer Bhariok Benefits derived range from hard to soft and tangible to intangible. However, while keeping tangible benefits in mind, there are various methods and means, which help us, decide on a budget. In a way a budget is based on the reflection of what has gone by. When one wants to add on to the activities, then it might lead to an escalation. Though, M.I.C.E. should be integrated with other marketing initiatives on the calendar.”
Giving his perspective, Bhariok said: “I have witnessed events, which have not Sanjeev Pasricha Amitabh Tiwari been really budgeted but have received amazing feedback and met the pre getting the execution of the programme right. Panelists discussed what parameters decided objectives. The success of the were most important and how client and agency can work to achieve these successfully. events also depends on the management’s Excerpts from the discussion: involvement. Certain times, one should conceptualize the event and then decide Highlighting the role of having an execution partner, Amitabh Tiwari, Head of Sales, LG the budget.This is of course beyond the Electronics, said:“We need an agency on board because of their expertise on execution. formal route of the pre-decided budgets for Yes! But not only that, when we’re doing an employee engagement programmes, we need such programmes.” the strategic expertise of the agency to suggest what would motivate them. And basis our objective for the event they need to suggest what destination / venue would work best The second panel dealt with parameters while also highlighting the other aspects that sync in to the objective. In some cases we in executing a M.I.C.E programme. even get the partners and families to travel as part of the activity, so the agency needs to These parameters ranged from ensuring then suggest a programme conducive to the group.” the objectives were met, to strategy and creative inputs and more importantly Carrying forward this point and also commenting on the parameters for executing a
4 March 2013, EXPERIENTIAL MARKETING 25 ALSO FEATURED
While enough stress was paid upon the ideation process as well as parameters of execution, there is much importance in balancing the both to ensure a well-rounded and effective activity as well. Explaining this, Navil Ratish, Deputy General Manager, George P. Johnson Experiential Marketing India, said: “Experience is not just checking boxes. But it’s a science; you need to understand the audience in a very in-depth manner to be able to create the right experience. The execution comes into the picture later. It needs to be a mix / balance of both. While strategy and great ideas and creativity is very important, execution is also important, because ultimately it’s the brand’s opportunity to be face-to- face with its audience. So yes, a balance is essential.”
Host - Chetan Sharma The panel discussion included much involvement of the audience present at the conference as well. While majority of the audience members were representatives and M.I.C.E. decision makers from various corporations and brands, opinions ranged from the importance of creating the right brief when engaging the expertise of an agency in conceptualizing and executing a programme. The representatives from the agency side highlighted some issues of not being brought on-board sufficiently ahead of time to be able to add value beyond mere execution to the overall process.
The moderator for the conference Chetan Sharma, rounded up the session through key take backs, ensuring the open discussion between client and agency would result in some ease in this relationship, deeming the M.I.C.E. programme more successful.
David Mathews, Oberoi Gurgaon The conference concluded with a presentation by Vidheesh Tyagi of Meetings and Exhibitions Hong Kong on the endless M.I.C.E. capabilities of Hong Kong as a destination and how the board strives to partner Indian corporate and planners to ease the process of planning a programme in this destination. MEHK also presented lucky winners with a travel-essentials kit.
Other partners to the conference included, the Oberoi-Gurgaon, who came on board as the hospitality partner and also gave away prizes to luck-draw winners. George P. Johnson Experiential Marketing was the ‘Brand Experience’ partners, who conceptualized and created Vidheesh Tyagi, MEHK the ‘Hong Kong’ experience at the conference. MINT successful programme, Ashish Jaitly, VP was the print media partner and Head – Sales Promotion-Distribution, while Bloomberg TV was Max Life, explained:“Without partnering the business television from the time of setting out objective, partner te the event. with a travel / event partner helping you in logistics and creativity and content, A networking dinner you won’t get the best out of them. The marked the culmination of parameters that become important then MEHK presentsMaxiMICE are logistics, creating a unique experience 2013, featuring world- in the destination even if it’s a repeat class entertainment travel to that place, but if I were to rank by the international the parameters in terms of importance quartet – Explosion The all girls quartet - Explosion it would be: Experience, Destination/ (presented by Glow Show Venue, Food are the top priorities.” Entertainment). 4 March 2013, EXPERIENTIAL MARKETING 26
A report on the M.I.C.E. industry in India The study was conducted as part of MEHK presents MaxiMICE 2013
Sample for the survey
EVENTFAQS, along with principal partner Meetings & Exhibitions Hong Kong (MEHK) hosted the fifth edition of MaxiMICE on February 13, 2013 at The Oberoi, Gurgaon.
EVENTFAQS along with knowledge partners tmf dialogue marketing India conducted a research as part of the conference to get insights on the current size of the M.I.C.E. market and the ongoing trends in the industries.
Out of the 100+ attendees at MaxiMICE 2013, a sample size of 60 were involved as participants to this study. This included 31 decision makers from the corporations who engage in M.I.C.E. on a regular basis, and 29 representatives of agencies who facilitate corporations on the execution and planning of their M.I.C.E. activities. Industry break-up of corporates surveyed
Kind of stakeholders that participate in the M.I.C.E. programmes conducted by your organisation?
Of the agencies surveyed, 46% Of the corporates conducted M.I.C.E. surveyed, 68% conducted programmes for M.I.C.E. programmes for employees, while 18% employees, while 11% conducted programmes conducted programmes for associates, 9% for associates, 9% conducted programmes conducted programmes for agents, 18% for for agents, 9% for dealers and 6% for dealers and 3% for other stakeholders like other stakeholders like Doctors in 2012. 3% customers in 2012. had no response for this question. Since they organize trips for variety Agencies of stakeholder. Corporates 4 March 2013, EXPERIENTIAL MARKETING 27 ALSO FEATURED Approximate number of Meetings, Incentives, Events planned this year (2012)
Agencies Corporates
It’s seen that 37% of It’s seen that 68% of the agencies surveyed the companies surveyed conducted less than 10 conducted less than 10 M.I.C.E. programmes, M.I.C.E. programmes, 30% conducted about 26% conducted about 10 to 30 programmes 10 to 30 programmes and 33% conducted and 6% conducted more than 30 activities more than 30 activities in 2012. in 2012.
What was the average no. of participants to each programme? Agencies Corporates
19% of the agencies who 52% of the companies took this survey planned who took this survey M.I.C.E. programmes for planned M.I.C.E. less than 100 participants programmes for less whereas 81% planned than 100 participants, the same for 100-500 42% planned the participants in 2012. same for 100-500 participants and only 6% planned programmes for 500 and above participants in 2012.
Distance of destination selected?
Agencies Corporates
On destinations for On destinations for M.I.C.E. programmes M.I.C.E. programmes planned by agencies in planned by companies year 2012, 31% were in year 2012, 34% short haul destinations, were short haul 15% were long haul destinations, 21% were destinations and 54% long haul destinations were within India. and 45% were within India. 4 March 2013, EXPERIENTIAL MARKETING 28
What is the preference of the hotel stay during these programmes?
Agencies Corporates
On preference of hotel stay On preference of hotel while on a M.I.C.E. trip in stay while on a M.I.C.E. 2012, 37% of the agencies trip in 2012, 42% of said that they stay in only 5 the corporates said that star hotels, 46% preferred a they stay only in 5 star well-maintained 4 star and hotels, 25% preferred a 17% preferred a 3 or 4 star, well-maintained 4 star depending on the budget. and 33% preferred a Some of them were not 3 or 4 star, depending rigid in their choices, and on the budget. Some of said they would go with any them were not rigid in option, depending on the their choices, and said budget of the programme. they would go with any option, depending on the current budget.
What other venues are used during these programmes?
Agencies Corporates
The venues chosen The venues chosen for the M.I.C.E. for the M.I.C.E. programmes by programmes by agencies corporates in the year in the year 2012 are as 2012 are as follows: follows: 63% Banquets, 56% Banquets, 31% 26% Heritage /Historic Heritage /Historic sites and 11% Other sites and 13% Other types of venues like types of venues like Convention centers and F1 Circuits and Beach resorts. Experiential Centers.
When was the last programme done by your company?
Agencies Corporates
The last M.I.C.E. programme by 77% of The last M.I.C.E. the corporates was less programme by 81% of than 6 months back, the agencies was less for 10% of them was 6 than 6 months back, and months to 1 year back for 19% of them was 6 and for 13% of them months to 1 year back. was more than a year back.
4 March 2013, EXPERIENTIAL MARKETING 30 ALSO FEATURED
By what percentage are you planning to increase/decrease your BTL marketing budget in the coming financial year 2013-14? By Dharm Patel
Lavina Rodrigues Pinto Marketing Manager Metro Shoes
For the year 2012 - 13 we had spent 15% of our marketing budget on BTL marketing. However, we have seen great benefits and plan to allocate 20% of our budget next year.
Nitin Shakdher Vice President - Marketing Talwalkars Better Value Fitness Ltd.
The market today is flooded with consumers who want variety and health clubs which are ready to provide it. At Talwalkars we believe that focused messages is the need of the hour and keeping this in view an increase in the range of 20 to 25% is on the cards. We will be looking at events and other BTL activities to provide the best to our consumers by reaching out the right target groups. Our old percentage was 10% and we will be moving up to 30%.
Rajat Uppal General Manager - Marketing Red FM
For any radio station, BTL plays an important role in marketing campaigns and plans. At Red FM, we have always believed in investing in BTL initiatives as it helps our brand to create engagement with the listeners and also create an opportunity for our RJs to frequently interact with them. We on an average spend about 40-45% of our marketing budgets on BTL activities.
Sunil Punjabi Business Head AXN
We are looking at increasing our BTL by 50% this year. We are currently using 20% and will be moving to 30%.
Ferzad Palia Senior Vice President and GM - English Entertainment Viacom18 Media Pvt. Ltd. (Vh1 and Comedy Central)
BTL has always formed an integral part of our marketing mix (the estimated spends on BTL are approximately 25% of the budget). With a focused audience, this medium is very effective as it allows for direct engagement. We already have a robust, relevant partner base of over 500 establishments across India spanning coffee chains, gyms, salons, party spots, restaurants, multiplexes and other local favorites. Our investments in BTL are on the way up as we’ve seen tremendous success through this route. 4 March 2013, EXPERIENTIAL MARKETING 31 ALSO FEATURED
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... Burn Baby Burn! It’s time to say goodbye, I had the best are full of heart thumping action. To me this is not a bad sign. It’s the maturing of time of my life here but I need to move an industry where earlier there were just a few things to do and you did them all at a on, take charge of my life. I’d like to company. Now it’s specialism born of the trends of today. thank all those who I worked with. Learnt so much from everyone... We served clients, they serve audiences. We walked the streets putting posters on walls, they upload posts on walls, we built event sites and they build websites. But the No, this is not my resignation from beauty is it’s mostly virtual. No hot sun to contend with, no cops to facilitate. Other the post of contributor; it’s the kind of things have changed as well. Hierarchy is dead. If I know more than you why are you letter most HR departments, MDs and my boss? Value for live experience is scoffed at. Burning the midnight oil is now a CEOs are getting more than used to harbinger of a burnt out employee! I don’t know if its nostalgia on my part but I still seeing every fortnight if you are lucky, believe the only way to stay alive is to be a part of the LIVE experience. or every few days or weeks if you are not. Yet in our pursuit for bigger and brighter shows, I see those who burn with a fire losing the spark after a few years. They are burnt out, exhausted, spent. The flame People are quitting event companies within extinguished. And they leave to take sabbaticals or start new journeys. How in droves. It’s a virtual epidemic does one make them stay I hear people say. Some agencies throw money at them, but and virtuality is at its heart. Twenty that is never a long term solution. Then what is? somethings want to do something more ‘fun’. Many are moving to the I don’t have an answer. We as event principles and agency heads need to look at digital world, a world they inhabit since this together. Monolithic agencies need to get more nimble and branch out, make childhood, and enjoying a virtual poke, their peoples passions into lines of business. Incentives should be included at most or like! The added advantage is that the levels, flexi timings can be implemented. I also feel a strong view must be taken of job is mostly done from the comfort of maintaining a work life balance. a chair. With tools they are born with. The keyboard and mouse are their tools. Chetan Bhagat recently wrote Not the hammer and nails and light “Life is one of those races in nursery school, where you have to run with a marble in fixtures and sound consoles of yore. a spoon kept in your mouth. If the marble falls, there is no point coming first.”
Some are moving to what appear to be We run a race with many marbles in one spoon. Some are bound to drop, but sexier newer companies. Concerts seem let’s try and keep them intact. Else the industry will soon profess to having lost its more fun, properties are exciting, sports marbles! 4 March 2013, EXPERIENTIAL MARKETING 32 Experiential Destination
The Point at Lancashire County Cricket Club
ngland is a world class events destination known as the epicentre of world football but is also a major combining an unrivalled reputation for innovation cultural centre with dazzling modern architecture and an Eand creativity with superb state of the art facilities ever expanding shopping offer. And London continues to and a spectacular range of things to see and experience. evolve with an Olympic Legacy that includes the complete A country known around the world for its music style redevelopment of the East of London and iconic new hotels and flair we certainly know how to put on ashow! and buildings, such as the Shard near London Bridge. Whilst these cities continue to change on a daily basis our Host to the enormously successful 2012 Olympic and famous historic cities, cities such as Bath, York, Oxford and Paralympic Games, England regularly hosts the world’s Cambridge, retain the timeless elegance and charm that most famous sporting and cultural events including have made them Europe’s leading tourist destinations. British Open Golf, Wimbledon Tennis, Royal Ascot and Premier League Football as well as an astonishing array For corporate events the country offers a breath-taking of music, theatre and culinary festivals. Over the next range of unique venues. Hold your business event at six years the country will host two rugby world cups, a one of the world’s most famous sporting venues such as cricket world cup and the World Athletics Championships. Old Trafford, home to the legendary Manchester United, a spectacular castle or palace such as Warwick Castle in As the largest country in the UK, England is one of the the Midlands or Blenheim Palace just outside Oxford. world’s most advanced economies with established There are literally hundreds of magnificent unique excellence in the advanced knowledge based sectors such venues including historic boats like the SS Great Britain as bioscience and medicine, engineering, environmental in Bristol, museums like the Beatles Story in Liverpool technologies, energy, ICT and the creative industries. The or the beautiful Alnwick Garden outside of Newcastle. country that invented the computer, the world wide web, penicillin and the light bulb, amongst others, continues For incentives and team building we are confident that at the forefront of medical and technological research a trip to England will both reward and motivate. We with our universities and hospitals being the envy of the have recently launched a dazzling suite of itineraries world. We regularly host prestigious medical association including gala dinner suggestions, once in a lifetime conferences and international corporate events with many experiences, unique ways of getting from A to B and of the world’s top companies having bases in the country. accommodation options. We are sure you will be amazed at the incredible range of activities your delegates can England continues to invest heavily in infrastructure. experience across the length and breadth of the country. Cities like Manchester, Liverpool, Birmingham, Newcastle and London are home to modern arenas and convention And to make organising your event in England even easier centres complementing a magnificent selection of there are 27 international airports with access from across convention hotels. Some of these cities have been the world and professional convention bureaux that offer transformed beyond recognition in the last five years. free and impartial advice and information as well as a range Liverpool has invested billions in creating a brand new of services to assist you in the organisation of your event. city centre and waterfront. Birmingham continues to undergo significant development with its redeveloped For more information on organising your event in England railway station and stunning city library. Manchester is well contact the national tourism organisation, VisitEngland. 4 March 2013, EXPERIENTIAL MARKETING 33
VisitEngland - Explore beyond London Historic yet contemporary, traditional yet cutting-edge, wild yet metropolitan: England is a world-class destination for corporate meetings, incentive travel and congresses. There are a plethora of dynamic locations to choose from – in London and beyond – mixing thousands of years of history with the modern-day business world.
For cutting-edge congresses think Word from the expert! Manchester or Liverpool... anchester - England’s great Northern metropolis is a ngland is what we Mhot-bed of cultural activity and home to an abundance Ecould call a green and of venues including the iconic Old Trafford stadium – home pleasant land. It offers to Manchester United Football Club. With Emirates, Etihad, a wealth of historical, Qatar, Finnair and several other airlines with routes into cultural, fascinating and Manchester, it is easily reached by air and also road or rail. charming attractions. The History is beyond Liverpool – is home to one of the world’s most iconic bands – centuries and visitors are spoilt for choice the Beatles; two Premier League football teams and has a rich in selecting interesting and beautiful places maritime history. It also has a rapidly growing influence in the to visit. world of international corporate and association congresses. With the superb Arena and Convention Centre – purpose built for large Three hot spots on the ‘Must do list before congresses and events; and a range of venues for from the Anglican I die’ have to be - The Land of Shakespeare, Cathedral to the Beatles Story, Liverpool is just 2 hours by London The Bronte’s, and Wordsworth’s home at by train and 30 minutes from Manchester. Rydal Mount. These timeless places are associated with such great literary names and guarantee a wonderful trip.
England has so many great places to visit, and only at leisure can one truly do justice to these great destinations. -Vinod Janardhan Managing Director, Team Rustic
Arena and Convention Centre, Liverpool
Manchester United Football Club Anglican Cathedral, Liverpool 4 March 2013, EXPERIENTIAL MARKETING 34 Experiential Destination
For incentive travel why not try Bath or Brighton
wo hours from London and Birmingham Tairports sits the world heritage city of Bath. A world-renowned oasis for well being and relaxation, it’s famed for its luxury hotels, exquisite spas, fine dining and world-class shopping all in a grand Georgian setting.
Just 70 kms south of London, is one of Thermae Bath Spa, Bath England’s most popular coastal cities, Brighton. A thriving nightlife and some excellent venues ensure that Brighton offers visitors a great choice of activities. Whether a helicopter ride over the area or a fun fish and chips reception and fireworks at the Brighton Pier; there is so much on offer to an incentive group.
Brunels Old Station
Grandstand, Royal Ascot
For corporate meetings - Newcastle Gateshead Chester or Bristol... alf an hour from Manchester airport or two hours of travel from London is the HRoman city of Chester. Boasting an eclectic range of venues, choose from luxury hotels, are furbished racecourse, a university campus and even a zoo.
Combining echoes of its maritime past with contemporary design, Bristol is considered by many as the gateway to South West England. For meetings, Bristol offers a wide selection of venues from internationally branded hotels, such as The Bristol Marriott Royal Hotel, to interactive museums such as Explore-At-Bristol, or Brunel’s SS Great Britain, the world’s first steamship. 4 March 2013, EXPERIENTIAL MARKETING 35
Word from the expert!
Corporate Hospitality ngland is a fantastic From world class sporting events to cultural festivals and EMICE destination. It’s entertainment events, there is a range of exciting corporate a dream destination with hospitality opportunities. There are sporting events like the a plethora of options! It Barclays Premier League, horse racing at Royal Ascot, or has fantastic connectivity the British Formula 1 Grand Prix; entertainment like music from India, great hotels, festivals or theatre performances at Stratford-upon-Avon by vast choice of venues the Royal Shakespeare Company; or unique events like the – from historical castles to museums, from Bristol International Balloon Fiesta with a mass ascent of 150 stadiums to the countryside, to universities hot air balloons! and gardens, the options are endless. It’s every MICE and event planner’s fantasy coming true. The best of world cuisines are to be found here, a melting pot of cultures to sample from. The most happening pubs and nightlife are in England, and pub hopping wins as the favorite sport of all my incentive groups hands down! From a dinner at Madame Tussaud’s museum to a champagne flight on the London Eye, my group was amazed with the options London had to offer.
Away from city, you can just rent a whole cricket stadium and have your corporate teams playing the gentleman’s game !! All in all, England is a perfect MICE destination for Incentive groups.
-Tanuja Pandey National Head - MICE, International Balloon Fiesta, Bristol E18 - A Div. Of Network18 Media & Investments Ltd.
Horse racing at Royal Ascot Shakespeare Theatre Company 4 March 2013, EXPERIENTIAL MARKETING 36 Experiential Destination
Venues in the spotlight
BALTIC Centre for Contemporary Art - Newcastle This converted grain warehouse is Newcastle Gateshead’s major international centre for contemporary art. Situated on the River Tyne with views of the heroic Gateshead Millennium Bridge, various spaces are available for hire, including the River Terrace featuring a private outdoor balcony ideal for business breakfasts, small-scale conferences and seminars, workshops and dinners. BALTIC Centre for Contemporary Arts, Newcastle Gateshead
Brighton Dome – Brighton Three historic spaces under one roof - the Dome Concert Hall, the Corn Exchange, Foyer Bar, Founders Room and the Pavilion Theatre - Brighton Dome is one of the most versatile and stylish venues in the South. Steeped in Regency history, it is part of the glorious Royal Pavilion Estate in the heart of England’s cosmopolitan city-by-the-sea.
Royal Pavilion, Brighton
Warwick Castle – Warwick Hold your conference or event at Warwick Castle – just 30 minutes from Birmingham – and soak up drama and history dating back over 1,000 years. Offering complete flexibility for truly memorable occasions this is one of England’s most unique venues. Sip champagne in the conservatory, let a fire-eater entertain guests on the lawn or be escorted by a medieval knight to your drinks reception.
Birmingham Canalside Warwick Castle, Warwick 4 March 2013, EXPERIENTIAL MARKETING 37
Word from the expert! Beyond the boardroom Between meetings and conferences, explore some of England’s isiting England is most iconic sights. With ancient Hadrian’s Wall straddling the Vvery exciting as north of England and the Eden Project - the world’s biggest indoor it gives me a myriad tropical rainforest nestled in the south, England is the ultimate mix of experiences. It has of old and new. everything to delight all of one’s senses in Take your pick from cultural hubs suchas Liverpool, striking medieval unexpected ways. cities like York, and countless castles and royal residences. Discover Whether it is the historic the real Downton Abbey with Brit Movie Tours at Highclere Castle Stonehenge or taking a walk down the (a.k.a. Downton Abbey) in Hampshire. For the quintessential English tunnel at The Deep in Hull to view marine experience, take a ride on a vintage steam train through the North life 10 meters below sea level, England Yorkshire Moors or indulge in afternoon tea at the Goring or The never fails to surprise. Langham Hotel. And of course, what is a visit to England without experiencing Jane Austen’s Getting to and around England lifestyle! Another favourite is Bath; its London is served by five international airports - Heathrow, natural hot springs and the chance to live Gatwick, Stansted, Luton and London City Airport. You’ll find the Georgian life, are amazing experiences. other international airports throughout England, meaning that any part of the country is easily within reach. I love to indulge in England’s traditional and elaborate ‘afternoon tea time’ at the Ritz. It There are also excellent train connections across the country, is a gastronomical delight. with two main lines from London. One connects London with York and Newcastle, and the other services Birmingham, -Reema Sanghvi Manchester and the Lake District. Managing Director, Maximus MICE and Media Solutions
Why England?
• Variety in venues and destinations - ranging from world class conference centers to coastal retreats to beautiful manor houses or scenic rural villages
• Great blend of modern and historic or rural and urban
• Depth of experience - range of cuisine, entertainment, cultural events like festivals, concerts, theatre, exhibitions, etc
• Accessibility - With 23 airports across England, getting here from any corner of the globe is easy and affordable. A majority of the world’s airlines fly into the country.
• Value - reclaim value added tax paid on many business and personal expenses thereby saving up to 20% of your event costs of your event planned in England
• Experience and expertise – England has hosted some of the world’s major events including the 2012 London Olympic and Paralympic Games
For enquiries please contact VisitEngland. Danzel Walter Sales Manager - Business Visits and Events Email: [email protected] Tel: +91 11 4140 7885/86 Website: www.visitengland.com/business 4 March 2013, EXPERIENTIAL MARKETING 38 ALSO FEATURED
The Rajasthan Event Management Association organizes its first meet Meet 2013 was an initiative to expand the event management business in Rajasthan, and enable networking amongst industry members By Karan Sinroja
Partners of the event pose after the felicitation ceremony
The Rajasthan Event Management showcase their products, services and properties to a distinguished gathering of fellow Association (REMA) hosted its first professionals. annual meet on Feb. 23 at Rose Garden Convention Center, Entertainment Shedding some light on the event management industry and the purpose behind the Paradise in Jaipur. Meet Up 2013 was an initiative, Mohit Sand, President, REMA said: “The event management business today initiative by REMA to expand the event is not only confined to marriage ceremonies, conferences or parties, but concepts like management business in Rajasthan, and celebrity management, corporate fairs, exhibitions, film shooting and other such arenas. bring together the pioneers from the This has created a huge demand for event companies in the market. Rajasthan being event management, experiential and a mixed state of rich-heritage and traditions has a great potential to find affinity with entertainment industry across India. The both national and international clients. With all this in mind, it made sense to form a networking meet had two core objectives. similar platform for anyone associated with the event industry, in order to culture new One was to enable networking between possibilities. This was the main objective behind organizing Meet Up 2013.” all professionals related to the event management industry and its allied Meet Up 2013 had a simple yet effective setup at the venue which was more than branches. The other was to create an adequate for the event’s performances to take place. It was divided into two sections exhibition platform that would provide - the auditorium section and the outdoor section. The auditorium setup consisted an opportunity for participants to of a stage which saw two screens on either side of it. The outdoor setup, which was 4 March 2013, EXPERIENTIAL MARKETING 39
discussion, there was an interactive Q and A session between the audience and panel members. After the conclusion of the discussion, a dance performance that integrated video mapping into the act, entertained the audience in the auditorium. It involved the creative use of colourful lights that were projected onto the dancers as they performed.
The performances of the event were then moved to the outdoor section where a saxophone performance, a small fireworks display, a performance by Avijeet Roy and A-Force, and a ‘human fountain’ act took place. The human fountain act saw a girl replicate a fountain statue with water coming out of her fingers and spouting out from the top of her head. The Saxophone, video mapping dance and ‘human fountain’ performances were courtesy Red Entertainment Pvt. Ltd., while the performance by Avijeet Roy and A-Force was courtesy BNA Talent. After all the performances got done, the event concluded with the felicitation ceremony which gave out trophies to thank all the entities associated with the event that helped make it a success
Commenting on the success of the event and what it achieved, Sudhir Lodha, Secretary, Mohit Sand REMA said: “Today we implanted a seed and after two months of deliberations, President, everyone’s effort and hard work, we were able to achieve our objective in terms of REMA uniting people, bringing them under one common platform and opening a dialogue. This is not the end of the story. The story begins from here and we have to take on the “Rajasthan being a mixed state of industry together, solve issues, work on problems and let opportunities be explored, rich-heritage and traditions has a which is what this is all about.” great potential to find affinity with both national and international Further commenting on the future plans of REMA, Lodha said: “We are trying to clients.” make certain policies, rules, uniform codes, and we are trying to create dos and don’ts for people in the industry. We are not the final authority on this, but we want people to unite together and follow those rules and regulations so that people in the industry considerably larger, had a stage with a are seen with respect and there is no unhealthy competition. We also want to promote huge screen at the back, and a ramp like people in the sense of training them. This will involve the inducting of students who extension in the front. The rest of the we can train because our members have been in the industry for so many years and section saw a bar, a food area, and a large with their experience and expertise they can train these students well. The idea is to let amount of space dedicated to exhibitor stalls.
The event kick started with registrations at the entrance followed by two band performances. One was by the Dunes of Rajasthan, a multi genre band that reached the semi finals of India’s Got Talent 3, and the other by the Jaipur Sudhir Lodha Kawa Brass Band, which comprises Secretary, of authentic Indian brass musicians, REMA a fakir and a dancer. After the band performances concluded, a panel “We are trying to make certain discussion took place in the auditorium. policies, rules, uniform codes, and The panel discussion saw a presentation we are trying to create dos and which was given by Pritesh Sharma, don’ts for people in the industry.” Executive member of REMA, on the Indian event industry, its rate of growth, challenges, code of conduct, standardization of payments etc. It also covered a number of topics such as event these students and upcoming event managers know that we are here to support them management then and now, importance and develop business for them as well because this business is growing exponentially and of effective communication, contribution there is a lot of scope in the future as well.” of event management to tourism departments, quality of production All in all, Meet 2013 achieved its objectives of creating a platform that would enable versus competition in the industry to networking amongst industry members, while also providing a platform that will help name a few. At the end of each topic pave the way for new opportunities to be explored and capitalised upon.
4 March 2013, EXPERIENTIAL MARKETING 42 IN FOCUS
Audi India flags off the New Year with a bang G2 rams and AVANTGARDE were brought on board to help manage the dynamic series of events which were part of the new Audi Q5 launch By Parita Modi
A trail of the new Audi Q5 cars
Audi, the German luxury carmaker, of the new Q5 that was offered to Audi customers and clients who could identify started its New Year with a big bang and relate to Audi’s brand values. Simultaneously the car was also launched at all the through a comprehensive launch respective dealerships across India. campaign for its new Audi Q5 in the month of January. The launch saw a host Deadly Duo of activities and events which were spread Seeing the scope and vastness of the entire project, two agencies namely G2 rams and over a period of 22 days. The activities AVANTGARDE were brought on board to shoulder the responsibilities. were primarily centered around the Customer Off-road Driving Experience G2 rams has in the past executed numerous events for the brand, maintaining a healthy that was held at an offbeat location ‘Camp relationship with them. Whereas AVANTGARDE which has numerous international Wild’ at the Gurgaon Faridabad Road. partnerships with noted automobile brands was roped in for handling the driving experience event. The series of events kicked started with the ‘Central Launch Training’ which was Speaking about the event and AVANTGARDE’s association, Isabelle-Jasmin Roth, followed by the ‘First Drive’ for Indian Managing Director, AVANTGARDE India said: “As a collaborative event with many media and a dynamic driving experience committed parties, we at AVANTGARDE India are proud to be a part of the New 4 March 2013, EXPERIENTIAL MARKETING 43
Audi India flags off the New Year with a bang
Isabelle-Jasmin Roth Managing Director, AVANTGARDE India The new Audi Q5 on display
“We at AVANTGARDE India are proud to be a part of the New Audi Q5 launch event, which was a great 360 degree experience for all participants.”
AudiQ5 launch event, which was a great 360 degree experience for all participants. The guests invited explored the car in all its facets in a stunning outdoor location and fueled everybody with pure excitement and the desire to further explore Brand Audi. A great result of a successfully implemented customer experience journey!”
Manu Verma, Group Head, Marketing Services – G2 rams India Pvt. Ltd also said: “Three weeks of continuous on Testing the new and improved features of the car ground executions, numerous events and long working hours. Once again we, at generated maximum recall value not only for the brand but also for the newly launched G2 rams, created a good show exceeding product. existing benchmarks, thus strengthening our prestigious partnership with Audi The main objective of the launch was to provide a unique driving experience that India. It’s absolutely rewarding to see resonated with the campaign tagline ‘ India. Land of quattro’. For this, the drive site was a when you and your team’s efforts result in crucial component. A considerable amount of time was spent in researching the right site, a success story.” which offered the ideal driving conditions and reinforced the SUV’s philosophy and brand promise. They finally zeroed in on a scenic location at the Gurgaon Faridabad road. The India.Land of quattro existing 25 feet high dam with steep embankments located at the venue was integrated into Audi Q5 comes with quattro technology the driving experience to highlight the car’s ‘ascent and descent’ and ‘slide slope’ features. making it suitable as the all-terrain vehicle. Thus, during the launch of the Let the action begin car, the international brand campaign The launch campaign started with the ‘Central Launch Training’ program that trained was extended into India as ‘India.Land Audi dealerships on the new Q5 and its many features. This time, the program saw cutting of quattro’. To highlight and focus on edge training tools like mobile learning, live feed of components and a vibrant display zone this technology innovation, Audi came which showcased the evolution stages of the Q5 as compared to its former avatar. A hands- up with a series of high-profile events in on driving experience was incorporated into the training schedule where certified Audi order to create a lasting experience that driving instructors supervised the entire activity. 4 March 2013, EXPERIENTIAL MARKETING 44 IN FOCUS
Manu Verma Group Head, Marketing Services, G2 rams India Pvt. Ltd.
“It’s absolutely rewarding to see Having a look at the new Audi tail lights. when you and your team’s efforts experience were taken care by Audi. The objective of this event was to create an authentic result in a success story.” brand feeling for Audi and fascinate the customer via a luxurious experience at all levels of the event. Hosted at Trident Gurgaon, the event offered a firsthand experience of the Following this was the media event where SUV to the valued customers who recently booked their new Audi Q5. 660 senior automobile journalists were called for an exclusive dynamic drive. Commenting on the initiative, Kshitij Saxena, Head of Events – Audi India said: “Despite This also marked the beginning of the the immense magnitude, extensive coordination and diverse events lined up back-to-back, static launches at the many dealerships the Audi Q5 Launch event was a flawless affair. The success can also be measured through which was designed on the format of an the innovative dealer network training in addition to the customer drive experience Open House. G2 rams conceptualized which saw a considerable number of bookings confirmed during the event. It’s truly a and created the event kit for these static remarkable achievement for us.” launches at Audi dealerships by providing the concept, design, logistics plan, show flow and entertainment options.
Celebrating the Partnership of Excellence Another part of the event series was the ‘Audi India Partner Awards’, which was held on Jan. 16 at Oberoi, Gurgaon to Kshitij Saxena celebrate the 63 per cent growth Audi Head of Events, has achieved by selling 9003 cars in 2012. Audi India Bollywood personality Sophie Chaudhary and comedian Vir Das performed at “Despite the immense magnitude, the award ceremony. Perizaad Zorabian, extensive coordination and diverse the host for the evening, took the event events lined up back-to-back, forward with her wit and elegance. 30 the Audi Q5 Launch event was a awards were given out in different flawless affair.” categories ranging from best performer to best dealership. Audi Brand Experience was the last event of this magnanimous campaign which took On Jan. 17 a Customer launch was place from Jan. 23 to 25. Held for the new members of the Audi India family, the organized where 350 VIPs, HNIs and event took the internal team through Audi’s journey so far highlighting the brand’s existing and prospective clients of Audi achievements, values, philosophies and progressive technologies. The platform also served participated. These prospective customers the perfect opportunity to introduce the team members to the entire model range of were handpicked by 25 Audi dealerships. Audi India. To sum it up, Audi India left no stone unturned in providing its internal and The entire stay, travel and driving external customers with a memorable launch experience. 4 March 2013, EXPERIENTIAL MARKETING 45 IN FOCUS
Mud Rush: A unique mud marathon The event was organized through a joint venture between Happy Feet Entertainment and Sheer Event Management By Karan Sinroja
Music lovers at the sundowner party
With an aim to meet India’s increasing including a sundowner party at the end of the day. As part of the initiative, the event even demand for events that provide a unique contributed to a social cause by forwarding a share of the proceeds to an NGO related to experience to attendees, present a feeling the army. of being a part of something, while being entertaining at the same time, Happy The joint venture between the two event agencies came about after Happy Feet Feet Entertainment and Sheer Event Entertainment, which had the concept for TMR pinned down, went on a hunt for the Management, in a joint initiative, came right set of people to give the concept a flawless execution, and through references, came up with a property called The Mud Rush across Sheer Event Management which willingly hopped on board for the event. The (TMR). TMR, which took place on Feb. 9 association with Z-Bac Adventure on the other hand, came about following the crossing at Kolad, Maharashtra, was an all-terrain of paths with ex military official, Capt. Swaminathan. Commenting on the reason for marathon style run that stretched across bringing Z-Bac Adventure on board, Vicky Nandrajog, COO, The Mud Rush said: “Z-Bac a seven kilometer circuit with challenging Adventure has been in the adventure industry for more than 10 years with professional obstacles designed by ex-military forces and trained people under the system. More over, Z-Bac having their own setup in Kolad from Z–Bac Adventure. These obstacles was an additional advantage.” encompassed 30-foot stacks of hay, water bodies, barrier walls, 100-feet stretches The venue for the event, Kolad, was decided upon keeping a number of factors in mind. of tires, 45 degree hills, fire, ice, and Commenting on the same, Nandrajog said: “We explored all kinds of exotic places to of course, a whole lot of mud. The run ensure the run and the sundowner party were set in the best possible way. Keeping the was followed by a number of activities safety and convenience of our audience in mind, we finalized on Kolad which was easy for 4 March 2013, EXPERIENTIAL MARKETING 46
Rajendra Kalkar Senior Centre Director, High Street Phoenix
“Our partnership was mutually beneficial. As The Mud Rush was launching itself, they needed support to reach out to their target audience.”
travel and was the perfect venue for The Mud Rush setup. Kolad is a destination known for its beautiful landscape, pleasant weather and more over for its adventure sports and white river rafting. For The Mud Rush, which was a hardcore sports adventure, there was no other place besides Kolad where we could have held Participants enjoying their dose of mud during The Mud Rush run it!”
The setup at the venue was designed came on board for the event. The main partners were Idea, which powered the event, so as to provide maximum comfort for Vh1, which the event was carried out in association with, and Maharashtra Tourism, attendees at the event. Considering which supported the event. There were a number of other partners as well, some of which drastic temperatures, there were water included 94.3 Radio One as radio partner, Eventfaqs as trade partner, Indiatimes as digital stations all over the venue. Along with partner, Gold’s Gym as fitness partner etc. Commenting on how Vh1 came on board, that, there were info desks and layout Nandrajog said: “Vh1 was very enthralled by the whole concept of The Mud Rush and maps to help people navigate through after they got to know about the music line up and the artists that were coming down for the venue; changing and shower areas the sundowner, they were more than excited to be a part and associate with us as a brand. for the marathon run participants and Vh1’s association brought together hundreds of music lovers to come down and have a non-participants alike; food stalls for the pure electronic music experience.” hungry; a beer garden for the thirsty; a flea market for the shoppers; and rock Further commenting on the support received from Maharashtra Tourism, Nandrajog bands performing throughout the day to said: “In regards to the major permissions that were required, we are very thankful to entertain the audience before and during Maharashtra Tourism (MTDC) that came on board and were the support partners for the the big sundowner party. There were event. With this respectful brand associated with us, the road ahead was a smooth sail in even camping arrangements made for the terms of permissions needed for the event.” people who wished to stay back after the sundowner, while bus services to and fro With The Mud Rush concept being very nascent in India, the toughest obstacle to crack from the venue were also arranged. was finding the right target audience and reaching out to them. In order promote the event effectively, social media platforms were used in a large way to target people from TMR had a number of partners who the age group of 18-40, whose presence can be seen on Facebook and Twitter. The list 4 March 2013, EXPERIENTIAL MARKETING 47 IN FOCUS
was mutually beneficial. As The Mud Rush was launching itself, they needed support to reach out to their target audience. They also wanted to conduct workshops, a mock-rush and various other activations across the city, thus reaching out to all the key areas with maximum footfall. At High Street Phoenix, they attained participation, word-of-mouth promotion and on-ground activation that helped in execution on the event day.”
He further added: “As a mall, we benefited by providing yet another experience to our customers, which not only enthralled them and helped them explore a new trend in physical fitness, but also acquainted them with a new ‘cool’ adventure sport. We received
Vicky Nandrajog COO, The Mud Rush
“We explored all kinds of exotic places to ensure the run and the sundowner party were set in the best possible way. Keeping the safety and convenience of our audience in mind, we finalized on Kolad.” Rannvijay flags off last batch of participants at the run of Storm’s sponsors, such as Idea, Vh1, Budweiser, Miss Malini, Indiatimes, Brown Paper Bag, Gold’s Gym etc., which are already established in the social media space, were used to promote the event through word of mouth, contests for which winners were handed out free passes etc.
High Street Phoenix, which was launch partner for The Mud Rush, hosted an activation of the event at their courtyard. This activation saw a large number of participants who registered themselves at the event. A mini mud rush was also Participant takes the last leap over a fire arranged at the venue to give a firsthand feel of the event to Mumbaikars, while immense appreciation from customers. We also benefited from the outdoor visibility a number of complimentary passes provided by the brandings across cities.” were distributed at the venue as well. High Street Phoenix also extended Traditional PR, registration kiosks at prominent college campuses, PVR Phoenix, Gold’s their partnership by activating the Gym and various sports complexes were also a part of the platform to spread the word event on their digital media platforms about the event. These promotional methods led to a good first time turnout of about and promoting it through hoardings at 1500 people overall, out of which 750-800 people participated in the run, with the rest prominent locations in their mall. sticking to being spectators and sundowners.
Commenting on how the mall benefited Future plans for The Mud Rush include the organization of a monsoon edition and from the association with TMR, Rajendra taking TMR pan India in a bid to cater to thousands of people and build up a brand that Kalkar, Senior Centre Director, High is well recognized in the industry for its entertainment, simplicity, discipline and mass Street Phoenix said: “Our partnership appeal. 4 March 2013, EXPERIENTIAL MARKETING 48 IN FOCUS
Storm: Liquidspace Entertainment’s camp-out music festival The festival started in 2012 with a vision to create a space for oneness with the environment, and oneness amongst the lovers of all genres of music By Karan Sinroja
The Raghu Dixit Project performing at the main stage on day one
Music festival organizers have been conceptualised to initiate responsible tourism through music, by driving social awareness choosing more and more exotic locations messages on initiatives to ban the usage of plastics and drugs. in a bid to take such festivals to the next level in terms of ambience and destination The festival in year one had two stages with over 40 top rated national and international experience. Storm, an event that took artistes. In its second edition, Storm 2013 featured 45 plus artistes across four different place on Feb. 1 and 2 amidst 22 acres of stages to showcase some of the biggest and brightest bands, singer-songwriters as well as the beautifully green locales of Napoklu electronica artistes from the country and across the world. Security was also tighter to in Coorg, Karnataka, was one such music ensure safety to the festival goers and to enforce the zero-tolerance against usage of drugs festival. Currently in its second year, the or any other illegal substance at the festival. camp-out festival started in 2012 with a vision to create a space for oneness with Commenting on the improvements made to the festival in its second year, Lavin Uthappa, the environment, and oneness amongst Festival Director, Storm and Managing Director, Liquidspace Entertainment Pvt. Ltd. the lovers of all genres of music. Originally said: “The learning from the last edition gave us a better vision to plan, execute and a concept about united DJs, the festival is handle the logistics of Storm 2013 in a much more organised manner. This year we had a property of Liquidspace Entertainment gone up to four stages and also had five renowned international artists. Additionally, Pvt. Ltd., which took around 10 years some of the factors we looked at were a ramped up decor that really became the focal to transform the festival from a concept point of the festival, and used a lot of recycled materials from last year as part of our into a reality. Additionally, it was commitment to make it a genuinely green festival.” 4 March 2013, EXPERIENTIAL MARKETING 49
Lavin Uthappa Shankar Mahadevan and Indian Ocean come together to mark the finale of the festival Festival Director, Storm and Managing Director, Liquidspace Entertainment Pvt. Ltd
“The learning from the last edition gave us a better vision to plan, execute and handle the logistics of Storm 2013 in a much more organised manner.”
The four stages at the festival were all given different names. The main stage or band stage was called ‘Coffee’, ‘Spice’ was the name for the EDM stage, the ‘Paddy’ stage was dedicated to singer-songwriters and ‘Honey’ or the acoustic stage was the campsite stage where impromptu music collaborations happened under the open misty skies.
The ‘Paddy’ stage which was dedicated to singer-songwriters J Davis Prosound & Lighting was the technical support team at Storm festival. were also moving head sharpies on this stage along with other intelligent lighting. The sound system was L- Acoustic V- DOSC and the speakers were flown for The main stage saw artistes like Karsh Kale Collectiv, Raghu Dixit Project, Papon & the both the Coffee and Spice stage and East India Company, Swarathma, Advaita, etc. Storm’s electronic stage brought together speakers were stacked at the Paddy stage. renowned international EDM artistes such as Dash Berlin, Michael Woods, Bobina Each of the artists performing at the and Teri, along with national favourites like Pearl, Nikhil Chinapa, Sanjay Dutta, and festival had their technical requirement Anish Sood. The Paddy Stage or the singer-songwriter stage had artistes such as Raman and the same was adhered to by the Mahadevan featuring Jirka Mucha from Czech Republic, Sidd Coutto, and Siddharth festival. The lighting on the Coffee stage Basrur amongst others. The Storm festival also witnessed Bollywood musical stalwart was programmed keeping in mind the Shankar Mahadevan who collaborated with Indian Ocean to mark the grand finale of the aesthetics of the venue and the music festival. at the stage. The lighting was a mix of LED pars, moving head beams, spots and Commenting on the line-up of artistes that were brought in, Sachin Bopanna, Director, washes. The Paddy stage had low intensity Liquid Space Entertainment said: “Storm had already established considerable lighting as it was a smaller stage. The Spice benchmarks with its debut in 2012 and the expectations were very high this year. Great stage was designed to provide a visual treat music was the primary factor considered to finalize the line-up, as well as ensuring a blend for the audiences and was designed with of music from new artists to established acts that would appeal to audiences through the an LED mesh backdrop and a visual artist, course of the two days. The aim was to bring in the best in both international music as Kaycee, playing visuals at all times. There well as national artistes to perform at the venue.” RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 postal at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month. Publishing Date every 4th of the month
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Film Launch, Music Concert, Road Shows, Religious Function, Reality Shows, Political Rally, Award Show, Marriage Party, Corporate Events & Sports 4 March 2013, EXPERIENTIAL MARKETING 51 IN FOCUS
Sachin Bopanna Confetti blows over at the grand finale performance on the main stage Festival Director, Storm and Director, Liquid Space Entertainment Pvt. Ltd
“The aim was to bring in the best in both international music as well as national artists to perform at the venue.” Shyju Varkey Station Director and National The event was a mix of adventure activities Marketing Head, like paintballing, rock climbing, riding 94.3 Radio One bronco bulls and ATVs, sliding on ziplines, camping, ecological awareness, “Radio One encourages late night campsite jams and handpicked independent music, which music from across the world. A huge comprises a critical part of highlight were the campsite jams which Storm’s agenda.” were an interactive experience where artistes and festival goers came together ranged from below the line activities in multiple cities, print media, outdoor media, post the musical performances of the day. electronic media, poster campaigns and pre parties, website mentions, digital and social media platforms, radio, PR, festival on ground branding etc. Coming to amenities provided to attendees, campers had comfortable, Commenting on how Radio One’s association with Storm came about, Shyju Varkey, modern, hygienic and user friendly tents Station Director and National Marketing Head, 94.3 Radio One said: “Our association to sleep in, equipped with sleeping bags. with Storm goes back to its launch year in 2012. It goes hand-in-hand with our positioning The organizers ensured clean toilets and as a music station. Radio One encourages independent music, which comprises a critical bathing areas, with attendants working part of Storm’s agenda.” round the clock for the campers. Food was made available almost round the clock Further commenting on Radio One’s role at the festival, Varkey said: “As partners to and a doctor and an ambulance were Storm, Radio One promoted the event via contests and promos. We interviewed artistes on standby throughout the festival days. who were performing at the event and got them to explain to listeners their perspective of The venue also had locker room facilities a festival of this magnitude. Our promotion of Storm was as holistic as we aspire to be for for campers to leave their valuables and all events that we lend our support to.” multiple charging points to charge their phones or cameras. The festival, which had a rolling crowd of 5000 people plus over the two days, was promoted through multiple mediums like print, radio, television, as well as digital Storm 2013 partnered with a number of platforms. This was supported by a specialised media communications plan on a pan- brands such as iDAC, MTV, VH1, Times India level, separate BTL activities and word of mouth. BTL activities included poster of India Group, Budweiser, and Radio campaigns, pre-event gigs in multiple cities, and artistes promoting the festival on their One along with Peter England, Coca-Cola, pages which gave the festival a lot more visibility. The media plan for Storm 2013 had a Only Much Louder and Submerge. The pan-India approach and the festival received visibility on international media space as branding opportunities for these partners well. 4 March 2013, EXPERIENTIAL MARKETING 52 IN FOCUS
Beach Soccer Worldwide launches Barefoot championship in India TransStadia managed the four-day professional beach soccer sporting event which took place in Goa By Dharm Patel
A player scores past the keeper at Barefoot 2013
Beach Soccer Worldwide (BSWW) and likings. With an outstanding blend of sport, music and entertainment, it proved to organized Barefoot - a professional beach be a true sporting extravaganza which gave professional beach soccer the perfect launch soccer championship at Calangute beach in India. It offered local talent an excellent platform to display its skills making this a in Goa from Feb. 7 to 10. BSWW is the career opportunity. It was an open tournament so any team from any part of the country international governing body of beach could register. The championship saw players of popular football clubs across the country soccer. Mumbai based SE TransStadia descend onto the platform. (TS) managed the sporting event and invested in it too. The event is slated to TransStadia packaged the event and promoted it to the youth with music, fashion and be a bi-annual affair and was backed by lifestyle. TS ensured that the tournament was conducted under the rules and regulations Goa Football Association and The Goa laid down by BSWW and delivered an event of top-notch international standards. Football Development Council. As part ShowWorks Eventz was also brought on-board to help execute the event. of the championship, BSWW tied up with a two-day music festival which was Speaking about the initiative, Udit Sheth, MD and CEO of SE TransStadia Pvt. Ltd. held under the name of Barefoot as well said: “Beach soccer is ideal for India. It barely needs any infrastructure and is a shorter and took place on Feb. 8 and 9. and faster version of soccer. To add to the excitement, there’s the beach. It’s what T20 means to cricket. Imagine scoring at an average of 11 goals a match that lasts only 45 Socks off, shoes off, time to bare! minutes. Our objective is to make the sport popular, build some great talent and provide With a unique format of beach soccer and excitement. Once this initial phase is over, we will think of what to do next. Currently our non-stop entertainment, the festival aimed focus is to give a good package of soccer and entertainment to the spectators. In the last to cater to a crowd of multiple tastes few years, the sport has moved from strength to strength. The sport was first pre-dominant 4 March 2013, EXPERIENTIAL MARKETING 53
Barefoot, we have made another glorious mark on the sands of Indian sporting history and we look forward to executing many more sporting events with TransStadia in times to come!”
It’s time for kick-off The sporting carnival attracted both locals and tourists from the globe. While sports enthusiasts attended in large numbers to cheer for their favourite football club, music aficionados got their share of entertainment at the music festival. There was a rotating crowd of about 2000 people every day. TS restricted the registration to 64 teams for this edition which was played on a knock-out basis.
Each crisp and brief game witnessed an exciting display of talent and skill with an average scoring rate of one goal every three minutes, making the games highly eventful and keeping spectators involved and energized throughout. The teams comprised 10 players each with five playing on the field and the other five as substitutes. The match duration saw three periods of 12 minutes each with three-minute breaks between them. For Udit Sheth situations where ties arose, a penalty shootout took place. MD and CEO, SE TransStadia Pvt. Ltd. Kasarkod from Kerala won the grand prize at stake Rs. 75,000 and of course the championship trophy while Goa United was the runner-up. The player and goalkeeper of “Beach soccer is ideal for the tournament were both from Kasarkod. India. It barely needs any infrastructure and is a shorter TS along with Setco Foundation also hosted a special women’s beach soccer exhibition and faster version of soccer. To match to encourage and promote the sport among women. Another noteworthy highlight add to the excitement, there’s of the event was a special media match which saw the best of media houses from across the beach. It’s what T20 means the state come together on one common platform. to cricket. Our objective is to make the sport popular, build The set up had one BSWW standard pitch with all the certified equipment and there some great talent and provide were areas set up for spectators, media, music, showers, players and officials. The games excitement.” were played at night under floodlights as well. To ensure that the crowd was protected, there were high nets in place. The arena experience was provided with a modest T-Box in South American and European mobile arena setup. Four world-class pitches and a world-class arena was set up to give countries but is now touching the Asian spectators a great experience, using the T-Box modular stadia technology. region too. In 2009, the Beach Soccer World Cup was hosted in Dubai and the intercontinental cup has now become a calendar event there till 2017.”
Elements of execution for Barefoot were managed by ShowWorks Eventz. Commenting on the event, Harjinder Singh, MD, ShowWorks Eventz Pvt Ltd. said: “The event was a heady mix of beach soccer and music and Calangute beach was the obvious choice for its high footfalls. It was a challenge clearing the area assigned to us by the authorities, not to mention ensuring hygiene and meeting all other international level protocols and standards for safety, crowd management, hospitality, People shaking a leg at Barefoot’s music fetsival technical specs as well compliance to the rules and protocols of the sport. We went Tap your feet on to level the sand, erected the set-up The two-day music festival started in the evening and brought the best of international with trussing and the T-Box seating on and Indian DJ’s on the same dais to entertain Electronic Dance Music (EDM) lovers sand. Whether it was for the World Series with their musical beats. Tickets were available on BookMyShow. It saw India’s top music of Boxing or here at Barefoot, TransStadia artists together with DJs from across the globe converge at one platform and enthral the pushes us to meet impossible challenges crowds. Performances by DJs like Sasha, Tuhin Mehta, Arjun Vagale, Simon Patterson, and brings out the best in us. With Marlo, Ankytrixx and Mon(E) took the festival to a different level. From techy moods to 4 March 2013, EXPERIENTIAL MARKETING 54 IN FOCUS
Players in action during the fast-paced game
Harjinder Singh goalkeeper of the tournament. It was promoted by TS and supported by Govt. of Goa, Managing Director, Goa Football Development Council and BSWW. ShowWorks Eventz Pvt Ltd. Speaking about the brand benefits associated with this platform, Sheth said: “Beach “The event was a heady mix soccer is more of a lifestyle than just a sport. For a brand it allows sponsors to develop an of beach soccer and music association with the sport which is at an infant stage and grow with the sport. We plan on and Calangute beach was the taking the sport all over the nation given the potential and the size of India’s coast line. obvious choice for its high For any brand that is looking to target the youth and position itself as a lifestyle brand will footfalls. With Barefoot, we want to associate. Today’s young India is connected, knowledgeable and exposed, so this have made another glorious super energetic platform of sport and entertainment will capture their imagination. There mark on the sands of Indian is a lot of opportunity for brands when it comes to this sport and the package around it.” sporting history and we look forward to executing many Barefoot was promoted extensively online. Social media platforms like Facebook and more sporting events with Twitter were well received with over 3000 fans in just a short period of time. Promos were TransStadia in times to come!” aired on TV and leading radio channels in Mumbai, Goa, Bangalore, Pune, New Delhi and Kolkata among other cities. edgy riffs, spinning melodies to driving bass-lines, the festival gave music fans an Final whistle opportunity to groove to energetic beats Speaking about the challenges faced, Sheth said: “There will always be challenges in events and witness multiple music genres live. that are new to the state and the venue. The government has been very supportive by giving us the required permissions and support which helped us pull this event flawlessly. The twelfth men The officials have supported a five-year plan to bring international mega-events to Goa.” The fest was organized with sponsor association from Vh1, Casino Royale, The grand closing ceremony was held at Calangute beach in the presence of ministers, Oakley, DSK Hyosung, Kingfisher, Red chairmen, council members, directors, etc. Doing its bit to preserve the beach, Bull and other partners such as Spice Jet, TransStadia made sure the championship did not spoil the venue in any way. The beach BookMyShow, T-Box, 92.7 BIG FM, Clear was cleaned on a daily basis, highlighting the organizers’ commitment to a cleaner and Channel and SportsKeeda. healthier Goa. TS returned the beach to the government in pristine condition.
Welcoming the crowds at the entrance was Commenting on the success of the inaugural fest, Sheth said: “Goa provided the ideal DSK Hyosung’s bike on display. Adding launch for beach soccer. The enthusiastic people, the fantastic beaches, the vibrant zest to the high-energy sport were the Red tourism and the most supportive Goa Government and the Goa Football Development Bull girls promoting the brand with their Council made the event truly inclusive with electrifying competition. We are committed back-packs. While VH1 ran audio-visual towards building this sport and its talent pool here and will be also doing continuous promos throughout the tournament, BIG competitions here. The icing on the cake was the quality of high energy and competitive FM 92.7 had on-the-spot contests for football played on the sand which is not easy at all. We congratulate all the teams for spectators watching the matches. Gaming participating and putting on an entertaining show!” buffs were seen trying their luck at the roulette table set up at the Casino Royale Goa Football Association (GFA) thinks Goa is an ideal natural home to launch this sport Lounge during the music festival. Oakley in this manner. GFA is proud to see this sport take up in the traditional capital of football played its part on the final day giving away in India and believes this is a giant step towards India’s participation in beach soccer. It sunglasses to the best player and the best hopes to see more talent emerging from India. 4 March 2013, EXPERIENTIAL MARKETING 55 IN FOCUS
The Sulafest 2013 experience, together with music, wine and unique campsites By Srishti Bhatia
Caesar’s Palace performing at the SulaFest 2013 The sixth edition of Sulafest saw great Away from the amphitheatre, the main stage area had several other activities ongoing music, wine, food, camping and bright during the fest.Wine enthusiasts indulged in winery tours, wine-tasting and grape sun at the Sula Vineyards, Nashik. It took stomping.Other aspects of the fest included a spread of food stalls offering a gastronimical place over the first weekend of February treat and also stalls selling lifestyle and fashion products, making it a wholistc festival. on the 2nd and 3rd. The one of its kind gourmet - music festival had over 8,000 visitors from all over the country, and the world in attendence.
The festival partner blueFROG was responsible for putting together a line-up of over 75 Indian and International artists. The performances included Swarathma, seemingly the most popular performers at the fest. Ceaser’s Palace’s perfomance featured a flash mob. Other acts included, Vivienne Pocha, Deep Forest Live and Sahej Bakshi of Dualist Inquiry. Electrozone was introduced for the first time at Sulafest, where DJs from India and around the world played Electronic Dance Music. Swarathma performing at SulaFest 2013 4 March 2013, EXPERIENTIAL MARKETING 56
The Hippie Experience White Collar Hippie is an alternate outdoor experience company which believes that the music festival culture suddenly booming in India, is all about peoples’ common love for music and the outdoors. Keeping this in mind, they developed two concepts for Sulafest 2013.
The first, ‘Band on the Bus’, was a journey to the festival with the band Caesar’s Palace. A 60’s style road trip which revolved around nothing but music. The second concept was the ‘White Collar Hippie Campsite’by the festival. The site was well equipped with brand new tents, sleeping bags and lamps; very creative Leisure Zone at White Collar Hippie Campsite signages, a lake, the ‘leisure zone’ which housed books, food, music, board games, card games, a guitar, hula-hoops, and the likes.
The company devised packages that included taking the ‘Band on the Bus’ bus from Mumbai till Nashik and back, stay at the White Collar Hippie Campsite, the two-day fest and a complimentary bottle of wine.
View of the campsite from the hill top
Signages at the campsite Activities at the campsite 4 March 2013, EXPERIENTIAL MARKETING 57 IN FOCUS
here. Another new thing this year is the partnership with White Collar Hippie. So you have the opportunity to take the ‘Band on the Bus’. And then we have the campsite, which is like a ‘tent- city’. It’s just behind the main stage, where we have some 40 tents, which gives that great outdoor feeling to it, complete with bonfires, and the works. Apart from that we have more beverage partners than last year. So we have Cointreau, Mount Gay Rum, Remy Ice Box, Balvenie, Budweiser, and Asahi – so that something is available for everyone, which is lovely.
What lead to the participation of more brands in this edition?
The brands are a part of the ‘Sula selections’ portfolio. Sula selection is the importer of Sula vineyards and we’re also one of the leading wine and spirits importers to India. So exclusively Sula brings Cointreau to India, and also brands like Mount Gay Rum, Balvenie, Remy Gin, and others.
Highlight some of the experiential aspects of the fest this year?
We have this beautiful dome that we’re sitting in, which is designed by the Russian Glavsfera. Glavsfera is a Russian interior designer and he’s making these domes around the world. It’s brand new! Last year they had the VIP seating down in another area, and now that is here in the dome. Also, it’s the second year that we’ve owned Vinoteca – our Spanish restaurant, and we have Cecilia Oldne Spanish Tapas being served by our chef Silvia. Rolls Royce is on Global Brand Ambassador board this year (displaying ‘Ghost’ near the winery), and so is Sula Vineyards Mercedes. They have been offering car services in their designated VIP parking space for Mercedes. In conversation with Cecilia Oldne, Global Brand Ambassador, Sula Vineyards and Sula Selections, Srishti Bhatia of ExM gets an insight into What are the future plans for Sulafest? the growth and success of the property. Excerpts: We’re not aiming to become a very big, 20,000+ visitors festival. Could you give us some background on Sulafest? We’re going to keep it as it is. Really keep increasing the quality in terms of music, services and experiences that we’re giving, so This is the sixth edition of Sulafest. We started in 2008 and we that people keep coming back to Sulafest. It’s also India’s only had about 350 visitors that year. Last year (2012) we had over Gourmet festival because there are so many good restaurants and 8,000 and we’re expecting about the same this year. Last year beverages on showcase. There are similar fests happening around, was the first time we had a two-day event, which was a successful which is good in a way for the awareness. But since we were here format, so we’re continuing that this year as well. Also, it’s a bit of first and have many advantages including the winery, we’ve seen a drive to reach here, especially if you’re coming from places like much success with this property. Delhi or Goa. So now there’s more to look forward to.. We were definitely looking at approaching and engaging audiences What’s new about the Sulafest 2013? in Delhi and also Aurangabad, Nagpur, and more cities. But there’s also a limitation to how many people we can have. The There are quite a few new elements. We have ‘Electrozone’, the DJ maximum we can have is 10,000. We can expand and make this Stage this year. Really good artists from both India and other parts area bigger. But that is nothing that we are looking at now. Sulafest of the world – Russia, France, the UK and US are performing for 10,000 makes good sense! 4 March 2013, EXPERIENTIAL MARKETING 58 ALSOCOVER FEATURED STORY
India Bike Week inspires a new generation...! The annual property was launched this year by 70 EMG and Fox Traveller By Parita Modi
India Bike Week Arena
70 EMG and Fox Traveller came Traveller in association with Harley-Davidson, India Bike Week aims to become the together to launch the first edition of destination for hard core bikers, fans of the two wheeler way of living, travelers, music their property, India Bike Week, an fans and festival goers. The platform is a one stop destination for bikers, scramblers, annual festival of bikers, bikes, music cruisers and super-bikers. The initiative was launched on Dec. 5 in Mumbai with and entertainment on Feb. 2 and 3 at noted celebrity enthusiasts in attendance. Vagator, Goa which saw a gathering of 6,457 enthusiasts and 3,000 bikes. Who should we blame for a great festival? The event is modelled on the Sturgis 70 EMG is known for being a festival planner and producer. They have been Motorcycle rally which takes place in responsible for the management of the Kala Ghoda Arts Festival in Mumbai, the South Dakota and is a major attraction AAAI GoaFest for South Asia’s advertising community and Channel V’s Nokia for all bike fanatics. IndiaFest. 70 EMG has created and managed some of the largest festival parties over the last decade. With IBW, a biker’s fest for bikers and by bikers, 70 EMG has laid Organized by 70 EMG and FOX down new benchmarks in the live experience space. 4 March 2013, EXPERIENTIAL MARKETING 59
Martin da Costa CEO, 70 EMG Bands enthralling the festival revelers at India Bike Week
“I think we pretty much ticked all extend the FOX brand on the ground and create better reach and recall among the target the boxes as far as organizing a audience. We have planned multiple revenue streams from the on-ground and on-air major new festival is concerned.” event. Other revenue streams are ticket sales, exhibitor booth rentals, merchandising, licensing, and food and beverage sales on ground at the festival and sponsorship revenues.” Commenting on the inception of IBW, Martin da Costa, CEO, 70 EMG said: He further added: “The festival celebrates individuality and freedom, words which are “The core of India Bike Week 2013 is synonyms with biking and bikers. India Bike Week personifies everything that is close to a about bikers and to gather people in a biker’s heart – from rock music to some of the coolest and meanest biking machines. We community regardless of what they ride. hope to inspire a new generation of bikers and make India Bike week an annual property From Pulsars to Harleys, the primary for the biker community in India.” reason to organise IBW is to encourage bikers to get their hobby motorcycles Brands on board out to join and meet likeminded people Fox Traveller and Harley-Davidson came forward to support the event with much and enjoy this most important festival of enthusiasm. While the former is the official partner of the event, the latter is the first bikers, bikes and music in Indian history.” sponsor which came on board in a big way.
Fox Traveller is and will be the official Adyanthaya spoke about the perfect brand fit IBW offered as a platform to Fox Traveller. partner for IBW for about three to five He said: “Fox Traveller believes that travelling is more than just the destination you are years. As partners for the festival, it will headed for. The fun starts with the journey itself. And India Bike Week embodied the create on-air content for the event. They philosophy in its totality. Bikers from all across the country rode down to IBW. They have planned to package the on-ground looked forward to the ride as much as they did, to the festival. And the festival itself was event into four episodes across four weeks, like a snapshot of what the channel has to offer- a gathering of people passionate about along with a bunch of vignettes which travel, open to varied experiences, and hungry for more. Fox Traveller and India bike will be played all over the programming Week, in essence embody the same philosophy, values and fervour. A perfect match!” schedule. Commenting on connecting with its target audience through IBW, Anoop Prakash, MD Highlighting Fox Traveller’s association Harley- Davidson India said: “IBW provided us a unique platform where our existing with IBW was Keertan Adyanthaya, customers could ride in together, meet each other and enjoy the camaraderie that comes MD, FOX International Channels who with Harley ownership; basically live the lifestyle for several days straight. For our potential said: “The main aim of IBW is to be a customers and target audience, the visual treat of having more than 500 Harleys parked celebration of bikers and also to create together was a window for them to experience and see the Harley-Davidson way of life in a meeting ground for people passionate real life rather than reel life. Through the IBW we provided the 5,000 or so visitors who about biking in India - riders, tourists, came to IBW a glimpse into the genuine relationship that can be developed between a collectors, manufacturers and retailers. brand and its customers over and above simply owning a product.” The festival beautifully extends our channel’s brand promise of ‘This journey Chai and Pakora Ride is fun’. Further, the festival will help The Chai and Pakora ride, which is more of a direct engagement platform to connect with 4 March 2013, EXPERIENTIAL MARKETING 60 ALSO FEATURED
Delhi clearly emerged as the winner with 350 riders coming together making it the largest gathering witnessed in all the other cities. Commenting on the Delhi edition of Chai and Pakora ride, Martin da Costa of 70 EMG said: “It’s great to see the enthusiasm with which the Delhi biking community has received this ride and the response to IBW has been overwhelming. We are committed and confident of making this a milestone event for India’s motorcycling enthusiasts from 2013 onwards.”
The main objective behind the C&P ride was to gather people regardless of what they ride. The event witnessed bikes ranging from Pulsars to Harleys along with hobby motorcycles brought in by Delhi bikers. Parents came along with their daughters and sons, and so did friends with office colleagues.
IBW adopted a 360 degree marketing approach to ensure maximum exposure. Television, print, digital, outdoor and radio were employed to carry the necessary communications. Stressing on the digital aspect of promotions was Martin da Costa who stated that the most important strategy was the online - offline collaboration with bikers and the biker Keertan Adyanthaya community, because it’s their participation that will make IBW an amazing festival in Managing Director, India history. Also in the pipeline were brunch and beer sessions with biker communities. FOX International Channels H.O.G Rally “The festival beautifully extends Over 600 riders rode down from different areas of the country wearing their biker’s attire our channel’s brand promise of ‘This and showing off their individual two wheelers as part of the H.O.G parade. Most of the journey is fun’.” people rode all the way from their respective cities, with some covering more than two thousand kilometers to reach Goa and be a part of this national rally. the biker’s community took place in Delhi, Speaking about the event, Prakash from Harley-Davidson said: “India Bike Week is one Mumbai, Bangalore, Hyderabad, Kochi, of the many initiatives we have undertaken to support the development and growth of Kolkata, Goa, Guwahati and Dibrugarh as leisure riding across India since 2009. Motorcycling in India is rapidly changing and India a build up to the main show. Enthusiasts Bike Week is just the beginning. The main occasion for us was our 110th anniversary met up with the people behind India Bike celebrations in Goa which was kicked off by our first ever first National H.O.G Rally. We Week on a Sunday ride for breakfast. India have been the first movers in the leisure biking segment and hope to truly cultivate leisure Bike week partnered with the Helmet biking in the Indian market by promoting and associating ourselves with events such as Stories to organize these multi city events. the India Bike Week.”
Speaking about the activity, Thanush Around 150 people came from Delhi, Mumbai and Bangalore each and 40 from Joseph, Director - Marketing, 70 EMG Chandigarh, Ahmedabad and Hyderabad. Kochi, Kolkata and Chennai were also well said: “We at India Bike Week want to represented. create a platform that directly engages with the audience as well as creates excitement and enthusiasm along the way. Chai and Pakora ride helped achieve that goal! We moved away from the usual run of the mill concepts for creating news and buzz around the festival by coming up with something more creative and fun that would gel well with the biker community at large. All the activities leading up to the main festival followed the same path.”
He further added: “Our concept received much interest from all mediums of media who came forward with requests to capture the festival in its different stages. Since our launch, our Facebook page has received overwhelming support and so have our other initiatives. This in itself is a testament to the potential India Bike Week has!” A rally of bikers and enthusiasts at IBW 4 March 2013, EXPERIENTIAL MARKETING 61
Anoop Prakash Managing Director, Harley- Davidson India Bikers showcasing some mind blowing stunts at the IBW Stunt Zone
“Through the IBW we provided Races, IBW brotherhood ride, international stunt act performance by Mattie Griffin and the 5,000 or so visitors who came award ceremony for a custom bike build. Vintage bikes were on display such as the 1941 to IBW a glimpse into the genuine Norman, BSA M20 1942 500cc and the 1933 Paratrooper. Another hit with the audience relationship that can be developed was ‘The Biking Masterclass’ by ‘Raid the Himalaya’ winner Ashish Moudgil. between a brand and its customers over and above simply owning a The IBW line up consisted of known bands such as Pentagram, Split, Sky Rabbit, product.” Blek, Faridkot, The Other People, Lou Majaw & Friends, Bombay Basement, Bay Beat Collective, Reggae Rajahs, Anish Sood, Dualist Inquiry, etc. When engines meet people IBW led to the merge of some powerful A noteworthy activity that took place was the coastal ride from Mumbai to the IBW venue engines with colourful people. The festival in Goa which saw enthusiastic participation from bikers. It was a wonderful scenic ride, was a buzzing ground of activities that with the Arabian Sea on one side and paddy fields and coconut palm trees on the other included various zones, each dedicated to specific individual experiences. Exhibitors Speaking about the response the first edition of India Bike received, Martin da Costa Zone, The Display Zone, The Fight Club, of 70 EMG said: “It’s just incredible to see the reaction we’ve had to India Bike Week. The Pimp my Bike Zone, Test Zone and I think we pretty much ticked all the boxes as far as organizing a major new festival is Trials Track, The Biker Flea Market, Live concerned. It had1,25,000 Facebook fans, 6,457 attendees along with over 3,500 bikes Entertainment Zones, Burn Out Bar, that rode down. The festival went flawlessly from start to finish. We were really pleased Electronic Music Stage and Beer Garden with how well IBW’s been received. People had a blast. We couldn’t have asked for a were some of the many experiential zones better opening festival than the 2013 edition of India Bike Week. We’re already planning that catered to the different needs of the 2014, so that it becomes even bigger, even better, more bikes, more bands and more festival goers. of everything. It’s the start of an incredible journey for us and for the Indian Biking Brotherhood. Looking forward to the next 10 Years! “ India Bike Week had three concert stages, 28 live bands and DJs, seven bars, race Keertan Adyanthaya also added: “We are thrilled with the response we have received for tracks, 16 cage fighters, a stunt arena, Big India Bike Week, which salutes the two wheeled lifestyle of the biking community. Being Trip Cinema, vintage and custom bike the woodstock of biking festivals, India Bike Week brings alive various elements close to display that featured the showstopper Y2K a biker’s heart - rock concerts, showcase of the most amazing motorcycles from across the turbine engine bike, biker flea market, world including vintage bikes, India’s first ever custom bike build off, stunt arena, etc. Bajaj Allianz safety clinic, etc. among its We really hope to inspire a new generation of bikers and make India Bike week an annual many attractions. The highlight of the first property for the biker community in India.” day was Gentlemen’s Dub Club, UK’s dub step headliner act, which got the audience The multi-faceted event catered to the likings of different bikers, music lovers, shoppers, excited. tourists, etc. ensuring that everybody present there had an enjoyable experience.
The second day also saw a host of activities Prakash spoke to ExM about the most exciting experience at IBW. He said: “India Bike like the unveiling of Bonneville Dream Week was the first time an event of this magnitude was taking place for celebrating the joy - India’s first entry into the Salt Flat and passion of riding. The most exciting achievement, beyond the thousands of attendees 4 March 2013, EXPERIENTIAL MARKETING 62 ALSO FEATURED
Thanush Joseph Director - Marketing, 70 EMG
“We at India Bike Week want to Models and bikes on display at IBW create a platform that directly engages with the audience as was different, Martin da Costa said: “India Bike Week is different because it’s not just well as creates excitement and another music festival. It engages with one of India’s most passionate communities – enthusiasm along the way.” bikers – and gives them and their friends and guests an experience that’s literally out of this world – comfortable, clean, efficient. It’s different because we created a buzzing, and riders from around India, was that humming fun factory that combines the best of biking, bikes, machines and men with the many international visitors from both best of all the other festival genres that we work in like Art, Cinema, Music, Performance. Harley-Davidson and other companies There’s something for everyone at India Bike Week, whether you’re a biker or not. But it’s remarked on how authentic the vibe and anchored in community and brotherhood. feel was to bike festivals around the world. We hope to see a bigger and grander What lies ahead? IBW in the future and establish this After witnessing an overwhelming response, 70 EMG wants to make the next edition of event as a yearly cornerstone to every avid the property bigger and better. The festival will stay in Goa for the next couple of years Indian biker as well as a destination for targeting a gathering of 25,000 people till the next location is finalized. They will also international bike enthusiasts.” generate more broadly based, regional satellite events, rides and event touch points across the calendar year from this edition onwards. The differentiating factor The point of differentiation of this festival Speaking about why more brands should come on board and be a part of this project, was the recognition of a few factors. First Martin da Costa said: “We’ve definitely set some sort of an un-official record for a of all, the property in itself was unique in festival in India in its first year - both in terms of our online platform and the attendance terms of its concept and objective. Given numbers on ground. Fox Traveller is also broadcasting 2 half hour specials on air which the current situation of music concerts will showcase IBW’s main sponsors, exhibitors and partners. We’ve generated over well and festivals flooding the cities, India Bike over 15 crore rupees worth of PR value till date. Our main sponsor Harley-Davidson has Week came across as a fresh breath of air. been able to leverage an immense amount of coverage from their involvement which, along with their customer loyalty and retention plan, will, we think, lead to significant Second of all, festival revelers come to new sales.” an event because of the need to feel part of a community. Passion matters and He added: “ Our 50 plus exhibitors and other sponsor and partners all made a profit on 70 EMG made sure they targeted groups ground - mainly because of the Rs 3,000 ticket price, and 1,000 plus Harley-Davidson of passionate entertainment consumers. riders and guests who made for a seriously differentiated target audience (with money Thirdly the execution, luxury quotient, in their pockets, and the willingness to spend it). All in all, we feel that getting involved content and comfort needed to be taken with IBW will be pretty much a no-brainer for branded, sales lead activations, online and care of. IBW focused on just that, not digital tie ups, and sponsorship over the next few years.” forgetting food, amenities, design and music. A festival for all, India Bike Week emerged as a profitable platform not only for bikers, music enthusiasts, travelers, etc. but also for sponsors, partners and exhibitors. Now, one Giving us more reasons to believe IBW can only sit tight and look forward to the second edition!
4 March 2013, EXPERIENTIAL MARKETING 72 Glimpses
Times Food and Nightlife Awards 2013 The event took place at ITC Grand Central, Parel in Mumbai on Feb. 10 and was executed by Convergence Events Pvt. Ltd., which was given the mandate to handle the entire production of the event. It was attended by 600 guests which included various celebrities, socialites and food enthusiasts.
Bombay Times party Bombay Times threw a party on Feb. 8 at J.W. Marriott in Mumbai to celebrate its 18th anniversary. The event was attended by Amitabh Bachchan, Salman Khan, Katrina Kaif, Bipasha Basu, Ajay Devgn, Anil Kapoor, Sonam Kapoor, Kareena Kapoor, Shahid Kapoor, Arjun Kapoor, Alia Bhatt, Chitrangada Singh and many others. 4 March 2013, EXPERIENTIAL MARKETING 73
10th SWAT campaign The tenth edition of the anti-tobacco campaign took place on Feb. 2 and 3. It was organized by the students of EMDI. As part of the campaign, the Rockatronica gig took place, where a few bands performed. Hazel Keech attended the event.
3rd International Sufi Festival The festival took place from Feb. 6 to 8 at Kamani Auditorium in Delhi. The festival, which is an exclusive event of the Indian Council for Cultural Relations (ICCR), was conceived and managed by ICCR as well. It saw participation from Spain, Russia, Iran, Tunisia, Azerbaijan and India.Sharma, Deepika Padukone among many others. 4 March 2013, EXPERIENTIAL MARKETING 74
92.7 BIG FM holds second BIG Tamil Entertainment Awards The awards ceremony aimed at recognizing entertainers from the genres of cinema, music, dance, theatre, television and sports. It took place on Feb. 14 at the Chennai Trade Center in Chennai and was produced and conceptualized by 92.7 BIG FM.
Durex Valentine’s night party Durex hosted a Valentine’s night party at Shroom, The Crescent Mall, New Delhi on Feb. 14. Percept Activ conceptualised and executed the on-ground activities for the event which saw celebrities and socialites in attendance. 4 March 2013, EXPERIENTIAL MARKETING 75
3rd Annual Ghanta Awards The awards took place on Feb. 15 at Enigma, JW Marriott, Mumbai in the presence of over 250 guests. This year, seeing the potential and popularity of the property, INvision Entertainment Pvt. Ltd. not only executed the entire show but also bought a majority stake in it.
Royal Stag Mirchi Music Awards 2012 The fifth edition of the awards took place at Yash Raj Studios in Mumbai on Feb. 7. Fountainhead was in charge of the ground production whereas Cineyug scripted, directed and conceptualized the whole event. The show was hosted by Ayushmann Khurrana. 4 March 2013, EXPERIENTIAL MARKETING 76
Temptation Reloaded 2013 As part of its world tour, went to Muscat on Feb. 13 and took place at the Oman Automobile Association Ground. The event was scripted, directed, managed and executed by Cineyug Entertainment. It was attended by a crowd of 25,000 people.
UTV Walk of the Stars Yash Chopra statue launch It took place on Feb. 11 at Yash Raj Film Studios in Mumbai. Fountainhead Promotions & Events was appointed to execute the launch which was attended by about 250 people including Shatrughan Sinha, Poonam Sinha, Rani Mukerjee, Kabir Khan, etc.
4 March 2013, EXPERIENTIAL MARKETING 78 Classifieds
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