Events Entertainment Promotions MICE BTL Sponsorship Sports www.eventfaqs.com 4 mar 2013 MAIN ISSUE 80 PAGES INCLUDING COVERS | VOLUME 3 | ISSUE 11 `100/- SACHIN GUPTA’S SUPER HIT punjabiyaan di battery 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] SachinGuptaOfficialPage.jsn Events Entertainment Promotions MICE BTL Sponsorship Sports www.eventfaqs.com 4 mar 2013 MAIN ISSUE 80 PAGES INCLUDING COVERS | VOLUME 3 | ISSUE 11 `100/- Ashish Jaitly Nalin Kapoor Navil Ratish Sameer Bhariok Sanjeev Pasricha Amitabh Tiwari Max Life Hyundai George P. Johnson Eli Lilly C S Direkt LG Electronics In Focus: Experiential Destination p32 Audi India flags off the New Year with a bang p 42 Mud Rush: A unique mud marathon p 45 Storm: Liquidspace Entertainment’s camp-out music festival p 48 Beach Soccer Worldwide launches Barefoot championship in India p 52 The Sulafest 2013 experience, together with music, wine and unique campsites p 55 p 64 - 71 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 ExM is a monthly magazine by EVENTFAQS, publishers of India’s only platform for events and experiential marketing - www.eventfaqs.com. Subscriptions are ` 1,000/- (India) and US$ 120/- (ROW) per year (12 issues), Karishma Hundalani Nagdev including postage. Mail at [email protected] [email protected] for more details. Printed by : Vishal Vashulal Nagdev 202, Brooke Ville, Near Magnet Super Market Mogul Lane, Matunga - West Mumbai 400016, Maharashtra, India Published by : Vishal Nagdev on behalf of (or owned by) EVENTFAQS Media Pvt. Ltd. and printed at VSSU Graphics, Unit # 36, Ideal Industrial Estate Senapati Bapat Marg, Lower Parel - West Mumbai 400013, Maharashtra, India and published at EVENTFAQS Media Pvt. Ltd. 112, 1st Floor, Embassy Centre 207 Nariman Point, Mumbai - 400021, Maharashtra, India Editor : Karishma Jamnu Hundalani. This issue contains 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 f i fl mi l m c ocmo mp ap na ny y 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.