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D Activation You Have Done in the Past Year to Connect with Your Target Audience? by Dharm Patel

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D Activation You Have Done in the Past Year to Connect with Your Target Audience? by Dharm Patel Events Entertainment Promotions MICE BTL Sponsorship Sports www.eventfaqs.com 4 june 2013 MAIN ISSUE 60 PAGES INCLUDING COVERS | VOLUME 4 | ISSUE 2 `100/- 4 June 2013, EXPERIENTIAL MARKETING 05 ISSUE PRODUCER: SWAMINATHAN R [email protected] +91 98201 46826 EDITORIAL TEAM: KARISHMA HUNDALANI NAGDEV [email protected] +91 98212 80003 PARITA MODI [email protected] +91 98337 17789 DHARM PATEL [email protected] +91 98194 13143 KARAN SINROJA It’s all happening here [email protected] +91 98707 15191 TINA THAKRAR It’s often said, ‘the end is only the beginning’. This is never [email protected] +91 98330 70759 experienced more than when one achieves a prominent milestone. CONTRIBUTORS EVENTFAQS completes 6 years on this very day (May 31), and we can’t Roshan Abbas, MD, Encompass help but feel very proud. DESIGN TEAM: But like every milestone, what lies ahead excites us as much. So really, VINAYAK ALLE PRASAD KARAMBAT it is just the beginning. And our celebrations for this anniversary will reflect just this. While we reflect, we also consolidate energies to look MARKETING SERVICES: ahead. VISHAL NAGDEV [email protected] +91 99116 96980 Like every celebration, it’s only jubilant when shared with others. We ARNOB BANERJEE attribute our strength to the support and power of this industry. And [email protected] +91 98195 40004 so, we invite you to join us in looking ahead, and giving thanks to YASHITA UTTAMCHANDANI what we’ve achieved this far, as individual parts and as an industry on [email protected] +91 84528 58329 the whole. SWATI SABHARWAL [email protected] +91 98199 16087 VISHAKH VARUN [email protected] +91 09899 916415 CIRCULATION: RAMESH PATIL [email protected] RASNA SHENOY [email protected] +91 22 2630 0673 ACCOUNTS & ADMIN: PURVESH BHATT [email protected] +91 22 2633 0674 ExM is a monthly magazine by Karishma Hundalani Nagdev EVENTFAQS, publishers of India’s [email protected] only platform for events and experiential marketing - www.eventfaqs.com. Subscriptions are ` 1,000/- (India) and US$ 120/- (ROW) per year (12 issues), including postage. Mail at Corrigendum: [email protected] for more details. Three winning campaigns from the WOW Awards 2013 case studies feature in the May issue of ExM Magazine had incorrect information. We apologise earnestly for this mistake. The corrected case studies can be accessed on the e-magazine at: www.eventfaqs.com/exmmagazine 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 60 pages including covers. 4 June 2013, EXPERIENTIAL MARKETING 06 CONTENTS Event Briefs 08 - 13 Cover Story 20 Promo Power | MICE | Live | Sports Rush | Media Active Audio-Visual evolves to Experiential; Takes centre-stage in brand activations Industry Watch 14- 15 Destination | Events | Developments | Venues In Focus 37 - 49 The 6th edition of TCS World Market Pulse 16-19 10k Bangalore sees nearly 23,000 “Most of our initiatives allows our readers participants and potential customers to get a firsthand experience of our on-ground initiatives” - Nydia Dias | Haymarket Media Group Showtime Group creates a “BTL has always given us more visibility and ‘Not Normal’ launch for MINI acceptance amongst our audience” Countryman - Rajeeb Dash | Tata Housing Development Company Ltd. Also Featured 32-33 Rajasthan Fashion Week – a mix of fashion, glamour and the What is the most innovative on-ground activation colours of Rajasthan you have done in the past year to connect with your target audience? Adrenaline junkies experience kitesurfing in India at the first edition of the Red Bull Quila Surf Shyju Varkey Rajat Uppal Ashit Kukian Ashwin Padmanabhan 94.3 Radio One Red FM 93.5 Radio City 92.7 BIG FM Glimpses 52-57 4 June 2013, EXPERIENTIAL MARKETING 08 Promo Power Belvedere Vodka hunts for an High Street Phoenix oragnizes Indian inspired cocktail ‘Masti Ki Pathshala’ Belvedere, a Polish vodka brand produced and distributed Given a ‘Green Carnival’ theme by Louis Vuitton Moët Hennessy, this year, this event aims at bringing recently held the ‘Belvedere Rasa about social awareness and concern Competition’ in pursuit of a Belvedere amongst kids and teaching them to be responsible. The event was cocktail infused with an Indian element. This event was an organized and executed by High Street Phoenix itself and took outreach initiative aimed at bartending talent across night-clubs, place from May 20 to 29 at High Street Phoenix in Mumbai. lounges and restaurants in Mumbai and Delhi. 65 bartenders from leading nightclubs, lounges, bars and restaurants across Rajendra Kalkar, Senior Centre Director, High Street Mumbai and Delhi participated in this contest. Phoenix, said: “High Street Phoenix provides a plethora of experiences to its customers by creating and driving unique Gaurav Bhatia, Marketing Director, Moët Hennessy India, content not only to entertain its audience but also to create a said: “Our annual outreach programme for bartending talent platform for budding talent in the city. With the sixth edition in the country is a prime example of our focus on strong trade of ‘Masti Ki Paathshala’ this year, we shall be using our reach partnerships to build new consumption cultures across India’s and success to teach responsible childhood to the young kids top metros. The objective of this competition was to educate in the mall. This year, we intend to make this event interactive, bartenders on new international trends in luxury mixology and participative and educative at the same time.” nurture their skills to build a community of cocktail evangelists.” DLF Emporio Luxury Shopping Bajaj promotes its RE 445 Diesel Festival reaches its fourth year Max autos through activation DLF Emporio, a luxury shopping mall in New The Bajaj Rider Challenge, a unique endeavour Delhi, recently held a six-week long Luxury by Bajaj Commercial Vehicles to promote their Shopping Festival from April 1 to May 15. RE 445 Diesel Max autos, took place at Calicut Executed by DLF Emporio itself, this shopping in Kerala. The event was planned and executed fest concluded with a grand finale comprising by Tamarind Event Management Solutions Pvt. a mega lucky draw. This is the fourth edition Ltd. Auto drivers were invited to test drive the vehicle on this of the festival. Throughout the festival period, obstacle track, with the aim that this would give them a hands-on shoppers were given the opportunity to win prizes such as experience in driving the vehicle in extreme conditions, enabling designer gifts, luxury getaways, phones, cars, etc. them to feel the stability the vehicle. Dinaz Madhukar, SVP, DLF Emporio said: “The 45 days long Vipin Das, Head of Marcom, Tamarind Event Management luxury shopping festival had many interactive elements to it. DLF Solutions Pvt. Ltd. said: “This was designed in such a way that the Emporio along with its brand partners focused on creating the auto drivers, who were the target group, got to test drive the vehicle right ambience and the mood within the mall. All brands got the and feel its power for themselves. Tamarind’s role in the event was as chance to showcase their products outside their stores. Each of an executor of this ground-level activation.” the displays was strategically positioned and designed.” HUL organizes campaign for Toyota Kirloskar organizes India, log on to www.eventfaqs.com across from promotions and on-ground updates latest on events For Magnum ice cream exchange bonanza Magnum, an ice cream brand was Toyota Kirloskar Motors’ division launched in Chennai as a part of organized the Toyota Exchange Bonanza a pilot campaign by HUL and was from May 11 to May 19 across all 12 managed by Cream Events. The post launch activity was carried Toyota showrooms in Mumbai. Swastika out at Phoenix Market City and Express Avenue, two of the Entertainment Pvt. Ltd. managed the leading malls in Chennai. Cream Events was given the mandate nine day activation. Toyota reached out to conceptualize and execute the activation. to about five lakh plus consumers through this activation. Arun Varghese, Senior Manager - Activations, Cream Events Amit Verma, Director, Swastika Entertainment said: “The said: “The idea was to ride on the brand’s international image main aim of the promotion was to make the public aware about and create a campaign which would ensure maximum ROI along the lucrative offers from Toyota and in turn increase the footfall at with brand awareness on ground as well as online. The idea was the showrooms. The bonanza was set to facilitate sales, purchase to tempt customers to buy Magnum on the spot.” and exchange of Toyota and non-Toyota cars.” 4 June 2013, EXPERIENTIAL MARKETING 09 MICE Parsvnath organizes US Embassy organizes first ever motivational event for its dealers NDMA - CDC Atlanta Conference Parsvnath Developers Ltd. organized ‘Champions Summit’ Initiated by the US Embassy in association in a bid to motivate its employees with NDMA, the first edition of the NDMA - and dealers, on May 10 in Delhi. The CDC Atlanta Conference was held on May motivational event was executed by 7 and 8 at the India Habitat Center in New Rashi Entertainment which has worked with the brand in the past Delhi. TEC India Management Pvt. Ltd. on different projects. Around 2,700 people attended the summit managed and executed the conference which including employees and dealers from across India.
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