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4 june 2013 Events EntertainmentPromotionsMICEBTLSponsorshipSports MAIN ISSUE60PAGES INCLUDINGCOVERS|VOLUME4ISSUE2 `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. was themed on ‘Emerging and Re-emerging Pathogens & Bio-Risk Management.’ Rajeev Jain, Director, Rashi Entertainment said: “The objective of the event was to motivate the attendees in order Bhuppesh Taneja, Director, TEC India said: “TEC India scored to achieve business specific goals and at the same time create this project amongst a multi-agency pitch. TEC was responsible enthusiasm about the company. Through this medium, the for the complete logistics of the event, the bookings, travel and company created awareness about its current sales related schemes. accommodation, registration, data management, RSVP, finalizing the The event also recognized and celebrated the work done so far agenda, complete branding requirements, R & R ceremony and in through the reward and recognition ceremony.” each and every step prior, during and post the event.”

Asian Paints organizes week-long LG unveils new product line in Dealers Meet 2013 Jammu for its officials Asian Paints organized the Dealers Maverick Entertainment managed an event to unveil LG’s Meet 2013 from April 19 to 26 at Jaypee new product line in Jammu. The launch residency in Mussoorie. Fountainhead was attended by dealers from Punjab, Corporate Journeys (FCJ) was appointed Haryana, Jammu & Kashmir and by all to execute the meet which was attended LG officials. The total number of people by about 210 people. It was organized to attending was 225. The agency was felicitate the brand’s top performing dealers across Central India. selected through a multi-agency pitch and was selected on the basis of its creative and costing. Sania Navani, Business Development Manager, Fountainhead Corporate Journeys said: “We managed the entire tour from start Saif Abdali, Founder, Maverick Entertainment said: “Our to end which included airline booking, airport transfers, hotel goal was to deliver exceptional service to LG. We did face a few bookings, F&B, designing the itinerary, key sightseeing spots, challenges like installation of the whole setup from the area etc. We executed the entire tour flawlessly with minute detail decided by the client earlier to a different one. But our production planning. We made sure that guests witnessed the city and its team executed it very smoothly. Everything was executed as per lifestyle in the best possible manner.” the scheduled chart and minute details were kept in mind. The event was well managed by our production, operation and client servicing department, and everyone played their role efficiently.” Pharmexcil organizes the

inaugural edition of IPHEX 2013 Gartner hosts the 7th edition of India, log on to www.eventfaqs.com across from promotions and on-ground updates latest on events For The Pharmaceuticals Export Promotion Council of India Gartner IODC Summit in Mumbai (Pharmexcil) recently organised the inaugural edition of IPHEX 2013, Gartner, an information technology an international exhibition for research and advisory company, pharmaceuticals and healthcare. Xpertz organized the seventh edition of Advertising, Events & Promotions Gartner IT Infrastructure Operations executed the two day networking event and Data Center Summit on May 13 and 14 at Grand Hyatt, at Bombay Exhibition Centre in Mumbai. Xpertz acquired the Mumbai. NeoNiche Integrated Solutions Pvt. Ltd, managed the Pharmexcil account after winning a multi-agency pitch. two day summit.

Devang Shah, Proprietor, Xpertz Advertising, Events & Prateek N. Kumar, Founder and MD, NeoNiche Integrated Promotions, said: “The main objective of IPHEX 2013 was to Solutions, said: “This was an annual summit that focused on IT provide industry majors from India and overseas with a great Infrastructure operations and Data Centre offering guidance to IT platform to connect and do business. We managed to achieve this leaders on turning today’s improvements in IT infrastructure and aim and IPHEX will now be an annual event. “ process efficiency into tomorrow’s business advantage.” 4 June 2013, EXPERIENTIAL MARKETING 10 Live

Indigo Neon Nights features live Blackberrys launches its Spring music and fashion Summer 2013 collection Indigo 91.9 FM forayed into the fashion and music space with Blackberrys launched its Spring Summer Indigo Neon Nights, a show that 2013 collection at ‘Blackberrys Sharp Nights combines best of both the worlds, - Jam up’, an exclusive, closed door fashion on May 11 at Marriott Whitefield, extravaganza, which saw an eclectic mix of Bangalore. The night featured attendees and an interesting merger of fashion international DJs Dallas Kandi and music. Cream Events managed and executed the event, after and Aaron James along with top acquiring the Blackberrys account through a multi-agency pitch. models from the fashion industry. The launch took place on May 3 at Mehboob Studios in Mumbai.

Kethose Nagi, key architect of Indigo Neon Nights said: Yogesh Tiwari, VP Sales and Marketing, Blackberrys, “Fashion and music have always been the most exciting said: “Blackberrys Sharp Nights is our endeavor to bring alive ingredients in entertainment, especially in India. We have the values of ‘Sharp’ and recognize people who personify it. therefore created a mashup of their key elements to produce one Blackberrys stands for being edgy and this reflects in every edition show that will set a new benchmark for entertainment in India. of Sharp Nights. We have successfully recognized the sharpest There could not have been a better place than Bangalore, the people in different spheres in the last two seasons.” home of Indigo for us to launch Neon Nights. Indigo, with this initiative, attempts to build a connect with its audience and give the brand a touch and feel factor.” PowerBrands organizes Montex India’s Night of Inspiration Philips launches new men’s PowerBrands, a Planman Group initiative joined hands with grooming range of products I Am For India, to celebrate and organize Montex India’s Night of Inspiration. The The lifestyle division of Philips event took place on May 3 at ITC Hotel launched a new range of men’s in Chennai to salute the achievement, grooming products called MPower on success, culture and heritage of India. It was May 16 at Taj Mansingh in New Delhi. The entire event, that had executed by Planman Group’s team. John Abraham as the Philips Male Grooming brand ambassador, was managed and executed by Event Crafter, which won the Latha Rajnikanth, Founder of ‘I Am For India’ said: “I Am mandate for the event through a multi agency pitch. For India, in its entirety, applauds the spirit, charm, legacy and growth of the world’s largest democracy, India. A project of a Siddhartha Chaturvedi, CEO, Event Crafter said: “The grand scale, I Am For India Movement is proud to be associated mandate given to us was to make sure the communication about with India’s Night of Inspiration - an eclectic fusion of corporate the product was carried out in a very innovative way, while also and culturally rich India.” using John Abraham to the fullest in terms of communicating with the media and reaching out and talking about the product.” WeChat brings its youthful Gitanjali hosts fashion show at brand image to the forefront 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 Tata Housing Equine Awards WeChat, recently held a promotional event with brand ambassadors Varun Dhawan and Parineeti Gitanjali Group, with the purpose of displaying its latest designs, Chopra in Mumbai. Thot Media Pvt. Ltd. recently held a fashion extravaganza was appointed as the official agency to at the fourth edition of the Tata manage the entire event, which took place Housing-Equine Racing Excellence on May 14 at Taj Palace Hotel, Mumbai. Awards on April 28 at the Mahalaxmi The event was held to highlight the Race Course in Mumbai. The awards were hosted by Tata Housing youthfulness of the application. Development Company Ltd. in association with the Royal Western India Turf Club (RWITC). Rajat Jaiswal, Senior Account Director, Thot Media said: “Post our initial brief meeting with the Tencent team, we realized Royston Fernandes, GM, Lifestyle and Events, Gitanjali Group that WeChat as a service appeals to our lighter, communicative said: “It was great being part of an event where the city’s crème de la side. Hence our storyboard used humor and animation to crème and racing aficionados gather to felicitate the derby champs highlight this human aspect through a small love story which and honour the thrilling performances. It was a natural fit as our WeChat completes. To make it visually exciting we animated the group has always associated with luxury, lifestyle and fashion.” film on a 42 feet curved LED screen.” 4 June 2013, EXPERIENTIAL MARKETING 11 Sports Rush

Mahindra Two Wheelers attains Smaaash organizes ‘meet and sponsorship for Rajasthan Royals greet Sachin’ for fans Mahindra Two Wheelers Limited (MTWL), a division of the Smaaash, an interactive entertainment and gaming zone, Mahindra Group, recently obtained associate sponsorship of the recently gave its customers an opportunity Rajasthan Royals cricket team in the to meet and play with cricketing legend, 2013 Indian Premier League (IPL). This Sachin Tendulkar, at their recreational tie-up allows Mahindra Two Wheelers destination in Mumbai. Around 125 fans to use the Rajasthan Royals logo, brand gathered at the venue to interact with their name and player images for numerous favourite cricketer.The entertainment centre has also teamed up marketing and activation campaigns. with IPL team, Mumbai Indians, to launch an official hangout zone called ‘Mumbai Indian Ka Adda’. Smaaash regularly screens Sarosh Shetty, VP - Marketing, Mahindra Two Wheelers said: the matches at its outlet for its customers and cricket fans. “Cricket in India is truly a national game, rising above geography, age and gender. When two brands that share similar values come Shripal Morakhia, Chairman and Founder, Smaaash, said: together, it gives ‘Rise’ to a winning combination. Rajasthan “At Smaaash, we endeavour to provide a unique and world-class Royals in previous IPL editions have stood for inspired leadership, experience to our customers. With ‘Blaaast with Sachin’ we have innovation and professionalism. Mahindra Two Wheelers displays given an opportunity to the winners to interact, talk and learn similar qualities and looks forward to a continuing partnership.” about their favourite game by the Master himself.”

Audi organizes three extreme Kingfisher organizes ‘Bowl Out’ drives in India for RCB fans The Audi Great Indian Quattro Drive Kingfisher Premium provided fans with comprises three extreme drives spanning a unique opportunity to live their dream at across the driest to the wettest place, the Kingfisher Bowl Out which took place at hottest to the coldest place and lowest Garuda Mall in Bangalore on May 15. Taking to highest point in India. The first drive the cricket frenzy and excitement forward took place on April 25 from Jaisalmer in Kingfisher provided 14 lucky fans a chance to Rajasthan to Mawsynram in Meghalaya. bowl to three of their favourite cricketers from The second drive took place on May 25 from Churu in Rajasthan Royal Challengers Bangalore. to Dras in Kashmir. The drive was powered by Autocar India, which also managed and executed it. Kingfisher Bowl Out has received a good response with more than 5000 entries. The activity was promoted both on-ground at points Nydia Dias, Group Head Marketing, Haymarket Media said: of sale as well as through a high decibel online campaign. The “Autocar works closely with most auto brands and we are the Bowl Out took place across six cities to which Kingfisher is the experts at testing cars in terms of their durability, endurance, etc.” ‘Good Times’ partner - Hyderabad, Delhi, Mumbai, Bangalore, Jaipur and Chandigarh. Event Crafter manages all home Kingfisher ‘Livewire’ turns RCB matches for Rajasthan Royals India, log on to www.eventfaqs.com across from promotions and on-ground updates latest on events For cricketers into DJs for fan parties Event Crafter was appointed as the official event management agency for the team in the current IPL Kingfisher Premium provided a night out season. The agency was responsible for for fans as cricketers from Royal Challengers creating brand experiences and on-ground Bangalore (RCB) took to the turntables to management for all the home matches.The play at Kingfisher Livewire. Kingfisher not agency paid special attention to management only turned cricketers into DJs but also got and supervision of manpower and logistics one lucky fan from the city to play on the DJ and creation of experiential ambiance for Rajasthan Royals during console along with his favourite cricketers. the IPL 2013 season. Cricketers from RCB like Chris Gayle, Virat Kohli and Muttiah Siddhartha Chaturvedi, CEO, Event Crafter said: “The entire Muralitharan were seen playing numbers on the turntable at Skyye logistics including - vendors, security, hospitality assistance, food Bar in UB City. The cricketers tried their hands at mixing popular and beverage, supply chain management, branding initiatives and tracks as Kingfisher fans and revelers were seen grooving to the the management of all VIP, VVIP, players and staff comforts, safety tunes of their favorite cricket stars as they caught their icons in an etc. were managed by Event Crafter.” all new avatar, off the field.

4 June 2013, EXPERIENTIAL MARKETING 13 Media Active

93.5 RED FM celebrates 10 years 92.7 BIG FM initiates campaign in Kolkata with 10 music concerts on water scarcity awareness In light of its completion of 10 years as a radio station in In order to spread awareness about the water scarcity problem Kolkata, 93.5 RED FM organized 10 music across the country, 92.7 BIG FM concerts in 10 different locations across announced the launch of a national Kolkata from April 18 to May 5. The water conservation awareness drive concerts, which were hosted in different titled ‘Pani Bachao, Life Banao’. The ‘paras’ across Kolkata, were executed by campaign is taking place between May and July across 30 stations RED Live, which is 93.5 RED FM’s foray of 92.7 BIG FM’s network covering Maharashtra, Hyderabad, into the live concerts and events space. Delhi, Punjab, Gujarat, Madhya Pradesh, and Uttar Pradesh.

Nisha Narayanan, COO, 93.5 RED FM said: “A 10 year Ashwin Padmanabhan, Business Head, 92.7 BIG FM said: anniversary is a big landmark in the radio industry and it “The campaign will comprise a few phases including multiple definitely called for a celebration where our listeners could join in. on-ground and on-air elements. RJs, local NGOs, water boards One concert just would not have been enough! Therefore the idea and other governing bodies together will visit multiple localities of a series of 10 concerts in 10 locations came about. We wanted across markets to educate citizens regarding the advantages of to thank the entire city of Kolkata not only on air, but also by rainwater harvesting and reducing wastage of water.” going on-ground to their localities and celebrating with them like a family. Each concert pulled in crowds in thousands.” Nickelodeon organizes TMNT Radio City Connect executes ‘meet and greet’ across Hamleys karaoke activity for LG Mobiles Nickelodeon organized Teenage Mutant Ninja Turtles (TMNT) meet and greet events across Radio City Connect, the activation arm of Radio City 91.1 Hamleys stores in India on May 4 in FM, recently concluded a musical Mumbai, May 10 in Chennai, May on-ground activation in Bangalore for 11 in Bangalore and May 17 in Delhi. LG Mobiles. The idea was to surprise Pentagon Events & Activations was busy techies by setting up a stage with given the mandate to handle the branding as well as the execution a live console that played popular of the on-ground campaign. Bollywood and Kannada background tracks. Khushbu Vaid, Director, Pentagon Events & Activations said: Ashit Kukian, President & COO, Radio City 91.1 FM, said: “We are proud to be associated with TMNT. We have worked with “We ideated and executed the karaoke activity in a bid to help LG Nickelodeon on several projects in the past and are very proud mobile promote the LG Optimus G smartphone, As part of the of our continued association with the channel and its shows. idea, we suggested targeting all the techies in Bangalore to ensure Our task was to conceptualize and execute the entire TMNT the brand message reached the right audience.” on-ground campaign, right from their teaser phase to the press launch and the ‘meet and greet’ sessions.” Marathi Kaun Banega Crorepati The Good Housekeeping engages rural audiences India, log on to www.eventfaqs.com across from promotions and on-ground updates latest on events For Weekend 2013 goes to Delhi The Marathi version of Kaun Banega Crorepati - Kon Hoeel Marathi Crorepati - is currently engaging The Good Housekeeping Weekend 2013, which was recently rural audiences across 90 towns through organized in Mumbai, was held in Delhi as van activations. ETV Marathi gave RW well at Select Citywalk. India Today Group, the Promotions Pvt. Ltd. the mandate of organizers of the event, involved an external conducting the month long campaign agency only for the production of stalls. The throughout Maharasthra. rest of the event including concepts, design and execution was all carried out internally by the Venkatesh Srinivasan, Director, RW Promotions, said: “We editorial, marketing and creative team of the magazine. have been doing various program launches for ETV Marathi over the years. To measure up to the grand scale of Kaun Banega Manjira Dutta, Editor, Good Housekeeping magazine said: Crorepati, Kon Hoeel Marathi Crorepati itself required an “It’s the coming alive of the magazine on-ground and so it has outstanding promotional campaign. The activation sees about 100 elements of all sections of the magazine such as recipe demos, tips to 150 participants everyday, while engaging about 2500 people on health, beauty, shopping, and so on. There’s even a thematic daily. The vans are parked in prominent locations.” celebrity chat show which ties up with the cover story in print.” 4 June 2013, EXPERIENTIAL MARKETING 14 Industry Watch

Destination Events Australian exhibition industry growing steadily IMEX 2013 concludes Australia’s exhibition market is predominantly national in terms of exhibitors and visitors, with the bulk of shows held in its two largest state capital cities: Sydney in Frankfurt (New South Wales) and Melbourne (Victoria). According to the Exhibition and Event IMEX, a worldwide exhibition for Association of Australasia (EEAA) Market Monitor survey in June 2012, Australian incentive travel, meetings and events exhibition and event organisers planned 27 event launches annually, up from 20 last year. saw the launch of a new education and networking event designed specifically In all, 649 events were hosted in Australia including 136 by EEAA members, for corporate meeting planners and attracting more than 1.6 million visitors and 22,898 exhibitors. These covered senior executives. The pre-show event 512,000sqm and utilised more than 11,30,000sqm of venue space. Arguably most attracted interest with over 50 buyers and significant is Melbourne’s dedicated convention centre, which opened in 2009 and has participants from Amway, Estee Lauder, led to a 35 per cent rise in revenue and projections of $66m this year. Johnson & Johnson and Merck & Co. Sri Lanka Tourism Promotion Bureau India International organizes expansive interactive campaign Travel Mart 2013 Sri Lanka Tourism Promotion Bureau recently organized the ‘Get Sri Lankan’ed Currently in its fifteenth consecutive year, in Mumbai’ campaign which aimed to give Mumbaikars an essence of Sri Lanka as a the IITM is all set to take place in multiple tourist destination. The exhaustive interactive campaign was held from May 17 to 19 in cities throughout the year, uptil January Mumbai. The campaign will also take place in Delhi, Cochin and other cities. 2014. It was established in 1998 as a single trade-show for the tourism industry. IITM Bashwara Gunarathna, Chairman, Sri Lanka Tourism said: “India is identified as is a showcase for stimulating the travel, a key potential market consisting vast opportunity for growth in areas related to travel tourism, hospitality, leisure and other and tourism trade of Sri Lanka while focusing to strengthen the trade and investment related industries, both from within the relations between the two countries. The main objective of the event is to promote country and outside. destination Sri Lanka for the prospective travelers in India, given the fact that Indian market generates the highest number of travelers to Sri Lanka for many years.” First ever World PCO Alliance Exhibit at Tourism Ireland promotes destination through IMEX Frankfurt Trade Mission events in Delhi and Mumbai The expanding group of 20 PCOs Tourism Ireland, with the objective of promoting Ireland as a destination to visit, held exhibited at IMEX 2013 for the first time. Trade Mission events recently at Taj Mahal Hotel in Delhi and at the Trident Hotel in The alliance was formed four years ago Mumbai. The main objective of the events was to build awareness among the top travel to help associations organize effective agents and tour operators about the many things to see and do on a holiday or business meetings throughout the globe. The trip to Northern Ireland and the island of Ireland, and to encourage them to include the Group of PCOs organizes in total 500 destination in their future travel programmes and brochures. yearly congresses and had over 400,000 delegates attending the congresses in 2012. The Trade Mission involved a series of B2B workshops, presentations, sales calls and networking events with influential travel agents and tour operators from around India. ISEE and IIT Delhi Malaysia looks to attract Indian MICE market co-host first ever Tourism Malaysia or Malaysia Tourism Promotion Board (MTPB) is an agency under CultureLIVE the Ministry of Tourism, Malaysia. Some of the MTPB’s functions include stimulating The Indian School of Events and and promoting tourism to and within Malaysia, and invigorating, developing and Entertainment (ISEE), along with the marketing Malaysia internationally and domestically as a tourist focal point, which would Indian Institute of Technology in Delhi include promoting it as a MICE destination as well. (IIT-Delhi) co-hosted a two day ‘Festivals and Events Management’ conference-cum- Manoharan Periasamy, Director, Tourism Malaysia said, “In 2012, Malaysia workshop titled CultureLIVE. Convention & Exhibition Bureau (MyCEB) kicked off a series of specific sales and marketing activities to attract business events from India. MyCEB organized a sales roadshow to India in March 2012 to promote Malaysia’s products and services, where we Financial Express launched the Malaysia Twin Deal Programme in India.” organizes ‘Thinc’ Goa Tourism wins PATWA Award at ITB Berlin platform for Goa Tourism recenlty won the prestigious PATWA award in the Best Beach corporate leaders Destination category on the second day of ITB Berlin. This platform served as a discussion forum for some of the biggest names in the The award has been given in recognition of the positive steps being undertaken by insurance sector, who came together to the state government for improving the image of Goa as a safe and attractive tourism chat about the key concerns faced by the destination by implementing various concepts. industry in overseas markets. 4 June 2013, EXPERIENTIAL MARKETING 15

Venues Developments HKCEC wins major conferences and exhibitions ICCA launches The Hong Kong Convention and Exhibition Centre (HKCEC) has won five new exhibitions and 29 major conferences for 2013. This is in addition to its hosting more ‘Association Portal’ than 100 annually recurring exhibitions, 11 of which are the largest of their kind in Asia The International Congress and or the world. In addition, more than 1,000 corporate functions, meetings, banquets and Convention Association (ICCA) has entertainment events including concerts and film shows are expected to be staged at the launched an ‘Association Portal’ to assist HKCEC over the year. executives in organising quality meetings. This new product, although aimed at The five new exhibitions cover affordable art, luxury watches, home interiors and associations, will benefit ICCA members social services, plus property investment and management in India. by enhancing and strengthening ICCA’s relationship with the international association community. Sydney Convention and Exhibition Centre completes 45 years Executive Events Australia’s leading business events venue, the Sydney Convention and Exhibition Centre, which recently completed 45 years, is located on the Darling Harbour waterfront, celebrates 9 years adjacent to the bustling Sydney central business district. The Centre comprises three with new offices major buildings: Convention Centre Bayside, Convention Centre Parkside and the After opening new international offices Exhibition Centre. in UK, Middle East and U.S.A, Executive Events also launched its latest venture - It will close in December this year to allow for the creation of a new Sydney It’s My Day, a funeral service, on its 9th International Convention, Exhibition and Entertainment Precinct, scheduled to open anniversary. in late 2016. Being a venue for meetings, conferences, exhibitions and special events, the centre offers over 30 flexible meeting rooms. Mindshare and Expo centre in Kerala to begin work soon Ogilvy Action partner The Kerala Industrial and Technical Consultancy (KITCO) will soon prepare a to design rural detailed estimate for the proposed underground exhibition centre that will be constructed by the Greater Cochin Development Authority (GCDA) at the Jawaharlal Nehru marketing solutions International Stadium at Kaloor. The two have come together to create the first full suite of communication solutions The proposed facility will have a capacity for 500 exhibition stalls and will have aimed at rural and low-income consumers enough space to host mega events like international auto expos. across Asian markets. Operations are being carried out across India, Vietnam, NEC Group reveals new Resorts World Indonesia and Thailand. Mindshare is responsible for strategy and Ogilvy Action Birmingham Conference Centre works on activation. The £150m integrated destination complex based at the National Exhibition Centre (NEC) is set to open in spring 2015. The NEC Group will be responsible for the 4,180sqm AECC launches eGuide conference and banqueting centre. The sales, marketing and day-to-day management of the centre will be operated by the International Convention Centre of Birmingham. It to improve exhibition will accommodate up to 1300 delegates in five purpose built conference rooms. industry practice Paul Thandi, CEO, NEC Group, said: “The new project will help improve Aberdeen Exhibition and Conference Birmingham’s position as an events destinations in the world, joining other Resorts Centre (AECC) is currently working World destinations in Sentosa, Singapore, Manila, New York, Las Vegas and the Genting toward best practice in exhibition Highlands complex north of Kuala Lumpur.” industry event management as part of an initiative to improve regulations at UK event venues. The eGuide initiative North Russian city seeks dedicated exhibition focuses on achieving common standards venue to replace arena of health and safety, operation planning, Authorities in north Russian port city Murmansk are seeking a new exhibition management and on-site conduct for venue to replace the Ice Palace sports arena.The government of Murmansk, located in events at UK venues. the extreme north west of Russia near its border with Norway, has filed a request to the Russian Chamber of Commerce and Russian Union for Exhibitions and Fairs (RUEF) to Six Senses Spas wins gain support for construction of a new exhibition centre. thirteen titles Talks to construct dedicated exhibition facilities are already underway, with the At the recently held World Luxury Spa potential construction project implemented on a public-private partnership basis and Awards 2013, Six Senses swept 13 of the provisionally titled the Arctic Congress Hall. The Murmansk government facilitated top accolades across six categories. The around 23 exhibitions in 2012 attended by 150,000 people from 12 countries last year, in awards are said to be globally recognized by sectors including marine and technology. both the public and media. 4 June 2013, EXPERIENTIAL MARKETING 16 MARKET PULSE

”BTL has always given us more visibility and acceptance amongst our audience” - Rajeeb Dash

Rajeeb Dash Head of Marketing, Tata Housing Development Company Ltd.

Established in 1984, Tata Housing is a What is the relevance of BTL / on-ground activities for a brand like Tata closely held public limited company and a Housing? Why is it considered an important part of the brand’s marketing subsidiary of TATA Sons Limited. TATA strategy? Sons Limited holds 99.78% of equity Real estate marketing is different from other categories. Real estate marketing is dynamic share capital of the company. With the as one knows the response from activities carried out in a couple of days, whether it is primary business being the development of ATL, BTL or online, and that’s why it makes it challenging for marketers. Unlike other properties in residential, commercial and categories, here the consumers mostly do not change the product after using it so it is the retail sectors, the company’s operations marketing team’s responsibility to sell the right product as per the consumer’s need. Most span across various aspects of real estate realty players believe in giving more focus to ATL rather than BTL or on-ground activities, development such as Land Identification but we feel that it can be an outlier to have a strong belief in the power of BTL activities. and Acquisition, Project Planning, Designing, Marketing & Sales, Project BTL has always given us more visibility and acceptance amongst our audience. The Execution, Property Services and Estate biggest driver of BTL activities is that one can be innovative and creative in the approach Management. so as to break through the clutter. It is considered to be an important part of the brand’s marketing strategy because of its ability to reach the core target audience, the high degree Rajeeb Dash, Head of Marketing, Tata of influence this channel offers through personal interaction, and the customisation of Housing Development Company Ltd. engagement and product trials which have a direct impact on sales as well as an indirect talks to us about the company’s marketing impact on brand perception. strategies and its record winning activity - Mumbai WallBook. What is the approximate percentage of the overall marketing budget 4 June 2013, EXPERIENTIAL MARKETING 17

assigned to BTL activities? How has dressed in white instead of red and every donor child was given a red sticky tag which they this increased in the last five years? pasted on Santa’s white attire and gave him back his red attire. What will the future growth of this investment look like? ‘Awareness through Dabbawallas’ was an initiative carried out for the ‘New Haven’ brand BTL takes over approximately 35% of where for two consecutive days, dabbawalas gave ‘New Haven’ leaflets with detailed our overall marketing budget, and this information as well as a ‘New Haven’ key chain that served as a reminder along with the has grown over the last five years from piping hot dabbas to their entire network. negligible to prominent shareholder of the marketing budget. This trend will Another initiative carried out was for the launch event of ‘Aquila Heights’ where over continue to grow as this medium has a lot a period of three days, a famous sand sculpture celebrity attempted to create the replica of opportunities and more over people are of the project in sand as a sand sculpture. The entire event was executed in public view, spending more time out of home hence held in one of the popular retail destinations in Bangalore. Three days to construct the the brand needs to capture their attention. sculpture, post which seven days of public display. The mantra would be to be relevant at different touch points and convey the How did the association with the WallBook activity take place and how did message in a creative way. the win at the Limca Book of Records help leverage the brand? Mumbai WallBook was a Brand Promotions initiative, and we got associated with the What are the various formats initiative as we felt it had a connect with our brand philosophy. Tata Housing has been of BTL marketing used by Tata a big proponent of art and culture, which has been established even in the projects that Housing? What are the most we have developed. Our project in Gurgaon, Raisina Residency, is developed on the prominent BTL / experiential theme of art and culture with the tag line ‘where art inspires life’. The theme is brought properties initiated / associated to to life by attributes such as its campus spread of fluid green landscaping and strategically the brand? And what further plans placed sculptures, murals and public art. Our project in Talegaon, La Montana, has been are in the pipeline? developed on the theme of the Mediterranean life style; again the entire complex is built We have used various meaningful around the Mediterranean theme including the street light, indoor furniture and building innovative activations through elevation design. We have been associated with events such as Indikaleido, a festival of dabbawallas, street plays, mall activations, art and culture and have also brought out a coffee table book with paintings from the road shows, art forms (sculptures) etc. students of prominent art schools as a tribute to our ex-chairman Ratan Tata. Some of the prominent BTL/experiential properties initiated by Tata Housing are: So this activity came as an apt proposition for us which was not only associated with art but also had a CSR angle to it as the initiative would beautify the defaced wall of the city Mumbai WallBook was a consumer and make the city look more beautiful. Getting recognized by Limca Book of Records engagement initiative driven with an is a great testimonial for our efforts in this direction and will further motivate us to get endeavor to beautify the defaced city walls, associated with such activities in the future. It will also create a higher recall of the brand with the creative theme based on paintings amongst the public. by professional painters. The event was conceptualized by Brand Promotions and With the increasing number of real estate development companies in India, was supported by Tata Housing. how does Tata Housing compete with the other companies in the industry and differentiate itself? ‘Spot the Bag Campaign’ for the Tata Tata Housing has always been in the forefront when it comes to innovation in marketing. Housing brand ‘Crescent Lake Homes’ We at Tata Housing believe in designing products based on thorough consumer research saw a large shopping bag of 10 feet by 8 so that it can meet their future needs. Communication differs significantly in each of the feet (Crescent Bag) which was installed consumer segments as their needs differ. Marketing of the projects are done innovatively at a stall at an exhibition by CREDAI so as to reach the right target segments with minimum spending. Theme based marketing called Fairpro. Through this campaign we for premium projects are carried out so as to break the clutter. For example the Bangalore asked people to spot the Crescent Bag at project was launched with the master plan which was designed as a sand sculpture and was the venue, click their photographs with kept in a mall for public viewing so as to create excitement in the market. the bag and give a slogan for their dream home. The gratification was that if they Regional local media and mediums are been used for low cost housing projects with local buy an apartment in CLH then they would train branding, dabbawala activity and branding in the industrial areas etc. Luxurious get a discount on the purchase. projects on the other hand are being advertised as an experience in premium magazines, at race course activities, and through direct mailers being sent to a HNI database etc. ‘White Santa Claus gives Christmas a new meaning’ was an initiative where children The fundamental approach that helped us differentiate marketing in both segments was participated in large numbers and donated out of the philosophy that affordable housing is an opportunity and luxury housing is generously for the benefit of children an offer. While the affordable housing projects were aggressively marketed with a call to of migrant labourers working at various action and a timeline, the luxury properties were selectively marketed at niche, relevant construction sites. For the initiative, Santa engagement platforms since exclusivity is the key. 4 June 2013, EXPERIENTIAL MARKETING 18 MARKET PULSE

”Most of our initiatives allows our readers and potential customers to get a firsthand experience of our on-ground initiatives”- Nydia Dias

Nydia Dias Group Head Marketing, Haymarket Media Group

Autocar India is a monthly magazine Haymarket Media Group, takes us through the marketing strategies of Autocar India, and which was launched in India in 1999 and gives us a little insight on how the magazine manages to stay ahead of the competition. is published by Haymarket Media Group. The magazine, which is complemented How does Autocar India use BTL / on-ground initiatives to connect with by its website AutocarIndia.com, has their current readers and engage with new or potential customers from associated with a number of BTL their target market? initiatives in the past including the Since its birth, Autocar India has been dedicated to excellence in the auto sector. Our Autocar Performance Show, the Asean in-depth expertise and unsurpassed passion for the magic of the motor industry not only – Indian Rally 2012, and most recently made us an authority on cars and bikes in the country, but also earned us a special place the Audi Great Indian Quattro Drive in the hearts of hardcore enthusiasts as well as motorsport fans across the country. We are initiative. masters of long distance expeditions. We were event managers for the recent Asean - India Rally and BCIM Rally for the CII. Most brands today are looking for a great idea, brilliant Nydia Dias, Group Head Marketing, execution and the right audience. We deliver all three. Most of our initiatives have a 4 June 2013, EXPERIENTIAL MARKETING 19

contest element attached to them, which allows our readers and new potential customers to get a firsthand experience of our on-ground initiatives. Our contests are promoted through varied means including digital, radio, TV etc.

How did the association come about with the Audi Great Indian Quattro Drive initiative? How does Autocar India plan to use this property to increase the brand connect with its target audience through the same? It was a natural fit. Luxury cars normally are a mollycoddled lot. People don’t realize the potential of these cars and normally don’t exploit them to their full potential. All Audi cars have this fantastic combination of luxury on one hand and real world pure performance on the other. This is why they are ideal cars to be driven across India. They have the best traction The Audi Great Indian Quattro Drive cars being flagged off from Rajasthan possible. Autocar editors have driven through the roughest terrain and are 7730km in 31 cars across 9 countries in 22 days to make this journey possible. Autocar experts at gauging the best and the worst India executed the event from start to finish. in any car brand, hence the fit was perfect. There was also the BCIM Rally 2013, which in a bid to promote trade relations between Please elaborate on the idea behind Bangladesh, China, India and Myanmar (BCIM), had 80 representatives from these four the Audi Great Indian Quattro Drive countries set out on a 12-day road trip along the famed Southern Silk trade route from initiative? How does the initiative Kolkata to Kunming, China. plan to engage with the maximum possible individuals from its specific The Autocar Performance Show on the other hand is a mecca for every car and bike target audience group in order to lover, drawing some of the most passionate auto enthusiasts in the country. The Autocar be most effective? Performance Show was set up in 2005 and has grown bigger and better over the past We have got people from all walks of life eight years with larger brands attending and the crowd figures swelling. This is the only entering this contest. However, since the auto show in India that focuses on performance cars, in-car accessories and the latest brand is Audi, we got a few CEOs entering in-car entertainment. The first show was held at the Nehru Centre, Worli but due to this contest to test drive across the most the overwhelming response to the event the site was changed to the MMRDA Grounds, rugged and picturesque terrain across Bandra Kurla Complex to accommodate the ever increasing crowd. Over 60,000 people India. Autocar has promoted the contest attended the event last year. This year, the show is slated for October 17, 18, 19 and 20. through multi-media platforms such as radio, TV, print and digital. Please comment on the differences in the BTL engagement strategy adopted by Autocar in India vis-à-vis abroad? What are some of the BTL / on- The Haymarket Group (UK), publishers for Autocar UK, organize events like Autosport ground initiatives carried out by International, the premier motorsport show in the UK. Haymarket UK is also Europe’s Autocar India that created the most biggest consumer-exhibition company. Autocar India also organizes the phenomenally impact on its target group? What successful ‘Speed Runs’, a series of drag races held in Mumbai and Bangalore, in addition were the differentiating factors to rallies like the immensely popular ‘Ferrari Magic India Discovery Drive’, a two month about these initiatives that caused drive across the country. The market in India is completely different as compared to the them to be so effective? market in the UK. What works there won’t always work here and vice versa. I would say Some of the more challenging and large both countries focus mainly on the stronger assets of the market. format initiatives carried out by Autocar India are: How does Autocar India plan to compete with its competitors in the car magazine segment and provide something to their users that other car The Asean - India Rally 2012 which was magazines can’t? a historic event that will be difficult to We are number one. Our latest IRS figures prove this. At Autocar India, the focus is on repeat. 120 people from 11 countries drove innovation and we are confident that this will keep us way ahead of the game. 4 June 2013, EXPERIENTIAL MARKETING 20 ALSOCOVER FEATURED STORY

By Parita Modi When one considers the evolution marketing industry today, Audio-Visual as a term seems very limiting. While AV or of AV technology mixed with the Audio-Visual has become the generic term for content created at various formats progressive thought process amongst of events, it is in no terms restricted to just two senses. AV (for lack of another creative minds in the experiential term) content is today experiential and involving of every sense. What’s more, it’s 4 June 2013, EXPERIENTIAL MARKETING 21

How do these two work in tandem to help deliver the experience?

Progress in technology is surely the reason content has seen much more application in experiences in the last five years. The knowledge and awareness of new technology is not limited to the ones that know how to use it. Thanks to adequate international exposure, clients and experiential marketers across India, are looking to enhance their events; to push the limits just a little more and achieve something unique. Client desires together with the motivation to evolve to the next step has fueled service providers to exploit technology with the most adequate creative solutions, and continually innovate.

AV technology specifically, has evolved through many dimensions in the last decade. From the literal audio-visual medium which ruled the roost for many years, evolution has brought about 270 degrees projection, 360 degrees projection, 3 Dimensional content, video mapping, holographic content and interactive virtual content. Its no wonder then that the creative partner needs to also have expertise to recommend Yatin Naik the right creative solutions and ensure the execution happens seamlessly. Where Head – Partner Marketing, technology and messaging come together effortlessly, rather than seeming force-fitted. Intel South Asia Brand Messaging meets AV Technology “Technology is only an enabler. The constant enhancement and up-gradation of the Audio-Visual mediums available Technology is not the idea! ” to us today has become the need of the hour. However having said this, it is even more crucial to integrate these with the events and initiatives in a seamless way whilst interactive, engaging and evoking of keeping the content and communications at the epicenter. actions. Earlier in the 1990s, the Audio-Visual industry focused primarily on emerging AV content no longer sees a place as presentations technology and its role in the corporate world, government and the backdrop or segment-breaker in an educational facilities. Projectors, presentation software and creative content were event. It is and has the potential to be what formed the crux. A dramatic shift for this industry began when Audio-Visual the event! Be it story-telling through technology crossed paths with the inevitable digital systems. We could see the large format projections, that triggers interaction of various technologies instead of meager stand-alone Audio-Visual every sense of the audience – even elements. the goose bumps; the 3 Dimensional bringing-to-life of basic brand messages Simplifying the term further, Yatin Naik, Head – Partner Marketing, Intel South Asia that resonates longer amongst the said: “AV technology which I prefer to call as connected interactive technology has consumer mind, than any alternative broadly two roles in brand activation; creating an engaging, interactive medium for marketing campaign; or the Virtual consumers to experience the brand and connecting technology, which provides us Reality that can break barriers of logic with an opportunity to amplify the on-ground efforts to a larger audience especially and rationale and entice participants through social and digital media. Therefore, while the actual event is experienced by to a point of being lost in a parallel a few, what one achieves through amplification is enormous. A slickly presented idea universe.

The ideal experiential marketing campaign after all is the one that includes the ‘audience’ as co-creators of the marketing message. The aim of experiential marketing is to make the customer relate, feel, think, engage, Siddhartha Chaturvedi reflect with the product. brand and/or CEO, the company. Event Crafter

Increasingly, the role of technology and “It’s not just us agencies that need its ability to caress the multiple sensorial to embrace the change; our trade touch points of the audience thereby associates, production vendors and making their experience memorable, is technical service suppliers should raising some questions – Is technology also scale up their provisions and greater than content? Is content now technical expertise to match the better embellished than ever before? creative requirements.”

4 June 2013, EXPERIENTIAL MARKETING 23 ALSO FEATURED

TV commercial. First the content of the AV changed. Popular songs were used in stealomatics to excite the audience and motivate the dealers/ sales forces. As camera hire and edits became cheap, the content saw a lot more personalization. Brand managers played cameos as avatars of pop culture for events (who doesn’t like playing the hero?). Studio shoots and mashups of popular songs all were used to create the hype and accentuate the themes that accompany most events. Over time technology grew in leaps and bounds and now the form of the AV changed; from multiscreen to widescreen, 3D to holographic, building projections to interactive projections.”

Stressing on the importance of this medium, Virginia Sharma, Vice-President, Marketing and Communications, IBM India/South Asia said: “While content is the key driver for the success in any event, the medium in which it is delivered often creates a long lasting impression in the audience’s mind, and could be the differentiator when it comes to altering buyer behavior. This is exactly what has driven the growth and prominence of Audio-Visual technology in the events space over the years. Today, organizations leverage a wide range of AV technologies - Rasheed Sait videos, demos, interactive kiosks, tele-presence, 3-D films and others to deliver a rich Vice President & MD, and differentiated experience for their audience.” George P. Johnson (GPJ) Experience Marketing India As pointed out by Chaturvedi from Event Crafter, today even if we venture into the in-store branding technology, 2-way vision projection screens have greatly “What used to be seen as a revolutionized the way communication was followed a few years back. Be it virtual constraint is now ‘possible’, thanks reality, interactive motion sensing videos or touch based responsive screens, the world to these innovations.” has moved out of the TV box and today we witness the Audio Visual technology magnifying the BTL communication’s outreach to such a quantum that the effect is talks a lot about the brand as much as absolutely astounding and the subsequent importance of the technology is acutely the technology itself.” critical.

The evolution has been so dynamic When questioned about the changing times, Rasheed Sait, Vice President & that the entire brand communication Managing Director, George P. Johnson (GPJ) Experience Marketing India had this scenario has witnessed a sea of change, to say: “This is arguably the most important aspect of an event especially in the case and the effect is largely attributed to of conferences and seminars. With the audience spending over 60-70% of the time the ‘AV evolution’. Speaking about this looking at presentations at events, AV plays a crucial role in making or breaking an change, Siddhartha Chaturvedi, CEO, event. Events and experiences are nothing but telling your brand story with maximum Event Crafter said: “The term ‘Audio impact. In recent time, a number of new technologies have come to the fore, enabling Visual’ has today grown beyond its better and more impactful presentations and story telling at events. Innovation in AV traditional boundaries of being simple equipment has enabled creativity and innovation in creating better content as well. voice plus video format. It’s not just What used to be seen as a constraint is now ‘possible’, thanks to these innovations.” the events scene; the entire experiential marketing industry is lapping up new Creating ‘real’ event experiences AV technologies to create a resounding Events ideally are opportunities for a brand to speak to its audience and convey a impact for its campaigns. Considering on-ground activations, right from the look walkers transforming into the video walkers, float based promotions changing their branding backdrops Virginia Sharma to visually captivating LED wall Vice-President, Marketing and backdrops, building projections and Communications, logo projections creating an ambient IBM India/South Asia effect and so on; the entire fabric of BTL communication has changed.” “While content is the key driver for the success in any event, the Also highlighting Audio Visual medium in which it is delivered technology’s creative evolution so far, often creates a long lasting Roshan Abbas, Managing Director, impression in the audience’s mind, Encompass said: “Initially AV’s were and could be the differentiator used for the product launch or the when it comes to altering buyer only AV that was playing was the behavior.” 4 June 2013, EXPERIENTIAL MARKETING 24

Marketing / Experiential Marketing, Audi India elaborated: “While the technology has become more advanced, I think it has also turned simpler in terms of its usage and the pace that it can be done. In the events space there is always time crunch of putting the right quality out there, and the technology available today helps in reducing down time and still delivering a 75 to 80 per cent efficiency of look and feel.”

In this age of computers, electronic equipment, digital evolutions and social networking, it is customary for every brand or agency to have a good wealth of knowledge of these innovations. With event attendance and budgets in question, companies and brands are looking to lean on creative Audio-Visual solutions to fill the existing gaps. The cut-throat competition in the market too adds to this need. This has led to the need of customization and personalization. People part of this system be it stakeholders, customers, investors, dealers or media, need to be reached out effectively and more often than not, events prove to be the connecting medium.

Roshan Abbas Brands these days are hungry for newer technology and innovation that meets Managing Director, perfection. The more personalized experience the audience takes back home, the Encompass greater is the mind share and the recall for the brand, and, the recurrent waves of revolution in the Audio-Visual communication scene are beyond doubt a key “As competition increases and contributor. It is also likely to be the reason that there might be a deviation from the access to the internet makes ATL spending to BTL. global ideas and innovations more accessible, the event manager Event managers at such hours pull up their socks and put the best idea forward. excites the brands with what I call Speaking about this, Abbas from Encompass said: “Just like the IT industry revamps their ‘ pitara’ of ideas.” every 3 years, so does the event technology. Most of the innovations have the event industry backing them. As competition increases and access to the Internet makes message. Nothing illustrates that message global ideas and innovations more accessible, the event manager excites the brands like a well-crafted film, which is the most with what I call their ‘pitara’ of ideas. Some clients are aware but the experimentation central aspect of the entire experience. is largely because of the event manager’s out of box thinking and providing a unique never before creative solution.” The importance of Audio Visuals in delivering a successful event cannot be Nalin Kapoor, Senior GM & Group Head-HMIL added: “Audio-Visual technology undervalued. It defines the difference is now an integral part of any event and this domain continues to show strong between an ordinary presentation and growth. AV technology creates a stimulating and interactive environment, which is a real experience that leaves one with a more conducive to participants and guests. Additionally it enhances communication long-term message. In the current digital between internal and external audiences efficiently and creates a more effective age, the opportunities out there are environment. We at Hyundai have been at forefront of adopting latest technology to limitless. Sharing a similar perspective innovatively communicate and engage with our stakeholders.” was Manish Sharma, MD, Panasonic India who said: “Using AV technology essentially brings the show alive so that the audience is able to connect with the brand and the message, which makes it easier to access psychologically, once they have left the event. It has long been cited that customers who use their senses to engage in activity, remember that activity for a longer period of time, than activities where their sense are not Nalin Kapoor, engaged. AV uses this principle, as the Senior GM & Group Head, technology is able to bring the message HMIL alive through visuals, sound, lighting, interaction etc.” “We at Hyundai have been at forefront of adopting latest Is the potential of AV technology truly technology to innovatively being utilized especially when it comes communicate and engage with our to events? Kshitij Saxena, Head, Event stakeholders.” 4 June 2013, EXPERIENTIAL MARKETING 25 ALSO FEATURED

brand’s communication objectives. All progressive brands today are aware of the changes and advancements that are taking place in this segment. Sharing a similar perspective, Sharma of IBM said: “I believe that the key to effectively leveraging advanced technologies lies in the ability to creatively connect with the audience - both emotionally and intellectually. While we might be using the state of art technology, if we are not driven by a ‘signature creative thought’, events may fall in the traps of using technology for technology’s sake, and look banal.”

But do far-reaching fertile ideas actually take form in reality? Is it enough to put our thinking caps on and continue to produce one bigger idea than the other? Or do we also need to scale up our services and provide the necessary technical expertise that is required to make things happen and innovate in the true sense. Taking a deep plunge into this thought with us was Chaturvedi from Event Crafter, who said:”The creative input is a ceaseless exercise, the more you brainstorm, the more refined your communication approach and the subsequent use of technology gets. But, the bigger picture is that creative campaigns should not be inspired from a referential technology Kshitij Saxena that one has to out-source from across the borders. It’s not just us agencies that need Head, Event Marketing / to embrace the change, our trade associates, production vendors and technical service Experiential Marketing suppliers should also scale up their provisions and technical expertise to match the Audi India creative requirements as most of the times outsourcing the technology from overseas adds up to the campaign cost so much that we have to backtrack our creative route “I think the options available today entirely and make do with an alternate communication medium.” are already getting a bit staid and need newer injections.” Raising another concern from a brand’s point of view, Saxena from Audi said: “I think the options available today are already getting a bit staid and need newer Technology is not the idea! injections. While the upgradation happens, it is also important that brands by force By now we’ve understood that AVs are not using the medium if there isn’t the right content to show; then there is a create seamless messages at all touch disconnect. The audience is quite mature to understand the attributes of the brand points thus minimizing manual and what they see on an AV to connect the two.” intervention leading to standardized experience of high quality. What is Put your best AV forward important amidst this humdrum of fast Audio-Visual innovations and possibilities therein can work to the advantage of the paced technological innovations and event agencies in way of helping them win accounts. This stands true if the agency up-gradations is ‘the message or the has something pioneering to offer; with that, the range and execution possibilities for idea’ that needs to be put across. While critical campaigns can hugely be empowered. it is true that the first draft of the idea stems from an Audio Visual perspective, Agencies today are using the IT and AV advancements as their prime tools in everything else however rides on the leveraging and amplifying the scope of certain communication campaigns. The tall shoulders of the script. Naik from new-age scenario of events is all about evolved transformations. The greater you Intel believes: “Technology is moving accentuate the senses in a given moment and the smarter you are in triggering fast and becoming an integral part of consumer’s life. But technology is only an enabler. Technology is not the idea! Unfortunately a lot of experiences that are getting created today are showcasing technology and not the idea. While everyone wants to do augmented reality, the question is ‘what is in it for the brand?’ Marketers must look at innovative usage models of technology to Kanishka Singha bring home the brand experience.” Director, Thot Media Pvt. Ltd. It’s not just about using a certain Audio- Visual interface that does the trick, but “The availability of good it is more about modifying or adapting vendors with a strong technical the available technology and customizing background makes me more its delivery to create communication confident to take such solutions content that effectively meets the to my clients.” 4 June 2013, EXPERIENTIAL MARKETING 26

mindsets, the more equipped you get in giving the technology based advantage to an event. Keeping in line with this, Chaturvedi from Event Crafter said: “The advancement of technology and the way creative brains have utilized the possibilities presented by this technology revolution to aide their communication Manish Sharma objectives has been a pivotal aspect. If Managing Director, an agency’s creative content involves Panasonic India, and enjoys the scope of generating much greater involvement with the target “The topic is quite exciting, as audience, creating a more cohesive everything that we have grown up interactivity and establishing a more viewing in futuristic novels, movies, personalized rapport for the brand by and television shows is becoming a the use of AV technology then why reality.” would a brand be averse to utilize that and why would the agency not win that account.” this sector offers. The need of the hour is to make the viewer’s experience immersive, and that can be achieved by using the most advanced AV technology. This growing Client referrals, media mentions and importance is aiding generation of many new applications that will even further awards do help in winning accounts improve the current state of the art methodology in basic research and applied Audio- but for new age events, it is the unique Visual technologies. application of technology which immediately adds a future focused Sharma from Panasonic states: “The topic is quite exciting, as everything that element to the event that is also we have grown up viewing in futuristic novels, movies, and television shows is extremely attractive to all audiences. becoming a reality. With elaborate projectors now attached to mobile cell phones, Differentiation is the key here. If done cloud technology and SMART televisions, it is easy to let one’s mind slip into the right, it can create unique experiences. possibilities of the future. With the explosion of audio-visual technology in just a decade, the sky is the limit for this industry.” Sharing his viewpoint was Kanishka Singha, Director, Thot Media Pvt. Virginia Sharma too had a very positive outlook when it came to defining the future Ltd. who said: “There are two kinds of of this space. She said: “The future looks very exciting when it comes to the AV agencies. Those who have invested in technology adoption and how it enables personalized customer experience. Digital scriptwriters and are backed up with displays and interactive interfaces harness a brand’s power and more likely to engage technology, ready to create history in the audience. Web interfaces too can help brands mirror the personality and offer Audio-Visual experiences. Then there the opportunity to extend engagement beyond the event. Another important aspect are those that still have ‘sound, light, is ‘augmented reality’ which blurs the lines between what is real and computer video’ under one heading. The former generated; and applications which enhance the audience experience could become the are changing the dimensions of events in most revolutionary aspect of the future events.” India and the latter are just fading out.” Seconding her was Kapoor from HMIL who said: “ The future of AV technology Singha further added: “Clients are an looks exciting. Evolution in technology has enabled companies in customizing the evolved species and they have realized brand experience and all its stakeholders. We anticipate a surge in upgradation that a truly immersive experience for an of technology, which in turn will enable companies to deliver tailor-made brand audience can lead to a lasting impact experiences. Due to extensive competition, there is a need to constantly upgrade the from a messaging point of view. The technology and services platform to offer better services to customers. It is important availability of good vendors with a strong that the new technology should fit in with the brand and how can it be leveraged technical background makes me more effectively in order to appeal the consumers. It also needs to reflect the brand’s DNA confident to take such solutions to my and cull out the messaging in an innovative way.” clients.” All in all, one must constantly endeavor to innovate and present newer technologies Staying future-ready to speak the brands language efficiently. With the number or opportunities that this With the explosive growth in the Audio- sector offers, the only factor that might average out the entire scope is the availability Visual industry, it is hard to fathom of the technology, the readiness and expertise of quality vendors in the country and what the future contains for us. As the the relevant application of the technology mixed with the right content and creative modern world continues to demand idea. If well employed, the AV industry could very well create a stir in the experiential more, there is a lot of potential that marketing space. 4 June 2013, EXPERIENTIAL MARKETING 27 INALSO FOCUS FEATURED

Creating newer benchmarks in story telling through AV technology A one-of-its-kind creative outfit, garnering AV technology to its clients’ benefit

The one company that has created films to be to most top agencies and brands in India. Some of these include, Showtime Events (India), projected on the sand dunes of Dubai; The G2Rams India, Wizcraft International Entertainment, George P. Johnson, Fountainhead one company that created content on India’s Promotions & Events and many more. largest screen of 300 feet; and also the one company that launched a car on India’s Nitin comments, “We have worked with the best in the business, and evolved our services and largest holographic screen… delivery to suit the highest expectations. We’ve worked closely with agency’s like Showtime and Michael Menezes, to whom I owe some of our greatest learning experiences.”

One Film Company’s clients also agree with the accuracy and creativity that the agency delivers.

Michael Menezes, Group Managing Director, Showtime Group, said, “I believe Nitin and his team at One Film Company are a perfect comple- ment for the event industry as they have over the years fine-tuned the ability to work 24/7 to deliver high-class film output with an uncanny editing Nitin Chowdhry genius. The good thing is that they are always Founder and Creative Head, willing to experiment, learn and adapt projection One Film Company technologies that we have worked on together over the years.” Michael Menezes One Film Company, spearheaded by Nitin Group MD, Chowdhry, Founder and Creative Head, Showtime Group is playing a big role in the evolution of the event industry. Experiences are increasingly “I have thoroughly enjoyed working with One relying on innovative story telling, and Film Company over the last several years. One Film Company is matching state-of- They have delivered near perfect expression of the-art technology, with never seen before my complex briefs in the Audio-visual medium. creativity and innovation to deliver what They have created memorable motivational clients demand. According to Nitin, with the pieces, which have moved large audiences here creativity, energy and passion flowing in the and overseas, helping build extraordinary team industry at large, and within his team, this is spirit and release hidden human energy. They are only the beginning… co-creative and deliver beyond expectation. They leverage pioneering new formats and techniques It is by earning the trust of their clients Naveen Kshatriya to make just the relevant audio and visual and always going that extra mile to make Former MD, Castrol India and impact,” commented Naveen Kshatriya, Former Regional VP, BP Castrol Lubricants, their clients vision a reality, that One Film MD Castrol India and Regional VP, BP Castrol Asia and Pacific Company is today the preferred partner Lubricants, Asia and Pacific. 4 June 2013, EXPERIENTIAL MARKETING 28 IN FOCUS

Case study-1 2,000 IBMers enthralled in interactive, panoramic projection

Over 2,000 people attended the IBM Software Universe 2012 in Mumbai. The ‘Front Office Digitization’ concept was brought alive through a powerful and interactive panoramic projection system where the elements spoke about the ‘Digitization of Business’. The video was projected on a mammoth 150 ft. watchout screen. Never before in India has an interactive film been projected in an indoor convention hall on such a large canvas.

George P. Johnson approached The One Film Company to develop visual content for its client, IBM. The challenge here was to narrate the story visually on a large screen with live human interaction. One Film and the creative team at George P. Johnson worked closely to make this a spectacular visual treat for the guests in attendance. The film had a composite of both 2D and 3D that depicted the story of IBM Software Universe 2012. The video, which took three weeks of effort for producing, designing and executing, created a lifetime experience for all the delegates present at the event generating an overwhelming response.

Commenting on the event, Navil Ratish, Deputy General Manager, George P. Johnson Experiential Marketing India said: “While designing an experiential journey within the Watch the full video of this event on www.theonefilms.com event space for stake holders, we engage all five senses and create a pattern to communicate messages, help them assimilate and trigger action. Keeping this in mind while delivering an impactful audio-visual experience becomes very important in the overall mix. The team at OFC has worked as true partners, very responsive to new ideas. The team actively contributes suggestions and is well experienced and amongst the best in the country in specialized Navil Ratish Deputy General Manager, AV making skills.” George P. Johnson

Case study-2 KBC launch: From ‘reel’ Bachchan to ‘real’ Bachchan…

Sony wrote the script and concept in tandem with the team of Seventy Seven Entertainment for the launch of a new season of Kaun Banega Crorepati. The concept included the showcase of a film on large scale, integrated with technology to bring the event alive! One Film Company came on-board and designed the sequence for the shoot and the live AV. Nitin directed protagonist, Mr. Amitabh Bachchan for the film. The film was shot on a green screen and the sequence had to be shot in one go without any cuts, which was a big challenge. 4 June 2013, EXPERIENTIAL MARKETING 29

There were markings done for Mr. Bachchan on the green screen as lot of animations and composites had to happen while he was delivering his lines. There was a large panoramic projection with content for a 50 feet Watchout screen. As always, Mr. Bachchan was riveting with his performance, which had to be in sync with the animations, which were, composed post his shoot. He had to just imagine them while the take was happening! Watch the full video of this event on www.theonefilms.com

The final film came out well and it ended with him exiting the film through an animated red door and came out live from the same door, which was quite a surprise for the media audience.

Manoj Gopalani Commenting on the event, Manoj Gopalani, Director, Seventy Seven Entertainment said: “It was a Director, wonderful experience working with One Film Company. The creative bent coupled with excellent Seventy Seven Entertainment technical know-how ensured a super output.”

Case study-3 3D visual mapping gives DLF customers a ‘real’ feel of what’s to come

India’s largest mall was launched through 3D video mapping technology.

The challenge was to have customers experience the mall in all its glory while it was still under construction. One was able to bring about the mall to life with all its features and façade with the help of the 3D mapping technique.

Showtime Events along with Pushpa Bector and her team in DLF devised the concept and the script. One designed the content and was able to execute the project well, in spite of various challenges along the production. The biggest challenge was to bring every important aspect of the mall to life. Showtime created a fabricated structure in the shape of a mall in grey scale and the con- tent was mapped on it. Sound design was done completely in-house.

Commenting on the event, Avik Prabhu, Executive Direc- tor, Showtime Group said: “The best medium to tell a rich Watch the full video of this event on www.theonefilms.com story concisely remains cinema. Recently, the trend in events Avik Prabhu focuses on how to use cinema innovatively so as to make the story memorable. We count on One Film Com- Executive Director, Showtime Group pany as a trusted partner in delivering innovative cinematic experiences.”

The idea is not only to go with the times, but more importantly, to be future-ready. While One Film Co always prioritizes superior delivery; one eye is always on ‘what’s next’. “To be able to suggest the next best thing, to one’s client, and give them an opportunity to win over a project by conceptualizing a never-experienced-before event, is the real advantage we provide,” concludes Nitin. promotion

Nitin Chowdhry is the Founder and Creative Head of One Films Company. Nitin can be reached on [email protected] and +91 98107 05072

4 June 2013, EXPERIENTIAL MARKETING 32 ALSO FEATURED

What is the most innovative on-ground activation you have done in the past year to connect with your target audience? By Dharm Patel

Radio One Music Healers has been our Shyju Varkey most exciting on-ground connect in the Station Director and past year. Music healing harnesses the National Marketing Head, therapeutic ability of music, and brings 94.3 Radio One together the young and the elderly. loneliness creeping in. Don’t we all know at least one elderly couple whose children are away in some other city or country? Not that they aren’t well to do. They have all material It is a once in a month initiative, in comforts – DVD players, big house, maids, cars, etc. They have most things money can association with the Dignity Foundation, buy. What they lack is human interface - someone who will talk to them, spend time with where Radio On takes around 20 of it’s them, listen to them, re-assure them. Old age is supposed to be one’s second childhood, listeners and goes to an old age home or when you don’t have a care in the world. Unfortunately, we’re seeing it being frittered a congregation of the elderly, and spend a away into loneliness. couple of hours singing songs with them, entertaining them and being entertained On the other hand, there are a lot of youngsters who want to give back. There are people by them. taking up a lot of causes, right from saving tigers, to saving the girl child, to saving trees, to saving stray dogs; all of which are great causes; all of which take time for results. The idea is to enhance the levels of communication with the elderly in our Music Healers has been bringing people together with music. We’ve been bringing society, at a time when they have age and youngsters who want to give back, where the elderly have been enjoying their company.

As a brand, we have always believed that well-differentiated and innovative Rajat Uppal on-ground activations are very effective General Manager - in creating and sustaining buzz with the Marketing, Red FM 93.5 target audience. on-ground on-air. It might sound a bit crazy but that’s what we wanted to achieve. In Most of these for us would be in the 2012, we set up a radio booth on a hoarding in Mumbai followed by Delhi, where-in experiential marketing domain, enabling shows were done live from the hoarding. our target audience to interact and engage with Red FM and our RJs. Any on-ground Presently a similar actvation is being done in Kolkata where-in for 10 days our evening which is innovative and unique ensures a drive show ‘U-Turn’ with RJ Praveen is being done live from a radio booth built inside prolonged recall both for the initiative and a backlit hoarding on Camac Street. The initiative, besides being a visual delight for the brand involved. the onlookers and traffic on the road, also gives loyal listeners a chance to visit, interact and engage with their favourite RJ. The initiatives across the three cities helped us in Our most innovative on-ground campaign generating decent buzz because of the sheer innovation of the concept and execution that in the last one year has been to take the was thought through well. 4 June 2013, EXPERIENTIAL MARKETING 33

What is the most innovative on-ground activation you have done in the past year to connect with your target audience?

Radio City Connect is the activations arm of Radio City 91.1 FM, providing complete 360 degree, customized solutions Ashit Kukian President and COO, to its clients. An on-ground activation Radio City involves an intricate process of targeting and execution. Being an integral part innovative ideation and execution guarantee eyeballs. Relevant targeting builds up proper of the leading FM radio player ensures engagement. This has been proven time and again by our activations like the ‘Vodafone that Radio City Connect provides an hot air balloon’ in Delhi or most recently, the LG Karaoke fest in Bangalore. exposure that is unparalleled. The creative team ideates the campaign and decides ‘Vodafone Hot Air Balloon’ has been one of the most innovative activities of the past year. the target audience, before the idea gets Listeners were asked to dedicate songs to their loved ones on the ‘Vodafone hot line.’ Top executed by a consolidated effort of the 50 couples, with the maximum number of dedications were sent up on a hot air balloon programming and operations teams. An ride. Radio City RJs felicitated the winners as they went up on a balloon to confess their integrated effort ensures the success of the love actually ‘on-air.’ activity, etching the client’s brand in the consumer psyche. As far the as the scope of activity is concerned, none can beat the ‘Nissan Fest’ conducted in 36 cities over four months. It was a carnival in Nissan showrooms all over the country, In a market that’s cluttered with involving karaoke, gaming zone amongst many other fun activities. Studio shifts by our promotional activities, only the most popular RJs, where they went live from the fest made the activity a great success.

During Ganesh Chaturthi, we promoted the creation of a cleaner and greener environment through our BIG Green Ganesha initiative – a campaign that aims Ashwin Padmanabhan to celebrate the festival in an eco-friendly Business Head, way with the slogan ‘Ganpati Bappa 92.7 BIG FM Morya, Dharti Mata Morya.’ 2012 saw the fifth edition of the successful campaign, During the course of the campaign, the network associated with celebrities like Ranbir whose objective is to promote the Kapoor, Priyanka Chopra and Aamir Khan among others to join a newspaper collection endeavour of creating social consciousness drive which was conducted across residential colonies, schools, colleges and corporate towards making the festival better and houses. To increase audience involvement, we engaged our listeners through social media more ecologically sound. platforms like Facebook where a special application was created. For every 100 likes, 92.7 BIG FM donated 10 kg of newspaper, thus ensuring that people contributed to this The campaign involved engagement of initiative even in an indirect way. multiple platforms including OOH, print and on-ground activations making for The newspapers which were collected were then used to make paper mache Ganesha idols a high-decibel initiative reaching out to which were installed in high footfall malls. This promoted the Green Ganesha message to audiences across 13 markets. huge crowds thereby generating immense value for marketers and advertisers. The Terence Lewis Contemporary Dance Company (TLCDC), established in the year 2000, stands as one of the premier and most reputed amongst dance companies in India and is the forerunner of spreading the Indo-contemporary form. Very versatile, also well versed in Bollywood, Hip Hop, Salsa, Jazz, and basics of Indian classical forms, TLCDC, is the performing unit under the larger banner of Terence Lewis Incorporate.

TLCDC can boast of a host of some of the most well trained, versatile, hugely skilled dancers and highly experienced performers. The TLCDC ranks as one of the country’s premier dance companies, recognized by its trademark stamp of ‘excellence’ in all of it’s work- commercial or contemporary. Known especially for it’s creativity, the TLCDC has performed all over India and on some of the world’s largest stages including, France, Germany, Austria, USA, Singapore, Malaysia and Australia, amongst others.

What do Terrence Lewis’ colleagues have to say about him…

-Sajid Khan -Shilpa Shetty

“Terence Lewis is “Terence Lewis has the best judge on choreographed my shows television. He is good- and he himself is an amazing looking, smart and performer. When he performs lovable. Besides, his you cannot take your eyes off knowledge of dance is him. But more than that he is vast, that’s why the title a great human being and his ‘Google Cha Cha’ is apt for him.” sensitivity makes him connect with the masses and classes.” In conversation with Terence Lewis – The Google Chacha of Dance

What is the one constant with you? Does the TLCDC perform Bollywood acts? ‘Change’ I would say is surely the one constant For sure yes! The TLCDC totally performs a lot of Bollywood with me. I have to reinvent myself from time to acts. Primarily, we are known for thematic corporate shows, but time. I think it’s very important to keep the passion a large part of our portfolio is Bollywood centric commercial work. for life alive…and the best way to do that for me The only difference is, it is high-end. That is with all the gloss, is through my work. So those in my work sphere glamour and class. We have showcased several Bollywood stars and item girls and also big Awards Shows with the most always know they can expect something new and creative entries for stars; from dealer meets to Sangeets, or exciting! even to me performing live in an absolutely rocking one-hour high-end Broadway to Bollywood performance. Nothing rocks Your company, the Terence Lewis a party like Bollywood and I work with my DJ to create very Contemporary Dance Company, the TLCDC interesting mixes always offering the audience something new. has won the Award for being The edge that our Bollywood shows enjoys can be attributed ‘India’s Best Dance Company’; to the addition of super skilled technique, acrobatics and aerial what are your thoughts on this? Well, firstly I attribute this to my very acts. So have a total Bollywood blast the TLCDC way! professional core team and my super talented company dancers. This Award is a recognition for providing quality How did you get the title entertainment and ‘Google Cha Cha’? for setting a standard I have judged many television of excellence in entertainment. shows and I love to know We are also very everything there is to know about flexible and are dance. And hence, overwhelmed able to implement last minute by the trivia and the technicalities changes and burn the midnight oil if of dance that I used to include in my necessary to make sure that the end judging, Sajid Khan once jokingly quipped, product is to our client’s satisfaction. “Terence, you are the Google Cha Sometimes, even when the budgets are Cha of dance”. And I guess the low, I do not compromise on my quality name stuck with everybody. nor on my creative output. And hence, it just feels good to be acknowledged for all Why did you quit films? the efforts. Since the last 5 years I have been very busy with my television shows, choreographing Bollywood What would you say is the TLCDC USP? Award Shows and shows for corporate world. My Innovation…we can take the most mundane concepts team and I are the most satisfied with the creative and make it look fab! Whatever be the product, theme or and performance aspect of show business and occasion…be it an emotion, a thought, a concept, a formula hence I want to devote more time towards it. Besides or even ‘values’ (like ‘Trust’, ‘Excellence’, etc)…from the I have had a successful run with the Bollywood film dramatic to the abstract…from the commercial Bollywood to industry and it’s time for me to take the next big step. the artistic dances, you name it and we dance it! The TLCDC Direction has always been my latent talent and seems to enjoy the monopoly in customized thematic acts! eventually I would like to get in to direction. Taking Our brand of contemporary is always a fusion of many that initiative I have already created, mentored and commercial styles, cutting edge technique and includes a directed my new dance theater production titled lot of acrobatics, fast paced music, high-energy moves that ‘Scrambled Eggs’ that will tour in India and abroad. gives the audience an adrenalin rush! I make sure that I remix current tracks and choreograph it in such a way that it has all the wow moments and power that can be executed What are your plans for the future? flawlessly and the audience can relate to it and enjoy! Well interestingly enough I am just about to embark on one of my biggest and the most exciting projects So as a premium brand does the TLCDC also come at a yet. Since we are still in talks I am not at liberty to premium price? reveal much…but it’s suffice to say that it’s huge, it’s No, this is not true. In fact I would say that the TLCDC is one international, it is going to be a huge splash in the of the most reasonably priced & affordable acts with regards entertainment world and something that will do not to commercials, keeping in mind the quality of dancers and only me but India proud! the brand name. Our price range is from 2.5 lacs to 25 lacs as per the scale of the event. What stays at the higher end however is the quality level and the wow quotient! 4 June 2013, EXPERIENTIAL MARKETING 36 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... I want to Break Free(bie) freebie [‘fri:b[] Slang : something provided without charge

At a recent client meeting we were doing in fact the agencies’ sole means of earning. A design company will charge you by hours, the merry dance of death. This is the and for studio and for photographers and models etc. A talent manager will bill you a process when a show concept is broken hefty negotiation fee if the project is small. Justifying time spent as the reason for the down to elements, negotiated till many compensation. are cancelled with finance teams circling around like vultures and pecking at the Try doing the same and see the client turn purple with rage. We have to keep answering event’s skin and flesh till what remains what do we provide as a service, what element of it is chargeable, what passed on as a is a still born child, a Frankenstein benefit. If you have an in house creative team do you charge for design or is it a value version, barely breathing of what one had that you provide free? If you can write a script do you charge for it? What if you hold proposed initially. strong relationships with artistes do you negotiate that for the client and once again is it an element that you are not paid a fee on? Worst if a client says, we will do the After rounds of frustrating back and negotiation directly why don’t you manage them and the content? What do you do? forth: the cost of a banner, a chair, why we needed chairs, would the banners be My experience says what is offered free is never valued. In fact it goes into multiple visible? I am asked to do things without renditions, because it is free. The 30th set design, the 10th script option, the 20th charge, offer it as a freebie. After all artiste option! that’s the least they expect of us! I finally asked the question, “How much do Today the battle is either of an idea or a cost. For me the idea always wins. But then the you have to spend?” The client turned cost battle begins. the sheet around and I saw the other elements. Artiste management fee 30% I say stop charging a reduced commission. Don’t offer freebies. We are not middlemen of the cost, a creative fee to a design or charity organizations. We are service providers, engagement planners, experiential agency was a few lakhs and here we were marketers and either we provide it all or nothing at all. And for this, pay me to employ being paid a fixed fee less then that. This the best talent!! Not scrape the bottom of the barrel and have you scoff at the value we on the promise of future events and provide!! business etc! I was shocked! Why were our services not valued? When all these At this event, there are 5 partners. One for permissions, one for shoot, one for creative were offered in what we did? We are a design, one for artiste and an event company! Some are listed as partners. Some are not full service agency. And so are many of mentioned in the backdrop. I ask a friend casually saying what’s the difference: He says, you. When these services are broken if you did it free you are a partner!! If you got a fee…just be thankful! His laughter still down people charge for them! They are echoes in my ears! 4 June 2013, EXPERIENTIAL MARKETING 37 IN FOCUS

The 6th edition of TCS World 10k Bangalore sees nearly 23,000 participants Procam International promoted and executed the run which had total prize money in excess of USD 190,000. By Dharm Patel

Elite athletes get off the start line with a bang In a relatively short period of five years, distance runners and track and field stars from around the world and India, having total the World 10K Bangalore has added to prize money in excess of USD 190,000. the Garden City’s reputation as a ‘Global Running Destination’. It has not only The different runs were World 10K Elite Men Run, World 10K Elite Women Run, Senior enticed some of the world’s leading Citizens Run, 10K Challenge, Open 10K Run, Champions with Disability Run, CEO distance and track and field athletes to Dash and Majja Run. The 10K Challenge saw contests like DHL Corporate Challenge participate, but has also mobilised the and Nike College Face Off. A special trophy was awarded to the ‘Best Performing health and fitness conscious citizens of Company’.For the first time, a course record bonus of USD 7,500 was offered to the Bengaluru to come together and run as overall men and women, supplemented by a bonus of Rs. 1 lakh for a new Indian course one. record.

The sixth edition of the run was the More than Rs 3.25 crore for 75+ NGOs was raised through the run before it took place. third under the title sponsorship of Tata The TCS World 10K Bangalore, over the years, has seen the citizens of Bengaluru Consultancy Services. Managed and responding well to the charity drive associated with the event, helping raise over Rs. 8 promoted by Procam International, it was crore in five years. under the aegis of Athletics Federation of India, supported by Karnataka Paving the way and running along: Athletics Association and certified by the The sponsors and partners for the event were Prasar Bharati - Broadcast Partner, Star Association of International Marathons Plus - Channel Partner, The Times of India - Print Partner, Standard Chartered - Financial and Distance Races (AIMS). The event Services Partner, BMW - Official Car, The ITC Windsor Bengaluru - Hospitality Partner, attracted the cream of professional long Kingfisher Premium - Good Times Partner, Nike - Running Partner, TIMEX - Timing 4 June 2013, EXPERIENTIAL MARKETING 38

an ideal platform to connect with both our internal and external audience.”

Three-time World Champion and Olympic Champion in Sydney 2000, Maria Mutola, often ranked as the greatest female 800 m runner of all time, was the Event Ambassador for the run. She is the fourth track and field athlete to compete at six Olympic Games.

Progress with pro-active promoters Procam Procam International has promoted and managed the World 10K Bangalore since its inception in 2008.

Speaking about Procam’s complete role, Bruno Goveas, Director – Media Relations, said: “As India’s leading sports and leisure management company, Procam International is the promoter and organiser of the TCS World 10K Bangalore and other top road running events such as the Standard Chartered Mumbai Marathon and the Airtel Delhi Half Marathon. Apart from conceiving and developing the event, each year, Procam’s dedicated teams spend months preparing for race day with responsibilities that include event John Lenzen planning, defining race categories, registering participants, sponsor tie-ups, appointing event VP and Head - Global Marketing, ambassadors, inviting international elite athletes, defining the route, fund raising, securing Tata Consultancy Services permissions from civic bodies, ensuring the availability of race route facilities, and managing media relations among other things.” “TCS enjoys a significance presence in Bangalore, thus the association Speaking about how the event has evolved over the years, Goveas said: “The inaugural with the property was a well edition of the World 10K Bangalore was held in 2008 and since then, it has evolved into judged and evaluated decision.” a magnanimous platform for engaging the community and individuals from all walks of life. As the world’s premier 10K run, it is one of the most respected road running events Partner, DHL - Logistics Partner, Radio across the globe. Apart from the world’s leading distance and track and field athletes, health Mirchi - Radio Partner, Fortis - Medical conscious citizens of Bangalore come together and run as one. The event has fostered Partner, Harmony - Institution Partner, the concept of running in the city, received constant support from sponsors and the Bangalore Cares - Charity Partner. Government, brought the corporate world together, and helped raise over Rs. 8 crore for charity in five years. Each year the event has brought on board international sporting icons Commenting on TCS’s association with as international event ambassadors like Maria Mutolathis year and Linford Christie last year the event, John Lenzen, VP and Head among others. The total participation and prize money has increased. With every passing - Global Marketing, Tata Consultancy year, the event has placed Bengaluru more prominently on the international map.” Services, said: “The 10K has carved a niche for itself in the field of distance running. With this being the sixth successful edition of the event, World 10k Bangalore was the right TCS has been the leading sponsor for the fit for TCS. Commenting on the same, Lenzen said: “Tata Consultancy Services supports TCS World 10K since 2010, so this was many running events around the world. We are associated with the Boston, Chicago and our 3rd year of sponsorship. We believe New York marathons, title sponsors in Amsterdam and associate sponsors for the Berlin that distance running, with its unifying Marathon and Mumbai Marathon. We are also the title sponsors of the World 10K Run nature, is a great platform for employee in Bengaluru. TCS has always partnered with leading sporting properties to reach out to engagement and reaching out to the a wider community. Besides the running events, we have been involved with several top wider community. An inclusive sport like sporting and global brands like Ferrari and are always looking for a suitable brand fitment distance running also provides tremendous as the average age of our extremely diverse work force is 28 who aspire to be champions in opportunity to promote wellness among their own right. Our clients are global and this is one consideration we have while choosing our employees and society and this is to associate ourselves with any sporting event - it too should have a global appeal.” important.” Stat Attack: He further added: “The event was highly The races started 6:30 am onwards. With 22,817 participants in total, about 1,000 publicized and came with multiple volunteers were busy, supplying about 65,000 litres of water. There were five medical opportunities to showcase our brand stations with six ambulances and 150 doctors on duty. The run was monitored by about across the city. We had close to 3800 1,500 traffic policemen and other members of law and order, apart from 600 security associates participating in the TCS guards.The live telecast of the event took place between 7 am and 10 am on Star Plus and contingent, and the number has grown DD Sports. by almost 500 associates every year. TCS enjoys a significant presence in Bangalore, The Open 10K Run and the 10K Challenge, which also included the Nike College Face-off thus the association with the property was (28 teams) and the DHL Corporate Challenge (88 teams), received around 11,000 entries, a well judged and evaluated decision. The while the Majja Run got about 11,500.The Senior Citizens’ Run had around 1000, while property has increased in stature and made the event for the Champions With Disability saw 450 participants, a huge increase from 91 4 June 2013, EXPERIENTIAL MARKETING 39 IN FOCUS

Bruno Goveas Maria Mutola poses with the Overall Indian Womens winners Director - Media Relations, Procam International Time, precision, technology, movement, universal appeal, social responsibility - everything that Timex epitomizes - have been synchronized into this globally acclaimed event “It can be said with conviction providing an apt fit to the brand, while ensuring a meaningful contribution to the sports that long distance running is here arena. Timex has always been associated with sports both at the national and global level to stay, thanks to the stupendous and the brand wishes to take these initiatives to the next level. success of events promoted by Procam in Mumbai, Delhi, Participating in the TCS World 10K Bangalore is an extension of ‘BMW Efficient Bangalore and Hyderabad, which Dynamics’ philosophy as a long distance runner has to ‘Run Efficient’ ensuring maximum have transformed societies and endurance whilst maintaining speed and efficiency. BMW partners with major distance brought in a culture of health, running events across the globe including Berlin, Frankfurt, Singapore and now India, to fitness and giving.” bring forth the Efficient Dynamics philosophy. in the last edition. Corporate Competition: The run saw the introduction of the CEO’s Dash, a novel concept aimed at involving There were about 100 NGOs in total. leading corporate head honchos from companies in Bangalore. Eleven top management Corporate Cares saw 34 corporates fielding leaders represented companies that have fielded Corporate Cares teams supporting a 41 teams. Care Champions won 14 gold charity raced against each other over 400m to earn the tag of the ‘Fastest and Fittest’ CEO. medals and 27 silver medals.There were over 300 charity fund raisers and over CEOs and MDs from 11 companies participated like Unicel Technologies, Citrix Systems, 6000 donors. Bharti AXA General Insurance, Skillsonics India, Sasken Communications, Universal Electronics, Goldman Sachs India, Federal Bank, Thomson Reuters, Northern Trust and The Get Active Expo: AXA Business Services. They supported various teams of 20 people from various charity The Get Active Expo for the TCS foundations and trusts. World 10K Bangalore was held at the Koramangala Indoor Stadium from May The King of Good Times: 10 to 12. Radio Mirchi organized the The 5th edition of the ‘Kingfisher Run in Costume’was a part of the Majja Run. three-day expo which was a celebration Thousands turned up in innovative costumes and designs, each portraying their mood, of fitness, health and lifestyle. It was an euphoria or even the cause they were supporting. Adding to the cheer, Kingfisher also exhibition cum sale which featured gears gratified a few lucky participants with attractive rewards for the best creative costumes. and merchandise by top brands in the Winners won Rs. 75,000, 30,000, 20,000, 10,000. It is a platform created to encourage health and lifestyle domain. people to take a fun route to support noble causes.

The expo acted as a platform for thousands Finish line: of participants to pick up their running Speaking about such marathons, Goveas said: ”It can be said with conviction that long bibs and goody bags. To catch all the 10K distance running is here to stay, thanks to the stupendous success of events promoted by marathon action, listeners could tune into Procam in Mumbai, Delhi, Bangalore and Hyderabad, which have transformed societies 98.3 FM Radio Mirchi.The occasion was and brought in a culture of health, fitness and giving. The city of Bengaluru now wears also used by global watch major Timex, the another feather on its cap as the host city of the World’s Premier 10K Run. With a Timing Partner, and BMW, the Official strong sporting background to boast of, the run reinforces and underscores Bengaluru’s Car of the event, to unveil themselves. positioning as a sporting destination of repute.” 4 June 2013, EXPERIENTIAL MARKETING 40 IN FOCUS

Showtime Group creates a ‘Not Normal’ launch for MINI Countryman The transformation of an offbeat venue to an upscale nightclub, a chic fashion show and 3D mapping projection for the 800 guests present in the heart of New Delhi were some of the launch highlights. By Parita Modi

The display 4D tunnel area at the venue

NOT NORMAL is the mindset that has nightclub, fashion show management and creation of a 3D mapping projection for the guided the design of MINI for over 50 800 guests present in the heart of New Delhi. years. And it’s the same mindset that connects the brand to people who drive Initiating the ‘Not Normal’ experience was the innovative use of the 7th level of a multi- MINI today. Extending this positioning to level car parking zone which was the official event venue. The entire parking area, all of its latest event, MINI India launched its 34,000 square feet, was transformed into a nightclub of sorts. The expansive set-up and new car, Countryman, on May 4 at Eros the array of experiences at the launch reflected the adjectives that best describe the Coun- Corporate Tower, Delhi amongst much tryman – edgy, funky and trendy. The nightclub, planned in the shadows of Delhi’s busy glitz and glamour. Showtime Group was Nehru Place office complex, offered an aerial view of the Bah’ai Lotus Temple and other appointed to shoulder the event responsi- iconic structures of Delhi like the Jawahar Lal Nehru Stadium. bilities which involved transformation of an offbeat venue to a cutting-edge upscale Speaking about the launch event and MINI’s unique positioning, Philipp von Sahr, Presi- 4 June 2013, EXPERIENTIAL MARKETING 41

Philipp von Sahr President BMW Group, India BMW India Head Philipp von Sahr with Manish Arora

“MINI is all about pushing limits were treated to progressive tracks belted out by DJ Jayant. As the music tempo pumped and this evening is an extension up, the focus shifted from the welcome lounge to the main stage where LEDs played the of MINI’s extroverted and ‘MINI - NOT NORMAL’ video showcase. Following this was the fashion show featuring likeable character.” national as well as international models such as Indrani Dasgupta, Sonalika Sahay, Ta- mara Moss, Alesia Raut and Vika. The entire fashion showcase, which integrated with the dent, BMW Group, India said: “There launch sequence, was conceptualized by Manish Arora. A MINI 4D tunnel was created for is no other more exciting car brand than the launch through which the car emerged with Arora and Philipp von Sahr, Head, BMW MINI. MINI is a personality on wheels – a India. All this took place amidst pumping electronic tracks that were played live by the fashion statement – and a way of life. No electro-fusion band Jalebee Cartel. other brand exhibits the attributes and essence of a modern urban lifestyle like Another surprise lined up for the guests was the 3D mapping projection. The rear façade MINI and there is no doubt that it is one of the 18-storey Eros Corporate Tower played as the backdrop for the projection measur- of the world’s most emotional auto brands. ing 137 feet x 59 feet in size. 3D video mapping specialist, The African Motion Picture MINI has a little ‘unique character’ as each Company, was brought in to turn the event around in under two weeks. BMW/ MINI one of us does. MINI is all about pushing India, Showtime Group and The African Motion Picture Company, worked around the limits and this evening is an extension of clock to bring Eros Tower building to life with HD animation. MINI’s extroverted and likeable character.” Deeno Naidoo, Event Creative Director from The African Motion Picture Company said: Let the show begin: “Ensuring a perfect 3D creation on the Eros Tower was a challenge but with a great team The NOT NORMAL launch experience we were able to pull the job off on time. I got a thrill from making the MINI Countryman began at Level 0 and continued till Level 5 where MINI brandings welcomed the guests. From Level 5, the guests were escorted to Level 7 through a dedicated el- evator, fully enveloped in MINI brandings. The interior was an avant-garde recreation of the parking space with an actual road running through the middle along with three bars plus two lounges.

The launch delivered a number of experi- Benjamin Nagel ences including a stunt test track on Level Head Brand Management and Sales 6 and a night club at the top. In addition, MINI it had an outdoor terrace lounge with an island bar. “The event was an experience to remember and unleashed style, Besides cocktails and finger food, guests fashion and enthusiasm amongst MINI fans in India.” 4 June 2013, EXPERIENTIAL MARKETING 42 IN FOCUS

A NOT NORMAL fashion show by Manish Arora Deeno Naidoo Event Creative Director from The African Motion Picture Company

“I got a thrill from making the MINI Countryman break the building down to bits. All in all the entire experience was enriching.” break the building down to bits. All in all the entire experience was enriching.”

Immediately after the projection, the reveal car drove up to the ramp located at 3D video mapping show one side of the lounge. The surprise ele- ment continued, with guests in turns being escorted to Level 6 in MINI cars to witness stunt driving first-hand as stunt drivers flown in from Germany showcased their expert driving skills. Special in-vehicle cameras were installed to capture candid moments of the guests inside the car. Avik Prabhu Commenting on the NOT NORMAL set Executive Director of events, Benjamin Nagel, Head Brand Showtime Group Management and Sales, MINI, said, “At MINI, we do things the ‘Not Normal’ way. “Why did we go through all Following the tradition, the debut of lo- of this effort and take on all cally produced MINI Countryman in New of these challenges? Because, Delhi with the brand event recently, we NORMAL can never be took excitement to a new high. Not many AMAZING!” would have expected the rooftop of a high rise to be transformed into a ‘Not Normal’ and enthusiasm amongst MINI fans in India. More than anything, the brand event yet exclusive MINI lounge hosting a chic again proved that there is no other more exciting car brand than MINI” fashion show and adrenalin rushing stunts by international drivers. The evening was When times get tough, the tough get going: certainly accentuated with the presence of The crucial challenge for the organizers and managers was to complete the entire set-up world renowned fashion designer Manish within seven days. Over 200 tonnes of material and equipment and over 400 event crew Arora showcasing his ‘Not Normal’ MINI members worked through seven days and nights to create an experience befitting the creations. The event was an experience to NOT NORMAL positioning. The set up of the venue observed a theme synonymous with remember and unleashed style, fashion the brand where the event area was painted in black with highlights of red and yellow to 4 June 2013, EXPERIENTIAL MARKETING 43

Kinga Hutchinson Project Director Showtime Group

“The event was only confirmed 6 weeks prior and the entire setup had to be compressed into seven days.” The pre-event area with a video wall in the background complement MINI’s colors. The 4D tun- nel created for the show had a 220 sq. ft. LED screen as the backdrop and 172 pixel mapped LED light fixtures fitted around the future lined tunnel structure. The 235 feet long and 13 feet wide ramp was given a paved road feel, replete with dividers and Anjan Chatterjee kerb lines. National Creative Director, Showtime Group The set-up employed over 400 different light fixtures, 100 plus LED tubes and “Driven by a new design almost 500 sq. ft. of LED tiles across philosophy by lighting the space the venue with two Green Hippo Media with creative LED, we created an Servers to coordinate and synchronize angularly sinful madhouse effect all the lighting fixtures and LED assets for the brand MINI to stand out thereby ensuring a single cohesive graphic in this unique environment.” experience for the audience. Four HD 20,000 lumens projectors with Coolux prior and the entire setup had to be compressed into seven days. This meant branding media servers were used to create the 3D set-ups on all seven levels starting from level zero, building an AC tight area on the 7th video mapping projection on the high rise floor which ultimately hosted 800 guests, staff, green rooms and cafeterias on the 6th tower while the entire venue was washed and 8th floor and removing several sections of walls and kerb stones to create an exciting in MINI branding which displayed various stunt driving space for the MINI to showcase its fantastic driving capabilities. The entry to communications. each level only had a clear height of seven feet which resulted in a substantial increase in the number of to-and-from trips. All in all it took intense teamwork, coordinating several Summing up the set up in a nut shell, An- international vendors in South Africa, UK and Germany remotely up to a few days before jan Chatterjee, National Creative Director, the event and the eight vendor partners’ teams as well as the performing artistes and a Showtime Group said: “Driven by a new magnificent designer to create the car launch of the year!”: said Kinga Hutchinson, Project design philosophy by lighting the space Director, Showtime Group when asked about creating the expansive set up and the chal- with creative LED, we created an angularly lenges faced for the same. sinful madhouse effect for the brand MINI to stand out in this unique environment.” Signing off on a happy note, Avik Prabhu, Executive Director, Showtime Group said: “Why did we go through all of this effort and take on all of these challenges? Because, “The event was only confirmed 6 weeks NORMAL can never be AMAZING!” 4 June 2013, EXPERIENTIAL MARKETING 44 IN FOCUS

Rajasthan Fashion Week a mix of fashion, glamour and the colours of Rajasthan The second edition of the fashion event saw both upcoming but promising Rajasthani talent as well as established pan-India designers. By Karan Sinroja much as the state has become a ‘great Indian wedding’ and ‘lit-fest’ destination. Such an event will then open Rajasthani culture, craft and design to the world.” The organisers incor- porated this philosophy into the fashion event by showcasing both upcoming but promising Rajasthani talent as well as estab- lished pan-India designers.

Challenges in execution Execution of any event from a large scale point of view is never an easy task. The organization and co-ordination of resources, logistics, and infrastructural needs are only as easy as the location where the event is being held permits it to be. The finale show of Rajasthan Fashion Week by designer Neeta Lulla As Jaipur is not yet a mainline Rajasthan Fashion Week (RFW), a scintil- city in the genre of Delhi or Mumbai, greater effort had to be made for the infrastruc- lating fashion event that took place from ture required for the Rajasthan Fashion Week, which is a national level fashion event. May 9 to 12 at the Fairmont Jaipur hotel, In many instances the organizers were required to train and supervise local vendors is a property that aims at helping the apart from sourcing from outside the state. This put greater pressure on logistics fashion industry in the largest state of the and costs. Such big events also require a lot of approvals in terms of permissions and Republic of India – Rajasthan. Currently in its second edition, RFW is an extended venture and fully owned brand of Starlite Entertainment, Mumbai.

RFW has been initiated to tap and develop fashion and design talent in Rajasthan while benchmarking the all- India standard in the first instance and the international standard in the second. Commenting on the event and his plans Sushil Sharma for it, Shishupal Singh, Founder - Chair- President, Business Development man, Rajasthan Fashion Week and Chair- and Luxury Brands, Gitanjali Group man and MD, Starlite Entertainment said: “Our intention is to make this event “Gitanjali has always extended an annual one and of such standard that its support to various fashion it makes Rajasthan a fashion destination and lifestyle events” 4 June 2013, EXPERIENTIAL MARKETING 45

Bright Outdoor provided multi-city outdoor promotions for the event while United Breweries were the liquor sponsor so necessary for the after-parties and lounges.”

Gitanjali Group decided to associate with the event as they felt that being part of an event where the best of the fashion fraternity come together to showcase their latest collection was a natural fit for them as they have always been associated with luxury, life- style and fashion events. Elaborating on the same, Sushil Sharma, President, Business Development and Luxury Brands, Gitanjali Group said: “Gitanjali has always extended its support to various fashion and lifestyle events. We look forward to continuing our association with this and other such events which help us forge a stronger bond with the city’s crème de la crème and connect our varied range of jewellery brands in order to create an aspiration and desire for the vast portfolio of brands that the group has to offer.”

The jewellery collections and brands that Gitanjali Group provided to the designers for their shows at the fashion event were Nakshatra for Lina Tipnis on day one, the Nizam Shishupal Singh Collection for Charu Parashar and Ritu Kumar on day two as well as for Himmat Singh Founder - Chairman, Rajasthan on day three, and Gitanjali Jewels for Krishna Dembla on day three again. Fashion Week and Chairman and MD, Starlite Entertainment Promoting RFW to India RFW used various means and mediums to share the excitement of the event. This “Our intention is to make this included press conferences, promotion through both classic and new social media, meet- event an annual one and of ings and mailings with social and industry leaders and talent; and lastly, keeping the such standard that it makes fashion schools fully abreast on the event as well as seeking volunteers for participation. Rajasthan a fashion destination Speaking about the results that the promotional efforts brought about, Sharma said: much as the state has become a “The promotional efforts of the organizers led to an eclectic crowd numbering in the ‘great Indian wedding’ and ‘lit- thousands. This included invited guests, celebrities, media, and buyers from Mumbai, fest’ destination.” Delhi, Jaipur and other cities. The high points included the pool-side launch show and party, the charity inspired show of Vikram Phadnis, Ritu Kumar’s packed show and licenses. The organizers of the event had Charu Parashar’s show attended by Princess Dia Kumari. The shows of Rajasthan’s own no trouble in this department however Himmat Singh (attended by Maharaj Arvind Singh Mewar) and Pallavi Jaipur had great and had support from the local authori- local support. Finally all waited with bated breath for Bollywood designer Neeta Lulla’s ties as the authorities were aware that the grand finale.” fashion event was working towards the benefit of the state of Rajasthan as well. Future plans Rajasthan Fashion Week is an event with an aim to raise a platform for the emerging Partners on board and aspiring talents who fail to bloom due to a lack of ample opportunities. Accord- Large scale events usually always have ing to the organizers, the success of the first two editions of RFW gives them sufficient a number of partners on board to help encouragement to consider holding a second season - part II event within the next six support and enhance the event in terms months. Their future plans also entail an interest in taking Rajasthan Fashion Week to of quality and experience. Shedding some an international setting – holding an event in Dubai! light on the partners that came on board for RFW and how they helped enhance the event, Shalika Sharma, Director and CEO, Rajasthan Fashion Week said: “We had a number of partners on board which supported the event in different ways. Fairmont Jaipur, our Hospital- Shalika Sharma ity Partner, opened their beautiful Director and CEO, world-class property for the event. Our Rajasthan Fashion Week presenting sponsor Gitanjali supported the event by providing jewelry to design- “The high points included the ers to coordinate their collections during pool-side launch show and the ramp shows as well as cross-media party, the charity inspired promotion. Fashion TV played a key role show of Vikram Phadnis, Ritu for the show’s coverage which will now be Kumar’s packed show and beamed to over 150 countries across the Charu Parasha’s show attended world on the FTV international network. by Princess Dia Kumari.”

4 June 2013, EXPERIENTIAL MARKETING 48 IN FOCUS

Adrenaline junkies experience kitesurfing in India at the first edition of the Red Bull Quila Surf The 3-day sporting competition, which allowed kitesurfing enthusiasts to ride the waves and battle the winds, was co-organised by Red Bull India and Quest Expeditions. By Tina Thakrar

Kitesurfing in all it’s glory

Red Bull, an internationally acclaimed support of the Maharashtra Tourism Development Corporation and Quest Expeditions energy drink brand, brought kitesurfing Pvt. Ltd., which is a specialised agency catering to adventure travel and sport enthusiasts. to India by way of the Red Bull Quila Surf competition. With its history of Scope of kitesurfing in India engaging in offbeat sports like cliff diving, When asked about the reason for bringing this unique concept of kitesurfing to India, mountain biking and ice skating, Red the spokesperson for Red Bull India said: “Red Bull has a long history of working with Bull initiated the maiden edition of this budding talent in sports and culture that challenges conventions, breaks the rules and thrilling event as its next association sets new limits. As a brand, Red Bull is synonymous with culture and extreme sports with extreme sports in India. Kitesurfing that range from kite surfing, mountain-biking and snowboarding to paragliding, freestyle or kiteboarding as it’s also known, is a soccer and many more. Red Bull’s target group is not determined by a demographic, but water sport which combines the thrills of by a ‘state of mind’. From its inception, the brand has built a strong brand connection paragliding and surfing into one power with its target audience of young men and women, through this association with sports packed adventure sport. The competitive and culture. India has a wide coastline and the perfect wind and point breaks for kite Quila Surf event was spread over three surfing. Kite surfing is one of the youngest sports worldwide and we would like to days, from May 23 to 25, with each day encourage this exciting sport in India as well.” involving competitive rounds followed by eliminations. The first two days saw Surf’s up! kitesurfers take the seas at Mandwa Beach The event was attended by over 50 kitesurfing professionals and enthusiasts from across and the final round was held on May 25 India. Kitesurfing novices had to undergo an obligatory safety and training session at at Murud Janjira. The event was organised the Quest Expeditions kitesurfing training school at Mandwa beach, before they were and executed by Red Bull India, with the permitted to participate. The entire competition was judged by the 2011 women’s world 4 June 2013, EXPERIENTIAL MARKETING 49

Ines Correia 2011 women’s world kitesurf Participants celebrating with Ines Correia and Jehan Driver champion put in charge of managing the equipment and the other technical aspects of the sport. “I think the contestants can learn Commenting on the sport and the association between Quest Expeditions and Red Bull better techniques and enhance India, Jehan Driver, Director, Quest Expeditions Pvt. Ltd., said: “Kitesurfing got special their kite surfing skill on the attention when it was pulled into the Olympics. Now, although it has been pulled out basis of their participation in again, the seed has been set for the next round. India with its massive coastline and windy Red Bull Quila Surf. I can identify spots is a perfect venue for this sport. We have been in contact with Red Bull for around with Red Bull and its fantastic 2 years plotting events in the adventure sports space. This is the first time we engaged in a and unique events.” kitesurfing event, so our main focus areas were safety and training. We intend to generate independence in this sport for athletes.” kitesurf champion, Inês Correia. All of 20 and with several other accolades to her What lies ahead? name, Inês judged the participants on the Commenting on the future of this sport in India and how it will help Red Bull, the Red basis of their maneuverability, attitude, Bull spokesperson said: “In keeping with the promise ‘Red Bull gives you wings’, Red Bull style and correct use of the kite. encourages and supports real athletes and alternative-culture enthusiasts by enabling them to challenge themselves and do what was once deemed impossible. In India, Red Bull´s Speaking about the competition, Correia event marketing covers both, sports and culture, through a variety of events like Red Bull said: “I think the contestants can learn Soap Box, Red Bull Campus Cricket, Red Bull X-Fighters Jams and many more.” better techniques and enhance their kite surfing skill on the basis of their participation in Red Bull Quila Surf. . My association with Red Bull Surf Quila in India is very big because I can identify with Red Bull and its fantastic and unique events.” Jehan Driver Eliminations were conducted on both Director, May 23 and 24 and 20 finalists were Quest Expeditions Pvt. Ltd. shortlisted to participate in the concluding round on May 25. Post the final selection, “India, with its massive coastline a minimum of two kitesurfers travelled and windy spots, is a perfect to Tuticorn in Tamil Nadu to receive an venue for this sport. We intend intensive two-day training session from to generate independence in this Inês. She provided finalists with tips sport for athletes.” on kite surfing techniques, details on cross shore and on-shore winds, safety regulations, fitness regimen and much According to Driver, besides kitesurfing, sports like surfing, stand up paddle boarding, more. snowboarding and skiing are some unsung sports that need coverage in India. With adventure lovers looking to experiment with newer and more innovative sports, such The team at Quest Expeditions was events can provide them with an open avenue to showcase their talents.

4 June 2013, EXPERIENTIAL MARKETING 52 Glimpses

DHFL ‘Bowled Over’ with Mumbai Indians The exclusive ‘meet and greet’ event was held at The Trident in Mumbai on May 14. It was held for the winners of various DHFL contests and fans of Mumbai Indians, whose players like Rohit Sharma, Dwayne Smith, Munaf Patel, Mitchell Johnson along with coach Robin Singh and Chief Mentor Anil Kumble were present at the event. The event was executed by Convergence Events.

L’Oreal Paris collections launch The latest limited edition L’Or Sunset Collection, which has been specially crafted for the Cannes Film Festival, was launched on May 6 at Taj Lands End, Mumbai. Cream Events was appointed to execute the launch which was attended by brand ambassador Sonam Kapoor. 4 June 2013, EXPERIENTIAL MARKETING 53 Men’s Health and Women’s Health magazine unveiling Arjun Kapoor unveiled the cover of the Men’s Health magazine at a press conference at Mumbai’s Hotel Orchid on May 9. Similarly, Mandira Bedi unveiled the cover of the Women’s Health magazine the next day at the same venue. Both the magazines are properties of India Today Group.

Fortis Memorial Research Institute launch Fortis launched its flagship property, a concept hospital, on May 1 at Gurgaon. The launch revolved around the concept of ‘Touch Tomorrow’ and was managed by Encompass. The agency created the concept and enlivened it with a huge 3D mapping projection. Another launch of a new initiative called The Little Hearts, a joint venture between Fortis Foundation and Being Human, also took place on the same day. 4 June 2013, EXPERIENTIAL MARKETING 54

Indus Pride StrangeBrew Experience Indus Pride recently introduced its new concept, the StangeBrew Experience, which involves the amalgamation of contemporary indie music alongside experimental Indian cuisine, paired with four variants of Indus Pride beer. The proeprty is visiting multiple cities including Mumbai, Bangalore, Delhi, Kolkata, Pune and Gurgaon in the month of May and June. Only Much Louder has been appointed to execute the events and promote them as well. 4 June 2013, EXPERIENTIAL MARKETING 55

Extreme Invasion Extreme Invasion, an extreme sports event property initiated and owned by Brand Promotions brought adventures sports like skateboarding, BMX (bicycle motocross) and inline skating to India. The event in association with Asian Extreme Sports Federation (AXF) took place in Mumbai on May 25 at the JVPD ground and Bangalore on June 1 at Malleshwaram ground. 4 June 2013, EXPERIENTIAL MARKETING 56

Jabong YJHD collection launch Jabong recently launched an exclusive Yeh Jawaani Hai Deewani (YJHD) collection on May 15 at the Four Seasons Hotel in Mumbai. The collection inspired by the look and styling of the leading cast of the movie was launched by Deepika Padukone in an event managed and executed by Vibgyor Brand Services. Manu Kumar Jain, the Co-Founder of Jabong, was also present at the launch.

Annual Nokia and KKR Meet & Greet Nokia India held an entertaining evening allowing its star performers to mingle with the team members of the Kolkata Knight Riders as well as with the team owner, Shah Rukh Khan. We MediaWorks executed the event which was held on May 3 at ITC Sonar

Bangla in Kolkata. 4 June 2013, EXPERIENTIAL MARKETING 57

The Poona Club May Queen Pageant 2013 The property initiated by The Poona Club Ltd. took place on May 11 at the Poona Club in Pune. Attended by about 1500 people, the entire event was managed and executed by Event Dynamics.

National Film Awards 2013 Organized by the Ministry of Information and Broadcasting, the 60th edition of the event took place on May 3 at the Vigyan Bhavan in New Delhi. It was managed and executed by TEC India Entertainment Pvt. Ltd. 4 June 2013, EXPERIENTIAL MARKETING 58 Talent Central

KONNECT 9_Experience P3P Ventures Pvt. Ltd. ZING Events & Promotions Pvt. Ltd. Positions: Positions: Positions: Manager BD/CS: Business Development Manager Visualizer Project Manager 3D Animation / Graphic Designer Client Servicing Executives Conceptualizer Production / Operation Manager- Events Production Manager Creative Designer 2D/3D Account Manager Manager- Resources Account Director Manager - Operations

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