Highlighting the Role and Importance of the Participants to a Stakeholder Engagement Programme

www.eventfaqs.com 4 jan 2012 MAIN ISSUE 64 PAGES INCLUDING COVERS | VOLUME 2 | ISSUE 9 ` 100/-

Highlighting the role and importance presents of the participants to a stakeholder engagement programme Market Pulse: Also Featured: Microsoft’s take on BTL marketing A report on the MICE industry in India p 28 By Kamal Sehmbi, Marketing Services Manager, Microsoft p 44 If you got it, Flash it! p 38 Saregama India expands with events division Spreading joy to the world p 52 An interview with Varkey Patani, Head of Events and Artist Booking p 46 RoshanDaan: Dude, where’s my audience? 49 RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th8th ofof thethe monthmonth 4 January 2012, EXPERIENTIAL MARKETING 03

It’s all happening here EDITORIAL TEAM: KARISHMA HUNDALANI [email protected] +91 98212 80003 As usual, the end-of-year reflection syndrome struck KARAN IYER EVENTFAQS, when we looked back not only into the year [email protected] +91 80977 68788 gone by, but into the years gone by of experiential marketing. RACHEL GEORGE [email protected] +91 98197 77983 No doubt we’re convinced the LIVE medium has been the SHACHI TAPIAWALA oldest instituted mode of communication, but its formalisation [email protected] +91 98336 21173 into a tool for marketing, with ever-enhancing importance, is ASHLIN MATHEW what keeps us fascinated. [email protected] +91 99480 50044 CONTRIBUTORS Roshan Abbas, MD, Encompass At EVENTFAQS, we end the year with our annual DESIGN TEAM: conference for the Meetings, Incentives, Conferences and VINAYAK ALLE PRASAD KARAMBAT Events industry - MaxiMICE. This platform for discussion MARKETING SERVICES: on stakeholder engagement programmes, often leaves us VISHAL NAGDEV evaluating our own stakeholders. Any success that we may [email protected] +91 98212 24987 ARNOB BANERJEE reflect over, at the close of the year, is ultimately attributed [email protected] +91 98195 40004 to them. TANVI ASHER [email protected] +91 92245 72293 Businesses are made and thrive because of well-maintained SHABNAM CHARANIYA [email protected] +91 80077 96990 networks. This may well be true for countries and economies CAROL SANIL as well. There can’t be the slightest under-estimation then, to [email protected] +91 98203 63042 the value of keeping relevant networks engaged. CIRCULATION: RAMESH PATIL [email protected] This may be an overwhelming perspective of what we term ACCOUNTS & ADMIN: to be the experiential marketing industry, but then again, this PURVESH BHATT [email protected] time of year allows each one of us to turn visionaries.

For a kick-start to a year, which we wish, is filled with happiness and much prosperity, we offer you a view through our ExM lens. We promise a kaleidoscope of opportunity, innovation ExM is a monthly magazine by EVENTFAQS, and most importantly, accurate results. Happy New Year! publishers of India’s only platform for events and experiential marketing - www.eventfaqs.com.

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Printed by: Vishal Vashulal Nagdev 202, Brooke Ville, Near Magnet Super Market, Mogul Lane, Matunga (West), Mumbai – 400 016, Maharashtra, India. Published by: Vishal Vashulal Nagdev on behalf of (or owned by) EMDI Web Solutions Pvt. Ltd. And printed at VSSU Graphics, Unit # 36, Ideal Industrial Estate, Senapati Bapat Marg, Lower Parel (West), Mumbai – 400 013 Maharashtra, India and published at EMDI Web Solutions Pvt. Ltd. 4th Floor, IES College Campus, Opp. Lilavati Hospital, Bandra Reclamation., Bandra – West Mumbai – 400 050, Maharashtra, India. Editor: Karishma Jamnu Hundalani.

This issue contains 64 pages including covers CONTENTS 4 January 2011, EXPERIENTIAL MARKETING 04

Highlighting the role SUCCESS and importance of the 22 participants to a stakeholder THROUGH engagement programme ENGAGEMENT

Also Featured In Focus

Presented By Pitbull is latest A report on the MICE industry in India 28 international artiste to 36 hit the Indian floor

An initiative of If you got it, Flash it! 38

www.eventfaqs.com RoshanDaan

Hospitality Partner Dude, where’s my 49 Spreading joy to the world 52 audience?

Opinion: What is the one development in your industry that you would like to see in 2012? 32

Knowledge Partner Event Management Strategice Partner Webcast Partner

FRAMES DIGITAL

Suhas Kadlaskar M G Parameswaran Vishak Gopinath Harish Moolchandani Rajiv Dingra Mercedes-Benz India DraftFCB+Ulka Cisco India & SAARC Beam Global WATConsult

Market Pulse

Microsoft’s take on BTL 44 Saregama India expands with 46 marketing events division By Kamal Sehmbi, Marketing Services An interview with Varkey Patani, Manager, Microsoft Head of Events and Artist Booking

GLIMPSES 58

56 57 59 60 6961 RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th8th ofof thethe monthmonth Promo Power 4 January 2012, EXPERIENTIAL MARKETING 06

Tanishq launches Mia, jewellery LG targets youth with 3D game festival specially made for working women Targeting avid gamers, LG Tanishq has launched conducted an on-ground mall its first sub-brand Mia, activity to demonstrate the prowess a line of jewellery of its Cinema 3D TV range. The specially for working Cinema 3D Game Festival 2011 women. To create awareness for the same, Carat Fresh took place from Dec. 9 to 11. The Integrated was roped in to execute an activity to engage gaming event was inaugurated at youngsters and provide a firsthand experience of the R-City Mall, Mumbai, and was hosted in five cities. Around collection. The promotions took place from Nov. 18 to Dec. 5,000 enthusiasts visited the gaming festival in each city. 18 in malls and corporate parks having high footfalls in the Delhi and NCR region, and engaged around 3,000 women. Soon Kwon, MD, LG India said: “As part of its marketing campaign, LG is differentiating its 3D line- Sampath Shenoy, Senior Business Director, Carat Fresh up through 3D games. We have a strong product Integrated, said: “We were responsible for the on-ground line-up and an aggressive marketing strategy with an execution, monitoring and branding at the venues. In the investment of Rs. 100 crores for the flagship product past, we have worked with Tanishq and we were selected communication Cinema 3D TV. We are aiming for a on the basis of our ideas and strategic approach.” 50 per cent share in the 3D TV market by March 31.”

Mumbai sees the crowning of ‘The Gillette asks mall goers to ‘Shave for Master of Games’ the Soldiers’ Sony Ericsson initiated an Gillette organised a ‘Shave open-to-all mobile gaming for the Soldier’ activation tournament, ‘Be The Master from October to December, Of Games’, on June 24. The which was managed by Encompass. The movement, finale of the tournament, a spread across 23 malls in Mumbai, Delhi, Bangalore, joint initiative between Sony Hyderabad, and Chennai, was started with the thought of Ericsson India and Qualcomm India, took place on Dec. 10 ‘shaving for the soldiers’ in the army, and to get consumers at Oberoi Mall, Mumbai. to realise the spirit of the soldier in them. The mall set, designed to represent an army tent, was created, which The contest reached out to more than 100 organisations. also had a setup of four shaving zones for consumers to Alongside the corporate arm, it targeted the pro gamers get the Gillette Fusion experience. across 44 Zapak Gameplexes. Indian gamers came together to compete for the title of ‘Best Mobile Gamer’ and “We have been executing projects for the brand for around had the opportunity to live the revolutionary technology on five years now. We understand the brand, and this helps us Sony Ericsson’s Xperia PLAY Smartphone. achieve better results each time we go out there for Gillette,” said Shyam Gursahani, Assistant Manager, Encompass. Spell Bee – India Spells 2012 goes digital to drive participation Excel Entertainment and thinktank Games partner to promote Don 2 Spell Bee - India Spells 2012, a 360 Degrees Experience initiative, has Bottomline Media brought entered its fourth edition. This edition on board thinktank Games has been scaled up to a digital level; and Excel Entertainment For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com the entry level exam will be held online to conceptualise an so that more schools can participate. activation to promote Don The property aims to engage 3-5 lakh 2 at Inorbit Mall, Mumbai on Dec.17. thinktank Games students. launched a range of eight games and puzzles for the movie, and actor Shah Rukh Khan and film director Farhan Sanjay Tripathy, EVP and Head Marketing and Direct Akhtar interacted with the audiences. The activity engaged Channels, HDFC Life, said: “HDFC Life Spell Bee has more than 30,000 people at the mall. grown into an institution which engages students through the English language in a healthy, competitive environment. Vishal Mehrotra, CEO, thinktank Games, said: “We often This is evident as about 70 per cent of the participating work with Bottomline, who takes movies and marketing to schools have adopted Spell Bee initiatives to improve a whole different level. Their hunt for the perfect gaming spelling skills and identify future Spell Bee stars.” partner brought them to thinktank Games.” MICE 4 January 2012, EXPERIENTIAL MARKETING 07

Melbourne to host the International Kerala Gem and Jewellery Show AIDS Conference in 2014 witnesses 10,000 trade visitors

Louise Asher, Victorian Minister The Kerala Gem for Tourism and Major Events, and Jewellery Show has announced that Melbourne 2011 was held from will host the prestigious Dec. 3 to 5 at the International AIDS Conference LuLu Convention in 2014, the largest medical Centre in Thrissur, conference ever to be held in Australia. Kerala. The event was organized by The Art of Jewellery, a jewellery magazine, in partnership with the Department of According to Asher, the International AIDS Conference Industries and Commerce, Government of Kerala. This is was a major victory for Melbourne. She said: “This six-day the fourth edition of the B2B trade show and was managed event, which will be held at the Melbourne Convention and by Executive Events. Exhibition Centre in July 2014, will generate $80 million for the Victorian economy and is expected to attract more Sreelakshmi N, Assistant Manager-BD, Executive Events than 14,000 of the world’s leading scientists, health care said: “This was an open pitch through which we associated providers and political, community and business leaders.” with them. We engaged around 10,000 trade visitors.”

AmEx hosts Oscar style evening for The HR fraternity debates the future its staff of human resource management CRI Events managed an Oscar Following the success of awards-themed party for American the last two editions of the Express to celebrate their staff on HR Leadership Conclave, Dec. 16 at their campus in Gurgaon. Network18 returned with The theme was ‘spotlight on the the third edition of the event stars’ where the workforce was made on Dec. 9 at The Lalit, to feel like a Hollywood celebrity. Mumbai. The conclave, organised by E18, was attended by over 250 senior professionals from the HR fraternity. CRI had to engage at least 600 persons at the campus. “It was a dance competition and the theme fit quite well The conclave created a platform to discuss the with the whole event and the ambiance and decor was concerns and issues faced by HR management such as amazingly conceptualised. American Express is quite talent management, compensation and psychological active with their employee engagement programs and this contracting. The sessions focused on the impact that social was one of the major events for which the employees really networking has on employee’s mindset, what the typical put in their hard work,” said Sumit Khanna, CRI Events. people and organisation related issues in M&A are, HR’s role in ensuring a seamless post-merger integration, and ET Financial Inclusion Summit 2011 the key imperatives for effective HR due diligence. fights for the future of the poor India’s growth has been Microsoft India organises team nothing short of impressive. building exercise for management However, while the middle Microsoft India class is rapidly increasing in initiated an outbound size and purchasing power, programme for its For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com other sections of the society top management are cause for concern. A from Dec. 10 to 12 at Samode Bagh, Jaipur. The event, large number of people are which involved hot air ballooning, was managed by The enjoying the benefits of policy changes and new regulations Wanderers and executed by SkyWaltz. The theme was while remaining unaware of the potential adverse affects. ‘Together everyone achieves more’, and engaged around 60 people. With that in mind, the third ET Financial Inclusion Summit, which took place on Dec. 7 at The Oberoi in New Delhi, took Sushant Dwivedy, Director-Business Services, Microsoft stock of the current scenario, the pros and cons of what has Corp. India, said: “Learning at a workshop tends to fade been achieved so far, and what is intended to be achieved over time therefore, creating an experience which becomes in the future. This summit looked towards sustainable a reminder was the reason we picked hot air ballooning as solutions for the poor in the realm of financial services. an experience for the team.” RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th8th ofof thethe monthmonth LIVE 4 January 2012, EXPERIENTIAL MARKETING 09

Vh1 invites party goers on its maiden Zee TV goes to Macau for Zee Cine pub crawl Awards 2012 While pub crawls is not True to larger than life Bollywood spirit, a new concept in India, Zee TV has decided to host its Zee Cine December was the first time Awards 2012 at The Venetian Macao that one was organised by on Jan. Cineyug will be conceptualising Vh1 India. For its debut and managing the event. Actors Shah effort, ‘Mossimo Nights Rukh Khan and Priyanka Chopra are presents Vh1 Pub Crawl’ was organized in Bangalore, expected to anchor the show. Mumbai and Pune on Dec. 10, 16 and 17, respectively. Post the pilot evenings, the property will continue through Akash Chawla, Head - Marketing, National Channels, Zee December, January and February - the party season. TV, said: “Macau makes an exciting destination to host Zee Cine Awards 2012, what with the city being a hot spot on Mossimo and Vh1 invited all their fans and party goers to every tourist’s map. Add to that Hong Kong’s ever growing log on to a microsite, tell them why they want to be on the Indian population base and we have a country that thrives pub crawl, and be among the lucky winners selected for on Indian cinema. Moreover, The Venetian Macao is a their first ever pub crawl. These participants crawled across world class property with the finest amenities conducive to three of the coolest pubs in town in one night. hosting an awards show of the stature of Zee Cine Award.”

MAX Stardust Awards 2012 to salute Bollywood to celebrate in January new talent in the film industry with the 57th Idea Filmfare Awards Magna Publications will The 57th Idea Filmfare organise the ‘MAX Stardust Awards will be announced Awards on Feb. 5 at Bandra in Mumbai in the second Kurla Complex, Mumbai. week of January. The These awards, which aim function, scheduled for to honour, promote and Jan. 29 at Film City, Mumbai, will be executed by Cineyug. encourage new talent in the entertainment world, will be managed by Cineyug. Tarun Rai, CEO, Worldwide Media, said: “The Filmfare Awards 2011 will give out the 2,500th Black Lady and is Shivendra Parihar, Head Marketing, Magna Publications a testament to Filmfare’s long association with Indian said: “In our 10th year, we wanted a special and cinema and its commitment to celebrate the talent of our experienced agency leading in Bollywood events, and film industry. The Black Lady will celebrate the technicians, hence we appointed Cineyug. We plan to engage around artists and performers who have contributed to Indian 5,000 people through this event. MAX, the title television cinema, and also influenced Indian art, culture and music.” partner, and is also in charge of bringing on board on-air sponsors who will benefit through on-ground presence.” Channel [v] appoints campus managers to engage students for International film festivals to attain Indiafest new heights in 2012 Channel [v]’s Nokia Leh will play host to what Indiafest will return for its will be the highest altitude second edition to Goa on film festival in the world. Jan. 27 and 28. As part Organized by Monassé, of the upcoming edition, For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com the Ladakh International Channel [v] has initiated a unique college engagement Film Festival (LIFF) will take place 13,500 ft. above sea program. The channel has appointed 257 campus level from June 15 to 17. managers in 220 colleges across nine cities to be campus brand ambassadors for Channel [v]’s Nokia Indiafest. Festival Director, Melwyn Williams Chirayath, said: “It will be our mission to give this region its due and at the same Prem Kamath, GM, Channel [v], said: “In their capacity time, make it a green initiative by conserving the ecosphere as students, these managers have the opportunity to here and introducing carbon offsets. The presence of indigenously introduce this event within multiple cultural Cannes and Copenhagen Film Festival directors and societies, whether performing arts or literary and otherwise, eminent jury and patrons members is proof that this festival that is related to various events at the festival. They are holds immense potential to be one of the best and probably also responsible for executing road shows and engaging the most exotic film festivals in the world.” crowds around their colleges with the concept of Indiafest.” RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th8th ofof thethe monthmonth

51 Sports Rush 4 January 2012, EXPERIENTIAL MARKETING 11

81st Times Cricket Shield Awards Thomas Cook India associates with culminate in Dec this year’s Baroda Cup The Times Cricket Shield The Baroda Cup is India’s most Awards completed its 81st prestigious Polo event. The 12-goal edition of recognising the best handicap tournament is one of the cricketers from the corporate premiere polo tournaments in the world. 150 corporate teams winter calendar of the Army Polo participated in the tournament and Riding Club. Thomas Cook this year, which took place at Wankhede stadium, Mumbai (India) Ltd. associated with the on December 16. The tournament were managed by Maharaja Fatesinhrao Gaekwad Seventy Seven Entertainment. Sports Foundation to sponsor the event, played at the Jaipur Polo Grounds from Dec. 2 to 4. R. Venkata Kesavan, Hon. Secretary of The Times Cricket Shield, said: “With the top class professional support Madhavan Menon, MD, Thomas Cook India, said: from Seventy Seven team, we could manage the event “We were honoured to be associated with the successfully, as a flawless show. Essential details like prestigious Baroda Cup Polo Tournament. This event décor, flow of events and other creative as well as logistical gave us a unique platform to engage with our HNI facets were worked out in detail and covered to perfection.” segment, our luxury holiday travellers and corporates.”

IMG Reliance initiates 17th edition of R1 to take the ‘Sport of Kings’ to the The Aircel Chennai Open common man The Aircel Chennai Open, Horse racing, the ‘Sport of India’s and South Asia’s Kings’ is poised to depart premier ATP World Tour from its traditional look tennis event, is a property and approach, and adopt operated and organised a dashing, racy, young and by IMG Reliance. This tournament is being held from Jan. appealing new avatar, R1. 2 to 8 at the SDAT Tennis Stadium, Chennai. This is the A property jointly owned 16th edition of the tournament in Chennai and 17th edition by the Bennett Coleman in India. Group and Procam International, R1 has been created to connect with a greater cross section of society and drive Ashu Jindal, COO, IMG Reliance, said: “There are newer audiences to the sport. participants from 16 countries. The Aircel Chennai Open will engage more than 35,000 spectators and officials at Apart from bringing about a change in the manner in SDAT Tennis Stadium and will interact with an additional 15 which horse racing has been presented so far, R1 will look lakh visitors across the tournament.” to change the general perception of the sport, thereby attracting millions of fans who are yet to witness its magic. Wizcraft International acquires Delhi franchise of World Series Hockey Madhya Pradesh dominates National Kayaking and Canoeing competition Wizcraft International has acquired the Delhi franchise of World Series The 22nd National Hockey, a joint initiative between Kayaking and Canoeing the Indian Hockey Federation and competition took place For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com Nimbus Sport. This tournament, from Dec. 6 to 11 at taking place from Dec. 17 to Jan. 22, Ulsoor Lake in Bangalore. is a multi-city franchise-based league. Around 900 paddlers The tournament will be played with representing over 25 teams from across the country and 30 eight teams across India, with 61 international participants pit their skills against each other. matches featuring 200 players from India and abroad. The final day turned out to be Madhya Pradesh’s day to Sabbas Joseph, Director, Wizcraft International, said: “We shine, having been declared the overall winners in the men see tremendous opportunity in sports in terms of business and women’s category with 110 points, while the runners and in building a loyal fan base. This is an important step up were S.S.C.B with 89 points. Madhya Pradesh also won that will expand the canvas for Wizcraft and help build a the award for the senior women’s category, with Kerala as strong following for our national game.” the runner up. RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th8th ofof thethe monthmonth

CM_ad_pr2 28 December 2011 14:57:20 Media Active 4 January 2012, EXPERIENTIAL MARKETING 13

Times of India brings out the literary ICICI Lombard partners CNBC -TV18 side of Mumbai for India Healthcare Awards 2011 The first edition of the Times ICICI Lombard General of India literature carnival, Insurance and CNBC-TV18 Mumbai Fully Booked, took joined hands to pay tribute place at Mehboob Studios to the best in healthcare in Mumbai from Dec. 2 to 4. at the India Healthcare The event featured world- Awards 2011 on Dec. 23 at renowned authors, poets, playwrights and scriptwriters. the Taj Palace, New Delhi. More than 7,000 people came to pay homage to their favourite authors. Conceptualised by Times Red Cell, the Senthil Chengalvarayan, President & Editorial event was executed by Convergence Events. Director,TV18 Business Media, said: “In its second year itself, ‘India Healthcare Awards’ is well on its way to Ashish Bhushan, Assistant VP, TOI, said: “We set out to establishing what it set out to do in the first edition. With design a literary event which would truly reflect the diverse participation from around 4,000 hospitals, ‘India Healthcare interests of Mumbai. Going by the response, this festival is Awards’ has undoubtedly become the most comprehensive bound to grow from strength to strength.” and authoritative awards of the industry.”

94.3 MY FM launches multi-city Delhi parties for the DB Group’s Divya campaign to save child’s life Marathi launch 94.3 MY FM launched a CSR The Dainik Bhaskar initiative across nine stations, ‘Ek Group has come out Rupya Abhiyaan’. The aim was to with a new Marathi persuade listeners to donate one newspaper. Divya rupee for the surgery of an ailing Marathi, which was child in need of immediate medical launched at a power attention. The money collected dinner, managed by Rashi Entertainment, at Taj Palace in from the campaign, which took New Delhi on Dec. 12. The event was organised in New place over 26 days, ending on Dec. Delhi as part of the branding exercise by the Group. 25, will be given to the hospital for the child’s treatment. “The launch was celebrated in Maharashtra, Bhopal and Harrish M. Bhatia, CEO, 94.3 MY FM, said: “It is heart- Delhi because we want to celebrate the success all over. It wrenching to see a child suffering from an illness without is easier to organise a party at a location convenient for our proper medical help due to lack of funds. We feel lucky to guests and business associates,” said Sanjeev Kotnala, have created a campaign wherein we can make a difference Vice-President - Brand Communication, Dainik Bhaskar. in someone’s life.” Condé Nast Traveller India initiates Time Out Mumbai debuts its food Readers’ Travel Awards

awards Condé Nast Traveller Time Out Mumbai appointed 70 India’s readers voted for EMG to organise their first ever their favourite destinations, food awards, which took place hotels, airlines, spas and at Taj Lands End in Mumbai airports, post which the For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com on Dec. 5. The ICICI Time Out winners were awarded at Food Awards 2011, announced the Condé Nast Traveller India Readers’ Travel Awards at by Paprika Media, aimed at The Leela Palace, New Delhi on Dec. 1. This event was bringing together around 1,000 restaurants, hotel owners executed by Fountainhead Promotions and Events. and chefs from across the country to create the most credible awards in the food and beverages industry. Divia Thani Daswani, Editor, Condé Nast Traveller India, said: “The time was perfect for the launch of the awards “The success of the awards in the first year has been as the focus of the world’s travel industry shifts to Asia staggering. We intend to make it bigger and better every for future growth. With the Indian outbound travel market year. Working with 70 EMG has been a fantastic experience expected to reach 40 billion dollars in the next five years, and we intend to work with them for the long haul,” said the choices of India’s opinion makers and affluent travelers Nydia Das, Country Head - Marketing, Time Out India. are more important than ever.” RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month Based in Delhi from 1st January 2012!

India's Premier International Entertainment Firm! RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month Based in Delhi from 1st January 2012!

India's Premier International Entertainment Firm! Industry Watch Developments 4 January 2012, EXPERIENTIAL MARKETING 18

AMRA brings rural marketing to Candid Marketing to end 2011 management institutes in South India Anugrah Madison R V Rajan, Chairman, with expanded client portfolio Advertising, Madison Anugrah Madison said: Candid Marketing is ending Marketing said: “Candid Communication Group’s “With the growing 2011 on a high with seven has been growing 25-30 per rural division, has importance of rural markets, new clients added to its cent over the past few years launched a rural marketing there is a growing demand portfolio. The agency won and this trend will continue education service called for skilled/trained human activation campaigns for in 2012. The most exciting Anugrah Madison Rural resources willing to work in several new brands in the development of 2011 has Academy (AMRA) to teach rural areas. Many institutes fourth quarter. Candid been the extensive work management students the offer rural marketing as Marketing is conceptualising we are doing in amplifying basics of rural marketing. an elective course, but and executing activation our experiential campaigns The faculty will be the top there is a dearth of good campaigns for Radio City, through online activation. management of Anugrah faculty who have hands- MyCityWay, Mothercare, Our expertise in this space Madison and a few others on experience to provide USL, Wipro, Marico and has been crucial in winning with several decades of practical knowledge for Wrangler. business from clients in this experience in dealing with teaching the subject. AMRA quarter. Prospects for 2012 rural marketing initiatives. hopes to bridge this gap.” Atul Nath, MD, Candid never looked brighter.” Max to bank on BTL A new agency to achieve target TransStadia brings into events and growth in market stadium in box to activation – A share Cube Events Max, Landmark Group’s A Cube Events is a start- international value fashion India with T-Box up event agency, active brand, plans to have When it comes to concerts, technology developed since early November, in 70 stores by April 2012 sports tournaments, stage by Mobile Tribunen segments such as MICE, and expand to 35 cities. shows and other events AG Switzerland. The corporate and residential Overall, the total market involving large spectators, company has licensed functions, award functions, size of the value fashion the thing of utmost the technology for India, road shows, wedding segment is growing at importance is the location Bangladesh, Pakistan and management and BTL eight per cent per annum. of the event. Most of these Sri Lanka as the solution activities. Devang Shah is The organised sector, in events are conducted in for the creation of stadium the founder of the agency. which MAX competes, is large stadiums and open infrastructure. Shah was a freelancer expected to grow at a 30- grounds with massive handling a vendor dealership 35 per cent CAGR, primarily seating capacity. What if Udit Sheth, MD and CEO, for event agencies due to an increase in mall you could conduct a concert SE TransStadia said: and supplied technical developments. To cash in or show in a much smaller “In India, we used the equipment, merchandise on this potential, MAX will space with adequate technology at Inorbit Mall and manpower to event be laying more emphasis on seating capacity and take in Mumbai for the World firms. On parallel terms of its BTL activations. the stadium home after the Series of Boxing matches. his business, Shah entered show? That is the concept This was the first time the into a space dealing with Vasanth Kumar, Executive of the stadium in a box, or World Series of Boxing events and activations. Director, Max said: “As a the T-Box technology. has taken an international concept, we go in more match into a mall. We Shah said: “Currently, we for BTL activations, web The T-Box is a portable provided a seating capacity are active only in Mumbai initiatives, mall activities, grandstand and seating of 1,040 for the matches in and in the next two years, etc. In this segment, we arena that is an alternative Mumbai. The TransStadia we plan to be active PAN want to give maximum to conventional brick team is marketing the India. People in any kind benefit to the consumer by and mortar stadia and product and promotions of business always look optimising cost and also scaffolding systems. SE are done by hosting forward to the best quality leveraging the walk-ins TransStadia is responsible such events. Our team at a reasonable rate. That which are anyway coming for the production, has strategized a plan is the thing which will to these locations. If we are marketing and large scale for promoting the T-Box differentiate me from others relevant to the local catch use of the T-Box system technology through media, when it comes to providing vendor, that is adequate. in India. T-Box is based advertisements and social services, be they a vendor for us.” on a globally patented network.” or an event firm.” 4 January 2012, EXPERIENTIAL MARKETING 18 Industry Watch Destination 4 January 2012, EXPERIENTIAL MARKETING 19

Korea claims 2012 as the Middle East MICE industry on ‘Korea Convention Year’ the rise As stated in the 5th Middle Exhibitions Manager, Over the years, Korea’s with the final year of the East Meetings Industry GIBTM said: “The Middle meetings and conventions Visit Korea Year 2010- Research report, Abu Dhabi East has witnessed 38 industry has seen 2012 campaign to boost and Dubai are among the top per cent growth in indoor tremendous growth, the number of inbound MENA MICE destinations. exhibition hall space over resulting in its being ranked tourists to Korea. Over the The report highlighted the past five years. The 8th in the number of course of the Convention the rapid expansion of region has succeeded in meetings and conventions Year, government support the industry in the UAE attracting high profile local by Union of International for events in Korea will and predicted continuous and international meetings Associations in 2011. In a increase up to twofold growth. Updates and new and events, and now needs move to boost the country for qualified meetings, developments both in the to focus on encouraging to a spot among the top conventions and incentive region and globally will repeat bookings. GIBTM five convention destinations tours. The 2012 Korea be presented at the Gulf attracts support from a wide in the world, the Korean Convention Year has also Incentive, Business Travel range of local, regional and government has declared joined forces with the Korea and Meetings Exhibition international organisations, 2012 to be the ‘Korea MICE Alliance so that each (GIBTM) 2012, which will indicating its importance as Convention Year’. city’s incentive plans are be held from March 26 to the only proven platform in maximized for participants 28 in Abu Dhabi. the Middle East to access The Convention Year has in any of the nine convention the growing meetings been scheduled to overlap destinations across Korea. Lois Hall, REED Travel industry.” Padova targets 50,000 plus India Argentina Tourism to grab their tourist arrivals in 2012 share of Indian tourists Argentina is hopping representative. Knack aggressively promote To promote the lesser known onto the bandwagon to Marketing has been Argentina in India from destinations in Italy, the attract its share of Indian conducting one-on-one next year. Along with the ENIT - Italian State Tourist tourists. Consequently, training programmes for Argentina National Institute Board organised a roadshow the Consulate General of the frontline staff of major of Tourism Promotion, the to promote Padova city, Argentina, the Argentinean travel agents and tour Embassy of Argentina will which has been witnessing Embassy and the Argentina operators in metros since be showcasing different an increase in Indian tourist National Institute of October. They intend to tourism products at the arrivals. According to Tourism Promotion intend promote Argentina as a Argentina Pavilion at Salvatore Ianniello, India to jointly participate in MICE destination. SATTE 2012 in New Delhi Representative, ENIT - major trade fairs and in February. We shall also Italian State Tourist Board, conduct familiarisation Pompeyo C Layus, organise familiarisation visitors from India has gone trips for the Indian travel Deputy Consul General, trips for select tourism from 11,000 in 2007 to trade to Argentina. Peru- Consulate General of professionals to Argentina 20,000 within the first six based Condor Travel also Argentina is reported as we think knowing the months of 2011. recently appointed Knack saying: “The Consulate destination will help them Marketing as their India General of Argentina shall sell it better.” Antonio Piccolo, President, Consorzio di Promozione Turistica di Padova said: Vizag set to create waves as tourist spot “Based on the rising trend, Emerging from Hyderabad’s to develop the city as a world and IT SEZs. Tourism we hope to attract up to shadow, the coastal city class leisure and business industry sources feel that 50,000 Indian guests next of Visakhapatnam aims tourism destination with a with the influx of capital, year. We aim to capitalise to make waves on the mix of public and private the rising business tourist on traditional promotions. global map as a tourism funding. traffic is already making We will also organise more hotspot. The AP Tourism the city an attractive MICE workshops for the Indian department has, along with Vizag is already emerging destination and hospitality travel trade, and study their infrastructure giant IL&FS, as a popular business giants are already needs to develop online drawn up a Rs. 500-crore destination, thanks to the scrambling to cash in on training programmes.” tourism development plan upcoming PCPIR, pharma this potential. Industry Watch Events 4 January 2012, EXPERIENTIAL MARKETING 20

Asian Marketing Ad Club Bombay organises the 11th edition of the EFFIE Awards Effectiveness Festival One of the Advertising Club Promotions and Events, Bombay’s most prestigious and was webcast live on celebrates a decade events, the EFFIE Awards, www.adclubbombay.com, took place on Dec. 14 at courtesy of 24 Frames Acknowledged as the been appointed to lead the the Royal Western India Digital. region’s foremost gathering 2012 AME Festival jury. Turf Club in Mumbai. The of marketing, advertising event, in its 11th edition, Around 65 marketing and media industry Terry Savage, Festival was attended by more than professionals and clients executives, the 2012 Asian Chairman of Cannes Lions, 1,200 professionals from were part of the judging Marketing Effectiveness who with Haymarket the marketing, advertising, and presenting of the (AME) Festival will take place are joint organisers of media and research awards. The associate and on April 26 and 27 at the the AMEs, said: “The fraternity, and saw 60 EFFIE category sponsors also had Pudong Shangri-La hotel in continuous growth of trophies being awarded. their hour of glory when the Shanghai, China. The AME these awards highlights The EFFIE awards was results of their sponsored Festival is a collaboration how uniting innovative managed by Fountainhead awards were declared. between Cannes Lions and creative ideas with and Haymarket. The Asian effectiveness achieves Ad:tech New MENA celebrates Marketing Effectiveness great results in a growing Awards, from which the region. James Thompson Delhi’s maiden new levels of festival has grown, will has a true understanding success paves the take place on April 27, and of the relationship between excellence at way for the next honour clients and their the consumer and brand Dubai Lynx 2012 agencies for marketing growth through effective edition strategies that deliver marketing and innovation. In its fifth edition, the Dubai solid results to transform We are delighted to have India hosted its maiden International Advertising businesses and brands. him on-board to guide edition of the ad:tech Festival, is a meeting James Thompson, Asia the jury in selecting the conference in April 2011 place for the Middle East Pacific CMO of Diageo, has winners.” in New Delhi, with more and North Africa (MENA) than 2,500 delegates region’s advertising and attending the event. In communications industry IMEX Frankfurt gives the wake of this success, to learn, network and the next year’s edition of celebrate. The festival is international MICE planners the Indian leg is scheduled slated to take place from to take place from Feb. March 4 to 6, with the Dubai more reason to attend 22 to 24 at The Leela Lynx Awards on March 7. The lead up to the tenth Ray Bloom, Chairman, Kempinski in New Delhi. The awards, which will anniversary edition of IMEX IMEX said: “Over the last 10 This event will be executed honour MENA’s best work in in Frankfurt, scheduled years, we have managed to by Networkplay Media Pvt. creative advertising, will be for May 22 to 24 at the build and develop the show Ltd. in partnership with handed out in 12 existing Messe Frankfurt Congress in fresh and exciting ways dmg events. ad:tech is an and two new categories. Centre, is continuing to that have delivered new interactive advertising and gain momentum with business, new education technology conference and Announcing the jury planned developments and important new exhibition. president line-up. Terry and changes to the IMEX industry-change initiatives. Savage, CEO, Cannes Association Day, the trade Next year will inevitably be Rammohan Sundaram, Lions, organisers of show’s hallmark ‘contact a time to look back, take Event Chairman, ad:tech Dubai Lynx, said: “Highly the buyers’ system; the stock and celebrate how India, and Founder, CEO respected leaders in their introduction of Visionary far we have come. But, & MD, Networkplay Media fields, they will guide their IMEX; and changes to the it is equally if not more said: “The event will cater juries to find the best work education programme and important to concentrate to the best in marketing, produced in the region. the IMEX App. Another on delivering on our advertising, digital, media Their decision will impact addition will be PCMA’s key business objectives, and communications the participating agencies, Global Meetings Executive listening and responding industries to empower as well as the future of of the Year Award, which to new market needs and, organizations with MENA’s advertising and will be presented for the of course, taking our usual knowledge to adapt to communications industry, first time at the IMEX Gala forthright, proactive stance the ever changing digital currently undergoing major Dinner on May 23. on the big industry issues.” marketing ecosystem.” transformations.” 4 January 2012, EXPERIENTIAL MARKETING 20 Industry Watch Venues 4 January 2012, EXPERIENTIAL MARKETING 21

Marriott International announces Fairplex’s new convention first hotel in Serbia Marriott International Inc. “Having Marriott in Belgrade centre facility to open in has announced its foray into shows that international Serbia with its first hotel, partners are looking upon the 107-room Courtyard Serbia as an interesting California in Jan. by Marriott Belgrade City and prospective market for The conference center at Dwight Richards, VP Center, which will open serious investments. With Sheraton Fairplex Hotel in Operations, Los Angeles in early 2014 under a Marriott, we are significantly Pomona, California, a $28 County Fair Association management agreement improving the hospitality million project, aimed to said: “The largest room, with PFB Properties d.o.o. infrastructure of Belgrade, open its doors to the world a huge 12,460 sq. This hotel will add to which is fast developing as on Jan. 4. The facility has ft. ballroom that can Marriott’s portfolio in South a leading regional tourist already been booked for accommodate a 1,000-seat Eastern Europe. and business destination. use in January by corporate banquet, will be the largest The Courtyard Belgrade groups, professional in eastern Los Angeles Representing the ownership City Center is sure to be associations and some County. The ballroom group, Branislav Grujic, a key gathering point for social functions, said Tim can be divided into three Co-chairman, PSP-Farman international business McGill, Director of Sales and rooms for anything from Holding Group said: clients.” Marketing, Sheraton. He seminars and corporate also said that clients have meetings to luncheons or KHAAS BAGH – a booked conference center galas. The center also has a The ‘Walled facilities through June and smaller 4,032-square-foot multi-purpose others have shown interest conference room that can City’ turns over in scheduling activities also be divided into smaller venue in Jodhpur there at different times rooms, plus several other Spread over 75,000 sq. a new leaf next year. rooms. ft., with a lawn and an The newly opened Bay- 80-year old heritage Leaf hotel is the only full- ‘haveli’ in its midst, and an service business/boutique expansive hall, Khaas Bagh hotel in Intramuros, the Oman to have new can accommodate 2,500 oldest district in Manila, guests. Khaas Bagh is a unit also called the ‘Walled City’. of the Prestige Hospitality The hotel is a product of convention centre Group in Jodhpur. It the continuing legacy of The new Oman Convention 2014, and the auditorium, provides conference halls, the Laurels in education, & Exhibition Centre (OCEC) banquet halls and meetings guest rooms, a restaurant, specifically for the will be operated by AEG rooms in late 2015. terraces, open courtyards Lyceum of the Philippines Ogden, one of the world’s and lawns to suit multiple University (LPU)-College of leading convention and Geoff Donaghy, Group occasions and event International Tourism and exhibition management Director, Convention requirements. It offers Hospitality Management. companies. Centres, AEG Ogden said: an ideal backdrop for “We have been involved in corporate events such as Ed Vitug, GM, Bay Leaf The Oman Convention the design and planning conferences, team meets, said: “Our target market & Exhibition Centre will of the centre till date, and and corporate outings. is the business travelers. feature an auditorium we will now utilise our There’s big demand for seating 3,200, while the experience, contacts and Khaas Bagh has already alternative venues for exhibition halls will have expertise in preparing the hosted events including MICE markets, weddings 22,000 sqm of column-free centre for opening and the launch of Ford Fiesta; and other social gatherings space. Halls 1 and 2 will competing for its share conferences, product and here in Intramuros. And have specialised acoustic of the business events services launch by Airtel, while there are a number treatment, advanced market. There are more Tata Indicom, Reliance of multi-purpose plazas lighting and rigging than 200 convention and Vodafone; national and gardens inside The requirements to act as a and exhibition centres and international art Walls, we are the only multipurpose space for competing on the world camps, and fashion shows, establishment that can offer plenary sessions, concerts stage, but research already amongst others. The Haveli advanced support support. and gala events with up undertaken has identified has also attracted film With our five function to 10,000 seats, theatre- international conventions shoots for movies like ‘Dil rooms and terrazas, we style. The centre will open with the potential to be Bole Hadippa’, and ad films can easily accommodate in two stages, with the held in Oman as far ahead for Khaitan Fans. 300-500 people.” exhibition halls opening in as 2024.” COVER STORY 4 January 2012, EXPERIENTIAL MARKETING 22

MEHK presents MaxiMICE 2011: Highlighting the role and importance of the participants to a stakeholder engagement programme

By Ashlin Mathew The fourth edition of MaxiMICE, an initiative of EVENTFAQS, corporate delegates from segments such as insurance, was held on Dec. 15 at Trident, Bandra Kurla, Mumbai. pharmaceutical, automobiles and consumer goods were This annual meeting of minds, with discussion on how to part of the meet. Companies such as Mahindra & Mahindra, boost experiences around corporate meetings, incentives, Kimberley Clark, Sun Pharma, Sanofi Aventis, Reliance conferences and events, was sponsored and presented by Life Insurance, SBI, HP India and J&J made their presence Meetings and Exhibitions Hong Kong (MEHK). felt at the event.

As a part of MEHK Key Note: The importance of Relationships, both presents MaxiMICE corporate and personal 2011, corporate With humour as his byword, MaxiMICE 2011 keynote leaders were speaker Ajay Kakar, CMO - Financial Services, Aditya invited to discuss Birla Group said just like the days of yore where people the evolving needs had to sing for supper, he was doing just the same, albeit of participants of with a presentation. Saying thus, he began his entertaining a Corporate MICE presentation with ubiquitous Bollywood movie shots as programme, and a part of his talk. He likened corporate dealings to love essential aspects relationships - with wooing, courting and disappointment - for successful all intact. stakeholder engagement. He said MICE programmes are engagements that everyone aspires to be a part of. It is time to go back to basics, Award winning especially since success can be achieved only through actor and anchor of engagement, he added. “It is the ultimate power of ‘we’. ‘Taare Zameen Par’ Alone we are not great. All of us together are important. fame, Tisca Chopra It is not so much about ‘me’ and ‘I’ as much as it is about Tisca Chopra hosted the event ‘we’. Our dealings involve a lot of relations with internal and that saw over 100 external audiences,” said Kakar. COVER STORY 4 January 2012, EXPERIENTIAL MARKETING 23

For such success, each automobile company has to partner with dealers especially because dealers and retail owners are the point of contact, Phansalkar added. “Opportunities and hidden chances come through commitment. It becomes more of a bilateral relationship then. To enhance relationships, VW would deploy architects to design showrooms. They showcase our vision of the brand and how we would treat our customer. It should showcase VW’s concept.”

The automobile business has become people centric and trust has to be earned. “Once we collaborate and involve dealers then success is sure. We should come across as innovative, recognizable and valuable for clients to come back to us,” said Phansalkar.

“We plan to nurture, especially dealers so that they ensconce values important to Volkswagen. As each one grows, we should take care of those around us as well. We have helped supplier to grow to become dealers. Corporate social responsibility is our duty now.

MICE plays an important role in the automobile industry too. “When it comes to organising events, especially for employees, an engagement programme plays an all important role. The service advisors in the MICE industry are between the customers and us (the company). Many incentive programmes are being planned and that is an opportunity for MICE planners. Employee Ajay Kakar, Aditya Birla Group retention and client satisfaction programmes that we manage can be achieved through MICE programmes,” “Dependencies and interdependencies exist in the MICE said Phansalkar while closing his session for the day. world too. Organisers chase corporates who are in turn chasing vendors and partners. It is a never-ending cycle. Clients are wooed. Just as we pursue the love of our life, corporates are chased, flattered and made happy. We focus usually only on wooing and not on retention. Acquisitions, retentions, relationships are a cycle, in which retentions are more important than acquisitions.”

Kakar emphasized on growing and winning together just like a relay. Quoting the Bible he said, “Do unto others as you would want from them.”

“Money is important, rather extremely important, but value is immeasurable. There is always a conflict between promise and delivery. Always under promise and over deliver,” said Kakar at the end of his talk.

Industry Presentation: The ‘Power of Partnership’ in Automobile Retail (an insight into stakeholder management in the Automobile industry) Just as relationships are important for our sustenance, Prasad Phansalkar, Head - Network Development, Volkswagen Passenger Cars, underscored the power of Prasad Phansalkar, Volkswagen Passenger Cars partnerships. As automobiles are the second or the third biggest asset in everyone’s life, customers have begun to demand more. “They are unforgiving and brand conscious. Panel Discussion: ‘Know your Audience’ - The Each client is not just buying a car but a brand. Customer evolving needs of participants of a Corporate satisfaction is key to success,” he said. MICE programme. COVER STORY 4 January 2012, EXPERIENTIAL MARKETING 24

Karishma Hundalani, EVENTFAQS; V P Sajeevan, Canon India; H Venkatachalam, ICICI Prudential Life

Soon after, V.P. Sajeevan, Director - Consumer Systems There are three aspects in MICE programmes. First being Products,Canon India and H. Venkatachalam, Head – the direction meet, where people are involved, as they Bancassurance, International Business & Sales R & R, need to know where they are headed. Then inspiration is ICICI Prudential Life Insurance, engaged the audience important. This is especially important for employees as in a discussion about customer preferences and how it could take them to different altitudes. Lastly, but surely, participants shape Meeting, Incentives, Conferences and motivation comes to play, as everyone from employees to Events. Trying to tickle everyone’s funny bone, Sajeevan partners needs to be inspired. likened MICE programmes to mice. He said the ears and eyes of mice are to listen and see its audience and the long “For partners we organise leadership summits. Rs. 8 crore tail is to maintain a balanced and sustainable relationship. is set aside for these meets and around 380 partners participate. At these summits we also have leadership “MICE is close to my heart and it is extremely important. It rewards called ‘Wings of Glory’. Such recognition drives helped us capture the market in the laser printer segment. partners and retailers to rise above their goals. Canon Of the 22 meeting rooms in our office campus, 14 are for organises meets to impart knowledge and at least 15-20 discussion on MICE and BTL Marketing,” said Sajeevan. events are scheduled in every state. Channel dialogues Agreeing with Sajeevan, Venkatachalam said that in the are initiated with partners to align them with the company’s insurance segment, it is important to have rewards and goals,” stressed Sajeevan. recognition programmes. Life insurance is something that is always sold and not bought, so it is essential to reward As customer is the most important aspect of every business, and recognise the efforts that go into each sale. In fact the Canon tries to give them live experiences. They are given life insurance segment has the most reward and recognition a live touch and feel encounter. “Canon schedules a (R&R) programmes. ‘Before I Buy, Live Experience’ (BIBLE) for potential clients. Experience Centres have been set up in Mumbai, Delhi and The importance of understanding / profiling the Bengaluru. The Canon Image Express or the gyan yatra as participants to a MICE programme it is called has traveled to at least 38 cities and it attracts “Just to be able to place a product with a customer takes around 20,000 walk-ins,” said Sajeevan. a long time. To grab the mindshare takes a lot of effort and MICE would be 70% of how we achieve this. We have a Canon has a Canon Loyalty Achievement Programme whole lot of forums and loyalty programmes scheduled (CLAP) where they could win accessories or even get to every year,” said Venkatachalam. dine with Sachin. “As a part of Canon’s social investment COVER STORY 4 January 2012, EXPERIENTIAL MARKETING 25

55 per cent of the funds. We have at least 24 people working on BTL events as it the most effective route to reach our customers,” said Sajeevan. Media is extremely fragmented in India. There are at least 450 newspapers in 18 languages. So, reaching a targeted audience becomes difficult. “We need effectiveness from our investments, RoI is a big part of the picture. We have prepared a list of our most important stakeholders, and that is how MICE came into the arena. Retailers, channel partners, distributors, corporations and customers form a part of our list. We have started to devise programmes keeping each of them in mind. There are different programmes for each sector. Getting the WOW factor is the most important aspect. We do something the target group does V P Sajeevan, Canon India not expect. We discuss with MICE partners (agencies) about our ideas, venue selections scheme, we have a green cycle programme where e-waste play a key role and all of these depend on the budget,” said such as cartridges is collected at certain centres,” added Sajeevan. Sajeevan. To ensure that business objectives are not forgotten at In the life insurance segment, the numbers are too events, each company devices their own strategies. “At high to keep a tab. “The last event ICICI Prudential ICICI, we showcase powerful audio-visuals keeping in Life organised, there were at least 1,240 persons mind the theme of partnerships. The power of two and and many such events are arranged. As long as the spirit of collaboration between the partner and us are MICE is there, the heart sings,” said Venkatachalam. stressed. When we organise MICE programmes we weave a theme around it. One of our concept was around the The Bottom-Up approach v/s Top-Down approach KBC talk show, when a milestone is achieved, an incentive (Participant needs v/s Budgets) was given. We evolved another concept called ‘Race’ Speaking about budgets each client schedules for MICE around the F1 theme. The auditorium was decorated with programmes, Venkatachalam opined that budget and love F1 knick-knacks. Monthly targets were likened to a lap in are always scarce in life. “The term budget itself means the race. Such ideas help to communicate our business money is limited. However, it does not mean an activity objectives,” said Venkatachalam. “With BTL/MICE you get should be limited according to the budget. The deal is to instant feedback. We can do corrective action even midway engage the client’s employees in the best possible way. In through an event,” added Sajeevan. smaller cities, budgets can be lesser but the impact stays the same.” Creating a concept for every programme becomes important but to manage the expectation of participants Technology comes in handy during budget constrains. It manages costs, for instance a well planned sms campaigns hypes events at a low cost. “A lot of foreign trips become necessary for R&R. These can be experiential, fine dining or awe-inspiring. The best thing is to make people feel good. They should never feel as though money was insufficient. Innovation becomes the key in such cases,” said Venkatachalam.

Balancing business objectives with participant expectations To balance corporate objectives and expectation of participants, many corporates are moving to MICE. “In 1990s most of the money earmarked for advertising and marketing were spent on above the line (ATL) strategies, now MICE and BTL get H Venkatachalam, ICICI Prudential Life the major share of the budget. BTL gets almost COVER STORY 4 January 2012, EXPERIENTIAL MARKETING 26

Sunil Puri, MEHK presents winner with merchandise

a theme around smiles. When life insurance is sold, there is a concept of protection involved. So, instead of making it look mercenary, we hope to bring smiles to more than a million homes. Also, we have proposed that when we go to different locations, our control group can go to nearby villages to see if we can help the underprivileged in the area,” said Venkatachalam.

Shalabh Arora, Trident, Bandra Kurla presents Relationship plays a key role in MICE events. “Convergence winner with voucher of technology and innovative themes make the audience go ‘wow’. New thoughts should be churned. We must becomes even tougher. Some mark the last year’s standard benchmark our own programmes — how can we surpass as benchmark and to better that is a challenge. “We look for that next time? For the next 20 years there is hardly any solutions and value-added-services from our partner. We threat for the MICE market in India. Here we can try multi- are on the look-out for turn-key project partners. We expect level programmes. It can be replicated in different places, value addition from them. After every programme, we look each time enthralling the audience else where,” said for honest opinions and honesty is always rewarded. My Sajeevan. MICE partner should know how all this should be managed,” said Sajeevan. Ending on a positive note, Sajeevan said that it is important to give MICE organisers their own space so that creativity “Customer expectations are always kept in mind. The is not trampled. Creativity needs space and that should be regulation does that mostly for the insurance industry. assured. In MICE shows as long as the business objectives are weaved into the programmes, then that remains Following the conference, there was a brief presentation the important aspect,” said Venkatachalam. “Now that by Vidheesh Tyagi from Meetings & Exhibitions Hong Kong there are restrictions on foreign travel, rewards have (MEHK). Following this, Sunil Puri of MEHK presented become important, innovative ones at that,” he added. lucky winners with merchandize. Trident, Bandra Kurla, the ‘Hospitality’ partners to MaxiMICE 2011 also carried out a “When partners are taken out, it’s a matter of engagement. draw in which they presented winners with complimentary It’s the time when the company can discuss and resolve meals and room nights. issues. At such locations, everyone is free, so there is time to ideate,” said Sajeevan. Other partners to MEHK presents MaxiMICE 2011 included Dun & Bradstreet as the strategic partner, tmf dialogue Keeping it relevant - The key to sustainable / recurring marketing as the knowledge partner, and 24 Digital Frames programmes as the webcast partner. Team Rustic continued its association In international markets, MICE organisers are looking at for the second consecutive year for event management, CSR programmes so that there is something meaningful at executing all aspects of venue design, branding and the venue. “At ICICI Pru Life we have had ideas on building production. COVER STORY 4 January 2012, EXPERIENTIAL MARKETING 27 ALSO FEATURED 4 January 2012, EXPERIENTIAL MARKETING 28

A report on the MICE industry in India Corporates and agencies divulge numbers, size, frequency and preferences of the MICE programmes they plan in a year.

Corporates Agencies The MaxiMICE conference each year marks the coming 60 Distribution20 of The sample for this survey together of decision makers in the planning of stakeholder Participants was a select 80 from amongst Distribution of engagement programmes. Stakeholder Engagement the audienceParticipants to MaxiMICE programmes being the platform for knowledge-sharing, 2011. Of the 80 individuals motivation and recognition of key individuals in varied engaged for this survey, 60 Agencies networks of an organization. 25% individuals were corporate representatives or clients The audience to the MaxiMICE conference includes Corporates to the MICE industry, while 75% representatives from corporations handling the mandate to 20 individuals were agency plan and execute stakeholder engagement programmes. representatives, or service Amongst the audience are also key service providers for the providers to the MICE successful management of these programmes, including industry. MICE, Event and Travel agencies. Automobile TheAviation objective Broadbandof the surveyChemicals was two-pronged.Construction Electrical To Componentsget 2 2 1 3 5 6

MEHK present MaxiMICE 2011 was host to over 150 MICE a preliminaryRetail Automobile understanding Avia9on Broadband on certain key aspects in planners, including representatives from varied functions the decision2% making3% 3% process 2% when planning a MICE Chemicals Automobile Pharma in a corporation, including marketing, sales and human programme. And to get an idea5% on the frequency,Avia9on size and 7% resources. While every industry and company in some audienceOﬃce to MICE programmes within Broadband corporations, to in Automa9on Chemicals cases has a different profile / function looking into the turn get8% a basic understanding on the size and dynamics Construc9on Construc9on CorporatesplanningAgencies of MICE, certain other more evolved companies of the industry. 9% Electrical Components 60 20 Medical in this space, have a specially assigned profile to carry out Finance 13% Electrical this function. Distribution of ExM magazine presentsComponents in this report theInsurance primary finding Participants 10% Manufacturing of the survey based on responses from corporates and Media Media 2% As part of MaxiMICE, ExM Magazine carried out a survey agencies.Manufacturing While thereFinance is a presentationMedical on the broad Agencies 13% 10% Oﬃce Automa9on in order to unearth25% preliminary cues that are responsible break-up of industries involved in the survey, the finding in the decision making process of a MICE programme and are presentedInsurance cumulatively from corporatesPharma as a whole. 13% Retail also lead to an understandingCorporates of the size of this industry in Similarly with agencies, while MICE, Event and Travel India. This exercise was75% carried out along with knowledge agencies were engaged for the survey, the findings are partners to MaxiMICE 2011, tmf dialogue marketing, a presented fromIndustry ‘agencies’ Distribution as a whole. The detailed finding German-based, leading specialist for dialogue marketing in as per industry break-up are being further developed bytmf global MICE markets. dialogue marketing (http://www.tmf-dialogue.in).

AutomobileFindingsAviation from CorporatesBroadband Chemicals Construction Electrical Components 2 2 1 3 5 of the corporate6 representatives participating in this survey Retail Automobile Avia9on Broadband 2% 3% 3% 2% have conducted MICE activities in the past six month Chemicals Automobile Pharma period, 12% of them had done the same over a six month 5% Avia9on 7% Oﬃce Broadband to one year period and the remaining 10% conducted Automa9on Chemicals 8% MICE activities more than a year ago. On the frequency Construc9on Construc9on of conducting MICE programs, majority of the corporations 9% Electrical Components Medical Finance conduct a MICE activity at least once in six months and the 13% Electrical Components Insurance remaining, at least once in a year. 10% Manufacturing Media Media 2% Of the companies surveyed, 67% conducted MICE Manufacturing Finance Medical 13% 10% Oﬃce Automa9on programmes for employees, while 17% conducted Insurance Pharma programs for associates, 12% conducted programmes for 13% Retail agents, 30% conducted programmes for dealers and 9% Industry Distribution mentioned they conducted programmes for other kinds Industry Distribution of stakeholders. For this particular response, corporates As seen in the chart above, an industry wise break-up of could select multiple kinds of stakeholders they typically the companies surveyed can be understood. Close to 78% conducted MICE programmes for in 2011. ALSO FEATURED 4 January 2012, EXPERIENTIAL MARKETING 29

Employees Associates Agents Dealers OthersLess than Five totFive to Ten More than Ten tot 67 17 12 33 93 1382 15 20 Kind of Stakeholders Findings from Agencies Less than Five Five to Ten More than Ten tot Employees 80 Associates Agents Dealers Others tot 3 2 15 20 67 17 12 33 9 138 70 No. of MICE Activities in 2011 by Agencies 80 Less than Five 70 60 15% Meanwhile, amongst the 60 50 Less than Five 15% Five to Ten 50 agencies surveyed, 75% 40 10% had planned more than 10 40 Five to Ten 30 10% programmes in 2011, while 30

Percentage 20 More than Ten 10% planned 5-10 pro- 20 75% grammes and the remaining 10 10 More than Ten 75% 15% planned less than 5 0 0 programmes in 2011. Employees Employees Associates Associates Agents Agents Dealers Others Dealers Others

Kind of Stakeholders No. of MICE Activities in 2011 by Agencies Kind of Stakeholders Less Than Five Five to Ten More than Ten tot No. of MICE Activities in 2011 by Agencies 25 17 18 60 Less than 100 100 to 300 More than 300 tot Less Than FiveNo. of MICEFive to Ten ActivitiesMore 2011 than Ten tot 3 15 2 20 25 17 18 60 Less than 100 Average100 to 300 No. of ParticipantsMore than 300 tot in each Programme 3 15 2 20 About 75% of agencies About 42% of corporations More than planned MICE programmes More than Ten conducted less than five 300 Less than 100 30% 10% More than 15% in 2011, with an average Less Than Five 300 42% MICE programs in 2011, 28% Less than 100 group size of 100 to 300 More than Ten 10% 15% Less than 100 100 to 300 More than 300 tot 30% of them conducted five to ten people, while 15% of agen- 25 25 10 Less Than 60 Five MICE42% programs, and 30% cies planned programs with conducted more than ten. an average group size of Five to Ten 100 to 300 28% 75% less than 100 and only 10% More than 300 100 to 300 17% 75% of agencies planned programs for an average group Less than 100 100AverageNo. to of 300 MICE Activities No.Five More of to than2011 ParticipantsLess 300 Ten than tot 100 in each Program size of more than 300 peo- 25 25 28% 41% 10 60 ple. The average number Averageof No. of Participants in each Program Average No. of Participants in each Program 100 to 300 participants in each LongMICE Haul DistanceShort Haul of DestinationsWithin India totfor MICE Activities by 42% No.More of than MICE 300 Activities 2011 7Agencies 12 1 20 17% program conducted in 2011 Within India was majorly placed in the 5% On destinations for MICE Less than 100 41% programmes planned by less than 100 people (41%) and the 100 to 300 (43%) agencies in the year 2011, Average No. of Participants in each Program only 5% of the agencies people groups, with just 17% 100 to 300 Long Haul were planning programmes 42% of corporations conducting 35% only within India, while 60% MICE programs for a group were planning MICE pro- size of more than 300 people. grammes for their clients in Short Haul Long Haul Short Haul Within India tot 10 17 33 60 60% Short Haul destinations and Average No. ofDistance Participants ofin each Destination Program 35% were actively planning The majority of corporations, programmes for clients in about 55%, still conducted Long Haul destinations as Long Haul 17% MICE programmes in 2011 well. Long Haul Short Haul Within India tot Distance of Destinations for MICE Activities by Agencies 10 17 33 only60 within India. About As part of the survey conducted at MEHK presents 28% of corporations were MaxiMICE 2011, ExM also spoke with key representatives

Within India conducting MICE activities from corporations across industry segments. 55% Short Haul 28% in short haul destinations Long Haul 17% as well, while about 17% These one-on-one discussions were conducted to get an conducted them in long haul understanding on the budget allocation within a corporation destinations as well. when it comes to MICE programmes and activities around 5 Star 4 Star 3/4 Star tot 22 21 17 60 Distance ofWithin Destination India the same. 55% Short Haul Hotels Preferred 28% There was almost equal Questions to these representatives ranged from where the distribution of preference budget for MICE is allocated? What parameters the budget for type of hotels used for is dependent on? and also the importance of ‘budget’ as 3/4 Star Distance 28% of Destination 5 Star MICE activities, with 37% one of the parameters while planning MICE programmes. 37% preferring only five star Excerpts below: hotels, 35% preferring four star hotels and 28% opting (The names of respondents and their companies have for event three or four star been withheld on account of maintaining anonymity of participants) 4 Star hotels depending on the 35% budget.

Hotels Preferred ALSO FEATURED 4 January 2012, EXPERIENTIAL MARKETING 30

Head of Marketing from a leading Head Marketing of a foremost Cement Healthcare company Manufacturing company

“The parameters for the scale of a MICE “Sales and reason for the program are program depends on the reason for the the most important parameters for the trip and as of now Merck’s MICE trips scale of MICE programmes. The budgets are only domestic. The budget for MICE for MICE programmes are based on activities are based on a combination of both the marketing budget and sales both marketing budget and sales results, performance, as well as depends on the but the budget cannot fall below a certain objective of the event. The percentage standard irrespective of the performance of budget allocated to MICE is not fixed, in the year. The budget allocated to MICE is as dealer trips are based on achievement 20% to 25% of the total budget. Whether of targets. The percentage of budget or not there is going to be an increase allocated to MICE has not changed much.” or decrease in the percentage of budget allocated to MICE will depend on the top line. If a MICE programme is coming out too expensive, it is scrapped.” Associate VP & Head – Commercial & Procurement of a leading, private Life Insurancecompany

National Business Manager from a “The parameters for the scale of a MICE specialised Personal Care products programme depends on the ‘wow’ company factor of a destination. The first would be recreational activities, and then “In priority, budget, activities and sales destination, but the destination should meet or gala evening are the parameters also have its own charm. There is a specific for the scale of MICE programmes. The budget allocated for MICE programmes budget for MICE programmes are based and this budget has increased 15% to on sales performance and the company 20% every year over the past five years. is spending on an average Rs. 75,000 per This increase is expected to continue at person. MICE trips are in small batches the same rate.” and once in two years. The percentage of budget allocated to MICE has increased in five years.” A final enquiry as part of this exercise was to get an insight on the role innovation is playing in the concept of these MICE programmes. While specifics were not discussed, one important question turned out with interesting respons- Marketing Manager from a prominent es from both the corporate and agency groups. Bank An important qualifier to the levels of innovation adapted in

a MICE programme is the availability of venues beyond the “Based on priority, the parameters for the banquet and meeting rooms, to be able to carry out recrea- scale of a MICE programme are destination, tional, experiential and other more engaging activities. activities, budget and audience. The budget for our Bank’s MICE programmes Of the sample size surveyed, one-third claimed that they are a combination of a separate budget actively seek out newer, more experiential venues and and sales figures. The bank allocates more spaces to host aspects of a MICE programme in order to than 40% of its total marketing budget to enhance the over all experience. MICE. The percentage of budget allocated to MICE has increased 25% to 30% over This could make for a great indication to MICE planners the past five years and is expected to in the country on where this industry is heading, and what key triggers may be required to further grow and enhance increase a minimum of 20% over the next both, individual company and agency roles, as well as the five years.” industry on a whole. RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month OPINION 4 January 2012, EXPERIENTIAL MARKETING 32 What is the one development in your industry that you would like to see in 2012? ExM Magazine spoke with representatives from a cross-section of industries to get an insight on the one change / improvement they would like to see in their industry segment or more specifically in their own organization in the coming year.

Suhas Kadlaskar Director- Corporate Affairs, Human Resource & IT Mercedes-Benz India

At the outset what we are looking for the automobile industry is the new government regulation for fuel efficiency. The government is expected to announce CO2 norms for passenger cars in 2012. This is a very important step towards taking India to the international automobile scenario. It will go long way in introducing latest technology in the field of emission and cleaning up the environment.

M G Parameswaran Executive Director & CEO, Mumbai DraftFCB+Ulka

I do hope that the sense of optimism comes back into the marketing community in the country. We have had great two years after a dismal 1998-99. Unfortunately we are at a stage that there is a lot of uncertainty around us. This can push marketers to start cutting back dramatically. This will hurt long term development of markets and consumption. We are a very under branded under penetrated markets for many product categories. It is the power of positive persuasion that will get consumers to adapt new products and services. Advertising plays a vital role and I do hope that the marketing community looks at 2012 not from a short term lens but from a long term lens. OPINION 4 January 2012, EXPERIENTIAL MARKETING 33

Vishak Gopinath Head – Public Relations Cisco India & SAARC

Despite fears of slowing economic growth, we see 2012 as a promising year for Cisco. Over the coming year, we expect to gain increased momentum in verticals such as ITS, Public Sector and Service Provider. Additionally, we expect our commercial (SMB) business to see continued growth. We also see increasing traction in technology domains such as Data Center and Unified Communications and expect to grow our share in these markets, in addition to traditional markets such as Switching and Routing. Also, as the network increasingly becomes a platform to deliver a variety of services, opportunities are opening up in non-traditional sectors for us, such as oil and gas, and manufacturing.”

Harish Moolchandani CEO and Managing Director Beam Global

In the year 2012, I would expect a uniform excise policy in India. The reason behind this is that in the spirits industry the consumer price for the product varies across all the states and there are different excise policies which are resulting into different rates of the tax system and divergent distribution policies.

Rajiv Dingra Founder & CEO WATConsult

Social media is here to stay and will finally be taken seriously and accepted by both individuals and businesses. Social media is going to continue to grow in 2012 in some interesting ways. Expect to see more in-house and outsourced social media departments and a great expansion of its use in the next 12 months. Also, expect to see a lot more real social commerce rather than simply fun, branded pages. Companies are going to expect to turn fans into consumers in 2012. So if you aren’t on board yet, it’s time you make the leap. RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month IN FOCUS 4 January 2012, EXPERIENTIAL MARKETING 36

Pitbull is latest international artiste to hit the Indian floor By Shachi Tapiawala

Utkarsh Bansal, Director P3P E Ventures

“India is a huge market for international artists and we aim to capitalize on this opportunity.”

identifying a confluence of musical styles and bringing together world class performers across genres on a single platform. Moreover, an artist like Pitbull is a bridge builder who brings elements from all over the world and puts it together so it sounds like nothing you’ve ever heard before. Onstage, Pitbull truly brings this highly personalized combination of styles to life and creates a India has been witnessing an increasing demand for foreign festive, spontaneous atmosphere that would be impossible artists. The recent past has seen artistes in the like of T-Pain, to duplicate by any other artist.” Chris Brown, Kelly Rowland, Sean Paul, David Guetta, Afrojack, Lil Jon, Akon, Marc Anthony, Jamie Foxx, Enrique The response to the concert was reportedly overwhelming Iglesias, and Jennifer Lopez, amongst others, come to the with the kind of media engaged before the tour. There was country and enthrall audiences. American rapper, singer- a limited crowd of approximately 2,000 people attending the songwriter and record producer Armando Christian Pérez, concert in Delhi since there was a last minute venue shift better known by his stage name Pitbull, was brought to from an outdoor to an indoor event. However, the response India by P3P E Ventures Pvt. Ltd. to perform for a three-city from Mumbai and Pune claimed to be overpowering with India tour. Pitbull performed in Noida on Dec. 2, in Mumbai an audience comprising of several Bollywood personalities on Dec. 3 and in Pune on Dec. 4. and other celebrities.

P3P E Ventures, an event planning and promotions agency, Speaking on the brand tie-up for the event, Prashant Shirsat, managed all the event aspects for this tour. The agency Chief Managing Director, 3rd Rock Entertainment said: “We that has been responsible for events like the Edward have been in the business of events and brand activations Maya tour and Sean Kingston tour, amongst others, for a majority of Bollywood movies like Tees Maar Khan, managed everything from hospitality, logistics, engaging Dum Maro Dum, Bodyguard, Ready and Shakal Pe Mat various agencies for on ground production, and tying up Ja, as well as international events like Bryan Adams and with sponsors and media houses. For the Indian edition Michael Learns to Rock. It is our pleasure to have been on of ‘Pitbull Live In Concert’, 3rd Rock Entertainment was board for the Pitbull concert.” one of the agencies helping P3P E Ventures in roping in sponsorships and the media. 3rd Rock Entertainment told ExM that it was easy to get brands on board as sponsors because of the presence of Speaking about the concerts, Utkarsh Bansal, Director, P3P such a huge artist. Gitanjali and Videocon were the two E Ventures said: “India is a huge market for international brands brought on board by 3rd Rock Entertainment and artists and we aim to capitalize on this opportunity by they benefited through online digital marketing campaigns IN FOCUS 4 January 2012, EXPERIENTIAL MARKETING 37

future and what better way to reach out to the youth than by associating with a concert of this magnitude”.

The event was promoted through their ticketing partner, eventstation.com, along with promotions on VH1, newspaper advertisements in Mid Day, HT City and DNA. Furthermore, SMS campaigns, Google advertisements, Facebook advertisements and hoardings in all the three cities were a part of the promotion campaign.

Sponsors for the event were Kingfisher Ultra Soul Flyp, Prashant Shirsat, Chief Managing Director Provogue, Gitanjali and UB Group who were given logo 3rd Rock Entertainement presence in all the promotions and banners at the venue. Videocon was also a sponsor to the concerts and were “We have been in the responsible for amplifying the concerts through downloads business of events and and other features available on Videocon handsets. P3P E brand activations for a Ventures claimed that it made perfect sense for brands to majority of Bollywood associate with an artist who relates to a lot of youth in the country and generated a lot of media and PR mileage for movies. It is our pleasure to the sponsors. have been on board for the Pitbull concert.” Highlighting the technical aspects of the concert, Bansal said: “Everything was executed as per the technical rider and hoardings. Also, there was a VIP lounge setup for the given by the artist management company. From the 80 ft x sponsors. 60 ft stage fabricated for the event to LED walls and heavy back line which were flown to all the three cities especially The opening acts of the concerts comprised of performances for the event. Light and sound was at par with the biggest by VJ Anousha and DJ Aaron. This was also the first time a concerts happening around the globe.” concert of this scale was associated with an NGO, Suryoday Aids Foundation, which works for the cause of AIDS. Given Since P3P E Ventures also has a technical arm, most of the scale of the event, P3P E Ventures aimed to spread the technical and frabrication aspects of the concert were awareness about the foundation and also make other event looked into by this company, along with support from companies realize the importance of associating with the Percept and One Up Productions. cause.

Speaking on the occasion, Punit Balan, President, Suryoday Trust Maharashtra said: “The country has witnessed a sharp rise in the deadly disease over the years and unfortunately there are inadequate resources and machinery through which the rehabilitation and recuperation of affected persons can be ensured. In order to eradicate the social stigma surrounding AIDS, we started this organization to solve this problem and provide appropriate relief to victims. It was a pleasure to be associated with an internationally acclaimed personality like Pitbull who in turn championed our efforts across the globe. The youth is the builder of the

Photo courtesy: Zacharie Rabehi ALSO FEATURED 4 January 2012, EXPERIENTIAL MARKETING 38

If you got it,

FlashBy Ashlin Mathew it! Microsoft - Don 2 association activation

Nokia - The Amazing Everyday campaign Zee TV - DID promotion

The yesteryear rage of the west is catching up in India and all at once. Yes! We are talking about flash mob dance frenzy. Almost every agency is hooked to the concept. But are we overdoing it or is it a lack of creativity being the year end. Agreed though, it’s charming and gets the product an audience, immediately.

Are flash mobs an overkill now? Yes and No answers Vineet Durani, Director, Windows Phone Business Group. “If innovation comes through then we could argue the usefulness of it otherwise we have to question ourselves about it.” Viral Oza, Director - Marketing Not so surprisingly, Viral Oza, Director Marketing, Nokia Nokia India India, has only positive things to say. “While flash mobs seem to have become fairly common now, Nokia was one of the first few organizations to have used flash mobs in “Nokia was one of the first India for awareness generation around a launch. They few organizations to have have emerged as a quick and effective way of buzz. While used flash mobs in India the immediate, physical audience might not be huge, a for awareness generation relevant, newsworthy flash mob provides the potential of around a launch.” reaching out to mind-boggling numbers of your audience by going viral,” he added. ALSO FEATURED 4 January 2012, EXPERIENTIAL MARKETING 39

But, what better idea than this to promote a dance show. Zee TV conceptualised the dance mob event across Mumbai and Delhi to promote their Dance India Dance show. It was managed and choreographed by Swastika Entertainment.

This being the Christmas weekend, Zee TV reached out to people in high footfall areas across Mumbai and Delhi. “This is that time of the year when a lot of people are out, so we can reach out to more number of people at the same time. The highest recall value of an event is when people are caught by surprise,” said Akash Chawla, the Akash Chawla, marketing head. Marketing Head Zee TV The event began in Delhi on Dec. 22 with a dance mob at PVR Saket Market where 125 dancers appeared out of nowhere yet somewhere to dance to a medley of tunes, “The highest recall value the third of which was the DID title track. Once the music of an event is when track ended the dancers disappeared into the crowd. The people are caught by team moved the performance to Rajouri Garden market surprise.” on Friday.

It was a challenge for Swastika Entertainment team to crack this performance as many other flash mobs Over the weekend, the dance mob was organised in carried out in New Delhi has failed due to lack of police Mumbai at the most crowded locations such as Churchgate permission. The activity managed to attract around 1,500 station, Eros Cinema near Subway, Fashion Street and to 2,500 persons at each place. finally it ended at Flora Fountain.

“The public joined in with the performance at all the sites turning each performance into a wonderful experience,” said Amit Verma, Managing Director, Swastika Entertainment. To keep the differences alive, the Mumbai dancers came dressed like Coolies, traffic policemen, Kohli girls, School children, corporates, housewives, construction workers.

Over the weekend, these dance mobs attacked cinema halls with vengeance. During intervals, the group appeared out of nowhere, yet everywhere and swayed to a medley tunes that ended with the DID title track playing up on screen as well.

It was organised at PVR Saket, Satyam Janakpuri, PVR Phoenix Mall, Eros Cinema and Cinemax at Infinity Mall.

The success of this event has prompted Zee to organise these events in other cities as well in the next couple of months. RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th8th of of the the monthmonth ALSO FEATURED 4 January 2012, EXPERIENTIAL MARKETING 41

Flash mobs hooked Microsoft too. With families at the This is being widely advertised on TV, digital, MSN, on- core of Microsoft’s business support system, Lodestar ground and at retail points across the country. “Flash UM launched an exciting 360 degree initiative, integrating mobs provide an amplification of any on-ground activity. a Microsoft multi product campaign with the film Don 2. It becomes a portable content. It goes beyond being just an activity. Any activation concept we think of should have As a part of the promotional campaign, on Dec. 18, a possibility to go online as then it will reach out to others Ambience mall in Gurgaon witnessed a flash mob dance who were not present there,” said Durani. in the central atrium against the backdrop of a Microsoft DON2 stall. In Mumbai and Bengaluru, stalls were set up across the town in various malls. Pulp Strategy executed the flash mobs and activations.

At the mall, the flash mob got more people to the stall. The word about Microsoft’s Berlin contest was out.

Vineet Durani Director Windows Phone Business Group

“Flash mobs provide an amplification of any on-ground activity. It becomes a portable content.”

Can Nokia be far behind? Not at all. Nokia initiated its ‘The Amazing Everyday’ campaign by simultaneously organising flash mobs across four cities namely Mumbai, Delhi, Bangalore and Hyderabad. The idea was to establish a brand connect at the same time communicate the proposition of how the Lumia 800 will amaze them in their everyday lives, by letting them turn their daily routines into something amazing. Over 50 dancers across all age groups were recruited in each city, barring Hyderabad that had 30 dancers. The sheer joy of how small things can turn your life into a cheerful journey was reflected in the dance performances. We received an overwhelming response with people at the venues creating their own versions of flash mobs based on the Nokia Lumia flash mob theme. Encompass managed these flash mobs for Nokia.

Flash mobs bring people together; it was a pleasant surprise and break in their busy day. “The flash mobs were adventurous and were very well accepted by not only the ones present at the venue but the buzz further caught pace with videos being shared with their immediate circle of friends and relatives. We have received tremendous Prashant Mani Regional General Manager (West) response from consumers, sharing their captured videos Nokia India online or posting their amazing experiences on our facebook page,” said Prashanth Mani, Regional General “We have received Manager (West), Nokia India. tremendous response from consumers, sharing their Overused or not, innovation or not, Flash dance mobs are here to stay. They get the word out there in the blink of an captured videos online.” eyelid. RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month MARKET PULSE 4 January 2012, EXPERIENTIAL MARKETING 44 Microsoft’s take on BTL marketing By Kamal Sehmbi, Marketing Services Manager, Microsoft

Historically, events were used to create larger than life brands or to announce and introduce new products or upgrades to business and/or consumer audiences. Consumer events have been guided by mass appeal, indirect or direct, whereas business events focus more deeply with the brand itself, like attributes, product marketing, pricing, sales channel, incentives, etc. Today, the need is not simply to organize multiple events but to look at how events can provide powerful touch points in a customer’s journey and decision. The aim is to reach out to the right audience in the most relevant format to meet our business objectives.

For any company that spends strategically on events, there has to be a RoI and a success metric attached to it. Along with the strategic focus on the customers’ need, we plan the event so that it’s most effectively and efficiently planned to meet our event marketing objectives. This can be classified into the top goals of generating customer excitement and awareness; drive closer connection, build loyalty and trust with customers; accelerate adoption and/or deployment of Microsoft commenced its operations in India in 1990 the product; and drive sales. and has since maintained close ties with the IT industry, the Indian government, the academic world That being the case, we do ensure that events are a and the local developer community in its endeavour key engine embedded in our marketing activities and to partner in the country’s growth. Of the six business campaigns. I personally do not believe in the ATL or units running in India, Microsoft Corporation India (Pvt.) BTL boundaries that the industry classifies activities in. Ltd. deals with the sales and marketing operations for Microsoft’s software products.

Microsoft prides itself for being among the few companies in India specifically, which has a team solely dedicated to driving the company’s events strategy. Maintaining a focus on innovative ideas and high ROI, the events team conceptualizes the events around the basic tenets of the value proposition of the event, the business objective, the marketing tools to be used to enhance the event, and the design and logistics for the same.

Some of the activities that Microsoft has executed in the last year included the Don 2 activation, the TOFFEE (Total Offense Free Entity) activation at the Hyderabad campus on Dec. 20, and the I-Spark program at Anna University in Chennai on July 22. Microsoft tied up with Shah Rukh Khan’s Don 2 for the ‘Meet the Don 2: Mission Berlin’ contest which gave winners the chance to meet Shah Rukh Khan and have the opportunity to win a free trip to Berlin, Germany. The on-ground element of the campaign lay in the promotions in retail outlets and through OEM partners. MARKET PULSE 4 January 2012, EXPERIENTIAL MARKETING 45

Marketing events are now inclusive and 360 degrees in interactive element, digital events can now replace, approach and as marketers, we should look at focusing replicate or enhance a physical experience. With digital on the Return on Event Objective rather than just events, the model shifts from a one-time occurrence to simple execution. an ongoing conversation and extends the experience of a live event. These kinds of events allow companies to Clearly, India is seeing tremendous growth in the rapidly direct their content across business groups and events sector post the turn of the millennium. This is audiences around the world from the comfort of their the era of Events 2.0, and efforts need to be made to own offices, while extending the reach of a live event ensure that we move in the right direction. The focus for attendees and sponsors. now has to be on: In addition to the cost-saving element of digital Infrastructure - With the growth of large format events events, we’re in a time of social and environmental and depth events, there has been reduction in the tier consciousness. 2 events space. This being the case, the need for large venues and convention centres is also increasing. Customer and partner engagement is an important focus in our events as they help us to create and develop RoI Driven – As mentioned, events are not just events, our relationships with our partners and customers. We but a marketing engine that needs to be aligned to tend to conduct most of our events in India since we the return on investment. We ensure that each event want to optimize attendee involvement and provide designed and executed is around these parameters a memorable event and content experience for our and are confident that this is the way forward in the customers and partners. Only a few of our incentive future as well. trips are conducted internationally. We conduct events such as seminars, conclaves, focussed group events, Focus on Talent – The need for talented professionals trainings and annual meets. Some of our flagship is a must in the industry. Experienced staff and training events are the Annual Partner Summit, the Leadership will lead to sustained client relationships and will Conclave and TechEd India. differentiate the output that event agencies propose. While the event is conceptualized and created at the Transparency – More and more event partners are Microsoft events studio, the customer and partner now transparent in their approach with clients and now, feedback is what helps design the final event. Through discussions of event retainerships are shaping up. This constant feedback mechanisms and dipstick, we are will be a big step forward for the Indian event industry able to tailor these events to meet customer objectives in the future. that benefit them and their company. Some of these are that they receive structured content related to With technology becoming more pervasive, and travel the product/solution; we understand the company becoming increasingly expensive, companies have cut roadmap; network with like-minded peers; find answers budgets substantially. Digital events have now become to business oriented questions; and conduct product a compelling add on to in-person events. Given their trials and demos. In the pics: Glimpses from Microsoft’s Don2 association activation MARKET PULSE 4 January 2012, EXPERIENTIAL MARKETING 46 Saregama India expands with events division In conversation with ExM’s Rachel George, Patani elaborated on what led the established musical giant to develop its own event division and how he sees it progressing in the future.

What led to the creation of Saregama’s events division? Which market will this new division cater to?

Earlier, we were working primarily with a booking agency module for booking our artists, both local and international. The truth of the matter, however, is that the process of booking an artist and organising shows for them is a long, drawn-out process, and with the number of people involved, it’s also a very expensive process. By creating our own dedicated division, what we have done is cut out the middleman or men as the case may be. We now handle all aspects of organising a show ourselves. We were able to launch this division because our company believes in this endeavour and recognises it as a good revenue model.

In terms of the area that we will be catering to, we’re maintaining a broad perspective and not looking to narrow it down to just a few places. We will target any and all markets in which we think there is potential.

Soothe the savage beast or not, music has always been How has the start of the new division been and what and will always be one of the purest forms of expression can be expected of it? and release in the world. Music aficionados enter this world either to actively create their own sound or to introduce We started this division off with a bang. Our intention is someone else’s creativity and talent to the rest of the world. clear. For our Indian audience, we mean to showcase acts that have never been done or seen before, and for our NRI Saregama India Ltd., formerly known as The Gramophone audience abroad, we will bring them a whole new level of Co. of India and more popularly as HMV (His Master’s Voice), entertainment through our Indian acts. is the custodian of over half of all the music ever recorded in India, with over 300,000 songs, 23,000 artists and 50,000 What events are in the pipeline? contracts. From producing the first song recorded in India in 1902 to creating inroads into the production of cinema We’re going to be doing a few world tours with some major and television content, digital retailing, aggregation, radio Indian artists. We will begin our first world tour on April 4, programming and events, Saregama has evolved into one 2012, with Kailash Kher and his band, Kailasa. ‘Kailasa of India’s premier entertainment content companies, with World Tour 2012’ will travel to more than 20 cities across 13 regional offices in India and four international offices in Europe, North America and Canada. The live playlist for the London, New York, Kuala Lumpur and Dubai. tour will be customized for each city and will also showcase tracks from his upcoming album, Kailasa Rangeele. In continuation of its longstanding aim of being a leading provider of exquisite live entertainment for both the South Will you be promoting only Indian musicians or will Asian and local communities, Saregama recently opened you include international artists as well? up its own dedicated events division, which is being spearheaded by Varkey Patani, Head of Events and We intend to maintain a strong balance of both Indian and Artist Booking. Prior to his joining Saregama, Patani spent international talent. We have already created a bank of five four and a half years at Times Music, where he joined as artists, primarily for the purpose of bookings, shows and the International Label Head. When he moved on from this live performances. We very recently launched these artists company in June 2011, he was the Marketing Head/Events at a live showcase, which was live-streamed on Youtube: Head and International Content Licensing Head. http://www.youtube.com/user/saregamaiconsnxt/videos ALSO FEATURED 4 January 2012, EXPERIENTIAL MARKETING 47

ExM’s take on the month that was… By Karan Iyer December has usually been a celebratory month. If you can’t beat them, join them! Zee TV took the It’s a time for events, parties and yet-to-be broken aide of the many already effected, as though it New Year resolutions. However, the month was part of their plan to spread the bold message: of January starts with everyone hopping and ‘Dance India Dance’. Meanwhile, Microsoft and skipping to work with a very delightful hangover Lodestar UM undertook mission impossible, by from the party the previous night. Given this fact, looking to catch Don with the help of Flash Mob we at ExM thought why not give our readers a victims. little break from the usual news and opinions and give them something to start 2012 with a little fun And of course, taking on an ever-successful and folly. strategy in the midst of the clutter created by enumerous Flash Mobs, Smirnoff took the help of We flashed back through the last month of 2011, Fountainhead Events to conduct a ‘Silent Party’. and spotted a trend that at first seemed obvious, In this party, audiences ensured they got the but then revealed some subtle and other totally required dose of their favourite genre of music, unexpected waves in experiential marketing. So, and stayed sane! All dance at this gathering was this is what happened… expected and anticipated, and not a sudden out- break. No audiences in this activity were shocked, The major headline of December was an except passers-by, of course. Obviously the new infection that was once restricted to international trend of dancing to no apparent music, is yet to waters, that has now been increasingly making catch on, as dancing for no apparent cause has. rounds across India. It’s not the flu or a virus, it’s the Flash Mob. A victim of this, suddenly starts And just to eliminate many a presumption that breaking into dance in crowded places like malls, was made as a result of these Flash Mobs. HDFC shopping complexes and even railway stations. Bank and Vodafone coming together to launch Once a victim breaks into a dance attack in a a mobile commerce service called M-Paisa had crowded place, he/she is joined by other people nothing to do with providing relief to families of the who also have been showing symptoms of this Flash Mob victims. Neither was Nestle launching non-deadly ‘Step Up’ infection. its A+ Milk and Dahi a step towards ensuring the victims receive their daily supplement of nutrition. ICICI Lombard General Insurance and CNBC- TV18, who partnered for the India Healthcare Experiential Marketing agencies seem to have Awards 2011 held on Dec. 23, should have well taken the institutionalisation of Flash Mob to such reserved aside one of the awards for the one an extent as a threat to other more established who finds a cure for Flash Mobs! sport. Wizcraft International took on Hockey, IMG Reliance strenghtened its Tennis, and The Navy, as though taking responsibility to curb ShowWorks threw punches in boxing. this situation, brushed up its operational skills and even received training for hot air ballooning There seem to be countless positive by SkyWaltz. It would seem, that had no effect. developments that can be directly, indirectly or On the Flash Mobs at least! Since the Navy completely unconnectedly linked to the advent of too, eventually fell prey to the dancing frenzy Flash Mobs in the country. Take a moment here at the Navy Ball 2011, which all took place this to break into dance unexpectedly… The laugh December. and good spirit will surely ease the hangover! RNIRNI registration registration 108290/2010 108290/2010 Postal Postal registration registration no noMH/MR/N/150/MBI/11-13 MH/MR/N/150/MBI/11-13 postedposted at Mumbaiat Mumbai Patrika Patrika Channel Channel Sorting Sorting Office Office on onevery every 7th 7thor 8th8thor 8th of of the ofthe the monthmonth month

Experience a city that needs no introductions

Beneath cooling fog or atop towering hills, our City by the Bay is one of few places in the world whose reputation precedes it. Already famous for our A-list shopping, dining and cultural scene, 2012 brings not-to-be-missed events like the Golden Gate Bridge 75th Anniversary, U.S. Open Golf Championship, and two America’s Cup World Series races. Jump-start your adventure here: www.sanfrancisco.travel. ALSO FEATURED 4 January 2012, EXPERIENTIAL MARKETING 49

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... Dude, where’s my audience?

We spend months planning an event, creating the perfect people behind the project. experience, do run throughs to get it all right, and then sit and wait and pray…for the audience to turn up! A case of the reverse is also possible. Glitch, a digital content agency was asked to develop applications for On a recent weekend, a celebrity friend had to decide [v] café in New Delhi. Channel [v] was creating a live amongst four events to attend. A concert, an awards location where it could engage with its audience. To be night, an art show and a bands tie-up with a brand. He one with the digital/social lifestyle of its audience, the ended up at two out of the four. channel asked the agency to create applications that allow you to post your orders digitally on an iPad, and Audience acquisition is becoming key to our events. if you are really bored even makes a selection for you. Clients are now expecting agencies to also make sure the customer gets to the venue. Or gets to hear of the Channel [v] also wanted a video booth which has an event. It is the only way to justify RoI. application called 30 seconds of fame. This is now being used to generate content for the channel as well. And To this extent there is a need to turn up the volume. To be who knows the next VJ maybe a coffee drinker from the heard over the din and clamour. To create communities café itself. The venue has now become a live location for or target messages to relevant users. A few examples the channel as well as for shoots. come to mind. I see poetry groups connecting online and meeting in Dewarist’s is a TV show that blends musicians and Bandra, stand-up comedians filling up shows via twitter lyricists to create an original song. Here is an advertiser- in new cities they visit. If you look deep enough there funded program that features on TV, then finds a great are communities emerging everywhere. As experience existence online and finally becomes a live event creators we need our communities. Its time we all started property. creating them or partnering with those who do.

The audience for the live event was largely created As our audiences move online, the marriage of digital online with free video downloads of the songs on the and live, specialized content and online communities TV program. None of these were branded. This online seeking it, will be a happy one. Its time to bless the union community translated into a massive crowd at the of communion! Dewarist stage at the NH7 Weekender. It’s a mix of great content, creating a fan base that culminates into a Sada saubhagyavati bhawa!! community. All this because the brand was allowing the property to breathe on its own. And with some passionate RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th8th of of the the monthmonth RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th8th of of the the monthmonth ALSO FEATURED 4 January 2012, EXPERIENTIAL MARKETING 52

Spreading joy to the world By Ashlin Mathew Christmas is coming, The geese are getting fat, Please put a penny in the old man’s hat. Just as the carols extol, the season is all about giving and spreading the cheer. The fortunate many loosen their purse strings to share with the unfortunate plenty. We in the experiential marketing industry have more than enough reason for merriment; after all it has been an eventful year. Keeping the spirit afloat, many agencies and brands have organised fun activities and meaningful initiatives to spread the joy...

from Aarambh educate children in this community and also run crèches for younger children. This NGO engages both the younger and older children and nutritious meals are also provided. For Christmas, Team Rustic organised a carnival for these children. There was a magic show, tattoo artistes and a drawing competition to engage the youngsters. Prizes were given to the winners. Later, Santa came in and distributed gifts. At the end of it, a delicious luncheon that included a plum cake was spread out for the participants. Team Rustic was there in full attendance with Vinod Janardhan, their Director, to gain some good karma. “We organised a huge party for Not at all rustic on this scene is Team Rustic, who joined the children. It is an annual event that involves our vendors hands with Aarambh to celebrate this season with children in too. We welcomed the children, interacted with them in Turbhe. It is the poorest sectors in Navi Mumbai. Volunteers Marathi and also hosted games for them,” said Janardhan.

It is indeed a season to be jolly. Seventy Seven Entertainment Private Limited spread cheer among the less fortunate through its philanthropic initiative ‘Seventy Seven Cares’. This foundation was set up in 2009 with the simplistic idea of giving back to society as part of their social corporate responsibility which evolved into adopting an orphanage home. Since then the foundation has been supporting “The House of Charity” in Versova, Andheri West as one of its primary initiatives and this year Bal Bhavan was included as well. The activity was driven on- ground through mailers, posters and other basic activation while simultaneously online through social networking sites beliefs is to give back to society in our own little ways which like Facebook and Twitter. Clothes, medicines, books and resulted in the birth of 7ty7 Care foundation,” said Daryl toys were donated to these homes. “One of 7ty7’s strong Sheldon, Director, Seventy Seven.

Everything Goes! Communication has involved an NGO Vision Rescue to organise ‘Jingles of Joy’ at Korum Mall. Vision Rescue educates street children. The children associated with the NGO will meet the Santa and be treated to snacks. Christmas gifts were distributed by Santa as well. The Santa Claus also visited St. John’s School in Thane on Dec. 22. ALSO FEATURED 4 January 2012, EXPERIENTIAL MARKETING 53

94.3 MY FM initiated a unique CSR initiative “Ek Rupya Abhiyaan” across nine key stations. The purpose was to persuade the listeners to donate one rupee for the surgery of an ailing child who needed immediate medical attention. The money collected from the campaign was given to the hospital for the treatment. It ran for 26 days and concluded on Dec. 25. 94.3 MY FM gathered money by placing collection boxes at various locations such as schools, colleges, malls, cinemas, hospitals, partner outlets and retail establishments in all 9 cities. “Over the years CSR campaigns from MY FM have created zeal amongst the listeners and we hope that this campaign also did the same,” said Harrish Bhatia, CEO, 94.3 MY FM

New on this scene is Candid Marketing’s white Santa concept in partnership with Tata Housing Development Company. “White Santa is a lot cooler, a lot more fun and he takes gifting very seriously,” said Amrita Kumar, Managing Partner, Candid Marketing. The White Santa activity for Tata Housing’s property Amantra is currently being executed across malls in Thane, Ghatkopar and Mulund. The activity will witness a White Santa who is calling out to the kids in Mumbai to send gifts to him, so that he can then change his attire to red for the festive season and distribute the gifts amongst the underprivileged. With each donation the White Santa will change a part of his costume to red. In order to amplify the activation, a micro site was created too. “This is a unique initiative by Tata Housing is to cultivate the feeling of sharing amongst the privileged children. Gifts collected by the Santa will be distributed to the underprivileged kids on our construction site,” said Rajeeb Dash, Head – Marketing Services, Tata Housing.

Vodafone in partnership with CRI Events organised a wish basket activity for underprivileged children in the NGO Chintan in Tughlakabad. A basket was created and the children were asked to write their wishes on a piece of paper and drop in it. The basket was then lifted into air with the aid of hundreds of inflated white and red balloons. Vodafone has assured the children that their wishes would be fulfilled.

Jagran Solutions has decided to get their employees involved in their initiative this year. The organization has decided to go do a cloth collection drive and will involve their sister organizations as well. They will appeal to all employees to donate their woolen clothes. “We thought of donating woolen clothes to the poor and needy. This will enable us to engage our employees for social welfare. We have decided that New Year ’s eve is a good opportunity for this drive,” said Jitendra Rajora, Jagran Solutions. RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th8th of of the the monthmonth RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th8th of of the the monthmonth GLIMPSES 4 January 2011, EXPERIENTIAL MARKETING 56

BIG Star Entertainment Awards Reliance Broadcast Network Ltd. and Star India Pvt. Ltd. organised the second edition of the BIG Star Entertainment Awards on Dec. 18. Conceptualized by BIG Live, the event was executed by Cineyug Worldwide.The awards seek to establish a platform that gives audiences the opportunity to nominate and vote for their favourite entertainers across the genres of television, sports, films, music and dance. GLIMPSES 4 January 2012, EXPERIENTIAL MARKETING 57

Vivel Miss PTC Punjabi 2011 After three successful editions since its launch in 2008, the grand finale of Vivel Miss PTC Punjabi 2011 took place on Dec. 3 at PAP Ground, Jalandhar. This is a flagship and annual property from Punjabi entertainment channel PTC Punjabi and is a tribute to the pride in traditions and customs of Punjab, of which the participating women are harbingers.

Ray Ban Never Hide Sounds Finale Ray-Ban Never Hide Sounds 2011, the first ever nationwide rock band hunt, created history with the level of participation during its eight city road show over the last few months. After a series of concerts and Open Mic nightsi; from over 100 entries, five winners were selected to perform at the grand finale at the Bandra Fort Amphitheatre in Mumbai on Dec. 4. GLIMPSES 4 January 2012, EXPERIENTIAL MARKETING 58

Fourth Standard Chartered CSL The fourth edition of the Standard Chartered Corporate Soccer League (CSL) kicked off on Nov. 20 and continued until Dec. 4 at the Western Railway Football Ground, Mumbai. This initiative is the brainchild of Saran Sports.The tournament was played in a five-a-side format, in a league cum knock-out basis.

Chivas Studio Spotlight Chivas Studio Spotlight, a global platform designed to foster creative collaborations between artistes and opinion leaders from various genres, was held on Dec. 10 and 11 at Mehboob Studio, Mumbai. The Chivas Studio Spotlight was held in other cities across India and was managed and executed by 70 EMG. GLIMPSES 4 January 2012 EXPERIENTIAL MARKETING 59

Hockey India Junior National Championship The first Hockey India Junior National Championship was held in Pune from Dec. 10 to 21 at the Shiv Chattrapati Shivaji Sports Complex, Balewadi. The championship saw participation from 26 states with 520 players. White Copper Entertainment took care of all the out-of-field activities.

Zee Nite 2011 Zee TV organised Zee Nite 2011 in Mauritius and Reunion Island on Dec. 9 and 11, respectively. Managed by INvision, Zee TV organised the event to popularise the channel and increase subscription in that territory. There was an audience of 2,200 in Mauritius and 1,500 in Reunion Island. In 2011, it was a repeat contract for INvision for four shows in Durban, Mauritius, Reunion Island and Nairobi. GLIMPSES 4 January 2012, EXPERIENTIAL MARKETING 60

India Resort Fashion Week 2011 India saw its first ever fashion week dedicated solely to resort wear, the India Resort Fashion Week (IRFW) 2011, a property sponsored by INK Infrastructure in association with YUVA and powered by Provogue, at the Grand Hyatt, Goa from Dec. 7 to 10. This concept keenly focused on the business aspect of the fashion week and aimed at increasing business conversions and placing the spotlight on resort wear in India. GLIMPSES GLIMPSESGLIMPSES 44 January August4 June 2012,2011, 2011, EXPERIENTIALEXPERIENTIAL EXPERIENTIAL MARKETINGMARKETING MARKETING 6155 61

+919810119989 | www.emg.co.in

Harley Rock TarunBIG Avon Tahiliani Cyclogreen Bridal Couture92.7 BIG FM and AvonExposition Cycles joined forces for the Riders Season 2 Thesecond third seasontime to attemptof the Tarun the biggestTahiliani ever Bridal ‘BIG Avon Harley Rock Riders, a property Cyclogreen’, which aimed to encourage Indian conceptualised jointly by Harley Davidson Couture Exposition (TTBCE) is taking place overcitizens the months to take of a Julypledge and to August. cycle to In work Mumbai, at least motorcycles and Rolling Stone Magazine, is once a week. The Cyclogreen was flagged off from back with season two. The tour, from May 5 the event was held at the Four Seasons Hotel fromDelhi July on 23 Nov. to 25. 26, This traveled year, across TTBCE 36 went cities to and to October 1, will see the band, Half Step culminated on Dec. 20 in Kolkata. Down perform in four Indian cities along with New Delhi and Mumbai in July and will travel to other popular bands like Split, Thermal and a Hyderabad and Kolkata in August. Quarter, and Parikrama. INCLASSIFIED FOCUS 4 January 2012, EXPERIENTIAL MARKETING 62

Talent Central

Team Rustic Private Limited Positions: Client Servicing | Sales | Event Co-ordinator | Production Location: Navi Mumbai Mail CV at [email protected]

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EVENT AND EXPERIENTIAL MARKETING AWARDS 2012

DEADLINE TO SEND IN ENTRIES: January 31, 2012 Honor your best experiential marketing programs of the past year with the pre-eminent award in the industry, the WOW Awards. 27 categories ranging from WOW Promotions, WOW Media, WOW MICE, WOW LIVE and more. Get your hard work recognized and enter today! Log onto www.eventfaqs.com/wowawards

WOW Awards 2012 Jury Members:

Hemant Malik, Manish Sharma, Dr. Anuj Saxena, Maneet Jolly, COO - Trade Marketing & Director - Sales and Managing Director, Elder General Manager - Brand Development, Marketing, Healthcare Ltd. Marketing, ITC Ltd. Panasonic India Idea Cellular

Presented by :

Vikrant Ramachandra, Harish Moolchandani, Sanjeev Shukla, Viral Oza, Vice President and Head - CEO and Managing General Manager and Director - Marketing, Brand Marketing, Director of India and Head Rural Vertical, Hero Nokia India Tata AIG Life Indian Sub Continent, MotoCorp Ltd. Beam Inc. In Association with:

For more details on how to enter the WOW Awards 2012, visit: www.eventfaqs.com/wowawards