www.eventfaqs.com 4 jan 2012 MAIN ISSUE 64 PAGES INCLUDING COVERS | VOLUME 2 | ISSUE 9 ` 100/- Events | Entertainment | Promotions | MICE | BTL | Sponsorship | Sports 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. Subscriptions are ` 1,000/- (India) and US$ [email protected] 120/- (ROW) per year (12 issues), including postage. Mail at [email protected] for more details. 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 Event Briefs Industry Watch Promo Power | MICE | Live Developments | Destination Sports Rush | Media Active w ww.eventfaqs.com/maximice 06-13 Venues | Events 18-21 Cover Story 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.