Market Pulse: Also Featured

4 OCT 2011

MAIN ISSUE 78 PAGES INCLUDING COVERS | VOLUME 2 | ISSUE 6 ` 100/-

In Focus: NBA Jam shoots hoops in India for the third year p 46 Paris Hilton adds her touch of glamour to India p 48 GIMA Awards pitch higher in year two! p 51

Also Featured: Market Pulse: Cricket Retains Branding Monopoly p 27 Set Design: Keeping it Relevant (Brand Experience)mass media p 29 -Omung Kumar, art director and set designer p 56 What are your marketing plans this festive season? p 34 The Grand Hyatt Mumbai: Nurturing its appetite for Events p 58 RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 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 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 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 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 4 October 2011, EXPERIENTIAL MARKETING 07

It’s all happening here EDITORIAL TEAM: KARISHMA HUNDALANI [email protected] +91 98212 80003 Who could’ve vouched that India would have its very own F1 KARAN IYER track some day? Its quite amazing what a strong belief backed [email protected] +91 80977 68788 by requisite funding can achieve. What’s more fascinating is the

RACHEL GEORGE effect the development of infrastructure can have on a nation, and [email protected] +91 98197 77983 SHWETA RAMSAY eventually its economy. [email protected] +91 98923 59703 SHACHI TAPIAWALA The topic is much deliberated. The lack of infrastructure is surely the [email protected] +91 98336 21173 DESIGN TEAM: most pertinent reason why the event industry in India hasn’t reached VINAYAK ALLE its optimal growth. Maybe deliberating the effect of this growth on PRASAD KARAMBAT the economy would see more conviction in the Government. MARKETING SERVICES: VISHAL NAGDEV [email protected] +91 98212 24987 A private organization has made the Indian Grand Prix possible. ARNOB BANERJEE The investments made seem a hefty comparison to the returns [email protected] +91 98195 40004 JPSI can expect (at least in the near future). But what’s worthy of TANVI ASHER [email protected] +91 92245 72293 focus is that it’s an investment. An investment in the development SHABNAM CHARANIYA of a sport beyond cricket. An investment in showcasing the nation [email protected] +91 80077 96990 in a sport with a global audience. An investment in a platform that CAROL SANIL [email protected] +91 98203 63042 brands can leverage. CIRCULATION: RAMESH PATIL Brands play an important role in the equation too. It’s through [email protected] ACCOUNTS & ADMIN: their support and investments in the sport and its audiences, that PURVESH BHATT development escalate. And with brands come buzz, hype and [email protected] mileage. Brands are continually perfecting the skill of leveraging their associations.

It’s no longer about sponsoring a platform. It’s gone way beyond, into activating all relevant audiences, both on-ground and on-air, as a lead up, during and after an event. The objective is amplifying ExM is a monthly magazine by EVENTFAQS, the success of the experience. The key is to compliment the publishers of India’s only platform for events level of engagement of the experiential medium with the reach of and experiential marketing - conventional media. www.eventfaqs.com.

Subscriptions are ` 1,000/- (India) and US$ 120/- (ROW) per year (12 issues), including postage. Mail at [email protected] for [email protected] 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 78 pages including covers CONTENTS 4 October 2011, EXPERIENTIAL MARKETING 08

Also Featured In Focus

Cricket Retains Branding Monopoly 27 NBA Jam shoots hoops in 46 India for the third year (Brand Experience)mass media 29

How brands are leveraging the reach of television to amplify on-ground engagement Paris Hilton adds her 48 touch of glamour to India What are your marketing plans this festive season? 34

GIMA Awards pitch 51 higher in year two!

Experiential Marketers in the making... 61 Cover Story 21 EMDI students speak!

Market Pulse

Set Design: Keeping it Relevant 56

-Omung Kumar, art director and set designer

The Grand Hyatt Mumbai: 58 Nurturing its appetite for Events

GLIMPSES 69 71 73

70 72 74 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 Promo Power 4 October 2011, EXPERIENTIAL MARKETING 10

‘Hit Kill Malaria’ spreads awareness Havells India promotes products across cities through mobile business unit Hit kicked off a multi-city Havells India Ltd. launched campaign titled ‘Hit Kill a six-month long promotional Malaria’ in August. This campaign on Sept. 5, targeting is a campaign initiated to industrial hubs and construction spread awareness about sites in the Delhi/NCR region. malaria and encourage preventive action. The campaign Through this initiative, Havells aims to reach out to citizens from various cities with activities India intends to reach out to industry experts and focus in schools and public places. The initiative is expected to on developing the right products and services, as per their touch about 10 lakh citizens across the top eight metros. requirements. The event is being managed by RC&M.

Kapil Dev Pillai, Category Head, Household Insecticides, A. Vijay Narayanan, VP Marketing, Havells India Ltd. Godrej Consumer Products Ltd. said: “Our experience is said: “We have been advertising ourselves through that people tend to take less precaution when there are cricket and other sports, and have somewhere missed few mosquitoes. With this campaign, we intend to spread out on the key part of our business, which is industrial awareness that even a single mosquito can cause this fatal business. We plan to make this a pan India activation, disease. We’ve partnered with Synergie for this initiative.” reaching out to approximately 15,000 to 20,000 people.”

Percept Activ takes Birla Tyres on- BIG Live offers career counselling to ground with ‘Zero Chinta’ the rural youth Birla Tyres appointed BIG Live launched its rural Percept Activ to conduct intellectual property, BIG an on-ground activation Disha, across key markets titled ‘Zero Chinta’. This campaign began mid-August and in the Hindi heartland. concluded at the end of September, having covered 35 Indian This property travelled across Bhopal and Kanpur and cities. This activity was conducted to increase Birla Tyres’ provided a two-day career program that gave the youth market share, both in terms of brand awareness and sales. an opportunity to make informed career decisions. This initiative continued until Sept. 30. Gillette came on board Sanjay Shukla, COO, Percept Activ said: “Our insights from as the principal sponsor for the initiative, which expected having worked with other tyre companies in the past, and to reach out to over 50,000 students across the heartland. a well thought-out and structured logistic plan, helped us to win this project. In addition, our large office network in Vineet Mittal, Business Head, BIG Live-Rural said: “We India ensured that we had hands-on control on a project wanted to offer students an opportunity to make informed running across so many cities with multiple teams working career decisions. Marketers are increasingly reaching out simultaneously to ensure ‘zero chinta’ for our client.” to rural audiences and BIG Live’s rural initiative came as an answer to suit the requirements of reach and depth.” E18 executes activations for TVS Tyres across three cities MTS brings the world’s first EV-DO Rev.B Phase II network to India TVS Tyres initiated activations in Chennai, Surat and Patna Sistema Shyam TeleServices for 25 days each between brought the world’s first CDMA August and September. The EV-DO Rev.B Phase II network For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com objective was to create a buzz to Jaipur. To experience the full and increase brand visibility in the market place. E18 was in power of the same, MTS India charge of the planning, execution and management of the launched MBlaze Ultra. MTS India organised a national event series in each city. An average of 400 to 500 people were press conference at Marriott Hotel in Jaipur on Sept. 4, engaged per day, thus reaching out to around 1 lakh people. executed by Event Crafter, to make these announcements.

Navneeth Mohan, Senior VP, E18 said: “We are like partners Sandeep Yadav, COO, Rajasthan and Punjab Circle, to TVS, our engagement level is not restricted to execution; MTS India said: “The launch of the CDMA EV-DO Rev.B we are actively involved in the strategy and planning. The Phase II will redefine the face of mobile broadband in India. success of these cities is visible with the client extending MBlaze Ultra provides extremely fast data speeds that will the activities to other cities. We hope to cover at least 40 to enhance customer experience while accessing streaming 50 cities and towns by the end of the year.” multimedia.” MICE 4 October 2011, EXPERIENTIAL MARKETING 11

CS Direkt manages Canon CEP Meet Informa India Exhibitions organises Ipex South Asia 2011 The festival calendar in India begins with Durga Informa India Exhibitions Pooja in the eastern organised Ipex South Asia 2011 region, and purchasing at Bombay Exhibition Centre in power is said to be the Goregaon, Mumbai from Sept. highest at this point. Thus, Canon organised the Canon CEP 16 to 19. Visitors at the exhibition (Canon Empowered Partners) Meet at the Grand Oberoi, were treated to demonstrations of Kolkata on Sept. 8. The event, managed by CS Direkt, was advanced printing and publishing attended by over 250 dealers and associates of Canon. equipment and solutions, as well as free of charge seminar programmes. The entire exhibition was executed in-house. Sanjeev Pasricha, MD and CEO, CS Direkt said: “We have been associated with Canon for over a decade. I am happy Rajnish Sinha, Marketing Manager, Informa Exhibitions with the technology and innovation that has gone into the India said: “Every year, we have seen over 20 per cent dynamics of this event. From ideation to execution, we put growth in the exhibition size while visitors have increased by in great efforts to make this event stand out as its success 15 per cent this year. Over 100 exhibitors were associated will be critical for Canon in the time to come.” with the exhibition and over 10,000 visitors attended it.”

Adobe celebrates success with chan- E18 manages Mid-Year Town Hall 2011 nel partners for HSBC India Concepts and Solutions executed an E18 managed the Mid-Year event for the partners of Adobe Systems Town Hall 2011 for HSBC India from Sept. 5 to 7 at Grand Hyatt, Goa. across seven Indian cities from The aim was to get the Adobe channel Aug. 25 to Sept. 13. The main partner community together to celebrate agenda for each town hall was its success and set the goals for the fiscal to highlight the results of the past year 2012. The theme for the event was six months and talk about the plan of action for the next six ‘Beyond is where we Begin’. months. All the events were conducted by Naina Lal Kidwai, Country Head, India & Director of HSBC Asia Pacific, and Prabhjeet Singh, Country Marketing Manager-India, Adobe Stuart A. Davis, CEO, HSBC India, wherein both traveled Systems said: “We had over 75 channel partners across India to all seven cities to interact with the employees. The event and Sri Lanka attending the event. The idea behind the theme was attended by 500 to 700 people across each location. was that the very limit that scares other people is where we start our journey. We want our channel partners to aim for Saurabh Khurana, Business Development, E18 said: “The beyond to achieve soaring ambitions and profits together.” events were produced by E18’s corporate team with the core team at HSBC. E18 has been associated with HSBC Vision 20:20 National Cooperative India since 2009 and has managed multiple town halls.” Banking Conclave premieres in Pune To understand how BCG heads to Goa for sun, sand and the financial industry is frolic with Platinum Incentives changing and how to make Platinum Incentives & intelligent investments, Events managed the TransactMedia organised ‘BCG Outing 2011’ for For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com the first edition of the the Boston Consulting Vision 20:20 National Cooperative Banking Conclave on Group, which took place at the Park Hyatt in Goa from Sept. Sept. 16 and 17 at the Lavasa International Convention 16 to 18. The event, attended by over 500 people, aimed to Centre, Pune. The event was managed in-house by take all the employees and partners of BCG for an outing. TransactMedia. The two-day event was addressed by over 20 speakers and was attended by over 300 paid delegates. Birju Gariba, CEO and Executive Director, Platinum Incentives & Events said: “Platinum was pitching against David Chelekot, Founder Director, TransactMedia said: “The some established companies and went through creative event was offered a platform to the cooperative banking presentations and both the concepts given were liked by the segment to align themselves with market realities and to client. The theme finally chosen was ‘Viva’, which means share their problems. All organisations offering solutions for cheers in Portuguese, as the objective was to have a great the SME and BFSI sectors were a part of the event.” time, party hard and recharge.” LIVE 4 October 2011, EXPERIENTIAL MARKETING 12

Laugh it up at the BIG Indian Comedy Vrttanta Mumbai Dreamz debuts in Awards September BIG Live has The first edition of Mumbai announced its latest Dreamz 2011, a dance initiative, The BIG show property of Vrttanta Indian Comedy Awards, Events and Innovations, which will take place in October. This first-of-its-kind was held on Sept. 30 in comedy awards aims to felicitate comic artists across Mumbai. Permissions Bollywood and television. The awards are being were taken from more presented in association with Optimistix. The award than 1,000 schools and 300 colleges to place event categories will be spread across Hindi feature films and posters on their premises. A team of more than 180 television, both in the fiction and non-fiction categories. promoters also promoted the property in Mumbai.

Rabe T. Iyer, Business Head, BIG Live said: “Comedy has Kuldeep Rajput, Chairman, Vrttanta Events and Innovations been an extremely critical peg in storytelling in India. The said: “This event entertained and helped connect with the last few years has seen comedy as a genre being given constantly evolving talent in the world of dance. The basic pride of place with movies and serials pegged on comedy idea was to provide a forum for those artists who don’t get a and hence, our offering of the BIG Indian Comedy Awards.” chance to showcase their talent in different reality shows.”

Kingfisher Premium Sunday Soul FDCI hunts for fresh faces for the Sante returns for a fourth run Wills Lifestyle India Fashion Week The fourth edition of Kingfisher FDCI launched pan-India auditions to Premium Sunday Soul Sante find fresh faces for the Wills Lifestyle took place on Sept. 11 at Palace India Fashion Week Spring/Summer Grounds, Bangalore. This quarterly (WIFW SS) 2012 in New Delhi on Sept. event invites enthusiasts from 20 at The Lalit Hotel. The selection diverse cultures to showcase their rounds tested participants’ poise, talent in the fields of art, craft and confidence, attitude, elegance, and design. This event was founded in personality, among other parameters. 2010 by Asha Rao and has been sponsored by Kingfisher Premium since its inception. This edition saw around 50 Sunil Sethi, President, FDCI said: new stalls set up and around 12,000 people in attendance. “Models are selected keeping in mind the high standards that WIFW Asha Rao, Event Founder said: “The idea is to portray India exemplifies each season. With WIFW SS ‘12, FDCI as a trendsetter and showcase things that are classic and continues to re-define the future of fashion in India.” fashion forward. The event was targeted at people from all walks of life.” Percept launches new IP titled World Gaming Festival Heavy Metal band Metallica to headline Percept Ltd., in association with F1 Rocks in India with Vladivar Delta Corp., has launched a F1 Rocks, in partnership with jointly owned intellectual property DNA Entertainment Networks, titled World Gaming Festival Vladivar and MTV India, has (WGF). The property is a skill announced that multi-award based gaming tournament that For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com winning USA heavy metal tests the ability of participants band, Metallica will headline from around the world. WGF was ‘F1 Rocks in India with Vladivar’ on Oct. 28 at Leisure held at Casino Royale in Goa from Sept. 23 to 26. The Valley, Gurgaon. This marks Metallica’s first live show on on-ground execution of the event was managed by PDM. the Indian sub-continent and the first F1 Rocks in India. Shailendra Singh, Joint MD, Percept Ltd. said: “Gaming Robert Montague, CEO, F1 Rocks said: “What F1 Rocks is upcoming in India but there seems to be a clear gap is doing is groundbreaking and we are pleased we are in the current offerings. Being one of the leaders in the becoming a regular fixture at F1 events, bringing world entertainment and marketing industry, we decided to class music artists together with the world’s greatest motor associate with Casino Royale to create an event that would sport, and a broadcast package that will be distributed to give Indian gamers an experience of a lifetime. In doing so, over 50 million viewers worldwide.” we conceptualised WGF.” Sports Rush 4 October 2011, EXPERIENTIAL MARKETING 13

SPT Sports organizes Kingfisher Meco Motor Sports organises Rotax Premium Corporate 5’s Futsal 2011 Max Karting Championship 2011 The Kingfisher Meco Motor Sports Premium Corporate organised the seventh 5’s entered its 11th edition of the JK Tyre- edition on Aug. 20 FMSCI National Rotax in Bangalore. It will conclude in Goa in November. The Max Karting Championship tournament will run across Hyderabad, Bangalore, Delhi, in Hyderabad from Sept. Mumbai and Pune. The event is being organised by SPT 2 to 4. JK Tyre is the Sports Management. Over 2,000 participants from nearly title sponsor of the event, and has been since the 200 corporate houses are participating in this event. property’s inception. Rachnoutsav Events was appointed to manage the infrastructure for the event. Kanishka Saran, VP, SPT Sports said: “For all this while, we held the tournament in Bangalore, but this year we are Rahitaaz Kumar, Chief Coordinator, JK Tyre, and Race holding it in Goa. The reason behind Goa being selected is Director and COC 2010-2011, said: “F1 is an expensive that Kingfisher has strong presence there and Manchester sport. We are promoting it in India so interested children can United Café is opening their outlet in Goa in November.” start young. This year, we had 12 entries in the Micro Max category, for children of eight to 12 years, and 18 entries Hero Cycles and Sport18 renew in the junior category. We had 50 to 60 cars participating.” association for cyclothon Jagran Marathon’s second edition to Hero Cycles and Sport18 be held across 10 cities have renewed their association for the Hero The second edition of Cycles India Cyclothon the Jagran Marathon will and announced three new be launched across ten editions of the event. The first one was held in Delhi on Sept. 11 cities, where it will be run and in Chandigarh on Sept. 25. It will be held in Pune on Feb. simultaneously in all the cities 26, 2012. All three events are being managed by Sport18. in December. SportzConsult is the marketing partner for Jagran Marathon. The Vijay Bharadwaj, Head of Consultancy and Research, second edition expects to see more than 65,000 runners. Sport18 said: “The India Cyclothon was started in October 2009 to promote the culture of cycling, and is built on Basant Rathore, VP-Strategy and Brand, Jagran said: “We the dual planks of environment conservation and fitness. have succeeded in taking the concept of marathon and Previously, the event was held twice in Bengaluru and long distance running to smaller cities. We hope this will Mumbai and once in Delhi, Chandigarh and Pune. This will encourage people to pursue active and healthy lifestyles. be the second time the event is being held in Delhi.” We have huge expectations from this edition and we believe marathon will grow in stature and scale in years to come.” ESPN STAR Sports and Nokia unveil face of NCL T20 Procam International launches fourteenth edition of the Cricket Cup ESPN STAR Sports, Procam International, for the official the first time, partnered broadcaster with Coca-Cola India to For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com and commercial partner of the Nokia Champions League organise the school cricket Twenty20 (NCL T20), unveiled Shahrukh Khan as the face of tournament, Coca-Cola the tournament on Sept. 9. ESPN STAR Sports will showcase Cricket Cup Under-16. the tournament in more than 174 territories worldwide in The tournament, beginning mid-October and continuing 18 international languages. The third edition will see more for nine months. will be played in 65 districts in eight than 100 players with experience at the international level. states, with participation from over 11,000 cricketers.

Sundar Raman, CEO, NCL T20 said: “The equal spread of Atul Singh, President and CEO, Coca-Cola India and South world-class talent across the teams means we are in for a West Asia said: “Our purpose of partnering this tournament roller coaster ride until the champion is crowned. The team is to identify young talent. The initiative is unique as it that emerges victorious on Oct. 9 in Chennai will rightly includes coaching, education in sports, medicine and claim the mantle of being the world’s best.” nutrition, and exposure to international cricket programs.” Media Active 4 October 2011, EXPERIENTIAL MARKETING 14

Mid Day launches Mid Day Faces Third edition of Radio City Super To give its readers a chance to act Singer travels to seven cities in a movie, Mid Day launched a new property titled ‘Mid Day Faces’. Radio City 91.1 FM is The initiative will culminate with an organising the third ‘Radio City on-ground event in Mumbai at the Super Singer’ contest across end of October. This launchpad will Chennai, Delhi, Ahmedabad, grant the contest winners roles in Pune, Bengaluru, Hyderabad, the forthcoming movie from Lovely and Lucknow. One winner is Singh Production titled ‘Tutak Tootak declared from each city on the culmination of the contest Tutiyan’, starring Govinda’s daughter Narmmadaa Ahuja. at an on-ground event in the cities. The contest ended in Ahmedabad on Sept. 24 and will end in other cities on Oct. Manajit Ghoshal, MD and CEO, Mid Day Infomedia Ltd. 8. The talent hunt is being managed by Radio City Connect. said: “One of the strengths of Mid Day is our connect with the Bollywood fraternity. Mid Day Faces will not only Ashit Kukian, COO, Radio City 91.1 FM said: “This year, establish a consumer-connect for the producers of the film we have taken the property pan India by rolling out the but also offer our readers a once-in-a-lifetime opportunity campaign simultaneously in seven of our prime markets. to act and make a career in movies.” This time we have clocked over 1,000 entries per market.”

Eighth Mirchi Kaan Awards take place MY FM strengthens on-ground reach in September with MY CONNECT division Radio Mirchi organised the eighth To strengthen its on- Mirchi Kaan Awards on Sept. 28 at ground connect, 94.3 MY the Comedy Store in Mumbai. The FM has launched a new awards recognised and rewarded division, MY CONNECT, the best radio commercials of the which will offer clients year. A campaign titled ‘Imitate engagement and amplification solutions to augment their your Idol’ was launched by Mirchi brand communication. While the media house has been to promote the same, which was conducting sales activations in the past, the setup will be executed by McCann Erickson, professionalized with a team led by Satyen Purandare. Mumbai. Harrish M. Bhatia, CEO, 94.3 MY FM said: “MY CONNECT Sriram Kilambi, Marketing Head, Radio Mirchi said: specializes in providing BTL solutions to existing and new “McCann has been our creative agency right from the start. clients. It will provide relevant and innovative information to They worked with us to arrive at the theme for the awards. the client about the market and, being part of a large media The activity took place in eight creative agencies on Aug group, will amplify each activity for a better response.” 23. We hired an event agency to manage the final event.” Business Standard Hindi celebrates MY FM encourages listeners to commit Hindi Diwas In order to ‘Lakhon Ki Chori’ celebrate Hindi Given the festive season, 94.3 Diwas on Sept. 14, MY FM announced a promotion, Business Standard ‘Lakhon Ki Chori’, across its key Hindi organised markets. MY FM gave listeners activations at For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com several financial institutions and banks across seven Indian a chance to win lakhs of rupees cities from Sept. 14 to 23. The activations were managed and celebrate the season in by internal teams of Business Standard in Mumbai, true ‘Jiyo Dil Se’ style. The Delhi, Lucknow, Patna, Bhopal, Raipur and Kolkata. activity received over 5,000 participation SMSes while more than 15,000 people witnessed the event in each city. Arun Natesh, Head Marketing, Business Standard said: “Sept. 14 is celebrated as Hindi Diwas as the Constituent Harrish M. Bhatia, CEO, 94.3 MY FM said: “We intended Assembly of India had adopted Hindi written in Devnagari to capture the spirit of the festive season through an script as the official language of the Union on Sept. 14, amalgamation of on-air and on-ground activities. The 1949. The objective was to promote the use of Hindi words, promotion gave our listeners a reason to get into the groove especially in business terminology. People were engaged of the celebrations and win loads of prizes.” through several quizzes, contests and game shows.” RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 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 mo nth posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month Industry Watch Developments October 2011, EXPERIENTIAL MARKETING 16

Hero Group Percept appoints Officers Choice motors its way Rohit Gopakumar allots 50 per cent into hospitality COO of its IP Promoted by O.P. Munjal, vertical Hero Group on Sept. 5 Effective Sept. 12, Rohit marketing budget to announced its foray into Gopakumar has been the hospitality sector, appointed COO of the having won the bid for a Percept Intellectual BTL activities distressed five-star hotel Properties (IP) vertical. Allied Blenders and Distillers said: “Marketing project on Club Road in This vertical includes all Distillers has launched a spends for the last three Gurgaon, Haryana. While the intellectual properties new campaign for its brand, years is on a consistent the company will be created and owned by the Officer’s Choice. This ad rise with improved focus developing the property, it Percept Group, including campaign is being supported on brand building and so, will be managed by O&M properties in the live by OOH, print, radio, events a jump shift in ATL spends. Hotel Cos. The group has entertainment, sports, and on-ground activations. In the current year, 2011- acquired 3.9 acres of land celebrity management, The key marketing strategy 12, the marketing spends to develop the 280-room digital and media space. As of the brand is to upgrade for Officer’s Choice is to property, the skeleton of COO, Percept Intellectual the image of the brand in the tune of Rs. 15 crores which has already been Properties, Gopakumar the competitive regular with an equal skewing constructed. According to will be responsible for whiskey segment. towards ATL and BTL. a number of media reports, managing and leveraging Various BTL activities are Pankaj Munjal, Managing the IPs currently owned by Commenting on the being conducted at local Director, Hero Motors, has the Percept Group, and will marketing budget, Anish and regional levels so as to estimated the total cost focus on developing new Maria, Category Head, promote the brand among of the project, including and innovative IPs for the Allied Blenders and trade and consumers alike.” finishing the hotel, to be in group. the vicinity of Rs. 650 crores. Peugeot signs a State Support Shailendra Singh, Joint Reports indicate that 5.6 MD, Percept Ltd. said: Agreement with the State of Gujarat million foreign tourists “Percept is India’s only An event was organised to visited India last year and conglomerate that provides mark the signature of an Philippe Varin said: “India the average growth rate of 360-degree services in the SSA between Peugeot and is one of the most dynamic tourism in India over the entertainment, media and the State of Gujarat at the markets in the world, with last five years has been communications industry. Sachivalay in Gandhinagar forecasts of it becoming the over nine per cent. Thus, We are now scaling up our on Sept 1. The event was third largest automotive Munjal opines that now is strategic efforts to develop executed by White Copper market by 2020. Gujarat the time for the group to IPs, thereby creating a Entertainment in the has a business friendly enter this sector as there remarkable and memorable presence of Chief Minister of environment, excellent is opportunity for growth in legacy forever. With Rohit’s Gujarat, Narenda Modi, and infrastructure and is tourism. Hero Group aims diverse exposure to the Philippe Varin, Chairman geographically placed to to open the hotel in one media industry, we shall of the Managing Board cater to passenger car year and is looking to set up take Percept’s IPs into its of PSA Peugeot Citroën. markets across India”. more hotels. next glorious phase.”

Peugeot will invest Rs. EEMA Gujarat appoints governing body members 4,000 crores in a 600 acre EEMA Gujarat has announced chapters is bringing the site at the heart of the the members of its governing In the wake of establishing competition together on rapidly developing Sanand body. J.D. Mehta was named the Gujarat state chapter, one platform due to the automotive cluster in the Gujarat State Head, EEMA is planning other similar varied mindsets. However, Western India. Peugeot will Raj Batra as Deputy State state chapters. A minimum of once they are on board and build a cutting edge vehicle Head, Rajat Sogani as State three chapters will be formed a state chapter is formed, manufacturing facility, Secretary, Bharat Kundalia this year. there is healthy competition integrating body paint as State Joint Secretary, and a friendly business and assembly operations Saurabh Agrawal as Chairman Himanshu Shah, National environment. The issues with an initial capacity of of Membership Committee, Head (State Chapters), faced by the industry on 165,000 vehicles per year and Rajesh Ravani as Executive Committee a regional level can be with options for further Chairman of the Finance Member, EEMA said: “The discussed and resolved on a expansion. and Accounts Committee. challenge of creating state more immediate basis.” Industry Watch Destination October 2011, EXPERIENTIAL MARKETING 17

MoT to develop 35 mega tourist US Travel Great Britain Association’s comes to India, destinations in India courtesy of Visit- Thirty five mega destinations fifth annual are being developed across According to a PTI report, Britain India to give a boost to however, admitting that trade mission In order to give people the tourism, as stated by RH neighbouring countries are experience of Britain’s most Khwaja, Secretary, Ministry attracting more tourists, to India desired tourist destinations, of Tourism, when he was Khwaja said that there The US Travel Association, VisitBritain organised a speaking at the Pacific Asia is a need to change the whose objective is to unique initiative on Sept. Travel Association Travel perception about India promote travel to and 14 at DLF Place Mall in Mart-2011, which took place being a land of snake within the United States, Saket, New Delhi. The in Delhi. He said: “We are charmers. “We have very scheduled its fifth annual initiative was executed by developing 35 mega tourist good roads, airports, hotels, trade mission to India to Purple Crest. The event in destinations in the country. and world heritage sites. take place from Sept. 11 Delhi was part of a much There will also be about 50 India has much to offer. We to 15 in Mumbai and New bigger global campaign more rural tourism clusters are aggressively promoting Delhi. This edition saw called ‘Great Britain You’re to attract tourists.” niche tourism,” he said. a record number of 32 Invited’. VisitBritain staged representatives from US the initiative in 10 different TDC appoints Beautiful destinations and suppliers cities around the world. HKCEC Planet for tourism meeting with Indian representation tour operators, airline As part of the initiative, witnessed representatives and travel unique pieces of 3D art Tourism Development agents over the course of depicting various scenes record event Company Ltd., Trinidad five days. A new addition from Britain were placed in and Tobago appointed this year was a media day the shopping mall. Some of attendance Beautiful Planet to be its in New Delhi. The event the key places highlighted representative in India. was managed by Sartha through the 3D canvas were The Hong Kong Convention Beautiful Planet will Marketing Consultants. Abbey Road in UK, Covent and Exhibition Centre implement a marketing Garden, the bridge linking (HKCEC) achieved a strategy to educate the Malcolm Smith, VP Business Great Britain and Russia, record event attendance of travel trade and consumers Development, US Travel the white cliffs of Dover, and 5,969,789 for its fiscal year about accessibility to the Association said: “The Wimbledon. The initiative July 2010 - June 2011, an islands and the variety increased participation is was also supported by a increase of 25 per cent of accommodation; and indicative of the importance competition on Facebook, over lasr year. This jump for stimulating consumer of the Indian travel market wherein people could have in attendance was the interest to visit the twin- to the US. We are pleased themselves photographed result of an enlarged event island destination. The to be able to facilitate with the 3D artwork and portfolio - 1,235 events islands offer cultural these important face-to- post it online. The winner of were held at the HKCEC diversity, cuisine, eco- face meetings between this competition was given during the period, many of outdoor adventure, the US travel destinations the chance to visit Britain. which expanded in size. leisure, historical and and organizations and natural attributes, sports representatives from the Garry White, Head Cliff Wallace, MD, HML and romance. Indian travel market.” Marketing, Planning and said: “We take pride Operations, VisitBritain in serving expanding Cornell Buckradee, Acting India is one of the emerging said: “We didn’t want to recurrent exhibitions and CEO, Tourism Development markets to watch since it a use traditional media and introducing new events Company Ltd., Trinidad fast growing economy with tried and tested techniques. to our portfolio, both of and Tobago said: “We 28 million passport holders Instead, we wanted to show which further consolidate invited a multi -agency and counting, a population a bit of British innovation HKCEC’s position as a pitch for our business and of over 1.1 billion, and an and creativity and use preferred venue for event shortlisted three agencies. increase in foreign and 3D artwork to showcase organisers. Over its 23 Two of the further domestic airline carriers. different parts of the years of operation, the HML shortlisted agencies The growth in Indian travel country. This has not been team has hosted 39,606 travelled to Tobago to to the US is one reason done before and it is the events and has collectively be selected. Beautiful for why the US Travel first global tour of 3D street served around 70 million Planet has an excellent Association released a plan art to promote a country. buyers, exhibitors, visitors track record in destination in May to reform the visa The campaign has been and guests.” representation.” system. nine months in the making.” Industry Watch Events October 2011, EXPERIENTIAL MARKETING 18

IT&CMA and CTW Product of IMEX America commemorate ten years in Thailand the Year Taking place from Oct. 4 to already exceeding 6, the IT&CMA (Incentive partners Travel & Conventions, Meetings Asia) is said to expectations be the premier MICE show Inch by in the Asia Pacific region. The first edition of IMEX IMEX said: “We have It is also called ‘Asia’s only Inch for America, taking place spent almost two years double bill event’ as it runs on Oct. 11 at the Sands communicating why the concurrently with CTW Expo, Las Vegas, is slated IMEX business model is (Corporate Travel World) Breakfast to be the largest trade different and precisely how Asia Pacific. Organised by show held this year, and and why it will benefit the TTG Asia Media, the show the biggest hosted buyer meetings industry in the will be held at the Bangkok Beats event ever held in the US. US. We believed that the Convention Centre at Product of the Year has As circumstances stand, US needed a fresh trade CentralWorld Bangkok, launched a series of more than 1,800 exhibitors show format and I have Thailand, with the theme interactive forums in India representing 100 countries every confidence that IMEX ‘Winning Asia and Beyond. that brings together the have confirmed attendance, America will now deliver innovators of the marketing while 2,000 hosted buyers - on business volumes, This is the 19th and 14th and advertising fraternity from the US and the buyer quality and numbers, editions of IT&CMA and to a unifying discussion. world will be attending and exhibitor numbers and CTW respectively. This year Inch by Inch Productions is the event. More than 90 diversity. With unparalleled will also see the up and on board to conceptualise live educational events industry support we’ve also coming MICE destinations and execute these events have also been confirmed. been able to deliver an of Cambodia and Vietnam on-ground. The first of the extraordinary 14 co-located making their debut with a forums was held at the Ray Bloom, Chairman, trade association events.” stall each at this show. Leela, Gurgaon on Sept. 15, and explored emerging European trends in the country and EEMA-West unveils its implication on aspects Meetings of growth of industry and socio-economic charter and engages and Events health. The Mumbai session was on Sept. 27. members in an Conference 2012

Charulata Ravi Kumar, The European Meetings and CEO Product of the entertaining event Events Conference (EMEC) Year, India said: “The The EEMA West zone tournament. 2012 will break new ground forum aims to fuel new met at WTF-Versova, from Jan. 29 to 31, 2012 thinking. To discover latent Mumbai on Sept. 27. The The highlight of the evening in Budapest, Hungary. opportunities that lie before objective of the event was was the announcement EMEC claims to be the most us, within communities and to create a platform for of a new initiative by innovative conference for within the current dynamic agencies in the western the EEMA West zone. A meeting professionals in circumstances. To explore region to get together in concept tentatively titled Europe, in terms of concept, the nation’s future readiness a fun environment while the ‘Great EEMA Festival’ content and meeting room to adopt and adapt to new chalking out the agenda (GEF) was announced, design. ways of living and new ahead for its members. with the objective of consumption patterns. The agenda included more creating a showcase for Bruce MacMillan, President Seamlessly strung together get-togethers, a workshop EEMA members, while also and CEO, MPI said: “Our with innovation across all every quarter, spreading engaging a community theme for the conference is streams as the theme, awareness about EEMA, of relevant audiences ‘Innovation. Re-Imagined’. and its relevance and communicating members and raising funds for the Hungary is the European impact across progressive, benefits, and having a association. GEF has been hub of innovation, so it’s emerging and the larger but sequel to the fund-raiser scheduled to take place especially appropriate that rather neglected markets of event, either in the form in February 2012, in and its capital is our host city India.” of a cricket or bowling around venues in Mumbai. for the 2012 conference.” Industry Watch Venues October 2011, EXPERIENTIAL MARKETING 19

Marriott International Enhances its Lifestyle Mövenpick Hotels & Resorts Enters India Collection of Hotels in the Middle East & Africa The Mövenpick Hotel & Marriott International Inc. a city steeped in the arts and of the region, offering 204 Spa Bangalore is the first has opened the newest gem history. The New York Times luxuriously equipped rooms property in India for the in its Renaissance Hotels recently noted the richness and suites. For meeting international upscale hotel portfolio, the Renaissance of Tlemcen as a destination and special events, the company. The five-star, Tlemcen Hotel in the by including it as one of the Renaissance Tlemcen Hotel 182 room hotel is designed ancient city of Tlemcen, most exciting places to visit offers a flexible space of as a contemporary in northwestern Algeria. in the world this year. 2.500 sq.m, including two business destination Situated on the exceptional reception rooms and a while also offering leisure viewing point of Plateau The building, designed with conference room equipped opportunities for relaxation, Lalla Setti, the Renaissance an Arab-Moorish feel, rests with six simultaneous dining and entertainment. Tlemcen Hotel offers perfectly within the context translation booths and high A dedicated floor for panoramic views of Tlemcen, of the architectural tradition speed internet access. banqueting facilities includes a grand ballroom Carlson to launch Douglasville breaks ground on new with a separate entrance, while seven meeting venues Radisson Blu Hotel conference center offer an ideal setting for in Dehradun On Sept. 22, city leaders in foot facility will include a exclusive board meetings, Carlson, a family- Douglasville broke ground ballroom of approximately corporate celebrations and owned global hospitality on a $11.6 million facility 7,700 square feet, that will social functions. One of and travel group, has that will allow them to seat 560 people and contain the convenient benefits announced the signing of host multiple conventions three banquet rooms. guests can enjoy include a its first international hotel at the same time, and 24-hour rate starting from in Dehradun, Uttarakhand, attract business west of The center will have the moment they arrive, named Radisson Blu. metro-Atlanta. City officials multiple breakout rooms which helps the majority Construction of the hotel entered into an agreement for use during meetings or of international travellers commenced in September with Atlanta-based Hardin conferences, an auditorium, taking early morning this year and the hotel is Construction to build the and a full kitchen. The or late evening flights. expected to open in the center on the site of the complex will also include an second quarter of 2014. current city parking lot. attached multi-level parking Jean Gabriel Pérès, The $25 million Radisson The 13-month construction deck, with a capacity in President & CEO of Blu Hotel Dehradun is schedule is slated to begin excess of 300 vehicles. Mövenpick Hotels & owned by Sir Biotech India on Oct. 1. The 37,000 square Resorts said: “This opening Ltd. Radisson Blu Dehradun marks a new milestone will be a six-story, 125- New venues for corporate events to for our company entering room hotel designed by the Indian Subcontinent Italian architect, Giampiero be a legacy of London 2012 with the Mövenpick Peia. The London 2012 Olympic of holding up to 300 Hotel Bangalore. We are Games will be leaving people. convinced that the hotel’s K.B. Kachru, Executive Vice a legacy in the form of facilities, in combination President, Carlson Hotels, prime conference and The Olympic Park Legacy with our personalised South Asia said: “Radisson event venues for those Commission will be service delivery and the Blu Dehradun will cater in corporate events canvassing opinions on Swiss approach to quality, to both international management. Once the the uses that people would will appeal to domestic and domestic travelers event comes to an end, like to see for the park and and international travellers traveling to Dehradun. It all the major sporting sporting spaces once the alike.” is an ideal location that locations will be home to Games are over. According appeals to business and event spaces, with high to Meet Pie, while speaking Mövenpick Hotels & Resorts leisure travelers. Marketing standard venues being on at Beyond 2012, Clive has strong expansion plans and promotional activities offer at Queen Elizabeth Little, Director of Events in India and has announced will typically begin six Olympic Park, including and Programming, Olympic a second property in the months to a year prior the stadium, velo park Park Legacy Company said: country, the Mövenpick to its opening. The hotel and aquatic centre. One “The viewing platform can Dharamshala Resort & Spa, will have comprehensive unusual place to host an be used for events and an exclusive 110-room meeting facilities that will event will be inside the people are encouraged to resort in the Northern cater to a wide range of Orbit sculpture. built by take the lift to the top and Indian Kangra Valley due to events and meetings.” Anish Kapoor and capable walk down.” open in 2013. RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 RNIposted registration at Mumbai 108290/2010 Patrika Channel Postal Sorting registration Office no on MH/MR/N/150/MBI/11-13 every 7th or 8th of the month posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month COVER STORY 4 October 2011, EXPERIENTIAL MARKETING 21

By Karan Iyer October is going to be the most awaited month for many (HRT) and Virgin. motor racing fans in India, as the residents of Delhi will be waking up to the smell of burning rubber and the sound of Practice rounds will be held on Oct. 28 and the qualifying Vroom! India will be part of the Formula One Grand Prix this round on Oct. 29. The actual race on the 5.14 km circuit will year, which will be held at the Buddh International Circuit in be held on Oct. 30. Bharti Airtel is the title sponsor for the Delhi. The teams participating this year are Red Bull Racing, Grand Prix of India. The track on which the race will be held McLaren, Ferrari, Mercedes, Renault, Force India, Sauber, is constructed by Jaypee Group and managed by Jaypee Toro Rosso, Williams, Team Lotus, Hispania Racing Team Sports International.

History in the Making Formula One Management Ltd., a subsidiary of Formula One World Championship Ltd., had been looking to bring the Formula One to India for a long time. Bernie Ecclestone, CEO of Formula One Management, had come to India a few years ago to scout for partners and locations in India. business and had a long-running association with sports. He had visited various cities and later met with the Jaypee He was very pleased with the location presented to him. He Group in Delhi. Jaypee Group showcased some of its had met with Jaiprakash Gaur, Founder of Jaypee Group, sports properties in Noida like its golf course and sports and there was chemistry between them. Both of them liked complex, as well as gave Ecclestone a tour of the property each others way of doing business and association with in Noida for the race circuit. sports. This is how Jaypee Group became associated with the Formula One to build the circuit in India.” Askari Zaidi, Senior Vice President, Communications, Jaypee Sports International told ExM that “Ecclestone On the question of whether the F1’s entry into India will was already aware that Jaypee was in the construction change perception towards other sports in a cricket- COVER STORY 4 October 2011, EXPERIENTIAL MARKETING 22

crazy country like India, Zaidi said that “the popularity to mind when you think of Formula One. Hence, it is only of the F1 race is wide spread and the race is conducted natural that Airtel and Formula One together bring to life almost everywhere in the world, garnering a high amount the dreams of millions of young and passionate sports viewership across various countries. However, there are enthusiasts in India, giving them an opportunity of a lifetime many countries where cricket is neither played nor watched. to watch the very first Airtel Grand Prix of India in person.” In a country like India, cricket remains a very popular sport, but the F1 coming to India should popularise motor sports As part of its promotional activities for the F1, Airtel had and bring about some change.” initiated a TV reality show to hunt for India’s Formula 1 Grid Girls, giving 48 shortlisted candidates the opportunity to As promoters of the circuit, Jaypee Sports International represent India at the Indian Grand Prix. The telecom major has launched advertisement campaigns on TV and print, also launched an online racing game. Players would have as well as set up hoardings in and out of Delhi. Jaypee has the opportunity to win ‘The-A-Ticket’, an exclusive ticket for also associated with Mercedes, which will be the official two grand seats at the F1. automobile partner. Mercedes will be providing safety cars and, after the F1, will be setting up a motor racing academy, “Given our brand’s focus on bringing customers closer to all according to Zaidi. that they desire, sports –which is one of the most popular categories in India – has always been a natural focus for So what are the plans for the circuit after the F1? Zaidi told us. Be it cricket (a cult sport that is often termed as our ExM that Jaypee is in negotiations to hold other international country’s religion), soccer (a game the country truly enjoys), races on the circuit like the Moto GP and Superbike Series, or Formula 1 (a passion for the youthful and increasingly as well as in talks with automobile companies that are global India), Airtel as a brand continues to associate with interested in hiring the race track for on-ground promotional all sports that appeal to people across all ages,” Mohit activities or events. Beotra, Head – Brand & Media, Airtel, explained.

A number of brands are associated with the Indian Formula Encompassing the F1 One Grand Prix including, Vodafone, JK Tyre, UB Group, Encompass will Shell, Castrol, Tag Heur, Helix, and Hero Motors, among be playing a major several others. role in the on- ground promotions Making Airwaves on the Tracks and festivities at Airtel announced its title sponsorship of the F1 way back in the F1. The event August. Talking about the reason behind Airtel’s association management company is working with Airtel, Jaypee with the F1, Sanjay Kapoor, CEO – India and South Asia, Sports International and Mercedes, managing all their BTL Bharti Airtel said at the time of the announcement that activities for the F1. For Jaypee Sports, Encompass will “Airtel has been associated with speed, performance, managing their mall and airport activations, as well as ticket calculated risks and excitement, the very words that spring bookings along with BookMyShow.com. On the race days, Encompass will be managing the entertainment zones at the circuit, the driver’s parade and the opening event. Encompass, which had managed the press conference announcing Airtel’s title sponsorship, will be managing on-ground activations for the telecom major at malls and colleges, as well as the ‘Grid Girl’ contest. Meanwhile, for Mercedes, Encompass will be managing the automaker’s lounges at the circuit and has also been instrumental in the signing of the partnership between Mercedes and the circuit management.

Wherever the F1 goes, Vodafone follows Mohit Beotra Speaking of Airtel, there is another telecom major that has Head – Brand & Media been associated with the Formula One since a long time. Airtel Vodafone is associated with the Formula One through its sponsorship of the Vodafone McLaren Mercedes team, “Given our brand’s focus on which is the second oldest active team. Vodafone has been bringing customers closer associated with the McLaren Mercedes team as the title to all that they desire, sponsor and official mobile partner since 2007. sports –which is one of the most popular categories in “The sponsorship demonstrates Vodafone’s ongoing India – has always been a commitment to the Formula 1 World Championship, natural focus for us” a sport which has significant appeal for Vodafone’s customers around the world. Formula 1 Racing is gaining COVER STORY 4 October 2011, EXPERIENTIAL MARKETING 23

Une touche de français If we are talking about the F1, there are definitely going to be a lot of automakers associated with it and French automaker Renault is no stranger to motor racing. Recently in the news for making its solo entry into the Indian automobile market, Renault has been associated with the F1 for close to 30 years as an engine supplier, technology partner and as a team owner.

“Renault has an enviable track record in F1, having Anuradha Aggarwal recorded 138 wins and two Double World Championship VP – Marketing, Brand titles (2005-06). Though we have sold a majority stake in Communication and Consumer the Renault F1 Team, we continue to be associated with Insights, Vodafone Essar F1 as an engine supplier to three teams – Red Bull, Lotus Renault and Team Lotus. Renault has recently signed an “This initiative gives agreement to supply engines to the Williams F1 team, making it the fourth team which will be running on Renault us a great opportunity engines in 2012. The engine supply agreement between to leverage our global Renault and Red Bull has also been extended until 2015,” association and engage Ashish Sinharoy, Vice President – Communications and with our customers and Corporate Affairs, Renault India Pvt. Ltd. told ExM. offer them an experience of a lifetime through various Renault’s association also indirectly benefits its customers initiatives” since the technological innovations used in the F1 from aerodynamics to special materials and emissions find momentum in India and is expected to grow with the first their way back to the company’s production cars. Sinharoy ever Indian Grand Prix. This initiative gives us a great said that Renault has always leveraged its F1 connection opportunity to leverage our global association and engage while marketing its passenger cars and we have definitely with our customers and offer them an experience of a benefited from our close association with F1. lifetime through various initiatives,” Anuradha Aggarwal, Vice President – Marketing, Brand Communication and So what is Renault’s perspective of the F1 coming to Consumer Insights, Vodafone Essar Ltd. told ExM. India? “F1 coming to India will definitely change the way we look at sporting events other than cricket. F1 is a F1 racer Lewis Hamilton has been the face of Vodafone very high viewership, high impact sport where fans are McLaren Mercedes since 2007 in India. Vodafone has passionately loyal to either teams or drivers irrespective of leveraged this association further by bringing Hamilton each year to different parts of the country, like Delhi, Mumbai and Chennai. Additionally, Vodafone aims to delight its customers by giving them quality experience through a host of offerings during the racing season, according to Aggarwal.

Vodafone has also been reaching out to its customers through several unique promotional initiatives like the ‘Vodafone Race to Fame – life in the fast lane’ that offers four winners – two consumers and two global enterprise customers – an opportunity to spend the weekend with Ashish Sinharoy the Vodafone McLaren Mercedes team during the motor VP Communications and racing event. Another promotional initiative will be the Corporate Affairs, ‘Vodafone Drive into the Big League’ which extends an Renault India exclusive opportunity to small and medium enterprises to have their logo on the Vodafone McLaren Mercedes cars “F1 is definitely going to that will race at the motor racing event in India. Vodafone change, or at least alter, the has also planned a host of other activities like creating the way in which major brands whole true racing experience with one of the Vodafone look at sporting events. McLaren Mercedes drivers in a metro city other than Delhi Additionally, it is going to in September, Hot Laps with the drivers and road shows have a very positive impact and customer activation programmes with the Vodafone on the whole motorsports McLaren Mercedes show car at the nation’s prime metros, genre, including Rallying.” among others. COVER STORY 4 October 2011, EXPERIENTIAL MARKETING 24

their nationality. F1 is followed by millions of unbelievably it only seems as a natural association for an energy drink passionate fans across countries and continents. India itself like Red Bull, which has been part of the F1 since the early has a following of more than 30 million fans, most of whom part of the last decade. Red Bull owns two Formula One would be glued to their TV sets during the race weekend,” teams, one of which is the 2010 World Champion with the Sinharoy told ExM. reigning world champion driver. “Speed and energy are inherent parts of the F1 and as an energy drink, these are He further added that the F1 is “definitely going to change, values that are resonant with the brand. The F1 is also or at least alter, the way in which major brands look at about mental concentration, and since Red Bull vitalizes sporting events. Additionally, it is going to have a very body and mind, the synergy is obvious,” a spokesperson positive impact on the whole motorsports genre, including from Red Bull India told ExM. Rallying. We expect that this heightened interest in F1, and Motorsports in general, will, in the next few years produce a Speaking about some of the on-ground promotions that few Indian drivers capable of improving on the record of our Red Bull is doing in association with the F1 in India, the present crop of our drivers, and put us firmly on the global spokesperson said that Red Bull is putting together various motorsports map.” events here in India in the build up for the upcoming race. “We have just announced Red Bull Speed Street on In November 2008, Renault brought the real F1 cars on October 1 where a Red Bull Racing Formula 1 Show Car Indian streets when it brought the Renault F1 Team to will run on the streets of New Delhi. We have just concluded perform at a road show on the Rajpath in New Delhi. This the qualifiers for an event called Red Bull Racing Can event was reportedly witnessed by about 1.5 lakh people where participants used cans to design bodies for remote on the Rajpath and more than 20 million viewers on TV. controlled cars and raced them on a track shaped like the Renault, which recently launched its first two cars in the Buddh International Circuit. We have an upcoming event Indian market, has an 18-month plan to launch five cars on the streets of New Delhi in the first week of October. in India by end of 2012. Renault also plans to bring its F1 We also have an event around karting later on in the year, show car in India that will be used for static displays across as well as an event called Red Bull Night Race at various eight to ten cities. establishments across the country where participants get a chance to change the tyres on a mock F1 car.” “The F1 show car, along with the Renault FLUENCE and KOLEOS cars, will be displayed at dealerships, malls, Burning Rubber airports etc. We will be running a series of customer JK Tyre is a brand that has been deeply associated with engagement programs using our dealer outlets, radio and motor racing in India from karting to the Formula One. TV to create buzz around brand Renault and the cars being JK Tyre has invested in rallying, racing, go-karting and sold in India. Our plan is to continue with our F1 related international racing through its prodigies like Narain activities through September-October until at least January Karthikeyan, Karun Chandhok and Armaan Ebrahim. The 2012,” Sinharoy told ExM. company is running a support race for the F1, which is one round of its International JK Racing BMW Asia Series. Racing with the Bulls Apart from being the host for the JK Tyre race, Rohitaaz Since the F1 is all about adrenaline, energy and speed, Kumar from JK Tyre Motorsport said he is also the recovery

Rohitaaz Kumar JK Tyre Motorsport

“Formula One is a different “Speed and energy are inherent league of racing where parts of the F1 and as an energy humans control the speeds drink, these are values that are of more than 350 kmph, it resonant with the brand.” will be a dream come true for many who did not get to see it before.” COVER STORY 4 October 2011, EXPERIENTIAL MARKETING 25

band will be broadcasted exclusively in India.

Besides Metallica’s performance, American pop icon Lady Gaga will be present at the post-race party in India, following the F1 inaugural outing. Lady Gaga, who has sold more than 10 million albums worldwide, will also be making her first Indian appearance when she performs on Oct. 30. Other acts confirmed for the concerts on the race weekend include DJ Roger Sanchez, German DJ-producer Tom Navy and top producer and musician Edward Maya.

Motor Showcase Another F1-related activity taking place is an innovative motor show called Motor Match, which will be making its world debut in India from chief at the Buddh racing circuit during the race weekend. Oct. 28 to Nov. 1, alongside the introductory Indian Formula One Grand Prix. The motor show will be held at the Greater “Formula One is a different league of racing where Noida Expo Center, bringing together the pinnacle of humans control the speeds of more than 350 kmph, it will motorsport and the best from the motoring world. India F1 be a dream come true for many who did not get to see racer Karun Chandhok will be endorsing the event and will it before. Commercially, it’s going to be major boom for be part of the communication campaign to demonstrate the Indian motorsports,” Kumar told ExM. He further added value of the platform and its unique positioning. that the sponsorship of the Indian Grand Prix by Airtel is an indication that the change has begun and that we will see The motor show is an event that has been developed many more. specifically for the BRIC markets and is designed with the consumer in mind, while also bringing car and F1 Rocks! bike companies closer to their prospective buyers for Besides these brands, there are a number of activities meaningful interaction. In addition to providing consumers going on & off the tracks to with the chance to make an informed decision about their promote the F1 like the F1 next vehicle, Motor Match will also allow them the chance Rocks, the series of global to enjoy a festive atmosphere. Visitors will be able to enjoy live music events staged live bands performing, choose from a number of cuisines at alongside Formula One the food court, and also participate in a Consumers Choice races, in partnership with DNA vote for their favourite car or bike. Entertainment Networks, Vladivar and MTV India. F1 Rocks recently announced that Former F1 driver, Sigfried Stohr, and his team of the heavy metal band Metallica has confirmed to headline professionals from Italy, are being flown in especially for the ‘F1 Rocks in India with Vladivar’ on Oct. 28 at Leisure event to supervise test drives for participants of the event. Valley in Gurgaon. This will mark Metallica’s first ever live Visitors on Oct. 31 will also get the chance to direct their show on the Indian continent and the first ever F1 Rocks in questions directly to Chandhok himself. India. Vladivar, one of the premium brands under the United Spirits Ltd. banner, has been appointed as title sponsor of Down to the tracks F1 Rocks in India. The partnership will feature additional The F1 will be witnessing brand promotions, concerts, experiential marketing and promotional activities. parties and many other festivities, but it will all boil down to the race. While there are varied opinions on what impact MTV India, the exclusive broadcast partner for F1 Rocks in the F1 will bring to India in terms of sponsorship and India with Vladivar, will create an India specific 30 minute branding opportunities, the one point that everyone seems primetime lifestyle show as well as a 60 minute music show to be in agreement about is that it is a start and could that will be distributed to F1 and non-F1 broadcasters possibly turn out into something bigger in the future. Given worldwide. The music show will feature Metallica the extensive response that the F1 has received in terms performing in India for the first time as a special only on of brand support, it may not become as popular as cricket MTV. In addition, four half-hour episodes of a documentary- in terms of branding, but might become another avenue for style reality show documenting the search for the support brands to promote themselves. RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 RNIposted registration at Mumbai 108290/2010 Patrika Channel Postal Sorting registration Office no on MH/MR/N/150/MBI/11-13 every 7th or 8th of the month posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month ALSO FEATURED 4 October 2011, EXPERIENTIAL MARKETING 27

Cricket Retains Branding Monopoly By Karan Iyer With the Formula One coming to India for the first time, Branding is the name of the game many motor racing enthusiasts in India will be having the But do brands have BTL advantage in associating with the opportunity of a lifetime to witness the F1 live. The F1 Indian F1 when compared to cricket? Krishnamachar believes all Grand Prix will be witnessing support from brands like events are dictated by television and no one sport gives more Bharti Airtel, Jaypee Group, UB Group, Hero Motors, UBS, opportunities to conduct on-ground activations than the other. Vodafone, Santander, Renault, Mercedes, among others. “Activation opportunities are available everywhere. The type of people who go to watch the F1 are mostly motor racing Despite all the festivities over the arrival of the F1 in India, we fans and a highly literate audience. They would be sitting and at ExM wondered whether sports like motor racing actually analysing the cars, the statistics and the teams. So the F1 have sufficient fanfare and brand support to compete in audience is quite a literate, niche audience unlike in cricket a country that considers cricket a religion. Could the F1 which is a sport watched by all.” change the way in which brands perceive other sports? Krishnamachar further explained about the kind of brands The F1 Effect that would associate with F1. “The F1 is a premium sport that Harish Krishnamachar, Vice serves a premium market which is growing, offering premium President – South Asia, World marketing opportunities. The brands that would associate with Sport Group, does not think the F1 are mostly motor-related brands or premium brands so. He expressed the opinion because of the type of audience that this sport attracts.” that business is in cricket and that “there is more commercial Stewart explained with money going to cricket than examples. “If you look at the way any other sport in India. As a for instance Castrol promoted Harish Krishnamachar thumb rule, I would say 80% their ICC association, we have of sports sponsorship in India examples of brands doing the goes to cricket and the remaining 20% to other sports.” He same kind of sophisticated work added that the F1 is not likely to change this fact. “Unless that the F1 sponsors have been the F1 or motor racing as a sport stabilizes, there is little doing. In fact, it’s not really an chance that it would garner as much brand attention as issue of just these two sports Jamie Stewart cricket. The F1 is a very niche business, while a sport like that companies could work with. cricket is for the masses. Another point is that the F1 is in If it was appropriate for your business, you could build a terrific India only for a week and for any sport to garner massive programme focused on North India on a sport like Kabbadi. audience attention it needs to be conducted throughout the Unfortunately, one of the limitations most sports have in India year, which is cricket.” is they haven’t managed to build a quality television product with which mass audiences can engage. That should be a Former Australian cricket player Jamie Stewart, who is now primary focus as it is a critical indicator on the way to building a consultant in the lifestyle and sports marketing space, has fan base and commercial viability.” a similar opinion. He believes that most sports in India other than cricket are not close to reaching their potential, “but Cricket Undefeated for Now this is more due to issues of governance and professional Are there any other close contenders? “No, cricket remains a administration than anything else. Federations or their rights popular sport in India. If it hadn’t evolved into different popular holders need to put in place professional strategies to grow formats like the Twenty20, then there would have been a popularity and build visibility over the long term.” possibility. Motor racing is not a new sport but bringing the F1 to India is definitely a start towards popularizing motor sports Speaking about the brand support for F1 in India, Stewart here. The F1 is popular in many countries in Europe, but it said that besides Airtel, at present the brand support he doesn’t substitute soccer there,” explained Krishnamachar. sees is from global sponsors whose local branches are activating. “I think Narain Karthikeyan got a small deal for the Stewart echoes the same opinion. “I don’t see anything taking India race but otherwise I really haven’t seen much. Having over cricket anytime soon, but there are sports with strong said that, Airtel’s support is a very good acquisition and the following and potential commercial bases which, if managed ‘best practice’ activation from the likes of Vodafone and right, could be very significant like football, hockey, motorsport Johnnie Walker is showing brands here how to actually use and badminton. As I said the problem is not with the sports sponsorship and how much more powerful it can be when themselves – we all saw the latent passion and love of hockey executed well as compared to conventional advertising. during the World Cup and Commonwealth Games and the In that sense, it is hugely positive and the F1 are the best packed stadiums and cricket level TV ratings. The issue is at event managers and promoters in the business, so there are the federation level, which in hockey’s case is suffering from lessons and learning there for right holders too.” extreme turbulence and political activity.” 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

Grand Finale Oct 22nd 2011, CORPORATE KARAOKE CHALLENGE 1300 hrs onwards Tryst High Street Phoenix, Mumbai In association with

An initiative of Supported by

For further details: www.eventfaqs.com/golive | Poonam Khinchi +91-9004687566 | 022 6489915 Email: [email protected] *Karaoke format can change subject to responses recieved. Entry restricted to participating corporations only. ALSO FEATURED 4 October 2011, EXPERIENTIAL MARKETING 29

How brands are leveraging the reach of television to amplify on-ground engagement

The logic seems straight forward. Customized brand Hong Kong Tourism Board recently completed a engagement usually can’t reach the scale of mass project with Indian writer Chetan Bhagat, in which media, where as conventional media can never the author experienced the destination in all its glory, create the same experience with a brand as an on- and this experience was packaged into episodes for ground engagement program. While the objectives of consumption on two television channels including delivering a message through a particular medium still Zoom TV and ET Now. David Leung, Regional Director, hold true, the potential and effectiveness of integrated South & South East Asia Hong Kong Tourism Board, communication programs inches ahead boldly in terms explains the concept of going to TV, he said: “Branded of relevance to the target audience. entertainment is a global trend which is constantly increasing since two like entities come together with Experiential marketers the nation over seem to be a need and requirement and the other with a solution fixing the one missing element from the almost perfect – the company that has a need to create hype and medium of experience – mass reach! How? Well, publicity, and the medium through which it can reach like most marketing campaigns, the answer to that to its audience.” question is dependant on the level of innovation and the set objectives of the campaign. Elaborating on the fact that once taken into the public domain through a mass medium a brand can ensure Another interesting aspect is that this format of conversation and the word of mouth effect from the amplified brand engagement involves a varied set of activity, Maneet Jolly, GM, Brand Marketing, Idea professionals and industries. Brands, media channels, explained: “With media involvement, the amplification media companies and of course event planners are creates positive conversations as it brings the event all working to crack a big idea in this direction. While into the public view. The combination of on-ground and sponsorship of a live event has been the oldest on-air amplifies certain aspects of the activity much manifestation of this concept, the evolution has now beyond the people engaged on-ground.” led to integrated sponsorship, branded entertainment, amplifying on-ground engagement and much more. Pointing out the obvious advantage of a well established general entertainment channel, Danish Calling in the Air force Khan, Marketing Manager, Sony Entertainment Simply put, when a brand chooses to reach out to a Television stresses on the need to amplify the results wider consumer through a mass medium like television, of a successful on-ground campaign. He said: “Live it is with the motive of creating a buzz around what brand experience, no matter how rich, will have a was executed on-ground. limited reach to only the people who could be present ALSO FEATURED 4 October 2011, EXPERIENTIAL MARKETING 30

Relative Connections Sharma goes on to explain the reason for the choice of on-air format. He said: “The penetration and awareness of the beauty products category is lower in India unlike developing countries. Hence, creating awareness, and a touch and feel of the products in a live ambience plays a crucial role in establishing a product category. A reality show format involves participation through an audience that was engaged in some activity designed around the product. Hence, the reality show creates Danish Khan real life situations which the audience identifies with.” Sr. VP, Head - Marketing Sony Entertainment Television Ultimately what’s not staged, but actually experienced by someone who is not an actor or paid to communicate a message but an actual consumer, much like the “Live brand consumers of the content being watched, is more experience, no matter reliable. how rich, will have a limited reach to only This was similar for the rational of selecting Chetan the people who could Bhagat for the branded content that HKTB created for be present at the television audiences. Leung explained: “We aimed to event.” connect with local viewers even more by working with a well-known local Indian personality with a strong India-Hong Kong link, with a ‘personal touch’ and first at the event. If you want to use that engagement and hand experiences.” communicate it to a large audience and amplify its results, then you take it on to media with mass reach, “With Chetan Bhagat being an acclaimed novelist in like television.” India and his connection with Hong Kong during his 11-year working stint as an investment banker, we As an event conceptualiser and custodian, it is natural were confident that Indian viewers will be able to to look at the event as the central aspect of content and relate and appreciate Hong Kong through his eyes. then various modes and means to effectively amplify Through Chetan Bhagat’s experience which was aired this. Sabbas Joseph, Director, Wizcraft International Entertainment said: “When a brand comes on board to sponsor an event, the value that you then provide the brand in terms of amplification to reach out to more consumers could be through ticketing, on-ground engagement platforms, web and digital content, mobile content and of course television licensing of the content (in some cases multiple television tie-ups).”

An interesting twist to the amplifier effect is when the on-ground aspect of the entire program, is seen as a taste of what is going to happen on a larger, more mass scale on television as part of the same campaign. Manish Sharma Panasonic Beauty range of products has recently Director- Marketing & Sales launched a new range through a contest, which is Panasonic India engaging its audience on-ground. This contest format will then be taken on-air on MTV in a reality show “A reality show involves format with larger reach. Manish Sharma, Director- Marketing & Sales for Panasonic India, revealed: participation through “A combination of a well-planned and relevant on- an audience that was ground campaign can be like a teaser to the on-air engaged in some activity amplification. It can help add to the scale of the show. designed around the The combination creates a win-win scenario for the product and creates real brand and the consumer. It engages consumers at the life situations which the ground level and taking it on air takes it closer to a audience identifies with.” larger number of them.” ALSO FEATURED 4 October 2011, EXPERIENTIAL MARKETING 31

Joseph explains this with the example of Wizcraft’s flagship property IIFA and recently developed music awards – GIMA. “When a brand is associating with an event platform, they strive to mirror the image that you have created; one that’s far beyond anyone else’s imagination. It is the price a brand is willing to pay to reach a set of consumers in a given environment. The price then gets determined on the basis of how many consumers the event is reaching out to and how engaging the environment is.”

“Then again, the brand needs to believe in the basic David Leung premise of the property. For instance with GIMA, unless Regional Director, South & South East Asia Chevrolet didn’t want to see a long-term association Hong Kong Tourism Board with the music industry of India, they would not be associating with the property. We provide the sponsor a high opportunity to be seen. For instance with IIFA, “The purpose of a we leverage the credibility and aspiration attached branded entertainment with the property to the brand.” program is to give Hong Kong the Another positive association as part of taking your opportunity to on-ground property on television is not only creating communicate its resonance in the mind of the consumer, but also recall. “Branded shows add to this by creating top of the mind image to its current space in the consumer minds. It also offers great and potential travellers brand visibility, a platform for product demonstration in an original way, by and usage by people who represent the larger target creating positive links.” consumer for us, creates aspirational value leading to brand loyalists. And over a period, the show can become a brand property, in the process building brand equity too,” said Sharma. on the channels, we had an opportunity to showcase to the viewers our city. This cultivates a desire to the viewers to plan a trip to our city and have a first hand experience in Hong Kong,” he added.

Positive Associations The most important premise as far as content goes is to successfully communicate the experience that took place on-ground in a non-experience medium. The success stories need to be amplified. Khan explains how this is becoming increasingly important for brands. “Amplifying good brand experiences to larger audiences and spreading the word of what was achieved in the experience is becoming increasingly Sabbas Joseph important for brands.” Director Wizcraft International In cases of existing event properties that brands have decided to join hands with, it is important for a common “When a brand is message between the property and the brand to reach associating with an out to the larger set of consumers. event platform, they strive to mirror the Jolly explained: “A brand might associate with an image that you have event property that is televised, if the core identity created; one that’s far of the event fits with the brand’s positioning/strategy. beyond anyone else’s Most often, the basic tone of such events is positive, aspirational and attention catching. An awards show imagination.” for instance, celebrates the best of a certain industry, the stature and the positivity of the entertainment is the aspect that a brand wants to be associated with.” RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 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 mo nth posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month ALSO FEATURED 4 October 2011, EXPERIENTIAL MARKETING 33

The media brand also lends some amount of credibility and positioning for this content. With a wide variety of media channels across mass and niche genres, the channel partner you select can help identify a certain group of consumers. Also, certain media brands can leverage their own credibility and aspiration value on to the branded content. Sharma continued, “Given that one finds large chunks of audiences hooked on to one television channel or the other, the medium also offers specific psychography of the audience to target through branded shows.” Maneet Jolly GM, Brand Marketing, And if the content’s uniqueness and innovation lives up Idea to the channel’s existing quality expectations, then you know you’ve hit the nail on its head. Leung elaborated: “There are some “The purpose of a branded entertainment program is events that will do to give Hong Kong the opportunity to communicate its image to its current and potential travellers in an better if they integrate original way, by creating positive links between Hong TV/print/radio as a Kong and India’s two most popular channels.” means of building the buzz.” Right Packaging While on the subject of innovation and uniqueness of the content, it is imperative to also consider relevance content is the integration of content with the brand and of the content. Also with more formats in which live is experiential communication since it attempts to send engagement can be amplified, there is also the need out an indirect message to the audience. The reason to understand and distinguish between these to know for a brand to go for branded content is because it is what the brand requires. the way ahead for brands. A person does not sit to watch television for the advertisements, but he/she will Harminder Singh, Head – Branded Entertainment and sit for the content.” Activation, Zoom, highlighted the reason for a brand to associate with a televised event is to maximise reach. And if the content regardless of the format is not relevant But there is major difference between branded content to a larger television viewing audience, perhaps mass for television and a brand sponsoring a televised media is not the route to go with at all. “You have to event. “A brand sponsoring a televised event is direct see the nature of the event before deciding to televise communication for the brand, whereas branded it. Media agencies may tell you that if you want to increase the value of your on-ground event, put it on TV and in some aspects it might not be wrong if done smartly. But every successful on-ground initiative may not necessarily make for good TV content/transition to a TV platform,” said Jollly.

Making the right decision of not televising certain branded content does not necessarily mean not using mass media’s amplification advantage optimally. The more sensible choice is using various mediums to promote the on-ground engagement instead.

Harminder Singh Jolly continued to explain, “There are some events Head – Branded that will do better if they integrate TV/print/radio as Entertainment and Activation, a means of building the buzz in the form of curiosity Zoom and excitement around the on-ground engagement. In that way, you have not just raised the stature “The reason for and profile of the event and the message, you have a brand to go for also communicated to a larger audience about your branded content is platform/association/message. This will needless to because it is the way say, ensure enough traction for the on-ground event ahead for brands.” engagement as also create conversations even after the event is over and, thereby, deepening the impact of the event.” ALSO FEATURED 4 October 2011, EXPERIENTIAL MARKETING 34 What are your marketing plans this festive season? By Shweta Ramsay

Manish Sharma, Director K. K. Chutani, Marketing – Sales and Marketing, Head-Foods, Dabur Panasonic India India Ltd.

Looking at the Festival season is importance of festive the time when people season in India, exchange gifts with their consumer electronics loved ones. This Diwali, firms are betting big on Dabur is giving its this festive season. For consumers the option of Panasonic, this year’s gifting health products festive season is very to their near and dear important as it accounts ones. Dabur India, with for 30 to 40 per cent its range of juice gift of total revenue of the packs, has been seeing company. Panasonic a 30 to 40 per cent jump in sales year- has introduced offers over-year during the festive season. like an extended three- We have introduced eight options of year warranty, assured healthy and nutritious Diwali gift packs. gift on every purchase With packaged juice brands as Réal and and many other exciting schemes which are part of the Réal Activ, Dabur is not just rolling out nationwide campaign ‘Dreams come true when Panasonic special gift packs but also undertaking a comes home’. host of initiatives to enhance the gifting experience this festive season. Our offers promise assured gifts for customers and gives them an opportunity to win more exciting prizes, which includes a Dabur is introducing an exclusive range of 14 special Diwali chance to gain direct entry into Zee TV’s reality show ‘Aapka gift packs of Réal and Réal Activ fruit juices. In addition to Sapna Hamara Apna’. In addition to this, a nationwide the regular variants, even exotic variants like Réal Guava, campaign covering 17 cities across India titled ‘Colors of Réal Litchi, Réal Peach, Réal Apricot, Réal Activ Fiber+ Life’ has also been announced under which Panasonic Multi Fruit and Citrus Punch have been added to the gift has unveiled a new range of direct cool refrigerators, air pack range this year. Special utility pack options like Réal conditioners and digital cameras in multi- colour options. Bread Box option, Réal Tiffin Box option and Réal Activ Jute Bag option are also part of the offerings. More than Panasonic has announced these campaigns in tier II and 11 lakh units of these gift packs would be placed in the tier III markets. For on-ground promotions, Panasonic stores market this festive season. Besides, new exciting super across India are festooned up during the festive season with fruit variants like Réal Activ Pomegranate-Berries have new POP material, balloons, stylish window branding, festive been launched for the first time to offer consumer a tastier collaterals, festive theme decoration, welcome gates, lights, Diwali this season. LED-based standee to highlight the offers and more. These launches are being promoted with an extensive on- Ten per cent of Panasonics’ revenue goes for promoting ground campaign across various retail outlets and modern products in India through various brand building and trade chains. Special gifting counters are being set up marketing initiatives including advertising and BTL. This year, where consumers will get to sample the various gift packs an investment of about Rs. 350 crores has been made for on offer. The initiatives include special retail merchandising marketing activities out of which Rs. 100 crores is allotted to be and in-shop activation. These activities are being carried utilized for this year’s festive season. About 40 per cent of the out across over top 100 modern trade outlets in the country marketing spends for the festive season is allotted for below and around 3,000 general trade outlets. North India will be the line activities and on-ground promotions. Panasonic is the focus on these initiatives as festive season gifting as a targeting 35 per cent of the yearly revenue during this festive culture is seen more in the North. In Delhi alone, we would period and sales are expected to be 100 per cent over the be doing in-shop activation in around 200 outlets apart normal season. from doing merchandising in around 2,000 other outlets. ALSO FEATURED 4 October 2011, EXPERIENTIAL MARKETING 35

Pushkar Jain, Marketing Eric Braganza, President, Manager- Exteriors, Indian Operations, Haier. Dulux Paints This is the peak time of The festive season business for consumer is one of the most durable companies. This important periods for the season we are eying paints industry as this is a sales growth of 50 generally the time when per cent over last year people have the desire and expect to achieve to have a renewed sales of Rs. 200 crore and colourful décor. . to Rs. 250 crore. To give consumers a whole host Keeping with the spirit of benefits, we have of the Durga Puja designed the promotional festival, Dulux has decided offer ‘Haier Lao, Kismat Chamkao’ to give away paints, free of strategically to add double benefits cost to artisans of Kumartuli, to consumers’ shopping experience Kolkata, this festive season, with assured gifts and a chance to win prizes. bringing alive the core brand philosophy of ‘Adding Colour to People’s Lives’. The Dulux team has also contributed We are doing extensive store promotions at all the Haier towards the painting of as many as 4,000 idols of Durga Experience Centres, nationwide, showcasing the latest in with Rs. 4 lakh worth of paints of its most premium brand technology, innovation and design of the complete range of – Velvet Touch. This is the second year after 2010 when Haier products. For better affordability, we have also introduced Dulux has provided free paints to the artisans of Kumartuli a festive scheme of consumer finance at 0 per cent interest for painting Durga idols. Dulux is also supporting artisans on star products. To break the advertising clutter and for better by providing Rs. 1 lakh worth of white chalk which artisans consumer engagement this festive season, we are rolling use in the painting process. Furthermore, Dulux also has out multi-pronged promotional activities with focus on BTL actively supported and participated in programs arranged promotions nationwide. by the artisan association like health camps, Poila Boishak and more. We have put in an investment of Rs. 16 crore for festive marketing this year of which Rs. 12 crore is for promotions. For us, the ability to use our ‘Velvet Touch’ premium paints With distinct promotional offers, we are rolling out multi-pronged to further enhance the beauty and craftsmanship of the promotion activities to ensure better consumer engagement Durga idols is a befitting tribute to our core ideology of ‘Lets and promotions around the festive offerings from Haier. We Colour’. The marketing budget we allotted for promotions have planned a series of on-ground promotions nationwide done during the festival season is about 40 per cent of the which include mall activations, store promotions, exhibitions, total marketing budget. Post monsoons, the sales pick up road shows and more. We are also showcasing the high-end and this season approximately 20 per cent increase in products of Haier, powered with cutting edge technology and sales is expected. unique features through aesthetically designed mock flats.

Mudit Bhatnagar, Head – like ‘Get Lucky with Ganesh’ in West, exclusive tie-ups, events Marketing & International and other properties, the DHFL team tries to cash in maximum Business, DHFL engagement opportunities with customers and increase inquiries to almost 30 per cent every festival season. DHFL believes on- ground events act as an This September, we launched DHFL Express – Home Loans effective media to reach on Wheels, a unique concept based campaign that will deliver out to our customers. home loans to the doorsteps of its customers. It aspires The festival season is to educate a large section of society on the procedure for important to us as we acquiring a home loan by reaching out to them at their doorstep. have generally observed The 90-day campaign is designed to reach out to the potential increased customer customers in the far interiors of Delhi NCR, Punjab, Haryana focus on home loans. and Rajasthan. We have a 360 degree approach for this time Our exclusive tie-ups and a robust response tracking system of the year. The DHFL make us stand out of the crowd. Typically, we spend around 30 team synergises all the forms to 40 per cent of the marketing budget during festival season. of media effectively at all touch On a general note, we attribute enquiry boost by 30 per cent points. From running contests due to marketing activity during festive season. 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 October 2011, EXPERIENTIAL MARKETING 46

NBA Jam shoots hoops in India for the third year By Shweta Ramsay that will help further popularise the sport, increase participation and engage fans in India. We have observed that participation in basketball leagues operated by NBA India has increased by over 25 per cent this year. The future is extremely bright and we are thrilled with the immediate results we are seeing on the ground. The long term potential to grow the game is enormous in India.”

Jamming with NBA Jam This year, the initiative started at the Ambience Mall in NCR, Delhi, on Sept. 10 and travelled to Select City Walk Mall in Delhi from Sept. 17 to 18, Forum Mall in Bengaluru from Sept. 24 to 25, Express Avenue Mall Flying without wings may not be literally possible, but there in Chennai from Oct. 1 to 2, and Phoenix Mills in Mumbai is one man in the world who made everybody believe he from Oct. 8 to 9. As part of this year’s NBA Jam, former NBA could fly (No, he was not a meditating yogi). The Chicago Champion Steve Smith interacted with fans by providing Bulls legend Michael Jordon weaved the dreams of many basketball tips and signing autographs. As part of his trip, basketball aspirants in the US and around the world, and a Smith also trained with India’s Junior Men’s National Team million more when he floated in the air for his famous slam at IG Stadium and made various appearances for NBA Jam dunk that gave him the legendary power of flight. partners.

The National Basketball Association (NBA), which is the The third edition of NBA Jam is being presented by Hewlett pre-eminent men’s professional basketball league in North Packard (HP). Other brands supporting the initiative are America, aims to promote basketball among youngsters Sprite, Adidas, Spalding and Ten Sports. around the globe and has been organising several unique initiatives in India since 2010 to engage Indian youth. Elaborating on the details of NBA Jam, Jain stated: “NBA Jam was initiated three years ago. High traffic malls were In an endeavour to promote basketball in India, the NBA chosen as venues in order to engage as many fans as recently organised the third edition of NBA Jam in four possible. The event was extremely successful, reaching Indian cities. NBA Jam India is a four-city, five-week free two lakh fans and we have returned and expanded the interactive basketball experience open to every basketball program each year since. NBA Jam 2011 presented enthusiast. The NBA Jam is organised in malls to engage by HP is the largest NBA fan event ever in India. The maximum number of audiences and arouse interest in travelling interactive basketball festival has not only them towards the sport. grown in terms of the number of cities it visits but also the amount of basketball activities, number of celebrity Commenting on the aim to popularise appearances and fan prizes have increased this year. basketball in India and the growth Apart from all the basketball action, NBA Jam also had of the league in India, Akash special appearances made by Bollywood personalities.” Jain, Senior Director - Business Development and Partnerships, University of Freshology NBA India said: “NBA’s efforts to This year’s NBA Jam also included the first ever Sprite NBA popularise basketball in a country 3-on-3 tournament in India that took place concurrently at all obsessed with cricket have gone NBA Jam locations. The winning teams from each city will quite well for us so far. We have a earn an all-expense paid trip to Mumbai to compete in the comprehensive approach to develop grassroot programs Sprite NBA 3-on-3 National Championship Finals on Oct. IN FOCUS 4 October 2011, EXPERIENTIAL MARKETING 47

8-9 at the Phoenix Mills Mall, Lower Parel. In addition, the Playing Ball at the Mall Sprite NBA 3-on-3 national champions will play in a special Speaking of sponsorships, the foot traffic in malls coupled exhibition against an NBA All-Star team of local celebrities. with the exciting atmosphere provided by NBA Jam creates a platform for partners associated with the NBA to drive Commenting on the Sprite NBA 3-on-3 tournament, Jain several consumer engagement activities. added: “We are constantly looking for new ways to create excitement for the sport of basketball in India. The Sprite Commenting on sponsor associations, Jain said: “NBA NBA 3-on-3 tournament is held in other parts of the world Jam is the largest fan event in India due to the support and with tremendous success and we felt the time was right to innovation of our partners. HP is the presenting partner implement this competition in India. Interest in the sport is and is returning along with Adidas. This is the first year growing rapidly and Sprite and the NBA have partnered to Sprite is associated with NBA Jam. As the official media bring this exciting, fast-paced form of basketball to players partner, Ten Sports will capture footage of the event and across India. Response for the tournament has already incorporate it into NBA programming across its channels. been overwhelming. Registration for the 3-on-3 tournament Spalding is the official equipment provider of the event.” is open to all players between the ages of 16 to 21. A total of 32 teams per mall will participate in Sprite 3-on-3. One At each NBA Jam location, HP has set up an HP Zone team from each city will be chosen for the finale.” that features a variety of products for fans to interact with, as well as the HP Avatar experience wherein fans can Commenting on Sprite’s first time create a NBA themed digital version of themselves using association with the NBA, Srinivas HP touch technology and print it out wirelessly on an HP Murthy, Director Marketing PhotoSmart Premium Web Printer. (Flavours), Coca-Cola India said: “Sprite and NBA have a global tie Commenting on their association up to jointly conduct the NBA 3-on- with the NBA, Ranjivjit Singh, Chief 3 tournament, which essentially Marketing Officer PSG, HP India is street basketball or informal said: “The game of basketball is basketball played on the streets, gaining popularity across India and similar to gully cricket in India which is the informal cricket we are glad to be associated with the played on the streets of India. As with ‘street’ versions of game through our association with any game, the casual and irreverent format of the games the NBA. NBA Jam will help create and rules lends the players the opportunity to express a platform for us to extend our reach themselves through ‘moves’ that bring out their confidence to our audiences while promoting the game of basketball.” and individuality in their way. This resonates with the ideology of Sprite and values that the brand embodies.” Adidas, the official on-court uniform and apparel provider of the NBA, have set up a unique photo booth at NBA Jam Kwan shoots and scores! locations which allow fans to get a photo of their ‘game face’ Kwan is the executing agency for the NBA Jam. All and take home a souvenir. In conjunction with the launch operations and productions of NBA are managed by Kwan of NBA Jam, Adidas has also launched specially branded as directed by the NBA. sections within 12 Adidas stores that will feature the latest NBA apparel products to launch in India, providing Indian Commenting on the selection and association with Kwan, fans with the most comprehensive assortment of NBA Jain said: “As with all of our events around the world, we products ever available in the country. engaged in an RFP (request for proposal) process to select an event partner for NBA Jam. Kwan, along with several At the NBA Jam venues, Sprite has a 10x10 ft site set up other agencies was considered. Kwan was selected based wherein a mock court is constructed. Here participants on their experience and expertise, and will assist the NBA are encouraged to show-off their ‘fresh’ four moves for a in coordinating all aspects of event implementation.” chilled Sprite or a T-shirt. The ‘Sprite NBA Basket Blast’ promotion will provide fans that purchase a Sprite at Elaborating on working for the NBA, Indranil Das Blah, participating outlets from mid-September to mid-October COO, Kwan said: “We have been working with the NBA an opportunity to win a trip to New York to visit the city’s for close to two years now. We are in charge of the entire landmarks and tour the NBA headquarters. Sprite Basket execution and operations of NBA Jam. We will also be Blast is a consumer engagement program via key channel assisting the NBA in executing the Sprite 3-on-3 tournament partners of Sprite, conducted by Sprite, in select Subway during the NBA Jam. We also played a vital role in helping and modern retail stores across five cities, where upon NBA identify and finalize the venues and execute the event purchasing a Subway combo or specific packs of Sprite promotional plan.” in modern retail stores, participants get to participate in a lucky draw that takes them to the US. Apart from this, Sponsorships were completely managed by the NBA, while Sprite for the first time is conducting activations at select Kwan ensured that the sponsor deliverables are translated colleges in Bangalore and Mumbai as part of the IMC on-ground during the event. activation. IN FOCUS 4 October 2011, EXPERIENTIAL MARKETING 48 Paris Hilton adds her touch of glamour to India By Shachi Tapiawala management companies to manage Paris Hilton’s complete itinerary including all events while she was in India. Cream Events has built a niche positioning for itself, having executed events and activations for brands in a unique style.

Speaking about Paris Hilton’s visit to India, Harshad Chavan, Managing Director, Cream Events said: “Nothing lasts more than a first impression and hence we intended to make it the best one for Paris. Apart from the press conference where she introduced her brand to the media we also planned her visit at various malls in Mumbai for the launch and promotion of her bags. In addition we arranged for her to meet with fashion and lifestyle media where she spoke about her collection. Furthermore Paris also hosted a party with the who’s who of the Indian social circuit.”

Every event during her visit had been designed and executed keeping her imagery in mind. “The press conference included unveiling of a mock store and her mall visit at Inorbit Mall, Mumbai included Paris Hilton Entertainment has entered into a tie-up with unveiling a gigantic bag from her own collection that acted Brand Concepts Pvt. Ltd. to market and distribute Hilton’s as a store inside,” detailed Chavan. global range of handbags and accessories in India. Media icon and businesswoman Paris Hilton formally Focus was paid to the minutest details of Hilton’s favorite unveiled her fall-winter 2011 bag collection at J W Marriott, colour and her glamorous image and all these were Mumbai. Hilton was in India between Sept 24 and 26 incorporated in varied ways in the party and dinner she promoting her brand across various locations in Mumbai. hosted for her business associates. “In terms of technical aspects of the event we used the latest in technology At the press conference to announce the brand’s entry into the Indian market, Paris Hilton explained the rationale behind this move. She said: “I feel that it is always important to create fashion forward products at an affordable price which even ‘mango’ people can enjoy. India is a one of the largest markets for accessories in Asia and is becoming a resource for revenue in the luxury market category globally.”

Continuing on her company’s association with Brand Concepts to aid its entry into this market, Hilton added, “For my first launch, it was important for me to have wider reach and great market knowledge. Indeed no company could have been better for my brand.” Harshad Chavan Managing Director Brand Concepts, a part of the IFF Group, is a fashion and Cream Events lifestyle retail company in India with more than 1000 outlets across 18 states in the country. The company represents “Nothing lasts more than a a wide mix of international and domestic brands across first impression and hence the product categories under brand names like Tommy Hilfiger, Arrow, Rocky S, Cartoon Network to name a few. we intended to make it the best one for Paris.” Cream Events was chosen amongst three event IN FOCUS 4 October 2011, EXPERIENTIAL MARKETING 49

whether it was sound and light or the design of the mock store at the press conference and Inorbit Mall. The creation of the store had been inspired from her actual stores internationally. We share long-term relationships with all our clients and the same applies for Brand Concepts and Paris Hilton Bags and Accessories,”Chavan concluded.

Internationally, the Paris Hilton brand is available across 31 Paris Hilton Handbags signature stores, primarily in Middle East and Asia. Paris Hilton’s collection of handbags and accessories is designed for fashion conscious women.

Paris Hilton’s decision to enter the Indian market with Abhinav Kumar her signature collection of affordable luxury handbags CEO and accessories claims to be another step into her brand Brand Concepts Pvt. Ltd. expansion in Asia. The range of products will be available at Shoppers Stop, Standard Max, Vijay Stores and a company “The association with Paris owned (Paris Hilton) store at Rajouri Gardens, Delhi. Brand Concepts has robust plans to launch more stand-alone Hilton will not only add Paris Hilton stores across India in the coming months. greater strength to our product portfolio but will The brand was extensively promoted through social media also change the face of as well, including the Facebook page for Paris Hilton and the accessories industry in through various contests. The brand will also be promoted India.” through various consumer trade shows. Out of the entire budget of introducing the brand in the Indian market, close to three crores has been allocated for marketing activities. 15 stand alone stores in the next two and a half years.” Throwing light on the objective of the launch and the trend of Indian fashion, Abhinav Kumar CEO, Brand Concepts Pvt. “We are confident that the range of Paris Hilton handbags Ltd, said: “With the Indian consumers getting more aligned and accessories will become a leading brand in this with international fashion trends, the association with Paris category. As a company, we are the pioneers in accessories Hilton will not only add greater strength to our product licensing of international fashion brands in India. While portfolio but will also change the face of the accessories most of the major business ventures in India concentrate industry in India. Through this launch we aim to establish a on apparels retailing, we have broken the mould and tied connect with the Indian consumers and create an awareness up with various accessories brands for licensing,” added about the brand. We also plan to open two retail shops and Kumar. 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 October 2011, EXPERIENTIAL MARKETING 51

GIMA Awards pitch higher in year two!

The Global Indian Music Academy is a consolidated While the talent in Indian musicians leaves nothing to platform for Indian musicians with an aim to recognize be desired, there remained only the need for a medium existing talent and discover new talent while also through which it could be showcased to the world. GIMA facilitating the development of music in India through a is that medium and we are convinced that it will propel unified medium. GIMA is conceptualized, produced and Indian music to an international audience.” promoted by Wizcraft International Entertainment Pvt. Ltd. On the principle premises of building GIMA as a platform for the Indian music industry, Sabbas Joseph, Director In its second edition, the GIMA Awards, which was held on – Wizcraft International, elaborated: “We strive to make Sept. 22 at the Kingdom of Dreams in Gurgaon, continued GIMA a representation of the music industry and strictly its association with General Motors, with Chevrolet as the act only as custodians of the platform. We also ensure title sponsor for the event. The GIMA Awards 2011 was that we are not representing the industry as something it powered by Lava Mobiles. Colors TV was the broadcast is not and at the same time protecting its heritage. GIMA partner and, this year, MTV will also broadcast the awards is a representation of various genres of music including and was the music partner for the event. Red FM also non-film music, which is not so popular. Each aspect is partnered the event and presented the ‘Chevrolet GIMA represented at the same level through this platform.” Radio Song of the Year’ award. MAC Cosmetics was the make-up sponsor, and other key partners for GIMA 2011 A steady build-up included IMI, T-Series, Yash Raj, Eros, MCAI and SAI. Keeping in mind the inclusive nature of GIMA as a platform, the categories for the awards were revisited this year to Commenting on Chevrolet’s association with the property, include further genres and aspects of the music industry Karl Slym, President and Managing Director, General in India. New considerations were made in the Pop/Rock Motors India, said: “With a firm belief in innovation and category to include felicitations for ‘singles’ released and the drive to pursue excellence, Chevrolet is proud to be also albums in Hindi and English. Besides Pop/Rock, associated with an event like GIMA that echoes the very there were new categories to recognize music in regional principles that have made Chevrolet the brand it is today. languages as well. IN FOCUS 4 October 2011, EXPERIENTIAL MARKETING 52

This year GIMA saw a healthy participation of a total of Weaving music at Kingdom of Dreams 1500 entries, in spite of the introduction of an application The fact that the second edition of the GIMA Awards was fees this year. All proceeds from applications were donated held in Gurgaon at the Kingdom of Dreams is one of the to charity. There is much promotion planned around the most prominent changes in the event, since the inaugural call for registrations. This includes branded GIMA kits sent edition took place in Mumbai. Commenting on the reasons out to members of various associating music associations for holding the event in north India this time, Sabbas Joseph, and other labels recommended by GIMA’s coveted said: “GIMA was instituted to celebrate Indian music on a advisory board. A promotion campaign in prominent music common stage. It’s not the property but the event that is magazines also compliments this process of inviting being moved to Gurgaon this year. Firstly, this time we are registrations. getting the entire industry together to spend an entire day in

The opportunities for engagement of the industry do not stop there. Beyond a robust brand communication plan to communicate the brand and spirit of GIMA through the registration process, this year there was also an event for the voting by the industry. The GIMA academy including the 33-member jury and the GIMA advisory board were invited to participate in an event to caste their votes. The academy were sent the entries from their relevant categories in a judge’s kit before the voting day. The event for voting was clubbed with a press conference to announce the upcoming GIMA 2011 in the presence of prominent musicians from the industry. IN FOCUS 4 October 2011, EXPERIENTIAL MARKETING 53

performances showcased a multi-faceted portrayal of music across India today. GIMA aims to encompass all of the diverse genres existent in the country and unify them on a common and respected platform.”

Amplifying Reach Besides the various direct mediums of communication through branded collaterals to participants, jury and audiences, the GIMA awards has and will see substantial media amplification.

Being a star-studded event involving an audience of every relevant person in the music industry, the event enjoys another city and celebrate with their peers. Several mega- much coverage in various media channels. The property events take place in Mumbai, thus we felt that the Global has also joined hands with MTV in addition to Colors for a Indian Music Academy should be showcased to different broadcast for each channel. The content will be packaged cities and communities across the country and what better in accordance of the channel’s viewership. place to start with than our capital. The Kingdom of Dreams is the country’s premier live entertainment destination in There was another first in terms of GIMA’s association with near proximity to Delhi. The infrastructure and technology YouTube to create an exclusive YouTube-GIMA channel, of the venue provide the perfect international quality to which streamed content live from GIMA’s red carpet. Hard showcase what GIMA represents.” Kaur, who engaged guests to the ceremony in candid chats and impromptu singing bytes, hosted the GIMA Awards red With the shift in destination and venue, the overall carpet, which was all taken to a larger audience through production capabilities for the event automatically YouTube. enhanced, with Kingdom of Dreams being a purpose-built venue. Viraf Sarkari, Director – Wizcraft International, elaborated: “The Nautanki Mahal at Kingdom of Dreams has been conceptualized to offer dynamic state of the art experience for such large scale events. Our endeavour will continue to bring the celebration of Indian cinema, music and theatre at this spectacular destination!”

This year’s ceremony featured a total of 31 awards under the film and non-film categories and showcased a number of performances. Among these, a fusion piece by Midival Pundits joined onstage by singers Kailash Kher, Shubha Mudgal and Assamese band Papon was a highlight. The act strived to create a holistic representation of Indian music in keeping with GIMA’s efforts to unify all the genres of music in the country. Other unique acts headlined the show, including Sunidhi Chauhan who performed her popular songs in grunge rock style backed by a classic rock band. Bollywood stars also came out to acknowledge the music industry of India, with Priyanka Chopra performing to songs sung live by various artists and Shah Rukh Khan entertaining audience through a segment with the host for the event – Ranveer. Neha Dhupia also hosted a segment at the show.

Speaking on the line-up of collaborative performances for this year’s Chevrolet GIMA Awards, Joseph said: “The 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 October 2011, EXPERIENTIAL MARKETING 56 Set Design: Keeping it Relevant However, when compared to technological advancements abroad and, more importantly, the creative utilization of that technology, we are still two to three years behind. The challenge is for the technicians to understand and utilize the current technology to its fullest potential. I try to incorporate those challenges in my designs but more often than not I have to go back to the drawing board and redesign because they say it is not possible. The challenge is to change the mindset that impossible is actually possible.

A good brief Grand, big and larger than life is how I see live events and that is the brief that I go by. However, there are challenges when dealing with client briefs. A client brief is more often than not restrictive rather than encouraging free thought and sometimes the client brief can be Omung Kumar is well renowned in the world of art vague and confusing about which direction they want direction and set-design. Beginning his career as a model to go. So if a client has a specific brief, then I creatively and television host, Kumar has been in the business of art inculcate that specific idea in that design, but if the designing for the last 15 years whether it is for Bollywood, brief is vague, then I would rather have no brief at all. Indian television or live events. Integrating the brand / message Having worked with some of the biggest names and I believe brand identity can be integrated into a live event’s production houses in Bollywood including Sanjay set. I recently designed and executed the set for the music Leela Bhansali, Subhash Ghai and Pritish Nandy launch of the Bollywood movie Ra.One. When you speak Communications, his art designs have been critically of Ra.One you associate it with the future, you think of acclaimed and awarded in films like Black, Saawariya, virtual reality because we all know that the film is set in Yuvvraaj, Love Story 2050, among others. Kumar has also that realm. I created the ambience in such a way that created designs in TV shows like Nach Baliye (Seasons 2, the moment the audience entered the venue they were 3 and 4), Comedy Circus (Seasons 1, 2 and 3), Ramayan, transported into a futuristic world. Tere Mere Beech Mein, Oye It’s Friday, among others. When it comes to live events, Kumar has designed sets for LED panels have always been used in a straight line Star Screen Awards, IIFA Awards, Zee Cine Awards, Star and random graphics played on them but in this case I Parivar Awards, Stardust Awards and many other mega had 10.5 x 20 inch LED panels alternately placed at events. tilted angles and designed the graphics so as to give an illusion of movement when played on the LED panels. This In an exclusive interview with ExM, Kumar gave us is what I mean by saying that you need to use existing his insights on important developments in set design, technology to enhance your design rather than it restricting the importance of creating distinction through design how you design. The USP of the film is the setting, and also the ability to communicate through set design. its existence in a virtual and 3D world and that is what shone through in the design. The design was successful The role and potential of Technology in bringing out the USP of the brand Ra.One. This is one Technology has helped set design evolve over the years, of the most recent examples that comes to my mind. resulting in an otherwise uni-dimensional set design now becoming multi-dimensional. Five years ago, designing Creating distinction was just that – Designing. Technology was more behind A recurring/annual property is already registered in the the scenes as compared to today because of the lack or minds of the audience so the advantage for me is that I unavailability of the latest stuff. Earlier, set designs were do not necessarily have to force feed the identity of that more organic and less dependent on LEDs, Plasmas etc. property. It benefits me because then I can just play with Today, technology has become the major component of the look that the audience associates the event with and set design and so designing has evolved to incorporating create something accordingly. I have been designing and the elements of design together with technology and executing the sets for almost every major annual live event making them look like one rather than two parts of a whole. that is looked forward to for almost a decade now, be it 4 October 2011, EXPERIENTIAL MARKETING 57

Set of the film Yuvvraaj

Star Screen Awards, Apsara Awards, Stardust Awards, Stardust Awards IIFA awards and Zee Cine Awards, among many others.

Each of these shows has its distinct identity when it comes to the look of the event. The set for Star Screen Awards will have more clean lines, is more lights-oriented and will always have some element of the trophy being highlighted. The set for Apsara Awards is more BAFTAesque and so is designed in a way that is more theatre-like, simple yet classy and sophisticated – a design befitting the formal nature of the said event.

Stardust Awards’ sets are very ornate, opulent and design heavy. They have a vintage feel with a large Victorian/Goth element drawing the main focus. Since Kingdom of Dreams Zee Cine Awards is a show that is held internationally, it gives me the chance to use their technology and their technicians so the design is technology heavy and graphics oriented. IIFA Awards’ sets always incorporate elements of the country that the awards are being held in that year together with elements of our country. The sets are more-often than not a fusion of elements.

Sustainanble Success Now, each of the above stated shows has a distinct theme and feel and even the audiences have come to accept and understand that. So I cannot pass a Star Screen-like set for Stardust or an Apsara-like set for IIFA because it will be Star Screen Awards unacceptable to the audience. The challenge that I enjoy every year is how to do something bigger and better given the association the audience has with the event. The drive is within me to design something that will be better than the previous years. The challenge is to create a set-design that even though staying true to the heart of the event will wow the audience more than it did the previous years. If the design succeeds to do that then it means it has raised the bar for the other events to follow and also for the next year.

The design has to convince me first, it needs to sell itself to me and make me believe that this is the best that I can give to the client. If I am convinced, then it is really easy for me to convince the client and make them see how it will eventually look once the design has been executed.

Another feather in Omung Kumar’s already crowded cap was his appointment as Production Designer for the opening and closing ceremonies of the Delhi Commonwealth Games 2010. Omung Kumar is now readying to make his directorial IIFA Awards debut which will be announced soon. MARKET PULSE 4 October 2011, EXPERIENTIAL MARKETING 58 The Grand Hyatt Mumbai: Nurturing its appetite for Events

It is a well-known fact that the venue for an event can VC: We are well aware of the impact an event can have make or break the experience. Increasingly, the most on the hotel. We use this to gauge and qualify an event common venue for a corporate/brand-led event is a five and thereby ensure we also get the right PR and build star hotel property. With the increase in the number of the right perceptions. five star hotel properties under various established, international brand chains, the corporate and event RR: It’s not only about the revenues, but we strategically organizer now has a subjective positioning skew to partner certain lifestyle events that enhance the prestige even consider while selecting a venue. of the venue, while also lending prestige to the event.

It’s a tough call for every event organizer, but if you Competitive Advantage thought they are the only ones making the tough RR: We have a venue that supports maximum flexibility decisions, this feature will surely set that perception and innovation. Take for instance if there is a car right. ExM Magazine got together with the core team launch, our property has the capacity to have a car be from Grand Hyatt Mumbai, driven in right inside the which is a property well ballroom. However, it is known as an ‘event hotel’ not just the facilities and (at least within the event features alone as this management fraternity), need to be tied in well to get the other side of to a well-trained team, the story. who can communicate and help implement In conversation with this advantage to the Paroma Dutt, Marketing event organizers. Communications Manager; Ravi R, Director of Sales and Marketing; and Victor Chen, Director of Convention We have multiple spaces to host events; an option & Events; the discussion spans from the importance to build a hangar alongside the hotel with hospitality, of maintaining the right positioning for the Grand Hyatt service and catering from the hotel; perhaps the easiest Mumbai to ensuring the interface team of the hotel is access for transport of equipment during set up; and well-trained and how every interaction with the hotel ample space to park generators for large events. can be a potential for creating an experience. However, this is nothing if not teamed with a high level of training for the sales staff, which also has knowledge What an event ‘means’ to the level of detail of the event inventory available in RR: A quarter of the total revenue for the hotel can be the hotel. attributed to events and event-related income. This is substantial, as no other single aspect contributes as “A quarter of the total revenue much to the total revenues. However, we still very diligently qualify an event that is hosted at the Grand for the hotel can be attributed Hyatt Mumbai. There is no shortage of space to have to events and event-related multiple events, as the property can host more than 10 income. This is substantial, events in various spaces at one go. as no other single aspect contributes as much to the PD: Given the lifestyle positioning of the hotel, we consciously ensure we are associated with certain total revenues.” prestigious properties in a way that the hotel starts getting associated with the event. We take pride in - Ravi R, Director of Sales and being the preferred venue for certain organizations that Marketing want to build their events by hosting them at the Grand Hyatt Mumbai alone. 4 October 2011, EXPERIENTIAL MARKETING 59

us, the client’s satisfaction is the most important, and “Given the lifestyle working well with their agency helps achieve that. positioning of the hotel, Transparency in Quotation we consciously ensure we RR: We would not quote preferentially to any party are associated with certain whether it is a client or an event management agency. prestigious properties in Our rates are well thought of on the basis of the a way that the hotel starts requirement, and the same rate would be proposed to multiple agencies that may enquire about the same getting associated with the requirement or between a client and agency that has event.” the same enquiry.

- Paroma Dutt, Marketing We believe in transparency and reducing the layers Communications Manager when it comes to coordination and going ahead with a project. If we get similar enquiries from both client and agency, since there is no particular advantage for us no matter which party we work with, we would possibly Potential Unlimited even bring to light that such an enquiry was already RR: An event is not limited to what we do in the made by the other party. banquet room of the hotel. We consider all parties and business meetings hosted at the venue as an event Ease in Execution too. In that sense the potential is endless. PD: We have in our team, what we term as a ‘specialist’ for every format/segment of event. For instance, I’ll take this a step further in the potential we see in we have a MICE specialist, who has experience in creating events hosted at the venue. We don’t limit organizing MICE events. These specialists ensure ourselves to only tapping large events, but even a that they are well in tuned with the project to the extent birthday celebration for us is potentially an event that to ensure seamless coordination between the sales we can cater to. We’ve done that in the past, where team and the conventions and events team. our guests have used our service and expertise to create an experience out of a simple dinner on a given VC: We also ensure that a member from the occasion. conventions and events team is part of the initial meeting with the sales team right from the time of The idea is to create the desired experience by the recce. Through the process of negotiation and tapping opportunity. For instance, with the Lakme confirming the business, this individual is kept in the Fashion Week, we create additional space to host loop. Very often, at the time of proposal itself, there other aspects of the show that cannot be done in the are recommendations to be made about the feasibility existing spaces. Similarly for business meetings, they and prospects, which can affect the estimate of the too can be enhanced to the level of an event. project.

Given the importance of an event to the hotel, it is quite expected that the effort be taken to ensure many “We also ensure that more of the right events get hosted at the Grand Hyatt a member from the Mumbai. But an increasingly important aspect is also conventions and the seamless execution of the event. events team is part of the initial meeting As a prelude to this interaction, ExM spoke with a cross-section of event organizers, representatives with the sales team from both the agency and client side. There were right from the time of obvious and practical bones of contention. The Grand the recce. Through the Hyatt Mumbai team responds; Excerpts: process of negotiation and confirming Value Event Managers RR: Depending on the segment of event, most the business, this corporate events do have an event management individual is kept in the company involved. It’s a fact that any large corporate loop.” would have an agency to manage all things related to the event. - Victor Chen, Director of

We see the importance of working hand-in-hand with Convention & Events event companies to ensure seamless execution. For RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 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 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month ALSO FEATURED 4 October 2011, EXPERIENTIAL MARKETING 61 Experiential Marketers in the making The next batch of experiential marketers is in the making. Ashvita Ganesh: “I would like The Post Graduate Diploma of Event Management and to see rank youngsters who Activation students from EMDI Institute of Media and come out with the out of the Communication have begun their yearlong efforts of box / winning ideas that make learning, experiencing and knowledge sharing to become landmark event / activation worthy contenders in this big, bad (in a good way) Event concepts, get credit regardless Management universe. of hierarchy within the team. We need to feel motivated to While EVENTFAQS took up the opportunity to share contribute and get noticed for some insights with these students, we also gained from our efforts – companies should the experience. Students, even at an early stage of their promote talent internally.” interaction with the experiential marketing industry, had opinions and ideas to share. Puneet Budhiraja: “Smaller Students Speak! About increasing opportunities they’d cities have huge market like to see in their career choices and while working with potential for large events. I an agency. They also discuss what improvements they’d come from Rohtak and I know like to see in the industry and what they’d like in terms of for a fact that people there would information. be happy to have an option for entertainment beyond TV and We’ve summed up some of the best ideas exchanged the movies. Event companies during the session. After all, Gen-Next will determine the should target IP events there future of the experiential marketing industry. We’re taking which are sure to be a success.” notes… are you?

Naved Memon: “BTL activities Students Speak: in the rural areas need to be managed professionally by Sangram Sawant: “I’d like to volunteers from the metros so probe for career opportunities that the correct message is in leading Television Channels, communicated. It’s important Media Houses and Corporate to treat these with seriousness firms for students of EMDI, since the money is there (rural wherein our distinctive skill- areas) to spend but the pitch set of managing events could should be strong.” be of use for their internal, corporate and televised events” Vaibhav Vermani: “We should have a database of event managers whether they are Nivedita Patil: “The freelancers or working for freelancers or individuals who event companies detailing manage integral parts of major their credentials and events should be recognized expertise. Senior people and categorized for their work from the industry should by providing them a platform on maintain a blog on their EVENTFAQS so that students experiences of success can look up to them to get a first- and also keep on record hand experience from them testimonials on their work which would help event and for companies to be able companies and novices to the industry find the right to hire them for their services.” resources to work with.” 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 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 month month RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 RNIposted registration at Mumbai 108290/2010 Patrika Channel Postal Sorting registration Office no on MH/MR/N/150/MBI/11-13 every 7th or 8th of the month 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 RNIposted registration at Mumbai 108290/2010 Patrika Channel Postal Sorting registration Office no on MH/MR/N/150/MBI/11-13 every 7th or 8th of the month 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 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 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 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 mo nth posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month GLIMPSES 4 October 2011, EXPERIENTIAL MARKETING 69

Unveiling of the Goldplus Car Goldplus, a jewellery brand from Titan Industries, captured the significance of gold in India by presenting ‘The World’s first ever gold jewellery car’ at Tata Theatre, NCPA, Mumbai on Sept. 19. The car, which celebrates 5,000 years of jewellery making in India, was unveiled by Ratan Tata. The Goldplus Car marks the convergence of diverse and culturally distinct jewellery techniques from across India.

MiD Day Corporate Soccer Championship MiD Day launched the second edition of the MiD Day Corporate Soccer Championship, wherein 32 teams battled it out for the top position and prize money of one lakh. This event took place on Sept. 17 and 18 at the Parsi Gymkhana, Dadar, in Mumbai. The objective behind this initiative was to continue engaging the uber-social generation of the country and give them a break from their hectic work life. GLIMPSES 4 October 2011, EXPERIENTIAL MARKETING 70

BIG Bangla Rising Star Awards The BIG Bangla Rising Star Awards took place on Sept. 17 at the Science City Main Auditorium in Kolkata. The show encompassed every genre of popular entertainment from theatre, television, sports and cinema. The event saw performances by Anupam Roy, Vikram & Mumtaz, June Banerjee, Nusrat and the leading rock band of the region, Fossils. Andhra Pradesh Tourism Development Corporation was the presenting sponsor of the event.

Cry Freedom Indigo Live launched an annual musical property titled Cry Freedom at Hard Rock Café in Mumbai on Sept 4. The property was a celebration of the expression of freedom through live music.The event saw 18 artists performing back-to-back for 12 hours and the performances were webcast live in Delhi, Bengaluru, Hyderabad, Pune and Mumbai. Some of the artists who performed were Indus Creed, Blackstratblues, Gary Lawyer, Jazz Mac Duo, Salil Bhatt, Afflatus, and Boomerang, amongst others. GLIMPSES 4 October 2011, EXPERIENTIAL MARKETING 71

Roger Dubuis watch collection launch 70 EMG managed the launch of the Excalibur His and Her range of watches by Roger Dubuis, the world renowned watch maker, on Sept. 10 at the Pavillion at the Four Seasons Hotel in Mumbai.The décor of the launch area was that of a lounge with lights and flowers, with customised displays for the watches that highlighted the cutting edge technology behind them.

Uninor Mirchi Awards Encompass managed the Uninor Mirchi Awards held at the Chennai Convention Centre, Chennai on Sept. 10. This annual award function, which recognizes excellence in music across South India, brought together music fraternities across all four South Indian film industries and witnessed around 1,500 people. GLIMPSES GLIMPSESGLIMPSES 44 October August4 June 2011, 2011, EXPERIENTIAL EXPERIENTIAL MARKETING MARKETING 55 7261

+919810119989 | www.emg.co.in Aamby Valley India Harley Rock Tarun Tahiliani Bridal Bridal Week 2011 VCIRiders Hospitality organised Season Aamby Valley 2 India Couture Exposition BridalHarley Week Rock 2011 Riders, from aSept. property 23 to 27 at Sahara The third season of the Tarun Tahiliani Bridal Starconceptualised Hotel, Mumbai. jointly Model by andHarley choreographer Davidson Couture Exposition (TTBCE) is taking place Marcmotorcycles Robinson andwas Rolling appointed Stone the Magazine, Venue and is over the months of July and August. In Mumbai, Eventback Director. with season Fashion two. designers The tour, atfrom the May AVIBW 5 the event was held at the Four Seasons Hotel includedto October Tarun 1, Tahiliani, will see andthe band,Falguni Half Peacock, Step from July 23 to 25. This year, TTBCE went to amongDown others. perform The in productionfour Indian andcities set along design with New Delhi and Mumbai in July and will travel to wasother done popular by Effects bands Tech, like lightsSplit, byThermal Landmark and a Hyderabad and Kolkata in August. Events,andQuarter, andaudio Parikrama. by Performance Audio. GLIMPSES 4 October 2011, EXPERIENTIAL MARKETING 73

EEMA West parties at WTF The EEMA West zone met at WTF-Versova, Mumbai on Sept. 27 to have a get together in a fun environment while chalking out the agenda ahead for its members. The event saw the band Agnee performing an exclusive acoustic set for guests, along with an improv jam session with lyricist and playback singer Swanand Kirkire and Milind Date. Partners for this event included SOUND.COM, WTF, EMC Pvt. Ltd., and Vinayak Video Vision. GLIMPSES 4 October 2011, EXPERIENTIAL MARKETING 74

Van Heusen India Men’s Week 2011 The third edition of the Van Heusen India Men’s Week (VHIMW) took place from Sept. 2 to 4 at The Grand, New Delhi. The event opened with a show by Arjun Khanna, who returned after a five-year hiatus. Tarun Tahiliani also made his debut at the event. Van Heusen continued its association with the event as the title sponsor.

ANZ Bank’s official launch in India ANZ Bank officially announced its launch in India with a ceremony at its office premises in Mumbai on Sept. 13, followed by an event at the Taj Mahal Palace. Both events were managed by Platinum Incentives & Events. The highlight of the event was a set by Anoushka Shankar and her group of musicians. AV solutions were provided by Vinayak Video Vision and sound solutions by SOUND.COM. 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

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Talent Central

Oaks Management Consultancy Positions: Senior Client Servicing Executive | Senior Operations Manager Location: Mumbai Mail CV at [email protected]

Showcraft Productions Pvt. Ltd. Positions: General Manager- Productions | General Manager- Exhibitions/Retail | General Manager- Weddiings | General Manager- Business Development | Manager (4 positions) – 1. Productions, 2. Exhibitions/Retail, 3. Weddiings, 4. Business Development | Creative Jerks – 2 positions Location: Noida Mail CV at [email protected] To view more job postings log on to www.eventfaqs.com

Resources

Production >> Generators >> Ampower Equipments Location: Mumbai, M. + 91 9821098778, E: [email protected]

Services >> Insurance >> Sound Craft Sound and Light Solutions Location: Mumbai, P: +91 987010039, E: [email protected]

Services >> Security >> Topsgrup Location: Mumbai, P: +91 2267711000, E: [email protected], W: www.topsgrup.com

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To list your company & HR requirements, drop us a line at [email protected] RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 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 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 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 posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month