4 FEB 2012 MAIN ISSUE 76 PAGES INCLUDING COVERS | VOLUME 2 | ISSUE 10 ` 100/- Events | Entertainment | Promotions | MICE | BTL | Sponsorship | Sports SPECIAL REPORT Stalls.. Pavilion.. EXPERIENTIAL ZONES! presented by Brands evolve their presence at the 11th Auto Expo 2012 p 22 Experiential Destination leaps into Delhi p 16 Market Pulse: Open the new year with happiness An interview with Anupama Ahluwalia, Vice-President Marketing, The Coca Cola Co. p 52 Shop your way to change with fair trade Also Featured: An interview with Seth Petchers, CEO of Shop for Change Fair Trade p 54 Bringing Brands to the People p 56 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 4 February 2012, EXPERIENTIAL MARKETING 03 It’s all happening here EDITORIAL TEAM: KARISHMA HUNDALANI [email protected] +91 98212 80003 The month of January has come to be one of the most KARAN IYER interesting months for all at EVENTFAQS. The New Year [email protected] +91 80977 68788 starts with much celebration as WOW Award entries trickle SHACHI TAPIAWALA [email protected] +91 98336 21173 in. The trickles of course turn to a downpour as the deadline ASHLIN MATHEW approaches towards month end. [email protected] +91 99480 50044 RACHEL GEORGE The more interesting aspects though are to learn of a variety [email protected] +91 98197 77983 RACHAEL RAJAN of new stakeholders to the experiential marketing industry as [email protected] +91 97660 71741 we get introduced to new applicants each year. As we use the CONTRIBUTORS opportunity to acquaint newer entrants to the process of the Roshan Abbas, MD, Encompass DESIGN TEAM: WOW Awards and re-affirm repeat entrant of the improved VINAYAK ALLE process, what we’re left with is a feeling of exhilaration; A PRASAD KARAMBAT high from the spirit that thrives in the experiential marketing MARKETING SERVICES: VISHAL NAGDEV industry. [email protected] +91 98212 24987 ARNOB BANERJEE There’s a sense of pride that resonates amongst us as [email protected] +91 98195 40004 another result of this process. Pride from representing and TANVI ASHER [email protected] +91 92245 72293 being a part of an industry with such passion and undying SHABNAM CHARANIYA focus. And of course we share the pride and belief of all the [email protected] +91 80077 96990 applicants to the awards, because that’s the truest sign of CAROL SANIL [email protected] +91 98203 63042 the continuous evolution and growth of this industry. CIRCULATION: RAMESH PATIL And if all this emotion wasn’t enough, every other January [email protected] ACCOUNTS & ADMIN: also features the one event that not only brings together, but PURVESH BHATT also showcases this industry like no other. The 11th Auto [email protected] Expo saw the culmination of stakeholders of the experience creation industry at their best. The property over all has received some criticism, but we can be sure in this particular ExM is a monthly magazine by EVENTFAQS, case, it’s not the parts of the exhibition that reflected the whole. publishers of India’s only platform for events and experiential marketing - www.eventfaqs.com. Subscriptions are ` 1,000/- (India) and US$ [email protected] 120/- (ROW) per year (12 issues), including postage. Mail at [email protected] for more details. Printed by: Vishal Vashulal Nagdev 202, Brooke Ville, Near Magnet Super Market, Mogul Lane, Matunga (West), Mumbai – 400 016, Maharashtra, India. Published by: Vishal Vashulal Nagdev on behalf of (or owned by) EMDI Web Solutions Pvt. Ltd. And printed at VSSU Graphics, Unit # 36, Ideal Industrial Estate, Senapati Bapat Marg, Lower Parel (West), Mumbai – 400 013 Maharashtra, India and published at EMDI Web Solutions Pvt. Ltd. 4th Floor, IES College Campus, Opp. Lilavati Hospital, Bandra Reclamation., Bandra – West Mumbai – 400 050, Maharashtra, India. Editor: Karishma Jamnu Hundalani. This issue contains 76 pages including covers CONTENTS 4 February 2011, EXPERIENTIAL MARKETING 04 Event Briefs Industry Watch Promo Power | MICE | Live Developments | Destination Sports Rush | Media Active 06-11 Venues | Events 12-15 Experiential Destination leaps into Delhi 16 Cover Story Stalls.. Pavilion.. EXPERIENTIAL ZONES! 22 Brands evolve their presence at the Auto Expo 2012 Also Featured In Focus Brands engage on Republic Day 34 Standard Chartered 42 Mumbai Marathon receives national marathon status Anupam Bansal Manik Dhodi Kunal Mukherjee Anooj Kapoor Liberty Group Shipra Group UTV Action SAB TV Clean India campaign 45 brings India Gate alive Bringing Brands to the People 56 Brands using audience-ready venues to create experiences Heineken refreshes the 48 Submerge Goa Project Market Pulse Open the new year with 52 Shop your way to change 54 happiness with fair trade An interview with Anupama Ahluwalia, An interview with Seth Petchers, Vice-President Marketing, The Coca Cola Co. CEO of Shop for Change Fair Trade GLIMPSES 68 66 67 71 72 6973 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 Promo Power 4 February 2012, EXPERIENTIAL MARKETING 06 SABMiller launches second leg of DB Group’s Bhaskar Champs Club ‘Respect the Road’ campaign hunts for the brainiest kids of 2012 SABMiller India introduced the For its fourth second leg of the ‘Respect the Road’ initiative in a row, the campaign, which kick-started in Bhaskar Champs Gurgaon in October and will continue Club has introduced till March. The campaign was ‘Brain Hunt 2012 conceptualised keeping in mind the - the quest for wonder kidz’. This engagement activity possibility of drunken driving cases, kicked off on Jan. 11 and will conclude in March. Vinay considering the festive fervour. Maheshwari, VP Sales & Market Development, Dainik Bhaskar said: “Brain Hunt 2012 will enable students Meenakshi Sharma, VP-Sustainability and Communications, to ‘Imagine a Whole New World’, ‘Experiment with SABMiller India said: “Responsible drinking behaviour the facts’, ‘Visualize the unseen’ and ‘Think Unlike’.” is a core sustainable development priority for SABMiller worldwide. In India too, we are engaged in promoting The activities in the workbook will test students’ responsible alcohol consumption. We have expanded the creativity and innovation. With the benchmark of the scope of activities under this campaign to motivate people success of their previous initiatives, ‘Brain Hunt 2012’ to follow traffic rules and not to mix drinking and driving.” aims to hit a participation level of 2.5 lakh students. WIAA takes Road Safety Week to Road Machdar Motorsports takes ‘My i1 Safety Fortnight Day’ to school Road Safety Week is an annual Machdar Motorsports announced programme organised in January the launch of ‘My i1 Day’, by the Western India Automobile a nationwide road safety Association. This year, the property program targeted at school went on for a fortnight outside Islam children. The initiative was Gymkhana, Marine Drive, Mumbai, launched at Baldwin Boys High School, Bangalore on from Jan. 2 to 15. Motif Advertising Jan. 13. Scheduled to complete in about 45 days, the managed the event. program aims to reach 3,27,000 kids across 654 schools in 100 cities and build awareness about road safety. Nitin Dossa, WIAA Chief and convener, Road Safety Week said: “We endeavour to make roads safe for motorists and Darshan M, MD & CEO, Machdar Motorsports said: “It gives pedestrians. Thus, the week involved training the drivers me immense pleasure to launch ‘My i1 Day’ across schools of public transport.” The event saw lectures on road safety in the country. We initiated the program keeping in mind for auto drivers, taxi drivers, and others. There were street the dates of the road safety week. Machdar, committed to players organised by the police traffic control branch. keeping kids safe on and around the road, is now reaching out to schools to build awareness about road safety.” Loop Mobile introduces and promotes group scheme Pentagon partners Bisleri to launch a new campaign and brand mascot Loop Mobile introduced a ‘member get member ‘ scheme and roped in Bisleri launched a new Oaks Management Consultancy campaign, ‘Protect to promote the scheme in the ones you love’, For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com Mumbai, Thane and Vashi from and unveiled the new Jan. 12 until the first week of Feb. brand mascot, Bissi, across malls in Mumbai, Delhi and Bangalore, from Dec. 24 till Jan. 22. Pentagon Activations Oaks Management Consultancy promoted the scheme with was appointed to come up with an on-ground consumer promoters who interacted with people, and by organising engagement. As per consolidated results for Dec. and road shows. The agency is also organizing flash mob Jan., the activation generated more than 2 lakh eyeballs activations in malls and colleges. Around 6 lakh people across the cities, with about 2,500 active engagements. are expected to be engaged. Rahul Gomes, Director, Oaks Management Consultancy said: “We have been Khushbu Vaid, Director, Pentagon Activations said: “Our associated with Loop Mobile for the past five years. We are conceptualization and framing of the campaign and our the company’s internal in-house BTL activation agency for eye for detailing in terms of our pre-planning during the strategy management.” execution is what won us the pitch.” MICE 4 February 2012, EXPERIENTIAL MARKETING 07 India International Consumer Fair ACRECONF India 2012 talks green brings top brands to Mumbai The Delhi chapter of The India International Indian Society of Heating, Consumer Fair, held at Refrigerating and Air- the Bandra Kurla Complex Conditioning Engineers in Mumbai until Jan.