Events Entertainment Promotions MICE BTL Sponsorship Sports www.eventfaqs.com 4 FEB 2014 MAIN ISSUE 84 PAGES INCLUDING COVERS | VOLUME 4 | ISSUE 10 `100/- 4 February 2014, EXPERIENTIAL MARKETING 03 ExM is a monthly magazine by EVENTFAQS, publishers of India’s only platform for events and experiential marketing - www.eventfaqs.com It’s all happening here! Subscriptions are ` 1,000/- (India) and US$ 120/- (ROW) per year (12 issues), Its a well known fact that the development of infrastructure lends including postage. Mail at tremendously to the overall growth of a destination. Of course the direct [email protected] for more details. benefits of enhanced tourism that a newly opened airport brings to a destination like Mumbai are boundless. Its encouraging then for industries EDITOR AND and businesses too, to know that more tourists and business travellers will now HEAD - BRAND & CONTENT: have ease of access to the city and country. KARISHMA HUNDALANI [email protected] +91 98212 80003 As for the event management industry and businesses there-in, the PUBLISHER AND BUSINESS HEAD: opportunities are also countless. To name a few, the MICE industry benefits VISHAL NAGDEV from this new entry / exit gateway. The city can now attract more international [email protected] +91 98212 24987 delegation to events hosted in Mumbai. Exhibition companies can bid to host more international properties, given the support of improved infrastructure. GENERAL MANAGER: But then again, these are just the obvious few positives. SWAMINATHAN R [email protected] +91 98201 46826 On a micro-level, look at the opportunity the T2 launch event itself, brought? The creative thought that it triggered in Encompass, the agency that won EDITORIAL TEAM: the pitch to manage the event, is incredible. To strategise for a brand whose DHARM PATEL [email protected] +91 98194 13143 product is a full fledged airport, is a challenging task. To extend visual R VASUNDARA elements together with the promise this gateway will offer its consumers, only [email protected] +91 75061 10117 added to that challenge. But its encouraging to see how the agency lived up to TINA THAKRAR this, and not only applied strategy to the launch event, but also beyond… [email protected] +91 98330 70759 HEAD - BUSINESS DEVELOPMENT: ARNOB BANERJEE [email protected] +91 98195 40004 MARKETING SERVICES TEAM: SHAHEN HANSOTIA [email protected] +91 96195 75562 JIMMY CHOUDHARY [email protected] +91 98214 28197 KANIKA MEHTA [email protected] +91 98100 18658 CLIENT SERVICING: KHUSSHBU OJHA [email protected] +91 9818 693 281 PARUL MALHOTRA [email protected] +91 91676 75066 LIZANN PINTO [email protected] +91 97689 90660 [email protected] DESIGN TEAM: VINAYAK ALLE PRASAD KARAMBAT CIRCULATION & MEDIA MANAGEMENT: RAMESH PATIL [email protected] +91 22 2630 0673 ACCOUNTS & ADMIN: Printed by : Vishal Vashulal Nagdev 202, Brooke Ville, Near Magnet Super Market Mogul Lane, PURVESH BHATT Matunga - West Mumbai 400016, Maharashtra, India Published by : Vishal Nagdev on behalf of (or owned by) [email protected] +91 22 2633 0674 EVENTFAQS Media Pvt. Ltd. and printed at VSSU Graphics, Unit # 36, Ideal Industrial Estate Senapati Bapat Marg, Lower Parel - West Mumbai 400013, Maharashtra, India and published at EVENTFAQS Media Pvt. Ltd. 112, 1st Floor, Embassy Centre 207 Nariman Point, Mumbai - 400021, Maharashtra, India Editor : ADMIN: Karishma Jamnu Hundalani. SAMEET ILKAR This issue contains 84 pages including covers. 4 February 2014, EXPERIENTIAL MARKETING 04 CONTENTS Brand Activation Sport Marketing Briefs 06 Briefs 46 Cover Story Photo Feature GVK partners Encompass to launch Mumbai International Lavasa Corporation and Convergence Events debut the Lavasa Hill Run Airport’s new T2 terminal 08 in India 47 Market Pulse Also Featured “We plan to take the Running picking up steam! 48 ‘Bacardi Untameable’ campaign on-ground for at least a year.” - Manish Seth 12 Conventions & Exhibitions “Services such as BBM require more on-ground activation by Briefs 50 BlackBerry” - Ashish Gupta 13 In Focus Photo Feature India Kids Fashion Week gets an international flavour this year 52 Smirnoff creates a musical experience for Bengaluru 15 Photo Feature Stakeholder Engagement CRI Events manages the 11th edition of ONGC’s Petrotech 2014 54 Briefs 16 Professional leaders discuss management practices at the IMA management conclave 55 Market Pulse “South Africa is famous for its adventure offerings.” Industry Watch - Hanneli Slabber 18 Briefs 58 ExM Promotions Opinion Piece Its Tops – Down Under! 20 What if Goa bans all festivities? What could be the next best destination? 61 Entertainment Briefs 26 Cover Story RMAI Awards, re-christened Flame Awards to mark its Also Feature 10th anniversary 62 70 EMG propels its industry standing with Zambhala and India Bike Week 28 Cottam’s Success Curry: ‘Listen with Intent’ 66 Photo Feature Armin van Buuren brings an ‘Intense’ experience to India 32 An Event Called Life Maiden edition of Weirdass Pajama gives audiences three Can you think on your feet? 67 days of laughter 33 Sponsorship Marketing Briefs 35 Also Feature Riding on the Standard Chartered Mumbai Marathon 2014 36 Glimpses 78 4 February 2014, EXPERIENTIAL MARKETING 06 BRAND ACTIVATION Briefs Chevrolet brings Man United’s Dwight Yorke to fans in India to the fans, and to kick-start the Chevrolet-Manchester United global partnership in India. Through the event, we gave fans a chance to not only meet Man Utd legend, Dwight Yorke, but to also see the Barclays Premier League trophy close and up-front.” Chevrolet and Manchester United started their partnership for As the Official Automotive Partner for Man Utd, and the the 2014-2015 football season with a special audience interaction shirt sponsor for the team for the 2014-2015 season, Chevrolet as part of the United Trophy Tour in the country. Over 500 organized this activity to unite football fans across the country Indian fans of Chevrolet and Manchester United gathered at and allow them an opportunity to communicate with the team DLF Promenade Mall in New Delhi on Jan. 18 to get up close and its members. and personal with former Man Utd team member, Dwight Yorke. Wizcraft executed the Delhi leg of the tour, which also involved Lowell Paddock, President and Managing Director, General Yorke visiting Mumbai for a similar interaction with fans. Motors India, said: “Dwight Yorke travelled in a Manchester United-branded Chevrolet Cruze. The event was hosted by Sandeep Mehta, Delhi Head, Wizcraft, said, “Given the huge fan Chevrolet and, hence, had our branding elements placed base of Man Utd fans in India, the goal of the event was to bring everywhere. Dwight also spoke about Chevrolet and the Man Utd legend and the Barclays Premier League trophy closer Chevrolet SAIL at the event.” Disney expands reach with the 2nd year of Disney Princess Academy Roshini Bakshi MD - Licensing and Retail, For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com across from promotions and on-ground updates latest on events For Disney UTV kindness and grace. The sessions culminates with a Royal Ball where participants got a chance to meet their favorite Disney Disney UTV officially launched the 2nd edition of the Disney Princesses. Eight winners from each city were chosen to star on Princess Academy (DPA), which gave young Indian girls a chance Disney Channel. to meet with Disney characters and star on Disney Channel. This year, Disney Princess Sessions were held in malls across eight cities Roshini Bakshi, Managing Director, Licensing and Retail, Disney in India from Jan. 5 to Feb 2. Disney signed on Experience Box 21 UTV, said: “We continue to build a family entertainment brand Media Solutions to handle the events for them. in the country and work towards providing kids and families with several opportunities to experience our stories and engage The DPA sessions included fun-filled activities for young girls, with our characters across multiple platforms. Whether it’s like makeovers, Dainty Dancing workshops, etiquette training watching a movie, watching television shows, seeing a live event, and tiara making sessions. Each participant was groomed through reading books or playing mobile games, Disney hopes to create an lessons in positive values such as compassion, intelligence, emotional bond with its fans and become a lifelong friend.” 4 February 2014, EXPERIENTIAL MARKETING 07 Gateway of India unveiled in an LED avatar, courtesy Philips Sumit Joshi Head of Marketing, Philips Lighting India The skyline of Mumbai looked different, yet more festive on LED system that is also energy efficient, in keeping with Philips the night of Jan. 24, as the new look of Gateway of India was and MTDC’s sustainability practices. It offers a palette of 16 unveiled. The monument looked majestic with its façade lit up by million shades that can be programmed to create dynamic and several spectrum of colours and changing scenes, thanks to Philips unique lighting shows. Additionally, the lighting blends into the Lighting’s new Colour Kinetics technology. In an unusual move, monument’s architecture and is weather proof. Maharashtra Tourism Development Corporation (MTDC) has tied up with Philips to give a complete lighting makeover to the Sumit Joshi, Head of Marketing, Philips Lighting India, said: city’s iconic monument. “This initiative reiterates our commitment towards enhancing the magnificence of towering monuments in India with energy Spectators