www.eventfaqs.com 4 mar 2012 MAIN ISSUE 56 PAGES INCLUDING COVERS | VOLUME 2 | ISSUE 11 ` 100/- Events | Entertainment | Promotions | MICE | BTL | Sponsorship | Sports In Focus: Mahindra brings back the Blues p 34 Market Pulse: KGAF treats visitors to a mix of the old and new p 40 Taking the BMW experience out for a spin An interview with Dr. Andreas Schaaf, President, BMW Group India, p 30 Also Featured: What was your brand up to this Valentine’s Day? p 22 Mansion House brand to promote premium whiskey through sampling X-QUOTIENT: An interview with Lalit Sethi, President and CFO at Tilaknagar Industries p 33 Running Faas with PUMA p 24 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 March 2012, EXPERIENTIAL MARKETING 03 It’s all happening here EDITORIAL TEAM: KARISHMA HUNDALANI [email protected] +91 98212 80003 With much promise, were the 784 entries made to the KARAN IYER WOW Awards 2012 sent forth for judging last month. While [email protected] +91 80977 68788 jury members continue to ponder over the most deserving SHACHI TAPIAWALA [email protected] +91 98336 21173 campaigns by the 244 applicants this year, they also prepare ASHLIN MATHEW for the second stage of the judging process, which will take [email protected] +91 99480 50044 place in March. RACHEL GEORGE [email protected] +91 98197 77983 RACHAEL RAJAN Each year of the WOW Awards has seen a healthy inclusion [email protected] +91 97660 71741 of newer applicants and agencies. But this year, it can be CONTRIBUTORS safely said, the surge has been overwhelming. Most of Roshan Abbas, MD, Encompass DESIGN TEAM: this increase coming from brands directly entering their VINAYAK ALLE campaigns and properties for the awards. PRASAD KARAMBAT MARKETING SERVICES: VISHAL NAGDEV Close to 397 brands’ campaigns will vie for top honours in 27 [email protected] +91 98212 24987 categories this year. The WOW Awards 2012 ceremony will ARNOB BANERJEE in some way be the sum of all these experiences culminating, [email protected] +91 98195 40004 along with the custodians of these experiential platforms, to TANVI ASHER [email protected] +91 92245 72293 celebrate the best of the best. SHABNAM CHARANIYA [email protected] +91 80077 96990 And that’s not all we have to look forward to. The WOW CIRCULATION: RAMESH PATIL Awards comes with an assurance of a celebration of the [email protected] experiential marketing industry like no other. EVENTFAQS ACCOUNTS & ADMIN: is taking every effort to strengthen its partnership with every PURVESH BHATT [email protected] stakeholder of the experiential marketing industry. And what experience would be complete without its entertainment quotient? The WOW Awards 2012 will also mark the unveiling of the third edition of the ‘Entertainers Connect’ ExM is a monthly magazine by EVENTFAQS, special handbook. An essential guide to some of the most publishers of India’s only platform for events unique and engaging entertainers across India, EC (as we like and experiential marketing - www.eventfaqs.com. to call it), will also extend itself at the WOW Awards after party! 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. Check the new look of Ltd. And printed at VSSU Graphics, Unit # 36, Ideal Industrial Estate, Senapati Bapat Marg, Lower Entertainers Connect, Parel (West), Mumbai – 400 013 Maharashtra, log on to: ec.eventfaqs.com 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 56 pages including covers ” CONTENTS 4 March 2012, EXPERIENTIAL MARKETING 04 Event Briefs Industry Watch Promo Power | MICE | Live Developments | Destination Sports Rush | Media Active 06-11 Events | Venues 12-15 Cover Story The Music License Maze - Perceived or Propagated 16 Brian Tellis Kunal Sarin Feroz Khan Rakesh Nigam Sowmya Choudhary EEMA IPRS Dream Merchants IPRS PPL Also Featured In Focus What was your brand up to this Valentine’s Day? 22 Mahindra brings back the 34 Blues Rabe T. Iyer Kunal Mukherjee Colin Shah Arif Ali 92.7 BIG FM UTV Bindaas Kama Jewellery Loop Mobile (India) Ltd. KGAF treats visitors to a 40 mix of the old and new X - QUOTIENT Running Faas with PUMA 24 RoshanDaan Striking the right note 43 Market Pulse 30 33 Taking the BMW experience Mansion House brand to out for a spin promote premium whiskey An interview with Dr. Andreas Schaaf, through sampling President, BMW Group India An interview with Lalit Sethi, President and CFO at Tilaknagar Industries GLIMPSES 48 52 46 47 49 51 53 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 March 2012, EXPERIENTIAL MARKETING 06 Maihar Cement initiates road show to Volkswagen positions itself as promote Birla Gold responsible brand with ‘Think Blue’ Maihar Cement has organised a ‘Think Blue’ is Volkswagen’s road show to promote the Birla philosophy which has been designed Gold brand as a superlative to promote the brand’s corporate component for construction objective of sustainability and purposes. The creative environmental protection. Mudra Max responsibility was given to Ascent executed a campaign to promote Brand Communications in Nov. the same in Mumbai and Delhi. The 2011, as the campaign is a one and a half year activation, campaign, which began on Dec. 15, 2011, is still underway. slated to roll out again in Feb., targeting Bihar, and central and eastern Uttar Pradesh. Bishwajeet Samal, Head of Marketing Communication, Volkswagen India said: “Our aim is to drive home the Pradeep Yadav, Manager-Strategic Planning and message of ‘Think Blue. Drive Blue’ with activations like the Development, Ascent Brand Communications said: “Tha Beetle art piece constructed out of scrap, and creating a mandate is to project Birla Gold as the one for full house billboard in New Delhi from garbage collected in cleanliness construction and let people know which major constructions drives. We look forward to taking up similar initiatives to in the public domain have used Birla Gold cement.” further strengthen our ‘Think Blue.’ philosophy in India.” Snapdeal.com partners Aurora Maaza comes out with new campaign Comms to connect with consumers The new campaign for Snapdeal partnered Coca-Cola’s mango-based with Aurora Comms drink, Maaza, focuses on for a campaign to the idea that the drink is connect the brand with available around the year and is the closest the country consumers at consumer spend zones. Snapdeal took its has to substitute the mango in the off-season. In addition Yum-Dude TVC to 35 Croma and 20 E-Zone stores in to leveraging mass media advertising, the communication 12 prime markets across the country. This two-month plan includes OOH media, point of sale merchandise and campaign ended in the third week of Feb. A Comms set on-ground initiatives across all key markets. up a streaming communication on LCD television panels in electronic stores, thus creating an experiential zone. “The mango has always been India’s favourite fruit, with people eagerly waiting to consume the fruit in its season. Abhimanyu Rishi, Head Activations, Snapdeal.com said: With Maaza, the delightful experience of tasting mangoes “Our tie-up was a unique attempt to promote Snapdeal.com is an all season treat - and this proposition is brought alive to the smart, upwardly mobile urban citizen. We wanted to with the campaign. We launched the campaign a few weeks drive home our messages innovatively, not intrusively.” ago and the response has been very encouraging,” said Andriy Avramenko, VP - Juice Business, Coca-Cola India. Toyota Kirloskar Motor kicks off EMR campaign Apollo Munich promotes insurance product with Snowfall in Chennai Toyota Kirloskar Motor kicked off an Etios Motor Racing (EMR) on- To build a brand connect ground promotional activation around the launch of campaign that began on Jan. 28 and Apollo Munich Health For latest updates on events and on-ground promotions from across India, log to www.eventfaqs.com 29 in Chandigarh and Mohali, and Insurance’s product, will continue until May. The EMR Optima Restore, the company conceptualised an activity cars will be touring 14 cities and 24 called ‘Snowfall in Chennai’ at the Express Avenue Mall dealerships. Dentsu is responsible for executing the activity. on Feb. 18 and 19. The activation was targeted towards The activity aims to reach out to 25,000 people just by the general public who are looking for a health insurance conducting dealership activations. product and reached out to more than 1,00,000 people. Mudra Max was responsible for executing the event. Sandeep Singh, Deputy MD, Marketing, Toyota Kirloskar Motor said: “The EMR activation will re-emphasize Toyota’s Vikram Basrao, Manager, Mudra Max-OOH said: “Chennai efforts to reach out to the younger target group through the was chosen as an appropriate city as it is one of the most Etios brand and more importantly, take motorsports closer to important markets to Apollo Munich. We might replicate this its customers and the youth of the country.” event in Delhi, but there are no immediate plans for now.” MICE 4 March 2012, EXPERIENTIAL MARKETING 07 Yes Group to organize Health and Impresario manages 70th edition of Fitness Expo AIOC in Kochi Yes Group will organize the The All India Health and Fitness Expo 2012 Ophthalmological at MMRDA Grounds in Bandra- Society holds meets Kurla Complex, Mumbai, on every year in Feb.