Events Entertainment Promotions MICE BTL Sponsorship Sports www.eventfaqs.com 4 JAN 2014 MAIN ISSUE 102 PAGES INCLUDING COVERS | VOLUME 4 | ISSUE 9 `100/- Events Entertainment Promotions MICE BTL Sponsorship Sports 4 January 2014, EXPERIENTIAL MARKETING 05 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), As we prepare for a new year of creating experiences that stay true to time including postage. Mail at and hold good for brands, its also interesting to review what innovations from [email protected] for more details. this last year will survive the change of the calendar. IPs took on some serious attention in the year gone by, but mostly all focused in one kind of format and EDITOR AND subject. Activations continued to integrate with other experiential mediums, HEAD - BRAND & CONTENT: and some brands did this more innovatively than others. But a good conclusion KARISHMA HUNDALANI would surely be, that both IPs and integration of digital and experiential [email protected] +91 98212 80003 formats are here to stay. PUBLISHER AND BUSINESS HEAD: VISHAL NAGDEV What’s to look forward to, is subsequent editions of various new properties [email protected] +91 99116 96980 that took seed in the year gone by. Its always encouraging to see these innovate and create sustainability strategies, and to learn from the mistakes GENERAL MANAGER: of the one’s that don’t quite do this as well as others. There is an assumption SWAMINATHAN R amongst many though, that the properties that offer little distinction from one [email protected] +91 98201 46826 another, will fade, either on the whole, or in non-essential parts. EDITORIAL TEAM: Activations on the other hand have so much more to explore. But the endless DHARM PATEL [email protected] +91 98194 13143 ability to re-invent is also the greatest challenge for experiential marketers. The TINA THAKRAR idea is to really balance technology, digital integration and message delivery [email protected] +91 98330 70759 as effectively as possible for the brand. But then again, these are observations, what’s really exciting is to see what this new year will bring for the experiential HEAD - BUSINESS DEVELOPMENT: marketing industry… ARNOB BANERJEE [email protected] +91 98195 40004 So here’s to a new great year, for each one of you, both personally and professionally… Let the experiences continue to enhance lives and lift spirits! MARKETING SERVICES TEAM: JIMMY CHOUDHARY [email protected] +91 98214 28197 KANIKA MEHTA [email protected] +91 98100 18658 CLIENT SERVICING: KHUSSHBU OJHA [email protected] +91 86555 57500 PARUL MALHOTRA [email protected] +91 91676 75066 DESIGN TEAM: VINAYAK ALLE PRASAD KARAMBAT CIRCULATION & MEDIA [email protected] MANAGEMENT: RAMESH PATIL [email protected] +91 22 2630 0673 ACCOUNTS & ADMIN: PURVESH BHATT [email protected] +91 22 2633 0674 ADMIN: SAMEET ILKAR Printed by : Vishal Vashulal Nagdev 202, Brooke Ville, Near Magnet Super Market Mogul Lane, Matunga - West Mumbai 400016, Maharashtra, India Published by : Vishal Nagdev on behalf of (or owned by) 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 : Karishma Jamnu Hundalani. This issue contains 102 pages including covers. 4 January 2014, EXPERIENTIAL MARKETING 06 CONTENTS Brand Activation Photo Featured Briefs 08 Johnnie Walker organizes a one-day festival titled ‘The Journey’ 47 Market Pulse Sport Marketing “Experiential marketing at a retail level has become very Briefs 48 important.” - Kinjal Shah, Crossword Bookstores 11 “On-ground activations form a large part of the promotions Photo Feature mix of the brand.” - Puneet Narula, Tupperware India 12 India beats Pakistan at the ‘4th World Cup Kabaddi Punjab’ 50 “Creative Crowdsourcing: An Undeniable Movement” Mary Kom’s autobiography, Unbreakable, launched... 51 - Lavina Thakur, Boot Box Ideas 14 Industry Conventions Also Featured Briefs 54 FestEvents Ho! Ho! Ho! 15 Market Pulse “The focus of the IFES World Summit would be to provide a first- Photo Featured hand experience of the exhibition Industry in India” - Rajnikant ALDO and GUESS launch their 2013 Holiday collections Kedia, IFES Annual World Summit 57 with Bollywood stars. 16 Old Spice celebrates International Men’s Day with Milind In Focus Soman 17 3rd edition of Times Literary Carnival facilitates interactions between literary intellectuals 58 Stakeholder Engagement Briefs 18 Industry Watch Briefs 62 Photo Feature Asian Paints Technology Conference 2013 concludes...20 Opinion Piece Aquasail generates competitive spirit amongst corporate folk What are the pros and cons of managing a with various sailing events 21 political party’s event? 66 Entertainment Cover Story Briefs 24 18 Entertainers honoured at the second edition of the LIVE Quotient Awards 68 Opinion Piece What’s the next Fest fetish after the surge of Music Fests? RoshanDaan Why do you think so? 25 Naya Saal Naya Maal 78 In Focus Tellis Like It Is Enchanted Valley Carnival leaves its audience... 26 The Entertainment Economy 80 Above & Beyond returns to India for Group Therapy 30 Market Pulse Photo Feature “Is there a market in Rural?” - Mandeep Malhotra 81 MTV, Live Viacom18 and Cineyug combine Bollywood and EDM 34 India Resortwear Fashion Week brings the internationally TechEase popular resort wear industry to the forefront 37 “Pin the Tale” 82 Hello! Hall of Fame Awards...38 An Event Called Life 4th BIG Star Entertainment Awards... 39 When Lady Luck Smiled Twice! 83 Sponsorship Marketing ExM Promotion Briefs 44 Nomadic Times: How we make a difference to a MICE programme? We have Fun! 22 Market Pulse Deltin, the new name for luxury and glamour! 40 “The Millenials wants more.” - Maneet Jolly, 46 Glimpses 96 DE-CODING CAPTIVE AUDIENCE MARKETING 6th FEBRUARY 2014 FOUR SEASONS HOTEL, MUMBAI, INDIA Log in for more details: www.eventfaqs.com/brandexp 4 Janaury 2014, EXPERIENTIAL MARKETING 08 BRAND ACTIVATION Briefs Suzuki launches Biking Lords community for superbike lovers Anu Anamika Atul Gupta National Head - Marketing, Executive Vice President, SMIL SMIL Suzuki Motorcycle India Limited (SMIL) recently launched Be it the legendary Hayabusa or our finest cruiser, the Intruder Suzuki Biking Lords - an exclusive club for its Indian superbike - each product from the Suzuki stable embodies our passion for customers. The club was launched at an event at JW Marriott biking. The Suzuki Biking Lords is an effort to bring together our Hotel in Mumbai with Salman Khan among its members. superbike community in India.” Through this new community, members of the Biking Lords can come together on a Facebook community to share experiences, Anu Anamika, National Head - Marketing, SMIL, said: “This information and knowledge. community is our salute to a special breed of men and women who ride with the wind. The club would bring together people Atul Gupta, Executive Vice President, SMIL, said: “Suzuki’s with a passion for true biking and we are very excited about this superbikes stand at the apex of global biking in all their formats. journey ahead of us.” Forbes India Philanthropy Awards honour society change makers Neha Chimbulkar Senior Manager, 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 Forbes India these individuals who have given time, money, skill and expertise to create model institutions and inspire others. We wanted to Forbes rewarded Indian philanthropists at the Forbes India recognize the contributions made by individuals, families as well Philanthropy Awards held in Bengaluru recently. CMDs, CEOs, as organizations towards social causes.” influencers, decision and policy makers gathered at the ITC Gardenia to witness this felicitation ceremony. The ceremony was Rohini and Nandan Nilekani shared the awards for Outstanding followed by a panel discussion by some distinguished leaders, who Philanthropist whereas Godrej Foundation was touted as discussed issues around philanthropy in India, the role of family Outstanding Corporate Foundation and The Bajaj Family won foundations, companies and governments. the Distinguished Family of the year award. Some of the other awards given out included NextGen leader in Philanthropy, Neha Chimbulkar, Senior Manager, Forbes India, said: “This Corporate Catalyst, The Good Company, The Good Samaritan year, through the creation of our Forbes India Philanthropy Award, Distinguished Non-Resident philanthropist and The Awards we want to applaud and recognize the efforts of a few of Crossover Leader. 4 January 2014, EXPERIENTIAL MARKETING 09 Vodafone engages about 35,000 people through M-Pesa activations Ravi K Business Head, EventSol Vodafone recently held activations for its service, M-Pesa, in Mumbai. The idea of the five-month campaign was to create awareness with an eye on maximization of resource utilisation. A roadshow canter was sent across slums in the western and EventSol was appointed to execute the campaign, which directly southern part of Mumbai to create awareness. The operation engaged about 35,000 people. was to engage, inform and educate people about the service. An informational skit was performed before a video and engagement Ravi K, Business Head, EventSol said: “We had managed quiz. The winners were given a free demo of the service. Promoters promotions for Vodafone in 2012. We presented our initial plan with a megaphone (bhopu) went around in the slums, informing for this campaign earlier this year, before winning the multi-agency and directing people to the dealers shop located there. A cafeteria pitch based on the ideas we proposed. We were more innovative engagement program was planned and designed to increase money than other agencies in terms of execution within the required transaction through the service.