4 OCT 2011 MAIN ISSUE 78 PAGES INCLUDING COVERS | VOLUME 2 | ISSUE 6 ` 100/- Events | Entertainment | Promotions | MICE | BTL | Sponsorship | Sports 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 Event Briefs Industry Watch Promo Power | MICE | Live Developments | Destination Sports Rush | Media Active 10-14 Venues | Events 16-19 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.