Technoholic`s Affair

Transcription

4 jULY 2011
www.eventfaqs.com
VOLUME 2 | ISSUE 3 ` 100/-
Events | Entertainment | Promotions | MICE | BTL | Sponsorship | Sports
In Focus:
Technoholic’s
Affair
Sprinting at the TCS World
10K Run p 25
Khatron Ke Khiladi returns p 30
IIFA gives Canada a taste of Bollywood
Bacon p 33
Market Pulse:
Stepping IP up!
- Harindra Singh, Vice Chairman and
Managing Director, Percept Limited p 44
Perspective:
Also Featured:
India Inc. goes Green p 18
From the Heart of the Lion
- Brian Tellis, Chairman, Fountainhead
Promotions and Events p 22
4 July 2011, EXPERIENTIAL MARKETING 03
It’s all happening here
EDITORIAL TEAM:
KARISHMA HUNDALANI
[email protected] +91 98212 80003
KARAN IYER
RACHEL GEORGE
KATE FERNANDES
SHACHI TAPIAWALA
DESIGN TEAM:
VINAYAK ALLE
PRASAD KARAMBAT
MARKETING SERVICES:
VISHAL NAGDEV
ARNOB BANERJEE
TANVI ASHER
BHUMIN TRIVEDI
SHABNAM CHARANIYA
SHRUTIKA SALVE
CIRCULATION:
RAMESH PATIL
ACCOUNTS & ADMIN:
PURVESH BHATT
ExM is a monthly magazine by EVENTFAQS,
publishers of India’s only platform for events
and experiential marketing www.eventfaqs.com.
Subscriptions are ` 1,000/- (India) and US$
120/- (ROW) per year (12 issues), including
postage. Mail at [email protected] for
more details.
While seasonality is something the experiential marketing
industry has been combating for few monsoons now, what is still
commendable is its perpetual opportunity optimization. There is
some amount of dampening of spirits when the rain pours down,
but using this time to gear up for when the season turns, is the only
way forward.
What better than indulgence to rid them blues? Taking this time
to figure out what your business really needs can prove to be the
most productive way, for both, getting over the lull in business and
also piling on the maximum advantage for when it picks up again.
Technology is one such advantage that is continually becoming the
differentiator in this industry. Own the latest technology but also
own the creative capability to put this to use.
And until the clouds clear out, some have learnt to make hay despite
of the sun. Creation of opportunities seems to be the new mantra,
with marketers using the slightest occasion as the theme of their
initiatives. These are no longer limited to cheesy Valentine’s Day
gimmicks. They’ve evolved to much more meaningful occasions,
that calls for way more valid action. And of course a platform with an
adequate hook, can lead to varied audiences, which in turn leads
to sponsors.
The World Environment Day marks the month of June. The
Environment is a cause that has to go well beyond a month and
surely last longer than a single day and become a dedicated
mission. While its encouraging to see what others are doing in
support of the environment, its most important to look within and
see what each one of us on an individual level can contribute.
Reduce, Reuse and Recycle!
[email protected]
Corrigendum:
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Ltd. 4th Floor, IES College Campus, Opp. Lilavati
Hospital, Bandra Reclamation., Bandra – West
Mumbai – 400 050, Maharashtra, India. Editor:
Karishma Jammu Hundalani.
ExM apologizes for an oversight in the May 2011 issue.
In the WOW Awards 2011 case study presentation feature, a picture featuring
Harjinder Singh, Director, Showworks Eventz, was wrongly captioned.
This issue contains 56 pages including covers
Harjinder Singh of Showworks Eventz with team accepting the
award from Sanjay Jain, CMO, Reliance Capital (Jury Chair)
CONTENTS
Event Briefs
Industry Watch
Promo Power | MICE | Live
Sports Rush | Media Active
07-13
India Inc. goes Green
18
Perspective 22
Agency | Destination
Venues | Events
14-17
In focus
Sprinting at the
TCS World 10K Run:
A platform for brands to get-set-go
25
Khatron Ke Khiladi returns
with four times the Khatra
30
IIFA gives Canada a taste
of Bollywood Bacon
33
Market Pulse
44
Stepping IP up!
By Brian Tellis, Chairman,
Fountainhead Promotions and Events
By Harindra Singh, Vice Chairman
and Managing Director, Percept Ltd.
Technoholic’s Affair
36
Industry experts unveils and discuss the latest event technology at Palm Expo
Felix Remedios
Director,
Reynolds
Bruno Friedl
PEP
Warren D’souza
Director,
SOUND.com
Suresh Madan
Director,
Dynamix Media
Harry Gladow
BD Manager,
Coolux
Rajan Gupta
Director,
Hi-Tech Audio
GLIMPSES
49
50
51
52
53
Bacardi India brings people together
with music
Encompass sets the beat for Duracell
Dancing Bunny activation
Bacardi India announced its global
campaign ‘BACARDI Together’ at
a press conference at The Park,
New Delhi, on June 9. The Bacardi
Together Anthem and Bacardi
Together Beat were two activities conducted to bring out the
message of ‘Togetherness’. Only Much Louder managed
the campaign activation.
Encompass managed the
Duracell
Dancing
Bunny
Activation from April 16 to the
end of June. The activation
touched 40 modern trade outlets including Big Bazaar, ABRL
More and Star Bazaars across Mumbai, Delhi, Bangalore
and Hyderabad. The activity was designed along the lines
of the brand’s positioning of Duracell Alkaline lasting up
to 10 times longer than ordinary zinc carbon batteries.
Arvind Krishnan, Marketing Director, Bacardi India
said: “‘BACARDI Together’ is to remind people that real
human connections are important. We are targeting male
consumers from the legal drinking age up to 29 years. We
have engaged more than 43,000 people through these
two activitations. We should be able to reach a far larger
number through the activations over the rest of the year.”
Collective Heads helps HT to dial
students for Campus Calling 2011
Collective Heads managed the
venue and executed Campus
Calling 2011, an initiative by
Hindustan Times that began on
May 13 and ended on June 11 in
Mumbai. This is a four-year old property that encourages
students to select an appropriate career for themselves.
This initiative has witnessed a growth from eight sessions
last year to 13 sessions this year.
Suchita Pillai, Manager-Client Servicing, Collective Heads
said: “We have done various activities for Hindustan Times
and we were chosen due to our previous records. This
campaign engaged 12,000 students compared to last year,
which engaged 10,000 students.”
Mudra Max turbo charges Castrol
CRB Turbo on-ground campaign
Castrol
India
recently
launched a 360 degree
campaign for Castrol CRB
Turbo. The on-ground aspect
of this campaign is being
carried out by Mudra Max. 1,500 dealers across 90 Indian
cities will be contacted through the BTL initiative. While the
TVC for the all-round campaign took an emotional route,
the on-ground campaign took a ‘rational’ turn.
Anupam Joshi, Brand Manager, Castrol said: “The onground initiative of the Castrol CRB Turbo campaign
focuses on communicating the rational benefits of the
brand to consumers. The campaign is a little over half
way through and we have crossed over 60,000 consumer
contacts across the top truck locations in India.”
Kiran Dodiya, Client Servicing Director, Encompass said:
“Given the constraints of the space available at a modern trade
outlets, we came up with the concept of the Duracell bunny
dancing with a boom box to intrigue and engage consumers
while a product consultant displayed the demo. We have
managed to conduct more than 42,000 demos so far and
will touch more consumers in the last leg of the activation.”
Percept Activ manages workshops
for Canon
Percept
Activ
managed
workshops for Canon DSLR,
which were structured to offer
a broad preview of the Canon
DSLR range of cameras, their
USP and professional photography tips by industry experts.
The workshops were held in 20 cities. These photography
workshops were aimed at professional photographers,
mainly from the wedding and fashion industry.
Sanjay Shukla, COO, Percept Activ said: “We have been
associated with Canon for the past three years and have
done numerous projects for them. Through this activity, we
wanted to create awareness for the SLR category in tier
two cities. We plan to cover 80 odd cities by the year end.”
Percept OOH sows promotional
campaign for Pioneer Hybrid Seeds
Percept Out-of-Home managed
the promotion of corn seeds for
Pioneer Hybrid Seeds in corn
farming belts across Karnataka,
Andhra
Pradesh,
Madhya
Pradesh, Rajasthan, Orissa and Chhattisgarh. The
campaign extended from April 26 to the first week of June.
Sanjay Pareek, President, Percept OOH said: “The
objective of the activity was to create top of the mind
awareness of the brand and its attributes, communicate
yield benefits vis-à-vis the cost, and drive demand through
word of mouth publicity including testimony from loyal
consumers. The campaign reached out to six states, 2,439
villages and 2.8 lakh farmers were contacted.”
For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com
Promo Power
Percept ICE gives electrical experience
to Havells dealers
CS Direkt manages Hyundai dealer
incentive trip
Percept ICE managed Havells
India’s annual dealer’s meet.
This gathering of leading
Indian
and
international
dealers took place at the
Grosvenor House Marriott
Hotel in London. The meet attracted more than 550 guests,
including celebrities and business leaders. The conference
theme was ‘Power of One - Together we make it happen’.
Hyundai’s annual dealer
incentive
trip
will
be
managed by CS Direkt for
the fifth year in succession.
The trip, which is scheduled from Aug. 7 to Aug. 12, will
see dealers traveling to Amsterdam and Paris. CS Direkt
has chosen these locations as they reflect the brand’s new
positioning, ‘New thinking, New Possibilities’.
Riddhi Merchant, Manager, Brand Activation, Percept
ICE said: “We are honoured that Havells has chosen
and recognized Percept ICE for creating and executing
its event. With Havells, we have launched, acquired and
created a whole new range of events internationally and
expanded our reach into the electronics industry.”
Encompass manages Legrand Stockist Conference 2011
The annual Legrand Stockist
Conference 2011 was held at
the Renaissance Convention
Centre in Powai, Mumbai. The
event launched Legrand’s new product named ‘Myrius’
and awarded top performing stockists as well. Encompass
managed the week long conference that took place from
May 30 to June 5. The theme for this year’s conference
was ‘Udan’.
Speaking about the increased participation, Mansi Ghatwal,
Manager - Marketing Communication, Legrand said: “This
year, there were 50 per cent more participants than last
year. Approximately 700 persons attended the event.”
Convergence executes business associate meet for DHFL
G. Sanjay, GM-Advertising and Branding, Hyundai said:
“Dealers who perform during the peak sales period between
March and June will qualify for the incentive trip. The
objective of the trip is to motivate the dealers to perform for
the latter half of the year. It is also an opportunity for them
to interact with senior management.”
HKECIA announces positive results
in 2010 Exhibition Survey
During its annual general
meeting on June 17, the
Hong
Kong
Exhibition
and
Convention
Industry
Association
(HKECIA)
announced the results of its
2010 Exhibition Survey. The number of trade exhibitions,
visitors, exhibiting companies and space taken had all
showed an increase, some with double digit percentage.
“While we are happy to see Mainland companies investing
heavily in our shows, it is clear that Hong Kong remains
an important global sourcing hub. Our international
business partners have returned after a short lived dent,
demonstrating the time proven effectiveness of Hong Kong
trade exhibitions as a business platform,” commented
Daniel Cheung, Chairman, HKECIA.
Showcraft to design Kohinoor Foods
stall for Fine Foods Exhibition
Convergence Events executed
a business associate meet
for DHFL for their business
associates, namely builders,
developers
and
investment
brokers. The meet was organised in Jaipur, Solapur and
Chandigarh on June 3, June 8 and June 10, respectively,
and in Ranchi and Mumbai on June 15, Noida on June
18 and Ludhiana on June 25. Other cities including Pune,
Kolhapur, Delhi, Lucknow, Kanpur, Bangalore, Chennai and
Cochin are in the pipeline.
Showcraft Productions has
been appointed to design and
fabricate the stall of Kohinoor
Foods for the Fine Foods
International Exhibition, taking
place from Sept. 5 to Sept.
8 at the Sydney Convention and Exhibition Centre. This
exhibition aims to reach out to international buyers and plans
to engage around 1,000 people.
Aliasgar Munshi, Director, Convergence Events said: “There
are a total of 40-50 centres wherein we will be conducting
these meets. We have been associated with DHFL for a
long time and have been doing a lot of work for them. This
is their first meet and will henceforth be an annual one.”
Lalitt Gattani, Chief Creative Officer, Showcraft said: “We are
pleased with the growth of our displays division in the last
two years. We will give the stall a very distinct look which is a
fusion of Indian and western modern design. We plan to use
special lighting to highlight the same.”
MICE
Sanskriti and World Trade Park join
hands for Jaipur Marathon
Outlook Events & Activation manages
live concert for Mardav and Aarjav
Sanskriti, an NGO that
promotes
awareness
of Indian culture and
tradition, will organise
the Jaipur Marathon on Jan. 22, 2012 in association with
the World Trade Park. The event, which will be managed
by Marathon Events, will be in its third edition and aims to
portray the varied atmosphere that exists in Jaipur with its
vibrant colours and mixed culture.
Outlook Events & Activation
managed a live concert for
an upcoming band, Mardav
& Aarjav, at Karnavati Club
on June 18 in Ahmedabad.
The objective behind this
initiative was to create awareness and hype about the band.
This concert, which was targeted at the youth, witnessed a
footfall of more than 12,000 people.
Saurabh Sharma, COO, Marathon Events said: “Each event
will have its own distinguishing characteristic that will set
it apart from the others, presenting the cultural and ethnic
diversity of Rajasthan. Last year, 35,000 people attended the
event and this year, we are expecting about 40,000 people.”
Pankaj Bhatt, Director, Outlook Events said: “Mardav &
Aarjav is an upcoming band and they approached us to
promote their band. The opening performance by Mardav
& Aarjav was followed by a live performance by singer
Mohit Chauhan.”
Vibgyor manages awards ceremony E-Sense manages celebration for
Victory Day at Vasai Fort
on World Environment day
The
Financial
Express
EVI
Green
Business
Survey and Leadership Awards 2011 took place on
June 5 at The Hyatt Regency, New Delhi. The event,
managed by Vibgyor Brand Services, was conducted
by Financial Express and EVI. The awards were
followed by a panel discussion by persons from the
industry, government and media.
Ankur Kalra CEO, Vibgyor Brand Services said: “We
are proud to have managed these awards for the
third time in a row. It is a great initiative by Financial
Express and EVI to recognize the efforts made by
industry leaders towards the conservation of the
environment.”
Katha Mediatix India announces
awards for calendar making
Katha Mediatix India Ltd.
announced its initiative
of the Indian Calendar
Achievers
Awards
(ICAA) which will be held in the first week of November at
Yash Raj Studios, Mumbai. This initiative is being hosted
with the aim of appreciating, felicitating and reviving the
fading art of calendar making in India.
Krishnendu Sen, Chairman & MD, Katha Mediatix India
said: “We have seen a plethora of award functions over the
years amidst which, we have lost touch with such a critical
piece of art. The ICAA will be the first of its kind in India to
appreciate, award, applaud and revive the art of calendar
making. Though these awards are the first of its kind, we
plan to make it an annual event.”
E-Sense Entertainment
managed the Victory
Day
celebration
at Vasai Fort, Mumbai, for the Vasai-Virar Municipal
Corporation. E-Sense Entertainment handled the entire
set design and fabrication as well as all the technicals,
including sound and light.
Nikhil Oza, COO, E-Sense Entertainment said: “The VasaiVirar Municipal Corp. wanted the event to highlight the
history of the fort which Chimaji Appa defended, and also
the present day multi-cultural characteristic of the place.
The laser show which we suggested was a grand hit among
the 15,000 locals who attended the event.”
Think Tank property Jatra to have
Bollywood connection this year
Think Tank’s signature
property,
Jatra,
a
festival
showcasing
Bengali folk theatre in
the rural areas of Bengal, will have a Bollywood connection
this year. Think Tank has roped in Raveena Tandon to
perform in one of the theatre productions called Rupsagarer
Rupasi, produced by Ratnadeep Opera.Jatra will start
around September in Bengal and will continue until March
or April of the next year. Each theatre production will have
45 to 50 shows.
Probal Gaanguly, Director, Think Tank said: “We have been
working on the rural platform with 30 producers in Bengal.
Around 80 people from the production team will be engaged
to execute the show. We aim to reach out to 15,000 people
per show. Around 50 shows will be held in the rural areas of
Bengal, for which Raveena Tandon will perform.”
LIVE
Bajaj Allianz launches season II of
Allianz Junior Football Camp
Sportscraft to organise 22nd Monsoon
Scooter Rally
Bajaj Allianz has launched
the selection process for
the Allianz Junior Football
Camp in India for the second
time. This is the third edition
of the international football
camp which will take place
in Munich, Germany in August. This camp is targeted at
children between the ages of 14 and 16 years.
Sportscraft will organise the
22nd Monsoon Scooter Rally
on July 17. This is an annual
rally wherein people from
various states come together
and ride scooters on the
streets of Navi Mumbai. This rally, sponsored by Gulf Oil
Corp. Ltd., aims to engage around 35 participants and is
targeted towards anyone with a passion for this sport.
Rituraj Bhattacharya, Head-Market Management and
Product Development, Bajaj Allianz said: “We saw an
overwhelming response last year with over 25,000 students
participating in the selection process. This year, the search
will target over 50,000 students across 41 cities.”
Shrikant Karani, Director, Sportscraft said: “We have
been associated with Gulf Oil for 25 years and have been
doing various events and rallies such as the national
championship of dirt bike racing, which will commence in
November-December. This rally is a trademark event for
all people with a passion for the sport and has become
popular for riders of Mumbai, Pune and Nashik.”
Mixed Martial Arts India to introduce
India Fight Night
Mixed Martial Arts India has
allied with restaurants in
Mumai – Busaba, Kino 108
and The Den – where Muay
Thai, Brazilian Jiu-Jitsu and
free
style
Greco-Roman
wrestling are showcased in a weekly screening beginning
June 15. The objective is to popularise the sport, thus
introducing the concept of ‘India Fight Night’. This activity
is targeted at people between the ages of 21 and 45 years.
Somesh Kamra, MD, MMA India said: “The fights are laced
around competitions and games for the audience with
opportunities to win goodies and prizes. We have various
sponsors such as 98.3 FM, Bisleri and Adidas. I plan to
initiate this in other cities too, such as Bangalore and Delhi.”
Maruti Suzuki-Autocar Young Driver
2011 crosses the finish line
Maruti Suzuki-Autocar Young
Driver 2011, the third edition
of a search for India’s best
young driving talent, ended on
June 4 at IDTR, New Delhi.
This competition tested the
competitors’ knowledge of traffic rules and awareness of
road safety along with their real-world driving skills. The
contest was open to all individuals between the ages of 18
to 30 years, with a valid driving license.
Hormazd Sorabjee, Editor, Autocar India Magazine
said: “The car market in India has undergone a dramatic
transformation, but the driving culture is still prehistoric.
The Young Driver of the Year contest is all about lifting
driving standards to an acceptable threshold of safety.”
Craftworld manages
sports day in Mumbai
MTS’ annual
Wings of Fire, the annual
sports day for MTS, was
held on June 6 at the
Kandivali Sports Authority
of India in Mumbai. Wings
of Fire is a global property of
MTS, which is conducted at three levels - first within the
circle (regional), then at the national level, and ultimately
the finals in Russia. Craftworld Events managed the event
at the circle level in Mumbai.
A spokesperson from MTS said: “Wings of Fire is the
Olympic games for MTS employees. It gives an opportunity
to every employee to showcase their talent, teaches a
lesson about sportsmanship, and helps to strengthen the
relationship between our employees and the company.”
Celebrity Cricket League kicks off in
Bangalore
The Celebrity Cricket League
took place in the wake of the
IPL season, wherein four teams
comprising of film stars and
celebrities from Tollywood,
Kollywood, Sandalwood and
Bollywood played in a T-20 format. The league began at
Bangalore on June 4 and the finals were held in Hyderabad
on June 12. The film fraternities from each industry battled
against each other for the Celebrity Cricket League cup.
The initiative aimed to raise awareness on piracy and ways
to combat it. J Davis Prosound & Lighting was associated
with the event, having already worked for the IPL and
Champion League for two years.
Sports Rush
92.7 BIG FM Delhi unveils its new
positioning
Vibgyor Brand Services manages
musical show for Radio One
RBNL’s 92.7 BIG FM Delhi
has launched its new
positioning which is meant
to set the station apart from
the city’s other radio stations. It has positioned itself as
a ‘naughty’ station and will reveal Bollywood Secrets. To
promote this positioning, BIG FM has launched the ‘Parde
Ke Peche Baat’ Campaign.
Vibgyor Brand Services managed
a musical show of Punjabi singer
Gurdaas Mann on June 4 at Siri Fort
Auditorium, New Delhi. Creative
Thinks Media was the title sponsor
while the associate sponsors were
KDPMGI, Imperia, KIIT Group of
Colleges, and Investors Clinic.
Sudha Sadhanand, Radio Operations Head, 92.7 BIG FM
- Delhi said: “All the on-ground activities will be reflections
of what is on-air. For example, we have a canter activity
wherein a fully branded canter goes around the city. RJs
visit all parts of the city in order to increase the amount of
listeners in these places. All activities during these visits
reflect what is on-air.”
Sucheta Arora, Manager BD&CS, Vibgyor Brand
Services said: “This concert witnessed a footfall of
around 1,800 people. This event in particular, took
entertainment and music to a higher level and it was an
enthralling experience to see the crowd go crazy during
the show.”
Zee TV launches ‘Sobha Somnath Ki’
with press conference
Zee News takes ‘For the sake of News’
on-ground
Swastika Entertainment managed
a press conference for the launch
of ‘Sobha Somnath Ki - Matra
Bhoomi ki prem Kahani’, a show
on Zee TV. The press conference
was held on the sets of the show in
Talasari Umar Gaon on May 31.
Zee News launched a pan India campaign,
‘For the sake of News’ on June 1 to provide
the corporate world with a peep into the
realm of Hindi news. The month-long onground activations were executed in media
agencies and corporate houses in Delhi and
Mumbai. Pure Media executed the on-ground campaign in
30 media agencies.
Amit Verma, Swastika Entertainment said: “The brief given
was to introduce every character innovatively. We had the
setup lit up and decorated in an epic design as this is a
historic serial. This conference activity is the first in India
in the history of a television program launch. We engaged
around 200 journalists through this activity.”
Rohit Kumar, AVP, Zee News said: “‘For the sake of News’
was launched to trigger the media fraternity to voice their
opinions on the state of the news today. As we are aware,
hype and triviality are presented in the garb of news. Zee
News reached out to the media fraternity and invited
feedback on the dilution of TV news and possible solutions.”
3rd Rock Entertainment promotes
‘Always Kabhi Kabhi’
BIG FM Kanpur celebrates four years
with BIG Chowki
3rd Rock Entertainment
organised a few initiatives
to promote the movie,
‘Always Kabhi Kabhi’. The
activities included a mall
activation, press conference and a charity event, among
others. The mall activations included an interactive session
with the movie’s star cast, a dance performance and a
media address. The events took place in Delhi, Pune and
Mumbai from June 9 onwards. In-store events also took
place at Gitanjali and Provogue outlets. The charity event
was organised in association with Khushi Foundation.
92.7 BIG FM Kanpur has
completed four years of successful
operation in the city. On its fourth
anniversary, BIG FM organized a
four-day campaign, “BIG Chowki:
Arz nahi ab darz karo, BIG ke sath
pura apna farz karo”, ending on June 27. BIG Chowki is a
medium between the administration and Kanpurites. BIG
Chowki reached out to the masses and let them write their
feedback about the city.
Prashant Shirsat, CMD, Third Rock Entertainment said:
“We handled the on-ground and radio promotions for the
movie. We also got brands on board for the movie. This is
the first time we are working with Red Chillies.”
Jagmeet Singh Bahri, Cluster Head, 92.7 BIG FM (U.P)
said: “In continuation with our tagline, Suno Sunao - Life
Banao, for the past four years we have been entertaining
our listeners while creating awareness of various issues
and events. The coming year will see more of such offerings
to strengthen our relationship with listeners.”
Media Active
Industry Watch Agency
Myriad Sports and NLMC brings sports
merchandising to India
Myriad Sports & Events, a
Singapore based innovative
sports
and
events
management company, has
entered the Indian market
with the Futera brand of
products
and
services.
Supporting and executing
their merchandise business
in India will be Next Level
Media
Communications
(NLMC). This partnership is
with the aim of effectively
using international sports
personalities’ images in
various forms of premiums
for the purpose of various
sports marketing initiatives
E18 brings
Navneeth
Mohan on
board
Navneeth Mohan joined E18
as Senior Vice President
on June 8. Mohan has
a rich experience in the
BTL, activation and events
domains which, according
to E 18, will work to their
advantage.
Mohan’s
experience and track record
will help E18 grow each of
its businesses and help it
achieve its growth targets
for 2011-2012. Mohan will
spearhead E18’s growth by
delivering tailor-made brand
solutions across E18’s large
and diverse client portfolio
so that their specific brand
needs are met seamlessly.
Farhad Wadia, CEO, E18
said: “Navneeth Mohan will
take charge of growing the
business in India. We are
looking at doubling the size
of the business and growing
both in terms of the number
of people as well as in terms
of revenue.”
at minimal expenses.
Smita Deshmukh, Executive
Director, Next Level Media
Communications
said:
“Though India is a big sports
destination, we are a virgin
market for merchandise
business. We are excited to
work with Myriad Sports &
Events. We have a unique
set of sports personalities
image and usage rights for
India market and are happy
to work with it.”
Devraj Sanyal new
MD of Universal
Music India
Devraj Sanyal has been
appointed as Managing
Director of Universal Music
India. The appointment
was announced by Vico
Antippas,
PresidentNordic Central and Eastern
Europe, South Africa and
India, Universal Music
Group
International.
Sanyal will handle all
operational
aspects
in
Bangladesh, Sri Lanka
and Pakistan.
Antippas
said:
“India’s growth as an
entertainment
market
and source of creativity is
exciting. We look forward
to a new era under
Devraj’s leadership.”
Cannes Lions
introduces
changes to
keep up with
the times
In its 58th year, Cannes
Lions
introduced
some
changes to further grow the
festival. The first change
was in the strapline itself,
which from an ‘International
Advertising Festival’ is now
an ‘International Festival of
Creativity’. The new strapline
reflects the transformation
of Cannes Lions over the
last few years from being
a celebration of creative
excellence in advertising
to now reflecting creative
excellence in all forms of
communication
including
design and PR.
Other introductions included
the Creative Effectiveness
Lions and the Lion of St.
Mark award. Changes were
also made to Agency of the
Year award. The Interactive
Agency of the Year Award no
longer exists. Cannes Lions
also launched the Cannes
Creative Academy for Young
Marketers this year; and
along with YouTube, Cannes
Lions launched ‘Good Work’,
which offered not-for-profit
organisations the chance to
post briefs in video format.
Mudra Max
appoints Samir
Khanna as new
Media HeadWest
Mudra Max has appointed
Samir Khanna as the Media
Head - West. To add value
to Mudra Max’s media
offering in the West, it has
integrated all the mass
media teams as a single
unit, Mudra Max Media.
Khanna will be looking after
Mumbai and Ahmedabad
clients and will be based out
of Mumbai. He will report
directly to Pratap Bose and
will also work closely with
the other unit heads of
Mudra Max.
Khanna said: “This is an
exciting time at Mudra Max.
The consolidation of the
mass media offering gives
us the required width,
and we look forward to
providing truly integrated
media solutions to our
clients. I look forward to
working closely with the
heads of our experiential
and non-traditional media
offerings to take media
from a pure awareness
generation role to a function
that builds increasing levels
of engagement with the
consumer at each step of a
brand’s marketing efforts.”
Bates 141’s Sonal Dabral returns to India after
12-year stint abroad
After 12 years of being a
leader in creative standards
across Asia, Sonal Dabral,
Creative Head Asia and
Chairman Bates 141 India,
will be relocating back to
India from Singapore at the
end of July. Dabral, who will
be based in Mumbai, will
serve in the same designation
and role within the network.
This move is to refocus on
India and use his experience
in the country and region to
build new businesses and
help current businesses get
stronger.
Dabral said: “Bates 141 in
India is at the right inflection
point with a strong list of
clients, a highly talented
team and some good work
in its bag. I hope to bring
my learning from all the
international
markets
to
push Bates 141 in India to
the next level, and to take
it to the position that it truly
deserves.”
Industry Watch Destination
Singapore is potentially a Top
Tourist Destination in 2011
According to a Singapore
business
incorporation
portal, Singapore’s tourism
sector’s strong performance
in
the
first
quarter,
accompanied
by
the
uptrend in business travel
and the MICE industry,
indicate a strong potential
for the city-state to emerge
as a top tourist destination
for 2011. Singapore aims to
draw 12-13 million visitors
and earn S$22-S$24 billion
in tourism receipts this year.
Tourism Quebec
to promote
the province
as cultural
destination in
India
Canada’s Quebec province
has listed Asia as a priority
focus area, particularly
Japan, China and India.
Tourism Quebec is currently
studying the Indian market
and will shortly embark on
a campaign to promote the
destination. It also plans
to promote the region as a
cultural destination.
Benoit-Jean
Bernard,
Directeur du Bureau du
Quebec
Consul
said:
“Quebec is a very lively
region and there is always
something
going
on.
The province has natural
beauty, great architecture,
adventure sports. We want
Indian tourists to realise
that Quebec is a year
round
destination.
Our
main aim at the moment
is to improve marketing
communication and work
on flight connections to
India.”
Catherine
Lee,
Senior
Editorial Board Member,
Singapore
company
setup portal commented:
“Singapore is emerging
as one of the top tourist
destinations not only for
leisure but for business
as well. The strength of
our MICE infrastructure is
testament to Singapore’s
commitment to nurture its
tourism industry.”
India
overtakes
Britain as
Dubai’s top
tourism
market
As stated in a report in
Breaking Travel News, India
has overtaken Britain as
the biggest tourism source
market to Dubai. The growth
of the Indian economy has
given rise to a 10 per cent
increase in its nationals
visiting the Emirate over
the first quarter of the
year, according to the latest
figures from the Dubai
Department of Tourism.
This growth comes as Dubai
is enjoying a resurgent
tourism
economy
and
was voted ‘Middle East’s
Leading Destination’ at the
World Travel Awards 2011
Middle East Ceremony. The
results come as the UN
World Tourism Organisation
predicts that the number
of Indian outbound tourists
will rise to 50 million each
year by 2020 due to a surge
in per capita income.
Tourism in Philippines
Tourism NSW
invests AUD 85,000 – a top-earner for the
country
for campaigns in
Indian
travelers,
in
a
India
continued appreciation for
Tourism
New
South
Wales (NSW) is investing
AUD 85,000 in two new
campaigns
to
attract
wealthy
Indian
visitors
to Sydney and NSW for
holiday
experiences.
It
is running a major print
advertorial and magazine
campaign in collaboration
with Mercury Travel in key
cities in India like Mumbai
and Delhi. Further, the
‘Quintessential Sydney &
Surrounds’ campaign will
promote luxury experiences
in Sydney and Surrounds
for Indian travelers.
the effusive hospitality of
Filippinos, are flocking to its
shores. As evident from the
growth figures, Philippines
has again recorded a 44.62
per cent increase in Indian
arrivals for the months
of January to April. This
reflects the effort of the
Department
of
Tourism
to promote tourism and
shows the kind of tourist
attractions in Philippines.
In addition, Philippines has
also shown an increase of
72 per cent in January and
75 per cent in February
alone in Indian arrivals.
Lyndel Gray, ED and GM,
Tourism NSW said: “More
than half of all Indian
visitors to Australia spend
time in NSW, with more than
a third of all nights spent in
our State. India is one of
the fastest growing tourism
markets
for
Australia.
Indian visitors are expected
to increase from 125,000 in
2009 to 318,000 in 2020,
an average annual growth
rate of 8.9 per cent.”
As
indicated
by
the
burgeoning
number
of
national tourism offices,
India is a big market for
international
tourism.
The Indian market is a
significant source of arrival,
especially since the global
tourism group points to
a remarkable growth of
India’s outbound tourists,
who are also in the highend spending bracket.
Sydney continues to retain
its status as Australia’s
number one international
meetings
destination,
according to the most
recent report from the
Union
of
International
Association. This report
states that Sydney not only
maintained its domestic
dominance,
but
also
climbed back into the top
20 in the global rankings.
said: “These strong UIA
results,
combined
with
our number 10 ranking
in the ICCA rankings,
recognise the outstanding
achievements
and
progressive development
undertaken by us in 2010.
We
are
continuously
working with the industry
and
government
to
further Sydney’s success,
particularly in the Asian
meeting market, and these
rankings will aid us in future
bids to secure high profile
events here in the city.”
Sydney remains number one in
Australia for business events
Lyn
Lewis-Smith,
COO,
Business
Events
Sydney
(BESydney)
Industry Watch Venues
Aamby
Valley
in Rolex
World’s top
1000 Golf
Courses
Sahara Group’s Aamby
Valley Golf course has
been selected to feature
among ‘The Rolex World’s
top 1000 Golf Courses’.
The flood lit golf course,
spanning
7,087
yards,
has
been
designed
by
David
Hemstock
associates
(UK)
and
upgraded and remodeled
for
championship
by
PGA DC of Great Britain
and Ireland. The unique
feature of the course is
the
different
character
between the holes in
the front 9 which have a
series of valleys crossing
the course and the back 9
holes are interspersed with
water bodies.
Vivek Kumar, CEO, Aamby
Valley Kumar said: “It is an
honour to be selected as
one of the top 1000 Golf
Courses in the world. It is
a very satisfying feeling
when one puts immense
effort into creating the best
and receives recognition
for the same.”
Pune Marriott
Affiliates of Worldhotels AsiaPacific develop MICE Initiatives Hotel &
Worldhotels
Asia-Pacific
affiliates of global network
for independent and unique
properties are developing
MICE
packages
for
corporate events. Sutera
Harbour Resort in Kota
Kinabalu will undertake
nostalgic trips on the North
Borneo Railway for group,
incentive
and
private
parties.
In Kuala Lumpur, the
Deluxe Collection affiliate
One World Hotel has
invested around RM 3.5
million on AV equipment to
create a world class MICE
venue. With over 5,000
sqm of meeting space over
three levels, the pillar-less
Imperial Ballroom of 3,100
sqm can accommodate up
to 2,000 guests.
The
five-star
Jupiters
Hotel
&
Casino
on
Australia’s Gold Coast is
being transformed into a
world-class leisure and
entertainment destination
with a planned AUS USD
350 million investment.
At Tangla Beijing, MICE
facilities include 2,300 sqm
of meeting and banquet
space with 10 function
rooms.
Italy’s Boscolo Hotels
appoints Global Destinations
as India Representative
Effective June 1, Mumbaibased Global Destinations
has been appointed as
the India Representative
for Venice-based Boscolo
Hotels. As per the contract,
Global Destinations will
handle the sales and
marketing of Boscolo Hotels
in India.
Pranav Kapadia, Director,
Global
Destinations
said:
“As
the
India
Representative, we are
responsible for creating
awareness about Boscolo
properties in India. Italy
is gaining popularity in the
Indian market as a tourist
and business destination.
Hence,
we
see
huge
potential to tap leisure and
corporate traffic from India.
We will organise road shows
and FAM trips to create
awareness and experience
the property first hand. The
first series of road shows
will be organised by yearend in Mumbai, New Delhi
and Bengaluru. We will
then target Chennai and
Kolkata and Tier-II cities
like Ahmedabad, Pune and
Hyderabad.”
Convention
Centre wins
the gold for
being green
The Pune Marriott Hotel
& Convention Centre has
been awarded the LEED
(Leadership in Energy and
Environmental
Design)
Gold from the Indian
Green Building Council.
With its various green
initiatives, the Marriott
Hotels & Resorts branded
property is the only hotel
in Pune and the first
Marriott
International
hotel in India to receive
the honour. LEED is the
internationally recognized
program for the design,
construction and operation
of high performance green
buildings.
PRP Ramakrishnan, Area
Director of Engineering,
Marriott - India, Maldives
and Malaysia said: “Gold
LEED for the Pune Marriott
Hotel
&
Convention
Centre is an important
milestone
for
Marriott
in India. Marriott hotels
have a robust and a well
established green initiative
plan for all the hotels.
This recent recognition of
our efforts will strengthen
our resolve to operate our
hotels in this direction.”
Showtime manages launch of Sheraton Bangalore Hotel at
Brigade
Showtime Events managed
the launch of the Sheraton
Bangalore Hotel at Brigade
Gateway. The hotel has
11 meeting rooms and
over 1,750 sqm of flexible
meeting space andl boasts
of having the largest prefunction area in Bangalore
at 610 sqm. It is also the
first to introduce Link@
Sheraton Meetings’ Kiosk,
where guests can connect
to complimentary internet
facilities between meetings.
The hotel is India’s first
newly built and managed
Sheraton.
Speaking about the facilties,
Nithya Iyengar, Marketing
and
Communications
Manager, Sheraton said:
“We have a dedicated
Sheraton Meetings Team
who help in executing the
event and offer customised
meeting solutions.”
Industry Watch Events
Goa International Travel Mart to be held in October
The second edition of
the
Goa
International
Travel
Mart
(GITM),
jointly organised by the
Department of Tourism,
Government of Goa and
Goa Tourism Development
Corporation (GTDC) will
be held at the Grand Hyatt
in Bambolim from Oct.
21 to Oct. 23. The theme
this year is ‘Unearth the
Hidden Treasures of Goa.’
The organisers of the event
have planned an aggressive
marketing
strategy
to
attract over 2500 trade
visitors to GITM 2011, of
which 450 will be hosted
buyers. TravelBiz Monitor
will once again be the
knowledge partner for the
event.
“We
expect
greater
participation this year at
ICCA announces destination for
2014 ICCA Congress
The 53rd edition of the ICCA
Congress will be held in
Antalya, Turkey, in the first
week of November 2014.
The ICCA Board’s decision
was made at the IMEX
2011 exhibition in Frankfurt
following a bidding session,
and was made public on the
last day of the show. The
other finalists in the bidding
competition were Houston,
Texas, USA and Monterrey,
Mexico.
Martin Sirk, CEO, ICCA said:
“Each year, the standard
of bids for the ICCA
Congress gets higher and
higher. Passing on the bad
news to the unsuccessful
candidates is probably the
worst part of my job, since
I know how much passion,
hard work and inspiration
went into creating the bids
of Houston, Texas and
Monterrey, Mexico.”
AdAsia returns to India
after eight years with David
Droga, Dr Ram Charan
and Rishad Tobaccowala
as speakers. The congress
will take place in New
Delhi from Oct. 31 to Nov.
3. AdAsia 2011 seeks to
comprehensively explore
all aspects of the theme,
‘Uncertainty: The New
Certainty’. The agenda
comprises of over 15
sessions aimed at exploring
the business ecosystem
and understanding the
nature
of
disruption
to
effectively
address
pertinent concerns.
Madhukar
Kamath,
Chairman
of
the
Organising
Committee,
AdAsia 2011 and Group
CEO & Managing Director,
Mudra Group said: “We
are honoured to welcome
David Droga, Ram Charan
and Rashid Tobaccowala to
AdAsia 2011. Their varied
experience and expertise
in
different
fields
of
management, marketing
and communications will
add immeasurable value
to the entire conference
and will provide it with a
holistic view.”
AdAsia 2011 confirms
speakers for its return to
India
GITM. GITM 2010 was
a
power-packed
event
which saw hosted buyerseller interactive sessions,
panel
discussions
and
knowledge
sharing
sessions,
networking
dinners and FAM trips. The
three-day event witnessed
participation
from
over
twelve countries,” stated
Swapnil Naik, Director, Goa
Tourism.
AIBTM brings
together global
meetings and
events industry
in Baltimore
Taking place in Baltimore,
USA from June 21 to June
23, the Americas Meetings
&
Events
Exhibition
(AIBTM) offered focused,
individually
qualified
buyers a forum to connect
with exhibitors from around
the globe. They claim to
be the first large scale
exhibition to bring together
the world’s entire meetings
and events industry in one
US location. Visitors at the
AIBTM are be the decision
makers responsible for
organising business travel,
meetings,
conferences,
events and incentive trips.
The show offers a hosted
buyer
program
which
allows top-level buyers
to meet with exhibitors of
their choice for focused
one-to-one appointments.
Exhibitors at the AIBTM
had the opportunity to
meet with over 3,000
meeting planners from all
over the US and the globe;
thus providing a platform
from which to influence the
global meetings and events
industry.
Business event
leaders gather to
advise on direction
of Australian expo
The Australian Business
Events
Expo
(ABEE)
Advisory Committee has
been brought together by
the owners of the trade
show with the aim of
ensuring that the expo
reflects the needs of the
sector and continues to
grow in numbers and
credibility.
Delwin
Kriel,
Event
Manager, ABEE said: “The
expo has a lot riding on
it as it is the only trade
show dedicated to the
domestic market which has
undergone an enormous
shift over the last few
years. This show’s success
is a vital cog in the growth
of this industry.”
Korea MICE Expo
makes a triumphant
return to Seoul
The Korea MICE Expo
(KME) 2011 took place
at Coex in South Seoul,
Korea, from June 28 to
June 30. This year’s theme
was ‘The New Wave of
Creative
MICEnomics’.
KME
2011
witnessed
300 buyers and over
3,000 meetings industry
professionals for business
consultations, exhibitions,
workshops, and forums.
Briefing sessions about the
bidding and organizing of
international conferences
also took place.
The event was hosted by
the
Seoul
Metropolitan
Government and the Korea
Tourism
Organization,
and was organized by the
Seoul Tourism Organization
and the Korea Convention
Society.
ALSO FEATURED
India Inc. goes Green
By Karan Iyer
The Future! The word on its own sounds so fascinating
that it invokes a mix of thoughts and emotions that range
from hope, aspiration and progress to uncertainty and the
unknown. Despite the fact that the word in itself is so abstract
that it means different things to different people, there are
certain aspects of what one hopes to see in the future that
are common to all.
What are the things you might want to see in the future?
Maybe robots doing all your labour work free of cost, cars that
can fly, end of poverty and illiteracy, your children going to
school carrying oxygen cylinders…whoa! What happened?
The last bit wasn’t part of your plan for the future? It should
be because the World Health Organization estimates that
about two million people die prematurely every year due to
air pollution and many more suffer from breathing ailments,
heart disease, lung infections and even cancer.
Why are you surprised? Progress comes with a little cost, after
all what is a little oxygen tank behind your kid’s back or the
fact that your next generation might have to look at pictures
and videos on the internet to find out what a rainforest or a
tiger looked like. If this is not the future that you are looking
forward to then changing it is in everybody’s hands including
yours. American computer scientist Alan Kay once said, “The
best way to predict the future is to invent it.”
Brand Earth
India has been ranked as the seventh most environmentally
hazardous country in the world by a new ranking released
recently. However, the intention to change that is apparent
with India for the first time hosting the annual World
Environment Day on June 5 and the corporate world in
India took every effort to show their support for such a
crucial cause.
While individually everyone is responsible for the
environment, corporates are always required to go that
extra mile to showcase their support for the environment.
From oil spills and chemical dumping to massive carbon
emissions and wastage, corporates have always been
viewed as the villains of the environment. This image has
come from events that go back as far as the Bhopal Gas
Tragedy of 1984 to the BP oil spill of 2010.
This is an image that many corporates are taking every
effort to reverse through environmental initiatives. These
initiatives not only help the environment but also help the
image of corporate brands and connect with the general
public who have become more environmentally aware and
intolerant towards crimes against nature.
Mother Earth meets Corporate World
On the occasion of World Environment Day, a number of
brands and media houses took it upon themselves to show
that the colour green represents more than money for them.
Indian media
channel NDTV
in partnership
with Japanese
automaker Toyota continued with its annual tradition of the
Greenathon, a 24 hour live telethon for the environment
simulcast across the NDTV network. The nationwide
campaign, which was launched in April 2008, is a fundraising event that brings in people to donate money to
support TERI’s initiative of ‘Lighting a Billion Lives’ which
aims to provide solar power to villages without electricity.
Milind Soman: Supporter of NDTV Toyota Greenathon
Greenathon III witnessed celebrities from Bollywood
extending their support for the cause and engaging NDTV
viewers with talks and performances. The campaign also
saw Bollywood actor and model Milind Soman running for
the cause from Ahmedabad to Mumbai.
Speaking about the reason behind taking up an
environmental initiative, Smeeta Chakrabarti, CEO NDTV
Lifestyle and Head of Operations NDTV News, told ExM
that NDTV has always believed in the positive power of
the media, promoting social causes and thereby spurring
action at the government, corporate and individual
level. “The environment has been one such theme that
NDTV feels very strongly about and, in its long history of
broadcasting, has frequently brought to fore issues relating
ALSO FEATURED
to the environment. We were keen to undertake a sustained
campaign on the environment aimed not only at building
awareness but also generating action.”
94.3 Radio One partnered with NDTV’s Greenathon
initiative to execute ‘94.3 Radio One NDTV Environment
Day Special PYMD’, a unique programming mix dedicated
to the environment cause. The programme was executed
under the umbrella of 94.3 Radio One’s exclusive property
‘Play Your Music Day’ which allows listeners to host a one
hour show on Radio One.
‘94.3 Radio One NDTV Environment Day Special PYMD’
played throughout the day on June 5 on all Radio One
stations. 94.3 Radio One individually hosted one hour
environment special shows with prominent NDTV anchors
and launched special ‘Green Anthems’ for the Greenathon.
Through Greenathon III, TERI’s ‘Lighting a Billion Lives’
initiative raised Rs.11.60 crore, lighting up 580 villages with
solar power.
On the point of why the cause of lighting up villages,
Chakrabarti said that NDTV worked with TERI “to identify a
specific cause that people could participate in and contribute
to, as the climax of the campaign. Solar lighting to villages
with no electricity, thereby changing lives, seemed the most
obvious and ideal fit.” She added that NDTV partnered with
Toyota for this initiative because the automaker believes in
and actively pursues green initiatives, making it a perfect fit
for the campaign.
Speaking on its involvement
in the Greenathon, a Toyota
spokesperson told ExM that
Toyota sees such activities
as part of its corporate social
responsibility and as an
opportunity to give back to
society. “Such initiatives are
part of the company’s corporate vision.”
‘The Last Hope’ screening for Wipro employees
focuses on the endangered existence of Asian vultures
and highlights the importance of conserving this breed of
vultures. The film was made by a Wipro employee and was
screened in Wipro’s EC Campus. The company also held
a nature photography contest on June 7 and made efforts
to create awareness on how to reduce individual carbon
footprint and the factors that put the environment at risk.
Wipro will soon be launching its biodiversity project that will
have the company converting a major part of its Electronic
City campuses four and five into a space that supports
bio-diversity. The company is looking to make the campus
more in tune with the native flora and fauna, help breed
birds and insects that are native to the land. The project will
be a first of its kind in the history of Wipro.
Wipro arranged for a cyclathon for all Wiproites on June
10. The event witnessed several Wiproites going cycling
together in the lunch break to encourage people to take up
cycling for Earth’s sake.
So, how important is it for corporates to take up
environmental initiatives as part of their CSR activities?
“It’s critical that corporates participate in furthering social
causes. This augurs well not just for their image and CSR
initiatives but also for the company itself, in the long run.
For instance, as a result of the Greenathon, Toyota has
established a leadership position as the ‘environment
friendly’ company. We believe that corporates must bring
back to the society,” said Chakrabarti. “The media, too,
plays a critical role. NDTV has worked with corporates who
share similar beliefs and commitment to promote other
environment related campaigns: save the tiger, conserving
India’s coastlines, etc.”
E-World meets Eco-World
Another major brand that went green on the occasion of
World Environment Day was IT major Wipro. The company
on June 3 screened a movie called “The Last Hope” that
Cyclothon organised for Wiproites
Commenting on the importance of corporate involvement
in environmental initiatives, Dinni Lingaraj, Manager
Corporate Sustainability Program, Wipro told ExM: “As we
often say in our sustainability efforts – large organizations
must lead the way in being involved with the community
and the environment – that is the right thing to do and that
is the only way forward. It sets an example for communities,
ALSO FEATURED
Wiproites who are involved as well.”
“Any initiative in this area builds a conscience – be it at an
organizational level or an individual level – and that is how
it matters. People need to be bothered about how they do
things and the impact they will have,” Lingaraj said, adding
that if “we can get more people at Wipro aware and involved
it makes it a more involved organization.”
Steel seals eco deal
Tata Steel observed World Environment Day at Jamshedpur,
Jharkhand, and all its operational locations. At Jamshedpur,
the day was flagged off with an awareness rally at Jubilee
Park. The activities involved an environment walk around
the Jubilee Park, inauguration of a mobile ambient air
quality monitoring van, inauguration of Shatabdi Udyan and
tree plantation, launch of a no plastic campaign through
Green Earth Club and distribution of jute bags, and the
release of booklet ‘Facts on Environment’. The mobile van,
which can monitor environment parameters, will be used by
Tata Steel to map the air quality of the area.
Alcohol – hic! -- Goes Green
Alcohol
became
environment friendly
on the occasion of
World Environment
Day, with SABMiller
India doing a range
of internal green
activities across its
offices on June 5
and to reinstate the
importance of sustainable development through various
activities such as green balance and waste no more.
The company planned various activities such tree plantation
drives at all locations, pledges by employees, contests and
online events such as quiz, poster making competition
and many more activities. On World Environment Day,
employees were shown movies on the environment and
were provided with bamboo saplings along with a gift made
up of recycled objects. In addition, employees of SABMiller
India planted 150 trees followed by an oath to support the
cause.
In line with this year’s World Environment Day theme, Tata
Steel collaborated with the Forest Department for a special
initiative to conserve forests. Tata Steel will provide wood of
dead and diseased trees, fallen during storm and trimming
process through the Forest Department for consumption in
burning ghats and rural households free of cost, preventing
tree cutting.
SABMiller employees pledge to support cause
TATA Steel employees plant saplings
The raw material divisions of Tata Steel – Jharia, West
Bokaro and Noamundi – also joined hands to observe
the day. Prabhat Pheri, distribution of about 5,000 fruit
bearing saplings among employees at Jharia, awareness
initiatives such as poster, slogan and painting competitions
for children formed integral part of the World Environment
Day observances at the three raw material divisions of Tata
Steel.
At West Bokaro, ‘Green Month’ was inaugurated on June
1 as a mark of conserving the environment. The division
targets to plant one lakh saplings this year at its operational
area.
A SABMiller India spokesperson told ExM that “sustainable
development is fundamental to our business success
and, through World Environment Day, we reiterated the
importance of sustainable development to our business
and encouraged employees to voluntarily participate
and contribute. India being the host country this year,
we at SABMiller India planned a week-long series of
green activities to contribute towards conserving the
environment.” The spokesperson further said that through
this campaign, the company addressed two of its ten
sustainable development priorities – packaging and waste.
During the one week campaign, around 900 trees were
planted across all regional offices and breweries.
More than a Paper Tiger
The Times of India and The Economic Times turned green,
not with envy but with care for the environment on the
occasion of World Environment Day. The newspapers were
published on 100% green recycled paper and featured
special editorials and features around environment. The
green edition coincided with the launch of Garnier and
The Times of India ‘Take Care Take Charge’ (TCTC)
ALSO FEATURED
initiative which aimed to instil a sense of responsibility
among the youth of the country in order to maintain,
nurture and contribute towards a greener environment.
This 50-day campaign makes an appeal to the youth of
India to present their ideas on sustainable solutions for
the environment under five categories.
30 and involved a plantation drive. Promos were done
on Zee channels and on-ground activities were also
undertaken. Barista coffee shops across the four cities
had posters and banners to promote the initiative and
Green Turn branded postcards were also given away.
Ten ideas will be short listed and one winner will be
selected in each city. The short listed regional winners
will present their ideas to a national panel and ideas
will be published in The Times of India. The winning
idea will be supported by the National Innovation
Foundation and be considered for implementation. The
final winner will get an opportunity to present the idea at
the prestigious United Nation’s Environment Program’s
TUNZA Asia Pacific Youth Conference.
The b(r)andwagon of corporate green warriors did not
stop there. ICICI, India’s largest private bank, led a
‘pledge for the planet’ campaign that saw 8,362 bank
employees make environmental commitments such as
switching to low-energy bulbs and using the stairs at
work. Meanwhile, IT major Infosys spearheaded two
major activities for employees’ children.
The campaign will culminate on July 24, India’s first
TCTC Day where individuals, corporate and NGOs
will come together to take charge and undertake
environment friendly activities.
Sitcoms with Green Coffee Anyone?
Zee Café launched its initiative ‘Green Turn’ in Mumbai,
Delhi, Bengaluru and Pune in association with Barista.
The initiative involved Barista customers taking a green
pledge and adopting saplings.
Promotional activities for the campaign started on May
Brands-in-Arms
The “Petit-Infoscions” took part in a walkathon to bring
attention to the conservation of the rapidly disappearing
Bellandur Lake, before planting 20,000 native trees in
Ramnagaram Forest in Bangalore. Coca-Cola India
announced the launch of eKO cool solar coolers
designed to be climate friendly while generating more
income for rural retailers, who have limited/intermittent
access to electricity.
Branding the Green Touch
The BP oil spill in 2010 is probably the most recent
massive environmental disaster to occur and, besides
the major environmental impact that it has cost and
will continue to cost for many years to come, the event
was and still is a branding nightmare for BP with a
long litigation bill. The Bhopal Gas Tragedy may have
occurred in 1984, but the after effects have been felt
for years and the memory remains even after Union
Carbide is out of existence.
While events on such massive scale occur once in a
while, environmental degradation continues at a gradual
and regular pace that does not even come to light.
Whether it is media companies, IT firms, beverage
brands, banks or steel titans, every brand sees the
need to take up environmental initiatives to give back
to society and to reveal their socially responsible green
side to their audiences. Society as a whole has changed
its view on how it prioritises the environment and with it
corporate brands have also changed to better connect
with the people.
A media platform like the Greenathon, an on-ground
campaign like that of Zee Café and Barista or internal
initiatives like those done by Wipro, Tata Steel or SABMiller
showcases the efforts by various corporates to come
together to fight for a greener planet. In turn, they represent
themselves as brands that are being socially responsible
and have a reputation that is much more than just profit
making entities.
Barista customers adopt saplings
The fact cannot be denied that progress comes with a cost;
the question is: What is the cost that we will be able to
afford?
MARKET PULSE
PERSPECTIVE
By Brian Tellis, Chairman, Fountainhead Promotions and Events
diversity of cultures and ideas coming together
from across the planet humbles and exhilarates
you like little else. From a business perspective,
the opportunities for networking also abound.
There were some fabulous sessions conducted by
various companies; the one presented by Malcolm
Gladwell was especially absorbing. To put things in
perspective, while even these peripheral sideshows
were captivating, you can only begin to comprehend
how unbelievably rich the mainline event was.
The Process
It was a humbling experience being on the jury of
the Promo and Activation Panel. It exposed me to
the beautiful differences in creative perception, as
seen through the eyes of different races and cultures.
If the entries were a cultural melting pot, the jury
was no less. The 21 jurors were drawn from 20
different countries; thus each of them brought a fresh
perspective to the evaluations.
For anyone in the creative or entertainment business,
Cannes is the ultimate destination. Right on cue, excitement
levels surged when I received an opportunity to participate
in the jury at the Cannes Lions International Festival of
Creativity. Admittedly, the initial exhilaration stemmed
from the novel opportunity that lay
before me, but once I got there,
it encompassed all the hype and
drama associated with the land
itself. Although I have been to
France before, this was my first
visit to Cannes and I was eager to
make the most of the opportunity
offered.
My expectations, though high, weren’t just met… they were
superseded! And no, it wasn’t like I was just caught up in the
moment of the extravagance. In retrospect, the experience
surpassed even my greatest anticipation. Cannes tends to
do that to you. The romance of the destination, coupled
with the creativity, creates the perfect atmosphere for the
festival. In my estimation, that is what makes this event
such an irresistible magnet.
Cannes isn’t just about the electric ambience, but the
beauty of the people associated with it, as well. The sheer
The 2,135 entries were subject to an intense
evaluation process. The sheer scale of entries
necessitated the division of the panel into four groups
to screen them. Each group had to sift through some
500 entries. Entries were presented as a threeminute film. Group members could rate campaigns
depending on whether they needed to be channeled
out or, were worthy of being short listed or, if they
merited a Lion. Jurors rate the entries on specific
parameters. At the end of this process, about 400
entries are short listed.
The entire jury then takes a look at the better scored
entries that did not make the cut to allow for upgrades,
if necessary. The final short list thus arrived at, is then
scrutinized by the consolidated
jury. At this point, the discussion
really takes off. This is a bit of
an inflection point; because
it is when the difference in
perceptions, stemming from
cultural diversity, truly reveals
itself. Once again, jurors score
the entries. At this point, 75 per cent of all the entries are
being seen for the first time.
The Plot Thickens
On the fourth day, the entries are subjected to a fine
comb treatment. This is where the cultural diversity of the
jury is justified. To get a better understanding, the juror
representing the country of the entry in question, is quizzed
to elicit a better insight into the creative nuance. What the
panel is constantly looking for is that unmistakable edge; a
campaign that has truly pushed the boundaries. The jury
MARKET PULSE
PERSPECTIVE
then votes to determine gold, silver and
bronze. At least two thirds of the jury
must validate the Lion for an entry to be
considered a winner.
The process is very thorough and,
to an extent, benevolent in that it
gives you a second chance. Entries
that just missed metal are put to the
vote again and, often, more winners
emerge. Destiny hangs by the thread
as, further, bronze could turn to silver
and silver to gold! The magic, however,
is that the panel can only upgrade,
and not downgrade, an entry. There
is no limitation on the number of Lions
bestowed. However jurors are asked to
be very cautious with their votes as you
do get an opportunity to review. The
entries that received good scores but
did not get listed for metal mentions are
also reconsidered here.
This year six golds, 17 silvers and 32
bronze were given out in the Promo
and Activation category.
There is no limit to the number of Lions,
but just one Grand Prix from each
category. To snare one is the greatest
honour at the festival. Having said that,
every Lion of every hue comes with
immense bragging rights.
Indian Performance
PROMO & ACTIVATION LIONS CATEGORIES
A. USE OF PROMO & ACTIVATION
ALTERNATIVE MEDIA
A01. Best use of experiential marketing in a promotional campaign
A02. Best use of guerrilla marketing in a promotional campaign
A03. Best use of ambient in a promotional campaign
SHOPPER MARKETING
A04. Best use of shopper marketing in a promotional campaign
A05. Best new product launch & re-launch or multi-product promotion at retail
A06. Best temporary in-store displays in a promotional campaign
A07. Best use of broadcast in a promotional campaign
A08. Best use of print or standard outdoor in a promotional campaign
A09. Best use of games
A10. Best sponsorship or partnership campaigns
A11. Best online advertising in a promotional campaign
A12. Best use of other digital media in a promotional campaign
A13. Best use of social media marketing in a promotional campaign
B. PRODUCT & SERVICE
B01. Food & non- alcoholic drinks
B02. Alcoholic drinks
B03. Fast moving consumer goods (not including food)
B04. Durable goods
B05. Retail (including restaurants)
B06. Cars & automotive services
B07. Entertainment & leisure
B08. Publications & media
B09. Financial products & services
B10. Business products & services
B11. Corporate image & information
B12. Commercial public services, including healthcare & medical
B13. Charities
B14. Public health & safety & public awareness messages
C. BEST INTEGRATED CAMPAIGN LED BY PROMO & ACTIVATION
I cannot comment on India’s overall
performance at the Cannes Lions,
but we certainly put up a decent
Increasing participation at the festival has now become
show in the Promo and Activation category. Out of the
my mission. I honestly believe that an EEMA delegation
approximately 100 shortlisted entries, seven were Indian.
should present itself at international award ceremonies.
Indian entries were shortlisted for four Lions and one
campaign went on to win two bronze Lions. In a sense,
our performance was decent – doubling, as it did, last
An Eye Opening Experience
year’s tally of a single bronze.
Holistically, the event was an eye opener for me… in
fact a mind opener. It gives one a reality check on where
But if I’m permitted to be constructively critical, what Indian
one stands and the work one does. One can be very
campaigns lacked was a strong level of daring. Overall,
complacent at times either because of job fatigue or the
the campaigns that shone were the ones that went all out.
satisfaction of what you think you’ve achieved or simply
To be fair, the client wields an equal influence over our
because of a lack of focus. At an event like this, it is hard
advertisements. So, the dare factor will be have to be the
not to take notice of the high levels of creativity at work.
responsibility of both parties – client and agency. Given
I do not mean this in any demeaning way, but an event
what’s at stake when you get to Cannes, it may just be
of this caliber opens your mind to the boundlessness of
time for all concerned to come out of their comfort zones.
creativity.
A majority of the Indian participation comes from
advertising agencies. Experiential marketing agencies,
typically referred to as event companies in India, should
also send in their entries. It is after all, the Cannes Lions
for Creativity and the Indian experiential marketing
companies certainly accomplish levels of creative work.
Entering such a competition is not merely for winning. It
definitely gives you an understanding of where you are
and where you want to be. You get perspectives from what
you see. You understand what’s out there.
Indeed, let’s get lion-hearted and say: Make mine Cannes!
IN FOCUS
Sprinting at the TCS World 10K Run:
A platform for brands to get-set-go
By Kate Fernandes
The TCS World 10 K Run took place on June 5 in Bengaluru.
An event like the TCS World 10K Run is a medium for
brands to reach out to their audience. It is a platform which
enables brands to connect with their audience while allowing
the masses to learn, understand and even experience the
brand. In addition to the direct engagement of potential
customers or clients, the buzz created around live events
by the media, extends the visibility of the brand associated
with it far beyond the finish line.
Vivek Singh, Joint MD, Procam International told ExM that
the TCS World 10K Run “has a tremendous connect with
corporate brands. We have allowed the brands that have
come on-board to create a niche for themselves at the
Running for the gold
Four years down the track, the event has carved a niche
for itself in the realm of distance running. Athletes from all
over the world have run in this race. Furthermore, the world
class criteria that are adhered to at the event have caused
the International Association of Athletics Federations (IAAF)
to honour the event with a ‘Gold Label’ for the second time.
Speaking about the new elements of the race, Singh said:
“The event has grown considerably over the years. It was
the biggest and richest 10K Run. The prize money climbed
to $17,500 this year. Athletes from 18 countries attended the
event. The TCS World 10K is an official Gold Label Race,
credited by the athletic federation.”
event. Besides, the TCS World 10K Run is an opportunity
for brands to establish a direct connect.”
This year, TCS has associated with Procam’s property –
the World 10K Run. The property was formerly sponsored
by Sunfeast. Other partners were Prasar Bharati, broadcast
partner; Star One, channel partner; The Times of India, print
partner; Standard Chartered, financial services partner; ITC
Windsor Bengaluru, hospitality partner; Kingfisher Premium,
good times partner; Nike, running partner; OMRON, health
equipment partner; DHL, logistics partner; Lucozade,
sports drink partner; Radio Mirchi, radio partner; Kingfisher
Airlines, airline partner; Fortis, medical partner; Harmony,
institution partner; and Bangalore Cares, charity partner.
Bilkha added, “We have 2,000 employees, with anaverage
age of 27 working as IT executives. Wellness of employees
is very important to us. As their employment involves time
spent on desktops, we encourage them to take up sports to
ensure they are fit and active.”
Over 3,000 TCS employees ran the TCS World 10K Run.
Telling us what the association meant to TCS , Bilkha added:
“The event was a good opportunity for TCS to convey
internal communication. Ours is a B2B organisation. It is
not something we sell directly. Brand building is important.
However, whats more important is that the platform allows
to spread the message of fitness among our employees. We
want them to know that we care for them.”
He further added: “It is extraordinary that India hosts the
event. Indian runners are provided with a great opportunity.
The scale of the event is quite large. This goes to show that
there are more runners graduating to the larger events. Over
21,000 athletes partook in the event. Of these, 8,000 ran the
10K Run, which shows a 30% increase participants over last
year.”
TCS runs at the forefront
On the expiration of the three-year contract with the
Sunfeast, Procam roped in TCS as the event’s title sponsor.
Talking about their new title sponsor, Singh said: “We offered
TCS title sponsorship as the company firmly believes in
running. They support marathons in New York, Chicago, and
Boston. TCS has already been associated with the Mumbai
marathon and the Delhi half marathon. TCS saw value in the
opportunity and came on board.”
Commenting on their association with the TCS 10K Run,
Yajuvindra Singh Bilkha, TCS said: “The platform is not just
a one-day run. Running a 10K race takes a lot of practice,
which makes it part of a regime. This is precisely what we
want to inculcate in our organisation.”
Yajuvindra Singh Bilkha
Head Corporate Events
TCS
“The event was a good
opportunity for TCS
to convey internal
communication.”
IN FOCUS
that are better described as devices for runners as they
calculate the heart rate, number of calories burned along
with the timing. The association gives the brand a first mover
advantage. The idea is to connect the event with the brand.“
Navroze Dhondy
Managing Director
Creatigies Communications
“It’s pretty much a nobrainer that a watch brand
should be associated with
a marathon as timing is the
most important aspect of
the event.”
Time X runs along
This year, Timex now runs along as the official timing partner
for the three Gold Label distance running events, i.e. the
Standard Chartered Mumbai Marathon, the TCS World
10K Bangalore and the Airtel Delhi Half Marathon, in India
promoted by Procam International.
Commenting on their association with these running events,
V. D. Wadhwa, Managing Director Timex India said: “We
are truly delighted with this partnership and opportunity that
Creatigies brought to us. For Timex, marathons and races
have been part of the brand DNA, and we believe it’s the
right time for us to look at such an association.”
Elaborating on the association that Creatigies brought
about, Navroze Dhondy, Managing Director, Creatigies
Communications said, “Creatigies believes that sponsorships
are a waste of money unless there’s a brand fit. Just a logo
is of little use without a brand connection and leverage with
the event.” Dhondy added: “The most crucial element of any
marathon is timing. It’s pretty much a no-brainer that a watch
brand should be associated with a marathon as timing is the
most important aspect of the event. Besides this, Timex has
a global association with marathons. That being said, it all
boils down to business. Timex has a wide range of watches
Elaborating on the activities undertaken at the event, Dhondy
said: “Timex unveiled the race’s timing vehicle which is the
focus of every runner; it is always before the leading pack.
An association with it helps create a connection with the
runners, creates a relationship of bon ami. It is a beacon to
sportspersons. At the four day expo that precedes the 10K
run, brands have an opportunity to connect with an extremely
focused group. Timex was present at this expo and was able
to connect with the audience.”
Dhondy also told ExM that it is important that an association
with a live event is not a one off thing and that there should
be enough exposure to create a strong connect. “Timex will
have a four-year long association with the Bangalore 10K
Run, the Delhi half marathon and the Mumbai Marathon as
well.”
Star Movies give heroic touch
Star Movies also ran along the TCS world 10 K Run to
announce the channel’s availability in HD. Harshvardhan
Deodhar told
ExM that the
English movie
channel saw
it fit to be
associated with
a cause based
event because
the likelihood
of its viewers
attending
it
was high and
also because
Bangalore is a
key market for
them and wanted to take the opportunity to announce that
Star Movies is now available in HD.
On the brand fit, Deodhar said: “The channel is home to
Hollywood heroes. And the marathon gave us the platform to
celebrate the real life heroes of the city who are running for a
cause. So Hollywood heroes in Asli HD cheer the marathon
heroes was the message we went ahead with.”
Besides branding, cut outs of Avatar characters and
superheroes were spread alongside the track. This was
meant to be a refreshing experience for those running the
marathon. There was a 35 foot cut out of Godzilla, placed
to show that the runners were moving away from the
creature that had landed at the marathon. A life sized cut out
of Spiderman hanging from the tree gave runners a photo
opportunity. There were Wolverine hoardings that had tears
to them to connote he had ripped the flex. Star Movies also
gave fridge magnets to the runners as a souvenir. Mudra
Max was responsible for the execution.
IN FOCUS
And the winners are…Everybody!
The TCS World 10K run thus has a lot to offer. The huge
participation coupled with the media buzz keeps it going
even after the race is run. When brands associate with such
a platform they extend their message to an audience that
goes beyond the participants and on-lookers. And, though
the obvious connect that brands might receive through the
platform puts it at a greater height, it must be noted that
platforms grow because of the support that they receive from
brands.
Vivek Singh
Commenting on some of the this years associations, Singh
said: “There is a tremendous connect that corporates have
with the event. DHL has supported us by looking into the
logistics. The ITC Windsor Bengaluru, our hospitality partner,
has hosted celebrity guests. OMRON, our health equipment
partner, gave us their support, and medical partner Fortis set up
around seven to eight stations at the event. The run gives each
brand an opportunity to gain brand mileage as they look into a
component of the event. By doing this, they connect with the
service and grow the platform.”
Joint MD
Procam International
“The event has grown
considerably over the
years. It was the biggest
and richest 10K Run. The
prize money climbed to
$17,500 this year. Athletes
from 18 countries attended
the event.”
Brands and platforms are thus not mere elements that come
together to fulfill their own purpose. They are in fact more
closely bound like an ideal marriage, where each party finds
its contentment in the other, and grow together with each other!
Kingfisher lets the good times run-in-costume
As part of the 5.7 km ‘Majja Run’ that happens alongside
the 10K marathon, participants dressed in sport
costumes to support causes they believe in. Kingfisher
Green Crusaders, Kingfisher Sakkath Bangalorean and
Kingfisher Bombaat Brigade titles were awarded to the
winning participants.
Samar Singh Sheikhawat, Senior VP Marketing, United
Breweries Ltd. said, “Our ‘Run in Costume’ reflects
the spirit of the brand Kingfisher. We are overwhelmed
with the response received. Each year, the number of
participants only seems to increase, thus reinstating the
popularity of the concept. We are delighted to infuse the
marathon with fun and good times.”
Running Green!
A ‘Calculate your Footprint’ kiosk was set up during the
expo, wherein one could calculate his or her own impact
on the environment.
Achim Steiner, UN Under-Secretary General and UN
Environment Programme (UNEP) Executive Director,
said: “World Environment Day is a moment in the year
when people across the world come together to express
their desire for a development path towards a low
carbon, resource efficient Green Economy. As part of
India’s global hosting of WED 2011, Indians are joining
hands with those across the globe in this common cause.
Humanity is in a race against time. The 20,000 plus
runners in this year’s TCS World10 K in Bangalore underline that with determination and enthusiasm, it’s a race we can
all win.”
IN FOCUS
Khatron Ke Khiladi returns
with four times the Khatra
By Shachi Tapiawala
In its fourth edition, Thums Up Fear Factor Khatron Ke
Khiladi has come back to test the mettle of contestants,
raising the bar way higher. This season claims to be not
just about stunts that ask contestants to prove their physical
prowess, but also about stunts that test the contestants
psychologically. This show has been shot in Cape Town,
South Africa, and Bollywood actor Akshay Kumar is the
host of the show. Thums Up Fear Factor Khatron Ke Khiladi
– Torchaar has been promoted extensively by appointing
multiple event agencies – RW Promotions, Pentagon
Events, Candid Marketing and Team Rustic.
Next level of Khatra
Chhabria.
Mark Twain once said, “Do the thing you fear most and the
death of fear is certain.” What Mark Twain didn’t know was
that someone would go ahead and make a reality show on
the subject of overcoming fear.
Viacom 18’s strategy was designed to take the “Khatra”
experience to all their consumers. The entire show had
professional stunt coordinators to help executing the
dangerous acts on the show. These stunt coordinators were
a part of the production team of Khatron Ke Khiladi. The
winners of the show will not only receive the coveted title of
‘Haseena’ and ‘Khiladi’ but also get an opportunity to feature
with the Thums Up brand ambassador, Akshay Kumar, in
their new communication campaign.
The 13 couples participating this season include Ahran
Chaudhary, Diandra Soares, Sangram Singh, VJ Mia Uyeda,
Dhiraj Amonkar, Mauli Dave, Sumit Suri, Kashmera Shah,
Khalid Chowdhury, Sambhavna Seth, Parmod Dahiya,
Dina Singh, Amit Mehra, VJ Bani, Shashwat Seth, Aliesia
Raut, Sunit Bhatia, Aashka Goradia, Saurabh Roy, Smita
Bansal, Praveen Jain, Poonam Pandey, Sandeep Sachdev,
Anjum Chopra, Dhaval Thakur and Bollywood actress Aarti
Commenting on the show, Rajesh Iyer, Associate Vice
President-Marketing, Viacom 18 Media said: “Danger was
always on the menu for Khatron Ke Khiladi contestants, but
with Thums Up Fear Factor Khatron Ke Khiladi – Torchaar,
Akshay Kumar returns to test the mettle of contestants,
raising the bar way higher. We have been actively promoting
the show through conventional and non-conventional media.
On-ground activities have been carried out in around 10
cities as we wanted to strengthen our reach and create a
buzz of the show.”
Let the Torchaar begin!
Viacom 18 announced the launch of Thums Up Fear
Factor Khatron Ke Khiladi –Torchaar on June 2 at Film City,
Mumbai, and was hosted by Akshay Kumar. With regards
to marketing strategies, Viacom 18 feels innovation and
important elements necessary to establish connect with
IN FOCUS
audience is very vital. There is no formula to make a marketing
strategy out-of-the-box; it depends on understanding what
the circumstances are and who the competitors are in the
market. That understanding helps in developing a strategy
that would help increase brand visibility of the show and
establish connect with the target audience. The entire launch
was managed and executed by Team Rustic in collaboration
with Endemol India.
The agency successfully created an ambiance of alarm
following the show’s catchphrase, ‘Khatra Kabhi Bolkar Nahi
Atta’. The highlight of the launch was a stunt with a black
Lancer toppling in front of the press.
Commenting on the launch, Deepak Dhar, Managing
Director, Endemol India said: “We constantly strive to bring
innovative content to our viewers. Thumbs Up Fear Factor
Khatron Ke Khiladi is one of our biggest properties and
we are excited to present a renewed fourth season. Fear
Factor has always kept the viewers at the edge with its death
defying stunts and this time too we are confident that it is
going to be country’s most watched show.”
Commenting on the launch, Vinod Janardhan, Director,
Team Rustic said: “Everything was very exciting and
thrilling. The dangerous stunt sequence to which the press
and contestants were introduced, the surprising ambiance,
and most of all, Akshay Kumar and his notorious laughter
created an amazing, impactful and memorable launch. We
have been associated with Colors Television for three years,
handling their press conferences. People present at the
conference were the media, contestants of the show and
Akshay Kumar. We managed to engage 150 people through
the launch.”
Taking danger to ground zero
For the on-ground activations, agencies appointed for the
fourth edition of Thums Up Fear Factor Khatron Ke Khiladi
were Pentagon Events for the activation of zebra crossing
and branding on LED Screens, RW Promotions for roadshows across 60 HSM markets, and Market Men Agency
for branding across 12 railway stations on Western, Central
and Harbour Lines. Candid Marketing also contributed to
promoting the show.
As part of executing the activity, an LED
screen was put up with messages that
would create safety awareness in the city.
This activity was carried out at Andheri,
Mahim, Juhu, Khar and Santacruz in
Mumbai. Zebra crossings were painted
in yellow with the logo of the show and
a message that read ‘Khatron Se Na
Khelien, Zebra Crossing Par Chalein’. In
addition, Gelato was roped in to launch
the new flavour – KKK Torchaar – which
was available across all Gelato outlets in
Mumbai, Pune, Kolkata and Delhi. There
was also a mall activation conducted at
the Nirmal Lifestyle Dome in Mulund,
Mumbai and Himalaya Mall Atrium, Ahmedabad wherein
approximately 3,500 samples of Thums Up and Khatron
Ke Khiladi – Torchaar goodies were given away during the
activity.
Commenting on the initiative, Khushbu Vaid, Director,
Pentagon Events said: “Thums Up presents Khatron Ke
Khiladi Torchaar is one of the important properties for Colors
and Pentagon Events being a part of the on-ground activation
has been a great sense of achievement for us. Our brief was
to create an impactful on-ground plan which would bring out
the essence of this season which was Torchaar. We made
use of innovative and fresh routes like traffic LED screens
and zebra crossings at crucial junctions across Mumbai to
build awareness about safety for the consumers which was
issued in public interest by Thums Up Presents Fear Factor
Khatron Ke Khiladi Torchaar.”
Commenting on the association with the agencies for the
launch and the on-ground activities, Iyer added, “These
agencies were chosen on basis of their strength and their
past records.”
Partners in danger
Thums Up is the title sponsor for Khatron Ke Khiladi –
Torchaar. Associate sponsors are Scorpio of Mahindra &
Mahindra, Samsonite, Sure Deodrant of HUL, Amul Macho
and Woodland Apparels & Shoes.
Talking about the association between Thums Up and Fear
Factor Khatron Ke Khiladi, Wasim Basir, Director – Integrated
Marketing Communications, Coca-Cola India said: “All
these years, Thums Up has been synonymous with action,
energy, attitude, spine-chilling adventure and fear shattering
experiences – aspects which are best personified by none other
than our brand ambassador, Akshay Kumar. In keeping with
the brand ethos, we are extremely pleased to be associated
with India’s most watched reality show Khatron Ke Khiladi on
Colors. A Thums Up loyalist will go to any extent to grab a
bottle of his favourite Thums Up, and through this association,
we look forward to discover the ultimate ‘Thums Up Thunder
Star’, who will also be given the exciting opportunity to feature
in the next Thums Up communication campaign alongside the
‘Khiladi’ of all times, Akshay Kumar.”
MOHIT CHAUHAN
Pee Loon (Once Upon a Time
in Mumbaai)
Chatte Batte (Chillar Party)
Khaabon Ke Parinday
(Zindagi Na Milegi Dobara)
Te Amo, Reprise
(Dum Maaro Dum)
Yun Hi (Tanu Weds Manu)
Abhi Kuch Dino Se
(Dil Toh Baccha Hai Ji)
Naina (Kucch Luv Jaisaa)
Kahin Se Chali Aa
(Love U Mr. Kalakaar)
Man Lafanga
(Lafengey Parindey)
Pagal Anukan (Robot)
Bheegi si Bhaggi si (Rajneeti)
Tujhe Bhula Diya
(Anjaana Anjaani)
Masakali (Delhi 6)
Tum Se Hi (Jab We Met)
Yeh Doorian (Love Aaj Kal)
Pehli Baar Mohabbat Ki Hai
(Kaminey)
Kuch Khaas Hai (Fashion)

2011 - Best Male Singer at Zee Cine Awards 2011 for song “Pee Loon” from movie Once Upon A Time In Mumbaai
2011 - Best Male Singer at 1st Global Indian Film & Television Honors for song “Pee Loon” from movie Once Upon
A Time In Mumbaai
2010 - Best Male Singer award at 55th Filmfare Awards for song “Masakali” from movie Delhi-6
2010 - Best Male Singer award at 5th Apsara Film and Television Producers Guild Awards for song “Yeh Dooriyan”
from movie Love Aaj Kal
2010 - Best Male Singer award at Second Annual Airtel Mirchi Music Awards for song “Masakali” from movie Delhi-6
Mohit Chauhan and his band are EXCLUSIVELY managed by:
Parikrama Inc.
www.parikramainc.com | email: [email protected] | Mobile: +91 98100 58388/98714 72880
IN FOCUS
IIFA gives Canada a taste of
Bollywood Bacon
By Karan Iyer
The annual IIFA celebrations, spearheaded by Wizcraft International Entertainment, returned to the stage this
June for its 12th year. Having travelled to locations like Great Britain, China, Europe, Middle East, Thailand and
Sri Lanka in the past, the International Indian Film Academy (IIFA) this year made its North American debut in
Canada. The three-day long Videocon D2H IIFA Weekend and Floriana IIFA Awards took place in Ontario and
Toronto, respectively, from June 23 to June 25.
The IIFA Film Festival took place at theatres across the Greater
Toronto Area beginning June 24. This year, the festival was
designed keeping in mind the Punjabi population across four
cities, Toronto, Markham, Brampton and Mississuaga, where
the screenings took place. The Government of Ontario and
Premier Dalton McGuinty had appointed the Big Brothers Big
Sisters of Peel as the charity of choice for support throughout
the IIFA Weekend in Toronto.
Canucks Welcome Bollywood
Canada opened its arms and, apparently its streets too, for
Bollywood. In a welcome gesture to Indian cinema, the City
of Brampton in Ontario, Canada, named a street after the
Bollywood showman – Raj Kapoor. Introducing a new street
into the infrastructure of the city, when constructed it will be
named, the ‘Raj Kapoor Crescent’. The city of Brampton will
also induct Raj Kapoor into the Brampton Hall of Fame, having
a star placed there in his honor.
Canada gets a taste of Bollywood
IIFA is a global platform that gives the Indian film fraternity
an opportunity to reach audiences in international territories.
Canada has been a popular destination for filming and
showcasing of Indian films and while many prominent films
have been showcased at the Toronto International Film
Festival, several movies have been filmed in this picturesque
country.
In another welcome gesture, IIFA and the Toronto International
Film Festival (TIFF) had tied up to host a tribute to Raj Kapoor
titled, ‘Raj Kapoor and the Golden Age of Indian Cinema’.
The festival ran for six weeks at the TIFF Bell Lightbox and
also featured several pieces of memorabilia from RK films
including the costumes, cut-outs and props used during the
films. These were displayed in the Bell Lightbox atrium during
the festival. A series of paintings inspired by Raj Kapoor films
by Goa-based artist Seema Sardesai were also showcased
in the building. Several members of the Kapoor family were
present to witness the opening of the film festival on June 26
in Toronto.
The Videocon D2H IIFA Weekend featured the premiere of
the movie Double Dhamaal on June 23. Salman Khan Being
Human (SKBH) Productions first co-production, Chillar Party,
was the opening film of the IIFA Film Festival held in Toronto.
Sabbas Joseph, Director – Wizcraft International
Entertainment, said: “IIFA has always used the platform of
cinema to build bridges with communities and nations and this
year’s IIFA Film Festival will be a wonderful means of enabling
audiences in Toronto to experience the colourful exuberance
of Indian cinema. We are pleased to open the festival with the
much-anticipated, Chillar Party.”
Branding the Weekend
Videocon D2H presented the IIFA Weekend, while Floriana
sponsored the IIFA Awards for the first time. Commenting on
Floriana Group’s first time partnership with IIFA, Sanjay Jain,
IN FOCUS
Chairman, Floriana Group said it was a privilege to present
the Floriana IIFA Awards and that Floriana Group believes that
brand IIFA offers the company “a phenomenal opportunity to
deliver relevant messages to our consumers and international
partners.”
Saurabh Dhoot, Director – Videocon Group expressed pride
in associating with IIFA for the last three years. He believes
that IIFA has been a pioneer in taking Indian cinema globally
and this is in line with the pioneering status of Videocon D2H
in the Indian DTH market. “We believe our association with
IIFA will be mutually rewarding,” Dhoot said.
designers and their models took to the ramp. The trio covered
all four segments of IIFA Rocks.
Speaking about its association with IIFA Rocks, Arvind
Krishnan, Director –Marketing, Bacardi India said that Grey
Goose’s continued association with the IIFA over the past four
years has been an effort to strengthen the brand’s association
with world class cinema and “take the brand’s quintessential
Rotomac Pens, Lotus Herbal, Grey Goose and PVR
Cinemas were the associate sponsors of the Videocon D2H
IIFA Weekend 2011 and Air India partnered with IIFA as the
official airlines partner. The Gitanjali Group was the associate
sponsor of the Videocon D2H IIFA Weekend.
IIFA Rocks Canada
IIFA Rocks, a music and fashion event presented by Grey
Goose, was held on June 24, the second night of the
Videocon D2H IIFA Weekend with Bollywood actor Saif Ali
Khan, filmmaker Karan Johar and actor Anushka Sharma
luxury experience to discerning audiences across the globe.”
Krishnan added, “For IIFA Rocks this year, we are very glad
to collaborate with the talented Rajesh Pratap Singh whose
distinctive design aesthetic, which is modern and understated,
is a seamless fit with the brand.”
Sabbas Joseph, Director – Wizcraft International, said:
“As is typical of a land so culturally prosperous, India has a
rich reservoir of traditional as well as contemporary fashion
derived from some of the most gifted fashion sensibilities in
the country. IIFA Rocks presented by Grey Goose is proud to
provide an international platform for such talented individuals
as, Sabyasachi, Rajesh Pratap Singh and Vikram Phadnis.”
hosting the event this year. The event was held at the Ricoh
Coliseum in Toronto before a 7,500 capacity crowd. IIFA
Rocks aimed at raising funds for the IIFA Foundation, which
is set up by the International Indian Film Academy (IIFA) to
support families of the film industry workers who have been
adversely affected during the production of films. This year,
IIFA Rocks also announced the 12th Floriana IIFA Technical
Award winners and saw several musical performances.
Various Indian celebrities from Bipasha Basu to Kunal Kapoor
and Rahul Khanna walked the ramp at the event.
The Gitanjali Group also presented a fashion segment,
‘Gitanjali Jewels presents Nizam by Vikram Phadnis’, inspired
by the rich traditions of Indian royalty. Gitanjali Lifestyle
was the associate sponsor of the IIFA Weekend. A fourth
segment of designs was showcased by The Bay, a chain of
90 department stores across Canada. Musicians ShankarEhsaan-Loy performed music produced by them as the
For your ears only!
The Videocon D2H IIFA Weekend expanded itself this year
with the addition of the IIFA Music Workshop. Initiated this
year, it aimed to showcase Indian music and was an open
invitation to students from across Ontario, professionals and
industry stalwarts to participate in a themed-based discussion,
‘Music Bringing Cinema Alive’. Established to bridge the gap
between India and the host country by means of sharing and
promoting the music of both countries, the workshop was a
platform for Indian and international musicians and other
professionals to interact and share ideas with emerging talent,
professionals and other interested parties. The workshop was
held on the last day of the IIFA Weekend, June 25, the same
morning as the Floriana IIFA Awards.
The workshop explored the factors that come together to
influence music for Indian cinema and featured an interactive
session led by film director Vishal Bhardwaj, singers and
musicians Shankar-Ehsaan-Loy and Salim Merchant. The
IN FOCUS
workshop opened with a brief history of Hindi film music
– its origins, uniqueness and integral role in films. ShankarEhsaan-Loy used inputs and recommendations from the
audience to compose a song during the course of the day.
This was followed by Bhardwaj speaking on how music is
infused into films, based on plot and scripts and how the
music composer looks into all components – background
score, lyrics and music.
Sneak Peek into the Kingdom of Dreams
Videocon d2h IIFA Weekend witnessed an exclusive
preview of the new Bollywood theatrical productions –
Jhumroo and Here I am-Shiamak – on the second day.
Jhumroo is a musical comedy that will be launched in
October at Kingdom of Dreams and is packed with 19
Bollywood retro songs. Here I am-Shiamak is a Vegasstyled dance and music show, which will bring various
genres of dance alive on stage. Both theatrical productions
will be launched this year at Kingdom of Dreams, India’s
first live entertainment and leisure destination. Bollywood
actor Shah Rukh Khan, Global Ambassador for Kingdom
of Dreams, announced the projects at the IIFA.
The event also witnessed a special showcase of the
first ever documentary on Kingdom of Dreams by
National Geographic Channel for the show ‘Inside’. The
show unravels the world’s most restricted places and
spectacular destinations, highlighting their use of science,
high-tech tools and other lesser known facets.
Present for this announcement were celebrities from the
Indian film fraternity, world media, Shiamak Davar, Wizcraft
International Entertainment Directors Viraf Sarkari, Andre
Timmins and Sabbas Joseph, and Anumod Sharma from
Apra Group of Cos.
Bollywood Green!
In keeping with the World Environment Day celebrations,
IIFA tied up with the United Nations Environment
Programme (UNEP) further strengthening its commitment
to saving the environment. This year, public service
announcements were made where actors Priyanka Chopra
and Rahul Bose pledged to support this cause. Priyanka
pledged to plant one tree for every activity registered in
her name, while Rahul has pledged to plant two trees for
every activity registered in his name. IIFA partnered with
Panasonic for the Greening of IIFA’s.
Speaking on its alliance with IIFA, Manish Sharma, Director
– Marketing, Panasonic India said: “Our association as the
Greening the IIFA’s sponsor provides us the platform to
communicate our philosophy of ‘Eco Ideas’ that champions
the cause of a greener environment. The endorsement of
the film community which influences public perception
towards a greener environment is a significant contribution
towards the cause. Panasonic’s relationship with IIFA will
facilitate its vision to become the No. 1 green innovation
company in the electronics industry to gain a celebrity
tone insuring the message reaches the entire nation.”
What’s in the Bag?
While not everybody took an award home with them, each
celebrity attending the IIFA received goody bags and, for
the first time in IIFA history, the contents of the goody
bags were revealed, giving the fans a sneak-peak into
the celebrity giveaways. Celebrities received professional
products from MAC cosmetics, the official make-up
sponsor for IIFA, and a range of high quality hair care
products from Marc Anthony. ‘Celebrity Friends of IIFA’
also received a custom handmade leather bag from Roots,
a Canadian lifestyle brand that makes all leather goods in
Toronto. Additionally, two celebrities were presented with
exclusive Roots-IIFA ‘special edition’ jackets. Celebrities
received a range of other cosmetic products from various
brands, chocolates from Old Firehall and designer pens
from Rotomac, among other surprises.
Take a Bow
IIFA and Bollywood gave Canada a starry weekend to
remember with celebrity dance performances, musical
extravaganza and fashion cat walks. With its North
American debut, IIFA has made an attempt to bring
Bollywood to a new destination. Canada has an Asian
population of over 960,000, with 550,000 Indians living
in the Greater Toronto Area. This gives Indian cinema a
huge audience in Canada and makes it a very popular
form of entertainment. As the platform reaches out to
these audiences in Canada, the brands associated with
this event also get an opportunity to reach out to the same
audience.
COVER STORY
Technoholic’s Affair
By Karan Iyer
Love for
technology
is like having
multiple affairs.
You
are
just
getting the hang of
one model and by the
time you finish exploring
it, a better version with
more
incredible
features
comes out. The good thing is that
it is perfectly legal to have multiple
affairs with technology!
ExM went to visit the Palm Expo 2011, which
is more or less a fashion show of technology
for the events industry. From the latest in event
planning software to mesmerising digital lights
and sound equipment, it was a sweet haven for event
planners, event management companies, musicians, DJs
and anyone who was interested in keeping track of the latest
technology for the events industry.
Palm Expo 2011
The Palm Expo 2011 was held from June 2 to 4 at the
Bombay Exhibition Centre, Goregaon (E) in Mumbai. The
expo, includes an exhibition and conference on pro audio,
lighting and musical instruments.
Furthermore, the expo featured the Harman sponsored
Performance Arena, an open-air line array demo area, an
Indian Acoustic Musical Instruments Village, the Integrate
Expo Kramer Technical Class and other such initiatives.
The expo has grown by 20% since last year and spreads
across 15,000 square metres. There has been a 50%
increase in exhibitors with over 400 international and local
brands participating. The event witnessed product and
brand launches, as well as product clinics, workshops and
an extensive three-day seminar and conference.
Commenting on the growth of the expo, Rajan Gupta,
Director, Hi-Tech Audio said: “The exhibition is definitely
both bigger and better this year. I have been participating in
the exhibition since 2004. This year, the number of people
who attended the expo has grown and more importantly the
quality of people has also improved. Business has been
COVER STORY
Promoters within the expo
Products on display
Products at the exhibitions included stage gear,
professional lasers and lighting equipment. Besides these
acoustics technology and solutions, test and measurement
equipment and musical instruments were also displayed.
Wireless audio conference systems, multi projector
displays, touch screens, water screens, LED video screens
were also displayed among other products.
Rajan Gupta
Director
Hi-Tech Audio
“This year, the number of
people who attended the
expo has grown and more
importantly the quality of
people has also improved.”
The Palm Expo 2011 featured lighting and sound
equipments from manufacturers, distributors and retailers
from across the country. The expo showcased a range
of products from huge LED screens, HD projectors and
laser lightings to sound systems, speakers and event
management softwares.
better this year, although the expo is not just for conducting
business it is a platform to meet, greet and showcase
products and make your presence felt.”
Agreeing on the growth of the expo, Suresh Madan,
Director, Dynamix Media said: “The trade show has
matured over time. The stall designs are better. There is
an effective restraint over noise levels. The organisers
have also regulated the banding to ensure big players
don’t monopolise it. From the buyer’s perspective, there
are better opportunities. The distributors too are better
informed about their products.”
Rajan Gupta and Warren D’souza at the Hi- Tech Audio stall
COVER STORY
Multi-ply-Screens
While there were a lot of things to see and hear at the event,
the Palm Expo featured two new multi-display softwares
– WATCHOUT and Pandoras Box – that allow event
managers and planners to seamlessly display images on
multiple widescreens to create backdrops or to conduct
presentations.
The goal of the software is to enable event managers and
planners to create and present images and visuals on
multiple display screens. Pandoras Box has multi-screen
control and 3D mapping to control the presentation and
creation of content.
Coolux Media Systems owns Pandoras Box, and Modern
Stage Service Group’s Video Design is the Indian partner
to Dataton which owns WATCHOUT. Both softwares are
quite similar in their primary function of displaying images
on multiple displays but differ when it comes to price, usage
and features. WATCHOUT has been in the Indian market
for a while and has gained quite some ground in the events
industry, but Pandoras Box is comparatively a new entry
into the Indian market.
Pandoras Box has a feature that allows event managers
and planners to make real time changes to content and
images. The changes can be made on the screen itself
through touch even without the need of touch screens.
The real time change feature allows event managers or
planners to make last minute changes without having to go
through the process of uploading new content so content
changes can be made without breaks or delays. Coolux
has also associated with a Swiss sound company to help in
integrating sound and video.
ExM spoke with representatives of both companies to find
out more about each of the softwares and what makes
each one different from the other.
Pandoras Box comes with relevant hardware to ensure
that there are no hassles in terms of compatibility of the
software and hardware.
Pandoras Box is open!
WATCHOUT! I was here first
ExM first met with Harry Gladow, Business Development
Manager, and Helmut Protte, International Project
Manager, of Coolux to understand the features of Pandoras
Box. Digital Advantage is the local distributor for Coolux’s
products.
Just a few metres away from the Coolux stall was
the Modern Stage Service Group’s stall showcasing
WATCHOUT, which already has an established presence
in the events industry. The product is being distributed in
Mumbai by Video Design and in Delhi by Visual Design.
WATCHOUT had been launched in 2006-2007 in India, but
claims to have failed to capture much of a market then and
it has now been re-launched with a new partner with the
objective of gaining ground.
Harry Gladow
Business Development Manager,
Coolux
“The real time change
feature allows event
managers or planners to
make last minute changes
without having to go
through the process of
uploading new content so
content changes can be
made without breaks or
delays.”
(on Pandoras Box)
Vijay Sablok & Davinder Wadhwa with Dataton
representative at the MSS Stall
Madan explained that WATCHOUT is among the first multidisplay softwares to be in India and “pretty much every
rental company in India uses WATCHOUT. The beauty
of the product is that it is a well built and well designed
software. Kudos to the people behind the designing of such
a product.”
Marketing of WATCHOUT in India is being done by creating
awareness about the benefits of this software and imparting
training. The event industry will continue to be the main
COVER STORY
WATCHOUT
Pandoras Box
Established market
New entry
Cheaper and will get more
cost effective with the new
version
Expensive and hardware
is sold along with software
making it further costly
Compatible hardware
required
Hardware sold along with
software so no compatibility
issues
Real time change feature
and increased interactivity
to come in version
Real time change feature
available
Suresh Madan
Director, Dynamix Media
“The beauty of the product
is that it is a well built and
well designed software.
Kudos to the people
behind the designing of
such a product.”
(on WATCHOUT)
target audience for this software. The software will also be
promoted by taking government contracts for installations
in public spaces or to market heritage sites. The software
could also be marketed to retailers and corporates to allow
them to display their products or brands at malls or offices.
Let the fight begin: WATCHOUT vs.
Pandoras Box
Comparing both products,
Pandoras Box is like
an Apple Mac which
is expensive but has
premium
benefits
in
terms
of
technology
than
its
competitors.
The Coolux product has
better technology than the
current version of WATCHOUT but it is more expensive than
WATCHOUT and the software is sold along with the hardware,
which even though avoids any hardware and software
compatibility issue, does add to the burden on the pocket. On
the other hand, WATCHOUT is just the software and can be
used on existing hardware but the risk of compatibility issue
could arise.
WATCHOUT is launching its version 5 during the InfoComm
2011 in Orlando, Fla. The new version is expected to cover the
technology gap between both products. WATCHOUT version
5 will be more cost effective than its current version because
one display computer will give the user six outputs instead of
the previous one display computer with one output. This is
expected to reduce the amount of money one has to pay to get
hardware keys. WATCHOUT version 5 will also be able to play
3D content and real time changes can be made on this version.
Lights, Sound, Stage!
Besides the new WATCHOUT software, Modern Stage
Services’ Group was displaying a new stage by Sixteema
from Italy which allows a size increase of 2ft to 4ft and
has the ability to “park a car on it,” according to Davinder
Wadhwa, Director, MSS. They have also acquired four
18,000 lumen lightings which will be rented out at a price of
approximately Rs. 1.5 lakhs per show.
There are only two companies that own lumen lightings
producing more than 22,000 RGB lumens – Christie and
Barco. Barco was also present at the expo showcasing high
end systems after its acquisition of a video-based company
two years back. The company’s stall featured DL3 moving
head projectors with integrated media, big lights, shogun
show beams and digital lights.
Commenting on what the expo had to offer in terms sound
Warren D’souza
Director,
SOUND.com
“The expo is the audio
world’s disney land. There
are a lot of new products
on display. The growth in
the size of the expo is a
sign of the tremendous
support the industry has.”
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COVER STORY
technology, Warren D’souza from SOUND.com said that
the “expo is the audio world’s disney land. There are a lot
of new products on display. The growth in the size of the
expo is a sign of the tremendous support the industry has.”
BIG Screens, Bigger event planner!
At the same stall, Professionell einfach planen (PEP) was
showcasing its new event planning software that enables
event managers and planners to create a 2D or 3D visual
layout of an event and give clients a real time visual
walkthrough and overview of a planned event. This software
enables clients to see what the arrangements from stage
and lighting to seating would look like from various angles.
The software is distributed from Germany and claims to
have customers worldwide. The software is also reportedly
the only one selling with 3D free move technology.
Bruno Friedl
PEP
Felix Remedios against the 6MM LED Screen
While there were many funky lighting and sound coming
from all around the expo, a massive LED screen at the
Reynold’s stall caught ExM’s eye and we went over to
talk with Felix Remedios to find out more. Reynolds
was showcasing its new 6MM LED screen with a higher
contrast ratio. According to Remedios, the higher contrast
ratio comes from the fact that the LED screen has black
beads instead of grey beads that most other LED screens
have. There were three shows done on the first day itself to
demonstrate the LED screen.
“The software is the only
one selling with 3D free
move technology, whereas
other softwares will allow
just plain overviews and not
actual walkthroughs.”
Bruno Friedl and Felix Remedios demonstrate the software
Curtain Call
Felix Remedios
Director,
Reynolds
“There were three shows
done on the first day itself
to demonstrate the LED
screen.”
The Palm Expo represents the strength of the market. It
is a platform for key players to invest and plan exhibits of
the latest products and technologies. The entire trade is
present to network and conduct business during the event.
Since it began in 2001, the expo has grown and matured.
This growth is a reflection of the progress of the industry.
With the given display of the latest and the best at the expo,
D’souza went on to put forth his perspective on current
juncture of the industry. He stated, “This is a good time
for sound companies to decide their market positioning.
Whether it is live events, TV or corporate events, now is a
good time to specialize as there are more products that will
make a difference.”
MARKET PULSE
Stepping IP up!
Evolution of Percept from vanilla advertising to Integrated Marketing Communications.
“The advertising industry has grown over time seeking new ways and opportunities to reach out to the
masses. Percept and the services that the company has to offer has also evolved with the industry.”
By Harindra Singh, Vice Chairman and Managing Director, Percept Limited
associated speed of adaptation and innovation from our
end was paramount towards retaining our existing clients
and growing our business by offering this new IMC valueadded offering to new clients seeking the same. So we had
an edge with both clients who wished for an IMC bundle
of services as well as those clients who were only wishing
to pick and choose specific services from our bouquet
of offerings. It was a win-win concept, and better yet, we
were way ahead of any EMC player in conceptualizing and
offering this concept to the market. If you do a quick history
fact sheet check, you will realize that agencies like O&M,
WPP and Starcom started using the IMC terminology many
years later.
Importance of Events
Growth of the Business
Founded as a mainstream advertising agency in 1984,
Percept grew phenomenally over the next decade across
multiple functions, services and businesses in the media
and communications domain including public relations,
experiential marketing, production, content, sports, talent,
digital media and more. Since its inception, the company and
the services it has to offer have both grown considerably.
When we had just begun, ‘super specialization’ was the
name of the game. These specializations were methods by
which agencies could focus on key objectives and delivery
areas. This resulted in better client relationships.
However, the space was changing rapidly and clients
began to look for a bundle of services from a one-stop-shop
agency. Foreseeing this situation, we evolved and launched
the Integrated Marketing Communications (IMC) concept
in 1994. Addressing the evolving client landscape and the
With the evolution of this industry, Percept also evolved.
Any property with consumer interest is of great value.
Vanilla advertising is passive as compared to events.
Events are akin to having a direct, more focused
relationship with your consumer, which in turn, translates
into better viewership and followership. The same cannot
be said for advertising. The interactivity that events offer is
unparalleled when compared to any other form of brandconsumer communication. Corporates create or associate
with events because it is interactive, adds tremendous
recall value, can be adapted, tweaked and extended in an
unlimited manner, and offers far greater value (ROI). For
example, in advertising, a $100 spend will ensure a value
of $100 or a little more than $100. But in events, a $100
spend will give you a 10 times measurable value. Benefits
of an event can be gauged from consumer brand connect,
engagement, top-of-mind recall, PR mileage, and therefore
higher returns in terms of return on investment.
Birth of Intellectual Properties
A decade later another big evolution began at Percept.
All along, Percept had been in the traditional services
business wherein we came up with entertainment, media
and communication solutions to help deliver on the client’s
objective, such as traditional advertising, PR, events,
production, branded entertainment, media buying and so on.
But such a business is very transactional in nature i.e. once
the job and billings are completed we move on to the next
project, and so on and so forth. It’s a never ending process
and just a means of survival in this space. We realized that
if we created solutions that were unique, innovative and
needed by a target audience, we could create properties
that could become a pipeline of revenue for eternity. In other
words, the focus was now shifting from simply creating
solutions for clients to simultaneously creating solutions
MARKET PULSE
for ourselves. These copyrighted solutions or intellectual
properties could be shared with clients and monetized for
a long time to come. Thus, Sunburn, Bollywood Live, Goa
Super Sixes, Champions of the World, Comedy Awards,
Fight Night and numerous other intellectual properties were
born from the Percept stable.
We have been in the ‘Ideas’ business for the past 27 years
and have been instrumental in creating many intellectual
properties in the past for our clients. However, now it
was time to consolidate our efforts in the area and take
ownership of our ideas. Intellectual properties were simply
a further extension to our existing knowledge and expertise
in the entertainment, media and communications domain.
Our vision was to convert them into assets to create long
term value for us as well as our clients and investors.
Intellectual properties came with two new considerations
– risk and capital. The success of an intellectual property
can never be guaranteed. It can take off and become a
phenomenal success, or it can be taken down. That
is the risk associated with creating a new intellectual
property. Money is another important factor to consider. An
intellectual property requires large seed capital investment
and it could take a very long time to recover the returns on
these mammoth investments made.
SUNBURN
Sunburn is an electronic dance music (EDM) festival. EDM
is basically music without lyrics and is groovy and trendy.
The absence of lyrics helped to cut through regional,
linguistic, political, religious and ethnic backgrounds to
bring together a diverse mix of music lovers from countries
around the world and cities and towns across India to this
music fest. Besides removing the linguistic bar the music
appealed to young and old alike. Everyone could get up,
enjoy and dance to the sounds of this music. While EDM
is a popular music genre internationally, it is a relatively
undiscovered music genre in India. This novelty gave us
an advantage. The property we offered was brand new to
Indians, and they loved it.
The success of an intellectual property can be attributed to
a lot of hard work, research, investment and other tangible
factors. However, luck also plays a key role in determining
its success. We started off with two music festivals in 2007 –
Metalfest, which celebrated rock metal music, and Sunburn
(EDM). However, it was the EDM fest that showed more
potential going forward based on the response garnered
from a wider audience unlike rock music that focuses on
a specific niche target group. Therefore, we had to take
the tough call of dropping the Metalfest as an intellectual
property and continuing with Sunburn. Risk was definitely
associated with the continuance of Sunburn. In the first two
years, as is the case with any intellectual property build-up,
we lost money but by the third year we broke even. And the
response to year four (2010) was phenomenal, far greater
than what we expected.
On its opening day, the festival sold 300 early bird tickets
in 22 minutes and 500 pre-booking sale tickets were sold
in 12 hours. We only expected 30,000 to 35,000 people
to attend at the most, but we were overwhelmed to have
received a populace of over 45,000 attendees, which is
about six times the number that attended in 2007.
Sunburn is no longer just a music festival held on the
beaches of Goa. It has now become a brand that’s larger
than life which has a cult following spanning across the
world. In 2009, Sunburn was ranked No. 1 in Asia and
ranked as the ninth largest music festival in the world by
CNN.
Sunburn has put Goa back on the global map, where it
belongs. Over half a million people viewed the live stream
on MTVIndia.com in over 80 countries. The local, national
and international PR mileage was huge and this huge
exposure will drive a new wave of tourists to Goa in the
future. In addition to the coverage and exposure, the festival
itself has become a landmark on Goa’s tourism calendar. It
has become a destination event for the upscale crowd who
has disposable income. Strong attendance numbers in turn
drive flights into Goa, encourage local transportation, drive
traffic to hotels and restaurants, incentivise shop sales, and
more. Sunburn has certainly helped the Tourism Board of
Goa’s position and is marketing the state in a favourable
MARKET PULSE
GLIMPSES
Photo Credit: Monisha Ajgaonkar
Rolling Stone Metal
Awards 2011
The Rolling Stone Metal Awards 2011, co-sponsored by
Paco Rabanne, took place at Mumbai’s Blue Frog on
June 19. This year, the awards ceremony had trophies,
inspired by Gibson’s iconic Flying-V guitars, being handed
out across nine categories. The awards showcased the
thriving metal scene in the country and the large turnout
was a testament to the tremendous support that metal
music now enjoys in India.
Super Hit Parade
Sony Max and Seventy Seven Entertainment
activated a month long film festival, Super hit
Parade. Promotional activities were held at high
traffic locations in Nagpur, Surat, Bhopal and
Jaipur on June 4 and June 11. Seventy Seven
roped in lookalikes of superstars like Shah
Rukh Khan, Salman Khan, Hrithik Roshan,
Amitabh Bachchan, Rajnikanth and Aamir
Khan to promote the film festival through mall
promotions.
GLIMPSES
Double Dhamaal
Nite
‘Double Dhamaal Nite - a tribute to comic
legends’ was held on June 2 at Filmistan
studios, Mumbai, to promote the movie
‘Double Dhamaal’. The event was managed
by Cineyug Worldwide for Zee Cinema.
Manish Paul hosted the event. SOUND.com
managed the sound and Vinayak Video Vision
provided the A/V for the event.
Red Bull Thre3Style
Red Bull Thre3Style, an international DJ contest,
was extended to India this year. The contest was
conducted in six Indian cities and kicked off from Pune
on May 20. The top eight DJs from India competed in
the finals at Mumbai on June 10. The winner will move
on to the international finals in Canada.
GLIMPSES
GLIMPSES
4 June
July 2011,
4
2011,EXPERIENTIAL
EXPERIENTIALMARKETING
MARKETING51
61
+919810119989 | www.emg.co.in
Harley Rock
Riders Season 2
Harley Rock Riders, a property
conceptualised jointly by Harley Davidson
motorcycles and Rolling Stone Magazine, is
back with season two. The tour, from May 5
to October 1, will see the band, Half Step
Down perform in four Indian cities along with
other popular bands like Split, Thermal and a
Quarter, and Parikrama.
Tuborg Vh1 Hip
Hop Hustle
VH1 and Tuborg organised a performance
by DJ Neil Armstrong in Mumbai, Kolkata
and New Delhi from June 2 to June 4; and
by T-Pain in Mumbai, New Delhi and Pune
from June 17 to June 19. The performances
by T-Pain were managed and executed by
Fountainhead Promotions and Events and
audio was managed by SOUND.com.
GLIMPSES
Mod’art International Graduating
Fashion Show
Mod’art India, a subsidiary of Mod’art international Paris, conducted a fashion
show for their graduating class on May 30. The third year graduating students
and ongoing first year and second year students showcased one collection
each. Nishant Joshi, (CMD, Mod’art India) and Patrice De Place (President,
Mod’art International) hosted the Graduating Fashion Show.
Bhojpuri City Cine
Awards
Bhojpuri City Magazine organised the first
Bhojpuri City Cine Awards (BCCA) on June
6. The event marked the Bhojpuri industry’s
completion of 50 years. The event was
managed by INvision. The set for the event
was executed by Munjal themes.
GLIMPSES
A. R. Rahman 3D
Concert
Rapport Global Events produced an A. R. Rahman
concert on May 29 at Palace Grounds, Bangalore.
The concert was a 3D show managed by Archers
Entertainment. Stage and lighting designing
were done by Varsha Jain and Becket Tundatil
respectively. Stage Construction was done by
Techno Fabrication Works. Electro Craft managed
the sound, while Stage Gear managed the lights.
Blenders Pride
Magical Night
The annual Seagram’s Blender Pride Fashion Tour
was held in Indore on June 30. Fusion Events
continued its association with the Fashion Event
for second time in a row, organising the pre-event
activities. Neeta Lulla and Abhishek Dutta were
been roped in as designers with model turned
actress, Gul Panag, as the showstopper.
IN FOCUS
CLASSIFIED
Talent Central
Corporate Events
Positions: General Manager: Sales | General Manager: Business Development | Sr. Sales Manager | Business Development
Manager | Production Manager | Artist Manager | HR Manager | Designer 3D
Location: Mumbai
Mail CV at [email protected]
IM Entertainment Pvt. Ltd.
Positions: Manager - Business Development | Manager - Production | Manager - HR | Front Office Executive
Location: Mumbai
engage4more (I) pvt ltd
Positions: Senior manager / Group Manger- Client Servicing | Senior exec / Associate Manager- Client Servicing | Senior
manager / Group Manger – Business Development | Executive – 2D / 3D | Senior Visualiser / Manager Creatives – 2D/3D
Location: Mumbai, Delhi, Bengaluru
To view more job postings log on to www.eventfaqs.com
Resources
Technicals >> Sound >> Acoustic Control
Location: Bengaluru, P: +919844001999, E: [email protected], W: www.acousticcontrol.com
Technicalls >> Special Effects >> Morani Fireworks & SFX
Location: Mumbai, P: +91 22 26250400, E: [email protected], W: www.moranifireworksandsfx.com
Production >> Power Supply >> Ampower Equipments
Location: Mumbai, P. + 91 2619 1737, 26178912, E: [email protected]
To view more vendor resource listings log on to www.eventfaqs.com
To list your company & HR requirements, drop us a line at [email protected]
Company with Difference
ONE STOP MULITICITY
PRODUCTION FACILITY
Tea
m
ry
e
all
G
Operation
Cycle
Understanding
Client Need
Project
Completion &
Handover
Design Study &
Validation as Per
Venue Reccee
Project
Validation &
Production at
Workshop
Quality Check
Assembly &
Installation
Onsite
Contact
The strength and forte of
Dream Factory lies in its
team and the precise
co-ordination between
various levels starting from
the top senior management
to the lower skilled workers
where each puts in its best
with the sole aim of providing
the best standards and setting
milestones in the industry for
others to follow.
RETAIL
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t4UPSFT
EXHIBITION
EVENTS
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INTERIOR
[email protected]
www.dreamfactory.in
Finishing &
Processing
Offsite
Abou
Delhi
6
Mumbai
Bangalore
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Hyderabad
Kolkata
Location
Service
t us
City Exc
lusive P
resence
250+
Experien
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150
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Mult
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*OUPEBZTDPOUFYUUIFCBTJDNFBOJOHBOE
GVODUJPOJOHPGB1SPEVDUJPO)PVTFIBTDIBOHFE
"QSPGFTTJPOBM1SPEVDUJPO)PVTFOPUPOMZEFMJWFST
HPPEQSPEVDUJPONBUFSJBMCVUJTBMTPFóDJFOUBOE
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5IJTWJSUVFHJWFTPVSDMJFOUBIJHIFSDPNGPSU
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PGUIFFWFOUBOEHJWFNPSFBUUFOUJPOUPUIFJSDMJFOU
8FVOEFSTUBOEUIJTSFRVJSFNFOUBOEUBLFDBSFPG
FWFSZTNBMMEFUBJMHJWJOHBOFYUSBFEHFUPPVS
DMJFOUT5IJTWJSUVFEJTUJOHVJTIFTDream Factory
GSPNUIFPSEJOBSZ
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