RNI registration 108290/2010 Postal registration no
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RNI registration 108290/2010 Postal registration no
RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 postal at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month. Publishing Date every 4th of the month RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 postal at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month. Publishing Date every 4th of the month Events Entertainment Promotions MICE BTL Sponsorship Sports 4 NOv 2012 www.eventfaqs.com MAIN ISSUE 70 PAGES INCLUDING COVERS | VOLUME 3 | ISSUE 7 `100/- The League of Extraordinary Agencies In Focus: Market Pulse: “Red Live is a brand extension for Red FM” p 14 Rajat Uppal | Marketing Head,93.5 Red FM Also featured: 54-55 56-59 What unique branding opportunities do concerts present? p 38 The F1 returns with more brandfare p 38 Rutbaa brings wedding, luxury, lifestyle space on one platform p 36 An escaping retreat to Seasons Hotels p 38 Jaguar roars at Buddh International Circuit with Live Drive Experience p 41 Enrique returns to take India by storm after eight years p 46 Sunburn crosses borders and international waters p 49 Van Heusen puts the X in corporate lifestyle with Jet Airways p 49 RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 postal at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month. Publishing Date every 4th of the month Events Entertainment Promotions MICE BTL Sponsorship Sports 4 NOv 2012 www.eventfaqs.com MAIN ISSUE 70 PAGES INCLUDING COVERS | VOLUME 3 | ISSUE 7 `100/- The original league of extraordinary experiential marketing agents In Focus: Market Pulse: “Red Live is a brand extension for Red FM” p 18 Rajat Uppal | Marketing Head,93.5 Red FM Also featured: p 56-57 p 58-61 What unique branding opportunities do concerts present? p 28 The F1 returns with more brandfare p 52 Rutbaa brings wedding, luxury, lifestyle space on one platform p 30 An escaping retreat to Seasons Hotels p 34 Jaguar roars at Buddh International Circuit with Live Drive Experience p 38 Enrique returns to take India by storm after eight years p 40 Sunburn crosses borders and international waters p 44 Van Heusen puts the X in corporate lifestyle with Jet Airways p 46 RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 postal at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month. Publishing Date every 4th of the month 4 November 2012, EXPERIENTIAL MARKETING 07 EDITORIAL TEAM: KARISHMA HUNDALANI NAGDEV [email protected] +91 98212 80003 KARAN IYER [email protected] +91 80977 68788 PARITA MODI [email protected] +91 98337 17789 DHARM PATEL [email protected] +91 98194 13143 CONTRIBUTORS Deepika Narayan [email protected] Roshan Abbas, MD, Encompass DESIGN TEAM: VINAYAK ALLE PRASAD KARAMBAT MARKETING SERVICES: VISHAL NAGDEV [email protected] +91 99116 96980 ARNOB BANERJEE [email protected] +91 98195 40004 TANVI ASHER [email protected] +91 92245 72293 SHABNAM CHARANIYA [email protected] +91 80077 96990 POONAM KHINCHI [email protected] +91 90046 87566 HUSSAIN SHAM [email protected] +91 99300 35090 YASHITA UTTAMCHANDANI [email protected] +91 91670 00271 It’s all happening here ‘Breaking the mould’; ‘Taking the path less tread’; ‘ClientCentricity’; ‘Exceeding expectations’; ‘Human Resource Development’ are only some of the many reasons why some of the largest and most successful experiential marketing agencies have reached their stature and size. In observing and learning from some of the greatest success stories in our industry, the greatest lesson, in my opinion, will always be superior employee management. There could be many right opportunities that come up at the right time in a company’s lifetime, but having the right people to manage these is what counts most. What are we if not the sum of our parts? Only in empowering and investing in every part do the true superpowers get realised. And its obvious that many of us have done it right, and are now reaping the benefits of these superpowers. These agencies have produced the best and only experiential marketers of our country, that are doing the industry proud whether on their own or as part of an organization. And we see the result of this most in the work that is carried out by the industry. At the onset of another season of much activity, we see the contradictors of seasonality already busy making experiences count. There’s not much left to do but look forward to seeing more great work, many more success stories and experiencing newer innovations in effective communication. CIRCULATION: RAMESH PATIL [email protected] +91 22 2630 0673 ACCOUNTS & ADMIN: PURVESH BHATT [email protected] +91 22 2633 0674 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. Printed by: Vishal Vashulal Nagdev 202, Brooke Ville, Near Magnet Super Market, Mogul Lane, Matunga (West), Mumbai – 400 016, Maharashtra, India. Published by: Vishal Vashulal Nagdev on behalf of (or owned by) EMDI Web Solutions Pvt. Ltd. And printed at VSSU Graphics, Unit # 36, Ideal Industrial Estate, Senapati Bapat Marg, Lower Parel (West), Mumbai – 400 013 Maharashtra, India and published at EMDI Web Solutions Pvt. Ltd. 4th Floor, IES College Campus, Opp. Lilavati Hospital, Bandra Reclamation., Bandra – West Mumbai – 400 050, Maharashtra, India. Editor: Karishma Jamnu Hundalani. This issue contains 70 pages including covers. Karishma Hundalani Nagdev [email protected] 4 November 2012, EXPERIENTIAL MARKETING 08 CONTENTS Event Briefs 10 - 15 Market Pulse 18-19 Promo Power | MICE | Live | Sports Rush | Media Active “Red Live is a brand extension for Red FM” Rajat Uppal | Marketing Head,93.5 Red FM Industry Watch 16 - 17 Destination | Events | Developments | Venues Cover Story 20 The Ex-Men: The original league of extraordinary experiential marketing agents In Focus 30 - 49 Rutbaa brings wedding, luxury, lifestyle space on one platform An escaping retreat to Seasons Hotels Jaguar roars at Buddh International Circuit with Live Drive Experience Also Featured 27 What unique branding opportunities do concerts present? Enrique returns to take India by storm after eight years Sunburn crosses borders and international waters Van Heusen puts the X in corporate lifestyle with Jet Airways Glimpses 63- 67 Utkarsh Bansal P3P E-Ventures Pvt. Ltd. Aarnavv Shirsat 3rd Rock International Pvt. Ltd. Vijay Nair Only Much Louder Arnold Wilson Submerge Entertainment Pvt. Ltd. The F1 returns with more brandfare 52 RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 postal at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month. Publishing Date every 4th of the month 4 November 2012, EXPERIENTIAL MARKETING 10 Promo Power Nissan launches new car Evalia in New Delhi Liquid Campaign executes Ultimat3 Campaign for BMW The ongoing pan-India campaign was launched shortly after the BMW 3 Series car was launched. The TVC, ATL, BTL, OOH, POS, online, mobile and event communication for the campaign was conceptualized, created and executed entirely by Liquid Campaign. Kay Koester, Executive Creative Director, Liquid Campaign, said: “The brief was to depict the strength and supremacy of the BMW 3 Series Sedan. The target customer is the 28-40 year old male who wishes to move into the luxury car segment and is extremely particular about the brands he would like to be associated with.” Nissan Evalia was launched on Sept. 25 at Hotel Taj Palace, New Delhi. TIC Events won the mandate for the event through a multi-agency pitch solely based on their concept. The launch reflected the basic ethos of Nissan - ‘Innovation that Excites.’ Harikrishnan Ramakrishnan, Key Account Director, TIC Events said: “With music dominating the basic theme, a special tune was composed using piano notes and beats around which a sequence was choreographed. A live artist dancing on an LED screen floor that was made to look like a larger than life piano simulated the exact impact that was desired as part of the brief.” High Street Phoenix conducts host of on-ground activations HP launches latest Ultrabook named HP Envy Spectre XT HP launched its latest Ultrabook - Envy Spectre XT on Sept. 26 at Shroom, Crescent Mall, in New Delhi. The launch was attended by 130 members of the media and also Chitrangada Singh, Rannvijay Singh, Anushka Manchanda and Sameer Kocchar. Cream Events was appointed to execute the launch. Rajiv Srivastava, VP and GM, Printing and Personal Systems Group, HP India, said: “Apart from the press conference, an experience zone for the media to get a touch and feel of the product was created. Six laptops were placed on creatively deisgned podiums which were made in the shape of alphabets XT, emphasizing on all the ‘eXTra’ aspects of the Ultrabook. We thought Shroom complimented the sleek and stylish design of the Ultrabook.” Glenmorangie’s ‘Unnecessarily Well Made’ initiative comes to India High Street Phoenix in Mumbai conducted a host of experiential on-ground activations and promotions to generate footfalls and convey communication messages with the aim of developing direct consumer engagement. Rajendra Kalkar, Senior Centre Director, High Street Phoenix said: “We organized a flash mob on Sept. 26 at The Courtyard for Daughter’s Day, had a charkha workshop for Gandhi Jayanti on Oct. 2 and also tied up with CRY and Rock for a Cause to campaign for supporting the girl child’s right to education, from Oct. 4 to 7.” AXN organizes The Great Saltgunners’ Tweet Up for Supernatural fans Glenmorangie’s international ‘Unnecessarily Well Made’ initiative came to India to form a creative collaboration with automotive design legend Dilip Chhabria. On Sept. 28, at Tote, Mahalaxmi Race Course, Mumbai, a supercar was unveiled in the presence of Chabria and David Blackmore, the Global Brand Ambassador for Glenmorangie. Celebrating the Indian following of Supernatural, a series on AXN, was a fan convention called The Great Saltgunners’ Tweet Up which took place on Oct. 25 at Mocha Mojo, Mumbai. It is taking place in Delhi, Kolkata, Bangalore and Hyderabad. It’s a prelude to the official premiering of the eighth season of the show on AXN. Candid Marketing was appointed to execute the event. Glenmorangie spokesperson Gaurav Bhatia, MD, Moët Hennessy India, said: “When the artistic turns into the passionate and the passionate to the sublime, we call it ‘unnecessarily well made.’ DC Designs, with its philosophy of mating artistry with engineering has created the car which is a manifestation of our innate need to shift paradigms in automotive design.” Sunil Punjabi, Business Head, AXN India, said: “For a show like Supernatural, this activity has been a demand of the followers of the show. AXN India is doing this to create a larger consumer interaction with the brand. It all began with one fan tweeting on the AXN India page which eventually led to a big twitter revolution.” For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com Nokia Music Connects to discuss digital transformation this year The fourth edition of Music Connects, a music and digital platform, is being held on Nov. 6-7 at ITC Grand Central, Mumbai. Produced by Hong Kong-based Music Matters and radioandmusic.com, Nokia Music Connects is supported by music industry trade bodies IMI, Simca, PPL, IPRS, BMI, among others. Jyrki Rosenberg, Global Head for Entertainment, Nokia, said: “The two-day-long conference theme is ‘Digital Transformation.’ The summit continues to showcase leading executives from Indian and international labels, digital platforms, live music industry and device manufacturers discussing the current state and the way forward for the music business.” Citibank organizes Mix Media Art Exhibition in Delhi Showcraft Productions tied up with Citibank and Southfields Gallery, London, to manage the Mix Media Exhibition of European and African Art on Sept. 28 at Epicentre, Gurgaon. The exhibit was a private viewing organized for select few Citigold clients treating them to an art extravaganza. Sambhav Mohapatra, Director, Showcraft Productions, said: “The exhibit showcased artwork of established UK-based artists and budding India talent.There was a special focus on emerging artists from Tihar Jail. We managed the entire event that included getting a liquor sponsor, designing with creatives, coordinating and inviting HNI Citibank clients.” Executive Events manages Kerala Travel Mart for the third time Biennial event Kerala Travel Mart (KTM) concluded its sixth edition and was managed by Executive Events. KTM took place from Sept. 27 to 30 at Le Meridien, Cochin. The event showcased Kerala as Asia’s new age destination and India’s tourism super brand. Raju Kannampuzha, MD, Executive Events, said: “The event went on for four days and it was a large gathering where over 400 stalls of tourism products were on display and more than 2,000 buyers from over 50 countries visited the mart. In the first edition there were just 150 sellers and 300 buyers domestically so it has definitely gotten bigger and better. Companies like Worldways, Hi Tours, Avenue Hotels and Resorts, Crown Plaza, Fern, etc. participated this time.” 4 November 2012, EXPERIENTIAL MARKETING 11 Visit England enters Indian market with new offices Visit England, the national tourism board for England, entered the Indian market in September. The office will be opened in New Delhi and they are currently in the process of finalizing office space. Visit England functions as a sales platform for the various regions and destinations within England. Reem Khokhar, Asia-Pacific Regional Manager, Visit England, said: “We are a one-stop shop for all MICE inquiries for England and will help corporates, trades, event planners, conference organizers, etc., with information, ideas, itineraries and suggestions on suitable venues and destinations for their business event.” Wizcraft gives world steel industry an Indian history experience The World Steel Association organised the 46th annual steel industry conference which was executed by Wizcraft in Delhi on Oct. 9 and 10 at the Imperial Hotel in New Delhi. The association represents approximately 170 steel producers, national and regional steel industry associations, and steel research institutes. Zarif Tapia, VP - Brand Activation, Wizcraft, said: “We managed the welcome event and annual conference gala dinner for the conference, which was hosted by Kabir Bedi and attended by about 350 Global CEOs along with their spouses. There were meetings, presenattions, panel sessions, etc.” Marriott Hotels organises tri-city trade show Marriott Hotels organised a tri-city trade show on Oct. 9, 11 and 12 at Taj Mansingh in Delhi, Taj Vivanta in Bangalore and J.W. Marriott in Mumbai, respectively. INvision Entertainment had undertaken the designing, execution and management of the trade show. Shonette Brako, Senior Executive, INvision Entertainment Pvt. Ltd. said: “The Marriott Trade Show was a platform where the various properties of Marriott throughout the world could showcase their products to the Indian market. The entire printing and technicals were managed by INvision Entertainment. The challenges included setting up 25 stalls, two branding walls and an elaborate registeration area within seven hours.” For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com MICE 4 November 2012, EXPERIENTIAL MARKETING 12 Live Elle Beauty Awards took place at Trident in Mumbai on Oct. 1. The company appointed Green Chili Events to execute the event, which was attended by about 250 people, including celebrities like Soha Ali Khan and Diana Panty, among others. Parul Menezes, Editorial Manager, Elle India, said: “It was attended by models and representatives endorsing beauty brands. There were also various CEOs and directors present from the beauty industry. When Green Chili approached us, we evaluated and found out that they had great modern technology which was what we wanted, so we appointed them.” V Play Foundation launches Aqua Jam Aqua Jam, a four-day jamming session, took place from Oct. 24 to 27 at The Lake Village, Naukuchiatal in India. Launched by V Play Foundation, Aqua Jam is the foundation’s launch pad for its young talent to collaborate and showcase their talent. Jason Tonkin, Center Head - Mauritius, V Play, said: “The lineup, managed by Parikrama, includes Shubha Mudgal, Parikrama, Indian Ocean, Jasleen Royal, Nasya and Advaita, among many others. There were also a few international artists. Aqua Jam has a circular stage on top of the restaurant roof and the stage is surrounded by mountains from three sides, giving a great view.” Zee TV kicks off Sa Re Ga Ma Pa Live concerts As part of its 20th anniversary celebrations, Zee TV announced ‘Sa Re Ga Ma Pa Live’ - a series of entertainment nights across India. Starting on Sept. 28, the concerts were held in Mumbai, Delhi and eight other cities. Swastika Entertainment was appointed to execute the shows in Kanpur, Lucknow, Delhi and Dehradun. Amit Verma, Director, Swastika, said: “These entertainment extravaganzas feature memorable singers of ‘Sa Re Ga Ma Pa’ and dancing sensations from Zee TV’s immensely popular dance reality show ‘Dance India Dance.’ We got barter deals in radio, cable, electronic partner, print partner, venue partner, PR, permissions, etc. We were responsible for the preevent promotions which included paper ads, radio jingles, flier distribution, posters, etc.” Harley Rock Riders Season 3 all set to rock Bengaluru Harley Rock Riders Season 3 is all set to rock the stage at Clarks Exotica in Bengaluru on Nov. 24. Rolling Stone India has partnered with Harley Davidson to help execute the event. Swedish metal band Wolf will play alongside iconic Indian rock bands like Albatross, The Lightyears Explode, Solder, Boomrang, etc. Anoop Prakash, MD, Harley-Davidson India, said: “The idea is to provide India with the taste of Harley-Davidson culture - music, bikes, rock, guitars and vocal chords. We want to revolutionize the rock music culture in India by encouraging promising indigenous rock bands and providing them a unique platform to showcase their abundant talent.” Heineken HedKandi Hours launches in India Heineken and HedKandi launched music property Heineken HedKandi Hours in India. It was held at Lap in Delhi on Oct. 5, before going to Mumbai, Pune and Bangalore. Three artistes performed in each city and an average of 400 people attended each gig, which were executed by DNA Networks. Heineken spokesperson Samar Singh Sheikhawat, Senior VP of Marketing, United Breweries Ltd., said: “Heineken’s association with music has already been well established with the hugely successful Heineken Green Room. The HedKandi collaboration helped us to further cement Heineken’s endeavour to provide fresh musical experiences.” The Great Indian October Fest held in Hyderabad for first time The eighth edition of Kingfisher sponsored Great Indian October Fest took place from Oct. 5 to 7 at N. Convention in Hyderabad and from Oct. 12 to 14 at Jai Mahal in Bangalore. The festival was executed by Common Colors and witnessed around 50,000 visitors. There were 70 bands and artists like Indian Ocean, Pandora’s Box, Sultan & Ned Shepard, etc. Kingfisher spokesperson Samar Singh Sheikhawat, Senior VP, Marketing, United Breweries Ltd., said: “The event was promoted on multiple platforms and used a mix of marketing tools along with an extensive 360 degree campaign which included the mediums of television, hoardings, billboards, print ads, radio, digital outreach programs and various on-ground activations.” For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com Elle organizes 6th edition of Elle Beauty Awards 4 November 2012, EXPERIENTIAL MARKETING 13 Sports Rush Full Contact Championship returns for its 7th edition Goa Super Sixes launches its fourth edition Harindra Singh, Vice-Chairman and MD, Percept said: “The property was launched in 2009 and this year we had a press conference, fashion show, cocktail dinner and a Hawaiian themed party. Apart from Percept, there were participating teams like Zee Entertainment, Provogue, New India Bank, etc. Alongside leading corporates were Dilip Vengsarkar, Vijender Singh, VarunBadola and many others. Prashant Kumar said: “In the year 1994, I read about the UFC and that was the driving force for me to set up a Mixed Martial Arts Fight Network in India. What started off as an experiment, with an audience of about 250 people has turned into a full fledged and well attended event today.” Red Bull Campus Cricket returns with its second edition Red Bull returned with the second edition of Red Bull Campus Cricket. This year will see the coming together of 12 countries from across the world vying for the winners spot. The contest will pit college teams against each other in a T20 style format. Winners will be rewarded with the opportunity to participate in different clubs across the world. A Red Bull India Spokesperson said: “Red Bull Campus Cricket is travelling to 12 Indian cities to select the finalists. The city matches began in October and the Indian leg of the competition will culminate with the national finals in January 2013.” Pegasus creates football themed event for WIFA and SAPL The 7th edition of the Full Contact Championship, a mixed martial arts tournament, was held on Oct. 27 at Famous Studios, Mumbai. The tournament was organised by Prashant Kumar and his team. Digit9 was the media partner, Scientific Sports Nutrition was the title sponsor, Budweiser was the associate sponsor and USI was the merchandise sponsor. ‘Run Powai Run!’ 2013 urges Rotary Club of Mumbai Lakers The Rotary Club of Mumbai Lakers (RCML), along with Dr L.H. Hiranandani Hospital joined hands in January 2012 for the ‘Run Powai Run’ Marathon. The event was organized to raise awareness about health, and to raise funds for charity. Last time, RCML were able to raise funds for the solar electrification of the rural town of Jawahar and towards education of the girl child. Ravi Jaswani, President Elect – RCML said: “Following the response last year, we’re keen to boost the spirit again. With the concrete backing of the Hiranandani Group, and with corporates such as Kotak Bank, FedEx and Digit 9.0 supporting us, Run Powai Run 2013 will be an event to look out for.” Mid-Day organizes 3rd Corporate Soccer Championship A press conference was organized on Oct. 10 at Four Seasons Hotel in Mumbai to announce a series of developments that were brought forward by The Western India Football Association (WIFA) and Sporting Ace Pvt. Ltd. (SAPL). The event was executed by Pegasus Events Pvt. Ltd., which won the mandate for the project through a multi-agency pitch. Back with its third season, Mid-Day organized the Corporate Soccer Championship. It will be held at Western Railway Ground in Mumbai on Nov. 3-4. The ground event had 20 teams battling it out for the top position and a prize money of Rs. 1 lakh. Also one player got a chance to win the prestigious Golden Boot Award along with cash prize of Rs. 20,000. Sagar Pol Chowdhury, MD, SAPL said: “The theme was of course football related where elements of football were strategically induced in the set up, branding as well as other event paraphernalia. The stage was converted into a mini football field. Announced at the event was the revival of the 120 year old tournament titled ‘Rovers Cup’ and also the launch of the new WIFA logo.” Manajit Ghoshal, MD and CEO, Mid-Day Infomedia Ltd. said: “Organizations like HDFC Bank, Bigtree, Serco Global Services, Standard Chartered Bank, British Airways World Cargo, NCO India Pvt Ltd, Xoriant Solutions Pvt. Ltd, Hutchinson Global Services PVT LTD, TATA Consultancy Services and many more competed for the top position of MiD DAY Corporate Soccer Championship 2012.” For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com Percept Ltd. held the fourth edition of its annual intercorporate cricket tournament called Goa Super Sixes from Oct. 14 to 16 at the Taj Exotica, Goa. The tournament offered a unique, action-packed, fun-filled version of the game of cricket that aims to combine the passion for the sport along with the serene yet festive ambience of Goa. RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 postal at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month. Publishing Date every 4th of the month 4 November 2012, EXPERIENTIAL MARKETING 15 Media Active Radio City 91.1 FM’s activations arm, Radio City Connect, executed an activity in Delhi taking the popular show ‘Direct Dil Se’ out of the studio and on-ground. The activity took place across Delhi and NCR on Sept. 8 and 9, at Tata Motors showrooms. Ashit Kukian, President and COO, Radio City 91.1 FM, said: “As part of the activity, painting competitions were held for kids along with caricature, tambola, mehendi, magic shows and an inflated Mickey. It was the first time that an entire studio setup was created in a Tata Motors showroom.” 93.5 RED FM connects listeners to GiMA Awards 93.5 RED FM partnered with Chevrolet Global Indian Music Academy (GiMA) Awards for the third consecutive year. This time, 93.5 RED FM invited listeners to be a part of the GiMA Awards held on Oct. 1 at Yash Raj Studio, Mumbai. The celebration of the tie-up took place in September with an announcement and nomination party where the creme de la creme from the music fraternity were invited. Nisha Narayanan, Senior VP - Projects & Programming, 93.5 RED FM, said: “RED tested the music knowledge of listeners and six lucky couples were chosen to attend the GiMA Awards. It was an opportunity for listeners to interact with celebrities and we also gave our listeners a chance to vote for the ‘Radio Song of the Year’ - the winner of which was felicitated by RED FM at the GiMA ceremony.” 92.7 BIG FM celebrates Navratri across India To celebrate Navratri, 92.7 BIG FM announced an on-air and off-air campaign that involved a range of festive activities in eight states of the country to make the celebrations bigger and grander. The campaign kicked off on Oct. 15 and went on till the end of the festival. Manav Dhanda, Network Programming Head, 92.7 BIG FM said: “It involved tie-ups with temples and places of worship across different cities apart from associations with leading celebrities, dance and entertainment troupes along with connoisseurs of fashion and food. Gift vouchers were given out to the public during the celebrations.” 92.7 BIG FM and Total Oil India launch TQ Safety Month 92.7 BIG FM and Total Oil India Pvt. Ltd. on Oct. 9 at BIG FM Studios in Mumbai launched ‘Total Quartz Safety Month’ - a campaign spread across 21 cities of the country, promoting safe driving habits. A 92.7 BIG FM spokesperson said: “The campaign will see programming tailored to create audiences on 92.7 BIG FM ranging traffic authorities, legal experts, people who have been affected by drunken driving accidents, tips to avoid getting into a situation, statistics related to accidents and more.” MTS associates with movie ‘Oh My God’ for branding MTS joined hands with 3rd Rock International (India) Pvt. Ltd. to co-brand itself with the comedy movie, Oh My God, starring Akshay Kumar and Paresh Rawal. The activities went on for a week after the movie’s release, which was on Sept. 28. There was also a meet and greet session at a 5-star hotel where the lucky winners of an MTS contest got to meet the cast and interact with them. Samyukta Ghosh, COO, 3rd Rock International (India) Pvt. Ltd., said: “MTS has been co-branded with all promotions run by 3rd Rock for OMG, like newspaper and magazine ads, banners in the form of unipoles, standees and flyers at theatres like Cinemax, hoardings across metro cities, etc. Our new division - Fifth Element - is dedicated to digital and online promotions. It provides visibility to products through social media. We also launched a special MTS scheme just for the movie.” Radio City goes on-ground for Navratri Radio City 91.1 FM celebrated Navratri this year in Mumbai, Chennai and Gujarat by conducting Dandiya and Garba Premier Leagues during those nine days and gave its listeners a chance to enjoy the Morphosis Navratri, which is one of the biggest Navratri celebrations in the city. A Radio City Spokesperson said: “In Mumbai, listeners of Radio City answered simple questions and won passes to the Morphosis Navratri. Intense dandiya and garba competitions were held amongst housing societies, culminating in a grand finale on the day of Dushera in the presence of a live orchestra. Music director Viju Shah kept the tempo high at the event. Each day, one couple got crowned as best dressed couple and best dancing couple.” For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com Radio City Connect takes Direct Dil Se on-ground 4 November 2012, EXPERIENTIAL MARKETING 16 Industry Watch Destination Events Penang aims to attract more MICE business The 32nd Gitex Technology Week takes off The northern Malaysian state of Penang plans to set up a convention bureau, along with a number of new MICE facilities, in the near future to attract more MICE business to the region. The subterranean Penang International Convention & Exhibition Centre (sPICE) is scheduled to open in 2015. The sPICE will contain a square floor area of 4,459m along with a business class hotel and F&B services. The number of international association meetings held in Penang increased from 8 in 2010 to 12 in 2011, taking its ranking from 45 to 32 in Asia & Middle East in 2011. Oman gets promoted as new exhibitions destination Eng Lawati, CEO of Oman, confirmed the country’s readiness to host large and international business events by introducing Oman’s cornerstone project - the Oman Convention & Exhibition Centre which is scheduled to be completed in 2016. Oman’s standing as a new, emerging destination for international business events was explored at the recent IMEX America convention and meetings industry tradeshow. Eng Lawati said: “We want to understand the globalisation strategies of international organisations based in North America and determine how Oman can be part of this.” The Gitex Technology Week 2012 took place in Dubai from Oct. 14 to 18. Held at the Dubai World Trade Centre, the show saw a big number of e-services across government entities being launched. BEX Asia 2012 sees stronger sector participation Build Eco Xpo Asia 2012, said to be Southeast Asia’s premier event and exhibition for green building and construction industry, kicked off on Oct. 10 at Singapore’s Marina Bay Sands Expo and Convention Centre. EEMA’s southern Macau to see more MICE events, courtesy of Beijing industry meet The Macau government and the mainland’s Ministry of Commerce have signed concludes a cooperation pact which aims at boosting the city’s MICE industry. The agreement features 20 measures to consolidate cooperation including financial incentives, tax benefits, training and customs clearance. Beijing has pledged to support Macau in hosting international events in the fields of tourism, F&B and to make the MICE industry part of the development of the neighbouring Hengqin Island. Besides this, both parties will set up a working group to help coordinate the participation of mainland enterprises and individuals in exhibitions hosted in Macau. New Jakarta Venue expected to boost MICE business As part of the Indonesian government’s strategy to promote trade and business through MICE activities, a new exhibition centre will be built in Jakarta. The Jakarta International Exhibition and Convention Centre (JIECC) will be located in the centre of the city. They will organise business-to-consumer exhibitions, and also switch to industryspecific events. Indra Sukirno, Executive Director and Chief Executive of JIECC, said: “It will be used for conventions, exhibitions, sports and entertainment events. The venue will cover a total area of 20 hectares, with a 60,000m exhibition hall and a 6,000m ballroom – which can be divided into three sections.” South Africa ranks at 26 worldwide for exhibition space South Africa is ranked 26th in the world for gross indoor exhibition space, according to the latest report from global industry association UFI, the 2011 World Map of Exhibition Venues. South Africa has approximately 180,000m of indoor exhibition space. Sue Gannon, GM, Exhibition Association of South Africa (EXSA) said: “UFI’s first objective was to identify venues with a minimum of 5,000m of gross indoor exhibition space. The 2011 report identified 1,197 qualifying venues, with Africa meeting the criteria for 25 venues, totalling half-a-million square metres of exhibition space available on the continent.” The Event & Entertainment Management Association (EEMA) organised ‘The South Factor’ from Sept. 30 to Oct. 2 at Ocean Spray, Pondicherry, achieving its objective of getting the Southern industries together. More than 130 industry folks gathered at the event to network, share and discuss the present and possible future of the industry. Big Bang Awards 2012 recognizes host of media agencies Organized by The Advertising Club Bangalore, Big Bang Awards 2012 culminated on Sept. 21 in Bangalore awarding media agencies for their creative excellence. The event was managed by DNA Entertainment Networks. DDB Mudra Max was one of the winners. GIBTM and Jordanian government teamup for industry road show event The GIBTM road show took place in Amman on Oct. 17, offering added value support to Jordan’s meetings and events sector. The educational and networking forum, which is supported by the Jordan Tourism Board, was held at the Crowne Plaza, under the theme ‘Maximise Your ROI’. 4 November 2012, EXPERIENTIAL MARKETING 17 Venues Developments Paris expo Porte de Versailles is the 2015 venue Dilip Moorkoth joins for the 26th World Gas Conference Midas Next as CEO Paris expo Porte de Versailles is a venue of the Viparis group and has been chosen to host the 26th World Gas Conference (WGC) 2015. WGC is the world’s largest event dedicated to the gas sector. The conference meets every three years and in 2015 will be returning to Paris after an absence of 75 years. The conference will be held from June 1-5. Daniel Paccoud, Chairman of the National Organizing Committee of WGC 2015 said: “Under the presidency of Jérôme Ferrier, this summit will bring together some 5,000 delegates and 25,000 professional visitors.” Sydney to get interim exhibition venue The New South Wales (NSW) State Government has announced plans to create an interim exhibition site at Glebe Island for major exhibitions displaced during the three-year redevelopment of the Sydney International Convention, Exhibition and Entertainment Precinct (SICEEP) at Darling Harbour. Joyce Di Mascio, GM, EEAA, said: “The interim venue will be named the Glebe Island Expo and includes a 15,000 square meter pavilion with a further 10,000 square meters available for large exhibitions and trade shows. Glebe Island is available to host events from Dec. 2013 to 2016 with an estimated building cost of around US$20 million.” ADIPEC 2012 gets ready to host record 1,600 exhibitors The Abu Dhabi International Petroleum Exhibition and Conference (ADIPEC) will be held at Abu Dhabi National Exhibition Centre (ADNEC), which has 38,000 square metres of exhibition space. The international oil and gas industry is making final preparations for what is expected to be the largest exhibition and conference of its kind in the MENA region. Organized by DMG Events, it will be held from Nov. 11 to 14. Kimon Alexandrou, Commercial Director at DMG Events said: “Planning for this year’s event started as far back as Nov. 2010 - straight after the previous event, and we’re looking forward to a record-breaking 2012 event.” Nashik land for industrial exhibition in development plan The Nashik Municipal Corporation (NMC) is planning to include the ‘permanent industrial exhibition centre’ project in the new development plan of the city. With an aim to promote local industries and their production, local industrial associations in Nashik have been demanding a permanent industrial exhibition centre for the last seveneight years. Sanjay Khandare, Municipal Commisioner, NMC, said: “As the industry in Nashik is growing rapidly, we are planning to have a permanent industrial exhibition centre for the industry in Nashik. A provision of land for the project will be made.” HKCEC crowned best convention and exhibition centre The Hong Kong Convention and Exhibition Centre (HKCEC) has been voted “Best Convention & Exhibition Centre” for the fourth time in the 23rd Annual TTG Travel Awards 2012 conducted by TTG Magazine, a leading travel trade business resource publication in the Asia-Pacific. The vote of confidence by 60,000 TTG readers this year, who are industry leaders in travel trade, is probably the best and most credible recognition that any organizations can receive. Bill Di Carlo, Deputy MD, HKCBC Ltd. said: “As the professional private management company of the HKCEC, we are delighted to receive such high-level recognition for one of Hong Kong’s most well known landmarks. The winners of the TTG Awards are voted by TTG readers across the Asia Pacific region each year.” Midas Next Media Pvt. Ltd. appointed Dilip Moorkoth as the new CEO of the company. Moorkoth was serving as VP - Client Servicing at Candid Marketing before returning to Midas Next, having worked there for four years till 2006 as COO of Brand Activation. The Sponsorship Company takes event sponsorship online A bid to connect brands with individuals, agencies and other entities seeking sponsorship for their events or intellectual properties led to the launch of The Sponsorship Company in October. It claims to be India’s first web-based sponsorship marketing platform. Percept/H’s new COO to focus on growth and efficiency Debashis Paul assumed his new role as COO at Percept/H in the month of September, departing from his post as Executive Vice President, McCann Erickson, and Head - McCann Social. Based in Delhi, Paul will take over the responsibilities of six offices spread across Delhi, Mumbai, Bangalore, Chennai, Pune and Lucknow. UK-based Imagination enters Indian market Imagination, a 40-year old Londonbased independent global creative agency that believes in creating unique brand experiences to engage their target markets, entered the Indian market with the opening of offices in Mumbai and Bangalore. KWAN and CAA join hands to represent local talent in India and SAARC KWAN Entertainment & Marketing Solutions and Creative Artists Agency (CAA) have formed a joint venture to create global opportunities for clients in the areas of television, music, commercial endorsements, sports consulting, licensing, merchandising, live events, etc. 4 November 2012, EXPERIENTIAL MARKETING 18 MARKET PULSE “Red Live is a brand extension for Red FM” Rajat Uppal Marketing Head, 93.5 Red FM In October, 93.5 Red FM announced the launch of its new intellectual property, Red Live. The radio network will host live concerts and music gigs across the country under the Red Live umbrella name. The property started with Yo Yo Honey Singh as the first artist. His concert was held in Delhi NCR on Oct. 13 at HUDA Gymkhana Club in Gurgaon. Talking to ExM, Rajat Uppal, Marketing Head, 93.5 Red FM, discusses the IP and how it will serve as a platform for brands. With Red Live, the radio station plans to take the live concert formats across most of the cities where they have stations. Red FM not only intends to give its listeners a great experience but also give advertisers a great platform to get their brands to engage with the music loving young target audience. Red Live will also serve as a platform for contemporary artists to showcase their talent and further extend their existing fan base. How important is BTL marketing for a radio brand? Radio per se is heard and not seen. Worldwide, BTL marketing and activations have played a critical role in building radio brands. BTL marketing helps listeners to acquaint themselves with a radio station, and experience it in a touch and feel manner. As ATL marketing helps sustain recall for a radio brand, BTL prompts engagement with the brand and helps build loyalty. For any radio brand to become a leader brand, a differentiated product needs to be supported by media mix which is a combination on ATL & BTL. The percentage of BTL most radio brands deploy for any of their campaign is far higher than any physical product marketing campaign would do. Red FM has used BTL integrally as part of most of its launch and critical campaigns in the last decade. BTL has played a critical role in establishing ‘Bajaate Raho’. What is the need of an on-ground property for a radio station? Radio is an audio medium with most listeners tuning in for music. As such, venturing into the live music space is a logical offshoot for any radio station. Any on-ground property helps a radio station to create an engagement with its target audience and build stronger brand loyalty. Red Live is one such on-ground property to bring listeners up close and personal to the music they love, and the artistes they cherish. 4 November 2012, EXPERIENTIAL MARKETING 19 What is the brand connect between Red FM and Red Live? Red Live is slated to be in the young contemporary music space, just as brand Red FM. We are a super-hit CHR music station and through Red Live, we will showcase artistes that match with this tonality and attitude. Red Live is our concert format IP to get hit contemporary artists closer to the audience through the live performances. For example, with his genre of music, and mass popularity among the local audience, Honey Singh made a very good fit for the inaugural event in Delhi. Similarly, we are in the process of planning many more concerts across the cities where we are present. How will the brand benefit from the property in terms of reaching out to its audience? Red Live is a brand extension for us. We only play super-hits and we are getting artists behind these super-hit songs to perform live for our audience. The audience to these live concerts are those who have sampled us on radio, and some who haven’t. Through the property, we’re bringing the brand closer to the audience, defying the imperceptibility that is typically associated with radio. More people will have hands on experience with the brand thus strengthening Red FM’s association with superhit music and building a strong brand identity. How will the property serve as a platform for brands and sponsors? Young and contemporary is the mantra for most brands nowadays. Those brands that have an attitude match will come on-board leveraging the Red Live platform to reach out to their consumer set. The concerts we are looking at will have artists who are contemporary, super-hit and have mass appeal. Any brand coming on board gets to reach out to a relevant audience through the on-ground gig and also to a much larger audience through the on-air amplification on Red FM and other mass media deployed. The first concert had five sponsors and eight partners, reflecting how relevant Red Live is to an entire brand gamut. What are the future plans for the property? We plan to take Red Live across the country to cities where we have radio stations. Who the artists will be at each gig will depend on brand fit and the popularity the artist has in the particular city. We plan to take Red Live to most metros and many tier 1 and 2 cities with exciting artists presented in a ‘Bajaate Raho’ signature style. Red Live concerts in various cities will comprise of artists that are a hit with the local audience. This local connect and, of course, sync with the music we play define the broad parameters of the property. And, both are inclusive. With this premise, the property will be taken to several cities over the next few months. The first concert with Yo Yo Honey Singh has been extremely encouraging for the team. The concert saw more than 8,500 fans coming in from all parts of Delhi-NCR and we had a packed venue. 4 November 2012, EXPERIENTIAL MARKETING 20 ALSO FEATURED COVER STORY The Ex-Men: The original league of extraordinary experiential marketing agents From humble beginnings to extraordinary feats, ExM presents the super agencies that made for the foundation of the industry as we know it today. By Karan Iyer We all have cherished memories of our favourite childhood superheroes whether it is Spiderman, Superman, Batman or the scores of others who have come up over the years. They have been an integral part of people’s childhood memories to the extent that even today superhero movies garner significant fanfare. As time passes newer superheroes arise, but there is something about the classic superheroes that continue to catch our fancy. They remain in a league of their own not only because they are as old as we are, maybe even older, but also because they paved the way for others to follow suit. The events and experiential marketing industry has its own league of superheroes who took the path less tread and have set benchmarks for new entrants. And like all superheroes have indisposable allies, there are some agents in the event and live entertainment industry as well that have played a differential but none the less integral role. The work of companies like Cineyug and DNA Networks in the entertianment space has made for imperative catalysts in the overall development of the industry. Here, ExM gives its readers insight on some of the oldest and largest event marketing agencies in the industry. These agencies are the superheroes of the industry. Take a walk with us to find out who they are, their humble beginnings, the villains they defeated and their super powers. 4 November 2012, EXPERIENTIAL MARKETING 21 Percept The Gamma effect Percept was established in 1984 by Harindra Singh, Vice-Chairman & Managing Director, Percept Ltd. His younger brother Shailendra Singh is the Joint Managing Director of Percept. Shailendra joined his brother in the business in 1987 and has since worked closely with his brother to scale the business to even greater heights. Hulk Size In 1992, Percept diversified from the advertising business to launch the public relations division, Percept Profile. This was followed by the launch of Tyger Productions in 1993 which was focused on the production and content business. In 1995, Percept launched the sports and entertainment marketing business with the BSI Masters Tournament called Percept D’Mark (later re-branded to Percept Sports & Entertainment). In the year 2000, Hakuhodo Inc. bought out Chuo Senko’s India operations. Percept Chuo Senko was re-branded as Hakuhodo Percept. In 2002, Percept consolidated and restructured the content business under a new brand name - Percept Picture Co. (later re-branded Percept Pictures). In 2005, Percept set up PDM Gulf with an aim to broaden Percept’s service offerings in the Middle East. In 2006, Percept launched Allied Media offering turnkey solutions in both conventional and new age media. In 2007, Percept acquired ByDesign India and merged with Imageads to form IBD India Pvt. Ltd. In the same year, Percept Talent was set up with a focus towards offering a 360 degree talent cum brand custodian company. That year also saw the launch of Percept Knorigin, a tech media and service provider. 2007 also witnessed the launch of Bollywood Corp. Pvt. Ltd. Percept also forayed into the IP space with the launch of Sunburn. The following years witnessed a slew of IPs being launched by Percept Group. Consolidating these efforts, Percept launched Percept Live in 2012 that focuses on creating properties in the entertainment and media domain. Hulking on IPs Intellectual properties owned by Percept Live are Sunburn, established in 2007; Goa Super Sixes, established in 2009; Fight Night, established in 2010; Bollywood Live, established in 2011; Champions of the World, established in 2011; LOST, established in 2012; Windsong Music Festival, established in 2012; Super Star, established in 2012; and Go On Discover (GOD) Music Festival, established in 2012. Harindra Singh Vice-Chairman & Managing Director, Percept Ltd. “When I got into this business, there was just one kind of agency, that is full service. And, then came a time when full service agencies were seen as useless doctors. Whatever I have learnt has been on the stage, on the ground.” A Hulk of a Perception Percept was initially called ‘Perceptions’ but within 6 months the name was changed to a more crisper easy to recall name ‘Percept’, a very apt name given the fact that the flagship business was advertising! Harindra and Shailendra have been a perceptive agile teamwork in progress. The brothers have constantly spotted new and emergent opportunities in the evolving and dynamic media and entertainment domain to grow the business from a three-man ad agency into a 1,200 member strong entertainment, media and communications conglomerate within a span of 28 years. Smashing adventures Percept’s major clients include Vodafone, Havells, Axis Bank, Birla Sun Life, ICICI Prudential, Tata AIG, Reliance, Nissan, HSBC, Standard Chartered Bank, Future Generali, E&Y, Citibank, Dominos, Volkswagen, Mercedes, Toyota, Sony, Fedex, Birla Tyres and many others. Hulk Smash! Harindra Singh, Vice-Chairman & Managing Director, Percept Ltd., said: “From an advertising agency to a holistic entertainment, media & communications conglomerate, Percept has surely come a long way over the past 28 years. We got several distinctions in the first 10 years. And, then came the stage in the early ‘90s, when we were hit by this Shailendra Singh Joint Managing Director Percept Ltd. “At Percept we invented an entirely new industry called EMC. We broke many traditions, mindsets and cliché barriers to constantly launch innovative and path-breaking content, services and properties that were revolutionary, futuristic and customized to the needs of the diverse and ever evolving Indian and global audience.” 4 November 2012, EXPERIENTIAL MARKETING 23 ALSO FEATURED global paradigm shift. When I got into this business, there was just one kind of agency, that is full service. And, then came a time when full service agencies were seen as useless doctors. Whatever I have learnt has been on the stage, on the ground. When you have been on the street long enough, you develop that instinct, you are able to pre-empt; you don’t wait for the hurdle to pop up, but find a way around it much before it happens. Clients do not want advertising, they want solutions. We are the only ones qualified to provide that solution. Our strength stems from the fact that we have some of the best talent in the industry. This has been the mantra to our success.” Sameer Tobaccowala CEO, Shobiz “If you put the client first, if you bring undying passion to your work and if you ceaselessly innovate to find creative solutions to every aspect of a project, the only limit is in your imagination.” Tobaccowala is the Director & Creative Consultant. Shailendra Singh, Joint Managing Director, Percept, said: “The journey for excellence in the Entertainment, Media and Communications (EMC) space started a long rime time ago. When everyone was following the ‘norm’, we decided to break the mould, and when industries were bound by their status quo we decided to branch out. At Percept we invented an entirely new industry called EMC. We broke many traditions, mindsets and cliché barriers to constantly launch innovative and path-breaking content, services and properties that were revolutionary, futuristic and customized to the needs of the diverse and ever evolving Indian and global audience.” Shobiz Experiential Communications The Dark Knight Rises Rehmatali Tobaccowala brought Shobiz into existence in 1945 and began by providing lighting services to public and private events in Mumbai, then known as Bombay. From the late 1960s onwards, Tobaccowala began designing and fabricating sets and other facilities for the biggest and grandest weddings at that time. In 1970, he made marketing history when he designed and executed India’s first product launch for Unilever’s Rexona. Shobiz was officially incorporated in 1982 and Sameer Tobaccowala joined the company in 1990. The current year will see Shobiz’s 30 years in existence as a brand. Rehmatali Tobaccowala is the Chairman & Managing Director, Sameer Tobaccowala is CEO and Shital Batman Begins Rehmatali Tobaccowala’s love for innovation made the expansion from weddings to theatrical production a logical one. The name Shobiz captures the duality of both shows like theatre based events and business or corporate based events. The name also resounded with the well known catch lines – ‘There’s no business like show business’ or ‘No biz like Shobiz’. Shobiz’s head office was established in Mumbai in 1982. The agency then setup an office in Bangalore in 1992, Delhi in 1994, Chennai in 1999, Kolkata and Hyderabad in 2004, Singapore in 2007, and Dubai in 2010. At the time of inception in 1982, Shobiz had five employees and that has now expanded to more than 300 employees. Arsenal In 1996, the agency established its Shobiz Design Studio for program identity, design and messaging branded architecture, exhibition design, retail merchandising, event marketing communication, interactive media design and production, and collateral design. In 1999, the agency created its technical support division, Shotime, which provides projection systems, video engineering, conventional and intelligent lighting, sound design and management, laser shows, IT support, and production and show direction services. In 2004, IEMS (Integrated Events and Marketing Services) came into existence to provide customer profiling and targeting, customer contact management, customer value management, database management, lead generation, and direct marketing. In 2010, Shobiz launched its digital marketing division which provides web content design, social media, viral marketing, account mapping, live webinars and webcast, and media streaming. The agency also introduced its MICE division in the same year to offer services like air travel reservations, venue suggestions, recce and booking, conference arrangements, on ground logistics, thematic and local dinner experiences, team building activities, and sightseeing excursions. Bat feats Some of Shobiz’s major clients include SAP, Tata Motors and Ford. The agency has been executing the SAP TechEd in Bangalore for nine consecutive years, the SAP Forum since 2004, the SAP DKOM from 2010 to 2012, as well as all of Tata Motors’ vehicle launches, activations and road shows from the Tata Indica launch in 1998 to the four-city Sonu Nigam Concert in 2011 and the Tata Nano Super Drive. The agency also conducted the Ford Escort launch in 1995, Ford Icon launch in 1999, the Ford Endeavour launch in 2009, the Ford Fiesta launch in 2005, the Ford Figo launch in 2010, among many others. Shobiz Forever Sameer Tobaccowala, CEO, Shobiz, said: “If you put the client first, if you bring undying 4 November 2012, EXPERIENTIAL MARKETING 24 passion to your work and if you ceaselessly innovate to find creative solutions to every aspect of a project, the only limit is in your imagination. This is the Shobiz mindset, which is responsible for the company growing from one man’s dream to one of Asia’s foremost experiential communications companies, operating in markets across the globe.” Fountainhead Promotions & Events Bitten by the experiential spider Fountainhead Events was initiated in February 1995. Brian Tellis, Chairman, Fountainhead; Neale Murray, Managing Director, Fountainhead; and Otis D’Souza, Director, Fountainhead; initially established the company. While each founder of Fountainhead was dabbling with entertainment verticals individually, they saw the opportunity to come together to value-add and make a successful business. Oranjuice was formed in 2003 with Owen Roncon and V.G. Jairam as partners. Fountainhead and Oranjuice were merged in 2011 and three more directors were taken on board – Owen Roncon, V.G. Jairam and Pradeep Guha. With great power, comes great responsibility Fountainhead’s vision is to deliver world class experiential marketing solutions using a creative, professional and ethical approach to give value and benefit to all stake holders. The name ‘Fountainhead’ speaks of a credible and trustworthy wellspring of ideas and services. Fountainhead was established in Mumbai in 1995 and opened a branch in Bangalore in 2005 and in Delhi in 2007. The agency started with three people in 1995 and will have 200 people on board by end of 2012 Spidey Sense The strategy behind establishing Fountainhead was to help develop brands with experiences. Oranjuice was established to own and create properties in music and other spaces for both brands and community. Fountainhead started FH Activations to add an important experiential service to its bouquet. The agency also started FH Corporate Journeys for experiential MICE services, and Fountainhead Digital to extend touch points for experiential programmes in the digital domain and connect brands and customers in convenient and exciting ways. Fountainhead owns a number of intellectual properties. The agency initiated Celebrate Bandra in 2003, One Tree Music Festival in 2006, (Indian Ocean) Corporate Games in 2007, Sportz Buzz in 2006, Live From the Console (LFTC) in 2011-2012, and M Cue in 2008. Web of work Fountainhead’s major clients include MTV, Aditya Birla Group, Times of India, Indian Oil Corp., Samsung, Diageo, Disney, UltraTech, among many others. The agency has been executing the MTV Immies and MTV Style Awards for all years, and the MTV Roadies for the past three years. Fountainhead has managed the Aditya Birla Group’s Chairman Awards from 2005 to 2012, The Times of India’s Economic Times Awards for the last seven to eight years, Indian Oil’s Petrotech in 2007 and 2009, and Conde Nast GQ and Vogue Beauty Awards. Web shots Brian Tellis, Chairman, Fountainhead, said: “While there are a few aspects that have contributed to the success of our organization, the two most critical ones are – we are a people driven organization and invest in human resource, and integrity in operations.” TIC Integrated Event Marketing The Wolverine Origins TIC Integrated Event was launched in 1992 in Delhi and is owned by Gaurav Dhall, Managing Director, TIC, in partnership with Jaideep Venugopalan, Director, TIC. The passion for events was the inspiration behind the formulation of TIC. Dhall was once rejected entry into an event which was the real inspiration for him to start his own events company. Inspiration behind the name came from the fact that the agency was proud of the ability to create a differentiation owing to their creative thought process. In all events executed, the difference was that the impact was given due weightage therefore, they called themselves – TIC (Think.Ideate.Create). There were two employees at the time of initiation of the agency which has now expanded to current strength is 200 people. Brian Tellis Chairman, Fountainhead “While there are a few aspects that have contributed to the success of our organization, the two most critical ones are – we are a people driven organization and invest in human resource, and integrity in operations.” Expanding its claws TIC opened its national office in Mumbai in 2004 and international branch in 2010. The agency expanded with its films division since an event seemed incomplete without the right film as the film tells a tale, a story with very high recall whether it is a product film or corporate film. TIC’s events, activation and exhibitions divisions were its core expertise from the beginning. The agency’s retail division was established in 2009, the need for the retail division was realized when the consumer behaviour became the core of all marketing spends. TIC realized that the trend was changing and the run-of-the mill corner store concept had evolved multi fold. The agency began its MICE division because of popular demand and stated needs of its clients. 4 November 2012, EXPERIENTIAL MARKETING 25 ALSO FEATURED in Mumbai in 1999, in Hyderabad in 2000 and in Bangalore in 2001. Following the stake sale to WPP, G2Rams has more than 700 offices around the world via WPP. The agency began with just three people and by 2010 had more than 100 employees. The reason behind starting G2Rams was the lack of the concept of an event manager in India way back in 1995. The founders met with a number of corporates and realized that there was a huge gap when it came to organising MICE and events. There was hardly a breed known as event manager and people used to call them by various names like tentwalla and brokers. The concept of hiring event management agencies to execute events became clearer by 1997. Gaurav Dhall Managing Director, TIC “At TIC we push ourselves to the limit ensuring that we have a smile on every clients face regardless of the scale of the project and the profit margins.” Wars won G2Rams expanded into a number of businesses including MICE and events, activations, and retail and exhibits. G2Rams is now moving into shopper marketing and retail strategy via WPP in India. Some of G2Rams’ major clients include Hero, Genpact, Apple, Audi, among many others. The agency is executing the iPhone 5 launch for Apple in six cities. It has managed the Hero launch of four bikes in 2005, the Genpact Focus for the past nine years, and the Audi Q3 and A6 launches, among other campaigns.. Captain America’s Salute Sachin Mutreja, CEO, G2Rams said: “The success mantra has been customer centricity, innovation, and under-promising and over-delivering.” Some of TIC’s milestones include the Yamaha Gladiator launch in 2006, Shell’s Hazira Site Showcase in 2003 and Hazira terminal press conference and launch in 2005, the Victory Concert in 1998, the Aristocrat old reserve whiskey launch in 2003, Goodyear radial tyre launch in 2000, Dell Direct launch in 1998, among many others. Wolverine’s roar Gaurav Dhall, Managing Director, TIC, said: “Nothing is impossible. At TIC we push ourselves to the limit ensuring that we have a smile on every clients face regardless of the scale of the project and the profit margins.” G2Rams India The origin of Captain America G2Rams was established in 1995 by brothers Sameer and Sachin Mutreja. Sachin is the CMD of G2Rams, while Sachin is the CEO. The agency sold its 50% stake to WPP in 2008. There are many versions behind how the name G2Rams was formed, one of which is the term Ram which is a type of mountain goat and signifies adaptability to all situations. G2Rams was established in Delhi in 1995. The agency setup an office Sachin Mutreja CEO, G2Rams “The success mantra has been customer centricity, innovation, and under-promising and overdelivering.” Showtime Events Green Lantern arrives Showtime was incorporated in 1996 and its big-ticket debut event was in 1997 which was the 33-city launch of Hero Honda Street motorcycle. For the launch, Showtime actually imported and used white-light lasers for the very first time in India. The agency is owned by Michael Menezes, Managing Director, Showtime; Rohin Paul, Director, Showtime; and Avik Prabhu, Executive Director, Showtime. The Galactic Force The idea behind starting Showtime was to raise the bar in terms of a new level of professionalism, ethics, technology and brand experiences for the entire events industry. The name Showtime was chosen to keep it simple and straight to the point. The agency was established in New Delhi and has branches in Bengaluru and Mumbai. In 1996, the agency’s employee strength was at 25 and has now grown to over 100. Showtime established Showtime Sports in 2010, with a strategic reason to manage the ICC Cricket World Cup Sportainment project across all match venues for the entire tournament duration. 4 November 2012, EXPERIENTIAL MARKETING 26 Encompass Events Born of Iron Born 1999, Encompass was initiated by Roshan Abbas and Sukrit Singh. Later in 2008, the duo sold the majority stake to WPP Group, bringing on board Russell Square B.V. Netherlands (The group company of WPP Group). The original idea was to have a company called point counterpoint that did anything asked of it, but then the founders of the agency felt that they had done it all. They were all encompassing and hence the name Encompass was born. Michael Menezes Managing Director, Showtime “I believe it’s been the outstanding quality of our people and our deep understanding of our clients’ brands that has enabled us to build relationships that have evolved over time.” The Iron Men At inception, Encompass was started with Singh and Abbas out of Abbas’ home in Delhi. The agency’s first three employees were someone who read Mills n Boons, a production guy with a gargantuan appetite and an ex-fashion company person. From then, Encompass has become the Stark Industries of the events and experiential marketing industry, with current employee strength of 230 people. Encompass is headquartered in Gurgaon and has an office in Mumbai and Bangalore. The agency is currently in sports, brand activation and events, as well as conducts MICE events. Some of Encompass’ major clients include Mercedes Benz, Airtel, Hyundai Auto, The HSBC Ltd, The Asian Paints Ltd, Procter & Gamble, among others. Encompass has always been about people, passion and product. These pillars have made the agency look for passionate people and then invest in them. This translates into making passionate delivery possible on all its products. And with its product focus The Power of Will Showtime’s major clients include DLF, Castrol, BMW, Volkswagen, Hero Honda, TCS, Taj Group of Hotels, Samsung, Tata, Hyundai, among many others. The agency’s landmark events include the Mall of India unveiling, the DLF Hines One Horizon Center launch, the World Cup Night 2011, the Global Masterbrand re-launch in 2006 for Castrol, the BMW Xperience in 2011, the Karizma launch in 2003, the Glamour launch in 2005, the Hero Honda pavillion at the Auto Expo in 2008, the iON launch in 2011 for TCS, the World Economic Forum from 2006 to 2012, among several others. Green Lantern’s vow Michael Menezes, Managing Director, Showtime, said: “One, the innovations in technology that we have constantly pioneered; two, the high level of creative standards that we have continuously set. I believe it’s been the outstanding quality of our people and our deep understanding of our clients’ brands that has enabled us to build relationships that have evolved over time.” Roshan Abbas Managing Director, Encompass “We realized that India has a new veneer and the young and restless are happy coming out and celebrating. Our focus will be on building communities and sports marketing along with activation and events as always.” innovation and creativity is at the core, the agency liberates its people to take charge and that has made Encompass one of the most creative agencies in India. Iron Man’s calling card Roshan Abbas, Managing Director, Encompass, said: “We have expanded into sports as of last year. We realized that India has a new veneer and the young and restless are happy coming out and celebrating. Our focus will be on building communities and sports marketing along with activation and events as always.” Like many superhero tales there are certain super powers in this too, that were missing in action. The wizards of the experiential marketing industry have much to showcase and are an important reason for how the industry has shaped up thus far. So, like every superhero story has taught us, the end is never really the end. 4 November 2012, EXPERIENTIAL MARKETING 27 ALSO FEATURED RoshanDaan A window into the world of Experiential Marketing Roshan Abbas is a slasher by profession, having had seven careers related to media. Abbas’ experience ranges from radio, theatre, television, event management, being an MC, a film director and a writer. He spends his time looking for gyaan, and shares some on experiential marketing in this column, each month, exclusively for ExM Magazine... A Slap with no Sound? The slap by ACP Pawar on the organizers of NH7 Pune has a resounding echo. It is a slap in the face of each and every event manager. Yet, why is the outrage not so vocal. Are we too used to being slapped and pushed around? How many of us don’t know of an incident like this? When I first re-tweeted Vishal Dadlani’s outrage at the incident (the first I heard of it), I had one person turn and say stop pushing western influences and ask them to promote Indian culture. I did explain to the same person that even the language he was using on Twitter happened to be a western influence. Another article condemning the incident (Firstpost) in its comments section had a minority saying that for a 25,000 people concert keep 5,000 passes, or that being slapped was correct for the “ill mannered un-Indian cultured organizers.” This got me thinking. Does our administration have double standards when it comes to events? A religious pandal and procession is also an event. The illegal unlawful celebrations of every festival break the sound norms and create traffic snarls, but that is a social or community event that needs no sanction even if it is an inconvenience to a majority of people. Possibly, the participants are the kind who votes so it is given every accommodation. We have gotten used to it. Many sit at home and watch the idiot box rather than the inebriated idiots on the street. A friend stuck for an hour in such a jam said, “For God’s sake, I don’t park my car in your drawing room stop putting your chairs on my streets.” But community events in the name of society, religion, or musclemen and politicians find immediate sanction. No one asks them for permissions, licences, etc. And here we are holding concerts and music festivals, celebrating bands and brands. How uncouth, how uncultured, how unmassy! So, we must be punished for our sins with 17 licences to procure and last minute permissions dangled in front of our faces in lieu of favours paid in cash or kind. The grapevine has it that the Sunburn festival apparently had to offer a large amount of passes to the local cops so that they could ‘sell them’ or else…And then, we must stand and watch policemen sell passes. ACPs bring dozens of guests, local politicos entering through the backstage gate, cordoned areas made especially by lathi wielding cops for the administration’s VIP guests and children. In Pune, all this has changed. For once, someone stood up to them and was severely punished. I have heard that if the organizers of NH7 did not have a CCTV recording of the events at main entrances, the charges being levelled against them were enough to put them behind bars for a while. They were slapped, called names, said to be drunk (when the promoter of the event is a teetotaller) and we as an industry have not even uttered a whimper!! I say let us fight, let us protest, let us strike work and show them what we can do. Let us take to the streets and show them what we can do! You will read this and get sufficiently angry to forego your next gulp of tea or coffee or maybe lunch won’t taste as good. Yet you won’t do anything. Not right now...maybe next week, or next year… You have a pitch, or a setup, or a last minute creative to rejig or worse you are procuring a license for an event. You are silent for you need to work within a system. The administration holds the ultimate ace. They can close an event, no ANY event claiming it’s a security threat!! That’s how fickle our existence is. Well I say the time will never be right. It must be right NOW! 4 November 2012, EXPERIENTIAL MARKETING 28 ALSO FEATURED What unique branding opport By Parita Modi Utkarsh Bansal Aarnavv Shirsat Director, P3P E-Ventures Pvt. Ltd. CMD, 3rd Rock International Pvt. Ltd. I would go with interactive visuals. For example, it would be great to do 3D visuals and mapping for a new brand. It hasn’t been done for a lot of events and is a good opportunity for brands to associate with to gain attention. So a lot of 3D objects with visuals integrated with logos of the brand and visuals of the brand are a great connect. It’s something new and unique! Graffiti walls displaying messages and integrating CSR at the same time like ‘partying for a cause’ are also great for such events. You know that people love to talk about their favourite artists. We encourage the target group to share their experience of the concerts. It’s amazing to see the responses received from our on-ground and digital platforms. You will be overwhelmed by the degree of target group’s engagement. Secondly, concerts provide a unique opportunity to increase the degree of acceptability of the brand among its audience. The brands can use this opportunity to connect to their consumers emotionally which makes them far stronger in the market. For example: For a telecommunication brand, we would recruit a big team of volunteers dressed like the characters of the brand. Imagine hundreds of volunteers wearing looks of the brand characters doing the same activity which the brand’s tagline mentions. 4 November 2012, EXPERIENTIAL MARKETING 29 tunities do concerts present? Vijay Nair Arnold Wilson CEO, Only Much Louder Head of Operations and Marketing, Submerge Entertainment Pvt. Ltd. We attempt to ensure that the brand integration at our festivals and concerts is seamless but doesn’t interfere with the experience of the fans. We look at naming rights, brand specific installations and lots of saleslinked activations so that it’s not just sponsorship for sponsorship sake. Every festival or concert we do with brands is a partnership - be it Bacardi, Pepsi, Micromax or Red Bull. We focus more on experiential activations rather than run of the mill branding concepts. Depending on the brand, its communications and offerings, we aim to get the people to experience the product for themselves in a fun and enjoyable way. For example: Jack & Jones who had come on board for the Above and Beyond concert were pitched an idea that would not only create brand visibility but also generate footfalls at the same time. We came up with the plan of bringing the artistes down to the Jack & Jones store and conducting interactive consumer engagements. This is more of a subtle way of branding without the need of those in your face marketing/branding attempts. For the Smirnoff Next series of events, we delivered the guests with a whole new party experience creating brand associations that conveyed Smirnoff as the NextGen brand. With next generation technology such as Co2 guns, 3D mapping, latest equipments and sound systems mixed with undiscovered music genres, we gave it all. 4 November 2012, EXPERIENTIAL MARKETING 30 IN FOCUS Rutbaa brings wedding, luxury, lifestyle space on one platform The first edition of the exhibition witnessed footfall of close to 7,000 visitors across the two days. By Deepika Narayan Vineeta Khanna, Al Khan Entertainment, R2S Signature Weddings, Rabani & Rakha, and Ashmeen Munjal from the world of fashion, photography, wedding planning, artist management, wedding makeover, jewellery and more. The idea behind Rutbaa Explaining the idea behind Rutbaa, Tejwant Singh Lamba, Director, Woodpecker Hospitality, said: “India is fast becoming an important global economic player. The demand for luxury products catering to modern needs has shot up. Rutbaa is a small step in the direction of bringing the luxury patrons closer to their ever burgeoning lifestyle demands. It is about celebrating life.” DJ Sumit Sethi performing at Rutbaa Enthusiasts who always look for the best and the latest on offer in the luxury, lifestyle and wedding space have a new destination to look forward to – Rutbaa. Rutbaa is a new property launched by Woodpecker Hospitality Pvt. Ltd. The inaugural edition of the event happened in New Delhi on Nov. 18-19. A total of 72 international and Indian brands participated during the two days of the lifestyle and musical extravaganza which was held at The Grand Vasant Kunj, New Delhi. R2S Events partnered the first edition of Rutbaa, which was one of the few B2C exhibitions in India to have a ticketed entry. The exhibition featured leading designers from India and abroad including upcoming as well as established labels. Some of the names present at Rutbaa 2012 included Rimple and Harpreet Narula, Varija Bajaj, Garema N, Nitant Sabharwal, The event also aimed at giving a platform to young talent in the field of fashion and luxury. “Rutbaa is a unique platform that nurtures and recognizes young talent in the field of fashion design. This initiative provides encouragement to budding creative talent and facilitates interface with the leading names of the international fashion and lifestyle fraternity,” elaborated Hanish Gupta, Director, Woodpecker Hospitality. The burgeoning wedding market in India, estimated at a size of more than $25 billion is Tejwant Singh Lamba Director, Woodpecker Hospitality “Rutbaa is a small step in the direction of bringing the luxury patrons closer to their ever burgeoning lifestyle demands. It is about celebrating life.” 4 November 2012, EXPERIENTIAL MARKETING 31 Performance by Satinder Sartaaj Hanish Gupta Director, Woodpecker Hospitality “Rutbaa is a unique platform that nurtures and recognizes young talent in the field of fashion design. This initiative provides encouragement to budding creative talent and facilitates interface with the leading names of the international fashion and lifestyle fraternity.” growing at a pace of 25-30%. Wedding exhibition space in India has also seen various players come up and the country is now a host to several wedding and lifestyle showcases. Sharing how brand Rutbaa stands apart from the ones already present, Singh added: “Exhibitions in the B2C domain, especially in the wedding, lifestyle and luxury, have grown tremendously over the last few years in India. In fact, the entire space has become very cluttered, as there are hardly any entry barriers and the margins are high. We wanted to break from this clutter and thus Rutbaa was born which is not just about selling, but also about experience. Our exhibitor enhancement program provided our exhibitors not only a showcase but also the right mix of experience. As part of the program, we did a lot of PR, a lot of brand building, a lot of thrill around the exhibition which created a lot of visibility for the brands and the exhibition.” Nimit Mehta, Owner, R2S Group, also shared: “I personally believe that in today’s world, every individual, every brand, every organization wants to show its clout, show who they are. Wedding is the biggest market today be it in terms of size, spends and also in terms of social influence. Rutbaa is a total integrated format and a solution provider in which the end client who is coming in – be it a client who wants to participate in the exhibition, a brand who wants to showcase its clout or an artist who wishes to broadcast himself – has something on offer. The whole idea was to create an experience where not only the exhibitors come together but a lot of stakeholders come into play to make it a grand success.” A platform for fashion, luxury and music The event spread over two days, combined exhibition with a live showcase of some of the latest trends in fashion by leading fashion designers in India, coupled with soulful Sufi music in the evening. The first day of the event saw a fashion show from designer duo Rimple and Harpreet Narula, presenting their collection suiting the theme of wedding and luxury. The collection was the duo’s latest offering for the upcoming festive season. The show was choreographed by former Miss India and leading fashion choreographer Liza Verma. The fashion show was followed by a mesmerizing performance by Arif Lohar, also popularly known as Arif Jugni Lohar. Singing original rendition of his famous song ‘Jugni’, he captivated the audience with his original Sufi and Punjabi folk numbers. The second day of Rutbaa 2012 saw an encouraging number of audiences participating in the exhibition again. The day also saw the launch of Delhi Primes – a Coffee Table Book on women by NGO Lakshyam featuring 38 powerful achievers from the capital. The evening on day two saw a grand finale by designer Narendra Kumar Ahmed and a Nimit Mehta Owner, R2S Group “Rutbaa is a total integrated format and a solution provider in which the end client who is coming in – be it a client who wants to participate in the exhibition, a brand who wants to showcase its clout or an artist who wishes to broadcast himself – has something on offer.” RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 postal at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month. Publishing Date every 4th of the month 4 November 2012, EXPERIENTIAL MARKETING 33 IN FOCUS all wedding needs at a single place, Harpreet Narula said: “The concept of bringing an exhibition, a show and music together is great as in the wedding season, this kind of a platform becomes a one stop shop for all that you need for a big fat Indian wedding. You have the performers here, the designers, brilliant décor – so everything is combined at one place. A lot of people have big budgets today but they are naïve about the latest trends. Platforms like these become an eye opener for all.” Promoting Malaysia as a wedding destination at Rutbaa was team Rashi Entertainment in partnership with Tourism Malaysia. The company has tied up formally with the Malaysian Nidhi Kejriwal Designer “The event has been organized in a very professional way. The best thing is that we have serious buyers here and not just window shoppers.” performance by famous Punjabi sufi singer Satinder Sartaj. A sold out event, the concerts saw participation from about 500 people each day. A pre-event build-up of Rutbaa included two media previews attended by the crème-la-de-crème of the Delhi social circuit. While the first was a preview of recently released Bollywood film, ‘English Vinglish’, with actress Sri Devi announcing the exhibition, the other event was a grand party organized by R2S events at R2S farms, New Delhi. The show saw performances by band Ekaa and Rizvan Khan and was attended by more than 300 people. Exhibitors speak Rutbaa witnessed quality footfall of close to 7,000 visitors across the two days, with over 2,000 people buying entry tickets and the rest being through an invitation program. The exhibition and concerts saw presence of some of the leading socialites, ministers and bureaucrats from the city. “The event has been organized in a very professional way. The best thing is that we have serious buyers here and not just window shoppers,” said Nidhi Kejriwal, an upcoming designer. Applauding the idea of giving access to Rajeev Jain Director, Rashi Entertainment “Today event managers and wedding planners have become very important as a target audience in order to take Indian weddings abroad.” government through Tourism Malaysia to promote the country as the most suitable destination for Indian weddings. “Today event managers and wedding planners have become very important as a target audience in order to take Indian weddings abroad,” said Rajeev Jain, Director, Rashi Entertainment. After Delhi, Rutbaa is expected to travel to Mumbai and Jaipur for the exhibition. The plans for the same are still being charted out. Brand Rutbaa will also organize a New Years Eve which will again be an annual event. Sonalika Sahay in a Rimple & Harpreet Narula outfit 4 November 2012, EXPERIENTIAL MARKETING 34 IN FOCUS Seasons Hotels An escaping retreat to Potheads and Seasons Hotels came together to launch Escape Retreats for the premium audience. By Karan Iyer Performance at Escape Retreats The fifth chapter of the three-day Escape Festival of Arts and Music, an initiative of Potheads that was started in 2009, was held in May at the Lake Resort, Naukuchiatal in Uttarakhand. The Escape Festival is a creative retreat that features bands, artists, writers, photographers, painters, graffiti artists, performance artists, tattoo artists and potters, in a mélange of talent. In addition to that, the festival also features a camp, adventure sports and a flea market at the venue. The season’s escape As an extension of sorts to the festival, Potheads and Seasons Hotels have joined hands to launch Escape Retreats. The Escape Retreats are weekend retreats that are ongoing and the next one will be held on Dec. 1 and 2 at the Seasons Hotel in Tarudhan Valley, Gurgaon. Most music fests cater to the youth, but Escape Retreats looks to go beyond the youth and engage a different set of audience. The idea behind Escape Retreats was to hold weekend retreats for a premium class of people who would like to enjoy fests like the Escape Festival with comfort and exclusivity. It is tailored for people with busy schedules, families and older people who want to enjoy the same performances that are held at the Escape Festival, but with comfort and along with a like-minded audience. Talking about Escape Retreats and the connection with the Escape Festival, Lalrinawma Tochhawng (Mama), Owner, Potheads, told ExM: “Escape Retreats is neither a prelude nor is it different from the Escape Festival. The idea was to create an overall experience. There is art, music, food, and many other activities. The venue and its ambience is part of the whole package of experience. The Escape Retreats and Escape Festival share many similarities and elements. One is targeted at large groups, while the other is for a limited, premium audience.” 4 November 2012, EXPERIENTIAL MARKETING 35 photographers have also been invited to the event for live photography, giving them an opportunity to learn from professionals. Food and music, as well as a premium ambience will be part of Escape Retreats. Besides bringing in some of the performers from the Escape Festival, some new artistes will also be given a chance to perform at Escape Retreats. A premium retreat The Seasons Hotels in Tarudhan Valley is part of an 85 acre land with a dense complex in the countryside, with a golf course, private villas and open space. The hotel can accommodate about 3,000 people at a time on the outside. Talking about how and why Seasons Hotels came on board for Escape Retreats, Rainer Stoll, Managing Director, Seasons Hotels, said: “The idea of bringing arts and music together and promoting the Seasons Hotels destination led to a two year search for partners. I had personally visited the Escape Festival. The kind of music and art was the right positioning for the hotel brand and was a great fit for the premium, higher age crowd, and young families and children, etc., who we cater to.” Lalrinawma Tochhawng (Mama) Owner, Potheads “Escape Retreats is neither a prelude nor is it different from the Escape Festival. The idea was to create an overall experience. There is art, music, food, and many other activities. The venue and its ambience is part of the whole package of experience.” Although Escape Retreats is a separate property, it will help in promoting the Escape Festival as well as Seasons Hotel. Some of the bands performing at the festival will be performing at Escape Retreats as well. The Escape Retreats will have painting exhibits, pottery as well as photograph exhibits. Amateur Performers at Escape Retreats The expected number of people attending Escape Retreats in December is about 300 to 500 people. An Escape Retreat will also be held in January, but it will be smaller, with around 100 to 150 people and will be held inside of the hotel. The Escape Retreats will end in March with a day carnival. The carnival will have approximately 2,500 people, about six bands, a food market, a flea market, music, arts, etc. Rainer Stoll Managing Director, Seasons Hotel “The idea of bringing arts and music together and promoting the Seasons Hotels destination led to a two year search for partners. The kind of music and art was the right positioning for the hotel brand and was a great fit for the premium, higher age crowd, and young families and children, etc., who we cater to.” Escape Retreats is being promoted mainly through people that Potheads and Seasons Hotels are in touch with. Seasons Hotel has its own database of premium customers like NRIs and diplomats who were approached for Escape Retreats. Organising a weekend getaway for a premium audience is not an easy task. “The biggest challenge in organising the Escape Retreats is how to get the right audience together because the people looking to attend the Escape Retreats would like to be around similar type of crowds so that the right ambience is maintained. For this, the right approach and marketing is necessary. The right type of people need to be approached with selective marketing. The challenge is to continue with the right crowd and establish Escape Retreats as an ongoing event.” The organisers of Escape Retreats are currently in talks with sponsors and are in the process of finalising it. The sponsors are expected to be announced in a month’s time. The selection of brands is based more on quality than quantity so the number of sponsors would be limited to not more than six. The sponsors would be brands that are looking to cater to a high end audience. The brands would primarily be from the liquor and wine industry, automotive sector, real estate sector, etc. RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 postal at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month. Publishing Date every 4th of the month RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 postal at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month. Publishing Date every 4th of the month 4 November 2012, EXPERIENTIAL MARKETING 38 IN FOCUS Jaguar roars at Buddh International Circuit with Live Drive Experience The circuit witnessed some more thrill, speed and live action with Jaguar giving customers a full throttle experience. By Parita Modi Narain Karthikeyan at the Jaguar Live Track Day The Buddh International Circuit, known as the quintessential venue for the Airtel F1 Indian Grand Prix, is playing host to luxury car manufacturers, offering its motor racing circuit for more experiential events. After Audi made its presence felt with the Audi Sportscar Experience (ASE) in July, another luxury and sports car manufacturer, Jaguar, ventured into the field of pulse racing driving experiences. With this, the Buddh Circuit has joined other famous race tracks of the world that conduct such driving programs. Taking it out for a spin Jaguar, in its initiative to create an exclusive driving experience for its present and prospective customers, crafted a training module that not only helped understand the technical superiority of the Jaguar, but also improved ones driving skills. The Live Drive Experience, a three-day track activity program, was launched in the last week of September that was conducted by the brand’s in-house team in conjunction with an external agency. The three-day activities were divided into three categories namely, Guided Laps, Dynamic Driving and Hot Laps. Each category gave the participants a different learning experience that helped understand the cars and its many features in an experiential way. Guided laps involved the splitting up of participants into teams of four. These teams were then made to cruise around the circuit. To make it more interesting, the teams got to switch the lead position of the convoy during the session. The next segment, Dynamic Driving, was all about high speed manoeuvres. This was one task where drivers could comprehend the handling and stability of the Jaguar vehicles which emphasized its technological advancements. With this, one could check the beauty of the tracks sailing through all its sharp turns and dynamically explore its varied features. For the third and last session, Hot Laps, an international team of skilled drivers were 4 November 2012, EXPERIENTIAL MARKETING 39 and rewarding because of which we refer to Jaguar cars as alive. And thus, the Jaguar Live Drive Experience at the Buddh Circuit was organized to provide our existing and prospective customers an insight into this product design philosophy and make them feel as alive as a Jaguar. As such Jaguar Live at Buddh Circuit was a perfect platform for us to embed the brand DNA and design philosophy of Jaguar cars into our target audience and bring them closer to our brand and products. It was also a unique and exhilarating experience for them to drive on a race track where the Indian Grand Prix would take place.” Further elaborating on the activities, Suri said: “The event was divided into three categories – Hot Laps, Dynamic Driving, and Guided Laps. The activities were designed to thrill the participants with the technical soundness of the vehicles, and the superiority in dynamics. Unlike any other brand in India, we were able to provide them with a much more enhanced and enriching driving experience and ensured that each one of them had at least an hour of track time to experience the range of Jaguar cars.” Rohit Suri Vice President, Premier Car Division, Jaguar Land Rover – India “Jaguar Live Drive Experience at BIC was organized to provide our existing and prospective customers an insight into the product design philosophy and make them feel as alive as a Jaguar.” roped in to take the participants through the round. This segment, which required a more professional training experience, involved driving at high speed. Under the guidance and supervision of professionals, participants tested the sheer power of the cars and unearthed the secret to what ‘full throttle’ really means. The Jaguar experience The Jaguar Live Drive Experience provided nothing but excellence and brought to the fore Jaguar’s famed fleet of cars. Taken to the roads was Jaguar’s wide range of vehicles, including XF, XFR, XJ, XKR and XKR-S. Indian F1 driver and a fan of Jaguar cars, Narain Karthikeyan, was invited to participate in the driving experience and showcase his celebrated driving skills. With Karthikeyan burning rubber on the circuit, the crowd jumped out of their seats and erupted in cheers. Speaking about giving the Indian audience a taste of speed with the Jaguar Live Drive Experience, Rohit Suri, Vice President, Premier Car Division, Jaguar Land Rover – India said: “The brand DNA of Jaguar is ‘Innovative Seductive Performance’; performance that is instinctive, responsive Jaguar was overwhelmed to see its current and potential customers come together in large numbers to celebrate the union of speed with technology in an exciting way. The drive gave them the opportunity to explore the technical and design excellence of the British luxury and sports car manufacturer on a fully-fledged race track. Customer satisfaction The event was promoted and marketed through its very own dealership network as the event was exclusive to only Jaguar customers. Jaguar managed to engage with 192 customers, both existing and prospective, along with 24 different media groups during the three days. “The response was definitely overwhelming and also encouraging. Such initiatives bring us closer to our customer and add another tangent to our engagement with them. This was the first time we organized an event of this magnitude for our customers in India. In the months and years to follow, our focus will be to create further platforms to provide our customers with unparalleled experience of the technology, design and engineering of the Jaguar brand,” said Suri. The event proved to be a relevant platform for the brand to give the consumers a driving experience on the tracks which saw famous F1 drivers compete at the Indian Grand Prix in October. Besides witnessing the cars perform in testing conditions under expert supervision, fans got to participate in a three-day festival of sorts that had like minded fanatics unite for one cause – Speed. What more could a car enthusiast as for! Jaguar XKR-S at the Buddh International Circuit 4 November 2012, EXPERIENTIAL MARKETING 40 IN FOCUS Enrique returns to take India by storm after eight years Only Much Louder produced the three-city gig ensuring a great concert experience for all with expert execution. By Parita Modi Enrique Iglesias performing live in Pune Touted as every girl’s dream and every woman’s fantasy, pop sensation Enrique Iglesias revisited the country as part of the Micromax Superfone Supergigs initiative giving his fans a big reason to celebrate. The Grammy Award winner set on a voyage to three cities this time making sure there is plenty in store for the Indian audience. New Delhi (NCR), Pune and Bangalore played host to Enrique and his entourage promising nothing but the best. Produced by Only Much Louder, which has also organized acclaimed music festivals like Bacardi NH7 Weekender and Eristoff Invasion, the Enrique Iglesias 2012 Tour seemed like a breath of fresh air for fans who swear by this genre. UTV Bindass too associated itself with the concerts as a step towards strengthening its connect with the youth. The Indian tour kick started in Pune on Oct. 17 at Amanora Park Town following which was the Gurgaon gig on Oct. 19 at HUDA Grounds. The final stop for the Micromax Enrique Iglesias Tour was Bangalore which created a sea of madness at NICE grounds on Oct. 21. Fans Bailamos to Enrique’s tune The singer observed one simple policy of ‘it’s all about fans’ in all the three concerts. Enrique was greeted with tumultuous applause and a throng of fans ready with their cameras and mobile phones to get a picture of him. Without further ado, he sang his all time hits such as Hero, Rhythm Divine, Bailamos and I Like it much to the delight of the enthusiastic crowd. His performance was anything but one sided. The artiste got the audience involved in his act by singing, dancing and interacting with his fans so much so that a police official present at the venue too joined the singer. With Alex Feder and Emmett O’Malley on guitars, Joe Ayoub on bass, Gilmar Gomes on percussion, Van Seeley on drums, Laura Jones on vocals, Richard Maheux on keyboards and DJ Braden Wiggins on the console, 4 November 2012, EXPERIENTIAL MARKETING 41 days; there was a lot of freight that needed to be transported from one city to another to ensure that the on-stage production was of the best quality and similar to Enrique concerts elsewhere in the world. Having said that, this is our sixth big concert series within the last 18 months, so we had the process sorted.” Also commenting on sponsorship opportunities and what combination would ensure maximum success to the event, Nair said: “For all concerts, it’s a combination of sponsorship and ticket sales. Over the last few years, ticket sales have been rising, as there’s more gigs, more fans, and just overall, more infrastructure and access to live music. Our main partner for the concert was Micromax. They’ve just launched the Superfone Super Gigs initiative, and they connect with their consumers on three points - music, movies and sports. With the Enrique concert, they were able to directly reach their consumers who are interested in music.” Vijay Nair CEO, Only Much Louder “We had been in touch with Enrique’s management for a while and when the opportunity arose to promote his tour, we worked with them to make it happen.” Enrique and his troupe got the crowd jumping and leaping with joy. The Hero behind the scene It had been eight years since Enrique made his last visit to the country in 2004. With a history that proves the singer’s fan following and popularity on their side, OML just couldn’t resist bringing Enrique for the second round. Creating a concert involves a lot of planning, logistics and conceptual intelligence. OML wanted to deliver a unique concert experience that was different from the ones observed so far. Hence, OML prioritized certain areas of execution focusing more on providing a comfortable experience to both fans as well as the artist. A 50-member crew worked on each concert to ensure that the concert was a smooth and relaxed experience. A total of 40 lanes were created to manage the box office and free water was provided to hydrate the people and their excited senses. Speaking about the key challenges faced while organizing the concerts, Vijay Nair, CEO, Only Much Louder, said: “As usual, there are significant logistical challenges which come with doing three cities in five OML conducted pre-parties in multiple cities in order to promote the tour and raise the level of awareness. Colleges and clubs, the prime destinations where today’s youth thrives were targeted. Scoop was taken on-board as their on-ground partners helping them work across the many events. Shedding some light on the real deal behind bringing down artists, Nair said: “We are in touch with all the major agencies of the world and have toured some of the biggest artists who have come to India over the last couple of years, including David Guetta and Lady Gaga. We had been in touch with Enrique’s management for a while and when the opportunity arose to promote his tour, we worked with them to make it happen. One of our core focus areas is gigs, concerts, festivals and tours – both with Indian and international artists. We have Bacardi NH7 Weekender in Pune and Bangalore coming up, with a huge list of artists, we do Eristoff Invasion each year, and we also have a new festival called A Summer’s Day headlined by Norah Jones in March.” Brands get a taste of Rhythm Divine Micromax, the title sponsor of the event, associated with the platform to provide its customers with an experience that goes beyond its line of current offerings. Micromax came on-board like a team on a mission to establish a connection that would transcend all boundaries. Enrique Iglesias enthralling fans in Bangalore 4 November 2012, EXPERIENTIAL MARKETING 42 IN FOCUS and such associations help us to strengthen our bond with millions of young music lovers. Through the Micromax Superfone Supergigs, we further reaffirm this. We have always been celebrating the musical spirit of the country through sponsoring music concerts like Bryan Adams’ tour to India, besides other properties like MTV Unplugged, IIFA, Apsara Awards.” He further added: “Associating with popular international artists such as Enrique or Bryan Adams in the past allows us to connect with our primary target, the youth. In all our communication, we tend to focus only on product benefits. Such associations enable us to also demonstrate our brand’s various facets that make us so popular amongst our TG. This only results in strengthening our bond with them as we enable them to have rich, more fun experiences in life.” Nikhil Gandhi Executive Director, Youth Channels – Media Networks, Disney, UTV “Youth and music are inseparable; bindass aims to get the best in music closer to the youth and this association is yet another step in that direction.” Speaking about this mission, Rahul Sharma, Co-founder, Micromax, said: “The idea behind any sponsorship is to connect with customers beyond our products offerings and drive our brand saliency amongst them. Being a youth brand, we have identified sports, movies and music as three main passion points for our target audience. At Micromax, we believe that music has the power to connect consumers beyond boundaries Fans enjoying with Iglesias Another name to reckon with for the Micromax Enrique Iglesias tour was UTV Bindass, which signed on to connect with the youth. Talking about the advantages these arrangements offer, Nikhil Gandhi, Executive Director, Youth Channels – Media Networks, Disney, UTV, said: “Bindass has always associated with popular music gigs to enable focused engagement with the youth. Music is popular among the youth in different genres in India. Enrique Iglesias is a popular pop icon and Bindass’ association with the concert was a step towards strengthening our connect with the youth. Bindass resonates the ethos of youth and entertainment.” “Like we’ve always maintained, it’s very important to connect to the youth at all levels beyond just television. It helps in creating loyalty towards your brand. Youth and music are inseparable; Bindass aims to get the best in music closer to the youth and this association is yet another step in that direction.” Gandhi added. Rahul Sharma Co-founder, Micromax “The idea behind any sponsorship is to connect with customers beyond our products offerings and drive our brand saliency amongst them.” A memorable experience Nair was overwhelmed with the response received and walked away with a pat on the back for a job well done. He said: “It’s been a great three-city tour, with about 6,000-8,000 people in each city. Enrique has a really large fan base in India, and if you came to one of the concerts, you’d know why he’s great with his fans, and truly makes it a memorable experience for each one of them.” Concerts and music gigs are definitely the right platform for anyone to be linked with. Be it a brand, eager fans, the production company or the local pub which happily advertises the event; there is something for everyone. Any reason to celebrate is a reason enough to cherish. India is surely and confidently emerging as a destination for music and live experiences. 4 November 2012, EXPERIENTIAL MARKETING 43 IN FOCUS Sunburn crosses borders and international waters Percept’s Sunburn Festival moved outside of the borders of Goa to the north and across the sea to Colombo. By Dharm Patel Sunburn Noida livens the night with music, lights, smoke and visuals Percept Ltd.’s popular electronic dance music festival, Sunburn, has crossed over the borders of Goa for the first time to Colombo, Sri Lanka; Noida; and Mumbai. After it was held in Mumbai in April, Sunburn was held in Colombo on Oct. 6 at the CH & FC Grounds and in Noida on Oct. 7 at Unitech Golf Course & Country Club. The objective behind launching the city editions is for every region in the country to have a piece of Sunburn. The city festivals are compact, high impact and deliver the Sunburn experience in a concise manner as compared to the mother festival in Goa. Like always, Submerge was involved in the execution of Sunburn. These editions are planned to be a day or two at the most considering the target market and audience. Sunburn will now occur annually in Mumbai, Colombo and Noida just as it does in Goa. Commenting on the festivals, Shailendra Singh, Joint Managing Director, Percept, said: “The difference of doing a one-day fest in comparison to three days is not much. When it comes to any legality, the pre-requisites are the same for either format. It is often challenging to make sure that every law is abided and every precaution is taken to ensure a safe festival. The challenges in a three-day fest are many more and intense as well, but the advantage one has with a three-day fest is more to do with the operations. Any obstacles faced on the first day can be tackled and perfected to better the experience for the remaining days. However, Sunburn Noida being a single day festival, there is practically no room for error, especially with safety and security. Moving forward we shall be expanding to other parts of Asia including Singapore, Indonesia, Dubai, etc.” Submerge Entertainment was mainly involved with all the pre-event activities. The company promoted and ran all the pre-parties for Sunburn, which took place in Delhi, Chandigarh, etc. Submerge promoted the main event through all its digital platforms, newsletters, etc. “These pre-event parties are an important way to promote the main event. For these pre-parties, we booked artists and closed deals with clubs,” said Arnold Wilson, Marketing Manager, Business Development & Operations, Submerge. He further added that for the main event Submerge “helped with ticket sales and had special promotional campaigns where we profiled artists like Afrojack and Moguai and 4 November 2012, EXPERIENTIAL MARKETING 44 Arnold Wilson Marketing, Business Development & Operations, Submerge Entertainment Moguai performing at the Carnival in Noida “We were mainly involved with all the pre-event activities. We promoted and ran all the preparties for Sunburn, which took place in Delhi, Chandigarh, etc. These pre-event parties are an important way to promote the main event. For these pre-parties, we booked artists and closed deals with clubs.” positioned them by promoting their tracks. We assisted with the booking of artists for the main event. We are glad that an event where Sunburn went international for the first time was a success. Also, having an event in Noida on a Sunday while getting 12,000 people to attend it, shows the success and growth of the property.” Sunburn goes north Sunburn Noida had its central celebration theme as ‘Carnival - Wear your Sunburn Look.’ The theme of the festival appealed to the crowd to come in their vibrant, colourful and weirdest best. The idea was to make people wear their wackiest imagination. Prominent designers had come out with an eye catching Sunburn Noida line especially for this festival; these were showcased at the festival. The festival witnessed performances by the likes of Grammy winner Afrojack, Moguai, Prok & Fitch, Arnej, Pearl, Arjun Vagale, Mash, Astral Projection and Rohit Barker. In addition, Sunburn’s youngest DJ Shaan and Afrojack’s protégé Bobby Burns also Shailendra Singh Joint Managing Director, Percept Ltd. “Visiting Sunburn Goa in December can be an expensive affair when looked at from a holistic perspective. Also, not everyone makes it due to the time of the year and having personal commitments. The city editions are created with the objective of taking Sunburn to the fans rather than expecting the world to be in Goa.” performed on the main stage. Nikhil Chinapa ignited the carnival spirit as the host of the festival. The decor setup, which donned a carnival look, had two large interactive stages. Sunburn Noida witnessed an attendance of over 10,000 people. Promotions began a month prior through several partners across different platforms. Additionally, they leveraged an extensive media plan covering print, outdoor, radio, television and digital. The media plan was spread across the northern market touching cities like Chandigarh, Jaipur, Lucknow, Delhi, etc. Also, activations were carried out via outlets and stores where the target audience frequents across these cities. There were also tie ups with eminent designers who created special Sunburn Carnival looks at their stores to drive the carnival theme. Festival goers could visit any of these stores and get an outfit designed or style their look for the festival. The Noida edition also had a party immediately post the main festival. Also, for the first time, there were three high profile pre-parties organized for the festival on Sept. 21 and 28, and a mega bash on Oct. 6. LED mesh, spray guns, 3D projection mapping and much more were an intrinsic part of the various artist acts. The early bird ticket sale for the event had 1,000 tickets sold in four hours straight. Commenting on Sunburn Noida, Singh said: “Visiting Sunburn Goa in December can be an expensive affair when looked at from a holistic perspective. Also, not everyone makes it due to the time of the year and having personal commitments. There are many EDM fans 4 November 2012, EXPERIENTIAL MARKETING 45 IN FOCUS spread across our country and desire to be at Sunburn. The city editions are created with the objective of taking Sunburn to the fans rather than expecting the world to be in Goa. We have several formats apart from the festival as well and as the market matures and grows we shall keep creating more reasons for fans to have their own part of Sunburn. Considering our diversified country, the vibe and setting for any city or town is different from another. Authorities differ from district to district and bring challenges along with them.” Sunburn swims into international waters For Sunburn Colombo, Percept partnered with the Citrus Group, Sri Lanka’s fastest growing leisure group. With a very similar lineup, the performers were Afrojack, Bobby Burns, Arnej, Arjun Vagale, Pearl and Shaan. This is the official launch of brand Sunburn and Percept Live in Sri Lanka. The one-day festival included great artists, visuals, technical experience, colour, energy, flea markets, activity zones and more. The event had an extensive mainstream media with an on-ground and online promotional campaign. In India, the event mainly targeted people in Chennai and Bangalore, which are both under an hour’s flight from Colombo and have a lot of Sunburn fans. This was the first musical extravaganza in Sri Lanka to be endorsed by Vh1. “We started the festival at 4 pm and by 5:30 pm we had thousands queued up to buy tickets at the festival. The festival was packed by 7 pm with almost 10,000 people attending it. This was a big surprise for us even though we were prepared for the best and the worst. Now we know that it’s not only India that wants it, but the world is waiting to experience Sunburn,” said Singh about Sunburn’s Colombo venture. He further added: “Sri Lanka as a market is an untapped, vibrant, growing market for consuming entertainment, music and sports products. As a dynamic, diversified entertainment, media, communication company, Percept is excited to be a part of this growth story. Percept is confident in contributing to changing the landscape of live entertainment in Sri Lanka. Sunburn has been treading the Asian press for a while; the festival in Goa draws A young DJ sets the decks on fire in Colombo World’s No.9 and Grammy winner DJ Afrojack in Colombo crowd from across the globe and we have marked territories across Asia that boast of a considerable fan base. We have been in mature conversations with several countries across Asia to export Sunburn; Colombo worked out well and happened to get executed first as well. Every model for any territory other than India is moulded and created as per the nuances and dynamics there. We have arrangements with partners, agencies and promoters. Each structure is made flexible to suit either ones objective and create a winwin scenario.” Percept relied on its database to spread the word in Colombo. Local promotions through radio, TV, and on-ground tie-ups helped further. Over and above, the digital content is what created a huge aspiration for Colombo to witness Sunburn in the city. As partners, Citrus Group and Sarva Integrated were responsible for all the sales and marketing execution in Sri Lanka while the content, talent and packaging remained with Percept. All creative calls and brand associations were also streamlined in conformance to the core team in India. Sunburn Goa has built great equity amongst brands in the past five years. Every brand that has associated with Sunburn previously has boasted about the experience. Hence, global players like Red bull and Pepsi, who have associated with Sunburn in India, were ready to back them in Colombo as well. 4 November 2012, EXPERIENTIAL MARKETING 46 IN FOCUS Van Heusen puts the X in corporate lifestyle with Jet Airways The launch took place at the Jet Airways hangar and was executed by Fountainhead. By Dharm Patel Models pose with Rahul Khanna at the Van Heusen X-Lifestyle launch Van Heusen, a premium lifestyle brand for men and women, announced the launch of its brand new range of corporate wear, aptly called X-Lifestyle, designed for modern professionals. The launch event took place on Oct. 4 at the Jet Ariways Hangar in Mumbai. Fountainhead Events & Promotions was appointed to execute the event. Van Heusen operates under license to Madura Fashion & Lifestyle in India and South East Asia. Madura Fashion & Lifestyle is a division of Aditya Birla Nuvo Ltd. The unveiling of the Van Heusen branded aircraft along with the fashion show was a unique way to launch the brand’s new collection and was proposed by Jet Airways. Both brands – Van Heusen and Jet Airways – share a similar target audience who are corporate, stylish travellers who have the ability to adapt, change their style and way of doing things. Bringing glamour to the hangar The launch event of the line was a unique affair, with a hangar as the venue. The event had about 300 people in attendance and comprised journalists along with a few well known faces from the social circuit who added a touch of glamour to the event. The event was compered by Kamaal Sidhu and led by Pranab Barua, Business Director, Apparel & Retail, Aditya Birla Nuvo. The hangar was transformed into a glamorous backdrop for the fashion show. A Jet Airways aircraft was half covered in black cloth with the back door leading to a staircase down to the ramp. Models walked out of the plane, down the stairs and covered the ramp which was set up in an X shape. This was inspired by the ‘X’ of X-Lifestyle, which offered the guests a great vantage point to witness the whole proceedings. There was an interaction area as well where attendees had tea and snacks. The show started with an AV about the collection. Ashish Dikshit, CEO, Madura Fashion & Lifestyle, addressed the audience on the launch before Barua unveiled the collection by dropping the black cloth. The evening was a display of fashion and glamour which saw the participation of prominent entrepreneurs such as Phanindra Sama, CEO, RedBus, and Sanjay Sharma, former Director of Swarovski India, walking down the ramp, along with top models of the country like Chetan Hansraj, Adam Bedi, Shawar Ali, Acquin Pais, Alex O’Neil, Siddharth Kher, Sid Rawal and Freddy Daruwala styled in the X Lifestyle collection. Actor and style icon Rahul Khanna made an appearance as the showstopper for the event. The Bimalendu Tarafdar Marketing Head, Van Heusen “It is a defining moment in corporate dressing and we wanted to create a defining moment in unveiling the collection. Hence, we came up with this idea to tie up as most of our TG are frequent fliers and it was a perfect platform to unveil the collection. This perfect TG match between Van Heusen and Jet Airways made us approach them for this innovation.” 4 November 2012, EXPERIENTIAL MARKETING 47 Lyle Pereira Sr. Executive - Client Service Lifestyle Events & Key Accounts, Fountainhead Promotions & Events Pvt. Ltd. “We did the ‘Disney Jet Set Go’ event a month or two ago and Van Heusen wanted to know who executed it. Our name also came as a reference from within the Aditya Birla Group. Jet Airways also recommended us to them, so after getting in touch we started planning and discussing.” show was directed by Nisha Harale. Commenting on the launch, Bimalendu Tarafdar, Marketing Head, Van Heusen, said: “The VH X-Lifestyle collection is a brand new range of fashionable formal wear designed for the modern professional. It is a defining moment in corporate dressing and we wanted to create a defining moment in unveiling the collection. Hence, we came up with this idea to tie up as most of our target audience include frequent fliers and it was a perfect platform to unveil the collection. There was a perfect TG match between Van Heusen and Jet Airways, hence we approached them for this innovation. This range is specially created to mark the beginning of a new age of corporate ammo for the next generation of professionals, who believe that creating an impact at work is as much about style as it is about substance. We feel that this TG is what is similar between both the brands.” Commenting on Fountainhead’s The launch event setup at the Jet Airways hangar execution and how they were roped in, Lyle Pereira, Associate Account Manager, Fountainhead Events & Promotions, said: “We did the Disney Jet Set Go event about two months ago and Van Heusen wanted to know who executed it. Our name also came as a reference from within the Aditya Birla Group. Jet Airways also recommended us to Van Heusen, so after getting in touch with them we started planning and discussing the launch. We started off by designing the set and giving options for choreography and models. We coordinated the F&B service as well. Apart from the branding of the plane, we carried out most of the execution. Time was a bit of an issue though the restrictions were more of a problem. As cooperative as Jet Airways were, the uniqueness of having the event at a hangar was always going to be difficult and involve restrictions. The idea here was to really step out of the ordinary and showcase the X-Factor.” Flying billboard Talking about the trend of branding on aircrafts, a Jet Airways spokesperson said: “The aircraft wrap as a concept has been accepted by many brands and agencies as a unique way to take a brand to the skies, literally. It is a concept which many brands want to follow. Nokia Lumia 800 launch with the Sky Party, Disney Channel’s Jet Set Go Contest, X-Lifestyle by Van Heusen with a high-profile celebrity fashion show and GE’s Jet engines that move India campaign are all aircraft wraps but uniquely designed in terms of brand positioning. Competitive airlines within and outside India are closely watching the trend changing of pure vanilla advertising/branding to a more conceptualized way of presenting ideas or concepts to the end consumer. Jet Airways aircrafts are now addressed as flying billboards in the advertising world. At Jet Airways, we pride ourselves in fostering longterm relationships with our guests and frequent flyers through constant customer-centric innovations. All of us at Jet Airways are immensely proud and happy to have innovated to create another opportunity for media buyers.” Commenting on Fountainhead’s role, Tarafdar said: “The mandate given to Fountainhead was to bedazzle each person at the event by creating a one of its kind fashion show in a hangar in India. They had to plan and coordinate with Jet Airways on each minute detail for executing an event of this magnitude. Such an innovative product required an equally innovative setting to launch it. Hence the idea was to transform the ordinary hangar into a glamorous ramp for a fashion show.” He further added: “Jet Airways was a crucial partner all along this process and provided all the technical support and necessary permissions and clearances for the event. There was a perfect TG match between Van Heusen and Jet Airways. Hence, Van Heusen approached Jet Airways for this innovation. Jet Airways’ role was crucial here as they provided all the RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 postal at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month. Publishing Date every 4th of the month 4 November 2012, EXPERIENTIAL MARKETING 49 IN FOCUS Ashish Dikshit CEO, Madura Fashion & Lifestyle “We have consistently tracked and understood the evolving fashion needs of Indian professionals. With the professional world becoming more fashionable, we wanted to redefine corporate fashion. We believe this collection will take corporate India by storm and hence wanted an equally innovative way to launch it as well.” technical know-how and the space for such an event. All aspects including what cloth should be wrapped on the aircraft to conceal it, how the aircraft can be docked, etc., had to be vetted by Jet Airways’ engineering team.” Placing the final pieces Commenting on how Red Bus and Sanjay Sharma, former Director of Swarovski India, came on-board for the launch, Tarafdar said: “The launch event of this innovative line was a unique and a stunning affair, we wanted to showcase young and dynamic entrepreneurs who represented the spirit of the collection. Here we found Phanindra Sama, CEO, RedBus and Sharma as a perfect fit. We are really thankful to them for accepting our invitation to walk the ramp for us; it was really special to see them dressed in our new range.” Talking about the challenges faced, Tarafdar said: “Since the aircraft had to be wrapped in less than 48 hours prior to the event this was a very challenging Rahul Khanna poses at the launch job. Two skilled professionals from the US came down specially to wrap the aircraft. On the first day the rains were an obstacle and hence put the pressure of time restrictions on us. The other big challenge was the event layout. It required utmost planning and detail since the final layout could only be finalized a couple of days before the event. Everyone had to work on a war footing to have the venue ready in time. Since the final event would depend on the positioning of the aircraft in the hangar a lot of last minute changes were required to be made after the aircraft was docked.” Jet Airways Spokesperson “The aircraft wrap as a concept has been accepted by many brands and agencies as a unique way to take a brand to the skies, literally. It is a concept which many brands want to follow, like Nokia Lumia, Disney Channel and now Van Heusen. These aircraft wraps are uniquely designed in terms of brand positioning.” Speaking on the occasion, Ashish Dikshit, CEO, Madura Fashion & Lifestyle, said: “Over the last 22 years of existence in India, Van Heusen has been making workplace more fashionable. We have consistently tracked and understood the evolving fashion needs of Indian professionals. With the professional world becoming more fashionable, we wanted to redefine corporate fashion. We are adding 40 stores every year and we want to follow that trajectory. We believe this collection will take corporate India by storm and hence wanted an equally innovative way to launch it as well.” X Lifestyle by Van Heusen reflects the belief that creating impact is as much about style as it is about substance and aims to change and revolutionize the way corporate India dresses and looks. The launch is supported with extensive print campaign across publications. They are also planning on digital media and airport installations of the collections to support the launch. RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 postal at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month. Publishing Date every 4th of the month ORDINARY PEOPLE DOING EXTRAORDINARY WORK 35, New Municipal Market, Lodhi Colony, New Delhi - 110003, Tele: + 91-11-24619543/643/743 Fax: +91-11-24627788 [email protected] www.modernstageservice.in RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 postal at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month. Publishing Date every 4th of the month Formula 1 Michael Schumacher world tower launch Air Force Ball Sheru classic 2012 Over the past few months, Oneup has considerably increased the professional employee strength to cater the growing demands of the event and entertainment industry. A 90% client return ratio is a proof in itself of the kind of quality that we are able to deliver in production and technology. With the help of our creative team we are able to deliver better standards of production than a traditional production house. X-49, Okhla Industrial Estate Phase II, New Delhi 110020 ; Phone +91 11 9310076014/11 [email protected] www.1neup.com 4 November 2012, EXPERIENTIAL MARKETING 52 ALSO FEATURED The F1 returns with more brandfare With the return of the F1, ExM took a look at what some major brands were up to this year. By Karan Iyer Sebastian Vettel from Red Bull Racing takes the winner’s stand The Formula One returned to resurrect the speed demon in Indians. Held at the Buddh International Circuit in Noida, the 2012 Formula 1 Airtel Indian Grand Prix was scheduled from Oct. 26 to 28. The Formula One is the highest class of single-seater auto racing sanctioned by the Fédération Internationale de l’Automobile (FIA). Just like last year, a number of brands like Airtel, Vodafone, PUMA, Red Bull, Mercedes and many others got on board the F1 wagon. The practice rounds and qualifying round were held on Oct. 26 and 27, with the actual race happening on Oct. 28. Besides the burning of rubber, the weeping guitar was a point of interest for many Indians, as music icon Carlos Santana performed in India at the F1 Rocks. Airtel takes the title and the road The second leg of the F1 was lighter on the pockets of Indian fans, as Jaypee Sports International Ltd., promoters of the event in India, reduced the price of tickets this year. Airtel not only remained the title sponsor for the F1, but also expanded its involvement this year by partnering the Mercedes AMG Petronas racing team. Talking about how the brand benefits from this association with the F1, Bharat Bambawale, Director – Global Brand, Airtel, told ExM: “F1 as a sport appeals to the young, dynamic and spirited segment that enjoys the thrill and rush it brings in. Airtel’s brand identity is fresh, youthful and dynamic – one that appeals to the young and those young at heart. F1 today is one of the most popular and glamorous sporting event around the world. The sport reaches over 5 million viewers across the world. Airtel’s association with F1 is perfect, as we are always looking for new ways to connect with our target group. Through our strategic association with the F1 in India, we look forward to strengthening our brand positioning and appeal to the young target segment.” Brands associated with the F1 conduct a number of on-ground activities to engage audiences. Given last year’s response, Airtel’s goal this year was to reach out to the F1 enthusiasts like never before. “After the fantastic response we received last year, we wanted 4 November 2012, EXPERIENTIAL MARKETING 53 Carlos Santana performing at F1 Rocks Bharat Bambawale Director – Global Brand, Airtel “Airtel’s association with F1 is perfect, as we are always looking for new ways to connect with our target group. Through our strategic association with the F1 in India, we look forward to strengthening our brand positioning and appeal to the young target segment.” to bring the sports aficionados, F1 fans and youth of the country much closer and more engaged with the 2012 Airtel Indian Grand Prix. Our lineup of F1 initiatives for this year will surely strike a chord with the Indian F1 fans,” said Bambawale. “The initiatives were aligned under the fundamental thought of bringing to our audiences what their heart desires and what would set their heart racing for this year’s edition.” Airtel organized a host of on-ground activities to engage with audiences across major cities in India. The brand launched an array of activities like the Simulator Challenge, Batak Challenge, The Pit Crew Challenge, F1 Quiz, F1 Screenings, among others. The simulators include a replica of an F1 car with a steering console that is connected to a TV screen for the participants to be able to see where they are heading on the virtual track. The simulators gave a real time experience of driving an F1 car on tracks and were a key attraction for people across ages. Airtel conducted national on-ground activation across six cities which included 21 malls, 54 colleges, six pubs, and 48 corporates. Airtel also conducted a campaign for the 2012 Airtel Indian Grand Prix called ‘Let Your Heart Race’, which offered customers a chance to be part of the action right from the pits of the F1 track. The initiative gave consumers an opportunity to be among the pit crew of Mercedes AMG Petronas, one of the most celebrated F1 team in 2012 by participating in an online contest on Facebook. The winners of the contest not only got to meet the team and the driver, but the lucky two also got access to the team garage, watch the race with the pit crew and be a part of a unique once-in-a-life-time experience. Participants to this exclusive Facebook contest also won tickets to the race and Airtel F1 merchandise. This year, Airtel launched its first Airtel F1 app to keep consumers zoomed in the middle of all the F1 action. At just a push of a button, users of this app also got an opportunity to enter a contest to meet and greet Mercedes AMG Petronas team driver Nico Rosberg. The Grid Girl videos and the ‘FAT’ (F1 Aptitude Test) has been a hit among Airtel’s Facebook community of one million. Airtel announced its race team partnership with Mercedes AMG Petronas in July, raising its association with F1 to the next level. Talking about the partnership, Bambawale said: “Mercedes AMG Petronas as a team has a legacy, history and drivers that connect with the youth, their aspirations and the sport they admire. The alliance gave Airtel an access to the Mercedes AMG Petronas team along with rights to develop co-branded merchandise, use the race partnership logo and offer Airtel customers exclusive and exciting F1 content. Brand Airtel also leveraged the prominent motor heritage of Mercedes AMG Petronas and its drivers Michael Schumacher and Nico Rosberg to further strengthen its connect with F1 fans and the youth. Airtel branding featured on the air box and headrest of the F1 W03 car, and on the race suits and helmets of Michael Schumacher and Nico Rosberg.” An all encompassing role Similar to last year, event agency Encompass played a vital role in the execution of the Indian F1. Encompass was appointed as the integrated agency for Airtel as well as Jaypee Sports. Through this sport, Encompass extended its services to a whole new dimension since it was appointed to handle the entire strategy, 360 degree communication and activation. Besides BTL, Encompass’ role involved creating television commercials, press advertising and OOH. The agency also promoted Airtel’s association with the F1 via Facebook. The brand’s F1 Facebook page garnered 1.4 million fans, making it one of the largest social media communications. Encompass executed the brand’s on-ground activities as well as promotions through branded merchandise. On the Race Day, all Airtel communication from outdoor media to on-track branding was handled by Encompass, which was the point of contact agency for Airtel. 4 November 2012, EXPERIENTIAL MARKETING 54 ALSO FEATURED Vodafone Speedfest held in Mumbai Sukrit Singh CEO, Encompass had experience of the F1 since this is the second year that we are associating with it. We managed to have a great coordination with Jaypee in order to ensure that things ran smoothly.” “What we were doing at the F1 was outside of the scope of a BTL agency as we took on the responsibilities of a 360 degree agency.” Encompass played a crucial role in facilitating the partnership between Airtel and the Mercedes AMG Petronas racing team. “We were involved with the F1 and Airtel last year as well and one of the learning was that there is a need to partner with a racing team. We got in touch with various racing teams before finally zeroing in on the Mercedes AMG Petronas team. Michael Schumacher is the most popular icon from the F1, which is a new sport for India. We felt that having Schumacher on board as well as Nico Rosberg would be a great fit for the Airtel brand,” Sukrit Singh, CEO, Encompass, told ExM. Giving wings to the F1 Besides Airtel, Redbull was another brand that was extensively involved in the F1. According to a Red Bull spokesperson, the Red Bull energy drink and the Red Bull Racing team are both very popular amongst the youngsters and the advent of Formula One in India has only strengthened the connection with the brand’s target group. As part of promoting its association with the F1, Red Bull organized a cricket match between Mark Webber and Indian cricketer Gautam Gambhir on Oct. 24 at Noida International University, close to the Buddh International Circuit. In addition, Red Bull in association with Discovery Turbo created an adrenaline pumping documentary – Khardung-La: Race Car Extreme – which traced the journey of Red Bull Racing’s Formula One car to the world’s highest motorable road at 18,300 feet at the Khardungla Pass in Leh to create a world record. The documentary was premiered on Oct. 21 on Discovery Turbo. It was simultaneously telecast on Discovery Channel and Discovery Channel Tamil. Commenting on the idea behind the documentary of the Red Bull F1 car riding in Ladakh, a Red Bull spokesperson told ExM: “Red Bull has always been involved in activities which push the human limits and create unimaginable experiences for people. Encompass was also part of team Jaypee Sports in creating their communication. The agency played a role in communicating the launch of the F1 tickets and marketing the tickets to people. Encompass also executed the Rock the Race concert for Jaypee Sports. “What we were doing at the F1 was firstly outside of the scope of a BTL agency as we took on the responsibilities of a 360 degree agency,” said Singh about Encompass’ challenging role. Talking about handling such a role, Singh added: “We had formed teams with experts on social media, the F1 sport and various other aspects in order to handle the execution appropriately. We Red Bull spokesperson “Red Bull has always been involved in activities which push the human limits and create unimaginable experiences for people.” 4 November 2012, EXPERIENTIAL MARKETING 55 Talking about executing such an activity, the spokesperson said: “At a height of 18,300 feet, the biggest challenge was temperatures of 11 degree below zero, along with nerve chilling winds. Firing up a car becomes difficult in such a situation and a special 97 octane fuel was created to combat the lack of oxygen. Another challenge was the mountainous terrain which was skilfully tackled by driver Neel Jani, cutting across snow and narrow roads. The activity was executed by highly skilled engineers and technicians from the Red Bull Racing team.” You’re not alone Another brand that conducted on-ground activities in association with the F1 was Vodafone, which conducted the Vodafone Speedfest and brought F1 racer Lewis Hamilton to Mumbai to drive at the Bandra Kurla Complex in September. The telecom brand had also commenced the ‘Drive into the Big League’ in July to give SMEs an opportunity to feature their logos on the Vodafone McLaren Mercedes cars at the second leg of the Airtel F1 Indian Grand Prix. T. Venkat Vardhan Managing Director, DNA Networks “For F1 Rocks this year, I booked Santana as it’s an act and artist that cuts across age and genres of rock music fans a good fit for the F1.” The Red Bull Racing team had a history of unique Formula One show car runs like the Santo Domingo Beach Run and the Canadian Red Bull Frozen One on ice. The idea behind Red Bull Speed Street at the dizzying heights of 18,300 feet in Leh was to achieve something unprecedented for a Formula One team. The journey of the car in the picturesque locales of Leh was so fascinating that it deserved to be showcased to the world in the form of a documentary.” Anil Kapoor at F1 Opus launch While the Sahara Force India F1 team organised the Sahara Force India Speed Nites at Hard Rock Café outlets, William Penn, in association with Sheaffer, launched Scuderia Ferrari racing team inspired pen collection. Sheaffer introduced Ferrari VFM, Ferrari 100, Ferrari 300 and Ferrari 500. Meanwhile, luxury publication house Opus made a grand entry into the Indian market with the global launch of the official Formula 1 Opus. Through a strategic alliance with RK Global, Opus continued its expansion in the Indian market. The event was conceptualized and executed by Cream Events Pvt. Ltd. Actor Anil Kapoor signed the Official Formula 1 Opus #1 copy weighing in at 37 kg. Rocking the F1 The 2012 India F1 race ended with the traditional F1 Rocks after party on Oct. 28, with Carlos Santana performing live in India for the first time as a part of the joint efforts of organizers, DNA Entertainment Networks Pvt. Ltd. and F1 Rocks. Santana performed at the Galgotias University in Greater Noida. His performance encompassed and showcased the ‘Greatest Hits’ tour for India. Commenting on DNA Entertainment’s association with F1 Rocks and bringing Santana to India, T. Venkat Vardhan, Managing Director, DNA Networks, said: “It was a humbling experience when F1 Rocks approached me and wanted us to promote F1 Rocks in India by virtue of their assessment that we are the best in the industry and have a track record that goes on for well over two decades. I am in constant dialogue with various artist managements for opportunities to play in India, be it for the Indian Premier League Cricket, F1 Rocks, Rock ‘N India or a one off concert tour that makes sense to the artist and me as a promoter. For F1 Rocks this year, I booked Santana as it’s an act and artist that cuts across age and genres of rock music fans a good fit for the F1.” F1 Rocks was promoted on TV, radio, news print, digital platforms and outdoor mediums. This year, ESPN was roped in as a partner to showcase content and documentaries interlinking music and racing. Vladivar was the premier partner and co-sponsors were Pepsi, ESPN, Vh1 and Gaana.com with whom DNA Entertainment devised specific promotions and branding to suit each brand’s attributes. Last year, F1 Rocks had hit a rocky speed bump when the performance of rock band Metallica was cancelled due to safety and security issues. “Yes, we did have a cancellation due to certain aspects of security measures. The fact that the honourable High Court quashed all proceedings in this instance itself has resolved that matter. That said, we took extra precautions to engage with all authorities concerned so that a smooth event was executed and the fans got to enjoy a great live experience,” said Vardhan, adding that challenges in executing events like these are “normally venue and infrastructure as India does not have prominent focus built venues for entertainment. You have to set up, right from creating a venue, all the way to providing power to run the event with all the complex logistics involved.” RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 postal at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month. Publishing Date every 4th of the month RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 postal at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month. Publishing Date every 4th of the month FACTFILE Footfalls - 3,00,000 - 3,50,000 (Weekly Average) Anchor Tenants - Zara, Fitness First Platinum, PVR Premiere, Espirit, Crossword, Mothercare, Good Earth, Homestop Loyalty Database - Approximately 1,00,000 Number of Stores - 168 Gross Leasable Area - 450,000 sqft Clientele - Airtel, Carlsberg, Perfetti, HP, Samsung and many more TESTIMONIAL “Through this campaign, Perfetti Van Melle India plans to encourage children to indulge in creative thinking. We got tremendous encouragement & support from Select CITYWALK whose objective is to amalgamate shopping & entertainment and introduce innovative events & activities to its shoppers.” - Nikhil Sharma, Director Marketing, Perfetti Van Melle India FLOOR PLAN Offering the experience of blending in a modern, cutting edge shopping, with the irresistible charm of a laid back walk through the city square, Select CITYWALK is a chic shopping centre situated in the heart of South Delhi - Saket! Adding to the aesthetics of the sprawling 1.4 mn sq. ft. Shopping centre, is the 90,000 sq. ft outdoor, landscaped Plaza - enhanced with water bodies, plants, trees & beautiful lighting, giving Delhi a rich & soulful experience, a novel urban space for relaxation and entertainment. A centre known for its International shopping experience, out-of-the-box events, advertising & promotional campaigns, Flea Market, Art & CSR Initiatives & unique hospitality. Select CITYWALK comprises of a gorgeous Shopping, Podium, serviced Apartments, a 6-screen upscale PVR Premiere, India’s first Platinum Health Club, Destination Restaurants, Cafes, Bistros & Bars, with Parking for approximately 2,000 cars. More than just the ultimate Shopping destination, Select CITYWALK treats guests to a sensory experience & provides integrated, high quality infrastructural facilities at par with international standards. For Event & Activation Enquiries Contact: [email protected] Ph. No: +91 96543 39905 | +91 96540 33869 Select Infrastructure Pvt. Ltd. A-3, District Center, Saket, New Delhi – 110 017 FACTFILE Capacity - Seated - 100 | Seated & Standing - 400 Catering Specs - F&B packages are usually tailor made to the client’s requirements Technical Inventory - Power Supply - Sound: Six L-Acoustics 12XT Main PA Speakers, Four L-Acoustics SB28 Subwoofer, One Alcons QR 36 Pro Ribbon – Center Fill, The Main PA is being reinforced by 2 additional D12s. The sides have been installed with 8 L-Acoustics 8XT, speakers that act as “in fills.” 8 X12” RD12 passive stage monitors, powered by 2 Crown Amplifiers has been used so far. All amplification of the PA is beng handled by LAcoustics LA4 & LA8 DSP Amplifiers. The heart of the PA in Mumbai is the 56 Channel Yamaha PM5D The studio is capable of recording 40 Channels of 48Khz/24bit Audio channels, onto Logic Pro, running independently on a Mac Pro. Visuals and Lighting: 5 Optima DLP – EX 765W (4000 Lumens), 5 Optima DLP – EX 774W (4300 Lumens) projectors. One large or two medium generators can be accommodated. TESTIMONIAL “State-of the art light, sound and tech. It’s a great place for informal events and my preferred location for niche activities because it gives the audience a feeling of being close-knit, it offers privacy, but still brings everyone together. That’s the beauty of it.”Gurupreet Singh Bali, D.G.M-Brand Activation at Kingfisher Airlines blueFROG has been named among the Top 10 live music venues in the world by the ‘Independent UK’ and also one of Mumbai’s 7 game changers by ‘Time Out’, Mumbai. It is well known as the place to go for quality live musical performances 6 nights a week. It is an extremely popular venue for corporate events, group deals, private parties and private banqueting. Gigs organized here also see some of the biggest and most talked of brands participate. Even non-spirit brands find the venue perfect for events and activations, and also actively seek out opportunities to sponsor gigs and events hosted at the venue. Located in the heart of the Lower Parel business district, blueFROG is an ideal venue for events and parties, as also seminars and product launches. Till date blueFROG has organized over 1700 concerts. Greats like Angelique Kidjo, Richard Bona, John McLaughlin as well as electronic music giants Armin Van Buuren, Infected Mushroom and Above and Beyond have performed here. Some of the biggest brands have sponsored gigs hosted at blueFROG, a venue that naturally pulls in a most desirable TG for brands. For Event & Activation Enquiries Contact: blueFROG Mumbai Mathuradas Mills Compound, Senapati Bapat Marg, Lower Parel, Mumbai 400 013. Tel: +91 22 6158 6158 | Email: [email protected]. | [email protected] Busaba Lower Parel, Mumbai India’s first South East Asian restaurant, Busaba, has over the past decade developed a reputation of being a fabulous dining spot. Busaba is a must “to do” on several guide books and hotel concierges for visiting tourists and expats in Mumbai. After much critical acclaim and popularity, this well known and highly recommended eatery has also been bestowed with several awards such as The Times Food Guide Award for “Best Oriental” in 2011 and “Best Korean” in 2012. In January 2011, Busaba Lower Parel was born in the heart of corporate Mumbai widening its horizons and attracting eclectic audiences to indulge in lip smacking Asian fare, fabulous service and an industrial yet soulful ambience. Busaba Lower Parel is a destination for some of Mumbai’s swankiest dinners, corporate shindigs, fashion events and celebrity studded parties. FACTFILE Footfalls - 1000 (Weekly Average) Max. Promotions Area - 1500 sqft No. of Promotion Sites - 2 Clientele - Minissha Lamba, Imran Khan, Shazahn Padamsee, Anil Kapoor , Sonam Kapoor, Cathay Pacific, Lakme, J P Morgan, Bang Bang Films ,Bloomberg, General Atlantic For Event & Activation Enquiries Contact: General Manager Gary Saldanha : + 91 9833562165 Email: [email protected] PR & Marketing Roshmin Mehandru : +91 9920933387 Email: [email protected] Busaba, Lower Parel: Todi & Co, Mathuradas Mills Compound, N M Joshi Marg, Lower Parel, Mumbai 400011 Tel: +91 2267478971 | 72 | 73 | 74 Busaba Colaba, Mumbai Founded in 2001 by Celebrity Chef Nikhil Chib, Busaba the iconic Mumbai restaurant has been recognised by many of India’s finest food awards, lifestyle and food publications, critics and the likes. One of the most applauded being the Times Food Awards for Best Oriental in 2011 and Best Korean in 2012. Busaba was the first authentic South East-Asian restaurant in India, located in the prestigious surroundings of South Mumbai’s Colaba area. This restaurant brought South East Asian cuisine into focus in India. Busaba’s South East Asian menu is authentic, wholesome and elegant. Over the years, Busaba steadily built a robust reputation for delectable cuisine, impeccable personalized service, and to top it all in a cozy ambience. As a result, Busaba Colaba has become a cult restaurant in the area, with a fabulous bar and lounge on the ground floor attracting a sophisticated and niche clientele with the likes of fashionistas, Bollywood figures and serious foodies strolling in and out. FACTFILE Footfalls - 1000 (Weekly Average) Max. Promotions Area - 1400 sqft No. of Promotion Sites - 2 Clientele - Freida Pinto, Naseeruddin Shah, Ricky Ponting, Nargis Fakhri, Meher Jessia, Bipasha Basu, Dino Morea, Sikander Kher, Amarchand Mangaldas, Ambit, Barclays, Grant Thornton, Fitch, Trilegal, Deutsche Bank, BCP Advisors. For Event & Activation Enquiries Contact: General Manager Gary Saldanha : + 91 9833562165 Email: [email protected] PR & Marketing: Roshmin Mehandru : +91 9920933387 Email: [email protected] Busaba, Colaba: 4 Mandlik Road, Colaba, Mumbai - 400001 Tel: +91 2222043769 | 79 | 72 RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 postal at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month. Publishing Date every 4th of the month 4 November 2012, EXPERIENTIAL MARKETING 63 Glimpses Seagram’s Blenders Pride Fashion Tour 2012 The 8th Edition of Seagram’s Blenders Pride Fashion Tour slated to conclude in Mumbai this November is traveling to 6 cities showcasing the work of 13 designers across 50 shows. Priyanka Chopra has been appointed by Pernod Ricard India as the brand ambassador for BPFT 2012. Seventy Seven goes to Prague Seventy Seven Entertainment organized its international company offsite in the month of September, taking the employees to Europe for a four day trip. Prague, which is touted as the scenic capital of Europe and also a party animal’s abode, was the chosen destination this year. 4 November 2012, EXPERIENTIAL MARKETING 64 EEMA’s South Factor The Event & Entertainment Management Association (EEMA) organised ‘The South Factor’ from Sept. 30 to Oct. 2 in Pondicherry, assembling southern event agencies in one place. The event gave the industry members a platform to network and discuss current trends. Harish Babu, Managing Director, Impresario Event Management, played an instrumental role in initiating this event. Honey Singh performs for Red Live Red Live, an intellectual property launched by 93.5 Red FM, kick started with Honey Singh’s live performance at HUDA Gymkhana Club Lawns in Gurgaon on Oct. 13. The concert was executed by Thot Media. Red FM is set to host live concerts and music gigs across the country under the umbrella name of Red Live. 4 November 2012, EXPERIENTIAL MARKETING 65 Indus Pride Spice Trail After visiting Mumbai, Indus Pride Spice Trail, organized by SABMiller, journeyed to Bangalore and Delhi in the month of October with a glitzy gathering. The evening led to the indulgence in a multi-sensorial experience of Indus Pride beer with delectable cuisines. Swordfish Events and Entertainment executed the event. Star Dandiya Dhoom Machi Dhoom Cineyug Worldwide managed Star Dandiya Dhoom Machi Dhoom on Oct. 15 at Vrindavan Studios, Mumbai, where Star Parivaar celebrated Dandiya with Falguni Pathak. There were about 10 acts with different types of Dandiya being played. 4 November 2012, EXPERIENTIAL MARKETING 66 Zumba Party at Canvas, Palladium Canvas hosted a Zumba Party, in association with Vh1, on Oct. 10. Organized by Aalok Aswani, the event saw Mumbai get into the Zumba mood, bringing the Colombian dance fitness program to India. Slayer performs at Vladivar Rock’N India Rock’N India, the annual music festival produced by DNA Entertainment Networks since 2008, came to the fore with American heavy metal band Slayer’s performance on Oct. 20 at Bhartiya City in Bangalore. The property was produced in conjunction with Nous Productions. Vladivar was roped in as the title sponsor for the event. 4 November 2012, EXPERIENTIAL MARKETING 67 #KFBeerUp Kingfisher organized the #KFBeerUp on Oct. 21 at Tryst in Mumbai and on Oct. 27 at Chicane in Noida. In Mumbai, as the Mumbai Film & Comics Convention was taking place around the same time, it was apt for the theme to revolve around Comic Con where 200 fans attended the party in costumes. Switch Events handled the production and logistics for both cities. Comedian Varun Thakur and DJ B.R.E.E.D. performed to keep the crowd entertained in Mumbai. OkToBeer Fest Team Rustic’s new property, OkToBeer Fest, took place on Oct. 27 in Navi Mumbai. Four lounges namely Rude, Rockville, Cult and Blue Apple came together to jointly celebrate this festival. DJ Praveen Nair was called to entertain the guests with some foot tapping beats. The festival which has a witty alternate pronunciation ‘Ok To Beer’ was termed to break through the current clutter of names and come up with something more fresh and exciting. Classifieds RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 postal at Mumbai Patrika Channel Sorting Office on every 7th or 8th4 of the month. Date every 4th68of the month November 2012,Publishing EXPERIENTIAL MARKETING Mai CV at Banyan Tree Events India Pvt. Ltd.s Relio Quick India Pvt. Ltd.s Event Plus Management Ltd. Positions: Positions: Positions: Manager - Corporate Communications / Press Relation Account Director Account Managers Business Head Copy Writer Regional Operations Head Visualiser Business Development Executive / Client Servicing Location: Mumbai Location: New Delhi Location: Mumbai Mail CV at Mail CV at Mail CV at [email protected] [email protected] [email protected], [email protected] Tarsame Mittal Talent Management Onus Communication Pvt. Ltd.s TIC- The Innuendo Communications Positions: Positions: Positions: Executive - Talent / Client Representation Executive - Admin and Accounts Client Servicing AGM Strategic Planner Senior Business Development Manager Business Development Manager Location: Mumbai Location: Mumbai | Indore | Ahmedabad Location: New Delhi Mail CV at Mail CV at Mail CV at [email protected] [email protected] Account Director Associate Account Director Manager Marketing Assistant Manager Marketing Visualiser Business Head Marketing [email protected] RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 postal at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month. Publishing Date every 4th of the month 5 mm Film Launch, Music Concert, Road Shows, Religious Function, Reality Shows, Political Rally, Award Show, Marriage Party, Corporate Events & Sports RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 postal at Mumbai Patrika Channel Sorting Office on every 7th registration or 8th of theno month. Publishing Date everypostal 4th ofat theMumbai month RNI registration 108290/2010 Postal MH/MR/N/150/MBI/11-13 Patrika Channel Sorting Office on every 7th or 8th of the month. Publishing Date every 4th of the month Gear up for a power-packed performance starring the guru of Indian Contemporary Dance, the beloved celebrity judge and the master choreographer-performer, Terence Lewis, himself! A special brand, unique & exclusive, very avant- garde, yet entertaining, in keeping with the flavour of the occasion - the 'TL live- Entertainment Unleashed!' is a roller-coaster ride through the world of glam, flash, art and live wire excitement. From the rage of Hip Hop, to the cutting edge Contemporary form, from the chic of Broadway, to a total Bollywood Dhamaka to hair raising Aerial acts - the Master works his magic! MANAGED BY: Live in Dance www.terencelewis.com TM CONTACT: Jovan +91 9619887757 Vijay +91 9167397473