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punjabiyaan di battery
Events Entertainment Promotions MICE BTL Sponsorship Sports
4 mar 2013
www.eventfaqs.com
MAIN ISSUE 80 PAGES INCLUDING COVERS | VOLUME 3 | ISSUE 11 `100/-
SACHIN GUPTA’S SUPER HIT
punjabiyaan
di battery
Music Composer of hits 'Tere Liye' and 'Doorie', the
biggest youth anthems of all times and amongst
the highest grossers as 'Ring Tones.
For jingles, theme music, anthems and ring tones that
surpass all benchmarks of audience engagement,
reach Sachin Gupta on +91 9833147260 or email [email protected]
SachinGuptaOfficialPage.jsn
Events Entertainment Promotions MICE BTL Sponsorship Sports
4 mar 2013
www.eventfaqs.com
MAIN ISSUE 80 PAGES INCLUDING COVERS | VOLUME 3 | ISSUE 11 `100/-
Ashish Jaitly
Max Life
Experiential Destination p32
p 64 - 71
Nalin Kapoor
Hyundai
Navil Ratish
George P. Johnson
Sameer Bhariok
Eli Lilly
Sanjeev Pasricha
C S Direkt
Amitabh Tiwari
LG Electronics
In Focus:
Audi India flags off the New Year with a bang p 42
Mud Rush: A unique mud marathon p 45
Storm: Liquidspace Entertainment’s camp-out music festival p 48
Beach Soccer Worldwide launches Barefoot championship in India p 52
The Sulafest 2013 experience, together with music, wine and unique campsites p 55
4 March 2013, EXPERIENTIAL MARKETING 05
EDITORIAL TEAM:
KARISHMA HUNDALANI NAGDEV
[email protected] +91 98212 80003
PARITA MODI
[email protected] +91 98337 17789
DHARM PATEL
[email protected] +91 98194 13143
KARAN SINROJA
[email protected] +91 98707 15191
CONTRIBUTORS
Roshan Abbas, MD, Encompass
Srishti Bhatia
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
POONAM KHINCHI
[email protected] +91 90046 87566
YASHITA UTTAMCHANDANI
[email protected] +91 84528 58329
SWATI SABHARWAL
[email protected] +91 98199 16087
CIRCULATION:
RAMESH PATIL
[email protected]
RASNA SHENOY
[email protected]
+91 22 2630 0673
It’s all happening here
One has to love an industry where businesses gain value through
the experiential properties it owns. The appreciation of assets are
dependent on the effectiveness and sustenance of ideas! Investors are
made out of any brand / corporation looking to engage with those
engaging in the experience.
No doubt there are innumerable challenges as well. But when the
business model is this exciting, who can really resist? Thank God then,
that there are some who do it better than others...
Only the truly successful experiential properties transform into brands
themselves and prove valuable and profitable to an organization. And
its clear that a brand that resonates with its target audience is able
to diversify its offering limitlessly. The only caution being, keeping it
relevant.
Imagine a future where experiential brands become the parent to a
variety of products and services... Would you purchase a Sunburn sun
tan lotion? or pay a premium for IIFA designer fashion? or be seen in
India Bike Week sunglasses?
It seems like a bizarre stretch of imagination. But its important to put
it out there!
ACCOUNTS & ADMIN:
SAKSHI KOYANDE
[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
400016, Maharashtra, India Published by :
Vishal Nagdev on behalf of (or owned by)
EVENTFAQS Media Pvt. Ltd. and printed
at VSSU Graphics, Unit # 36, Ideal Industrial
Estate Senapati Bapat Marg, Lower Parel West Mumbai 400013, Maharashtra, India and
published at EVENTFAQS Media Pvt. Ltd. 112,
1st Floor, Embassy Centre 207 Nariman Point,
Mumbai - 400021, Maharashtra, India Editor :
Karishma Jamnu Hundalani.
This issue contains 80 pages including covers.
Karishma Hundalani Nagdev
[email protected]
4 March 2013, EXPERIENTIAL MARKETING 06
CONTENTS
Event Briefs 08 - 13
Cover Story 58
Promo Power | MICE | Live | Sports Rush | Media Active
India Bike Week inspires a new generation...!
Industry Watch 14- 15
Destination | Events | Developments | Venues
In Focus 42 - 57
Audi India flags off the New Year
with a bang
Mud Rush: A unique mud
marathon
Market Pulse 16
“It is an important part of the brand’s marketing
strategy to get our programming known to the
consumers on an on-ground level.”
Sunil Punjabi | AXN India Networks
Also Featured 18-39
Storm: Liquidspace Entertainment’s
camp-out music festival
Beach Soccer Worldwide launches
Barefoot championship in India
The Sulafest 2013 experience,
together with music, wine and
unique campsites
Glimpses 72- 76
Royalty Calling!
Exploring Royal MICE destinations of Rajasthan with Event Crafter
The Rajasthan Event Management Association
organizes its first meet
MEHK presents MaxiMICE 2013
By what percentage are you planning to increase/decrease your
BTL marketing budget in the coming financial year 2013-14?
Experiential Destination 32
India’s leading audio video content producers for
India’s leading audio video content producers for
i l mc oc m
om
a ny y
f i fl m
p ap n
9 dakshini marg, first floor, dlf city phase II gurgaon 122002
9 dakshini marg, first floor, dlf city phase II gurgaon 122002
nitin chowdhry : + 91 9810705072 | [email protected]
nitin chowdhry : + 91 9810705072
| [email protected]
www.theonefilms.com
www.theonefilms.com
4 March 2013, EXPERIENTIAL MARKETING 08
Promo Power
Coca-Cola and NDTV organize
‘Support My School’ telethon
Krayon executes Horlicks Mission
Exams 2013
EduMedia’s vertical - Krayon - executed the Horlicks Mission
Exams 2013 campaign which began in
January and concluded on Feb. 15 took
place across 21 cities. The campaign
is essentially a program that has been
designed to combat exam stress. Syed
Sultan Ahmed, Managing Director, EduMedia led an array of
workshops and addressed a large audience on exam stress.
NDTV and Coca-Cola came together for the second edition
of their ‘Support My School’ campaign to
organize a live 12-hour telethon. Campaign
ambassador Sachin Tendulkar and Bollywood
icon Aishwarya Rai Bachchan were present to
support the telethon which was telecast across
the NDTV network channels on Feb. 3.
Ahmed said: “The school contact program saw interactive
sessions for students and teachers on the importance of
nutrition and stress management related to examinations.
Distributed booklets contained tips on better performance, stress
management, nutrition and exam planners.”
Dr. Prannoy Roy, Chairperson, NDTV Group said: “This
campaign has received support from two new partners, World
Vision India and Plan International. With the funds generated
through the telethon, NDTV and Coca-Cola along with our
partners will reach out to transform 272 schools across the
country providing sanitation, separate toilets for girls and boys,
drinking water, libraries, sports, recreation facilities, etc.”
Maybelline launches its Super
Stay lipstick in India
Maybelline India recently launched its Super Stay 14-hour lipstick
through a social media driven activity
that concluded in Phoenix Mall,
Mumbai. The activation was executed
by Vibgyor Brand Services. Vibgyor’s key mandate was to take this
digital activity on-ground.
Metro Shoes creates ‘Shoe in a
Metro’ at Kala Ghoda Festival
DhruvKalra, Business Head, Vibgyor Brand Services said: “The
revelation of the product took place at a 25 foot tall setup that recreated the iconic Times Square in New York. A 14-hour countdown
took place, before the unveiling of the product. People were involved
with the help of promoters at the mall who engaged people with fun
games and photo-ops while encouraging them to tweet on the spot
using tabs or their own phones. About 2000 people were engaged
during this activity, at the venue.”
Kansai Nerolac conducts ‘Paint the
Change’ initiative
Kansai Nerolac Paints Ltd. launched its new initiative ‘Paint
the Change’ to encourage its consumers to
donate and give away unused or left-over excess
paints towards structures across the country that
are in need of beautification and renovation.
The campaign will go on for about six months.
Nerolac is taking help from its network of dealers
and painters as well to support the cause.
H.M. Bharuka, MD, Kansai Nerolac Paints said: “While we
have always been providing products that are safe and minimize
impact on our environment, this is our endeavor to create a
platform to empower consumers to make the change around them
thus helping them to invest in a greener future. Collection centres
have been set up where paint dealers, who have volunteered for
this cause, will collect the unused paints.”
Metro Shoes tied up with origami artist Himanshu Agrawal to
conceptualise and sculpt a giant shoe installation
at Kala Ghoda Festival 2013 which ended
on Feb. 10. Called ‘Shoe in a Metro’, the
installation was erected in a bid to create buzz
and support the right to footwear. Metro Shoes’
promotional act is a part of the company’s CSR
initiatives. The brand has clubbed the concept with a Facebook
activity where Metro Shoes will donate a shoe for every 100 likes the
page receives.
Farah Malik Bhanji, Executive Director, Metro Shoes Ltd. said:
“Being the largest footwear retailing company in India, we have tried
to utilise our presence to amplify the awareness towards this cause.
‘Shoe in a Metro’ depicts the chaos, need for change and vibrancy
required to create the right wave for a growing country.”
Annual anti-tobacco campaign
SWAT returns for tenth edition
SWAT - Students Working Against
Tobacco - returned for its tenth edition.
The annual anti-tobacco campaign is
an initiative of EMDI Mumbai. It took
place on Feb. 2 and 3, a day prior to World Cancer Day. It is a
youth oriented initiative working to educate youngsters about the
harmful effects of tobacco.
Nowshir Engineer, MD, EMDI Mumbai said: “We want
to communicate to the youth that the use of tobacco is a
controllable habit. It is totally organized by the students of EMDI
wherein they conceptualise the strategy, look and feel of the event
and also the implementation plan.This year’s campaign was bigger
in size as more people participated in the festival.”
For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com
4 March 2013, EXPERIENTIAL MARKETING 09
MICE
10th annual South African
Tourism Board Road Show ends
South African Tourism India organized the 10th annual
South Africa Tourism Board Road Show
in Mumbai on Jan. 28, Hyderabad on
Jan. 30, Bengaluru on Jan 31 and Delhi
on Feb.1. Executed by Pegasus Events, the
road shows were hosted in order to provide
trade partners from India and South Africa
an innovative opportunity to interact with each other and discuss
the most popular destinations and activities that South Africa has
to offer to the Indian traveller.
Hanneli Slabber, Country Manager, South African Tourism
India, said: “We have witnessed a continuous increase in Indian
tourist arrivals. Each year, our roadshow has provided the perfect
platform for travel operators from India to further expand their
understanding and offerings of South Africa.”
Hager Electro organizes channel
partner meet
Pegasus Events Pvt. Ltd. managed the
channel meet partner event for Hager
Electro Pvt. Ltd recently at The Lalit
Plaza, Mumbai. Attended by 150 guests, the event served as an
introduction for the brand’s intelligent home automation systems
and other products.
Shahzad Karachiwala, Business Development Manager,
Pegasus Events said: “The set was designed focusing on elements
that could be pre-fabricated and assembled on-site to allow for a
quicker setup. We focused primarily on the audio visuals which
included a corporate video, presentations and support videos for
the various items on the agenda.”
Lakme Lever organizes Cascade
The Lakme Lever Cascade 2013 event took place from Feb.
4 to 6 at Fort Jadhavgadh. The event was
planned with a single motive of getting
the internal employees to know about
the goal of the company through the
customization of a relevant theme, which
was conceptualized by the brand. Gravity
Concepts executed the three-day event and looked after all the
requisites. Around 80 people attended it.
Raj Mutreja, Co-Director, Gravity Concepts said: “The theme
observed at the event was ‘The X Factor’ which was emphasized
throughout the event via various elements. The activities,
collateral, etc. revolved around the central theme itself. A treasure
hunt called ‘The X Hunt’ was conceptualized which kicked
off from Mumbai and ended at Jadhavgadh. Team games, skit
competitions, a fashion show and awards night took place.”
Flipkart organized the ‘Slash N’ technology conference on Feb.1
at ITC Gardenia in Bengaluru. George P.
Johnson (GPJ) India partnered with Flipkart
to create a unique ‘classroom’ experience.
This conference was Flipkart’s first external
event that addressed developers from leading
technology companies.
Rasheed Sait, VP and MD of GPJ India said: “This conference
was set to accentuate the new lines of thought that goes behind the
technology used in e-commerce. All the sessions were designed to
engage - be it talks, panel discussions or technical sessions, where
anyone could end up being the speaker too.”
Ogaan Publications launches India
Design ID 2013
Ogaan Publications announced the launch of its design
venture, India Design ID 2013 last month. The three day exhibit,
which has been conceptualized to
support the fast growing design
movement and establish India on
the global design map, took place
from Feb. 15 to 17 in New Delhi. Presented by Asian Paints, the
event was executed in conjunction with Event Network and Expro
Events and Exhibitions.
Archana Pillai, Founding Member, India Design ID 2013 said:
“India Design ID 2013 has a mission to exhibit the best of Indian
and international design along with supporting and promoting
upcoming talent in the industry to foster the spirit of creativity
and stimulate networking within the design fraternity. It is the
country’s first comprehensive design week. We’re proud to have
developed a platform that is the first of its kind.”
HSBC holds RBWM Annual Meet
in Mumbai
Innovatus Entertainment Networks Pvt. Ltd. executed the
HSBC RBWM Annual Meet 2013 on Feb. 11
at Grand Hyatt in Mumbai. The agency was
given the mandate to manage and execute
the entire flow of the event from booking of
the venue, managing technicals, to choosing
the menu, etc. The presentation at the
event covered the proposal for the coming year and included the
different aspects of HSBC’s entire business plan.
Banish Dhar, Business Group Head, Innovatus Entertainment
Networks Pvt. Ltd. said: “We have been executing the meet for the
past three years and won the account this year as well after going
through a multi-agency pitch process. General finishing had to be
top notch, we couldn’t compromise on anything.”
For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com
Flipkart organizes ‘Slash N’
technology conference
4 March 2013, EXPERIENTIAL MARKETING 10
The IAA Leadership Awards
takes place in Mumbai
Percept Activ executes launch of
IL&FS Infrastructure Debt Fund
The IAA Leadership Awards
took place on Feb. 2 at Grand
Hyatt in Mumbai. The event,
which is an initiative of IAA
India Chapter, had Colors as its presenting sponsor and was
executed by Maven. It was conceptualized to honour individuals
in the fields of marketing, advertising and media, who have made
enormous professional contributions and delivered business
success to their companies. The awards celebrated the individual’s
innovative thinking and performance excellence that lead to
outstanding success of the product or brand.
IL&FS launched Infrastructure Debt Fund on Feb. 9 at
Trident, Mumbai. Executed and
managed by Percept Activ, the brand
activation arm of Percept Limited,
the event launch was done at the
hands of Finance Minister of India, P. Chidambaram. The IL&FS
Infrastructure Debt Fund (IIDF) will be a listed infrastructure
mutual fund and will invest in infrastructure projects.
Rajesh Iyer, Head of Marketing, Colors said: “IAA Leadership
Awards was attended by over 500 decision makers from the field
of media, marketing and advertising. The event design saw the use
of 3D mapping for the stage backdrop. Each of the nominations
in the 21 categories of the awards were customized.”
Tiesto to tour India this month
Submerge is bringing down Dutch artist Tiesto to tour India.
The world’s number two DJ will perform
just a couple of weeks after world number
one Armin van Buuren, both under the
Sunburn Arena, which is a format created
under the brand umbrella of Percept
Live’s Sunburn. Tiesto’s tour will take place on March 29, 30 and
31 in Mumbai, Bangalore, and Delhi respectively.
Nikhil Chinapa, Director, Submerge Entertainment said: “He
is one of the most remarkable artists who has managed to remain
relevant through almost two decades. We’re so glad the contract
has finally been sealed.”
3rd Rock announces launch of
music festival +91
Jesse Julka has been appointed as Creative Director and
Business Head for 3rd Rock Entertainment’s
latest offering +91 which will host music
festivals in India at various levels. +91 aims
to launch and promote bands and artists
by releasing their albums, music videos and
managing digital distribution.
Aarnavv Shirsat, CMD, 3rd Rock Entertainment said: “We
have been dwelling upon the idea of creating our own music
property for quite some time now. There is also a dearth of metal
gigs happening in our country. We realized that there is a sizeable
market for this kind of music and a good number of bands to cater
to them. Hence, we decided to come up with this concept. +91
will be promoted using ATL as well as BTL media to promote the
property. Digital media will be the preferred platform.”
Sanjay Shukla, CEO, Percept Activ said: “It was a very proud
moment for us to have conceptualised and executed the launch
of IL&FS Infrastructure debt fund. This is a step forward in our
continued efforts to drive the on ground activation growth story
to the next level. The activities were undertaken with tremendous
detailing, considerately handled and perfectly executed by the
team, making it an event to remember.”
4th edition of Bio Quiz concludes
The Department of IT,
Biotechnology and Science
&Technology, Government
of Karnataka and Karnataka Biotechnology and Information
Technology Services (KBITS) organized the fourth edition of Bio
Quiz 2013 for B.Sc, B.Sc-Agri, BE-Biotechnology and B-Pharma
students from Jan. 29 to Feb. 6. QuizWorks, which is a specialized
quizzing company, has been a part of the project since 2011.
Raj Dam, Founder, QuizWorks said: “The objective of
the quiz was to create awareness and help students understand
science and biotechnology in a more comprehensive manner
keeping them abreast of the latest developments in the world of
Biotechnology. There were about 1,300 participants.”
Oz fest concludes with Gotye
performance
Grammy-winning singer-songwriter
Gotye performed in India for the
first time for the finale to the recently
concluded Oz Fest. Gotye performed
in New Delhi on Feb. 6 at blueFROG,
bringing his hits like ‘Somebody That I
Used To Know’ and ‘Eyes Wide Open’
to his Indian fans. Oz Fest, the biggest Australian cultural festival
ever held in India, is being promoted in association with NH7.in.
Australian High Commissioner Peter Varghese said: “The
festival aims to strengthen the Australia-India relationship via the
path of culture. It showcases contemporary Australia to the Indian
audience with over hundred events across 18 cities. Along with
the many cultural programs, the festival also featured business and
industry networking events across four Indian cities.”
For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com
Live
4 March 2013, EXPERIENTIAL MARKETING 11
Sports Rush
Toss Sportz Eventz launches
Femme Sporting Series
Inaugural edition of Pearls Golf
Premier League ends
Pearls Gold Premier League took place at Aamby Valley Golf
Course from Feb. 7 to 10. It was played on
a stroke-play-cum-best-ball format and was
telecast live. Four major champions and a host
of top European, Asian and Indian players
came together for the inaugural edition of
GPL which featured eight franchises with
teams of four golfers each. GPL is a brainchild
of pro-golfer Shiv Kapur and Neeraj Sareen,
a former top-flight amateur golfer. The event was produced and
promoted by Sportsmantra and Ignite Infotainment.
Shaju Ignatius, MD of Ignite Infotainment, said: “From my
past association with Aamby Valley City and the experience of
having done multiple series of events for over a decade there, the
logistics and operations of the venue were homegrown.”
M. Rajalingam, Founder-Director, Toss Sportz Eventz said:
“The idea is to organize a series of weekend events for women,
so their professional schedule doesn’t get affected. It is also done
to promote and increase the sporting attitude among women.
Another aspect behind corporate events is that they serve as the
ideal platform for busy executives to relive their college days.”
Hero Hockey India League
concludes after a month
Hero Hockey India League took place from Jan. 14 to Feb.
10 and saw 120 leading players, playing
against each other in 34 matches over
a span of 28 days. The five teams
were Delhi Waveriders, Jaypee Punjab
Warriors, Uttar Pradesh Wizards,
Mumbai Magicians and Ranchi Rhinos. HHIL signed a multi-year
deal with Hero MotoCorp for title sponsorship of the tournament.
Dr. Narinder Batra, Secretary-General of Hockey India and
Chairman of Hockey India League, said: “Although the different
franchisee cities had separately planned activities in store, all
matches had a DJ, an emcee interacting with the audience,
fireworks, and a post-match presentation for man of the match,
best goal of the match, etc.”
FICCI organizes Goal 2013
Goal 2013, an international convention focused on the
business of football in India, took place
from Feb. 14 to 15 at FICCI, Federation
House in New Delhi. The convention,
which is an initiative of the Federation
of Indian Chambers of Commerce and
Industry (FICCI), is a strategic dialogue platform to bring together
senior decision makers and the who’s who of the Indian and
international football industry, in order to deliberate on profitable
promotion and grassroots development of the sport in India
Khushboo Luthra, Assistant Director, Sports and Youth
Affairs, FICCI said: “Goal 2013 had a number of partners on
board such as Tata Steel, ESPN Star Sports, Cosco India, 90
Minutes Magazine, Goal.com India and Libero Sports. These
brands were given visibility with logo presence at the venue.”
Toss Sportz Eventz, a Chennai based sports events company
recently launched Femme Sporting Series
(FSS) - a series of weekend sporting
events for women from corporates,
colleges and schools. The main aim of
the initiative is to promote sporting
participation among women. As a first
step towards FSS, Toss organized Corporate Chucks (throwball)
on Feb. 3 in Chennai. There will be further events in the
categories of football, badminton, table tennis, basketball, etc.
KOOH Sports’ new sports
initiative Speedstar culminates
The grand finale of Speedstar took place on Feb. 10 in
Mumbai at K. J. Somaiya Sports Complex. The competition,
which is a sports initiative by
KOOH Sports, scouts for talent
to identify the fasting running
sensations in India. Speedstar
in its maiden year received
participation from over 800 schools and 10,000 kids.
Susir Kumar, Founder and Chairman, KOOH Sports said:
“The intent of Speedstar is to proliferate the importance of
athletics and provide young kids a platform to display their talent.
This annual proposition has been carved to render international
exposure to the deserving lot.”
Over 40, 000 participate at the
4th Ambuja Jaipur Marathon
The fourth edition of the Ambuja Jaipur Marathon saw about
43,000 participants. It is an initiative of Sanskriti Yuva Sanstha
and World Trade Park, meant to create
awareness about various social causes and
to promote better health through regular
activity amongst youth. The marathon was
organised and executed by Sincere Global
Events which took care of the property from start to end including
planning, sales, execution, etc.
Mukesh Mishra, CEO, Ambuja Jaipur Marathon said: “The
event was flagged off by Akshay Kumar and Bina Kak was the face
of the marathon. Ambuja was the title sponsor for the event for
the second year in a row.”
For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com
4 March 2013, EXPERIENTIAL MARKETING 13
Media Active
93.5 Red FM, which was recently repositioned as a ‘24/7
SuperHits Hindi’ station, organized its
advertising campaign which ended on Feb. 14.
The campaign aimed at establishing the superhit Hindi music positioning through the
communication delivered in a ‘Bajaate Raho’
style of being quirky, irreverent and fun.
Nisha Narayanan, Senior VP - Programming & Projects,
93.5 Red FM said: “The response to the change of format to
Hindi super-hits has been very encouraging so far. We wanted to
communicate the change to the section of audience in Bengaluru
who are yet not aware of the same through a marketing campaign.
We are very confident that the innovative creatives backed by the
scale of the campaign will help us with the new positioning.”
94.3 Radio One, Bengaluru’s Bollywood
music station teamed up with Dignity
Foundation to launch ‘Music Healers’. It’s
an initiative aimed at spreading cheer and joy
through music to the elderly population living
in various old age homes across the city. The
on-going campaign kicked off in 2012 and will
continue for as long as Radio One thinks it can
make a difference and sensitize people to the problems faced by
the elderly.
Shyju Varkey, Bangalore Station Head and National Marketing
Head, 94.3 Radio One said: “The initiative is a two hour
community service every month, getting the youth for jamming
sessions to spread the joy of music with the elderly. They spend
time bonding over music, with members of the foundation.”
Punjabi channel 9X Tashan
organizes ‘Tashan Nites’
9X Tashan recently created a unique on-ground and on-air
property titled Tashan Nites. The
initiative is a series of exclusive inviteonly parties that are held across North
India to connect the best names in
Punjabi entertainment with the masses. Popular performers
like Bohemia, Miss Pooja, Sherry Man, Gippy Garewal and DJ
Goddess performed for their fans and viewers of the channel.
94.3 Radio One launches ‘Music
Healers’ initiative
Wide Frames Pictures launches
trailer for Aatma
Wide Frames Pictures (WFP) launched the trailer for its
upcoming horror flick Aatma at JW
Marriott in Mumbai on Feb. 12. In
Collaboration With Events & Alliances
(ICW) was appointed to execute the
launch which was attended by Bipasha Basu and Nawazuddin
Siddiqui who star in the movie. About 300 people including
other celebrities and media personnel attended it.
Kapil Sharma, VP - Marketing, 9X Media Pvt. Ltd. said: “On
an average more than 300 people attend each event. Tashan
Nights are being held at prominent night clubs in North Indian
cities. These clubs have the main stage for artist performances
which has a DJ console set up. Theme-based photo booths are set
up for photo ops integrating the partner/sponsor brands. Instant
photographs are provided in branded photo frames.”
Brijesh Parekh and Harsh Narula, Partners at ICW said:
“ICW created the ambience by designing and using props like
a planchette table with candles, books, cobwebs, etc. The venue
was decorated with props such as a broken mirror with a knife
stabbed to it with blood dripping on to the mirror. There was also
a spooky jail covered with cobwebs.”
2nd ‘BIG Punjab Entertainment
Awards’ to take place
Vh1 promotes the 55th Annual
Grammy Awards in India
92.7 BIG FM Punjab
announced the second season of the
recognition platform for the Punjabi
entertainment Industry, the BIG Punjab Entertainment Awards.
The awards will honour and recognize the contribution of some of
the best talent housed in Punjab from across fields including film,
music, dance, and sports among others.
Ashwin Padmanabhan, Business Head, 92.7 BIG FM said:
“The event will recognize the talent and creativity which has raised
the bar while creating new standards of entertainment in the
industry. We are looking forward to a star-studded night which
will celebrate the spirit of entertainment in Punjab.”
Vh1 went all out to connect with its fans
across platforms. Hard Rock Café tied up with
Vh1 for promoting the Grammy Awards at
its outlets across the country with a campaign
from Jan. 19 to Feb. 11.
Ferzad Palia, Senior VP & GM, English Entertainment,
Viacom18 said: “From playing Grammy nominated music on
these weekend nights along with DJ mentions of tuning-in for
the awards show, the partnership has helped take the Grammy
promotion across metros to the next level. The crew also sported
Grammy badges and all cafes saw collaterals such as tent cards,
standees, dropdowns and coasters at the bar. Vh1 India also
undertook various contests for its fans.”
For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com
93.5 Red FM Bengaluru launches
consumer campaign
4 March 2013, EXPERIENTIAL MARKETING 14
Industry Watch
Destination
Events
Chengdu becoming popular MICE destination
PATA Travel MART
2013 heads to
Chengdu
The city was named the best convention and exhibition city in China in 2011, and
Chengdu’s MICE industry ranks near top of the nation, in terms of physical scale and
economic spending. It has become one of the five largest convention and exhibition
hubs in China.
Chengdu is focused on creating a comprehensive travel destination by integrating its
development, planning, marketing, hotel management and transportation for its places
of interest. Private enterprise and demand are linking up with public aspirations to help
make Chengdu’s aim of becoming a big-time tourism and MICE destination reality.
Taiwan promotes MICE sector
Taiwan is set to become a leading destination for MICE as a result of ongoing efforts
by the Ministry of Economic Affairs (MOEA). It will launch a new four-year promotional
campaign aimed at fast-tracking the development of related facilities and services.
An MOEA official said: “The MICE segment is widely seen as a growth engine
driving Taiwan’s entire services sector. The MOEA Bureau of Foreign Trade kicked off its
first Taiwan MICE Advancement Program in 2009. Comprising four subsidiary projects,
the four-year initiative strengthened the local sectors’ fundamentals. Under the program,
more than NT$2.1 billion (US$72.16 million) in state funds have been allocated toward
developing technology-based services and enriching the nation’s business environment.”
Tourism Fiji to target MICE segment in 2013
Tourism Fiji, the national tourism board of Fiji, plans to target the honeymoon, family
and high-end MICE segments this year. Tourism Fiji also conducted a four-city road show
in India recently and also participated at SATTE. Fiji recorded 1,847 Indian arrivals
during January-June 2012.
Pranav Kapadia, Director, Global Destinations, the India Representative of Tourism
Fiji said: “Fiji is increasingly getting popular now, especially with Bollywood movies being
shot there. The very successful India Fiji Tourism Exchange held on September 2012 was
attended by 35 agents in Fiji. Given the current scenario, more and more travel agents are
keen to educate themselves on destination Fiji and it is thus very important to continue
training and constantly keep updating our trade partners about Destination Fiji and the
products it has to offer.”
BITEC to shell out 5bn baht for expansion
Bangkok International Trade & Exhibition Centre (BITEC) wants to invest more
than five billion baht to expand its exhibition space with the aim to be a leading trade
show centre with MICE demand increasing by 2015. It expects the development projects
to be completed in 2016, with the exhibition space increased by 25,000 sqm, up from
50,400 sqm now.
Panittha Buri, Marketing and Sales Director, BITEC said: “The company plans to
build four new exhibition halls and a 30-storey office building. Thailand has value for
money not only in tourism but also in MICE businesses. We have a variety of tourism
products that are part of the key attractions. The cost for holding events in Thailand is
20-30% cheaper than Singapore.”
HMDA keen to develop more MICE facilities
The Hyderabad Metropolitan Development Authority (HMDA) is in possession of
about 34 acres land spread out in three parcels at the National Academy of Construction
(NAC) campus in Izzatnagar. Given the city’s emergence as a favoured destination
for national and international events, the HMDA is keen on developing more MICE
facilities.
The campus already has the Hyderabad International Convention Centre (HICC)
and Hyderabad International Trade & Expositions (HITEX). The new development is
planned as an ancillary and complementary facility for them. Over the last decade, they
have played a key role in promoting the city as a major destination for events.
The Pacific Asia Travel Association has
announced that its Travel Mart 2013 will
take place from Sept. 25 to 27 at Century
City New International Convention and
Exhibition Centre, Chengdu.
The annual Indian
e-Retail Congress 2013
takes place in Delhi
It was held by Franchise India on Feb.
15 and 16 at The Claridges in New
Delhi. Apart from providing a direct
B2B engagement to many Indian leading
e-retailers and retailers, the event also
provided an understanding around how
e-retail is re-writing and implementing new
retail practices over traditional ones.
Nasscom India
Leadership Forum
2013 concludes
The 21st edition of the forum took place
from Feb. 13 to 15 at Grand Hyatt,
Mumbai. The knowledge partner was
Accenture whereas the sponsors were
NIIT, CA and Steria. It was attended by
more than 100 speakers.
India International
Film Tourism
Conclave takes place
in three cities
It was a three-city film tourism initiative
which took place on Feb. 2 in Chennai,
Feb. 4 in Hyderabad and Feb. 6 in
Mumbai. The event was an initiative of
Mercury Integrated Marketing Services
Pvt. Ltd., which organized the event, and
was carried out with the support of the
Film Federation of India (FFI).
SATTE 2013 concludes
The 20th edition of South Asia’s leading
B2B travel and tourism trade exhibition
SATTE achieved success. It has been a
great networking and business transaction
platform for the sector. SATTE has been
promoting India’s tourism and it has
evolved as a truly global exhibition in this
part of the world.
4 March 2013, EXPERIENTIAL MARKETING 15
Venues
Developments
New £40m Exhibition Centre Liverpool
construction to commence
DDB Mudra appoints
Shally Mukherjee as
Senior VP
The public was invited to comment on plans for the new £40m Exhibition Centre
Liverpool (ECL) at a pre-planning application consultation on Feb. 8 and 9. ECL will be a
three-hall exhibition centre and 200-room hotel.
Joe Anderson, Mayor of Liverpool said: “The facility will be capable of hosting trade
and consumer exhibitions, concerts and sports events on a national and international
scale. It will also include an integrated, upscale hotel which will be developed by the city
council. The council is currently seeking an operator to manage the hotel.”
Marriott International launches Bengaluru
Marriott Hotel Whitefield
Marriott International Inc. announced its entry into the Bangalore market with the
launch of its signature Marriott Hotels & Resorts brand. It is conveniently located just 50
minutes from the Bengaluru International Airport and 30 minutes from the city centre.
It offers its guests 324 spacious and elegantly designed rooms which include 16 junior
suites. It has been conceptualized to meet the varied tastes of travellers; business and
leisure alike. With over 10000 sqft of efficient meeting space, equipped with the latest
technology and amenities, the hotel provides an ideal destination for business travellers.
Mukherjee will be handling a portfolio
of businesses including FMCG, Realty,
Tourism and Corporate. Mukherjee
comes to DDB Mudra Group with sixteen
years of work experience, with leading
multinational advertising agencies.
Himanshu Shah
appointed as VP EEMA West
The Event & Entertainment Management
Association (EEMA) saw a change in
its structure with the appointment of
Himanshu Shah as Vice President for
the West region. In addition, Vinod
Janardhan of Team Rustic has also been
elected onto the EEMA West committee.
InterContinental Hotels Group to open Holiday
Savio Sequeira gets
Inn at Lavasa by 2015
appointed as CEO
Lavasa Corporation recently signed an agreement with InterContinental Hotels
Group to open Holiday Inn at Mugaon, the second town under development at Lavasa. It
of Percept Sports &
will be a 200 room midscale hotel and is expected to open by 2015. Its opening will help
Entertainment
further cater to tourist demand for quality hotel accommodation. A three hour drive from
Mumbai and an hour’s drive from Pune, the city is one fifth the size of Mumbai.
Mugaon, located close to the first town Dasve, is being developed as a residential, educational, business and commercial hub. The hotel will be featuring new signage, new
exterior landscaping and design, an enhanced welcome experience with a re-designed
lobby, de-cluttered reception desk and all-new signature scents and sounds.
Rotana becomes largest operator in Dubai
with opening of two hotels
Rotana is said to be the leading hotel management company in the Middle East
and Africa and one of the preferred hotels of Indian travelers to the region. Rotana
announced the official opening of Al Ghurair Rayhaan and Al Ghurair Arjaan in the
heart of Deira, one of Dubai’s busiest tourism and commercial districts.
The two new hotels also represent Rotana’s largest ever room inventory in a single
project and will add 620 rooms to Rotana’s Dubai portfolio - 428 rooms at Al Ghurair
Rayhaan and 192 apartments at Al Ghurair Arjaan. With Dubai becoming one of the
main global destinations for shopping, the two new hotels are uniquely positioned to
provide Indian guests with a convenient and enhanced leisure experience.
Renaissance Mumbai Convention Centre Hotel
named 2012 ‘Best Convention Hotel’
The Travel Agents Association of India recently honored the Renaissance Mumbai
Convention Centre with the ‘Best Convention Hotel 2012’ award. The Convention
Centre at the Renaissance Mumbai Hotel features 230,000 square feet of indoor and
outdoor space designed to meet the needs of nearly any occasion.
Saeid Heidari, GM, Renaissance said: “Mumbai is the hub of business in India. It has
state-of-the-art MICE facilities and the city offers vast and the best convention spaces for
corporate houses to choose from in the country.”
In Sequeira’s new role as CEO, he will be
in charge for providing strategic direction,
creating opportunities for integration
and paving the roadmap for the overall
businesses for the Percept vertical.
DDB MudraMax
appoints Deepak
Trikha as VP,
Experiential
Trikha will be based out of Delhi and will
report to Mandeep Malhotra, President,
DDB MudraMax. Trikha’s role is to lead
experiential marketing services for North
and East region at MudraMax.
GCMB and SECC to
launch ‘You 1st’
Glasgow City Marketing Bureau and
Scottish Exhibition + Conference Centre
are working in partnership to launch
a revolutionary new service which
will deliver real benefits to conference
organisers and their delegates through new
innovative market solutions. The ethos of
‘You 1st’ is to create a unique partnership
with the organisers to understand their
conference ambitions and make it happen.
4 March 2013, EXPERIENTIAL MARKETING 16
MARKET PULSE
”It is an important part of the
brand’s marketing strategy to get our
programming known to the consumers
on an on-ground level.”- Sunil Punjabi
Sunil Punjabi
Business Head,
AXN India Networks
Launched first in Asia in 1997, AXN has
become an international channel brand
that is now seen across 60 countries globally
including Latin America and Europe. In Asia,
the channel is now watched by 148 million
viewers in more than 106 million homes across
21 countries, including close to 50 million
households on a time-block basis in China.
AXN Asia is wholly owned by Sony Pictures
Entertainment and managed by Sony Pictures
Television Networks, Asia.
Sunil Punjabi, Business Head, AXN India
Networks, tells us a little more about what
differentiates the brand from other channels
and what role BTL marketing plays in the
channel’s marketing strategy.
What is the relevance of BTL / on-ground activities for a brand like AXN
India? Why is this considered an important part of the brand’s marketing
strategy?
BTL has always been an expensive medium. But for AXN, the brand is all about the
‘thrill’ factor. BTL on- ground activities for AXN hence are all about direct consumer
connect where we can inform, connect and create awareness about our programming.
Hence it is an important part of the brand’s marketing strategy to get our programming
known to the consumers on an on-ground level.
How much of AXN India’s marketing budget is dedicated to on-ground /
BTL activities? How do you think this will change in the next five years?
About 20 percent of the marketing budget of AXN India is dedicated to on-ground and
BTL activities every year. Today we are focusing more and more towards BTL. We also
raise the bar with each of our activities. With the ‘Find yourself in LA contest’ for The
Voice, we are now taking our contest winner to LA to the sets of The Voice. We believe
4 March 2013, EXPERIENTIAL MARKETING 17
such international exposure will be good
exposure for brand AXN and its viewers.
Please comment on the differences
in the BTL engagement strategy
adopted by AXN India as compared
to its strategy abroad?
The quality of programming AXN delivers
is one of the best. The challenge that AXN
faces is character association since they are
international. Hence we focus on building
characters through our BTL activities.
Please elaborate on some of the
best on-ground / BTL campaigns
that AXN has carried out to engage
with its target audience. What
were their differentiating factors?
One of our best and the latest on-ground
activity that we have done to promote our
show called Top Chef, is the AXN’s Top
Chef Open Kitchen Nights carried out
in cities around India in association with
the Marriott Group. The idea of the event
was to have people indulge in the love of
food as they get to watch a local top chef
cook some of his signature dishes in front
of them. This was followed by dinner and
an experience that they would remember
for a long time. We got an overwhelming
response for the radio and online contest
that we had for this and we extended this
wonderful experience to people from
Ahmadabad, Delhi and Mumbai. We will
also be doing this event at Bangalore and
Kolkata soon.
What BTL / on-ground activities has
AXN India tied up with in a bid to
promote its brand image among
the relevant target audience? How
have these associations helped AXN
India as a brand?
AXN recently tied up with ground events
at the MICA college fest. These events
have helped us connect with our huge
online fan base and give them more of
a local connect with the thrill factor
of the brand. This has given us a great
connecting factor apart from the exciting
2013 line up that we have in store.
With the increasing number of
channels available to viewers, how
does AXN India compete with the
Glimpses from Top Chef Open Kitchen Nights
other channels in the industry and differentiate itself?
AXN India has been around in India for 15 years and has been the best content provider
in the English GEC space. 2013 has some amazing content lined up for its viewers
including Hannibal, Sherlock Holmes, The Voice 4, Apprentice Asia, Amazing Race,
Supernatural, Teen Wolf, The End of the World series and many other exciting shows.
To popularize the 2013 line up amongst the trade fraternity, we have started the ‘Find
yourself in LA Contest’ which is a contest built around our latest line up. Lucky winners
will get a chance to go on an all expense paid trip to LA and be on the sets of The Voice 4,
which has Shakira and Usher as new judges.
What innovative on-ground / BTL activities has AXN India chalked out for
the future? How will they help AXN India connect with its TG and achieve
its marketing goals?
We would like to keep some ideas as a surprise element. However, another very popular
BTL activity has been The Great Saltgunners Tweet Up for which we have done two
editions already. The fan base of the show Supernatural in India is expanding and we can
see that with every city that we have done the tweet up at. The fans are more vocal than
ever and they love the idea of having a convention where they can meet the other fans of
the show somewhere apart from twitter.
4 March 2013, EXPERIENTIAL MARKETING 22
ALSO FEATURED
MEHK presents MaxiMICE 2013
highlights the importance of setting clear objectives and
parameters to achieve success in any MICE programme
By Parita Modi
EVENTFAQS and Meetings and
Exhibitions Hong Kong came together to
present the fifth edition of the leadership
conclave – MaxiMICE. The platform
deals in discussions with corporations
and service providers that highlight how
to achieve success in Meetings, Incentives,
Conferences and Events. M.I.C.E. has
been an effective and much utilized tool
for corporation looking to engage with
key stakeholders. The conference included
two opinion-filled panel discussions in
which brand representatives from across
industries presented insights from their
experience.
The key take-outs of the first session
included the importance of clearly
articulating the objective of the M.I.C.E
programme before setting out to plan
aspects within it. Another key take
back was the importance of involving
a M.I.C.E. specialist agency at the time
of setting out objectives. Measurability
of success of the programme becomes
directly relevant to set objectives,
according to the panel. Thirdly, panelists
reached a mutual consensus on allocation
of pre-decided budgets while conducting
M.I.C.E. events.
and decide: ‘what experiences would I want and what can I create?’ Rather than just
involving the agency by giving them a bland brief of ‘there is a national conference coming
up for 500 pax..hotel, logistics, etc. need to be decided’, one should take that extra step
and create initial involvement.”
Sanjeev Pasricha, Group MD, C S Direkt added to this point of view. He said: “Along with
early involvement one should give the agency enough time to plan and execute the entire
event. This is definitely possible through knowing the objectives from the start.”
Chetan Sharma, noted business television host and journalists, and the moderator and
host of the conference, added another angle to this discussion saying how important it
is and has become to measure the success of M.I.C.E. prgrammes and how does one in
reality actually measure it? He questioned the panelist asking: “Where M.I.C.E activities
are concerned, how do you measure the success of an external agency that is involved?”
To this Nalin Kapoor, Senior GM and Group Head-Marketing, Hyundai Motors said:
“Events come with defined objectives and it’s important to meet these objectives.
Measuring the effectiveness of the event in totality is imperative. Objective assessments
in a way are simple. One way is through a feedback form which has specific criteria
and parameters mentioned ranging from logistics to other aspects. This is a small but
important part. What’s more important for me, is the charge in the people after the
event. Because we have been doing this for a fair few years, we have conversations and
get a sense of the satisfaction felt by the participants after the programme. Most M.I.C.E.
groups themselves are testimony of success of a marketing activity, since they are based on
set objectives and parameters, which the participants have strived hard to complete, and
hence shown their enthusiasm already to participate.”
The industry veterans discussed the
importance of clarifying objectives in the
beginning. Doing so ultimately leads to
better understanding, fruitful associations
and better implementation. This, along
with engaging agencies from the outset,
helps in reaching the overall goal in a
much easier and precise manner.
Speaking about this, Sameer Bhariok,
Director – HR, Eli Lilly said: “It is always
better to get the agencies involved right
after the objectives have been set out. One
needs to sit with the event organizers and
put themselves in place of the audience
Sunil Puri, MEHK giving away merchandise
4 March 2013, EXPERIENTIAL MARKETING 23
Speaking about instances where clients are
not completely satisfied with the agency
at the culmination of the programme,
Pasricha said: “There are instances when
expectations are not met. M.I.C.E. is
customized and not generic. It isn’t about
moving a set of people from point A to
point B. You need to define your success
parameters before the project begins and
get an approval and agreement on this
from the client. Many a times the client
will not agree on this, and other times,
they may say that the parameters were
met, but the audience didn’t really have
fun! These are very subjective answers
and agencies cannot be held responsible
for this. Hence its important, even for
the agency, to set out clear parameters on
which success can be evaluated and at the
end of an activity, ensure these were all
met.”
Another question put forth was on the
methodology of allocating budgets for
M.I.C.E. To this, Kapoor said: “It is very
tricky to put a finger on a specific number.
Benefits derived range from hard to soft
and tangible to intangible. However, while
keeping tangible benefits in mind, there
are various methods and means, which
help us, decide on a budget. In a way a
budget is based on the reflection of what
has gone by. When one wants to add on
to the activities, then it might lead to an
escalation. Though, M.I.C.E. should be
integrated with other marketing initiatives
on the calendar.”
Giving his perspective, Bhariok said: “I
have witnessed events, which have not
been really budgeted but have received
amazing feedback and met the pre
decided objectives. The success of the
events also depends on the management’s
involvement. Certain times, one should
conceptualize the event and then decide
the budget.This is of course beyond the
formal route of the pre-decided budgets for
such programmes.”
The second panel dealt with parameters
in executing a M.I.C.E programme.
These parameters ranged from ensuring
the objectives were met, to strategy and
creative inputs and more importantly
Ashish Jaitly
Nalin Kapoor
Navil Ratish
Sameer Bhariok
Sanjeev Pasricha
Amitabh Tiwari
getting the execution of the programme right. Panelists discussed what parameters
were most important and how client and agency can work to achieve these successfully.
Excerpts from the discussion:
Highlighting the role of having an execution partner, Amitabh Tiwari, Head of Sales, LG
Electronics, said:“We need an agency on board because of their expertise on execution.
Yes! But not only that, when we’re doing an employee engagement programmes, we need
the strategic expertise of the agency to suggest what would motivate them. And basis our
objective for the event they need to suggest what destination / venue would work best
while also highlighting the other aspects that sync in to the objective. In some cases we
even get the partners and families to travel as part of the activity, so the agency needs to
then suggest a programme conducive to the group.”
Carrying forward this point and also commenting on the parameters for executing a
4 March 2013, EXPERIENTIAL MARKETING 25
ALSO FEATURED
While enough stress was paid upon the ideation process as well as parameters of
execution, there is much importance in balancing the both to ensure a well-rounded and
effective activity as well. Explaining this, Navil Ratish, Deputy General Manager, George
P. Johnson Experiential Marketing India, said: “Experience is not just checking boxes. But
it’s a science; you need to understand the audience in a very in-depth manner to be able
to create the right experience. The execution comes into the picture later. It needs to be
a mix / balance of both. While strategy and great ideas and creativity is very important,
execution is also important, because ultimately it’s the brand’s opportunity to be face-toface with its audience. So yes, a balance is essential.”
Host - Chetan Sharma
The panel discussion included much involvement of the audience present at the
conference as well. While majority of the audience members were representatives and
M.I.C.E. decision makers from various corporations and brands, opinions ranged from
the importance of creating the right brief when engaging the expertise of an agency in
conceptualizing and executing a programme. The representatives from the agency side
highlighted some issues of not being brought on-board sufficiently ahead of time to be
able to add value beyond mere execution to the overall process.
The moderator for the conference Chetan Sharma, rounded up the session through key
take backs, ensuring the open discussion between client and agency would result in some
ease in this relationship, deeming the M.I.C.E. programme more successful.
David Mathews, Oberoi Gurgaon
Vidheesh Tyagi, MEHK
successful programme, Ashish Jaitly, VP
and Head – Sales Promotion-Distribution,
Max Life, explained:“Without partnering
from the time of setting out objective,
with a travel / event partner helping you
in logistics and creativity and content,
you won’t get the best out of them. The
parameters that become important then
are logistics, creating a unique experience
in the destination even if it’s a repeat
travel to that place, but if I were to rank
the parameters in terms of importance
it would be: Experience, Destination/
Venue, Food are the top priorities.”
The conference concluded with a presentation by Vidheesh Tyagi of Meetings and
Exhibitions Hong Kong on the endless M.I.C.E. capabilities of Hong Kong as a
destination and how the board strives to partner Indian corporate and planners to ease
the process of planning a programme in this destination. MEHK also presented lucky
winners with a travel-essentials kit.
Other partners to the
conference included, the
Oberoi-Gurgaon, who
came on board as the
hospitality partner and
also gave away prizes to
luck-draw winners. George
P. Johnson Experiential
Marketing was the ‘Brand
Experience’ partners, who
conceptualized and created
the ‘Hong Kong’ experience
at the conference. MINT
was the print media partner
while Bloomberg TV was
the business television
partner te the event.
A networking dinner
marked the culmination of
MEHK presentsMaxiMICE
2013, featuring worldclass entertainment
by the international
quartet – Explosion
(presented by Glow Show
Entertainment).
The all girls quartet - Explosion
4 March 2013, EXPERIENTIAL MARKETING 26
A report on the M.I.C.E.
industry in India
The study was conducted as part of MEHK presents MaxiMICE 2013
Sample for the survey
EVENTFAQS, along with principal partner
Meetings & Exhibitions Hong Kong (MEHK)
hosted the fifth edition of MaxiMICE on February
13, 2013 at The Oberoi, Gurgaon.
EVENTFAQS along with knowledge partners tmf
dialogue marketing India conducted a research as
part of the conference to get insights on the current
size of the M.I.C.E. market and the ongoing trends
in the industries.
Out of the 100+ attendees at MaxiMICE 2013,
a sample size of 60 were involved as participants
to this study. This included 31 decision makers
from the corporations who engage in M.I.C.E. on
a regular basis, and 29 representatives of agencies
who facilitate corporations on the execution and
planning of their M.I.C.E. activities.
Industry break-up of corporates surveyed
Kind of stakeholders that participate in the M.I.C.E. programmes conducted
by your organisation?
Agencies
Of the agencies
surveyed, 46%
conducted M.I.C.E.
programmes for
employees, while 18%
conducted programmes
for associates, 9%
conducted programmes
for agents, 18% for
dealers and 6% for
other stakeholders like
Doctors in 2012. 3%
had no response for this
question. Since they
organize trips for variety
of stakeholder.
Of the corporates
surveyed, 68% conducted
M.I.C.E. programmes for
employees, while 11%
conducted programmes
for associates, 9%
conducted programmes
for agents, 9% for
dealers and 3% for
other stakeholders like
customers in 2012.
Corporates
4 March 2013, EXPERIENTIAL MARKETING 27
ALSO FEATURED
Approximate number of Meetings, Incentives, Events planned this year (2012)
Corporates
Agencies
It’s seen that 68% of
the companies surveyed
conducted less than 10
M.I.C.E. programmes,
26% conducted about
10 to 30 programmes
and 6% conducted
more than 30 activities
in 2012.
It’s seen that 37% of
the agencies surveyed
conducted less than 10
M.I.C.E. programmes,
30% conducted about
10 to 30 programmes
and 33% conducted
more than 30 activities
in 2012.
What was the average no. of participants to each programme?
Corporates
Agencies
19% of the agencies who
took this survey planned
M.I.C.E. programmes for
less than 100 participants
whereas 81% planned
the same for 100-500
participants in 2012.
52% of the companies
who took this survey
planned M.I.C.E.
programmes for less
than 100 participants,
42% planned the
same for 100-500
participants and
only 6% planned
programmes for 500
and above participants
in 2012.
Distance of destination selected?
Corporates
Agencies
On destinations for
M.I.C.E. programmes
planned by agencies in
year 2012, 31% were
short haul destinations,
15% were long haul
destinations and 54%
were within India.
On destinations for
M.I.C.E. programmes
planned by companies
in year 2012, 34%
were short haul
destinations, 21% were
long haul destinations
and 45% were within
India.
4 March 2013, EXPERIENTIAL MARKETING 28
What is the preference of the hotel stay during these programmes?
Agencies
Corporates
On preference of hotel
stay while on a M.I.C.E.
trip in 2012, 42% of
the corporates said that
they stay only in 5 star
hotels, 25% preferred a
well-maintained 4 star
and 33% preferred a
3 or 4 star, depending
on the budget. Some of
them were not rigid in
their choices, and said
they would go with any
option, depending on
the current budget.
On preference of hotel stay
while on a M.I.C.E. trip in
2012, 37% of the agencies
said that they stay in only 5
star hotels, 46% preferred a
well-maintained 4 star and
17% preferred a 3 or 4 star,
depending on the budget.
Some of them were not
rigid in their choices, and
said they would go with any
option, depending on the
budget of the programme.
What other venues are used during these programmes?
Agencies
Corporates
The venues chosen
for the M.I.C.E.
programmes by
corporates in the year
2012 are as follows:
56% Banquets, 31%
Heritage /Historic
sites and 13% Other
types of venues like
F1 Circuits and
Experiential Centers.
The venues chosen
for the M.I.C.E.
programmes by agencies
in the year 2012 are as
follows: 63% Banquets,
26% Heritage /Historic
sites and 11% Other
types of venues like
Convention centers and
Beach resorts.
When was the last programme done by your company?
Corporates
Agencies
The last M.I.C.E.
programme by 81% of
the agencies was less
than 6 months back, and
for 19% of them was 6
months to 1 year back.
The last M.I.C.E.
programme by 77% of
the corporates was less
than 6 months back,
for 10% of them was 6
months to 1 year back
and for 13% of them
was more than a year
back.
4 March 2013, EXPERIENTIAL MARKETING 30
ALSO FEATURED
By what percentage are you planning to
increase/decrease your BTL marketing budget
in the coming financial year 2013-14? By Dharm Patel
Lavina Rodrigues Pinto
Marketing Manager
Metro Shoes
For the year 2012 - 13 we had spent 15% of our marketing budget on BTL marketing. However,
we have seen great benefits and plan to allocate 20% of our budget next year.
Nitin Shakdher
Vice President - Marketing
Talwalkars Better Value Fitness Ltd.
The market today is flooded with consumers who want variety and health clubs which are ready to provide it. At
Talwalkars we believe that focused messages is the need of the hour and keeping this in view an increase in the range of
20 to 25% is on the cards. We will be looking at events and other BTL activities to provide the best to our consumers
by reaching out the right target groups. Our old percentage was 10% and we will be moving up to 30%.
Rajat Uppal
General Manager - Marketing
Red FM
For any radio station, BTL plays an important role in marketing campaigns and plans. At Red FM, we have always
believed in investing in BTL initiatives as it helps our brand to create engagement with the listeners and also create
an opportunity for our RJs to frequently interact with them. We on an average spend about 40-45% of our marketing
budgets on BTL activities.
Sunil Punjabi
Business Head
AXN
We are looking at increasing our BTL by 50% this year. We are currently using 20%
and will be moving to 30%.
Ferzad Palia
Senior Vice President and GM - English Entertainment
Viacom18 Media Pvt. Ltd. (Vh1 and Comedy Central)
BTL has always formed an integral part of our marketing mix (the estimated spends on BTL are approximately 25%
of the budget). With a focused audience, this medium is very effective as it allows for direct engagement. We already
have a robust, relevant partner base of over 500 establishments across India spanning coffee chains, gyms, salons,
party spots, restaurants, multiplexes and other local favorites. Our investments in BTL are on the way up as we’ve seen
tremendous success through this route.
4 March 2013, EXPERIENTIAL MARKETING 31
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...
Burn Baby Burn!
It’s time to say goodbye, I had the best
time of my life here but I need to move
on, take charge of my life. I’d like to
thank all those who I worked with.
Learnt so much from everyone...
No, this is not my resignation from
the post of contributor; it’s the kind of
letter most HR departments, MDs and
CEOs are getting more than used to
seeing every fortnight if you are lucky,
or every few days or weeks if you are
not.
People are quitting event companies
in droves. It’s a virtual epidemic
and virtuality is at its heart. Twenty
somethings want to do something
more ‘fun’. Many are moving to the
digital world, a world they inhabit since
childhood, and enjoying a virtual poke,
or like! The added advantage is that the
job is mostly done from the comfort of
a chair. With tools they are born with.
The keyboard and mouse are their tools.
Not the hammer and nails and light
fixtures and sound consoles of yore.
Some are moving to what appear to be
sexier newer companies. Concerts seem
more fun, properties are exciting, sports
are full of heart thumping action. To me this is not a bad sign. It’s the maturing of
an industry where earlier there were just a few things to do and you did them all at a
company. Now it’s specialism born of the trends of today.
We served clients, they serve audiences. We walked the streets putting posters on
walls, they upload posts on walls, we built event sites and they build websites. But the
beauty is it’s mostly virtual. No hot sun to contend with, no cops to facilitate. Other
things have changed as well. Hierarchy is dead. If I know more than you why are you
my boss? Value for live experience is scoffed at. Burning the midnight oil is now a
harbinger of a burnt out employee! I don’t know if its nostalgia on my part but I still
believe the only way to stay alive is to be a part of the LIVE experience.
Yet in our pursuit for bigger and brighter shows, I see those who burn with a fire
losing the spark after a few years. They are burnt out, exhausted, spent. The flame
within extinguished. And they leave to take sabbaticals or start new journeys. How
does one make them stay I hear people say. Some agencies throw money at them, but
that is never a long term solution. Then what is?
I don’t have an answer. We as event principles and agency heads need to look at
this together. Monolithic agencies need to get more nimble and branch out, make
their peoples passions into lines of business. Incentives should be included at most
levels, flexi timings can be implemented. I also feel a strong view must be taken of
maintaining a work life balance.
Chetan Bhagat recently wrote
“Life is one of those races in nursery school, where you have to run with a marble in
a spoon kept in your mouth. If the marble falls, there is no point coming first.”
We run a race with many marbles in one spoon. Some are bound to drop, but
let’s try and keep them intact. Else the industry will soon profess to having lost its
marbles!
4 March 2013, EXPERIENTIAL MARKETING 32
Experiential Destination
The Point at Lancashire County Cricket Club
E
ngland is a world class events destination
combining an unrivalled reputation for innovation
and creativity with superb state of the art facilities
and a spectacular range of things to see and experience.
A country known around the world for its music style
and flair we certainly know how to put on a show!
Host to the enormously successful 2012 Olympic and
Paralympic Games, England regularly hosts the world’s
most famous sporting and cultural events including
British Open Golf, Wimbledon Tennis, Royal Ascot and
Premier League Football as well as an astonishing array
of music, theatre and culinary festivals. Over the next
six years the country will host two rugby world cups, a
cricket world cup and the World Athletics Championships.
As the largest country in the UK, England is one of the
world’s most advanced economies with established
excellence in the advanced knowledge based sectors such
as bioscience and medicine, engineering, environmental
technologies, energy, ICT and the creative industries. The
country that invented the computer, the world wide web,
penicillin and the light bulb, amongst others, continues
at the forefront of medical and technological research
with our universities and hospitals being the envy of the
world. We regularly host prestigious medical association
conferences and international corporate events with many
of the world’s top companies having bases in the country.
England continues to invest heavily in infrastructure.
Cities like Manchester, Liverpool, Birmingham, Newcastle
and London are home to modern arenas and convention
centres complementing a magnificent selection of
convention hotels. Some of these cities have been
transformed beyond recognition in the last five years.
Liverpool has invested billions in creating a brand new
city centre and waterfront. Birmingham continues to
undergo significant development with its redeveloped
railway station and stunning city library. Manchester is well
known as the epicentre of world football but is also a major
cultural centre with dazzling modern architecture and an
ever expanding shopping offer. And London continues to
evolve with an Olympic Legacy that includes the complete
redevelopment of the East of London and iconic new hotels
and buildings, such as the Shard near London Bridge.
Whilst these cities continue to change on a daily basis our
famous historic cities, cities such as Bath, York, Oxford and
Cambridge, retain the timeless elegance and charm that
have made them Europe’s leading tourist destinations.
For corporate events the country offers a breath-taking
range of unique venues. Hold your business event at
one of the world’s most famous sporting venues such as
Old Trafford, home to the legendary Manchester United,
a spectacular castle or palace such as Warwick Castle in
the Midlands or Blenheim Palace just outside Oxford.
There are literally hundreds of magnificent unique
venues including historic boats like the SS Great Britain
in Bristol, museums like the Beatles Story in Liverpool
or the beautiful Alnwick Garden outside of Newcastle.
For incentives and team building we are confident that
a trip to England will both reward and motivate. We
have recently launched a dazzling suite of itineraries
including gala dinner suggestions, once in a lifetime
experiences, unique ways of getting from A to B and
accommodation options. We are sure you will be amazed
at the incredible range of activities your delegates can
experience across the length and breadth of the country.
And to make organising your event in England even easier
there are 27 international airports with access from across
the world and professional convention bureaux that offer
free and impartial advice and information as well as a range
of services to assist you in the organisation of your event.
For more information on organising your event in England
contact the national tourism organisation, VisitEngland.
4 March 2013, EXPERIENTIAL MARKETING 33
VisitEngland - Explore beyond London
Historic yet contemporary, traditional yet cutting-edge, wild yet metropolitan: England is a world-class destination for
corporate meetings, incentive travel and congresses. There are a plethora of dynamic locations to choose from – in London
and beyond – mixing thousands of years of history with the modern-day business world.
For cutting-edge congresses think
Manchester or Liverpool...
M
anchester - England’s great Northern metropolis is a
hot-bed of cultural activity and home to an abundance
of venues including the iconic Old Trafford stadium – home
to Manchester United Football Club. With Emirates, Etihad,
Qatar, Finnair and several other airlines with routes into
Manchester, it is easily reached by air and also road or rail.
Liverpool – is home to one of the world’s most iconic bands –
the Beatles; two Premier League football teams and has a rich
maritime history. It also has a rapidly growing influence in the
world of international corporate and association congresses. With
the superb Arena and Convention Centre – purpose built for large
congresses and events; and a range of venues for from the Anglican
Cathedral to the Beatles Story, Liverpool is just 2 hours by London
by train and 30 minutes from Manchester.
Word from the expert!
E
ngland is what we
could call a green and
pleasant land. It offers
a wealth of historical,
cultural, fascinating and
charming attractions.
The History is beyond
centuries and visitors are spoilt for choice
in selecting interesting and beautiful places
to visit.
Three hot spots on the ‘Must do list before
I die’ have to be - The Land of Shakespeare,
The Bronte’s, and Wordsworth’s home at
Rydal Mount. These timeless places are
associated with such great literary names
and guarantee a wonderful trip.
England has so many great places to visit,
and only at leisure can one truly do justice
to these great destinations.
-Vinod Janardhan
Managing Director,
Team Rustic
Arena and Convention Centre, Liverpool
Manchester United Football Club
Anglican Cathedral, Liverpool
4 March 2013, EXPERIENTIAL MARKETING 34
Experiential Destination
For incentive travel why
not try Bath or Brighton
T
wo hours from London and Birmingham
airports sits the world heritage city of
Bath. A world-renowned oasis for well being
and relaxation, it’s famed for its luxury hotels,
exquisite spas, fine dining and world-class
shopping all in a grand Georgian setting.
Thermae Bath Spa, Bath
Just 70 kms south of London, is one of
England’s most popular coastal cities,
Brighton. A thriving nightlife and some
excellent venues ensure that Brighton offers
visitors a great choice of activities. Whether
a helicopter ride over the area or a fun fish
and chips reception and fireworks at the
Brighton Pier; there is so much on offer to
an incentive group.
Brunels Old Station
Grandstand, Royal Ascot
For corporate meetings Chester or Bristol...
Newcastle Gateshead
H
alf an hour from Manchester airport or two hours of travel from London is the
Roman city of Chester. Boasting an eclectic range of venues, choose from
luxury hotels, are furbished racecourse, a university campus and even a zoo.
Combining echoes of its maritime past with contemporary design, Bristol is
considered by many as the gateway to South West England. For meetings,
Bristol offers a wide selection of venues from internationally branded hotels,
such as The Bristol Marriott Royal Hotel, to interactive museums such as
Explore-At-Bristol, or Brunel’s SS Great Britain, the world’s first steamship.
4 March 2013, EXPERIENTIAL MARKETING 35
Word from the expert!
Corporate Hospitality
From world class sporting events to cultural festivals and
entertainment events, there is a range of exciting corporate
hospitality opportunities. There are sporting events like the
Barclays Premier League, horse racing at Royal Ascot, or
the British Formula 1 Grand Prix; entertainment like music
festivals or theatre performances at Stratford-upon-Avon by
the Royal Shakespeare Company; or unique events like the
Bristol International Balloon Fiesta with a mass ascent of 150
hot air balloons!
E
ngland is a fantastic
MICE destination. It’s
a dream destination with
a plethora of options! It
has fantastic connectivity
from India, great hotels,
vast choice of venues
– from historical castles to museums, from
stadiums to the countryside, to universities
and gardens, the options are endless. It’s
every MICE and event planner’s fantasy
coming true. The best of world cuisines are
to be found here, a melting pot of cultures
to sample from. The most happening pubs
and nightlife are in England, and pub
hopping wins as the favorite sport of all
my incentive groups hands down! From a
dinner at Madame Tussaud’s museum to a
champagne flight on the London Eye, my
group was amazed with the options London
had to offer.
Away from city, you can just rent a whole
cricket stadium and have your corporate
teams playing the gentleman’s game !! All
in all, England is a perfect MICE destination
for Incentive groups.
-Tanuja Pandey
International Balloon Fiesta, Bristol
Horse racing at Royal Ascot
National Head - MICE,
E18 - A Div. Of Network18 Media & Investments Ltd.
Shakespeare Theatre Company
4 March 2013, EXPERIENTIAL MARKETING 36
Experiential Destination
Venues in the spotlight
BALTIC Centre for
Contemporary Art - Newcastle
This converted grain warehouse is Newcastle
Gateshead’s major international centre for
contemporary art. Situated on the River Tyne with
views of the heroic Gateshead Millennium Bridge,
various spaces are available for hire, including
the River Terrace featuring a private outdoor
balcony ideal for business breakfasts, small-scale
conferences and seminars, workshops and dinners.
BALTIC Centre for Contemporary Arts, Newcastle Gateshead
Brighton Dome – Brighton
Three historic spaces under one roof - the Dome
Concert Hall, the Corn Exchange, Foyer Bar,
Founders Room and the Pavilion Theatre - Brighton
Dome is one of the most versatile and stylish venues
in the South. Steeped in Regency history, it is part
of the glorious Royal Pavilion Estate in the heart of
England’s cosmopolitan city-by-the-sea.
Royal Pavilion, Brighton
Warwick Castle – Warwick
Hold your conference or event at Warwick Castle – just
30 minutes from Birmingham – and soak up drama and
history dating back over 1,000 years. Offering complete
flexibility for truly memorable occasions this is one of
England’s most unique venues. Sip champagne in the
conservatory, let a fire-eater entertain guests on the
lawn or be escorted by a medieval knight to your drinks
reception.
Birmingham Canalside
Warwick Castle, Warwick
4 March 2013, EXPERIENTIAL MARKETING 37
Beyond the boardroom
Between meetings and conferences, explore some of England’s
most iconic sights. With ancient Hadrian’s Wall straddling the
north of England and the Eden Project - the world’s biggest indoor
tropical rainforest nestled in the south, England is the ultimate mix
of old and new.
Take your pick from cultural hubs suchas Liverpool, striking medieval
cities like York, and countless castles and royal residences. Discover
the real Downton Abbey with Brit Movie Tours at Highclere Castle
(a.k.a. Downton Abbey) in Hampshire. For the quintessential English
experience, take a ride on a vintage steam train through the North
Yorkshire Moors or indulge in afternoon tea at the Goring or The
Langham Hotel.
Getting to and around England
London is served by five international airports - Heathrow,
Gatwick, Stansted, Luton and London City Airport. You’ll find
other international airports throughout England, meaning that
any part of the country is easily within reach.
There are also excellent train connections across the country,
with two main lines from London. One connects London with
York and Newcastle, and the other services Birmingham,
Manchester and the Lake District.
Word from the expert!
V
isiting England is
very exciting as
it gives me a myriad
of experiences. It has
everything to delight
all of one’s senses in
unexpected ways.
Whether it is the historic
Stonehenge or taking a walk down the
tunnel at The Deep in Hull to view marine
life 10 meters below sea level, England
never fails to surprise.
And of course, what is a visit to England
without experiencing Jane Austen’s
lifestyle! Another favourite is Bath; its
natural hot springs and the chance to live
the Georgian life, are amazing experiences.
I love to indulge in England’s traditional and
elaborate ‘afternoon tea time’ at the Ritz. It
is a gastronomical delight.
-Reema Sanghvi
Managing Director,
Maximus MICE and Media Solutions
Why England?
• Variety in venues and destinations - ranging from world class conference centers to coastal retreats to beautiful manor houses or scenic rural villages
•
Great blend of modern and historic or rural and urban
•
Depth of experience - range of cuisine, entertainment, cultural events like festivals, concerts, theatre, exhibitions, etc
•
Accessibility - With 23 airports across England, getting here from any corner of the globe is easy and affordable. A majority of the world’s airlines fly into the country.
•
Value - reclaim value added tax paid on many business and personal expenses thereby saving up to
20% of your event costs of your event planned in England
•
Experience and expertise – England has hosted some of the world’s major events including the 2012 London Olympic and Paralympic Games
For enquiries please contact VisitEngland.
Danzel Walter
Sales Manager - Business Visits and Events
Email: [email protected]
Tel: +91 11 4140 7885/86
Website: www.visitengland.com/business
4 March 2013, EXPERIENTIAL MARKETING 38
ALSO FEATURED
The Rajasthan Event
Management Association
organizes its first meet
Meet 2013 was an initiative to expand the event management business in Rajasthan,
and enable networking amongst industry members
By Karan Sinroja
Partners of the event pose after the felicitation ceremony
The Rajasthan Event Management
Association (REMA) hosted its first
annual meet on Feb. 23 at Rose Garden
Convention Center, Entertainment
Paradise in Jaipur. Meet Up 2013 was an
initiative by REMA to expand the event
management business in Rajasthan, and
bring together the pioneers from the
event management, experiential and
entertainment industry across India. The
networking meet had two core objectives.
One was to enable networking between
all professionals related to the event
management industry and its allied
branches. The other was to create an
exhibition platform that would provide
an opportunity for participants to
showcase their products, services and properties to a distinguished gathering of fellow
professionals.
Shedding some light on the event management industry and the purpose behind the
initiative, Mohit Sand, President, REMA said: “The event management business today
is not only confined to marriage ceremonies, conferences or parties, but concepts like
celebrity management, corporate fairs, exhibitions, film shooting and other such arenas.
This has created a huge demand for event companies in the market. Rajasthan being
a mixed state of rich-heritage and traditions has a great potential to find affinity with
both national and international clients. With all this in mind, it made sense to form a
similar platform for anyone associated with the event industry, in order to culture new
possibilities. This was the main objective behind organizing Meet Up 2013.”
Meet Up 2013 had a simple yet effective setup at the venue which was more than
adequate for the event’s performances to take place. It was divided into two sections
- the auditorium section and the outdoor section. The auditorium setup consisted
of a stage which saw two screens on either side of it. The outdoor setup, which was
4 March 2013, EXPERIENTIAL MARKETING 39
discussion, there was an interactive Q and A session between the audience and panel
members. After the conclusion of the discussion, a dance performance that integrated
video mapping into the act, entertained the audience in the auditorium. It involved the
creative use of colourful lights that were projected onto the dancers as they performed.
The performances of the event were then moved to the outdoor section where a
saxophone performance, a small fireworks display, a performance by Avijeet Roy and
A-Force, and a ‘human fountain’ act took place. The human fountain act saw a girl
replicate a fountain statue with water coming out of her fingers and spouting out from
the top of her head. The Saxophone, video mapping dance and ‘human fountain’
performances were courtesy Red Entertainment Pvt. Ltd., while the performance by
Avijeet Roy and A-Force was courtesy BNA Talent. After all the performances got done,
the event concluded with the felicitation ceremony which gave out trophies to thank all
the entities associated with the event that helped make it a success
Mohit Sand
President,
REMA
“Rajasthan being a mixed state of
rich-heritage and traditions has a
great potential to find affinity with
both national and international
clients.”
considerably larger, had a stage with a
huge screen at the back, and a ramp like
extension in the front. The rest of the
section saw a bar, a food area, and a large
amount of space dedicated to exhibitor
stalls.
The event kick started with registrations
at the entrance followed by two band
performances. One was by the Dunes
of Rajasthan, a multi genre band that
reached the semi finals of India’s Got
Talent 3, and the other by the Jaipur
Kawa Brass Band, which comprises
of authentic Indian brass musicians,
a fakir and a dancer. After the band
performances concluded, a panel
discussion took place in the auditorium.
The panel discussion saw a presentation
which was given by Pritesh Sharma,
Executive member of REMA, on
the Indian event industry, its rate of
growth, challenges, code of conduct,
standardization of payments etc. It also
covered a number of topics such as event
management then and now, importance
of effective communication, contribution
of event management to tourism
departments, quality of production
versus competition in the industry to
name a few. At the end of each topic
Commenting on the success of the event and what it achieved, Sudhir Lodha, Secretary,
REMA said: “Today we implanted a seed and after two months of deliberations,
everyone’s effort and hard work, we were able to achieve our objective in terms of
uniting people, bringing them under one common platform and opening a dialogue.
This is not the end of the story. The story begins from here and we have to take on the
industry together, solve issues, work on problems and let opportunities be explored,
which is what this is all about.”
Further commenting on the future plans of REMA, Lodha said: “We are trying to
make certain policies, rules, uniform codes, and we are trying to create dos and don’ts
for people in the industry. We are not the final authority on this, but we want people
to unite together and follow those rules and regulations so that people in the industry
are seen with respect and there is no unhealthy competition. We also want to promote
people in the sense of training them. This will involve the inducting of students who
we can train because our members have been in the industry for so many years and
with their experience and expertise they can train these students well. The idea is to let
Sudhir Lodha
Secretary,
REMA
“We are trying to make certain
policies, rules, uniform codes, and
we are trying to create dos and
don’ts for people in the industry.”
these students and upcoming event managers know that we are here to support them
and develop business for them as well because this business is growing exponentially and
there is a lot of scope in the future as well.”
All in all, Meet 2013 achieved its objectives of creating a platform that would enable
networking amongst industry members, while also providing a platform that will help
pave the way for new opportunities to be explored and capitalised upon.
4 March 2013, EXPERIENTIAL MARKETING 42
IN FOCUS
Audi India flags off the New
Year with a bang
G2 rams and AVANTGARDE were brought on board to help manage the dynamic
series of events which were part of the new Audi Q5 launch
By Parita Modi
A trail of the new Audi Q5 cars
Audi, the German luxury carmaker,
started its New Year with a big bang
through a comprehensive launch
campaign for its new Audi Q5 in the
month of January. The launch saw a host
of activities and events which were spread
over a period of 22 days. The activities
were primarily centered around the
Customer Off-road Driving Experience
that was held at an offbeat location ‘Camp
Wild’ at the Gurgaon Faridabad Road.
The series of events kicked started with
the ‘Central Launch Training’ which was
followed by the ‘First Drive’ for Indian
media and a dynamic driving experience
of the new Q5 that was offered to Audi customers and clients who could identify
and relate to Audi’s brand values. Simultaneously the car was also launched at all the
respective dealerships across India.
Deadly Duo
Seeing the scope and vastness of the entire project, two agencies namely G2 rams and
AVANTGARDE were brought on board to shoulder the responsibilities.
G2 rams has in the past executed numerous events for the brand, maintaining a healthy
relationship with them. Whereas AVANTGARDE which has numerous international
partnerships with noted automobile brands was roped in for handling the driving
experience event.
Speaking about the event and AVANTGARDE’s association, Isabelle-Jasmin Roth,
Managing Director, AVANTGARDE India said: “As a collaborative event with many
committed parties, we at AVANTGARDE India are proud to be a part of the New
4 March 2013, EXPERIENTIAL MARKETING 43
Isabelle-Jasmin Roth
Managing Director,
AVANTGARDE India
The new Audi Q5 on display
“We at AVANTGARDE India are
proud to be a part of the New
Audi Q5 launch event, which was a
great 360 degree experience for all
participants.”
AudiQ5 launch event, which was a great
360 degree experience for all participants.
The guests invited explored the car
in all its facets in a stunning outdoor
location and fueled everybody with pure
excitement and the desire to further
explore Brand Audi. A great result of
a successfully implemented customer
experience journey!”
Manu Verma, Group Head, Marketing
Services – G2 rams India Pvt. Ltd also
said: “Three weeks of continuous on
ground executions, numerous events and
long working hours. Once again we, at
G2 rams, created a good show exceeding
existing benchmarks, thus strengthening
our prestigious partnership with Audi
India. It’s absolutely rewarding to see
when you and your team’s efforts result in
a success story.”
India.Land of quattro
Audi Q5 comes with quattro technology
making it suitable as the all-terrain
vehicle. Thus, during the launch of the
car, the international brand campaign
was extended into India as ‘India.Land
of quattro’. To highlight and focus on
this technology innovation, Audi came
up with a series of high-profile events in
order to create a lasting experience that
Testing the new and improved features of the car
generated maximum recall value not only for the brand but also for the newly launched
product.
The main objective of the launch was to provide a unique driving experience that
resonated with the campaign tagline ‘ India. Land of quattro’. For this, the drive site was a
crucial component. A considerable amount of time was spent in researching the right site,
which offered the ideal driving conditions and reinforced the SUV’s philosophy and brand
promise. They finally zeroed in on a scenic location at the Gurgaon Faridabad road. The
existing 25 feet high dam with steep embankments located at the venue was integrated into
the driving experience to highlight the car’s ‘ascent and descent’ and ‘slide slope’ features.
Let the action begin
The launch campaign started with the ‘Central Launch Training’ program that trained
Audi dealerships on the new Q5 and its many features. This time, the program saw cutting
edge training tools like mobile learning, live feed of components and a vibrant display zone
which showcased the evolution stages of the Q5 as compared to its former avatar. A handson driving experience was incorporated into the training schedule where certified Audi
driving instructors supervised the entire activity.
4 March 2013, EXPERIENTIAL MARKETING 44
IN FOCUS
Manu Verma
Group Head, Marketing Services,
G2 rams India Pvt. Ltd.
“It’s absolutely rewarding to see
Having a look at the new Audi tail lights.
when you and your team’s efforts
result in a success story.”
experience were taken care by Audi. The objective of this event was to create an authentic
brand feeling for Audi and fascinate the customer via a luxurious experience at all levels
of the event. Hosted at Trident Gurgaon, the event offered a firsthand experience of the
SUV to the valued customers who recently booked their new Audi Q5.
Following this was the media event where
660 senior automobile journalists were
called for an exclusive dynamic drive.
This also marked the beginning of the
static launches at the many dealerships
which was designed on the format of an
Open House. G2 rams conceptualized
and created the event kit for these static
launches at Audi dealerships by providing
the concept, design, logistics plan, show
flow and entertainment options.
Celebrating the Partnership of
Excellence
Another part of the event series was the
‘Audi India Partner Awards’, which was
held on Jan. 16 at Oberoi, Gurgaon to
celebrate the 63 per cent growth Audi
has achieved by selling 9003 cars in 2012.
Bollywood personality Sophie Chaudhary
and comedian Vir Das performed at
the award ceremony. Perizaad Zorabian,
the host for the evening, took the event
forward with her wit and elegance. 30
awards were given out in different
categories ranging from best performer to
best dealership.
On Jan. 17 a Customer launch was
organized where 350 VIPs, HNIs and
existing and prospective clients of Audi
participated. These prospective customers
were handpicked by 25 Audi dealerships.
The entire stay, travel and driving
Commenting on the initiative, Kshitij Saxena, Head of Events – Audi India said: “Despite
the immense magnitude, extensive coordination and diverse events lined up back-to-back,
the Audi Q5 Launch event was a flawless affair. The success can also be measured through
the innovative dealer network training in addition to the customer drive experience
which saw a considerable number of bookings confirmed during the event. It’s truly a
remarkable achievement for us.”
Kshitij Saxena
Head of Events,
Audi India
“Despite the immense magnitude,
extensive coordination and diverse
events lined up back-to-back,
the Audi Q5 Launch event was a
flawless affair.”
Audi Brand Experience was the last event of this magnanimous campaign which took
place from Jan. 23 to 25. Held for the new members of the Audi India family, the
event took the internal team through Audi’s journey so far highlighting the brand’s
achievements, values, philosophies and progressive technologies. The platform also served
the perfect opportunity to introduce the team members to the entire model range of
Audi India. To sum it up, Audi India left no stone unturned in providing its internal and
external customers with a memorable launch experience.
4 March 2013, EXPERIENTIAL MARKETING 45
IN FOCUS
Mud Rush: A unique
mud marathon
The event was organized through a joint venture between Happy Feet Entertainment
and Sheer Event Management
By Karan Sinroja
Music lovers at the sundowner party
With an aim to meet India’s increasing
demand for events that provide a unique
experience to attendees, present a feeling
of being a part of something, while being
entertaining at the same time, Happy
Feet Entertainment and Sheer Event
Management, in a joint initiative, came
up with a property called The Mud Rush
(TMR). TMR, which took place on Feb. 9
at Kolad, Maharashtra, was an all-terrain
marathon style run that stretched across
a seven kilometer circuit with challenging
obstacles designed by ex-military forces
from Z–Bac Adventure. These obstacles
encompassed 30-foot stacks of hay, water
bodies, barrier walls, 100-feet stretches
of tires, 45 degree hills, fire, ice, and
of course, a whole lot of mud. The run
was followed by a number of activities
including a sundowner party at the end of the day. As part of the initiative, the event even
contributed to a social cause by forwarding a share of the proceeds to an NGO related to
the army.
The joint venture between the two event agencies came about after Happy Feet
Entertainment, which had the concept for TMR pinned down, went on a hunt for the
right set of people to give the concept a flawless execution, and through references, came
across Sheer Event Management which willingly hopped on board for the event. The
association with Z-Bac Adventure on the other hand, came about following the crossing
of paths with ex military official, Capt. Swaminathan. Commenting on the reason for
bringing Z-Bac Adventure on board, Vicky Nandrajog, COO, The Mud Rush said: “Z-Bac
Adventure has been in the adventure industry for more than 10 years with professional
and trained people under the system. More over, Z-Bac having their own setup in Kolad
was an additional advantage.”
The venue for the event, Kolad, was decided upon keeping a number of factors in mind.
Commenting on the same, Nandrajog said: “We explored all kinds of exotic places to
ensure the run and the sundowner party were set in the best possible way. Keeping the
safety and convenience of our audience in mind, we finalized on Kolad which was easy for
4 March 2013, EXPERIENTIAL MARKETING 46
Rajendra Kalkar
Senior Centre Director,
High Street Phoenix
“Our partnership was mutually
beneficial. As The Mud Rush
was launching itself, they
needed support to reach out to
their target audience.”
travel and was the perfect venue for The
Mud Rush setup. Kolad is a destination
known for its beautiful landscape, pleasant
weather and more over for its adventure
sports and white river rafting. For The
Mud Rush, which was a hardcore sports
adventure, there was no other place
besides Kolad where we could have held
it!”
The setup at the venue was designed
so as to provide maximum comfort for
attendees at the event. Considering
drastic temperatures, there were water
stations all over the venue. Along with
that, there were info desks and layout
maps to help people navigate through
the venue; changing and shower areas
for the marathon run participants and
non-participants alike; food stalls for the
hungry; a beer garden for the thirsty; a
flea market for the shoppers; and rock
bands performing throughout the day to
entertain the audience before and during
the big sundowner party. There were
even camping arrangements made for the
people who wished to stay back after the
sundowner, while bus services to and fro
from the venue were also arranged.
TMR had a number of partners who
Participants enjoying their dose of mud during The Mud Rush run
came on board for the event. The main partners were Idea, which powered the event,
Vh1, which the event was carried out in association with, and Maharashtra Tourism,
which supported the event. There were a number of other partners as well, some of which
included 94.3 Radio One as radio partner, Eventfaqs as trade partner, Indiatimes as digital
partner, Gold’s Gym as fitness partner etc. Commenting on how Vh1 came on board,
Nandrajog said: “Vh1 was very enthralled by the whole concept of The Mud Rush and
after they got to know about the music line up and the artists that were coming down for
the sundowner, they were more than excited to be a part and associate with us as a brand.
Vh1’s association brought together hundreds of music lovers to come down and have a
pure electronic music experience.”
Further commenting on the support received from Maharashtra Tourism, Nandrajog
said: “In regards to the major permissions that were required, we are very thankful to
Maharashtra Tourism (MTDC) that came on board and were the support partners for the
event. With this respectful brand associated with us, the road ahead was a smooth sail in
terms of permissions needed for the event.”
With The Mud Rush concept being very nascent in India, the toughest obstacle to crack
was finding the right target audience and reaching out to them. In order promote the
event effectively, social media platforms were used in a large way to target people from
the age group of 18-40, whose presence can be seen on Facebook and Twitter. The list
4 March 2013, EXPERIENTIAL MARKETING 47
IN FOCUS
was mutually beneficial. As The Mud Rush was launching itself, they needed support to
reach out to their target audience. They also wanted to conduct workshops, a mock-rush
and various other activations across the city, thus reaching out to all the key areas with
maximum footfall. At High Street Phoenix, they attained participation, word-of-mouth
promotion and on-ground activation that helped in execution on the event day.”
He further added: “As a mall, we benefited by providing yet another experience to our
customers, which not only enthralled them and helped them explore a new trend in
physical fitness, but also acquainted them with a new ‘cool’ adventure sport. We received
Vicky Nandrajog
COO,
The Mud Rush
“We explored all kinds of exotic
places to ensure the run and the
sundowner party were set in
the best possible way. Keeping
the safety and convenience
of our audience in mind, we
finalized on Kolad.”
Rannvijay flags off last batch of participants at the run
of Storm’s sponsors, such as Idea, Vh1,
Budweiser, Miss Malini, Indiatimes,
Brown Paper Bag, Gold’s Gym etc.,
which are already established in the social
media space, were used to promote the
event through word of mouth, contests
for which winners were handed out free
passes etc.
High Street Phoenix, which was launch
partner for The Mud Rush, hosted an
activation of the event at their courtyard.
This activation saw a large number of
participants who registered themselves
at the event. A mini mud rush was also
arranged at the venue to give a firsthand
feel of the event to Mumbaikars, while
a number of complimentary passes
were distributed at the venue as well.
High Street Phoenix also extended
their partnership by activating the
event on their digital media platforms
and promoting it through hoardings at
prominent locations in their mall.
Commenting on how the mall benefited
from the association with TMR, Rajendra
Kalkar, Senior Centre Director, High
Street Phoenix said: “Our partnership
Participant takes the last leap over a fire
immense appreciation from customers. We also benefited from the outdoor visibility
provided by the brandings across cities.”
Traditional PR, registration kiosks at prominent college campuses, PVR Phoenix, Gold’s
Gym and various sports complexes were also a part of the platform to spread the word
about the event. These promotional methods led to a good first time turnout of about
1500 people overall, out of which 750-800 people participated in the run, with the rest
sticking to being spectators and sundowners.
Future plans for The Mud Rush include the organization of a monsoon edition and
taking TMR pan India in a bid to cater to thousands of people and build up a brand that
is well recognized in the industry for its entertainment, simplicity, discipline and mass
appeal.
4 March 2013, EXPERIENTIAL MARKETING 48
IN FOCUS
Storm: Liquidspace Entertainment’s
camp-out music festival
The festival started in 2012 with a vision to create a space for oneness with the
environment, and oneness amongst the lovers of all genres of music
By Karan Sinroja
The Raghu Dixit Project performing at the main stage on day one
Music festival organizers have been
choosing more and more exotic locations
in a bid to take such festivals to the next
level in terms of ambience and destination
experience. Storm, an event that took
place on Feb. 1 and 2 amidst 22 acres of
the beautifully green locales of Napoklu
in Coorg, Karnataka, was one such music
festival. Currently in its second year, the
camp-out festival started in 2012 with a
vision to create a space for oneness with
the environment, and oneness amongst
the lovers of all genres of music. Originally
a concept about united DJs, the festival is
a property of Liquidspace Entertainment
Pvt. Ltd., which took around 10 years
to transform the festival from a concept
into a reality. Additionally, it was
conceptualised to initiate responsible tourism through music, by driving social awareness
messages on initiatives to ban the usage of plastics and drugs.
The festival in year one had two stages with over 40 top rated national and international
artistes. In its second edition, Storm 2013 featured 45 plus artistes across four different
stages to showcase some of the biggest and brightest bands, singer-songwriters as well as
electronica artistes from the country and across the world. Security was also tighter to
ensure safety to the festival goers and to enforce the zero-tolerance against usage of drugs
or any other illegal substance at the festival.
Commenting on the improvements made to the festival in its second year, Lavin Uthappa,
Festival Director, Storm and Managing Director, Liquidspace Entertainment Pvt. Ltd.
said: “The learning from the last edition gave us a better vision to plan, execute and
handle the logistics of Storm 2013 in a much more organised manner. This year we had
gone up to four stages and also had five renowned international artists. Additionally,
some of the factors we looked at were a ramped up decor that really became the focal
point of the festival, and used a lot of recycled materials from last year as part of our
commitment to make it a genuinely green festival.”
4 March 2013, EXPERIENTIAL MARKETING 49
Lavin Uthappa
Festival Director, Storm and
Managing Director,
Liquidspace Entertainment Pvt. Ltd
Shankar Mahadevan and Indian Ocean come together to mark the
finale of the festival
“The learning from the last
edition gave us a better vision
to plan, execute and handle
the logistics of Storm 2013 in a
much more organised manner.”
The four stages at the festival were all
given different names. The main stage or
band stage was called ‘Coffee’, ‘Spice’ was
the name for the EDM stage, the ‘Paddy’
stage was dedicated to singer-songwriters
and ‘Honey’ or the acoustic stage was the
campsite stage where impromptu music
collaborations happened under the open
misty skies.
J Davis Prosound & Lighting was the
technical support team at Storm festival.
The sound system was L- Acoustic VDOSC and the speakers were flown for
both the Coffee and Spice stage and
speakers were stacked at the Paddy stage.
Each of the artists performing at the
festival had their technical requirement
and the same was adhered to by the
festival. The lighting on the Coffee stage
was programmed keeping in mind the
aesthetics of the venue and the music
at the stage. The lighting was a mix of
LED pars, moving head beams, spots and
washes. The Paddy stage had low intensity
lighting as it was a smaller stage. The Spice
stage was designed to provide a visual treat
for the audiences and was designed with
an LED mesh backdrop and a visual artist,
Kaycee, playing visuals at all times. There
The ‘Paddy’ stage which was dedicated to singer-songwriters
were also moving head sharpies on this stage along with other intelligent lighting.
The main stage saw artistes like Karsh Kale Collectiv, Raghu Dixit Project, Papon & the
East India Company, Swarathma, Advaita, etc. Storm’s electronic stage brought together
renowned international EDM artistes such as Dash Berlin, Michael Woods, Bobina
and Teri, along with national favourites like Pearl, Nikhil Chinapa, Sanjay Dutta, and
Anish Sood. The Paddy Stage or the singer-songwriter stage had artistes such as Raman
Mahadevan featuring Jirka Mucha from Czech Republic, Sidd Coutto, and Siddharth
Basrur amongst others. The Storm festival also witnessed Bollywood musical stalwart
Shankar Mahadevan who collaborated with Indian Ocean to mark the grand finale of the
festival.
Commenting on the line-up of artistes that were brought in, Sachin Bopanna, Director,
Liquid Space Entertainment said: “Storm had already established considerable
benchmarks with its debut in 2012 and the expectations were very high this year. Great
music was the primary factor considered to finalize the line-up, as well as ensuring a blend
of music from new artists to established acts that would appeal to audiences through the
course of the two days. The aim was to bring in the best in both international music as
well as national artistes to perform at the venue.”
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
4 March 2013, EXPERIENTIAL MARKETING 51
IN FOCUS
Sachin Bopanna
Festival Director, Storm and Director,
Liquid Space Entertainment Pvt. Ltd
Confetti blows over at the grand finale performance on the main stage
“The aim was to bring in the
best in both international music
as well as national artists to
perform at the venue.”
The event was a mix of adventure activities
like paintballing, rock climbing, riding
bronco bulls and ATVs, sliding on
ziplines, camping, ecological awareness,
late night campsite jams and handpicked
music from across the world. A huge
highlight were the campsite jams which
were an interactive experience where
artistes and festival goers came together
post the musical performances of the day.
Coming to amenities provided to
attendees, campers had comfortable,
modern, hygienic and user friendly tents
to sleep in, equipped with sleeping bags.
The organizers ensured clean toilets and
bathing areas, with attendants working
round the clock for the campers. Food
was made available almost round the clock
and a doctor and an ambulance were
on standby throughout the festival days.
The venue also had locker room facilities
for campers to leave their valuables and
multiple charging points to charge their
phones or cameras.
Storm 2013 partnered with a number of
brands such as iDAC, MTV, VH1, Times
of India Group, Budweiser, and Radio
One along with Peter England, Coca-Cola,
Only Much Louder and Submerge. The
branding opportunities for these partners
Shyju Varkey
Station Director and National
Marketing Head,
94.3 Radio One
“Radio One encourages
independent music, which
comprises a critical part of
Storm’s agenda.”
ranged from below the line activities in multiple cities, print media, outdoor media,
electronic media, poster campaigns and pre parties, website mentions, digital and social
media platforms, radio, PR, festival on ground branding etc.
Commenting on how Radio One’s association with Storm came about, Shyju Varkey,
Station Director and National Marketing Head, 94.3 Radio One said: “Our association
with Storm goes back to its launch year in 2012. It goes hand-in-hand with our positioning
as a music station. Radio One encourages independent music, which comprises a critical
part of Storm’s agenda.”
Further commenting on Radio One’s role at the festival, Varkey said: “As partners to
Storm, Radio One promoted the event via contests and promos. We interviewed artistes
who were performing at the event and got them to explain to listeners their perspective of
a festival of this magnitude. Our promotion of Storm was as holistic as we aspire to be for
all events that we lend our support to.”
The festival, which had a rolling crowd of 5000 people plus over the two days, was
promoted through multiple mediums like print, radio, television, as well as digital
platforms. This was supported by a specialised media communications plan on a panIndia level, separate BTL activities and word of mouth. BTL activities included poster
campaigns, pre-event gigs in multiple cities, and artistes promoting the festival on their
pages which gave the festival a lot more visibility. The media plan for Storm 2013 had a
pan-India approach and the festival received visibility on international media space as
well.
4 March 2013, EXPERIENTIAL MARKETING 52
IN FOCUS
Beach Soccer Worldwide launches
Barefoot championship in India
TransStadia managed the four-day professional beach soccer sporting event which
took place in Goa
By Dharm Patel
A player scores past the keeper at Barefoot 2013
Beach Soccer Worldwide (BSWW)
organized Barefoot - a professional beach
soccer championship at Calangute beach
in Goa from Feb. 7 to 10. BSWW is the
international governing body of beach
soccer. Mumbai based SE TransStadia
(TS) managed the sporting event and
invested in it too. The event is slated to
be a bi-annual affair and was backed by
Goa Football Association and The Goa
Football Development Council. As part
of the championship, BSWW tied up
with a two-day music festival which was
held under the name of Barefoot as well
and took place on Feb. 8 and 9.
Socks off, shoes off, time to bare!
With a unique format of beach soccer and
non-stop entertainment, the festival aimed
to cater to a crowd of multiple tastes
and likings. With an outstanding blend of sport, music and entertainment, it proved to
be a true sporting extravaganza which gave professional beach soccer the perfect launch
in India. It offered local talent an excellent platform to display its skills making this a
career opportunity. It was an open tournament so any team from any part of the country
could register. The championship saw players of popular football clubs across the country
descend onto the platform.
TransStadia packaged the event and promoted it to the youth with music, fashion and
lifestyle. TS ensured that the tournament was conducted under the rules and regulations
laid down by BSWW and delivered an event of top-notch international standards.
ShowWorks Eventz was also brought on-board to help execute the event.
Speaking about the initiative, Udit Sheth, MD and CEO of SE TransStadia Pvt. Ltd.
said: “Beach soccer is ideal for India. It barely needs any infrastructure and is a shorter
and faster version of soccer. To add to the excitement, there’s the beach. It’s what T20
means to cricket. Imagine scoring at an average of 11 goals a match that lasts only 45
minutes. Our objective is to make the sport popular, build some great talent and provide
excitement. Once this initial phase is over, we will think of what to do next. Currently our
focus is to give a good package of soccer and entertainment to the spectators. In the last
few years, the sport has moved from strength to strength. The sport was first pre-dominant
4 March 2013, EXPERIENTIAL MARKETING 53
Barefoot, we have made another glorious mark on the sands of Indian sporting history
and we look forward to executing many more sporting events with TransStadia in times to
come!”
It’s time for kick-off
The sporting carnival attracted both locals and tourists from the globe. While sports
enthusiasts attended in large numbers to cheer for their favourite football club, music
aficionados got their share of entertainment at the music festival. There was a rotating
crowd of about 2000 people every day. TS restricted the registration to 64 teams for this
edition which was played on a knock-out basis.
Udit Sheth
MD and CEO,
SE TransStadia Pvt. Ltd.
“Beach soccer is ideal for
India. It barely needs any
infrastructure and is a shorter
and faster version of soccer. To
add to the excitement, there’s
the beach. It’s what T20 means
to cricket. Our objective is to
make the sport popular, build
some great talent and provide
excitement.”
in South American and European
countries but is now touching the Asian
region too. In 2009, the Beach Soccer
World Cup was hosted in Dubai and the
intercontinental cup has now become a
calendar event there till 2017.”
Elements of execution for Barefoot
were managed by ShowWorks Eventz.
Commenting on the event, Harjinder
Singh, MD, ShowWorks Eventz Pvt Ltd.
said: “The event was a heady mix of beach
soccer and music and Calangute beach was
the obvious choice for its high footfalls. It
was a challenge clearing the area assigned
to us by the authorities, not to mention
ensuring hygiene and meeting all other
international level protocols and standards
for safety, crowd management, hospitality,
technical specs as well compliance to the
rules and protocols of the sport. We went
on to level the sand, erected the set-up
with trussing and the T-Box seating on
sand. Whether it was for the World Series
of Boxing or here at Barefoot, TransStadia
pushes us to meet impossible challenges
and brings out the best in us. With
Each crisp and brief game witnessed an exciting display of talent and skill with an average
scoring rate of one goal every three minutes, making the games highly eventful and
keeping spectators involved and energized throughout. The teams comprised 10 players
each with five playing on the field and the other five as substitutes. The match duration
saw three periods of 12 minutes each with three-minute breaks between them. For
situations where ties arose, a penalty shootout took place.
Kasarkod from Kerala won the grand prize at stake Rs. 75,000 and of course the
championship trophy while Goa United was the runner-up. The player and goalkeeper of
the tournament were both from Kasarkod.
TS along with Setco Foundation also hosted a special women’s beach soccer exhibition
match to encourage and promote the sport among women. Another noteworthy highlight
of the event was a special media match which saw the best of media houses from across
the state come together on one common platform.
The set up had one BSWW standard pitch with all the certified equipment and there
were areas set up for spectators, media, music, showers, players and officials. The games
were played at night under floodlights as well. To ensure that the crowd was protected,
there were high nets in place. The arena experience was provided with a modest T-Box
mobile arena setup. Four world-class pitches and a world-class arena was set up to give
spectators a great experience, using the T-Box modular stadia technology.
People shaking a leg at Barefoot’s music fetsival
Tap your feet
The two-day music festival started in the evening and brought the best of international
and Indian DJ’s on the same dais to entertain Electronic Dance Music (EDM) lovers
with their musical beats. Tickets were available on BookMyShow. It saw India’s top music
artists together with DJs from across the globe converge at one platform and enthral the
crowds. Performances by DJs like Sasha, Tuhin Mehta, Arjun Vagale, Simon Patterson,
Marlo, Ankytrixx and Mon(E) took the festival to a different level. From techy moods to
4 March 2013, EXPERIENTIAL MARKETING 54
IN FOCUS
Players in action during the fast-paced game
Harjinder Singh
Managing Director,
ShowWorks Eventz Pvt Ltd.
“The event was a heady mix
of beach soccer and music
and Calangute beach was the
obvious choice for its high
footfalls. With Barefoot, we
have made another glorious
mark on the sands of Indian
sporting history and we look
forward to executing many
more sporting events with
TransStadia in times to come!”
edgy riffs, spinning melodies to driving
bass-lines, the festival gave music fans an
opportunity to groove to energetic beats
and witness multiple music genres live.
The twelfth men
The fest was organized with sponsor
association from Vh1, Casino Royale,
Oakley, DSK Hyosung, Kingfisher, Red
Bull and other partners such as Spice Jet,
BookMyShow, T-Box, 92.7 BIG FM, Clear
Channel and SportsKeeda.
Welcoming the crowds at the entrance was
DSK Hyosung’s bike on display. Adding
zest to the high-energy sport were the Red
Bull girls promoting the brand with their
back-packs. While VH1 ran audio-visual
promos throughout the tournament, BIG
FM 92.7 had on-the-spot contests for
spectators watching the matches. Gaming
buffs were seen trying their luck at the
roulette table set up at the Casino Royale
Lounge during the music festival. Oakley
played its part on the final day giving away
sunglasses to the best player and the best
goalkeeper of the tournament. It was promoted by TS and supported by Govt. of Goa,
Goa Football Development Council and BSWW.
Speaking about the brand benefits associated with this platform, Sheth said: “Beach
soccer is more of a lifestyle than just a sport. For a brand it allows sponsors to develop an
association with the sport which is at an infant stage and grow with the sport. We plan on
taking the sport all over the nation given the potential and the size of India’s coast line.
For any brand that is looking to target the youth and position itself as a lifestyle brand will
want to associate. Today’s young India is connected, knowledgeable and exposed, so this
super energetic platform of sport and entertainment will capture their imagination. There
is a lot of opportunity for brands when it comes to this sport and the package around it.”
Barefoot was promoted extensively online. Social media platforms like Facebook and
Twitter were well received with over 3000 fans in just a short period of time. Promos were
aired on TV and leading radio channels in Mumbai, Goa, Bangalore, Pune, New Delhi
and Kolkata among other cities.
Final whistle
Speaking about the challenges faced, Sheth said: “There will always be challenges in events
that are new to the state and the venue. The government has been very supportive by
giving us the required permissions and support which helped us pull this event flawlessly.
The officials have supported a five-year plan to bring international mega-events to Goa.”
The grand closing ceremony was held at Calangute beach in the presence of ministers,
chairmen, council members, directors, etc. Doing its bit to preserve the beach,
TransStadia made sure the championship did not spoil the venue in any way. The beach
was cleaned on a daily basis, highlighting the organizers’ commitment to a cleaner and
healthier Goa. TS returned the beach to the government in pristine condition.
Commenting on the success of the inaugural fest, Sheth said: “Goa provided the ideal
launch for beach soccer. The enthusiastic people, the fantastic beaches, the vibrant
tourism and the most supportive Goa Government and the Goa Football Development
Council made the event truly inclusive with electrifying competition. We are committed
towards building this sport and its talent pool here and will be also doing continuous
competitions here. The icing on the cake was the quality of high energy and competitive
football played on the sand which is not easy at all. We congratulate all the teams for
participating and putting on an entertaining show!”
Goa Football Association (GFA) thinks Goa is an ideal natural home to launch this sport
in this manner. GFA is proud to see this sport take up in the traditional capital of football
in India and believes this is a giant step towards India’s participation in beach soccer. It
hopes to see more talent emerging from India.
4 March 2013, EXPERIENTIAL MARKETING 55
IN FOCUS
The Sulafest 2013 experience,
together with music, wine and
unique campsites
By Srishti Bhatia
Caesar’s Palace performing at the SulaFest 2013
The sixth edition of Sulafest saw great
music, wine, food, camping and bright
sun at the Sula Vineyards, Nashik. It took
place over the first weekend of February
on the 2nd and 3rd. The one of its kind
gourmet - music festival had over 8,000
visitors from all over the country, and the
world in attendence.
The festival partner blueFROG was
responsible for putting together a line-up
of over 75 Indian and International artists.
The performances included Swarathma,
seemingly the most popular performers
at the fest. Ceaser’s Palace’s perfomance
featured a flash mob. Other acts included,
Vivienne Pocha, Deep Forest Live
and Sahej Bakshi of Dualist Inquiry.
Electrozone was introduced for the first
time at Sulafest, where DJs from India and
around the world played Electronic Dance
Music.
Away from the amphitheatre, the main stage area had several other activities ongoing
during the fest.Wine enthusiasts indulged in winery tours, wine-tasting and grape
stomping.Other aspects of the fest included a spread of food stalls offering a gastronimical
treat and also stalls selling lifestyle and fashion products, making it a wholistc festival.
Swarathma performing at SulaFest 2013
4 March 2013, EXPERIENTIAL MARKETING 56
The Hippie Experience
White Collar Hippie is an alternate
outdoor experience company which
believes that the music festival culture
suddenly booming in India, is all about
peoples’ common love for music and the
outdoors. Keeping this in mind, they
developed two concepts for Sulafest 2013.
The first, ‘Band on the Bus’, was a journey
to the festival with the band Caesar’s
Palace. A 60’s style road trip which
revolved around nothing but music. The
second concept was the ‘White Collar
Hippie Campsite’by the festival. The site
was well equipped with brand new tents,
sleeping bags and lamps; very creative
signages, a lake, the ‘leisure zone’ which
housed books, food, music, board games,
card games, a guitar, hula-hoops, and the
likes.
Leisure Zone at White Collar Hippie Campsite
The company devised packages that
included taking the ‘Band on the Bus’ bus
from Mumbai till Nashik and back, stay
at the White Collar Hippie Campsite, the
two-day fest and a complimentary bottle
of wine.
View of the campsite from the hill top
Signages at the campsite
Activities at the campsite
4 March 2013, EXPERIENTIAL MARKETING 57
IN FOCUS
here. Another new thing this year is the partnership with White
Collar Hippie. So you have the opportunity to take the ‘Band on
the Bus’. And then we have the campsite, which is like a ‘tentcity’. It’s just behind the main stage, where we have some 40
tents, which gives that great outdoor feeling to it, complete with
bonfires, and the works. Apart from that we have more beverage
partners than last year. So we have Cointreau, Mount Gay Rum,
Remy Ice Box, Balvenie, Budweiser, and Asahi – so that something
is available for everyone, which is lovely.
What lead to the participation of more brands in this
edition?
The brands are a part of the ‘Sula selections’ portfolio. Sula
selection is the importer of Sula vineyards and we’re also one of
the leading wine and spirits importers to India. So exclusively Sula
brings Cointreau to India, and also brands like Mount Gay Rum,
Balvenie, Remy Gin, and others.
Highlight some of the experiential aspects of the fest
this year?
Cecilia Oldne
Global Brand Ambassador
Sula Vineyards
In conversation with Cecilia Oldne, Global Brand Ambassador, Sula
Vineyards and Sula Selections, Srishti Bhatia of ExM gets an insight into
the growth and success of the property. Excerpts:
Could you give us some background on Sulafest?
This is the sixth edition of Sulafest. We started in 2008 and we
had about 350 visitors that year. Last year (2012) we had over
8,000 and we’re expecting about the same this year. Last year
was the first time we had a two-day event, which was a successful
format, so we’re continuing that this year as well. Also, it’s a bit of
a drive to reach here, especially if you’re coming from places like
Delhi or Goa. So now there’s more to look forward to..
What’s new about the Sulafest 2013?
There are quite a few new elements. We have ‘Electrozone’, the DJ
Stage this year. Really good artists from both India and other parts
of the world – Russia, France, the UK and US are performing
We have this beautiful dome that we’re sitting in, which is
designed by the Russian Glavsfera. Glavsfera is a Russian interior
designer and he’s making these domes around the world. It’s
brand new! Last year they had the VIP seating down in another
area, and now that is here in the dome. Also, it’s the second year
that we’ve owned Vinoteca – our Spanish restaurant, and we have
Spanish Tapas being served by our chef Silvia. Rolls Royce is on
board this year (displaying ‘Ghost’ near the winery), and so is
Mercedes. They have been offering car services in their designated
VIP parking space for Mercedes.
What are the future plans for Sulafest?
We’re not aiming to become a very big, 20,000+ visitors festival.
We’re going to keep it as it is. Really keep increasing the quality
in terms of music, services and experiences that we’re giving, so
that people keep coming back to Sulafest. It’s also India’s only
Gourmet festival because there are so many good restaurants and
beverages on showcase. There are similar fests happening around,
which is good in a way for the awareness. But since we were here
first and have many advantages including the winery, we’ve seen
much success with this property.
We were definitely looking at approaching and engaging audiences
in Delhi and also Aurangabad, Nagpur, and more cities. But
there’s also a limitation to how many people we can have. The
maximum we can have is 10,000. We can expand and make this
area bigger. But that is nothing that we are looking at now. Sulafest
for 10,000 makes good sense!
4 March 2013, EXPERIENTIAL MARKETING 58
ALSO FEATURED
COVER
STORY
India Bike Week
inspires a new
generation...!
The annual property was launched this year by 70 EMG and Fox Traveller
By Parita Modi
India Bike Week Arena
70 EMG and Fox Traveller came
together to launch the first edition of
their property, India Bike Week, an
annual festival of bikers, bikes, music
and entertainment on Feb. 2 and 3 at
Vagator, Goa which saw a gathering
of 6,457 enthusiasts and 3,000 bikes.
The event is modelled on the Sturgis
Motorcycle rally which takes place in
South Dakota and is a major attraction
for all bike fanatics.
Organized by 70 EMG and FOX
Traveller in association with Harley-Davidson, India Bike Week aims to become the
destination for hard core bikers, fans of the two wheeler way of living, travelers, music
fans and festival goers. The platform is a one stop destination for bikers, scramblers,
cruisers and super-bikers. The initiative was launched on Dec. 5 in Mumbai with
noted celebrity enthusiasts in attendance.
Who should we blame for a great festival?
70 EMG is known for being a festival planner and producer. They have been
responsible for the management of the Kala Ghoda Arts Festival in Mumbai, the
AAAI GoaFest for South Asia’s advertising community and Channel V’s Nokia
IndiaFest. 70 EMG has created and managed some of the largest festival parties over
the last decade. With IBW, a biker’s fest for bikers and by bikers, 70 EMG has laid
down new benchmarks in the live experience space.
4 March 2013, EXPERIENTIAL MARKETING 59
Martin da Costa
CEO,
70 EMG
“I think we pretty much ticked all
the boxes as far as organizing a
major new festival is concerned.”
Commenting on the inception of IBW,
Martin da Costa, CEO, 70 EMG said:
“The core of India Bike Week 2013 is
about bikers and to gather people in a
community regardless of what they ride.
From Pulsars to Harleys, the primary
reason to organise IBW is to encourage
bikers to get their hobby motorcycles
out to join and meet likeminded people
and enjoy this most important festival of
bikers, bikes and music in Indian history.”
Fox Traveller is and will be the official
partner for IBW for about three to five
years. As partners for the festival, it will
create on-air content for the event. They
have planned to package the on-ground
event into four episodes across four weeks,
along with a bunch of vignettes which
will be played all over the programming
schedule.
Highlighting Fox Traveller’s association
with IBW was Keertan Adyanthaya,
MD, FOX International Channels who
said: “The main aim of IBW is to be a
celebration of bikers and also to create
a meeting ground for people passionate
about biking in India - riders, tourists,
collectors, manufacturers and retailers.
The festival beautifully extends our
channel’s brand promise of ‘This journey
is fun’. Further, the festival will help
Bands enthralling the festival revelers at India Bike Week
extend the FOX brand on the ground and create better reach and recall among the target
audience. We have planned multiple revenue streams from the on-ground and on-air
event. Other revenue streams are ticket sales, exhibitor booth rentals, merchandising,
licensing, and food and beverage sales on ground at the festival and sponsorship
revenues.”
He further added: “The festival celebrates individuality and freedom, words which are
synonyms with biking and bikers. India Bike Week personifies everything that is close to a
biker’s heart – from rock music to some of the coolest and meanest biking machines. We
hope to inspire a new generation of bikers and make India Bike week an annual property
for the biker community in India.”
Brands on board
Fox Traveller and Harley-Davidson came forward to support the event with much
enthusiasm. While the former is the official partner of the event, the latter is the first
sponsor which came on board in a big way.
Adyanthaya spoke about the perfect brand fit IBW offered as a platform to Fox Traveller.
He said: “Fox Traveller believes that travelling is more than just the destination you are
headed for. The fun starts with the journey itself. And India Bike Week embodied the
philosophy in its totality. Bikers from all across the country rode down to IBW. They
looked forward to the ride as much as they did, to the festival. And the festival itself was
like a snapshot of what the channel has to offer- a gathering of people passionate about
travel, open to varied experiences, and hungry for more. Fox Traveller and India bike
Week, in essence embody the same philosophy, values and fervour. A perfect match!”
Commenting on connecting with its target audience through IBW, Anoop Prakash, MD
Harley- Davidson India said: “IBW provided us a unique platform where our existing
customers could ride in together, meet each other and enjoy the camaraderie that comes
with Harley ownership; basically live the lifestyle for several days straight. For our potential
customers and target audience, the visual treat of having more than 500 Harleys parked
together was a window for them to experience and see the Harley-Davidson way of life in
real life rather than reel life. Through the IBW we provided the 5,000 or so visitors who
came to IBW a glimpse into the genuine relationship that can be developed between a
brand and its customers over and above simply owning a product.”
Chai and Pakora Ride
The Chai and Pakora ride, which is more of a direct engagement platform to connect with
4 March 2013, EXPERIENTIAL MARKETING 60
ALSO FEATURED
Delhi clearly emerged as the winner with 350 riders coming together making it the largest
gathering witnessed in all the other cities. Commenting on the Delhi edition of Chai
and Pakora ride, Martin da Costa of 70 EMG said: “It’s great to see the enthusiasm with
which the Delhi biking community has received this ride and the response to IBW has
been overwhelming. We are committed and confident of making this a milestone event for
India’s motorcycling enthusiasts from 2013 onwards.”
The main objective behind the C&P ride was to gather people regardless of what they
ride. The event witnessed bikes ranging from Pulsars to Harleys along with hobby
motorcycles brought in by Delhi bikers. Parents came along with their daughters and sons,
and so did friends with office colleagues.
Keertan Adyanthaya
Managing Director,
FOX International Channels
“The festival beautifully extends
our channel’s brand promise of ‘This
journey is fun’.”
IBW adopted a 360 degree marketing approach to ensure maximum exposure. Television,
print, digital, outdoor and radio were employed to carry the necessary communications.
Stressing on the digital aspect of promotions was Martin da Costa who stated that the
most important strategy was the online - offline collaboration with bikers and the biker
community, because it’s their participation that will make IBW an amazing festival in
India history. Also in the pipeline were brunch and beer sessions with biker communities.
H.O.G Rally
Over 600 riders rode down from different areas of the country wearing their biker’s attire
and showing off their individual two wheelers as part of the H.O.G parade. Most of the
people rode all the way from their respective cities, with some covering more than two
thousand kilometers to reach Goa and be a part of this national rally.
the biker’s community took place in Delhi,
Mumbai, Bangalore, Hyderabad, Kochi,
Kolkata, Goa, Guwahati and Dibrugarh as
a build up to the main show. Enthusiasts
met up with the people behind India Bike
Week on a Sunday ride for breakfast. India
Bike week partnered with the Helmet
Stories to organize these multi city events.
Speaking about the event, Prakash from Harley-Davidson said: “India Bike Week is one
of the many initiatives we have undertaken to support the development and growth of
leisure riding across India since 2009. Motorcycling in India is rapidly changing and India
Bike Week is just the beginning. The main occasion for us was our 110th anniversary
celebrations in Goa which was kicked off by our first ever first National H.O.G Rally. We
have been the first movers in the leisure biking segment and hope to truly cultivate leisure
biking in the Indian market by promoting and associating ourselves with events such as
the India Bike Week.”
Speaking about the activity, Thanush
Joseph, Director - Marketing, 70 EMG
said: “We at India Bike Week want to
create a platform that directly engages with
the audience as well as creates excitement
and enthusiasm along the way. Chai and
Pakora ride helped achieve that goal! We
moved away from the usual run of the
mill concepts for creating news and buzz
around the festival by coming up with
something more creative and fun that
would gel well with the biker community
at large. All the activities leading up to the
main festival followed the same path.”
Around 150 people came from Delhi, Mumbai and Bangalore each and 40 from
Chandigarh, Ahmedabad and Hyderabad. Kochi, Kolkata and Chennai were also well
represented.
He further added: “Our concept received
much interest from all mediums of media
who came forward with requests to
capture the festival in its different stages.
Since our launch, our Facebook page has
received overwhelming support and so
have our other initiatives. This in itself
is a testament to the potential India Bike
Week has!”
A rally of bikers and enthusiasts at IBW
4 March 2013, EXPERIENTIAL MARKETING 61
Anoop Prakash
Managing Director,
Harley- Davidson India
“Through the IBW we provided
the 5,000 or so visitors who came
to IBW a glimpse into the genuine
relationship that can be developed
between a brand and its customers
over and above simply owning a
product.”
When engines meet people
IBW led to the merge of some powerful
engines with colourful people. The festival
was a buzzing ground of activities that
included various zones, each dedicated to
specific individual experiences. Exhibitors
Zone, The Display Zone, The Fight Club,
The Pimp my Bike Zone, Test Zone and
Trials Track, The Biker Flea Market, Live
Entertainment Zones, Burn Out Bar,
Electronic Music Stage and Beer Garden
were some of the many experiential zones
that catered to the different needs of the
festival goers.
India Bike Week had three concert stages,
28 live bands and DJs, seven bars, race
tracks, 16 cage fighters, a stunt arena, Big
Trip Cinema, vintage and custom bike
display that featured the showstopper Y2K
turbine engine bike, biker flea market,
Bajaj Allianz safety clinic, etc. among its
many attractions. The highlight of the first
day was Gentlemen’s Dub Club, UK’s dub
step headliner act, which got the audience
excited.
The second day also saw a host of activities
like the unveiling of Bonneville Dream
- India’s first entry into the Salt Flat
Bikers showcasing some mind blowing stunts at the IBW Stunt Zone
Races, IBW brotherhood ride, international stunt act performance by Mattie Griffin and
award ceremony for a custom bike build. Vintage bikes were on display such as the 1941
Norman, BSA M20 1942 500cc and the 1933 Paratrooper. Another hit with the audience
was ‘The Biking Masterclass’ by ‘Raid the Himalaya’ winner Ashish Moudgil.
The IBW line up consisted of known bands such as Pentagram, Split, Sky Rabbit,
Blek, Faridkot, The Other People, Lou Majaw & Friends, Bombay Basement, Bay Beat
Collective, Reggae Rajahs, Anish Sood, Dualist Inquiry, etc.
A noteworthy activity that took place was the coastal ride from Mumbai to the IBW venue
in Goa which saw enthusiastic participation from bikers. It was a wonderful scenic ride,
with the Arabian Sea on one side and paddy fields and coconut palm trees on the other
Speaking about the response the first edition of India Bike received, Martin da Costa
of 70 EMG said: “It’s just incredible to see the reaction we’ve had to India Bike Week.
I think we pretty much ticked all the boxes as far as organizing a major new festival is
concerned. It had1,25,000 Facebook fans, 6,457 attendees along with over 3,500 bikes
that rode down. The festival went flawlessly from start to finish. We were really pleased
with how well IBW’s been received. People had a blast. We couldn’t have asked for a
better opening festival than the 2013 edition of India Bike Week. We’re already planning
2014, so that it becomes even bigger, even better, more bikes, more bands and more
of everything. It’s the start of an incredible journey for us and for the Indian Biking
Brotherhood. Looking forward to the next 10 Years! “
Keertan Adyanthaya also added: “We are thrilled with the response we have received for
India Bike Week, which salutes the two wheeled lifestyle of the biking community. Being
the woodstock of biking festivals, India Bike Week brings alive various elements close to
a biker’s heart - rock concerts, showcase of the most amazing motorcycles from across the
world including vintage bikes, India’s first ever custom bike build off, stunt arena, etc.
We really hope to inspire a new generation of bikers and make India Bike week an annual
property for the biker community in India.”
The multi-faceted event catered to the likings of different bikers, music lovers, shoppers,
tourists, etc. ensuring that everybody present there had an enjoyable experience.
Prakash spoke to ExM about the most exciting experience at IBW. He said: “India Bike
Week was the first time an event of this magnitude was taking place for celebrating the joy
and passion of riding. The most exciting achievement, beyond the thousands of attendees
4 March 2013, EXPERIENTIAL MARKETING 62
ALSO FEATURED
Thanush Joseph
Director - Marketing,
70 EMG
“We at India Bike Week want to
create a platform that directly
engages with the audience as
well as creates excitement and
enthusiasm along the way.”
and riders from around India, was that
many international visitors from both
Harley-Davidson and other companies
remarked on how authentic the vibe and
feel was to bike festivals around the world.
We hope to see a bigger and grander
IBW in the future and establish this
event as a yearly cornerstone to every avid
Indian biker as well as a destination for
international bike enthusiasts.”
The differentiating factor
The point of differentiation of this festival
was the recognition of a few factors. First
of all, the property in itself was unique in
terms of its concept and objective. Given
the current situation of music concerts
and festivals flooding the cities, India Bike
Week came across as a fresh breath of air.
Second of all, festival revelers come to
an event because of the need to feel part
of a community. Passion matters and
70 EMG made sure they targeted groups
of passionate entertainment consumers.
Thirdly the execution, luxury quotient,
content and comfort needed to be taken
care of. IBW focused on just that, not
forgetting food, amenities, design and
music.
Giving us more reasons to believe IBW
Models and bikes on display at IBW
was different, Martin da Costa said: “India Bike Week is different because it’s not just
another music festival. It engages with one of India’s most passionate communities –
bikers – and gives them and their friends and guests an experience that’s literally out
of this world – comfortable, clean, efficient. It’s different because we created a buzzing,
humming fun factory that combines the best of biking, bikes, machines and men with the
best of all the other festival genres that we work in like Art, Cinema, Music, Performance.
There’s something for everyone at India Bike Week, whether you’re a biker or not. But it’s
anchored in community and brotherhood.
What lies ahead?
After witnessing an overwhelming response, 70 EMG wants to make the next edition of
the property bigger and better. The festival will stay in Goa for the next couple of years
targeting a gathering of 25,000 people till the next location is finalized. They will also
generate more broadly based, regional satellite events, rides and event touch points across
the calendar year from this edition onwards.
Speaking about why more brands should come on board and be a part of this project,
Martin da Costa said: “We’ve definitely set some sort of an un-official record for a
festival in India in its first year - both in terms of our online platform and the attendance
numbers on ground. Fox Traveller is also broadcasting 2 half hour specials on air which
will showcase IBW’s main sponsors, exhibitors and partners. We’ve generated over well
over 15 crore rupees worth of PR value till date. Our main sponsor Harley-Davidson has
been able to leverage an immense amount of coverage from their involvement which,
along with their customer loyalty and retention plan, will, we think, lead to significant
new sales.”
He added: “ Our 50 plus exhibitors and other sponsor and partners all made a profit on
ground - mainly because of the Rs 3,000 ticket price, and 1,000 plus Harley-Davidson
riders and guests who made for a seriously differentiated target audience (with money
in their pockets, and the willingness to spend it). All in all, we feel that getting involved
with IBW will be pretty much a no-brainer for branded, sales lead activations, online and
digital tie ups, and sponsorship over the next few years.”
A festival for all, India Bike Week emerged as a profitable platform not only for bikers,
music enthusiasts, travelers, etc. but also for sponsors, partners and exhibitors. Now, one
can only sit tight and look forward to the second edition!
4 March 2013, EXPERIENTIAL MARKETING 72
Glimpses
Times Food and
Nightlife Awards 2013
The event took place at ITC Grand Central,
Parel in Mumbai on Feb. 10 and was executed
by Convergence Events Pvt. Ltd., which was
given the mandate to handle the entire
production of the event. It was attended by
600 guests which included various celebrities,
socialites and food enthusiasts.
Bombay Times party
Bombay Times threw a party on Feb. 8 at
J.W. Marriott in Mumbai to celebrate its 18th
anniversary. The event was attended by Amitabh
Bachchan, Salman Khan, Katrina Kaif, Bipasha Basu,
Ajay Devgn, Anil Kapoor, Sonam Kapoor, Kareena
Kapoor, Shahid Kapoor, Arjun Kapoor, Alia Bhatt,
Chitrangada Singh and many others.
4 March 2013, EXPERIENTIAL MARKETING 73
10th SWAT campaign
The tenth edition of the anti-tobacco campaign took
place on Feb. 2 and 3. It was organized by the students
of EMDI. As part of the campaign, the Rockatronica
gig took place, where a few bands performed. Hazel
Keech attended the event.
3rd International
Sufi Festival
The festival took place from Feb. 6 to 8 at Kamani
Auditorium in Delhi. The festival, which is an
exclusive event of the Indian Council for Cultural
Relations (ICCR), was conceived and managed
by ICCR as well. It saw participation from Spain,
Russia, Iran, Tunisia, Azerbaijan and India.Sharma,
Deepika Padukone among many others.
4 March 2013, EXPERIENTIAL MARKETING 74
92.7 BIG FM holds
second BIG Tamil
Entertainment Awards
The awards ceremony aimed at recognizing
entertainers from the genres of cinema, music,
dance, theatre, television and sports. It took
place on Feb. 14 at the Chennai Trade Center in
Chennai and was produced and conceptualized
by 92.7 BIG FM.
Durex Valentine’s
night party
Durex hosted a Valentine’s night party at
Shroom, The Crescent Mall, New Delhi on
Feb. 14. Percept Activ conceptualised and
executed the on-ground activities for the
event which saw celebrities and socialites in
attendance.
4 March 2013, EXPERIENTIAL MARKETING 75
3rd Annual Ghanta
Awards
The awards took place on Feb. 15 at Enigma,
JW Marriott, Mumbai in the presence of over
250 guests. This year, seeing the potential and
popularity of the property, INvision Entertainment
Pvt. Ltd. not only executed the entire show but also
bought a majority stake in it.
Royal Stag Mirchi Music
Awards 2012
The fifth edition of the awards took place
at Yash Raj Studios in Mumbai on Feb. 7.
Fountainhead was in charge of the ground
production whereas Cineyug scripted, directed
and conceptualized the whole event. The show
was hosted by Ayushmann Khurrana.
4 March 2013, EXPERIENTIAL MARKETING 76
Temptation Reloaded 2013
As part of its world tour, went to Muscat on Feb. 13
and took place at the Oman Automobile Association
Ground. The event was scripted, directed, managed
and executed by Cineyug Entertainment. It was
attended by a crowd of 25,000 people.
UTV Walk of the Stars
Yash Chopra statue
launch
It took place on Feb. 11 at Yash Raj Film Studios
in Mumbai. Fountainhead Promotions & Events
was appointed to execute the launch which
was attended by about 250 people including
Shatrughan Sinha, Poonam Sinha, Rani
Mukerjee, Kabir Khan, etc.
4 March 2013, EXPERIENTIAL MARKETING 78
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