January - February 2016 by EVENTFAQS Media

JAN / FEB 2016 VOLUME 7, ISSUE 1 PRICE RS. 100 EXPERIENTIAL MARKETING MAGAZINE JAN / FEB 2016 VOLUME 7 ISSUE 1 RNI registration MAHENG / 2010 / 35733

EVENTS ENTERTAINMENT PROMOTIONS MICE BTL SPONSORSHIP SPORTS Cover Design.indd 1

25/01/16 9:33 PM

FROM THE EDITOR What does it mean for the experiential marketing industry, to have government departments open up as a major client base, offering large scale, high-budget projects? Well for one, with most government events being a showcase in some way or the other of the country, the benchmarks for these events are of international standards. Which means, these clients are actually allowing agencies to push the bar, to raise the level of the experiential industry as we know it! Add to that a layer of certain government departments truly understanding the value of experiences and inviting ideas, offering partnerships and incentives. That sounds like a success story for all those with workable, sustainable and creative ideas for IPs. What will the creatives of the industry complain about any more? It's obviously just the beginning, and a lot of what is outlined above is the ideal scenario. But the efforts are all pointing in the right direction! With EEMA bringing the industry closer to the government and its related associations and departments, an ease in doing business is the only agenda for all parties. And going by what the top agencies in India have their hands full with this season, its already showing effect. Does this mean that Corporate India will soon have to match up to the innovative opportunities being offered to the experiential industry by this growing client base? Only time will tell…

karishma@eventfaqs.com

ExM is a bi - monthly magazine by EVENTFAQS Media, India’s only platform for events and experiential marketing - www.evenfaqs.com For subscription enquiry: info@eventfaqs.com EDITOR & HEAD - BRAND & CONTENT

KARISHMA HUNDALANI karishma@eventfaqs.com +91 98212 80003 PUBLISHER & BUSINESS HEAD

VISHAL NAGDEV vishal@eventfaqs.com +91 98212 24987 CFO & DIRECTOR

JIMMY CHOUDHARY jimmy@eventfaqs.com +91 98214 28197 EDITORIAL TEAM

KANIKA MEHTA kanika@eventfaqs.com +91 98100 18658 AANCHAL DHAWAN aanchal@eventfaqs.com +91 98716 50137 ISHA GAKHAR edit@eventfaqs.com RAKHI JERLY rakhi@eventfaqs.com MARKETING SERVICES TEAM

SONAL GUPTA sonal@eventfaqs.com +91 98338 85521 ANUP SHARMA anup@eventfaqs.com +91 99300 89557 CLIENT SERVICING

LIZANN PINTO lizann@eventfaqs.com +91 98339 96461 SONAL LAD PARALKAR lad@eventfaqs.com +91 98339 93885 SONAL PATEL patel@eventfaqs.com +91 98339 93226 KRITI JAIN kriti@eventfaqs.com +91 9911 6969 80 DESIGN

PRASAD KARAMBAT CIRCULATION & MEDIA MANAGEMENT

RAMESH PATIL ramesh@eventfaqs.com +91 22 26300673 ACCOUNTS & ADMIN

PURVESH BHATT accounts@eventfaqs.com +91 22 26330674 ADMIN SAMIT ILKAR ISSUE DESIGN & LAYOUT

VINAYA PRASHANTH vinnyprashanth@yahoo.com Printed & published by: Vishal Vashulal 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 92 pages including covers.

Editors Page.indd 3

25/01/16 8:20 PM

CONTENTS

07 10

From UAE IN FOCUS – Chillout Productions Presents the 14th Dubai Jazz Festival 7

– Platinum World Events Head to Dubai & Frankfurt for MICE 43 – Get MICE hopping across Asia! 46

Brand Activation

PHOTO FEATURE

IN FOCUS – Toast Events Manages a Series of Events for Reebok India 10 – Asset CSR Team (ACT) Launches Hyundai’s Safe Move Campaign 13

PHOTO FEATURE

ALSO FEATURED EXPERIENTIAL DESTINATIONS

– A Mega Launch for a Mega Vehicle: Delivered to TATA Motors by T.I.C 14

M.I.C.E

BRIEFS 16

– Vega Destination Management Company: Your preferred partner to plan an incentive in Portugal 52

Sponsorship Marketing IN FOCUS – #NeedforSpeed: Toast Events Activates OLA Racing @ NH7 & Sunburn Concerts 18 – 15 Brands In Action At Sunburn Goa 2015 20

BRIEFS 22

Sports Marketing PHOTO FEATURE – Juniorthon Debuts In Mumbai With 2500 Runners 26

BRIEFS 28

Entertainment IN FOCUS – Preview: India Bike Week 2016 31

PHOTO FEATURE – In A Nutshell: 2015 Biggest Music Festivals 34

– BRIEFS 40

BRIEFS 54

Exhibitions & Conventions IN FOCUS – Events Shaping Brand - India: The India Africa Forum Summit 2015 56 – Glitter and Glam: GS Entertainment Produces IBJA 2015 60 – Comic-Con Soaring High with Support of Sponsors; Conquering Hurdles of Taxation & Infrastructure 64

– BRIEFS 66

Industry Watch IN FOCUS – Showtime Events Impress Central And State Ministries 70 – Event Security Beyond Manpower 72

MARKET PULSE – “Experiential Marketing has Played a Big Role for Sula Vineyards” - Cecilia Oldne, VPMarketing 74 – Great Experiences Impel Great Performances 76

BRIEFS 78 COVER STORY – Government Partners the Experiential Industry: Cause And Effect 81

TALENT CENTRAL 90

Disclaimer: i. Experiential Marketing magazine is published by EVENTFAQS Media. Pvt. Ltd. with RNI Registration MAHENG/2010/35733. ii. Every effort is made to ensure that the magazine’s content is correct. However, the publisher accepts no responsibility for any errors or omissions. iii. All material published in this magazine is copyright protected. Unauthorised reproduction in part or full is forbidden. iv. The publisher takes no responsibility for content used in advertisements and advertorials. It is assumed the advertiser has rights to use the content. v. The publisher takes no responsibility for photographs and information published in features which comes from external sources such as PR agencies, direct sources, etc. It is assumed that the parties involved have the right to provide the information for publishing purposes. vi. Any dispute/error liable vis-a-vis this magazine is strictly restricted to local jurisdiction in Mumbai only.

Contents.indd 2

25/01/16 9:14 PM

INTERNATIONAL UPDATES | IN FOCUS

HE DUBAI JAZZ FESTIVAL HAS WON NUMEROUS awards in recent years including the ‘What’s On’ Award for the ‘Best Festival’ in 2006, 2007, 2009 and 2010; the ‘Best Public Entertainment Event in the Middle East’ in 2008 and the ‘Best Marketing of an Event’ in 2009 at the Event 360; and the Timeout Award for the ‘Best Music Festival’ in 2010, among others. Known for bringing internationally acclaimed jazz artists to the region, the Dubai Jazz Festival is a highly anticipated annual festival, the 14th edition of which is all set to take place at the Dubai Media City Amphitheatre in Dubai from February 24 to 26. The audience at the festival is as always expected to be extremely diverse, of all ages and cultures.

A BRIEF HISTORY

IN FOCUS

DUBAI JAZZ FESTIVAL

Chillout Productions Presents the 14th Dubai Jazz Festival The upcoming festival in Dubai will feature Scott Bradley’s Postmodern Jukebox, David Gray, Chris Botti, and more. Read on as Anthony Younes tells ExM about what’s in store for the upcoming event and talks about Dubai as a market for music festivals. By Rachael Rajan

Since its inception in 2003, The Dubai Jazz Festival has consistently showcased excellent musicians including Grammyaward winning artists, acclaimed performers and groups, and jazz legends. Going over how the idea of the Dubai Jazz Festival was born, Anthony Younes, CEO, Chillout Productions says, “It all started with the vision of establishing a multi-day festival featuring more than one artist and promoting my favourite genre of music, Jazz! It was in 2002 when Chillout Productions was established, a company devoted to setting up festivals and events with the tradition of initiating new and exciting concepts to make the live entertainment experience even more stimulating for fans.” While the first edition in 2003 sold 1200 tickets, attendees at the Dubai Jazz Festival doubled and tripled in the next few years. The 2014 edition saw more than 60,000 attendees present while in 2015 tickets sold out and over 35,000 music fans attended. Younes adds, “It was exactly fourteen years ago when the Dubai Jazz Festival was born. What started as a three-day event has grown into an iconic brand with the confession of all decision makers in the industry. Since then we’ve only moved up, with international and local brands supporting our musical initiative.”

THE 14TH EDITION Artists and groups at the upcoming edition include Scott Bradley’s Postmodern Jukebox, James and Toto on Day 1. Day 2 will see David Gray, and Chris Botti featuring Sting perform, while the lineup for Day 3 includes La Bomba De Tiempo and later in the night, Santana. Younes notes, “For the 14th edition, we are very excited to present legends and music icons that will surely satisfy every taste from all generations and also from countries in the region. Putting together an outstanding line up with world-recognized names is not a simple task, what we aim for at the Jazz fest is an experience to remember and not just another one off concert. With the return of sell-out acts such as Legendary American pop-rock band Toto, British Singer-Songwriters David Gray and Sting, and Latin-American Jazz-Pop-Rock legend Carlos Santana to headline the festival alongside jazzman Chris Botti, British rock band James, Scott Bradlee’s Postmodern Jukebox, and Latin percussion group La Bomba De Tiempo, this without a doubt will make this edition as a best off with a twist edition.“

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

Dubai Jazz Festival.indd 1

25/01/16 8:06 PM

INTERNATIONAL UPDATES | IN FOCUS

Lindsey Stirling

Sting

James Blunt owning the crowd during his performance

James Blunt

What’s interesting about the Dubai Jazz Festival is that it is so much more than a music festival. While the music naturally remains central to the programme, interesting artistic and lifestyle components add to the offerings at the festival and to the overall vibe. Elaborating on this, Younes says, “We did not want to limit its content and structure to the commonly known concerts. Rather, we wanted to continuously enhance it by adding creative activities to its bills. Our theme, ‘A Unique Take on Music, Art and Lifestyle’ summarizes what the festival promises to the audience – a combination of multi-artistic elements. Every year, our sponsors and partners come up with innovative set ups and events to make sure that the fans are enjoying even before the artists take the stage. Outstanding musicians, great performances, good food, exquisite paintings, fine art, handmade jewelleries and more – these you can all expect from the festival.”

“It was exactly fourteen years ago when the Dubai Jazz Festival was born. What started as a three-day event has grown into an iconic brand with the confession of all decision makers in the industry. Since then we’ve only moved up, with international and local brands supporting our musical initiative.” ANTHONY YOUNES CEO, Chillout Productions

Artisans who will be showcased at the festival include Carrie Wareham, Wael Hamadeh, Jocelyn Lewisham, Marlene Nasra, Usama Afnan, Helen Antoniades, Gail Reid, Lynda Marion Jewellery, Jacqueline Wood, The White Petals, Maxim Kochereshchenka, and Athina. A tremendous amount of thought has gone into every aspect of the Dubai Jazz Festival and this is reflected in the impact the festival creates. The 14th edition builds on previous years’ excellence, providing what can only be the best festival yet. Younes comments, “We have worked hard in creating the perfect atmosphere for the fans and with every successful festival; we are caught up in a new surge of determination to

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

Dubai Jazz Festival.indd 2

25/01/16 8:06 PM

INTERNATIONAL UPDATES | IN FOCUS

F&B Village

The Exhibit Village

DJF2015 Crowd

come back with another version that surpasses the greatness of the previous one. So fans can always expect the best of the best from the Dubai Jazz Festival.”

the event that they support. Moreover, we have already built the awareness and trust among our local and national audiences, and sponsorship, in effect, is integrated at every level.”

THE DUBAI MARKET

The presenting partner for this year’s event is Lincoln. Other sponsors and partners include Bank of Sharjah, radio 2, MasterCard, Al Bustan Rotana, anghami, osn, Gulf News, What’s On, Hype, Emirates, Harlequin, Artes, SES, SAE Institute, CapitalD, City 7 Dubai, Media Specs, explorer, infopod, Jacobsons, kippreport.com, Capital Business, Eye on Dubai, and Lifestyle.

Despite Jazz not being mainstream, the Dubai Jazz Festival has been greatly successful at every level – whether it be reaching a growing audience, getting sponsors and partners on boards or becoming a part of the city’s culture. Talking about how the festival came to occupy this place on the Dubai calendar for both residents and tourists, Younes says, “UAE and especially Dubai is known for its wide variety of cultures and large-scale events. Among these events is the Dubai Jazz Festival that definitely managed to stand out. From its inception, the festival has been one of a kind, providing not just a musical experience but also an enjoyable aesthetic way of life, making it the festival’s legacy and one of its biggest selling points. Drawing in over 430,000 music fans since 2003, I think we have done well in introducing jazz to Dubai.”

SPONSORS AND PARTNERS

Food outlets at the festival will include 800 Pizza, Burger Fuel, Calle Tacos, El Greco, Gobai, Moti Roti, Napoli Ice Cream and more.

THE WAY FORWARD Looking at the numbers, a growing number of attendees and sponsors is likely to continue being an important aspect of the future of the Dubai Jazz Fest’s growth story.

With the large numbers attending, The Dubai Jazz Festival naturally offers a great opportunity for brands to seamlessly connect with their audiences.

Other than this, Younes feels the festival still has a lot to achieve in the next few years. He observes, “We still have a long way to go. Jazz is niche, even the biggest jazz festivals in the world are offering jazz for free and making money from selling tickets for pop acts.”

Discussing this, Younes says, “For partners and sponsors, they all know that international events like the Dubai Jazz Festival offer valuable exposure and positive association with the brand. They use the passion for music to establish a deeper connection to the people, and their investment adds value to

IMAGES FROM THE DUBAI JAZZ FESTIVAL 2015 JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

Dubai Jazz Festival.indd 3

25/01/16 8:06 PM

BRAND ACTIVATION | IN FOCUS

IN FOCUS

REEBOK INDIA

Toast Events Manages a Series of Events for Reebok India Reebok India recently collaborated with Toast Events to host a series of events – including a store launch in Delhi and an experiential gig at Cyber Hub. Here’s a closer look at these activations.

By Isha Gakhar

Reebok India’s ‘Fit-Hub’ Concept Store Launch at GK1 Reebok India’s ‘Fit-Hub’ Concept store in Delhi, at GK1, M Block Market was inaugurated on Nov. 4 by Reebok Brand Ambassador Nargis Fakhri and Dave Thomas, Managing Director, Reebok & Adidas India. Toast Events executed the store launch by integrating the brand experience, where Nargis arrived at the store, accompanied by an army of combat trainers through the streets of the market. A huge branding panel was created for the façade of the store, also forming the backdrop to the performance by the combat trainers. High-energy music integrated with the performance, built excitement amongst the invitees, as it also attracted attention from the crowds in the vicinity, creating hype for the launch. The media and crowd was taken by surprise when Nargis, after a short stint of combat training, went closer to the backdrop and kicked it with full energy to unveil the store. Later, the media was invited inside the store for a press meet. A selection of Reebok patrons too were called for an exclusive opportunity to meet Nargis inside the store. Prateek Nagpal, Lead Client Servicing, Toast Events, said, “We have had a long association with Reebok. They present us with a new challenge each time and challenges always make us happy. The event required quick turn around since the store is located in a high traffic location and required to have the street blocked for about 40 minutes. This 40-minute window is what we had to set it up, conduct dry run, performance by the Trainers along with Nargis and dismantle the entire set up. With a great concept and meticulous planning, the event went off very well.”

Experiential Gig at Cyber Hub to Engage Consumers On Nov 20-21, the tempos were set high at DLF Cyber Hub, when Reebok introduced its recently launched shoe – the Reebok ZPump Fusion, featuring the iconic Pump technology. To create excitement around the ZPump one notch higher, Toast Events conceptualized and executed an interactive gaming experience, challenging cyber hub goers to test their fitness levels, and win a pair of brand new Reebok ZPump Fusion shoes!

Reebok+Toast.indd 2

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

25/01/16 7:01 PM

BRAND ACTIVATION | IN FOCUS

Engaging the young, high-income and corporate crowd of the city for two days, Toast Events created a pop up installation for the fitness game with an LED screen and a dedicated zone for participants to perform. A pre-recorded Video shot with the Reebok Trainers was being played on the screen for each participant. By imitating the fitness moves right in front of the screen at play zone, passers-by have had a chance to win a pair of the Z Pump shoe or exciting merchandise from Reebok. The game could be played in Doubles as well as Singles too. Once the participant accepted the challenge, they went through a short warm up and 3-4 exercises, which tested their speed, stamina, coordination and, of course, the fitness levels. As soon as the game started, it showcased a demo of the fitness moves that the player needed to perform, as a circuit. After the demo, the participants copied the exact moves of the trainer, and were graded as ‘Perfect’, ‘Good attempt’ and ‘Needs practice’. Players achieving the ‘Perfect’ ranking were awarded a brand new pair of the Reebok Z Pump Fusion shoes. Encouraging others to adopt the philosophy of ‘Fit for Life’. Participants with a ‘Good attempt’ ranking earned a Reebok t-shirt, and ‘Needs practice’ received gift vouchers from Reebok. All in all, everyone who participated in the activity, walked away with exciting goodies from Reebok.

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

Reebok+Toast.indd 3

25/01/16 7:02 PM

BRAND ACTIVATION | IN FOCUS

YUNDAI LAUNCHED ITS TRAFFIC SAFETY campaign for children, 'Safe Move – Traffic Safety Campaign with Robocar Poli', at the India Habitat Center in Delhi on Nov 30, 2015. ACT, the CSR wing of Asset group of companies, was assigned to execute the launch as well as the post-launch activities, which will be conducted in two phases. ACT (Asset CSR team) is India’s first and exclusive CSR ‘thought to reporting’ company. A part of the Asset group of companies, led by Asset Communications Pvt Ltd, ACT is involved in planning, communications, engagement, and implementation of CSR activities. The Hyundai account is Asset’s recent acquisition and their first mandate was to launch the corporate’s global road safety campaign in India. The campaign is backed by the Ministry of Road & Transport and Highways, Government of India. Children being the future and as the best time to imbibe life discipline in them is during their early and mid years, the campaign focuses on school-goers.

IN FOCUS

HYUNDAI CSR

Asset CSR Team (ACT) Launches Hyundai’s Safe Move Campaign “Safe Move – Traffic Safety Campaign with Robocar Poli” was launched in Delhi at the India Habitat Centre.

By Rakhi Jerly

Speaking about the association, Sanjay M Lal, Founder and MD of Asset said, “We are extremely proud to have partnered Hyundai’s vision and delivered an impactful measurable model in making a difference on the road! For us, it was not about executing an event. It was about initiating a drive to save lives. The tools created by us and our partners are extra-ordinary content that guarantee deep impact. We are extremely eager and excited to embark on this journey and are thankful to Hyundai Motor India Ltd., for giving us this opportunity!” Shah Rukh Khan was present at the launch event in Delhi, alongside dignitaries like Nitin Gadkari - Minister for Road Transport, Highways and Shipping, Govt of India; Vijay Chhiber IAS, Secretary, Ministry of Transport and Highways, Govt of India; Hyun CHO, Ambassador of the Republic of Korea; Y K Koo, MD Hyundai Motor India Ltd., and Dong Woo Lee - CEO, ROI Visuals. Choreographer Shaimak Davar’s junior troupe performed a 7 minute medley especially created with Road Safety lyrics. Shiamak had also choreographed a signature step to help kids recall the campaign and its message. The campaign mascot, Robocar Poli, is featured in a 26 episode cartoon series running daily on Hungama TV. Each episode of the series gives out a different road safety message. The Robocar Poli DVD set was also launched at the event. After the Delhi launch in the presence of Ministry representatives, school principals, media, and other dignitaries, ACT would execute the post launch activities in two phases. Phase 1 targets kids and parents across 5 cities through a School Contact Program and a Residents Welfare Associations activation. 40 Schools and 45 RWA in Delhi, Mumbai, Ahmedabad, Kolkata, and Chandigarh were covered in Dec 2015. A 7 minute English + Hindi Safety Song, the signature step for kids to associate with the Mascot and the Campaign, a 3 minute story telling audio script embedded with key messages, the ‘TRuDO’ game – an extremely promising edutainment tool to engage with kids of all ages, and various other impactful compositions have been developed to ensure a deep impact and behavioral changes within the target segment. Phase 2 will expand the activities nation-wide.

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

Hyundai CSR.indd 1

25/01/16 7:00 PM

BRAND ACTIVATION | PHOTO FEATURE

A Mega Launch for a Mega Vehicle: Delivered to TATA Motors by T.I.C. More than 150 cities were covered in a series of events to introduce the TATA Ace Mega in the market.

ATA MOTORS RECENTLY launched the Tata Ace Mega with the tag line “Ab Life Mein Jo Hoga Mega Hoga”. The Tata Ace Mega variant comes as part of the brand’s strategy to continue the legacy established by Tata Ace “Chota Haathi” which has over 14 lakh customers on road.

for generating entrepreneurship and employment in many parts of India. Making this journey special are over 1 million customers, who have trusted the brand and have grown in the businesses. We would like to extend our gratitude to all our customers for trusting the brand." THE FORMAT AND ENTERTAINMENT

To introduce this new entrant in the market, Tata Motors launched a series of events across India, executed by T.I.C. This was a one of a kind project where the company touched more than 150 cities and towns. Kicked off in July 2015, the events went on till Dec.16, reaching around 40,000 people. Commenting on the rationale for this large scale multi-city launch, UT Ramprasad, Head – Marketing Communication, Commercial Vehicles Business Units, Tata Motors Ltd. said, "Completion of ten successful years of Ace is truly a remarkable milestone. Tata Ace has been a revolutionary product and is a result of our deep understanding of the market and consumer. While we feel this is only the beginning of a long successful journey, we are proud that the Ace family has been the preferred choice for last mile transportation, selling over 1.5 million vehicles, globally, since inception and has been responsible

“Making this journey special are over 1 million customers, who have trusted the brand and have grown in the businesses. We would like to extend our gratitude to all our customers for trusting the brand.” UT RAMPRASAD Head – Marketing Communication, Commercial Vehicles Business Units, Tata Motors Ltd.

Tata Ace.indd 2

Two formats were used: large scale and small scale, depending on the size of the market in each city or town. These launches showcased the Ace Mega, while also providing entertainment in the form of quick change and illusion acts, quiz shows, UV acts, dance programs, and interactive sessions, followed by the dinner. Both formats were invitees only events, where the target audience was made up of TATA Motors’ dealers and customers. For the larger events, entertainment provided included performances by Yogis’ Angels, and Illusionist KS Ramesh and his troupe, who travelled with the crew to perform at each event.

“The biggest challenge for T.I.C. was to successfully deliver the event not only in big metros but also in suburbs where basic infrastructure was not available. With T.I.C.’s past experiences and Tata Motors support, the company successfully organized, managed and delivered these events with same standards in every city.” GAURAV DHALL MD, T.I.C

For small scale events, again illusionist KS Ramesh and troupe performed, in addition to regional singers and performers, which varied from state to state. These performers were hired based on how well they would appeal to the demographic in each locale.

Chennai, Barabati Stadium Ground Cuttack, Hotel Clarks Amer Jaipur, Sidco Exhibition Centre Navi Mumbai, Hotel Surya Palace Vadodra, Hotel Hindustan International Bhubaneshwar, Hotel Sayaji Indore, Heritage Hotel & Resort Madurai and Nicco Park Kolkata.

EXECUTING THE EVENTS

COORDINATION AND COLLABORATION

Talking about the task of managing the event in 150 cities and delivering the same quality event everywhere, Gaurav Dhall, MD, T.I.C says, “The biggest challenge for T.I.C. was to successfully deliver the event not only in big metros but also in suburbs where basic infrastructure was not available. With T.I.C.’s past experiences and Tata Motors support, the company successfully organized, managed and delivered these events with same standards in every city. These acts were well received by the audience who found them unique, entertaining and informative at the same time.” PROMINENT VENUES A few main venues where some of the larger events took place incude Taj Westend Bangalore, Le Meridien

While the events in these 150 cities and towns shared similar formats, the agency had to put a lot of effort into ensuring the events were equally impactful in all geographies. This involved collaborating with local performers so that regions with very diverse cultures were equally entertained. Areas covered even included Kashmir and the North-East, regions not often included in multi-city campaigns or launches where usually Delhi is as far North and Calcutta as far East as most country-wide campaigns go. The agency did a commendable job in executing a true pan-India launch of the Tata Ace Mega.

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

25/01/16 6:55 PM

BRAND ACTIVATION | PHOTO FEATURE

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

Tata Ace.indd 3

25/01/16 6:55 PM

BRAND ACTIVATION | BRIEFS

beginning with Nita Ambani, RIL Board Member and wife of Chairman & MD Mukesh Ambani, performing the Ganesh Vandana.

Reliance Jio Employee Launch Features World’s Largest Digital Town Hall

he employee launch of Reliance Jio Infocomm Limited (RJIL) was held at the Reliance Corporate Park in Navi Mumbai on the eve of the group’s Founder Chairman Dhirubhai Ambani’s 83rd birth anniversary. The event saw many a firsts, including the world’s largest digital town hall made possible by a mammoth digital convergence of Reliance employees, partners, and consumers across India. The Jio launch held on Dec 27 saw the Ambani family in attendance, as well as big names from the entertainment industry performing on stage. The event had an auspicious

Jio Brand Ambassador and Master of Ceremonies, Shah Rukh Khan, performed for the massive audience, followed by Oscarwinning Music Director A R Rehman. Later, the Ambani twins Isha and Akash took the stage and spoke about Jio and the promised Digital Life. Mukesh Ambani joined SRK on stage to engage in a dialogue demonstration of LYF handsets and other Jio products. He also interacted with Reliance employees across the country via two-way conferencing and sent out motivational messages. RJIL, a subsidiary of Reliance Industries Limited (RIL), is setting up an entire digital ecosystem with stated goal to break the digital divide in India and propel the country into global leadership of the digital economy. The ecosystem consists of pan-India high speed data network, specially designed devices to run on this network and a wide variety of apps. Jio has created a legacy free, next-generation voice and broadband network which can be seamlessly upgraded even to 5G and beyond. It will provide next generation digital services over an end-to-end all-IP network.

SANDEEP MEHTA Vice President Wizcraft

#Fantastico Moments By Wizcraft At Tata Zica Media Drive In Goa

ata Motors recently organised an exclusive media preview of their all-new ZICA at Alila Diwa Resort in Goa. As part of the unveiling, over 100 media personnel and 70 bloggers from across the country were taken to Goa for a period of two days, in smaller batches from December 1 to 6, 2015. The auto brand roped in Wizcraft to present the #madeofgreat partnership between Global brand ambassador Lionel Messi and Tata Motors. The agency translated this very association on-ground, as an unique experience for the guests, by creating #Fantastico Stadium and using the metaphor of ‘a big game’ to carefully thread all the experiences within this stadium. According to Sandeep Mehta, Vice President, Wizcraft International Entertainment, after the launch of the #madeofgreat campaign, it was time to take the association between global brand ambassador Lionel Messi and Tata

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

Motors on-ground for the launch of the long-awaited ZICA, the compact hatch-back from the house of Tata Motors. From the conceptual stage itself, the on-ground event was planned in a manner that could be extended and further leveraged on other platforms (mainline / digital). On putting together the entire media experiential, he commented, “The experience in the stadium started in the Locker Rooms itself - personalized kits containing the Tata Motors Messi jersey, branded sippers and product kits were placed in individual lockers dedicated to each guest. The show began with the Tata Motors leadership team revealing the strategy and game plan on ZICA in the locker room. This was followed by a dramatic unveiling sequence where the locker room was split to reveal the ZICA, spotlight in the centre of the #Fantastico Stadium.”

BRAND ACTIVATION | BRIEFS

SNEHA SHENOY Account Director, Client Servicing Encompass

The Big Bang Launch Of 2016 Audi Q7 In India By Encompass

he premium German Automaker Audi unveiled its latest entrant in the SUV segment, with the all-new Audi Q7 on Dec. 10 in Delhi and Dec. 12 in Mumbai, respectively. The Audi Q7, which had made its journey from Ingolstadt to India, across 9 countries & 9 terrains, 20000+ kms and 40 days; saw an audacious launch across the 40,000 sq. ft. area, which saw an indoor driving experience area replete with navigational parcours to show the technical prowess of the car, an Ingolstadt to India bar that had a specially curated menu of 9 gastronomic cocktails and plated dishes, inspired by each country that the car traversed across, put together by Food Talk India. The evening also had a multitude of experience areas that included an Audi miniature car showcase, the newly launched Audi Mobile terminal, and the Audi range of car displays. The glamour and glitz quotient was further enhanced by Audi loyalist and Indian Test Cricket Captain Virat Kohli who

launched the SUV, along with Ravi Shastri. The evening was hosted by Monica Dogra and also saw performances by Tanya Nambiar of Gravy Train and Dualist Enquiry’s Sahej Bakshi &Saba Azad. While in Mumbai, Bollywood beauty, Aditi Rao Hydari unveiled the car in Turf Club amidst fanfare, with music by DJ Anish Sood. On the smooth execution of the multi-city event, Sneha Shenoy, Account Director, Client Servicing, Encompass said, “A car launch can’t get bigger than this! The brief here was simple. The last lap of the great Quattro journey, had to showcase the unstoppable greatness the Q7 represents, and we did exactly that. The guests had a delightful time, indulging in a gourmet experience, getting Polaroid shots with the highly-anticipated SUV as well as a first-hand experience of being driven in the car!”

CHETAN MISTRY Vice President SALT Mumbai

SALT Hosts 6000 Kids And Parents At The Cartoon Network GoActive Bootcamp

artoon Network appointed SALT Experiences & Management Pvt. Ltd to help execute their global initiative, in India. GoActive is an initiative that encourages physical activity among kids and parents. Based on this international mandate, SALT was required to create a property in India that helps both children and adults to explore the fun of physical exercises and activities together. The brief resulted in an interesting concept called The Cartoon Network Bootcamp. The Cartoon Network GoActive Bootcamp in New Delhi was held on 29 Nov, 2015, while the Mumbai event was on 13 Dec,

2015. Similar formats were followed at both venues - three 2-hour slots for the day. Each 45 - 60 minute slot had activities followed by 20 minutes of live dance show by some of the popular cartoon characters including Johnny Bravo, Oggy, Ben 10 and PowerPuff Girls. The activity areas offered various recreational and competitive tasks for the participants to take part in teams or individually. Cartoon Network Merchandise were given away as prizes. The kids were also given Cartoon Network goody bags as Goodbye gifts at the exit. The event was presented by Dabur and Ford was the associate sponsor, with stalls and engagement activities in both cities. Speaking about the success of the event, Chetan Mistry, Vice-President, SALT-Mumbai said, “Cartoon Network has been a very important part of my growing years and I am just lucky to work with this brand and engage with the toons year on year… Every year there is a different challenge for CN events, it’s not on the creative aspects but more so on the operations front because managing kids and parents when they are super excited is a task that needs mother of all planning. Team SALT precisely managed to do that and the endorsement of our efforts were those 6000 smiling, happy faces.” JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

SPONSORSHIP MARKETING | PHOTO FEATURE

#NeedforSpeed: Toast Events Activates OLA RACING @ NH7 & SUNBURN CONCERTS In November, Toast Events implemented a thrilling racecar activity for Ola Cabs across 4 NH7 Weekenders and 4 Sunburn concerts pan India. By: Isha Gakhar

HE STALL SPACE FOR THE ACTIVITY WAS DESIGNED as a racetrack. Multiple obstacles were placed on the track to make the circuit challenging. Participants had to race Ola branded RC cars across the track and clock their best lap time. Racecar enthusiasts, gamers, and just about anyone who was up for a challenge flooded the space, as they competed for the bumper prize – A PS4, a hoverboard and free Ola Cabs for a month.

Ola Activation.indd 2

When asked about the outreach of this on-ground activation by Ola Cabs, Pummi Khanchandani, Lead Client Servicing, Toast Events said, “At Toast, we’re now expanding horizons. We started with events and are now executing integrated marketing solutions as part of our portfolio. Ola Cabs is our latest client in this category. They came to us with an objective to reach out to a large audience. What we did was create a platform wherein we engaged with the youth giving them a chance to burn some rubber and exercise responsible driving on a racetrack tying the whole activity back to Ola. The response was great, and a lot of people participated!”

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

25/01/16 7:06 PM

SPONSORSHIP MARKETING | PHOTO FEATURE

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

Ola Activation.indd 3

25/01/16 7:06 PM

SPONSORSHIP MARKETING | ALSO FEATURED

15 BRANDS IN ACTION AT SUNBURN GOA 2015 Considering the fact that #SunburnGoa has a global outreach, brands are eager to associate with the festival to connect with thousands of fans. This season was also no less. In fact, the music fest proved to be an ocean of opportunity for Brands. Percept claimed that #SunburnGoa 2015 witnessed an attendance of over 3.5 lac fans from across 50 countries over four days. By: Isha Gakhar We spotted a bevy of brands associating with #SunburnArena in one way or the other to reach their target audience. Here’s a rundown on brands that indulged into some cool on-ground activations at the recently wrapped up #SunburnGoa2015 at Vagator from Dec 27 to 30, 2015. 1. Renault did one of the most unique car displays, which was suspended from a crane, grabbing attention of audiences from any corner of the festival. They also had a lounge with games like pool, photo opportunities, along with a dedicated food truck to enhance the overall experience. 2. Gionee had the second biggest stage at the festival. Gionee's 20

elevated lounge on the hill gave fans a beautiful view of the Main Stage. Fans had comfortable seating on bean bags with a dedicated bar inside the zone itself. Games like pool and a unique photo booth added to the overall vibe of the lounge. The brand also had a Gionee Bungee Jump to add some adventure to the festival. 3. Kingfisher presented fans with the all-time favourite Good Times Zone with games like beer pong, dunk it, hammer it, and so on. They also gave out cool merchandise that went with the vibe of the festival. The brand also had a separate activity zone for more games and giveaways. Kingfisher also had a lettering which said ‘I Love Kingfisher’ with Sunburn elements.

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

Sunburn Activation.indd 2

25/01/16 7:09 PM

SPONSORSHIP MARKETING | ALSO FEATURED

4. Smirnoff Experience Zone was an elevated area for fans with comfortable seating. They also had a photo booth for fans, along with huge lettering of their #unfakeit. 5. FBB had a huge typography saying, #FREAKING BLOODY BRILLIANT that expressed the feelings of fans in the festival and also the initials of the brand FBB. They also had a zone from where people bought cool sunburn shirts to show their love for the festival and the brand. 6. Ola conducted a unique activity in their zone which involved Segway racing amongst the fans. The winners were given free beer coupons. 7. Skybags had an activity zone with interesting games like ‘Sherlock: Unlock’ - the Bag with few hints, a game where fans had to aim water balloons on bags that were hung on the wall. Fans were gratified with amazing Skybags and other goodies. A helium balloon with Skybags and sunburn branding grabbed attention of many fans out there. Also, they had activities like mechanical bull which gave an adventurous feel to the festival. 8. Airtel supported the festival with internet connectivity and high-end Wi-Fi speed that could also be bought by consumers. 9. Gillette did an activity with its brands - Venus and Flexiball. Going in with the theme of one of the stages – ‘Star Wars’,

Gillette did a bubble gun wash from the Martial. 10. SpiceJet had a photo opportunity for fans with their lovely air hostesses in front of a huge 2D cut-out of an aircraft. They also had poles with SpiceJet branding along with featuring witty quotes emphasising SpiceJet and Sunburn integration. 11. Rayban had a unique foam dance zone for fans to have a cooling experience in the heat with EDM being played in the zone itself. They also had the longest selfie stick that attracted many groups of fans to take the longest selfie during the festival. 12. The Skyscanner giant wheel was a perfect picturesque spot for fans to have an aerial view of the festival. 13. Stayzilla ensured fans had their first-ever camping experience. 14. 7up had an activity zone to promote their brand 7up Revive. They built a maze where fans had to go through hurdles and winners were gratified with 7up Revive. 15. ITC Noir Silhouette Zone gave women a chance to take images and be gratified with a foot massage. ITC passion ranch had an activity which gave a chance to the fans to see a 360 view of the audience from a DJ's perspective with Google glasses. Also they had a rocket launcher for fans as an activity.

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

Sunburn Activation.indd 3

25/01/16 7:09 PM

SPONSORSHIP MARKETING | BRIEFS

registrations were shut within a week of its announcement. The Full Marathon, for the first time, was a compulsory timed category with over 5000 runners.

Standard Chartered Mumbai Marathon 2016: 40K+ Runners, 3 New Sponsors

Mumbai hosted the 13th edition of Standard Chartered Mumbai Marathon (SCMM) on Jan 17. A pioneer in India’s Marathon revolution, the popular sporting event saw some of the finest long distance athletes from across the world, along with running enthusiasts looking to achieve their set goals. With over 40,000 runners this year, the marathon has never before seen such an overwhelming response from participants. Despite the strict timing criteria and cut-off dropped by 15 mins for all age groups, the half marathon

SCMM is organised by Procam International, one of India’s oldest sports management company and a pioneer in running events in the country. Over the years, the most respected brands have partnered Mumbai Marathon for the transformational role it plays in bringing individuals, organizations and institutions.This year, the event has three new sponsors on-board: S-CROSS, The Premium Crossover, Maruti Suzuki India Ltd. as the Driven By Partner and world leaders in Nutrition, Health and Wellness, Nestlé, as the Nutrition Partner, and India’s flag airline carrier, Air India as the Airline Partner. Speaking about the new partners and ambassador, Vivek Singh, Jt. Managing Director, Procam International said, “As we enter the 13th edition of the Standard Chartered Mumbai Marathon, we are all set to witness this New Year’s biggest sporting extravaganza. With each year, numerous participants are signing in and this year too, the registrations were closed well in advance. We are delighted to be spreading the message of health and fitness. We welcome and thank our partners, International Event Ambassador – Edwin Moses and the runners for supporting the event and helping it grow to this level.”

Legendari Group Appoints Leander Paes As Its New Global Brand Ambassador

eander Paes unveiled his jersey with the Legendari Group logo at a press conference in Chennai, after being announced as Legendari’s Global Brand Ambassador for a three year term starting with the Chennai Open 2016.

debut by acquiring the International Premier Tennis League (IPTL) 2015 Japan franchise - Legendari Japan Warriors. Leander was an integral player of the team that played across five venues in Japan, Philippines, India, Dubai, and Singapore.

The 17-time Grand Slam champion and Padma Bhushan awardee will now be a part of #TeamLEGENDARIAthlete. The move is made more significant with 2016 being an Olympic year. The Legendari Group will support Paes in every step as he prepares to participate in the Olympics for a 7th consecutive time - a record for an Indian sportsperson and in tennis, internationally.

Presenting the new jersey to Paes, Executive Chairman and Managing Director - Legendari Group, Shanthan Reddy said, “Leander has inspired many generations of tennis players and sportsmen in our country, and across the world with his game. We are absolutely delighted with this opportunity, and wish him success at Rio 2016 and through the year. Sports knows no boundaries and is gender agnostic. We at the Legendari Group are committed to sports, and will continue to identify and add similar such sports initiatives to our portfolio with an aim to emerge as a global leader.”

Founded in 2015, Singapore based Legendari Group has offices in Dubai and Tokyo. The company made international 22

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

SPONSORSHIP MARKETING | BRIEFS

RAJ NAYAK CEO Colors

13th Edition Of Sansui Colors Stardust Awards Partners With Cineyug & Omung Kumar

he #SansuiColorsStardustAwards was held on Dec 21 in Mumbai at the Reliance Jio Gardens, BKC. The prestigious awards ceremony honoured the best and the exceptional performances of the Indian film industry for the year 2015, across 33 categories. The award function was televised on COLORS. Bollywood celebrities with other luminaries, veterans and talented technicians joined hands to make this event an affair to remember. The evening was hosted by Riteish Deshmukh and Farah Khan, along with co-host Manish Paul.Given their expertise in putting together large-scale shows, Cineyug was

roped as the Events Partner for this gala affair and the sets were designed by Omung Kumar. Commenting on this year’s awards Raj Nayak, CEO, COLORS said, “Last year, we partnered with the biggest names in the Consumer Electronics and Publishing Business i.e. Sansui and Stardust to launch The Sansui Colors Stardust Awards. This partnership of three leaders went on to make the Sansui Colors Awards the No. 1 Awards show on Indian Television. This year based on feedback from all stakeholders in the Industry we have re-looked at the categories to make it more credible and robust. Our aim is to make the event exceedingly significant, entertaining and colossal this year.”

ANAND MAHAJAN General Delegate for India, Sri Lanka & Bangladesh Saint-Gobain

ET Edge - Saint-Gobain Smart Green Summit 2015 Calls For Smart Sustainable Development

T Edge in association with Saint Gobain organised the Smart Green Summit & Awards 2015 at the Taj Palace, New Delhi on Dec 2, 2015. AnantGeete (Minister of Heavy Industries and Public Enterprises), Babul Supriyo (Minister of State for Urban Development), Anand Mahajan (General Delegate for India, Sri Lanka & Bangladesh, SaintGobain) and international speakers like J. Mayer H, Dr. Nigel Oseland, James Edwards and Simon Griffins spoke at the one-day summit.

The Summit was held at the onset of the 350th anniversary of Saint-Gobain and its success story. “Saint-Gobain believes that it can play an important role in shaping the future by designing, manufacturing and distributing building and high-performance materials, which provide innovative solutions to meet the challenges of growth, energy efficiency and environmental protection. On our 350th anniversary, we aim to strengthen this commitment even further by becoming the reference for sustainable habitat in India and doubling our business in the country in the next few years,” said Anand Mahajan, General Delegate for India, Sri Lanka & Bangladesh, Saint-Gobain. Speaking about the event, Deepak Lamba, President, Times Conferences Limited said, "Smart Green 2015 is a platform that addresses the most pertinent need of the hour. Sustainability and innovation is an initiative to be taken with utmost priority and what's imperative is for it to be taken up in a novel manner. With changing patterns of behaviour, we spend more time indoors than outdoors. Consequently, it is important to create a design which is conducive to our senses and takes heed of our surroundings." JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

SPORTS MARKETING | PHOTO FEATURE

JUNIORTHON DEBUTS IN MUMBAI WITH 2500 RUNNERS The first-ever under-15 marathon in the city was organised by Party Sharty Entertainment in association with Radius Developers. By: Rakhi Jerly

ARTY SHARTY ENTERTAINMENT Ltd., in association with Radius Developers, organised the firstever under-15 marathon in Mumbai on Dec 6, 2015. The Mumbai Juniorthon held at the Bandra Kurla Complex (BKC) saw over 2500 participants and of a crowd 7000+ at the Carnival area. The initiative aimed at encouraging outdoor activities and physical fitness among children was a resounding success with support from the public, sponsors, and celebrity presence. Speaking about the event, Bhavna Mehta - Founder and Creative Director, Party Sharty Entertainment Pvt Ltd, said, “Mumbai Juniorthon was all about

children running towards a healthier future and supporting a good cause. The goal was to encourage outdoor activities and physical fitness amongst children, activating their sedentary lifestyle by giving them an opportunity to set out and accomplish the goal of running” Apart from the Presenting Sponsor Radius Developers, the event was held

in association with Kanakia Paris and Siddhitech Homes. Also on board were Banking Partner – Kotak Mahindra Bank, Holiday Partner – Club Mahindra, Radio Partner – Fever 104 FM, Media Partner – 9XM, Wellness Partner – Mickey Mehta, Theme Park Partner – Kidzania, Beverage Partner – Fruit Shoot, Print Partner – Free Press Journal, Medical Partner – S L Raheja Hospital, Outdoor Partner – Bright Outdoor, Recovery Partner – Dr. Cool, Snack Partner – Soulfull, Bookstore Partner – Crossword, and Hospitality Partner – M Talwar Group. “We started approaching the sponsors in August 2015 when we signed up with MMRDA for the venue. We had made

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

Juniorthon Story.indd 2

25/01/16 7:11 PM

SPORTS MARKETING | PHOTO FEATURE

Party Sharty's Bhavna Mehta and Amit Mehta with the core team

a checklist of companies that would be relevant to our event. Within a couple of months and several discussions we closed our sponsorship with a total of 17 Sponsors and Partners onboard across various categories.”, said Amit Mehta Director of Party Sharty Entertainment Pvt. Ltd. Celebrity support for the initiative was available since its announcement. Vivek Oberoi, Jacqueline Fernandez and Sharman Joshi have lent their voice in support for the event, while child actors were actively involved in the promotions. Darsheel Safary, Avneet Kaur and Harshaali Malhotra were seen cheering with the crowd, flagging off the runs, sharing advice on healthy living, and handing over the trophies to winners. The marathon was flagged off early at 6:30 am, with the 4 KM run for 11-15 year olds. Pre-run warm-ups for the participants were conducted by holistic guru Mickey Mehta’s team of trainers and the run was marshalled by Royal Enfield Pilot Bikers. There were 1 KM, 2 KM, and 0.5 KM run categories too. The last run for the day was reserved for the Differently Abled with over 100 participants in the Wheelchair and

Non-Wheelchair categories showing their support for the initiative. Prizes worth over Rs.10 lakhs were given away, along with trophies for the winners. The winners, 1st Runners Up, and the 2nd Runners Up in all categories, also received holiday vouchers from Club Mahindra Resorts. Kidzania and Crossword also sponsored prizes. As this was a fun-event and not a championship, all participants, who crossed the finish line, were presented with a finisher’s medal and certificate. Bombay Scottish School took home the special trophy for maximum participation.

1st year, Mumbai Juniorthon is all set to be back next year around the same time, same place with bigger crowds and more fun for our little stars. Team Juniorthon is also conducting feasibility study to take this multi-city to Pune, Delhi, and Bangalore over the years to come.”

A fun-filled Carnival area was also set up with several stalls for games, activities, workshops and food. The Carnival offered an opportunity to experience an active Sunday morning, for the kids as well as the parents, guardians, and other visitors. In a bid to inculcate good values in the participants, a portion of the registration fee was donated to various NGOs like Magic Bus, Atma Foundation, and Education First. Speaking about the future editions of Juniorthon, Bhavna said, “With such an overwhelming response received in the JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

Juniorthon Story.indd 3

25/01/16 7:11 PM

SPORTS MARKETING | BRIEFS

MOHIT BHARGAVA Director Fusion Events

was held at Sayaji Square, the 21 km route was covered in laps, where the total distance covered varied for different races. The route started at Vijay Nagar and went up to Super Corridor and back. The race was bifurcated into five major segments - Pro Elite Men’s Race, Junior Ride, Amateur Men’s Cycle Race, Fun Ride, and Elite / Amateur Women’s Race.

Fusion Events Manages Hero Indore Cyclothon 2015

Fusion Events managed Hero Indore Cyclothon 2015 on Dec. 27 for the Indore Cycling Association. This was the first such event organised by the association, and saw Hero Cycles come on board as the main sponsor. Also supporting the event was the Cycling Federation of India. The central aim of this endeavour was to raise awareness about ‘EEE’ – the environment, economy and efficiency. This was the overarching theme of the event, where the goal was to bring professional cyclists and amateurs (the general public) on one platform and spread the message. Around 22,000 people were present. While the main gathering of all participants

Yuvraj Singh Leads Puma Warm-up Zone At Tata Steel Kolkata 25K 2015

he second edition of Tata Steel Kolkata 25K (TSK 25K) concluded on Dec 20, with Sudha Singh and Elam Singh clinching the elite women’s and men’s titles, respectively. This year’s marathon saw an increase in participation with 8208 runners showing up for the race. 996 among these runners ran in the 25K race. Apart from the Elite Men, Elite Women, and Amateur 25K, the other categories and prizes included a Police Cup, 10K Amateur, Ananada Run, and Jabong Run in Costume. The event held at Kolkata’s Red Road also saw Olympic trio,

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

Right from route finalisation to chalking down the event flow to ground work and finally the closing ceremony, Fusion Events handled the entire event. Additionally, the agency had to get permissions from the local administration. Commenting on the challenges of managing the Cyclothon and the response to the event, Mohit Bhargava, Director, Fusion Events said, “The main challenge that we faced was that we had to cover a lot of work in very little time. Thus, to manage the event efficiently, our team members were allotted specific segments pertaining to the said event for which they bore complete responsibility. Hence, we were able to attain hassle free working which is a must for an event of this stature. With a participation of approximately 20,000 cyclists, we managed to create a world record for the highest participation in a Cyclothon.”

Sudha Singh, LalitaBabbar, and O P Jaisha, smashed the course record by a huge margin, first set by Kavita Raut in the first edition of TSK 25K, last year. The surge in participation this year was clearly visible with 2859 men and women running in the 10K, which was more than double of last year’s numbers. The Ananda Run had 3996 runners, while 113 senior citizens and 172 Champions with Disability, made it to the early morning run. To provide the TSK 25K runners an enhanced running experience, a number of facilities and initiatives were undertaken by the event sponsors and partners. The PUMA Warm-up Zone was popular with cricketer Yuvraj Singh taking centerstage. The warm up sessions were co-hosted by Marathon Veteran Neha Dhupia and running expert ShayamalVallabhjee. A Volini recovery zone, post event refreshments, and finishers medals were also organised to support and encourage the participants.

SPORTS MARKETING | BRIEFS

IDBI Federal Life Insurance Signs Up As Title Sponsor For Kolkata Marathon 2016

DBI Federal Life Insurance has been announced as the new Title Sponsor for the Kolkata Marathon 2016. The 9th edition of the city’s only full marathon will be held on Mar 6, 2016. Multiple Grand Slam winner and Padma Bhushan Awardee, Leander Paes will be ‘Face of the Event’. The marathon will have 5 race categories: Full Marathon – 42.195 Km, Half Marathon – 21.097 Km, Open & Corporate Challenge – 10 Km each and the Fun Run – 5 Km. This annual property is among the few full marathons in India and has grown from 6,000 participants for its debut, 9 years ago, to 15,000 participants in 2015. The Kolkata Marathon is also an official qualifier race for the Rio Olympics. Entry fee for the Full Marathon, Half Marathon and 10K Open is Rs.550 each. The Fun Run registrations can be made for Rs.300 and the Corporate Run (for a 6-member team), Rs.3,500. The 2016 IDBI Federal Life Insurance Kolkata Marathon will be flagged off from Kolkata’s Red Road, in front of Ranger's Club. The event is managed by HighLife Management and is held exclusively for Indian athletes, to promote and encourage the

Aircel Chennai Open 2016 Announces A Lineup Of 24 Sponsors & Partners

record 24 sponsors and partners have associated themselves with the much-awaited Aircel Chennai Open (ACO) 2016, which will mark the 20th year of South Asia's only and India's premier ATP tournament in the tennis capital of India. ACO is owned by IMG and operated and organised by IMG Reliance. The bevy of sponsors and partners include new associations and existing partnerships led by Aircel, the title sponsor for the tournament, and supported by a consortium of sponsors in the Platinum, Gold and Silver category, headed by the

best running talent in India. Saurav Chatterjee, Director & CEO, HighLife Management, said, “It’s my immense pleasure to welcome IDBI Federal Life Insurance as the Title Sponsor for the 2016 edition of the Kolkata Marathon. We are delighted that Leander Paes has shown support towards the marathon and we welcome him on board to help promote the marathon in the city. Only Indian athletes are eligible for the prize money in the Kolkata Marathon, as it aims to promote athletics at the grassroots level in the state and to give Indian athletes a platform to showcase their talent. The IDBI Federal Life Insurance Kolkata Marathon continues to spread the message of health and wellness in the community. We hope to see tremendous enthusiasm and support for all the runners once again this year and look forward to the 'new' and exciting edition of Kolkata’s own Marathon."

Government of Tamil Nadu. While the existing Platinum sponsors including the Indian Bank, United India Insurance, and Murugappa Group continue to show strong support, the event has attracted top-notch brands in Hero Cycles as the Gold Sponsor, and the Shriram Group as the Silver Sponsor in new signings for the 20th year of the event in Chennai. International brands such as FedEx and Emirates, who are ATP Partners, are utilizing their association with Aircel Chennai Open to leverage the value they derive from the tournament to further establish their brand with a unique audience here in India. The new partnerships for 2016 include reputed brands such as Microsoft Lumia, Omnigel, Renault and Ola Cabs, apart from Hero Cycles and Shriram Group. Aircel Chennai Open also has brands such as Performax, The Hindu Group, Wilson, Hyatt Regency and Billroth Hospitals who continue to derive strong value from their ongoing partnerships.In addition, the print and radio promotions on the Hindu, Sportstar, Chennai Live and Radio City add immense value to each of the event’s sponsors and partners. JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

ENTERTAINMENT | IN FOCUS

IN FOCUS

IBW 2016

Preview: India Bike Week 2016 The 4th edition of India Bike Week is all set to go live on 19 -20 Feb, 2016 and promises exciting events and activities for both hardcore festival-goers and dedicated gearheads. By Rakhi Jerly

HE INDIA BIKE WEEK (IBW) IS BACK FOR A 4TH edition, this year. Organised by 70 EMG and Fox Life, the biking festival is being held on Feb 19 - 20, 2016 at Vagator, Goa. 12,000 club-members and independent riders are expected to ride in for this one-of-a-kind party for the Asian bikers brotherhood with the best of the biking world. This year, the festival’s grandeur will be taken to a whole new level through an exciting event lineup that remains loyal to its roots, while introducing new attractions guaranteed to bring both casual and hardcore fans together. Here’s what you can look forward to:

HARD ENDURO IBW 2016 will host India’s first ever official Enduro challenge - the premiere high octane motor biking challenge that tests man and machine to their limits. The event is open for general participation by amateur Motocross teams. Participants stand to win a trophy and a cash prize of Rs.75,000.

IBW MAIN STREET 2016 will also see the launch of a runway for bikers running right through the centre of the festival. Main Street is India’s Rio Carnival for bikers - biker clubs and solo riders are welcome to parade their attitude and speed machines. Lined with bars and tents, the street never sleeps - with bikes revving, cameras flashing, festival-goers carousing, and DJs adding to the din on bridges suspended overhead.

IBW FILM FESTIVAL Profound travel films from all over the world will be featured across three categories - Heels on Wheels (films highlighting unique take on women riders), Milestories (travel and adventure films beyond biking experiences), and Two-wheeler Talkies (films based around the passion of motorcycles and a love for the roads). The entries will be judged by an esteemed panel of idols from both film industry and biking community. Encouraging everyday adventure movie makers, a separate segment will invite short ride video entries. These will be featured on the IBW website and the winners stand a chance to win GoPro cameras. Participating categories are Ride with my Pride (films focusing on biking clubs and their rides) and My Ride Video (short videos highlighting great solo rides

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

India Bike Week 2016.indd 1

25/01/16 9:17 PM

ENTERTAINMENT | IN FOCUS

MOTO ART COLLECTIVE A curated collection of Motorcycle and Moto Culture inspired art, exhibited at a gallery style space at IBW. Biking lifestyle elements such as customized clothing and safety gear accessories by designer and biker Arjun Khanna, air-brushed helmets, live pinstriping, 2015 projects from India’s most creative bike builders, and moto-photography by Vikram Bawa and Ronnie Sequeira, will also be available. The old favourites are back too - bigger and better for the 4th edition of IBW. The BIKINI BIKE WASH is a rider’s treat for his machine, while the NATIONAL CUSTOM BIKE BUILD-OFFS is dedicated to finding India’s best bike builder. The NATIONAL STUNT CHAMPIONSHIP features the country’s finest talents in the circuit; the BIKING LEGENDS AND HONOUR ROLL SESSIONS are an up-close and personal experiential opportunity where legendary racers and innovators from across the world are lauded for their achievements and share their unique stories through narrative storytelling; INTERNATIONAL BIKE EXPO showcases some of the most advanced pieces of automotive engineering; and The VINTAGE & CLASSIC BIKE CONCOURSE is a celebrated showcase of unique and rarely displayed heritage rides sourced from collectors across the country. The festival will also have over 18 domestic and international music artists of genres ranging from EDM, House, and Contemporary Indian Folk Music to the natural fan favorite, Rock In a bid to encourage riders hesitant to take the plunge and ride to the festival, the organisers have designed initiatives to ensure that the ‘Great Migration to Goa’ won’t be lonely one. A network of 100 biker clubs from across the country will coordinate with riders and help them journey down through highlighted feeder roads and link up on highways. Safety being 32

“India Bike Week 2016 will be our biggest edition yet. I’m probably most excited about creating IBW’s Main Street for the first time this year. We’re working hard to develop it as a ‘Sturgis Motorcycle Rally’ meets the ‘Rio Carnival’ experience for the Biker Brotherhood and we know it’s going to be high, wild and rock and roll amazing.” MARTIN DA COSTA CEO & Founder, Seventy EMG

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

India Bike Week 2016.indd 2

25/01/16 9:17 PM

ENTERTAINMENT | IN FOCUS

the highest priority, IBW Marshals have also been introduced, who will feature as pack leaders patrolling and guiding the stream of riders till Goa. Medical support will also be provided by a tailing Ambulance service. Speaking about the highlights announcement, Martin Da Costa, CEO & Founder, Seventy EMG said, ‘‘India Bike Week 2016 will be our biggest edition yet. I’m probably most excited about creating IBW’s Main Street for the first time this year. We’re working hard to develop it as a ‘Sturgis Motorcycle Rally’ meets the ‘Rio Carnival’ experience for the Biker Brotherhood and we know it’s going to be high, wild and rock and roll amazing. We really felt that IBW had arrived in a big way in Feb 2015 and it was such a pleasure when EEMA voted it India’s best Public Event. Now we’re looking forward to really making it the biggest and best Bike Festival in Asia.” Adding on, Swati Mohan, Business Head, Fox International Channels India said, ‘‘What was a closed circuit of automotive owners has today expanded into a vast thriving social circle of passionate explorers fueled by the growing trend of adventure travel. Look back over the past decade and you’ll clearly notice the rise in bikers in the country that signifies the steady growth of the biking culture in India. From the hardcore to the everyday biker, India Bike Week has matured into the ultimate destination that helps bring together the biking community in all its grandeur in the country. Fox life's association with India Bike Week reflects our positioning as not just a channel but a lifestyle brand. As a great addition to our network, the festival is a clear representation of a larger than life event and something that our viewers would definitely want to experience” IBW’s signature on-ground prelude to the festival - Chai & Pakoda Breakfast Runs - will be held across India in the months leading up to the main event. These popular local breakfast rides are held in association with biker clubs and are free-toall sessions that attract bikers irrespective of their bike’s make. The first Chai & Pakoda Ride for IBW 2016 was held on 20 Dec, 2015, spanning Nagpur-Wardha-Amravati. The next one is scheduled for 27 Dec in Kochi. January will bring the breakfast rides to Pune-Ahmednagar-Aurangabad, Surat-BarodaAhmedabad, Hyderabad, and Bangalore.

“Fox life's association with India Bike Week reflects our positioning as not just a channel but a lifestyle brand. As a great addition to our network, the festival is a clear representation of a larger than life event and something that our viewers would definitely want to experience” SWATI MOHAN Business Head, Fox International Channels India

Being completely brand agnostic, IBW is the first and only festival in India that’s built exclusively around bikes and bikers across manufacturers. The festival’s yearly growth has fuelled ties with over 450 biking clubs as well as some of the biggest brands in the automotive industry, including Harley-Davidson, DSK-Benelli, Shell, and CEAT.

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

India Bike Week 2016.indd 3

25/01/16 9:17 PM

Ξ IN A NUTSHELL Ξ

2015 BIGGEST MUSIC FESTIVALS

We love everything about music festivals….the Vibe, the Madness, the Artists, and of course, the Music. With a season full of Music Fests behind us, we understand that keeping track would've been difficult! By: Isha Gakhar

A.R. Rahman Bacardi NH7 Weekender Bengaluru 2015

ITH IPS LIKE #SUNBURN AND #SUPERSONIC, the trend is getting bigger and better every year. These cult festivals are leaving no stone unturned to attract a massive number of fans – be it the setup, artists lineup, acts, stages – everything is being presented in a largerthan-life format, which in turn is encouraging brands as well organisers to deliver an incredible experience. All in favour of the music enthusiast out there! Here’re the top attractions of the recently concluded music festivals in India.

1. BACARDI NH7 WEEKENDER • Put together by OML, this multi-city music festival happened in Shillong (Oct 23-24), Kolkata (Oct31-Nov1), Delhi (Nov 28-29), Pune (Dec 4-6) and Bengaluru (Dec 5-6), respectively. • A mélange of national and international artists – From AR Rahman being the headliner for three cities – the Weekender was a visual treat for his fans. There were LIVE performances by Flying Lotus, Mark Ronson, The Raghu Dixit Project, Rodrigo Y Gabriela, Raghav Sanchar, Soul Clap, Pierce Brothers and the list continues…

Ustad by Vishal Dadlani

• ‘USTAD’: A Tribute to Nusrat Fateh Ali Khan curated and presented by Vishal Dadlani in the Pune edition was a performance to vouch for. He along with singers like Richa Sharma, Harshdeep Kaur and Shekhar Ravijani payed homage to this legendary Sufi artist via his enthralling LIVE act! Kudos to the team! • There were a plethora of sponsors and on ground activations in the form of LIVE zones and stalls, by brands including Roposo, Ola and many more. • The festival also provided unique access to differently-abled fans attending the Delhi, Pune and Bengaluru editions. Within the festival grounds, stages were connected by temporary mud tracks for more convenient wheelchair movement. Viewing platforms were located next to the sound consoles with ramps to provide access for riders using wheelchairs, scooters, crutches, walkers or other mobility aids. They were also allowed to carry their own portable seats to the festival. 34

BNW Pune 2015

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

2015 Music Festival.indd 2

25/01/16 7:19 PM

ENTERTAINMENT | PHOTO FEATURE

Moto Spotlight Stage @ Bacardi NH7 Weekender Bengaluru 2015

Mark Ronson at BNW Pune 2015

MotoVan

PHOTO COURTESY: BACARDI NH7 WEEKENDER 2015

2015 Music Festival.indd 3

Swiggy Food Bazaar

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

25/01/16 7:20 PM

ENTERTAINMENT | PHOTO FEATURE

Hariharan

Ferry corsten

Fatboy Slim

2. BACARDI ENCHANTED VALLEY CARNIVAL • Bacardi EVC at Aamby Valley on Dec 18-20 presented a mega lineup of national and international artists for its fans, including LIVE performances by superstars Tiësto and Fatboy Slim. • With Armada Stage making its first appearance in India, Thomas Gold, Ben Gold, Omnia & Ruben De Ronde set the stage on fire with their beats. • The Full on Stage programmed by Ferry Corsten featuring Alex Morph, Marco V and RAM was a moment to watch out for! • Shpongle & Dubfire made their debut at the festival in India. • Hariharan performing with his son Akshay aka I-zen was also the main attraction of Bacardi EVC. The stage witnessed maestros like Kavita Seth playing along with son, Kanishk Seth. Other performances by Achint Thakkar, Samved & Coshish added to the cutting-edge programming.

Dzeko & Torres

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

2015 Music Festival.indd 4

25/01/16 7:20 PM

ENTERTAINMENT | PHOTO FEATURE

DJ Koze healined the RBMA North Stage on Saturday night

Folk cabaret band Peter Cat Recording Co at the South Stage

Shigeto playing at the South Stage

Mike Stroud of RATATAT

3. MAGNETIC FIELDS • Produced by Wild City, WeThePPL, Undercover Agents, THOT and Alsisar Mahal in collaboration with Border Movement, Magnetic Fields took place from Dec 18 to 20, at Alsisar Mahal, Rajasthan. • Currently in its third year, the music and art festival turned up the heat by presenting a mammoth roster, including LIVE acts by Ratatat, HVOB, Shigeto, DJ Koze, Garden City Moment and many more.

Garden City Movement at the South Stage

• With only a stage running at a time, the festival gave a chance to people to immerse themselves fully into the experience that the festival offers, and extended sets at the Red Bull Music Academy North Stage offered artists to make bolder music choices. • The festival also introduced fans to new and upcoming Indian talent, like Kumail, who launched his new album at the festival; hip-hop tinged electronica artist Sid Vashi; and the Pakistani music collective, Forever South as part of the Border Movement x Thump showcase. • Other sets of activities that kept fans going were, yoga sessions, treasure hunts, art installations, dusk-till-dawn parties and much more.

The F16's at the South Stage on Day Three

PHOTO COURTESY: ARTFOTOS FOR MAGNETIC FIELDS

2015 Music Festival.indd 5

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

25/01/16 7:20 PM

ENTERTAINMENT | PHOTO FEATURE

4. VH1 SUPERSONIC 2015 • An event curated by Nikhil Chinapa and presented by Viacom18, the festival amped up the entertainment quotient from Dec 27 to 30 at Candolim Goa. • Titled as ‘Laboratoire Supersonique’, ‘Spectrum’ and ‘Iron Heart’, the four-day festival presented 3 stages and more than 100 artists. • Day #3 had Ryan Nogar and Sid at the ‘Laboratoire Supersonique’ stage, followed by the performances of DJ Navin, Brainwash, Zaeden and Bl@nk! • And the headlining acts at the music festival included: Axwell, Adam Beyer, Disclosure, Nervo, Zeds Dead, Norman Doray, W&W, and DJ Zedd. Do we need to say more? • Also raging at #Supersonic was the mini-flea market featuring some cool funky beach clothes, to jewellery to merchandise made exclusively for Vh1 Supersonic fans!

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

2015 Music Festival.indd 6

25/01/16 7:20 PM

ENTERTAINMENT | PHOTO FEATURE

Aly & Fila

David Guetta

Bassjackers

Dyro

5. SUNBURN GOA 2015 • This year’s #Sunburn (from Dec 27 to 30 at Vagator) was a massive success! Percept claimed that the festival witnessed an attendance of over 350,000 visitors from across 50 countries. Quite impressive! • Debuting at the festival this year was Kygo’s tropical touch, Seth Troxler’s first Indian performance, and the debut of KSHMR LIVE. • Nailing the Global Stage were Dimitri Vegas and Like Mike. In addition to the fantastic duo, both Martin Garrix and David Guetta proved their musical finesse as headliners. Martin Garixx

• The 280 feet wide and 95 feet high Main Stage, one of the world’s largest, titled ‘Empire Of The Sun’ inspired from Indian ethnicity, depicted the cranium of Ashoka taking centre-stage on a chariot, diving into the 10th year anniversary of the dance music brand. The stage comprised of 300 moving heads, which is intelligent lighting, 2500 sq. ft. of LED, more than 100 boxes of sound with 200 people workforce executing the same. • Also appealing was to see an array of brand integrations at #SunburnGoa – be it Gionee, RayBan, Skybags….there was so much of action happening at the experiential front!

Sam Feldt

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING 39

2015 Music Festival.indd 7

25/01/16 7:20 PM

ENTERTAINMENT | BRIEFS

SHUBHRA BHARADWAJ Founder & Creative Director Ferrishwheel

Ballard Estate Festival To Spice Up Mumbai’s Weekends

umbai’s Ballard Estate will now be an open venue for event companies and corporate bodies to organise ground events. Creating history of sorts, the swish South Mumbai commercial nucleus known for its British lineage and architectural magnificence, will open up for the first time to host the Ballard Estate Festival - an initiative by The Mumbai Port Trust, managed by Ferriswheel Entertainment. With a focal aspiration of being viewed as the largest lifestyle and cultural extravaganza ever witnessed by Mumbaikars, the festival will be conducted on every Saturday and Sunday, from 11am - 11pm, every weekend until May 2016. After which, it will

close its doors to the general public for a span of 4 months during the monsoon months. The festival will once again gain momentum starting Oct 2016 till May 2017 and will be standard for 3 years, starting from this year. With state-of-the-art production, the festival will see high decibel live performances by Nucleya, Anish Sood, Indus Creed, Raghu Dixit Project, Bombay Bassment, and Shaair N Func. Shubhra Bharadwaj, Founder & Creative Director, Ferriswheel Entertainment adds, “The idea is to use Ballard Estate's large open spaces to create a distinct venue every weekend for the people of this city and give them a lovely place to go to. The crux of the festival is to give the common man an assortment of leisure indulges to choose from that cater to a family audience which are affordable and yet very niche every weekend. We aim to draw in audiences up to the range of 3 lac persons over a period of 6 months. The entire festival has been organized in just a span of 3 months and we have employed a huge team for the same.”

GEETIKA KOHLI Head-Key Accounts The Yellow Stage

RayBan Connects With Thousands Of Fans At #SunburnGoa; Activation By The Yellow Stage

he Yellow Stage was roped in to conceptualise, design and execute the RayBan Zone at the recently concluded #SunburnGoa.

Sharing the RayBan Stall’s brief, Geetika Kohli, Head-Key Accounts, The Yellow Stage said, “Be it the 12 multi-city Sunburn Arena or the Sunburn Festival at Goa, Ray-Ban was very clear on the fact that they want a space that is fun, and young. So the idea behind the stall design was to keep it unconventional and yet very interesting. With having a footfall of almost 4-5K PAX per day, The RayBan Stall was created in the space (of 40x50), presenting an array 40

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

of activities such as the foam party, the neon black box private party zone, foosball zone, inked expressions at the tattoos corner, however, the most highlighted activity at the event was capturing moments through the largest Sefli-Stick in India. Considering the fact that Sunburn is one of the most popular EDM festivals in India and is attended by thousands of passionate fans from across the world, RayBan wanted to encash this opportunity to the fullest. While agreeing to this, Geetika said, “With having a footfall of almost 4-5K PAX a day, The RayBan Stall was created in the space (of 40x50), presenting an array of activities such as the foam party, the neon black box private party zone, foosball zone, inked expressions at the tattoos corner, however, the most highlighted activity at the event was capturing moments through the largest Sefli-Stick in India.”

ENTERTAINMENT | BRIEFS

MANISH PORWAL MD Alchemist

Alchemist Produces Anoushka Shankar’s 3-city 'Home' Tour

arketing and talent solutions company, Alchemist brought global sitarist Anoushka Shankar to India for her 'Home' India Tour. Shankar tour supported her latest album 'Home' which has been nominated for a Grammy. Alchemist produced the 3-city tour, which began in Mumbai on Dec 12 at Shanmukhananda Auditorium, before moving to Delhi for a performance on Dec 13 at the SiriFort Auditorium. Finally, Shankar performed in Bangalore on Dec 18 at Chowdiah Memorial Hall. On the tour response to it, Manish Porwal, Managing Director, Alchemist remarked, “In Bangalore, we sold out within a week of going live. The response was so tremendous that we had to organize a second show at 5.30pm on the very same day. This

is unprecedented for an artist, and for this genre.” For the past 7 years, Alchemist has been the exclusive representative of Anoushka Shankar in South Asia and the Middle East, and has organized over 40 performances of the artist in the country. Anujita Jain, CEO, Alchemist added, “We are thrilled with the success of the December concerts and the recently announced Grammy nomination for ‘Home’. While we started the new year with more shows in Muscat and Trivandrum, our eyes are now set on the tour next winter. We are excited about Anoushka’s next album after ‘Home’ that is slated for a global release in early 2016, and will tour India in December .”

DARAYASH GOCAL Director Zambhala Festival

70 EMG Presents One Day Zambhala Preview In Mumbai In Association With Hindustan Times

rganisers 70 EMG, in association with Hindustan Times, held a special preview for Zambhala festival in Mumbai, on Dec 13, 2015. The one day preview with free sessions of Sunset Yoga, Terrence Lewis Contemporary Dance, Zumba, Cross Fit, Christmas story-telling for kids, Spiritual painting and more was held as a part of HT No TV Day at Carter Road and Union Park in Bandra.

Zambhala Festival Director, DarayashGocal of 70 EMG said,

“We are thrilled to bring Zambhala for a Mumbai edition in 2016. It gives us great joy to spread the word on yoga and wellness, along with our partner Hindustan Times on the occasion of their sixth edition of HT No TV Day. We hope the spirit of Zambhala will encourage our fans and the community to come out with their families and enjoy a day of peace and health at this special preview on Carter Road. Zambhala is a proprietary event, owned and promoted by 70 EMG. The inaugural edition in Goa attracted over 2500 wellness enthusiasts, making it a resounding success. Created as a unique gathering of the world’s greatest Yoga experts, spiritual teachers, practitioners, healers, musicians and artists, festival offers an experience of the best in the world of wellness. The Goa edition saw celebrity Yoga experts like Madonna’s Yoga teacher Duncan Wong and teachers from the oldest institutes in India, holding sessions. The wellness quotient was kept high with workshops on Crystals, Reiki, Om chanting, Shamans from South America to name just a few and ended with a memorable procession led by Japanese Taiko drummer and a ‘Havan’ to the backdrop of the setting sun at Ashvem beach. JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

M.I.C.E powered by

| ALSO FEATURED

Schlosshotel Kronberg

Platinum World Events Head to Dubai & Frankfurt for MICE The agency successfully planned and executed two exclusive high-profile events for top Indian corporates in 2015. By: Rakhi Jerly

HE LATTER HALF OF 2015 SAW Platinum World Events taking their expertise in planning and managing exclusive corporate events abroad to the UAE and Germany. While the award-winning Schlosshotel Kronberg hosted a high-profile meeting for a leading Indian conglomerate, Dubai served as the venue to celebrate a top corporate’s historic deal. Here’s all you need to know about the two unique and innovative events that have left a lasting impression on Platinum’s clients, as well as their guests.

Schlosshotel Kronberg’s High-tea and Musical Dinner Theatre in Frankfurt Platinum World Events hosted a high profile meeting for a leading Indian Conglomerate at the award winning

luxury hotel, Schlosshotel Kronberg, on the outskirts of Frankfurt. The meeting was preceded by an exclusive High Tea for the 40 visiting delegates. The renowned Schlosshotel High Tea is usually sold out for months, and is a must-have experience. Keeping up with the spirit of the season, Platinum also organised a post-meeting Christmas market for the guests. On the outdoor veranda of the hotel, canapés, cocktails, and the local specialty - hot Gluehwein, were served along with live piano music. An evening of ‘Musical Dinner Theatre’ followed, inside the historic Queen’s Room. Sushil Shamlal Wadhwa, Founder & CMD, Platinum World Group, was the host for the evening.

Speaking about planning and executing the high profile event, Wadhwa said; “The first challenge we faced was a short lead time. We faced a stiff approach from the vendors and authorities in Germany. A lot of time was spent convincing them to execute the event with such a short lead time. We managed to win their support, but it was the hotel that fell short of our expectations. For an award-winning hotel, the service could have been far better than what we had. However, as it was a small gathering, the challenges were overcome easily. The performances, especially by Talia Bentson and the Magician Alana, were certainly the highlight of the evening.” The line-up of the evening’s performances was highlighted by Los Angeles based, actress, model, and singer, Talia Bentson. German Magic

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

Platinum MICE Events.indd 1

25/01/16 8:10 PM

M.I.C.E powered by

| ALSO FEATURED

Sushil Shamlal Wadhwa, Simon Pierro, and Sara Silviera

Ballerina Juggler

Simon Pierro

Grand Prix Award winner, Magician Alana impressed the audience with her unique performance. The guests were also charmed by a quick change act and the Ballerina juggler. With a small audience to impress, all the acts were successful in interacting with the delegates and keeping them engaged throughout the evening. A European guest was overheard saying that this was one of the best events he has attended in Germany, as usually, the scale of production is very low key for such small-sized events. The event venue, Schlosshotel Kronberg, is set among among 58 hectares of parkland with a golf course. It has been awarded ‘Germany's Leading Resort’ and ‘Classic Elegance’ at the World Travel Awards 2015. Situated in Kronberg im Taunus, the hotel was also the former residence of Empress Victoria Friedrich. Commenting on Frankfurt as MICE destination, Wadhwa said, “Our event was at Kronberg, which is a 25 minute ride from Frankfurt. I was quite impressed with Frankfurt as a MICE destination. It has got good hotels and event venues on offer. The nightlife and shopping opportunities are also

pleasing. The flight connectivity is good as well. I would be happy to host an event there.”

Red Carpet Themed Party and Desert Camp Experience in Dubai

“I was quite impressed with Frankfurt as a MICE destination. It has got good hotels and event venues on offer. The nightlife and shopping opportunities are also pleasing. The flight connectivity is good as well. I would be happy to host an event there.” SUSHIL SHAMLAL WADHWA Founder & CMD, Platinum World Group

In celebration of a historic deal, a top Indian corporate hosted an exclusive gathering of high-profile guests in Dubai with Hollywood Red Carpet themed parties and a Desert Camping experience. The two-day hospitality event was planned, executed and managed by Platinum World Events. Day 1 of the event saw a gala award night themed red carpet welcome for the guests. The group of high-profile attendees had flown from all over the world and were treated to a glamorous celebration at the Burj Khalifa. The evening started with cocktails at At.mosphere on Level 123 of the world’s tallest building. Platinum left no stone unturned to ensure a highly exclusive evening. Chartered elevators, Paparazzi, Mock Interviews, Michael Jackson & Marilyn Monroe Tributes etc were arranged to make the guests

44 JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

Platinum MICE Events.indd 2

25/01/16 8:10 PM

M.I.C.E powered by

| ALSO FEATURED

Natalia Di Luccio

feel like stars. Later the action moved to the Armani Hotel Ballroom, where Sushil Shamlal Wadhwa, Founder & CMD, Platinum World Group and Sara Silveira, Miss Portugal and Princess of the Globe welcomed the guests as hosts for the evening. This was followed by entertaining performances by Star iPad Magician Simon Pierro and talented singer Natalie Di Luccio. Day 2 of the event was reserved for an authentic Dubai experience with lunch at Nasimi Beach at the Atlantis The Palm Hotel & Resort and dinner at a Bedouin style campsite in the desert, complete with African drummers and Tanoura performances. Birju C Gariba, CEO & Exec. Director, Platinum World Events said, “The challenge for us was to make the event as interactive as possible, while keeping the corporate essence alive. The Red Carpet welcome, mock paparazzi, and interviewers along with the two talented performers helped achieve this goal on Day 1. Day 2 belonged to the African drummers, who had the guests having a good time trying to play some beats of their own.”

Speaking about the performances on Day 1, Gariba said, “The plan was to entertain the guests, but not at the cost of taking away from the essence of the event. The performers were there not to promote themselves, but add to the festive vibe of the celebratory occasion. We stuck to the brief and managed the event efficiently. The small group of high-profile guests ensured there was no over-crowding and helped us execute everything smoothly.”

“The challenge for us was to make the event as interactive as possible, while keeping the corporate essence alive.” BIRJU C GARIBA CEO & Exec. Director, Platinum World Events

Commenting on Dubai as MICE destination and the successful execution of the event, Wadhwa adds, “Dubai offered the perfect setting and opulence required to stage such a high profile event. The Team at Address Hotel and Armani Hotel were really cooperative and efficient. Our local associates too were highly professional in managing all our transfers and Desert Safari action. Overall, I would say that our team did a wonderful job in putting the whole experience together.”

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING 45

Platinum MICE Events.indd 3

25/01/16 8:10 PM

M.I.C.E powered by

| EXPERIENTIAL DESTINATION

Hustling bustling Chinatown

Make sure your group experiences the unique Floating Market

Wat Arun - The Temple of Dawn

The Royal Palace is a must visit in Bangkok

Get MICE hopping across Asia! For the quintessential event planner, the Asian continent has always been high on the MICE Radar. Here's the low-down on the top 5 attractions you MUST include in your next MICE Itinerary in the following Asian destinations. By: Aanchal Dhawan

BANGKOK Bangkok is an ideal MICE destination to bond on both personal and professional levels. Read on to find out some exclusive attractions we have scouted to elevate your next MICE itinerary by leaps and bounds..

Asiatique The Riverfront Hailed as the soon-to-be trendiest landmark of Bangkok, Asiatique the Riverfront has something for everyone. Located on the banks of the Chao Phraya River, Asiatique, comprises of 4 districts boasting of a number of premier gastronomic and shopping haunts. While at Asiatique, pay a visit to the wine bars that dot the Waterfront District to soak in the panoramic views.

Wat Arun (Temple of Dawn) The Wat Arun or the Temple of Dawn, is named after Aruna, the Indian God of Dawn. This Wat or Buddhist temple is an architectural representation of Mount Meru, the center of the world in Buddhist 46

Asia Feature.indd 2

cosmology. Located on the west bank of the Chao Phraya River, this temple can be reached either by Arun Amarin Road or by boat from Tha Tien Pier, near Wat Pho. Make sure your group experiences this stunning marvel at any cost.

China Town Experience the best shopping vibes at Bangkok’s Chinatown, also known among Thais as ‘Yaowarat’. If you visit Yaowarat during the day, what you see along both sides of this one and a half kilometer road are shops selling gold, Chinese herbs, fruits and Chinese restaurants serving authentic cuisine. But if you visit Yaowarat after sunset, the road turns into a street food heaven where a number of food trucks prepare marvelous food, from Chinese fried noodles to iced Chinese dessert.

Damnoen Saduak Floating Market

visitors as the “Venice of the East” due to the major means of communication, Bangkok’s water network. Not so far away from Bangkok, Damnoen Saduak Floating Market is where the local merchants sell their home-grown fruits and vegetables on their boats, and your group can also take a ride on a boat along the market.

Grand Palace The Grand Palace in Bangkok is a must visit landmark of Bangkok. The Grand Palace served as a significant royal residence until 1925 and is now used for ceremonial purposes only. The Grand Palace is divided into three main zones. The major attraction of the Outer Court is the Temple of Emerald Buddha, the residence of Thailand’s most sacred Buddhist sculpture: Phra Kaeo Morakot (the Emerald Buddha).

You cannot leave Bangkok without visiting this spectacular floating market. Bangkok was called by early European

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

25/01/16 7:28 PM

M.I.C.E powered by

| EXPERIENTIAL DESTINATION

The iconic Hyatt Capital Gate

The stunning Abu Dhabi skyline

An architectural marvel - Sheikh Zayed Mosque

Formula Rossa - the world's fastest roller coaster at Ferrari World Abu Dhabi

ABU DHABI With the world’s fastest roller-coaster, tower with the greatest lean, one of the highest peaks in UAE and numerous other mind-boggling attractions to its credit, Abu Dhabi, loves to smash world records. Make sure your group soaks in the vibe of this desert nation’s heritage by paying a visit to these MUST-VISIT attractions:

to the Leaning Tower of Pisa. Capital Gate, boasts of being the ‘World’s Furthest Leaning Man Made Tower,’ by the Guinness World Records. It leans 18 degrees westwards – more than four times that of Pisa’s famous Leaning Tower. The 35 storey tower is a postcard image of Abu Dhabi and makes a great holiday snap. Hyatt Capital Gate Abu Dhabi, a premium 5-star business hotel, is in the iconic building.

Sheikh Zayed Grand Mosque

Yas Island

No visit to Abu Dhabi can be complete without visiting the Sheikh Zayed Grand Mosque. This architectural marvel is one the world’s largest mosques, with a capacity for a jaw-dropping 40,000 worshippers. It features 82 domes, over a 1,000 columns, 24 carat gold gilded chandeliers and the world’s largest hand knotted carpet. The main prayer hall is dominated by one of the world’s largest chandeliers that weighs twelve tonnes.

Yas Island is home to the five-star Yas Viceroy Abu Dhabi, the only one in the world to straddle an F1 race track being breathtakingly built half on land and half over water. The hotel’s main feature is its unique ‘grid shell’ featuring a lighting system incorporating video feeds that are transmitted over 5,096 diamond shaped, colour changing glass panels. While at Yas Island, a visit to the Ferrari World that houses ‘Formula Rossa’ – the FASTEST roller-coaster in the world, acts as the PERFECT incentive for your group!

Hyatt Capital Gate

Jebel Hafeet Rising 1,240 metres, Jebel Hafeet is the emirate’s highest peak, and UAE’s second. This towering rocky height, which stands guard over Al Ain and borders Oman, is forged out of craggy limestone that has been weathered over millions of years. Significant fossil discoveries have been made in the area, which are vital pieces in the jigsaw of the city’s ancient history.

Emirates Palace A real iconic Abu Dhabi landmark, this luxurious hotel blends Arabian splendour with the latest technology. The main Palace building stretches over a kilometre from wing to wing, and its gardens and surroundings spread across 100 hectares. The hotel features 114 domes, with the central dome at an imposing 72.6 metres above ground. Gold, mother of pearl and crystals dominate the interior. The Palace also boasts of 1,002 chandeliers, the largest weighing 2.5 tonnes.

Drive down Khaleej Al Arabi Street and you will see a modern day challenger JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

Asia Feature.indd 3

25/01/16 7:28 PM

M.I.C.E powered by

| EXPERIENTIAL DESTINATION

A stunning view of the Singapore Flyer

The extraordinarily designed Supertree Grove

Engage in adventurous group activities at Forest Adventure

Supertree Grove, Gardens by the Bay

The Singapore skyline at night

SINGAPORE Singapore boasts of exuding an unparalleled cosmopolitan vibe. Here are 5 experiences that are sure to pack a punch for your next team outing.,

Hollywood Dream Parade, Universal Studios Singapore Head to the Hollywood Dream Parade at Universal Studios Singapore and watch your favorite characters from blockbuster movies Shrek, Madagascar, Revenge of the Mummy and Jurassic Park come alive right in front of your eyes! Engage in some brilliant team-building exercises while celebrating your love for movies. Universal Studios Singapore at Resorts World™ Sentosa is partner to the INSPIRE Programme and offers additional benefits as part of its Value & Premium tier offering.

Forest Adventure Head to Forest Adventure, Singapore’s first and only treetop obstacle course, and take part in the Grand Course to witness 2.5 hours of insane fun in the trees! Tackle 35 different obstacles

like wobbly logs, frightful trapezes and amazing bridges divided into four individual sites. Oh, and while you’re up in the trees, don’t forget to take the ‘Leap of Faith’, a big Tarzan swing! Foster teamwork by opting for Forest Adventure’s Corporate Programme that offers additional challenges apart from swinging across trees and zipping across the reservoir.

Rainbow Reef, Adventure Cove Waterpark With over 20,000 friendly fish keeping you company, there truly is no better place to wash the stress of those meetings away! Connect with nature and your fellow team-mates underwater while marveling at the wonders of underwater life. Try and spot the Yellowfin Surgeonfish and Blueface Angelfish play hide and seek in their psychedelic home. Make sure your group gets the Adventure Cove Waterpark Day Pass if you’d like to access all the rides at the Water Park in a single day.

The extraordinarily-designed Supertrees at the Supertree Grove provide shade in the day and come to life at night through a stunning Lights and Sound Show. Eleven of the Supertrees also boast of solarenergy-harvesting features! Unwind with your group after a long day at work by taking a stroll along the OCBC Skyway that connects two supertrees. Gardens by the Bay is a partner of the INSPIRE Programme and offers additional benefits as part of its Value & PremiumTier offering.

Moët & Chandon Champagne Flight, Singapore Flyer Raise a toast to the good life atop the swanky Moët & Chandon Champagne Flight! Indulge in the finest champagne on board the 165-metre-tall Singapore Flyer, Asia’s largest giant observation wheel. Book a private capsule for up to 22 guests. Savour the free-flowing premium bubbly alongside strawberry and chocolate while you enjoy a rotation of 30 minutes and witness the world’s first Moët & Chandon champagne service trolley that is available exclusively for private capsules!

48 JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

Asia Feature.indd 4

25/01/16 7:28 PM

M.I.C.E powered by

| EXPERIENTIAL DESTINATION

A panoramic view of Hong Kong from The Peak © tourismresources.hktb.com

HONG KONG Plethora of interesting experiences await your group in this swanky city. Get your group to soak in the glitzy skyline and surely pay a visit to one of these must-visit attractions listed below:

Ocean Park

pumping. When the night falls, get set to witness Disney Paint the Night nighttime spectacular, where stunning constellations of light showcasing some of your favourite Disney stories will make your group gaze in wonder.

The Peak

Opened in 1977, Ocean Park Hong Kong, is a marine-life theme park featuring animal exhibits, thrill rides and shows. It is the first Asian recipient of the biannual Applause Award, the most prestigious award in the amusement and theme park industry. Get your group to visit the Thrill Mountain for some hair-raising roller coaster rides, the Rainforest to experience the exotic sounds of a rainforest, watch the Symbio, a multisensory show at Aqua City and visit some of Asia's rarest animals at the Amazing Asian Animals Exhibit. Other popular attractions include the Sea Jelly Spectacular, The Abyss turbo drop, the Mine Train roller coaster and the show at Ocean Theatre.

If there is only one place you MUST visit in Hong Kong, make sure you go to The Peak. The view from this point will be a defining memory that you'll cherish for years to come. The highest point on Hong Kong Island, this has been the city’s most exclusive neighbourhood since colonial times. The Peak Tower has a large viewing platform called Sky Terrace 428, in addition to dining and retail outlets. Nearby, The Peak Galleria has a free-entry observation deck, as well as shopping and dining options. Riding the Peak Tram is a visual experience in its own right, so make sure your group does that. Interestingly, the opening and closing scenes of the 1955 movie Soldier of Fortune, starring Clark Gable, were filmed in the Peak Tram.

Hong Kong Disneyland

Madame Tussauds

Embark on a remarkable journey through seven themed lands from day to night with your group! Must-witness attractions include Flights of Fantasy Parade, Mickey’s PhilharMagic and also Fantasy Gardens where Mickey, Minnie and Goofy make surprise appearances to greet guests. If your group comprises adventure junkies, hop on an exhilarating ride like Space Mountain or Toy Story Land’s speediest toy car RC Racer, which will for sure get your adrenaline

If your group comprises movie buffs, Madame Tussauds is just the place for you. With over 100 incredibly life-like wax figures, Madame Tussauds Hong Kong delivers an amazing experience in which everyone can become a star. Located in The Peak Tower, guests can gape at some of the world’s most famous faces in 11 themed areas. Show your kung fu moves with Jackie Chan, strike a pose with US President Barack Obama at the White House, or glam it up with Lady Gaga on stage, a number

Get your group to hop aboard the Peak Tram © tourismresources.hktb.com

of unforgettable experiences await your group here.

A Symphony of Lights 'A Symphony of Lights' - the nightly multimedia show, boasts of being the 'World's Largest Permanent Light and Sound Show' by Guinness World Records. A grand display of coloured lights, laser beams and searchlights synchronised to music and narration that celebrates the energy, spirit and diversity of Hong Kong await your group. The show is free for public enjoyment and no admission ticket is required.

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING 49

Asia Feature.indd 5

25/01/16 7:28 PM

M.I.C.E powered by

| EXPERIENTIAL DESTINATION

The spectacular Wadi Bani Khalid

Sultan Qaboos Grand Mosque - a must visit for your group

Nizwa Fort - a historical masterpiece

The iconic Royal Opera House

MUSCAT

Royal Opera House

Muttrah Souk

Muscat isn't referred to as the ‘Pearl of Arabia’ for nothing. Step into Muscat, the capital of Oman, and traditional houses, ancient souks, winding roads and low-lying white buildings await your group. In Muscat, modernity walks hand in hand with tradition, lending a unique idiom and flavour to the city. Here are 5 attractions you MUST pay a visit to in Muscat:

The Royal Opera House Muscat is so stunning, your group can almost hear music emanating from its walls. Oman’s premier venue for musical arts and culture, the opera house complex consists of a concert theatre, auditorium, landscaped gardens, cultural market with retail, luxury restaurants and an art centre for musical, theatrical and operatic productions. It is the first opera house in the world equipped with Radio Marconi’s multimedia interactive display seatback system, Mode23.

One of the oldest marketplaces in the Arab world, Muttrah is a shopaholic’s delight. In the crowded lanes and bylanes, you can find everything from household goods, shoes and ready-made garments to frankincense, perfume oils, fresh jasmine and spices. Your group can pick Omani embroidered caps, traditional costumes and headscarves and if you search hard, you might stumble upon old Arabian muskets.

Wadi Bani Khalid

90 minutes from Muscat, Nizwa, is the ancient capital of Oman and one of the oldest cities of the Sultanate. Get your group to visit Nizwa's expansive souq and purchase an array of handicrafts like coffee pots, swords, leather goods, silverware, and some stunning silver jewelry. If you are in Nizwa, drive a few kilometers to the mysterious town of Bahla and visit the Bahla Fort. Touted as the oldest fort in Oman, it is a UNESCO World Heritage monument.

Sultan Qaboos Grand Mosque A modern Islamic architectural delight, the Sultan Qaboos Grand Mosque can accommodate more than 20,000 worshippers and its prayer hall is famous for housing the world’s second largest single piece of carpet and a dazzling chandelier. For a visit to the mosque, women are required to cover their head with a scarf and both men and women should refrain from wearing shorts, beachwear or sleeveless outfits as they are to be fully covered.

Asia Feature.indd 6

Wadis (valleys and river beds) dot the topography of Oman. Characterized by a rich variety, diversity, and a wealth of natural attractions, these wadis form an integral part of the country’s environmental system and have been providing life for thousands of years. To experience nature at its finest, head to the pristine Wadi Bani Khalid, the evergreen wadi adorned with cascading water, forming a turquoise green pool. The place is ideal for swimming.

Nizwa Fort

To browse inspiring destination itineraries and ideas, please visit: www.tmf-dialogue.in

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

25/01/16 7:29 PM

M.I.C.E powered by

| PHOTO FEATURE

A walking and tram rally experience in Lisbon

A spectacular venue near Guincho with a mesmerizing floating balloons setting

Dazzling entrance to Estufa Fria

A classy table setting at Estufa Fria that can elevate the ambience of your next event!

VEGA DESTINATION MANAGEMENT COMPANY! Your preferred partner to plan an incentive in Portugal

VEGA DMC provides a range of services to plan a seamless MICE experience for your group in the heart of Portugal. View exclusive visuals from a range of their activities and some spectacular venues of Lisbon. By: Aanchal Dhawan

ELMED BY TRAVEL PROFESSIONALS, VEGA, IS A company that maintains a unique status in Portugal. Founded in 1988, VEGA’s affiliates are IATA, GO4TRAVEL, APAVT, Lisbon, Porto & Estoril Convention Bureau, World of DMC’s and Site. In July 2008, Vega was certified with the Quality Management System (ISSO 9001). The incoming department deals with any type of programs in Portugal. As a DMC, Vega operates mainly incentive groups, product launches, conferences and meetings, and promotes its services in several markets. Be it dinner at Stock Exchange Palace, Palacio da Bolsa or a gala dinner at Jeronimos Monastery, the site of the chapel where Vasco da Gama prayed before discovering maritime way to India in 1498, a range of exciting activities await your team in Portugal. Commenting on VEGA DMC's professional services, Charles Imbacher, balanced performance agency, said, "All worked very well and the services were impeccable! Catarina, the guide, very professional, fun and knowledgeable! Thank you very much. We will definitely be back in Portugal. Thank you very well for your commitment and kind regards from Switzerland again."

Vega DMC.indd 2

Equally ecstatic to have opted for VEGA, Stephanie Hambling, Ashfield Meetings & Events, said, "I just wanted to say a HUGE thank you for all your work and help! I know the whole team really appreciated it. Please pass on our thanks to all the hostesses and the transfer drivers as well. It was a pleasure working with you all and I hope we will see each other again soon!" So, get to work, event planners! The winding streets of Portugal await your next incentive. If you’re heading to Portugal to conduct your next MICE activity, please contact:

Cristina Van Zeller Managing Director, VEGA DMC c.vanzeller@vega.pt

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

25/01/16 7:31 PM

M.I.C.E powered by

| PHOTO FEATURE

”

All worked very well and the services were impeccable! Catarina, the guide, very professional, fun and knowledgeable! Thank you very much. We will definitely be back in Portugal. CHARLES IMBACHER balanced performance agency

Pay a visit to one of Lisbon's gastronomic haunts alongside the river

The iconic entrance at the palace

An exquisite Palace setting for an event screams of royalty!.

A classy exit - Bride and Groom opt for a helicopter to depart from the venue

”

I just wanted to say a HUGE thank you for all your work and help! I know the whole team really appreciated it. Please pass on our thanks to all the hostesses and the transfer drivers as well. It was a pleasure working with you all and I hope we will see each other again soon! STEPHANIE HAMBLING Ashfield Meetings & Events

GoCars Tours in Lisbon - Sightseeing just touched a new high

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

Vega DMC.indd 3

25/01/16 7:31 PM

M.I.C.E. powered by

| BRIEFS

PRANAV KUMAR Senior Manager – Client Servicing, Brandwidth

Brandwidth Executes Offsite With The Theme ‘My Benetton, My Passion’ For 250 Benetton Employees

n Dec. 23, 250 Benettonians gathered at the Westin Sohna Resort & Spa to enjoy a day of sports, teamwork, dance and music at their 2015 annual offsite. With the theme, ‘My Benetton, My Passion’, this fun and power-packed event was conceptualised and executed by Brandwidth Events for United Colours of Benetton, India. The aim was to acknowledge the passion of the workforce by letting them know that they define Benetton.

In order to bring the theme alive and create buzz, Brandwidth came up with a pre-event hype plan that was put into action 2 weeks before the main event. During the days leading up to the event, innovative emailers were sent out, while Facebook was used as a platform to bring together all employees. To keep them hooked, an interesting contest was shared on the Facebook page. Further, the entrance door at the Benetton office as well as the reception area was branded to generate some excitement. The invites were delivered by hand by team captains dressed up in sport uniforms. “With all the build-up created during the pre-event, it was crucial that we made the main event experience a grade higher with an elaborate set and action-packed activities,” said Pranav Kumar, Senior Manager – Client Servicing, Brandwidth Events.

DEEPAK MENDENS Owner Dmen Entertainment

DMen Entertainment Manages Event For 1000 Employees Of Hinduja Global Solutions

induja Global Solutions (HGS) organised an event for 1000 employees and their families on Dec. 19 at Golden Palms Resort, Bangalore. Managed by Dmen Entertainment, the Long Service Award night was organised for all employees who had completed 10 years with HGS. The brief provided by HGS was simple - to make this a special event for those attending, with the theme ‘Long Service Awards’. Creatives for the event included entry arches, a backdrop,

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

signages at various locations, and a photo op backdrop for employees who completed 10 years or more in the organization. Entertainment was provided by the dance troupe Vibes. Commenting on some of the challenges faced executing the event, Deepak Mendens, Owner, Dmen Entertainment said, “The main challenge faced was the stringent timeline. We all had a single goal which was to give an outstanding flawless event experience to the employees and which eventually got fulfilled. Creating the set and putting it up was a daunting task and took more than 10 hours to finish. Another challenge faced was that since the resort was a huge, spread out one, assembling all the employees and kids, and getting them to engage in activities was a big task. The open air laser show in the end enthralled the audience.”

M.I.C.E. powered by

| BRIEFS

SYED FARHAN ALI CEO Moving Heads

delivery finishing – we did it all.”

Moving Heads Uses Time Coded Lighting At ICICI Prudential's Luxurious Convention

CICI Prudential AMC - Mutual Funds hosted the grand convention on Nov. 8 at Taj Falaknuma Palace, Hyderabad to acknowledge top achievers and distribution partners. Moving Heads provided planning and execution solutions for the event. Said Syed Farhan Ali, CEO, Moving Heads, “We were trusted to manage every aspect of the gathering – starting with planning, conceptualizing, full event branding and overall communication management, through complete logistics & hotel handling with dedicated onsite support, at the event

According to Farhan, ICICI Prudential was looking at the most luxurious experience for top achievers of the company and their distribution partners. Sharedhe, “The event was all about royal feel and exclusiveness in a very premium environment. In order to match the lavish concept of Zenith, as the ultimate symbol of exceptional achievement and grandeur, for the first time ever, we used time coded lighting on the Falaknuma Palace. In addition to this, the stage was backed by 200 feet screen allowing for full-fledged 180 degrees projection being the event’s background. The elevated stage had central stairs leading down to the dinner style tables’ arrangement on the lawn adjacent to the Palace.” The 2-day itinerary included the dinner at world’s longest table, Palace historic tour and Hyderabad landmarks' sightseeing. The evening commenced with mesmerizing light show on Falaknuma Place façade and soulful flute piece. Along with anchoring the show, Sophie Choudhry added to the night with her singing talent, as well as energetic yet classy Ragga Trippin band performed their best pieces. Evening’s finale was the show of Jeffrey Iqbal, the first American chosen to sing for Bollywood, accompanied LIVE by his band.

ANJALI PASRICHA Director C S Direkt Events & Exhibitions

CS Direkt Manages Microsoft ‘Future Unleashed’ 2015

uture Unleashed, Microsoft's largest ever customer conference in India, gave customers, media and business leaders a glimpse of the future of technology and business. All business leaders across varied industry verticals converged at Microsoft Future Unleashed 2015, on Nov 5-6, at Nesco Convention Centre, Mumbai. The premier technology conference had the presence of Microsoft CEO Satya Nadella and was attended by close to 3000 industry professionals. Microsoft chose CS Direkt as their partner on the basis of

their credibility, commitment and technical strength. The experiential agency created two days of power-packed sessions in Business and Technology comprising of debates, discussions, predictions, and knowledge sharing. On the execution challenges, Anjali Pasricha, Director, CS Direkt, shared, “It was an event that was great in scale, prestige and spread! As 55,000 sq. ft. of rubble area came alive with the most complex network. We, at CSD, created a Microsoft City that was buzzing with excitement and futuristic Technologies. Armed with a team of 80 specialists from architects to show controllers to Production Experts Team, CSD converted a rubble hall into a transformed space within 48 hours, awaiting the country’s top executives, customers and media. Notwithstanding the issues of outdoor venue challenges, 40 plus expo stands, multiple yet simultaneous tracks, more than 1 lakh sq. ft. of branding - the event was a huge success." JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

EXHIBITIONS & CONVENTIONS | IN FOCUS

IN FOCUS

IAFS 2015

Events Shaping Brand - India: The India Africa Forum Summit 2015 The biggest and boldest state event hosted by India in three decades concluded on Oct 29, at New Delhi’s Indira Gandhi Stadium complex.

By Rakhi Jerly

ITH 42 HEADS OF STATE AND 54 COUNTRIES participating, never has India hosted an event of such magnitude as the India Africa Forum Summit 2015 (IAFS). The successful conclusion of this big event is the result of immaculate planning, precision and passion on all levels, with years of experience put to good use by ICE (A division of TUI). ICE brought on-board Encompass Events in the flawless execution of this event. The biggest Diplomatic Event of India till date, the 3rd India Africa Forum Summit was organised by the Ministry of External Affairs, Govt. of India from October 26-29, 2015. The four-day mega-event was inaugurated by the Prime Minister of India, Narendra Modi. The IAFS is a celebration of the close partnership between Africa and India and an acknowledgement of the shared history as well as future prospects. Sukrit Singh CEO, GG Encompass Network said, “It’s a rare honour and a privilege to be a part of events that go down in history. Encompass and ICE are proud to put India on the global map of power partnerships by organising the India Africa Forum Summit.” The vision for an event of this stature is stated to engage in dialogue with African countries and set a new benchmark in the way summits are hosted in India. Given a task of this magnitude, ICE India and Encompass found an immense opportunity with vast scope for creativity. The endeavour was to feature the best of India, from building a world-class convention set up to showcase Indian art, culture and the history of Indo-African partnership. Needless to say, the agencies had a colossal task ahead. Speaking about the challenges faced from step one of planning and executing this event, Naveen Rizvi - Executive Director, TUI- Meetings & Incentives & ICE- Integrated Conference & Event Management, said, “The biggest challenge faced in this event was unavailability of a meeting venue big enough to host approximately 50 dignitaries from Africa along with their Foreign Ministers and Senior Officials. It was then recommended by our team to use Indira Gandhi Indoor Stadium and transform it into a makeshift convention centre for the event days. The existing structures at the stadium were dismantled to arrange for requisite space similar to that of a convention venue. The basketball court was converted into Delegates’ lunch area, the wrestling hall became the meeting venue for two days, and the main stadium was used as the meeting venue for the main event

IAFS Story.indd 2

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

25/01/16 7:34 PM

EXHIBITIONS & CONVENTIONS | IN FOCUS

from the Encompass team led this from the front and created a splendid memoir of India,” said Roshan Abbas, MD GG Encompass Network.

on Oct 29 to host approximately 1000 guests including Heads of States.” “Another challenge faced during the event was the language barrier. Since all 54 countries participating from Africa could not communicate in a single language. Interpretation booths were setup for all three event days, wherein simultaneous interpretation of the speeches being given by the delegates was being done in English, French, Arabic, Portuguese, and Spanish, through special interpretation sets. A fully functional Documentation Centre ensured that all documents being discussed or the speeches being made by the delegates or Heads of States were available in English, French, Arabic, and Portuguese," added Rizvi. “To represent India at a global level is a matter of pride, we needed to capture the essence of the India Africa summit, from the design of the logo, to the ceremony to the planning and execution! Tanu Randhawa and Hema Bhagwani

“The biggest challenge faced in this event was unavailability of a meeting venue big enough to host approximately 50 dignitaries from Africa along with their Foreign Ministers and Senior Officials.” NAVEEN RIZVI Executive Director, TUI- Meetings & Incentives & ICE (Integrated Conference & Event Management)

More than 100 days went into designing and planning every detail to perfection - from landscaping to city branding. This involved innumerable hours of meetings with the ministry, multiple recee trips to map every detail of the stadium, a 20,000 sq.m built up area, 100 event professionals onsite for 30 days, thousands of manpower and crew working 24x7 to deliver on production, collaboration with industry professionals on every aspect, working together with CPWD, SPG, international security agencies, interpreters, and more. Encompass states, “We had to put all our years of experience in a nutshell and deliver the best.” Tanu Randhawa, Encompass’s VP – Client Servicing and Project Lead for the Summit commented, “More than size and scale the India Africa Forum Summit

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

IAFS Story.indd 3

25/01/16 7:34 PM

EXHIBITIONS & CONVENTIONS | IN FOCUS

was one of the rare moments when one gets the opportunity to articulate the vision of a nation. As a host, India had to put her best foot forward. She had to wow the guests with her scale and stature and yet remain humble as a host should. Making the statement come alive was what we did.” Another exciting proposition for the agency was producing an opening ceremony with over 200 Indian and African dancers. “While putting together the opening, one realised that boundaries truly blur when music and dance come together, no matter where one comes from, we all speak one language, that of rhythm and unity,” says Hema Bhagwani – AVP- Engagement Planning, Encompass. The huge pre-fabricated ring (58 ft. in diameter) suspended from the roof of the venue clearly caught a fair amount of attention with its various projections during the entertainment sessions as well as official ceremonies. Natura 58

IAFS Story.indd 4

Rigging Safety Consultants were called in to suspend the 18-foot high ring from the ceiling. They were appointed by Modern Stage, who took care of the technical aspects of the event including lighting, projection, sound and trussing. A team of four riggers and one site manager worked on the project, in consultation with the PWD (Public Works Department) engineer and Encompass representatives, to install the 2.5 ton projection ring to the roof which was 112 ft above the ground. The ring was installed and ready for a tech check after a week of climbing, tying, lifting and safety checks. As the event was placed under high-security, the rigging team was not allowed to be on-site during the event. This made it important for the riggers to make sure that the all possibilities had been thought of and planned for in advance. One such possibility appeared in the form of a minor earthquake. However, though the structure swayed during the short quake, its safety wasn’t compromised.

“More than size and scale the India Africa Forum Summit was one of the rare moments when one gets the opportunity to articulate the vision of a nation. As a host, India had to put her best foot forward.” TANU RANDHAWA VP - Client Servicing, Encompass

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

25/01/16 7:34 PM

EXHIBITIONS & CONVENTIONS | IN FOCUS

The success of the event is credited to the incredible collaboration with the Ministry of External affairs that delegated a dedicated and passionate organising team. The specially appointed IAFS summit team from the Ministry worked tirelessly with the agencies to give them enough creative freedom.

“While putting together the opening, one realised that boundaries truly blur when music and dance come together, no matter where one comes from, we all speak one language, that of rhythm and unity.”

“Not only was this one of the biggest projects for us and India, it was also a historic one. IAFS was a classic example of private - public partnership which is what India needs right now and I am glad that I could be a part of it,” said Karan Chaudhri, Client servicing director – Encompass.

HEMA BHAGWANI AVP- Engagement Planning, Encompass

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING 59

IAFS Story.indd 5

25/01/16 7:35 PM

EXHIBITIONS & CONVENTIONS | IN FOCUS

IN FOCUS

IBJA 2015

Glitter and Glam: GS Entertainment Produces IBJA 2015 The event on Dec 1 in Mumbai saw celebrities like Sunny Leone and Raveena Tandon walk the ramp. The main event was preceded by a summit for players in the jewellery industry.

HE 3RD INDIA BULLION AND JEWELLERS Association Ltd. Awards (IBJA) 2015 was held on Dec 1 at the Sapphire Ballroom, Hotel Sahara Star, Mumbai for jewellery companies like PN Gadgil, Gitanjali and SK Jewellers to showcase their designs. Attended by around 2500 guests, the event had a huge star presence and saw Bollywood showstoppers including Anil Kapoor, Raveena Tandon and Sunny Leone walk the ramp adorned in jewellery. The entire awards show as well as the summit was conceptualized, directed and managed by GS Worldwide Entertainment.

The Concept and the Brief The organisers, the India Bullion and Jewellers Association (estb. 1948), an apex association for all the bullion and jewellery associations in India, initiated the awards in 2013 to acknowledge the contribution of manufacturers, refiners, wholesalers, retailers, bankers, insurance companies, logistics and media companies who play an important role towards the success of the bullion and jewellery trade. The IBJA 2015 also aims to create awareness of issues pertaining to the gem and jewellery industry of India. The IBJA Fashion Show is an event that sees renowned jewellers showcase their upcoming jewellery collections and set trends in both traditional and contemporary designs. Describing what IBJA wanted for the event, Juspreet Singh Walia, Director, GS Worldwide Entertainment remarks, “Mohit Kamboj, President of IBJA wanted to create a memorable event for the members and their families and he chose GS Worldwide Entertainment to bring this vision to life. The award night was filled glamour and entertainment with 34 industry awards, while 3 different jewellery brands showcased their collections and 3 different dance troupes wooed the audience with their high energy moves." On how the 3rd edition took the property to the next level in terms of scale and significance, Bunty Walia, Managing Director, GS Entertainment adds, “The 4D Video Mapping Act added a few more categories of awards. The number of stalls were increased because of which IBJA had more delegates. It was also great to have Shaktikanta Das from the Ministry of Finance as the special chief guest. The property went up a level as the opening ceremony was conducted by some very renowned individuals. There was very good foot fall this year as awareness about IIBS increased by leaps and bounds this year. Gold Monetisation Scheme was proposed by IBJA to the government at this prestigious event.”

60 JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

IBJA Story.indd 2

25/01/16 7:37 PM

EXHIBITIONS & CONVENTIONS | IN FOCUS

The Agency and IBJA

Kapoor sat on a life-sized weighing scale, and a total of 70kg silver was placed on the scale, to be given to a preferred IBJA charity. The event also featured live performances by V Company, Lollypop, and an international group from Hungary called Freelusion.

Talking about IBJA’s relationship with GS Entertainment, Bunty Walia says, “Getting everything done well and on time is essential to maintain client relationships, and we at GS Entertainment make sure that time is always managed judiciously. We are very flexible when dealing with clients, and lend a personal touch to any event. Over the years, we have recognised the key factors that strengthen the client-agency relationship, hence, helping our clients manage huge events with ease.”

Celebrities and Entertainment This year, celebrity designers like Surya Sarkar and Manali Jagtap were also a part of the event, and showcased their latest collections at the fashion show. The event also witnessed Anil Kapoor do a jig for the audience, while choreography for the entire show was done by Achala Sachdev. A donation to a charity was made using an interesting concept, where Anil

“The award night was filled glamour and entertainment with 34 industry awards, while 3 different jewellery brands showcased their collections and 3 different dance troupes wooed the audience with their high energy moves.” JUSPREET SINGH WALIA

Discussing whether there were any challenges faced in managing the show, Bunty Walia notes, “The biggest challenge that we faced while organising this event was the fact that the entire stage design had to be changed within an hour from conference stage look to an grand award show design. We were able to achieve this feat, all thanks to our very hardworking field and management team.

The Conference In addition to the fashion show, three panel discussions were organised, where a diverse group of experts, officials and trade pundits from India and abroad addressed major issues pertaining to the industry.

Director, GS Worldwide

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

IBJA Story.indd 3

25/01/16 7:37 PM

EXHIBITIONS & CONVENTIONS | IN FOCUS

There were around 35 speakers at the panel discussions including Somasundaram P R, Managing Director, World Gold Council, India; Praveenshankar Pandya, Chairman, GJEPC; Prithviraj Kothari, Managing Director, RSBL; Sudheesh Nambiath, Senior Analyst- Precious Metals, GFMS Commodities Research & Forecast, Thomson Reuters; Hitesh Jain, Senior Analyst, India Infoline; and Sumesh Wadhera, Chief Editor, The Art of Jewellery.

Prior to this, on Nov 30, a board meeting saw 150 board members gather to discuss the main event. This took place at a conference room at Sahara Star. IBJA’s board consisting of 21 members from the jewellery and bullion sector accommodated about 600 players to approach players from across the nation. Around 600 delegates attended the summit, and their entire boarding, lodging and hospitality was taken care of by GS Worldwide Entertainment, which was responsible for managing, executing and directing the entire summit Three panel discussions were conducted at the conference where various topics and issues were discussed including banking issues, NPA concerns, issues in the metal loan scheme, gold monetization and gold bond scheme, government view on gold and silver post monetisation, refining and mining opportunities, sourcing of dore and standard gold for miners, audit of responsible gold, future of ‘karigars’, challenges in online jewellery business, and so on.

IBJA Story.indd 4

Sponsors and Partners “The 4D Video Mapping Act added a few more categories of awards. The number of stalls were increased because of which IBJA had more delegates.”

IBJA 2015 saw a large number of partners and sponsors come on board. This included jewellery companies, finance and insurance companies, event-related partners and media partners.

BUNTY WALIA Managing Director, GS Entertainment

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

25/01/16 7:38 PM

EXHIBITIONS & CONVENTIONS | IN FOCUS

• Knowledge Partner - World Gold Council • In Association with - FICCI - Gems & Jewellery, Luxury & Life Style Forum • Partner Exchange - Multi Commodity Exchange of India Ltd (MCX) • Housing Partner - Sheth Creators Pvt Ltd • Finance Partner - Dewan Housing Finance Corporation Ltd • Magazine Partner - AOJ Media Pvt Ltd • Logistics Partner - BVC Logistics Pvt Ltd FASHION PARTNERS • Gitanjali Trust Forever • S.K Jewellers • PNG - P. N. Gadgil Jewellers CO PARTNERS • • • • • • •

Muthoot MMTC-PAMP India Pvt Ltd Emerald Jewel Industry India Ltd Riddi Siddhi Bullion Ltd. Mark - The Mangalsutra M. D. Overseas Ltd Universal Sompo General Insurance

ASSOCIATE PARTNERS • • • • • • • • • • • • • • •

FICCI Gems & Jewellery, Luxury & Life Style Forum Aaradhana Jewellers Khushali Jewels Pvt Ltd Saloni Jewellers Pvt Ltd Shringar House of Mangalsutra Pvt Ltd MahaShila Jewellery Palak Jewellers Pvt Ltd Penta Gold Pvt Ltd Royal Chains Pvt Ltd SwarnShilp Chains & Jewelers P Ltd Shanti & Seth Jewellers Shilpi Jewellers Pvt Ltd Swarn Sarita Gems Ltd Scents Zee Bangles Pvt Ltd

The Next Edition The 4th edition of the event has already been finalised. IBJA 2016 will take place in December this year, and will once again see GS Entertainment produce the entire show. Going by the growth of the event in the last few years, no doubt it will exceed expectations as far as sponsors, entertainment and attendance goes. JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING 63

IBJA Story.indd 5

25/01/16 7:38 PM

EXHIBITIONS & CONVENTIONS | IN FOCUS

W IN FOCUS

COMIC CON

Comic-Con Soaring High with Support of Sponsors; Conquering Hurdles of Taxation & Infrastructure In an exclusive conversation with Jatin Varma, Founder, Comic-Con India on the growth, challenges and sponsorship opportunities at the fest.

By Isha Gakhar

ITHIN THE SPAN OF FIVE YEARS, COMIC-CON India has gained a huge momentum, which is courtesy to its pop culture elements. The Delhi Comic-Con at NSIC Grounds, Okhla was a massive success, which witnessed a presence of close to 35, 0000 enthusiasts. From Dec 4 to 6, 2015, the event presented a stellar lineup of activities, including the experiential and gaming zones, book launches and celebrity meet-and-greet sessions. The highlights included the presence of Kristian Nairn, best known for his role as ‘Hodor’ in the award-winning HBO fantasy drama series, ‘Game of Thrones’. Last year, Comic-Con India also extended its presence in Bengaluru, Hyderabad and Mumbai in the months of April, June and December, respectively. ExM spoke to Comic-Con India’s founder, Jatin Varma, on the scale and sponsorship opportunities available in the festival. How has the property grown in the last five editions? When I started Comic Con, there wasn’t a particular business or a long-term plan around it. In fact, it was just an experiment, as I didn’t have high hopes out of it. I had no idea on how large I could be, and how to define Comin Con, as a property. However, during the past five years, the property has evolved in terms of its presence, partners, experience, and more. And then last year, with our company being bought over by Reed Exhibitions, the shows have evolved and become larger. While we look to keep evolving and integrating aspect of pop culture, we take customer feedback very seriously. We try and curate the show by bringing in all the elements based on visitors’ feedback. At the same time, Comic Con also went from a free event to a ticketed event. Comic Con has seen significant growth over the years, surpassing my own expectations. What were the main challenges while organizing an event at this level in terms of venue and setup? Infrastructure is obviously a big challenge, as there are not many venues that can be used; plus, there are many challenges around the usage of venues. Additionally, high taxation on such kinds of set-ups and events also poses a challenge. Not only the entertainment tax, but we also have service tax, and if the show is profitable, then we have an element of income/corporate tax as well; each applicable according to the state. What would be great to have workable and feasible convention centres and purpose-built venues that are supportive of events. For instance, if you want to organise an event at Pragati Maidan, they have a rule, where they not only take the rent

64 JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

Comic Con Story.indd 2

25/01/16 7:41 PM

EXHIBITIONS & CONVENTIONS | IN FOCUS

Moe & Miya

Kevin Hamric

Daniel with his superfan

Cosplayer

Ghost Rider at Hyderabad Comic-Con 2015

for consumer shows, but also 15% of the ticketing revenue, so from a business perspective, it’s not a viable proposition for the IP organiser.

with the audience and to increase their reach. We bring in a very premium audience, especially in the youth segment. As a result of which, we cannot describe them, as just ‘young’ people, in fact, they’re the trendsetters for the masses, which is great for brands looking for influencers.

What were the unique brand associations with the property? How does a platform like Comic-Con benefit the brands associated with it? In Delhi, we had Alto K10, as our associate sponsor. They played a crucial part to engage the audience through art installations and gaming. Apart from this, Comic-Con also received sponsorships from brands like AXN, Disney, Myntra, Westside, Ola Cabs and YouTube India. There are many brands who are aspiring to be a part of Comic-Con to engage

Jatin Varma, Founder, Comic-Con

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING 65

Comic Con Story.indd 3

25/01/16 7:41 PM

CONVENTIONS & EXHIBITIONS | BRIEFS

NICK ORTON CEO BodyPower

distributors.

BodyPower Expo 2016 Concludes In Mumbai

etting a new benchmark for exhibitions in India, the third edition of BodyPower Expo concluded in Mumbai on Jan 10, 2016 with over 10,000 visitors streaming in despite a Rs.1200/person entry fee. Bollywood star Salman Khan made an appearance on the final day of the event to honour some of the specially-abled athletes who participated in the bodybuilding competition.

The annual BodyPower India Expo was held from Jan 8 - 10, 2016 at Bombay Exhibition Center in Mumbai. It was an opportunity for brands to gain exposure to thousands of health and fitness conscious individuals. With a large number of visitors from the industry, the expo also provided them a platform to deal directly with retailers, gym managers, group buyers, health centres, practitioners, personal trainers and

Day One of the Expo saw cricketer Zaheer Khan spearheading an inspiring session on ‘Bringing out the athlete in you’. A Zumba flash mob led by celebrity instructor Sucheta Pal captivated the attendees with highly energetic dance moves. Other sessions for the day were conducted by bodybuilding star athletes and India’s first figure athlete, Deepika Chowdhury. A first-of-its-kind ‘The gentle Giant: Live Workout’ was also conducted by John Lucas. The grand finale of the popular multi city fitness model hunt, Fit Factor India, was also held on the first day of the BodyPower Expo 2016. Commenting on the Expo, Nick Orton, CEO, BodyPower said, “The response the Expo has garnered has left me feeling speechless and extremely proud of all the relentless efforts we put in. The 3rd edition of ‘BodyPower Expo ‘16’ has seen some of the largest numbers in terms of the visitors. We had some of the most renowned brands partner with us for the same. Only months of planning and strategising could have converged to an Expo of this kind. We only hope and believe that BodyPower Expo inspires many more Indians to take up Health and Fitness.”

Industry Leaders Come Together For Economic Times Best Corporate Brands 2015

n initiative by the Economic Times, Best Corporate Brands, held at the Trident BKC on Dec 21, 2015, saw eminent industry leaders come together and discuss the trends that will challenge brands and business in the next five years.

and change brands and the business in the coming five years. As a country, we are at the tip of booming as a global player. Best Corporate Brands is also a platform to witness the top 150 corporate brands on the parameters of innovation, brand value, brand recall and quality."

Sanjay Sarkar (COO, Aditya Birla Group), PrahladKakkar (Genesis Films), P.K Gupta (MD, Compliance & Risk, SBI), Rajesh Magow (Co-Founder & COO, Makemytrip) among others were present at the event.

The summit was a platform to showcase the top 150 corporate brands on parameters of innovation, brand value, brand recall and quality. It was collated after an extensive survey with the help of MRSS and Economic Times. It discussed the trends which the industry will see in the coming years. An emphasis was laid on shifting to digital mediums from traditional marketing.

Speaking at the event, Vinit Bagadiya, TCL-BCCLsaid, "We are enthused to bring forth a platform for industry stalwarts to come together and discuss the trends which will challenge

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

CONVENTIONS & EXHIBITIONS | BRIEFS

Franchise India And PepsiCo Organise The World Franchise Congress 2015 In Delhi

he World Franchise Congress 2015, an initiative by Franchise India Holdings Ltd and supported by founding partner Pepsico India, was held at the Hotel Pullman New Delhi Aerocity on Nov 24. The event was attended by 250+ delegates and 30+ franchise experts. At the conference, thought leaders, investors, and forecasters engaged in a business dialogue with franchisors, master franchisees, large retailers, entrepreneurs, channel partners, and CXO’s of consumer & service brands. Rajiv Pratap Rudy - Union Minister of State for Skill Development, Entrepreneurship & Parliamentary Affairs presented the keynote address. Later, achievers, innovators, futurists and franchise leaders from across the world were felicitated at an awards ceremony. Presided by Shiv Shivakumar, Chairman and CEO, PepsiCo India, the World Franchise Congress aims at fueling the growth of franchise industry in India. The conference saw audience engagement through keynotes, panel discussions, master classes, and networking. Some of the

eminent speakers included Andy Williams, President - Global Franchise PepsiCo, Rod Young, Chairman - DC strategy Australia, Ravi Jaipuria, Founder Chairman - RJ Corp, Shailesh Chaturvedi, CEO & MD - Tommy Hilfiger India, Vasanth Kumar, Executive Director - Max Retail, OP Manchanda, CEO - Lal Path Labs, K B Kachru, Chairman – (South Asia) CarlosonRezidor Group, Alok Gupta, Chief Architect & CEO - Essar Retail, Sandeep Kulhalli, Senior VP Retail & Marketing - Titan, Gaurav Mahajan, President - Raymond Group and Anuj Jain, CEO - JSL Lifestyle Limited. The award winners were selected with help of Ernst & Young, from those who have contributed significantly towards the development of current and future franchise trends in business, government, technology and society.

KAINAZ SETHNA Director 70 EMG

70 EMG Turns JIO MAMI 2015 Into Grand Success

IO MAMI 2015 - Mumbai’s 17-year-old International Film Festival was held from Oct 19 to Nov 5, with screenings at five cinemas across the city. As the festival’s Events & Hospitality Partner, 70 EMG conceptualised, designed and managed MAMI special events over the eight days. The agency also managed the movie screenings and ensured the smooth flow of hospitality for over 150 international and Indian delegates. KainazSethna, Director, 70 EMG said, “70 EMG played a key role in supporting Jio MAMI through the planning and production of the festival running, as well as on all the special events. Taking on the festival management, and giving it new direction to bring

it at par with other film festivals across the world was a tremendous task that the dynamic new MAMI team lead by Kiran Rao, Anupama Chopra and Smriti Kiran had ambitiously taken on. We went in with full support, believing in their vision and ambition for the festival's exponential growth and helped them to meticulously plan and produce it over 5 months. 70 EMG is proud to be associated with the JIO MAMI festival, a new genre to add to our management of some of India's biggest, most visited and best festivals.” This year, the festival received over 7000 footfalls with 500+ screenings offering the best of world cinema. The screenings were held at Regal Cinema in Colaba, PVR Phoenix in Lower Parel, PVR - Ghatkopar, PVR Juhu, and PVR ECX in Andheri. The grand Opening Ceremony at the Gateway of India, was the first event to be held at the historic monument in over 7 years.

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

INDUSTRY WATCH | IN FOCUS

IN FOCUS

SHOWTIME STORY

Showtime Events Impress Central And State Ministries The agency is on a roll with back-to-back success in executing Government events, including India’s Pavilion at the Paris Climate Summit and Rajasthan’s investment summit in Jaipur.

By Rakhi Jerly

ERE’S A ROUND-UP OF SHOWTIME’S TWO MOST successful endeavours for the central and state ministries, in 2015.

India Pavilion Steals The Show At Paris Climate Conference India left a lasting impression on every visitor at 2015’s UN Climate Change Conference held in Paris, with a unique pavilion showcasing ‘Harmony with Nature’. A water screen that spelled out "India @COP 21, Paris 2015, 5th largest wind energy producer, Kochi, the world’s first green airport, and Just Climate Action.", emerged as the highlight of the impressive idea executed by Showtime Events. The conference officially kicked off on Nov 30, 2015, allowing the attendees to explore the various country pavilions at the venue - Le Bourget Centre in the north of Paris. The India Pavilion immediately caught all the attention with a 360 degree projection, screening films on climate adaptation measures taken up by India. An i-pad forest was also set up with an E-book depicting India's commitments to curb greenhouse gas emissions, its Intended Nationally Determined Contributions (INDCs), expectations from the summit, an India quiz, and several other chapters. Showtime’s brief from the Prime Minister’s office was to showcase India’s past - on how it has lived in harmony with nature, - but not be frozen in the past. The focus was to be on today’s India. As the main aim was to make the whole display interactive, all information were presented digitally. Speaking about the concept behind the creative display, Michael Menezes - Managing Director Showtime, says, “Taking India’s message to the world could have been done through a simple brochure. But the fact that they (Central Ministry) wanted it to be more interactive led to this creative and experiential pavilion.” Prime Minister Narendra Modi inaugurated the pavilion and said, "The India Pavilion at COP-21 has used technology to showcase India's commitment to climate change and focus on climate justice. The India pavilion also seeks to demonstrate the strong belief that the world needs to look beyond climate change and focus on climate justice."

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

Showtime Story.indd 2

25/01/16 7:43 PM

INDUSTRY WATCH | IN FOCUS

The summit, also called ‘Conference of Parties’ (COP21), was open till Dec 11, 2015 and attracted around 50,000 participants including 25,000 official delegates.

Resurgent Rajasthan With 3D Mapping And Aerial Performances On Nov 19, 2015, Jaipur witnessed a mega event that interwove technology and the essence of Rajasthani culture to showcase the state’s admirable progress in future readiness. The resurgent Rajasthan Cultural Night produced by Showtime Events left spectators spellbound with 3D projections, acrobats hanging from cranes and 100+ live performers. Rajasthan’s Vidhan Sabha’s striking facade served as a canvas for Showtime’s 20-projector 3D Mapping show that portrayed state’s glorious culture and its resurgence to become a global investment hub. Next came giant cranes suspending 100 acrobats in mid-air to create a breathtaking aerial experience and a 53 feet high 3D projection of the ‘Make In India’ lion. 140

performers from across Rajasthan performed on a 6-level stage. The evening also saw a captivating rendition of the Rajasthan anthem by 150 children. Gaurav Raina of Midival Punditz created the music track that knit the whole event together. The dance performances were put together by renowned choreographer and director, Bansi Kaul and his team. Speaking about the show, Reeva Johal – VP, Special Projects, Showtime Group, said, “From on-ground folk artistes to acrobats in the air, this show was not just another cultural night. This was actually a showcase of the celebration of a resurgent and future-ready Rajasthan.” Menezes adds, “The 3D Projections and aerial act brought out a new dimension to the way the Rajasthan government took its message to key investors.” Chief guest of the evening was the Chief Minister of Rajasthan, who was joined by 4000 corporate heads and Government bureaucrats to witness the spectacular show.

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

Showtime Story.indd 3

25/01/16 7:43 PM

INDUSTRY WATCH | IN FOCUS

S DECEMBER ENTERED ITS later half, the Indian event industry gave 2015 a grand farewell. Tiesto’s 3-City India Tour and Supersonic in Goa featured right on top of the list of most anticipated events of the year. With the crowd multiplying into several thousands, huge challenges are faced in securing large-scale events such as these and the involvement of a resourceful security agency is paramount. TOPSGRUP, one of India’s top 10 security companies, is tasked with the overall safety at Supersonic as well as the Tiesto Concerts.

Event Security Beyond Manpower In the current scenario, deploying a few men at the venue cannot guarantee complete event security. TOPSGRUP, one of India’s top security companies, have a scientific approach towards highly secure events. By: Rakhi Jerly

The agency is one of the most preferred security teams for events and celebrities in India. Keeping up with the reputation, they have come up with a comprehensive plan to run both the events without a glitch. Niraj Bijlani, Executive Director, TOPSGRUP explains, “Supersonic spanned over four days – 27 - 30 Dec, 2015 and Tiesto multi-city tour was held on 17,18 & 19 Dec at Bangalore, Delhi and Hyderabad. Tiesto Concerts saw more than 5000 - 6000 visitors per city. For Supersonic, we conducted a venue/site survey with the client, to understand the entry and emergency exit points, and decided on the number of security personnel required – lady guards, bouncers, officers etc. After the recce, we proposed a plan to the client, which has been approved. In the plan, we had also incorporated deployment of QRT (Quick Response Team) inside the ground, as we expected approx. 20,000 people to be present at the venue, per day. Looking at the numbers, we had suggested a total strength of 310 security personnel serving day and night shifts.” TOPSGRUP is known for the team’s experience and expertise since its inception in 1970. The scale and quantum of events the agency has secured speaks a lot about the preference they enjoy in the event industry. From VH1 Supersonic Arcade and Big Boss, to Pinkathon, Pro Kabaddi, and ISL, the team has managed a variety of event genres. Apart from on-ground activities and events, TOPSGRUP also provide close protection for celebrities. Their pan-India

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

TOPSGRUP Event Security.indd 2

25/01/16 7:45 PM

INDUSTRY WATCH | IN FOCUS from the monitoring room. Agencies like TOPSGRUP also have a team in plain clothes within the event vicinity to gather intelligence over any planned activity. Usage of RFID bands, handheld detectors, alcohol detector, metal door frame, motion and movement sensors also help.

presence makes it easier to secure multicity events as well. The company has a scientific approach towards security, rather than just deploying men. Security risks for big events are categorised into five - Physical, Reputation, Commercial, Emotional, and Facilities. This gives us an insight into what goes on behind the scene to ensure the successful execution of an event , without fearing for the safety of visitors and crew. Here’s a lowdown on the evolving event security services. Appointing a security agency is one of the top five priorities when planning an event. The security agency works in harmony with other teams managing the event. They work on an evacuation plan and also decide the access limit of the security personnel in every zone/area. For the entire duration of the event, the communication remains strong to avoid any mishap or emergency.

Security Plan For Large Scale Events To begin with, depending on the crowd size and ground capacity, the security team decides the number of functional entry gates and emergency exits. Then, the focus is on the box-office which is far from the main entrance. Nowadays, online tickets are popular, which are then redeemed at the box-office counter. It is important to ensure sufficient number of aisles at the box-office for different categories – general, VIP, VVIPs, Promoters etc. The aisles are structured in such a way that a person collects the tickets/bands from one aisle and comes out from the other. After collecting the tickets, they come to the holding area near the main entrance where the first level of checking is done. The stage is also secured from the front to keep the audience from climbing on to it. After the show, the security team confirms that all members of the audience have left the ground (lavatories are also checked) and give a complete hand-over to the client.

Venue Matters Large-scale indoor events and outdoor events require different approaches in security planning. For an open event in India, tin-barricading is a common practice. This becomes a challenge for the security team as these structures are easy to break. Such outdoor events require an on-ground survey - the tin-barricades are checked and assessed for any possible security breaches.

Major Security Challenge

“Event security is a specialised subject and requires a different approach than that of regular law and order assignments. Use of effective technology and blending it with manpower become essential for ensuring safety of celebrities/artist and audience at large public events.” NIRAJ BIJLANI Executive Director, TOPSGRUP

For indoor events, the venue is enclosed by a concrete structure with strategically placed entry and exit points. The challenge here is crowd management which runs into 50,000 for sports and concern events. The small gates at entry and exit points becomes bottlenecks and it is the responsibility of the security team to avoid any riot or stampede. Apart from this, the security team also keeps an eye on various facilities like food & beverage area, toilets, video rooms, players’ room, pavilion, and VIP chambers.

Physical Force To Technological Advancements Event security has evolved over the years. Physical security is merged with technological advances. Video surveillance is now sophisticated enough to incorporate facial recognition and higher quality CCTV cameras are creating footage that is sharper than ever. With the help of these, one can react faster in case of a crisis. Further, continuous monitoring and surveillance solutions helps identify the threat and immediate action can be initiated

Crowd management wouldn’t have been so much of a challenge for the event security team, if the ‘free-pass’ system wasn’t extremely favoured in the country. Niraj says; “The major challenge, in any event, is to overcome the forceful entry of individuals at the venue. Authorities sometime allow people to enter at the venue due to local connect. This results in more crowd than the venue can hold. In such situations, we bring this to the notice of the organizer/client and it is then taken over by them. To give you an example, in the Kochi ISL match, TOPSGRUP was the only security agency no government authorities were involved. For this match total of 25,000 tickets were sold and that was the exact number of people present during the match, unlike other matches where the number of viewers inside stadium were way higher than the number of tickets sold.

Importance Of Public-Private Partnerships Public-Private Partnerships are a common practice in the US and the UK which prove to be very helpful. In the western countries, port security, infrastructure security, and event management is taken care of by both the private and the public sector. In India, there are approx. 40,000 police officials who are deployed at events, monuments etc. for security. If a private agency gets involved, these officials will be free and their expertise can be utilised elsewhere for law-and-order situation, where their requirement is more urgent. Moreover, event security is a specialised subject and requires a different approach than that of regular law and order assignments. Use of effective technology and blending it with manpower become essential for ensuring safety of celebrities/artist and audience at large public events.

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

TOPSGRUP Event Security.indd 3

25/01/16 7:45 PM

INDUSTRY WATCH | MARKET PULSE

SulaFest 2015

“Experiential Marketing has Played a Big Role for Sula Vineyards” - Cecilia Oldne, VP-Marketing

With one-of-a-kind tasting tours & IPs like the SulaFest, Sula Vineyards has found the right formula to keep the consumer engaged. Oldne takes ExM's Rakhi Jerly through the brand's successful experiential marketing journey.

N A COUNTRY WHERE WINE IS relatively new, Sula Vineyards has successfully carved out a niche market with many first time consumers becoming brand ambassadors for life. Much of the credit goes to the brand’s marketing strategy that relies on consumer engagement. One-of-akind tasting tours are the highlights of this plan, though IPs like the SulaFest play their part exceptionally well. Sula Vineyard’s Cecilia Oldne takes us through this admirable experiential marketing journey.

marketing has played a big role for us - especially in a country where wine is still relatively new. Tastings are one of the most important tools of marketing at Sula Vineyards. We conducted over 1800 tastings throughout the country last year, with an even higher target this year. To strengthen this further, we became the first winery in India to provide courses from the internationally recognized UK institute, Wine & Spirits Education Trust.

Over the last 15 years, what has been the role of experiential marketing in Sula Vineyard's successful journey through the Indian wine industry? Since India has a lot of restrictions when it comes to marketing wine, experiential 74

Cecilia Oldne

By opening our winery for tours and tastings in 2005, we have provided our consumers with a one-of-its-kind vineyard experience. And the result is fantastic - everyone keeps coming back for more! We had over 220,000 people visit our vineyards last year, making it one of the most visited vineyards in the world! Many visitors have their

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

Sula Cecilia Interview.indd 2

25/01/16 7:46 PM

INDUSTRY WATCH | MARKET PULSE introduction to wine at Sula – and if they have a good time, which they usually do – they become Sula brand ambassadors for life. Sula Vineyards has always used music as a medium to connect with consumers. What is the principle behind that strategy?

Sula Sessions - The Rynosax Collectives at High Spirits, Pune

During his studies at Stanford, our founder and CEO, Rajeev Samant enjoyed open-air concerts by bands like Grateful Dead and Red Hot Chili Peppers. To recreate a similar atmosphere, and a platform for live bands in India, he built an amphitheatre at our vineyards, in 2007. SulaFest – our annual music festival – has become one of the country’s most awaited gourmet world music festivals. It’s taking place in the first weekend of February - attracting over 12,000 people over 2 days. Sula Sessions aims to further reinforce this already existing stronghold whilst giving a platform to homegrown talent. We want these live music nights to bring together music lovers, wine enthusiasts and gourmands from all walks of life to create a synergy that will make way for exciting collaborations. How important has IPs been for Sula Vineyards? Would there be more?

Sula Sessions, Kabir Cafe, Litfest, Mumbai

Sula Vineyards has been a pioneer in viticulture in India with introduction of new varietals, technologies, products and services. When it comes to marketing IPs, SulaFest is the first vineyard music festival that India saw. As mentioned before, SulaFest is one of the first few music festivals of India and India’s first “gourmet world music festival”. In the last 8 years, SulaFest has only gotten bigger and better - in both scale and production value. 2015 was the 8th edition which saw over 12,000 people enjoying two days of pure bliss at Sula’s picturesque Greek-style open air amphitheatre. Our latest IP - Sula Sessions has also garnered a super response and gathers great people - so yes, one can expect more Sula IPs in the future that resonate with the brand. This is also because our aim is to spread the Sula love to as many lovely people as we can!

SulaFest 2015

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

Sula Cecilia Interview.indd 3

25/01/16 7:46 PM

INDUSTRY WATCH | MARKET PULSE

SAP Innovation Express

Great Experiences Impel Great Performances Sameer Tobaccowala, CEO at Shobiz Experiential Communications talks about creating experiences that impact - like in the case of SAP India with The Innovation Express.

ALKING ALONG THE mint-fresh greens at the Half Moon Bay Golf Links in San Francisco, in the wee hours of the morning, and after successfully hitting three birdies on the first nine holes, I felt amazing. As always I tried to lay a finger on what made me feel this way. Was it waking up an hour earlier than I normally do and witnessing a beautiful sunrise? Or was it the sweet success that kissed my golf club after a week of trying to outdo my golf buddy? I guess it was the impact of the overall experience of doing what I love more than anything else in the world and the successful win that

followed soon after, that resulted in this exhilaration. After all, great experiences impel great performances and fuel positive impacts. A lesson, that not only holds true to the golf course, but every aspect of my personal life as well. It is a proven fact that once a customer test drives a car, his chances of buying that car drastically increases. Simply because he has taken back a positive experience. An experience that led to a direct impact. Similarly, we enable millions of prospective customers to have a first-hand run of brands that can enrich their everyday lives by

creating experiences that impact - like in the case of SAP India with ‘The Innovation Express’. An experience unique to the Indian IT space, ‘The Innovation Express’ didn’t just put a SAP banner across yet another ballroom entrance, and expected businesses come over. Instead, it took SAP right to their doorsteps. We transformed a large bus into a travelling showcase that featured live interactive demo stations, allowing customers to experience SAP solutions first hand. This resulted in an impact that far exceeded anyone's expectations – connecting

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

SAP Innovation.indd 2

25/01/16 7:48 PM

INDUSTRY WATCH | MARKET PULSE

with over 500 prospects, over 1000 key customers and reaching over 1.2 million people via social media. However, for us, the best high was when The Innovation Express was declared as one of the most successful demand generation cum sales acceleration campaigns that SAP India has executed in the last nine years!

“Great experiences impel great performances and fuel positive impacts.” SAMEER TOBACCOWALA CEO, Shobiz Experiential Communications

And, that’s the kind of impact that lives on forever. Believe me, it wasn’t easy getting all this on road. The activity involved travelling more than 5,000 kms. in less than a month and a half, and halting at 12 cities in 5 states - each with its own set of permissions, regulations and taxation laws to tackle with. To add to these countless challenges, the most pressing concern was to do away with the myths surrounding SAP - as a player too big, too complex, and too expensive, especially for small and medium businesses. The Innovation Express was that very radical change required to reach the masses. Initially, it seemed really complicated when we first took off, but SAP and our teams worked together as a single unit and mapped out the logistics and the processes.

The world and SAP leaders themselves deemed the experience as close to flawless, resulting in us bagging 3 acclaimed International awards for the “Best International Event”, “Best Industry Innovation”, and the “Experiential Marketing Campaign” of the year. Surely, one for the books! After all, shouldn’t every experience in this space be nothing but disruptive, while at the same time effectively impacting the client’s business. Just like in the case of real life where experiences define our special moments, leave behind a positive imprint that shapE our very essence and thoughts, provide a sense of theatre and drama, and propel us to think beyond the horizon.

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

SAP Innovation.indd 3

25/01/16 7:48 PM

INDUSTRY WATCH | BRIEFS

respect and solidarity to reschedule the celebrations as a fundraiser for those affected by the Chennai floods. The IIFA management has launched the ‘Be One For Chennai’ campaign, a campaign to garner support and funds wherein all proceeds will also go toward relief and aid to those affected by the Chennai Floods.

2015 IIFA Utsavam Announces New Dates

he biggest celebration of South Indian cinema, the Fortune Sunflower Oil IIFA UTSAVAM co-powered by GIONEE smartphone and Renault-Passion for Life will witness the coming together of the biggest superstars of the South Indian film industries on January 24-25, 2016, at the Gachibowli Outdoor Stadium in Hyderabad. The film awards extravaganza was scheduled to take place in December this year, but was postponed due to the tragic calamity in Chennai and the subsequent inability of the Tamil film fraternity to attend the awards. IIFA Management took a decision along with the stakeholders to as a mark of

The superstar lineup of performers at IIFA Utsavam includes Shivrajkumar, Chiranjeevi Sarja, Jeeva, Bharath, Arun Vijay, Devisree Prasad, Tamannah Bhatia, Shriya Saran, Tapsee Pannu, Prabhu Deva, Priyamani, Ram CharanTeja, Akhil Akkineni, Devisree Prasad and Adah Sharma. An initiative by Wizcraft International Entertainment, IFA Utsavam aims to recognize and commend the best across the South Indian film industry with a voting process based on a peer-to-peer recognition, members of the music industry encompassing industry stalwarts, music directors, producers, lyricists, singers, technicians, composers and leaders in the music business vote for winners across all the categories. The votes are then tabulated by KPMG who are the process auditors for IIFA Utsavam, after which the winners are determined.

Fountainhead Moves To New HQ At Matunga West

ountainhead Entertainment has shifted its Mumbai headquarters to a lavish 17,000 sq. ft. space spread on one floor in Matunga West. The agency’s five specialized business divisions - Events, Activations, MICE, Digital and Intellectual Properties - supported by the business enabling functions of Creative, HR, Finance, Administration, and IT, have now come together under one roof. The 21-year old agency, which recently became a part of Dentsu Aegis Network, commenced its journey of building brands with delightful experiences from Pali Village in Bandra. Over the years, it saw an organic growth at rapid pace while spreading its wings and gaining expertise in various verticals which started operating from different locations. With over 200 experiential specialists, the agency has made a big leap by finding a perfect home for all its ‘Fountainheaders’ in their Matunga HQ.

Neale Murray, Group COO of Fountainhead, said, “It’s a proud feeling to have 200+ Fountainheaders together under one roof. The new office represents the energy which sparks great creativity in a vibrant environment, best suited for young minds. With an emphasis laid on collaboration and a dream of expanding even bigger, this move will help us achieve the mission to become the most comprehensive experiential offering in India.”

Keeping in mind the recent merger with the global agency, the company has ensured world-class infrastructure. The new office spread across one entire floor with large tables as workstations signifying the open-format culture. With five meeting rooms and a board room fully equipped with latest video conferencing technology, the office also has a 75-seater ‘FH Café’ with recreational facilities and a stage for live performances.

The company recently conducted a formal inaugural ceremony in which Annie Rickard, Global Chairman of MKTG, lighted the lamp. It was followed by ‘The Curtain Raiser’ Party for employees which was attended by Ashish Bhasin - chairman and CEO South Asia, Dentsu Aegis Network, Brian Tellis - Group CEO Fountainhead, Neale Murray - Group COO Fountainhead and Co-Founders - Otis D’ Souza, Owen Roncon, V. G. Jairam, and Pradeep Guha.

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

INDUSTRY WATCH | BRIEFS

Eventex Awards 2016: Registration And Submission Deadlines Extended

ventex 2016, scheduled to be held from Mar 16 - 18 in Sofia, Bulgaria, invites entries for awards consideration in 28 categories covering events, event services, suppliers, and professionals. The 6th edition of the Eventex Awards has already seen double the number of submissions from last year. So far, more than 150 entries have been received from the US, Europe, India, and Australia. With this evident increase in interest from the global event industry professionals and agencies, the deadline for receiving registration forms and submission applications have been extended to Jan 29, 2016. Initially, entries were to be sent in by Dec 18, 2015. The most popular award category this year is Best Conference, followed by Best Experiential Event. From the brand new cluster - Event-related Services, Best Event Agency is a favorite, followed by Best Speaker. Some of the companies which are part of the upcoming edition of the Eventex Awards are AIM Group International, XSAGA, DoubleDutch, Tapahtumantekijät Oy, IM Creative,

Etouches, Momentum Worldwide, Lidl, etc. Though most of them are returning participants, there are few companies making their debut at Eventex in 2016. “Russia has very strong presence in the 6th edition of Eventex Awards, mainly because of our newly established partnership with the team of Live Magazine, who are a reliable associate that we are lucky to work with” - said OvanesOvanessian, founder and CEO of Eventex. Other countries with a strong presence in the 6th edition of Eventex Awards are Belgium, the USA and the Netherlands. More information about the 28 categories, as well as the Awards Night details can be found on the Eventex website.

VIJAY NAIR CEO OML

standards, when it comes to festival accessibility and conveniences. Everyone should be able to enjoy musical performances and be a part of the excitement.”

OML’s Unique Initiative Provides Access To The Differently-abled At NH7 Weekender

015 Bacardi NH7 Weekender was committed to be a festival accessible for people with disabilities.A series of measures were implemented in the cities of Delhi, Pune and Bengaluru. Personal Assistant tickets allowing persons with Disabilities and Mobility Impairment to be accompanied by one designated person were allowed to be requested on the website. At the festival, reserved parking for the disabled and a special counter to collect tickets and wristbands was located by the main entrance. Talking about this initiative, Vijay Nair, CEO, Only Much Louder (OML), said, “We aim to achieve globally accepted

Within the festival grounds, stages were connected by temporary mud tracks for more convenient wheelchair movement. Viewing platforms were located next to the sound consoles with ramps to provide access for riders using wheelchairs, scooters, crutches, walkers or other mobility aids.The festival was equipped with trained and licensed EMTs, ambulances and a Medical Unit for any medical emergencies. Accessible portaloos were also located within men and women toilet areas. OML Entertainment's advisory panel for this policy included : Parul Ghosh & Kalyani Khona, Consultants from Department of Empowerment of Persons with Disabilities, Ministry of Social Justice & Empowerment, Delhi, Nipman Foundation, founded by social entrepreneur Nipun Malhotra, Amba Salelkar, board member of Equals Centre for Promotion of Social Justice; all of whom have played a vital role in putting this policy together. Disability-friendly practices will be a part of all OML events and festivals, henceforth. JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

INDUSTRY WATCH | COVER STORY

Make In India Augmented Reality Lion at Hannover Messe 2015

Government Partners the Experiential Industry

CAUSE AND EFFECT L

ET US OUTLINE THE SCENARIO a bit. Governments in India have always used events in their varied formats for cultural, economic and industry gatherings. So, what has changed? Well, for one, the numbers and frequency of such events is surely and steadily increasing. Also, they are seemingly more strategically planned now. With city, state and national government bodies awakening to the brand, monetary, and tourism benefits of events (more importantly experiences), this is now serious business! It all seemed to have triggered with the Hannover Messe 2015 ‘Make In India’ showcase by Wizcraft. Even through the videos that flooded

By: Rakhi Jerly

social media, you could feel the chill the ‘India Lion’ created with its virtual presence in the midst of LIVE audiences, all the way in Germany. More recently, the media frenzy the India-Africa Summit created was one thing, but the sense of pride in hosting a summit of that stature, well surpassed the organising agencies - ICE (TUI) and Encompass. As an industry we were uplifted by the opportunity to showcase brand India in the experiential realm. This quarter itself will see some of the largest agencies in the country get busy with government projects. The Make in India Week hosted in Maharashtra, StartUp India at the Vigyaan Bhawan, The Taj Mahotsav, and The Diu Festival are just a few of these.

Here are the top reasons why we feel this trend has emerged and why it will continue to grow, making the government, perhaps, the most lucrative and important stakeholder of the experiential marketing industry: 1. An Event Manager is leading the country. Yes, we’re talking about PM Narendra Modi, who for long now has known the power of experiential marketing and is showcasing its effects through many avenues. 2. India is in focus. Another aspect owe sufficiently to our PM’s efforts leading to a brand conscious government that understands the need to showcase the right image. And what better than through experiences to do this?

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

Cover Story.indd 1

25/01/16 8:02 PM

INDUSTRY WATCH | COVER STORY

India Africa Forum Summit 2015 by ICE, New Delhi

3. The apparent Tourism, Economic, and Monetary benefits. Governments have come to this realisation and the tenders are increasing multi-folds, and are more strategic.

extensive experience in this sector. The procedure is defined - technical bidding is followed by financial bid submissions. Adhering to the guidelines and making sure everything is in place, helps in uncomplicating the process.

4. EEMA bringing the ExM industry and Government together. This has lead to: a. Ease in licensing and conducting business. b. A reduction / more consciousness against red-tapism and corruption in doing business with the government and in the events industry. c. A dialogue with the relevant government departments and industry associations like FICCI, allowing for newer / improved business opportunities. d. Government opening invitation to EEMA members and the events industry to propose events ‘in partnership’. Top agencies like Wizcraft, Percept, Encompass, Showtime, and other large companies like TUI have for long been involved in executing government events. Add to this list, companies like Ferriswheel, Rashi Entertainment, 82

Cover Story.indd 2

SHUBHRA BHARDWAJ Founder & Creative Director, Ferriswheel Entertainment

E-Factor, and plenty others that are now entirely occupied with various Government projects. Let us have a look at how they see this growing opportunity:

Is it worth the effort? A lengthy process of bidding and pitching is inherent to government events. Ministries are constrained on so many more levels than corporates. This leads to the extended list of formalities. It is a process that needs to be followed and not much of a challenge - especially in the case of agencies with

Red-tapism and kick-backs are another age-old challenge associated with government projects. Though there is a tendency for the majority to go with the system and encourage such practices, the top players in the event industry believe that no one can negate good work. Shubhra Bhardwaj, Founder & Creative Director, Ferriswheel Entertainment says: “There are challenges on all fronts in every sector, if one’s own style of working is to encourage such practices. Good work, cost effectively done and delivered, will bring back clients - be it the government or private sector.” More importantly, the primitive mechanism is changing for the better, at a consistent pace. The Govt. machinery involved with events has become much more effective in the last few years. With the government becoming a major

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

25/01/16 8:02 PM

INDUSTRY WATCH | COVER STORY

The Diu International Festival by Ferriswheel, Diu

Does it compare to Corporate Events?

SAMIT GARG Founder-Director, E Factor Entertainment

stakeholder in India’s events industry, associations with various ministries and tourism board projects are prestigious for any organisation. As for the outcome, monetary returns sometimes outweigh the efforts. “But the overall experience and positioning does become better for any agency or brand when associating with government events, because of their sheer scale and outreach,” says Shubhra. Samit Garg, Founder-Director, E Factor Entertainment adds: “If the understanding of the subject is right and there is a willingness to create memorable events with a future, results will always outweigh the efforts.”

The government as a unit, is people from amongst us, who access and thrive in the same environment. It is obvious for its various departments to react to the changes in the society. At the moment, the Indian entertainment industry is maturing at a level better than ever before. What’s best? The government’s interest is in delivering events that are technologically and creatively progressive, giving equal opportunity as in corporate events, for agencies to exploit innovation. Rajeev Jain, Director, Rashi Entertainment says: “Be it PSU’s, Central, or state ministries, the government is spending a lot of money in this (Experiential Marketing) domain now. Corporate sector has become very competent, hence, exploring new avenues in terms of Govt. projects is a lucrative option.” As the government increasingly becomes marketing and technology savvy, there is a need to think beyond the usual conventions, brochures and speeches. Citing an example for government

RAJEEV JAIN Director, Rashi Entertainment

events’ entry into experiential marketing, Naveen Rizvi, Executive Director, TUIMeetings & Incentives & ICE, says: “Government events such as the Pravasi Bhartiya are creating closer bonds between the country and the overseas Indian community, by inviting them to participate and engage with the government and people of India, for mutually beneficial activities. It acknowledges the contribution of Indian community living abroad, in the development of India. Considering the memorable experiences it provides, we agree that government events are poised towards a big experiential marketing space.”

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING 83

Cover Story.indd 3

25/01/16 8:02 PM

INDUSTRY WATCH | COVER STORY

Taj Balloon Festival by E Factor, Agra

NAVEEN RIZVI Executive Director, TUI- Meetings & Incentives & ICE

How do you get over the Challenges? Every event, be it government or corporate or social, brings along a set of challenges unique to its character. In case of government events, the unanimous verdict is that the biggest challenge lies in keeping up with the trend of last minute decision-making. E Factor’s Samit Garg opines that there is a need for change in the old fashioned tender process, which is not designed to suit the algorithms of event business. An improvement on this front would allow

the right mix of professionals, creative and competitive players to come forward. Shubhra agrees that the slow paced paperwork is a major challenge, but says, “Over the years we have understood that they have a job to do and they do it a certain way. It's part of the project work and dynamics with the government.” Rajeev Jain adds that the scope of work is never fixed till the nth hour. “But we event managers are good at risk management,” he says. Venues can also pose a challenge, especially when the event is being held in a non-metro city, which may not have the capability to handle events of a large magnitude. Naveen Rizvi elaborates, “Logistically, sometimes the infrastructure is not sufficient to host large events. The hotel rooms are not ready or sufficient to accommodate all guests at one place. Good quality transportation is limited or requisite equipments are not available.” In such cases, accommodation, transportation and equipment have to be arranged from neighbouring cities as well.

Common challenges faced during the tender process: • For every small decision the file has to move to the Head of Department. The officers under them are not empowered enough to take decisions. • The concept would be approved much in advance, but the actual issuance of letter may take more than 6 months. • Advance payments to the private operators becomes an issue. Payment is made post event after following a specific process • Often the delegation of authority to pass instructions is not clear. At site, everyone becomes your boss. One Point of Contact is often missing.

Unavailability of trained manpower could also be a challenge, when there are delegates and international guests

84 JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

Cover Story.indd 4

25/01/16 8:02 PM

INDUSTRY WATCH | COVER STORY

Resurgent Rajasthan by Showtime, Jaipur

present at an event. Adhering to the protocol is of paramount importance. Another common complaint is that government events tend to have long payment cycles.

The Proof is in the Pudding In the past year, the event industry made much headway into the government events and tourism marketing sector. Here are a few notable achievements: Percept Sports & Entertainment, the strategic business unit of Percept One, bagged Uttarakhand Tourism’s ‘Brand Activation & Promotions’ mandate for a period of two years, commencing June 2015. Percept is responsible for conceptualising, supervising, and executing all events for promoting and marketing tourism in the state. The 360-degree scope of work will encompass traditional and digital media, outdoor media, venue construct and management, celebrity engagement, public relations, VIP guests, media management, and overall logistics for seamless event production. In August 2015, Rashi Entertainment bagged the mandate in a multiagency pitch and bidding process by DTDC (Delhi Tourism & Transportation Development Corporation) for Swaraj Parv. The event, including DTDC’s independent day activities, was entirely conceptualised, executed, and managed by Rashi from Aug 14 to 16 at the Central Park in Connaught Place, New Delhi.

The open national tender for the on-going Diu International Festival was bagged by Ferriswheel Entertainment in October 2015. With over 140 shows and 300 artists, Diu International Festival is considered the longest beach festival in Asia. With competition from more than ten agencies in the country, Ferriswheel emerged as a winner based on their expertise in molding content, art, and technology together. The agency is responsible for managing all the aspects of the festival including 75 days of programming and content, large scale operations and venue handling, and production and logistics. Out of E Factor Entertainment’s many triumphs , the signing of a 5 year PPP (Public Private Partnership) with Rajasthan Tourism for the Pushkar Fair stood out. The agency also successfully hosted the Taj Balloon Festival in Agra in association with Department of Tourism, Government of Uttar Pradesh. ICE (A Division of TUI) recently handled the biggest diplomatic event of India till date - the 3rd India Africa Forum Summit 2015. Organised by the Ministry of External Affairs, Govt. of India with 42 heads of states and 54 African countries participating, the mega event was held at the Indira Gandhi Indoor Stadium, New Delhi from October 26 to 29, 2015 and inaugurated by Prime Minister Narendra Modi.

MICHAEL MENEZES Managing Director, Showtime Group

“Taking India’s message to the world could have been attempted through a brochure as well, but our progressive government did not settle for that. The fact they wanted it to be interactive, resulted in this unique digital presentation.” Prior to the Paris Summit, Showtime also worked with Rajasthan Govt. for their investors meet, ‘Resurgent Rajasthan. The larger-than-life 3D projection mapping and aerial acts added a new dimension to the way the government took its message to key investors. The Rajasthani culture driven show and Jaipur’s Vidhan Sabha serving as a canvas for it, certainly impressed the audience.

Showtime Group impressed with one of the most innovative country pavilions at the UN Climate Change Summit in Paris. Michael Menezes, Managing Director, Showtime Group said: JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING 85

Cover Story.indd 5

25/01/16 8:02 PM

INDUSTRY WATCH | COVER STORY

The EEMA-Effect

Sabbas Joseph, President – EEMA

ESIDES INDIVIDUAL ACHIEVEMENTS OF BIG AND small agencies, the event industry as a whole has gained significantly from various efforts by the Event and Entertainment Management Association in partnering the Government for ease in policies and business.

Single-Window Clearances – A Reality! Close to 6 months ago, EEMA approached the State Government (Maharashtra) and the Civic Body (Maharashtra Corporation of Greater Mumbai - MCGM) on the issues of Single-Window Clearance, abolishment of red tapism in organising events in the State and ease in conducting business for the events industry. Within 3 months we were able to get a go ahead on the single window clearance. Delhi isn’t far behind either. With the Kejriwal government implementing the single-window clearance for events in the capital, Delhi has started to shed it’s notoriety as one of the worst venues in the country for big-ticket events. On one of the major effects of the efforts in easing event policies in the two main event economies of India, Sabbas Joseph, President – EEMA, elaborated: “This has made the government keen to make the process of single window clearance online, which will result in complete negation of any corruption in the process, plus bring in an ease of doing business.”

Valsa Nair Singh - Secretary, Tourism & Cultural Affairs, Govt. of Maharashtra

A Healthier Event Industry “To enhance the ease in doing events in Maharashtra, EEMA has recommended to set-up an Events Board for the State of Maharashtra. Similar to international Events Boards, this department will support bids by event organisers that are seeking opportunity to partner the government in event / experiential projects. Further, this division will dedicatedly look into the state's own events, which would of course lead into more such events by the government,” said Joseph. Speaking about the government's increasing interest in the events industry, Valsa Nair Singh - Secretary, Tourism & Cultural Affairs, Govt. of Maharashtra said: “The government of Maharashtra recognises the power of the events and entertainment industry, and its contribution to the economy. As the entertainment capital of the country, Mumbai has always led the way. We are committed to introducing ease of business in the process of approvals and to facilitate events through an Event Board.” Commenting on the impact of this development, Sushma Gaikwad, VP – EEMA West and Director, ICE Global, said, “On an industry-level this means more events in the State and also more events by the State, since EEMA is actively involved in a strategic role to create the objectives of this division on a sustainable basis. With this long-term vision, there will be more opportunities for the events industry and there will be an ease in conducting business both of which are triggers for the overall growth of the industry.”

86 JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING

Cover Story.indd 6

25/01/16 8:02 PM

INDUSTRY WATCH | COVER STORY

Growth through Partnerships Associations with government and organisations like FICCI are another important aspect that has led to the growth and development of the events industry. These partnerships have strengthened the índustry-status’ of the events business in India. Gaikwad explained: “We're now an extremely important part of the Media & Entertainment industry and economy. Of course, with such close collaborations the opportunities of doing business and projects enhances, which leads to the ultimate growth of the industry.” Sushma Gaikwad, VP – EEMA West and Director, ICE Global

The Delhi Tourism board and EEMA also announced a partnership to promote and support tourism oriented events in the city. Describing the new association as a true model of public-private partnership that can be replicated elsewhere in the country, Delhi tourism minister Kapil Mishra said: “EEMA represents some of the biggest event and entertainment agencies which put together some of the greatest shows, festivals, concerts and entertainment events in the country. We are proud to offer the entire event industry joint branding support to promote these events in Delhi. This, in addition to the model single window event licensing system, will make Delhi, the hub of cultural and entertainment events.”

Kapil Mishra, Minister, Dept. of Tourism, Govt. of National Capital Territory of Delhi

Further, speaking about the open-ness of the government in hosting events in their destinations, Aditya Thackarey, Head of Yuva Sena (youth wing of Shiv Sena) said: “I'm really glad that EEMA partnered with the MCGM to convert the hassles of permissions for events in Mumbai into a single window system. As a city that's always thriving on positive activity and energy, we are indeed pleased to do whatever we can to revive the very identity of Mumbai city. Soon, along with events, film shoot clearances will be single window too. It should be as much fun to host an event in the city, as is to watch the event as a fan and spectator. I assure my humble presence to further this movement as someone who would love Mumbai to be on the map of international cities ready to host global events and take Mumbaikars ahead.”

Aditya Thackarey, Head of Yuva Sena (youth wing of Shiv Sena)

JANUARY - FEBRUARY 2016 EXPERIENTIAL MARKETING 87

Cover Story.indd 7

25/01/16 8:02 PM

JOBS ON EVENTFAQS.COM

Tamarind Global Services Pvt. Ltd.

Seventy Seven Entertainment Pvt. Ltd.

Hexagon

Positions:

Sr. Executive/Asst. Manager/ Manager - Operations Celebrity & Artist Management

Copywriter Senior Manager

Location: Mumbai

Manager / Asst. Manager Client Servicing

Mail CV to

hr@tamarindglobal.com

hr@7ty7.com

hr@hexagonevents.com

Aarete Events & Entertainment Pvt. Ltd.

SHOWCRAFT PRODUCTIONS PVT. LTD

Phase 1 World

Positions:

Conceptualizer /Creative Communication Client Servicing- Sr. Executive/ Executive 3D-2D Designer/ Creative/ Visualizer Production & Ops- Manager/Asst. Mgr/ Sr. Executive

Sr. Manager Business Development Manager Client Servicing (Female) Sr. Designer - Showcraft Weddings GM Sales (Showcraft Productions)

Creative Director Account Manager Assistant Manager/Manager

Location: Mumbai Mail CV to

Location: Noida Mail CV to

Location: Bangalore, Delhi Mail CV to

hr@aarete.events

hr@showcraftproductions

sonali@phase1world.com

Shoman Marketing Solutions Pvt. Ltd.

Sapphire Events & Entertainment

Fuel Media Solutions Pvt. Ltd.

Positions:

IT Engineering 3d Max designer Photographer Graphic Design + Photoshop

Business Development Manager - Events & Exhibitions Sr. Sales Manager Exhibition & Conferences

Location: Mumbai

Location: Banglore

Operations Regional Executive, Ahmedabad Operations Regional Executive, Banglore Operations Sr. Executives, Mumbai Operations Asst. Manager, Mumbai Sr. Manager, Mumbai

Mail CV to

tanveer@showmanworld.com

info@sapphireevents.co.in

pradeep@fuelindia.co.in

Niche Events and Promotions Pvt. Ltd.

Pegasus Event and Convention Services

George P Johnson Event Marketing Pvt. Ltd.

Positions:

Business Development Manager Sr. Executive Client Relations Events Female Preferred

Business Development Executive Sr. Client Servicing Manager 3D & 2D Designer Business Development Executive

Account Director, Bangalore Client Servicing Account Manager, Mumbai Graphic Designer, Delhi Sr. Copywriter, Bangalore

Location: Mumbai Mail CV to

Mail CV to

hr@thenichegroup.in

hr@pegasus-india.com

Rasheed.Sait@gpj.com