FEB / MARCH 2015 VOLUME 06, ISSUE 6 PRICE RS. 100 EXPERIENTIAL MARKETING MAGAZINE FEB ⁄ MARCH 2015 VOLUME 06, ISSUE 6 RNI registration MAHENG / 2010 / 35733
FARHAN AKHTAR: LIVE ON THE BAND, THE JOURNEY AND WINNING THE LIVE QUOTIENT AWARDS 2015 EVENTS ENTERTAINMENT PROMOTIONS MICE BTL SPONSORSHIP SPORTS exm feb 2015 cover.indd 1
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FROM THE EDITOR
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TRADE MEDIA HAS AN ENTIRE industry's successes and examples to learn from. The benefit of reaching out to a trade audience also extending to collaborative efforts within the industry. EVENTFAQS' properties have enjoyed these benefits since their inception. While each year of running an event property or any other industry initiative is always a learning experience, there is so much achieved as well. The deeper the collaborations with experts from various fields, the better the learning.
Having seen growth attributed to collaborations, the impetus is in the direction of enhancing networking and collaborative opportunities to the industry as well. The LIVE Quotient Awards was testimony to this, by its sheer number of participants. And as each year still leaves room for improvement, the networks grow, and the relationship amongst industry players enhance. The WOW Awards Asia 2015, is a step in this very direction. To create enhanced platforms provides opportunities for new collaborations. The platform extends as a showcase of the best work in the experiential industry across the continent (entries open to Asia in this edition). It also extends as a market place for professionals and organisations from across the continent to meet and explore new business opportunities. And finally, in its efforts to be the coming together of the Asian Experiential industry, to showcase the continent's capabilities to the world!
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 : exm@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 DHARM PATEL dharm@eventfaqs.com +91 98194 13143 KANIKA MEHTA kanika@eventfaqs.com +91 98100 18658 AANCHAL DHAWAN anchal@eventfaqs.com +91 98716 50137 MARKETING SERVICES TEAM SHAHEN HANSOTIA (Mum) shahen@eventfaqs.com +91 96195 75562 SONAL GUPTA (Mum) sonal@eventfaqs.com +91 7506059597 NITIN MEHRA (Del) nitin@eventfaqs.com +91 99907 86868 CLIENT SERVICING LIZANN PINTO lizann@eventfaqs.com +91 97689 90660 SONAL PATEL cs2@eventfaqs.com 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 by : Vishal Vashulal Nagdev 202, Brooke Ville, Near Magnet Super Market Mogul Lane, Matunga - West Mumbai 400016, Maharashtra, India Published by : Vishal Nagdev on behalf of (or owned by) EVENTFAQS Media Pvt. Ltd. and printed at VSSU Graphics, Unit # 36, Ideal Industrial Estate Senapati Bapat Marg, Lower Parel - West Mumbai 400013, Maharashtra, India and published at EVENTFAQS Media Pvt. Ltd. 112, 1st Floor, Embassy Centre 207 Nariman Point, Mumbai - 400021, Maharashtra, India Editor : Karishma Jamnu Hundalani. This issue contains 100 pages including covers.
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CONTENTS
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Industry Watch ALSO FEATURED –– WOW Awards Asia – Celebrate, Collaborate, Cultivate 7
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IN FOCUS –– Pune Fashion Week gets bigger, better and bolder 13
INFOCUS –– Dimitri Vegas & Like Mike, Sander Van Doorn and Knife Party rip it up at Sunburn Goa 72 –– Magnetic Fields Festival 2014 78
BRIEFS 23 - 25
PHOTO FEATURE –– ZimaFest latest to hit the beaches of Goa 82 –– Enchanted Valley Carnival 2014 84 –– Live @ Prinsep 87
Brand Activation ALSO FEATURED –– BMW Experience Tour 2015 to reach 18 cities across India 26
PHOTO FEATURE –– Samsung launches the Z1 smartphone with Huma Qureshi 30
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BRIEFS 32 - 33
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BRIEFS 90-91
Conventions & Exhibitions IN FOCUS
Stakeholder Engagement
–– Autocar Performance Show attracts 95,000 visitors across four days 93
IN FOCUS
BRIEFS 98 - 99
–– UltraTech takes its stockists to Hong Kong and Macau 36
BRIEFS 42-43
Sports Marketing
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Sponsorship Marketing ALSO FEATURED –– Multiple brands court the Aircel Chennai Open 2014 100
IN FOCUS –– Ferriswheel adds a technical edge to 5th World Cup Kabaddi 44
IN FOCUS –– Google, Coca-Cola, Ford and others support ZEE Jaipur Literature Festival 104
BRIEFS 48 - 49
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exm feb 2015 contents.indd 2
–– “It’s impossible for me to do any interview unless I talk about this wonderful piece of architecture -- the LIVE Quotient Award.” Farhan Akhtar 50 –– 1000 Industry-folk come together for LQA 54
–– “International Yoga Week attracts every one looking for spiritual elevation and a transcendental experience.” Tarun Gulati, MD & CEO, Himalayan Hotels 19
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MARKET PULSE
COVER STORY
MARKET PULSE
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Entertainment
BRIEFS 108-109
Glimpses
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CELEBRATE
COLLABORATE CULTIVATE...
The WOW Awards were instituted in November 2008 to recognize excellence in events and experiential marketing. Over 6 editions, the platform has grown to become a celebration of innovation, evolution and unique initiatives beyond the awards as well. The WOW Awards Asia will recognize the best campaigns from across the continent, while celebrating opportunities to collaborate. In 2015, the WOW Awards extends to a showcase of India to Asia, and of Asia to the World, all in the spirit of growing -- the experiential space. An average of 700 entries have been received each year, since the first edition of the WOW Awards in 2009. Over the six editions, more than 400 companies have participated in the awards, from across the country. Over 450 awards have been presented at the WOW Awards till date, with close to 45 top brand representatives supporting and fueling the judging and registration process. The WOW Awards Asia is a competition that is judged first individually by a jury comprising of brand custodians / experts in the relevant fields. Each jury member grades the entries across four criteria. Scores are added up and the shortlisted entries are then deliberated over at the jury meet (a meeting of all jury members) to finally determine winners. The WOW Awards Asia 2015 has revised its campaign eligibility date to include, campaigns that launched, debuted or concluded between January 01, 2014 and March 31, 2015.
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CATEGORIES The WOW Awards Asia 2015 will celebrate excellence in 4 distinct aspects of the Experiential industry, i.e. Marketing, Business, Celebrations and Management.
EXPERIENTIAL MARKETING 1. On-ground Promotion of the year for Brand Awareness. 2. On-ground Promotion of the year for Sales Volume 3. Small Budget on-ground promotion of the year 4. Contact Program of the Year (school/college/society/community/youth) 5. Launch Event of the Year 6. Rural engagement programme of the year 7. Exhibition Presence / Stall of the year 8. Brand Experience of the Year (best use of experiential marketing) 9. Integrated Media Campaign of the Year by a Brand 10. CSR activity / programme of the Year 11. Brand Association with an Entertainment Platform 12. Brand Association with a Lifestyle / Art Platform 13. Brand Association with a Sport Platform 14. Brand Association with a Business Platform 15. Incentive Event / Tour of the year 16. Conference of the year 17. Event / Experience of the year 18. B2B marketing programme of the year 19. Entertainment Event of the year for a brand 20. Lifestyle Event of the year for a brand 21. Sports Event of the year for a brand 22. Media Event of the Year 23. Digital presence for a property
EXPERIENTIAL BUSINESS 1. Exhibition of the Year 2. Industry / Association Convention of the year 3. Rural engagement property of the year 4. Entertainment Event Property of the year 5. Sport Event Property of the year 6. Lifestyle Property of the year 8
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7. Business / B-2-B / Knowledge exchange Property of the year 8. New Property of the year 9. Televised Property of the Year
EXPERIENTIAL CELEBRATIONS 1. Best Entertainment design for a pre-wedding event 2. Best Entertainment design for a wedding event 3. Best Entertainment design for a milestone event 4. Best F&B experience - Concept, Design, Presentation 5. Best Décor / Ambient Design at a pre-wedding event 6. Best Décor / Ambient Design at a wedding event 7. Best Décor / Ambient Design at a milestone event 8. Best Photography of a social / wedding event 9. Best Videography of a social / wedding event 10. Best Invitation / Merchandise for a social / wedding event 11. Best use / integration of Destination for a social / wedding event 12. Best use of Experiential / Non-traditional Venue for a social / wedding event 13. Best Integrated Experience (theme integration through all aspects)
EXPERIENTIAL MANAGEMENT 1. Achievement in production 2. Achievement in tent installation 3. Achievement in trussing 4. Achievement in lighting 5. Achievement in sound 6. Achievement in audio-visual 7. Achievement in catering 8. Achievement in hospitality / logistic 9. Achievement in SFX 10. Achievement in projection mapping 11. Achievement in visitor admission
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PROCESS There are broadly two steps in the entry process: 1. Registering the company as a WOW Awards Asia entrant 2. Submitting entries for the judging process You can log in to www.wowawards.com to start applying! REGISTERING THE COMPANY AS A WOW AWARDS ASIA ENTRANT Companies need to register details of their organization and senior personnel through the WOW Awards website. Once approved as an official entrant, companies can continue with making entries in any of the categories. Once the registration is complete, an e-mail confirming registration will be sent to the applicant's e-mail address. The account is then active. This is a one-time process. The account will have a list of the categories of the WOW Awards Asia 2015, in which entries can be made. SUBMITTING ENTRIES FOR THE JUDGING PROCESS There are three steps involved in submitting an entry for the judging process: 1. Registering an entry and seeking client approval 2. Submitting the Entry Document 3. Making Payment for Entries Need more information? Stuck somewhere? Don't hesitate to call +91 22 26300673 and ask for help on 'WOW' alternatively, drop us a line and we will get back ASAP help@wowawards.com
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At this very moment Vienna is getting ready for an international conference. When will your delegates take a seat with us?
WWW.VIENNA.CONVENTION.AT
INDUSTRY WATCH | PHOTO FEATURE
Actress Lisa Haydon stops the show for designer Nivedita Saboo
Pune Fashion Week 2014 gets
BIGGER, BETTER & BOLDER With three power-packed days of fashion, an arena exhibition, wine and cheese fest, grape stomping and much more..
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By Aanchal Dhawan
HE PUNE FASHION WEEK(PFW) arrived with a brand new look and promised a never before – luxury experience for Pune’s fashion consciouselite. The Annual fashion extravaganza, that took place from Dec. 19-21, earned massive patronage from the fashion and luxury industry and successfully brought Pune on the global fashion map. The best of luxury, fashion and lifestyle spectacles complimented the rendezvous of the fifth edition of the fashion week. Day 1 of the Pune Fashion Week opened with echoing applauds and the evening witnessed a galaxy of attendees from various genres – actors, socialites and designers. The evening marked its sartorial elegance with Rajdeep Ranawat creating an unusual striking cocktail collection followed by Amy Billimoria, unveiling her collection, “Earth 21”, paying a tribute to Mother Earth with Aditi Govitrikar walking the ramp for the designer. Ulka Bafna Vohra's collection
‘NIRBHEEK’, aimed to add a tasteful softness to the powerful woman of today. Vohra roped in Lisa Ray as the showstopper for her collection. Bhairavi Jaikishan’s collection revolved around a large spectrum of colors that evoke happiness and a joy for living. The day ended on a high note with an after party that was held at F Beach House.
“In Season 5, we stepped up to showcase the superlatives in creativity by celebrated designers of the industry with a mesmerizing experience to cherish which is bound to be one of the history creators for the fashion scene in Pune.” BADAL SABOO Managing Director, Pune Fashion Week
Day 2 of the fashion week commenced with Sangeeta Sharma whose vision to provide ready-to-wear designer ensemble to the fashion conscious youth of India, saw actress Mugdha Godse sashay down the ramp for the designer. This was followed by designers Riddhi and Siddhi who are into customized women and menswear with Urvashi Rautela gracing the ramp for them. Actress Shriya Saran walked the ramp for Zanaãya Couture, the brainchild of designer Shougér Merchant Doshi which encapsulates the spirit of the modern day Indian woman of today. Geisha
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INDUSTRY WATCH | PHOTO FEATURE
Designer Rajdeep Ranawat's show
Actress Mugdha Godse with Designer Sangeeta Sharma
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A model showcasing Satya Paul collection
Actress Urvashi Rautela walking for designer Riddhi Siddhi
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INDUSTRY WATCH | PHOTO FEATURE
TV stars walk for designer Sharad Raghav at PFW
Designs, a venture of the dynamic duo Shalini Jaikaria and Paras Bairoliya, translated the ancient yet very modern world of today into garments. Nivedita Saboo, the connoisseur of beautifully textured fabrics, weaved design and detail together to create perfection. Actress Lisa Haydon graced the evening as the show stopper for Nivedita Saboo Couture. The second day ended with an after party at Blue Frog. Day 3 of PFW, the finale gave way to some edgy, dynamic and vogue setting designers to showcase their remarkable collections. A galaxy of attendees were tranquilized in the luxurious visualization of the collections. There was also an official launch of "Face of India 2015" a brainchild of the enterprising and visionary Badal Saboo, Managing Director, Pune Fashion Week and Shi Huan Kim, International Cooperation Director, Korea Model Association, Seoul, Korea. The platform will serve as a golden career opportunity for aspiring as well as professional models to explore opportunities in Korea as well as other Asian countries. The grand finale of Pune Fashion Week marked a rendezvous of mesmerizing collections with Anjali Khushlani
commenced the evening show, whose collection truly displayed her design philosophy “God is in the details", and Sonal Chauhan was her fitting showstopper. This was followed by Sharad Raghav, who delineates his design philosophy as “Sui Generis Personalized Perfection”. Joy Mitra's collection 'The Music Room' was inspired by Satyajit Ray's historic movie 'Jalsaghar' and the designer brought the old world charm put to modernity. The original music of Satyajit's movies in harmony with this collection brought about a complete marriage between the old and new. Popular TV stars Anita Hassanandani and Smriti Khanna walked the ramp for Sharad Raghav. Popular designer houses Suneet Varma and Satya Paul presented their grand collections amidst thunderous applause. The grand after party at Pubtown brought out a truly sensational weekend of fashion festivity for Pune’s fashion conscious-elite. Apart from fashion shows, people enjoyed the arena exhibition, wine and cheese fest, grape stomping and much more over the three days of PFW.
Pune Fashion Week. As a property, we have evolved over the years in terms of our offering to the crème de la creme of the city. The first 4 seasons of PFW was spent building up the presence and international design exposure to our audiences. In Season 5, we stepped up to showcase the superlatives in creativity by celebrated designers of the industry with a mesmerizing experience to cherish which is bound to be one of the history creators for the fashion scene in Pune." The sponsors for the Pune Fashion Week 2014 were Mantra Majestic, Swan Group, BMW, Ishanya, Triumph/B U Bhandari, Rio, Meine Kuche, Kawediya jewelers, Kora, PubTown, Radio One, Cinepolis, Crème, Source Kode, The Havens, KMA, Air Asia, Karma Models, Trustfort, TEDxPune 2015, F Beach House, UTHTime, Artifex Media, Bright Outdoor, Creative Concept, Flying Saucer, Style Kandy, Invizio, Radisson Blu, Sun & Sand, Oxyrich & JRD Designs, Kingfisher, Weekend Flea Street, Monsoon Winds, Frozen Monkey and Enjay Events.
Speaking on the occasion of PFW Season 5, Badal Saboo, Managing Director, Pune Fashion Week said, "It is indeed our pleasure to host the grand season 5 of FEBRUARY - MARCH 2015 EXPERIENTIAL MARKETING
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INDUSTRY WATCH | PHOTO FEATURE
Actress Sonal Chauhan was the showstopper for Anjali Khushlani
Designer Bhairani Jaikishan with Suchita Sharma
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Aditi Gowarikar walked for Designer Ami Billimoria
Model showcases designer Suneet Varma's collection
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INDUSTRY WATCH | MARKET PULSE
Yoga enthusiasts engage in their daily yogic sessions at the International Yoga Week 2014
Over 70 Hours of Yoga, Meditation and Spiritual Discourses at International Yoga Week 2015
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HE HOLY CITY OF RISHIKESH HAS BUILT UPON ITS reputation as the ‘Birth Place’ and ‘World Capital of Yoga’ to offer tourists a truly transcendental experience. It is believed that meditation in this holy city brings one closer to attainment of moksha, as does a dip in the holy river Ganges that flows through it. The International Yoga Week is a property of Ganga Kinare (A unit of Himalayan Hotels Pvt. Ltd.), a boutique hotel in Rishikesh, and is focused on attracting global yoga aficionados under one roof to partake in a wide spectrum of yogic activities. In an exclusive interview with Aanchal Dhawan, ExM Magazine, Tarun Gulati, MD & CEO, Himalayan Hotels Pvt. Ltd., talks about the unique offering the International Yoga Week extends in uniting yoga enthusiasts and learned Gurus from all over the world in the heart of Rishikesh.
Which edition is this of the International Yoga Week. What kind of response have your recorded over the years? This is the 26th Year of the International Yoga Week. The International Yoga Week used to be organized by the erstwhile UP tourism at Ganga Kinare exclusively for many years between 1989 and 2000. The Uttarakhand Tourism Department changed the name of the event to International Yog Festival in 2000 but Ganga Kinare continued organizing the event as International Yoga Week ever since during the same dates (1st – 7th March). The International Yoga Week event at Ganga Kinare is a personalised wellness retreat where the hotel flies
TARUN GULATI MD & CEO, Himalayan Hotels Pvt. Ltd.
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INDUSTRY WATCH | MARKET PULSE
The stunning backdrop of the Ganga Kinare Boutique Hotel
in gurus and teachers from all over the world and brings them in close proximity with yoga aficionados over 7 days where many cultural and musical events are organized. Every year we see over 150-200 participants during the course of the week who come and attend the sessions and programmes.
What significance does it have for Ganga Kinare to attach its name to such an event? Rishikesh is popularly known as the birthplace of yoga. Ganga Kinare, a riverside boutique hotel in Rishikesh, is a delightful retreat on the banks of the holy river where spirituality and nature are perfectly blended. The idyllic four storied resort houses 38 river facing rooms that offer a panoramic view of the river and mountains and are a sheer bliss for those looking for serenity and beauty. The charming hotel offers an inviting array of experiences that will win over not only those looking for an adventurous escapade from the busy cities but also those who travel to the holy land looking for peace, piety and spirituality amidst the graceful river and the lofty mountains, hence making it an ideal venue to host an event of such stature. The weather in March is ideal to visit the holy city making the festival an even greater magical experience.
Can you tell us about the sponsors you have roped in for the event? Are you open to bringing new sponsors on board?
Ganga Kinare, a boutique hotel in Rishikesh
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We have tied up with various institutions who are our partners in many forms - Rishikesh Yog Peeth, Naturality Foundation(Canada), Emerging Om Foundation (US), Pranic Healing Foundation (Germany), Visions of Art (US) to name a few. We are open to bringing in more sponsors.
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INDUSTRY WATCH | MARKET PULSE
Guests partake in breathing exercises at the International Yoga Week 2014
A unique feature of the International Yoga Week is the wide and diverse approach you offer to the art of yoga by bringing in foreign and Indian yoga practitioners. How effective has this been for you?
Yoga afficionados practising asanas at the International Yoga Week 2014
People are looking for knowledge and having such vastly experiences and enlightened teachers living with them at the same venue and spending time with them every day of the week is something that attracts every one looking for spiritual elevation and a transcendental experience. The itinerary features a host of special sessions by the experts on Hatha Yoga, Pranayam, Ashthanga Yoga and meditation by experts like Mukta Ghosh, Yogi Akhilesh, Yogini Deepa and Yogini Deepti.This will be followed by yoga satsang and interaction with Yogacharya Sasidhar. The morning sessions on all 7 days will be followed by a yogic breakfast along Yogi Amritraj's Ayurveda Talk. The itinerary also includes various interactive sessions and discourses by connoisseurs like Shri Jivasu Ji, Kathy Kangarloo, Roshan Singh and Mykal Aubry who will enlighten the participants with their soulful talks on varied illuminating topics.
How have you modified your offering to push the envelope every year?
The Evening Ganga Aarti at the Hotel's Private Ghat
We have focused on getting quality teachers and performers and also offer authentic yogic meals. Every evening is promised to be a melodious experience with various soothing musical acts like Indian classical sitar recital, Indian classical sarangi recital, Indian classical tabla and Pakhawat Jugalbandi, Indian classical cum folk music program, Indian classical ragas and Indian classical instrumental, all by the Vina Maharaj School of Music as well as the Indian classical cum vocal music programme. Guests can also partake in the evening Ganga aarti at Ganga Kinare’s private ghat. FEBRUARY - MARCH 2015 EXPERIENTIAL MARKETING
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Website: www.dilruba.co.in Email: dilrubap@gmail.com | contact@dilruba.co.in Designed by RUkarde 9224466755
Industry Watch | Destinations | BRIEFS
BYUNGSUN LEE Director Korea Tourism Organization in India
Korea Tourism Organization hosts a fam trip for Indian corporates
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orea Tourism Organization (KTO) hosted a four-day familiarization tour for six Indian corporates last month. The group visited Seoul, the capital and largest city of South Korea, which is amongst the top four best MICE cities in the world (as per UIA rankings 2014). The aim of the trip was to showcase the MICE products and services that the city has to offer. Top representatives of corporate companies namely GVK Power & Infrastructure, Ranbaxy, Jubilant Life Science, Widex India, Lahmeyer India and Clifford Chance (OSC Services) participated in the trip.
The group experienced Korean culture, visited the top city attractions including Geyeongbukgung Palace, N Seoul Tower, Wax Museum, Lotte World Theme Park and major shopping and nightlife destinations like Insadong Meyongdong and Itaewon. The group met top officials from KTO MICE Bureau at Seoul and conducted inspection visits to various MICE venues including Lotte World Hotel, Conrad Hotel, Hilton Grand and Intercontinental Group of Hotels in Seoul. KTO also arranged for the group to experience a lunch cruise on the Hangang River and watch the world famous theatre performance ‘Nanta’ during their visit. Byungsun Lee, Director, KTO in India, said: “I believe that along with our Indian travel agents, it is also important for the decision makers of Indian corporates to experience Korea’s MICE products and offerings. We will be organizing more such activities and are confident of witnessing growth in the number of MICE visitors to Korea. This group had a memorable experience and will be considering it as the destination for their outbound groups this year."
ISSAM KAZIM CEO Dubai’s Department of Tourism and Commerce Marketing
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ubai has welcomed supposedly the largest ever tourism industry mega fam trip with 440 representatives comprising travel operators, wedding planners, MICE operators, niche segment specialists and media experts from 16 cities across India. Hosted by Dubai’s Department of Tourism and Commerce Marketing (DTCM), the trip aimed to provide them with a first-hand experience of all that Dubai has to offer as a business and leisure destination. A business session, including a B2B networking session, was also created for the delegation. With a view to increase the myriad of Dubai travel packages offered in India, delegates visited several places of interest that included adventure and leisure attractions and spent time understanding the Islamic culture through SMCCU (Sheikh Mohammed Centre for Cultural Understanding) in addition to interactions with Dubai's Government and private sector stakeholders.The group stayed at Atlantis, the Palm; Jumeirah Zabeel Saray and Waldorf Astoria Dubai Palm Jumeirah and all attended a series of workshops and meetings held at Atlantis, the Palm. 23
February - March 2015 EXPERIENTIAL MARKETING
Dubai organizes a mega fam trip for 440 representatives from India Issam Kazim, CEO, DCTCM, said: “We are pleased to be able to welcome and host such a large group from India, which is one of our key source markets. It continues to be a key focus for us and roadshows to India and trips such as this are a great way to ensure our partners in the market remain up to date with everything going on in Dubai – the first-hand experience is also the ideal way to drive enthusiasm for the destination! In addition, this was a valuable exercise for our stakeholders in Dubai who through face-to-face meetings and networking sessions were able to exchange information and ideas which will prove beneficial as we further strengthen business relationships with our partners in India.”
Industry Watch | DEVELOPMENTS | BRIEFS
SNEHA KALBAG Founder & Director Tableau Experiential Marketing
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ewly formed agency Tableau Experiential Marketing aims at setting the perfect stage for brands to present themselves in a manner that creates lasting impressions. Tableau covers the entire gamut of services that an experiential agency can provide. It can manage consumer activations like mall activations and road-shows, corporate events like trade meets, conferences, seminars, exhibitions, etc. The one-stop-solution agency is the brainchild of Sneha Kalbag, Ramesh Gupta and Sharat Shetty. Headquartered in Mumbai with a branch office in Bengaluru along with operations offices in Delhi, Pune and Kolkata, the agency is capable of serving event needs pan India. Tableau has an in-house production facility, Chakrikka Designs & Structures, which is based out of Mumbai and Bengaluru. Chakrikka produces staging/ décor and boasts of 2,00,000 sqft of hangar structure holding in India, setting it apart from other fabricators. Kalbag, having a decade of experience in events and having worked with companies like Encompass and George .P. Johnson, has a balanced insight about client expectations,
New entry into the industry: Tableau Experiential Marketing creative management and execution feasibility. Her creative insights and knowledge of the pulse of the market have been instrumental in the formation of Tableau. Ramesh Gupta brings on board production and technical know-hows, ensuring delivery of what is promised to the client. Sharat Shetty is the man behind the scenes, with an eye for perfection and a pro-active approach. Both of them have over a decade of experience. Kalbag said: “Tableau is not in the business of delivering only exhibits, it is in the business of delivering promises. Having interacting with clients for 10 years, nothing has given me greater joy than to meet and surpass their expectations. Taking cues from other industries: forward and backward integration is the way of the world today. Soon we will see a lot of other event companies following a similar model.”
MADHUKAR KAMaTH Group CEO & MD DDB Mudra Group
designed to deliver on its 'People First' culture.
DDB Mudra Group launches ‘DDB-U’ for its employees
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DB-U @ MICA, a learning institution responsible for educating varying levels across the DDB Mudra Group has launched in India. Working along with MICA Ahmedabad, a 'Strategic Marketing and Communication' Management School, Mudra has just concluded two key threeday programs - MDP (Management Development Program) and IMP (India Management Program) - for its current and future leaders. Through the two programs, which were held at MICA in Ahmedabad from Jan. 23 to 29, Mudra middle and senior level leadership were taken through bespoke programs addressing specially identified operational challenges and opportunities,
Madhukar Kamath, Group CEO & Managing Director, DDB Mudra Group, said: “Being a ‘people’s first organization’, we are thrilled to launch DDB-U in India to reinforce the organizational hierarchy of ‘People, Product, Profit’ in that order with our employees. Through these programs we have been able to enhance the skill-sets and leadership quotient of around 60 of our talented and dedicated colleagues, all in a period of one week. This is just the beginning.” Given this strategy and way of working, Deeper Blue's campaigns are usually adopted for stakeholders of an organisation, ranging from employees, frontline staff and even top management. They believe that influencing the frontline fundamentally affect the brand / companies influence on the end customer as well. The agency will look to focus on IT clients to start with, and hence the decision to set-up shop in Bangalore as a first step. It will also look to have a start-up team of up to 8 senior level professionals, some that will be transferred from the London office, but the remaining majorly from India itself. February - March 2015 EXPERIENTIAL MARKETING
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Industry Watch | events | BRIEFS
JAIDEEP SINGH Senior Vice President & Business Head Integrated Network SOlutions Viacom18
LIVE Viacom18 holds a press meet to discuss its steep growth in India
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aunched in 2013 to enable the vision of Viacom18, Integrated Network Solutions (INS) has grown at a swift pace. In less than two years, the business unit has created close to 13 large format properties in the music and entertainment space engaging close to millions of fans across its events. Yesterday (Dec. 23), the brand held a press trade meet to discuss its growth and various IPs it has conceptualized in such a short span of time. INS is a wholly owned subsidiary of Viacom18 Media and comprises three multi-dimensional marketing platforms - LIVE Viacom18, BE Viacom18 and SPOTLIGHT. LIVE Viacom18 engages with millions of consumers through impactful large format live properties such as Vh1 SUPERSONIC, MTV VMAI, Nickelodeon KCA, Emerge, MTV Xtreme, and Comedy Central Chuckle Festival amongst others. BE Viacom18
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zavista is an online event registration and event management platform that provides planners with all the essentials to efficiently handle their meetings and events. Being an expert in corporate event technology, Azavista participated in the EIBTM conference in Barcelona, from Nov. 18 to 20. EIBTM is an annual exhibition for the global events, travel and MICE industry. The event gathers over 15,000 meetings industry professionals for three days of focused business opportunities with over 3,000 exhibitors, thought provoking professional education and networking. At the event, Cassandra Michael, Sales & Marketing Manager, Azavista, gave a presentation about the future of events as the company envisions it. The presentation contained a melange of smart gadgets, virtual reality and wearable technology, and analyzed how these technologies might be applied in the meeting and events industry in the years to come. Here are some of the key technologies and trends presented: Augmented reality supplier sourcing - Various augmented reality headsets like Oculus Rift are being launched; Setting up
leverages the power of One Viacom18 - it customizes in-programme and in-film opportunities for brands across Viacom18 Motion Pictures and its channels. SPOTLIGHT offers innovative avenues for brands to connect to audiences with the multi-faceted celebrities associated with Viacom18. What started with 16 on-ground events in 2013 has extended to 210 events in 2014. Jaideep Singh, SVP & Business Head - INS, Viacom18, said: “At Viacom18 we believe that the future of entertainment is engaged entertainment. While in 2013 we built a strong foundation, we spent 2014 scaling up our properties. Our focus has been to bring engaged entertainment to the people no matter where they are, where they are from and what genre they prefer. Thus we are taking our properties to tier II markets, to clubs, to colleges amongst others. These are exciting times for Viacom18 and we believe that live entertainment will grow at an even more rapid scale next year. Viacom 18 is doing path-breaking work in the brand solutions space. Vivo has a global partnership with Viacom and this is our first case study in terms of how INS can offer end-to-end brand launch solutions to a client.”
Event technology predictions by Azavista @ EIBTM your venue interactively - Azavista presented ‘Leap Motion’, a device that allows you to control a computer in three dimensions with your natural hand and finger movements; The end of translation booths - Microsoft's Skype Translator automatically translates your voice and video calls with real-time translation; Your future contingency plan for rain - A new kickstarter campaign presented the ‘air umbrella’, literally an invisible umbrella which takes advantage of airflow and creates shelter from the rain; Your personal event chauffeur - Google, Audi, Mercedes, GM and more are all working on self driving technology; Post-event questionnaires with robots - Social robotics will also find its place in the meeting industry; Wearable thermostat - Wristify is a bracelet that controls your body temperature using thermo-electric material and sensors. February - March 2015 EXPERIENTIAL MARKETING
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BRAND ACTIVATION | ALSO FEATURED
BMW EXPERIENCE TOUR 2015 TO REACH 18 CITIES ACROSS INDIA The tour is designed to provide customers a platform to experience the brand, test drive vehicles and interact with product experts. By Dharm Patel
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MW INDIA HAS LAUNCHED THE SECOND EDITION of the BMW Experience Tour. Beginning with Kolkata, the tour will demonstrate the dynamism, versatility and high performance of the entire BMW product portfolio in 18 cities across the nation. After Kolkata, the tour will reach Raipur, Nagpur, Surat, Ahmedabad, Gurgaon, Chandigarh, Jaipur, Mumbai, Pune, Indore, Vijayawada, Hyderabad, Chennai, Bangalore, Kochi, Delhi and Lucknow. It is designed to provide customers a platform to experience the BMW brand, test drive vehicles and interact with product experts. Customers will have an opportunity to experience the complete range of BMW sedans and SAVs (Sports Activity Vehicle) on a specially designed test course. Throughout the tour, a special structure will be created in each city, representing BMW’s premium international standards. The weather proof, air-conditioned structure, will accommodate the reception, briefing and display areas. Special recreation zone will ensure an entertaining time for the entire family. The section will also feature a special zone where children can enjoy driving BMW cars in the virtual world with Sony PlayStation3. Commenting on the tour, Philipp von Sahr, President, BMW Group India said: “BMW Experience Tour provides our customers a first-hand experience of the exhilarating performance and superiority of BMW vehicles in a challenging and exciting environment. They are able to appreciate the versatile capabilities, technology, safety systems and features of our cars in detail. Apart from having fun on the test track, they also benefit from the professional advice of the BMW Driving Experts on how to make day-to-day driving safer. The tour is a very successful platform for us to connect with our existing and potential customers across the nation. With this unique initiative, we wish to take a step closer to them and make them experience ‘Sheer Driving Pleasure’ in the true sense.” Customers will have the opportunity to test-drive the BMW 1 Series, 3 Series, 3 Series Gran Turismo, 5 Series, 7 Series, the BMW X1 and the BMW Z4 through exercises like slalom, fast laps, corner braking and emergency braking. The BMW 7 Series Individual and the BMW 6 Series Gran Coupe will be on special display. The thrill of high-performing range of sports cars - the BMW M3 Sedan, the BMW M4 Coupe, the BMW M5 Sedan and the BMW M6 Gran Coupe; will also be felt. Sophisticated technology, individuality and safety - the BMW M cars offer an unmatched experience of exclusive, high-performance driving. The setup at the event will allow customers to experience the superiority of the BMW X range with the BMW X6, the BMW X5 and the BMW X3, under the expert guidance of BMW trainers.
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“BMW Experience Tour provides our customers a first-hand experience of the exhilarating performance and superiority of BMW vehicles in a challenging and exciting environment. It is a very successful platform for us to connect with our existing and potential customers across the nation.” PHILIPP VON SAHR President, BMW Group India
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19/5/14
TURN YOUR BUSINESS PARTNERS’ EVENTS INTO REWARDING EXPERIENCES TAP INTO DYNAMIC SINGAPORE
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Singapore INSPIRES
heer on the heart-stopping equestrian action from the luxury of your very own viewing box. Throw a glittering street party and dance the night away. Or indulge in an afternoon tea with the stars of the world’s best rainforest zoo. Whatever you fancy, having fun in Singapore always comes packed with so much more. Under the In Singapore Incentives and Rewards (INSPIRE) programme, the Singapore Tourism Board and partners have curated a collection of unique, diverse experiences with the discerning business traveller in mind. Pick from a selection of unconventional itineraries, personalised programmes and exclusive dining offerings, and experience first-hand Singapore’s rich multicultural heritage, world-class offerings and round-the-clock excitement. The Singapore Tourism Board and partners will be delighted to show you how to make every moment of YourSingapore incentive trip a truly rewarding one.
Select exclusive experiences from INSPIRE Partners today!
Contact the Singapore Tourism Board for more information at mumbai@stb.gov.sg / +91 22 6608 3200 or delhi@stb.gov.sg / +91 11 4581 0088 February - March 2015 EXPERIENTIAL MARKETING
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BRAND ACTIVATION | PHOTO FEATURE
Samsung launches the Z1 smartphone with Huma Qureshi Showtime Group was awarded the mandate to produce the launch event, held at Le Meridien in New Delhi. By Dharm Patel
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AMSUNG LAUNCHED ITS much-awaited Tizen OS based smartphone Z1 at an event aptly titled Z Media Day at Le Meridien, New Delhi on Jan. 14. Showtime Group was awarded the mandate to produce the launch event. Over 200 invitees from the media fraternity gathered to witness the world premiere of the Z1. Guests were welcomed by teaser brandings, lined up the reception area, with the message – ‘What’s your Z?’. Inside the event area, a 46ft. wide LED backdrop which doubled up as the projection surface came alive with the opening AV. Hyun Chil Hong, Samsung India’s CEO and President, came up on stage for the introductory address followed by an electrifying unveiling performance by 25 members of the Shiamak Davar Dance Troupe. The unveiling video then officially announced the arrival of the Z1.
Continuing the sequence of events for the day was a product photo-op with celebrity Huma Qureshi followed by a product presentation and a Q&A session where the media interacted with technical experts from Samsung. The product experience zone was also revealed to the guests.
“Two months of intense preparations and extensive detailing went into the making of this global launch. We worked in close coordination with both Cheil India and Cheil Korea across different timelines to set up a flawless event.”
Akshay Chawla, Vice President, Showtime, said: “Two months of intense preparations and extensive detailing went into the making of this global launch. We worked in close coordination with both Cheil India and Cheil Korea across different timelines to set up a flawless event.”
AKSHAY CHAWLA Vice President, Showtime
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Brand Activation | BRIEFS
GAGAN PAL SINGH General Manager - North Hansa Events & Activation
Vodafone Foundation concludes its Mobile for Good Awards 2014
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obile for Good (M4G) Awards is a flagship initiative of the Vodafone Foundation in India and recognizes, rewards and accelerates the initiatives of NGOs that have touched and impacted lives through mobile technology across critical fields of health, governance, education, agriculture, environment, women empowerment and inclusive development. Hansa Events & Activation was appointed to manage the award ceremony at Eros International Hotel, Nehru Place, Delhi. Apart from awarding the NGOs, the key highlights of the
event were the launch of the M4G E-book which showcased the work of 21 chosen NGOs. The venue was given a digital touch with interactive screens on various NGOs and their work. Another special zone was also created with various touch devices to interact with the M4G E-book. Rajiv Makhni hosted a panel discussion on the impact of mobile phones in rural India. The key guests included (Marten Pieters, CEO, Vodafone India), Rohit Adya (Director - External Affairs, Vodafone India), Osama Manzar (Founder, Digital Empowerment Foundation) and Madhi Singh Sirohi (Head, Vodafone Foundation India). The chief guest for the event was R. Chandrashekar, President, NASSCOM. Gagan Pal Singh, GM - North, Hansa Events & Activation said: “It was a challenging task to design the event using dynamic technology with a simplistic touch. It all began with the trophy design which became the inspiration for all other elements around it. A large format screen with customized content helped in highlighting various key segments of the evening making it impactful and memorable.”
FERZAD PALIA GM & Executive Vice President, English Entertainment Viacom18
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aking forward the promise of inducing happiness one laugh at a time, English entertainment channel Comedy Central mobilized India to spread happiness through one random act of kindness at a time. Bringing this movement to life through a unique ‘Spread the Cheer’ campaign, Comedy Central took the season’s celebrations to schools, hospitals, NGOs, old-age homes, orphanages, drug rehabilitation centers and even jails, in various parts of India.
The channel hosted a laughter-inducing evening with Cyrus Broacha at Apollo Hospitals and schools in Bangalore, Bharti Singh, Amit Tandon and Zakir Khan at Tihar Jail and a few NGOs in Delhi and Cyrus Sahukar at Make a Wish Foundation, Teach for India and drug rehabilitation centers in Mumbai. These renowned comedians engaged in interactive sessions with the unique sets of audiences and encouraged them to participate in fun activities and celebrate the festive season with laughter. 32
February - March 2015 EXPERIENTIAL MARKETING
Comedy Central lights up lives with ‘Spread the Cheer’ campaign Ferzad Palia, General Manager & Executive Vice President, English Entertainment, Viacom18 said: “Christmas is the season of giving and we’ve taken this a step further with our ‘Spread the Cheer’ campaign. The idea was to break away from regular TV programming and undertake a campaign that gets India to smile more! We got our funniest men on the job and managed to spread some laughter across various schools, hospitals, NGOs, etc. We hope we’ve achieved our endeavour to touch people’s hearts and leave a smile at every place we visited while encouraging them to pay it forward with their own random acts of kindness.”
Brand Activation | BRIEFS
gaURAV DhaL Managing Director TIC
hospitality, entertainment, engagement activities and common facilities for customers and visitors alike. At the TW, Tata showcased 26 medium and heavy commercial vehicles, its own service related brands like Tata Genuine Parts, Tata Delight and Tata FleetMan. Tata’s key vendors, partners, financers and value-added service providers were also present at the expo. Tata also conducted engagement activities and service related workshops for customers, mechanics and drivers at TW. A truck-art zone saw an artist creating colourful floral patterns, depictions, calligraphy of verses, etc. on a Tata truck. The adorned Tata truck is an example of ‘moving art’ under which various parts of the vehicles have been decorated differently. Gaurav Dhal, MD, TIC, said: “We gave a distinctive appeal to the expo with unique designs and strategic planning of space, to bring out the best of these massive trucks on display.”
Tata Motors brings ‘Truck World’ to Vijayawada
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ata Motors recently launched a new trucking concept of ‘Truck World: Advanced Trucking Expo’. Truck World (TW) is a unique initiative by Tata Motors to showcase the company’s extensive offerings in the medium and heavy commercial vehicles space, all under one roof. TIC executed the three-day expo, held at the PWD Grounds in Vijayawada. Conceptualized to reach out to the ever discerning Indian trucking customer, and their families, TW enabled Tata to showcase its experience in the trucking business, with latest trucking technologies, vehicle design, quality, reliability and safety. The event had separate areas for product display,
HIRONORI KANAYAMA President & CEO Honda Cars India
Honda creates a Guinness record for the longest drive through India
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onda’s campaign ‘Honda Amaze Longest Drive Through Amazing India’ achieved the Guinness World Records for registering as the ‘Longest journey by a car in a single country.’ The three-month campaign was flagged off at Jodhpur and went on to clock an astounding 23,800 kms during its drive, covering over 400 Indian towns across the length and breadth of India through mountainous terrains, coastlines, flat highways, congested city roads and the interiors of the country. The campaign had Chetan Bhagat on board, who features in the brand’s video, where he talks about all the places he
visited as part of the long drive. 92.7 BIG FM comprehensively utilized its 30 stations spread across the country to meticulously support the campaign, held to promote the car Honda Amaze. The campaign was supported by all-encompassing on-ground activities and on-air promotions across the radio network, connecting with Honda fans and dealers to create a buzz about their power campaign. BIG FM went all out from inviting dealers into the studio to interact with the RJs, with RJs hosting live shows from across Honda showrooms interacting with customers through interesting games and other interactions and also collecting feedback. Hironori Kanayama, President & CEO, Honda Cars India, said: “We are happy to announce that Honda Cars India has added yet another milestone to its journey by entering the Guinness World Records. The drive through various terrains is testimony to the durability, quality and reliability of Honda Amaze. These qualities have found their way into the Indian market and the car has garnered excellent response from the customers.” February - March 2015 EXPERIENTIAL MARKETING
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STAKEHOLDER ENGAGEMENT | IN FOCUS
IN FOCUS
UltraTech Stockists Meet
UltraTech takes its stockists to Hong Kong and Macau The 7-day tour, managed by Encompass, saw guests visit Disneyland, Madame Tussauds, Chimelong Ocean Park and stay at The Venetian. By Dharm Patel
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HE ULTRATECH CEMENT STOCKISTS MEET 2014 took place from Dec. 18 to 24 in Hong Kong and Macau. The incentive programme was held for 600 attendees who included the best performing stockists and their families. Encompass was appointed to conceptualize, create and execute the tour. Its role was to create brand, theme and destination specific design elements to be adapted across all brandings and activities in the seven-day itinerary. One of the key objectives was to establish ‘Champion of Champions’ as a property to be carried forward henceforth, for upcoming stockists meets across various global destinations. The property was translated across all media through the entire event, starting right from the pre-event phase. Prior to the event, video invites were sent to all the stockists personally by O.P. Puranmalka, Managing Director, UltraTech Cement. An SMS countdown started a week prior to the event, creating the required buzz. Also, personalized baggage tags, room keys, passport holders, name badges and other collaterals were distributed at the airport. The first day in Hong Kong had guests visiting Madame Tussauds, before returning to the hotel for the welcome dinner, where they witnessed a traditional welcome by Chinese women who handed over good luck charms to them. To ensure a grand welcome, the evening was taken over by America's favourite mystifier Mike Super (America’s Got Talent Season 9). Another spectacular act was by Canadian bubble artist Fan Yang. Guests relived their childhood at Disneyland on the second day. To add to the mood, guests enjoyed an intriguing digital makeover session, where photographs were digitally enhanced to create their avatar. Balloon makers, close-up magicians and traditional horoscope readers kept the audience engaged during dinner. On the third and fourth day, various engaging activities were held at Window of the World (Shenzen) and at Lantau Island (Hong Kong), where guests experienced the magnificence of the Buddha statue. Post this, they departed for Macau, where they had a karaoke session during dinner. Staying at The Venetian for the rest of the tour, branded welcomes in rooms were a highlight. The fifth day saw the gala dinner where the stockists were felicitated for their outstanding performances. Every winner
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STAKEHOLDER ENGAGEMENT | IN FOCUS
The UltraTech officials and stockists during the awards ceremony
announcement was preceded by a short AV defining the category of awards, interspersed with family AVs. The highlight of all the content was that it was created in a Watchout format. The evening was hosted by Manish Paul, Gaurav Kapoor and Roshan Abbas who brought in a whole new level of exuberance. Sunil Grover, Raghavendra Sharda and Upasana Singh built on the humour quotient for the evening with their roles as Palak, Gutthi and Bua respectively. Salman and Mouni Roy brought their scintillating touch to the evening and got the audience tapping their feet while the evening witnessed its climax with Vishal and Shekhar setting the stage ablaze! On the sixth day, guests were taken to the Chimelong Ocean Park - said to be the world’s largest ocean theme park. A Masterchef session was conducted once the guests returned and was very well received by the participating couples. Further, ‘Ultratech’s Got Talent’ auditions were being conducted simultaneously, with the finale scheduled for the next day. This was followed by dinner where guests played an extended version of housie - Filmy Chakkar. On the last day of the tour, guests were taken to the House of Dancing Waters which was a visual magnificence in itself. The closing dinner was conducted by Roshan Abbas, where the stockists exhibited their individual talents at the ‘Ultratech’s Got Talent Finale’. Speaking about the event, Zashank Bhatia, Associate Account Director, Encompass Events, said: “Encompass has been frequently associated with UltraTech. The level of intricate observations and detailing that goes into this event is of a different level altogether. The entire team at Encompass internal and the ones executing the show worked day in and day out to successfully manage the event and we would like to thank UltraTech for giving us this opportunity!”
“The level of intricate observations and detailing that goes into this event is of a different level altogether. The entire team at Encompass - internal and the ones executing the show worked day in and day out to successfully manage the event and we would like to thank UltraTech for giving us this opportunity!” ZASHANK BHATIA Associate Account Director, Encompass Events
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STAKEHOLDER ENGAGEMENT | IN FOCUS
Bollywood music duo Vishal-Shekhar setting Macau ablaze with their performance
The hosts for the gala dinner - Manish Paul, Gaurav Kapoor and Roshan Abbas
“Pulling together an event across seven days at an international destination, logistics for a group of 600 people, activities and engagements at every level, was a task that required great amount of dedication and perseverance. I would like to express my heartfelt gratitude to the entire Encompass team to have made this happen!� PAYAL BABBAR Marketing Services, UltraTech Cement
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STAKEHOLDER ENGAGEMENT | IN FOCUS
Sunil Grover and Raghavendra Sharda playing everyone's favourite roles as Gutthi and Palak
included language, coordinates for all venues, time difference, etc. but our team did really well to overcome the challenges and make this an unforgettable experience for not just the audience but us as well. Since the audience is majorly the same each year, it makes it imperative for us to come up with unique ideas each time. The itinerary does make the difference and adding the small things at every level makes it even better as a unique engaging experience.” Commenting on the event, Payal Babbar, AVP - Marketing Services, UltraTech Cement, said: “This meet was one of our biggest events of the year, mostly because of the number of months that went into the planning and detailing of the same. Despite sudden riots in Hong Kong, we made it through and it was indeed a moment of extreme joy for the entire team. Pulling together an event across seven days at an international destination, logistics for a group of 600 people, activities and engagements at every level, was a task that required great amount of dedication and perseverance. I would like to express my heartfelt gratitude to the entire Encompass team to have made this happen. The creative approach to the show, designs, concept, content and the overall execution has left us highly impressed. We would like to congratulate Encompass once again!”
Mouni Roy during her performance
Candian bubble artist Fan Yang during his unique act
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Meeting planners are the real stars in Berlin. We know all there is to know about arranging meetings.
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Do you need to arrange a meeting, convention or any other type of event at short notice? If so, the Berlin Convention Office is on hand 24/7 to give you all the support you need. We work closely with local partners across the city and can quickly provide you with relevant advice, help and information. With the Berlin Convention Office, you can rest assured that your event is in good hands. convention.visitBerlin.com Member of
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Stakeholder Engagement | BRIEFS
DEEPA VAITY Marketing Manager - M.I.C.E Corporate Events
Reliance Life Insurance takes its agents to Thailand
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eliance Life Insurance took its agents to Bangkok and Pattaya from Dec. 4 to Dec. 7. The group, which spent two nights in Pattaya and one night in Bangkok, comprised 28 agents and advisors from all over India. Corporate Events was appointed to execute the entire trip from end-to-end. On arrival at the Bangkok International Airport on Dec. 4, the entire group headed for Pattaya where they checked in at the Bay View Hotel Pattaya. Guests were treated to the traditional Thai massage and an evening of leisure which included dinner at an Indian restaurant post which, there was shopping at a night market. On Dec. 5, the group was transferred to Coral Islands where they participated in water sports like parasailing and undersea walking. The evening witnessed a gala dinner
in celebration of the partnership of Reliance Life Insurance and Shridhar Insurance Broker. After a customary champagne toast, the heads of both the organizations addressed the audience. The night was followed by dancing and cocktails and all the attendees were given photo frames as partnership souvenirs. On Dec. 6, the group headed to Bangkok, where they visited the spectacular Tiger Zoo and witnessed the Elephant, Crocodile and Tiger Show. The group checked in at the Ambassador Hotel, Bangkok. Post Lunch, a Temple City Tour was organized and the final day was rounded off with a dinner at an Indian restaurant. Deepa Vaity, Marketing Manager - MICE, Corporate Events said, "This trip came to us just one week before the said date. We had to book tickets, manage visas, book hotel rooms, etc. within the given budgets. We ensured the Thailand experience in no way was compromised for this group because of the budget/time constraint. All the guests were happy throughout the tour amd well after the trip ended as I keep getting texts and messaged from them. As their tour manager, I was always with them as their care taker, guide, friend and trip advisor all rolled into one in Thailand."
HIMANSHU ANAND Director Brandwidth Events
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n Dec. 12 in Mumbai, 750 superheroes hung their capes to enjoy a power-packed night of dance, music and a lot more as they came together to celebrate Viacom18’s 7th Anniversary. The unique party themed ‘Unstoppables’ was conceptualized and executed by Brandwidth Events. The concept celebrated the 750 superheroes - the employees that make up Viacom18. In order to bring alive the theme and create buzz, Brandwidth devised an extensive on-ground and online campaign, put into action 10 days before the main event. To keep the employees hooked, exciting contests and trivia on superheroes were shared on Facebook. Each day, unique illustrated emailers were sent out to the employees to keep them curious about the upcoming event. A special app was created, using which employees could generate their personalised superhero logos. In the office, from washroom mirrors being converted to resemble comic strips to elevators that opened up to reveal 42
February - March 2015 EXPERIENTIAL MARKETING
Viacom18 celebrates its 7th anniversary with its superheroes the ‘Unstoppable’ bolt, every element lent itself to the main theme. On the day of the event, the invites for the party were hand delivered by promoters dressed as superheroes. Himanshu Anand, Director, Brandwidth Events, said: “Our aim was to bring alive the superhero theme at every touch point. Having generated so much curiosity in anticipation of the event, it was essential that we took the experience a notch higher through the elaborate sets and the power-packed activities we conduct at the main event.”
Stakeholder Engagement | BRIEFS
ROHAN SALVI Vice President - Business Development & Client Servicing (Events) Fountainhead Entertainment
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ditya Birla Group (ABG) hosted the three-day ‘Aditya Birla Awards for Outstanding Achievement’ at the Grand Hyatt in Mumbai while a chatting session was also held with ABG’s Chairman Kumar Mangalam Birla at the Trident on the last day. Fountainhead Entertainment (FH), which has been managing this event since the past 13 years, conceptualized and executed the awards this time as well. FH was in charge of design, communication, collaterals, set designs, stage fabrication, technical setup, show running, permissions, artist co-ordination, etc. More than 1000 top, senior and middle management employees attended the event. Setting the tone for the year with the theme and achieving higher goals in the future, this year’s theme was Future Fearless. The first day saw ‘Planet Award Presentations’ with TEDx speakers post every presentation. A speaker session with Jimmy Wales and Vijay Govindrajan was followed by group photo sessions with Birla. The second day featured ‘Sun & Planet Award Presentations’ along with a speaker session with Kofi Annan and Stefi Graf. Dinner featured entertainment with a performance by Nritarutya (contemporary dance troupe) and a stand-up act by Dan Nainan from USA (Indo-Japanese comedian). The last day kicked off with a chat with Birla and the
AR Rahman and Alia Bhatt among others perform for Aditya Birla Group employees nominees. With hosts Gaurav Kapoor and Gul Panag, more than 100 awards were handed to the winners by Birla. These presentations were interspersed with acts by AR Rahman, Alia Bhatt, Varun Dhawan, Sidharth Malhotra and Shaolin Monks. Rohan Salvi, Vice President - Business Development & Client Servicing (Events), Fountainhead Entertainment, said: “There was extensive planning that took place along with the event management. The content of the show was planned for months, including introductions with an international shadow act group and AVs played across all screens. Right from planning the registration for 1000 people, to the conference, awards nights, photo session and parties, everything was carefully thought of, for the three days.”
RAKHI KANKARIA Director Rachnoutsav
Casino games like poker, roulette, luck 7, black jack and many more were organized keeping in mind the central theme of the party.
Google throws Annual Holiday Party for its Hyderabad associates
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oogle recently celebrated the Annual Corporate Holiday Party for its Hyderabad associates and their family members at Golkunda Resort in Hyderabad. The event which witnessed 1200 guests, was centered around the 'Casino' theme and Mandira Bedi was roped in to liven the event as the emcee. Rachnoutsav was roped in to manage and execute the event, working around the central theme to ensure a seamless event.
An interactive magician mesmerized the crowd with his illusion tricks and popular games and activities like zorb ball, video games, games jockey, etc. were organized for kids who attended the event. As the evening progressed, there were electrifying stage performances by Shaan and Vishal Shekhar which drew thunderous applause from the crowd. A 10-tier customized cake weighing 75 kgs was also ordered to mark the celebration. Rakhi Kankaria, Director, Rachnoutsav, said "One day prior to the event, it was raining the entire day, hence it was a technical challenge to work in an outdoor venue where we were installing sound, lights and LED screens for celebrity performers. However, we managed against all the natural challenges." February - March 2015 EXPERIENTIAL MARKETING
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SPORTS MARKETING | IN FOCUS
IN FOCUS
WORLD CUP KABADDI
Ferriswheel adds a technical edge to the opening / closing ceremonies of the 5th World Cup Kabaddi 3D mapping with cyclorama effect was used to create depth and stunning visuals on stage at the ceremonies. By Aanchal Dhawan
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ORLD CUP KABADDI HAS BEEN PROVIDING A great platform to the long lost sport of kabaddi, while also hosting players from across the globe to the tournament. Ferriswheel, an established, Mumbai-based agency specializing in conceptualizing, producing and directing live events, once again won the open national tender for organizing the opening and closing ceremonies for 5th World Cup Kabaddi Punjab 2014. The agency successfully delivered two 90-minute live entertainment and visual spectacles through the opening and closing ceremonies. The acts as part of the ceremonies, were designed and produced by Ferriswheel entirely. The opening ceremony of the 5th World Cup Kabaddi Punjab 2014 took place on Dec. 6 at Guru Gobind Singh Sports Stadium, Jalandhar. Arjun Kapoor, Sonakshi Sinha, Arjan Bajwa, Sharry Maan, Harshdeep Kaur and the Fictitious Dance Group, were some of the artists that performed at the event. A Punjabi medley by prominent Punjabi singers also featured as part of the entertainment, and a fire act by Russian performers was another highlight of the event. While Arjun Kapoor and Sonakshi Sinha performed on the songs of their upcoming film Tevar, Sharry Mann got the crowd grooving to his popular numbers. "For the first time in India, 3D mapping with cyclorama effect was used to create depth and stunning visuals on stage which was achieved by state of the art video technology. Ferriswheel used multiple LED screens with 20,000 ANSI luminescence projectors to create this technical marvel. Top class massive niagaras and cold pyro ordained the show. The agency ensured that each performance had a distinct look with creative props and costumes," explained Shubhra Bhardwaj, Founder & Creative Director, Ferriswheel. Meanwhile, the closing ceremony of the 5th World Cup Kabaddi Punjab 2014 took place on Dec. 20 at Sports Stadium Village Badal, Sri Muktsar Sahib (close to Bathinda). The show had an interesting lineup of artistes with Gippy Grewal, Arif Lohar, Miss Pooja, Satinder Satti, Bir Khalsa, Yogi's Angels and Freestyle Motocross Bikers from the USA entertaining the crowd. Based on thrill and adventure, the closing ceremony was all about the adrenaline rush. The highlight of the show was the Freestyle Motocross Bikers from the USA who performed exciting stunts. These bikers performed somersaults in the air at a height of 35 ft and then landed on a ramp 70 ft away.
FMX Bikers stunts at the closing ceremony
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SPORTS MARKETING | IN FOCUS
3D mapping with cyclorama
Lightplay at the closing ceremony
“For the first time in India, 3D mapping with cyclorama effect was used to create depth and stunning visuals on stage which was achieved by state of the art video technology.” SHUBHRA BHARDWAJ Pyros display as part of the ceremonies
Founder and Creative Director, Ferriswheel
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Sonakshi Sinha and Arjun Kapoor perform at the opening ceremony
Arjan Bajwa performing at the opening ceremony with creative props and dances
“The Ferriswheel team, led by Shubhra Bhardwaj delivered the opening and closing ceremonies of the 4th and 5th World Cup Kabaddi Punjab with such rare dedication, enthusiasm, zeal and imaginative creativity that the shows turned out to be absolutely spectacular.” SHIV DULAAR SINGH DHILLON Bringout out the tradition of India via 3D mapping
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Special Secretary Sports, Punjab
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SPORTS MARKETING | IN FOCUS
Introducing 3D mapping with cyclorama
Post this, while Gippy Grewal kept the momentum going with his popular high tempo numbers, well-known Pakistani singer Arif Lohar brought the magic of sufi music to the event. 'Yogi's Angels' quick changed act also featured as part of the entertainment. The closing ceremony was completely different in look and feel from the opening ceremony. Instead of a humungous stage, Ferriswheel used the whole stadium as its stage. Apart from the lights on stage, the stadium’s periphery was intricately lined with multiple lights creating a much larger impact. A light play to compliment the performances was created with the help of ten sky trackers, lasers and additional lights. Rope lights in ornate patterns adorned the stadium ground to add to the experience. These rope lights were fixed on ground in record time for the show right after the final match. Commenting on the event, Bhardwaj commented, "The 5th World Cup Kabaddi Punjab was an absolutely amazing experience. While the 3D mapping with cyclorama at the opening ceremony enraptured people, the bikers from the US performing dangerous stunts in the air set the audience's heart racing. World Cup Kabaddi is very close to my heart and working with my brilliant team in association with the Punjab Government makes it even more special."
The large stadium production with Fireworks
Speaking on the occasion, Shiv Dulaar Singh Dhillon, Special Secretary Sports, Punjab said, "The Ferriswheel team, led by Shubhra Bhardwaj delivered the opening and closing ceremonies of the 4th and 5th World Cup Kabaddi Punjab with such rare dedication, enthusiasm, zeal and imaginative creativity that the shows turned out to be absolutely spectacular. The professionalism and commitment with which they went about the whole event management process was truly commendable. I wish them all the best."
Yogi's Angels perform at the closing ceremony
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SporTs Marketing | BRIEFS
AVINASH PANT Marketing Director Nike India
Nike and Jabong.com create a football frenzy with ‘Day Of Play’
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abong.com and Nike hosted ‘Day of Play’ - a football tournament for young footballers - in Mumbai on Dec. 19. Kids in the age group of 13-20 years faced-off a two-day football camp going through rigorous trials and a selection match assessed by AIFF licensed coaches. Twenty four of the most promising players were chosen and mentored by former Indian captain, Bhaichung Bhutia and current India team goalkeeper, Subrata Pal. The best player of the tournament and the winning team were awarded the
ARUN CHANDRA MOHAN Founder & CEO Jabong.com
trophies along with personalized Nike football boots. Recently, Jabong introduced shoe personalization in collaboration with Nike, supposedly for the first time in India. R Avinash Pant, Marketing Director, Nike India said: “At Nike, it is our mission to bring inspiration and innovation to every athlete in the World. The chance to play alongside two of India’s greatest footballers is not only a unique experience but is also inspiring. Personalization on football boots is a global phenomenon and we are delighted to be partnering with Jabong to provide this feature for footballers in India.” Arun Chandra Mohan, Founder & CEO, Jabong.com said: “We are delighted to partner with Nike to offer our customers the exclusive Nike football boot personalization feature on our website for all footballers. #Nameurshoe is a strong fashion trend amongst sports enthusiasts and personalized boots are something we believe ardent football fans would love to own."
SUNIL KUTTY MENON Director, Brand Promotions and President, Indian Extreme Sports Federation
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rand Promotions India recently returned with the 2nd season of its property Extreme Invasion - an action sports event. This time, however, the agency used a twist in the form of the X-Bus, a 32-feet long bus with a uniquely designed mobile sports ramp. Held at InOrbit Mall (Malad) in Mumbai, the event witnessed around 700 spectators. Bringing back the skateboard and bicycle motocross (BMX) classics, the artists at the X-Bus pumped up the fans with enthralling performances. An experiential workshop and competition was conducted for enthusiasts who had a penchant for speed and adventure, where Firefox gave away bikes as prizes to the winners. The X-Bus has started touring various cities like New Delhi, Chandigarh, Pune, Bangalore and Chennai, covering more than 20 venues including college festivals, mall venues and local gatherings. Apart from Firefox, the other sponsors were Vans, HRX and Polaris. Apart from skateboarding and BMX, the event also comprised football freestyle, b-boying, parkour and rappers.
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February - March 2015 EXPERIENTIAL MARKETING
Extreme Invasion returns with X-Bus for its 2nd season Well known groups like Meteoric Group, Team Be, UDK unleashed their talent in front of the audience whereas rock band Groove Gully also put up a musical performance. Sunil Kutty Menon, Director, Brand Promotions and President, Indian Extreme Sports Federation said: “X-Bus is an experiential demo skatepark with the idea to showcase extreme sports like skateboarding and BMX in particular. The X-Bus will provide experience to the audience to try out these sports on the ramp - this way we intend to bring the global underground culture to the youth of India. Brands can make use of this experiential medium to connect to their audience.”
SporTs Marketing | BRIEFS
GIRISH SHAH EVP - Marketing & Sales Godrej Properties
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odrej Properties Limited (GPL), the real estate development arm of the Godrej Group, concluded the international finals for the 4th season of the annual Godrej Properties Golf Challenge on Jan. 23 in Bangkok. After seven city rounds and an estimated participation of 1200 golfers, seven men battled it out in the finale at the exquisite Nick Faldo designed course at Summit Windmill Golf Club. The men comprised Captain Cheema (Classic Golf Resort), C. Sundar (Karnataka Golf Association), Akshay Kilachand (Willingdon Sports Club), Anmol Puri (Qutab Golf Course), Rohan Jaitha (Oxford Golf and Country Club), Mayukh Ray (Tollygunge Club) and D. Nagaraj (Madras Gymkhana Club). The opening round took place at Classic Golf Resort in Haryana, Round 2 at Karnataka Golf Association in Bengaluru, Round 3 at the Willingdon Sports Club (WSC) in Mumbai, Round 4 at Qutab Golf Course in Delhi, Round 5 at Oxford
Bangkok hosts the finale of the 4th Godrej Properties Golf Challenge Golf and Country Club in Pune, Round 6 at Tollygunge Club in Kolkata and the final round at Madras Gymkhana Club in Chennai. Girish Shah, EVP - Marketing & Sales, Godrej Properties, said: “The club rounds witnessed several keenly fought battles and I extend my congratulations to all the qualifiers for the international finals. I’m sure these players will be eager to carry their form into Bangkok and we are all eagerly awaiting the finale of what’s been yet another exciting season. When we started with the Golf Challenge, we had no idea it would be so popular and go this far."
SURESH KUMAR Operation Director - South Vodafone India
Vodafone Cycling Marathon 2015 to see over 8,000 cyclists take part
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odafone India is all set to hold its 2nd edition of Bengaluru’s biggest cycling extravaganza - Vodafone Cycling Marathon 2015 on March 1. With the success of its maiden edition in 2014, the marathon will further endeavor to encourage the spirit of cycling for passion, fun and a greener environment in the city across all age groups. The event is expected to see more than 8,000 cyclists including 150 elite licensed cyclists of CFI from across India. The event is recognized by Cycling Federation of India (CFI) and will also be acknowledged in the National
& International Calendar of cycling events. Bengaluru has always been considered as a haven for cyclists and in this era of environmental awareness, cycling (to office or for small errands) is the preferred option. Suresh Kumar, Operation Director - South, Vodafone India said: “As a responsible corporate, we’ve championed several projects and initiatives that have helped improve lives and created a positive impact in the community. This marathon is a continuous effort to promote the cycling culture in the city and at the same time help the community to lead a healthy life in a greener environment.” The event will also have a carnival area on the main day buzzing with varied actives where people can enjoy musical concerts, bicycle stunts, exhibitions, painting competitions, a cycle fashion show in addition to the award ceremony. Event participation is open to all cycling enthusiasts. Champion Race is only for elite licensed cyclists and to participate in this category, cyclists will have to contact CFI on email. February - March 2015 EXPERIENTIAL MARKETING 49
ENTERTAINMENT | MARKET PULSE
FARHAN AKHTAR: LIVE In conversation with ExM, post winning the LQA for Best Band, the Bollywood actor speaks about why LIVE experiences resonate most with audiences, the importance of promoting films on-ground and the exhilaration of connecting with fans through music. From jam sessions, to now a full-fledged band that’s playing across the country… What’s the journey been like? I am fortunate enough to have known many people who are members of different bands… And most of them started like this… getting together to jam and have some fun! But then there’s the enjoyment of playing your music / sharing it with a larger number of people. That’s how it started for us as well. And initially we also wanted to take out the message of ‘Mard’ to the youth of the country, and we found music a great medium to do this. Today, the message of ‘Mard’ is still important, but there is also the desire to create new music. I’m not only talking about film music, but music that represents my inner feelings, my thoughts, my opinions, who I am! So Farhan Akhtar LIVE is slowly manifesting into creating content that is truly reflective of us. And I look forward to sharing that with audiences.
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In a time of television and media overload, you think the LIVE experience at an event compares? In fact I feel LIVE events have always been something that have been exciting to go to. Way before television really invaded our lives; our greatest joy was gathering or congregating whether it was to watch a film or to watch an event of any kind. But in getting together, there is certain community feeling; a feeling of camaraderie; a feeling of ‘we all are in it together’ that you don’t get with an isolated viewing experience or a listening experience. And nothing really can do that like a concert can, because music is universal. With a film you need to understand what’s being said because you are following a story. But with Music it’s just like tapping into an emotion, into a feeling and into your nostalgia. It’s always been amazing. On a personal front too, for me, group experiences are always a lot more fun in terms of viewing or experiencing any kind of art form. So I enjoy it tremendously.
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Rock On was one of the first films that were promoted through rock concerts. How important is it to create a LIVE / on-ground connect with audiences as part of promoting a film? Although Rock On was probably the first to have a gig so to speak to market the film, it was also very organic to the film. It worked really well with what the content of the film was all about. But going LIVE, going on-ground, engaging with audiences, as a part of a film’s promotion is something that’s been going on for a very long time. And it happened lots with music releases, maybe not in the exact concert form that Rock On did, but to engage with audiences; to ‘go live’, there is always something memorable in it for the person who actually happened to be there at the event. And furthermore, there is a desirable quality or an aspirational quality for someone who then hears about it later or watches a snippet of it on television and goes. “I wish I was there!” There’s always something to look forward to because you understand the power of seeing someone in person, listening to someone in person and no matter how good the translation of that into a performance on TV, or how well it’s recorded and brought to you on your iPod or a CD, it just never can feels the same because there is a person-to-person connection that happens in a LIVE scenario, that just cannot be substituted.
Tell us of a fun memory the bands had while performing LIVE… The most interesting memory I have of performing at a concert was in Roorkee. We were on stage during the performance and I notice this rather ‘big’ gentleman. He came right to the front row and then took of his shirt. He was in a white vest and he came up to the front of the stage and starting flexing!! And then in the middle of ‘Tum Ho’ there’s a bit of a break until the last part. During this time another gentleman comes up to the stage and hands me a note, gesturing that the ‘big’ guy had sent it… The note read, “Zara hamari taraf bhi to dekhiye’. I folded the note and continued with the song. Later we found out that
the ‘big’ guy was a person names Champion, an arm wrestling champion of Roorkee. And the note was for our vocalist Shannon and not me! But he was truly a class act! Never before have I seen anyone as ‘Rangeela’ as him.
What is in store to look forward to at Farhan Akhtar LIVE? Apart from doing a lot more concerts, I think the big area of focus is creating new songs. Creating songs that are not just from films, but songs about who we are, what we feel, our opinions about things. It’s already happened to a certain extent with ‘Chule Assaman’, for which we collaborated with Salim Suleman, which was about Women Empowerment, an issue close to my heart and also theirs. Similarly going forward there are many other songs that we are putting together, so I think just creating more original content which belongs to the band and not really to any film is the thrust for 2015.
A few words of winning the Best Band @ LQA I would like to thank everyone at EVENTFAQS, the jury, panel, everyone, who decided that Farhan Akthar LIVE deserves this award! It really has been a very special journey; it’s been a dream since a very young age to perform with a band and play music for fans. We’ve been playing in this band for just over a year, so to receive this award is very encouraging, and I’m very grateful. As for this trophy, now that I have it in my hands, I take it everywhere I go. It’s impossible for me to do any interview unless I talk about this wonderful piece of architecture -- the LIVE Quotient Award. In fact, it’s a little ticketing system, and it makes for my entry to places, and when I leave they give it back to me. It’s also very functional, since through it, people know who I am, and unless I show it off, they think I’m an imposter!
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ENTERTAINMENT | COVER STORY
1000 Industry-folk come together@ LQA'15
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HE LIVE QUOTIENT AWARDS 2015 (LQA) presented by Kamdhenu Steel and powered by Oman Tourism concluded its third edition on Jan. 14, at Nikunj (formerly Nitesh Kunj) in New Delhi. The event, executed by THOT Media, was held in association with EEMA. An initiative of EVENTFAQS Media, LQA is the only platform in the country and one of a kind in the world dedicated to the celebration and acknowledgement of LIVE entertainers across various genres. With Asia's best Stand-up Comedian for 2014- Papa CJ and RJ Danish Sait- whose prank show has achieved legendary status, helming the show as hosts for the evening, the audience was left in splits. The awards were presented across 16
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By Aanchal Dhawan categories, with 24 LIVE entertainers being crowned as winners over a wide spectrum of the events industry in the year gone by. The LQA 2015 jury and expert panel, comprises of industry experts who have shortlisted the winners from an exclusive list of nominees across various categories. In its endeavour to promote upcoming talent, EVENTFAQS roped in artiste Akhil Banga, a new face in the Punjabi pop category, who sung his popular tracks as part of the opening act at the gala evening while the 1000 strong crowd enjoyed scintillating performances by popular Indian sufi and bollywood singer Richa Sharma accompanied by renowned flautist Paras Nath, both managed by Ampliify Entertainment. The director of
Ampliify Entertainment, Varun Gupta also directed the entertainment segment which was part of the 'Experience Oman - New Year New Beginning' after party of the LQA. The segment was hosted by MC/Host Sangeeta Singh. The evening progressed into an Arabicthemed celebration soon after the awards with a stunning Oman lounge done up in various hues of blue. To ensure guests have a true taste of the magnanimous Oman hospitality, there was a trip for 2 to Oman up for grabs via the #ExperienceOman contest. Roshan Abbas was announced as the contest's lucky winner on stage and was presented the trip by Lubaina Sherazi, India Representative, Ministry of Tourism, Sultanate of Oman.
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ENTERTAINMENT | COVER STORY
Event hosts Papa CJ and RJ Danish Sait
Punjabi Pop Artiste Akhil Banga
Oman Lounge
Venue Host: Nikunj by GNH
Popular Indian sufi and bollywood singer Richa Sharma accompanied by renowned flautist Paras Nath,
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WINNERS OF LIVE QUOTIENT AWARDS 2015
Best Anchor - Media Personalty (Female) Mini Mathur
Best Band - Indian Ocean
Jury Special (Find of the Year) under 'Best Band' - Shillong Chamber Choir
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Best Anchor Media Personalty (Male) Manish Paul
Best Band - Pathbreaker / Bollywood: Farhan Akhtar LIVE
Best Dance Act - Bivash from Bad Salsa Group accepting the award
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WINNERS OF LIVE QUOTIENT AWARDS 2015
Best Dance Performer - Media Personality (Female): Shakti Mohan
Best Dance Troupe / Choreographer: The Shiamak Davar Dance Company
Best DJ (International New Age Sounds) Nucleya
Best Dance Performer - Media Personality (Male): Terence Lewis
Best DJ (Bollywood / Commercial): DJ Suketu
Best DJ (Female): DJ Barkha Kaul
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WINNERS OF LIVE QUOTIENT AWARDS 2015
Best Fashion Choreographer: Aparna, Tania & Anisha
Best Innovative Act: Roysten Abel of The Manganiyar Classroom accepting his award
Best MC/Host (Female): Avneet kohli
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Best Innovative Act: Lior Suchard – Supernatural Entertainment
Best Instrumental Act: Sivamani
Best MC/Host (Male): Anchor AK Rahman
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WINNERS OF LIVE QUOTIENT AWARDS 2015
Best Singer / Performer (Female): Neeti Mohan
Best Stand Up / Comic Act: Vir Das
Best Dance Act - Rishi Shrivastava of Ability Unlimited Foundation accepting the award
Best Singer / Performer (Male): Ankit Tiwari
Best Theatre Group / Production: Raell Padamsee's ACE Productionsa
2015's LIVE Legend: Adnan Sami
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WINNERS OF LIVE QUOTIENT AWARDS 2015
A special honour was presented to Richa Sharma for completion of 20 years in the Bollywood and LIVE industry
Anurag Deo, CEO Canvas Talent & Co Founder of Farhan Akhtar LIVE, collected the award on behalf of him
Best Dance Troupe Choreographer Alene accepted the award on behalf of The Shiamak Davar Dance Company
Accepting the award on behalf of Best MCHost (Male) Anchor AK Rahman
Sam Marshall accepting the award on behalf of Lior Suchard- Supernatural Entertainment
Best DJ (International New Age Sounds) Nucleya (In the category Concerts Music Fests Club Gigs)
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WINNERS OF LIVE QUOTIENT AWARDS 2015 Accepting his 2015’s LIVE Legend award, musician Adnan Sami said: “There are very few awards in this country for live performers and I am very excited and happy to be associated with the LIVE Quotient Awards and EVENTFAQS who took this initiative of awarding the live performers and recognizing the effort and hard work of the performers.” A special honour was presented to Richa Sharma for commemorating 20 years in the Bollywood and LIVE industry. Commenting on her love for live performances, Sharma said, "I would like to believe I am a live performer first and then a playback singer. I started my musical journey as a live singer and it's thrilling to perform to a live audience. I love all my fans who support me and exude an energy which makes me come alive on stage. My first love will always be the stage and then the recording studio."
Jovan from KWAN collected the award on behalf of Vir Das
Presented by Kamdhenu Steel and powered by Oman Tourism, the event was managed by THOT Media and held in association with EEMA. The venue partner was Nikunj (formerly Nitesh Kunj) - managed by GNH Hotels & Resorts, associate partner was E-Positive Entertainment, media partner was Laqshya Group and F&B experience partners were Art of Chaat (Chaat), SelectED (Live Stations) and Food Fiesta (main course & desserts). The event was also supported by Rashi Entertainment, Katalyst Entertainment, PPL and IPRS. Other partners and their roles included J W Marriott Aerocity (Hospitality), IRS Communications (LED/Watchout), Durga Stage Servcies (Light & Sound), Ampliify (Post Party Entertainment), Glowshow (Ambient Entertainment), Ravish Kapoor (Invitations), Scoop (Stage Management), R2S (Production/Décor), One Films (AV content), Power Plus (Genset & Heaters), ProConnect (Liaising), Durga Photo (Photo/Video), Wishbox (PR), BoozeWorld (Bar Management), ManPro (Manpower), GodFather (Official Beer), RSG Lights (LED Furniture), Taamaa (Trophies) and TRIG (Security). The awards were telecast on Zoom Television on 6th and 7th February.
Representative of Yuvraj Entertainment accepted the award on behalf of Ankit Tiwari
Initiated in 2012, LQA is an extension of the Entertainers Connect platform, which has brought the industry’s entertainers all under one roof, felicitating planners with up to date profiles, reviews and that essential connect to book the best and most innovative talent for shows and events across the country.
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Arti sts manag ed & Engag ed by
Get started. Go further.
Ri cha SHarm a perform i ng with Par as Nath
Audience E njoyi ng the ' E xpe ri e nce Om an - Ne w Ye ar Ne w Begi nn i ngs' Af te R PARTY.
LED & Watchout BY
hOSTS PAPA CJ AND dANISH SAIT Keep the AUDIENCE ENGAGED
dANISH SAIT AS EVENT MANAGER ROCKY
February - March 2015 EXPERIENTIAL MARKETING
LED Fu rn itu re BY
Guests net working AT the e- POSITIVE LOUNGE
Lig hts & Sou n d by
rICHA sHARMA DURING SOUND CHECK
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eVENT manag ed by
oPE N I NG PE RFORM ANCE BY aKH I L bANGA
February - March 2015 EXPERIENTIAL MARKETING
Production & Décor BY
aR AB I C THEME D lOUNGE HOSTE D BY OM AN TOURI SM
Sangeeta Singh Hosting the af ter Party
#LQA2015 Venue Host
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he Nikunj By GNH (previously known as The Nitesh Kunj) is an experience of 'Great Indian Hospitality'. Managed by Grand Notting Hills Hotel and Resorts (GNH) it has been created to redefine the yardstick for luxury and convenience for those who deserve the best. Spread over 28 acres of lush greens The Nikunj's rich Indian architectural design elements have been tastefully clubbed with the most modern facilities to give you a unique personalized experience of luxury and comfort. The Nikunj is situated strategically, just 5 minutes from the Indira Gandhi International Airport. It is in close proximity to Gurgaon, the biggest business hub of the National Capital Region of India. The Nikunj provides banqueting and conferencing area for upto 2000 people indoors and 5000 outdoors, with a parking facility for up to 2000 cars. It has 42 well furnished rooms and suites with a private balcony overlooking a well manicured garden and a coffee shop as well. GNH is a pioneer in the hospitality industry, with venues that have made a name for hosting events, exhibitions and weddings. We have a reputation in the business for our uncompromising attitude and we take immense pride in the quality of services. We offer unparalleled expertise experience with a deep and thorough understanding of the traditional values and the significance of such events. Initiated by a brief from the client and in tune with current trends, our team of designers actively interacts and put forth ideas and concept for the events.
GNH is a one-stop solution for all your events
We have our own in-house architects and designers as part of our work force - GNH is a one-stop solution for all your events. Broadly speaking, we cater to a discerning cliental for their exhibitions, fashion shows, conferences, brand/ product launches, designer themed parties and weddings.
THE Nikunj, new delhi +91 96503 94478 +91 96503 94484 gm@gnhhotels.com www.gnhhotels.com
Deepak Saini Managing Director
Vinod Saini Managing Director
#LQA2015 F&B Experience Partner
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ever eat an insignificant meal again. As the Capital’s appetite shifts constantly from traditional / regional Indian cuisines to the adventurous Japanese and LIVE Station @ #lQA2015 then oscillates to the sophistication of the European palette… SelectED is bringing back, with some innovative techniques along the way what remains the most constant …good taste! Creating magic/memories through food is the mantra Ishaan Sarkar, CEO SelectED – Events & Dining swears by. Haute cuisine, fusion and aesthetically pleasing delicacies is what SelectED prides itself at. Soirees for 20 guests or a celebration for 3000, your meals are always meticulously planned, executed and curated by Director Culinaire, Chef Gaurav Mathur. His desire is to bring Michelin star temptations and services to your door step. Ishaan Sarkar CEO Selected Events & Dining
Every approach to fine dining has its own passionate advocates so we ask you to leave the details to us while you EAT DRINK and MAKE MERRY!
+91 95607 86491 meilingkwok@selectgroup.in www.selected.in
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fter running an extremely successful catering brand Saltt for around a decade, this year the Gogias launched their latest venture – Art of Chaat!
The basic concept here is not only to present chaat in a more stylized manner but also to create more innovative products. ChaAt Station @ #lQA2015 Some of their signature dishes include sushi chaat, wasabi aloo tikki, Thai red curry bhajji with pao, fish chilla and even shrimps gol gappa. Sammir S Gogia Director Art of Chaat +91 98102 10265 | +91 93102 10267
info@salttcatering.in
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ood Fiesta” Hospitality Services has been serving to domestic market from past 25 years. The experienced and qualified employees in their respective fields, has helped the company to develop its respectable image among it customers. The company mainly has its operations in setting up F&B operations Main COurse & Desserts @ in conferences, banqueting, and social #lQA2015 events. The consistency in the quality of services has provided to run successfully in the market from past 25 years.
Lokesh Thukral Director FOOD FIESTA +91 98731 62965 | +91 98101 62965 info@foodfiesta.co.in www.foodfiesta.co.in
We have served service as well as private sectors include some government organisations also. It has always been taken under consideration to provide personalized services to our customers. Our team is committed to deliver best services to our customers and try our best to meet to our customer’s expectations. The company specialises in setting up of multi cuisine menus for its clients and we have served to almost 2500 guests at a stretch, which depicts the strength of our team members. The cuisines mainly served includes Mughlai, Awadhi, Marwari, Kashmiri, Rajasthani, Punjabi, South Indian, Chattinad, Bengali, Chinese, Malaysian, Thai, American, Italian, Lebanese, Japanese and many more.
THANK YOU TO ALL FOR A SUPER SUC Supported By
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LED & Watchout
011-40546007 info@rashientertainment.com www.rashientertainment.com
+91 124 499 5800 info@thot.co.in www.thot.co.in
Sushant Mehrotra +91 98101 10464 sushant@irscommunications.com
Invitations
info@ravishkapoor.com www.ravishkapoor.com
Gensets & Heaters
Naveen Sachdeva +91 98115 73783 power1962@gmail.com
PR
Pawan Hora +91 98913 33258 pawan.hora@wishboxstudio.com
Stage Management
Entertainment
Ali Safdar Zaidi +91 98995 94949 ali.safdar@scoopholdings.com
Vishal Shah +91 98199 00421 vishal@glowshow.in
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Trophies
infoppl@indianmi.org www.pplindia.org
Parminder Pal Singh +91 98100 93829 psd@taamaa.in
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Pralay Datta +91 98104 67792 pralay.boozeworld@gmail.com
Manpower
Nikita Gaur +91 98717 43730 nikita@themanpro.com
OUR EVENT PARTNERS CESSFUL #LQA2015 Lights & Sound
Entertainment
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Amit Taneja +91 98116 61123 durgamovies@gmail.com
Varun Gupta +91 98201 67609 varun@angelproductions.in
+91-11-4521 2121 www.marriott.com
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Production & Décor
AV Content
Nitin Chowdhry +91 98107 05072 nitin.chowdhry@theonelms.in
Naveen Soni +91 98993 33332 naveen@katalystworld.com
Nimit Mehta +91 98110 25239 nimit.mehta1@r2sonline.com
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Supported By
Sandeep Ghai +91 98112 33535 sandeep@proconnect.in
Manish Taneja +91 98115 59187 durgamovies@gmail.com
www.iprs.org
Ofcial Beer
LED Furniture
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Ridhima Dewan ridhimadewan@devans.co.in
Sumit Kumar +91 98734 74745 sumit@rsglights.com
Naveen Singh +91 97693 40666 naveen.singh@trigsecurity.co.in
ENTERTAINMENT | IN FOCUS
IN FOCUS
SUNBURN
Dimitri Vegas & Like Mike, Sander Van Doorn and Knife Party rip it up at Sunburn Goa 2014
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ANS FROM ALL ACROSS THE GLOBE CAME TO INDIA to be a part of Sunburn Goa 2014, from Dec. 27 to 29. Sunburn in its eighth year marked new beginnings with the biggest ever line-up of over 120 artists performing across seven different stages, with headliners like Dimitri Vegas & Like Mike (World No. 2 DJs), Sander van Doorn and Knife Party. Spread across awe-inspiring stages like the massive Dance Temple (200 feet wide), Hero Space Station and Peace & Love Stage among others, artists played varied genres of electronic music like Electro, Trap, Dubstep, Drum N Bass, Tech House, Deep House, Psy Trance and Electronica. The lineup featured
Sunburn in its 8th year marked new beginnings with the biggest ever line-up of over 120 artists performing across 7 different stages. By Dharm Patel
“With the entire carnival experience and various surprises, Sunburn has only added on to the experience each year. It’s ecstatic to see the ever-growing response from the fans, global recognition and how the festival has grown exponentially each year.” KARAN SINGH CEO, Sunburn
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ENTERTAINMENT | IN FOCUS
The massive Dance Temple stage in all its magnificence
Krewella, Dannic, Deniz Koyu, Chris Lake, Paul Oakenfold, Sub Focus, Sasha, Avalon, Sonic Species and many others. Making the Sunburn experience an all-encompassing one, fans got to indulge in various activities like hot-air balloon rides, helicopter rides, cruises, ferris-wheel, flea market, mechanical bull, igloo, fan village, etc. This year Sunburn also unleashed a cool new merchandise range which was available at the fest as well as through Jabong. Commenting on the fest, Karan Singh, CEO, Sunburn said: “One thing we are sure of is that Sunburn is a movement. It has created a huge market for EDM in India. Hosting the best of the EDM artists, fans across the globe are always waiting all year for this festival to begin. With the entire carnival experience and various surprises, Sunburn has only added on to the experience each year. It’s ecstatic to see the ever-growing response from the fans, global recognition and how the festival has grown exponentially each year. We hope that we will continue bringing the best of the experience to our loving fans and keep building the EDM culture in India.”
Anish Sood
SUNBURN SURPRISE For the first time ever, Sunburn introduced ‘Sunburn Surprise’ for its beloved fans with an extra day of free music, on Dec. 30. After closing the fest on the third day (29th), Dimitri Vegas & Like Mike returned the next day (30th) with Anish Sood, Lost Stories, Shaan, Makasi and others to play from 4pm to 10pm. All three-day ticket holders of the fest had free access to the surprise, whereas single day ticket holders of the fest got a 50% discount on the ticket to the surprise. The residents of Goa could register online and then collect the free ticket form their local MLAs after flashing their voter ID cards. The offer was on a ‘first come first served basis’ and was open from 10am to 4pm on Dec. 30, subject to quantity cap as per government guidelines. Krewella
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Sunburn just on the onset of sunset
3, 2, 1, BOOM
“Goa is the home of Sunburn, and Sunburn owes its existence to Goa. We thank Goa’s government for all the support that they have given us and special thanks to our fans from all across the world for their constant support as always.”
Commenting on the Sunburn-Goa bromance, Harindra Singh, Vice Chairman and Managing Director, Percept, said: "Goa is the home of Sunburn, and Sunburn owes its existence to Goa. We are happy today that we have something the world recognizes and desires. It's our privilege to share Sunburn with the people of Goa and thank Goa for helping create the magic. We thank Goa’s government for all the support that they have given us and special thanks to our fans from all across the world for their constant support as always.”
HARINDRA SINGH
Commenting on the initiative, Dilip Parulekar, Minister for Tourism, Government of Goa, said: “Sunburn has grown over the last eight years and has continued to bring more and more music lovers to Goa. People of Goa too should have an opportunity to enjoy the world class music experience. We are happy to support this 'Sunburn Surprise' initiative as it makes the Sunburn festival inclusive and gives a bit back to Goa.”
Vice Chairman and Managing Director, Percept
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ENTERTAINMENT | IN FOCUS
The Cubezoid Stage
Emma Hewitt with the Kingfisher Entourage winners on-stage
KINGFISHER ENTOURAGE This year, Kingfisher Premium got four lucky buddies to live their most epic party dreams at Sunburn, as a part of Kingfisher Entourage. The brand also kept the party spirits high at the fest with free flow of the freshest beer at the Kingfisher Zone. Selected via digital contests, Prayas Kharbadikar was crowned as the lucky winner of Kingfisher Entourage and got to invite three of his friends to share the same experience with him, as VVIPs. Sharing his experience, Prayas exclaimed: “Being part of Kingfisher Entourage has been a surreal experience – chauffeur driven in luxury cars, staying at fabulous hotels and having access to the VVIP arena and after-parties has only been possible because of Kingfisher. We danced right on the Sunburn stage and felt like superstars! What better way to spend the last week of 2014 than partying in Goa in true Kingfisher style? Thank you Kingfisher Premium for giving us this amazing opportunity!”
“Sunburn has grown over the last eight years and has continued to bring more and more music lovers to Goa. People of Goa too should have an opportunity to enjoy the world class music experience. The 'Sunburn Surprise' initiative makes the festival inclusive and gives a bit back to Goa.” DILIP PARULEKAR Minister for Tourism, Government of Goa
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Video Mapping | Intelligent Lighting | Trussing | LED Video Wall LED Floor | 3D Holographic Projection | Sound
ENTERTAINMENT | IN FOCUS
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AVING MADE A MARK FOR INTRODUCING THE freshest sounds from India and around the globe with its debut edition, Magnetic Fields, a music and arts festival held from December 12-14 at the 17th century palace in the heritage village of Alsisar in Shekhawati, Rajasthan, upped the ante in its second year. Magnetic Fields is produced by Wild City, WeThePPL, Undercover Agents, THOT and Alsisar Mahal in collaboration with Border Movement, with support by Goethe Institut, Austrian Cultural Forum, Initiative Musik, Red Bull Kuwait and Resident Advisor.
IN FOCUS
Magnetic Fields Festival
MAGNETIC FIELDS FESTIVAL 2014 Music till dawn, kite-flying parties at sunrise and a disco in the desert made the second edition of Magnetic Fields unforgettable.
Featuring rising stars from India and international legends, that included bass music don Mala, the three-day festival was an aural treat for the discerning music fan. But, like last year, the fun wasn’t limited to just music. The festival was a sensorial delight: there were stargazing workshops, morning yoga sessions, art installations and wandering poets that wrote haikus on the spot, dawn-breaking parties with kite-flying sessions, a treasure hunt, traditional Rajasthani delicacies for the gourmand and even some local minstrels around the palace who added the Rajasthani touch with old folk tunes.
HIGHLIGHTS With acts like Mala, Weval, Dream Koala, DJ Vadim, Zahed Sultan, Nicholson, Sulk Station and Nischay Parekh on the line-up, Magnetic Fields had something on offer for every kind of musical taste. It introduced to music fans new-and-upcoming Indian talent like Begum and Soulspace and international rising stars like Dream Koala and Weval. Mala, one of the formative names in the contemporary London bass scene, playing in India for the first-time, Mala treated audiences with sounds that borrowed from different genres like reggae, jazz and drum ’n bass. Dream Koala and Weval had generated a lot of buzz among music fans in India ever since the line-up went up and at Magnetic Fields. The Parisian pop sensation had the crowd swaying and moving to his music. Weval, a young Dutch duo, closed the South stage – day stage – on Day Two and made another surprise appearance on the North Stage (night stage) a few hours later when they played a DJ set. Zahed Sultan, a multi-media artist and producer from Kuwait, closed the South Stage on Day One. Bangalore-based downtempo duo Sulk Station drew loud cheers on Saturday afternoon. Makers of dreamy psychedelia, Begum, a band from Delhi, impressed with a set that was tight and music that stood out from the pack. The lineup divided between two stages – North stage (night stage), and the South stage (day stage). The white South Stage was decorated with free-flowing chiffon strips that danced merrily in the breeze and was programmed till 11 pm after which the carnival-esque night stage came to life. And for those who weren’t satisfied with dancing till much later in the night, there were the secret party-till-dawn parties that came along with the added excitement of kite flying and breathtaking views of the sunrise in the desert.
PALACE LIVING AND CAMPING FUN A few hours drive from Delhi, Alsisar beckons those with a 78
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ENTERTAINMENT | IN FOCUS
The chai cycle at Alsisar Mahal, the venue for Magnetic Fields, for a popular haunt during the cold weekend
Alo Wala opened the festival on Day One with a feisty performance
Austrian beatsmith B.Visible played at the after-party on Day One of Magnetic Fields
An aerial view of the North Stage (night stage) at Magnetic Fields
Bangalore-based downtempo duo Sulk Station got the loudest cheers and were asked for an encore on Day Two on the South Stage at Magnetic Fields FEBRUARY - MARCH 2015 EXPERIENTIAL MARKETING
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Big City Harmonics played on Day 3 of Magnetic Fields
London-based musician and visual artist My Panda Shall Fly played a garage set on Day One of Magnetic Fields
Monica Dogra played at Magnetic Fields as a solo act, and performed material from her up-coming debut album
Kuwait-based multimedia producer Zahed Sultan found a lot of new fans at Magnetic Fields
Mala, a bass music legend, closed Magnetic Fields, with a performance that showcased why he is a reverred name for bass music fans
Orifice Vulgatron worked the mic while festival headliner Mala played
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ENTERTAINMENT | IN FOCUS
Spanish singer-songwriter Graciela Maria impressed many with her soulful compositions on Day Three of Magnetic Fields
The Stargazers organised sky-watching workshops for anyone who was interested in watching the meteor shower
sense of history and adventure. Once the residence of the Thakur of Alsisar, the palace has hidden treasures in every nook and cranny, be it old family pictures or hunting equipment. Festivalgoers had the option of either living in luxury at the palace or camping out under the open sky, nomadic style in tents. The Alsisar Mahal, a heritage hotel, with its intricately carved four poster beds and delicate Rajasthani motifs made for an incredible weekend getaway and added to the allure of the festival. For those who preferred to be closer to nature, the Bedouin tents were no less luxurious and had every little detail taken care of, including hot showers and electrical points. There was even a dedicated music stage for the campsite this year – Desert Oasis Disco - that started at noon on Saturday and Sunday till the festival site came to life. The campsite had close to 200 tents and included multiple activities through the night and day.
The yarn installation at Magnetic Fields was the centre of many a photographs at the festival
The Souk was set-up where guests could buy handcrafted dresses, statement jewelry, or just play dress-up with jewels and headgear specially sourced for the festival.
PRE-PARTIES IN INDIA AND ABROAD In order to create buzz for the fest, pre-parties were organized, with the first one in London at the Proud Gallery. The diverse line up, included India's Shaa'ir & FUNC, London's dubstep pioneer V.I.V.E.K , Sri Lankan born ‘My Panda Shall Fly' and editor of India's leading alternative culture magazine Moniker. Commenting on the pre-parties, Munbir Chawla , Founder, Wild City said: "The idea is pretty simple. We're showcasing some of the finest Indian and South Asia music to the rest of the world." Apart from the international party, there were also four pre-parties in India, at Mumbai, Delhi, Bengaluru and Pune.
There was a group of wandering poets, called Mad Men, who handed out haikus, to festival attendees
Adding further, Sehar Kaur, Senior Executive - Production, Magnetic Fields and THOT Media said: "This year we wanted to emphasize on the festival's experiential features. With these parties we gave a taste of what's in store at the fest, this way the experience begins to grow even before the fest takes place."
Photo Credit - Nishant Shukla FEBRUARY - MARCH 2015 EXPERIENTIAL MARKETING
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ENTERTAINMENT | PHOTO FEATURE Z-Cat
ZimaFest latest to hit the beaches of Goa A property of Elliott Resorts, the two-day music fest comprised live and DJ performances from domestic and international talent alike.
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By Dharm Patel
CONFLUENCE OF LIVE MUSIC, culture and art, ZimaFest 2015 took place from Jan. 24 to 25 at La Brise, Candolim, Goa. A property of Elliott Resorts, the two-day music fest comprised live and DJ performances from domestic and international talent alike. The event was managed by Thot. The event, which saw an amalgamation of Indian and Russian DJs and bands, interspersed with other global artists, was aimed at strengthening the bond between the two nations with the help of music. Commenting on the same, Vinod Ganjoor, Chairman, ZimaFest, said: “ZimaFest was organised to promote music that spans different genres, to a wide variety of audiences, which included Indians and foreigners, especially Russians. The fest was organised at an unusual time which was different from the busy December schedule. Since the last four to five years, Russians have become a very integral part of the tourist landscape in Goa. As they were looking for avenues of entertainment, ZimaFest aimed to be a place for them to have fun and hangout, whilst also providing them quality music.”
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“ZimaFest was organised to promote music that spans different genres, to a wide variety of audiences, which included Indians and foreigners. It was successfully driven by the collaboration of music across nations.” VINOD GANJOOR Chairman, ZimaFest
The fest featured not just electronic but also rock, fusion, pop, etc. The domestic lineup included bands and DJs like Parikrama, Karsh Kale, Farafi, Bhavishyavani Future Soundz, M.Mat, Kohra, Alisa, The F16s, Madboy/Mink, EZ Rise, Nishan and Janux whereas the international lineup (with artists from Russia, Switzerland, UK, Argentina, etc.) comprised Avalon, Victoria Mescalito, Victoria Bourke, Night Snipers, Christ Burstein, Dolphin, XP Voodoo, Mara and Z-Cat. The fest organized a pre-party with Madboy/Mink at blueFROG in Mumbai on Jan. 20, to increase the buzz. ZimaFest got a positive response from the public and the organisers have admitted to continue it from next year onwards on a regular basis. Commenting on the same, Ganjoor said: “Unlike other large music festivals, ZimaFest was held on a smaller scale. It was not about the numbers but about giving the customers a fantastic music and entertainment experience. It was successfully driven by the collaboration of music across nations and we will be heading back from next year onwards to deliver an even better package of entertainment than this.”
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ENTERTAINMENT | PHOTO FEATURE
Night Sniper
Victoria Bourke & Christ Burstein
Madboy/Mink
Parikrama
Victoria Mescalito
Karsh Kale
Dolphin
Farafi
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ENTERTAINMENT | PHOTO FEATURE David Guetta
EVC leaves its fans thoroughly enchanted A property of Twisted Entertainment, the fest featured DJs like David Guetta, New World Punx, Aly & Fila, Borgore, Third Party and Kaiserdisco among others. By Dharm Patel
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NCHANTED VALLEY CARNIVAL (EVC), A PROPERTY OF TWISTED Entertainment, held a very successful inaugural edition in 2013. After winning the WOW Award for 'New Property Of The Year' and being nominated for Entertainment Event of The Year as well as Entertainment Property Of The Year, EVC had expectations to live up to for its second edition, held on Dec. 19-21 (2014) at Ambay Valley. It surely didn’t disappoint, with a lineup that featured DJs like David Guetta, New World Punx, Aly & Fila, Borgore, Third Party and Kaiserdisco among many others. Commenting on the fest, Shoven Shah, Director, Twisted Entertainment, said: “This year we saw the campsite grow four times larger with more than 2,000 campers daily and around 15,000 attendees for the festival. All our partners lent their utmost support, making this venture a successful one. We’ve already started planning for the next edition and though it’s too soon to reveal anything, we can surely admit it’ll only be getting bigger and better!”
“This year we saw the campsite grow four times larger with more than 2,000 campers daily and around 15,000 attendees for the festival.” SHOVEN SHAH Director, Twisted Entertainment
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Absolut was the title sponsor, Ambay Valley and Vh1 were the associate sponsors whereas the fest was powered by Jack & Jones. This year, Submerge was also brought on board to manage artists. Explaining Submerge’s involvement with the festival, Hermit Sethi, Director, Submerge, said: “I’d met Shoven at EVC’s inaugural edition and it was a really well organized festival with great potential. Hence, for the second edition, we had a meeting where we discussed some ideas and eventually he signed us on as ‘Artist Managers’ for the festival. Submerge has been one of the pioneers in the dance music industry since the last 10 years and for us to be associated with a good festival was natural. At EVC we made some genre changes from its first year - we basically gave it more structure and added many more Indian DJs to the existing ones who’d played earlier. We worked with Shoven on the lineup for over five months and gave a unique musical identity to EVC. We are glad to be a part of this fest.”
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ENTERTAINMENT | PHOTO FEATURE
“Submerge has been one of the pioneers in the dance music industry since the last 10 years and for us to be associated with a good festival was natural.” The main stage
HERMIT SETHI Director, Submerge
While the main stage offered commercial music on both days, the other two stages had different genres on both days. One of them covered trance then techno whereas the other one went from live to bass. Absolut had a special lounge bang opposite the main stage with a fantastic view along with multiple branded installations throughout the venue, like a glass walkthrough, bottle-shaped chairs, etc. Vh1 added to the excitement with its movie tent in the campsite whereas Jack & Jones its wide range of winter wear on display. Numerous brands were present at the flea market as well, selling food, beverages, accessories and lots more. The Enchanted Village comprised the whole package camping, bonfires, barbeques, food stalls, free wifi, workshops, yoga sessions and other fun activities. The highlight though, would have to be the silent parties. Silent parties are where fans dance to music being listened to on wireless headphones. Instead of a speaker system, music is broadcast (mixed live by a DJ) via a radio transmitter with the signal being picked up by the headphones being worn by the fans. This way, fans could party beyond the curfew, without disturbing others, adjust volumes and even instantly take a break when they liked. Those who weren’t camping could get to clubs inside Ambay Valley City for the after-parties, which featured acts like techno superstars Arjun Vagale, BLOT!, Kohra, Oozeundat and others.
Anish Sood
In addition to all the music mayhem, there was a wide range of outdoor activities like bungee jumping, hot air ballooning, ATV (all terrain vehicle) riding, floating volleyball/basketball, zorbing, rock climbing, rappelling, ziplining, 4x4 jungle safari, speed boats, jet skis, kayaks, pirate ship, tribal boats, pontoon boats, etc. While the fest was held around the runway at Ambay Valley, frequent shuttle bus services to and from the venue were organized for attendees from Mumbai, Lonavla and Ambay Valley.
Shaair + Func
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The maestros weave their musical magic on the stage
Live@Prinsep Paints a Canvas Never Seen Before.. The cultural city of Kolkata witnessed the Legendary maestros Pandit Shri Shivkumar Sharma and Pandit Shri Hariprasad Chaurasia perform together after 30 years. By Aanchal Dhawan
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HE FIRST EDITION OF LIVE@ Prinsep, a Cherry Tree Initiative, received a phenomenal response. On the evening of Jan. 16, the iconic Princep Memorial sitting on the ghats of the gently flowing river Hooghly with the landmark Vidya Sagar Setu providing a majestic backdrop came alive to the melodious strains of music by the legendary maestros Pandit Shri Shivkumar Sharma on the santoor and Pandit Shri Hariprasad Chaurasia on the flute. Accompanied by Bhawani Shankar and Shubhankar Banerjee, the maestros weaved their musical magic for two and a half hours extending an unforgettable evening for the attendees. Live@Prinsep is a one of a kind annual musical event hosted in the cultural capital of India - Kolkata. The event has been conceived with the vision to integrate and bring together on a common platform, the best of legendary national/international artists on the river banks of Hooghly backed by one of the best historical monumental offerings of the city of Kolkata – The James Prinsep Memorial whose Palladian porch is built
in the memory of eminent orientalist James Prinsep, famous for deciphering the inscriptions of Ashoka, and is designed by W.Fitzgerald.
“This is a historic event in the Kolkata cultural space as both the living legends have performed a proper jugalbandi in Kolkata for almost two and a half hours after 30 years.
Cherry Tree, a professional event management and a brand activation company started in Kolkata over 10 years ago, conceptualized and executed the entire event from end to end. The agency's main role involved artiste booking, securing the requisite permissions for the venue (which are handed out rarely), designing and marketing of the event, Selection of the guest list, attaining other permissions and licenses and production for the entire event. The agency undertook a 360 degree marketing approach for the event pulling out all stops necessary for the promotion of the event. These include pre mailers to the invitees, backlit hoardings in all premier residential areas, posters in top clubs, newspaper advertisements and rigorous pre and post media Public Relations.
RISHABH BAPNA
Speaking on the occasion, Pt. Hariprasad Chaurasia said, "What I really liked was
Managing Director, Cherry Tree Solutions
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Performing in the backdrop of the James Princep Memorial
The lit up historical Princep Ghat
Tollywood Actress Koel Mallick seated in the audience
The enchanted guests at the event
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Pandit Shri Shivkumar Sharma during the performance
that the theme, concept, backdrop, ambience and audience collectively made it a magical experience. It was a memorable experience for me playing alongside Shivji in this ambience and I will cherish this lifelong." Speaking on the event, Rishabh Bapna, Managing Director, Cherry Tree Events said, "This is a historic event in the Kolkata cultural space as both the living legends have performed a proper jugalbandi in Kolkata for almost two and a half hours after 30 years. I want to convey my gratitude to all who
“This is the best musical programme I have witnessed. The best of the maestros have performed with the best architecture in the background.” SANJAY AGARWAL Managing Director, Century Ply
supported us in making Live@Prinsep a huge success and a memorable evening for all our guests. We have been flooded by requests for associations and invites for next year's edition." Commenting on the occasion, Pandit Shivkumar Sharma said, "Looking at the ambience of the venue, it was an exhilarating experience and made us bring out the soul of our music. Hats off to Mr. Bapna and his team at Cherry Tree Solutions for giving us this opportunity and we hope for many more in the years to come." The Associate sponsors for the event were Agarpara Juite Mills, Multiwyn Group and Century Ply while the Co-sponsors were Tanishq, Multicon Group and Srei. The agency is open to bringing in new sponsors for the next edition of the event. The event which was only by invitation, witnessed the attendance of over 2500 people in its first edition including key decision markers and influencers like Industrialists, businessmen, Corporate Honchos, members of the Bengali film fraternity, Diplomats, Armed Forces, Socialites, Musicians, and Members of the Legal and Medical Fraternities. Some of the renowned faces at the event were Tollywood Actress Koel Mallick, Pandit Ajoy Chakraborty, Socialite Madhu Neotia, Co-Owner of Atletico De Kolkata- ISL Team Utsav Parekh and Industrialist Ghanshyam Sarda.
Commenting on the event, Sanjay Agarwal, Managing Director, Century Ply said, "This is the best musical programme I have witnessed. The best of the maestros have performed with the best architecture in background." Speaking on the event, Ghanshyam Sarda, Chairman, Agarpara Jute Mill said, "God has sent Shivji & Hariji to this country as his musical incarnations. The bonding and mutual admiration of the maestros spilled into their music".
“God has sent Shivji & Hariji to this country as his musical incarnations. The bonding and mutual admiration of the maestros spilled into their music.” GHANSHYAM SARDA Chairman, Agarpara Jute Mill
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ROHAN SALVI Vice President - Business Development & Client Servicing (Events) Fountainhead Entertainment
More than 15,000 people ‘Celebrate Bandra’ across nine days
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he sixth edition of Celebrate Bandra kicked off with a mini-carnival on the Carter Road Promenade and ended on a high with its closing ceremony at the Bandra Fort Amphitheatre. The nine days that encompassed the festival saw 15,000 spectators attend 150 events across 14 venues in Bandra, Mumbai.
The Celebrate Bandra Festival began in 2003 as an initiative of the Celebrate Bandra Trust and Fountainhead Entertainment. It was conceptualized with a view to bring people together through world-class entertainment that is
free of cost and accessible to all. In the process, the organizers showcase professional talent and provide a platform for budding talent to grow. Funds from the festival are channelled back into the vibrant Bandra community. The sponsors and partners included Times, Supreme Universal, Radio Mirchi, Oranjuice and others. The highlights of this year’s festival were an exhibition of archery by the Commonwealth Gold Medal winner Rahul Banerjee, a selection of exciting art installations on a promenade, conversations with renowned film directors, theatre in the park, a community arts & crafts festival, open air art classes and music by the sea, every day of the festival. Rohan Salvi, Vice President - Business Development and Client Servicing (Events), Fountainhead Entertainment said: “Bandra sets an example for the rest of Mumbai as a melting pot of activity and culture, with a large number of restaurants, thriving nightlife and an educational hub. No wonder it attracts a cross-section of people, all wanting to make it their home. One of the key objectives of the festival is to be able to give back and support worthy causes in Bandra."
DEVRAJ SANYAL Senior VP & Business Head - INS Viacom18
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usic Label Universal Music India started 2015 with a banging electronic music format that shall tour the country. Committed to supporting a wholesome evolution of culture rather than adopting passing trends, Gionee Smartphones has also come on board to support the property. With its new pop-up nightclub concept called T.R.O.T. - the format will travel the country giving electronica fans a dynamic and out-of-space clubbing experience. The property had its inaugural gig on Jan. 3 at Goa’s most Uber chic venue, Marbella Beach Resort. With the promise of a trend-setting nightlife experience, and the sheer intensity of talent, this property promises to become the most aspired closed-door experience to hit India in 2015. With a burgeoning audience for quality music and a fan base that is hungry for the biggest and best experiences possible, India is a thriving market for new music, new talent and internationally engineered nightclubs, which are scarce in the non-metros. Universal Music’s travelling electronic music property - TROT promises to design and deliver great musical journeys for all fans in lieu of seeding the next-gen culture in the space which Universal has termed TOURTRONIC. The
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Universal Music promises to ‘TROT’ across the nation property will not only present the freshest in the EDM scene but also provide a super-premium ambience complimented with high-end technology, cutting-edge sound, deep visual mapping and program great journeys through the most sought after talent. Devraj Sanyal, MD, Universal Music Group, South Asia said, “As global leaders in the world of Electronica, we have the distinct advantage of looking at this space differently than a promoter would. We are constructing this as a 'consumer first' property. TOURTRONIC is our term that we have coined to best define this experience AND it sits under the umbrella of the aptly named TROT."
Entertainment | BRIEFS
VIR DAS Curator Weirdass Pajama Festival
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urated and conceived by stand-up comic and actor Vir Das, the Weirdass Pajama Festival returned this year after doubling the artists, adding more international names, running across three cities and touching up to a total of more than 10,000 attendees. Taking advantage of the holiday weekend, the comedy festival ran to packed houses at all its venues in Mumbai, Pune and Delhi, on the two weekends from Jan. 23 to Feb. 1. The fest consists of two types of venues: Pajamas, that play the flagship shows and Boxers, that bring a variety of comedy programming from improv to sketch to standup, all back to back. The festival this year collaborated with Portico New York as a 'Powered By' sponsor as there is a synergy with the home fashion brand and its latest ‘Happiness Is…’ campaign. For the festival, Portico has designed installations based on the theme and graphics that feature on the popular social media page titled – The Happy Page and is also now a part of Portico’s fastest selling range aptly titled the Happiness Is… collection. A popular highlight at the Pajama shows was the presence of a
Weirdass Comedy Festival 2015 goes to Mumbai, Delhi and Pune 'Happiness Is…' selfie bed. People who had come to watch the show, couldn’t resist jumping onto the bed with their friends and family and going click-happy, taking back fun memories. Additionally, some lucky selfie-takers even took home surprise Portico New York hampers. Vir Das, Curator, Weirdass Pajama Festival said: “Comedy and Happiness go hand in hand. We are thrilled to welcome Portico New York on board the festival. I think between the two of us we can make sure that they leave a festival where they have laughed more than ever before to beautiful homes and bedrooms where they are even happier."
VISHAL VYAS General Manager - Marketing Skore Condoms
Skore conducts a rather unique fashion show
changing and so is the society’s outlook towards matters that were once considered a taboo.
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Top institutions like Pearl Academy, INIFD and WLCI registered for the event, which had film personality Mugdha Godse as the showstopper. Fashion designer AD Singh, known for bridal and evening wear, was the event judge and chief advisor of the show. Skore has given a free reign to the students of Mumbai - unleashing their creativity, the youth walked the ramp in condoms paving the way to a progressive society, joining the movement - #CondomIsFashionable.
Skore has associated with Rotaract Club of Bombay Film City to take the message across to the youth. The concept of encouraging students to talk about safer sex and break the stigma around condoms by Skore is in line with the club’s idea to address serious issues in an innovative manner. Times are
Vishal Vyas, General Manager - Marketing, Skore Condoms said: “The main idea behind the event is to get the society talking about condoms. Skore believes that the youth can take our message across to our target audience in the right tonality. In the form of using condoms to make a fashion statement, we hope to get the people comfortable discussing condoms on a public platform.”
kore Condoms conducted India’s first design contest and fashion show of its kind, called ‘Skore Fashionista’. The event, held in Mumbai, broke the barriers of taboo towards condoms, bringing together 36 teams with 78 students from 11 institutes in Mumbai to design and create chic costumes using Skore condoms.
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EXHIBITIONS & CONVENTIONS | IN FOCUS
IN FOCUS
Autocar Performance Show
Autocar Performance Show attracts 95,000 visitors across four days This year, manufacturers including Lamborghini, Mercedes-Benz, Rolls Royce, BMW, Audi, Harley Davidson Motorcycles, were participants.. By Aanchal Dhawan
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HE AUTOCAR PERFORMANCE SHOW (APS), A paltform for every car and bike enthusiast looking for the best in high-performance cars and bikes, accessories and the latest in car entertainment technology, recently celebrated its 10th edition from Dec. 11-14 at the MMRDA Grounds, Bandra Kurla Complex, Mumbai with a massive line-up of exciting models from leading brands. The event focused on more interactivity for the audience and an overall upgradation in quality to give it a look and feel that is truly international. The event was presented by Kotak in association with Map My India (Tracking Partner), Maruti Suzuki Autocross (Motorsport Partner) and Mobil 1 (Lubricant Partner). The Stuff Gadget Show, a hi-end gadget show showcasing premium brands and the latest tech products, was in association with Croma and Scratch Gard with Dell Alienware as the Gaming Partner. This year's APS attracted more than 95,000 visitors across four days. The brainchild of Autocar India, the country's leading automotive magazine, the APS since its inception, has grown bigger and better with bigger brands participating and the number of visitors increasing steadily every year at an average of 16 percent. The significance of this year's show was that some manufacturers used it as a platform to launch new products whilst others used it to showcase an all-new model to gauge customer reaction. Brands like Bentley and Triumph took part in the show for the first time whilst the live action arena like the Mahindra 4x4 zone and Maruti autocross were designed to generate a lot of participation and connect with the consumers. Through the live action arena, the brands reached out to corporate and urban consumers as well. The show also witnessed a throng of celebrities like Ali Fazal, Zayed Khan and Tena Desae making their presence felt at the show. Event Factory was entrusted with the on-ground execution for the show. Their main responsibilities included designing of elements like the entrance arch, branding in the foyer area, on ground branding and directional signage, on-road branding, the autocar subscription stall and the stuff gadget zone. As part of its promotions, APS had its own microsite on the Autocar India website. It was also pushed on social media platforms like facebook and twitter. Several hoardings were also put up at prime locations in the city along with print advertisements and PR activities that supported the publicity campaign. FEBRUARY - MARCH 2015 EXPERIENTIAL MARKETING
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EXHIBITIONS & CONVENTIONS | IN FOCUS
Zayed Khan at the Lamborghini Lounge
Hormazd Soraabjee at the lamp lighting ceremony of the inauguration
Ali Fazal & Hormazd Sorabjee at the Autocar Performance Show
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Vyomesh Kapasi, CEO, Kotak Mahindra Prime, at the inaugural lamp lighting ceremony
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EXHIBITIONS & CONVENTIONS | IN FOCUS
Tena Desae & Zayed Khan strike a pose
Zayed Khan tests the BMW at the Autocar Performance Show
“This show is a platform to bring the entire auto industry under one roof and give the auto enthusiasts of Mumbai a chance to see the hottest cars and bikes in the market.” HORMAZD SORABJEE Editor, Autocar India
Tena Desae & Zayed Khan with fans at the Autocar Performance Show 2014
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Ali Fazal strikes a pose near the Lamborghini
Speaking on the occasion, Hormazd Sorabjee, Editor, Autocar India said, "This show is a platform to bring the entire auto industry under one roof and give the auto enthusiasts of Mumbai a chance to see the hottest cars and bikes in the market." Commenting on the association, Vyomesh Kapasi, CEO, Kotak Mahindra Prime said, “Kotak Group is one of the pioneers in auto financing. We are happy to be associated with Autocar Performance Show as it provides unique opportunity for the automotive industry to showcase their offerings and also help our potential customers to evaluate their options." The manufacturers who took part in this year's APS included, Audi India, BBT, Mahindra & Mahindra, Mahindra, Two Wheelers, Bentley, BMW, BMW Motorrad, DSK Benelli, Fiat, Ford, Harley Davidson Motorcycles, Honda Cars India , Hyundai Motors, Jaguar Land Rover, KTM, Maruti Suzuki, Lamborghini, Mercedes-Benz India, Mini, Nissan, Datsun, Renault, Rolls Royce, Skoda Auto, TATA Motors, Triumph Motorcycles, Volkswagen and Toyota. The accessory companies that participated in APS 2014 included, Extreme AdventureSports, Orion Racing, Sparkleeda, Rage Motorsports, EMT, Lighthouse Carbin, Sahaz, Colossus Healthcare, Sony India Pvt. Ltd. (Car Audio), Wuerth Car Care, Victorinox, SR, Vibe, Osram, India Bike Week, Maxworth Trading Co., ETA, Azyshaa Foundation, Elite Octane, Vardenchi, Transfigure Custom House, Express Bike Wash, S.S. Automobiles and J.A. Motorsports. The companies that participated in the Stuff Gadget Show 2014 were Croma, Kooltopp, D-Link (India) Ltd., Uranus, Betta Electronics – Koss Osaki, Innovations, Ultimate Striderz, Olympus, Mitashi, Happily Unmarried, Scratchgard, Go Pro, Videocon D2H, Amkette, Dell Alienware, Scott Bikes, Xperienz3D, Smaaash, Cinnebels (Klipsch) and Maple (Apple).
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“We are happy to be associated with Autocar Performance Show as it provides unique opportunity for the automotive industry to showcase their offerings and also help our potential customers to evaluate their options.” VYOMESH KAPASI CEO, Kotak Mahindra Prime
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CONVENTIONS & EXHIBITIONS | BRIEFS
YAHYA R. KAMALIPOUR Chairman The Global Communication Association, USA
GCA holds its 9th international conference for media and communication professionals
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ndia hosted the 9th International Global Communication Association (GCA) Conference for Media and Communication Professionals on Jan. 8-9 at Hotel JW Marriott in Bengaluru. ‘Breaking Barriers: Creating New Communication Horizons’ was the theme of the conference by GCA. The two-day international conference saw communication challenges prevailing across various professions, industries and disciplines and trigger discussions in the context. The conference enabled delegates to establish key contacts with industry’s high profile personalities by hosting a
cultural evening and networking dinner on the first day. The conference also honoured six eminent personalities, with the coveted A.P. Chowdaiah Award for Excellence in Communications in six different sectors, for their significant contributions to the field of media and communications, during the awards and gala night on the second day. Prominent industry heads and experts took part in the conference which included the industry awards ceremony besides the panel discussions and plenary paper presentations. The event comprised well over 60 speakers, 10 panel discussions, 12 paper presentations spread across two days. The global conference speakers list included experts from countries such as Belgium, Australia, Netherlands, Germany, United Kingdom, USA, apart from across India. Yahya R. Kamalipour, Chairman, The Global Communication Association, USA, said: “Established in the year 2007, GCA’s objectives are promotion of academic research in global communication studies among major universities worldwide; facilitation of joint projects and research opportunities among scholars and students."
LALITT GATTANI Chief Creative Officer Showcraft Productions
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he 14th World Toilet Summit over the past two days could prove to be a game changer in the government's quest for making the country clean and hygienic. It took place on Jan. 20-21 at Vigyan Bhavan in Delhi and witnessed commitments from both, corporates and government. Organized by World Toilet Organization, Showcraft Productions was brought on board as strategic partner. The participants at the summit included ministers, government officials, NGOs, religious leaders and corporate. Participating NGOs included World Bank, USAID, World Toilet Organization, BRAC, CLTS, Water.org, WaterAid, Aqua for All, Sulabh International, the Bill & Melinda Gates Foundation, WASTE, and FINISH Society among others. Representatives from the private sector included Reckitt Benckiser, Hindustan Unilever Limited, Kimberly-Clark Corporation and American Standard Brands. One of the key features of the two-day summit was the number of commitments made by NGOs, corporates and even the religious leaders. Dewan Saheb announced donating his personal land adjacent to the Dargah for building a toilet block, while HH Swami Chidanand Saraswatiji Maharaj committed the entire expense for building the same. A glimpse of the outcomes of the summit came from
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World Toilet Summit 2015 concludes among NGOs and ministers an announcement made by Devendra Chaudhary, Special Secretary, Ministry of Power while addressing the summit on the concluding day, when he announced that the Ministry of Power will construct around 1 lakh toilets in close to 60,000 government schools spread across the country. Lalitt Gattani, Chief Creative Officer, Showcraft Productions said: “I am very thankful to various departments of the Government of India for extending their support and participating in full force in this summit. I am personally very thankful to our religious leaders for showing the way and demonstrating the true secular fabric of our society, and this will surely start a new beginning in building a Swachh Bharat."
CONVENTIONS & EXHIBITIONS | BRIEFS
RAJA KANNAMPUZHA Managing Director Executive Events
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he 68th National Conference of Indian Radiological and Imaging Association (IRIA) 2015 was conducted at the Le Meridien, Kochi from Jan. 29 till Feb. 1. The conference showcased the latest in medical radiology and imaging sciences. IRIA talks about the promotion of study, practices of diagnostic radiological and imaging modalities including x-ray, ultrasounds, MRI scans, radiation medicine, molecular imaging and interventional radiology and other related sub specialties/ super-specialties. The event, which was inaugurated by Oommen Chandy, the Chief Minister of Kerala, was managed entirely by Executive Events. Around 4000 radiology doctors from all over India and abroad participated in the conference in Kochi. Ten scientific halls were designed for the presentations, talks, discussions, conferences etc. by various radiologists so that participants get to interact and know more about radiology. Moreover, 60 multinational imaging equipment manufacturers also participated in the trade expo. Around 250 faculties also participated in this conference from all over India and abroad. During the event at Le Meridien, three networking dinners and a Scientific Fiesta were also conducted as part of the
More than 4000 doctors participate in the IRIA National Conference in Kochi entertainment for the delegates. The entertainment also included various dance forms and musical nights for the delegates. Raju Kannampuzha, MD, Executive Events said: "As we are the pioneers of medical event management, we got the mandate to manage this conference. We started the planning and preparation 18 months prior to the conference. We also did online and offline delegate marketing and as a result managed to increase the delegate registration up to 25% more than that of the previous year."
ROB LYNES Director British Council India
Spotlight on United Kingdom at 39th Kolkata Book Fair
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nited Kingdom was the Focal Theme Country for the 39th International Kolkata Book Fair, held from Jan. 28 to Feb. 8 at the Milan Mela grounds in Kolkata. The Kolkata Literature Festival also took place as part of the fair from Feb. 6 to 8. Rob Lynes, Director, British Council India said, “We are delighted that the UK is the focal theme at this year’s fair. The UK continues to have a special relationship with India and education, English language and the arts are among the areas which are important to the strengthening our bonds. As the UK’s international organisation for educational opportunities and cultural relations, the British Council wants to showcase what the UK has to offer India and the rest of the world.”
The UK showcased the best of its offer in arts and culture, education, and research through the UK government’s GREAT campaign, which includes information on the huge range of scholarships available for studying in the UK. William Shakespeare’s 450th birth anniversary and Dylan Thomas’ birth centenary were marked at the fair with a hall dedicated to each writer. The British Council and Wales Arts International hosted ‘Walking Cities’, which pairs-up British and Indian writers enabling them to tour each other’s respective cities, providing an opportunity for the visiting poet to encounter the foreign city through the eyes of their local host. It was attended by writers, poets, journalists, novelists, etc. like Zia Haider Rahman, Anita Anand, Shereen El Feki, Naomi Alderman, Qaisra Shahraz, Will Buckingham, Bill Herbert and Ned Thomas among others. The fair began on a musical note with Ghazalaw, which celebrates the affinity between Indian Ghazal and the Welsh folk tradition. Books and online resources from the UK were displayed at the British Council pavilion. February - March 2015 EXPERIENTIAL MARKETING 99
SPONSORSHIP MARKETING | ALSO FEATURED
Multiple brands court the
Aircel Chennai Open 2015 Owned by IMG and operated and organised by IMG Reliance, ACO is India's and South Asia's only ATP World Tour event. By Dharm Patel
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HE USD 450,000 AIRCEL CHENNAI OPEN (ACO), OWNED BY IMG AND operated and organised by IMG Reliance, is India's and South Asia's only ATP (Association of Tennis Professionals) World Tour event. It was held from Jan. 5 to 11 at the SDAT Tennis Stadium in Chennai and presented a thrilling line-up of players that included four top-25 players and three 2014 ATP World Tour Award winners cutting off at 95. To commemorate the tournament’s 20th edition, ACO created buzz with its trophy tour in Chennai for two weeks, travelling 350 kms and touching 4500 fans. This trophy was designed, handcrafted and hallmarked for Aircel exclusively by Frazer and Haws. It visited 12 schools, 14 colleges, 6 IT parks, 5 public parks/locations and 3 tennis academies, giving fans the perfect opportunity to witness the coveted tennis symbol and engage them with a host of activities. Fans won loads of prizes with quiz sessions, contests and a special ‘Aircel Fastest Serve Challenge’. Commenting on the tour, Renuka Jaypal, National Brand Head, Aircel said, “We are pleased to have launched this tour and give fans a delightful opportunity to get up close and personal with the dazzling trophy. We commemorated 20 fabulous years and celebrated the tournament’s fantastic achievements with Chennai’s tennis aficionados who are a big part of the tournament’s continued success.” Adding further, Ashu Jindal, Chief Operating Officer, IMG Reliance said, “We are celebrating the spirit of the event in many unique ways and this tour in Chennai is a special component of the celebrations that are lined up in the city and the rest of India.” The tournament was conducted in association with ATP World Tour, Sports Development Authority of Tamil Nadu, All India Tennis Association and Tamil Nadu Tennis Association. The event’s Platinum Sponsors were the Government of Tamil Nadu, Indian Bank, United India Insurance, Indian Overseas Bank and Murugappa. The Official Partners were FedEx, Rado, Performax, The Hindu, Tata Water Plus, Casa Grande, Bols Kyndal, Tata Motors Bolt, Hyatt Regency, Billroth Hospitals, Wilson, Lavazza, Chennai Live 104.8 FM, Radio City 91.1 FM, Phoenix Marketcity and Tennishub.in. Let’s have a look at some of these sponsors, their roles and what their spokespersons had to say about the association. RELIANCE TRENDS Reliance Trends, the Official Apparel Partner of ACO through its active wear brand Performax, conducted the opening fashion show featuring top tennis stars of the tournament like Feliciano Lopez, Somdev Devvarman and others along with show stopper Shriya Saran at the Hyatt Regency, Chennai on Jan. 5. For the tournament, the brand provided apparel for ball boys, line umpires and event officials. Akhilesh Prasad, CEO, Reliance Trends said: “Through this event, we seek to take our diverse, accessible, stylish and high quality range of Performax to Indian consumers. Performax is a high octane range of performance wear with features that gear you to perform to the highest level. Our association with India’s Premier and South Asia’s only ATP World Tour event is a mutually rewarding and beneficial one.”
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The Performax fashion show at Hyatt Regency with Shriya Saran
ATP Aces For Charity Presentation
Tennis player Somdev Devvarman walks the ramp with model Anita Kumar
Shriya Saran, Show stopper of the Performax Fashion Show
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SPONSORSHIP MARKETING | ALSO FEATURED TATA BOLT India’s very own Tata Motors was the ‘Official Car Partner’ of ACO. This is the first year Tata is partnering the event and its new car ‘Bolt’ was the tournament’s official car. Mayank Pareek, President - Passenger Vehicle Business Unit, Tata Motors said: “Sports is an integral part of today’s youth who believe in living a life full of energy and enthusiasm. The all-new Bolt likewise reflects the attitude of winning and staying ahead, to resonate with the belief of the youth of this generation. With an agile and planted stance, stunning interiors and a new generation powerful engine, Bolt embodies the spirit of champions that today’s generation looks up to.” TATA WATER PLUS Tata Water Plus was the ‘Official Hydration Partner’ of the tournament, for the third year in a row. Apart from meeting the hydration needs of the players, support staff and officials, the brand also launched the special ‘VIP Experience @ ACO’ contest at its stall in the stadium’s market sqaure. KS Kuttiah, Vice President - Marketing & Innovation, NourishCo Beverages said: “Water is increasingly playing a role that is much beyond quenching thirst and becoming a medium to deliver nutrients. We are glad to partner ACO for the third time and would like to congratulate the organizers for having completed two wonderful decades of organizing the event.” RADO Swiss watch brand Rado returned on board as the ‘Official Time Keeper’. This was the third year of ACO’s association with Rado, which is associated with a number of prestigious international tennis tournaments in Europe, North America, the Middle East and Asia. At each of these tournaments, corner clocks in the shape of the Rado HyperChrome appear on court and the brand gets exclusive branding rights to the speed gun as well. From full match duration, to the breakdown of time per set, Rado systems helped players, fans and officials alike to track the progress of the men's singles and doubles matches at the ACO. Matthias Breschan, CEO, Rado said: “Since the 1990s, Rado has been on court as a host of international tournaments worldwide. Dedication, determination and the will to succeed are in the DNA of the brand and vital to every professional tennis player, thus making Rado the perfect tennis partner. This year, we have been the Official Time Keeper of 14 international tournaments and are glad to have sponsored ACO for the third year.” TENNISHUB.IN Tennishub.in was the ‘Official Merchandise Partner’ of the tournament, delighting fans with a range of exclusive collectibles and memorabilia, a mini tennis court and even the ACO mascot. A number of products that were specially designed for the event by Tennishub included t-shirts, caps and polos, balls and key chains. Vishnu Vardhan, Co-founder, Tennishub.in said: “As one of the top tennis retailers in the country, it is our privilege to be associated with India’s only ATP World Tour event. We offered fans a host of exclusive products and memorabilia at the event - the mini tennis court was an exciting place to experience the sport firsthand.” CASA GRANDE Another new association was with Casa Grande as the Official Real Estate Partner. The company was a part of the ACO Kids Clinic and launched the ‘Casa Grande Aspiring Stars’ campaign in January. This campaign will help nurture and encourage young sporting talent and sponsor them as they grow into seasoned sportspeople. Casa Grande also presented the ‘ACO Emerging Player’ Award at the tournament. M. Arun Kumar, Founder and MD, Casa Grande said: “As India and South Asia’s only ATP World Tour event, ACO has grown into a spectacular sporting extravaganza where the best in the world compete for glory. It is truly in a class of its own. We are pleased to have entered into this rewarding and mutually beneficial partnership especially in its 20th year.” 102 FEBRUARY - MARCH 2015 EXPERIENTIAL MARKETING
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Player Jonathan Marray engaging with his young fans at the Kids Clinic
Kids from Magic Bus and TNTA academies
Tennis enthusiasts and fans pose with the Dazzling ACO trophy celebrating 20 years of ACO
Fans pose with the dazzling ACO Trophy of ACO
BOLS KYNDAL The tournament also extended its three-year association with alcohol/beverage company Bols Kyndal as an ‘Official Partner’. In its capacity as a sponsor, Bols hosted the Official Player Party of the tournament, a gala that attracted the crème de la crème of Chennai’s party circuit. Siddharth Banerji, Managing Director, Bols Kyndal said: “Bols Kyndal’s rewarding association with ACO reflects our desire to collaborate with the world’s top sporting events. I take this opportunity to congratulate the organizers for taking the tournament to greater heights year after year and for reaching a milestone of 20 years of continued excellence in India.” MAGIC BUS Magic Bus India Foundation, an NGO that steers underprivileged children towards a better life, was the ‘Official Charity Partner’ for ACO. ATP Supervisor Mark Darby presented a cheque of $15,000 USD to Matthew Spacie, Founder and Executive Chairman, Magic Bus. The proceeds will be used by Magic Bus to enrol 1,000 underprivileged children across Chennai into the ‘Magic Bus Sport for Development’ programme. Matthew Spacie, Founder and Executive Chairman, Magic Bus said, “It is our pleasure to partner ACO as ‘Official Charity Partner’ and through it, brighten the lives of thousands of underprivileged children in India. Through a number of programmes in partnership with the tournament and the ATP, we hope to give millions of children living in poverty the opportunity to control the way they view the world, the freedom to choose the role they will play in it, and the power to define their own destiny.”
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SPONSORSHIP MARKETING | IN FOCUS
IN FOCUS
ZEE Jaipur Literature Festival
Google, Coca-Cola, Ford and others support ZEE Jaipur Literature Festival 2015
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EADING BRANDS AND OTHER ORGANIZATIONS have once again supported the ZEE Jaipur Literature Festival as sponsors for the 2015 edition, enabling the literary festival to remain free and open to all. The fest celebrated national and international writers, encompassing a range of interests including film, music and theatre. The fest, which took place from Jan. 21 to 25 at Hotel Diggi Palace in Jaipur, was managed by Teamwork Arts, which produces not only this fest but Bonjour India and Oz Fest as well. Given the international demographic of both the festival’s visitors and speakers, it is fitting that ZEE has renewed
The five-day fest was also partnered by British Airways, Amazon.in, MTS, Amity University, The Glenlivet, Rajnigandha and more. By Dharm Patel
“We have always been associated with knowledge-based global IPs and our support to one of the world’s most prestigious literature festivals for the second consecutive year only reinstates the same.” ROLAND LANDERS Head - Corporate Brand ZEE
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SPONSORSHIP MARKETING | IN FOCUS
its commitment to supporting the fest as Title Sponsor. Commenting on the same, Roland Landers, Head - Corporate Brand ZEE, commented: “Our integration with the fest further signifies its identity as a global media conglomerate. Since its inception, ZEE has been the cultural ambassador of our nation to the rest of the world, and with this fest we further reinforce this key message of the brand. We have always been associated with knowledge-based global IPs and our support to one of the world’s most prestigious literature festivals for the second consecutive year only reinstates the same.” Other returning sponsors included Google, British Airways, Harvard University’s Mahindra Humanities Centre and Ford which were all venue partners for the Mughal Tent, Baithak, Durbar Hall and Samvad respectively. Connecting the festival to the rest of the world was MTS India as Official Data Partner, whilst Amity University was Official University Partner. The new partners include Amazon.in which joined the fest as its Official Book Partner. The global online retailer shared the joy of reading with attendees at the fest bookstore, which saw sales of over 10,000 titles in just four days, last year. Rajnigandha, as Venue Sponsor, supported the Front Lawns - the largest venue at the fest and also one which featured the fest’s biggest names appear on stage. Continuing its partnership with the fest, Coca Cola refreshed visitors as Official Beverage Partner and speakers were able to relax and unwind in The Glenlivet Authors Lounge. The brand also launched the 26th edition of the prestigious Limca Book of Records - this one is a special on literature and hence made its debut at the fest. An engaging Limca quiz was also held on the first day of the fest, which was conducted by quizmaster Joy Bhattacharjya, author of Junior Premier League: The First XI. Commenting on the launch of the book, Venkatesh Kini, President, Coca-Cola India and South West Asia, said: “Much
“Much like the fest, the book too brings together a range of achievers and gives them a platform to express and explore. Also, just like the fest, the book too provides people a space to dare, dream and imagine. We recognize the synergies and the singularity in thought of both these properties and that is how the book made its debut at the fest.” VENKATESH KINI President, Coca-Cola India and South West Asia
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“It’s been a privilege to have edited a book that is not just a catalogue of extraordinary feats but also a part of many lives. It has been a catalyst of creativity, courage and collaboration and I hope that people continue to shower all their love on the team and the book, like they have always done.” VIJAYA GHOSE Editor, Limca Book of Records
like the fest, the book too brings together a range of achievers - Nobel laureates, thinkers, performers, philosophers, and gives them a platform to express and explore. Also, just like the fest, the book too provides people a space to dare, dream and imagine. We recognize the synergies and the singularity in thought of both these properties and that is how the book made its debut at the fest.” Adding further, Vijaya Ghose, the long serving editor of the Limca Book of Records, said: “It’s been a privilege to have edited a book that is not just a catalogue of extraordinary feats but also a part of many lives. I have known of people whose lives have been shaped or re-shaped by them getting a mention in the book. It has been a catalyst of creativity, courage and collaboration and I hope that people continue to shower all their love on the team and the book, like they have always done.” The fest also welcomed several series sponsors, notably UN Women which presented highlights of the ‘Women
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Uninterrupted’ series, whilst Indian Quarterly Magazine presented the ‘Seven Deadly Sins’ series. The fest, being completely free and open to all, was open to registration via KyaZoonga, the fest’s Official Ticketing Partner. Speakers at the fest included Nobel laureate V.S. Naipaul, Pulitzer-Prize winning poet Vijay Seshadri and Man Booker Prize winner Eleanor Catton. Commenting on the fest, Sanjoy Roy, Managing Director, Teamwork Arts, said: “Staging the world’s largest free literary festival is only possible with the support of our partners from across the Indian business community and beyond. We are pleased to have welcomed back the returning sponsors, and look forward to further
“Staging the world’s largest free literary festival is only possible with the support of our partners from across the Indian business community and beyond. We are pleased to have welcomed back the returning sponsors, and look forward to further developing our relationship with our new partners.” SANJOY ROY Managing Director, Teamwork Arts
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EESHAN LOKHANDE Partner Vilo Events
Gulf, Spykar, Budweiser, Radio One and others support Ceat Pune Invitational Supercross League
were Gabriel and Apache Series whereas the co-sponsors were Budweiser, Sportskeeda, WrapMeUp.in and Panchshil. The property was powered by Gulf and also had on board Spykar as styling partner, Oakwood Premier as hospitality partner, Grant Medical Foundation - Ruby Hall Clinic as medical partner and 94.3 Radio One as radio partner.
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Eeshan Lokhande, Partner, Vilo Events said: “As a sport, supercross is gaining in popularity in India - support and facilities to the riders have started coming up at various locations. It’s time to give the riders and spectators a better platform for racing. The league offers good tracks, facilities, a wide range of branding for sponsors and a lot of respect to the riders. The sport has given us a lot, and now it’s time to give back to the sport. As an event we have come a long way from its inception back in 2012. The aim is to get supercross and motocross into the mainstream of Indian sports culture.”
ilo Events recently concluded the third edition of its property - Ceat Pune Invitational Supercross League. The three-city league was held on a franchisee-based model, where seven teams vied for top honours. It was held under the aegis of The Federation of Motor Sports Club of India (FMSCI) and organized under the guidance of the Indian and International Federation rules and regulations. With Ceat being the title sponsor, the associate sponsors
ANKUR WARIKOO Chief Executive Officer Groupon India
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roupon India, the leading daily deals website, has joined hands with Gionee India Beach Fashion Week to offer aspiring fashion designers a chance to unleash their creativity and showcase their winning design at the popular fashion week, from Feb. 5 to 7 in Candolim, Goa. Interested candidates could register for the contest by purchasing the deal on Groupon.co.in, priced at Rs 0. Once registered, candidates sent in sketches and photographs of their design work along with a detailed portfolio. The top 10 shortlisted contestants were then invited to send in their designed garments, judged by popular designer duo Falguni and Shane Peacock. The winner got to creatively showcase their designs on mannequins or a pop-up store, featuring their name, on all three days of the show. The winner also received an exclusive 'All Access Pass' to the fashion show whereas the runners-up received VIP passes to the event. Conceptualized and owned by the UV Global, this property transformed Candolim into an ultimate fashion, retail and
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Groupon India partners with India Beach Fashion Week 2015 party destination for all fashion and fun lovers. Showcase by 30+ designers, more than 50 pop-up shops, foot-tapping live music and 3 luxe post-parties kept the media and attendees entertained and satiated. Ankur Warikoo, CEO, Groupon India said, “We are delighted to partner with Gionee India Beach Fashion Week, to offer the budding talent an exciting platform to show case their creativity. Groupon values this association and hope to explore more opportunities in the future as it is the first time that we have stepped into the fashion industry."
Sponsorship Marketing | BRIEFS
VIRKEIN DHAR Festival Director IGNITE!
MANDEEP RAIKHY Managing Director Gati Dance Forum
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he third edition of ‘IGNITE! Festival of Contemporary Dance’ took place from Jan. 11 to 18 in Delhi. It was organised by Gati Dance Forum, which works to create a vibrant engagement with contemporary dance through interrogation, experimentation, innovation and reflection. The eight-day festival across eight venues featured performances by 80 artists from 10 countries. The fest featured dance acts, street performances, masterclasses, workshops, conferences, film screenings, coversations, tec. This year Gati also reached out to friends and well-wishers to support this festival in a crowd funding campaign, inviting contributions ranging from 2,000 to 2 lakh.
With the media partner as The Times of India, the conference partner was Dance Dialogues, outreach partner was Khublei and crowd-funding partner was Wishberry. Other partners for the fest included Sangeet Natak Akademi, IDFC, GoetheInstitut / Max Mueller Bhavan and Royal Norwegian Embassy.
The Times of India partners Gati Dance Forum to ‘IGNITE!’ Delhi with dance Also supporting the fest were the British Council, Gandharva Mahavidyalaya, Instituto Cervantes, Institut Français en Inde, National Arts Council Singapore, Outset India, Pro HelvetiaSwiss Arts Council and The Japan Foundation. Mandeep Raikhy, Managing Director, Gati Dance Forum and Virkein Dhar, Festival Director, IGNITE! said: “This year, apart from multiple venues spread out in the city we also performed in parks, open markets and gallery spaces. We will be expanding to South Asia as we have the same cultural resources and similar issues."
AMIT MAHESHWARI Vice President - Fashion Snapdeal.com
Snapdeal.com powers Blenders Pride Bangalore Fashion Week
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napdeal.com powered the 12th edition of Blenders Pride Bangalore Fashion Week (BFW), which took place from Jan. 22 to 25 at the Sheraton in Bengaluru.
With the focus on e-commerce revolution in India and rising demand for designer wear online, the fashion week themed Summer Online 2015 saw both renowned and upcoming designers showcasing their exclusive lines for online sales. As part of this collaboration, all the designs being showcased at BFW were available exclusively on Snapdeal.com. The participating designers showcased their collections through Snapdeal’s flagship initiative ‘The Designer Studio’.
With the objective of empowering artisans and promoting crafts of India, Snapdeal presented an exclusive collection of sarees at a special fashion show – ‘Versatile 6 Yards’. This fashion show saw participation from renowned socialites and leading models. Furthermore, Snapdeal.com streamed the entire event live, thus bringing the fashion week to the screens of its users real time. This was enabled through a special, content rich and live event blog accessible on the portal. Amit Maheshwari, Vice President - Fashion, Snapdeal.com, said: “In our journey towards achieving $2 billion topline in fashion business by FY 2015-16, it’s our continuous endeavuor to better position ourselves and stay ahead of the curve. We launched ‘The Designer Studio’ in October 2014 and have seen a tremendous response from customers towards this initiative. We had leading designers onboard, including Manish Arora and Malini Ramani among others. With this collaboration, we are looking to strengthen our offering under ‘the Designer Studio’ and further enrich the customer experience. We want to give consumers more reasons and choices to celebrate fashion.” February - March 2015 EXPERIENTIAL MARKETING 109
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GLIMPSES Yamaha Fascino Calendar launch Yamaha Motor India Sales organized a dazzling ‘Yamaha Fascino Night’ in Mumbai on Jan. 15, where it unveiled its Yamaha Fascino Calendar 2015. The night witnessed glamour with the presence of the biggies of the fashion, modeling and photography industry and also Bollywood star John Abraham.
Brooke Bond Taj Mahal presents RD Night Zee Classic hosted a musical night dedicated to the life and times of legendary music composer RD Burman on his 21st death anniversary. It was held at Manik Sabhagriha Auditorium in Mumbai on Jan. 20.
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GLIMPSES Steve Aoki @ Vh1 Supersonic Arcade One of the first big gigs of the year, Steve Aoki returned to tour India as part of Vh1 Supersonic Arcade. He performed at SVP Stadium, NSCI, Mumbai on Jan. 16, then Kingdom of Dreams in Delhi on Jan. 17 and Supernova Arena in Bengaluru on Jan. 18.
Major Lazer @ Vh1 Supersonic Arcade Major Lazer, which comprises Diplo, Jillionaire and Walshy Fire, toured India as part of Vh1 Supersonic Arcade. Organized in collaboration with Oji, the trio’s India Tour went through Mumbai on Dec. 12 at Richardson & Kruddas Mill, Gurgaon on Dec. 13 at Kingdom of Dreams and Bengaluru on Dec. 14 at Ezone Entertainment.
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GLIMPSES
Orion Fashion Week Orion Mall in Bengaluru recently concluded its unique three-day in-mall fashion extravaganza. Presented by State Bank of India, Orion Fashion Week saw over 28 models set the ramp on fire at the finale, with this year’s showstopper as former Femina Miss India Neha Dhupia.
David Guetta India Tour With Karbonn as the title sponsor, the tour took the Grammy award winning DJ to Delhi on Dec. 19 and in Bengaluru on Dec. 21. The tour was organised by Only Much Louder, the same company responsible for bringing Guetta to India for the first time in 2012.
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GLIMPSES
The Best of Me premiere Relativity - B4U, a joint venture established earlier this year, premiered the release of ‘The Best of Me’ with stars Michelle Monaghan, James Marsden & Director Michael Hoffman. The Black Tie event was held in association with GQ and saw renowned names from the Bollywood industry.
Chasing Storm The prelude to the main Storm Festival, the ‘Chasing Storm’ series, kicked off at Virajpet in Coorg from Dec. 31 to Jan. 1, with artists like Usha Uthup, Swarathama, Tuhin Mehta, BREED and others.
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