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CONTENTS
08
14
UAE UPDATES
SPONSORSHIP MARKETING
IN FOCUS How the Arab Media Forum 15th Edition Got Done! 08
IN FOCUS – Maxus MESH Report Decoded: Top Buzzing Sponsors and Social Media Trends That Ruled IPL 2016 36
M.I.C.E IN FOCUS – DDB MudraMax's WOW Moments at Avon Star Convention 2016 with Aditi Rao Hydari 12 – 16 Destinations Partner WOW planners @ The Experiential Planner Expo 2016! 14 BRIEFS 20
BRAND ACTIVATION IN FOCUS – TOAST Targets Youth at Aéropostale Launch Events with Multi Interactive Zones 22 – Fountainhead MKTG Manages Back-to-Back Events for UltraTech Cement across 8 Cities 24 MARKET PULSE – The Ambitious & Aggressive Disruptor 26 – The Narrative of a Truly Colorful Marketing Strategy 28 – OnePlus Gives New Dimensions to Experiential Marketing 30
BRIEFS 38
ENTERTAINMENT ALSO FEATURED – The Ghanta Awards Go International 40 PHOTO FEATURE – #IIFA2016 Celebrations in Madrid with Deepika, Ranveer, Priyanka, Sonakshi & Other Bollywood Stars 42 – GQ Celebrates the Best-Dressed Men in India; Appoints 70 EMG for Execution 44 – India Kids Fashion Week in Association with MAX Puts Up a Grand Show in Delhi 46 – BRIEFS 48
SPORTS MARKETING ALSO FEATURED – The 4Ps that Turned Pro Kabaddi League into the Perfect Success 50 BRIEFS 52
– Creating Experiences That Money Can’t Buy 33 BRIEFS 34
Disclaimer: i. Experiential Marketing magazine is published by EVENTFAQS Media. Pvt. Ltd. with RNI Registration MAHENG/2010/35733. ii. Every effort is made to ensure that the magazine’s content is correct. However, the publisher accepts no responsibility for any errors or omissions. iii. All material published in this magazine is copyright protected. Unauthorised reproduction in part or full is forbidden. iv. The publisher takes no responsibility for content used in advertisements and advertorials. It is assumed the advertiser has rights to use the content. v. The publisher takes no responsibility for photographs and information published in features which comes from external sources such as PR agencies, direct sources, etc. It is assumed that the parties involved have the right to provide the information for publishing purposes. vi. Any dispute/error liable vis-a-vis this magazine is strictly restricted to local jurisdiction in Mumbai only.
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FROM THE
EDITOR
56 CONVENTION & EXHIBITION COVER STORY – WOW 56 BRIEFS 84
INDUSTRY WATCH IN FOCUS – Going Green from year 1: Decoding IP Profitability 86 MARKET PULSE – Beverly Hills:Meetings Fused With Glamour! 88 – “The Pro AV Sector will have to adopt more IT Technologies & Skills” – Mandar Gupte, Barco India 90 BRIEFS 92 TALENT CENTRAL 98
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HE MOST ENCOURAGING ASPECT OF CREATING an industry platform would definitely have to be experiencing business developing, networks enhancing and knowledge getting shared, LIVE! That's what drives the WOW Awards and Convention Asia. That's what fuels EVENTFAQS to strive to create more value for its stakeholders. The WOW Awards and Convention Asia was re-positioned 2 years ago with a singular objective of enhancing business opportunities for the industry. Be it through the showcase of benchmarking work, expert knowledge-exchange or opportunities of meeting newer suppliers, elements have been added and enhanced to support this objective. The 4 dedicated content streams, 3 co-located expositions, 5-segment awards and plenty of networking, all contributed to unique opportunities of engagement with the most relevant players of the experiential industry. But the most encouraging for WOW is the buzz that the platform generates and the opportunity our business gains from LIVE interactions and constructive feedback through the event. We look forward to continued learning through engagement from the best in the business. We look forward to working towards enhanced platforms for the best in the business! karishma@eventfaqs.com
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JULY / AUGUST 2016 VOLUME 7 ISSUE 4 EDITOR & HEAD - BRAND & CONTENT KARISHMA HUNDALANI karishma@eventfaqs.com
PUBLISHER & BUSINESS HEAD VISHAL NAGDEV vishal@eventfaqs.com
EDITORIAL TEAM RACHAEL RAJAN rrajan@eventfaqs.com +91 9766 071741 KANIKA MEHTA kanika@eventfaqs.com +91 98100 18658 ISHA GAKHAR edit@eventfaqs.com +91 97111 99 697 RAKHI JERLY rakhi@eventfaqs.com +91 87506 54945 SHANTANU JAIN shantanu@eventfaqs.com +91 99908 81440
CFO & DIRECTOR JIMMY CHOUDHARY jimmy@eventfaqs.com +91 9821428197
CIRCULATION RAMESH PATIL ramesh@eventfaqs.com +91 22 26300673 ADMIN & ACCOUNTS PURVESH BHATT accounts@eventfaqs.com +91 22 26330674 SAMEET ELKAR admin.mumbai@eventfaqs.com +91 9769 306799 AKASH GUPTA admin.delhi@eventfaqs.com +91 9911755871 GRAPHIC DESIGN VINAYA PRASHANTH vinayaprashanth@gmail.com PRASAD KARAMBAT
GENERAL MANAGER LIZANN PINTO lizann@eventfaqs.com +91 98339 96461 MARKETING SERVICES TEAM SONAL GUPTA sonal@eventfaqs.com +91 98338 85521 ANUP SHARMA anup@eventfaqs.com +91 99300 89557 MARKETING OPERATIONS TEAM KRITI JAIN kriti@eventfaqs.com +91 9911696980 SONAL PATEL patel@eventfaqs.com +91 9833993226 REBECCA FERNANDES rebecca@eventfaqs.com +91 9833993885 CHARMI JANANI charmi@eventfaqs.com +91 9920574595 ZAFAR KHAN zafar@eventfaqs.com +91 9004839027
Experiential Marketing is a bi-monthly magazine published by EVENTFAQS Media A multi-channelbusiness platform focussed on the MICE, Entertainment & LIVE Marketing industry. Visit www.eventfaqs.com for more details. For subscription enquiry: info@eventfaqs.com
Printed & published by: Vishal Vashulal Nagdev on behalf of (or owned by) EVENTFAQS Media Pvt. Ltd. and printed at VSSU Graphics, Unit # 36, Ideal Industrial Estate Senapati Bapat Marg, Lower Parel-West, Mumbai 400013, Maharashtra, India, and published at EVENTFAQS Media Pvt. Ltd. 112, 1st Floor, Embassy Centre 207, Nariman Point, Mumbai 400021, Maharashtra, India.
Editor: Karishma Jamnu Hundalani. This issue contains 100 pages including covers.
Publishers Page.indd 2
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UPDATES FROM THE UAE / IN FOCUS
IN FOCUS
ARAB MEDIA FORUM
HOW THE 15TH EDITION OF THE ARAB MEDIA FORUM CAME TOGETHER Done Events was called upon by the Government of Dubai Media Office to deliver a setup that would provide a great experience to everyone attending and partnering in the 15th Edition of the Arab Media Forum. Read on to know more about how they planned out the 6000 sq.m space in the World Trade Centre, Dubai. Girish Bhat of Done Events also opens up to ExM on the business of doing large conferences and summits in Dubai, sharing what’s lined up for the second half of 2016. By Rachael Rajan
The Arab Media Forum 15th Edition took place on May 10 and 11, 2016 in Zabeel Hall 2 and 3 of the Dubai World Trade Centre. Attended by over 2000 people from around the world including media professionals, academics and key government personnel in the region, AMF featured sessions that explored the potential of media, especially digital media, to help nations jointly achieve humanitarian and peace goals. Done Events was responsible for setting up the entire 6000 sq.m layout, which involved months of planning by the team as well as the Government of Dubai Media Office. The layout, named ‘The Media Walk’, was built in less than 4 days, and had as its theme a landscaped city park, featuring real trees, grass, a fountain and a 300m walkway complete with a running track, which meandered through the landscape of exhibitions and venues. The delivery was perfect and the experience left nothing wanting for all who attended. An elated Girish Bhat, Managing Director, Done Events said, “We are thankful to the Government of Dubai’s Media Office for giving us this wonderful opportunity and a platform to showcase our prowess. The whole team at Done worked diligently to create one of the best conferences Dubai has seen of late. Very rarely nowadays you come out of an event and feel like ‘WOW! That was an achievement!’ and this was definitely right up there.”
Done Events and AMF Done Events has a long-standing working relationship with the team at the Dubai Government Media Office, having organised 7 editions of the Arab Media Forum since its inception in 2001, including the 5th, 10th and the 15th milestone editions. 08 JULY / AUGUST 2016 EXPERIENTIAL MARKETING
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“Besides this event, we are an integral team for them when it comes to their other flagship event ‘Dubai Canvas’ which is a 3D Street Art festival held in March every year. We have an excellent relationship and they feel like part of the team; indeed this synergy and the input from the GDMO is what enables us to deliver such impressive events”, notes Bhat.
Carving out Unique Areas For the Arab Media Forum, a bespoke registration area was created using greenery and thousands of cardboard tubes, a visual theme that was utilized across the landscape. The setup featured an observation deck where delegates could survey the layout before descending down the pathway lined with exhibitions from media outlets including Sky News, ARN, Abu Dhabi TV, Twitter and YouTube. Sponsor stands included DP World’s unique shipping container setup and also a 10m high half-pipe structure with the Etisalat colours in Arabic calligraffiti. The Media Centre was inside a 250-sq.m glass greenhouse situated beside a 100-person amphitheatre workshop area constructed again out of recycled cardboard tubes. This was in addition to numerous unique structures including an innovative Cinema Workshop structure and a Zen Lounge with its own Oxygen Bar and Audio Meditation area.
Delegates proceeded to the main stage area by navigating through a city street scene based on New York’s Time Square, with red brick storefront facades and LED screens overhead. These detailed storefronts housed, within scaffolded structures, His Highness’ Majlis, Prayer Room and a VIP lounge complete with a first floor balcony providing an excellent view of the entire layout. The 33m wide curved main stage platform witnessed plenary sessions and also the annual Arab Journalism Awards. The main stage featured customized curved fabric screens with six 20K front projectors, double print profiles for branding and content including end to end show graphics, and social and live feeds running out of Watchout and Ventuz concurrently. The event showcased unique technological solutions including NFC wristbands, allowing delegates to tap on NFC scan stations and make a donation towards research into life-threatening illnesses such as cancer, obesity and cardiovascular diseases. This was part of the Media Office’s ‘Walk for Good’ initiative based on which the ‘Media Walk’ was conceived.
The Dubai Market for Events The Arab Media Forum is one of the many annual summits hosted by Dubai, a destination that’s only growing in popularity among event organisers. With the ability to attract audiences across industries and across areas of interest while also boasting the infrastructure to deliver spectacular experiences
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to large crowds, Dubai is receiving a great amount of interest from event and MICE planners everywhere. However, like every market, Dubai poses its fair share of challenges to agencies looking to take advantage of the excellent climate for doing events here. Bhat observes, “Dubai has a strong market for large scale events with a tradition of sizeable summits, conferences and other occasions, with the highest levels of national and regional leadership not only attending but also speaking. Expectations are always a challenge and it is always about how you meet them. By using creative solutions, industry contacts and cost-effectiveness we always maximise the return on budget for our clients”. While the market continues to expand and new standards are set every year, more is demanded of agencies with each new event. Says Bhat, “In recent years, understandably, it is all about the guest experience at these summits - more and more emphasis is given to the various touch points at the events. Budgets like anywhere else is a challenge and it’s all about understanding the client’s needs and retaining the level of quality and experience for the attendee.”
The Experience Working on the AMF
On the team’s experience conceptualising and executing the setup, Bhat remarked, “At first we thought it would be a nightmare to plan, create, conceptualize and execute for each and every sponsor in the conference, but once executed we realized how well the guest experience tied in and that is what separated this conference from others. The devil is in the detail, and the detailing on this event from registration to the technology, the animations and space utilization was world class and all delivered in a 4-day setup – this was an achievement in itself. It was painful to dismantle the event setup again in under just 20 hours, but that’s how it is".
What’s Next for Done Done Events has a number of exciting events in the pipeline for the rest of 2016. This includes the iconic Meet d3 event, which is set to witness the transformation of the Dubai Design District (d3) neighbourhood with curated installations focused around design, music, food and fashion. In the past, this landmark event has seen a footfall of over 30,000 people over the weekend. Done Events together with the d3 team will curate, design and implement the event. Besides this, there are several other government pitches, a couple of self-promoted comedy shows, the opening of Global Village’ 21st season and a number of large-scale forums that will soon follow.
Done Events performed a feat in delivering an event of this scale, attended by well-known media houses from around the world.
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AVON STAR CONVENTION 2016
DDB MudraMax's WOW Moments at Avon Star Convention 2016 with Aditi Rao Hydari Avon Star Convention 2016 was held from May 6 to 7 at the Leela Ambience Convention Hotel, New Delhi. The American cosmetics & beauty giant collaborated with DDB MudraMax, the engagement & experiential agency of the DDB Mudra Group, to deliver WOW moments at the annual convention that felicitates women for their hard work in promoting the brand. By Isha Gakhar
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VER 500 AVON DISTRIBUTORS FROM ACROSS the country attended the 3rd edition of the Avon Star Convention, an annual event that first took place in 2014. The 2-day convention was hosted by popular anchors - AK Rahman and Sangeeta Singh. The evening was conceptualised, managed and executed by DDB MudraMax. On the brand’s mandate, Sanjay Shukla, President OOH & Experiential said, “Apart from creating a wow experience and managing the Reward & Recognition for 500 PAX, DDB had to come up with an innovative idea to unveil 4 new Avon products.” Day 1 commenced with a welcome of Avon’s top 6 regional leaders with their key team members. Thereafter, all the 6 regional leaders (turn-by-turn) with their respective teams walked the ramp, while their region specific AV was being played in the background. Former Femina Miss India and choreographer Liza Varma unveiled Avon’s new collection of jewellery and bags. This was followed by Avon’s lipstick launch with a customised dance act by ‘The Dance Café’. Day 2 began with an inspiring speech by Arunima Sinha, a national level volleyball player. This was followed by Avon’s Hair Oil launch with an Illusion Act by Ishaan Shivkumar, and Avon’s perfume launch with a customised Ball Room Dance Act by ‘The Dance Café’. Gala dinner started with a Ganesh Vandana dance act, introducing Bollywood Diva Aditi Rao Hydari as the face of the brand. She further felicitated top 5 winners of the brand. The reward and recognition ceremony was organised on both the days to felicitate each and every representative present at the 2016 Avon Stars Convention. Shukla concluded, “This is a first time association between DDB MudraMax & Avon and with the flawless execution, we look forward to execute more events in the future."
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EXPERIENTIAL PLANNER EXPO
16 Destination Partners WOW Planners @ The Experiential Expo 2016! The Experiential Planner Expo (EPEX), India’s leading platform for outbound MICE and wedding planners to connect with international destinations, hotels, venues, DMCs and more from across the globe, was a resounding success, seeing the likes of as many as 95 representatives from top corporates, wedding planners & agencies attend the comprehensive 2.5 day event that provided planners a gamut of networking opportunities. By Aanchal Dhawan
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O-LOCATED WITH THE WOW AWARDS & Convention Asia 2016, The Experiential Planner Expo (EPEX), an initiative of tmf dialogue marketing India, is India’s definitive MICE Expo. The Experiential Planner is India’s leading focussed platform for MICE and wedding planners to connect with international destinations. EPEX 2016 visited one of the biggest outbound markets of India - New Delhi between 23-25 June and was held at JW Marriott New Delhi Aerocity, boasting of a one-to-one meetings format for destinations to interact with top planners across India & Asia at their exclusive tables. The meetings were pre-fixed, saving a major chunk of the exhibitors' time! EPEX 2016 saw a minimum of 20 pre-scheduled meetings per partner, +meetings with other buyers at EPEX during available slots. That makes an Average 30 meetings across 2 days for each of the 16 partners. The 16 destination partners for The Experiential Planner Expo 2016 were Vienna Convention Bureau, Barcelona Turisme Convention Bureau + Pullman Barcelona Skipper Hotel, Zagreb Convention Bureau + O-Tours (DMC Eastern Europe), Dubai Business Events, Blue Marble Destination Services (DMC Malta + South Italy), Swiss Voyages - Swiss Travel Bureau (DMC Switzerland), Monaco Government Tourist Bureau, Meetings & Exhibitions Hong Kong (MEHK), Convention Bureau Italia, Tuscany for Weddings, Firenze Convention & Visitors Bureau, Krishna Valley Hungary, The Rail Journeys, RENT-A-RESORT + RENT-A-CRUISE, Scandinavian Tourist Board, Pacific World India (Global DMC Network), all looking to focus and cater to the Indian market and its growing MICE and destination-event potential. The Experiential Planner Expo 2016 kick started its journey with a networking event at The Pullman Hotel, Aerocity and was followed by two intensive days of one-one meetings and luncheons at the JW Marriott New Delhi Aerocity, that witnessed the presence of over 95 representatives from top corporates, agencies & wedding planners like Cipla, Infosys, Kurlon, Hero MotoCorp, JK Cement, Samsung Cheil, Havells, Ansals API, Q Events by Geeta Samuel, Cox & Kings and Uniglobe ATB, Motwane Entertainment & Weddings, Kamdhenu Limited to name a few. EPEX 2016 saw 32 representatives from 23 corporate companies from across various industries including, Media (1), Consumer Durables (2), Cement (3), Personal Care (1), Insurance (5), Financial Services (2), IT (2), Telecom (1), Automobile (1), Electrical (2), Pharmaceuticals (2), Real Estate (1).
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MUKESH JAIN
GM – Marcom, Havells
“Good learning, though the time was less but good place for networking and learning, thoughtfully organized event.”
Dissecting the Destination Weddings of the Year - A popular Market Insights Session
SONIKA CHOPRA
Assistant General Manager Marketing Services, Hero MotoCorp
Tobia Salvadori, Steen Jakobsen & Daniel Rudolf at the WOW GalA
“EPEX had a good mix of destinations, tourism boards & hotels, wherein you could get the right knowledge of that location which helped us to analyze our requirement of a conference or an incentive in that location. This was like a reference point where we could start the working for our next project.”
KAMAL SEHMBI
Senior Channel Marketing Microsoft Corporation
“Overall a very well managed event. The exhibit comprised of exciting product offerings across the globe. I see this event scaling new heights year on year and it will be great to understand how Corporates and Clients leverage this knowledge to manage an up-to-date MICE and Events business within their organizations. Look forward to an even more innovative and eventful event next year.”
Tobia Salvadori, Convention Bureau Italia & Chiara Gheri, Tuscany for Weddings, Firenze Convention & Visitors Bureau, present an award at the WOW Awards & Convention Asia 2016
AKHIL RAMPAL
General Manager Marketing & Communications Hathway Cable and Datacom Limited
Elena Altemir, Barcelona Turisme Convention Bureau, conducts a workshop on Barcelona's MICE proposition
“EPEX@WOW 2016 is a great platform to engage with stakeholders from the Events, Experiential Marketing and MICE industry and as a corporate, it was a fulfilling experience to meet new destination & MICE partners, key influencers from the Marketing & Event space, which would add a lot of value in taking our plans forward.” JULY / AUGUST 2016 EXPERIENTIAL MARKETING 15
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Mohit Batra, Scandinavian Tourist Board in conversation with planners
Sunil Kak & Nitin Sharma, Swiss Voyages, talk about their offering to a planner
K.S.Jishnu & Christy Wong, Meetings & Exhibitions Hong Kong engage a planner
Rajeev Nangia & Shilpa Mehta, Monaco Government Tourist Bureau, spell out Monaco's benefits to a planner
Zoltan Hosszu & Peter Borka, Krishna Valley, spell out the eco-village's corporate training incentives
Elena Altemir, Barcelona Turisme Convention Bureau & Oscar Dalmases, Pullman Barcelona Skipper, list out their offering to a planner
Michelle Pinheiro, Dubai Business Events, explains the destination's strengths to planners
Vishalakshi Vuyyala, South Africa National Convention Bureau, entertains a full house of planners
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Daniel Rudolf, RENT-A-RESORT & RENT-A-CRUISE, engages a planner
The team at Rail Journeys spells out its offering to planners
Zlatan Muftic, Zagreb Convention Bureau & Dubravka Stengl, O-Tours, in conversation with a planner
Verena Jandak-Hollenthoner, Vienna Convention Bureau in deep conversation with a planner
A glimpse from the happenings at the Zagreb Convention Bureau & Convention Bureau Italia tables at The Experiential Planner Expo
Johanna Fischer, Managing Director, tmf dialogue marketing India, in conversation with Zlatan Muftic & Dubravka Stengl
A glimpse from the busy Scandinavian Tourist Board table
A glimpse from the action-packed meetings that took place at the Krishna Valley table
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Co-Founder, Momente Wedding Planners
“Thank you very much for the great organization of EPEX@WOW. It was of great help to have pre-scheduled appointments & I appreciate that. All the destination partners were very enthusiastic & eager to bring Indian weddings to their countries & it was a great platform for both parties to understand each other needs and requirements & to come to a common ground to execute a wedding.”
Clive Perry & Jaideep Venugopal, BlueMarble Destination Services, list out Malta's strengths to a planner
GAURAV BATRA
Vice President Motwane Entertainment & Weddings
Pankaj Chaudhary & Priyanka Bhatia, Pacific World India, in deep conversation with planners
ARUN PRAKASH
National Sales Coordinator (Outbound MICE), Cox & Kings
“The summit for trade bodies held by EVENTFAQS was a well executed platform to bring together industry professionals and the end user to communicate and understand the evolving needs. It also showcased new upcoming destinations like Croatia and Malta. To sum it up, the event was professionally well executed.”
“EPEX @ WOW was not just a step, but a mighty leap in the right direction. It is a smart platform to bring together companies with complementary interests. Well-designed and executed, informative and buzzing with energy. People were there to make things happen. I’m most confident, they will build it from strength to strength and make it an overall, most delightful and engaging experience.” EPEX also saw 63 representatives from 40 agencies, across Travel (12), Event (15), Wedding (13). EPEX 2016 witnessed networking across events with a total of 900 registered delegates at the WOW Awards and Convention Asia 2016, through 2 full days of the convention, 2 evening awards ceremonies and 1 WOW Gala! For those who needed a break from their set of meetings, heading out to attend one of the destination workshops, hosted by some of our partners themselves, surely helped! EPEX 2016 saw the likes of Vienna & Barcelona host some fabulously informative workshops. There were also a host of interesting knowledge-exchange sessions on “Dissecting Destination Weddings of the year” with eminent panelists from Malta & Firenze, that made sure attendees made the most out of their visit to WOW. Also launched as part of EPEX was the second edition of The EP MICE Handbook, providing detailed information on top MICE destinations from across the world and making it easy for you to zero in on your next MICE Destination!
Tobia Salvadori, Convention Bureau Italia, lists out the destination's advantages to a planner
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PAWAN BANSAL COO Jagran Solutions
Back-To-Back Conferences By Jagran Solutions For Jaquar To Address Its Sales & Trade Fraternity
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agran Solutions recently concluded back-to-back conferences for luxury bath fittings brand, Jaquar in Delhi and Manesar, respectively. Both high-profiled conferences, although very similar in its approach, were crafted to address the sales team on April 27-28 at the JW Marriott, Delhi, followed by an exclusive dealers’ meet on May 25-26 at the Hyatt, Manesar. The conferences witnessed some star-studded acts from the likes of renowned comedian Raju Srivastav in the midst of rewards and felicitations.
According to Jagran Solutions, the 2-day event capsule was woven on the theme of ‘The Next Level,’ which intended to motivate the stakeholders. On the first day, guests were taken to Jaquar’s International Headquarters based in Manesar and Factory to give them a gist of production protocols. Post that, the conference continued in the hotel. On the second day, the conference started at 9:30 AM in the morning. Interspersed with lunch and occasional refreshments, the conference concluded at 6:00PM in the evening. This was followed by an award ceremony and gala dinner. The creative set design comprised of a thematically decked up stage with a huge screen, side panels and other embellishments as per the brand guidelines. AV screen placed on either sides of the stage balanced the whole set-up. On winning the bid, Pawan Bansal, COO, Jagran Solutions said, “Our association with Jaquar is pretty old. We bagged this key account through creative set designs. Plus, well-elaborated event capsule and intricate planning were some of the key ingredients to winning the pitch. These back-to-back conferences goes in to highlight the trust factor our clients exercise on us.”
NISHANT PARASHAR Director engage4more
Boman Irani Hosts SBI R&R Event Featuring A Concert By Shaan: Delivered By engage4more
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for their achievements.
ngage4more successfully executed ‘R&R- Spread Your Wings’, a felicitation event for SBI Life Insurance and State Bank of India. The event which took place at Hotel Trident in Mumbai on June15 was hosted by Bollywood actor and theatre personality Boman Irani. The event included a live concert featuring playback singer and anchor Shaan.
Team engage4more planned and executed the entire program. A very creatively designed stage was set up, as well as an entrance arch to compliment the theme. The agency also designed a customized theme-based Photo Op as well as metal badges for all attendees.
The felicitation event saw key dignitaries of SBI Life and SBI Bank present; these included Arundhati Bhattacharya, Chairman, State Bank Group; Arijit Basu, MD & CEO, SBI Life; Rajnish Kumar, Managing Director (NBG); and V G Kannan, Managing Director( A & S). The event was attended by around 450 people and saw over 225 qualifiers awarded
Talking about the event, Nishant Parashar, Director, engage4more said, “engage4more is proud to be associated with SBI Life for 3 years now. The team feels immensely responsible as we are being trusted with their major marquee events. It was indeed an honour to be in a room filled with such achievers and we are glad that we were able to live up to the client’s expectations.”
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Edelweiss Tokio Engages Moving Heads For Annual Sales Conference'16 in Athens
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Athens and Greece have come a long way as an events destination, nowadays posing a bit of challenge on how to build the show without cliché ancient mythology inspired ambience and exclusively traditional elements.
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This time, Moving Heads bet on the contemporary Greek artist pool. Performers’ assemblage featured the renowned magician Sankara who hypnotized the audience and proved his nationwide fame in Greece. Another stage performance gem hunted amongst the many was Ganesha – started as the first Bollywood dance ensemble in Greece.
300 top sales performers along with the company’s senior leadership came down to Greece to celebrate their achievements. Main thought was to showcase Athens’ heritage in a non-standard way, using all the means and media available during the gala dinner, which was also handled by Moving Heads. The vibrant evening was hosted by Sanchalli Arora.
All the guests marvelled at perfect Desi moves of the dancers with no time left for any boredom, as the show moved on to the finale act and evening party with energizing DJ KAZ.
he Annual Sales Conference of Edelweiss Tokio Life Insurance held on June 5 at Hotel Ledra Athens was managed and executed by Moving Heads for the second time in row. Last year’s convention was also put together by Moving Heads at Switzerland, Castle Albisguetli in Zurich.
organised at both venues. While emcee and stand up comic Jitesh Chawla kept the dealers and their families entertained at Cidade, Vikalp Mehta livened up the mood at Hyatt. Day 2 featured a sundown rain dance party at both venues. Dj Sonee& Dj Jaya mixed up some tracks to keep the vibe festive. Later, a photo-op with Bollywood divas Aditi Rao Hydari and Prachi Desai was organised at Grand Hyatt Goa, followed by a relaxed and fun-filled cruise with Deltin Royale.
Cox & Kings Hosts Dealers Meet For Kamdhenu Paints In Goa
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he 4th edition of Kamdhenu Paints ‘Target Ka Badshah’ dealers meet was held in Goa from June 2 to 5. The 3-day event was managed and executed by Cox & Kings Ltd.
‘Target Ka Badshah 4’ brought 800 of these lucky guests to Goa for three days of fun, celebrity engagement, and luxurious hospitality. On Day 1 (June 2, 2016), the guests were welcomed by King Momo and his entourage in authentic Goan style. Multi-cuisine welcome dinners followed at the designated hotels — Grand Hyatt and Cidade de Goa. Several team building activities along with belly dance performances were
The next day, another celebrity photo-op with Kangana Ranaut and Preity Zinta was organised for the invited dealers and their families. The last evening of the event had a gala dinner spread with performances by India’s Got Talent fame Illuminati and V-Company. The three day celebrations ended on a musical note, later that evening, with a LIVE performance by Neha Kakkar. Yusuf Poonawala - Senior Vice President, Cox & Kings Ltd. said, "A wise man once said - "Productivity is never an accident. It’s always the result of a commitment to excellence, intelligent planning and focused effort” - that’s what I feel after every event we execute. Glad this came the exact same way. I would also like to thank theteams who helped in the entire execution of this event -- Aditya Bose (Head – Events) – For spearheading this project; Shweta Aggarwal (Assistant Manager) – Client Handling; Sanket Mande (Manager) – Technical’s and Console; TaufiqueRehmani (Deputy Manager) – For the entire production handling; Preet Sudan Sharma (Assistant Manager) – Creatives and Stage Designs; and Vineet Arora &Soumen Dasgupta – Artists and overall assistance and coordinations." JULY - AUGUST 2016 EXPERIENTIAL MARKETING
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BRAND ACTIVATION / IN FOCUS
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FTER SUCCESSFULLY LAUNCHING THE STORE IN Delhi, Aéropostale expanded to the south and western regions with 3 stores – at Orion Mall, Bangalore and Oberoi & Infiniti Mall in Mumbai. Enticing the youth of the city, the brand in partnership with TOAST created multiple interactive areas.
IN FOCUS
AÉROPOSTALE LAUNCH
TOAST Targets Youth at Aéropostale Launch Events with Multi Interactive Zones Arvind Lifestyle Brands Limited joined hands with TOAST to deliver the big-bang launch of Aéropostale in Bangalore and Mumbai, respectively. By Isha Gakhar
Launching the stores a week apart, June 18 in Bangalore and June 25 in Mumbai, different activities across the cities created buzz and excitement. Targeting the youth of the city, the ‘Aero Crew’ went across colleges and popular hangout destinations on funky hover boards, encouraging consumers to have a go at it, creating interesting content amplified across social media. Bringing traffic to a standstill, International contemporary dancer and Bollywood actress Lauren Gottlieb took on Bangalore’s busiest MG Road, expertly riding the hover board, with the energetic Aero Crew, announcing the launch. Carrying forward this excitement in Mumbai, the brand took over the city as multiple engagement areas ensured the announcement of the arrival. Trains and buses in the city wrapped in Aeropostale, the Aero Crew went across colleges in Mumbai like Jai Hind, HR, KC, NM, Mithibai, Ruia, Podar, and Sophia’s, and cool hangout locations like Carter Road, Linking Road, and Colaba Causeway giving shelter to the students, challenging them to win Aeropostale umbrellas and gift vouchers. As the launch drew nearer, the mall was enveloped in hues of the brand, as arches, branding windows, drop downs, etc. built excitement for the launch. The launch day had the youth of Mumbai bubbling with excitement, and the store saw a huge number of customers and onlookers queuing up outside the Aeropostale store. Generating further excitement over the brands arrival, Bollywood actress Jacqueline Fernandez got her young fans swaying as she performed with the dynamic and energetic Aero Crew outside the store. Post the well-received response, Nilesh Gurav – Director, Toast Events said, “We are extremely excited to be a part of the brand's journey from Delhi to Bangalore and Mumbai. Formulating different experiences for the brand in the cities, the brand with its iconic status needed to have the same larger than life status that it experiences internationally. Breaking the clutter, an innovative lineup of on-ground activities interlaced with interesting performances by the Aero Crew, enabling us to showcase the brand to the youth of Bangalore and Mumbai in an impactful fashion.” Speaking about the multi-city launches, J Suresh, MD and CEO, Arvind Lifestyle Brands Ltd. said, “Owing to Aéropostale’s success in India, we thought it was about time to bring the brand to the fashion capitals. We believe that establishing our presence in this fast paced city allows us to take the next step towards strengthening our brand footprint across this dynamic country.”
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IN FOCUS
ULTRATECH CEMENT
Fountainhead MKTG Manages Back-to-Back Events for UltraTech Cement across 8 Cities The experiential marketing agency from Dentsu Aegis Network, Fountainhead MKTG, was given the charge of back-to-back 9 events for UltraTech Cement Ltd. in 8 cities over the span of 4 months. By Isha Gakhar
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HIS SERIES OF EVENTS STARTED WITH THE felicitation programmes of distributors and retailers from the Gujarat region. Titled as 'UltraTech Champions' and 'UltraTech Samrat', the 5 felicitation programs were executed in 4 cities, namely Baroda (February 23), Rajkot (February 27), Ahmedabad (March 5-6) and Surat (March 27). With over 2000 distributors and retailers at each city, there were total 500 awards distributed throughout all the events. The agency created a memorable evening by perfectly intermingling multiple artist performances with the different set of awards, thus making each of the events special. Keeping in mind the target audience of different cities, the artists were planned accordingly to add uniqueness to each event. Along with the glittering awards ceremony of Samrats and Champions, the stunning performances by comedians like Dr. Tushar Shah, VIP and Gaurav Sharma, dance troupes such as Farah’s Rockstars and Funny Boys and top Bollywood playback singers like Akriti Kakkar, Kanika Kapoor and Monali Thakur took each event to a whole new level. The celebrations continued at the UltraTech Star Awards on April 24 in Mumbai. Aptly fulfilling UltraTech’s objective of providing a balanced environment where fun and work go hand in hand not only for their dealers but for their families as well, Fountainhead MKTG conceptualized a property named ‘UltraTech Star Awards’ in 2015. This felicitation programme is focused on inspiring, motivating and honouring not only the top dealers of UltraTech West Region but also their families. In its second edition this year, outstanding performances by the ace comedian Raju Srivastav and the Bollywood singer Neha Kakkar made the evening unforgettable for all the dealers and their families. One of the key highlights of this event was that the audience didn’t only get felicitated and entertained but also saw spectacular acts by the audience itself. From brilliantly choreographed dance performances by the dealers’ wives to a fashion show by the children of the dealers to random fun engagement activities, all such factors of the show brought the entire UltraTech family even closer. Since UltraTech Cement was the official team sponsor for Sunrisers Hyderabad, the champions of IPL 2016, Fountainhead was appointed again to conceptualize and execute three Meet & Greet events between the Sunrisers Hyderabad team and UltraTech channel partners in Bangalore on April 11, Hyderabad on April 25 and Raipur on May 19.
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BRAND ACTIVATION / IN FOCUS
Along with organizing meetings with star players like David Warner, Shikhar Dhawan, Yuvraj Singh, VVS Laxman and Muthaya Murlitharan, the agency created an interactive platform for over 300 attendees in each city. In Raipur’s edition, the agency created a cozy atmosphere for the players by designing a chat show to give the partners a peek into the players' lives which made them reveal their other talents. Making this event high on entertainment, the comedian Sunil Grover performed ‘Guthhi’ to enthral everyone out there.
and Cyrus Broacha moderated the events in Bangalore and Hyderabad respectively, the Raipur edition’s emcee was IPL’s official host, Gaurav Kapoor. From fun-filled sessions to multiple interactive games, Fountainhead created an intriguing experience for the partners and helped the players blow off some steam before their matches.
To highlight the attributes of the Sunrisers Hyderabad, the agency incorporated the brand colours - yellow and orange, throughout the set design and every communication on the theme ‘HUM UNSHAKABLES’ embracing the unshakable spirit of the team members. While emcees like Suresh Menon
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THE AMBITIOUS & AGGRESSIVE DISRUPTOR By Shantanu Jain
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Counterpoint research suggests that with over 220 million active users, India has recently become the second-largest smartphone market in the world surpassing even the United States. The fact is a testament to the gigantic scale of the mobile phone market in India, as a result of which multiple international mobile brands are venturing into the country every year adding further to the number of already existing, an approximate of 130 brands. The latest entrant and disrupter in the market is the Chinese smartphone and screen manufacturer LeEco, which has already created waves with its aggressive approach in the Indian market. In an exclusive conversation with ExM, Atul Jain, COO, Smart Electronics Business, LeEco India spills the beans on his brand’s marketing strategy, plans in India and BTL initiatives. After launching two smartphones this year already, what are LeEco’s plans in the Indian smartphone market which is already very cluttered? We have time and again reiterated our commitment to the Indian market, through our investments in the country, product launches and intentions of replicating our global success story in India. Our India strategy is clearly spelt-out and is threefold — breakthrough technology, comprehensive ecosystem and disruptive pricing. All the products that we’ve introduced in the Indian market so far, including our recently launched Superphones Le 2 and Le Max2 are reflective of this. We have a strategic plan in place for the rest of 2016, and aim to launch more smart devices in the second quarter. Talking about our content ecosystem, we have already announced partnerships with Yupp TV, Eros International and Hungama and we plan to expand our reach to offer our consumers a rich library and provide superb experiences. We, at LeEco are very optimistic about the Indian scenario and we look forward to increasing our brand presence in India which is by and large the biggest market for smartphones. Every smartphone brand in India is currently catering to a different set of audiences. Who is the target audience for LeEco?
Atul Jain, COO, Smart Electronics Business, LeEco India
As a brand, we cater to a wide audience and each and every one of them is important to us. We do not want to limit ourselves to one particular group, but reach out to anyone and everyone out there, looking for a holistic smartphone experience, which we make super with our disruptive technology! Youngsters looking to get the best bang for the buck, early adopters keen on exploring
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Still from the launch event of LeEco Launch in India
the newest of technology, people who love entertainment and are looking for original content, people who want everything at their disposal at one touch with a cohesive ecosystem—we make devices that can fulfil any possible need the modern day consumer may have. We offer disruptive tech with innovative content, a cohesive ecosystem all priced competitively, it is everything the millennials could want. Have you earmarked any targets for the year 2016 and how do you plan to achieve them? In India, we aim to be among the top-three smartphone brands in the next one year and number 1 in terms of online business. Our target will be driven by our unique ecosystem proposition that has a four pronged approach: devices, content, cloud and platform. We believe the integration of these four will enable us to deliver towards the entertainment needs of all our customers in India, making us a distinctive brand in the country. We are comparatively a newer brand in the Indian market, but have managed to capture consumer interest and carve a niche for ourselves, starting from the early adaptors to the general consumer. Our record breaking sales are testimony to our acceptance by the Indian consumer. Our last flash sale on the 28th of June’16 took the market by storm where the company succeeded in garnering revenues to the tune of INR 78 crore, with sales orders of over 61,000 units.
We ensure that we engage with our consumers directly and employ various ways to reach out to them. We also had the 200 CEO program go live last month where we engaged with our consumers and inducted them as 200 CEOs - Chief Experience Officers who became the early adopters of our second generation device the Le 2. Such activities tie in to our efforts of reaching out, connecting, cultivating and maintaining a relationship with consumers. The launch events of both LeEco smartphones were managed by Fountainhead MKTG and were very well received. What do you look for in an event agency before giving them the mandate to execute your events? All the launch events that we have organized so far, both globally and in India, are a true reflection of our core beliefs as a company – to challenge the status quo and redefine industry norms through our products and offerings. At all our events, our endeavor is to provide a unique experience to our guests and we are committed to continue doing that in the future. What we primarily look for in an event agency is their market reputation and ability to seamlessly execute our ideas, in a way that resonates with our audience. It gives us immense pleasure to say that we’ve had a great working relationship with Fountainhead MKTG.
India is a very important market for us, not only because of the huge market capacity and its potential, but also because of Indian people's enthusiasm for technology and quality life. We are keen to bring more internet-based technological products to India, and offer people an enhanced user experience not only through the innovative tech specs of our Superphones but also through the integrated ecosystem that we have across our devices. Your competitors in the market Samsung, Micromax, Motorola, Sony are all high on experiential marketing. What is LeEco doing differently to engage its target audiences? We are aggressively communicating about our smart devices to consumers and are covering the entire spectrum of media vehicles at our disposal such as OOH, BTL, ATL and digital. We have also invested heavily in marketing tie-ups for our recent launches, IIFA being the recent one. We are making significant marketing investments also. On an average we are spending around INR 60-70 crore every quarter to engage with our consumers.
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The Narrative of a Truly Colorful Marketing Strategy By Shantanu Jain
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OKUYO CAMLIN, A PREMIER brand in the business of manufacturing and selling of art materials and stationery products has been in the Indian market for over 80 years now and still continues to be the market leader. The reason for its dominance in the market? Well, it all goes back to how the brand has constantly innovated with its marketing strategy and been the front runner in its category when it comes to engaging its target audiences. In an exclusive conversation with Saumitra Prasad, Chief Marketing Officer, Kokuyo Camlin, we delve deep into the latest campaigns of the brand, their BTL initiatives, intellectual properties and partner agencies.
Camlin is one brand which is very active on digital as well on-ground initiatives. What is the essence of its marketing strategy? Our brand essence is to make learning fun for children and thus we pick the media channel which is most effective to deliver its brand strategy. The brand currently connects with its audience through TV, social media & on ground activities. While TV is used to deliver reach, social media and on ground is used to drive engagement. What are the event intellectual properties that Camlin has created and how have they fared over the years? We have an iconic on ground property for school children called Camel Art
Contest which received the Guinness Book Record for being the largest art competition in the world. The event started in the year 1972 and five years back when the participation crossed 48 lac children we received the Guinness book record. Interestingly, we made the contest international a year back and registered a total participation of 75 lac children. We have a similar art contest for the artist community called Camel Art Foundation wherein we receive 7500 masterpieces of art every year and winners from the competition are sent for an all expense paid art tour to Europe to learn more and further enhance their craft. Both our initiatives have been wonderfully received and have added tremendously to the brand’s image.
Saumitra Prasad, Chief Marketing Officer, Kokuyo Camlin
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BRAND ACTIVATION / MARKET PULSE
To commemorate ‘World Art Day’, Saumitra Prasad, Chief Marketing Officer, Kokuyo Camlin distributes creative waste bags to kids at KidZania, R-City Mall, Mumbai
Which marketing strategy works better for the brand—ATL/BTL or Digital? I think a good balance for ATL to BTL is 80:20 and that works for our brand. The 20% involves digital media too. What is the marketing budget Camlin uses for events and experiential initiatives every year? Has it increased or decreased since 2015? While we cannot reveal the amount of our marketing budget we would like to share that we have been able to increase brand experiential activities every year with both increase in marketing investments as well as using cost effective methods of promotions like good use of digital media for promotions & participation. A larger chunk of your target audience is kids. How has the brand engaged them? Apart from media and on-ground campaigns we look at new age media options to connect with children. For instance, Camlin has a brand experiential outlet at Kidzania where we not only give to consumers a demonstration of our wide range of products but also an opportunity to experience the brand and its philosophy of making learning fun. We also look at creating smartphone Apps to connect with children like the Camlin Experience App.
Artists unleashing their creativity on Cars in Jaipur at the celebration organized by Kokuyo Camlin to celebrate ‘World Art Day’
Which creative agency executes the brand campaigns by Kokuyo Camlin? We work with RK Swammy BBDO for creative support, BPN Lintas for media planning & support, I-Tuna (BC Webwise group) for social media & Brandcomm as Media Relations agency. What upcoming experiential campaigns can we expect from the Camlin stable? We just concluded an activity called Camlin Draws for Draught wherein artists from all over came to draw for the cause of draught affected farmers of Maharashtra, wherein they donated
the painting to an NGO – Vandana foundation who will auction the same and use the funds for the welfare of the farmers. Additionally, in July in line with the promotion strategy for Camlin Mechanical pencils wherein we communicate that use of these pencils saves the trees which would get destroyed in the manufacture of wooden pencils, we are going to conduct a world record breaking 12 lac tree plantation drive in the forest of Uttarakhand. The initiative will be driven with the help of army professionals and thousands of children.
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OnePlus Gives New Dimensions to Experiential Marketing The Chinese smartphone producer, OnePlus recently made a gigantic build-up amid the launch of its flagship gadget, OnePlus 3. The brand even carried out a number of customer engagement exercises like fan meets, popups, photo-walks, and so forth to enable users to encounter the handset directly. In an exclusive interaction with ExM’s Isha Gakhar, Vikas Agrawal, General Manager, OnePlus India uncovers the most successful on-ground activities directed by the brand.
Why is the medium of LIVE engagement vital and how does it help you to reach your target customers? As a brand, we, at OnePlus, realize that in order to gain the trust of our users and instil the feeling of evangelism within each, we must interact directly with our community, instead of putting forward brand ministers to represent us. The new marketing era or if I may call it, the experiential marketing era, enables a brand like ours to connect with our target audience and give them memorable experiences that not just promote the brand, but also create an impact on their lives. Giving our target audiences brand-relevant LIVE touchpoints, we are able to stay away from trying to be loud and at the same time are able to create a recall in the mind of a consumer because of the differentiated experience that they receive. LIVE engagements are a sure shot avenue by which we are able to transform a regular consumer into an OnePlus ambassador, someone who becomes a driving force for word-of-mouth. This results in us being able to reach our target audience through a more focused grassroots approach. What is the percentage of ExM in the overall marketing budget for the brand? The exact percentage would vary based on our progress and marketing plan through the year, but it definitely accounts for the bulk of our marketing resources in terms of focus and investment. At OnePlus, we continue to modify and enhance our spends based on feedback from our community and their behaviour and reactions to each marketing engagement. Our primary target audience is today’s youthful generation of enthusiasts whose mind-set and point of reference could switch and manifest in multiple ways. Hence, we are always prepared to be able to modify our offerings to match the frequently changing expectations of our core audience. How has the importance of ExM evolved for the brand over the years? I think the major evolution of the importance of ExM has taken place in progression with the mind-set of a consumer. We have moved from an era where expectations were set based on mindless offerings to the expectations today being set based on experience. This has been a major shift that we've seen in the mind-set of a consumer across industries. People talk about experiences every day because life is ultimately an amalgamation of daily experiences.
Vikas Agrawal, General Manager, OnePlus India
If someone is going about their daily lives as usual, and within their normal routine they engage in a positive brand experience, then that consumer will not only be likely to discuss or mention it to most of the people that they interact with for the rest of the day or even week but also remember it for the rest of his life. ExM engagements today are driven more intensely with the intent of building a real relationship between the consumer and the brand.
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Even in terms of the ExM implementations, we have evolved from just having customer executives interact with a consumer to the actual team members interacting with consumers. Stage representation has become almost obsolete today. While engagement marketing, shows and concepts like PopUps have made a place for themselves, experiences have become much more immersive and strategic. Living in this world of increasing virtuality, just touching something may not suffice for today’s generation—in fact touching something digitally has become of prime importance. What kinds of experiential marketing activities were organised? Please share few successful examples/case studies.
Last year, over 150 OnePlus fans attended the Diwali celebration party at our office along with their families. Each of these campaigns has been aimed at celebrating people’s lifestyles and enabling them to feel more connected with the brand. Can you share your insights about the unique dimensions of experiential marketing activities that are in the pipeline? The young and enthusiastic hustlers steering marketing efforts for OnePlus in India always have something upcoming for everyone. At this stage, we may not be able to enlist future activities, but I would like to throw some light on certain items.
Over the course of the past two years, we have been able to conduct multiple ExM activities across the major parts of the country.
The PopUps as mentioned above received great feedback. We do plan to expand our horizons on such concepts going forward. We would like to experiment with such concepts at a larger scale enabling many more people to be part of it.
A recent ExM campaign that we carried out was the OnePlus 3 PopUp Stores that were organised simultaneously in 8 major cities across the world. The PopUp Stores were set up at posh malls and high-street locations to ensure that the locations were easy-to-access and in partnership with premium lifestyle brands like The Collective and IndeLust.
Fan meets, which is constant through our inception, has seen a very standardized format. Going forward, we would also like to bring in the aspect of crowd-sourcing or rather for us ‘community’ sourcing. This will empower community members to carry out fan meets and such engagement avenues on their own.
Engaging activities were carried out inside these PopUps as well as across the long queues formed outside the venue, thus resulting in creating the first-of-its-kind experience for our fans who had come to interact with our brand and meet the OnePlus team. We rewarded each one with goodies and gifts. And a few lucky ones even got to lay their hands on their very own OnePlus 3 Flagship device.
During the launch of the OnePlus 3, one lucky contest winner got the opportunity to be the first user of the OnePlus 3 in India and received his device in the skies during his very own personal helicopter trip. We would look to replicate such activities which are unique and immensely gratifying to a user.
The greatest achievement through this activity has been that the barrier between the brand and its followers has reduced considerably. I feel that the PopUp stores have revolutionised the concept of customer engagement and created an unforgettable experience for visitors.
This year, we will also make a big step for OnePlus in India with the establishment of our exclusive service centres that promise to offer service with 1-hr guaranteed TAT and a differentiated experience to our users.
We have also partnered with on-demand mobility apps to enable users to actually experience OnePlus devices on the go. We further conducted activities like fan meets, photo walks, etc. in over 10 cities to expand our reach.
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Creating Experiences That Money Can’t Buy By Shantanu Jain
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ingfisher, the Indian beer brand from the house of United Breweries Group, needs no introduction today. Even though the brand was launched in the year 1978 in Bangalore, Kingfisher continues to own the Indian beer segment with a market leadership share of over 36% in India. The brand is today also available in 52 other countries and has always stayed on top of the marketing game since its inception, by means of its varied campaigns and on-ground initiatives. Be it traditional media platforms like TV or Radio; or below the line initiatives like Kingfisher Derby and Ultra Darts Championship; or even leveraging Social Media through its whacky campaigns; the brand has used all media platforms and created engaging stories for consumers around the brand. In an exclusive conversation with ExM, Samar Singh Sheikhawat, Sr. VP – Marketing, UBL talks about the marketing strategy of the brand, its upcoming campaigns and his favorite brand campaign. Kingfisher recently launched ‘KF 360 cities’, a VR campaign that received a tremendous response. What are the some of the other upcoming on-ground campaigns from your stable? I believe there are talks of having a mini-IPL around September in UAE or America. If that happens then definitely Kingfisher will be there with some immersive on-ground campaigns. Other than that, the festive season ahead including Dussehra, Diwali, Christmas will see us launching newer campaigns on social media and ATL, obviously these will be translated on-ground through multiple initiatives. So overall it is a busy year ahead.
Samar Singh Sheikhawat, Sr. VP - Marketing, UBL
What is Kingfisher's stand on creating event intellectual properties of their own?
What works better for Kingfisher, ATL or BTL, and why? I often joke about it with my colleagues also that most decisions in life are not ‘Either’ but ‘And’. You have to take both ATL and BTL as both are incredibly important and need to work in a seamless fashion for a brand. In fact, today a new strategy called TTL (Through The Line) has emerged and works beautifully with our brand. We have also used a mix of both mediums and have greatly benefitted from it. With ATL you need larger planning and the results are more scientific and quantified. In BTL, you need shorter planning but the feedback is readily available by speaking with your audiences, enquiring about the impact of experience, etc. So both ATL and BTL are important are these are different animals altogether and have their own advantages. What is the percentage of the marketing budget that Kingfisher spends in experiential? Our total marketing budget is 6%-7% of our total revenue and we maintain a 60%-40% balance in our ATL to BTL initiatives.
Well, we are already doing that; we created Pitchers with The Viral Fever on digital media alongside Kingfisher Strong Backstage which is a first of its kind digital music platform. Also, we regularly associate with events such as Sunburn, IPL, and Kingfisher Ultra Derby which is currently in the 29th year of our association and many others. What makes Kingfisher the most exciting alcohol brand as far as its marketing is concerned? I believe it’s the fact that our marketing philosophy lies in creating experiences for our audiences that money can’t buy. This proposition appeals to the youth and resonates with everything that we do on any platform. What is your favorite brand campaign from Kingfisher amongst all the ones you have launched? I loved the idea of Kingfisher- Original Social Network Campaign. It is true that Kingfisher was the social networking tool before social media originated and the audiences loved it too. JULY / AUGUST 2016 EXPERIENTIAL MARKETING 33
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BRAND ACTIVATION | BRIEFS
With a focus on reaching the right target audience and making them aware about the Easy Wash Shirts as well as its Zero Detergent Technology, the campaign helped in boosting the brand’s shirt sales as well. The multi-city campaign, held at the shopping malls across Chennai, Bangalore, Delhi, Gurgaon and Mumbai, was culminated on May 29.
Van Heusen Launches ‘Easy Wash Shirts’ Campaign In 5 Indian Cities
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an Heusen recently introduced a new treatment called, ‘Easy Wash’, which claims to remove everyday food stains with just a dab of water. The apparel brand collaborated with Fountainhead MKTG, the experiential marketing agency from the Dentsu Aegis Network, to manage the launch campaign in 5 cities over the span of 15 days. Having been associated with the brand in the recent past, Fountainhead MKTG’s Bengaluru branch turned a one-stop solution for Van Heusen once again by completely managing its end-to-end execution right from the logistics to lounge design and setup, digital integration, etc.
By setting up 'Easy Wash Lounge' at the strategic location in the malls, the visitors were encouraged to take the Easy Wash Challenge by applying different food-based stains on the Van Heusen shirt and in case they happen to succeed, the Van Heusen gift vouchers were given to them. With the promoters and the Emcee stationed at the lounges, the agency ensured a smooth flow of communicating the campaign’s as well as the brand’s message to the customers. The customers who couldn’t take the challenge on-spot were given demo kits with a swatch and ketchup pouch; thus allowing them to take the challenge at home with their family/relatives. The campaign was executed not only on-ground but was also promoted on digital platforms as well. Overall through this activation, the brand reportedly reached out to around 5000 people in total with 1500+ on the spot participations, 900+ Demo Kits distribution and 600+ Facebook posts.
PRADYUMN TANDON Founder & Director The Brand Brewery
On-ground Activities Of Dalda & TATA Salt @ Puri Rath Yatra 2016
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s millions devotees thronged again to Puri, this year, to participate at the annual Jagannath Rath Yatra that began on July 6, The Brand Brewery (TBB), surprised them by creating thoroughly engaging campaigns for two of India’s most trusted brands, Dalda and TATA Salt.
The campaign for TATA Salt aptly christened as ‘Sehat ki Chuski’ centred on the health of the pilgrims – a hitherto neglected aspect at the Yatra. Keeping the premise in mind, TBB conceived a winning idea that catered to more than a whopping 1 lakh pilgrims, and offered a real-time solution to keep them cool and energised during the procession. A dynamic team from Tata Salt was positioned at key touch points of the main Yatra route and distributed ‘Energy Pops’, which were special energy ice bars made up of Tata Salt, lemon, sugar and purified water.
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For ‘Dalda Divya Darshan’ Campaign, TBB came up with a unique innovation where Dalda bottles were converted into telescopes which could be used by devotees to get a clear ‘darshan’ of Lord Jagannath from a distance of over 400 to 500 metres. Commenting on the Dalda campaign, Pradyumn Tandon, Founder & Director, TBB said, “At TBB, we always look at engaging people in different and subtle ways that help them experience the uniqueness of a brand. At the Rath Yatra, devotees come from far and wide just to seek darshan of the lord, but often many are left disappointed because there is no way they can cruise through the crowd to reach the Rath. We wanted to be a part of their happy experiences as they get a chance to look at the lord and seek his blessings. This is how the idea of this divine campaign was born. Also, getting Prasad during this time is not easy and we wanted to see the happiness on people’s faces as they got it without much trouble and could carry it for their loved ones too.”
BRAND ACTIVATION | BRIEFS
RISHABH AGRAWAL Creative Director EO2 Events
Shah Rukh Khan Reveals D’Assist By D’Décor Mobile App In Mumbai
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ver 800 dealers and 100 media professionals gathered to celebrate the mega launch of D’Assist – the flagship mobile app by D’Décor for its dealers and end users. The app was unveiled by the brand ambassador Shah Rukh Khan at the digital premier night, held in Grand Hyatt Santacruz on June 30. D'Décor's Managing Directors Ajay and Sanjay Arora also marked their presence at the launch that was managed by EO2 Events. The evening was hosted by Hussain Kuwajerwala and Neha Dupia, and the opening act was delivered by singer duo Amal & Armaan Malik. The entrance passage way was designed with a series of 10 LED walls that projected animated content inspired from the latest collection of D’Décor fabrics. Upon arriving at the center of the pre-function area, guests saw a 360 degree projection mapped interactive install, where people could
change the visuals on a 3D projection mapped cylinder made out of 3 layers of sheer fabrics from D’décor. The patterns projected were created from the bestselling fabrics that D’décor had to offer. A futuristic bar and virtual DJ were put in place to create a digital ambience. Rishabh Agrawal, Creative Director, EO2 Events commented, “A beautifully scripted 3D projection mapped content which showcased a woman travelling through luxury destinations and deriving inspirations from them and eventually capturing those imaginations and converting them into the décor of her home was the highlight of the event. After SRK’s entry onto stage, a kid comes up and together they journey through the ease of the use of the app. Individual dealers were also invited onto stage to experience the virtual end use of the app as they created beautiful interiors on our 3D projection mapped furniture. This was truly an amazing experience for our guests.”
NEHA BAGCHI Manager- Client Servicing Encompass Geometry Global Network
Ariel India Culminates #DadsShareTheLoad Campaign with Randeep Hooda & Mary Kom
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t was the theme of education that brought together Ariel India & Akshara, an NGO which work towards women empowerment and gender equality, to culminate the #DadsShareTheLoad campaign, and simultaneously launch ‘Be the Change’ course with Mary & Onler Kom and Randeep Hooda. The course strives to de-condition and educate the young minds of our country, in turn bringing about long-lasting social change. Encompass Geometry Global Network was the agency
partner of the event that took place on June 16 at JW Marriott Mumbai Sahar. Encompass has been associated with the brand since years and was also responsible to launch the #DadsShareTheLoad campaign on this year’s International Women’s Day. The culmination saw couples joining Ariel India from across the nation, eager to become the first graduating batch of the ‘Share The Load’ course. Encompass created an atmosphere of celebration and encouragement for the ‘Share The Load’ course with the couples lined up in graduation robes and hats, iconic Roman pillars mimicking the great universities of the world, and the founders of Akshara adorning each proud graduate with their ‘Share The Load’ course certificates. Neha Bagchi, Manager- Client Servicing, Encompass Geometry Global Network remarked, “When you’re in the midst of work that makes families across the country change their ways in pursuit of a better world, there’s added responsibility in helping this cause reach out to as many people as possible. Share the Load has become a serious topic of conversation around the world, and we wanted to emphasize how healthy discussion and education leads to change.” JULY - AUGUST 2016 EXPERIENTIAL MARKETING
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SPONSORSHIP MARKETING / IN FOCUS
Maxus MESH Report Decoded: Top Buzzing Sponsors and Social Media Trends That Ruled IPL 2016 By Shantanu Jain Maxus India’s proprietary tool for data analysis- MESH recently unveiled key insights for brands sponsorships and social media trends that ruled the Indian Premier League 2016. The findings stand from a digital media point of view and highlight which brands got the most out of IPL sponsorships, which players were the best bet for brands and what topics made social media explode. The MESH Report by Maxus India reveals the below mentioned findings1 IPL 2016 Crossed 3.1 Million Mentions IPL 2016 clocked more than 3.1 million mentions with last week of the league witnessing a jump of 74% in conversations vs IPL 2015’s last week. Clearly, IPL 2016 engaged cricket fans more than ever before and the audiences took to the social media to share their opinions about what the sporting extravaganza had to offer. 2 #PepsiIPL had generated twice more mentions in 2015 vs #VivoIPL in 2016 Interestingly, even though IPL 2016 broke all records of TRP’s and viewership on Indian television, their title sponsors Vivo could not do the same as social media trends reveal that #PepsiIPL had generated twice more mentions last year. The findings reflect that merely sponsoring an event is not enough for brands today and as the association needs to be amplified via effective engagements on-ground as well.
5 Winners in each sponsor category- The following brands ruled the IPL 2016 in below mentioned categories with most impressions on social media•
Telecom- Vodafone #BeSuper
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Mobile Wallets- Freecharge #LoDoKhatamKaro
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Mobile Handsets- Vivo #VivoIPL
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Beverages- Kingfisher #UnitedByGoodTimes
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Appliances- Llyod #PlayBoldBeBold
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Automobiles- Maruti #Glamshot
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Building/Construction- Ultratech #UnShakableSpirit
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DTH- DishTV #MasalaMaarKe
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Banks- YesBank #BattleofFans
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Airlines- Jetairways #TrueMIfan
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Others- Ola #OlaMatchMania
3 Mobile handset manufacturer Vivo clocked the maximum mentions with #VivoIPL
Other Key Insights
And even though they could not outdo social media engagement numbers of the title sponsors of IPL last year, Vivo still managed to be the most followed brand at IPL, being closely followed by Kingfisher’s #UnitedbyGoodTimes and Freecharge’s #LoDoKhatamKaro campaigns.
1. While Virat and AB De Villiers were unquestionably the top buzzing players of IPL 2016, Sunrisers Hyderabad’s captain David Warner’s winning the IPL 2016 trophy secured him 7th position in the most mentioned player tally.
4 RCB was the highest buzzing team followed by KKR and Sunrisers Hyderabad They might not have clinched the trophy but they did win over the hearts of audiences as a result of which, Royal Challengers were the most buzzing team at IPL 2016 followed by Kolkata Knight Riders and Sunrisers Hyderabad. Expect these stats to work magically for the three teams to drive in more sponsorship revenues next year.
2. Aakash Chopra and Navjot Singh Sidhu were the most talked commentators in IPL 2016. 3. Congratulatory messages from Cricket fraternity and Yuvraj Singh winning some major titles were among the most RTed tweets around IPL Finals. 4. Congratulatory messages, Contests & Polls were the key for brands to get maximum engagement. 5. Celebration moments shared by IPL and other Instagram handles were the most engaging.
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SPONSORSHIP MARKETING | BRIEFS the upcoming Indian rally season. MRF Tyres, will be the Title Sponsor of the INRC, the IRC and the INTSDRC for 2016. While Mahindra Adventure and Polaris have come on board as Associate Sponsors of these championships, Kolkata based Pincon Group has become a Major Sponsor of the INTSDRC as well as an Associate Sponsor of the INRC & IRC. These sponsorship deals are a very positive move to promote the sport of rallying in India and will lend support to the vision of RRPM and the Federation of Motor Sports Clubs of India (FMSCI) of taking Indian rallying to greater heights.
MRF Associates FMSCI Indian National Rally Championship As Title Sponsor
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amakrishna Race Performance Management Pvt. Ltd. (RRPM), the Kolkata-based promoter of the Indian National Rally Championship (INRC), the Indian Rally Championship (IRC) and the Indian National TSD Rally Championship (INTSDRC) recently announced that Round 1 of the 2016 INRC and IRC will be flagged off from Coimbatore on the July, 23. RRPM has roped in marquee companies like MRF Tyres, Mahindra Adventure, Polaris and Pincon as key sponsors for
Speaking on the occasion, Tamosha Dutta, Director, RRPM said “MRF is already an active promoter and supporter of motorsports with a number of initiatives in the domestic and international arena. We are excited that MRF has consented to be a partner and we are confident that this will be the start of a long relationship.” Dutta further added, “We are pleased to have on board a number of others who are passionate about the sport. Mahindra Adventure over the last few years has been very seriously associated with rallying, from organizing TSD events to winning the IRC with their rally team. Polaris again has been actively involved with rallying through their rally team, which won a major cross country rally last year. Finally, Pincon Group started its relation with Indian motorsports this year by sponsoring Amittrajit Ghosh to a podium finish in his maiden entry in the British Rally Championship and wants to continue and increase their involvement with motorsports in India over the coming years. Together with MRF Tyres, Mahindra Adventure, Polaris &Pincon Group, we foresee great things for Indian rallying.”
Amul Becomes The Official Sponsor Of Indian Contingent @ RIO 2016 Olympic Games
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ne of India’s largest food production and marketing organization Amul yesterday announced its sponsorship of the Indian contingent at the Rio 2016 Olympic Games. The contract was signed by Shri Rajeev Mehta, Secretary General, Indian Olympic Association IOA and Shri R S Sodhi, Managing Director, Gujarat Cooperative Milk Marketing Federation (Amul) on June 29, 2016.
Previously in 2012, Amul had sponsored the Indian contingent at the London 2012 Olympic Games. To be inaugurated on August 5 in Brazil, the Rio Olympics will play host to the largest Indian contingent ever, with close to 100 sportspersons being a part of it. Amul aims to engage with youth and leverage the connection between the energy of milk and sports. It is the main ingredient for the fitness of any sportsman. Hence it is an appropriate association for Amul. Announcing Amul’s support, R S Sodhi, MD, GCMMF said, “Amul is committed to strengthening the Olympic movement in India and encourage young generation from all over the country to take up Olympic sports. I take great pleasure and pride in announcing our sponsorship of the Indian contingent to the Olympic Games Rio 2016. Explaining the foundation 38
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of this association, he said that milk is nature’s original energy drink and plays a pivotal role in building the physical and mental strength of the athletes. Nutritious dairy diet is an important part in the diets of athletes around the world. Participation in Olympics is the aspiration of every athlete and with the kind of investments made by our country in this arena to select, nurture and train the best athletes, we are confident that Indian contingent will deliver the best ever performance in the Olympic games and make our country proud. Further, he said that this association will help in engaging the kids and youth so that they can enjoy a healthy life.” To amplify its association and the brand ethos, Amul will launch a series of advertising campaigns for milk and various dairy products to promote this association in the coming months.
SPONSORSHIP MARKETING | BRIEFS
JONATHAN HARDING Senior Vice President Europe Qatar Airways
Qatar Airways Named Official Airline Sponsor For IIFA Celebrations 2016
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tars from the Indian film fraternity experienced Qatar Airways’ hospitality on their way to this year’s IIFA Celebrations in Madrid Spain. As the official Airline Sponsor for the 17th edition of International Indian Film Academy Awards (IIFA), the national carrier of the State of Qatar also offered an exclusive promotion discount on flights booked before June 26, 2016 for a travel period until July 6, 2016. Passengercould benefit from this special offer by booking through the Qatar Airways website, using the promotional code “MADIIFA16”.
Qatar Airways’ global network of more than 150 destinations, spanning six continents, puts Madrid and IIFA within easy reach for film fans and travellers from around the globe. IIFA, which recognise the most talented actors within the popular
Indian film fraternity and honour them across a global stage, took place in Madrid from June 23 to 27, 2016. The award ceremony was attended by Indian and International movie legends, notable guests, and dignitaries. Jonathan Harding, Senior Vice President Europe, Qatar Airways said, “We are delighted to be partnering with IIFA to promote this event around the world, to every destination we serve. This partnership truly reflects our core brand value of Going Places Together.” Popular Bollywood stars Farhan Akhtar and Shahid Kapoor hosted the IIFA awards this year, and the event also featured spectacular performances from leading stars Salman Khan, Hrithik Roshan, Priyanka Chopra, Deepika Padukone, Sonakshi Sinha, and Tiger Shroff.
GAUTAM VIRK Director NODWIN Gaming
ESL India Premiership aims to benefit from the partnership in the tournament categories — Challenger #1 held from July 30 - 31, 2016; Challenger #1 again scheduled for Nov 12 -13, 2016; and Masters being held on Dec 09 -11, 2016.
ESL India Premiership 2016 Signs On HyperX As Official Gaming Partner
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yperX, a division of Kingston Technology Company Inc., announced its association with ESL India Premiership 2016, as the official Gaming Partner for the entire event. ESL India Premiership 2016 will be India’s biggest gaming tournament with a prize pool US$64,000. HyperX, extending its support to the Indian gaming community, is all set to add more power to the tournament, with their gaming expertise and hardware like Headsets, Solid State Drives, and DDR4 Memory Modules.
The official hardware provided by HyperX for the competitions will include DDR4 HyperX Savage Memory and HyperX Savage SSDs. All systems will be equipped with this hardware to guarantee maximum performance. In addition, HyperX will also give fans the chance to test and experience their latest product launched, the HyperX Cloud Revolver Headset. The headset will be available for the fans at a one-of-its-kind HyperX Experience Zone at the tournament venue. Commenting on the partnership, ESL India organiser Gautam Virk — Director, NODWIN Gaming said, “I feel very happy to announce our association with HyperX today. Competitors at ESL India Premiership will be able to perform in optimal conditions thanks to HyperX. With their amazing lineup of headsets, memory and storage devices specially made for e-sports, I am expecting the performance of our gamers to rise to a whole new level." JULY - AUGUST 2016 EXPERIENTIAL MARKETING
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ENTERTAINMENT / ALSO FEATURED
The Ghanta Awards Go International
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6th Edition of the Show Tours 6 Cities Including Singapore By Rakhi Jerly
N ITS 6TH YEAR OF RECOGNISING THE WORST OF Bollywood, INvision Entertainment’s Annual Ghanta Awards has ventured outside the country and hit the shores of Singapore to a warm welcome from a 300 strong audience at the NTUC Centre on June 4, 2016. The past 5 editions of the satirical event was well received by the Indian film fraternity and audiences alike. The Ghantas appreciate and acknowledge the lesser-than-good movie & entertainment outcomes of the year and etch the 'wall of shame' with Bollywood's popular as well as not so celebrated names. Fuelled by online voting and a panel of witty and distinguished judges, the Ghantas are given away in 13 categories including Worst Actor, Worst Film, Worst Director, and Wtf Was That. The Ghantas 2016 started with the nomination show in Gurgaon on May 8, followed by the main show held in Mumbai on May 15 at JW Marriott Mumbai Sahar. Some of the winners sportingly showed up at the ceremony and walked the ‘black carpet’ to collect their awards. The show will now tour six cities to take the pun-filled entertainment to a wider audience. Most recently, Ahmedabad played host to the Ghantas on June 12, 2016. The next city on the list is Delhi, as the Ghantas 2016 travels across the country over the next few months. Singapore got a first taste of the Ghantas with presenters Radhika Vaz, Neeti Palta, Sanjay Rajoura, and Manan Desai keeping the audience in splits for 120 mins. Though INvision anticipated a major challenge in entertaining a crowd that is not as updated with Bollywood as the domestic crowd is, the Singapore audience was left raving about the show and the presenters. Being the first Ghanta Awards show in the country, the attendees came in not knowing what to expect and left pleasantly entertained.
The show was opened by renowned TV and film personality Shruti Seth. The opening act was presented by all four hosts, after which Radhika Vaz took the stage and later passed it on to Neeti Palta. While the audience appreciated Radhika’s feminist and edgy take, Neeti’s quirkiness and charm was received with a lot of laughter. Sanjay put up his satirical best foot forward by linking movies to the Indian system. Manan closed the show on a high with a great bit of responsibility to maintain the tempo. Singapore being a new venue did not pose much of a challenge to the execution of the event, owing to INvision’s local partners. The event was hosted in association with Albert Lum and Associates. AVA Events came on board as the official event partner in Singapore, supported by PR partner Think Out Loud and television partner Colors Singapore. The Ghanta Awards have grown considerably over the years, from a small bunch of people coming together to support INvision in 2011 to multiple sold-out shows in 2015. 2016 took the Ghantas international, with Bollywood not only wholeheartedly accepting, but also appreciating the initiative. Commenting on the way forward, Gagan Takyar, Managing Director, INvision Entertainment Pvt Ltd says, "We expect to adhere to larger audiences and tour more cities in the coming editions. It's nice to be appreciated by your peers in Bollywood and we expect to be further supported and loved in the coming seasons of The Ghanta Awards. We have seen consistent growth in our web presence over the years, but this time around it has been manifold. The appreciation is heartening."
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ENTERTAINMENT / PHOTO FEATURE
Deepika Padukone sets the IIFA stage on fire
#IIFA2016 Celebrations in Madrid with Deepika, Ranveer, Priyanka, Sonakshi & Other Bollywood Stars The 17th Nexa International Indian Film Academy (IIFA) Awards took over the capital city of Madrid with an exceptional show - giving Indian cinema a global platform. Powered by LeEco, the IIFA 2016 edition was hosted from June 23 to 26, at the IFEMA – Feria de Madrid in Madrid, Spain. The property is conceptualized and produced by Wizcraft International Entertainment, and is supported by key members of the Indian film fraternity. Here are the winning moments of #IIFA2016 The IIFA 2016 stage saw Bollywood’s most hilarious duo & talented actors - Shahid Kapoor and Farhan Akhtar - host India’s most-awaited awards ceremony.
Sponsors & Partners The Title Sponsor for the weekend included - Videocon D2h and Maruti Suzuki. The Host Destination Partners in Madrid were the City of Madrid and IFEMA – Feria de Madrid. LeEco was the Powered by Sponsor and Hero Cycles was the Cause Partner. IIFA Awards celebrations will air exclusively on Colors TV, Mahou and Movistar+, the broadcast partners of the event. El Corte Ingles was the Official Retail Partner and Qatar Airways was the Official Airline for the IIFA celebrations; Clear Channel was OOH Media Partner for IIFA and Iberia was the European and Domestic Airline Partner.
Star performers IIFA 2016 witnessed remarkable acts by superstars - Salman Khan, Hrithik Roshan, Deepika Padukone, Priyanka Chopra, Sonakshi Sinha and Tiger Shroff among others. The IIFA Stomp celebrations in collaboration with MULAFEST Urban Trends Festival continued as electronic artists B.R.E.E.D. and Nucleya took over the stage.
IIFA 2016 was also supported by Westin Palace, NH Collection, Carnival Cinemas, Nike, Travel Pack, Coca Cola, Marco Aldany, Algeria and Kiros.
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ENTERTAINMENT / PHOTO FEATURE
Sonakshi Sinha’s electrifying performance at IIFA Awards 2016 in Madrid Spain
Aditi Rao Hydari
Fawad Khan
Anil Kapoor and Ranveer Singh enlightening the audience
Athiya Shetty
Frieda Pinto
Deepika Padukone
Abhay Deol
Sanjay Leela Bhansali, Aniroodh Dhoot, Priyanka Chopra, Ranveer Singh and Deepika Padukone
Huma Qureshi
Bipasha & Karan Singh Grover
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GQ Celebrates the Best-Dressed Men in India; Appoints 70 EMG for Execution It was a wholesome celebration of music and fashion, which was put forward by 70 EMG with thematic dĂŠcor and choice entertainment. By Isha Gakhar
The 7th annual GQ Best Dressed Men celebrated the most stylish men in the country. With the theme of fashion and music, the gala was hosted in association with Van Heusen on June 2 at Four Seasons, Mumbai. RADO Switzerland and LYF Smartphones were amongst the other brands that associated with the quintessential evening, designed and managed by 70 EMG. Grey Goose and Grover Zampa were the liquor partners and created beautiful bars for the guests. The 2016 GQ Best Dressed Men had the country’s most stylish personalities mingle with the swish set of the city over conversations and cocktails. The total number of guests who attended the function were over 200. Social media was abuzz with the event happenings with regular posts from guests and celebrities. The dappers who nailed it on the checkered carpet of GQ Best Dressed Men included: Shahid Kapoor, John Abraham, Abhay Deol, Dino Morea, Prateik Babbar, Rahul Khanna, Arjun Kapoor, Ram Charan, Ajinkya Rahane, Abhay Deol, Shantanu & Nikhil, Ayushmann Khurrana, Narendra Kumar Ahmed, AD Singh, Robin Singh and Gaurav Gupta, amongst others. The evening had performances by Ranjit and the Ambassadors rock band, Imaad Shah and DJ Arsh.
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ENTERTAINMENT / PHOTO FEATURE
Shahid Kapur
Abhay Deol
Ajinkya Rahane
Ram Charan
Arjun Kapoor
Ayushmann Khurrana
Dino Morea
Imran Khan
John Abraham
Kajal Aggarwal
Lauren Gottlieb
Sahej Bakshi, Kavya Trehan and Anish Sood
Karan Tacker
Mawra Hocane and Harshvardhan Rane
Prateik Babbar
Rahul Khanna
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ENTERTAINMENT / PHOTO FEATURE
Darsheel Safary was the show stopper for Max Lifestyle
A Round-Up of The Fourth Edition of the India Kids Fashion Week, Powered by Max By Shantanu Jain
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HE MUCH-AWAITED FOURTH EDITION OF INDIA Kids Fashion Week (IKFW) in association with MAX kicked off to a fabulous start at Phoenix Market City, Mumbai. Jointly organized by Craftworld Events and Event capital, the Mumbai edition of the fashion show was organized on 3rd, 4th and 5th June and the Delhi edition was organized on 17th, 18th and 19th June 2016. The fashion fiesta in both the cities saw spectacular creations being showcased by leading apparel brands such as Max, Raag, Kilkari, Little Fable, My Little Piggy, Mini Me, Varsha Showering Trends, Kirti Rathore, 612 League, AZ Couture, Samta and Shruti Studio, Free Sparrow Kids, Many Frocks, Nauti Nati, Lil Angels and GAP Kids. The Mumbai edition of the fashion week witnessed the crèmede-la-crème of glitz and glamour industry, including ace designers and celebrities grace the event. The show started off with apparel brand MAX showcasing some cool summer wear, based on the theme Save the Environment followed by other participating brands. Numerous television and Bollywood celebrities like Ruhanika Dhawan, Nausheen Ali Sardar, Anita Hasanandani, Natasa Stankovic, Nandish Sandhu, Harshaali Malhotra, Ahmad, Juhi Parmar and others graced the ramp with their presence. The highlight of the Mumbai edition of the fashion week was the fashionable avatar of the National Award winning actor Nawazuddin Siddiqui, who threw a pleasant surprise for all those who made it on the penultimate day of the ramp show.
child artiste Ruhanika Dhawan walked the ramp as the showstopper for Little Couture. Additionally, the event also saw the presence of Bollywood actress Nushrat Bharucha and Model Anjali Raut as they sashayed down the ramp for Poney and One Friday respectively. The Delhi edition of the event wrapped up with renowned Bollywood actor Tisca Chopra walking the ramp for The Children’s Place and donned a light pink floor length gown with minimal accessories and her mesmerising smile. Speaking about the fourth edition of the event, Manoj Mahla, Director, Craftworld Events said, “Hats off to all the brands and designers who showcased some stunning collections and came up with unusual concepts for the show. These are sure to fly off the shelves! The event has generated a lot of excitement in the industry and has provided brands a much-needed platform to highlight their creativity and designs for kids apparel and accessories. We also assist talented designers to forge strategic partnerships with the right buyers.” Talking about it, Deepak Choudhary, Founder and Director, Event Capital, said, “We want to thank all the brands and designers for making the event such a huge success. Kudos to all the Indian designers who are trying their best to fill the void in the segment of kids’ fashion industry.
And while the Mumbai edition of the fashion show was stellar, the Delhi edition got off to a grander start as designers set the stage ablaze with their ravishing kids collection at the Ambience Mall, Gurgaon. Darsheel Safary of Taare Zameen Par fame was the showstopper for Max and popular TV 46 JULY / AUGUST 2016 EXPERIENTIAL MARKETING
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ENTERTAINMENT / PHOTO FEATURE
Poppy Jabbal-Brand-MINI ME
Mandana Karimi-Brand MAX
Harshali Malhotra Brand-612 League
Nawazuddin Siddiqui @ IKFW-Brand-NAUTI NATI
Ruhanika Dhawan walked the ramp for My Little Couture
Deepak Choudhary-Founder & Director, Event Capital, Tisca Chopra & Manoj Mahla Director, Event Capital
Bhavyata Sharma for Red Circle
BIBA girls and Natasha Suri
Kids walking the ramp at IKFW
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ENTERTAINMENT | BRIEFS
SWAROOP BANERJEE CEO Event Capital
Event Capital & TM Talent Management Gift Mumbai Its Own Bollywood Music Festival
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sia’s biggest Bollywood music festival – ‘Bollywood Music Project’ is here to make you groove to the most happening filmy tracks of all-time. Put together by Event Capital & TM Talent Management, the 2-day extravaganza has collaborated with 30 Bollywood music icons to create an experience that is quintessentially Bollywood. The multi-genre, multi-stage festival will be held on Sept 30 Oct 1 in Mumbai. Giving a peek into the upcoming Bollywood Music Project, Swaroop Banerjee, CEO, Event Capital said, “The Bollywood Music Project is a joint initiative by TM Talent Management and Event Capital. Since, Bollywood doesn’t have a music
TARSAME MITTAL Founder TM Talent Management
festival of its own - that’s how the idea came in. We have numerous Bollywood artists doing solo Global Tours like Arijit Singh and AR Rahman, but we don't have a festival, which represents these legends on a common platform. The reason it's named Bollywood Music Project is because it's going to be bigger and better in the future. Mumbai will be the host city forever, but in the later years, we will take the format globally, especially to the Middle East." Tarsame Mittal, Founder, TM Talent Management shared, "Over a billion people across the globe listen to Bollywood music, but there has been never a solely Bollywood music festival. And, therefore, the thought of bringing them under one big canopy by staging 30 Bollywood musical icons across 3 stages with assorted genres of music for two consecutive days, which will witness a huge number of happy people and amazing music."
Magnetic Fields Festival 2016 - Dates & Video Promo Released!
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t’s time to rejoice for Magnetic Fields fans, as the popular music and arts festival has announced dates for the 2016 edition. To be held on December 9 - 11 at the splendid Alsisar Mahal in Rajasthan, the festival is back again with its powerpacked fourth year. Magnetic Fields is touted as one of the most eclectic festivals in India, which is courtesy its incredible lineup and vibe. The festival has been a host to artistes like RATATAT, Shigeto, Garden City Movement and DJ Koze, in the past editions.
Like in previous years, the festival will have two main stages – the North stage (night stage), and the South stage (day stage). The festival will further have pop-parties, treasure hunt, yoga sessions as well as other activities that will be announced soon. Tickets & accommodation packages for the festival will go on sale August 8 onwards. Magnetic Fields is an independent festival that is produced by Wild City, WeThePPL, Undercover Agents, THOT and Alsisar Mahal. 48
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An official statement from Magnetic Fields partners elaborates, "Magnetic Fields is an experience from the moment you begin your journey to the sleepy little village of Alsisar. The last three years have seen the most inspiring community of Magnetic Fielders grow, creating a festival where the music is on par with some of the most future facing festivals in the world, and the audience is open and receptive to new sounds and experiences. And it isn't just music that draws people to Magnetic Fields. Something very special is happening right now that we’re attempting to tap into and showcase with Magnetic Fields. Because the creative community in India is really in it’s nascent phase there’s a lot of organic, inter- disciplinary overlapping happening which is resulting in a wonderful community and some really interesting collaborations. The partnership behind the festival is a brilliant example of this."
ENTERTAINMENT | BRIEFS
SHANKAR B CEO Fourth Dimension
Fourth Dimension Media & Farhad Wadia Bring Back The Independence Rock Festival To Mumbai
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he Chennai-based outsourcing company, Fourth Dimension Media Solutions, in collaboration with Farhad Wadia’s team is all set to revive the magic of India’s oldest music festival, the Independence Rock Festival. They are bringing back the biggest platform for Rock bands in India, which has been the cradle and barometer of the Indian rock music culture. The 2-day music festival has been organised annually on Independence Day in Mumbai for the last 27 years. Commenting about the preparation already underway for the music festival, Shankar B, CEO, Fourth Dimension, said, “I have been a part of I Rock for two years (while doing a sting at E18 in Farhad's team). We will be taking auditions in the metros, where we have already received 800 entries. And these entries have come from cities close to the metros as well.”
The 2-day music festival is one of the oldest and biggest rock festivals in the country, and has earned the sobriquet – ‘Woodstock of India.’ The event commits to giving a platform to independent music and artists, and at the same time promoting them. Parikrama, Zero, Pentagram, Motherjane, Them Clones, Demonic Resurrection, Pin Drop Violence, Indus Creed, Agni, Brahma and Gary Lawyer among others, are just a few that rose to fame through the platform that Independence Rock has presented over 27 years of the festivals existence. This year, the festival strives to come back with a bang, with promotions on social media and other promotional platforms. There is also the possibility that the finalists may record an album with a prominent record company.
AMAN ANAND Director Kickstart Entertainment
the various stakeholders of one of India’s most vibrant and fastest growing Industries – Nightlife.
Kickstart Entertainment and NRAI Presents India Nightlife Convention And Awards (INCA)
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ightlife in India has evolved rapidly in the last few years as bars and pubs have turned into event venues leading towards more employment for artists and revenues for government. And to celebrate the same, Kickstart Ent. and NRAI recently announced the India Nightlife Convention and Awards (INCA) at The St. Regis, Mumbai.
Danke presents India Nightlife Convention and Awards (INCA) 2016 in association with Johnnie Walker, took place on July 17-18 2016 at the St Regis Hotel in Mumbai. It is be the first platform specifically designed to bring together and recognize
Aman Anand, Director, Kickstart Entertainment, said: “We are proud to present a huge prospect to the industry enthusiasts to gain insights and the personal experiences of International renowned speakers as well as to felicitate the best in the bar and nightlife industry. The event which attracts attendees from across India is a key forum for vendors to connect and develop a social network thereby helping them build their customer base”. At present, India has the youngest population in the world with major metros having numerous bars and nightclubs in each city, however there is no such platform that brings together bar and nightclub owners from multiple cities under one roof. The nightlife industry needs recognition within the fraternity and what better way to do it other than to launch a property like India Nightlife Convention and Awards. Partnering with this initiative are Miss Malini: Digital Partner, Universal Music Group: Music Partner, Harman International: Lights & Sound Partner, Ernst & Young: Process Advisor, id8 media solutions: Brand & Communication Partner, Alpha Q: Bar Innovation and Neo Juris: Legal Advisor.
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The 4Ps that Turned Pro Kabaddi League into the Perfect Success
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Hitesh Gossain, CEO of Onspon.com elaborates on how PKL’s marketing department took on the tricky challenge and cracked it in style. By Rakhi Jerly
n a country obsessed with Cricket, carving out a niche for any other sport is quite the challenge. However, two sports — Football and Kabaddi — have managed to steal a chunk of the mass attention. Football with its international leagues and global star-power already had a fan base in the country. However, as de-glamorised and raw as it is, Kabaddi had to start from scratch. The credit goes to the Pro Kabaddi League (PKL) for the home-grown sport’s quick and magnificent make-over. The Key? — The 4Ps of effective marketing — Product, Place, Price, and Promotion — were absolutely spot on.
PRODUCT Before PKL, Kabaddi was perceived as a rural sport played by pehelwans in dirt bowls. It had little or no relevance in 21st century urban India. PKL launched Kabaddi in a brand new avatar. Instead of mud, the stage was set on a synthetic floor. Hitesh Gossain explains further, "The rules of the game were modified to improve the viewer experience. The characteristics which made PKL a great product was the way it was telecast. Multiple cameras, slow motion replays, commentary – both in Hindi and English, newly defined game statistics totally changed the viewership experience. All these factors came together to give the viewers an experience which was truly “new and improved".”
Hitesh Gossain, CEO, Onspon.com
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PLACE Given that there were biased notions about kabaddi, it was important for PKL to introduce the masses to the new form of the sport. It was necessary to induce a giant scale “trial” of PKL as a product that offered entertainment. It was therefore broadcasted across multiple channels of STAR India, including family entertainment channels like STAR Gold and STAR Utsav. And thus, PKL was able to target the consumers who do not consume sports as entertainment in their day to day lives.
PRICE Though there are no direct costs associated with consumption of entertainment products on television, it is important to look at various perceived costs. Kabaddi’s big advantage over cricket is its much shorter duration. This reduces the amount of time that a viewer needs to spend on a single match which in turn reduces the cost associated in terms of time.
PROMOTION Celebrity endorsement is a sureshot marketing tactic for the Indian market. Amitabh Bachchan, Sachin Tendulkar, Aamir Khan, Shah Rukh Khan, Aishwarya Rai, and Abhishek Bachchan were roped in to create curiosity, thus encouraging ‘trial’. ‘Repurchase’ was taken care of by the product quality. Highlighting the bandwagon effect that accompanies events/ IPs like the PKL, Hitesh says, "The more the number of people viewing a sport, the higher is the likelihood of discussions on that sporting event happening within the community that the consumer lives in. This enhances the experience of a consumer even further. With the involvement of celebrities
and the capturing of prime airtime on multiple Star Channels, Pro Kabaddi League was able to capture the attention of the critical mass. After it reached the influencers in the community, word-of-mouth played a crucial role in helping it increase its reach substantially." Just as the location makes or breaks a real estate business, “Time” is the king when it comes to events and broadcasting, and PKL made some slick moves in this regard. The league was launched during an away series of the Indian cricket team. Like IPL, PKL also got over in a short span of time — 37 days, ensuring that the excitement remained high throughout the duration of the event. Star Sports Pro Kabaddi is a premier initiative of Mashal Sports — a sports management company co-promoted by Anand Mahindra, Charu Sharma and Lex & Legal Services’ Rajiv Luthra. The league is formally backed by the International Kabaddi Federation (IKF), the Asian Kabaddi Federation (AKF), and the Amateur Kabaddi Federation of India (AKFI), who are closely associated with its organization and technical conduct. The 2016 edition was the third season of Pro Kabaddi League. The league saw a huge success in its second season, made a return for the third season just five months after completion of the second. Hyderabad hosted the opening leg of Season 3, with the first match being played between Telugu Titans and U Mumba at the Titan’s home turf, Gachibowli Indoor Stadium. Patna Pirates were the champions this year.
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SPORTS MARKETING | BRIEFS
KARTHIK RAMAN CMO, Head Products & Strategy, IDBI Federal Life Insurance
Limca Book of Record holders Sangeeta Shetty and Breeze Sharma, along with Karthik Raman - CMO, Head Products & Strategy, IDBI Federal Life Insurance, ran shoulder to shoulder with other enthusiasts for 12 hours at a stretch, experiencing the stadium run — the newest entrant on the running circuit.
Milind Soman Flags Off 12hr Stadium Run And Relay In Preparation For Debut IDBI Mumbai Half Marathon
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earing up for the inaugural IDBI Federal Life Insurance Mumbai Half Marathon scheduled in August this year, a 12-hour Stadium Run and Relay was flagged off by Milind Soman on June 19. 31 Ultra Marathoners also joined the celebrity fitness promoter in preparation for their debut run in the Maximum City, and to motivate Mumbaikars to participate as well.
The participants were required to run continuously on the track for a minimum of 10 hours to qualify. The winners were judged on the maximum number of loops covered in 12 hours. NagrajHabiha took the winning position for men at 265 laps in 12 hours, while Sangita Shetty remained as the only women to run continuously for 12 hours. Karthik Raman, CMO, Head Products & Strategy, IDBI Federal Life Insurance said, “We at IDBI Federal Life Insurance have been promoting running in India. We are proud of the performance of each participant today and glad to see such tremendous response from the Mumbaikars as our connection with Mumbai is always special. With the high levels of stamina and energy we have seen today, we are sure that the IDBI Federal Life Insurance Mumbai Half Marathon will see stiff competition for the titles.”
FIROZA SURESH Founder Cycle2Work
Over 900 Cyclists Participate In "The Smart Commute 2016" To Reduce Carbon Footprint
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ver 900 cyclists pledged to reduce carbon footprint recently by participating at the Smart Commute Initiative 2016. This initiative urges one to look beyond the health and environment benefits making our city a better place to walk, bike, live and breathe! The endeavour is to create awareness and educate the citizens of Mumbai about the benefits of cycling to work. The Cycle2work initiative, designed by a group of environmentally aware cyclists urges one to look closely at the health and environmental benefits of cycling and make it a way of life.
everyone who has supported this initiative and come along for the ride that'll make the difference.” We would also initiate cycle to work fridays in 17 business hubs starting from June 2016.
Speaking on the initiative Firoza Suresh, Founder, Cycle2Work, said, “I am extremely happy with the tremendous response from the people of Mumbai. We are here for the betterment of our society as well as individuals. I would like to thank
The Smart Commute Foundation is a team of like-minded cycling enthusiasts and environmentalists, led by its Founder, Firoza Suresh, a cyclist herself. They believe this will help the city reduce its carbon footprint, making it a better place to walk, bike, live and breathe.
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Ajoy Mehta, Hon Sec, Municipal commissioner, said, "I am glad to see such initiatives coming up for the betterment of the society. I am amazed to see so many participants who came forward and cycle on World Environment Day with an intent to experience and adopt cycling as a way of life".
SPORTS MARKETING | BRIEFS
BUNTY WALIA Owner GS Worldwide Entertainment
GS Entertainment's Charitable Football Match Between Abhishek Bachchan & Virat Kohli's Team
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S Worldwide Entertainment and Cornerstone’s fundraising initiative, ‘Celebrity Clasico 2016' was an exciting battle between Indian cricketers and the film stars. Reportedly, over 10,000 fans turned up at Mumbai’s Andheri Complex onJune 4 to cheer their favourite team players. The charity match between ‘All Stars Football Club’ (ASFC) and ‘All Hearts Football Club’ (AHFC) aimed at generating funds to support several charities. The football game that concluded with a tie was managed and executed by GS Entertainment. ASFC Team, which is co-owned by Bunty Walia, Abhishek
Bachchan and Ranbir Kapoor, had Arjun Kapoor, Aditya Roy Kapoor, Raj Kundra, Karan Wahi and Shoojit Sarkar, among others. While, Virat Kohli’s AHFC team featured cricketers, including Mahendra Singh Dhoni, Yuvraj Singh, Harbhajan Singh, Hardik Pandya and Shikhar Dhawan, to name a few. Bunty Walia, Owner, GS Worldwide Entertainment said, "The All Stars Football Club is always raising awareness for the love of football along with playing for noble causes. It was a great experience for ASFC to come and play football with the cricketers like Virat Kohli, Mahendra Singh Dhoni, Yuvraj Singh, Ajinkya Rahane, & others. It was fantastic to see the newly opened Mumbai Football Arena (Andheri Sports Complex) packed to capacity for this match. We would like to also thank Mr. Aditya Thackeray & MDFA to provide such a wonderful facility to the city of Mumbai."
stakeholders, allowing them to experience the new PEZ. This was managed by an in-house team. Spread over an area of 5 acres, Tao Experiences is located in the suburban area of Malad in Northern Mumbai. It offers a one-stop destination for all enthusiasts looking for adventure. It not only offers visitors the thrill and exhilaration of Polaris vehicles on a dirt track with slush pit, humps, sand and stones, but it also serves as an apt place for families to spend time. With exciting outdoor activities like paintball, zorbing, low rope course, bungee run, wall climbing, archery among others, the place ensures adrenaline-pumping action and a funpacked itinerary for visitors of all age groups.
Dirt Tracks And Outdoor Activities Spread Over 5 Acres: The Newest Polaris Experience Zone
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olaris India has taken the adventure quotient for enthusiasts in Mumbai a notch higher by opening another exciting off-road adventure track, Polaris Experience Zone, in the region. This is the 6th Polaris Experience Zone in the state of Maharashtra and 3rd in the city of Mumbai, after Virar and Borivali. The inauguration of Tao Experiences at Roaring Farm in Malad west, Mumbai takes the overall tally of Polaris Experience Zones to 54 in India. A launch event took place on June 23 for the media and other
Tao Experiences is equipped with artificially created undulated tracks with slush pits providing riders with a challenging and exciting trail for fun. The presence of skilled trainers at the facility ensures that the rider gets a chance to experience the ATV’s (All Terrain Vehicle) in a safe environment. Sharing his thoughts, Pranav Aggarwal, Owner, Tao Experiences - Malad said, “We are very excited to once again associate with Polaris India, having tasted success with our other two Polaris Experience Zones (PEZ) in Rajasthan. The PEZ concept is a perfect blend of pleasure and business. It not only acts as an arena for people to experience an off-road riding adventure, but also provides a business opportunity to entrepreneurs, amusement park owners and corporate tycoons looking for adventure as a vertical. In this new facility, we will be catering to all levels of off-road enthusiasts and ensuring high levels of fun and adventure quotients”. JULY - AUGUST 2016 EXPERIENTIAL MARKETING
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EXHIBITIONS AND CONVENTIONS / COVER STORY Here, we share with our readers an overview of all that happened at WOW this year.
Networking Evening A networking evening at Pluck Bar, Pullman New Delhi Aerocity set the tone for the next 2 days of the Awards and Convention. The anticipation was tangible, even as this year witnessed an unprecedented number of Award entries.
AWARDS AND
The Experiential Marketing Summit
CONVENTION ASIA CULTIVATING WOW EVENTS & EXPERIENCES
23-25
2016
NEW DELHI AEROCITY
WWW.WOWAWARDS.COM
ALL THINGS
WOW
The region's largest business and recognition platform for the Experiential industry, The WOW Awards and Convention Asia 2016 was packed with parallel sessions and workshops across 4 conference streams, 3 expositions and 5 segments of Awards! ExM reports on event highlights, session insights, and Award winners...
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ll who attended the 8th Edition of the WOW Awards and Convention Asia 2016 really did experience 2.5 days of awesomeness. Buzzing with sessions, workshops, networking lunches, and a lot more, WOW Asia 2016 took place from June 23 to 25, 2016 at JW Marriott New Delhi Aerocity and Hotel Pullman New Delhi Aerocity. There was something for absolutely everyone in the experiential business right from agencies to wedding planners, marketing honchos, brand heads and service providers. Since 2009, EVENTFAQS’ annual flagship property has seen tremendous growth, including the opening of its doors to all of Asia last year. This year, with EEMA as an associate, the expansion continued, this time featuring • 2.5 Days of Convention and Awards • 3 Co-located Expos: Event Show Asia, Experiential Planner Expo, and Experiential Venues Expo • 5 Groups of Award Categories encompassing MICE, Marketing, IPs, Weddings & Management • Over 100 speakers from around the World
The ultimate stop for the Asian experiential marketer and MICE planner, the ExM Summit took place on June 24 at JW Marriott New Delhi Aerocity. Hosted by Gitikka Ganju Dhar, the Summit featured back-toback sessions that addressed key issues in the industry, as well as highlighted areas of growth and opportunity, providing an excellent forum for discussion and debate. Speakers and panellists could not have been better selected to talk about their respective areas of expertise and provide the kind of insights that can only come from an ambitious and eventful practice. Here’s some of what came out of these six lively and enriching sessions: “I urge you as an industry to meet, to collaborate to compete. We are sitting at an anvil in a time in history when the government has taken it upon itself to showcase its work to the world. It is not shying away from talking about what it’s doing. There is a lot of opportunity. But competition and collaboration are both very important.” Roshan Abbas, NEC Advisor, EEMA and Chairman & MD, Geometry Global Encompass in his Welcome Address on behalf of EEMA. Endless Possibilities; Unlimited Effectiveness: The True Potential of Experiential Marketing This was a punchy and engaging session by Comar, packed with rich learnings interspersed with great videos that reminded all present exactly why they’re in the business of Experiential Marketing and why that’s such a great thing. “Everything is an experience and the experience is everything. When you actually bring a brand to life, it overrides everything you can say to influence behaviour. When you have real people reacting in a real way, you get a response that advertising cannot get you. The great thing about experiential marketing is you’re not limited by a piece of paper. With imagination and technology, there’s no limit to what you can do.” Daniel Comar, Executive Creative Director (Asia Pacific), Geometry Global (WPP Group) Experience as a Tool for Nation Building A Panel Discussion powered by Geometry Global/ Encompass Network highlighted recent changes and developments in the socio-political landscape, showing the implications of these for Experiential Marketing. There was a certain buoyancy among the panellists, who were all euphoric about the direction the government is taking when it comes to events.
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EXHIBITIONS AND CONVENTIONS / COVER STORY “Over the last two years, we’ve seen a lot. There is a sense of transparency and merit that has come. If you go after it, the government can be your biggest client.” Sukrit Singh, CEO, Encompass and Moderator for this session. “Experiential Marketing is the most important. We can say that sports is an industry like experiential marketing was earlier. Planning a bid for the Olympics is a big deal. We are only just beginning to make sports a priority. We have a long way to go and we are getting there.” Roshan Abbas
Joy Bhattarcharjya, Project Director, FIFA U 17 World Cup, India 2017 “What has been lacking in the socio-political space, a void that experiential marketing is now filling up, is collaboration. There is now greater coordination and collaboration. The space is more communicative and we are definitely connecting to aspirational India. This is taking the government forward. For instance, with International Yoga Day, the government is trying to create a consciousness where there are so many different aspects to an activity.” Vani Tripathy Tikoo, Former National Secretary, BJP
Daniel Comar
“The challenge is - how do we take these great events we do and scale them? In a campaign, we need to bring what is happening on ground to the digital space. When we do this, our Indian events, 3D holograms, etc become case studies internationally. It is a proud moment for us.” Arvind Gupta, National Head – IT Department, BJP “Politics affects our life, but it is not massively consumed, certainly not by the youth. An event depends on what you want to make out of it. By a proper plan, we can use these events to propel India as part of nation building. India is very good at execution. But we require a change of mindset from execution to planning.”
Sukrit Singh
Javier Ceppi, Tournament Director at LOC FIFA Under 17 World Cup India 2017 - LOC FIFA Under 17 World Cup India 2017 Analysis and Findings of the First-Ever ‘Future Trends in Experiential Marketing’ Survey
Joy Bhattarcharjya
In a session curated by Mike Van Der Vijver, Managing Partner, MindMeetings, interesting trends and insights emerged. Van Der Vijver used cutting edge tools to replicate the survey conducted over the last few months by EVENTFAQS and CS Direkt, in real time. This allowed for the collection of opinions of marketers present at the session, complete with real-time analysis and all. Multiple panels and audience participation kept the session upbeat and just a little noisy, in the best of ways. Key areas touched upon included experiential marketing budgets, technology in events, the role of digital in events, and trending customer touch-points. “We found that marketing teams want something different, and that what was working for them earlier isn’t working anymore. It’s important to talk them to understand what changes are happening in their marketing strategies and what they want out of experiential marketing”. Sanjeev Pasricha, Group CEO, CS Direkt
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EXHIBITIONS AND CONVENTIONS / COVER STORY “It’s important to get an experiential story out rather than just numbers. Traditional marketing has been more about telling the story. But to be able to involve the customer in the story, we have experiential for that. However, in a sector like finance which has a market all over the world, traditional marketing/advertising still has its place”. Sevantika Bhandari, Sr. Vice President & Head Marketing, DHFL “In FMCG, Experiential Marketing is really important. The total budget will increase because of technology and because customers demand more”.
Arvind Gupta
Saurabh Gupta, Marketing Head, Vanesa (Denver, Envy 1000 and other brands) “When we organise an event, it is very limited. But technology allows you to take this forward, and to customise it for each customer.” Shobha Vasudevan, Head - Corporate communications & PR, EMC “Live events provide a platform for amplification and also engagement. The platform actually links up into the lives of these consumers.” Prashant Sukhwani, Sr Marketing Manager, Bunge India Pvt Ltd
Javier Ceppi
“Whenever there’s an event, the client wants to know about the results. We need to use technology for that”. Ashish Tiwari, Sr Manager - Market Development, Jubilant Agri & Consumer Products Limited “When we have an event, we reach out to say, 500 to a 1000 people. But digital allows us to take this forward to millions.” Alexander Valladares, Senior Marketing Manager, MTV “We are serving a very mass and complex society. We need to understand the interests of people, when they’re going out, where they’re going, and so on. Accordingly, we have different types of beverages and also different types of events. You have to address different communities.”
Sanjeev Pasricha
Prashant Sukhwani
Neeren Tiwari, Director, Funbars Hospitality – Flyp@MTV “The most memorable event I ever went to used technology to customise experiences at the event. There was a sign which welcomed individuals by name, and a screen that allowed for Q&A’s to be done seamlessly.” Satish Upadhyay, Head- Marketing, Amazon Seller Services Sevantika Bhandari and Saurabh Gupta
Dubai Business Exchange: Opportunities for Market Expansion / Enhancement Recent years have witnessed Dubai emerge as a leading market for events and entertainment, attracting top artists and performers from around the world. With a huge Indian diaspora population, it is not surprising that Indian event companies are increasingly looking to get entrenched in this market. Attending a session that laid bare barriers to entry, specific challenges, and areas of opportunity, was no doubt an important step for marketers who’ve begun the very exciting journey of doing business in Dubai. Shobha Vasudevan 58 JULY / AUGUST 2016 EXPERIENTIAL MARKETING
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EXHIBITIONS AND CONVENTIONS / COVER STORY “Countries around India are set for exponential growth. When it comes to events and experiential marketing, the popular vote among these goes to Dubai.” Brian Tellis, Director, Fountainhead MKTG and moderator for the session
Ashish Tiwari
“Dubai has brilliant infrastructure to get in people. It also addresses a large number of people from South Africa, South East Asia, India, and so on from all walks of life through niche events. Dubai has expanse in a relatively small geographical area. For any industry, Dubai fits in well.” Rajesh Kejriwal, Founder CEO, Kyoorius Group “Consumer spend is overall growing at an incredible pace. On the back of the recession, Dubai has emerged very strong. There is a huge confidence in consumers. Companies realize the power of events. Post Expo 2020, there will be a lot done to maximise the impact of the event. There will be improvements in infrastructure, new venues, hotels, and a continued expansion of logistics. Where we’ll go, we cannot predict. But the organisers want to maximise global involvement in the Expo and beyond.”
Mike Van Der Vijver with Neeren Tiwari and Saurabh Gupta
Steen Jakobsen, Director, Dubai Business Events “It is not so difficult to start up in Dubai. IP’s, especially Sports IP’s have a far greater earning potential than in India. You also have Design District and Academic City and other various niche areas that have developed. We should grab opportunities.” Deepak Choudhary, Founder and Director, Event Capital
Satish Upadhyay
“Dubai has the most modern infrastructure and tourism, and is the most attractive proposition to do business. From 2017 onward, there will be a lot of support from the government as well, which hasn’t come in yet. However, it is not an easy market. Sponsorships are very low. And most ticket sales happen at the very last minute, making it very stressful in the period leading up to the event. But it is very easy to start shop. A lot of the barriers are introduced by the Indian and not the Dubai government. For instance, all local directors have to operate from Dubai, not India – something imposed by the Indian government.” Mohomed Morani, Director, Cineyug The Experiential Dictate for Auto Brands
Brian Tellis and Rajesh Kejriwal
The final session acknowledged the very special place Auto Expos and Shows occupy in the Experiential Marketing space. With BTL being such an important component of marketing plans of Auto companies, the experiences they produce tend to liven up the experiential landscape in a way that no other product can quite do, setting new standards every year. “There will be more autoshows in India on a national, regional and local basis. Why? Because they work. India is the 5th largest auto market in the world, and it accounts for over 7% of the country’s GDP. Global auto companies are coming here for good reason. With Auto Shows, shoppers are paying to be marketed to. This comes with a responsibility to entertain.” John Tulloch, Global Account Director & Senior Vice President, George P. Johnson Experience Marketing
Steen Jakobsen
“Auto Expos can be a game changer, like with Chevrolet in 2008. For us, a venue for Auto Expos is always a challenge. In Noida, a JULY / AUGUST 2016 EXPERIENTIAL MARKETING 59
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EXHIBITIONS AND CONVENTIONS / COVER STORY lot of learnings happened, and this year we got a lot of things right. Getting used to the venue plays a big role.” Rasheed Sait, Managing Director, George P. Johnson – India “There’s no better place than an Expo to showcase your cars. You don’t just calculate ROI on sales, but also on how you push your brand, how involved people get with your brand. There’s also a lot of media at the Auto Expo.” Anirudh Lamba, Head - Brand Communications, #MadeofGreat Campaign & Tiago, Tata Motors
Deepak Choudhary
“When it comes to electric mobility, in India there are 2 big barriers – price and structure. Last year, we had The Electric Expedition. And people are getting more eco conscious now. Customers are changing.” Rohit Isaac, Head- Brand Experience, Mahindra Reva Electric Vehicles “People are willing to do a lot to get to the brand. With the last Auto Show, we had a line of people waiting to get to our stall.” Anish Arora, Senior Manager – Events, Audi India
Mohomed Morani
John Tulloch
“To gain mindshare, we have to go the emotional route.” Rajeev Malik, Senior General Manager ¬ Marketing & Brand, Mahindra & Mahindra, Truck and Bus Division Workshops and the Knowledge Exchange Together with the sessions that made up the ‘Market Insights’ segment of the ExM Summit, workshops and a Knowledge Exchange were held at the same venue in Studio 1 and Studio 2, respectively. Digital is increasingly important to Engagement. But what exactly is considered effective digital integration?
Rajeev Malik and Rasheed Sait
In his session on the use of digital technology in experiential marketing, Mandeep Malhotra, Founding Partner and CEO, The Social Street spoke about the assimilation of technology and humanology as the next big factor in experiential marketing. The key insight he delivered is that humans are emotional beings while technology is calculative, but the counterbalance of both works wonders. As Indians we are so adoptive of new and modern technology, but as event managers we are shy to use technology. So imagine, if we marry the aspects of human emotion and technology, we can activate all the 5 senses of the audiences and do wonders. Anirudh Lamba
As an example of how technology can take human emotions to a whole new level with Experiential Marketing, he spoke of the Good Day Britannia Filmfare Smile campaign where Bollywood Stars assembled at the Filmfare 2016, sent a live message to underprivileged kids and made them Smile through a digital kiosk. How a Convention Bureau can help evolve your MICE programmes, and your Business! In this session moderated by Verena Jandak-Hollenthoner, Marketing Manager - USA, Canada, Australia, India, Vienna Convention Bureau, panellists including Vishal Dhale, VP & Head Sales: Reward & Recognition, Birla Sun Life Insurance;
Anish Arora
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EXHIBITIONS AND CONVENTIONS / COVER STORY Oum Pradutt, Director, Phase 1; Abhishek Kumar, Head of Digital, Online Sales and Customer Engagements, India First Life Insurance; and Vinod Janardhan, Director, Team Rustic, threw light on the importance of a convention bureau in the field of MICE. They discussed how compliances are a major challenge, emphasising that a convention bureau can facilitate tough processes like Visa applications, help in bureaucratic matters and serve as a channel between the event agency and the hosting country. They also help immensely in connecting for local resources, sightseeing, shopping, and venues. Another insight from the session was that India as a country does not have a positive perception and is seen as an unprofessional country. It was observed that that a huge gap exists between people who understand the need of Experiential Marketing and the people who don’t know MICE at all. So it is imperative to have suppliers in those destinations who know the Indian market.
Brand launches, and why they have to create buzz! Moderated by Khantil Mehta, Director, GoBananas this session featured as panellists Atul Nath, Managing Director, Candid Marketing; Amit Tiwar, Director Marketing, Indian Subcontinent – Brand, Communication & Digital, Philips; Neeraj Seth, Head of Marketing, HTC Middle East and Africa (MEA); and Anirudh Lambha, Brand Head – Tiago, TATA Motors. The panel remarked extensively upon how storytelling has become imperative in Brand Launches. Earlier, speed was thought to be the essence, but today it’s all about storytelling and most brands nowadays are most interested in this approach to their launches. Marketing has evolved from being mass-media-centric to being experiential; hence we have a great role — as experiential marketers we are now also storytellers. Due to this change in the approach, there needs to be a great customer connect, where the customer is at every stage.
What is Meeting Design?
B2B Marketing for brands, can also be Cool!
Speakers Mike Van Der Vijver, Managing Partner, MindMeeting, and Nitin Sharma, Chief Ideator and Co-Founder, Strategic Engagement and Event Solutions helped shed light on meetings as a specific form of communication, demonstrating how well-structured Meeting Design can dramatically improve the quality of meeting programmes. One hour, dense with content and experiences, the reference for this session was the seminal book ‘Into the Heart of Meetings, Basic Principles of Meeting Design’.
The moderator for this session was Ankur Kalra, CEO and Founder, Vibgyor Brand Services, while the panel comprised Tarun Aggarwal, Business Head, Communique; Navneeth Mohan, Founder and CEO, Laqshya Live Experiences; Shobha Vasudevan, Head – Corporate Communication and PR, EMC; Manish Bhagat, Commercial Operations Leader, Wella at Procter & Gamble; Hanneli Slabber, Country Head (India), South African Tourism; and Satish Upadhyay, Head Marketing, Amazon Seller Services.
Barcelona for MICE
The session highlighted how the differences between B2B and B2C are blurring, where now People to People or P2P Marketing is gaining traction. And in this new age of marketing, it is the influencer who plays a critical role. In a business where B2B is important, a credible influencer from the industry can make an immense difference to the results.
Curated by Elena Altemir, International Promotion Manager India, Scandinavia & Southern Europe, Barcelona Convention Bureau, this session saw participants Kashyap Biyani, Head – Meetings, Conferences & Events, Cipla Ltd.; Sushil Shamlal Wadhwa, Founder & CMD, Platinum World Group; Vishal Aneja, Head-Marketing, Kurlon; and Arun Prakash, National Sales Co-ordinator, Outbound MICE, Cox & Kings equip attendants to better plan corporate incentive programs in Barcelona and the region around. Joining Elena in this Workshop was Oscar De Dalmases, Sales Manager of Pullman Barcelona, to share learnings from working with Indian groups and also offer great packages exclusively for delegates of the WOW Convention Asia 2016. Rural Marketing is only for the Very Wise! In this session moderated by Rajkumar Jha, Creative Consultant, Rural and Health Communication and Vice President, Rural Marketing Association of India (RMAI), speakers Sanjay Kaul, President, RMAI and CEO, Impact Communication; Dalveer Singh, Leader, Emerging Market, Group M Dialogue Factory; Prashant Sukhwani, Senior Marketing Manager, Bunge India Pvt. Ltd.; and Vijay Sharma, General Manager (Head: Rural Business), GSK Consumer Healthcare discussed evolving mediums in Rural Marketing, exploring why certain tools work more effectively than others. Insights shared reinforced the fact that commitment and insight to the market is the only success model.
The role of events in building a B2B business is also important and can help companies gain awareness and engage stakeholders in an interesting way. The key is that it should help in building the end-consumers’ business first
Audio-Visual and Experience Summit Technology is changing the face of business, and events are using it to turbocharge customer experiences like never before. As a conscious innovator in the ecosystem of event experiences, the WOW Awards and Convention Asia featured the AVX Summit where Asia’s leaders in event technology shared insights and learnings, tracing how audio-visual experiences have evolved across borders. The AVX Summit took place on June 24 at Pullman, Aerocity New Delhi and was hosted by Riaz Basha. Keynote Address In his keynote address to the fraternity, Lee Charteris, Vice President – Operations, Flash Entertainment and President - Middle East Chapter, International Live Events Association (ILEA) spoke of development triggers and the evolution in event production in developing nations. Charteris noted that in the field of technology, every nation is developing – at some stage or the other, so the way to move ahead is to shake off labels that are becoming increasingly irrelevant in a flattening global scenario. JULY / AUGUST 2016 EXPERIENTIAL MARKETING 61
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EXHIBITIONS AND CONVENTIONS / COVER STORY
Mike Van Der Vijver
Lee Charteris
Vijay Sablok
Abhishek Mehta
Avik Prabhu
Soham Sarcar
He suggested that the world’s eyes are focused on Asian nations - the money is here, the consumer base is here, every conceivable technology is here or eyeing an entry; so why think of ourselves as emerging nations? However, there is a significant dearth of venues, making it necessary for event companies to construct venues to accommodate ideas and scale – this makes events time-consuming and expensive. “A solution to India’s dearth of venues might go a long way in attracting top entertainers who are eager to come to Asia, and particularly India, to perform. When it comes to technology and digital focus, a lot of companies think exclusively of data mining as the biggest advantage. However, you’re not likely to get quality data from an event whose production level leaves audiences underwhelmed.” New-Tech for Pro-Experience Creation The other important aspect of the changing face of events with technology, is the use of newer technologies for pro-experience creation. A panel comprising Vijay Sablok, Technical Director and Proprietor, Event Resource; Abhishek Mehta, CEO, Scoop Holdings; Avik Prabhu, Managing Director, Showtime Group; Manish Mavani, Director, SNL Pro; and Soham Sarcar, Co Founder, Transhuman Collective discussed how technology both wows audiences as well as makes the event experience convenient and intuitive. Audience tracking in real time, and Apps for Q&A, feedback and polling are just some event experiences enabled by technology. Measurement has been a sore point with live experiences for long, and technology promises to remedy that Achilles Heel. Measuring event effectiveness, both qualitative and quantitative, makes it possible to demonstrate ROI to brands. While everyone is consumed in the novelty that technologies
offer, an important word of caution as far as the events industry goes is that a technology innovation is only as good as the experience it delivers. The latest technology may leave the audience unimpressed if not applied in the narrative of the experience. A first step to the effective adoption of technology that can deliver bespoke experiences is to understand what works in every individual instance. In LIVE events the key is how sensory a technology experience can be made; some carefully planned experiences have used not just audio and video, but smell and motion sense stimulation as well. As far as tech-enabled experiences are concerned, your imagination in application is your ticket to success. Large-Scale Events: You’re Only as Good as Your Tech and Production Team In India, the most successful technology experiences have been seen in large scale events, where organizers have had the time and budgets to create exemplary experiences that have left a lasting impact. A panel moderated by Sukrit Singh, CEO, Encompass and featuring tech innovators Neale Murray, Co-Founder & COO, Fountainhead MKTG; Shubhra Bharadwaj, Founder & Director, Ferriswheel Entertainment; and Warren D’Souza, Director, SOUND.COM discussed instances where technology delivered outstanding experiences and warned about loopholes to look out for. To practise breakthrough tech-thinking, event companies handling large scale events should have an in-house knowledge and innovations team with the imagination and know-how to devise custom experiences.
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EXHIBITIONS AND CONVENTIONS / COVER STORY
Neale Murray
Gitikka Ganju
Vipul Agarwal
Manish Mavani
Sushant Mehrotra
Riaz Basha
The biggest challenge to adopting innovative technology in events, identified by the expert panel, was a gap in understanding of what exactly can be accomplished and in how much time. The IPL ceremonies over the last few years have been ideal grounds for experimentation as well as learning, with the vagaries of weather playing spoilsport. Large-scale events are often driven outdoors for want of permanent venues of the necessary size. This makes contingencies, backups and precautions essential to safeguard equipment and ensure delivery of the experience. In a global scenario where new technology solutions are mushrooming faster than anyone can foresee, collaboration stands out as the single most important mantra for success. Technology is specialized and equipment necessary – making it impossible for even large incumbents to ‘own’ everything. The route to success is a balance between innovation, knowledge and imagination. Eventtual Future Hub Workshops A total of 8 Workshops were held as part of AVX on June 24 and 25. In Production Essentials for Non Production Professionals, speakers and anchors including Abhishek Mehta, CEO, Scoop Holdings; Warren D’Souza, Director, SOUND.COM; and Manish Mavani, SNL Group shared with attendants the basics of event production. A workshop by Sushant Mehrotra, CEO, IRS Communications followed on ‘Understanding and Exploring Mapping on LED’. Next, Deepak Girotra, Owner, Visual Displays, shared on ‘INNOVATION- Printing on Sustainable Eco Friendly Sun-fabric’, followed by Vipul Agarwal, Managing Partner, Expro Events & Exhibits whose workshop was titled
‘Exploring the Nuances of Temporary Event Infrastructure. He was followed by Vijay Sablok, Technical Director and Proprietor, Event Resource who conducted a walk through the different techniques and latest technologies used in creating a spectacular video display. The workshop also presented the compelling case study of the largest building mapping project done in India in Jodhpur. ‘Why Tech?’ was moderated by Lalit Chadha, Co-Founder and Chief Curator, Strategic Engagement and Event Solutions (SEES), with speakers Andrius Ziuraitis, Co-Founder, The Mo’Joes; Hariom Seth, Founder, Tagglabs; Nitin Sharma, Chief Ideator and Co-Founder, SEES and Alet Viegas Founder, Eventbuoy discussing on the subject ‘Event Technology: ROI, Fun or Tectonic Shift!’ The final workshop in this segment, ‘Breaking Down the Concept of Effective Digital Integration’ was conducted by Hariom Seth with the goal of demystifying the hype around the buzzword 'digital integration'.
Live Asia Summit Hosted by Gitikka Ganju Dhar, the first ever LIVE Asia Summit took place on June 25 at Pullman New Delhi Aerocity. The Summit was designed to be the definitive meeting platform for organisations and professionals involved in the LIVE Entertainment Industry in Asia to tap the true potential of the business through shared learnings and collaborations. Through 5 carefully crafted sessions addressing key issues and identifying niche areas of growth, LIVE Asia Summit produced plenty of insights to guide all those directly or peripherally involved in the LIVE Entertainment industry. JULY / AUGUST 2016 EXPERIENTIAL MARKETING 63
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EXHIBITIONS AND CONVENTIONS / COVER STORY The Keynote Address The keynote address by Harindra Singh provided an honest look at the business of creating large-scale LIVE events like Sunburn. Despite the success of the festival, Singh pointed out that a lot remains to be done before events like these can truly become profitable for organisers. Having a vision for your property is important, and brands remain an important asset to help you realize your event. But government policies as well as the culture of not buying tickets has to change. “Entertainment can never run out of fashion. If we can get millennials off their screens and to engage, then we can get these brands on board. If you ask someone which brand’s ad they watched, they may remember the ad but not the brand. But if you ask him which brand was present at an event he attended even 6 months ago, he’ll remember because he would have engaged with the brand.”
Why Tech? Session in progress
Harindra Singh, Chairman & Managing Director, Percept Limited All Eyes on Live This session went over the growing market for IPs that target the masses as well as niche audiences. The panel spoke about their personal experiences conceptualising and building their IP brands, sharing the results they’ve witnessed and the learnings they’ve gleaned.
Harindra Singh
“We’re more and more living in the LIVE events economy. Everyone is professing that LIVE entertainment is an integral part of the economy. Just 1-2% of events are IPs, but 20% of the revenue comes from it. There’s 2 ways to look at it – from a brand perspective and from a customer perspective.” Brian Tellis, Director, Fountainhead MKTG “LIVE is really important in what we do, largely because it feeds into what we shoot, and what goes on screen. When a brand comes to us, not every event can be as big as a Sunburn. So the sociability of the event is very important – we need to get to screenagers using new tools like Facebook Live and Periscope.”
Rajat Uppal
Warren D'Souza
Alex Valladares, Senior Marketing Manager, MTV “In LIVE entertainment/theatre, the audience is a participant – they’re almost a performer. And this is what differentiates the LIVE space from other media. Rather than just witnessing something on screen, the audience gets to be a part of it all.” Vikrant Pawar, Show Director & Head–Live Entertainment, Disney “We started with radio, but then we thought why don’t we create IPs. We already have the current music, so we can have events and then amplify it on air.”
Vikrant Pawar
Rajat Uppal, National Marketing Head, 93.5 Red FM “We are doing campaigns on social media, but the loop doesn’t close there. It’s not just about managing shows and entertainment, but about how I can optimise on the talent.” Sanujeet Bhujabal, Senior Director Marketing, Sony Music “If you visualise the IP as a brand to begin with, it provides the opportunity to actually carry the brand to various products. It’s important to manage the look and feel, and the tonality of the
Sanujeet Bhujabal
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EXHIBITIONS AND CONVENTIONS / COVER STORY IP. You need to have a much larger vision than the platform itself. Investors only look at your idea, so you are only limited by your imagination.” Malcolm Raphael, Business & Creative Head, BrandScope Entertainment IPs: to Build? To Borrow? Or Just be Inspired!
Swaroop Banerjee
IP’s which set out to entertain large audiences through a captivating LIVE experience have the unique challenge of surpassing new standards set every year, both by their own IP and other entertainment IP’s. In India, events of this scale and grandeur are still a relatively recent phenomenon, despite which many IP’s have achieved production values at par with global standards. So much so that the Indian market is now importing IP’s from around the world as well. This session was packed with stories and experiences from these leading Entertainment IP builders. “There’s a lot of new markets that have opened up in the last few years when it comes to IPs.” Swaroop Banerjee, CEO, Event Capital
Shubhra Bhardwaj
“It’s about the total experience, top to bottom, a level of technical finesse, creative and marketing understanding, creating a brand and pushing it forward.” Shubhra Bhardwaj, Founder & Director, Ferriswheel Entertainment “India is a very big market and there’s a lot to explore. With Sensation, the question we got asked a lot was ‘why Hyderabad?’ We got a lot of support from the local government which wanted to put the city on the map, which is why we picked Hyderabad.” Brenda Munsterman, GM, Sensation Amsterdam (ID&T)
Malcolm Raphael
Thanush Joseph
“There was a community of bikers that needed to be brought together. This is the basis for all IPs – you find a community that needs a platform. With IPs, we also wanted to get our people to learn how to ‘own’ things. So we took ownership. It offers a chance to work with our clients as partners. Otherwise earlier, we were just agencies, one of the vendors. We needed to move up.” Thanush Joseph, Director – Marketing, 70 EMG “What we realized quite early on is that sponsors need reach in the Indian market, both vertical and horizontal. Earlier we thought potential lied only in Mumbai, Delhi and Bangalore, but then we realized there is potential in smaller cities and towns as well. With IPs, there’s also a move from spirits and alcohol brands to consumer brands. So there’s a lot of new markets that have opened up in India.”
Brenda Munsterman
Manuj Agarwal, CEO, Percept Live The Future of LIVE Models for doing LIVE events are constantly evolving, allowing new stakeholders a place in determining the overall direction that LIVE Events will take, whether these be IP’s or one-off events. Panellists shared their views on what’s changing, what’s going to change, and what will remain core to the success of this space.
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EXHIBITIONS AND CONVENTIONS / COVER STORY “We’re all keen on where the next generation is going”. Girish Raj, Business Head, Insider.in and moderator for the session “It’s all about corporatizing your content. You have to know who the decision-makers and who the facilitators are in a company you approach.” Ashvin, Gidvani, M.D & Producer, AGP World “There have to be other models of engaging with culture. We’ve managed to reimagine the corporation as a cultural space, not just a sponsor to be kept at arm’s length. There tends to be a lack of imagination, not among content creators, but among sponsors and the government. No one wants to think of themselves as eco-system creators for a period of 10-15 years. There’s a lot to do in terms of widening the eco-system through training and so on.”
Girish Raj
Parmesh Shahani, Head, Godrej India Culture Lab “The primary reason enough large venues paces aren’t developed is real estate. Also, people love to frequent places that are seemingly busy. Managing larger spaces is a big challenge. Look at Blue Frog – you have this huge space, but sometimes there are just around 50 people there. This is a huge deterrent. Also, it comes down to how much revenue you can get from F&B.”
Ashvin Gidvani
Neeren Tiwari, Director, Funbars Hospitality “It’s all about passion, the rush you feel at the end of an event. So it is the risk and the scale which make that possible. We scaled up events as IPs with a particular brand at the centre. The other think we took care of was content. That is what takes the brand forward. You have to have insight, a passionate team, and a vision of at least 5 to 10 years.” Jaideep Singh, Senior Vice President, LIVE Viacom 18 Sponsors Now Want to Own It!
Parmesh Shahani
When IP owners create their brand with a long-term view in mind, they quite naturally seek partners who are in it for the long haul. Brands, on the other hand, constantly evolve or simply change hands, and cannot always tie themselves so inextricably to these properties. This dichotomy formed the crux of this session, with marketers sharing their views on whether they want to ‘own it’. “It seems like it’s no longer about the ground touch point alone, but amplification.” Shaju Ignatius, Business Head – Optimal X, The Times Group Alex Valladares
Neeren Tiwari
“You need to look at what your objectives are. You need to look at what your ROI is. It doesn’t make sense to just have your logo on a T-Shirt. You don’t need to be a sponsor at a big event because you don’t need those eyeballs. So if you can ‘own it’, that’s best. With Lakme Fashion Week, consistency has paid off. You need to look at ROI from a long-term perspective. Any brand can replace another in an IP, so the integration has to be stronger.” Mahesh Kanchan, Marketing Head, Carlsberg “There is a need to get the brand at an earlier stage of development of your IP. Pick a few brands which reflect the same ethos you think you want to create, and then co-create the IP. One of the reason’s we’ve stuck with NH7 is because we’ve managed to showcase value.
Jaideep Singh
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EXHIBITIONS AND CONVENTIONS / COVER STORY The LIVE engagement platform has a certain ethos. And so does the brand. So the two have to come together really well. We’re also looking at through the line – how do we take that property and build a 360 degree marketing plan around it.” Anshuman Goenka, Category Head – RTD, AMEA Region, Barcadi
Shaju Ignatius
“When brands come and own IPs for less than 2 years and then wash their hands off it, I’m unable to build my brand because I was building the brand’s brand. So this is a constant issue we face as IP owners. The only way we can sustain a brand-owned IP is if IP owners manage to sell their proposition to the organisation or the brand, rather than to the Marketing Head as a person.” Mandeep Malhotra, Founding Partner & CEO, The Social Street “Whether it’s regional, national or in Dubai, we’ve consciously decided that we only want to ‘own it’ when it’s short-lived. IP owners need to understand my product cycle and my business cycle. Whenever an agency comes to me with an IP, I feel they’re there for a quick bargain; and it’s true that they are in 98% of cases. So we wait till the end and then pick what we want to do. Every brand is a Brand for ROI; Brand for Purpose is just a philosophical aspect.”
Mahesh Kanchan
Neeraj Seth, Head of Marketing, HTC, Middle East and Africa
Experiential Celebrations Summit To celebrate and recognize the best talent, trends, success stories and insights of this industry, the Experiential Celebrations Summit was organized as part of the WOW Awards and Convention Asia 2016 on June 25 at JW Marriott New Delhi Aerocity. Speakers at the Summit were
Anshuman Goenka
Mandeep Malhotra
• • • • • • • • • • • • • • • • • • •
Samit Garg, Director, E-Factor Entertainment Sumant Jayakrishnan, Director, Scenografia Sumant Louay Mardam Bek, Founder, LMB Event Planning Karishma Hundalani, Editor, ExCel Magazine Geeta Samuel, Director, Q Events Aditya Motwane, Motwane Entertainment and Weddings Nitin Nathur, VP, Wedding Design Company Tobia Salvadori, Marketing Manager, Convention Bureau Italia Jaideep Venugopal, Director, BlueMarble Destinations Bunyat Ozpak, MD, Inventum Weddings Turkey Devika Narain, Director, Devika Narain & Company Swati Pandya Sood, Director, Ferns N Petal Priti Sidhwani, Director, Dreamzkraft Punit Jasuja, Creative Director, Second Floor Studio & Punit Jasuja Productions Manoj Gopalani, Director, 7TY7 Entertainment, 9TY9 Travel, Var Vadhu Raj K. Batra, Founder, Director and CEO, Golden Vibes Event and Weddings Gagan Takyar, Managing Director, INvision Entertainment Pvt. Ltd Aarti Matoo, Director, Momentum Sushil Shamlal Wadhwa, Founder and CMD, Platinum World Group
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EXHIBITIONS AND CONVENTIONS / COVER STORY
AWARDS AND
CONVENTION ASIA CULTIVATING WOW EVENTS & EXPERIENCES
23-25
2016
NEW DELHI AEROCITY
WWW.WOWAWARDS.COM
The WOW Awards and Convention 2016 concluded with two dazzling award ceremonies on June 24 & 25 at the Pullman Aerocity New Delhi where the best experiential campaigns in Asia were recognized. The award ceremonies were hosted by Riaz Basha and Gitikka Ganju Dhar on Day 1 & Day 2, respectively and saw a total of 226 metals (70 Gold, 81 Silver and 75 Bronze) presented across category groups of Business/MICE Events, Experiential Marketing, Event Intellectual Properties, Experiential Celebrations and Experiential Management.
1. CORPORATE INCENTIVE EVENT OF THE YEAR (STANDALONE) GOLD
BOI MEDIA
SANTOOR MAHA JALSA 5
SILVER
LAQSHYA LIVE EXPERIENCES
JASHN PROJECT G
BRONZE
FOUNTAINHEAD ENTERTAINMENT PVT. LTD
ADITYA BIRLA GROUP AWARDS FOR OUTSTANDING ACHIEVEMENT 2015
2. CORPORATE INCENTIVE PROGRAMME OF THE YEAR GOLD
MOVING HEADS EVENTS PVT LTD
ZENITH FALAKNUMA 2015 FOR ICICI PRUDENTIAL AMC MF
SILVER
MOVING HEADS EVENTS PVT LTD
THE TITANS AMSTERDAM 2016 FOR BAJAJ FINSERV
SILVER
PHASE 1 EVENTS & EXPERIENCES
TITAN BUSINESS ASSOCIATES MEET 2015
SILVER
BMT EVENTS & HOSPITALITY
ICICI PRUDENTIAL LIFE INSURANCE STAR CLUB 2015
3. CORPORATE MEETING OF THE YEAR GOLD
STIR
GE TECH MELA
SILVER
CREAM EVENTS (INDIA) PVT LTD
SUZLON TECH VISION 2020
BRONZE
LAQSHYA LIVE EXPERIENCES
AUTODESK UNIVERSITY 2015
BRONZE
BOI MEDIA
SENIOR LEADERSHIP SUMMIT 2016
4. CORPORATE CONFERENCE OF THE YEAR GOLD
FOUNTAINHEAD ENTERTAINMENT PVT. LTD
SILVER
LAQSHYA LIVE EXPERIENCES
ADITYA BIRLA GROUP AWARDS FOR OUTSTANDING ACHIEVEMENT 2015 YOLO
SILVER
CREAM EVENTS (INDIA) PVT LTD
SUZLON TECH VISION 2020
BRONZE
LAQSHYA LIVE EXPERIENCES
AUTODESK UNIVERSITY 2015
5. ASSOCIATION CONVENTION OF THE YEAR GOLD
WIZCRAFT INTERNATIONAL ENTERTAINMENT PVT LIMITED
SILVER
PERCEPT D MARK, A DIVISION OF PERCEPT LIMITED
MAHINDRA TRANSPORT EXCELLENCE AWARDS 36TH ASIAN RACING CONFERENCE
BRONZE
WIZCRAFT INTERNATIONAL ENTERTAINMENT PVT LIMITED
FHRAI 50TH ANNUAL CONVENTION
6. CORPORATE TRAINING / EDUCATION PROGRAMME OF THE YEAR GOLD
STIR
GE TECH MELA
SILVER
PHASE 1 EVENTS & EXPERIENCES
DELL INDIA IT EXECUTIVE SUMMIT 2015
BRONZE
LAQSHYA LIVE EXPERIENCES
DRUPALCON ASIA 2016
BRONZE
INTERFACE COMMUNICATIONS
MPOWER
7. CORPORATE TEAM BUILDING ACTIVITY OF THE YEAR GOLD
LAQSHYA LIVE EXPERIENCES
YOLO
GOLD
D'FRENS MANAGEMENT CONSULTING INDIA PVT LTD
HEWLETT PACKARD ENTERPRISE - THE BIG PICTURE
SILVER
D'FRENS MANAGEMENT CONSULTING INDIA PVT LTD
TATA COMMUNICATIONS CIO MEET: ESSENCE OF EXCELLENCE
BRONZE
MOVING HEADS EVENTS PVT LTD
ANNUAL HR AWARDS FOR RELIANCE GENERAL INSURANCE
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Fountainhead Entertainment Pvt. Ltd.
Laqshya Live Experiences
Jagran Prakashan Ltd.
BOI Media
Stir
8. GOVERNMENT CONVENTION OF THE YEAR GOLD
ENCOMPASS & ICE
INDIA AFRICA FORUM SUMMIT, 2015
SILVER
LITMUS MEROFORM
MAKE IN INDIA WEEK
BRONZE
ENCOMPASS EVENTS PVT LTD
RESURGENT RAJASTHAN PARTNERSHIP SUMMIT 2015
9. BRAND ASSOCIATION WITH AN ENTERTAINMENT PLATFORM GOLD
THE SOCIAL STREET
TAKING RED CARPET TO DHARAVI
SILVER
CARAT MEDIA SERVICES INDIA PVT. LTD
THANK GOD ITS FRYDAY-2
BRONZE
CANDID MARKETING
PEPSI URTHECAST
10. BRAND ASSOCIATION WITH A LIFESTYLE / ART PLATFORM GOLD
LAQSHYA LIVE EXPERIENCES
EQUAL STREETS
SILVER
ENCOMPASS EVENTS PVT LTD
GILLETTE VENUS EDM SAREES
BRONZE
TEAM 1 ENCOMPASS
BUDWEISER - BUD & BURGERS
11. BRAND ASSOCIATION WITH A SPORT PLATFORM GOLD
WIZCRAFT INTERNATIONAL ENTERTAINMENT PVT LIMITED
RED BULL F1 SHOW RUN HYDERABAD
SILVER
T.I.C.
TATA MOTORS T1 RACER PROGRAM 2016
BRONZE
JAGRAN SOLUTIONS
ADIDAS UPRISING
12. BRAND ASSOCIATION WITH A BUSINESS PLATFORM GOLD
PERCEPT D MARK, A DIVISION OF PERCEPT LIMITED
FORBES INDIA LEADERSHIP AWARDS 2015
SILVER
DAINIK BHASKAR GROUP
DISRUPTORS AWARD
13. ON-GROUND PROMOTION OF THE YEAR FOR BRAND AWARENESS GOLD
JAGRAN PRAKASHAN LTD
CREATING A NEWSPAPER FOR THE FUTURE BY THE FUTURE
SILVER
CHEIL
DU BIG WEEKEND
BRONZE
ZEECO MEDIA PVT. LTD.
AMAZON TATKAL
14. ON-GROUND PROMOTION OF THE YEAR FOR SALES VOLUME GOLD
TOAST EVENTS PVT. LTD.
GOLD
CHEIL
SUPER SATURDAY - 24 HOURS SALE IN MUMBAI DU BIG WEEKEND
SILVER
BEEP EXPERIENCE MANAGEMENT (P) LTD
AMAZON KINDLE ACTIVATION
BRONZE
LAQSHYA LIVE EXPERIENCES
CARATLANE BRAND PROMOTION
15. SMALL BUDGET ON-GROUND PROMOTION OF THE YEAR GOLD
IMPACT COMMUNICATIONS
ENO DHABA - GSK
SILVER
VRITTI SOLUTIONS LTD.
GOODKNIGHT FASTCARD-NASHIK KUMBH MELA ACTIVITY
BRONZE
JAGRAN PRAKASHAN LTD
A NEWSPAPER ACTS AS A GALVANIZING FORCE TO REVIVE A DYING LAKE
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CHEIL
Communique Solutions Pvt. Ltd.
d’ferns mangement consulting India Pvt. Ltd.
Encompass & ICE
16. CONTACT PROGRAM OF THE YEAR (SCHOOL/COLLEGE/SOCIETY/COMMUNITY/YOUTH) GOLD
J. WALTER THOMPSON
SURYODAY: THE SECOND SUNRISE TAKING RED CARPET TO DHARAVI
SILVER
THE SOCIAL STREET
BRONZE
THE BRAND BREWERY
BHAJAN SE BHOJAN TAK
BRONZE
JAGRAN PRAKASHAN LTD
CREATING A NEWSPAPER FOR THE FUTURE BY THE FUTURE
17. RURAL ACTIVATION OF THE YEAR FOR SALES VOLUME GOLD
DIALOGUE FACTORY
ASHWAMEDH
SILVER
VRITTI SOLUTIONS LTD.
EMAMI NAVRATNA-NASHIK KUMBH MELA ACTIVITY
BRONZE
IMPACT COMMUNICATIONS
DABUR - GOONJ
18. RURAL ACTIVATION OF THE YEAR FOR BRAND AWARENESS/ EDUCATION GOLD
TEAM 1 ENCOMPASS
MOUNTAIN DEW DAY OF DARES
SILVER
J. WALTER THOMPSON
SURYODAY: BADH GAYA DIN, BADH GAYI KHUSHIYAAN
BRONZE
DELL INDIA PVT LTD
GO RURAL- DELL PC LITERACY DAYS
BRONZE
ENCOMPASS EVENTS PVT LTD
DABUR RED TOOTHPASTE - DANTSNAAN
19. EXHIBITION PRESENCE / STALL OF THE YEAR SILVER
TEAM 1 ENCOMPASS
BRONZE
CHEIL
PEPSICO @ MAKE IN INDIA WEEK GITEX TECHNOLOGY WEEK 2015
BRONZE
SHOWTIME EVENTS (INDIA) PVT. LTD.
INDIA @ COP21 CLIMATE CHANGE SUMMIT, PARIS
20. INTEGRATED MEDIA CAMPAIGN OF THE YEAR BY A BRAND GOLD
TOAST EVENTS PVT. LTD.
GAP LAUNCH IN MUMBAI
SILVER
KINETIC INDIA
BUBBLY - SILK NOW BUBBLED UP FOR JOY
BRONZE
SEVENTY EVENT MEDIA GROUP
INDIA BIKE WEEK 2016
21. B2B MARKETING PROGRAMME OF THE YEAR GOLD
VIBGYOR BRAND SERVICES
AMAZON TATKAL : READY FOR THE 60 MINUTES CHALLENGE?
SILVER
JAGRAN PRAKASHAN LTD
THE GAMIFICATION OF ADVERTISING SALES FOR REVENUE GROWTH
BRONZE
LAQSHYA LIVE EXPERIENCES
AUTODESK UNIVERSITY 2015
22. DIGITAL MARKETING FOR AN ON-GROUND ACTIVITY / EVENT / PROPERTY GOLD
WEDNESDAY BRAND SOLUTIONS PVT LTD
SILVER
SEVENTY EVENT MEDIA GROUP
SWIGGY - DIWALI GHAR AAYI INDIA BIKE WEEK 2016
BRONZE
RADIO CITY 91.1 FM
RADIO CITY FREEDOM AWARDS 2015
BRONZE
LAQSHYA LIVE EXPERIENCES
MARUTI ERTIGA LUV LOUNGE
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Encompass Events Pvt. Ltd.
Foodlink Banquets & Catering (India) Pvt. Ltd.
Guestlistevents.in
Impact Communications
23. CSR CAMPAIGN OF THE YEAR GOLD
GUESTLISTEVENTS.IN
WORLDS BIGGEST GUESTLIST, FEATURING HARDWELL
SILVER
LAQSHYA LIVE EXPERIENCES
EQUAL STREETS
BRONZE
THE SOCIAL STREET
TAKING RED CARPET TO DHARAVI
24. SUSTAINABLE EVENT / ACTIVATION OF THE YEAR GOLD
IMPACT COMMUNICATIONS
HORLICKS SWASTH ABHIYAN
SILVER
INTERSPACE COMMUNICATIONS
STANDARD CHARTERED - PADDLE TO GENERATE ELECTRICITY
BRONZE
SALT EXPERIENCES & MANAGEMENT PVT LTD
HERO HF DELUXE TREE OF LIGHT
BRONZE
REDFILO EVENTS
THE FESTIVAL @ MASDAR CITY
25. FUNDRAISER PROGRAMME OF THE YEAR GREEN CUP
SEVENTY EVENT MEDIA GROUP
TRAVELS TO MY ELEPHANT - THE AMAZING RICKSHAW RIDE
SILVER
LAVANYA EVENTS PRIVATE LIMITED
GREEN CUP
26. LAUNCH EVENT OF THE YEAR GOLD
WIZCRAFT INTERNATIONAL ENTERTAINMENT PVT LIMITED
ASUS ZENFONE ZOOM PHONE LAUNCH
SILVER
TEAM 1 ENCOMPASS
KURKURE WHY SO SWEET COMEDY FEST
SILVER
GO BANANAS
MAPLE TREE HOMES LAUNCH
SILVER
MANTRA EVENTS
MAHINDRA KUV 1OO PRODUCT LAUNCH
27. BRAND EXPERIENCE OF THE YEAR (BEST USE OF EXPERIENTIAL MARKETING) GOLD
KINETIC INDIA
BUBBLY - SILK NOW BUBBLED UP FOR JOY
SILVER
ENCOMPASS EVENTS PVT LTD
SAY IT WITH SILK - THIS VALENTINES DAY
SILVER
LAQSHYA LIVE EXPERIENCES
CARATLANE BRAND PROMOTION
BRONZE
TOAST EVENTS PVT. LTD.
GAP LAUNCH IN MUMBAI
28. ENTERTAINMENT EVENT OF THE YEAR FOR A BRAND GOLD
VICTOR TANGO ENTERTAINMENT PVT. LTD.
SAB FAMILY DAY
SILVER
RADIO CITY 91.1 FM
RADIO CITY FREEDOM AWARDS 2015
BRONZE
INVENT CREATIVE EVENT SOLUTIONS
LOONEY TUNES DUBAI SUMMER CAMPAIGN
29. LIFESTYLE EVENT OF THE YEAR FOR A BRAND GOLD
SALT & PEPPER EVENTS
SALT & PEPPER EVENTS - ROLLS-ROYCE MOTOR CARS. NO ORDINARY POWER. NO ORDINARY EXPERIENCE.
SILVER
LAQSHYA LIVE EXPERIENCES
EQUAL STREETS
BRONZE
ENCOMPASS EVENTS PVT LTD
AUDI - LAUNCH OF THE GREAT QUATTRO(R)
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J. Walter Thompson
Kinetic India
Knownsense Studios
Lallooji & Sons
30. SPORTS EVENT OF THE YEAR FOR A BRAND GOLD
T.I.C.
TATA MOTORS T1 PRIMA TRUCK RACING CHAMPIONSHIP SEASON 3
SILVER
AURA INTEGRATED SOLUTIONS PVT LTD
MIRCHI NEON RUN
SILVER
OM REELS BIOSCOPE PVT. LTD.
THE GREAT KHALI RETURNS SERIES
BRONZE
JAGRAN SOLUTIONS
ADIDAS UPRISING
BRONZE
ENTCO MEDIA PVT LTD
RED BULL JOD KE TOD
31. MEDIA EVENT OF THE YEAR FOR A BRAND GOLD
ENCOMPASS EVENTS PVT LTD
GOLD
SEVENTY EVENT MEDIA GROUP
AUDI - LAUNCH OF THE REST QUATTRO(R) HARLEY €“ DAVIDSON MEDIA RIDE
SILVER
COMMUNIQUE MARKETING SOLUTIONS PVT.LTD
MARUTI SUZUKI GLOBAL PREMIERE OF VITARA BREZZA AT AUTOEXPO 2016
BRONZE
COMMUNIQUE MARKETING SOLUTIONS PVT.LTD
MARUTI SUZUKI SCROSS MEDIA AND AUTO-JOURNO LAUNCH
BRONZE
SALT EXPERIENCES & MANAGEMENT PVT LTD
BLENDERS PRIDE FASHION TOUR, 2015
32. CONCERT OF THE YEAR GOLD
GUESTLISTEVENTS.IN
WORLDS BIGGEST GUESTLIST, FEATURING HARDWELL
SILVER
VOILA EVENTS LLP AND PERCEPT LIVE PVT. LTD.
SENSATION INDIA 2016
BRONZE
CINEYUG ENTERTAINMENT PVT LTD
MTV BOLLYLAND
BRONZE
LIVE VIACOM 18 & TABLEAU EXPERIENTIAL MARKETING
MTVI XTREME
33. OPENING/CLOSING CEREMONY OF THE YEAR GOLD
FOUNTAINHEAD ENTERTAINMENT PVT. LTD
INDIGENOUS TERRA MADRE 2015
SILVER
WIZCRAFT INTERNATIONAL ENTERTAINMENT PVT LIMITED
PACIFIC ASIA TOURISM ASSOCIATION TRAVEL MART OPENING CEREMONY
SILVER
SHOWTIME EVENTS (INDIA) PVT. LTD.
HERO ISL OPENING CEREMONY 2015
BRONZE
ENCOMPASS EVENTS PVT LTD
SOUTH ASIAN GAMES 2016 OPENING CEREMONY
34. GOVERNMENT SPECIAL EVENT OF THE YEAR GOLD
ACTION IMPACT
SILVER
FOUNTAINHEAD ENTERTAINMENT PVT. LTD
EXPO 2020 AT EXPO 2015, MILAN INDIGENOUS TERRA MADRE 2015
SILVER
SHOWTIME EVENTS (INDIA) PVT. LTD.
RESURGENT RAJASTHAN CULTURAL NIGHT
BRONZE
ENCOMPASS & ICE
INDIA AFRICA FORUM SUMMIT, 2015
35. EXHIBITION / TRADESHOW PROPERTY OF THE YEAR GOLD
SEVENTY EVENT MEDIA GROUP
SILVER
GO BANANAS
INDIA INTERNATIONAL JEWELLERY SHOW GIHED PROPERTY SHOW 2015
BRONZE
GO BANANAS
24TH EDITION MCHI - CREDAI PROPERTY EXHIBITION 2015
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Percept Limited
Salt Experience & Management Pvt. Ltd.
Seventy Event Media Group
SOUND.COM
36. RURAL ENGAGEMENT PROPERTY OF THE YEAR GOLD
IMPACT COMMUNICATIONS
HORLICKS SWASTH ABHIYAN
GOLD
ENCOMPASS EVENTS PVT LTD
HUL - KHUSHIYO KI DOLI
SILVER
TEAM 1 ENCOMPASS
MOUNTAIN DEW DAY OF DARES
BRONZE
J. WALTER THOMPSON
SURYODAY: THE SECOND SUNRISE
37. FESTIVAL OF THE YEAR MUSIC GOLD
PERCEPT LIVE PVT. LTD.
SUNBURN GOA 2015
SILVER
FOUNTAINHEAD ENTERTAINMENT PVT. LTD
JOHNNIE WALKER THE JOURNEY 2015
BRONZE
TWISTED ENTERTAINMENT PVT LTD
ENCHANTED VALLEY CARNIVAL
BRONZE
CINEYUG ENTERTAINMENT PVT LTD
MTV BOLLYLAND
38. FESTIVAL OF THE YEAR ART/ CULTURE/ LIFESTYLE GOLD
LALLOOJI & SONS
RANN UTSAV
SILVER
FERRISWHEEL
FESTA DE DIU
BRONZE
JAGRAN PRAKASHAN LTD
A NEWSPAPER TAKES CINEMA TO NEWER FRONTIERS
39. SPORT EVENT PROPERTY OF THE YEAR GOLD
T.I.C.
SILVER
REDFILO EVENTS
TATA MOTORS T1 PRIMA TRUCK RACING CHAMPIONSHIP SEASON 3 NEORUN - THE PLACE TO GLO
BRONZE
PHASE 1 EVENTS & EXPERIENCES
CHAMPIONS TENNIS LEAGUE 2015
40. LIFESTYLE PROPERTY OF THE YEAR GOLD
SALT EXPERIENCES & MANAGEMENT PVT LTD
BLENDERS PRIDE FASHION TOUR, 2015
SILVER
SEVENTY EVENT MEDIA GROUP
VAN HEUSEN AND GQ FASHION NIGHTS
SILVER
SWORDFISH EVENTS AND ENTERTAINMENT P LTD
ART BENGALURU 2015
BRONZE
LAQSHYA LIVE EXPERIENCES
EQUAL STREETS
41. BUSINESS / B-2-B / KNOWLEDGE EXCHANGE PROPERTY OF THE YEAR GOLD
LAQSHYA LIVE EXPERIENCES
AUTODESK UNIVERSITY 2015
SILVER
CHEIL
CEO FORUM
BRONZE
FRANCHISE INDIA
WWW.EXPO.FRANCHISEINDIA.COM
BRONZE
ALCHEMIST MARKETING AND TALENT SOLUTIONS
RSQUARE PRESENTS WORLD BROKERS DAY
42. NEW PROPERTY OF THE YEAR GOLD
GUESTLISTEVENTS.IN
SILVER
FERRISWHEEL
WORLDS BIGGEST GUESTLIST, FEATURING HARDWELL FESTA DE DIU
BRONZE
SEVENTY EVENT MEDIA GROUP
VAN HEUSEN AND GQ FASHION NIGHTS
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Story
t.i.c.
Team 1 Encompass
The Social Street
43. TELEVISED PROPERTY OF THE YEAR GOLD
WIZCRAFT INTERNATIONAL ENTERTAINMENT PVT LIMITED
IIFA UTSAVAM
SILVER
CINEYUG ENTERTAINMENT PVT LTD
ROYAL STAG MIRCHI MUSIC AWARDS
BRONZE
CINEYUG ENTERTAINMENT PVT LTD
FILMFARE AWARDS
59. ACHIEVEMENT IN PRODUCTION MANAGEMENT GOLD
STORY
THE WORLD CULTURE FESTIVAL
SILVER
PRODUCTION CREW ENTERTAINMENT PRIVATE LIMITED
DISNEY BEAUTY AND THE BEAST
BRONZE
PRODUCTION CREW ENTERTAINMENT PRIVATE LIMITED
SUNBURN GOA 2015
60. ACHIEVEMENT IN LIGHTING SOLUTION GOLD
FIREFLIES
SILVER
SALT EXPERIENCES & MANAGEMENT PVT LTD
DISNEY BEAUTY AND THE BEAST FOCUS 2016
BRONZE
ENCOMPASS EVENTS PVT LTD & MODERN STAGE SERVICE
SOUTH ASIAN GAMES 2016 OPENING CEREMONY
61. ACHIEVEMENT IN TRUSSING SOLUTION GOLD
MEN AT WORK STAGECRAFT MANAGEMENT PRIVATE LIMITED
A R RAHMAN'S NENJE EZHU TOUR
SILVER
SOUND & LIGHT PROFESSIONALS
STAR PARIVAAR AWARDS
BRONZE
SOUND & LIGHT PROFESSIONALS
IIFA UTSAVAM AWARDS
62. ACHIEVEMENT IN SOUND SOLUTION GOLD
SOUND.COM
SOUTH ASIAN GAMES 2016
SILVER
SOUND.COM
AR RAHMAN NENJE EZHU TOUR
BRONZE
SOUND.COM
SENSATION INDIA 2016
63. ACHIEVEMENT IN AUDIO-VISUAL SOLUTION GOLD
TRANSHUMAN DIGITAL ARTS PRIVATE LIMITED
MAKE IN INDIA HANNOVER MESSE OPENING CEREMONY
SILVER
MOVING HEADS EVENTS PVT LTD
270 DEGREE PROJECTION - NIGHT OF THE STARS HYDERABAD FOR RELIANCE LIFE INSURANCE
BRONZE
COMMUNIQUE MARKETING SOLUTIONS PVT.LTD
GLOBAL PREMIERE VITARA BREZZA, AUTOEXPO 2016
64. ACHIEVEMENT IN SFX/ PYROTECHNIC
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GOLD
STAGE SPECIAL FX
SILVER
SOUND & LIGHT PROFESSIONALS
IPL 8 2015 OPENING CEREMONY STAR PARIVAAR AWARDS
SILVER
SOUND & LIGHT PROFESSIONALS
INDIAN PREMIER LEAGUE OPENING CERIMONY
BRONZE
CINEYUG ENTERTAINMENT PVT LTD
22ND ANNUAL STAR SCREEN AWARDS
JULY / AUGUST 2016 EXPERIENTIAL MARKETING
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Toast Events Pvt. Ltd.
Transhuman Digital Arts Pvt. Ltd.
Vibgyor Brand Services
Victor Tango Entertainment Pvt. Ltd.
65. ACHIEVEMENT IN PROJECTION MAPPING GOLD
COMMUNIQUE MARKETING SOLUTIONS PVT.LTD
KINETIC INSTALLATION & CONTENT MAPPING AT GLOBAL PREMIERE VITARA BREZZA, AUTOEXPO 2016
SILVER
SWORDFISH EVENTS AND ENTERTAINMENT P LTD
ART BENGALURU 2015
SILVER
CREATIVE FACTORY
TELENGANA FORMATION DAY CELEBRATION PROJECTION MAPPING
BRONZE
SEVENTY EVENT MEDIA GROUP
LAKMé FASHION WEEK GRAND FINALE
66. ACHIEVEMENT IN AUDIO-VISUAL FILM GOLD
KNOWNSENSE STUDIOS
270 DEGREE A.V. FILM FOR RELIANCE LIFE INSURANCE
SILVER
CREATIVE FACTORY
MAKE IN INDIA OPENING CEREMONY AT HANNOVER MESSE, GERMANY
BRONZE
THE ONE FILM COMPANY
3D FILM FOR SBI SIMPLYSAVE CREDIT CARD
BRONZE
TRANSHUMAN DIGITAL ARTS PRIVATE LIMITED
MAKE IN INDIA WEEK OPENING
67. ACHIEVEMENT IN TENT SOLUTIONS GOLD
LITMUS MEROFORM
MAKE IN INDIA WEEK
SILVER
AUM EVENT & PROMOTION INDIA PRIVATE LIMITED
JAL MAHOTSAV
BRONZE
STORY
THE WORLD CULTURE FESTIVAL
68. ACHIEVEMENT IN DESIGN CONSTRUCT / FABRICATION GOLD
DREAM FACTORY PVT LTD
HERO INDIAN SUPER LEAGUE GRAND OPENING CEREMONY
SILVER
R2S EVENTS & ENTERTAINMENT
THE BANARAS WEDDING
BRONZE
COMMUNIQUE MARKETING SOLUTIONS PVT.LTD
MARUTI SUZUKI SCROSS MEDIA LAUNCH
69. ACHIEVEMENT IN CATERING GOLD
FOODLINK BANQUETS & CATERING (INDIA) PVT. LTD.
SILVER
LALLOOJI & SONS
WEDDING CELEBRATIONS FOR ADITI KOTHARI RANN UTSAV
BRONZE
FOODLINK BANQUETS & CATERING (INDIA) PVT. LTD.
WEDDING CELEBRATIONS FOR BAJAJ & NARANG FAMILY
70. ACHIEVEMENT IN HOSPITALITY / LOGISTIC GOLD
LALLOOJI & SONS
RANN UTSAV
SILVER
SEVENTY EVENT MEDIA GROUP
TRAVELS TO MY ELEPHANT - THE AMAZING RICKSHAW RIDE
BRONZE
SALT EXPERIENCES & MANAGEMENT PVT LTD
FOCUS 2016
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CONVENTIONS & EXHIBITIONS | BRIEFS
The World-renowned SOHN Investment Conference Concludes In Mumbai
T
he inaugural SOHN India Investment Conference was organised by Sohn Conference Foundation, in partnership with CNBC-TV18 on June 3 at Taj Land’s End, Mumbai. Attended by 350+ top investors from across the globe, the 1-day conference was managed and executed by Mumbai-based 70 EMG.
The Indian edition of the well-renowned SOHN Investment Conference had an eminent board of speakers to reveal the fresh market insights. Some of the popular names included: Raamdeo Agarwal, Joint Managing Director – Motilal Oswal Financial Services, Sankaran Naren, Chief Investment Officer
– ICICI Prudential Asset Management, Rakesh Jhunjhunwala, Partner – Rare Enterprises, Shiv Puri, Founder & Managing Director – TVF Capital Advisors, Sunil Singhania, CIO Equity Investments – Reliance Mutual Fund and many more. The flagship SOHN Investment Conference takes place annually in New York City and has expanded its investment forums to Canada, Hong Kong, London, San Francisco and Tel Aviv. Since 1995, the conference has presented fresh insights and money-making ideas to benefit the SOHN Conference Foundation’s work to end childhood cancer. Funds raised from the SOHN India Investment Conference went to support cutting-edge care to benefit children in India at the Tata Memorial Centre.
PREM BEHL Chairman Exhibition India Group
2nd Smart Cities India Expo 2016 Concludes With Smart Cities India 2016 Awards
T
he three-day Smart Cities India Expo conducted in the capital received an overwhelming response and was concluded with Smart Cities India 2016 Awards. This 2nd Smart Cities India 2016 Expo was inaugurated by Suresh Prabhakar Prabhu, Hon’ble Minister of Railways, Government of India, and Piyush Goyal, Hon’ble Minister of State (Independent charge), Ministry of Power, Coal, and New & Renewable Energy, Government of India. The inaugural ceremony also saw world leaders such as Harald Sandberg (Ambassador to India, Embassy of Sweden), Chung-Kwang Tien (Ambassador to India, Embassy of Taiwan), Meenakshi Lekhi (Member of Parliament, Lok Sabha, India), Ravinder Pal Singh (Director – Solutions Strategy & Business Development, Smart Cities, IoT & Digitization, Dell Inc., India), Dr. Ajay Mathur (Director General, TERI, India), to name a few.
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JULY - AUGUST 2016 EXPERIENTIAL MARKETING
A Mayors Conclave was organized on the 2nd day of the Smart Cities India 2016 expo. The 3rd day of the expo witnessed Smart Village Conclave with members of parliament, pradhans, sarpanchs, innovators and influencers deliberating on the needs of urban sustainability. On the successful completion of the expo, Prem Behl, Chairman, Exhibition India Group said “With 2nd Smart Cities India 2016 expo, the blueprint for this industry has been outlined and we will continue to contribute towards the development of these sectors as the journey continues. I thank the ministries, delegates, speakers, exhibitors and visitors for making the second edition of the expo a huge success.”
CONVENTIONS & EXHIBITIONS | BRIEFS
DIPESH SHETH Secretary EMF
The 2016 EMF ACE Culminates In Ahmedabad With An Awards Ceremony
T
EMF ACE 2016 Awards were held on July 17 at Jag Mandir, City Palace, Udaipur. The awards were an effort to recognize, honour and accolade the extraordinary efforts and talent among the members of EMF and to motivate the event and experiential marketing industry of Gujarat.
The platform brought together the who's who the event management industry. EMF ACE 2016, spread across 2 days, witnessed 5 sessions comprising - The Saga of Indian Wedding, Intellectual Property, Gujarat- The Global Market with Local Connect, Experiential Marketing, Legal Aspects towards Event Industry, MICE, Live Marketing, Motivational Session etc. by eminent speakers. The convention was programmed at Darbar Hall, City Palace - Udaipur.
Dipesh Sheth, Secretary EMF said, "At EMF, it is strongly believed that the success of event is largely dependent on complementing industry such as decors, temporary infrastructure agencies, sound, light, audio-visual, choreographers, talent etc. as they complete the event. EMF ACE 2016 acts as a bridge between the complimenting industry and event management agency. We’re proud to announce the Complementing Industry Connect, which provides ready-made platform to vendors to connect with their high potential clients and to empower their marketing activities at the most rational cost."
he 3rd edition of the annual convention, EMF (Event Management Federation) ACE (Award, Convention & Exhibit took place in Udaipur from July 16 to 17, 2016. The 2-day event witnessed the success stories of companies across event industry who have been leading the baton with their focused approach and sharp insights.
Innovation, Green Manufacturing, Machining Excellence and Quality. The sparkling ceremony was executed by Doors Media.
The Who’s Who Of The Manufacturing Industry Get Honoured At Machinist Super Shopfloor’16 Awards
W
orldwide Media Pvt Ltd (WWM) recently organized The Machinist Super Shopfloor 2016 Awards, which is a first of its kind red carpet award ceremony for the manufacturing industry, on May 26, 2016 at Hyatt Regency, Pune. The who’s who of the manufacturing industry gathered under the single roof to celebrate the success of the winners. In the glittering ceremony the awards were bestowed upon the winners in categories of Safety, Productivity, Technology Adoption,
Besides rewarding the best practices, Worldwide Media also recognized the outstanding contribution of the CEOs and industry leaders through People’s Award. Nishant Arya, Executive Director, JBM Group was announced as The Machinist Super Next Generation Leader while Harish Sheth, Founder and Chairman & Managing Director, Setco Automotive Ltd was rewarded as The Machinist Super Entrepreneur for 2016. The Lifetime Achievement Award for the year was bestowed upon to Ravi Chopra, Chairman & Managing Director, Piaggio Vehicles Pvt Ltd while Guillaume Sicard, President, Nissan India Operations was awarded the 'Machie' for The Machinist Super CEO of the year. Mahindra & Mahindra, Cooper Corporation Pvt. Ltd and Cummins Technologies India Pvt Ltd were announced as Machinist Super Shopfloor of the Year under Large, Small (Indian) and Small (MNC) companies respectively. Also, on the occasion, a CEO panel discussion on the theme of CEO 4.0 was held. The interesting discussion touched upon various challenges that the new age CEOs are facing and its probable solutions. The Machinist Super Shopfloor Awards was presented by Ace Micromatic Group. The other partners were MotulTech, Faro Technologies, Forbes & Company Ltd (TOTEM), Delcam, Tyrolit, igus India and Tata Strategic Management.
JULY - AUGUST 2016 EXPERIENTIAL MARKETING
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INDUSTRY WATCH / IN FOCUS
C
REATING AN EVENT IP IS TRICKY BUSINESS TO say the least. One has to find a clutter-breaking idea first, then nurture it with deep hours of brain storming to create a viable business model out of it, work ruthlessly towards finding the appropriate brand partners to support it and then finally launch it out to the masses, investing so much more than just big moneys in process. Interestingly, if you think that the daunting part was limited to launching the IP, then you are mistaken. The aftermath of launching an IP is a different challenge altogether, with sustainability in question constantly, not to mention the myths and pre-conceived notions wrapped around it. The most common one being: “Event IP’s cannot be profitable from Year One and need a turn-around time of at least 3-4 years to bloom.”
IN FOCUS
EVENT IP PROFITABILITY
Going Green from year 1: Decoding IP Profitability By Shantanu Jain
The above statement has been re-iterated time and again at industry forums, open debate platforms, social media and even inside boardroom meetings, so much so that budding IP custodians are hesitant to embark upon the journey of creating new properties. The reason being, few have the patience and strong will, to wait for their events to finally churn out profits. In an exclusive conversation with Indian IP creators and industry veterans, ExM decodes the profitability potential of newly launched event IPs and finds out the answer to an extremely salient question: Can event IP’s ‘go green’ (make profits) from Year One itself? Shubhra Bhardwaj, Founder and Director, Ferriswheel Entertainment says, “An event IP is basically a translation of the need of the hour of the society into an experience which can only be created by an end-to-end understanding of the business of events. I have been in the industry for over 2 decades now and my learning that event IP’s can be profitable from Year One itself, comes from my own experience of having created events in around 74 countries. I have learned this after suffering losses to the tune of 2-3 Cr, that if you fine tune your revenue stream, understand your expenses, get into the core of what’s necessary and what’s unwanted, you can truly turn things around. In the first year it’s fine if you don’t make huge profits, but you shouldn’t make losses either. By creating a loss making property you are putting more burden on your company and lowering its readiness for the future.” She adds, “Also today there’s a halo around IPs, that they have to be large-scale and humongous productions. However, one can also create smaller IPs, as not everything needs to be an IPL. The discrepancy happens when you oversaturate your product by investing too much on it without thinking about revenue sources, target audiences and their understanding of it and then launching it at unrealistic prices. It is then when you demolish your own business and others’ too.” Thanush Joseph, Director Marketing, 70 EMG says, “Event IP’s can be profitable from Year One but it will take years before it can make a significant dent in the market, by which time competitors would have run away with your sweet spot. One could decide to grow it organically, without much marketing, being smart about infrastructure, focusing on a brilliant experience and spending only what one is likely to earn. A good example is Sula, who built Sula Fest over the past 8 years with a combination of organic growth, controlled costs and a venue that was/ is not only free to Sula but also generates revenue to its F&B/ Room Sales kitty from the festival.”
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INDUSTRY WATCH / IN FOCUS for, which wouldn’t have been possible if it was a small, organically grown gathering of a few 100 bikers, of which there are dozens across the country now. It is the really the largest and the only one festival that defines the Indian Biking community, despite several other failed bike festival startups - it’s thanks to that leap of faith in 2013.”
Shubhra Bhardwaj, Founder and Director, Ferriswheel Entertainment
He adds, “In India, the main issue is ticket sales, unlike in developed markets where people are willing to pay good money for good content. As promoters, it is unrealistic to expect all costs to be covered by sponsorships, F&B sales, exhibitors, etc. We believe it should be consumer demand/ tickets sales driven revenues that pays for these events. Generally, the promoter community has been bleeding due to poor ticketing
Thanush Joseph Director Marketing, 70 EMG
off-take. The Indian audience is still undergoing that shift, and the free ticketing culture has been hurting everybody pretty bad. Once this shift happens, and we are all betting on it big time, things will be green all the way. Frankly, if the consumers are not willing to pay for it either they don’t want it, in which case the event shouldn’t exist at all, or the consumers don’t deserve it!” Sharing his experience from the India Bike Week, Thanush says, “It was a joint decision between Fox Life and 70 EMG to go hell for leather from Year One, and indeed it was a big year - Harley-Davidson celebrating its 110th anniversary and never before had India seen 2,000 Harleys in the same place together. Year One, till date, defines what IBW stands
When asked if there exists a pre-defined business model of event IP's that one should blindly follow? Thanush responded by saying, “It depends on the market SWOT largely, each opportunity is unique. If it could be templated like a factory line, what’s the fun in it? In that sense, it’s like making a movie - you can bet all you want till the Friday Box Office day. By and large we have seen critical mass being achieved towards Year 3 or 4 across other successful Indian festivals. Ticketing for entertainment consumption is on the off-take and we are pretty confident, along with a bunch of promoters like us, that it will grow exponentially over the long term. Sharing his opinion on the subject, Shaju Ignatius, Business Head- Optimal X, The Times Group says, “Event IP's can indeed be profitable from Year One itself, but it all boils down to the primary objective behind creating the IP Project. If you have to build large scale entertainment properties, especially if they are non-broadcast, then you have to invest more capital and take bigger risks. In such cases churning out profits from the first year itself could be difficult. However, if the scale is under control and you have created an IP around a brand proposition then it is possible to go green from Year One. If an IP has a long term brand support then it's a winning situation, and you could carve out the various other revenue streams to its benefit.” He further added, “In the current Indian scenario, non-sponsored IP events, of large scale are built for a consumer base that may or may not pay out in that year specifically. It could take time for them to thrive and grow.”
Shaju Ignatius, Business HeadOptimal X, The Times Group
also depends on its revenue model. If an event is subscription based or ticketed, then it can create profits, however if it follows a sponsor-based revenue model then creating profits from Year One is unlikely as no brand would want to invest in a new property.” The above viewpoints by industry insiders clearly indicate that event IPs can indeed go green from Year One,
Deepak Choudhary, Founder and Director, Event Capital
however it all boils down to striking the perfect balance between investments and elements of an IP. Till then, the winners in this age old debate are the end consumers who have an array of options to choose from, as they sit down and decipher which event to head to next.
Deepak Choudhary, Founder and Director, Event Capital shared his stance on the subject by saying, “The profitability of an IP in its first year is dependent upon a couple of things. The first one beingkeeping the cost of creating the IP in check, and also having the right team to support your vision. It goes without saying that if industry experts create an IP, it will create profits as they know the business and its functioning inside out. Also, if the event is profitable or not JULY / AUGUST 2016 EXPERIENTIAL MARKETING 87
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INDUSTRY WATCH / MARKET PULSE
BEVERLY HILLS: Meetings Fused With Glamour!
Set in the heart of Los Angeles in Southern California, Beverly Hills boasts of beautiful weather year-round, acclaimed full-service and boutique hotel accommodations, superb dining, and unrivalled shopping. In an exclusive interview, Julie Wagner, CEO & Mary Saunders De Hoyos, Sr. Director of Business Development, Beverly Hills Conference and Visitors Bureau (BHCVB), stress on Beverly Hills' unique MICE proposition, the host of attractive luxury incentives it offers & the assistance they offer to planners across the globe. By Aanchal Dhawan
a private shopping event and done fashion shows & gifts at Neiman Marcus. We did a party on Rodeo Drive where we had wine & cheese pairings and live entertainment. We did a pop-up white party on Rodeo Drive where we shut down the entire street. We can make arrangements to do dinners in private mansions where celebrities show up, arrange for VIP Tours in studios, tickets in private boxes for sporting events, really whatever anybody would want to provide as a reward for a job well done. If it's going to be an impactful group, Beverly Hills has the tools and ability to provide you with opportunities that would help close your business. The main message is that whatever you need or want, you just have to let us know. Mary: We have also worked with a local group of synchronized swimmers. It was quite popular back in the 1950's & 1960's and this group actually came to the host hotel of the organization that had an event in Beverly Hills. For the kickoff evening, we had them perform a routine that they had put together in the swimming pool. We worked with the hotel & the meeting planner and we in essence, provided budget to support that inclusion. One other thing we do that is impressive from meetings stand point is that we have access to our Mayor and city council and we can actually get the board of the incentive group or the executive members a one-one welcome with our Mayor and talk a little bit about their respective industries or share some information about Beverly Hills. That level of Government interaction is always impressive, especially for our international groups.
Why should planners choose Beverly Hills as the backdrop of their next MICE activity?
What is the assistance (in terms of services provided) that you offer to planners across the globe?
Julie: Beverly Hills provides a totally customized experience that the planners might not have had access to before or thought about before due to lack of familiarity with the market. It is a premier holiday and business travel destination, with beautiful weather year-round, acclaimed full-service and boutique hotel accommodations, JULIE WAGNER superb dining, and unrivalled Chief Executive Officer (CEO) shopping. Synonymous with Beverly Hills Conference and Visitors Bureau Hollywood glamour, Beverly Hills enjoys an international reputation as the home and playground of A-list movie stars. The city is not only known worldwide for its grand mansions and chic shops along Rodeo Drive, but also for its multitude of art and architecture, spas and salons, and exceptional walkability.
Mary: RFP Support, Customizing the deck of information to present our Beverly Hills options as they fall with other cities that are in the consideration process, Collateral that we can use, Branded Beverly Hills merchandise whether its our exclusive offers booklets that the attendees will use throughout the city when they are in town, or street MARY SAUNDERS DE HOYOS light city banners welcoming the group that we can work to Senior Director of Business Development Beverly Hills Conference and Visitors Bureau have not only produced, but installed and taken down after the show, and customization of the experience: on-site support for staffing and registrations, entertainment inclusions that we have access to through our contacts, shortlisting the DMCs & the suppliers and vendors. We know who works with our properties, we know where you can get the best prices and services for what you are looking for and we will give you the shortlist of those options so that you can cost out your event effectively.
Set in the heart of Los Angeles in Southern California, Beverly Hills boasts of an enviable location, only minutes away from some of California’s most famous attractions namely Hollywood, Universal Studios, Santa Monica Pier and Beach, Downtown Los Angeles and Disneyland. What are the attractive incentive options in Beverly Hills that will help elevate a MICE Itinerary and encourage corporate groups to host their events there. Since the positioning of Beverly Hills is quite glamorous, you can focus on the luxury incentives. Julie: Depends on what they want! Mary and I have planned all kinds of unique experiences. We've shut down Chanel for
All our services are free of charge. We have a section on our meeting website that lists out some of the support that we provide, that is contingent upon them staying with us obviously. The block of rooms and host of activities need to be taking place on our 16 Beverly Hills properties. If that block is in our destination, we have a very healthy network with other L.A. options. For eg. an afternoon at a winery in Malibu which is only about 30 minutes away from Beverly Hills, or an evening at Staples Centre to see a sporting event or a concert, we know the sales representatives that can make a box available and price that out with a competitive range of options to get the planner
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Two Rodeo Drive and Dayton Way intersection
The iconic shield
to include that. We know that the LA experience is also very important in closing Beverly Hills as a destination but we like to keep as much of the activity in our destination. We know who to call! Could you shed light on the present MICE infrastructure in Beverly Hills. Julie: Beverly Hills offers 16 hotels with over 2,200 hotel rooms in a variety of styles, price points and options – from full-service accommodations to intimate European-style boutique properties. We have a conference centre. We have over 200,000 sq ft of meeting space in the city. The city proudly claims the most four and five star hotels within the US, second only to New York. We have a conference centre at the Beverly Hilton. The Beverly Hilton has a large international ballroom that seats about 750 for a meal and 1200 for a cocktail reception. Apart from that, they have other ballrooms that seat and host a smaller number of people and a host of other facilities as well. Beverly Wilshire Hotel, the second largest hotel in the city, seats 600 people comfortably, and a reception can accomodate more like 850 people. At Beverly Hills, we can comfortably host groups up to 1500 people seamlessly. Apart from the Beverly Hilton, The Montage is also very popular for smaller groups. The opening of Waldorf Astoria Beverly Hills in 2017 will add another 170 rooms to the count though their meeting space will be limited as they are located on the Hilton property. The Beverly Hilton Hotel
A glimpse of the ballroom at The Beverly Hills Hotel
There has been some major shift in the strategy of tourism marketing and social media plays a remarkable role. What's your take on that and how are you leveraging it to your advantage? Julie: You have to have a holistic strategy and be present across all communication channels. You have to have a website, you have to have social media, for certain types of products you need to have bricks and mortar, to create the entire brand picture. Social media isn't a tool to sell, it is about creating a relationship with your customer. That's how I see social media growing. It is all about the emotional connection. For a brand to do well, I would need to have a connection with you, a relationship with you. For a while, that was a bit shaky, because brands were using social media to market and sell products and they were falling flat. So, social media really gives everybody a forum to talk and engage and it also touches the inner journalist in everybody, but that's part of the relationship. JULY / AUGUST 2016 EXPERIENTIAL MARKETING 89
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“The Pro AV Sector will have to adopt more IT Technologies & Skills” – Mandar Gupte, Barco India The global tech company, Barco specializes in designing and developing networked visualization products for the Entertainment, Enterprise and Healthcare verticals. In an exclusive interaction with ExM, Mandar Gupte, Sales Director-Entertainment & Corporate Division, Barco India throws light on the significant aspects of the organization’s endeavors to connect with their TG, the most recent in AV & Projection Innovation and more… Tell us a little more about Barco. What are the efforts of Barco as a brand to reach out to the suppliers of the event and experiential marketing industry? Barco, a global technology company, designs and develops networked visualization products for the Entertainment, Enterprise and Healthcare markets. Barco has its own facilities for Sales & Marketing, Customer Support, R&D and Manufacturing in Europe, North America and APAC which includes India also. Barco (NYSE Euronext Brussels: BAR) is active in more than 90 countries with 3,300 employees worldwide. Barco India is very much active in Corporate, Venues and Attractions, Cinema, Simulation, Retail & Advertising, Automotive, Education and Government sector providing AV solutions. Although, the only way we interact in the market is through our loyal partners, in exceptional cases, we might go directly also. Barco always makes sure that our distributors and partners are well-treated and have the latest updates from our products. They are our medium to talk and make our brand felt in the core of the event and experiential marketing industry. What are the latest AV and projection technologies in the market these days? How are these applied in experiences / events to elevate them? Currently, laser is the latest technology in the industry. There are two types of laser technology available in the market, one is Laser Illumination involving colour wheels and another is Laser Illumination with direct laser illumination. The industry was introduced to colour phosphor-based illumination that solved the problems of lamp-based illumination by making use of a blue laser to excite segments of a phosphorcoated colour wheel to impart colour to the image. This implementation is being currently used in projectors for events at large venues and certain manufacturers are also using the same in ProAV projectors. The other technology avoids the use of colour wheels to impart colour and is touted as the golden standard in projection technologies today. It primarily builds on the fact that there are no mechanical parts like the phosphor colour wheels. The direct Laser Illumination improvises on the use of LED’s that have for
Mandar Gupte, Sales Director Entertainment & Corporate Division, Barco India
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HDX-4K20 3-4 Onwhite 4K-UHD
R 10 Wave Side 5
more than 8 years been used in different applications. The use of direct laser illumination brings a host of benefits to system integrators, operators and customers alike. This technology is being deployed by manufacturers like Barco in the Digital Cinema space.
Whether for stadiums, arenas, theme parks, museums, exhibitions, casinos, hotels, houses of worship, convention centers or events, Barco’s full range of networked technology enables you to entertain audiences with a rich experience, communicate the right information at the right time, educate and stimulate visitors via collaborative tools, and keep your visitors and assets safe. The selection of a projector is driven by the application. This will also drive the budget; a cheaper projector in a high-end application is not going to deliver the quality of image needed for the content and the viewers. Pending the size of the projection surface, the resolution of the content and the ambient light in the room or venue, the integrator will be able to select the right projector.
How are Barco products in India being used for varied formats of events/ experiences? Please take us through 1-2 case studies in detail. Barco offers projection technology for a wide variety of markets. Our rugged large venue projectors offer excellent brightness for auditoriums and events. For the digital cinema industry, we offer both digital cinema and postproduction projectors. Barco's simulation projectors are the perfect fit for simulation and training, while our 3D stereoscopic projectors are the perfect choice for virtual reality. Small projectors for the portable segment are not in our scope. Projectors for large events/ auditoriums are the high brightness machines, used for large surfaces, sometimes in daylight conditions where the image needs to be readable by large audiences. Perfect colour reproduction and reliability are crucial. Simulation projection is driven by unique environments: motion platforms, night vision goggles and 3D. The latest event installations done by Barco are at Swaminarayan Akshardham Mandir, New Delhi and NCSM, Kolkata. Both are state-of-the-art installations and unique in their respective categories. How are Barco products different from the other brands available in the Indian AV technology rental market? Barco's range of 1-chip DLP® and 3-chip DLP® lamp and laser phosphor projectors for large venues and events covers a large spectrum of brightness levels, ranging from 8,000 up to 40,000 lumens. We have also introduced new models based on 4k resolution. Designed with the road in mind, our high-brightness event projectors come with smart features such as wireless control and a preview mode.
Our products and services includes: Digital Signage, Business Projectors, Large Venue Projectors, Venue Projectors, LED Displays, Matrix Switchers, Media Servers, Presentation Switchers and Entertainment Sound. What can the industry look forward to in terms of new / improved AV / Projection technology in the near future? A decade ago, no one in pro AV – or anyone outside of Apple, for that matter – knew the iPad was coming. When it debuted four years later in 2010, leading AV companies were quick to develop apps because they recognized that the device would shake up the industry. Collaboration, laser technology, bendable LED and wireless connectivity are some aspects of the new improved AV technologies in the near future. The AV industry will have to adopt more IT technologies and skills. The IoT category is also very important spanning everything from surveillance sensors to drones. In future IoT has a big role to play in the AV industry. Education is another market where IT, IoT and AV will come together. Barco leads by innovation, collaboration, wireless technologies and laser; these are some of the many technologies that Barco provides and will continue to offer in future to upgrade the current pro AV industry.
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MADHUKAR KAMATH Group CEO & Managing Director DDB Mudra Group
DDB Mudra Wins Mandate For SAP India’s Managed Marketing Services
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ollowing a multi-agency pitch, the DDB Mudra Group leveraged on its strong local lineage and multi-channel agency strength to win the mandate for SAP India’s Managed Marketing Services. The agency has created a bespoke infrastructure to drive Creative & Content Development, Digital & Social Media Marketing, Tele-Marketing & Audience Engagement, Experiential Marketing, and Event Design along with program management functions of the brand with an integrated approach. DDB Mudra’s Team SAP includes over 50 experts, spread across 3 locations, who are responsible for focused and
relevant content creation for various marketing functions from a B2B perspective. Led by AshwaniDhingra — Senior Vice President, DDB Mudra North, the team has been setup with a vision to create a set of competency centres across major marketing domains and to cater to the dynamic needs of the brand. Madhukar Kamath — Group CEO & Managing Director, DDB Mudra Group said: “This is one of the most challenging yet exciting assignments I have been associated with in recent times. An engagement of this nature for a B2B brand is a rarity in the agency landscape. The Managed Marketing Service model is also in line with the Global Alignment of SAP with the Omnicom Group.” The DDB Mudra Group, a part of the Omnicom/DDB Worldwide Group, is India’s largest integrated marketing communications and services network operating out of 15 locations. The agency consistently ranks among the top awarded networks in India and continues to be a leading presence by helping build powerful brands.
DTTDC Extends EOI To Event Agencies To Organize The First Ever Delhi Festival; Tender Value @ 15 Cr
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t was at EEMGAINE 2016 when Minister of Tourism for Government of Delhi, Kapil Mishra had announced that his government was in the process of creating a first ever ‘Delhi Festival’ and requested event agencies for partnering and support. And, living up to its promise, the Delhi Tourism and Transportation Development Corporation (DTTDC) on July 2, 2016, released its Expression of Interest (EOI) for hire of an event management agency for organization of Delhi Festival 2016. The objective of this EOI is to solicit proposals from the interested bidders for participation in a bid process for selection of the organizing agency of the Delhi Festival. The value of the tender is 15 Crore INR and the selected agency would be required to conceptualize, plan, design, execute and deliver the events on turnkey basis for Delhi Festival 2016.
The festival is slated to be organized between OctoberNovember 2016 with an objective to position Delhi as a
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vibrant, progressive and diverse city to travel to and also increase a sense of belonging and pride amongst its citizens. The overall theme of the festival will be- “Celebrating The Many Delhi’s Within Delhi.” The EOI document shared by the DTTDC reveals that the Delhi Festival will not be yet another typical festival celebrated through performances by prominent artists at a centralized area of the city. Instead, the festival will have 10 mini festivals under it, with each catering to a different set of people. Additionally, the festival will also have 2 large scale events for the Women of Delhi, The Youth of Delhi and the Unsung Heroes of Delhi. The last date for submission of EOI Response was on July 13, 2016 and the declaration of short-listed firms were made on July 14, 2016. A similar EOI has also been released for Digital Media Agencies, Advertising Agencies and PR Agencies.
INDUSTRY WATCH | BRIEFS
SAMRAT DAS GUPTA Head, Experiential Marketing Cheil India
Cheil Appoints Samrat Das Gupta As Head Experiential Marketing
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heil India recently announced the appointment of Samrat Das Gupta as Head, Experiential Marketing.
Samrat is an accomplished marketing services and communications specialist, with rich experience spanning 16 years. He was previously associated with Grey Group India as Vice President & Business Head and has worked across brands such as BAT, P&G, GSK, Nokia, Mars and ITC. Working across the geographies of South & South East Asia has equipped Samrat with deep understanding of Asian consumers and emerging markets. Samrat’s knack for effectiveness won him recognition at the Asian Marketing Effectiveness Awards with a Gold for Samsung’s ‘Jeet Lo Dil’ campaign and a Silver Effie (Asia Pacific) for Nokia Bangladesh’s ‘Lost in Translation’ campaign.
Commenting on the appointment, Shiv Sethuraman, Group President, Cheil South-West Asia said, “Samrat’s track record and credentials are impeccable. Our Retail &Activation businesses are expanding rapidly and are a significant growth vector for Cheil. We are excited to have someone of Samrat’s calibre on board with us.” Samrat Das Gupta, Head, Experiential Marketing, Cheil India, said, “Increasingly, consumer experiences are becoming critical to the success of brands. With a growing focus on integrated marketing services, the endeavour at Cheil is to build a comprehensive experiential offering. When Shiv outlined his vision and growth plans to me, it was an easy jump on to this exciting, yet challenging, bandwagon at Cheil.”
ANUP BAGARIA Co-Managing Partner Wasserstein
Wasserstein Acquires Leading Global Experiential Marketing Solutions Company Moss Inc.
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ndependent private equity and investment firm Wasserstein & Co., LP has acquired Moss Inc., a leading provider of experiential marketing solutions, on behalf of its private equity fund Wasserstein Partners III. US-based Moss specialises in highly engineered, three-dimensional fabric structures and customized environmental branding solutions. Founded in 1975, and headquartered in Illinois, Moss’ 3D visual communication structures and displays enrich marketing and merchandising venues, including retail destinations, tradeshows, corporate environments, museums, and entertainment events.
Anup Bagaria, Co-Managing Partner, Wasserstein, remarked, “Moss has an extraordinary growth opportunity in the retail end-market as companies begin to shift their focus towards providing customers with a more engaging and immersive shopping experience. Moss caters to customers who are investing heavily on their in-store interiors and product displays as part of their marketing plans. We’re thrilled to be acquiring a business with such a bright future and to partner with the Moss team during its next phase of growth.” Dan Patterson, President and CEO of Moss said, “Over the past decade, Moss has undergone a profound transformation to further expand its market leadership position and global reach by building new partnerships, expanding production, enhancing technologies, and diversifying our products and services. We are thrilled to partner with Wasserstein, whose significant media expertise and strong industry relationships will help us extend our leadership in the industry and further accelerate our international growth strategy. We look forward to working closely with Anup, Michael and the rest of the Wasserstein team as we seek to continue providing our customers with industry-leading customized graphic imaging solutions.” JULY - AUGUST 2016 EXPERIENTIAL MARKETING
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