CONTENTS
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BRAND MARKETING
BRIEFS 10 PHOTO FEATURE - Natura Rigs the New BMW SERIES 5 Launch at NSCI Dome 12 MARKET PULSE - What ‘2018’ Has in Store for the Indian Events Industry: Deepak Choudhary 13 - The Cue Cards–Sushma Gaikwad 22 IN FOCUS - Backstage Diaries from the Mammoth A.R. Rahman Encore- The Concert 14 - Behind the Scenes: Madison Converts Secluded Warehouses into a Futuristic Convention Venue for ‘BUDX’ 18 - Dubai Witnesses VIDXB, The First Ever Event Curated For Digital Content Creators 20 EEMA UPDATES 23
BRIEFS 46 MARKET PULSE - Deciphering What Marketing Strategy Works for Bira 91 with Founder and CEO, Ankur Jain 48 - How VIP Industries Continues to Dominate the Indian Luggage Industry Since 1971 49 IN FOCUS - The Yellow Stage Enthralls IBW ’17 Audiences with Stunning Activations for BMW Motorrad and HarleyDavidson 50 - Toast Events Wraps up the Year with 4 Stellar Brand Experiences 52 MARKET INSIGHTS - Extrapolating Experiential in 2018 for #eventprofs 54 PHOTO FEATURE - Motorola Partners Fountainhead MKTG to “Unveil Perfection” at Moto x4 Launch 60 - Percept Activ Makes Audio Launch of Movie ‘2.0’ a Bewitching Spectacle 61
ENTERTAINMENT BRIEFS 26 PHOTO FEATURE - The Thundering Success That Was the ‘World’s Biggest Guestlist Festival 2017’ 28 COVER STORY - How GoBananas Made ‘Timeout 72’ an Experientially Awesome Spectacle 31 IN FOCUS - Arijit Singh Rocks the City of Kolkata as He Kickoffs His Maiden India Tour in Mumbai 29 - 5 Splendid Event IP’s That Wrapped Up ‘2017’ in Style 38 - Ed Sheeran Unites Music Fans with a Thunderous Show at the ÷ Tour Leg in Mumbai 44
MICE BRIEFS 62 IN FOCUS - SMART ASIA–Expo & Summit Debuts in India; Think Events Makes it a Grand Affair 64 - Cineyug Crafts a Larger than Life Extravaganza for Viacom 18’s 10th Anniversary Celebration 66 PHOTO FEATURE - F5 Advertainment Adds Charisma to the IDFC’s Annual Investor Conference 2017 68 - Akkado Recreates the Maratha Pride for ICICI Lombard’s Frontier Night Event 69
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.
FROM THE EDITOR
52 TECHNOLOGY BRIEFS 70 IN FOCUS - Simply Spectacular: Projection Mapping Experience for the Belgium Consulate 72
It’s an interesting time for the Experiential industry in India, to say the least. There are challenges no doubt, but what’s encouraging is that the challenges reflect a maturing industry. If the numbers divulged through the grapevine are to be trusted, concerts of A R Rahman, Arijit Singh and Ed Shereen, have forever put to rest whether ticket sales alone are a viable business model for LIVE Entertainment. Festival organizers are waking up to the fact that a loyal consumer-base is earned through genuine engagement and experiences, rather than programming alone. Another sign of maturity, since the time where festivals were being announced by the dozen, with no real attention to differentiation, leaving enthusiasts completely clueless about the brand that facilitated the entertainment. And finally if the words of experienced brand marketers are anything to go by, experiential spends are stabilizing, and marketers are more sure of what they want from their investments. Again, challenges still exist, and are probably at an all time high, with value of service and concept rather than costs at the center of experiential budget allocations. But the playing field is getting leveled off cost-cutting and whimsical brand spends. Value-addition through strategic innovation and heightened experiences is taking precedence. Now that sounds like an industry worth competing and striving in! karishma@eventfaqs.com
JANUARY– MARCH 2018 VOLUME 9 ISSUE 1
FOUNDER / DIRECTOR KARISHMA HUNDALANI karishma@eventfaqs.com
FOUNDER / DIRECTOR VISHAL NAGDEV vishal@eventfaqs.com
EDITORIAL TEAM RUTU LADAGE rutu@eventfaqs.com SHANTANU JAIN shantanu@eventfaqs.com MADIHA KHAN madiha@eventfaqs.com
CFO & DIRECTOR JIMMY CHOUDHARY jimmy@eventfaqs.com
CIRCULATION RAMESH PATIL ramesh@eventfaqs.com ADMIN & ACCOUNTS NILESH PAWAR accounts@eventfaqs.com SAMEET ELKAR admin.mumbai@eventfaqs.com GRAPHIC DESIGN VINAYA PRASHANTH vinayaprashanth@gmail.com PRASAD KARAMBAT
BUSINESS DEVELOPMENT TEAM JITEN JURIANI jiten@eventfaqs.com RADHIKA SETHI radhika@eventfaqs.com SHIVA CHOUDHARY shiva@eventfaqs.com MARKETING SERVICES TEAM DHWANI MUNSHI dhwani@eventfaqs.com CHARMI JANANI charmi@eventfaqs.com ZAFAR KHAN zafar@eventfaqs.com SANJANA BAWEJA sanjana@eventfaqs.com
Experiential Marketing (ExM) is a quarterly magazine published by EVENTFAQS Media (India) Pvt. Ltd. Founded in 2007, EVENTFAQS is a multi-channel business media platform focussed on the MICE, Experiential Marketing, LIVE Entertainment & Social Events industry and engages over 60,000 stakeholders via its print, digital and event platforms. Visit www.eventfaqs.com for more details. For subscription enquiry: info@eventfaqs.com
CENTRAL HOTLINE +91 99300 89557
Editor: Karishma Jamnu Hundalani. This issue contains 76 pages including covers. 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.
BRIEFS
INDUSTRY WATCH
Rajat Kakar Appointed as the Managing Director of Phonographic Performance Limited (PPL) India In what comes as a major development for the Indian experiential ecosystem as the year 2018 kicks off, Ex-Universal Music India Managing Director, Rajat Kakar has been appointed as the Managing Director of Phonographic Performance Limited (PPL) India, with effect from January 1, 2018. Speaking on the development Rajat Kakar commented, “I am excited to lead PPL into an exciting new phase in its life cycle. I look forward to working with stakeholders and users alike to create an environment of respect for Intellectual property and transparent pricing policies by imbibing best practices from across the globe.”
Rajat Kakar
Managing Director Phonographic Performance Limited (PPL) India
OMD Mudramax Wins Media Duties of Cipla Health Following a multi-agency pitch, OMD Mudramax has bagged the media duties of Cipla Health Limited (CHL). OMD Mudramax will now be partnering with the brands under Cipla Health in their consumer engagement initiatives across mass media / digital and below-the-line promotional efforts. The account will be managed out of the agency’s Mumbai office. Sathyamurthy Namakkal, President, OMD MudraMax quoted, “This is a prestigious win for us and we love to work with clients who embrace agencies as their partners. Working with good brands and a great set of people at CHL, we look forward to creating impactful business solutions through interesting customer initiatives”. Sathyamurthy Namakkal
President, OMD MudraMax
Walt Disney to Acquire Twenty-First Century Fox for USD 52.4 Billion in Stock The Walt Disney Company recently confirmed of having entered into a definitive agreement and to acquire Twenty- First (21st) Century Fox, including the Twentieth Century Fox Film and Television studios, along with cable and international TV businesses, for approximately USD 52.4 Billion in stock (subject to adjustment). “The acquisition of this stellar collection of businesses from Twenty-First Century Fox reflects the increasing consumer demand for a rich diversity of entertainment experiences that are more compelling, accessible and convenient than ever before,” said Robert A. Iger, Chairman and Chief Executive Officer, The Walt Disney Company.
Left to right Robert A. Iger, Chairman and CEO of The Walt Disney Company, and Rupert Murdoch, Executive Chairman, 21st Century Fox
IPO from Touchwood Group Receives Staggering Response; Oversubscribed by 5 Times Touchwood Group, one of India’s leading event management companies specialising in luxury weddings recently became the first event agency in the country to be enlisted in the National Stock Exchange. The first lot of shares issued (10, 53,000 units at face value of INR 40 Unit) was open for subscription to the investors from December 11-13, 2017 and was oversubscribed by 5.10 times of the actual value.
Vijay Arora
Director, Touchwood Group
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Vijay Arora–Director, Touchwood Group shared, “To be really honest, we were not expecting such a staggering response as this was the first IPO (Initial Public Offering) in the history of Indian events. In fact, the first two days of subscription received a rather lukewarm response. However, the last day proved to be great for us and we ended up being oversubscribed by 5.10 times. I am truly overwhelmed with the response.”
JANUARY–MARCH 2018 EXPERIENTIAL MARKETING
INDUSTRY WATCH / PHOTO FEATURE
Natura Rigs the New BMW SERIES 5 Launch at NSCI Dome The new BMW series 5 launch came with a new set of challenges for Natura, as they were roped in as the rigging consultants for the event by Orange production with Encompass. Since, Natura was roped in at the planning stage itself, the team was able to develop a mother grid design which helped in appropriately distributing the load of the hanging elements over the roof within the load limits defined by the event venue NSCI- Dome.
One of the best takeaways for us after working on this project was that, everyone worked as a team. The lines between an event agency, production agency, and various vendor partners were blurred and everyone worked as a single team to plan and execute the event. If it wasn’t that way, it would have been a difficult task to finish such a technically challenging project before time and with such precision as a lot of other vendors depended on Natura to finish their work on time. GAURANG SWARGE DIRECTOR, NATURA
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INDUSTRY WATCH / MARKET PULSE
WHAT ‘2018’ HAS IN STORE FOR THE INDIAN EVENTS INDUSTRY BY DEEPAK CHOUDHARY 2017 will go down in the books of history as the most interesting year for the Indian events industry. We kicked off the year still struggling with the aftermath of demonetization and tussled half-way again trying to wrap our heads around the computations of GST. However, ‘The Show Must Go On!” is what we proudly say in our business and we all went ahead too, creating larger than life experiences for our audiences, one after the other. 2017 WAS A TESTAMENT THAT INDIA IS READY The year 2017 clearly belonged to the LIVE Entertainment space of our business. Not only did the existing properties like Sunburn, Enchanted Valley Carnival, Pinkathon, Bollywood Music Project, India Bike Week, and NH7 elevate the standards of their execution this year, but also the audiences accepted these properties wholeheartedly, resulting in a staggering increase in their ticketing revenues. Many new IPs too entered the market this year and left an indelible impact. While TimeOut 72 was the biggest of the lot both in the terms of its size and the tremendous response from its audiences, the extortionate investment at which this was achieved may have made the organisers sweat. Boutique properties like The Sufi Route, Spoken Fest, Mahindra Open Sky, India Nightlife Convention and Awards (INCA), Magnetic Fields Festival, Windmill Festival and Taalbelia were the flavor of the season and their success laid the foundation of more of such properties to bloom in 2018. Shockingly, sponsor money for large-scale properties remains a towering challenge for the IP custodians as even established properties failed in scoring corporate sponsorship this year. Standalone concerts were the biggest draw of 2017 as events like Dream Theater and World’s Biggest Guestlist did exceedingly well. Also, the euphoria of Justin Bieber Purpose Tour and Ed Sheeran Divide Tour in Mumbai was unprecedented which resulted in a staggering ticketing revenue for its organisers. The multi-city concerts of Arijit Singh and AR Rahman in the last leg of 2017 and their bewildering success is a proof that India as an events market is ready and so are our audiences.
Another massive highlight of the year was Touchwood Group, (a leading event management company specializing in luxury weddings), being enlisted in the National Stock Exchange. Also, contrary to the popular opinion, the events and activations industry grew significantly this year and is expected become an INR 10,000 crore* business by 2020-21. While it is true that the wedding business of the country did suffer, the corporate/brand market space grew exponentially and made up for it. WHAT 2018 MEANS FOR THE BUSINESS Government is going to be the biggest client for the industry this year as their investment in the events business grew by almost 100% in 2017. Additionally, with Karnataka, Madhya Pradesh, Chhattisgarh, and Rajasthan going for state elections in 2018 and the impending 2019 main elections just around the corner, this is where the biggest pool of money is going to be for event planners. Also, the role of Event and Entertainment Management Association (EEMA) is going to be vital in 2018 to establish events Industry important stakeholder and contributor to the Indian economy. The brand investment in BTL activation space and sponsorship space is expected to be slightly low this year. As a result, the market may not be too welcoming of the new IPs, and the birth of more boutique IPs instead appears to be a better bet. However, if the audience’s support to the event IP business in 2017 was any indication, 2018 will see a generous increase in the ticketing revenues of most event properties. The performance of large-scale IP’s in the first quarter of 2018- Bollywood Music Project (27-28 Jan in Delhi) and Vh1 Supersonic (9-10-11 Feb in Pune) will set the tone for the year ahead. The audience is clearly ready to spend if the quality of experience served to them is enriching and engaging. All in all, 2018 is best to be seen as a year of consolidation, rather than the year for growth but it is the audiences and clients who will have the final say at the end of the day.
* As per an EY-EEMA (Event and Entertainment
Management Association) report.
ABOUT THE AUTHOR Deepak Choudhary is Founder and Director, Event Capital, a company that specializes in creating and empowering event IPs. All views expressed here are personal and do not reflect the views of the organization.
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O
ver the past 25 years, A.R. Rahman has been relentlessly weaving his magic and has carved a niche for himself in the landscape of the Indian and global music industry. ‘The Mozart of Madras’ needs no introduction today, as his melodies have transcended regional and demographical barriers. And, in an effort to honor his legacy and commemorate his illustrious career so far, the Encore Tour was conceived. LIVE Viacom18, along with official ticketing partner BookMyShow, brought the A.R. Rahman ENCORE- The Concert, together in association with MTV to four major cities in India. And, MR B Live Entertainment joined hands with AKR Events and worked relentlessly to bring this dream to reality.
BACKSTAGE DIARIES FROM THE MAMMOTH A.R. RAHMAN ENCORE– THE CONCERT
On Ground Production Support Vikas Menon, Dinesh Shetty, Vevek Menon, Production Crew–Hyderabad, Ahmedabad & Mumbai Ali Safdar, Aabhas Kamble, Scoop–Delhi Tour Promoters Hyderabad–Hyderabad Talkies-Sainath Goud Malkapuram & Deepthi Dullru Ahmedabad–White River Entertainment Mumbai–Viacom 18 Delhi–Maham Enterprises-YG Madhuvanthi 14
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Talking about the production setup and the work that went behind it Balaji shares, “The rigorous planning to put it all together was seriously daunting. Every show being as less as 7 days apart, 4 cities with dynamically different challenges and work ethos, the 45-day journey, with multiple teams executing every set-up across the length and breadth of the country. Hats off to the 1000s of crew members who worked round the clock to make this dream a reality.”
FACT SHEET
Core Team, from MR B Live Vinos Koil Duari, Pooja Sarathkumar, Nikhil Thomas, Priyank Verma, Vani Boopathi, and Sushmitha
In this exclusive feature at ExM, we peek behind the curtains of the mammoth tour and dig details from Balaji Manoharan, Director, MR B Live Entertainment and Project Director of the Tour.
It’s overwhelming to see how a small idea born out of love and honor skyrocketed into the biggest multicity tour India has witnessed. The Encore Tour kick-started in Hyderabad and then sailed into Ahmedabad. The Ahmedabad show will always be close to the audiences’ hearts since this was the first time Rahman took the stage there. The crowd was mesmerized and the sound of captivated audiences shouting “ENCORE” truly made this journey special. Next was the ‘City that never sleeps’, Mumbai where Rahman played after 5 years and there couldn’t have been a better finale than what we saw in New Delhi. BALAJI MANOHARAN
DIRECTOR, MR B LIVE ENTERTAINMENT AND PROJECT DIRECTOR OF THE TOUR
INDUSTRY WATCH
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We had a week from load-in to show. But the catch was that we had to be ready two days before the show for tech checks and rehearsals. Of course, the rehearsals of a show of this level cannot, and should not, be compromised, and so, we had to ensure the production schedule was spot on. There was no room for delays on any front. Happy to say, with a great team, we were able to achieve this. VINAY AGARWAL
Balaji is also praises for his entire team who helped the tour reach newer heights of excellence. He specifically mentions, “Shikal Jain has been the pillar behind every show. If it wasn’t for her, none of our artists or crew would reach places on time, be comfortable and well fed in order to deliver their best.” Balaji further elaborates that the Show Director, Deepak Gattani, Director, Rapport Global Events conceptualized the show as a celebration of A.R. Rahman’s musical journey, capturing every milestone from the very start. A 25-year legacy was delicately presented in a two-and-a-half-hour show, with the theme shining through- be it in the set, the song list or the visuals.
When we started off with this idea I never imagined coming this long but with Balaji and MR B Live Entertainment whose been my constant inspiration and always learning from him to reach for the stars and this is just the beginning for Us. A big shout out to my entire team without whom I couldn’t have imagined pulling off this Tour who has tirelessly made things move so smooth and make this a memorable one. SHIKAL JAIN
PROJECT HEAD, MR B LIVE ENTERTAINMENT
One of the biggest highlights of the A.R. Rahman ENCOREThe Concert in each of the 4 cities was undeniably its stunning stage and production. Vinay Agarwal was the Production Head, and it is believed that two massive sets were created and then transported across the country for the entire tour. The setup had to happen like clockwork, and Vinay and his team ensured that only perfection was delivered every time. Thanking the partners of the tour Balaji elucidates, “I must extend my sincere gratitude to certain key members of the crew without whom this tour wouldn’t exist. Kunal Khambhati, Head- Live Events and IP, BookMyShow along with his dedicated team traveled to every city and rendered great support in ensuring a smooth execution in every city and venue. Also, a big thank you to the promoters across respective cities. As they say, you leave the best for the last, and I am grateful to Ravi Shankar, Director AKR Events and Nasser Syed, Director, ARN, who were a constant source of motivation and guidance to us throughout. They both are the unsung heroes of this tour, and this is said with hands across our hearts.” PICTURE COURTESY: ARUN TITAN STUDIO
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INDUSTRY WATCH
B BEHIND THE SCENES: MADISON CONVERTS SECLUDED WAREHOUSES INTO A FUTURISTIC CONVENTION VENUE FOR ‘BUD X’
UD X, A FIRST-OF-ITS-KIND music workshop series curated and produced in collaboration between Budweiser Experiences and Boiler Room featured three days of electrifying workshops, talks, masterclasses, and live DJ performances from December 6-8, 2017 at Dhanmill Compound in Chhatarpur, New Delhi. The 3-day music convention was executed by Madison Turnt wherein the agency took over three secluded warehouses and transformed them into a state-of-the-art music convention venue. The event saw a combination of blended showcases that incorporated both live musical performances and exchange of ideas under the central theme of redefining the electronic music culture in the country. The global beer giant, Budweiser being the curators of a convention clearly needed an impeccable venue which could not only host serious business discussions about the world of music during the day but could also be easily transformed into a kick-ass party venue in the night. Anyone who has ever been to the Dhanmill Compound in Chattarpur will tell you that the venue is absolutely dead ordinarily which is why Budweiser’s choice of the same as the event venue came as a surprise for many. After all, 3 warehouses spaces in a Mill compound are rarely anyone’s idea of an event venue for even a birthday party let alone a full-blown music convention. However, thanks to the creativity and vision of their executing partners Madison Turnt, the venue was transformed completely and packed a thoroughly immersive, unprecedented experience for the audiences. The venue design was curated keeping in mind the adaption from Boiler Room around the world.
BUD X as a concept is something that we have always wanted to do as it takes forward our brand philosophy of redefining the electronic music culture in the country. We look forward to making it an annual engagement for our audiences. VINEET SHARMA ASSOCIATE MARKETING DIRECTOR AB INBEV INDIA
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INDUSTRY WATCH
We are extremely thrilled to have collaborated with BUD X and other stakeholders for bringing a concept like this to our country for the first time. We are elated that we were able to create an atmosphere which will truly made this an unforgettable experience–i.e. ‘The Turnt Experience’ SUNNY VOHRA
SENIOR VICE PRESIDENT MADISON TURNT
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INDUSTRY WATCH
VIDXB,
DUBAI’S FIRST EVER EVENT dedicated to online content creators took place on December 8 and 9, 2017 at the Dubai World Trade Centre. The event, organised by Dubai Film and TV Commission (DFTC) in partnership with Done Events saw a footfall of over 5,000 visitors over the two days. VIDXB was opened by Shaikh Mansour Bin Mohammad Bin Rashid Al Maktoum.
Dubai Witnesses
VIDXB,
The First Ever Event Curated For Digital Content Creators With conferences, meet-and-greets, as well as workshops, the event kept the audience engaged with content stalwarts throughout.
The event saw multiple conferences focused on the latest technologies used by creators to generate content and engaging with the followers on social media platforms for sharing the content and achieving maximum reach. From meet-and-greet sessions to workshops, the event saw a varied mix of interesting lineup for artists as well as attendees. There has been a real gap in the market for an event like this and the demand for all its programmes was unprecedented. To accommodate the range of programmes from content makers across the globe, Done Events erected a conference and exhibition arena that showcased content-makers from different entertainment verticals. Events at VIDXB included a live cooking demonstration from Chef Samar, an E-Sports session with UK-based gamer and performer KSI, and a tutorial on beauty content creation with Noor Stars, Nuha Style, Esswara and YoTips, and more. Venues and stages were customised according to the needs of each of the content stalwarts. On a custom-built multi-level grass stage, angular light boxes gave a distinctive backdrop for YouTuber Casey Neistat to speak about his meteoric rise to success and how he became the gold standard of vlogging. While online megastars including Lele Pons, Anwar Jibawi, Inanna Sarkis, Hannah Stocking, and many others participated in workshops and interacted with their fans and followers on the show floor. The two workshop spaces were held in creatively designed double decker structures, with the 1st level on both being used as talk spaces that held 70 people seated and 20 standing. Within the double-decker structure, a lounge - sponsored by Dubai Studio City, included a massive purple and white beanbag pool where creators could relax and upload content or watch and listen to the numerous workshop sessions. The Industry structure, sponsored by Dubai SME, had an urban look and feel with steel girders, meshes, textured walls and exposed tungsten bulbs. The ground floor in this structure was used as a networking area, lounge and photo opportunity for Sheikh Mansour to meet the international talent in a secure space. With over 60 creators for fans to meet and greet over the 2 days, the space had to have the ability for 3 photo sessions to be held simultaneously taking crowd control into account. Done Events designed 3 triangular prism based structures each with step and repeat backgrounds as well as semi transparent walls for fans to get a glimpse of the stars, while also allowing private pictures and easy to manage queues.
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Project Manager Ceirah Hutchison said, “We wanted to ensure the safety of both talent and visitors alike, this event is unique in that there is no separate area, the creators want to get out and meet their fans and the space has been designed to allow that to happen.” Scattered around the exhibition space were retailers, social media giants like Facebook and Youtube, MNC sponsors such as Alfan, Diwan and Al Aan TV, government sponsors in Dubai Post and Dubai Police and activations such as ‘Balloonicorn’, where visitors donned a unicorn horn hat and tried to burst balloons full of glitter and prizes, as well as slime making classes from retail shop Creative Minds. The high-end technology was brought by Emaar Entertainment who had augmented reality activations within their space to keep kids of all ages entertained. No area was left un-activated with even the Meet and Greet queue having a display of the top 50 You-Tube videos from the last 5 years and fans given the opportunity to vote for their favourites. The evening of both days saw a quick turnaround of the main conference stage to a concert venue for 4 different acts on each of the nights. The multilevels of the stage platform gave energetic online sensation KSI plenty of opportunity to showcase his athleticism while rapping while the large screens and lighting gave the creators from Diwan the interactive element they required. The overwhelming success of the 1st edition of VIDXB has successfully cemented its position as a catalyst for digital media production in the region and Done Events as a producer of large-scale multi function live events JANUARY–MARCH 2018 EXPERIENTIAL MARKETING
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INDUSTRY WATCH / THE CUE CARDS
BECOME AN INFLUENCER IN THE WORKPLACE The Cue Cards is a series created to provide a few insights and to explore the possibilities of self expression and career growth in order to experience fulfilment in life. So here is a set of cue cards that introduce concepts and enable us to navigate our way through circumstances and create our own destiny. BY SUSHMA GAIKWAD CUE CARD 1 Generate Self Confidence An influencer is determined by the confidence exuded at all times. The key to self-confidence is being aware of the qualities one has and building on the qualities that add value to others. A confident person smiles at all times, connects with strangers, builds rapport with everyone and most importantly speaks up. Confidence is generated with a strong belief in oneself. It is not over-confidence that influences, but a strong and undeterred confidence in one’s capabilities and the integrity of one’s word.
CUE CARD 2 Be dignified In the garden of dignity blossoms deep respect. An influencer is one that is dignified at all times, whose selfrespect is paramount in the scheme of things. Carrying oneself with grace only adds value to the personal brand. Even in times of anger, turmoil and annoyance, it is important to remember that graceful behaviour will drive positive action. This grace and dignity should be evident in the choice of language, choice of clothes, behaviour at social functions and in interactions with co-workers and seniors. Clients are drawn to dignified talent, hence be aware and project the right signals.
CUE CARD 3 Make others feel good about themselves I have found that appreciation goes miles in the journey of creating success at work. A magic ingredient of becoming an influencer is giving credit to others, praising your team and co-workers and ensuring others feel good about themselves. Appreciation is hard to come by and everyone yearns to hear a compliment. Be generous in giving compliments and the world will magically gravitate toward the one who does.
CUE CARD 4 Work on yourself Growth in mind and spirit translates into growth in all aspects of life. It is essential to be knowledgeable and knowledge of self is the key to the kingdom of personal growth. Supplement that knowledge with books that add value and provide insight through content that will enable a person in the pursuit of excellence. Influence self with the right perspective and others would get automatically influenced.
the possibilities in others and guide them toward their potential. Project your possibilities to the world. Social media is a tool to inspire others. Do not trumpet one’s own achievements, instead, a touch of humility in posts and broadcast go a long way in building connections. To become an influencer, it is important to know where one is going, hence mapping a personal vision is certainly the first step in this journey.
In Conclusion An influencer is one who knows his/her mind, is always aware of circumstances–one who is nonjudgemental, knowledgeable and highly confident. A person who diffuses conflict by mere presence and is clear about personal boundaries. Cultivate an optimistic mindset and people will seek you out. Yet, always remember to wield this power of influence with dignity and respect. Build an ‘Extraordinary Life’ with choices that create an Extraordinary experience for others!
CUE CARD 5 Work in the future Futurists are created, not born. Live in the future. Imbibe the language of possibilities in the vocabulary. See
ABOUT THE AUTHOR With her roots firmly entrenched in the experiential industry, Sushma forayed into the field of learning and development over a decade ago. Sushma has made her mark in the industry as a sought after Skill Facilitator, Leadership Coach and Life Mentor and specialises in transformative, breakthrough and NLP techniques. FOLLOW SUSHMA GAIKWAD Facebook: sushmagaikwad.ofc Twitter: Sushmaspeak
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INDUSTRY BRANDWATCH MARKETING / EEMA / IN UPDATES FOCUS
Marketing Veteran Gurmukh Singh Appointed as Director General EEMA While the Event and Entertainment Management Association (EEMA) NEC and NAC have always played a stellar role in shaping the way the association functions, its core members have for long felt the need for a dedicated professional team to manage the organisation’s work so that EEMA is a living, breathing and constantly thriving entity. A similar announcement was made by EEMA President -Sabbas Joseph in September 2017. Actioning the announcement, marketing industry veteran Gurmukh Singh has been appointed as the Director General for EEMA. Singh brings to the association over 20 years of experience of being an entrepreneur and a corporate head honcho for companies like Microsoft, Cisco, Intel, and WD. It is believed that Singh’s appointment comes after a round of interviews with Sabbas Joseph and EEMA National Advisory Council Member, Michael Menezes. Confirming the same Sabbas Joseph, shared, “The appointment of the Director-General for EEMA is the beginning of a new phase, one that will be driven by a strong integrated administration which will, therefore, be completely non-partisan and can constantly be a resource for government engagement, client engagement, legal
GURMUKH SINGH DIRECTOR GENERAL–EEMA
pursuit on a consistent basis. The director general will become a spokesperson as well as the bridge for transition, as EEMA gets ready for its next phase of growth. Member engagement and increasing delivery and value to members are the most important agendas that are being placed before the Director-General.” On the EEMA West front, a similar initiative has taken wings as Shweta Chadha, a former event industry professional has been appointed as the Regional Manager.
EEMA to Elect a New President in January; Sushma Gaikwad Elevated to General Secretary, EEMA It was at the last EEMAgine convention held from September 7 to 10, 2017 at Hotel Pullman, Aerocity New Delhi when Sabbas Joseph, President, Event and Entertainment Management Association (EEMA) had shared that he would no longer continue as President of the Association after the completion of his on-going tenure. While as a process, the new President and working committees are nominated/elected at the association’s Annual General Meeting (AGM) held the day before EEMAgine, it is being reported that the President’s election would this time take place in advance, within the month of January 2018 itself. It is also believed that the newly elected President will work alongside Joseph and the current committee, in the lead up to EEMAgine 2018. The forthcoming weeks will see members being nominated and seconded to stand for the position of President of EEMA. While greeting members for the New Year, Sabbas Joseph also shared some important updates about the EEMA Leadership Team. The president announced that Sushma Gaikwad–VP, EEMA (West), will take over the role of General Secretary of the association.
Sushma has worked tirelessly over the past few years as Regional Vice President for EEMA West and has demonstrated leadership in the areas of Education, Member engagement, and Government engagement among others. SABBAS JOSEPH PRESIDENT–EEMA
Joseph also divulged some exciting news about the next EEMAgine convention. He shared, “The next EEMAgine is confirmed to be held in May in Jaipur. This would be the 10th EEMAgine and will mark the culmination of EEMA’s 10-year celebrations.” JANUARY–MARCH 2018 EXPERIENTIAL MARKETING
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BRIEFS
ENTERTAINMENT
Farhan Live and Vishal Bhardwaj to Headline Gaana Bollywood Music Project in Delhi The Delhi edition of Gaana Bollywood Music Project, is set to take off at Jawaharlal Nehru Stadium Grounds on January 27 and 28, 2018 and will be headlined by multifaceted Bollywood star Farhan Akhtar with his band Farhan LIVE and the multi-talented film director, screenwriter, producer, music composer and playback singer Vishal Bhardwaj. Speaking on the festival, Swaroop Banerjee, CEO, Event Capital quoted, “Gaana BMP fans will see a collaborative mix of Bollywood Punjabi, Hip Hop, Sufi, Romance, Folk, Funk and Pop, making this the only complete multi-genre Bollywood music ensemble anywhere in the world and it gives me immense pride to showcase our own music in the heart of the Indian Capital.”
Swaroop Banerjee CEO, Event Capital
Jamaican Rapper Sean Paul Joins the Super Line-up at Vh1 Supersonic 2018 Vh1 Supersonic, one of India’s biggest multi-genre music festival is scheduled to take place from Feb 9-11, 2018 at Laxmi Lawns, Pune. The festival organizer’s in their latest announcement have revealed that legendary Dancehall Rapper Sean Paul will be joining the festival’s super-lineup to make this edition of Vh1 Supersonic the biggest one yet.
Saugato Bhowmik
Business Head Integrated Network Solution & Consumer Products
Commenting on the festival, Saugato Bhowmik, Business Head, Integrated Network Solution & Consumer Products, said, “This year, with the legendary Sean Paul on board we have brought together a dream line up of stellar artists from different genres, making it an unforgettable festival of the year. We look forward to welcoming our fans as we continue bringing the best for them each year.”
VVIP Entertainment Brings London’s ‘Cirque Le Soir’ Night Club Experience to Delhi Imtiaz Khatri, Founder, VVIP Universal Entertainment brought London’s exclusive Oxford Street Nightclub Cirque Le Soir to Delhi, for a “one-night-only” party at the exclusive Hyatt Andaz Hotel on December 22, 2017. Celebrity interior designer Gauri Khan was roped in to design the luxurious sets for the evening. Imtiaz Khatri, Founder of VVIP Entertainment shared, “We have had a very positive response to the news of Cirque Le Soir coming to India. The event in Mumbai was sold out and has paved the way for parties in other cities as well. This event is followed by a party in Pune and Bangalore as well. The circus-themed extravaganza is meant to exhilarate and enthrall! Guests party the night away whilst live circus acts from around the world perform on stage.”
Bollywood Rapper, Honey Singh and
Imtiaz Khatri
Founder of VVIP Entertainment
Alt-electro Rock Band Pentagram Made a Comeback with Bacardi NH7 Weekender Pune Pentagram, the alt-electro rock band is back with quite a bang. The band made a comeback after a hiatus of three long years at the Bacardi NH7 Weekender festival in Pune held on December 10. Talking about the way ahead, Vishal Dadlani said, “We’ve stayed close, through our time off. Think of the NH7 show as a tester. For us, as well as the newer audiences that haven’t gotten to know us yet. We need to know where we stand, given the way life has changed in 3 years. We’re gonna play hard, and have us a party, like we always do. And then, once we take that first step, we’ll re-learn how to walk.” Vishal Dadlani
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BRIEFS
ENTERTAINMENT
Women Take Center Stage at The Paddy Fields Festival 2017 in Mumbai The second edition of Paddy Fields arrived with a bang in Mumbai. Aiming to move away from the standard, the theme of the festival this year was ‘Women Take Center Stage’ and staying true to the theme, the festival presented a lineup of women artists presenting a medley of folk and fusion. Speaking about the event, Sunny Makasare (Head – Business and Strategy), Robust Events Stated – “It was long journey before we won the mandate to execute the event. The real challenge, however, was managing the mammoth set up in just three working days since the venue was blocked for Nesco’s Navratri event. It took around 45+ trucks of material, 300+ workers working round the clock to convert the tin clad venue into an ambiance deemed fit for a music festival which left everyone mesmerized.”
Sunny Makasare
Head–Business and Strategy Robust Events
Echoes of Earth 2017 Paid Homage to Nature in its Second Edition The second edition of Echoes of Earth Music Festival on November 18 and 19 was a great success. The audience witnessed over 40 musicians and artists from around the world, who came together in lush green nature to create the best live music experience in the country. The theme of the festival this year was ‘Bugs of the Ecosystem’ and to celebrate the many creatures of nature, homage was paid to two of nature’s wonders, Dragonfly and the Spider. The festival also paid homage to our cultural heritage in association with Karnataka Tourism, by creating the Toy Town stage: Channapatna. Taking inspiration from this ancient art of puppetry and toy making, this stage inspired by this tiny town of Channapatna boasts of a puppet standing over 60 feet tall.
6th Edition of Maruti Suzuki Bengaluru Comic Con Receives a Tremendous Response from Fans Comic Con India hosted the city’s biggest pop culture event - ‘Maruti Suzuki Bengaluru Comic Con 2017 Powered by One Plus’ on December 3, 2017, at the KTPO Convention Centre. The show hosted a spectacular lineup of events including special international guest appearances, exclusive experiential and gaming zones, artist alleys, fans sessions, cosplay, book launches and much more. Jatin Varma, Founder, Comic Con India, shared, “Thanks to all the fans who turned up this weekend and helped us make it the weekend of the year! And thanks to all our sponsors, partners, exhibitors and volunteers who helped us put together the show! We’ll be back next year, as always, bigger and better.”
Jatin Varma
Founder Comic Con India
Second Edition of the WindMill Festival in Mumbai Merges Fun with Learning for Kids Second edition of WindMill Festival, touted to be ‘India’s First International Children’s Festival’ took place at Reliance Jio Garden in Mumbai on December 16 and 17, 2017. The festival which is an initiative of Event Capital and Tribe Asia, merged fun with learning for kids of all age groups.
Mirza Baig
Director IP Tribe Asia
Mirza Baig, Director IP, Tribe Asia, said, “Windmill Festival was started with a vision to make it a global property. Windmill Festival came to the audiences at the right time, and the experience was overwhelming for the first year in Bengaluru, with the focus on getting children outdoors. The festival this year too saw families come together for spending quality time with kids, and for once the parents focused on what the kids wanted over this weekend.”
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ENTERTAINMENT / PHOTO FEATURE
THE THUNDERING SUCCESS THAT WAS THE ‘WORLD’S BIGGEST GUESTLIST FESTIVAL 2017’ After making history and kick-starting the entertainmentfor-good movement with their first two events, in 2017 Guestlist4Good set out to unite the world; In India, For India. With a first look announcement on Jan 1, 2017, the World’s Biggest Guestlist Festival aimed to be the biggest entertainment-for-good event to happen on the planet in 2017. The two massive concerts for one massive cause took place on December 2nd and 3rd, 2017 to support the education of 100,000 underprivileged Indian children. This year Guestlist4Good partnered with Magic Bus working with children living in poverty in India, taking them from a childhood full of challenges to a life with meaningful livelihoods. While disrupting industry norms of commerce and cause, Guestlist4Good did not compromise on the entertainment and featured some of the biggest global music artists such as Hardwell, Nucleya, Adnan Sami, Shaan, Killthebuzz, Fource, TNO, Tanvir, Nanok, W&W and many others. 28
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It was truly historic to unite the world of music and engage 150,000 fans on ground and 100 million impressions worldwide. It doesn’t get bigger. #LoveUnites. #UnitedWeAre. SHAILENDRA SINGH INCEPTOR, GUESTLIST4GOOD
ENTERTAINMENT
Arijit Singh Rocks the City of Kolkata as He Kickoffs His Maiden IndiaTour in Mumbai
BOLLYWOOD SINGER ARIJIT SINGH wooed the audiences in Kolkata as he kick-started his 1st ever India tour at New Town Eco Park, Kolkata on December 24, 2017. The concert was the first leg of the 10 cities of Royal Stag Mega Music Arijit Singh MTV India Tour Produced by Wizcraft International. The concert series which is an initiative of GiMA Concerts will now be held across major cities right up till March 2018. The city of joy witnessed a spectacular evening as Arijit Singh churned out his biggest hits such as ‘Kabira’, ‘Channa Mereya’, ‘Ilahi’ among others and a medley of Bengali songs. The evening also saw the audiences enthralled by the special ‘Make It Large’ surprise element moments during the event. Commenting on the occasion, Arijit Singh said, “I am honored to have begun my first integrated and exclusive India tour in Kolkata and on Christmas Eve. This journey along with GiMA and MTV will definitely be an incredible experience for me.” Raj Nayak, COO, Viacom18 added, “MTV has always been a pioneer where music programming is concerned. Be it introducing India to music television to creating the biggest ever music format shows such as MTV Unplugged, Coke Studio@MTV, MTV Spoken Word and many more. This is the one brand that not only understands music but is also the ultimate word on the youth and is always in tune with what they like. A multicity concert with one of the most celebrated young singers of today, Arijit Singh ticks all the right boxes for us and who better than Wizcraft to execute such a fantastic initiative at such a grand scale. All I can say is, what you see is just the beginning of perhaps a new phenomenon where artist tours are concerned. Just remember MTV brought it to you first!” JANUARY–MARCH 2018 EXPERIENTIAL MARKETING
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ENTERTAINMENT
Wizcraft International has always endeavored to bring forth artists, and concepts that are unique and larger than life concerts witnessed never before. We are extremely excited as we kick-start with a series of live concerts under the aegis of GiMA concerts in partnership with Viacom18’s MTV with the reigning superstar, Arijit Singh, which also happens to be his first national tour. These concerts are scheduled in different cities across the nation which will bring the superstar closer to his mammoth fan base. SABBAS JOSEPH
DIRECTOR AND CO-FOUNDER WIZCRAFT INTERNATIONAL
BookMyShow has been playing an integral part in bringing some of the best live music experiences to fans across the country. We are now excited to be working with Wizcraft International and GiMA concerts to bring Arijit Singh’s first mega national tour to entertain the audiences. Arijit Singh, with his soulful melodies, has struck a chord with millions of fans in India making him the voice of this generation. As the official ticketing partner for this ten-city tour, we are committed to ensuring a transparent, safe and constant opportunity to his fans to get enchanted by his music and are determined to make this event a phenomenal success. KUMAR RAZDAN
HEAD–EVENTS (BUSINESS DEVELOPMENT) BookMyShow 30
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ENTERTAINMENT / COVER STORY
How GoBananas Made ‘Timeout 72’ an Experientially Awesome Spectacle
2017
WAS A PHENOMENAL YEAR for the LIVE Entertainment ecosystem of the Indian events industry. The year not only saw existing IP’s in the country flourish and present themselves in a more immersive avatar but also saw newer event IP’s debuting successfully and taking the experiential quotient at events to a whole a new level.
that time, Timeout was just an idea. However, they had a grand vision and abundant excitement. Their palpable excitement is what motivated us to get onboard for this project. Our courage, conviction and radical ideas were what excited the promoters to get us onboard for the project.”- says Khantil Mehta, Co-Founder, Gobananas, and Director- Init Design Studio (Design Wing of Gobananas).
The biggest draw of the year in this regard remains Timeout 72- a 3-day long multi-genre music festival that served music lovers an electrifying, all-encompassing experience that shall remain etched in their hearts for a long time.
THE VISION “Together we envisioned a music festival that would surpass all the previous music festivals the country had already seen. We wanted to create a brand, an IP or to be precise an experience, the resonance of which would last much after the festival was over. Now we knew that music alone won’t help in achieving that everlasting experience. Hence, our job was to deliver this magic whether it came from the name of the event, the brand logo, the design, and feel of the entire event, the jaw-dropping, mammoth stages or the all-enveloping sound that allowed festival goers to escape from the reality and go to a special place. Music lovers wanted a euphoric, magical experience that allowed them to live and relive their love and passion for music in their memories forever and all this was to be achieved in 7 odd months.”- shares Khantil.
Industry veterans wondered if a newly announced festival would be able to live up to the expectations that the audiences have from the ‘Party Capital’ of the country. Thankfully, Timeout 72 that took place at Hilltop (Vagator), Goa, from December, 27-29 Dec 2017 not only lived up but in fact, superseded those expectations, delivering to its audiences an unprecedented experience to cherish forever. The biggest highlight of Timeout 72 was undoubtedly the outstanding design and the overall structure of the festival. The grand stages, enthralling experience zones, stunning art installations and the impeccable venue layout; everything was a testament to clever conceptualization matched with perfect execution. In this exclusive feature at ExM, we speak to the custodians at Gobananas and Init Design Studios that created the magnificence that was TimeOut 72. Vicky, Co-founder of Timeout 72, was very clear about what he wanted. He comments, “My intention was to create an experience that would be etched in the memory of people. I was specific about how this experience was not supposed to limit itself to a single event but become a brand. I was also clear about not defining the property as ‘only’ a music festival. I wanted to create a newer, bigger and lasting resonance with the country’s youth. I approached Gobananas because they had been known to create new benchmarks in their areas of work in the past and knew their work will be beyond ordinary. Most importantly, I wanted Timeout to happen in Goa because all said and done Goa was, is and will remain the party capital of India.” “Timeout was more than a festival for us. We always envisioned creating a phenomenon rather than an event. A phenomenon that people will expect year after year. We think we’ve already sown the seeds of a maddening festival IP. Something that is etched in the memory forever. Looking at the post-event reviews, I think we have done a great job,” adds a triumphant Kunal, Co-Founder of Timeout 72. “It was way back in March 2017 when the promoters of Timeout 72 approached us. They wanted to create an epic music festival that the country had never seen before. At
He adds, “Looking back today, it seems magical even to me how we achieved something so immensely big in such a short time. Practically, it was impossible – but at Gobananas we have pulled off many such impossible feats, and now it has become more of a rule than the exception to achieve the impossible.” BEFORE TIMEOUT BECAME TIMEOUT Nomenclature is one of the most time-consuming and painstaking exercises at Init. The entire team behaves like an overbearing, obsessed parent who wants the perfect name for their precious baby. The team’s first thought after waking up and the last thought before sleeping is about the name. This, before the festival, was named Timeout, every person in the team came up with a hundred names for a period of 20 days and after hundreds of names were rejected, Khantil came up with the name Timeout 72. The idea for the name came from the fact that the festival was an escape from reality. Reality comes from the sense of time and from the realization of now. What if there was no time, there would be no reality. We all would be living in a surreal world. This was the basis of the name Timeout. The 72 in the suffix of the name symbolized the 72 hours or the three days of escape as the festival which started at 12 am daily and lasted until 10 pm, followed by all-night long after parties. It was a perfect name, easy to recall and justifying the crux of the event.
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WAS WAY BACK IN MARCH 2017 when the promoters of Timeout 72 approached us. They wanted to create an epic music festival that the country had never seen before. At that time, Timeout was just an idea. However, they had a grand vision and abundant excitement. Their palpable excitement is what motivated us to get onboard for this project. Our courage, conviction and radical ideas were what excited the promoters to get us onboard for the project. The positioning statement was derived after trimming down all hyperboles and stating one simple fact - ‘Live a Lifetime in 72 Hours’. “There is an interesting story about all the stage names. For a week our team had turned into part-time astronomers studying stars, planets, folklores, asteroids & everything bizarre happening in the Universe. From Aurora Borealis to Proxima Centauri through to Nebula Sagittarius, those are giant clouds that taste like raspberries and smell like rum, you could ask us anything about the universe. We sought inspiration from the universe and came up with three names Majoris - The biggest and the mightiest is termed Majoris in the space terminology; Eximius - Eximius means the finest, the excellent & the extraordinary and Proximius which suggests the nearest you can get to a star which was to happen at Timeout!”- reveals Khantil. THE VISUAL EXPERIENCE OF TIMEOUT 72 If the name is the identity of a brand, the logo is a visual identity that should reflect the overall theme. Early on we had decided that the overarching theme of Timeout would be ethereal and magical. However, for something as symbolic as a logo to exude that kind of vision without being too otherworldly and unrealistic was a daunting challenge. Talking about it Khantil elaborates, “It took us almost a month to finalize the logo as we don’t believe in doing anything half-baked. If you see the Timeout logo you will see that we have three rings inspired by earth, sun, and moon – that signify day and night. The sun rays double
KHANTIL MEHTA
CO-FOUNDER, GOBANANAS, AND DIRECTOR–INIT DESIGN STUDIO (DESIGN WING OF GOBANANAS)
as music equalizer, all in tandem with each other. The thunderbolt signifies the shocking reverberation of Timeout 72 that one will remember throughout their lifetime. Last but not the least, the logo, when carefully looked at, is like an eyeball. Though it is said that eye is a reflection of the soul, the eye is also the first to witness the happenings in the surroundings. Because the experience of Timeout was not to limited by music and music alone but every kind of sensation – aural and visual, the last was one of the most important symbolization of our vision.” BRINGING IDEAS TO REALITY The event name and logo were only the first milestones. And, Gobananas a long journey ahead of them as they had upon themselves the hard task of now turning their ideas into reality. Mihir Ranpara, the Director of Gobananas, was truly instrumental in this. While Khantil Mehta brought the remarkable ideas to the table, Mihir Ranpara came in with unmatched logistical expertise to ensure that none of Khantil’s grand ideas were denied on the grounds of execution problems. “For 6 long months, eating, resting or sleeping was a luxury. Gobananas have done some massive events, national and international events, from Vibrant Gujarat summits to film festivals through to international summits; however, Timeout was a challenge in terms of executing everything under tight deadlines. We had more than 2000 people JANUARY–MARCH 2018 EXPERIENTIAL MARKETING
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working day and night on production and other aspects of the event. Our job was to streamline everything and look at each and every aspect paying attention to the minutest thing,” explains Ranpara.
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The first step in execution was to create 3 spectacular stages that were not merely stages but awe-inspiring structures. The biggest stage of the festival was the main stage which was 200 feet wide and 60 feet tall. Overlooking the stage was a mammoth area that could accommodate up to 40,000 people.
➊ Majoris 3D View ➋ After Execution–The second stage or PSY stage was atop a hill giving PSY fans the much-needed space they craved. This stage was perceived keeping in mind the visual distortions, exaggerated experiences and a heightened sense of colors that all lead to a psychedelic trip.
➌ Eximus 3D View
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➍ After Execution–The last stage i.e. the Live Stage was inspired by
the planets and orbit systems combined with elements of music and time.
➎ Proximus Miniature Model ➏ After Execution Also, a part of Timeout 72 were some stunning art installations. Some of these were:
➐ The Time Horizon–This was the name and the structure used as the main gate of the festival.
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➑ The Eclipse Walkway–An anamorphic walkway created out of the logo of Timeout which acted a center point of attraction for people.
➒ The Pendulum Swings–The concept of Time was taken in consideration and Gobananas created Pendulum Swings with proper cushioning on which the people could swing and have fun with their friends.
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➓ The Sit-Out Zone–Timeout Cut Out with sitting pods were created on the hilltop for those who wanted to get a glimpse of the entire venue from the top and relax with their buddies. These sitting pods were envisioned to be the equalizer dots that form the perimeter of the logo. •• FaceTime–Installations that were made of a wooden structure covered with a clock-like face - something that went with the theme and urged people to click a picture around itself. The Snail Cycle–A cycle designed like a snail - to add an effect representing the slowing-down of the time.
•• The Illusional Snail–A snail-shaped installation with a trippy clocklike spiral that when moved gave audiences an illusion.
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•• Merry-Go-Cycle–A fun activity which one enjoy with their friends. It
involved four cycles mounted on a circular orbit that could be cycled together. Adventure Activities–Bungee Jumping, Zip Line and Giant Swing were some attractions that amazed the adventure junkies at the festival.
•• Timelapse–Chill-out gazebos, tents, food and flea area and a Hammock area were meant for those who wanted to just relax and enjoy the show.
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OVERCOMING CHALLENGES For the team at Gobanas, there was no rulebook to successfully execute a music festival of this stature. The expectations were high and with that came the anticipation of working in tandem with various execution teams coming from various parts of the country and collaborating with them towards attaining a common goal. Khantil elucidates, “We had to create something unique, something bespoke, something memorable for the audiences. We had to stand out in the competition and we had to win every day. The stage designs, installations, branding, and set-up were all sketched, designed and developed from scratch - implementing them on the venue required major customizations and even experimenting at the time. We deployed teams from our Ahmedabad and Mumbai offices who worked in collaboration with the national and international agencies as well as local agencies/vendors. Many artists performing at the festival also posed unique requirements, challenges and execution workarounds for our team. We were aiming for a whole new setup of technology, art, entertainment and experience packed in 3 days.” WHAT SUCCESS LOOKS LIKE “Watching the crowd size grow, ending every day with a power-packed headliner performance and observing the ripples on global social media - that’s what all our weeks and months were for. We had created a magnificent show and the audiences filled them up with emotions, cheers, and memories. Over 80,000 people attended the festival finale, we were among the top trending global stories on Snapchat, we collaborated with artists who had never performed on Indian stages before and with that - we created history. Every event is a special goal, every brief offers its challenges; the idea is to keep moving forward, to keep exploring possibilities and keep pushing limits.”concluded an elated Khantil as we wrap up this insightful interaction with him.
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Gobananas have done some massive events, national and international events, from Vibrant Gujarat summits to film festivals through to international summits; however, Timeout was a challenge in terms of executing everything under tight deadlines. We had more than 2000 people working day and night on production and other aspects of the event. Our job was to streamline everything and look at each and every aspect paying attention to the minutest thing. MIHIR RANPARA DIRECTOR, GOBANANAS
ENTERTAINMENT
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Splendid Event IP’s That Wrapped Up ‘2017’ in Style
T
HE LAST QUARTER OF the year 2017 and was also it’s most exciting one as it unleashed on the Indian audiences a plethora of experiences to choose from. While the period saw already established event IP’s like NH7, Sunburn, and Enchanted Valley Carnival making their return, it also simultaneously marked the debut of standalone concerts and budding IP’s like Ed Sheeran LIVE in Mumbai, Mahindra Open Sky, TimeOut 72 and others. In this exclusive feature at ExM, we look back at 5 splendid event IP’s that wrapped up 2017 in style and give it the smashing farewell it deserved.
THE SUFI ROUTE
The day of November 18, 2017, in the capital, witnessed history in more ways than one as The Sufi Route, a concert for peace, was held at the Qutub Minar, a national heritage property. Curated by Friday Filmworks, INvision Entertainment, and Invloed Matrix, The Sufi Route left the attendees enthralled by not just Sufi music but also with its poetry and dance performances. This first of its kind concert in India saw the presence of the legendary AR Rahman, along with lyricist Javed Akhtar, Nooran Sisters, Hans Raj Hans, Mukhtiar Ali, Kamna Prasad Sood, Fouzia & Firoz, Dhruv Sangari, Whirling Dervish ceremony from Turkey and others. Conceptualised as the first of many steps to spread the charm of Sufi poetry the world over, The Sufi Route’s debut edition was as much about peace and inclusion. By partnering with Nobel Peace Prize winner Kailash Satyarthi’s Children’s Foundation for the ‘100 Million for 100 Million - A Billion Acts for Peace’ campaign, the promoters of the concert helped the foundation connect with a wider audience and create awareness about their projects. In another first, the concert became the first of its kind in India to have given the first-hand experience of a live music event to hearing-impaired students from Centrum-GRO, an advanced skill training center for the deaf.
The highest point of Sufi Route was when AR Rahman LIVE for the first time in this country to do a Sufi Set. The way he started, the way his chorus backed him up, it was truly a visual delight further elevated by the surround sound. This was one magical moment that shall always remain ingrained in the mind of the audiences. GAGAN TAKYAR
DIRECTOR, INVISION ENTERTAINMENT
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Talking about it Gagan Takyar, Director, INvision Entertainment said, “Sometimes, the venue of a concert speaks as much as its music and dance, and to see our own Qutub Minar as the background of something so beautiful was a great sight. 20 years after the maestro Yanni’s performance by the Taj, this was as special.” Speaking exclusively to ExM about the future of the property, Gagan elaborated, “One thing we would keep in mind going forward in the successive editions of the property is giving a little more time to the other artists and make it a longer festival which couldn’t happen this time as we were dealing with the 10 PM deadline. We might make it a 2-day festival in the future so all the artists performing at the festive are given their due.”
THE SUFI ROUTE
MAHINDRA OPEN SKY
Two days of scintillating music, mesmerizing arts, adventure, and culture unfolded at Reggie’s Camel Camp Osian near Jodhpur as thrill seekers and adventurers experienced the very first edition of Mahindra Open Sky that took place from November 24-26, 2017. The festival was promoted and produced by Oranjuice Entertainment, a division of Fountainhead MKTG, now part of Dentsu Aegis Network. Mornings at the Mahindra Open Sky started on a healthy note with wellness sessions by Deepika Mehta, master trainer, and yogini, energizing mind, body, and spirit for a heady day ahead. The afternoons were spent off-roading in Mahindra UVs which gave visitors to the festival the opportunity to see centuries-old temples the unique culture of proud local tribes such as the Bishnois and the Bhils, craftsmen including potters and weavers, and desert wildlife which included blue bulls, gazelles, foxes, peacocks, and partridges. Day one of the festival saw an eclectic performance by Donn Bhatt + Passenger Revelator at the Sundowners’ Session who performed a line-up of his hit songs including Connected, Stars Align, and Spinning World. On the Dune Deck (main stage), When Chai Met Toast set the mood with their unique brand of infectious, happy music and a special acoustic set up. The Kochi boys enthralled the audience with their amazing rendition of A Beautiful World, Bum Bum Bhole, and A Firefly, amongst other popular numbers.
Mahindra Open Sky was designed as a 48-hour version of the Mahindra brand commercial - live young, live free, we are the living. The aim was to reflect this idea and to share freedom - the way you express it and what you do with it. The village that we set up has started a new trend of a vacation festival where you come, live as a community and experience a spectrum of emotions from exuberance to extreme silence, peppered with a little romance, folklore, and adventure. OWEN RONCON
CO-FOUNDER, FOUNTAINHEAD MKTG
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MAHINDRA OPEN SKY
Following them was one of the most sought-after voices of India, Papon Live who, incidentally was also performing on his birthday! The inimitable Nikhil D’Souza performed an eclectic set at the midnight acoustic session. His signature melodic tunes and soul-stirring voice kept the party going through the night. On day two, the rich soulful vocals of Sam Lewis at the Sundowners’ Session was a musical delight. His first performance at Mahindra Open Sky – also his first ever performance in India included Blues, Folk, Country music and a little bit of storytelling and ballads, giving the festival a distinctly American flavor. Anand Bhaskar Collective (ABC) took the audience completely by storm with their unique brand of Hindi alternative rock music, in addition to their original song, Faasle. It was then time for a Mehfil with the multi-talented Piyush Mishra and his band, Ballimaaraan.
ENCHANTED VALLEY CARNIVAL
The 5th edition of the Comio Enchanted Valley Carnival took place on December 16-17, 2017 at the NESCO Centre in Mumbai. The festival was headlined by an eclectic mix of some of the biggest Indian and international artists such as Arijit Singh, Robin Schulz, Nucleya, Shirley Sethia, Armin Van Buuren, Ruben De Ronde and others. Delighted to be performing for his Indian fans, Armin Van Buuren was heard saying, “When I look at my facebook, my Instagram, all those social media posts, I always see that maximum fans in the world come from this country. And I just want you to knowTo me personally, every single one of you in this room, makes me feel loved and this is the reason why I do this. Seriously India, I love you. Thank you so much.”
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We’ve just witnessed one of the finest multi-genre concerts the city has seen. Bringing Arijit Singh back to the EVC stage for an encore performance was the best decision we have made. We saw a mammoth crowd descending to our venue to watch a mix of Bollywood & Electronic music today & we couldn’t be happier with the response. DEVRAJ SANYAL
MD & CEO OF UNIVERSAL MUSIC GROUP INDIA & SOUTH ASIA
ENCHANTED VALLEY CARNIVAL
Overwhelmed to perform at EVC Mumbai 2017, Shirley Setia quoted, “This is my second year performing at EVC and I had an amazing time. It was very different from last year but equally amazing, and probably even better, an epic year. I think EVC was probably one of my first performances in India and this year was probably one of the best years of my life. I hope that people keep loving me as they do, and I keep doing more hard work to keep giving the love back to them and I will try my best honestly. I had an amazing time at EVC, thank you so much for loving me and supporting me like you do, I love you guys.” Shoven Shah- Founder, EVC & Director, Twisted Entertainment (M) shares, “We’re elated that our debut 2-Day Multi-genre concert in Mumbai was so well received. Thrilled that so many fans came out & supported us this weekend. The response has been outstanding for this edition of EVC.”
SUNBURN
With OLA as its title sponsor this year, Sunburn- one of Asia’s biggest music festivals hosted their 11th edition of the property from December 28- 31, 2017 at the sprawling Oxford Golf Resort, Lavale in Pune. It is believed that this year’s edition of the festival broke all its previous benchmarks - be its ever-increasing footfalls, the gigantic production or its ambiance. The sprawling 100 acres land which is covered with ascetic beauty, filled with never-ending greenery proved out to be the perfect destination to give fans the wonderful Sunburn experience.
Given the promise to our fans in this new decade, we moved to a new venue surrounded by a breathtaking view of nature around the festival area. The venue with its natural charm and greenery has attracted more people than we had expected, the accessibility and connectivity to the Oxford Golf Resort has played a major role. The entertainment had just begun and it was astonishing to see the crowd on the very first day. KARAN SINGH
CEO, SUNBURN COMMENTED
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SUNBURN
The 350 feet plus Main Stage incorporated the iconic Natraj from the Dance Temple theme of 2014 and ‘15. Standing tall at over 100 feet, the iconic addition to the main stage was a mystical spectacle for music lovers. As the festival stepped into its last lap as the psytrance maestros Infected Mushrooms set in a sense of numbness in the crowd with their set. The eleventh year of Sunburn was memorable, musical and magical. The artist village reverberated by all sorts of bass-lines buoyed by the incessant energy of a crowd that was nothing but love, excitement, and positivity. The animated flea markets, multiple adventure sports, and lip-smacking gastronomical delights added to the mega anniversary celebrations. Apart from the music, a number of basic amenities which aren’t given that much of significance at a dance music festival otherwise were pretty eye-catching during this edition. For example, the security and smooth entry and exit into the venue. A very pivotal part of this season was the security arrangements to ensure a drug-free zone.
TIMEOUT 72
The terra firma of Vagator went “TimeOut 72” for the first time as the festival made its debut on the sandy shores of Goa from December 27- 29, 2017 with some of the biggest names from the homegrown and international music circuit. While the flea market and the food stalls packed in attendees, the stages were where the frenzy was at where music in its many diverse, adrenaline-pumping avatars was the singular thread connecting the entire TimeOut 72 family.
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We are happy to have brought in substantial returns to the local economy and create business opportunities for the state of Goa We are grateful to the fans, artists, crew, partners and sponsors and government for their relentless support. Our aim when we set out was to deliver a unique fan experience and today we have created history for a festival in its inaugural year. VAISHAL SHAH FOUNDER, TIMEOUT 72
TIMEOUT 72
The inaugural day of the festival saw four invigorating stages -- the colossal “Majoris” measuring up to 200 x 55 feet, the incandescent LED-packed “Eximus”, the intimate “Proximus” and a constant fixture of Goa, the Vinyl Ambulance Stage - giving music enthusiasts three completely inimitable and individual experiences within the overall festival. The stages were definitely a stellar stand-out, from the time inspired props to the confetti bursts to the pyro effects! A little-known fact was that it was all put together in just three weeks. “Live A Lifetime Of 72 Hours” was the festival slogan, as it aimed to shine a spotlight on those very important tenets. The artists playing over the three days of the festival also exemplified the tagline. Jason Derulo, Wiz Khalifa, Martin Garrix, Don Diablo, Timmy Trumpet and many more, flew into Goa to support and carry this new venture to greater heights, along with India’s homegrown stars who shared the stage with equal conviction. Vaishal Shah, Founder, TimeOut 72 commented, “The roots of Goa have traveled musically across the globe, transforming cultures and traditions with its nomadic vibe. TimeOut 72 helped people experience this vibe and a rich confluence of music and other art forms in a boutique environment.
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ENTERTAINMENT
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HE YEAR 2017 HAS BEEN massive for the LIVE Entertainment space in India and undoubtedly, one of the biggest concerts to take place in the country this year has been the Indian leg of the Ed Sheeran ÷ Tour in Mumbai. Presented by AEG Presents and PR Worldwide in collaboration with BookMyShow, the concert took place on November 19, 2017, at Jio Gardens, BKC, in Mumbai.
Ed Sheeran Unites Music Fans with a Thunderous Show at the ÷ Tour Leg in Mumbai
Setting the tone for the concert was 23-year-old American artist Lauv who proved to be a worthy opener as he played crowd-friendly singles like “I Like Me Better” and “Easy Love”. Sheerios (as the Sheeran fans are called) did not have to wait long to see their favorite redheaded musician. Promptly at 8:30 PM, the man of the hour made his super casual entrance, strolling onto the stage sans introduction in a t-shirt and jeans, with the commotion from the crowd beginning immediately as he started to strum the chords to his ode to his hometown, “Castle on the Hill.” The singer from Halifax, United Kingdom ripped through the soaring guitar anthem whose rock band-influenced guitar builds crescendoed to a stadium-filling chorus. Sheeran had no need for backing singers or dancers — not with an audience, this involved. And, the singer-songwriter succeeded in capturing the undivided attention of the emotive crowd of about 10,000 roaring at the top of their voices. The concert didn’t seem like a show put on by one man, but rather an event that relied on the inclusion of an arena-sized group. From the pit to the periphery of the arena, Sheeran urged each member of the audience to sing as loud as they could and dance to whichever move they pleased. Ed Sheeran who was wearing an ocean blue Farzana Cama Balpande of BookASmile kurta stated, “India you are always special, and this night is magical.”
KUNAL KHAMBATI HEAD, LIVE EVENTS AND IP BookMyShow
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FACT SHEET
BookMyShow is committed to bringing mega live musical events to the country that allow millions of fans to get access to their favorite artists and we are happy to have delivered an outstanding and a memorable experience to every single attendee tonight. We elevated this once in a lifetime experience for attendees by presenting a world-class event experience that was logistically successful and operationally efficient.
Vinay Agarwal, the Head of Production for the concert was of the opinion that ‘Ed Sheeran LIVE in Mumbai’ is a definite game changer for the Indian events industry. He elaborated, “The tremendous success garnered by the Ed Sheeran concert despite the challenges we faced only goes on to prove that nothing is impossible here. There are solutions for everything. We just have to look for them, think out of the box, come out of our set comfort zones and make it happen. I am very proud to say there was ‘ZERO JUGAD’ in this show.” SOUND Warren D’Souza (SOUND.COM) TRUSS Harold Fernandes (Media Pro) MOTORS AND LOCAL LIGHTS Ashish Mehta (Star Dimension) HEAD RIGGER Daniel Wiggill (Media Pro) ON-SITE RIGGING Jay Neil (Ehq Projects – Malaysia) LAYHER Mitlesh Kumar (Layher India) GROUND EXECUTION Vikas Menon (Production Crew) VENUE BUILD Vicky Shah (V Ideas) POWER DISTRIBUTION AND GENERATORS Vaibhav Kapoor (3rd Wave) SECURITY Navin Singh (Trigs)
ENTERTAINMENT
I would like to thank Kunal Khambati (BookMyShow) and Para (PR WorldWide) for having trust in me and giving me a free hand to make sure we raised the bar and created new standards to be met. There are miles to go before we sleep, but Ed Sheeran’s Mumbai show is testimony that India is ready to host bigger artists, create and manage gigantic stage productions and most importantly give to the Indian audiences, an experience of a lifetime. VINAY AGARWAL
HEAD OF PRODUCTION FOR THE CONCERT
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BRIEFS
BRAND MARKETING
FILA India Turns Official Apparel and Footwear Sponsor for Tata Open Maharashtra FILA, the leading sportwear brand in the country joined hands with TATA Maharashtra Open 2018 as the official apparel and footwear sponsor for the season. The Tata Open is the first and only ATP event in India, as part of the ATP World Tour 250 series. The tournament is set to take place from January 1 – January 7, 2018 at Balewadi Stadium in Pune. “FILA has always had tennis in its brand DNA and we continue to support our global vision of investing in tennis by partnering with the Tata Maharashtra Open. Having a world-class athlete like Marin along with a very strong field competing is fantastic for the sport in India. It is really a privilege to partner with the only ATP event in India and we are proud to bring some style and sophistication of our performance products to an event of this scale,” said Rohan Batra, Managing Director of FILA India.
Rohan Batra
Managing Director FILA India
Gionee Unveils ‘Smile Squad’ - A Unique Loyalty Program for Brand Audiences Gionee, the smartphone brand has announced a new community ‘Smile Squad’ for Gionee users and customers. The customer loyalty program is a unique step in not just engaging with current Gionee users but also aims at bringing newer users onboard the Gionee platform through the engagements and freebies given out through the Smile Squad.
David Chang
Global Sales Director Gionee India
Elaborating on the campaign, David Chang, Global Sales Director, Gionee India said, “The concept of Gionee Smile Squad, was mined out of Gionee’s DNA, which is - ‘Make Smiles’. Therefore, taking our customer loyalty program a notch higher, we decided to give our consumers something substantial and something which is worth their while. The idea is to broaden the smiles we make and give our consumers better reasons to connect with the brand and keep them coming back to Gionee.”
The BMW Indian Open Polo Championship Concludes in Delhi BMW India was the title sponsor for 117th edition of the Indian Open Polo Championship held from November 22 to 26, 2017 at Jaipur Polo Ground, Race Course Road, New Delhi. The event saw a distinguished gathering of more than 2,000 guests who came to witness the spectacular game with participation from top seeded professional players. Vikram Pawah, President, BMW Group India said, “Globally, BMW has a long history of being involved in sports which require a unique combination of power, precision and efficiency to succeed. The BMW Indian Open Polo Championship truly encapsulates the same values that BMW embodies. We are proud to be associated with the legendary Indian Open Polo championship which aptly represents the robust progress of this equestrian sport in our country.”
Vikram Pawah President BMW Group India
Percept ICE Helps ZEE Celebrate the Launch of Its New Brand Identity Percept ICE, the Events and Special Projects Domain Company of Percept Limited, bagged the mandate of managing Zee Entertainment’s New Brand Identity Launch as well as the 25 Years milestone celebration event of the media giant. The mega affair took place on October 14, 2017 at NSCI, Mumbai, and witnessed a large attendance of over 3,400 ZEE employees from all over world.
Vidya Alva
Executive Vice President and Business Head, Events Percept ICE
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Vidya Alva, Executive Vice President and Business Head–Events, Percept ICE said, “The Zee 25 Years celebration and launch events have been landmark celebrations done by Percept ICE. Every concept of the event was well thought through and organized, and fell into place as the magnificent show unfolded. Many thanks to the ZEEL team on trusting us to manage this prestigious project. We are also thankful to our partners, associates and team members who put in their best efforts into making the events a great success.”
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BRIEFS
BRAND MARKETING
Fabindia Invests in ‘Experience’ with the Launch of Fabindia Experience Center in Mumbai Fabindia, India’s iconic lifestyle retailer, recently launched its new retail format ‘Fabindia Experience Center’ in Mumbai. Located off Kemps Corner, one of Mumbai’s prime areas, and spread over 10,000sq. ft., Fabindia Experience Center focuses on the transition from transactional retail to experiential retail, in a format that aims at creating a destination hub that delights customers by creating experiences for everyone in the family. “We are investing in ‘experience’ and the goal is to interact with customers at a whole new level of engagement. The first Centre in Delhi was well received by our customers and we are very optimistic about its reception in Mumbai,” comments Viney Singh, CEO, Fabindia Overseas Pvt Ltd.
Viney Singh
CEO, Fabindia Overseas Pvt Ltd.
The Think Tank Entertainment Executes the Launch of ‘The Lumiere Project’ for SD Corp The Think Tank Entertainment (T3), recently bagged the mandate of managing the much-awaited project launch of SD Corp, “The Lumiere’’ in Lokhandwala. The launch event of SD Corp’s “The Lumiere’’ took place on November 3, 2017, at Razzberry Rhinoceros, Mumbai in the presence of 85 Premium Channel Partners of the group.
Abhishek Mazumder
Founder and CEO The Think Tank Entertainment
Talking about the launch event Abhishek Mazumder, Founder and CEO, The Think Tank Entertainment said, ‘’Ensuring that the 270-degree of Bliss was carried in every element of this show, without overdoing it, was the main objective. It was great to see the audiences and SD Corp really appreciate our 360-degree drone shoot with ease through our VR glasses. Also, the time freeze had everyone participating and taking multiple group GIFS. Such events always fuel our need of appreciation.”
Second Edition of JK Cement SwachhAbility Run Witnesses Over 13,000 Participants The second edition of JK Cement’s unique initiative, JK Cement SwachhAbility Run recently concluded amongst much fanfare in Bengaluru. The 5-city run witnessed immense enthusiasm from participants, with participation from over 13,000 people from all walks of life, making it a resounding success. Speaking about the run, Raghavpat Singhania, Special Executive, J.K. Cement Ltd said, “We are extremely grateful to all the participants who helped us make the 2nd edition of JK Cement SwachhAbility a huge success. The enthusiasm of the participants was infectious, and we look forward to taking this movement to greater heights in the times to come. The mission of SwachhAbility resonates with JK Cement’s core philosophy and values of giving back to the society and we are proud to be a part of this epic initiative.”
Raghavpat Singhania Special Executive J.K. Cement Ltd
WOOT Factor Partners Essel Finance to Launch Their Latest Product Offering Essel Finance Management, India’s leading private sector financial services company, announced a new business entity via an extravagant product launch in Mumbai, on October 27, 2017 at St’ Regis and in Delhi, on November 3, 2017 at The Lalit – Terrace Plaza. The financial conglomerate handed the mandate to WOOT Factor Events to execute the launch following their unique presentations and concepts.
Smita Jadhav Shah
Co-Producer WOOT Factor Events Pvt. Ltd.
Speaking about the planning involved in the event, Smita Jadhav Shah, Co-Producer WOOT Factor Events Pvt Ltd, said, “Partnering with Essel group in this landmark event was indeed WOOT Factor’s pleasure and having an opportunity to host Dr. Subhash Chandra on this momentous occasion actually kept us on our heels and pushed us to deliver the very best.”
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BRAND MARKETING / MARKET PULSE
Deciphering What Marketing Strategy Works for Bira 91 with Founder and CEO, Ankur Jain The Indian Beer market for long has been dominated by the Indian conglomerate United Breweries with their signature products like Kingfisher, Kalyani Black Label, Sandpiper, and Zingaro followed by multinational breweries such as SABMiller and Carlsberg. However, Bira 91 that was formally launched in February 2015 by Ankur Jain has in just 3 years of its entry into the market established itself as the favorite beer brand for millennials.
‘Bira 91 beer’ in the search tab and find their nearest outlet serving Bira 91. There are also curated collections on Zomato. We have recently announced our first-ever association with a music festival, Magnetic Fields, which underlines its commitment to cater to the consumers Over the past four years, Magnetic Fields has established a loyal community, with a strong focus on consumer experience–something that resonates well with Bira 91 and its millennial identity.
In an exclusive interview with Ankur Jain–Founder and CEO, Bira 91, we at ExM decode the marketing strategy, relevance of experiential marketing for the brand and its future marketing campaigns.
There is also our online series with Rocky and Mayur called Bira 91 Hot Stuff – where Rocky and Mayur go exploring the hottest chilis in India and pairing the hottest dishes with a chilled Bira 91.
In a very short span of time, Bira 91 has rapidly emerged as one of the premier players in the Indian Beer market. What would you say has been the secret mantra of your success? I think the reason is that we speak the urban consumer’s language; we are them. The biggest thing Bira 91 has done is to give the millennials a beer they can call their own. Bira 91 aims to provide flavorful beers, at a price that is affordable. We have given people a choice that was not present in the market when we entered 2 years ago. We are creating flavor beers to satiate every palate.
Additionally, Bira 91 is supporting Hip-hop and brand channel on Saavn wherein the brand will bring on guest curators and contributors to create playlists. The goal is to partner with artists and labels to create original tracks that will be launched on the Bira 91 Channel. Bira 91 will also be promoting gigs, festivals, and exclusive merchandise through the channel. Bira 91 FreeFlow, a campaign that places its focus squarely on hip-hop and hip-hop subcultures in India. The artist gigs have mix of domestic and international hip-hop talents like the queen of British Rap – Lady Leshurr and Delhi-based rapper Prabh Deep.
What is the marketing strategy that the brand is thriving on and what are the marketing mediums you are using? The strategy is to enhance our consumer experience. We’ll be following a digital-first approach. Our core audience is urban millennial and they’re best targeted online. As a brand, we’ll invest heavily in creating quality content. Disseminating it through the right partners and also supporting our communication with on-ground activities.
How did the association with music festival Magnetic Fields Festival come through and does the brand look forward to associating with other music festivals too? Bira 91 has quickly come to represent urban India and its first-ever association with a music festival, Magnetic Fields underlines its commitment to cater to the creative Indian. Globally recognised as a festival that pushes future-facing sounds from India and around the world, Magnetic Fields embodies an exciting vision of modern India, much like Bira 91.
How is Bira 91 using Experiential Marketing to engage with its audiences? Currently, we’re looking at enhancing the consumer experience through various touch-points–including onground at bars and restaurants. We recently executed a large scale on-ground promotion called ‘Free Flow Fest’, which was a consumer-focused activity and gave them an opportunity to try out 3 different beers from our portfolio –all with varying styles and bitterness levels. It also gave consumers an opportunity to try out our recently launched brew The Indian Pale Ale [IPA]. To further help our consumers find their favorite Bira 91 –a person can simply log on to Zomato and search for
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As part of the associated one of the two main stages – the day stage – will now be called Bira 91 South Stage, and will host few of electronic music’s most revered names, and exciting new talent from all over the world and India. Is there a new brand campaign that Bira 91 is looking forward to rolling out soon? Our aim is to provide more and more flavorful beers to our consumers. You’ll see a lot of exciting things from our end in the form of new initiatives and campaigns. Alongside, we’ll continue scaling up our consumer-driven events such as Light Lunch and Free Flow Festival.
BRAND MARKETING / MARKET PULSE
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IP HAS BEEN THE LEADING BRAND in luggage industry of the country since 1971. The brand in the last quarter launched their new “VIP 50-50” campaign to commemorate 50 golden years in India. This new campaign featured superstar Hrithik Roshan and highlighted VIP as a perfect travel partner of India for generations.
How VIP Industries Continues to Dominate the Indian Luggage Industry Since 1971
In an exclusive interview with ExM, Sudip Ghose, Senior Vice President–Sales, Marketing and Service, V.I.P Industries talks about the marketing strategy of the brand, and their secret ingredient behind brand’s incredible success story over the last 5 decades. How was the VIP 50-50 campaign conceptualised and what was the rationale behind it? This is a very exciting year for us at VIP Industries, as we complete 50 years of being market leaders in the luggage industry. From a single brand to offer a diverse product portfolio across multiple brands, VIP industries have come a long way. And we have only our customers to thank for all the love and support they would have shown us. Therefore, we are doing our bit by offering 50% discount on our select ranges. We hope to continue our endeavor to manufacture worldclass products and provide numerous different offerings to make travel simple and convenient for millions of people around the world in the future. We completed 50 and are ready for the next 50.
SUDIP GHOSE
SENIOR VICE PRESIDENT–SALES, MARKETING AND SERVICE VIP INDUSTRIES
What makes for the essence of the marketing strategy of VIP Industries? We are pioneers in the luggage industry and currently comprise of 5 sub-brands and 1 ladies’ handbag range. Since all of them differ in terms of their target audiences and the market segment, all their marketing strategies differ based on the objective of the marketing plan and what we are trying to communicate. ‘VIP’ is our flagship brand which is very colorful in its vibe and communication whereas ‘Aristocrat’ is a brand for young people which is also very economical, so based on their individual requirements, the marketing strategy varies. We use multiple mediums like ATL advertising, BTL marketing a mix of Digital to effectively communicate all our brand messages. It’s a 360-degree mix. What is secret Ingredient behind your brand’s astounding success over the years? We are very proud that VIP through the years of its existence in the market has dominated the numero uno position while multinational giants in the market have struggled at the second position. We see a lot of examples of brands who come and go but if you are looking to sustain your position in the market for decades like us, you must reinvent yourself with the time. We at VIP have constantly elevated our marketing game, products, and communication approach with our audiences with time which is a reason we have remained extremely relevant to them for over 5 generations and we are raring to go for many more.
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oast Events has been on a roll in 2017. The agency was not only responsible for some of the most popular brand launches throughout the year but also closed the year on a high-note, as they curated 4 marvelous brand experiences in the last quarter. In this exclusive feature at ExM, let’s have a look at the immersive experiences Toast Events produced for Adidas, Reebok, One8, and Skechers.
TOAST EVENTS WRAPS UP THE YEAR WITH 4 STELLAR BRAND EXPERIENCES
Launch of Virat Kohli’s Brand One8 On November 9th, 2017, India’s leading athlete Virat Kohli unveiled his own brand One8 – a collection of athleisure wears reflective of his personal belief, created in collaboration with PUMA at the Select CityWalk Mall in New Delhi. Toast Events was given the mandate to manage the creative collaboration, plan and execute the launch. The agency created an interesting play to launch One8, integrating and showcasing the line with the skipper Virat Kohli himself. The launch of his brand is backed by the movement Come Out and Play, which aimed at bringing about a groundswell invoking Indians to adopt an active lifestyle, where playing is an integral part. Launch of ‘#Neverdone’ for Adidas India Adidas India launched its unique and outdoor training IP #Neverdone giving the fitness community, bloggers, influencers, and select consumers a day-long fitness experience. The event was held at Mukesh Mills Compound in Colaba, Mumbai with 80-85 influencers, bloggers and fitness enthusiasts being present for the training sessions. A studio and the Helipad zone was taken for the event and turned into the brand Training Zone with its strategic branding, 3D logos, Product Display zones, and interesting photo ops for the Influencers to create social media impressions.
I am very glad and excited to introduce the subtle yet trendy casual range of shoes. This new variant bridges the gap between street style and modern design with new vibrant colors and patterns without compromising on comfort and durability. Skechers has always aimed at providing the best to their customers and this range is another step in that direction. RAHUL VIRA
CHIEF EXECUTIVE OFFICE SKECHERS SOUTH ASIA
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Shraddha Kapoor Unveils the New Skechers Street Range Leading Bollywood actress Shraddha Kapoor recently launched the new range of Skechers shoes- Skechers Street, casual footwear for women and Toast Events was given the mandate to conceptualize and manage the event end-to-end. Famous Studio was selected as the launch event venue where Toast took over one studio and divided it into two sections: one for the Press Conference and one for the Street Party. In the Press conference section, the agency made a stage which had 3 sections to depict 3 casual situations and surroundings where Skechers shoes could be worn. The three sections that were created were: Club, City, and Café. 2nd Edition of Reebok #FitToFight Awards Reebok India celebrated the second edition of the #FitToFightAwards at Taj Lands End, Mumbai on December 17, 2017. The #FitToFightAwards are an extension of Reebok’s #FitToFight campaign, that propagates the belief that fitness brings out the best in each one of us, and is not just physical, but also social and mental.
Bringing the theme to life, the agency created experiences at the event which resonated Women Power, through use of colors, communication, and designs across the event. The set design was created in colors of Red and Gold, Red representing the Reebok Delta Logo and Gold symbolizing the purity of heart and strength showcased by these women. The red-carpet backdrop created was made in curve synonymizing the wave of life and how these powerful women ride it like they own it.
Our association with Reebok has been long. A property we crafted last year, today has seen such tremendous response from celebrities, media and men, and women across the country. An event that’s really close to my heart, it’s an honor and privilege for Toast to be associated with Reebok and their #FitToFight journey. HARSHAD CHAVAN MANAGING DIRECTOR TOAST EVENTS
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BRAND MARKETING / MARKET INSIGHTS
EXTRAPOLATING EXPERIENTIAL IN 2018 FOR #eventprofs DECRYPTING MARKETING LESSONS FROM 2017; PROJECTING ROADMAP FOR 2018
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017 HAS BEEN AN EVENTFUL YEAR year for the Indian marketing ecosystem. While the year began with the economy whirling under demonetization that severely impacted the rampant flow of unaccounted money into the brand activation space, the launch of a new nationwide Goods and Services Tax (GST) in July made the business functioning easier for all stakeholders of the industry. The Ernst and Young and EEMA Whitepaper launched in September 2017 revealed multiple interesting insights about the brand activation space in the year gone by. The study stated that though the brand spends on BTL increased significantly, 2017 saw digital events and activations garnering more prominence as the revenue generated by on-ground activations fell from 31% in 2015 to 22% in 2017. Additionally, digital integration was either important or very important for the events for 90% of marketers who participated in the research. Clearly, ‘Experiential’ is rapidly emerging as a more significant marketing medium for brands, however, marketers are heavily inclined towards digital activations and accentuate on making digital an integral part of their on-ground initiatives. While the findings of the report may seem positive news for the experiential marketing industry in general, but they do raise some valid concerns as well that haven’t been answered. Some of these are: 1.
How have marketing lessons from 2017 affected their marketing strategy in 2018?
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How will brands be using Experiential in 2018?
3.
The future of Experiential as a stand-alone marketing medium?
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Sub-division of Experiential budgets in 2018? (sports sponsorship, festival sponsorship, own IP, activations, launches)
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What are the agency selection criteria for brands?
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One of the most significant lessons is the importance of creating and conveying a strong ‘Value Proposition’ for your brand. The consumer is not always looking for the cheapest product/s or brands but is seeking justification for the price she is paying. Brands that can decode this ideology can thrive through all circumstances.” SRINIVASA RAO
VICE PRESIDENT, MARKETING, LIFESTYLE
To get the answer to these questions, we at ExM reached out to a diverse set of brands like Budweiser, Tata Motors, Camlin, HRX, Lifestyle, and Burger King. Here is what their brand custodians revealed.
BLURRED LINES BETWEEN ‘OFFLINE AND ONLINE’ BIGGEST MARKETING LESSON OF 2017 Talking about the marketing lessons learned from 2017, Srinivasa Rao, Vice President, Marketing, Lifestyle commented, “One of the most significant lessons is the importance of creating and conveying a strong ‘Value Proposition’ for your brand. The consumer is not always looking for the cheapest product/s or brands but is seeking justification for the price she is paying. Brands that can decode this ideology can thrive through all circumstances.” Saumitra Prasad, Chief Marketing Officer, Kokuyo Camlin shares, “The year 2017 has taught us that innovations will continue to drive growth and their pace will increase. Marketers will have to adapt to the speed or perish. Also, Experiential Marketing will get more digital as the new age media will give an opportunity for a complete brand experience to a larger audience. While Kokuyo Camlin will use digital mediums for our product videos, apps, etc., we will also look at the offline brand experience activities being amplified to a wider base of audiences through social media.” Karthik Raman, Marketing Head, IDBI Federal Life Insurance said, “The most important lesson learned last year is that when your customer experience journey is based on your brand promise, success is guaranteed. This alignment is particularly important in this ever-evolving world of digitisation and social media. Customers today continuously re-evaluate experiences and reassess loyalties. Evolving customer expectations continue to challenge everybody — leaders, followers, and laggards. Some will adapt and, ultimately, thrive. Those slow to change will struggle.” Vivek Srivatsa, Head-Marketing, Passenger Vehicle Business Unit, Tata Motors elucidated, “We have managed to launch new products and attract new customers into the brand in 2017 and that was due to the razor-sharp focus on the target customers and developing the product, communication, and sales pitch aligned to the customer.”
Another learning has been the thinning of the line between online and offline. Customers no longer differentiate between the digital and physical worlds. Keeping this in mind, we have executed a lot of digital initiatives culminating into physical experiential activities. We have set up virtual showrooms experiences using AR/ VR technology and set-up various nation-wide unique experiential programmes like the Hexa Experience Centre, Tata Motors Experience Centre, and the Nexon Skill Arena. Initiatives like these are helping us initiate relationships in the Digital world and strengthen it in the physical space. VIVEK SRIVATSA
HEAD-MARKETING, PASSENGER VEHICLE BUSINESS UNIT, TATA MOTORS
He elaborates, “Another learning has been the thinning of the line between online and offline. Customers no longer differentiate between the digital and physical worlds. Keeping this in mind, we have executed a lot of digital initiatives culminating into physical experiential activities. We have set up virtual showrooms experiences using AR/ VR technology and set-up various nation-wide unique experiential programmes like the Hexa Experience Centre, Tata Motors Experience Centre, and the Nexon Skill Arena. Initiatives like these are helping us initiate relationships in the Digital world and strengthen it in the physical space.” DECODING RELEVANCE OF EXPERIENTIAL MARKETING IN 2018 Speaking on the relevance of Experiential in 2018, Kapil Grover, CMO, Burger King India commented, “Burger King has leveraged Experiential Marketing at every possible BTL point, right from the days of inception. We focus a lot on driving exceptional customer service through our trained staff and the exclusively appointed GEM – Guest Experience Manager. That I believe is more important than whatever other experiences you can create in the physical or virtual JANUARY–MARCH 2018 EXPERIENTIAL MARKETING
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BRAND MARKETING / MARKET INSIGHTS target audiences, especially at passion points, and also allow them to build highly meaningful relationships.” “What we are witnessing these days is that consumer, especially the younger consumer—the mobile millennial—is very picky about the brands they’d like to associate with. Their relationship with a brand is based on emotions like never before. It’s no longer the brand dictating the terms of the relationship, but the community. Through our various sports initiatives, especially marathons, we’re finding more success in not speaking to the community, but enabling the community to collaborate and communicate to one another with digital tools. And we will continue this focus in the next year as well.”- he adds.
Today the return on brand experiential activities has increased due to the ability of consumers to share and pass on their experience through social media. Nothing works better than consumers’ endorsements. Such endorsements and experiences when shared on Facebook and other social media platforms, it reaches mass consumers and delivers a great ROI. In the coming year, Camlin will look at leveraging its offline activity over social media to make it reach a large audience. SAUMITRA PRASAD
CHIEF MARKETING OFFICER, KOKUYO CAMLIN
world. Technology is already playing a very important role in this area and we will continue to explore cutting-edge tech like AR/VR to connect with our guests.” Saumitra Prasad elucidates, “Today the return on brand experiential activities has increased due to the ability of consumers to share and pass on their experience through social media. Nothing works better than consumers’ endorsements. Such endorsements and experiences when shared on Facebook and other social media platforms, it reaches mass consumers and delivers a great ROI. In the coming year, Camlin will look at leveraging its offline activity over social media to make it reach a large audience.” Karthik Raman responds, “A couple of things come to my mind when I think of Experiential Marketing in 2018. Apart from the usual, some of the emerging trends we have spotted are a focus on community building, content marketing, micro influencer targeting, unlocking /offering exclusive moments for brand loyalists. These will drive the next layer of engagement and will be an offshoot of what brands are already doing with experiential. This is because all these initiatives allow brands to come closer to their 56
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Afsar Zaidi- CEO and Co-Founder of HRX quotes, “Emergence of technology for an enhanced retail experience is inevitable. Also, the uprise of 360 POV films, VR and AR are revolutionising the digital content techniques. At HRX we tap into every possible group of engaging audience. We are building a strong association with the running community by partnering with the marathon franchises in our country. HRX provides a live experience through popups at these marathon expos, it helps in extending the live HRX experience to a captive audience who is willing to engage. Our Influencer program is undoubtedly the most organic today. Thoughtful customisation, a great in-hand experience and a good outreach get us responses, which unlike others are unpaid and most genuine.” Vineet Sharma, Associate Marketing Director, AB InBev India responds, “Globally, Experiential is the phenomenon that marketers must take very seriously now as gone are the days when you could just put a TVC together and put some social media posts here and there in the name of marketing. Today the concept of storytelling is most significant
BRAND MARKETING / MARKET INSIGHTS amongst the audiences and experiential plays a very important part in it. The audiences today are bombarded with quite a few promotions on their phone, email, and mass media mediums that if you don’t create an experience for them on-ground to connect with them, your message will not be delivered.” He adds, “2018 is a big year for us at Budweiser we have alot of global commitments that we will be looking to fulfill in India this year. Also, a lot of new and bigger campaigns will be launched. With 2 years of experience in the experiential marketing space, we as a brand have evolved and come to the awakening that while we must continue our sponsorships, the idea to create something of our own has also come into place. And, that’s where properties like ‘BudX’ and ‘What’s Brewing’ come in. It goes without saying that our understanding of the space has grown, and our investments have become sharper now.” Vivek Srivatsa shares, “Experiential marketing is key for us going forward as it helps in building confidence amongst the target consumers, giving them an opportunity to personally experience the product before making the actual buying decision. Tata Motors’ experiential platforms are curated in a manner that immerses customers in the product, helping deliver a two-way conversation. With the belief that the key to entering every customer’s mindset is to create worthy memories that translate into buying, Tata Motors is aggressively leveraging the experiential marketing platform across its products range.” BUDGET ALLOCATION FOR EXM IN 2018 While none of the brand marketers commented on their Experiential Marketing Budgets for 2018, all of them in unison agreed that Experiential will be an indispensable part of the marketing strategies of their respective brands.
What we are witnessing these days is that consumer, especially the younger consumer—the mobile millennial— is very picky about the brands they’d like to associate with. Their relationship with a brand is based on emotions like never before. It’s no longer the brand dictating the terms of the relationship, but the community. Through our various sports initiatives, especially marathons, we’re finding more success in not speaking to the community, but enabling the community to collaborate and communicate to one another with digital tools. And we will continue this focus in the next year as well.
2018 is a big year for us at Budweiser we have alot of global commitments that we will be looking to fulfill in India this year. Also, a lot of new and bigger campaigns will be launched. With 2 years of experience in the experiential marketing space, we as a brand have evolved and come to the awakening that while we must continue our sponsorships, the idea to create something of our own has also come into place. And, that’s where properties like ‘BudX’ and ‘What’s Brewing’ come in. It goes without saying that our understanding of the space has grown, and our investments have become sharper now. VINEET SHARMA
ASSOCIATE MARKETING DIRECTOR, AB INBEV INDIA
Saumitra Prasad shared, “The brand budgets may not increase much this year due to increased competition and disruptions leading to pressure in profitability, but the allocation on brand experiential activities will increase. While we continue to leverage our strong school connect with demonstrations of products and organising the world’s largest art competition - Camel Art Contest. Camlin brand experiential activities at Kidzania will continue to engage the children.” Vineet Sharma exclaims, “At Budweiser, we are committed to shaping the electronic music field in India and so our investments would continue in this direction. What we are liking so far is that these campaigns and initiatives are working beautifully for us because our audience respects the fact that we have been trendsetters in the domain. 2018 is without a doubt going to the biggest year for Budweiser in terms of our experiential marketing endeavors.”
KARTHIK RAMAN
MARKETING HEAD, IDBI FEDERAL LIFE INSURANCE
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BRAND MARKETING / MARKET INSIGHTS Karthik Raman quoted, “We have refrained from conventional advertising in the last few years. It’s largely driven by digital, OOH, experiential marketing and sponsorships. Our budgets are sufficiently spread across different marketing initiatives to derive optimum mileage in line with our strategic brand and sales vision.” CRITERIA OF AGENCY SELECTION Commenting on the creative agency selection process of his brand Kapil Grover revealed, “Currently most of our executing partners have been long-term partners with us for our BTL initiatives. We select BTL agencies on a projectbasis almost through the year based on our requirements. A thorough benchmarking and analysis of the quality and costs aredone, and the agencies are selected to work on specific projects.” “We seek to partner with experts’ basis the objective of that campaign. Our current agency partners like Lowe Lintas, Foxymoron, Msix, and Weber Shandwick are an extension of the brand team. They understand the brand as well as any of central marketing resources and play an important role in designing BTL programs and finding suitable execution agencies.”- he adds. Karthik Raman shares, “Our BTL agencies are empaneled basis our marketing strategy. What we essentially look for in a BTL agency is their ability to offer creative inputs
Currently most of our executing partners have been longterm partners with us for our BTL initiatives. We select BTL agencies on a project-basis almost through the year based on our requirements. A thorough benchmarking and analysis of the quality and costs aredone, and the agencies are selected to work on specific projects. We seek to partner with experts’ basis the objective of that campaign. Our current agency partners like Lowe Lintas, Foxymoron, Msix, and Weber Shandwick are an extension of the brand team. KAPIL GROVER CMO, BURGER KING INDIA
We follow a traditional pitch process like most brands. The only difference is there is no mandate of working with an individual or with a body of individuals. We believe in the power of good ideas and the bigger strength of converting it into a powerful visual communication. AFSAR ZAIDI
CEO AND CO-FOUNDER OF HRX
on business challenges, passion to take targets head-on. It is extremely important that BTL agencies align their objectives with our targets and come up with solutions that resonate that thinking. Usually, empanelment takes place at the beginning of the financial year or around specific campaigns.” Srinivasa Rao elucidates, “Empanelment of BTL partners is an ongoing process and not confined to any part of the year as it is purely need-based. We look at our business objective and first finalise our action plan. We then look for BTL partners who can best deliver our brief in a costeffective manner.” Afsar Zaidi comments, “We follow a traditional pitch process like most brands. The only difference is there is no mandate of working with an individual or with a body of individuals. We believe in the power of good ideas and the bigger strength of converting it into a powerful visual communication.” SUMMING IT UP! While most brand custodians may be unsure of what their marketing budgets for the year ahead maybe, they are however certain that Experiential will continue to be an essential part of their marketing strategies. Additionally, brand experiences without digital integration/social media amplification will simply not make the cut anymore. Hence, creative agencies today need to arm themselves with the skill of being digitally sound as well in order to win execution mandates from brands this year. Here are a few concluded mantras that all #eventprofs must keep in mind with regards to Experiential in 2018.
WHAT 2017 TAUGHT US •
Brands must create a ‘value proposition’ for the audiences in their marketing narrative.
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Innovations and Creativity in Campaigns will drive growth for brands.
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Digital media integration is essential to make an on-ground activation/ event more immersive.
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Amplification of your events/activations transcends your brand experiences to a larger set of audiences.
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Customers today continuously re-evaluate experiences and reassess loyalties.
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Customers no longer differentiate between the digital and physical worlds. Keeping this in mind, brands should create multiple digital initiatives culminating into physical experiential activities.
‘EXPERIENTIAL’ LEARNINGS TO FOCUS ON IN 2018 •
Audiences response to on-ground experiential campaigns on social media will drive engagement and growth for the brand.
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Use of event and engagement technologies such as AR/VR will be used more effectively to create more immersive experiences. Early adapters will gain momentum.
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Community building, and unlocking/offering exclusive moments for brand loyalists will be the agenda behind experiential initiatives.
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‘The mobile millennial’ is very picky and their relationship with a brand is based on emotions that should be leveraged on through the medium of experiential.
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An Experiential Marketing leg of the campaign will be crucial for any brand campaign to breakthrough the clutter.
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All experiential initiatives should be designed in a two-way communication format to succeed.
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Most brands will select their agency partners on project and campaign basis. Powerful visuals, creativity, and cost efficiency will drive execution mandate for agencies. JANUARY–MARCH 2018 EXPERIENTIAL MARKETING
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Motorola Partners Fountainhead MKTG to “Unveil Perfection” at Moto x4 Launch Motorola launched their highly anticipated smartphone —the new Moto x4—on November 13, 2017, at The Lalit, New Delhi. Centered around the core product proposition of “experience perfection”, each touchpoint at the event had the guests experience something totally unique and representative of perfection.
With a product as special as the moto x4, we had to ensure that the experience would be just as special and memorable. The team worked tirelessly to ensure that each guest was able to ‘experience perfection’ as promised by the brand at every possible touch point. I am very happy with the final outcome–a thoroughly experiential and celebrated launch for one of our favorite brands. DEEKSHA ARORA
VICE PRESIDENT AND BRANCH HEAD FOUNTAINHEAD MKTG, NORTH
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UPDATES BRAND FROM MARKETING THE UAE // PHOTO PHOTO FEATURE
Percept Activ Makes Audio Launch of Movie ‘2.0’ a Bewitching Spectacle Percept Activ bagged the mandate of conceptualizing and executing the audio launch of the movie ‘2.0’ featuring the Actors Rajnikanth and Akshay Kumar. The audio launch was held on October 27, 2017, at the Burj Park, Dubai and witnessed a crowd of over 12,000 people attending the show. The scope of work for Percept spanned creating the mega stage design, show direction, backstage management for over 250 artists, arranging state-of-the-art technological advanced setups with 5 stage hydraulics, a 40-ft. moving ramp, a kabuki screen, larger than life props used for entries and the overall flawless management of the entire Audio Launch.
The event attracted a diverse and massive audience and was streamed live therein attaining a lot of positive feedback. The entire show was designed with an aim to draw the attention of the masses via amazing visuals, SFX, music and stunning performances from the stars. SAMEER SETHI
ASSOCIATE VICE PRESIDENT, PERCEPT ACTIV
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BRIEFS
MICE
Maximus Produces the 4th Anniversary Celebrations and AGM of ProYoung International The 4th Anniversary and Annual General Meeting of ProYoung International and was held on December 22, 2017 at the SiriFort Auditorium in Delhi. The event was organised and executed by Maximus MICE and Media Solutions to acknowledge and felicitate ProYoung’s Business Owners (distributors) across the country. At the same time the event also celebrated ProYoung’s 4 successful years in the Health and Nutrition industry. Dhanraj Madnani, Senior Manager–Business Development and Client Servicing, Maximus Events stated, “It was a pleasure to collaborate with the ProYoung International team and excute their biggest event yet. They are a young enterprise and their energy is infectious. The best part about the event for us was creating an immersive experience for over 2,200 people in audience that had traveled from different parts of the country for the event. We look forward to creating more such extravaganza’s for ProYoung International.”
Dhanraj Madnani
Senior Manager, Business Development and Client Servicing, Maximus Events
Senses Creations Recreates Winter Wonderland for LGSI’s Open Day LG Soft India, the innovation wing of LG Electronics based in Bangalore celebrated their most awaited annual event, the Open Day on December 15, 2017 at their very own campus. The theme of the event was ‘Winter Wonderland’, acknowledging the wintery and festive season. This intriguing theme was executed by Senses Creation. Sanidhi, director, Senses Creations exclaimed, “We have never seen a better response in the past five years that we have conducted the event.” Asiya, an LG employee reciprocated similar reactions and appreciated the Senses Creations teams for their constant effort for making the event a grand success.
Pegasus Conference Services Engages Over 15,000 at Bring Your Family to Work Initiative for Reliance Pegasus Conference Services recently managed the ‘Bring Your Family to Work’ day event for employees of Reliance Industries Limited and their family members. The event took place from October 23 to October 27, 2017 at the Reliance Corporate Park, Ghansoli in Navi Mumbai. Abhilash Shukla, Head - Client Servicing Pegasus Conference Services expressed his enthusiasm in the following words, “The enthusiasm and excitement exuded by anyone who witnessed the activity was infectious and that was exactly what we set out to achieve.”
AAAI and The Advertising Club Announce Details of Goafest 2018 Advertising Agencies Association of India (AAAI) and The Advertising Club have announced the 13th edition of Goafest. This year, the fest is scheduled to be held on April 5 to April 7 in the sunshine capital of India. For the second year in a row, Ashish Bhasin, Chairman and CEO South Asia - Dentsu Aegis Network and Vice President of AAAI has been elected as the chairman of Goafest 2018.
Ashish Bhasin
Chairman and CEO South Asia
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Speaking about the 13th edition of Goafest, Ashish Bhasin said, “Goafest has been at the center of celebrating transformational brand stories and fostering the media and entertainment industry’s growth agenda. Our endeavor continues to be create a festival experience that is inclusive, inspiring and delivers an immersive ideas exchange platform to all festival goers. Goafest, 2018 is sure to provide learning enrichment and facilitate synergies, thereby providing significant value to all festival goers.”
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BRIEFS
MICE
Sunset Getaways Executes the IFFI Opening Dinner with Panache Sunset Getaways executed the opening dinner for International Film Festival of India (IFFI) 2017 in Goa which saw the evening lit up with stars from the Bollywood industry. The location chosen for the year was Goa, and it was the first time that the festival was held in Panjim. Lyndon Alvarez, Owner of Sunset Getaways Goa commented, “The challenge was working against time and utilising a brand-new venue (Panjim Gymkhana) to create something spectacular, using the waterfront and the famous Reis Magos fort as a backdrop to the event.” Lyndon Alvarez
Owner Sunset Getaways Goa
ThinkXQ Successfully Manages the Chunav Manch–Gujarat Edition for India TV THINK XQ won the mandate from IndiaTV for the end-to-end execution their LIVE Televised Event, Chunav Manch–Gujarat Edition in Ahmedabad. The stage setup was inspired by the architecture of Gujarat and gave the event an indigenous feel. In addition to the televised event, Chunav Rath, a month-long Media Campaign on Wheels was managed and executed by the team at THINK XQ.
Akshay Chawla
Managing Director THINK XQ
Akshay Chawla, Managing Director - THINK XQ, shared his views on the campaign as he quoted, “It was quite a different experience for the team and myself, as it wasn’t a single event but an Integrated Media campaign. It was a fun challenge to create something that sets IndiaTV apart from its competitors. The entire campaign was planned keeping the month-long agenda in mind. The team is grateful to IndiaTV for the opportunity, and we hope to continue creating XQuisite stories for them.”
Percept ICE Innovates a Larger Than Life Celebration For Forbes India Leadership Awards 2017 Forbes India Leadership Awards 2017, effortlessly conceptualised and executed by Percept ICE, was hosted on December 14, 2017 at Trident Hotel in Mumbai. The award ceremony saw attendance from some of the most iconic and respected business leaders from India. Commenting on the phenomenal success of the event, Nazneen Karimi, Chief Executive Officer, Percept ICE said, “It’s an honor to manage and execute the Forbes India Leadership Awards 2017 four years in a row. This project added another feather to the long run and successful history of the Percept ICE team executing some of the biggest events in the media and industry domain.”
Nazneen Karimi
Chief Executive Officer Percept ICE
NDTV and DHFL Pramerica Life Insurance Unveil the Winners of Behtar India Awards NDTV in association with DHFL Pramerica Life Insurance Co. Ltd concluded the seven-month long Behtar India initiative with a grand scale award ceremony. The initiative that aimed at promoting Health, Hygiene, and Environment through efforts taken by every segment of society - students, corporates, and ordinary citizens culminated in the ceremony that recognised and rewarded all participants.
Sushant Singh Rajput
Campaign Ambassador
Speaking at the event, Sushant Singh Rajput, Campaign Ambassador said, “The last few months have been very exciting owing to the tremendous participation this campaign has been able to garner. Good Health, better Hygiene, and clean Environment are basic necessities and I want to urge every single citizen of this nation to extend their support to ensure that they are provided.”
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T SMART ASIA– Expo & Summit Debuts in India; Think Events Makes it a Grand Affair
It was a great experience to plan and manage the media, PR, marketing and the overall show for 2 months for TWTC. Each day we delivered a newer promotion idea. The entire team worked passionately on this project and brought out a great show for all the visitors and delegates from India and Taiwan. VIRAJ SHAH PROJECT MANAGER, THINK EVENTS
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AIPEI WORLD TRADE CENTER (TWTC), a sister organisation of Taiwan External Trade Development Council (TAITRA), partnered with Think Events to organise the first edition of SMART ASIA – Expo & Summit in Bengaluru, India. The event was featured and marketed through various media channels like PR, Outdoor, TV, Digital, print, all of which were planned and managed by Think Events. The SMART ASIA Expo and Summit was launched in Bengaluru where dignitaries from TWTC and India honored the event. Think Events started planning the expo 2 months in advance and executed its promotion in and around 150 sites including Hoardings, Bus Stops, BMTC Buses, Rikshaws and mobile vans. Radio, Print, and TV campaigns were also implemented 2 weeks prior to the main event. Apart from ATL, a month-long digital campaign was conducted to promote the show on social media. SMART ASIA – Expo and Summit, was a three-day event at the White Orchid Convention Centre, Bengaluru from November 23 to 25, 2017, which comprised of keynote speaker sessions, panel discussions, alongside the presence of over 100 exhibitor booths across the venue. Apart from great footfall of visitors, this event witnessed a turnout of over 300 delegates and dignitaries from Taiwan and India. The show was inaugurated by James Huang, Chairperson, TAITRA, Walter Yeh, CEO/President, TAITRA. Commenting on the execution, Claire Liu, Project Marketing Manager, TWTC quoted, “We would like to thank everyone at Think Events for invaluable assistance and support in organizing SMART ASIA 2017. Their expertise in handling the media arrangements, the pre-launch and opening ceremony planning, event marketing, and promotion, and the on-site coordination were greatly appreciated. We were also impressed by the team’s attention to details and the ability to improvise and manage changes whenever necessary. overall, it’s been a great experience working with Think Events on SMART ASIA; we are happy with what we have delivered and achieved together and look forward to future collaboration and partnerships with them again.”
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Our motto is to be the solution for every need of the brand and the client. We take pride in being consistent in the various events we work on and, so we choose the kind of events we want to take up and then dedicate our resources in detailing the proposals that win us the multi-agency pitches. It is equally important to understand the audience and know how to tap them. It was exciting to seek out all other avenues and then delivering them to our client’s satisfaction. A big shout out to our partners who make us look good. ANSHU KOTHARI CEO, THINK EVENTS
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V
iacom18 celebrated a glittering decade in the Indian media & entertainment industry on November 6th, 2017 with a massive celebration organized by Cineyug. The 10-year celebrations were divided into 2 experiences, one being exclusively for the employees & Viacom18 management and the other for all the members of the Viacom18 family–including artiste–celebrities and business clientele/associates and the television fraternity.
Cineyug Crafts a Larger than Life Extravaganza for Viacom 18’s 10th Anniversary Celebrations
The event kicked off with the Evolve Conference, which was thematically driven with the concept of ‘Opening New Worlds’. Viacom18’s CEO, Sudhanshu Vats addressed all the employees and management, illustrating his future plans for the company through Augmented Reality, which in itself was a grand experience for all sitting in the audience. Long Service Awards were presented to employees who have been a part of the Viacom18 family from 20, 15, 10, or 5 years. The Evolve conference also witnessed an interesting LED interaction act, adding a touch to the theme of Opening New Worlds. The conference was conducted and hosted by Singer and Anchor–Meiyang Chang. Post the conference, a grand party was organized at the NSCI Dome for all the Viacom18 members and associates. The evening also witnessed several performers such as Aerial LED Drummers, V Company dance crew, Ragini Makkar dance troupe, Singers–Mahesh Kale (Marathi Singer), Shankar Mahadevan, Monica Dogra, Neha Gowda (Kannada Singer), Doyel Goswami (Bangla Singer), Neeti Mohan, Parthiv Gohil, and Raghu Dixit. Popular celebrities such as Malaika Arora, Mouni Roy, Akshat Singh ignited the stage with their dance performance. Nick Toons made a special appearance as well delighting the audience. Celebrated Singers Kailash Kher and Mika Singh delivered a powerful finale performance, taking the party energy notch higher.
We are ecstatic and honored that the internationally acclaimed network channel Viacom 18 associated with Dome@NSCI to host their 10th-anniversary celebrations. We would like to thank Viacom 18 for believing in us and choosing us to host and produce this prestigious event. This is another illustrious addition to our growing repertoire, making us one of the most coveted indoor venues for hosting and producing prolific events. MOHAMED MORANI, MD, Cineyug International Entertainment and MAZHAR NADIADWALA, MD, Dome Entertainment 66
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Mukesh Ambani, Chairman and Joint Partner of Viacom18 attended the party and addressed the Viacom18 members about his plans and vision for the company. The celebration was definitely an affair to remember which created a one of a kind experience for all the guests right from its red carpet led walkway tunnel displaying the shows of the various channels under the Viacom18 banner to the pre-function area that was equipped with various photo booths and activities. “The event saw India’s business magnate and Chairman and MD of Reliance Industries, Mr. Mukesh Ambani, also a venture partner for the US network channel; give an insight about the future prospects of the channel in the coming years. Dome@NSCI SVP Stadium, Worli witnessed the legendary business leaders, along with the Viacom team promising the next decade to be the golden era for the Indian television industry. It was a proud moment for us to host such eminent personalities of the society. The starstudded venue welcomed the likes of Manish Paul, Malaika Arora Khan, Parthiv Gohil, NP Singh, Kailash Kher, Sanjay Gupta, Ashish Bhasin among others. We look forward to such associations & host many such events in the coming years for Viacom 18.”- Morani and Nadiadwala concluded.
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F5 Advertainment Adds Charisma to the IDFC’s Annual Investor Conference 2017 For this year’s edition of the IDFC Annual Investor Conference ‘The Stock Called India’, F5 Advertainment pulled all stops, with a spellbinding new décor and entertainment for attendees. The event that took place between November 15 and 17, 2017 at Grand Hyatt in Mumbai, saw participation from over 200 companies and 500 investors as well as 40-odd FIIs from all over the globe.
As usual, it is a privilege to work with IDFC Securities for the fourth consecutive year. The response towards Stock Called India has been beyond overwhelming and all the attendees positively countered the same. With a prestigious company like IDFC Securities the stakes were extremely high, and it was mandatory that the event be of international standards with the state of the art technology. It was our duty to provide nothing but the best–for the best! SIMIT AGGARWAL COO, F5 ADVERTAINMENT
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Akkado Recreates the Maratha Pride for ICICI Lombard’s Frontier Night Event Akkado hand-crafted the ICICI Lombard Frontier Night held at JW Marriott, Pune from November 9-11, 2017 recreating a complete Maratha celestial fort lauding the warrior efforts of the participating corporates. The event witnessed participation from over 200 of ICICI Lombard associates and saw Akkado virtually transform the venue into a Maratha Kingdom, reliving the grandeur of the gone by days.
E X P E R I E NTI A L PHOTO FEATURE P LA N N E R
Yet another Frontier Meet and there was yet another challenge to make it even better. It was an attempt to create something magnificent and I believe Akkado did a fantastic job in pulling off this thematic event! Proud of the team and their meticulous planning to bring life to the ideas which were formulated months back. ABHISHEK SHARMA CO-FOUNDER, AKKADO
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BRIEFS
TECHNOLOGY
Young Mirchies Produces Twin Virtual Hosts to Exhibit ACG’s Offerings at CPhI and P-Mec India 2017 At the most awaited business show of the pharma industry – CPhI and P-Mec India 2017, Young Mirchies associated with the ACG Group to showcase the latter’s offerings. The ACG Group was looking at incorporating innovations to portray the future of the Pharma industry at the exhibition and Young Mirchies curated the concept of Twin On-Demand Virtual Hosts that suited them perfectly. “While Virtual Host is a well-known concept in India now, the rarity here was to make it on-demand and showcase 10 different product offerings of ACG. Putting them all together and to make them trigger ondemand with animations within the given deadlines was the real challenge, but we are happy with the team’s efforts in making it possible with such finesse”- said, Nitesh Dhiver, Co-Founder, Young Mirchies.
Nitesh Dhiver Co-Founder Young Mirchies
Insider.In Announces New Community Building ‘Follow’ Feature for Artists Leading events ticketing and experiences platform, Insider.in has recently released a new product feature, ‘Follow’. The feature provides instant alerts to fans when events by the artists the follow go live, access to exclusive content by them, special offers, merchandise and more.
Shreyas Srinivasan CEO, Insider.in
Shreyas Srinivasan, CEO, Insider.in. comments, “We routinely encourage a data driven approach to event ticketing and with this, artists can now plan future events going to where their communities are. The intent is to make this work hard to help identify new markets and projected capacities in these places. The range of information available through this can also help organizers program shows depending on artist popularity and affect pricing decisions based on location and demographics.”
Ocean Park Hong Kong Launches Hong Kong’s First Virtual Reality Rollercoaster Experience Ocean Park Hong Kong Christmas Sensation kicked off on December 11th, 2017 with park-wide festivities. Headlining the celebration was a first-ever virtual reality (VR) rollercoaster as the park combined the popular Mine Train with cutting edge technology to deliver a brand new and exciting sensory experience to guests. The Park also partnered with Pinkoi.com, Asia’s leading online marketplace for designers, to present Ocean Park x Pinkoi Festive Marketplace for the first time. Together with the Park’s signature 40-foot Christmas Tree, Santa’s Cottage, Garden of Romance and artificial snow, the Christmas Market transformed Water Front Plaza into a romantic Christmas village.
Volkswagen Passat Launch by Fountainhead MKTG Reflects the Power of Technological Transformation Volkswagen Passat, the car for the next generation was launched recently at JW Marriott Hotel, Aerocity in New Delhi. The event was smartly curated and featured an infinity panel, which attracted the viewers in an unending loop of innovation and growth. Beside this, two other panels were installed giving the attendees an insight into the boundlessness of growing technology.
Pankaj Agarwal
Chief Manager, Dealer Marketing and Events, Volkswagen
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Pankaj Agarwal, Chief Manager, Dealer Marketing and Events, Volkswagen, commented, “It has been an absolute delight working with Fountainhead MKTG. Their approach towards the entire event from the very beginning was creative and well planned. The design, content and set up was impeccable. All the best to the team and we look forward to more of such associations.”
JANUARY–MARCH 2018 EXPERIENTIAL MARKETING
TECHNOLOGY
C
onsulate General of Belgium in Mumbai wanted to create a short spectacle for the State visit of King and Queen of Belgium to India. For one of their events in NCPA Mumbai, the consulate aimed at showcasing the nuances and nicety of Belgium in a unique yet thoroughly immersive manner. Transhuman Collective was roped in to create a spectacular projection mapping experience that elaborated on different variations of Belgium and what the country is popular for around the world.
Simply Spectacular: Projection Mapping Experience for the Belgium Consulate
The Event was produced by Jayna Events and the hardware and mapping were handled by Pixelight productions.
The content for projection mapping for this venture was created in 15 days which included the research and script. The challenge here was to showcase a foreign country in front of the head of state and consulate, getting the details right yet making it very entertaining for the audiences. Transhuman Collective has always pushed the limits of creating the most immersive experiences with powerful storytelling and this is what we aspire to keep doing in our future projects as well. SOHAM SARCAR
FOUNDER, TRANSHUMAN COLLECTIVE
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JANUARY–MARCH 2018 EXPERIENTIAL MARKETING
TECHNOLOGY
JANUARY–MARCH 2018 EXPERIENTIAL MARKETING
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