OCTOBER - DECEMBER 2018 by EVENTFAQS Media

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CONTENTS

ENTERTAINMENT

MICE

BRIEFS 10 PHOTO FEATURE - NBCC Annual Day Function At Siri Fort Auditorium Executed By Promodome Communications 12 IN FOCUS - Times Business Awards Bengaluru 2018 Hosted By MC Anuj Char, Managed By PBA Production 14 - “You Have to Respond to the Audience, Not Plan a Set of Moves Always”– Ash Chandler, Entertainer 16 MARKET PULSE - With Balle Balle We Are on a Winning Foot: Viraf Sarkari - Director, Wizcraft International 18 - “A Lot of Determination Is What It Takes To Become a LIVE Artist Today” - Salim Merchant 19

BRIEFS 36 MARKET PULSE - Jumeirah Group Elaborates On Top Properties, MICE Outlook, and Importance of the Indian Market 37 COVER STORY - 25 Glorious Years of Axis Bank,1 Blockbuster Celebration - Executed by Geometry Encompass 38 PHOTO FEATURE - Muse Inc. Produces 5 booths at the Indian Pavilion of Expo Riva Schuh, Italy 42 IN FOCUS - SALTxp Turns Pernod Ricard India Invincible During National Conference at Madinat Jumeirah, Dubai 46 - Inextis Events Engages 250 HDFC ERGO Agents Through Glittering R&R in JW Marriott Marquis, Dubai 50 - TOAST Events Takes Bestseller India’s 10 Year Celebrations to the Next Level 52 - Event Studio Engages 750 JK Super Cement Dealers with a Delightful Annual Conference in Malaysia 54 - 3rd Edition of BankBazaar #Paperless Finance Conclave Successfully Executed by Brandwidth Events 56

BRAND MARKETING BRIEFS 22 MARKET PULSE - Kotak Bank Introduces Anywhere Banking Through #Indiainvited Campaign Executed By Akkado 23 PHOTO FEATURE - Caprese Engagement Booth At Lakme Fashion Week 2018 Crafted By A More Entertainment 24 - Adidas “Run for the Oceans” Pre-Event Activation Curated By Vibgyor 25 - Hello Magazine Partners Mercedes Benz for Art in Motion Crafted By AFP 26 IN FOCUS - OnePlus 6 Launch Executed By 70 EMG At NSCI Dome 28 - Levi’s First-Ever Annual Conference in Goa Executed By Phase 1 Events & Experiences 30 - Young Mirchies Curates Latest Edition of ‘World of Facades’ for ZAK Group 32

INDUSTRY WATCH BRIEFS 58 FEATURE - India Agencies Win Top Honors in Global Experiential Awards 60 EEMA - EEMA Presenters Dialogue 2018 is the Beginning of the Change the Indian Events Industry Needs 64 - EEMA Efforts Achieve Fruition as Maharashtra to Get Online Single Window License for Events 65

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

60 IN FOCUS - 2nd Edition of ‘All About Music’ Successfully Connects the Dots of the Music Industry 66 - Event Equipment and Services Association Karnataka Now a Reality 68 - The Gourmet Entertainment Show Reveals Upcoming Food Trends in its Debut Edition in India 69

TECHNOLOGY PHOTO FEATURE - Gandhi at 150 Film Projected in 120 Countries; Curated by Showtime for MEA and GOI 72 IN FOCUS - Dell Launches Dell Cinema Range Through Augmented Reality Experience Created By STIR 74 FEATURE - Top Tech Experts Speak About Technology That Is Changing Event Experiences 76 - Here Are 3 Apps Which Every Event Manager Must Know About! 78 MARKET PULSE - Immersive Audio Systems are the Latest Trend. Warren D’Souza on New Global Audio Solutions 80 IN FOCUS - EvenTeriffic – Helping Create Distinctive Experiences at Events 81

hen the enthusiasm and dedication to an event is palpable, even just from conversations with the agency engaged to deliver it, as a brand, you know you’ve got yourself the very best of partners. That was our experience speaking with the team at Geometry Encompass, who were trusted with the mammoth task of Celebrating 25 Years of Axis Bank’s Progress in India. ‘Partnerships’, a rather undervalued asset in the economy of experiential marketing, but ‘oh! what an asset’ it can be, if awarded to the right organisation, at that very opportune time, when the brief demands it. Creating an exceptional experience in a stakeholder engagement programme, necessitates a deep knowledge of the stakeholders and what the brand’s objectives are towards them. There’s no other way, but through partnership, that an agency can know and deliver on this. And what follows this trust in partnership; this deep knowledge of the stakeholders; this focus on the brand’s objectives, can only be described as ‘pure genius’. It might only be a theory, but one worth some contemplation: the time (and faith) a brand invests in a partnership with a creative agency, is directly proportionate to the time (and faith) the agency invests in creating these ‘pure genius’ experiences for the brand. Not to mention, the exponential (and intangible) RoI on such experiences, are all exclusively for the brand to bask in. So let’s end this eventful year on that encouraging and feel-good note. Here’s to more genuine partnerships in the experiential marketing industry! Happy New Year to all! karishma@eventfaqs.com

OCTOBERâ&#x20AC;&#x201C;DECEMBER 2018 VOLUME 9 ISSUE 4

FOUNDER / DIRECTOR KARISHMA HUNDALANI karishma@eventfaqs.com

FOUNDER / DIRECTOR VISHAL NAGDEV vishal@eventfaqs.com

EDITORIAL TEAM MADIHA KHAN madiha@eventfaqs.com SHRUTIKA MULAYE shrutika@eventfaqs.com

CFO & DIRECTOR JIMMY CHOUDHARY jimmy@eventfaqs.com

CIRCULATION RAMESH PATIL ramesh@eventfaqs.com MARKETING SERVICES TEAM ZAFAR KHAN zafar@eventfaqs.com SHANYA SHUKLA shanya@eventfaqs.com VAISHNAVI BHOSALE vaishnavi@eventfaqs.com GRAPHIC DESIGN VINAYA PRASHANTH vinayaprashanth@gmail.com

BUSINESS DEVELOPMENT TEAM JITEN JURIANI jiten@eventfaqs.com PRATHAMESH VAIDYA prathamesh@eventfaqs.com SHIVA CHOUDHARY shiva@eventfaqs.com SPECIAL PROJECTS ANANYA KAPUR ananya@eventfaqs.com SANJANA BAWEJA sanjana@eventfaqs.com ADMIN & ACCOUNTS NILESH PAWAR accounts@eventfaqs.com SAMEET ELKAR admin.mumbai@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

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Editor: Karishma Jamnu Hundalani. This issue contains 84 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.

BRI EFS | ENT ERTA INMENT

Royal Enfield Rider Mania 2018 Returned Goa For 3 Days in November Rider Mania, Royal Enfield’s most definitive motorcycle festival got bigger and better this year with an action-packed 3-days of Music, Mates, and Motorcycling like never before. All roads leading to Goa were dotted with Royal Enfield riders from across the globe as they home into Rider Mania from November 16-18, 2018. Being one of the largest gathering of Royal Enfield enthusiasts in the world, the event is considered as a melting pot of Royal Enfield owners and enthusiasts. Many enthusiasts planned their riding calendar around Rider Mania as it was the best place to meet old friends, make new ones, share stories, experiences and plan new adventures.

Bryan Adams Returns to India for a 5-City Concert Tour Produced by ENIL Legendary Canadian singer-songwriter Bryan Adams light up homegrown arenas on a five-date greatest hits India tour in October 2018 for his nineteenth concert tour. The tour kicked off with Ahmedabad and wrapped up in the capital, New Delhi. Also included on the jaunt were festival stops in Mumbai, Hyderabad and Bengaluru. Commenting on the tour Bryan Adams states, “Namaste India. At the onset I’d like to wish each one of you a very happy Independence Day. India is one of my favourite places in the whole world. The love and generosity that I have experienced here is immense and I am eternally grateful to ENIL for the opportunity to perform again in this beautiful country.”

Third Edition of Mahindra Kabira Festival by Mahindra and Teamwork Arts Celebrates Poet Kabir The third edition of Mahindra Kabira Festival, was held between November 16-18, in Varanasi. The festival’s idea was conceived by Mahindra group and Teamwork Arts, and it celebrates the spirit of 15th-century mystic poet Kabir in a rich two-day programme of music, literature, conversations and city explorations. Speaking about the Festival, Sanjoy Roy, M.D, Teamwork Arts says, “The third edition of the Mahindra Kabira Festival will bring together incredible artists, writers and performers who have imbibed the essence of Sant Kabir. Come, celebrate humanity and discover the wonders of Varanasi through the eyes of this 15th-century spiritual master!”

Hiatus Kaiyote To Headline The Jazz India Circuit International Festival, Goa Teamwork Arts’ Jazz India Circuit is back with the 2018-19 season featuring path-breaking contemporary jazz musicians from India and around the world who continue to push the boundaries of the genre today.

Sanjoy K. Roy

Managing Director Teamwork Arts 00 10

Talking about what’s in store for audiences, Sanjoy K. Roy, Managing Director, Teamwork Arts, said, “The Jazz India Circuit is your one-stop destination to hear the hippest cats in jazz today. Mix that in with a groovy, completely immersive, almost dizzying, experience that Teamwork Arts is best known for creating. We’re enormously excited about the line-up for JIC Goa. Watch this space as Jazz India Circuit counts off the very best from both the contemporary and the classic jazz scene.”

OCTOBER–DECEMBER 2018 OCTOBER–DECEMBER 2018 EXPERIENTIAL EXPERIENTIAL MARKETING MARKETING

EN T E RTA I N M E N T / P H OTO F E AT U R E

NBCC Annual Day Function At Siri Fort Auditorium Executed By Promodome Communications The brief from the client was simple - to make it an evening filled with excitement and entertainment for over 2500 attendees.

Promodome Communications planned and executed the end-to-end 57th Annual Day celebrations for NBCC. The event was held at Siri Fort Auditorium and commenced in the evening at 7 PM, engaging various stakeholders and employees. The brief from the client was simple, to make it an evening filled with excitement and entertainment for over 2500 attendees. The audience included Ministers, Senior Government functionaries, and NBCC employees which made it important to add entertainment elements that cater to all the audience. Since the client wanted to keep it simple, there were no over-the-top innovations and technological elements. However, there was a lot of entertainment provided by artists brought on board. Emcee Gitikka Ganju Dhar ensured that the energy did not dip and the enthusiasm was high all through the evening. As there were a lot of last-minute changes by the client, it became imperative to ensure that the event ran smoothly despite the additions. Another challenge faced was kickstarting show on time and sticking to the schedule as there was a lot of coordination among artists. Promodome Communications was also responsible for getting the Road clear so that the Hon’ble Minister Shri. Hardeep Singh Puri Ministry of Housing and Urban Affairs can reach the venue on time and without any chaos. The evening saw Shankar, Ehsaan and Loy performing. The audience was truly enthralled by their performance and wanted the evening to go on. 00 12

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“We have been organising this event for the last five years and even as we know what to do, every year poses a new challenge and we make sure that we are up to it. Of course, apart from being good fun, it’s an honour to manage this event.” SANDIIP KAPUR |

Founder & President, Promodome Communications

EN T E RTA I N M E N T / I N F OC U S

Times Business Awards Bengaluru 2018 Hosted By MC Anuj Char, Managed By PBA Production

Apart from all the awards, the event had two fashion shows, two dance performances, a pop band performance and a stand-up comedy act to entertain the audience.

imes Business Awards 2018 held at Sheraton Grand, Bengaluru on July 24 was a fantastic opportunity to bring together the finest in the industry, to celebrate success. The event was managed by Prasad Bidapa Associates Production team headed by Zoheb Yusuf, Aviva Bidapa, and Bala Kumar. The challenge for the PBA Production was to execute the Business Awards flawlessly and to keep the audience engaged and entertained with various fillers. Another challenge was to accommodate 500 guests in the ballroom without compromising on the stage set up, keeping it at International standards. The set design was strategically done so that every guest had a clear view and visibility of client/sponsor branding at the highest. The entertainment was scheduled strategically keeping the attention span of each guest. Prasad Bidapa, Founder of Prasad Bidapa Associates Production says, “It was a great honour working on the first ever Times Business Awards Bengaluru to be held in the city. The delivery had to be of exceptional quality to match this celebration of excellence for corporate Bangalore. The cream of Lifestyle businesses was being honoured for their achievements and in the mix were Bollywood celebrities,

“It was an absolute honour and privilege to have been invited to host the Times Business Awards 2018. Being amidst such top achievers in various fields of business is a real inspiration! The icing on the cake was that I not only shared the stage with a legend like Anil Kapoor and the gorgeous Chitrangadha Singh, I also got a chance to shake a leg with Anil Kapoor to the song “One Two Ka Four” and with Chitrangadha to the song “Desi Boyz”! I had a great time on stage and that vibe passed onto the audience who were enjoying themselves too! A superb event, flawless execution, and a great audience. Nothing more that an emcee could ask for!” ANUJ CHAR | 14 00

Awards MC

OCTOBER–DECEMBER 2018 OCTOBER–DECEMBER 2018 EXPERIENTIAL EXPERIENTIAL MARKETING MARKETING

fashion designers, entertainers and government representatives, all adding up to a heady and high-power mix. The Prasad Bidapa Associates Production team headed by Zoheb Yusuf, Aviva Bidapa in choreographing and Bala Kumar handling logistics, this was a challenging show aiming to set new benchmarks. It was a flawless, glamorous presentation that could have been held on any prominent, international forum. Kudos to the TOI team for their unstinting support.” MC Anuj Char hosted this prestigious event and was given the honour of even delivering the welcome address. The chief guests for the evening were Anil Kapoor and Chitrangadha Singh. Keeping the audience entertained throughout, Anuj steered the entire event from start to finish and kept the momentum going by handing out 57 awards to all winners. Apart from all the awards, there were two fashion shows, two dance performances, a pop band performance and a stand-up comedian who performed at the event. All in all, it truly was a night of the stars and the audience was satisfied with glitz, glamour and lots of entertainment.

ENT ERTA INMENT / I N FOCUS

OCTOBERâ&#x20AC;&#x201C;DECEMBER 2018 EXPERIENTIAL MARKETING

EN T E RTA I N M E N T / I N F O C U S

“You Have to Respond to the Audience, Not Plan a Set of Moves Always” – A S H C H A N D L E R , E N T E R TA I N E R Ash Chandler - host, singer and stand-up comedian gives us the lowdown on what it takes to return to the Indian entertainment scene after a hiatus and how has the journey been so far.

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ENT ERTA INMENT / I N FOCUS The pioneer of stand-up comedy in India made his comeback at WOW Awards Asia 2018 and recalls how things have evolved. You are considered the Pioneer for Stand-up Comedy in India. Trace us back to your first stand-up comedy event in India, and what challenges you had to overcome then? That’s a funny one. I’d actually moved to India from Los Angeles to release an album for Magnasound as a singer. Since I was also doing stand up there, it was suggested that I try in India. Between the show with Wizcraft at the 1900’s in Mumbai to Jazz by the bay and a three-hour gig at AD Singh’s Offbeat Cafe at the Phoenix Mills, those were the first gigs for me and really, I could tell that people were aware of the genre but had not witnessed it live. I will never forget the Lady who said: “ Young man, you were very good but aren’t they going to be upset with you for not calling the performer?” That’s when it hit me that in India, a performance meant music or dancing and since I am also a singer, I started adding music to act and today India has shaped me into the entertainer I am. I love being able to do it all and since I was there at the beginning I could make the rules. You’re a stand-up comedian, singer and anchor. Would you say this has helped you in your LIVE Events career or is specialising in one genre of entertainment more beneficial? There is a time and place for everything. If I’m at a Comedy Club, then it’s better to keep it to Stand Up but in my experience, most corporate shows/ weddings, etc are very conducive to a multipronged approach. I find that humour really opens people up to paying attention. Similarly, I use music to bring an element of performance to any act. You have to react to the audience. It’s like dancing with a partner. You have to respond to them, not plan a set of moves always.

“In terms of a professional association, I have known Ash for more than a decade in this industry. He is among the first pioneers of the English standup comedy in India. He is the only artist who is an equally good singer. Ash is one of the most resourceful in the industry. I give a moneyback guarantee to all my clients and with Ash, I have always received compliments.” BIRJU GARIBA |

CEO and Executive Director, Platinum World Grroup

I think that if you are able to do it why hold back? It is important for the genres to be seamless. I see myself as an entertainer which means I will do whatever I can to entertain the audience. What according to you are the perfect kinds of events that can benefit from your versatility as an artist? Can you give an example of a recent event? Most events can benefit from an artist who is well rounded but in my case, most events which have a multicultural/multinational or multi-ethnic crowd need a performer who is well exposed and versatile. The fact that I speak several languages is a huge plus in creating an inclusive environment. Also, the mix of music/ humour and humanity is a very effective way of conveying the message of the evening. The 10-year anniversary of the WOW Awards recently is a great example of how the various facets work together.

“Two decades ago Ash Chandler performed the first ever stand-up comedy act in India for my client and it has been a wonderful journey ever since. Ash brings great passion and sincerity into his work and this infuses a great deal of versatility and creative expression into his performances. Ash always delivers beyond the brief and is a delight to work with for both, agency and client.” SUSHMA GAIKWAD |

You’ve spent the recent past focusing on your acting and singing career. How do you see this benefiting/adding new oomph into your LIVE event gigs? Music, movies, and popular culture are usually great common denominators in audiences. My own background in Film/ Theater and music is something which I am able to draw upon regularly to make my shows more engaging and inclusive.

To book Ash Chandler for your events, please reach out to him on: bookings@ashchandler.com

Director, ICE GLOBAL

OCTOBER–DECEMBER 2018 EXPERIENTIAL MARKETING

EN T E RTA I N M E N T / M AR K E T P U L S E

We are going to tour the World with ‘Balle Balle’: V I R A F S A R K A R I , W I Z C R A F T I N T E R N AT I O N A L

Following a glorious run and unanimous appreciation pouring in from all corners for Balle Balle, it’s safe to say that Wizcraft has proven yet again that no one knows entertainment better than them, be it the magnanimous sports ceremonies or opulent theatrical extravaganzas. In a candid chat with ExM, Viraf Sarkari -Director and Cofounder of Wizcraft International takes us behind the scenes of this mammoth musical and spills the beans on what went into its making. How was the idea to create a Bollywood themed Broadway Musical conceptualized and how was the idea actioned? The idea for us was to create something which showcases the Indian culture through a wedding. We had an interesting script and post that we went full throttle and hired actors, dancers, cast and crew who were all passionate about this production. The practice sessions had an amazing energy because everyone seemed to thoroughly enjoy enacting their part and gave in their one hundred percent or more. It took six months of rigorous training and planning to put together Balle Balle. Theatre as a medium of entertainment in India still remains on the back burner while new age mediums like OTT Platforms have taken precedence. Where does Balle Balle stand in this scenario? Unlike other mediums of entertainment like film, tv & digital, theatre is an art form that is performed live on stage. When you shoot the other mediums, you have the option of retakes whereas in theatre you don’t have that option. You must perform it all in a single take and this is why there is a huge audience that loves theatre shows. We have changed the face of conventional theatre with our first musical production Zangoora at Kingdom of Dreams as we introduced in India the concept of spectacular theatre by adding high value production. Post Zangoora we have produced Jhumroo & Jaan E Jigar. Balle Balle is designed as a touring show. We are going to tour the world with Balle Balle.

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In your opinion where does theatrical extravaganza like Balle Balle stand in the overall LIVE entertainment market where the audience already has a wide variety of options to choose from? It is an amazing time for the live entertainment market in India. Audiences today are mature and ready to experiment. Social media has changed the dynamics of how we view the world and we have witnessed the market sensibilities change. Audiences are willing to spend but want to experience something nouvelle. Content is the king today and so with Balle Balle we are on a winning foot. The show has been packaged with grandeur, humour, drama and all the elements which are loved by audiences. Everyone who has seen the show is talking about the interesting use of tech. What kind of planning has gone into that aspect? For a spectacular theatre production, it is absolutely important that technology & creativity work hand in hand. Lights, sound, visual graphics, costumes, production design etc. are key for setting mood and tonality. Our team did a fantastic job of creating and managing it to absolute perfection. it needed a lot of detailing and the teams worked around the clock to make this happen. Apart from Balle Balle what are some of the other projects that you are working on and what can audiences expect from them? Currently, all our focus and energies are invested in Balle Balle. We are keen to travel with the show across India and globally. We are in conversation with theatres and will make announcements soon.

ENT ERTA INMENT / M ARK E T PULSE

“A Lot of Determination Is What It Takes To Become a LIVE Artist Today” - Salim Merchant Salim Merchant talks about his collaboration with Aloft Hotel for Project Aloft Star. Marriott International’s Aloft Hotels, in partnership with Universal Music Group & Brands (UMGB), the brand strategy division of Universal Music Group (UMG), the world leader in music-based entertainment, has launched the 2018 Asia Pacific edition of Aloft Hotels’ artist discovery competition Project: Aloft Star Asia-Pacific. Universal Music has roped in singer and music director, Salim Merchant to mentor the artists. EVENTFAQS got in touch with Salim Merchant about the collaboration and here’s what he has to say. Tell us something about your collaboration with Universal Music and Aloft Hotel? This unique collaboration is very interesting because we have talent that is local, talent based out of places that have small bands and artists that are locally famous. We are hoping that we can get participation from one and all. These guys are doing something fabulous by having this amazing talent contest, where people submit their videos, with their musical abilities, and if they are good and if we select them, the finalists get a chance to get a mentorship from me and get to go to South Korea to compete with Asia’s best competitors in this Project Aloft Star. Apart from that, Universal Music Group is going to give them a record deal and also give them a music video and make them part of the Universal Music Group Family. It’s a lot of good things that can happen to an individual or a band if they have what we are looking for. What are your expectations from this Project? I think whenever there is an opportunity for an artist to do something amazing like that, I expect people to really participate to show us what they have in terms of their musical abilities. A lot of artists sometimes think it’s just one of those competitions but it’s not just that. It’s a beautiful concept because none of the hotels have anything like that which gives an opportunity to the local artists to go ahead. So that’s a brilliant thing and I am hoping that we can get great participation from a lot of amazing talent. What kind of Mentorship program have you designed for this Project? I have an idea to guide them beautifully. I know that there are new people and that they have unique talent, and they will obviously have their ways and means to do things but I have a few things that I have learnt myself and I will be happy to share my knowledge with them, show them that few little things which really works as an artist. You know sometimes you get stuck, sometimes you need warm-ups, sometimes you get a tip about how to select a song, what to perform, how to present your song, and what kind of unique element you should have in your performance to make it big.

Share with us how did your music journey begin and when did you realize in your life that you wanted to pursue music as a career? Since I was 9-10 years old, but at that time I did not want to be a part of this music industry. I was performing in my school at the age of 14 and I met somebody who was in the audience and he was a music composer and he told me “you know what, you have something really special”. I was in the 10th standard and he called me and he said “you know what, you can come by and do a recording with me”. I did that and from then onwards, there was no looking back. What were some of the biggest challenges of your career and what have you learned from it? I think every day is a challenge for me quite honestly. There have been certain hurdles, Chak De India was one. While composing the anthem I made 6 to different 7 versions before I could come up with the only version and it was quite a struggle, a difficult one, and the final one is the one which we all listen to right now. It was a big struggle. In 2010, we made the anthem for FIFA World Cup which was a big challenge for us, to take that forward, to pursue and to firstly compose that and then perform. We were working on a movie called ‘Bhoot’ sometime back, which was a challenge. Every day is a new thing. when I signed Indian Idol as a judge, that was a difficult one as well, very difficult for me to judge talent because I myself was hesitant about what kind of championship and leadership do I have. I think if you look at life, every day is a challenge. What challenges you more, giving music for movies or performing LIVE and why? Both have their glory and both have their challenges. I personally feel composing music for films is far more difficult because you are composing for a story, there is a film involved with lots of other things. What does it take to become a Live Artist today? A lot of determination.

OCTOBER–DECEMBER 2018 EXPERIENTIAL MARKETING

BRI EFS | BR A ND MA R K ET ING

Cadila Pharma Celebrated Foundation Day Organised By Awoke Solutions Cadila Pharma Celebrated its Foundation Day in Ahmedabad on March 13, 2018. Awoke Solutions were given the mandate to execute and plan the event as per the client brief. To cheer up the entire occasion Armaan Malik was roped in for a musical rejoice. A team of skilled people were appointed to manage the humongous show like this. “By doing this project we are able to spread smiles among more than 2000 souls. It was a pleasure to see everyone dancing and tapping toes on the rhythm of Armaan Malik. It was a memorable day as Armaan Malik sung his popular tracks.” says Mr. Nehal Shah, Director, Awoke Solutions.

Nehal Shah

Director, Awoke Solutions

GS Worldwide Entertainment Executes Ultimate Table Tennis in Pune Ultimate Table Tennis, an initiative by 11 Sports saw GS Worldwide Entertainment associate with 11 Sports to execute the subsequent season. The league kicked off in Pune on June 14th and continued to June 19th at the Balewadi Indoor Stadium before the tournament shifted to Delhi. Bunty Walia, founder, GS Worldwide Entertainment quoted, “Ultimate Table Tennis is the stepping stone for Table Tennis to reach where it deserves to be in India. Our aim at being a part of such events is to encourage budding athletes of the country to take up sports not just as a hobby but choose it as their career. With the Pune leg ending, we move to Delhi and Kolkata where our teams are working overnight simultaneously to present an ideal show.”

BMW MINI Takes-on its MINI Urban Drive in India BMW MINI India has introduced MINI Urban Drive – a platform to provide the legendary MINI go-kart experience across 7 cities in India was held on August 18-19 2018 in Bengaluru. The drive was hosted in Hyderabad, Chennai, Mumbai, Pune, Chandigarh and Delhi from August to October 2018. Vikram Pawah, Chairman, BMW Group India said, “The MINI Urban Drive provides a perfect opportunity for auto enthusiasts to be inspired by MINI’s ultimate combination of driving fun, top-notch quality and unique style. With MINI Urban Drive, we continue to extend the MINI lifestyle to more customers and look forward to welcoming more members to the MINI way of life.” Vikram Pawah

Chairman, BMW Group India

Amstel Beer Launch Curated By Eblitz Creations In Bangalore; Compered By Reena D’souza Amsterdam, Netherland’s popular beer brand Amstel was launched in Bangalore for the first time amongst the elite dealers and distributors from south of India on May 24, 2018.The event was conceptualised and executed by Eblitz creations India Pvt. Ltd. The launch was hosted by India’s wellknown corporate presenter and multilingual emcee Reena D’souza. The event was graced by Mr. Samar Singh Sheikhawat, Chief Marketing Officer, UBL India; Mr. Kiran Kumar Gurpur, Chief Sales Officer, UBL India; Mr. Sanjay Roy, Regional Sales head South, UBL India; Mr. Nimit Prabhudas Rathod, Sr. Manager Sales, UBL Karnataka; Mr. Prashant Patwardhan, General Manager Marketing, UBL India; Mr. Pankaj Patel, Group Product Manager, UBL India.

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BR A ND MA R KET ING / M ARK E T PULSE

Kotak Bank Introduces Anywhere Banking Through #Indiainvited Campaign Executed By Akkado Kotak 811 becomes India’s first downloadable bank account through #Indiainvited campaign.

Kotak Bank launched its India Invited campaign with an underlying message that any Indian can open a digital bank account anywhere anytime through Kotak 811. The central theme of the #IndiaInvited campaign was based on taking a non-judgmental outlook and welcoming everyone into the manifold of banking. Kotak’s 811 is India’s first downloadable bank account. It is a zero balance savings account with no charges for digital transactions. Customers can earn up to 6% p.a. on their savings account balances. It is a one-of-its-kind truly inclusive account. Akkado created an Augmented Reality experience through which an opportunity was given to engage and involve the audience at the center of the experience with Ranveer Singh. With this new concept, it became easier to open up more accounts with the help of fresh data. Owing to the heavy footfalls, Akkado chose malls for the engagement. For this activity, Akkado invited people to sit on a bench and take a photograph with Ranveer Singh, as per the participant’s preferences. The main objective of this activity was inclusions that gave a good response in terms of engagement and also to encourage participants to open new accounts.

“#IndiaInvited campaign by Kotak is a brilliant initiative for people to open their accounts with zero balance. It is a great opportunity for Akkado to create a platform for this campaign, and give it wings to reach out to all the target audiences. I would like to congratulate Kotak Group for the success of this campaign, and also to express my gratitude to them for believing in team Akkado.” ABHISHEK SHARMA |

Chairman, Akkado

OCTOBER–DECEMBER 2018 EXPERIENTIAL MARKETING

BRA N D M A R KE T I N G / P H OTO F E AT U R E

Caprese Engagement Booth At Lakme Fashion Week 2018 Crafted By Amore Entertainment The booth was featured at the LFW 2018, which took place at The St. Regis Mumbai, from August 22 to 26, 2018.

Caprese engagement booth at the Lakme Fashion Week was customised keeping in mind the concept and the theme the client wanted to have - A Fashion Magazine Cover Page. The entire booth was given the look of a cover page and it gave a chance to models to pose and showcase the product in multiple ways. The theme was a photographic theme and the detailing was done accordingly. The team of brand activators from Amore Entertainment encouraged the guests to pose with the exclusive Caprese handbags collection and enjoy their show stopper moment. It gave the visitors a chance to experience the products up close, turning into sales for the brand. For those who wanted their picture clicked, all they had to do is - “Pose. Snap. Repeat”. The experience did not end there. All those who got their pictures clicked were guided to upload the picture with a special hashtag #capreseatlfw on their social media accounts. The ones who shared the post received an instant photo print. In order to generate excitement among the trendsetters and influencers, many famous names were invited to grace the photo booth. The activity witnessed many fashionistas like Carol Gracias, Amruta Khanvilkar, Soundarya Sharma, and more. 24

OCTOBER–DECEMBER 2018 EXPERIENTIAL MARKETING

“Overall, it was an exciting experience. We love taking up challenges that push our limits and help us brush our skills. This helps us deliver the unexpected and that is exactly what we did with the Caprese booth at Lakme Fashion Week 2018.” SUMIT PARASRAMPURIYA |

Proprietor, Amore Entertainment

BR A ND MA R KET ING / PH OTO F EATUR E

Adidas “Run for the Oceans” Pre-Event Activation Curated By Vibgyor Vibgyor Manages Pre-Hype for Adidas Parley- Run for the Oceans from May 16 to 31, 2018.

Adidas connected with Vibgyor for the pre-event activation of “Run for the Oceans” from May 16 to 31, 2018 in Mumbai. The event showcased Adidas UltraBoost Parley - Made with parley ocean plastic: upcycled waste from beaches and coastal communities that is intercepted before it reaches the ocean. The idea behind the unconventional shoe range was to prevent plastic from entering the ocean and to transform it into high-performance sportswear. Vibgyor curated an eight-week-long activation that involved celebrities and influencers from Adidas Runners Community like Anusha Dandekar, Saiyami Kher, and other TV celebrities, along with Afroz Shah’s team where they hand-picked plastic waste from Versova beach in Mumbai, as part of a Beach clean-up drive to support #RunForOcean campaign. Afroz Shah-Champions of the Earth awardee is the founder of the beach clean-up drive in Mumbai. To create hype about the event, Vibgyor executed a van activation for the brand, where Tempo travelers with Adidas Parley branding offered free shuttle service to people from famous touchpoints like Carter road, Versova, and Marine drive to the clean-up drive beaches. In the spirit of World Environment Day, Adidas gifted two customized boats to Afroz Shah’s team to support them to clear plastic off the ocean waters. Adidas Runners celebrity team participated in the boat activation to pick out plastic waste from the ocean.

“Being born and brought up in Delhi, I was far away from the sad reality of Mumbai beaches - lathered with plastic waste and dirt. Adidas Parley collaboration is a great initiative to help clear the oceans, and it was an absolute delight to be a part of this world-class experience. My team is proud to have contributed in the super initiative by Adidas Parley.” DHRUV KALRA |

Chief Operating Officer, Vibgyor

OCTOBER–DECEMBER 2018 EXPERIENTIAL MARKETING

BRA N D M A R KE T I N G / P H OTO F E AT U R E

Hello Magazine Partners Mercedes Benz for Art in Motion Crafted By AFP Hello Magazine celebrates Indian art at an event hosted at the luxury lifestyle Andaz Hotel curated by AFP on May 23. “It was a great experience collaborating with Hello and Mercedes for an evening full of art. AFP has always excelled at challenges and planning this evening was one of it. I am glad all our efforts paid off and we delivered a memorable evening for all.” ANNU ANAND |

MD & Chief Catalyst, AFP

OCTOBER–DECEMBER 2018 EXPERIENTIAL MARKETING

BR A ND MA R KET ING / PHOTO F EATUR E

HELLO!

magazine partnered with Mercedes Benz for the relaunch of BENZ-AMG, in a new concept event livened with art and fashion curated by AFP. The evening presented the launch of two glorious Mercedes cars, an art exhibition curated by Delhi Art Gallery, followed by a glamorous wearable art fashion show at Andaz Hotel, New Delhi Aerocity on May 23, 2018. Hello Magazine, celebrated the eminence of Indian art through an evening showcasing works by globally renowned Indian masters. The soiree theme christened was ‘Art in Motion’. Keeping in mind the high profile audience, AFP enamoured the crème de la crème crowd by creating a fusion of art, luxury, and style. The banquet was decorated with hanging lights, and a classy wooden floored stage was constructed to give an elegant feel in the setup.

OCTOBER–DECEMBER 2018 EXPERIENTIAL MARKETING

OnePlus 6 Launch BRA N D MA R KET ING / I N F O CU S

Executed By 70 EMG At NSCI Dome

OnePlus 6 Launched in Indian market on May 17 with the Avengers Infinity War Theme executed by 70 EMG. Following the OnePlus 6 Global Launch in London on May 16, 2018, the Indian market was all set for the launch of this flagship smartphone on May 17, 2018, at NSCI, Dome, Mumbai. 70 EMG was entrusted with the responsibility of conceptualizing and executing this magnanimous Launch for OnePlus Mobitech India Private Limited. Attended by about 2000 individuals from the OnePlus Community, leading Media Houses, and Celebrities, this launch was one of the most awaited events of the year. OnePlus 6 took humanity’s quest for speed a notch up higher with this product, thereby validating their Marketing Communication tagline – The Speed You Need. Additionally, this year OnePlus also partnered with The Walt Disney Company to launch the Avengers Infinity War edition phones. The brief for the OnePlus 6 Launch was to create a unique experience, that would provide a single platform for the community and media to witness all of the above features come alive. Correspondingly every aspect of the event had to be a translation of the brand identity – simple yet bold! The launch was scheduled for May 17 at 3:00 pm at NSCI, Dome. Given the wide fan base of OnePlus, guest arrivals began as early as 7:00 am on May 17, 2018. The customer experience was one that was scheduled to start right from the time of entry. 70 EMG had set up a segmented registration area, where guests could register themselves on the basis of the categories of attendees they represented – Community, Media or Partners. As guests proceeded to register themselves, they were greeted with a generous swag kit, comprising OnePlus and Disney merchandise. The entry to the Main Event Area was through a Photo Gallery that was conceptualized keeping minimalistic boldness as the central theme. This gallery displayed a wide range of photographs shot exclusively on the OnePlus 6. It served as a great platform for the display of the OnePlus 6 camera features, thereby building on to the adrenaline rush, as guests proceeded to the Main Event Area. On entering the Main Area, guests were assisted by hostesses to their seats, preparing them for the launch.

OCTOBER–DECEMBER 2018 EXPERIENTIAL MARKETING

At sharp 3:00 pm, the launch commenced onstage. A live webcast of the show was arranged for, on the official OnePlus website – catering to the millions of fans who were unable to make it to the Launch. Hosted by Gaurav Kapur, the launch began with product presentations by Mr. Kyle Kiang (Global Head of Marketing), Mr. Szymon Kopec (Product Manager) and Mr. Bikram Duggal (Executive Director and Head Studio Entertainment, The Walt Disney Company, India). A very integral highlight of the Launch, among the others, was the presence of the OnePlus Brand Ambassador Mr. Amitabh Bachchan along with Ms. Aditi Rao Hydari, who shared their thoughts on the product, prior to the launch. The product information concluded with the formal launch of the OnePlus 6 and the Price Point of the product. This was revealed by Mr. Amitabh Bachchan onstage, leaving the audience spellbound. This was not the end of it! Seconds after the launch of the phone, an exclusive Community Experience Zone was launched in the Main event area – giving guests a hands-on experience of the phone! The zone was fabricated along the periphery of the event area, covered under a Kabuki during the main event flow. The whopping 330 feet wide experience zone was revealed with the drop of the Kabuki – making it the largest Kabuki reveal ever, to be seen in India! The Community Experience Zone was segmented into two Phone Display areas, a Bluetooth Display area, Sound PODs, Gaming Zone and The Avenger Zone – each of which was conceptualized and designed to highlight the specific feature in consideration. The Phone Display area provided for a seamless crowd movement through the zone, giving adequate hands-on experience to every individual. The Bluetooth Zone had the wireless Bluetooth headsets on display, for guests to wear and experience the same. The design of the Bluetooth Display was inspired by sound waves and took a circular form, making it very distinct to its offering. The Sound PODs were designed to enhance the headset quality by creating completely sound-proof PODs, equipped to house a person inside it, to experience the high quality of sound. The design for the PODs had a futuristic touch to it, not only aiding to the sound experience but also reconfirming the exceptional technology that OnePlus 6 was sporting. The Avenger Zone showcased life-size limited edition figurines of the Avenger Infinity Wars series, which sent waves of excitement through the community

BR A ND MA R KET ING / I N FOCUS

“It was a pleasure to host the launch of OnePlus 6 at Dome@NSCI, and to associate with a renowned brand like OnePlus. We hope this is the beginning of a long standing association we have with them. We pride ourselves in ensuring an unparalleled experience that attendees and brands both treasure. The event is a testament to the faith that brands have in us as a preferred partner to associate with.” MAZHAR NADIADWALA |

Managing Director, Dome Entertainment Pvt Ltd OCTOBER–DECEMBER 2018 EXPERIENTIAL MARKETING

BRA N D M A R KE T I N G / I N F OC U S

Levi’s First-Ever Annual Conference in Goa Executed By Phase 1 Events & Experiences The experience involved hand-delivered invites, customised gear for the attendees, a stunning sound and light show, and iconic leadership entries. “It was incredible working alongside Levi’s team. They challenged our creativity and drove us to think outside the box. They have become a part of the extended Phase 1 family.” HIZFUR RAHMAN |

Business Development Lead, Phase 1 Events and Experiences

OCTOBER–DECEMBER 2018 EXPERIENTIAL MARKETING

BR A ND MA R KET ING / I N FO CUS

etween the 5th and 7th of June, the key Levi’s stakeholders along with their sales and marketing teams kick-started the year in a style reflecting the brave, bold, and passionate aura of the company.

Special Forces found a home on stage as the former Director General of India’s National Security Guard, J K Dutt left the crowd in awe as he spoke about his experience heading India’s fightback on 26/11.

Combining two pre-existing events (the X-Appeal Awards and the Sales Conference), a brand new property aimed to celebrate its people through a sincere and compelling theme - ‘Special Forces’. The theme represented Levi’s drive to brave the market and continually emerge as the leaders of the fashion and retail industry.

Bringing a touch of humour to the experience, Sorabh Pant captivated the audience with his witty quips and jokes.

The experience involved hand-delivered invites, customised gear for the attendees, a stunning sound and light show, and iconic leadership entries. Sanjeev Mohanty, the Managing Director & SVP of South Asia, Middle East & North Africa at Levi Strauss & Co. arrived on a Royal Enfield as the Banquet Hall filled with cheer, watching him ride across the stage in true Levi’s fashion. “This has been an outstanding experience as a conference. I’ve been in the industry for 23 years and this has been the best experience for me. The kind of passion and energy which Phase 1 brings in is outstanding – a great set of people, great leaders.” said Sanjeev Mohanty, Managing Director & SVP of South Asia, Middle East & North Africa at Levi Strauss & Co.

While the first day ended on a high with drinks and dance, the second day saw even more active participation through design sessions like ‘Styling and You’, followed by an entertaining comedic set by Rohan Joshi and Tanmay Bhat of AIB fame, leaving the audience in splits. Employees were also commemorated at the X Appeal and Sales Championship Awards! Long service recognition took centre stage for those who have completed 5, 10, 15, and 20 years in the company. As the conference came to an end, the party began with the rocking tunes of DJ Lloyd. With the atmosphere still buzzing with the energy of one of the best conferences yet, the team returned to home base with a strong plan in motion and a renewed drive to charge into the next year.

OCTOBER–DECEMBER 2018 EXPERIENTIAL MARKETING

BRA N D M A R KE T I N G / I N F O C U S

Young Mirchies Curate Latest Edition of ‘World of Facades’ for ZAK Group The event took place on July 20, 2018 at the ITC Gardenia Bengaluru. “Young Mirchies is extremely grateful to Zak Group for their continuous patronage and trust in us over these years. They give us complete flexibility in terms of planning and executing new ideas and innovations for the projects we work on. This event too was high on technology experience for the massive 300+ audience who were delighted by the large LED screen displaying innovative concepts in facade design and engineering by International experts. We really appreciate the team’s constant efforts and pre-planning to have executed this with flare as per schedule.” MITESH RAKHEJA |

Founder, Young Mirchies

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BR A ND MA R KET ING / I N FOCUS

oung Mirchies on July 20, 2018, managed and executed another edition of ‘World of Facades’ for ZAK Group at ITC Gardenia, Bengaluru. Young Mirchies have been associated with Zak Group for the last 6 years and boasts of being their onsite event management partners right from the 1st edition of World of Facades which took place on July 27, 2012. With the legacy being continued this year, one of the prime points which becomes an integral part of client brief was never compromising on Quality and Innovation.

It was a tedious task to manage and execute a largescale setup featuring a 34 x 10 feet LED Wall, designed to showcase presentations, speaker profiles. Being a technical setup involving a split screen LED, the major factor was the timeline required for configuration and testing. Ensuring this being completed within a 6-7 hours setup duration was the real challenge. To add to this, they had to achieve the basic branding work being accomplished for all the sponsors and exhibitors in the pre-function area within the same setup timeline.

Hence, the concept of an all-LED set-up was planned. This was to ensure that there is no compromise on the event branding, sponsors branding, panel discussions, thereby having the maximum focus on presentations which included the minutest detailing on facades, buildings and more.

A watch out split-screen technology was used to divide the screen into multiple sections each displaying Event and Sponsor logos, Presentations, Panel Discussion topics, Speaker Profiles, Event Map of WOF, Social Links, and Live Feed.

OCTOBER–DECEMBER 2018 EXPERIENTIAL MARKETING

BRI EFS | MICE

Leisure Corp Executes MICE Event In Kashmir Keeping in mind the efforts of the department of tourism projecting Kashmir as one of the best MICE destinations in the country, Leisure Corp recently organised a mega 3 night - 4 days reward incentive trip for one of the leading private sector banks of the country. The event witnessed over 200 senior officials posted in many branches across India participate in the event. Naveen Kundu, Founder & MD, Leisure Corp said “We can easily organize incentive trips here in Kashmir for the corporate houses who also desire to visit Valley. We have SKICC here for conventions besides big hotel brands have come up for corporate tours. What else will the business people need when they have meetings and conferences at such a breathtakingly beautiful place.”

Naveen Kundu Founder & MD Leisure Corp

Event Studio Curates an Entertaining Extravaganza for JK White Cement Dealers in Bangkok The 1st ever International edition of JK White Cement Gold Dealers Conference was held in Bangkok on August 7th 2018 and was successfully executed by Gulshan Rathor, Event Studio. Speaking about the success of the event, Gulshan Rathor - MD, Event Studio said, “We’re thankful to JK Cement for extending the opportunity one more time. The major roadblock in this event was to make sure that the entertainment was locally procured and also curated well enough for the audience to enjoy. We’re glad that we were able to honour the trust placed by the brand.”

Reliance Nippon Life Insurance’s Cabinet Event Conceptualised by Corporate Events Reliance Nippon Life Insurance Company Limited (RNLIC) organised a CEO’s Cabinet event on October 11, 2018, at Zofin Palace, Prague. The event was managed and conceptualized by Corporate Events. Deepa Vaiti, Assistant Vice-President, MICE, Corporate Events Pvt. Ltd. says, “The biggest challenge was setup time as well as rules and regulations of the palace but we had worked in this same palace earlier for another event thus things became quite easy for us to handle this time. Corporate Events also believes that having some relationship with people or being good to people is the only way to get things sorted only goodness is showered to good people. We at Corporate Events strive to do good work and work with good people and thus goodness follows us every time.”

Deepa Vaiti

Assistant Vice-President, MICE, Corporate Events Pvt. Ltd.

7th Brand USA India Travel Mission Sees Largest Ever Delegation of 42 Tourism Organizations Brand USA, the destination marketing organization for the United States, concluded its seventh annual India Travel Mission that took place September 23 to 28. This year’s mission was the largest to date with 64 delegates from 42 U.S. tourism organizations participating. Delegates received an overwhelming response from the Indian travel trade with more than 830 people in attendance.

Sheema Vohra

Managing Director Brand USA

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Sheema Vohra, Managing Director of Brand USA in India added, “The 2018 Brand USA India Mission has been a success, with the engagement in each city and opening up avenues for future business with our Indian partners. India holds vast potential for increased tourism to the United States of America and we anticipate significant growth in future, in line with our endeavor to effectively promote the destination across the country.”

OCTOBER–DECEMBER 2018 OCTOBER–DECEMBER 2018 EXPERIENTIAL EXPERIENTIAL MARKETING MARKETING

M I CE PO WER ED BY

EXP ER IENT IA L P L A NNER / M ARK E T PULSE

Jumeirah Group Elaborates On Top Properties, MICE Outlook, and Importance of the Indian Market In an exclusive interview with ExM Magazine, Andy Cuthbert, General Manager of Jumeirah Creekside, Conference & Events at Madinat Jumeirah and Jumeirah Hospitality outlines the importance of the Indian market. Jumeirah Hotels and Resorts has been one of the leading luxury hospitality groups spread globally over the past two decades. With a presence of over 22 properties in eight countries, the brand is the leader in luxury hospitality. The brand owns some of the most iconic properties which have witnessed high footfall and appreciation. In an exclusive interview with ExM Magazine, Andy Cuthbert, General Manager of Jumeirah Creekside, Conference & Events at Madinat Jumeirah and Jumeirah Hospitality outlines what are some of the top properties of the brand, the MICE outlook moving ahead, and the importance of the Indian market for the brand. Jumeirah has the perception of Super Luxury properties alone. Comment briefly on the extensive range of Hotels within the group? Jumeirah Group, the global luxury hotel company and a member of Dubai Holding, operates and manages a world-class portfolio of 15 properties in the Middle East including the flagship Burj Al Arab, 5 properties in Europe and 2 in Asia with 18 properties currently under construction around the globe in Indonesia, China, Oman, Jordan, Malaysia and the Kingdom of Saudi Arabia. What are the Top Jumeirah Properties for MICE / Weddings? Madinat Jumeirah is home to one of the city’s most innovative and exclusive outdoor venues, Fort Island. The new event space, set over 1,750 sqm, was completed in October 2015. A popular venue for weddings, this versatile space can accommodate up to 1,400 guests. Connected to the resort by four bridges, guests can access the venue by foot or by traditional wooden abra boats. Event planners can now use a new virtual online tool to book the versatile wedding venues at Madinat Jumeirah including Magnolia, Madinat Arena, and the ballrooms within Jumeirah Mina A’Salam. What is the importance of the Indian market for Events to Jumeirah Hotels? How has this grown in the last 2-3 years? India is the number one source market for Dubai and its MICE share has an extremely high importance for the city due to the large impact it has on revenue generation across different channels including rooms and food and beverage. Over the last few years, for Jumeirah Group, the revenue from MICE groups visiting from India has grown by 300% year on year. This is due to the consistent presence of Jumeirah Group in the India Market, strategic sales activities focused on MICE and the wedding business.

What are the group’s efforts to work with and partner Indian Event planners? Over the last 12 months, Jumeirah’s sales teams have consistently participated in several MICE and wedding events in India, penetrating the market in these specific segments with the aim to continue the significant growth for the group. Initiatives that the team has taken include participating in the WOW Awards, collaborating with online wedding platforms, and continued business trips to Mumbai and all over India.

OCTOBER–DECEMBER 2018 EXPERIENTIAL MARKETING

M I CE P O W E RE D B Y

EXP ER IENT IA L P L A NNER / COVE R STO RY

25 Glorious Years of Axis Bank,

1 Blockbuster Celebration - Executed by Geometry Encompass The evening witnessed AR Rahman grace the show with a powerful, yet soul-stirring performance.

xis Bank has successfully inspired the lives of billions of Indians – women, soldiers, children and others through their progressive initiatives and offerings. So when the time came to celebrate their 25 Years of Progress, they called in Geometry Encompass, India’s leading experiential marketing agency. The date was set for December 8th and Grand Hyatt, Mumbai was chosen as the venue. The task ahead was far from easy; how do you celebrate in one night, what a brand has steadily and progressively accomplished over 25 years? Geometry Encompass rose to the challenge with trademark efficiency, curating a dynamic, yet nostalgic show that kept Axis Bank’s memories of 25 years intact.

“We didn’t just celebrate a landmark for Axis Bank, we knew we were helping narrate a story of progress, of inspiration. Each element, from a theme song written by Gulzar and composed by Clinton Cerejo, to AR Rahman creating a symphony of success. Everything was tailormade for delivering content with impact”, shared, Roshan Abbas, Managing Director - Geometry Encompass. 500 Axis Bank employees, senior management and alumni beamed with pride as they saw their hard work celebrated via an innovative unveiling of a coffee table book capturing their glorious past, while 60,000 other employees from across nearly 4000 branches, joined in via a live webcast.

“We are grateful to Geometry Encompass for helping us put together a wonderful show to commemorate 25 years of Axis Bank. The entire event was thoughtfully planned and meticulously executed by them to make it a truly memorable evening for the invitees and their families.” SURESH WARRIER |

Corporate Affairs, Axis Bank

Guests were welcomed with a larger-than-life memory lane with fluidic 3D designs, showcasing the organisation’s and brand’s journey from the early days of UTI Bank, right up to the present. An artistic installation derived from the iconic ‘A’ of the Axis Bank logo was also created to capture their noble initiatives and achievements. World class lighting and an innovative LED setup adorned a magnificent multitiered stage, that was designed in-house and fabricated by Geometry Encompass’s fabrication unit. The best creative minds in the country had come together to create this show: renowned poet and lyricist Gulzar penned a theme song using submissions from 60,000 employees as inspiration, while the talented Clinton Cerejo composed it for 25 melodious employees of Axis Bank to perform it live at the event. Roshan Abbas hosted the evening with his signature elegance, and the evening witnessed AR Rahman grace the show with a powerful, yet soul-stirring performance. The two-time Oscar winner was accompanied by talented musicians like Ranjit Barot, Jonita Gandhi, Neeti Mohan, Haricharan Seshadri and Aditya Narayan.

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A corporate stakeholder engagement programme, when combined with a milestone celebration, does lead to an extension of budgets and possibilities for innovation. While such occasions maybe sporadic, when asked if this segment of experiential marketing is seen as a growth prospect for the industry, Roshan Abbas, opined, “All corporates have various stakeholders, from investors, employees, customers, board members etc. Engagement planning for them is an annual exercise. The only growth comes from landmark celebrations, identity changes, new product lines being launched etc. Since these happen sporadically it’s not an area of growth more an area to engage with the corporate well in advance. An event such as Axis Bank 25 Years has been a year in the making. Yes, budgets have increased and with access to global events online, corporates are open to larger ideas but ones that can show ROI beyond just stakeholder engagement. Media impressions, social reach etc. become equally important”.

“Everything was tailor made for delivering content with impact. When AR Rahman’s team says that the attention to detail and the arrangements were the best they have had, and so does the client, you know you have delivered on all fronts.” ROSHAN ABBAS |

Managing Director - Geometry Encompass

OCTOBER–DECEMBER 2018 EXPERIENTIAL MARKETING

“Along with the billion Indians that the bank has inspired, we must admit, we felt extremely inspired ourselves. Enthralling the 500 attendees, and the 60,000 employees to whom the event was livestreamed, became our motto. The entire experience was crafted to match the grandeur of the celebration. And we’re glad to have delivered on our promise of an experiential masterpiece, using captivating graphics, along with immersive light and sound – at par with the best global standards. We feel privileged to have had the opportunity to work on this landmark event, and ecstatic that Axis Bank chose us as their partners in progress.” SHUBHAM SHUKLA | 00 40

OCTOBER–DECEMBER 2018 OCTOBER–DECEMBER 2018 EXPERIENTIAL EXPERIENTIAL MARKETING MARKETING

Account Director - Geometry Encompass

M IC E PO W E R E D BY

E X P E RI E NT I A LP LA NNER / PH OTO F E ATU RE

Muse Inc. Produces 5 booths at the Indian Pavilion of Expo Riva Schuh, Italy Expo Riva Schuh in Garda, Italy, is an international exhibition for volume production footwear at mid-range price points. With the ambition to spread its wings across the globe, Muse Inc. designed and executed 5 showcases at the Expo Riva Schuh in Garda, Italy which took place from June 16 to 19, 2018. The 5 booths, as part of the India Pavilion at the show, were for LeMak Exports, AliveExports, Safrec, AV Designs and Bullboxer Exports. Expo Riva Shuh, is an international exhibition for volume production footwear at mid-range price points.

placement. The smoothness of the work was such we hardly coordinated over the phone and Aman’s team knew exactly what we wanted, so when we reached there, it was all ready and perfect for us to take over. Aman’s team even made sure that the booth was constantly looked after to the tee until the end of the show while coordinating the other exhibits efficiently as well.”

The client briefs in each of the shows were very crisp, they were told to make sure their footwear products were presented in the best way possible. The challenge was to ensure each exhibit had its unique theme and idea along with each shoe being given an exclusivity on display. With over 1000 varieties of shoes and designs to showcase, Muse made it a mission to create a great showcase at Expo Riva, especially in the India Pavilion as a matter of pride. The exhibits at Expo Riva Schuh had one commonality, which was their color scheme, as the brands associated wanted White as their hero color and Muse designers ensured that each one turned out different by incorporating brand colors and gradients with the base of white texture. Along with the production that primarily included a lot of shelf showcases, Muse ensured that each shelf and wall was coated with premium gloss melamine adding a distinct shine to the exhibit and ensuring the shoes stood out with customised lighting to each shoe in each of the exhibits. Talking about his brand’s showcase Biran Barrasa, CEO – Alive Exports said, “Initially, we were a little unsure about how we wanted to create these exhibits and what would be the perfect way to showcase our shoes and attract our buyers. That is when Muse and the brilliant team stepped in and took over. We were excited about the concept they created along with the launch of the collection and the brand showcase. They were given the end-to-end mandate from the word go and they executed each element with utmost perfection.” Kushal Dodwani of LeMak Exports said, “We had the biggest booth at the Indian pavilion and we were initially very skeptical about how to present our shoes and stand out as part of the Indian contingent. Aman and his team at Muse, so efficiently made sure each showcase was presented well, with the perfect lighting, materials, and 42

OCTOBER–DECEMBER 2018 EXPERIENTIAL MARKETING

“With Muse, we have always tried to push the envelope as far as production and reach is concerned. Our mission is to take Muse across the world and create exhibits that shine a bright light on the Indian flag. This summer was extremely special as we designed and produced booths for multiple international exhibitions including the prestigious Eurosatory, Farnborough, ExpoRivaSchuh, Shot Show, to name a few. In the months to come, we will also be creating exhibits for ADAS-Philliphines, AADSouth Africa, CPHI Madrid and Euronaval-Paris, and we hope we can keep the momentum and strength our hold on world markets. Muse has always been about the experience and we will continue to deliver these customised experiences to our client family irrespective of the country they want to showcase at.” AMAN VARMA |

Founder & CEO - Muse

M I CE P OWER ED BY

EXP ER IENT IA L P L A NNER / PH OTO F EATUR E

OCTOBERâ&#x20AC;&#x201C;DECEMBER 2018 EXPERIENTIAL MARKETING

M IC E PO W E R E D BY

E X P E RI E NT I A LP LA NNER / I N F O CU S

SALTxp Turns Pernod Ricard India Invincible During National Conference at Madinat Jumeirah, Dubai

he Pernod Ricard India National Conference, the annual conference for all the employees of Pernod Ricard India was held at Madinat Jumeirah, Dubai earlier this year. With around 981 employees travelling from the country to the stunning destination of Madinat Jumeirah in Dubai, the 3-day event entailed mass MICE movement apart from the other events that followed the main event. Apart from employees from all over India, the event witnessed 5 eminent international delegates as speakers in the conference, namely – Philippe Guettat – Chairman & CEO, Pernod Ricard Asia; Jean C Couture – CEO, Chivas Brothers Ltd.; Gaurav Sabharwal – MD, Pernod Ricard Gulf; Ranjan Das – MD, Pernod Ricard Lanka; Matthieu Glorieux - CFO, Myanmar. The event was conceptualised and executed by SALTxp. The theme for the PRI National Conference was ‘Invincible’. Focusing on curating and providing an experience like never before, SALTxp created a massive set up, imbibing in it the theme of Invincibility.

OCTOBER–DECEMBER 2018 2018 EXPERIENTIAL EXPERIENTIAL MARKETING MARKETING

The 3-day spectacle began with a mesmerising sundowner at the venue Zero Gravity. It was followed by a conference at Madinat Jumeirah the next day along with the R&R and the Gala Dinner. A fun-filled Bollywood Lip Sync Battle was planned for the final day. The conference began with the Indian National Anthem and an AV that was tailored to showcase how Pernod Ricard India is ‘Invincible’ and are the game changers in the industry. The outstanding opening created a buzz amongst all the audience present in the hall. A colossal logo unit of PRI was created to serve as the backdrop for the stage, along with a 60ft ramp and 4 huge LEDs hanging from the top with rigs, giving the entire set up a sense of grandeur. A huge installation of INVINCIBLE was revealed post the conference imbibing in all the employees, their Invincible nature, and their continuous spirit to rule the game. The magnificent bar set up was the main highlight of the Gala Dinner. Created like a metal tree, the bars served

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E X P E RI E NT I A LP LA NNER / I N F O CU S 981 people while displaying all the brands under Pernod Ricard India in appealing styles. SALTxp recreated a Berlin nightclub set up for the Gala Dinner with fun lightings and SFX effects. The night continued with a mind-blowing performance by singer Sonu Nigam, followed by groovy tunes by the DJ. The finale evening was filled with fun, laughter and some breathtaking performances in the internal Lip Sync Battle! A total of 12 teams participated in the Bollywood Lip Sync battle to grab the grand trophy and gift voucher. Bollywood singer Manasi Scott added charm to the night with her hit remixes. The next morning comprised of a mass MICE movement with the transfer of 981 guest members from Dubai to their respective destinations. Talking about the event, Sumit Chandhoke, CEO, SALTxp said, “Post three successful years, this year SALTxp took the PRI National Conference to Madinat Jumeira in Dubai for over 3 days. One thought governed the effort, to raise the bar in terms of divergent thinking and innovation. The main challenge this year was to curate 3 progressive experiences in the same venue on the same day, one after the other and make them stand out. The first of these experiences was the conference that featured a centre boxing ring stage concept with seating on 4 sides and a 4 sided screen above the stage. A 30ft 3D Logo of the company formed the main backdrop and a long ramp joining it to the centre stage added to the dramatic entries of the speakers. From films to curated and choreographed presentations, the conference left us as mesmerised as the audience present.

“We set ourselves up for a unique and rewarding challenge - creating experiential diversity within minimalism - and we achieved just that.” SUMIT CHANDHOKE |

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CEO, SALTxp

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This opulence took the form of a gala with the centre stage becoming the installation island bar and the 3D logo coming alive through projection mapping, supporting the power packed performance from Sonu Nigam. The event was designed to keep the audience engaged till wee hours in the morning as post the performance the venue converted into a Berlin Night Club to sway the night away. Over 500 intelligent lights and multicoloured laser systems added with pyrotechnic SFX all around the audience wowed the crowd through the night. The next day was followed by a Bollywood night where the PRI teams came together to compete in a Lip Sync Battle. From witnessing superstars the previous day, the clients became the stars for this night and SALTxp was glad to facilitate their delight and togetherness in an effective way. We set ourselves up for a unique and rewarding challengecreating experiential diversity within minimalism - impact was our main aim; and we achieved just that, with client feedback deeming it - ‘the most fun conference that raided the bar’.”

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Inextis Events Engages 250 HDFC ERGO Agents Through Glittering R&R in JW Marriott Marquis, Dubai Inextis Events won the multi-agency pitch for HDFC ERGO’s biggest international event and successfully executed the show from end-to-end. “I would like to acknowledge all the hard work and flexibility by the team to pull off the end-to-end execution with great success. Right from the conceptualization to the entire planning with flawless direction, they are very detail oriented and organized from start to finish, which we really appreciate. The entire process was planned in under two weeks and still gave us the desired WOW effect! A dedicated and professional team, Inextis is one of the best agencies to execute a show in Dubai with. This was our second time of working with Inextis and we look forward to working with them year after year.” REJI CHERIAN |

Senior Manager Marketing, HDFC Ergo

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nextis Events recently won the multi-agency pitch for HDFC ERGO’s biggest international event and successfully executed the show from end-to-end. The event was called ‘Marshals’ as it celebrated the achievements of the leading agents of brand. The glittering event took place on July 31, 2018 at the JW Marriott Marquis Hotel in Dubai and was attended by HDFC ERGO’s top management and business agents from all over India. Inextis Events designed the event in a semi-military theme, inculcating a fascinating Red and Gold colour combination into all elements of the event to reflect grandeur. The simple stage backdrop went perfectly in synch with the overall theme and the sky scrapper visuals were integrated into the backdrop to signify the theme of ambition and achievement at the event.

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TOAST EVENTS TAKES BESTSELLER INDIA’S 10 YEAR CELEBRATIONS TO THE NEXT LEVEL “There is a global trend right now where the lines between creative, digital and event agencies are blurring. Brands are looking to work with agencies that offer 360-degree solutions to curate and execute entire campaigns. Brands in India have started following the same trend and we want to make sure that Toast Events is right at the forefront of it.” HARSHAD CHAVAN |

MD, Toast Events

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estseller India, the Danish fashion company, behind marquee brands Jack & Jones, Vero Moda, Only and others celebrated their 10-year presence in India with a bang. Celebrating the milestone, the event hosted partners of the company who have supported the brand through the journey to 10 years starting from 1 brand and 1 store in 2008 to now being 6 brands and 1300+ stores in 2018. Bestseller offered Toast Events the mandate to conceptualize and produce the event. Presenting this celebration in a larger than life format, every aspect of this experience was to set a benchmark for the next. With the cherry on the cake being, Bestseller India for the first time ever in their history planned to showcase all 6 brands in their portfolio under one roof through an Autumn-Winter collection preview, as 6 iconic celebrities walked the ramp for each brand, unlike ever done before. The primary design objective of the event was incorporating the DNA of the brand all through the event. The 2 main pillars of the design were leveraging the brand colors of Bestseller India; grey, black and white across every aspect of the event while also taking elements from their Danish heritage. With the concept finalized, Toast set off with the task of creating a stage befitting the celebration. An ambitious

EXP ER IENT IA L P L A NNER / I N FOCUS

multilevel outdoor stage was designed to integrate the identity of Bestseller India and keeping in mind the scale of the event. The stage was designed with 6 screens each showcasing a different brand in the company’s portfolio and a central screen showcasing the company’s visuals. The look and feel of the stage also represented a raw, grunge setting keeping it true to the brand’s personality. The fashion showcase was the high point of the event and saw 6 brands, 16+ collections, 150+ outfits and 6 showstoppers come together seamlessly. Each showcase was completely different from each other using visual content, distinct music, and creative choreography. The visual content created for the event took away all the plaudits with not only being very innovative content but also how perfectly the content fit each brand and showcase. Toast Events created customized visual content for each brand keeping in mind each brands aesthetics, origins and personality. One of the biggest highlights of the event was that for the first time ever, Bestseller India associated with 6 different celebrities for 6 of their brands. Each celebrity was shortlisted carefully basis each brand’s personality. The event saw Kiara Advani, Priyank Sharma, Jim Sarbh, Shikha Talsania, Sonakshi Sinha, and Ranveer Singh walk the ramp for the 6 brands.

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Event Studio Engages 750 JK Super Cement Dealers with a Delightful Annual Conference in Malaysia The content development for the event was masterfully handled by Wordpugs.com which is also a division of event studio.

he 2nd edition of JK Super Cement’s Annual Dealers Conference was held in Malaysia from July 24th to 26th. The MICE extravaganza which saw an interesting amalgamation of tech innovations and thematic entertainment was successfully executed by Event Studio, a newly launched agency headquartered in New Delhi. The theme of the event, ‘Fateh – The Celebration of Victory’, was conceived, conceptualised and developed in partnership by both the brand JK Cement as well as Event Studio. The content development for the event was masterfully handled by Wordpugs.com which is also a division of event studio. The spectacular set-up, the highly entertaining performers and charming hosts made for a wonderful evening. The huge gathering of 750 at the event included JK Super Cement’s brand custodians and Platinum & Gold dealers from various regions, along with their spouses. The threeday conference was aimed at strengthening the bonds between the company and their channel partners and celebrating their accomplishments by making them feel like an integral part of the family. The event kick-started with a powerful AV that floored the audience and set the tempo for an exciting evening ahead. This was followed by an impeccable performance from the

house of Studio 5678 that depicted the power of victory, apt fully celebrated ‘Fateh’ and left the audience mesmerisd. One of the other key highlights of the event was the uniquely conducted award ceremony, which was highly appreciated by everyone, especially the winners who felt like superstars that evening. Rajnish Kapur - Business Head (Grey Cement) motivated the gathering with his inspiring keynote address. The event was led by the outstanding hosts, Pragya Tiwari and Randeep Singh. The comedian for the evening, VIP had the audience rolling on the floor with his great comic timing and dazzling humour while Modern Circus & Dhol Highlander added zing to the evening. The concluding performance by the very popular, 1st Indian Idol - Abhijeet Sawant was the icing on the cake that kept the party going till the wee hours. Apart from showcasing high standards of entertainment, the event was au courant technically as well. The smart usage of LED’s, truss and lighting created a show that left the audience spellbound. Also, one of the guests termed it as a ‘7-Star Event’. Right from pre-function area to the finale, the audience was kept thoroughly engaged. Rajnish Kapur applauded the seamless planning behind organizing the event & the flawless delivery of the show.

“Every event is an experience for the audience who attend that event. To make them feel special, cherished and valued is our prime objective at every stage. We’re glad that we were able to honour the trust placed by JK Cement on our team. We have managed to raise the bar every time and exceed their expectations. Hopefully, we will take it to another level in the next opportunity.” GULSHAN RATHOR |

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MD, Event Studio

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Rajnish Kapur - Business Head - JK Super Cement OCTOBERâ&#x20AC;&#x201C;DECEMBER 2018 EXPERIENTIAL MARKETING

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3rd Edition of BankBazaar #Paperless Finance Conclave Successfully Executed by Brandwidth Events

Bank Bazaar India’s leading financial product marketplace to be held at Taj Land End Mumbai on September 11.

or the third consecutive year, BankBazaar, India’s leading financial product marketplace, brought together regulatory luminaries, eminent bankers, and fintech influencers together on one single platform at the BankBazaar #Paperless Finance Conclave to give a shot in the arm to Paperless and Presence-less finance in India. Brandwidth successfully hosted the 2018 edition on September 11, 2018 at Taj Lands End, Mumbai which was attended by more than 200 renowned players from the Indian financial sector. The event was powered by ETNOW as the official broadcast partner. The highlight of the event was government perspective on changing norms in the financial sector, touched upon by keynote speaker, S. S. Mundra, Former Deputy Governor, RBI, and special speaker Mr. Amitabh Kant, CEO, NITI Aayog, in their talks. The focus was on the need for consensus among Fintechs, Banks, Insurers, Regulators and the government for 100% Paperless and Presence-less finance in India. In the inaugural talk, Adhil Shetty, CEO, BankBazaar, highlighted how 2018 has been the year of Paperless finance, marked by a surging demand for it versus the prevalent physical KYC on-boarding processes. According to him, the focus should move to presence-less finance now, and BankBazaar is all set to lead this wave of fintech innovation in India in 2019. The two-panel discussions of the evening emphasized that the ability to authenticate identity on demand without a paper ID or physical presence was the real and most anticipated change for the near future, and deliberated on the challenges and opportunities ahead. The first panel “Paperless, Presence-less Finance: An Impending Reality” saw panelists discuss the advantages of paperless, presence-less banking to consumers and banks alike. The panelists included Puneet Nanda, Deputy Managing

Director, ICICI Prudential Life Insurance; Arvind Kapil, Group Head – Unsecured Loans, Home and Mortgage Loans, HDFC Bank; Anup Bagchi, Executive Director, ICICI Bank; Ramakrishnan Seshan, Head, Retail Banking and Wealth Management, HSBC; Subrat Mohanty, COO, HDFC Life. The second panel, “What Will It Take For 100% Paperless, Presence-less Finance and Greater Financial Inclusion To Become A Reality?” discussed current obstacles to the presence-less process and how support from regulators could help to realize this dream of frictionless finance. Ashish Ahuja, Joint Managing Partner, Wadia Ghandy and Co.; Rajiv Anand, Executive Director, Axis Bank; Shyamal Saxena, Head – Retail Banking, India, Standard Chartered Bank; Murlidhar Lakhara, Chief Compliance Officer, IndusInd Bank; Prasant Seth, General Manager, DBR, Reserve Bank of India; Sarita Kamath, Head – Legal and Compliance, Tata Capital; and Vineet Arora, MD and CEO, Aegon Life Insurance were the notable panellists. “The entire Conclave was designed to make the event a seamless yet impact full experience. From registration management to creating a separate media room for the dignitaries to have spaces for one on one Media Interaction to creating the event flow in a manner to keep people engaged, Brandwidth ensured they go the extra mile and we are happy to have partnered with the team for the second year in a row”, said Parul Shrivastava, AGM, Brand Marketing, BankBazaar. The event concluded with the thought that, it is incumbent on all the allies – government, regulators, financial institutions, and Fintechs to work together and move this industry forward to presence-less, paperless issuance of financial products. The guests later proceeded for networking dinner.

“The task at hand was to create a better experience for the stakeholders, starting from the planning process to designing and then the actual execution. We took up the challenge to ensure that quality work delivered by the team in the first year get better thereby, strengthening our relationship with BankBazaar.” VARSHA SANCHETI | 56 00

Senior Manager, Brandwidth

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Wizcraft MIME Launches ‘EXPLORE: Ideas, Opportunities, Careers’ in Association with EVENTFAQS Wizcraft Management Institute of Media and Entertainment launched The Global Wedding Academy an education venture with a focus on fostering new talent with in-depth learning, intensive internship opportunities and mentoring programmes designed by the Masters of the Wedding Management Industry. The flagship course is available at ISDI, Mumbai. “The wedding industry is creatively exciting, technically and aesthetically demanding, with a high level of personalisation. The inaugural edition of EXPLORE focuses on the exploding opportunities in the fast-growing wedding industry which is going global. It is important to keep creating multiple platforms for students to interact with leaders of the industry seeking inspiration and mentorship”, said Sabbas Joseph, Founder-Director of Wizcraft MIME.

Sabbas Joseph Founder-Director Wizcraft MIME

Diploma in Event Management by School of Continuing Education Launched at IGNOU The Diploma in Event Management has been launched by the School of Continuing Education (SOCE), Indira Gandhi National Open University (IGNOU). The main objective of this Diploma programme is to professionalise the field of event management.

Heena K. Bijli

Director, School of Continuing

Education at IGNOU

Dr. Heena K. Bijli, Director, School of Continuing Education at IGNOU - “IGNOU is known for its global presence being the largest university. Experts from the event industry have played a pivotal role in the development of Diploma programme. This programme will prove beneficial to aspiring learners and aims to integrate creativity, knowledge and experience. I am thankful to EEMA for their continuous support in this endeavour and look forward for future enrichments too!”

The Social Street Inks New Partnership With UK-based Works Ltd. in India The Social Street has entered into a partnership with UK-based Works Ltd. in a move to foster creativity in sports in India. Works is a creative, design and brand agency that has been delivering practical solutions for clients and partners across the globe in the sports and entertainment industries. Mandeep Malhotra, Founding Partner & CEO, The Social Street added, “With Works we have gained a partner who will provide us with tremendous support to build a strong sports marketing arsenal. Their bespoke body of work – be it design, branding or production across mediums - speaks volumes. We’re extremely delighted to join forces with Works as our go-to partner for everything that is sports. We look forward to working with them on a series of joint initiatives in India and across South Asia.”

Mandeep Malhotra Founding Partner & CEO The Social Street

Vilas GV Moves from Herbalife to Become Director Mega Events & Strategic Digital Marketing, IMTMA In one of the most recent industry developments in the corporate side, Vilas GV- Manager – Events, Promotions & Communication Herbalife International India has moved on from his role to become the Director - Mega Events and Strategic Digital Marketing at India Machine Tool and Manufactures’ Association (IMTMA). He brings over 22 years of experience in effective strategic planning in Event Management & digital marketing to IMTMA. Vilas GV

Manager – Events, Promotions &

Communication Herbalife International India 00 58

Talking about his new role Vilas exclaims, “I am very excited to be leading the Mega Events Division and Strategic Digital Marketing endeavours for IMTMA. In this new role, I look forward to contributing my best to their 6 annual mega events as well enhancing the association’s presence in the international market as well.”

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Indian Agencies Win Top Honours at International Experiential Awards

ndia bagged many metals in international experiential awards hosted this year, namely at BEA World – The International Festival of Events and Live Communication, Coimbra, Portugal and The Dragons of Asia Awards held in Malaysia. Indian experiential marketing agencies made a mark across the globe by showcasing exemplary creativity and efficient campaigns in the experiential industry.

Laqshya LIVE Experiences - The Only Indian Agency to Win at BEA World BEA World Festival is a well-respected international awards for the event industry, now in its 10th edition. The 2018 edition of the golden elephant awards recently concluded at Coimbra, Portugal, as a part of the BEA World Festival, held from November 21 to 24. BEA World has seen participation from agencies across 30 countries across the world, in its 10 editions. Laqshya Live Experiences (LLE) is the only Indian agency that participated and was shortlisted among 30 countries, in the 2018 edition, and bagged top honours by winning 2 Grand Prix, 3 Golds and 1 Silver and was declared agency of the year 2018 at the BEA Festival Best Event Awards. In the shortlist, LLE stood alongside some of the world’s most reputed experiential agencies including Jack Morton Worldwide (Germany), George P Johnson (United Kingdom), GroupM ESP (Italy), XSAGA (The Netherlands), JAD Productions (Czech Republic) and Next Group (Italy). The agency won honours for the launch and training program of Google Home, in the category of best Educational / Training Event. In this category, they were up against other nomination from top Italian, Russian, Turkish, and German agencies.

Navneeth Mohan, Director & CEO, Laqshya Live Experiences, shares “India is actually placed in an advantageous position globally as far as the experiential industry is concerned. For one, in terms of technology, we are at par with the most progressive global companies and ideas. Moreover, our diversity helps us to overlay content with context - a distinct advantage over western cultures that are monolingual. If we blend our ideas with global precision of processes and packaging, then India definitely has an edge. The next frontier for Indian agencies is the prospect of becoming huge service provider for global agencies on content design and ideas”. Laqshya Live Experiences also won in the Non-profit / Social Service Event category, for the Equal Streets Project against agencies from Argentina, Italy and Poland. In the Public Event category, LLE won top honours for Yoga by The Bay. For the hotly contested Sustainable Innovation category, they won for Zero Waste Management. The Grand Prix was won for Google Home Training and Equal Streets projects. With four awards across categories and 2 Grand Prix, LLE made India proud. Commenting on the wins, Navneeth Mohan, added, “India has always been known to have the greatest tech minds. Moreover, a young working population, cost-and-time efficient execution, well-planned logistics and extremely talented craftsmen have helped catapult Indian events on the world stage. It’s particularly important to us that we won based on the creative output alongside the effectiveness of our events. Till now, we were arguably the most awarded agency in India for 3 years- 2016, 2017 & 2018, now we want to work towards a global goal. For today, we are humbled by the honours and grateful to our clients and vendor partners for making this happen.”

Round-up of LLE’s Wins:

ENTRY NAME

METAL / WIN

Google Home Training

Grand Prix

Equal Streets

Grand Prix

Equal Streets

Gold

Zero Waste Management

Gold

Google Home Training

Gold

Yoga by the Bay

Silver

Laqshya Live Experiences

Agency of the Year

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Google Home Training

Equal Streets

Zero Waste Management

Yoga by the Bay

“A fantastic development is that brands in India are becoming more daring and open to calibrating their voice across platforms. This gives agencies like ours the leeway to do things differently. Our distinct advantage is that we are far more cost effective in execution when compared to the global companies, making scalability viable.” NAVNEETH MOHAN |

Director & CEO, Laqshya Live Experiences

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From L: Smriti Sharda, Assoc. Creative Director, Mike Da Silva, Director-Dragons of Asia, Pradeep Uppalapati, Group CFO and Deepak Singh, National Creative Director

The Social Street Emerge as the Biggest Winners at the Dragons of Asia Awards Since the year 2000, the Dragons of Asia Awards have been recognising the very best in results-driven marketing communications by agencies and clients across all countries in APAC. The Social Street (TSS) emerged as the biggest winners this year at the Dragons of Asia Awards 2018, bagging the most coveted ‘Agency of the Year’ Red Dragon honour at the awards. The Social Street’s wins include, a Blue Dragon for Best Campaign from India for Strangers helping Strangers for Blood Donors, 2 Gold Dragons, including 1 for The Snake Guard for Prasadam Industries India in the Best Innovative Idea or concept category and the other again for Strangers helping Strangers for Blood Donors India in the Best Mobile Marketing Campaign category. In addition, TSS also bagged an impressive 4 Black Dragons (order of merits) Certificates, in categories including Best

“The challenges of Indian companies are also their biggest opportunity. While we are seeing rapid shifts in technology every day and digital becoming the norm, Indian firms are complimenting this trend by making tech more affordable and scalable.” ROSHAN ABBAS |

Managing Director, Geometry Encompass

Digital Campaign, Best Innovative Idea or Concept, Best Social Media or Word of Mouth Campaign and Best Cause, Charity Marketing or Public Sector Campaign. Other Gold winners from India, at this edition of the Dragons of Asia, included, The Max, who won for The Art Of Sound, for Karix India in the category Best Digital Campaign. The Max also won 5 Black Dragons. Geometry Encompass India bagged one Gold Dragon for Fortune Foods. Fortune savours the brave, for Adani Wilmar India in the category Best Brand Building and/or Awareness Campaign, in addition to a Bronze Dragon for Sunfeast Farmlite Priceless Gifts for ITC India in the category Best Small Budget Campaign and 3 Black Dragons. MediaCom Communications was the fourth agency from India to bag a gold dragon this year for their campaign Gillette Bachelors Of Shaving for Gillette India in the category Best Brand Trial or Sales Generation Campaign. Roshan Abbas, Managing Director, Geometry Encompass says, “We are world’s largest experiential marketing network and always connected to our offices across the globe. India is many countries in one, and our deep understanding of socio-cultural values is what will give us the edge in global markets.

“The ability of agencies to leverage technology to optimise the cost of contact will play an important role looking at the rural geographies where the brands need to reach in future. What will work well for the agencies is that they can start collaborating with the brands where agencies can bring measurability to offline campaigns.” ASHEESH TYAGI | 00 62

Managing Partner - North, The Social Street

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First of all, it’s the diversity of the work that was submitted for the awards and the work that won. For clients like Hindustan Unilever, we are not just offering traditional consumer solutions but also breaking the barrier with B2B solutions like “Operation-Ready-Stock-Go” that’s pushing forward client’s supply-chain operations. Second, all of our work is real, measurable & effective work aimed to change consumer behaviour. Our award-wins are spread across India’s leading brands, and not relying on pro-bono effort for NGOs. The wins on ITC & Fortune Foods showcases how we are bridging the onlin

INDUST RY WATCH / F EATUR E

CATEGORY

COMPANY NAME

METAL

2018 Agency of the Year

The Social Street India

Winner

2018 Best Campaigns by Country

INDIA, The Social Street India, Strangers helping Strangers for Blood Donors

Winner

2018 Best Digital Campaign

The Max India, The Art Of Sound, for Karix India

Gold Winner

2018 Best Innovative Idea or Concept

The Social Street India, The Snake Guard for Prasadam Industries India

Gold Winner

2018 Best Brand Building and/or Awareness Campaign

Geometry Encompass India, Fortune Foods. Fortune savours the brave

Gold Winner

2018 Best Mobile Marketing Campaign

The Social Street India, Strangers helping Strangers for Blood Donors India

Gold Winner

2018 Best Brand Trial or Sales Generation Campaign

MediaCom Communications India, Gillette Bachelors Of Shaving for Gillette India

Gold Winner

2018 0Best Brand Building and/or Awareness Campaign

Jagran Solutions India, Dabur Red Tooth Paste Dental Brigade for Dabar India

Silver Winner

2018 Best B2B or Trade Marketing Campaign

Impact Communications India, Philips Vistaar for Philips India

Silver Winner

2018 Best Cause, Charity Marketing or Public Sector Campaign

FleishmanHillard India, Free a Girl India for School for Justice India

Silver Winner

2018 Best B2B or Trade Marketing Campaign

BI WORLDWIDE India, Drive2Delight Program for SKF India

Bronze Winner

2018 Best Event or Experiential Marketing Campaign

The Brand Brewery India, Mithapur Express for Tata Chemicals India

Bronze Winner

2018 Best Brand Loyalty Campaign

FoxyMoron India, Aditya Birla Capital for Aditya Birla Capital India

Bronze Winner

2018 Best Social Media or Word of Mouth Campaign

The Social Street India, A Secret Book Launch for Upendra Namburi India

Bronze Winner

2018 Best Small Budget Campaign

Geometry Encompass India, Sunfeast Farmlite Priceless Gifts for ITC India

Bronze Winner

2018 Best Use of Media

The Max India

Black Dragon

2018 Best Entertainment Campaign

The Max India

Black Dragon

2018 Best Integrated Marketing Campaign

The Brand Brewery India

Black Dragon

2018 Best Marketing Discipline Campaign

The Max India

Black Dragon

2018 Best Marketing Discipline Campaign

Geometry Encompass India

Black Dragon

2018 Best Digital Campaign

The Max India

Black Dragon

2018 Best Digital Campaign

Geometry Encompass India

Black Dragon

2018 Best Digital Campaign

The Social Street India

Black Dragon

2018 Best Brand Building and/or Awareness Campaign

The Max India

Black Dragon

2018 Best Innovative Idea or Concept

The Social Street India

Black Dragon

2018 Best B2B or Trade Marketing Campaign

Geometry Encompass India

Black Dragon

2018 Best Event or Experiential Marketing Campaign

Wizcraft International Entertainment India

Black Dragon

2018 Best Brand Loyalty Campaign

BI WORLDWIDE India

Black Dragon

2018 Best Social Media or Word of Mouth Campaign

Hungama Digital Services India

Black Dragon

2018 Best Social Media or Word of Mouth Campaign

The Social Street India

Black Dragon

2018 Best Cause, Charity Marketing or Public Sector Campaign

The Social Street India

Black Dragon

2018 Best Cause, Charity Marketing or Public Sector Campaign

Wizcraft International Entertainment India

Black Dragon

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INDU ST RY WATCH / E E M A

EEMA Presenters Dialogue 2018 is the Beginning of the Change the Indian Events Industry Needs

Event and Entertainment Management Association (EEMA) North’s, unique initiative “The Presenters Dialogue” brought together entire ecosystems of EEMA member agencies & Presenters across all spectrums. Artists and Anchors traveled from different parts of the country to be a part of this first ever initiative held at JW Marriott Aerocity, New Delhi. India’s leading presenters Gitikka Ganju Dhar, Shivani Wazir Pasrich, Nitin Arora, and Joe Baath represented the presenter’s fraternity along with many young voices and shared their experience with the event industry. Gittika says, “It was a room full of hosts. Vipul Pandhi’s eureka moment resulted in a day that made industry headlines. EEMA put the best and first foot forward and was born the concept of EEMA presenters Dialogues. Vipul Pandhi, VP EEMA North drove the initiative, supported by the leadership team at EEMA. Sanjeev Pasricha, Humayoon Zaidi, Atul Chabra, KJS Gurna, Sachin Talwar, Sharad Mathur, Prerana Saxena, all members of EEMA, conceptualized and managed the day’s proceedings. Atul Chabra also played emcee for the day, admitting at the end of the day that he had even more respect for the job that a host does on a live event. The resultant buzz on social media was beehiveworthy, thanks to Sachin Talwar, also member EEMA, who lead the blitzkrieg from EEMA’s social media handles! Sanjoy K Roy, President EEMA was present on the occasion and addressed the presenters assuring them of inclusivity and also added that a genuine effort would be made to address their concerns, one step at a time. Several senior members of EEMA were in attendance in support of the initiative. Khurshid Ahmed from Patna, Rajeev Jain, Vishal Sethi and Rajesh Varma were among members who attended. The members who took stage to either introduce speakers or to participate in panel discussions that ensued were Harjinder Singh, Ankur Kalra, Lalit Gattani, Karan Singh Chettri and Aditya Joshi.

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“You have the power to make or break the event and even cover up if something goes wrong. We value your work and that’s the reason we are here. Concern raised by you all is not a favor but your right. Use the power of NO if you feel insecure be it regarding safety or over payment. Reach out to EEMA and we will help you. We are here to put things in place and make environment better for entire ecosystem.” SANJOY ROY |

President – EEMA and MD, Teamwork Arts

INDUST RY WATCH / EEMA

EEMA Efforts Achieve Fruition as Maharashtra to Get Online Single Window License for Events Speaking to a leading daily Vijay Kumar Gautam, Principal Secretary, Tourism Maharashtra recently revealed that the organizers of LIVE Events, film festivals, and exhibitions will soon have a dedicated on-line portal for all the permissions in the state of Maharashtra. The single window licensing system in the state is expected to be launched in the next two months.

Sabbas Joseph

Speaking on the announcement, Sabbas Joseph, Former President, EEMA commented, “The Maharashtra government agreeing to pursue the single window clearance which would be available online would go a long way in easing out the events business opportunity. This single step will go a long way in providing the live events and experiences industry a major boost. It will provide speed of operations and confirmations, removal of red tape and licensing agents, and create a collaborative environment for event managers to work with governments and venues.”

EEMA North Conducts its First Member Meeting; Identifies Key Focus Areas and Agenda for the Year

EEMA North conducted its first member meeting for the year 2018 which was attended by Event Agency owners, Artists and Vendor partners across North India. The Team, comprising of Vipul Pandhi, VP North; Atul Chabra, Jt. Sec North and Amit Gupta, Committee member North presented the agenda to be pursued by EEMA in North for this year. The first founding EEMA President Michael Menezes along with Executive Vice President EEMA Sanjeev Pasricha encouraged the North Team initiative and shared the vision of expanding EEMA movement in 4 zones and take up regional issues/concerns.

KJS Gurna, Treasurer, EEMA Along with past VP’s of North Rajeev Jain and Vijay Arora gave in their words of appreciation for the EEMA North Team’s efforts. For the first time since its inception, EEMA got representation from states like Jammu & Kashmir, Punjab, Uttarakhand and Uttar Pradesh. Ashwini Handa from Jammu; Rishabh Panchhi from Dehradun and Mujtaba Farooqi & Anubhav Gupta from Lucknow were assigned the task of driving the EEMA agenda in their respective states. The meeting concluded with members collectively agreeing to drive the industry to the next level while expressing their participation in various teams to be formed to drive the agenda forward.

OCTOBER–DECEMBER 2018 EXPERIENTIAL MARKETING

INDU ST RY WATCH / I N F OC U S

2nd Edition of ‘All About Music’ Successfully Connects the Dots of the Music Industry Truly Musical, the IP division of TM Talent Management organised the 2nd edition of India’s largest, all inclusive music conference. All About Music Conference was back with a successful 2nd edition which played a host to 100+ Speakers, and 1200+ attendees at The Taj Lands End Mumbai from August 23 to 24, 2018. Industry experts like Atul Churamani (Founder and MD, Turnkey Publishing), Ang Kwee Tiang (Regional Head, Asia Pacific, IFPI), Blaise Fernandes (Founder and CEO, The Indian Music Industry), Bob Ezrin (President, Stillwater Music), Bob Lefsetz (Owner, The Lefsetz Letter), Charles Caldas (CEO, Merlin), David Helfant (Founding Partner, Law Offices, David A. Helfant), Devraj Sanyal (MD and CEO, Universal Music Group, India and South Asia), Ed Peto (Founder & MD – Outdustry), Eric Baptiste (CEO, SOCAN & Chairperson of the Board, CISAC, SOCAN), Harshad Chavan (MD – Toast Events), Helena Kosinski (VP, Global,

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Nielsen Music), Jake Beaumont Nesbitt (VP Data and New Business Models – IMMF), Neeta Ragoowansi (Co-Founder/ SVP, Legal & BD – NPREX), Priyanka Khimani (Founder and Partner, Anand and Anand and Khimani), Ralph Simon (Founder & CEO, Mobilium Global Ltd), Roshan Abbas (MD, Geometry Global Encompass), Sat Bisla (President, Founder, A&R Worldwide/MUSEXPO), Sabbas Joseph (Director, Wizcraft), Siddhartha Roy (CEO, Hungama.com), Sunny M.R. (Music Composer, Music Producer, Sound Engineer), were other speakers on the list for the 2 day conference. The conference hosted a first-of-its-kind workshop about the music industry’s collection societies and associations (IPRS, PPL, IMI, PDL) and address the confusion surrounding them. A specially curated workshop on music publishing

INDUST RY WATCH / I N FOCUS

covering everything related to publishing (Recording and Re-recording, Reproduction, Sale Distribution, Public Performance, Synchronization, Adaptation, and Translation) and how to make money out of it. A communicative Masterclass on Music Production (Insights on how ISRA creates awareness for the composers, songwriters, producers and music companies to protect their rights ), Vocals (Practical sessions on vocal training, Vocal strength training etc), Film Scoring. (Approaching a scene, different perspectives, understanding the director’s vision, pre-existing music, dialogue, and sound effects). Strategic workshop on Social Media (how to build your brand on social media, efficient and engaging strategies, build your audience, increase the reach for your content, measure ROI, social media overviews, emerging social networks). Discussion on Artist Management (getting revenue, managing brand, planning and strategies, image building, hospitality management). And a uniquely interactive masterclass on Sound Designing for Music (Use of electroacoustic techniques, sound synthesis, audio samples, sampling vocals and instruments and utilizing them in innovative ways).

experts from various verticals of the industry and regional markets , the previews helped engage regional industry stakeholders and gave the opportunity to gain insights of the the independent music markets that contribute to the growth of the Indian music Industry. All About Music is organized by Truly Musical, the IP Division of TM Talent Management that aims to create unique and meaningful events for the music industry and enthusiasts. Headed by Tarsame Mittal, Founder, Truly Musical & TM Talent Management, the main aim of the event is to address the real challenges faced by the music industry and look towards growth opportunities as an all inclusive B2B conference. In all the event focused on highlighting the problems faced by artists and discussion also focused on how to solve them in a manner which can results in the overall growth of the music industry. EVENTFAQS was the community partner of the conference.

Also as a build up to the main conference, Truly Musical also organized a multi city preview for All About Music in 9 cities like Delhi, Kolkata, Chennai, Hyderabad, Chandigarh, Ahmedabad, Bhubaneshwar, Guwahati, and Jaipur. With

OCTOBER–DECEMBER 2018 EXPERIENTIAL MARKETING

INDU ST RY WATCH / I N F OC U S

Event Equipment and Services Association Karnataka Now a Reality EESA created to bring in unity among the event industry vendors of Karnataka.

EESA

(Event Equipment and Services Association) was launched in Karnataka at the Catholic Club on Tuesday, November 20, 2018. It is an association of event equipments and services which includes Sound, Stage Lighting, General Lights, Trussing, Videos, Gensets, Stage and Infrastructure. The Purpose of the Association and few important roles of EESA were to bring unity and recognition among vendors of this industry, create good work culture and harmony with event management companies and the clientele, create and follow best practices and safety standards at work, educate and train members in safety standards, ensure basic needs and necessities are taken care of at work, tackle issues and hurdles to vendors, venue / hotel and payment related issues, tackle willful defaulters along with setting industry standard terms and conditions for smooth flow of work and ensuring safety of the equipments at work site with proper event insurance and other safety measures. This was also the first meeting and the Annual General Meeting of the members and committee after they received the official registration certificate. There were over 50 members who attended the AGM a few of them were from other cities like Mysore, Hubli, etc.

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THE GOURMET ENTERTAINMENT SHOW Reveals Upcoming Food Trends in its Debut Edition in India The debut edition of ‘The Gourmet Entertainment Show’, an experiential showcase for all things F&B at weddings and events, was held on November 2, 2018, at The Ritz by FNP Gardens, Gurgaon.

he debut edition of India’s experiential showcase for all things F&B at weddings and events, ‘The Gourmet Entertainment Show’, was held at The Ritz by FNP Gardens, Gurgaon on November 2nd, 2018. A jointly developed IP by EVENTFAQS Media and Touchwood Group, this business networking and showcase platform has been conceptualized to encourage business and exchange of ideas between event and wedding planners, caterers, food designers, restauranteurs, leading hospitality giants and other stakeholders of the F&B business in India. The Gourmet Entertainment Show, ‘in Association’ with EEMA, kick-started with high anticipation and gusto, as President – EEMA and MD of Teamwork Arts – Sanjoy Roy delivered a fitting welcome address wherein he highlighted the importance of F&B at all genres of events, the development of the catering business in India, and the importance of creating sustainable and responsible practices in catering and F&B. GES saw multiple experiential engagements, workshops and Gourmet Dialogues which featured veterans including, Chef Manjit Gill, Chef Ritu Dalmia, Gourmet Moghuls Marut Sikka and Puneet Sikkand, and many others. Samit Garg, E-Factor Entertainment; Rajeev Jain, Rashi Entertainment; Sanjeev Pasricha, CS Direkt; Siddharth Ganeriwala, Aura Integrated, Chetan Vohra, Weddingline and other industry leaders, leant further expertise from the event and wedding planners perspective.

Featuring showcases from over 30 of India’s top catering companies, restaurants and food designers, the event also featured creative showcases by leading hospitality brands, like The Leela Ambience Gurugram Hotel & Residences, The Pullman Aerocity, Fairmont Hotel and Resort Jaipur and others. The business sessions during the day gave way for a scrumptiously entertaining evening reception as entertainment acts by Red Entertainment, The Storytellers and Pallavi Band by Yours Eventfully, engaged audiences. While the debut edition of the Gourmet Entertainment Show made mark in changing the way India thinks of entertaining with F&B at events, the second edition has been announced for September 2019. The event was supported by Bierdo, CineLove, Divinutty, Global Travels, Heading Wedding Hospitality, Him Events, Hookah Royals, Hospitality Consortium Atvantage, JEA Band, Orana Hotels and Resorts, Phonographic Performance Ltd, Power Plus, Pullman New Delhi Aerocity, Ravish Kapoor Designs, Red Entertainment, Strategic Engagement and Event Solutions (SEES), Smiles & Souls, Sound Shaft, Sumit Productions, Sardana Arts, Tagglabs, Talent Square, The Indian Performing Right Society Ltd., The Leela Ambience Gurugram Hotel & Residences, Townscript, Trikaya, Vinay Valet Services, Visual Express, We Print All by MODA and Yours Eventfully.

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INDU ST RY WATCH / I N F OC U S

Opening address by Sanjoy Roy, President, EEMA and MD, Teamwork Arts

“With over 20 years of experience in Weddings & Social Events, Touchwood Group embarked on the GES journey knowing the importance of F&B at our events. This show is the perfect platform for showcasing everything F&B - from display to cuisines and curated fusion treats, GES becomes an integral platform for caterers, planners & clients alike - the perfect space to explore the new, the old & the classic. With the first edition being an exceptional success, we are excited for what’s in store for the future!” VIJAY ARORA | 00 70

Director, Touchwood Group

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Speakers at the Gourmet Entertainment Show posing after a detailed discussion on Encouraging ‘Partnerships’ to Create Engaging F&B Experience at Events

INDUST RY WATCH / I N FO CUS

“While Food is undoubtedly the most important aspect of any social gathering in India, The Gourmet Entertainment Show strives to be the platform that sets new benchmarks in every aspect related to the experience of Food at events. GES in its debut edition showcased the best in cuisine, ingredients, food formats, presentations and engagements. We look forward to growing and enhancing GES to become the quintessential and unmissable discovery platform for all things F&B.” VISHAL NAGDEV |

Business Head, EVENTFAQS Media

The Inauguration of Gourmet Entertainment Show

The Gourmet Baraat stops at the Creative Cuisines Inc. booth for some sparkling celebrations

Team Gourmet Entertainment Show rejoicing after the event

OCTOBER–DECEMBER 2018 EXPERIENTIAL MARKETING

TECHN O LO GY / P H OTO F E AT U R E

Gandhi at 150 Film Projected in 120 Countries; Curated by Showtime for MEA and GOI Out of the 120 countries, the film was customised according to the shape and size of 17 iconic buildings. Showtime created history with Ministry of External Affairs (MEA) India & Government of India (GOI) by coming up with content for 120 countries worldwide to showcase the life and lessons of Mahatma Gandhi on his 150th birth anniversary, October 2nd, 2018. The storyline of the film highlighted the initiatives and lessons from his life that are relevant and applicable in today’s times and that inspire our generation to be a better version of themselves. There are many such aspects of his persona, beliefs and toil that brought about the independence of our country and made Mahatma Gandhi a Mahaan Atmaah or “The great-souled one”. The film consisted of prominent or key moments taken from Gandhi’s life, his inspiring quotes, everyday sayings, discourses and initiatives presented in spectacular visual narrative using line-art style of hand-drawn illustrations layered with watercolour and ink wash that symbolise and represent the simplicity that was Gandhi’s Life and his teachings. The illustrations seamlessly transitioned into one-other in a thread-like fashion, shaping different scenes, giving a visual meaning to the lesson or initiative showcased in the narrative. The film was 4 minutes in duration, and was interwoven with the instrumental music version of the renowned song - “Vaishnava Jana Toh”, one of the most popular Hindu bhajans, written in 15th century by the poet Narsinh Mehta in Gujarati language. Out of the 120 countries, the film was customised according to the shape and size of 17 iconic buildings in the following countries - USA, United Kingdom, UAE, Austria, France, Kuwait, Germany, Nepal, Senegal, Portugal, Hungary, Peru, Egypt, Italy, Indonesia, Australia, Finland.

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“It took us almost a month to finalise the storyline and right treatment of the visual narrative, but the production was completed in record time of 15 days! A big achievement for us and indeed a proud moment for not only Showtime but the whole nation and all the Indians across the globe. We are very grateful to the MEA for entrusting us with this prestigious project”. shared Shruti Bansal, Head - Strategy and Communication at Showtime Events.

“Happiness is when what you think, what you say, and what you do are in harmony. And, we are honoured to showcase the life & teachings of MK Gandhi to 120 countries across the globe.” AVIK PRABHU |

CEO, Showtime Events

T ECH NO LO GY / P H OTO F E ATUR E

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TECHN OLOGY / I N F OC U S

Dell Launches Dell Cinema Range Through Augmented Reality Experience Created By STIR STIR, an integrated communications agency, executed the AR launch for Dell’s Cinema Range Laptops.

DELL

launched its new range of Cinema Laptops through an Augmented Reality Campaign executed by STIR on June 23 and 24 at Orion Mall, Bengaluru. Dell wanted to launch its Cinema range of laptops in a way that it brought to life, the experience and all the features of the system. To give this launch a larger-than-life impact, STIR decided to create an AR experience that will position the audience at the centre of all activities and Dell products, as the technology needed to power this cinematic experience and bring it to life. They leveraged the release of Jurassic Park, to bring back dinosaurs to life in the AR experience as it would juxtapose the cinematic experience at the cinema and the Dell Cinema experience to all those who would be at the event. From narrowing down the right dinosaurs, animating them and programming them to interact in real-time with the audience to make them feel and have an overall experience of the new Dell Technology that promises enhanced sound, colour and streaming capabilities. Bringing all those elements in an AR experience by bringing back the extinct dinosaurs to life, in a record setup time and in the midst of busy Orion mall atmosphere was a challenge. Along with the retail campaign, to promote Dell Cinema as a sole property and to bring in the various features, capabilities of this premium-range to the fore and launch it in a grand way, They were asked to conceptualize an experiential activation to spread the word and build awareness of the product and the next big technology for the streaming generation. Studying the amount of footfall in the various prime locations in Bengaluru, STIR narrowed down to Orion Mall

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at Yeshvantpur, as it is one of the premium integrated malls in the city with also one of the best cinemas. This not only ensures maximum audience but also the possibility of the event being the talk for the coming months and go viral on social media platforms. While crafting the animationsstarting from scratch by narrowing down the necessary dinosaurs to animating them and programming to respond and interact in real-time based on the movement of people, it was quite a Herculean task that took of over several days and nights without any hassles, effortlessly. Including 18 hours of non-stop set up at Orion, starting as early as six in the morning, with 50+ workers working to make the experience happen. Troubleshooting at every level, making technical changes to perfect it, till the final event happened and after handling a massive crowd of 6500+, all along the experience of AR, the products and generating form filling for prospective sales. The event was new level of high for Dell and Dell Cinema, that with one experiential event, Team STIR was able to make the whole city aware of the new technology of Dell by putting in the middle of all that’s right and good about the product that’d make you go and get one, immediately. Sreenivasan Shanmugam, Jr. Account Manager, STIR comments, “The primary objective was to capture the event as a video that could be disseminated on social media, consequently helping build a new and larger customer base for the product. On a given day, this isn’t a big task. However, heavy rainfall became a big roadblock, especially since the shoot was outdoor. Despite this, we spontaneously altered our shoot plans, shuffling the crew around to ensure we got the desired shots without compromising on the quality. Needless to say, this task was executed even as we managed other key roles including crowd management, database generation, and more.”

T ECH NO LO GY / I N FOCUS

“From handling an average footfall of over 3,000 people to safeguarding props and the event area during intermittent rainfall and yet ensuring a smooth flow of the event experience for those in attendance, the Dell AR event tested our mettle on several fronts. Unlike other events, we had gone in with a predefined mandate of generating a database of over new leads a task that wasn’t easy, to say the least, especially with weather conditions working against us. However, the spontaneity of the team helped us overhaul the event flow in keeping with ever-changing conditions and ensured we achieved our target without any compromises made.” LOKESH UPADHYAY |

Head Operations, STIR

OCTOBER–DECEMBER 2018 EXPERIENTIAL MARKETING

TECHN O LO GY / F E AT U R E

Top Tech Experts Speak About Technology That Is Changing Event Experiences Tech geeks talk about ‘new technologies’ that are likely to change the way experiences are created. Technology and the event space have evolved together with one complementing the other. With the advent of Augmented Reality/Virtual Reality (AR/VR), new apps for engagement and technologies which are fulfilling every need - it’s now all about changing the way people experience events as well as simplifying the efforts. It’s a win-win situation for the brands and technology creators as both get a chance to play with creativity. Here’s taking a look at some of these futuristic ideas through the top Tech Gurus who’ve changed the face of events with the help of technology.

AUGMENTED REALITY/VIRTUAL REALITY

lyde DeSouza, Producer and Speaker, Cinematic VR Real Vision Consultancy says, “I believe Virtual Reality is the one ‘new tech’ for creating experiences. While the immediate reaction is, “How can that be, isn’t VR an alienating experience once you put on a VR headset?”, I’d call that myopic foresight on an experiential creators’ part. VR, is not for a family of three sitting on a couch in the same living room with VR headsets on. It is for ‘connecting’ families across town to enjoy a movie night. It is for letting grandparents visit their grandchild’s 5th birthday party - live. It is for building ‘community’ at concerts and seminars. It is for the sense of inclusion that can be afforded to the infirmed; those not capable of travel and the list goes on. The next 12 months will see VR shine as the single new-tech in the experiential arena”.

ROBOTICS

aurav Singh, MD, Zeal Interactive Services stated, “The next wave as far as tech is concerned will be Robotics (humanoids). Technology will be used across all areas for example: on-stage technology will differ from registration, and so forth. Change will be there in every area. Robotics is one such field which now is being used in a minimal way but I am pretty sure that in forthcoming months it will be extensively used. We cannot discount the idea of robotics taking over the hosting where a humanoid team up with an emcee to co-host the show. Robotics will be mostly used in the registration process as well, wherein a user, by just standing in front of the robot, will get greeted by their name through facial recognition. The robot will also be able to make suggestions like which particular session will be better for them especially if it’s a conference, etc”. 00 76

Credits VR Park Dubai 1 Augumented Reality

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Credits Pepper Robotics

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ARTIFICIAL INTELLIGENCE

Credit Sanbot 2 Artificial Intelligence

itin Sharma, Chief Ideator, SEES On says, “One tech that will change the way experiences are created is artificial intelligence (AI). AI is being used more and more each day right from Google assistants making calls for you to Alexa switching off the light. AI and machine learning (ML) will have a big role in the way new experiences will be created in events. One the most common use will be around personalisation and recommendation. Based on questions answered, choices, social listening through Facebook, Twitter, etc. systems will be able to personalise the content that will appeal to attendees and wow them. It works well with matchmaking engines wherein the engine can recommend people to meet and also schedule meetings. Another great use is Chatbots! that is very likely to replace event apps in time to come and also reduce dependency on training humans to provide information and guide. A great example was Betty the bot by Sciencio used at a BIzbash event. Another level of AI is with deep learning. In simple words very soon where the system will be able to read footfall and advise you to order more water or food”.

APPLICATIONS

ijay Sabhlok, Co-founder, The Key says, “Technology-based experiences will soon be the norm for guests attending events: be it weddings, corporate events, MICE tours, conferences, or social events. We believe, Apps are the way ahead. Apps are in no way new, but what they offer can be. The Guest Interface app created by The Key, puts the guest first; designed according to their expectations and defined by the event manager’s requirements. An app and backend management system we call the Workstation has been specifically designed for the event manager that intuitively takes the Guest’s pre-event updates, during event experiences and post-event feedback session”.

OCTOBER–DECEMBER 2018 EXPERIENTIAL MARKETING

TECHN O LO GY / F E AT U R E

Here Are 3 Apps Which Every Event Manager Must Know About! Event Apps are increasingly becoming a necessity for a well-managed affair. Here’s ExM’s pick of 3 Apps which will make every event manager’s life easy! We all know how hectic an event manager’s life can be. New developments in technology are attempting to make this easier. Event App creators are coming up with fresh

ideas which can help make the management process smoother. Here is an insight on the 3 Apps that every event manager should know about:

1. QUICK MOBILE

Quick Mobile (QM) WOW Awards Asia’s official app, is amongst the pioneering Event App Builders in the World. Having dedicated a decade plus years in building a platform that provides an intuitive UI (User Interface), a robust hosting environment, a cross-OS similar experience, an easy to use backend designed for non-coders, and most importantly a unique dexterity to fit a cross section of events. The QM platform is scalable to any size, provides opportunities and best use cases for gamification, the single most important feature to ensure the success of an event App. It comes in the option of the classic 9-icon view which is making a comeback of sorts and a Slide Out view. Customisation is integral to the QM experience; from colour schemes to Icon Titles; No, Single or Dual level authentication; partially or fully branded; splash screens or no splash screens the list is exhaustive. QM leads Enterprise level solutions and is one of the most sought after in the market today with its Container App offering. A Corporate or Association with multiple events through the year can have its own Container App that within its shell, can host multiple events, each unique to its character, thus eliminating the need to have an App downloaded every time by the same user. It also allows an opportunity for the entity to engage and interact with its target audience even before and after the event. QM also uniquely partners with leading EventTech provider companies worldwide who deliver the best QM experience, every time. 00 78

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“With new client needs/expectations vis-a-vis event apps building every day, it is difficult for any event planner to keep pace, no matter how hard they try. It is here that a platform as robust, technologically driven and innovation focused as QuickMobile comes to the rescue, that also comes ready with an international partner network, that simply takes off the event planner’s load in understanding and fulfilling the requirement, at almost local prices!” NITIN SHARMA |

Chief Ideator, SEES, Quick Mobile India

T ECH NO LO GY / F E ATUR E

2. THE KEY

‘The Key’, an event management software promises to be the only versatile solution catering to how events and attendees are managed across corporate events, conferences, weddings, social functions, and MICE movements. The Key Solution consists of a front-end Guest App and a back-end key workstation. The One App, One Event structure allows each App to have its own distinct name, logo, and features. The Guest Interface app created by The Key puts the guest first; designed to their expectations and defined by the event manager’s requirements. A guest interaction and management tool that hosts will love. An app and backend management system we call the workstation specifically designed for the event manager that intuitively takes the guest’s pre-event, during event and post-event experience beyond par. The Apps created via the Key are also accessible on desktops and tabs, for those that would prefer not downloading it to their mobiles.

3. HOBNOB

With Hobnob’s easy-to-use DIY platform, you can create a single or a multi-event mobile app. Mould it the way you want to and seamlessly translate your vision and ideas into reality! Simply select the features you want, personalize your designs and customize your menu to have your app ready in no time. Instantly preview your app before you publish it. And that is not it. It allows you to add or remove features after you publish in just a click of a button. Update your content in real-time anytime anywhere. Keep your users engaged with instant polls, conversations, quizzes, social sharing, Q&A and much more. Access overall engagement, session ratings, speaker ratings, document views all in real-time.

“Lead your guests and your services to exemplary experiences with The Key, made by the industry, for the industry. With the cost of manpower rising every day, it’s imperative that like all other industries, the event industry to benefits from technology’s advances and The Key offers exactly that solution. Soon features like Sponsors Info, Speakers Info, and Photo Sharing will also be a reality. We are committed to keep the solution current with timely and relative updates.” VIJAY SABHLOK |

Founding Director and CEO, Key Disruptors Pvt. Ltd.

“I think we stand out from the rest of the players in the market, simply because we are able to provide an enhanced and personalized customer experience. Clients that have used our interface once have not looked back and our portfolio speaks for itself - we have worked extensively with companies both in India and abroad - with the likes of HPE, Tata group, HUL, VMware, Aruba, Siemens etc. using our platform multiple times.” SAMEER POPLI |

Head of Product, Hobnob Technologies

OCTOBER–DECEMBER 2018 EXPERIENTIAL MARKETING

TECHN OLOGY / M AR K E T P U L S E

“Immersive Audio Systems are the Latest Trend.” – WARREN

D’SOUZA ON NEW GLOBAL AUDIO SOLUTIONS

Warren D’Souza Founder and Managing Director of SOUND.COM gives an exclusive review on what is trending and what is the latest tech, in the Global Audio World. As event technology progresses it also enhances the overall experience of an event. Audio plays a major role in this experience and it is rapidly developing with trending audio solutions and gears. ExM Magazine, in an exclusive chat with Warren D’Souza, reviewed some of the new global trends and tech in Audio Solutions. Warren D’Souza is the Founder and Managing Director of SOUND.COM - a Global Tour Sound and Special Events boutique audio company. SOUND.COM have provided audio solutions to the most coveted gigs in India and abroad, a few being Justin Bieber Purpose Tour, India; Commonwealth Games 2010 Opening and Closing Ceremonies, Delhi; Ed Sheeran, Mumbai; AR Rahman Symphony Tour, India and many more. Commenting on the latest trends in Audio Gear he says “Immersive Audio Systems are the latest trend in live experiential audio and many artists and productions are slowly accepting this trend. Gear wise audio is always evolving and there are new products constantly being introduced in the market but if you ask me to name new gear here are some which are changing the way events are presented.”

L’Acoustics L-ISA

Immersive audio is something which cannot be explained without the actual experience of it. It is a 3D spatial sound processor. This allows us to create a virtual environment in which we can place close-mic’d sources across a broad space to deliver it to the audience in a much richer way. The illusion of spatialisation in immersive systems is overwhelming. For some, it’s getting a little unclear about what 3D live sound is, whether it’s stage localisation, immersive or surround audio, or basically 2D solutions for re-distributing the sweet-spots or some other kind of imaging. However, it’s clear that it is about using the principles of object-based audio to give sound professionals an entirely new tool to unlock the creative potential of audio.

Warren D’Souza

DiGiCo New Quantum 7

Waves LV1

Shure Axient Digital

Waves LV1

Waves LV1 technology allows you to build your own console using computer processing and a control surface of touchscreen monitors. The sound is derived from plug-ins that emulate the sound of any piece of hardware you have worked with over time. One can just pull it up on a screen and use it by the click of a mouse or just by a mere touch. It is still nascent but it will keep evolving and growing.

DiGiCo New Quantum 7

Quantum7 is pretty interesting, so what DiGiCo have done is completely replaced the engine and included more channels up to 768 inputs and a new patent-pending technology called ‘Nodal Processing’ that will give you separate EQ and control on each Auxiliary channel for each console input which has never been done before.

Shure Axient Digital

Shure has introduced path-breaking wireless technology with the Axient Digital Systems for starters they have condensed 4 channels in one rack unit and the receiver has a new concept called ‘Quadversity’ where you can use 4 antennas instead of two to pick up RF signals they also have introduced a dual transmitter handhelds and body packs so that you can automatically switch to another frequency if you had disturbance or interference on that line. L’Acoustics L-ISA 00 80

OCTOBER–DECEMBER 2018 OCTOBER–DECEMBER 2018 EXPERIENTIAL EXPERIENTIAL MARKETING MARKETING

T ECH NO LO GY / I N FOCUS

EvenTeriffic â&#x20AC;&#x201C; Helping Create Distinctive Experiences at Events

Events are home to creativity and unimaginable experiences. And EvenTeriffic aims at bringing spectacular services to create a vibrant atmosphere at an event with the help of technology. A young firm, established in 2017, EvenTeriffic believes that experiences becomes extraordinary when they are personalised. These experiences are memorable and definitely leave a positive impact on the attendees. EvenTeriffic ensures that the experiences created for every event are engaging and rewarding, for both the client and their patrons. Adding value to the event is the technology that brings people together to create an aweinspiring experience that becomes prodigious and remarkable. Social media plays a vital role in the event industry not only on the personal front but also in the business. Most events today are about capturing moments and instantly sharing them on various social media platforms. Giving it a personal and unique touch, EvenTeriffic uses technology in an unimaginable way to create unique photo booths and other tech-driven experiences that can be shared on social media. These tech-driven experiences like augmented reality, GIF booths, VR based gaming booths, 360-degree videos, hologram, 3D projection, and many more are chosen for various events from annual conferences, to weddings, and concerts. EvenTeriffic have done activities for clients like, SIEMENS, CA Tech, Glenmark, Forever Mark, De Beers, HSBC, Vikatan, Reliance, ICICI Pru and many HNI weddings across the globe.

PROMOTION

JOBS ON EVEN TFAQS . CO M EVENTFAQS Media Pvt. Ltd.

General Manager - Marketing Operations Marketing Head Assistant Manager - Marketing Operations Copywriter Sr. Executive Social Media Specialist Assistant Manager - Marketing Operations

P3P Ventures Pvt. Ltd.

Head of MICE Sales & Business Development Business Development Executive Assistant Wedding Coordinator Operations/Production Manager 3D Designer Marketing Manager

Location: Mumbai and Delhi Mail CV to info@eventfaqs.com, ramesh@eventfaqs.com

Location: Gurgaon Mail CV to utkarshp3p@gmail.com

Nash Events

Banyan Tree Events India Pvt. Ltd.

Manager - Client Servicing (Female) 2D Creative Business Development & Marketing Production Manager & Operations

Senior Manager - PR PR Manager Events Executive Manager - Marketing

Location: Mumbai Mail CV to lalit@nashevents.in

Location: Mumbai Mail CV to banyantreejobs1@gmail.com

Livewire Events & Promos

Insync Marketing & Event Solutions Pvt. Ltd.

Operations & Production Head Sr. Executive - Client Servicing Graphic Design (2D) + CAD Manager Client Servicing

Sr Manager/ Manager - Client Servicing Visualizer 2D Manager/ Sr. Manager (BD) Digital- Client Servicing

Location: Pune Mail CV to hr@livewireexperience.com

Location: Mumbai Mail CV to arti@insyncin.com

Crosscraft Pvt. Ltd.

Natura Outdoor Education & Training Solutions Pvt. Ltd.

Graphic Designer Events Coordinator Events Manager

Accounts and HR Administrative Executive Executive - Business Development and Client Servicing

Location: Goa Mail CV to hrd2@crosscraft.in

Location: Mumbai Mail CV to jobs@natura.net.in

Young Mirchies

Liquid Communication LLP

Manager - Business Development Graphic Designer

Business Development Manager Creative

Location: Mumbai Mail CV to pooja@youngmirchies.com

Location: Mumbai Mail CV to janet@liquidcommunication.in

Watermark Event Solutions LLP

Promodome Communications Pvt. Ltd.

Senior Wedding Planner Artist Manager

Manager Operations - Events & Activation

Location: Kochi Mail CV to connect@watermarkevents.in

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OCTOBERâ&#x20AC;&#x201C;DECEMBER 2018 OCTOBERâ&#x20AC;&#x201C;DECEMBER 2018 EXPERIENTIAL EXPERIENTIAL MARKETING MARKETING

Location: New Delhi Mail CV to hr@promodomegroup.com

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