NOVEMBER - DECEMBER 2016 by EVENTFAQS Media

CONTENTS

24 UAE UPDATES BRIEFS 08 MARKET PULSE -- Brands are Humans, in Disguise 10 -- ‘Meetings Imagined’ at The New Marriott Hotel in Abu Dhabi 11 IN FOCUS -- A Sports Weekend with Something for Everyone: The Emirates Airline Dubai Rugby Sevens 12 PHOTO FEATURE -- Largest Popular Culture Festival in the World PopCon Enters Dubai 14 -- 8th Edition of Yasalam Features Lionel Richie, Chemical Brothers and Rihanna 15 IN FOCUS -- The Technology Behind the Marvellous Dubai Water Canal Opening Ceremony: by Protec 16

ENTERTAINMENT BRIEFS 20 MARKET PULSE -- Artist Speaks: Siddharth Mahadevan on Performing for Corporates and at Concerts, His Favourite Venues & More! 22 -- Precursor: The Tantalizing 10th Year of the Jaipur Literature Festival 23 COVER STORY -- The Holy Nexus: Government Machinery & Large-Scale Festival Organizers 24 IN FOCUS -- Global Citizen Festival India: Wizcraft Makes India Proud, Recreating History after MJ in 1996 28 -- Food All the Way: Inside the 3rd Edition of the Grub Fest 30

42 FEATURE -- Backstage Diaries: Thorns Under the Dancing Shoe 32 PHOTO FEATURE -- Showtime Group Creates a Show-Stopping Opening Ceremony for Hero ISL 2016 34 -- A Glamorous & Star Studded Soiree: The Absolut Elyx Filmfare Glamour & Style Awards 2016 35

BRAND MARKETING BRIEFS 36 MARKET PULSE -- Talking Marketing Strategy, Relevance of Experiential & Agency Partners with Anupam Vasudev, CMO, Aircel 38 -- Sunil Gupta-adidas Talks About AlphaBOUNCE Treasure Hunt, Upcoming Brand Campaigns & More! 39 IN FOCUS -- TBB Adds Grandeur to Durga Puja Festivities in Kolkata for Dalda 40 -- 70 EMG Drives in Style for Volvo and Jaguar 42 FEATURE -- ExM Catch-Up with PUMA, Budweiser, Harley-Davidson and IDBI Federal Life Insurance 44 PHOTO FEATURE -- Sephora Launch by Toast at Infiniti Mall Sees Bipasha Basu, Esha Gupta and Disha Patani Present 48 -- Designers, Musicians and Stars Come Together for Blenders Pride Fashion Tour 51

M.I.C.E BRIEFS 54 IN FOCUS -- The High Commission of Malta Organizes a Gala Soiree in Delhi for Event Planners 56

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.

Editor's Page.indd 2

10/12/16 4:25 PM

FROM THE EDITOR

74 -- Factory Shed Makes for an Impressive Venue at Bosch’ Beyond Mobility 2016 58 -- The Stunning Spectacle that was the 8th Annual BRICS Summit in Goa 60 FEATURE -- The 6 Most Memorable MICE Events of the Year 62

INDUSTRY WATCH BRIEFS 64 EEMA ROUNDUP 65 IN FOCUS -- India’s 2 Newest Event Venues 66 CUE CARDS BY SUSHMA GAIKWAD -- Have you hit the Glass Ceiling? 68 MARKET PULSE -- See You at the Playfield 69

TECHNOLOGY BRIEFS 70 IN FOCUS -- Ferriswheel Manages Opening Ceremony of World Cup Kabaddi 2016: They Came Again, They Saw, They Conquered 72 FEATURE -- The Tech Check: 5 Sexy Audience Engagement Technologies for Events 74

Editor's Page.indd 3

While most fans of Coldplay in India would’ve wished there could be a concert by the band in the country, most didn’t expect that wish to come true! At least not in the near future. And for those closer to the event and experiential business, the aspiration to organize such extravaganzas, however acute, surely comes with even more apprehensions. The realities of the challenges in the Indian event industry cannot be ignored. Or should we say, could not be ignored? The Global Citizen Festival stands testimony to the fact that if any entertainment economy can prove a 180 degree turnaround from what is seemingly the reality, it is India! Not taking away the efforts and expertise of the organizers to see events of this global scale, come to life, in all its desired glory. And of course, no matter the complaints and frustrations (much of which are still valid), the government has surely played its role, too. Be it on a generic nation brand building front, or more specifically with support to the event industry to aid ease in execution. In return, the event industry outperforms! To give back to the increasingly shining persona of the country; In delivering world-class experiences no matter the challenges; And in making wishes come true! karishma@eventfaqs.com

10/12/16 4:26 PM

NOVEMBER / DECEMBER 2016 VOLUME 7 ISSUE 6 EDITOR & HEAD - BRAND & CONTENT KARISHMA HUNDALANI karishma@eventfaqs.com

PUBLISHER & BUSINESS HEAD VISHAL NAGDEV vishal@eventfaqs.com

EDITORIAL TEAM RACHAEL RAJAN rrajan@eventfaqs.com +91 9766 071741 KANIKA MEHTA kanika@eventfaqs.com +91 98100 18658 SHANTANU JAIN shantanu@eventfaqs.com +91 99908 81440

CFO & DIRECTOR JIMMY CHOUDHARY jimmy@eventfaqs.com +91 9821428197

CIRCULATION RAMESH PATIL ramesh@eventfaqs.com +91 22 26300673 ADMIN & ACCOUNTS NILESH PAWAR accounts@eventfaqs.com +91 22 26330674 SAMEET ELKAR admin.mumbai@eventfaqs.com +91 9769 306799 AKASH GUPTA admin.delhi@eventfaqs.com +91 9911755871 GRAPHIC DESIGN VINAYA PRASHANTH vinayaprashanth@gmail.com PRASAD KARAMBAT

GENERAL MANAGER LIZANN PINTO lizann@eventfaqs.com +91 98339 96461 MARKETING SERVICES TEAM SONAL GUPTA sonal@eventfaqs.com +91 98338 85521 JAMES J. HUFFA james@eventfaqs.com +971 56 600 9767 RADHIKA SETHI radhika@eventfaqs.com +91 99206 61129 ANUP SHARMA anup@eventfaqs.com +91 99300 89557 MARKETING OPERATIONS TEAM KRITI JAIN kriti@eventfaqs.com +91 9911696980 REBECCA FERNANDES rebecca@eventfaqs.com +91 9833993885 CHARMI JANANI charmi@eventfaqs.com +91 9920574595 ZAFAR KHAN zafar@eventfaqs.com +91 9004839027

Experiential Marketing is a bi-monthly magazine published by EVENTFAQS Media - A multichannel business platform focussed on the MICE, Entertainment & LIVE Marketing industry. Visit www.eventfaqs.com for more details. For subscription enquiry: info@eventfaqs.com Editor: Karishma Jamnu Hundalani. This issue contains 84 pages including covers.

Publisher's Page.indd 2

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.

10/12/16 4:47 PM

BRIEFS

UAE

35th Edition of the Sharjah International Book Fair 2016 Kicks Off at the Expo Centre Sharjah His Highness Sheikh Dr Sultan Bin Muhammad Al Qasimi, Member of the Supreme Council and Ruler of Sharjah, opened the 35th edition of the Sharjah International Book Fair (SIBF). Themed ‘Read More’, the Book Fair took place at Expo Centre Sharjah, SIBF 2016 from November 2-12 and hosted 1,681 publishing houses from 60 countries. On the opening day, HE Ahmed Bin Rakkad Al Ameri, Chairman of Sharjah Book Authority (SBA) said, “Today, we are celebrating the opening of SIBF’s 35th edition, putting our imprint on the history of Arab and world cultures. Through this regionally and international acclaimed fair, we are telling the story of our deeply rooted and rich civilisation.”

HE Ahmed Bin Rakkad Al Ameri Chairman of Sharjah Book Authority (SBA)

Arabian Travel Market (ATM) Anticipates 19 Million Theme Park Visitors to the UAE by 2020 The UAE’s existing and new generation theme parks will attract more than 19 million admissions a year by 2020 if current trends continue, according to data released by Colliers International ahead of Arabian Travel Market 2017. Arabian Travel Market (ATM) will take place from April 24-27, 2017.

Simon Press

Simon Press, Senior Exhibition Director, Arabian Travel Market, said: “Theme parks are a new addition to the tourism landscape here in the GCC and it’s important that destinations are positioned to take full advantage of the benefits they can bring.”

Senior Exhibition Director

Arabian Travel Market

Dubai Business Events to Play Host to BestCities Global Forum Hosted in partnership with Dubai Business Events and Professional Convention Management Association (PCMA), the BestCities Global Forum will take place from December 4-8 December at the JW Marriott Marquis Hotel, Dubai. The four-day session features a packed programme of relevant case studies and thought-provoking expert speakers. Jonas Wilstrup, Convention Director of Wonderful Copenhagen Convention Bureau & BestCities Board Chair said, “We will be exploring how global associations can create genuine partnerships with destinations, improving the event’s benefit to the host community and strengthen the success of the organisation moving forward.”

Jonas Wilstrup Convention Director of

Wonderful Copenhagen Convention Bureau &

BestCities Board Chair

AEG Ogden to Manage New State-of-the-Art Dubai Arena Set to Open by 2018 AEG Ogden, part of the world leading Anschutz Entertainment Group (AEG) will manage the new, stateof-the-art 20,000-seat Dubai Arena when it opens in 2018 for Meraas, a Dubai-based holding company with operations and assets in the United Arab Emirates, and would immediately commence providing experienced operator input into the design of the venue.

Harvey Lister Chairman and CEO

Harvey Lister, Chairman and CEO, AEG Ogden said “Meraas has established itself as a key innovator in the UAE and is to be commended for strengthening Dubai’s global position through redefining industries in the property, hospitality, retail, healthcare, leisure and entertainment sectors.”

AEG Ogden

48 8

Briefs-UAE.indd 2

SEPTEMBER // DECEMBER NOVEMBER OCTOBER 2016 2016 EXPERIENTIAL EXPERIENTIALMARKETING MARKETING

07/12/16 4:33 PM

BRIEFS

UAE

Dubai Parks and Resorts Celebrates the Opening of Bollywood Parks Dubai Dubai Parks and Resorts, the Middle East’s largest integrated theme park destination, celebrated the opening of Bollywood Parks Dubai on November 18. Bollywood Parks Dubai is a first-of-its-kind theme park that showcases rides and attractions based on some of Bollywood’s biggest blockbusters. Raed Kajoor Al Nuaimi, CEO, DXB Entertainments PJSC, the owner of Dubai Parks and Resorts said, “Following the successful opening and commencement of operations at Legoland Dubai and Riverland Dubai, we are very excited and eager to witness our guests’ reactions when they experience Bollywood Parks Dubai”.

Raed Kajoor Al Nuaimi CEO, DXB Entertainments PJSC

Dubai Tourism Showcases Unique Initiatives at UAE Innovation Week Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism) highlighted new initiatives aimed at further enhancing the overall visitor experience and boosting green tourism practices, as part of the activities that were held during UAE Innovation Week from November 20 – 26. Dubai Tourism set up an exhibition stand at Boxpark, the offbeat outdoor destination by Meraas, showcasing a new version of the Dubai Calendar App, two exciting concepts developed under the Dubai Sustainable Tourism Initiative, and information on the Dubai Expert training programme.

Academy-Award Winning Composer Michel Legrand is Coming to Dubai Opera French composer, arranger, conductor and jazz pianist, Michel Legrand will be celebrating his milestone 85th birthday by performing at Dubai Opera for one spectacular night on February 23, 2017. Dubai Opera’s Chief Executive, Jasper Hope, commented “It is an honour to celebrate the life and works of Michel Legrand at Dubai Opera. His musical scores are as memorable as the incredible films they have brought to life and I am delighted we’ve been able to persuade him to share them live with an audience in Dubai for the very first time.”

Jasper Hope Chief Executive Dubai Opera

Abu Dhabi Food Festival Set to Serve Up Culinary Extravaganza this December A sumptuous celebration of food will be served up in the emirate next month with the return of the Abu Dhabi Food Festival (ADFF). Running right across the emirate from December 5 to 23, the festival will incorporate Gourmet Abu Dhabi, Street Feast and, for the first time, the SIAL trade fair, the fastest-growing food, beverage and hospitality event in the MENA region. HE Saif Saeed Ghobash Director General

“With this year’s Abu Dhabi Food Festival we are strategically positioning Abu Dhabi as a global culinary capital through a comprehensive and accessible top-level festival celebrating food and food preparation,” said HE Saif Saeed Ghobash, Director General, TCA Abu Dhabi.

TCA Abu Dhabi

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

Briefs-UAE.indd 3

07/12/16 4:33 PM

UPDATES FROM THE UAE / MARKET PULSE

BRANDS ARE HUMANS, IN DISGUISE UAE-based advertising professional and Co-Founder of Crystâl Brand House, Hany Ezzat talks about the importance of brand differentiation and how one Dubai hotel uses this to tell brand stories. By Hany Ezzat Similarly, as humans, we find it easy to blend in and find comfort in behaving the same, fearing to stand out so that we are not criticised. Our purpose of being our own individual & different self is defeated. Differentiation is more than a principle of communication and branding. Differentiation is a principle of Life that is the essence of any creative business...cinema, music, art and daily life. One is truly creative when an idea is born…a differentiating idea..original and simple

Hany Ezzat, Co-Founder of Crystâl Brand House

AVE YOU EVER WONDERED HOW COME WE ARE almost 8 billion people, 8 billion characters, 8 billion experiences, 8 billion stories and no two people are the same. If replicas and copies were part of the creation process, we would have identical/s of you and me somewhere in the world, roaming and being us, or us being them. What would happen if we were replicas of one another? I guess each of the replicas would fight the other for the right to be Him or Her (Self). We have been created differently, no matter how many we are, for the purpose of uniqueness and individuality. Each of us born with a unique and one-of-a-kind set of qualities that are special and unparalleled. One of the many lessons Branding taught me is that the creative process isn’t just a label used in the communication business. Branding & Creativity are a way of thinking. We are in the creative business; in the business of creating Brands by giving them a soul, a spirit that is unique to them. We spend months looking for what is called the “differentiating” factor that sets one brand apart from another. Usually, and just like us humans, this factor is a unique mix of physical and emotional qualities. Visiting a shelf, a showroom, a store, etc., one can’t help but come face to face with immense variety but also a sea of sameness. Brands struggling to stand out fighting for the shopper’s attention. The truth is, most Brands behave and feel the same. Differentiation is hard to find. Consumers are then forced to pose the question “what is so different about brand A, B, C, etc.?” It is somehow become the responsibility of the shopper to dig for the differentiation factor.

MP-Hany Ezzat.indd 2

We, as brand professionals, are hired for our ability to CREATE....A DIFFERENCE. We try to realise that for ourselves and for the brands we look after, build and create. We are hired for our expertise to see what others can’t see…a sense of sight to spot both the physical and emotional engineering that makes one Brand truly different from another...and then, express that through a creative idea that can become a multimillion dollar advertising campaign featuring a celebrity or just a simple mall stand to trigger Brand trial. With minimum (mass) communication, The Ritz Carlton comes to mind as a case in point for Differentiation. Dubai is a culture of posh hotels competing for the vacations and staycations of thousands each year. Having frequented many hotels in Dubai, I can safely say that differentiation is a destination attained by many but achieved by a few. After all, how star-studded can a hotel get? The number of stars eventually fades in the background and at times, replaced by a loud shout of ultra extravaganza. The Ritz Carlton tells a different story. The Brand has found and cultivated a mastery in ‘guest & experience personalisation’. By sheer experience, the Ritz Carlton expresses its simple belief that each guest is Royalty and deserves to be treated as one. A belief so strong & alive that you feel it in the air and in the energy of the property. However, differentiation isn’t only emotional for The Ritz. From expecting your stay, preparing for your arrival to anticipating your personal preferences, everything about The Ritz Carlton staff makes a differentiated & one-of-a-kind Brand, just the way it is supposed to be. Brands are Humans and Humans are Brands. They share a journey & a destination of individuality and differentiation. Both forms reach the highest sense of fulfilment & success when true and authentically differentiated.

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

08/12/16 9:07 AM

UPDATES FROM THE UAE / MARKET PULSE

‘MEETINGS IMAGINED’ AT THE NEW MARRIOTT HOTEL IN ABU DHABI David Lance, General Manager, Marriott Hotel & Marriott Executive Apartments Downtown Abu Dhabi tells ExM about the response the new Marriott Hotel has seen from organisers of events, meetings and conferences. By Rachael Rajan

Marriott AUH Exterior

Marriott AUH JW Steakhouse

ARRIOTT HOTELS, THE SIGNATURE BRAND OF MARRIOTT International, and Marriott Executive Apartments, Marriott’s extended stay product opened their doors in Abu Dhabi in the last week of September. Ideally located in the heart of the UAE’s capital, the hotel and apartments, developed by Bloom Holding, give guests the amenities they need to achieve a brilliant stay in Abu Dhabi. Meetings and events are expertly catered for while Marriott Hotels’ signature meetings concept, Meetings Imagined, enables meeting and event planners to design their perfect event using the online platform and expert tips and advice.

almost unanimously agree that this personalized service and attention to detail made a difference to their event.

David Lance

In this interview, David Lance, General Manager, Marriott Hotel & Marriott Executive Apartments Downtown Abu Dhabi tells us more. Comment on the Abu Dhabi market for meetings, events and conferences. Abu Dhabi is a diverse, growing city with strong tourism potential to emerge as a popular business and tourist hub in the region. Abu Dhabi posted strong results in the MICE ranking index last year. According to the annual ranking by the International Congress and Convention Association (ICCA), it jumped 35 places to 73rd position – the only city in the region to advance in the overall ranking. Since the opening of Marriott Hotel Downtown Abu Dhabi, what has been the response from corporates and groups doing or attending events in the region? The hotel caters very well to big events within the hotels 1500 square metres of flexible meeting space, including 21 conference rooms. The Grand Ballroom (522 sq.m) can accommodate up to 560 people for events ranging from traditional business meetings to extravagant weddings and social events, while our smaller meeting rooms offer daylight and are suited for more intimate meetings. Most of our guests have been very impressed by Marriott’s signature Meetings Imagined concept we are using to approach any meeting or event. While other hotels focus on tables and chairs, this concept focuses on the clients’ needs. We understand that every event has a purpose and once it is established, the design of the room set-up, food and drink, technology and experiences will be tailored to meet the objectives. Meeting attendees

Talk about some of the recent MICE or social events that have been hosted at the venues of the hotel recently. How were the offerings suitable for these events? Since opening on September 20, we have already hosted some high profile events. We have been the headquarters hotel for the 63rd Travel Agents Association of India (TAAI) convention held in Abu Dhabi, which included their kick-off press conference and hosting over 300 delegates. In the first week of November, the hotel has been the official hotel partner for the Fatma Bint Mubarak Ladies Open (FBMLO). FBMLO is the first annual women’s professional golf tournament staged in Abu Dhabi. During the tournament that took place from 2 to 5 November, the hotel hosted over 350 attendees including 120 professional golf players, organization and media. Alongside the accommodation partner, the hotel hosted an intimate dinner with The 2017 European Solheim Cup captain and Guest of Honour Annika Sörenstam in our signature restaurant JW Steakhouse for 45 people as well as a cocktail reception in our Grand Ballroom for 300 for golfers and invitees. The central location, 315 spacious guest rooms, extensive meeting and diverse restaurant facilities in the hotel made the hotel the perfect partner for the tournament – offering a space for every element of their stay. What can the two new venues offer to Indian MICE travellers? India is a key feeder market for Abu Dhabi, which anticipates a 20% rise in Indian tourist arrivals in 2016 according to the Press Trust of India. This increase has been helped by the Etihad-Jet alliance which directly connects 14 Indian cities to Abu Dhabi. Marriott Hotel Downtown Abu Dhabi offers a very strong MICE offering as well as 315 spacious guest rooms with 236 in the Deluxe Room category. Along with the great location in the heart of Abu Dhabi and the mix of business and leisure facilities, the hotel is set to become a key MICE destination. Being the first Marriott Hotel in the capital, the hotel will bring Marriott’s flagship brand to life with services and facilities that are sophisticated yet functional. Within the first month of opening, the hotel has proven its attractiveness to the Indian MICE travelers, being the host hotel for the Travel Agents Association of India (TAAI) in October.

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

MP-UAE.indd 3

08/12/16 9:13 AM

UPDATES FROM THE UAE

S WELL AS A FANTASTIC weekend of world-class rugby and the return of the netball tournament, The Sevens Stadium is the place to be from December 1 to 3, with a range of sponsors’ promotions and planned activities for all to enjoy. With over 100,000 expected to walk through the gate over the three days in fancy dress, this is set to be another great sports event!

IN FOCUS

THE EMIRATES AIRLINE DUBAI RUGBY SEVENS

A SPORTS WEEKEND WITH SOMETHING FOR EVERYONE: THE EMIRATES AIRLINE DUBAI RUGBY SEVENS The Tournament will take place from December 1 to 3 at the Sevens Stadium, Dubai and is set to see 100,000 people attend including families, teens and adults.

Promoseven Sports Marketing handle all aspects of the event on behalf and in liaison with The Emirates Airline Dubai Rugby Sevens. This is an annual event and Promoseven Sports Marketing are responsible for sponsorship, marketing and PR, logistics, ticketing, accreditation, corporate hospitality, site management, security, entertainment, media and TV rights. Based in Dubai, Promoseven Sports Marketing is a privately owned company specializing in sports marketing. It has extensive experience in organizing, promoting and marketing international, regional and national sporting events throughout the Middle East and Asia.

The Format

Dubai Rugby Sevens consists of 4 tournaments: the men’s international with 16 teams, the women’s with 12 teams, 260 teams in the invitation tournament, and over 30 teams in the netball. Rugby Union is traditionally played with teams of fifteen players, so with less than half the players on the pitch, only seven minutes per half (ten for the Cup finals) and a two minute half time break for the players to catch their breath the pace of sevens is electrifying. The game demands speed, agility, a high level of fitness and clever tactics. Successful teams plan and practise how to exploit the big areas of open space you get from having fewer players on the pitch. Normally there are less rucks, mauls, scrums and lineouts in the Sevens game and this usually leads to a fast moving, skilful 14 minutes of nail-biting entertainment. In a nutshell, it’s seven players for seven minutes each half. Each team can have five subs, and if it’s a draw at full time the draw counts. In finals, extra time is played in five minute periods, and the first team to score wins.

What to Expect from the 2016 Edition

On growing the property each year and what to expect this year, Donal Kilalea, Commercial Manager, Emirates Airline Dubai Rugby Sevens said, “Each year, we look at how we can improve and 2016 will see new onpitch entertainment, the introduction of fast pay wrist bands to eradicate food coupons, a wider selection of food and beverages and of course the best on-pitch action over 8 pitches, better entrances and queueing system, and more transportation to take the public off the site. Each year, we have to get better and that is the motto of the team that I am very fortunate to work with.”

Entertainment

A highlight of the Emirates Airline Dubai Rugby Sevens weekend will be the spectacular Opening Ceremony Pitch 1 on Friday. Other on-pitch entertainment will feature an emcee to keep the crowd engaged; mascots Sabaa and Scrummy; a fancy dress competition for the chance to win VIP prizes; and What’s On ball in the crowd – where the two main stands compete to pass a giant inflatable ball from one end to the other. The Rugby Village at the venue offers entertainment, official merchandise, concerts, competitions, fun stuff from sponsors and a great range of food and drink options ‘Rugby Rock’ features live music and a late bar at Rugby Rock gigs in the Rugby Village at The Sevens Stadium on Friday and Saturday. Artists and bands playing include Carl & the Red Mafia on Friday, and The Boxtones on Saturday. For familes, there are 2000 designated family-friendly seats in the family stands and a special family entrance. The Sabaa 7s Club offers a host of activities for children including carnival stands, face painting, bouncy castles and much more. For the very little ones, a dedicated nursery, Little Wonders allows parents to enjoy the game knowing that their children are being well looked after. The Virgin Radio Dubai Teen Zone is back for its second year offering teenagers a chilled place to relax, listen to top radio DJ’s on the decks and play on the play station game consoles.

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

IF-UAE Updates The Emirates Airline Dubai Rugby Sevens.indd 2

08/12/16 9:00 AM

Pictures from Previous Editions of Dubai Rugby

Partners and Sponsors

Further, the Invitation Tournaments has additional sponsors that include Brut, Crystal Gallery, Decathlon, Fitness First, JW Marriott Dubai, Premier Inn, among others.

The presenting partner of Dubai Rugby Sevens in Emirates. Talking about the association, Kilalea remarked, “We are very proud of our association with Emirates Airline and we have all seen the tournament grow in strength and stature over the past 13 years. The tournament is a flagship event on the sporting calendar in the Middle East and indeed Dubai, and promotes Dubai to over 144 countries” Other sponsors include Principal Partner HSBC; Global Partner DHL; Platinum Sponsors – Airbus, Crowne Plaza, and MMI; Gold Sponsors Dnata, and Land Rover; and Silver Sponsors Ambrentals, Dubai Duty Free, General Tire, GBM and Park n Shop. Media partners include What’s On, 7 Days, Sport 360, OSN and Dubai 92. Suppliers include Bauerfeind, Big Bus, Coca Cola, Delta Sound, Electra Events and Exhibitions, Hydroturf, Pocari Sweat, Pro Sports, Rave Audio Visual, Xerox and Little Wonders.

Promoting the Event

With free entry for all on Thursday, free entry for under 12s for the entire weekend, the family offering at the Emirates Airline Dubai Rugby Sevens continues to get better and better each year.

“We all know that there are challenges but we have to be better in what we do and offer to our sponsors and customers, even more reason to come and enjoy the best three days in the year.”

Kilealea added, “We all know that there are challenges but we have to be better in what we do and offer to our sponsors and customers, even more reason to come and enjoy the best three days in the year.”

Donal Kilalea

Commercial Manager

Emirates Airline Dubai Rugby Sevens

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

IF-UAE Updates The Emirates Airline Dubai Rugby Sevens.indd 3

08/12/16 9:00 AM

UPDATES FROM THE UAE / PHOTO FEATURE

Largest Popular Culture Festival in the World PopCon Enters Dubai The largest pop-culture festival of its kind globally, PopCon Dubai took place from October 27 to 29 in a purpose built State-of-the-Art complex at the Dubai Outlet Mall. Universal Events and 117 Live, Al Ahli Holding Group’s newest subsidiaries brought PopCon to Dubai for the first time. The largest pop-culture festival of its kind globally, PopCon Dubai took place from October 27 to 29 in a purpose-built state-of-the-art complex at the Dubai Outlet Mall. PopCon was a three day extravaganza that included every element of pop culture by fusing the comic and pop world genres together with lifestyle trends from: movies and television to comics and games, beauty and fashion to health and fitness as well as digital and social media platforms, music, sport, children’s play zone, F&B, anime and the cosplay competition.

Mohammed Khammas CEO, Al Ahli Holding Group

Thomas Ovesen CEO, 117 Live

Thomas Ovesen, CEO, 117 Live added “Launching not only PopCon Dubai, but also the new Beautyfest brand over the same weekend as the 117-Live-owned new annual Fiesta De Los Muertos festival put our teams to the test, but all events were well executed and fans attending PopCon, whether cos players, comic fans, pop culture interested or of course beauty and fashion lovers seem to have found something they liked as the overall feedback has been very good.”

Mohammed Khammas, CEO, Al Ahli Holding Group said, “Given our choices of where to build our new branded event, Dubai presented itself as the perfect city to host PopCon with its wonderful mix of cultures and thus diverse interests in pop culture.” 48 14

SEPTEMBER // DECEMBER NOVEMBER OCTOBER 2016 2016 EXPERIENTIAL EXPERIENTIALMARKETING MARKETING

PF Dubai Popcon.indd 2

08/12/16 9:21 AM

UPDATES FROM BRAND THEMARKETING UAE / PHOTO / IN FEATURE FOCUS

Chemical Brothers

Lionel Richie

Lionel Richie blows a kiss to his fans

8th Edition of Yasalam Features Lionel Richie, Chemical Brothers and Rihanna The After-Race concerts of the 2016 Formula 1 Etihad Airways Abu Dhabi Grand Prix at the du Arena took place from November 24 to 27. Yas Marina Circuit and FLASH Entertainment were responsible for bringing down global music icon Lionel Richie who sang as part of his All the Hits World Tour at the Yasalam on November 26. Lionel Richie joined a fantastic line up for this 8th edition of Yasalam that included legendary duo The Chemical Brothers and global superstar Rihanna, who played the only Middle East date on her ‘Anti World Tour’ on November 27.

Rihanna

“Yasalam is the largest entertainment festival in the region and has built a legacy for Abu Dhabi and the community. Its diverse program of music, sports and community activities across the capital makes it a draw for residents and visitors alike,” said John Lickrish, CEO, FLASH Entertainment.”

John Lickrish CEO, FLASH Entertainment

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

PF-ExM UAE.indd 3

08/12/16 9:22 AM

UPDATES FROM THE UAE

IN FOCUS

DUBAI WATER CANAL OPENING CEREMONY

The Technology Behind the Marvellous Dubai Water Canal Opening Ceremony: BY PROTEC When it came to providing the ultimate in fanfare, drama, and excitement, creative agency and show producers Prodea Group engaged the services of Protec, one of the Middle East’s largest and best known specialist event technology provider for the Inauguration of the Dubai Water Canal

UTTING AN ELEGANT SWATHE through the city, the new Dubai Canal opened with a spectacular ceremony on November 9 hosted by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE, and Ruler of Dubai. When it came to providing the ultimate in fanfare, drama, and excitement, creative agency and show producers Prodea Group, engaged the services of Protec, one of the Middle East’s largest and best known specialist event technology provider.

Planning the Delivery

“With such a prestigious opening spectacular nothing can be left to chance,” said Paul Flint, Head of Production International Team for Prodea. “The delivery of this event by Protec did exactly that; their attention to detail was superb.” With over three kilometres of canal side to cover, the provision of equipment was huge, as Protec’s project manager for this event Simon Travis explains. “Prodea is an Italian company, they brought a clear creative vision for the event. The brief they gave us was to support their vision; to create something spectacular with lighting, audio and video, with an element of automation for the aerial artists on the main stage. As such, the project engaged almost all the skillsets within Protec. With such a large waterfront to cover we broke the job down into manageable chunks for all departments: Pre-function VIP arrival area; inside of the VIP tent; Main Stage presentation; the Canal itself and the Legacy Zone.” Fit up commenced on October 18 and had to be rehearsal ready on November 6 for the show on the 9th.

Equipment

There was a big commitment of equipment from all departments; audio was led by Dan Dignan who ran the Digico SD10 for the opening ceremony where a stage presentation played to a temporary grandstand seating many hundreds of dignitaries and guests. It was here that Protec provided a Kinesys automation system for the three aerialists that performed upon the main stage. The audio system was L’Acoustics K2. 16

“With such a prestigious opening spectacular nothing can be left to chance. The delivery of this event by Protec did exactly that; their attention to detail was superb.” Paul Flint

Head of Production International Team Prodea

For all the other areas Protec called upon L’Acoustics xt range (virtually all models) and Kara. The Legacy zone show ran off Qlab; time code here and elsewhere providing cues for lasers, pyro and some lighting. That gives just some indication of the complexity involved. Lighting was arguably the most stretched department, over three kilometres of canal bank each side takes a huge commitment of resources. An MA dot2 and two full-size MA2s were used at main locations, controlling an armada of lighting largely, but not exclusively, drawn from the Clay Paky range. Over 700 Alpha Spots alone were complimented by large numbers of Sharpy, Super Sharpy, K10 and K20 B-Eyes, Scenius, Mythos as well as VL3000 Spots. Ambient and architectural accents were provided by hundreds of Schnick Schnack strips, Pixel Smart and Pixel Batons. Arguably the most artful lighting was at the waterfall across the full 120 metre width of the canal, cascading from the Sheikh Zayed bridge. Here Protec used the Clay Paky Scenius, taking full advantage of the shutter function to minimise spill off the water to spectacular effect.

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

IF-UAE Dubai Water Canal Opening Ceremony.indd 2

08/12/16 8:55 AM

Challenges with Video

Video experienced the most taxing times, this was a big projection show running content provided by Prodea who also brought their own media servers. There were two main elements, a dozen Barco HDF 30Ks were deployed for the main stage, plus another eight mounted to four towers for the water screens along the canal. The water screens proved problematic in that coastal winds made them unstable, backward spray rendering the projected images indistinct. Chris Wimbush, Protec’s head of video, had his team resolve the problem by installing gauze grids to stabilise the water-screens. But this introduces another problem; water screens are a back-projection surface, but gauze based water screens perform best with front projection, so the four sets of towers and their respective projectors, had to be re-positioned to the opposite side.

which meant much mechanical activity along the site stirring up considerable amounts of dust.

The Outcome

Fortunately, Protec anticipated the environment and acted accordingly, not one strategic piece of technology failed throughout the spectacular evening’s entertainment.

“The brief they gave us was to support their vision; to create something spectacular with lighting, audio and video, with an element of automation for the aerial artists on the main stage.” Simon Travis

Project Manager, Protec

Flint was equally delighted, “Our client, the Dubai Roads and Transport Authority, wanted an event that reflected the importance of this massive engineering project and Protec helped us achieve that with style and taste, and with minimum of fuss. Linking as it does, Deira and Bur Dubai through the extended waterway of Dubai Creek, Business Bay and Dubai Water Canal, we are sure the new canal will benefit the Dubai community for many years to come.”

Overall the wind proved the most challenging aspect to the whole production; as is so often the case with these big construction projects, they run right up to the last minute, NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

IF-UAE Dubai Water Canal Opening Ceremony.indd 3

08/12/16 8:55 AM

BRIEFS

ENTERTAINMENT

A Sensational Live Concert with Shaan at Dublin Square, Phoenix Marketcity, Kurla Shaan, one of the most popular voices for romantic music in the country performed live at Dublin Square, Phoenix Marketcity Kurla, on October 15. He enthralled the audience with his Bollywood hits ‘Chaar Kadam’, ‘Kuch To Hua Hai’, ‘Jab Se Tere Naina’ and many more. Accompanying Shaan were a few other artists who performed their signature tracks to make the event even more special.

Upcoming WindMill Festival is Taking Kids as an Audience Very Seriously! WindMill Festival – ‘India’s First International Children’s Festival’ is back with its second edition, to be held on January 14 and 15, 2017 at Reliance Jio Garden, BKC in Mumbai. The festival is a joint initiative of Event Capital and Tribe Asia, offering children an array of outdoor workshops.

Swaroop Banerjee

Swaroop Banerjee, CEO, Event Capital said, “The first edition of the WindMill Festival in Bengaluru saw over 6,000 families make their way to what was a truly internationally curated format, Mumbai makes it mainstream for us. Nowhere in the country, has a bracketed age festival focussed on 0-3, 4-7 and 8-11 years as a core.”

CEO, Event Capital

The International Clown Festival Presents 5th Edition Across 3 Cities The International Clown Festival presented the Bangalore leg of the 5th edition ‘The Clowns that Ran Away From the Circus’ on October 21 at Good Shepherd Auditorium, Bengaluru, managed by Bangalore agency Senses Creations. There were other shows organised at venues in Mumbai and Chennai. Flubber the Clown from Mumbai, who along with his company, Mad Hatters and Light House has taken the initiative to bring the International Clown Festival to India. “It was an immense pleasure working on this project with a wonderful team, and it was really thrilling to have the International Clown Festival choose us to execute their show in Bangalore,” said Vanisha Monteiro, Project Head, Senses Creations.

Vanisha Montiero Project Head

Senses Creations

Maruti Suzuki NEXA & ZEE LIVE Partner to Launch ‘Baleno Wicked Weekends’ NEXA & Zee Live have come together to launch Baleno Wicked Weekends, an attempt to reinvent urban nightlife by creating India’s longest party marathon. Baleno Wicked Weekends kick-started at Raasta, Khar on September 30, where Nicholson, Madboy/Mink performed. More such line-ups are in the pipeline at the most happening destinations across 6 cities.

Vinay Pant Assistant Vice President

Vinay Pant, Assistant Vice President, Maruti Suzuki India Ltd. said, “With Baleno Wicked Weekends we have a property which seamlessly fits with the personality of the car, and promises to reveal to partygoers a side of the night they’ve never experienced.”

Maruti Suzuki India Ltd.

48 20

SEPTEMBER // DECEMBER NOVEMBER OCTOBER 2016 2016 EXPERIENTIAL EXPERIENTIALMARKETING MARKETING

Briefs-Entertainment.indd 2

07/12/16 4:29 PM

BRIEFS

ENTERTAINMENT

SRK to Engage Cinema-Goers Through Video Conferencing for the Release of Raees Trailer Shah Rukh Khan is getting ready to interact live with audiences in 9 UFO theatres through Big Screen on December 7, while audiences across 3500 cinemas can view this interaction live on-screen. UFO Digital Cinema, Excel Entertainment and Red Chillies Entertainment are set to bring in the trailer of Raees to theatres through this revolutionary concept. Sanjay Gaikwad, Founder and Managing Director, UFO Moviez said, “As India’s largest digital cinema distribution network and in-cinema advertising platform, UFO Moviez takes pleasure in pioneering the interactive digital promotional genre with our latest initiative ‘Curtain Raiser’.”

Sanjay Gaikwad Founder and MD UFO Moviez

Martin Garrix Hops on the Magic Bus with Percept in a Charity Concert for 40,000+ Over 40,000 Indian fans showed up on November 10 at the Mahalaxmi Racecourse to support Martin Garrix in his endeavour to raise funds for charity and to see him perform. Before he hit the stage, Martin Garrix joined Shailendra Singh, the organizer of this event, in presenting a donation check to Matthew Spacie, Founder of the NGO Magic Bus.

Shailendra Singh Jt MD of Percept and

Shailendra Singh, Jt MD of Percept and Inceptor of Sunburn remarked, “Even after becoming world #1, he agreed to take time from his schedule to come to India and donate his performance for children’s education. He’s accomplished so much, but this shows you what’s important to him.”

Inceptor of Sunburn

India’s Female Percussionists Set to Awe Audiences at ‘Women of Rhythm’ Dumru Rhythm Festival is presenting ‘Women of Rhythm’, a first-of-its kind concert series in 3 different cities with a mélange of artists. The event is being organized and promoted by Mumbai-based event and wedding management company Emars Events while it has been conceptualised and curated by Indiabased music management company Gladpeople Management. “Speaking to many ladies who now play percussion, I found that it’s not about power or strength but technique that determines the way a percussion instrument is played and hence the gender bias was not fair. We decided to organise The ‘Women of Rhythm’ concert series by tying up with India’s Drum Festival,” said Rajib Bannerjee, Emars Events Pvt. Limited

Rajib Bannerjee Emars Events Pvt. Ltd.

3D Mapping, Sky Projection & More: Wizcraft Manages Golden Jubilee Celebration of Punjab Wizcraft International made the golden jubilee celebration of Punjab’s statehood. Held at the newly revamped Town Hall complex in Amritsar, the event was inaugurated by Punjab Chief Minister Sardar Prakash Singh Badal. The event featured a larger-than-life set-up that boasted over 13,000 sq. ft. of 3D mapping content, a curated theatrical showing the journey of Punjab, a thematically designed laser show and extravagant fireworks. Sandeep Mehta Vice President, Wizcraft

International Entertainment

Sandeep Mehta, Vice President, Wizcraft International Entertainment said, “Being the important and historic event that it was, the brief from the government was to showcase the struggle and development of Punjab in the last 50 years, especially the last 10 years.”

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

Briefs-Entertainment.indd 3

07/12/16 4:29 PM

ENTERTAINMENT / MARKET PULSE

ARTIST SPEAKS: SIDDHARTH MAHADEVAN ON PERFORMING FOR CORPORATES AND AT CONCERTS, HIS FAVOURITE VENUES & MORE! By: Rachael Rajan

IDDHARTH MAHADEVAN IS WITHOUT A DOUBT ONE OF THE BUSIEST musicians in the country, with a calendar that figures both LIVE concerts as well as a range of corporate events. In the last year or so, numerous events have prominently figured the artist, including weddings, MICE events, entertainment shows, festivals and more. These have included Season 5 of Royal Stag Barrel Select MTV Unplugged, Harman Live Arena at the Palm Expo, the charity Gala reception for Kate and William, MTV Bollyland, the GiMa Awards, and many more. In this interview, Siddharth Mahadevan, who is managed by CAA Kwan, talks about his experience performing at some of these events, what he thinks of the venue scene in India, the support artists in India receive, and his experience working with brands and agencies. Comment on your experience performing at live concerts as well as at corporate events. I think a major difference between performing at corporate events and at a concert, is that when performing at a live concert, the fans in the audience and the people are there purely for the love they have for you and for the music you’ve been doing. They are there because they are your fans and your critics, and have been following you for the years you’ve been performing. Whereas, at corporate events, the agency or the company you’re performing for is the one who organises the event. So it’s not necessary that every single person in the audience is your fan and loves your music. It’s completely different.

and songs that may appeal to them. Sometimes we get requests for certain songs, so we try to prepare those. But in a live concert, it’s your playground, so you can do whatever you want to. I listen to a vast array of music, a lot of different genres, and I’m influenced by a lot of different genres, so it’s difficult for me to pin-point any one genre I see my own work as belonging to. At my concerts, you’ll hear a lot of different genres – ballads, rock, EDM, out and out dance songs, everything. Because that’s what keeps me going as an artist.

Talk about a few corporate events that you’ve performed at. What was your experience like? I’ve performed for very big corporate events, where there have been 20 to 25K people in the audience, where it’s easy to forget that you’re actually doing a corporate show. The “I think we should have scale of these events can make you feel like you’re performing at a concert. one State-of-the-Art

world-class auditorium, which would be acoustically just unbelievable-in Mumbai, to start with. I think we deserve this. A venue that just feels extremely prestigious to perform at, which is acoustically just perfect, a musician’s dream.”

Recently I performed in Kuwait for Al Mulla Exchange which was a 2-day concert with just me; then I’ve performed for Broadridge, Capgemini, Microsoft, Nestle, Honda, Maruti, lot of IT companies – Infosys, then for doctors associations and medical conventions, banks including ICICI, HDFC, and a lot more. What are a few of your favourite venues in India to perform at – venues for concerts, as well as hotels? I think I prefer outdoor venues to ballrooms, I just feel the sound is amazing outside. But ballrooms also have their own charm. There’s this intimate connection with the audience, it’s a very cosy vibe.

I feel the audiences that come for your live concerts are more receptive to any kind of music you do on stage. At a corporate event, the challenge is to engage the Siddharth Mahadevan audience; usually at corporate events, everybody just In Bombay, I love performing at NSCI, and NCPA is wants to have a great time – like with Family Days. At amazing, too. So many hotels in Mumbai also have other times, there will be events with senior people there, where it can great ballrooms – for instance The Hyatt. be a great challenge to break the ice and get everyone to get up and dance. Usually, by the end of it, this is what happens and it turns I particularly remember this Capgemini show we did in Udaipur or Jaipur. The backdrop for the event was a particular fort; it was out to be one big party. So it’s a great feeling. an outdoor event with some 15 to 20K people. It was one of the most beautiful venues I’ve performed at. When you’re performing for an audience of 5 to 10K people, it’s a different vibe because then you can get into some musicality; it’s not just In Delhi, the shows I’ve done have mostly been private wedding shows. So, it’s usually been a ballroom at one of the people dancing and dancing. five star hotels in the city, and we’ve also done a lot of shows How would you define your own music? at Chhatarpur Lawns and the farmhouses a lot of people do Would this be different from what you perform weddings at. Delhi is great, and people love to party there and because it’s what the audience expects? expect you to sing all the songs in Punjabi! I don’t perform songs that I don’t particularly How do you feel about the support venues in India provide like. Whatever I perform, whether for corporates artists? If there was one thing you could change, what would or at LIVE shows, are songs that I like, because it be? I can’t do justice to a song that I don’t feel true I think we get incredible and phenomenal support as artists. I think about. But for corporate events, you do have all over the county, the staff, especially at hotels, are so helpful and to do songs that are really popular. My kind of pleasant when it comes to getting anything done for you as an artist. music is any music that appeals to me, or that I enjoy. But you do have to cater to a certain type However, often we artists fly in on the day of the show in the morning. of audience when you do a corporate event or I think maybe the event guys could have something like an early a wedding show. You need to keep in mind the check-in for an artist. I’m sure they would have to pay for this extra day, audiences that are going to be there. If you’re but I think it would benefit everybody. doing a corporate event where there’s a lot of senior people, I probably do some retro songs 22

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

MP-Siddharth Mahadevan.indd 2

08/12/16 7:53 PM

ENTERTAINMENT / MARKET PULSE

PRECURSOR: THE TANTALIZING 10TH YEAR OF THE JAIPUR LITERATURE FESTIVAL By: Sanjoy K Roy

Some years ago, when we first introduced security in the venue we had a man and a boy come off the street and they were stopped by security guards. As I happened to be there I went up to him and asked him if I could help? He said, ‘I sleep on the pavement opposite SMS hospital. I will never be able to buy my son a book nor send him to school, I thought if I came here and he heard a story, it would change his life forever.’ This incident was an indication that the festival we had set up was a success. For someone like him to walk through the Diggi gates is a huge sociological phenomenon and proved that knowledge must be made accessible to all. As a run-up to the festival, we will reach out to over 80 schools and 30,000 students from economically challenged circumstances to ensure we can provide access to as many people from all walks of life as is possible.

Sanjoy K Roy, Managing Director, Teamwork Arts and Producer, Jaipur Literature Festival

HE PAST DECADE HAS SEEN THE JAIPUR LITERATURE Festival grow into the world’s largest free gathering of its kind, having hosted more than 1300 speakers and over 1.2 million visitors. Celebrating writers from across the globe, the festival has hosted some of the biggest literary names, ranging from Nobel Laureates, Pulitzer, and Man Booker Prize winners to debut writers. In its 10th year, the festival continues to bring the richness of ideas and a celebration of words to serve and inspire those who cherish literature. As a pioneering champion of literary debate and social dialogue, both Indian and international, a strong focus of JLF 2017 will be to celebrate one of the world’s largest democracies through the theme ‘The Freedom to Dream: India at 70’ and drive conversations around modern India in the context of its history and its future.

The Jaipur Literature Festival is a cultural catalyst bringing together ideas, thoughts, differing views from across India and the world. Its success has spawned over 115 festivals in the region and several others who we advise and help to set up their own version. It has brought literature out from the hallowed reading chambers of elite clubs and institutions and made them accessible, allowing writers, publishers, booksellers to celebrate the written word. In 2016, over 330,000 visitors passed through Diggi and associated venues, many of them coming from across India and abroad including USA, Canada, UK, Australia, Hong Kong, Singapore, UAE, etc. The festival is the 9 years of its existence so far has contributed tremendously to local economies providing an incentive to local businesses, built heritage, craft, retail and the hotel industry.

Starting with a few sessions with a handful of speakers and a couple of hundred participants, the Festival has continuously evolved over the years adding new dimensions, spaces, affiliate programs and participation opportunities for audiences. While the hub continues to be the beautifully appointed Diggi Palace Hotel, the festival runs across multiple heritage locations in and around the city including the Amber Fort, Hawa Mahal, Albert Museum, Rambagh Hotel, Clarkes Hotel, Narain Niwas, Grand Uniara among others. Equity and democracy run through the festival’s veins, bringing together some of the world’s greatest writers and thinkers from all walks of life together on stage. All sessions have free and first come first seated policy with no reserved spaces barring the opening ceremony.

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

MP-Sanjoy Roy.indd 3

08/12/16 7:52 PM

ENTERTAINMENT / COVER STORY

The Holy Nexus: Government Machinery & Large-Scale Festival Organizers

By: Shantanu Jain

T WAS IN THE FIRST WEEK OF JUNE, 2016 WHEN DILIP Parulekar, Minister of Tourism, Government of Goa had clarified while speaking to a leading daily, that largescale music festivals like Vh1 Supersonic and Sunburn will no longer be allowed in Goa during the festive week of Christmas and New Year, as such events lead to chaos during “peak season”. Addressing journalists at the State Secretariat, Parulekar further added, “At that time so many tourists are in Goa to celebrate New Year or Christmas. We do not want these EDM events at that time. It should be organized before or after that period.” The news came as a huge blow to EDM fans across the country who await the year-end holidays with baited breath every year, only to head to the sandy shores of Goa to unwind and give the terrific year gone by a trippy & musical end. However, with the stance of Goa Tourism and state government made crystal clear, rumor mills began working overtime to decipher the reason behind this abrupt change in the attitude of a government that had so far benefitted from the formidable value added by these festivals to the economy, tourism and branding of the state. It was inferred that the decision by the Goa Tourism was made because of: • The difficulty to manage law, order and administration in the state during the organizing & execution period of these festivals. (The reason stated by the state tourism official) • To not to obstruct or affect in any way the canvassing of political parties or anything else pertaining to the

48 24

Cover Story.indd 2

upcoming Goa Legislative Assembly Elections due in March 2017. (A reason shared with us by unofficial sources). In either scenario, and whatever the reason, the decision by Goa government came as a gain for the Maharashtra Government, which is now gearing up to host the 10th edition of Sunburn from December 28 to 31, 2016 at Kesnand District in Pune and the fourth edition of Vh1 Supersonic from February 10 to 12 at Laxmi Lawns in Pune as well. In this exclusive feature, ExM digs deeper to understand the impact of relocation on these two festival giants, the aftermath of relocation and the encouraging support the Maharashtra government has offered the festival organizers and what this means for the future of large-scale event properties.

GOA TOURISM VS. SUNBURN Ever since the statement issued by Goa Tourism Minister made the media rounds, Vh1 Supersonic (an intellectual property of the Live Entertainment division of Viacom18 — Live Viacom18) played it low-key and did not promote or begin marketing for its next edition immediately. However, Sunburn (the intellectual property by Percept) announced the dates for the next edition of the festival and started to market the property as usual. A twist in the turn of events came when speaking to leading media houses, Parulekar on November 1, 2016, confirmed that the Goa government had not closed its doors to Sunburn yet.

SEPTEMBER // DECEMBER NOVEMBER OCTOBER 2016 2016 EXPERIENTIAL EXPERIENTIALMARKETING MARKETING

08/12/16 7:57 PM

ENTERTAINMENT / COVER STORY

Manuj Agarwal, CEO, Percept Live

The minister further stated that the organizers of the festival needed to pay the police department its back dues of INR 1.75 Cr. if they wanted to host another edition of the festival in Goa. The statement on the subject came in a little too late from the state government as by this time Vh1 Supersonic had already announced that they had moved to Pune and Karan Singh, CEO, Sunburn in an exclusive conversation with EVENTFAQS had confirmed that the latter had moved to Pune, too. The shocker in the case, however, came in when Percept went public with a media note stating how the Government of Goa owed INR 6 Cr. to the media giant. The note clarified that over the past 4 years, Percept had repeatedly written to the Government of Goa requesting for a resolution on several pending matters including: • Request for a reversal of the revised Police Bandobast charges levied for the Sunburn events held in 2013, 2014 & 2015, and a refund of excess charges paid under protest for the respective years. • Request to grant Sunburn the exemption of the Tax on Complimentary tickets (up to 5% of the capacity). • Refund of SLPC fees of INR 50 lakhs of Windsong Music Festival held in December 2012. • Payment of the balance amount of INR 3.03 crores due to Percept for the Lusofonia Games held in 2014. • Revision of a Single Window process ensuring SLPC permission and fees paid to be sufficient and no further permission or fees to be paid to any other department. Speaking about the entire fiasco, Manuj Agarwal, CEO, Percept Live said, “The money owed to us comprises of INR 1.25 crore given to the Tourism Department as a deposit for the Sunburn Goa 2015 event which is as per terms of the SLPC permission process. The same is to be cleared within a reasonable time limit but is currently being held up waiting for the police Bandobast charges claim which we have disputed. There is also INR 51 lakhs refund expected from the Entertainment Tax that we paid for the Sunburn 2014 and 2015 events – this is as per the tax returns filed by

Karan Singh, CEO, Sunburn

us. The balance INR 3.03 crore is for the Lusofonia Games project that our Percept Group Company successfully managed almost 2.5 years back, and INR 50 lakh for the Windsong Music Festival organized by us in 2012. These are non-disputed monies due to us.” He added, “We understand there are delays but what’s not understandable is this whole perception being built about us terming us as defaulters who have not paid our dues. Also, what is surprising is that senior officials and reputed leaders from the government are making statements without checking the facts.” ExM reached out to Goa Tourism and the state government for their side of the story; however, the official spokesperson chose not to comment.

FROM GOA TO PUNE Elucidating on when and how the plans to relocate Sunburn to Goa were made, Karan Singh, CEO, Sunburn replied, “There are many well-documented issues that we had been facing in Goa. And we tried to resolve the issues, we were also simultaneously looking for other venues as the event date was soon approaching and we were running out of time. We never heard back conclusively from the authorities on our application for Sunburn in Goa. A festival of this magnitude takes a lot of time to plan, so once we found another ideal option we decided to lose no further time and just go ahead with it quickly and definitively.” On the new destination choice, he adds, “Pune is home to a massive millennial crowd, with lots of colleges, IT offices, a thriving nightlife, restaurants, and bars, and we aim to capture and amplify the soul of the culture. Also, not to forget, the venue is massive and Sunburners would have an altogether different experience. And we are grateful for the immense support received from the Maharashtra government over the past few months in expediting our requests and making our destination transition so smooth.” The custodians Vh1 Supersonic state different reasons for relocation. Talking about it, Saugato Bhowmik, Head, NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

Cover Story.indd 3

08/12/16 7:57 PM

ENTERTAINMENT / COVER STORY Sunburn, we have been instrumental in not only increasing footfalls to the region of the event but also raising the recall and demand for the destination as a whole over the last decade. Investors, Partners, Sponsors, Government, and Tourism have been looking very closely at Sunburn not only as a one-off event but also as a leading global music brand. The initial years witnessed a challenge when it came to raising money and attracting attendance, but today we experience phenomenal interest from brands, niche & mass, as well as investors and audiences who envision this Indian home-grown brand to drive global footfalls and big business to the local economy.”

Saugato Bhowmik, Head, LIVE Viacom18 and Consumer Products

LIVE Viacom18 and Consumer Products says, “Goa has been the birthplace of the brand Supersonic and people associate themselves with its vibe. However, being festival organizers we also cannot overlook the fact that we have the responsibility to serve to our fans a complete festival experience which revolves around-crowd management, accessibility, entertainment, experiential, technology and other aspects.” Bhowmik adds, “We want to achieve all of this but at the same time we also have to be a financially viable proposition. Goa is a lovely place however, it is congested around the new year time and the administration and management for the authorities becomes difficult. Also, the brand Supersonic needs to evolve and our idea has never been to restrict it to one place, in fact, we want to take it outside India as well. Pune is the youth capital, which is closer to Bombay, has a solid infrastructure, can easily host a festival of the size of Vh1 Supersonic and enable us to manage its costs as well. The relocation of both festival giants from Goa to Pune is also a winning situation for EDM fans in the country as both properties have slashed their ticket prices considerably. While Sunburn is currently selling, it’s all 3-day festival passes for as low as INR 7750, Vh1 Supersonic recently closed its flash ticket sale for all 3 days of the festival at INR 1500 only.

EXPECTED IMPACT ON THE ECONOMY OF PUNE It is a given that because of this massive change, Pune is set to become the next party capital of the country and will likely see a rapid jump in city tourism revenues. Speaking about it Agarwal says, “Having been in the business of creating sustainable Intellectual Properties, we have seen a trend of drawing large crowds who have either been exposed to or are looking forward to embracing the Sunburn Experience. Today since millennials are aware of the legacy of the brand, we see more audiences flocking to the destination where Sunburn is held. Last year witnessed 52 countries descending to Goa to experience brand Sunburn. At 48 26

Cover Story.indd 4

He continues, “A lot of ancillary businesses have thrived on a calendar event and as we’ve done in the past we are not only hopeful but confident that we’ll create a milestone benchmark this year in music tourism for the city and economy of Pune. We are in the business of delivering immersive experiences and Sunburn 10 will surely be rated as the ultimate event in recent times.” Saugato too fervently believes that the presence of Supersonic will add immense growth to the city and state tourism of Maharashtra. He remarks, “With the kind of crowd we have pulled in so far for Supersonic it can be said that the city of Pune will definitely benefit from it. It is a given that with more crowd coming into Pune- the revenue streams for the hospitality industry, transport and other supporting industries will also increase rapidly. Also, when people come to a city for something and if they like it, they would want to visit it repeatedly, not just for the festival itself but for also holidays, family trips etc. We are expecting 2-3 lakh people for the next edition of Vh1 Supersonic which means that we will contribute tremendously to the city and state tourism development.”

SUPPORT EXTENDED BY THE MAHARASHTRA TOURISM The loss of Goa has undoubtedly been a gain for Maharashtra tourism and the government of Maharashtra, which in recent times has gone out of its way to encourage event planners to organize more events in the state and has also assured them of their full cooperation. Valsa Nair Singh, Principal Secretary - Tourism, and Culture, Government of Maharashtra was present at the annual convention of the Events & Entertainment Management Associations- EEMAX Global in 2015 where she emphasized the plans of the state to boost and promote events tourism in the state and assured the members of the fraternity that the government of Maharashtra stood in full support of the events industry and was actively working towards making the state as event friendly as possible. Speaking about the movement of Sunburn and Supersonic to Pune, Singh commented, “It is the endeavor of the State Government to encourage the event industry to come to Maharashtra which is an ideal venue for events. We acknowledge the power of the industry to contribute to the economic growth of the state, especially in increased employment opportunities and opening new avenues of service options. We will continue to make the processes simpler and easier for the industry.” Sushma Gaikwad- Director, ICE Global and VP of Event and Entertainment Management Association (EEMA) has been

SEPTEMBER // DECEMBER NOVEMBER OCTOBER 2016 2016 EXPERIENTIAL EXPERIENTIALMARKETING MARKETING

08/12/16 7:57 PM

ENTERTAINMENT / COVER STORY

Valsa Nair Singh, Secretary - Tourism and Culture Government of Maharashtra

working closely with the Maharashtra Tourism and the state government for ease of doing events business in the state. Speaking on the importance of government support to large scale events she says, “Government support is important for the growth of the industry and it certainly has a distinct advantage to attract large-scale events into the state. Events bring with them the need for large infrastructure, support of government machinery as well as a requirement for ease of business. Event of any kind especially large scale events certainly enables the state economy as they drive business to tertiary industries as well. They also provide great visibility as well as branding opportunities for the state and hence present a win-win proposition when the government supports these initiatives.” Highlighting the initiatives taken by Maharashtra Government in this regard, Gaikwad adds, “Over the past year, the government of Maharashtra has been extremely supportive of the event industry. With an aim to drive ease of business and accelerate tourism, the Hon. Chief Minister has announced the intent of the state to create an online single window as well as partner with the industry in hosting large-scale events in the state. In my role as the Vice President of the Event & Entertainment Management Association(EEMA) which is apex association of the event industry, I have been working closely with the state government as well as MCGM. We have been providing industry recommendations and input that will surely make prevalent practices obsolete. MCGM has already issued a circular with a variety of reforms as well has instituted an online window for licenses in Mumbai. The current initiative being worked on actively by the team is the single window on-line clearance and we are optimistic about its speedy implementation. In fact, the past few months has seen Maharashtra hosting large format events & festivals of a global scale in the state and this stands testimony to the intent of the core team that is working on this initiative.” Custodians of Sunburn, too are vociferous about the support from Maharashtra Tourism. Karan Singh added, “Maharashtra Tourism has been very supportive and is going out of the way to help us make the festival successful. They are very happy that a big festival like Sunburn is coming their way. In our effort to give the fans a larger

Sushma Gaikwad, Director, ICE Global and VP Event and Entertainment Management Association (EEMA)

than life experience for our 10th Anniversary, the teams are putting in a lot of effort on production and building the right infrastructure. To ensure these efforts yield the maximum output, we require support from the authorities at multiple levels. The government and the tourism departments have been more than helpful and forthcoming on giving us the quickest resolve on our queries. We expect this collaborative effort to make this the biggest year yet for Sunburn.” Saugato Bhowmik revealed to us that since Vh1 Supersonic had opted for a private venue in Pune to host the next edition of the festival, they are yet to reach out to the Maharashtra Government but are positively hopeful about the collaboration and have been already assured of positive support.

TO SUM IT UP While on one hand the central government of the country and the Prime Minister are taking active steps to make India a global brand that speaks for itself, it is high time that the events and state government machinery come together to work in tandem for mutual growth and benefits. Largescale events have time and again proven their worth to act as a catalyst for not just growth of festival planners and its owners but also for the location and its neighboring industries. Without the required support from government agencies in place, the challenges for event planners to create large scale event properties are too daunting, because of which at some point or the other, they can be expected to die. However, the support of the tourism and state machinery paints a happy picture not just for the audiences who attend these festivals and their organizers, but also for the government which is guaranteed to benefit from increased revenue, more global exposure, and a boost to tourism amongst countless other advantages.

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

Cover Story.indd 5

08/12/16 7:57 PM

ENTERTAINMENT

OLDPLAY CAME, COLDPLAY PERFORMED, COLDPLAY conquered! And fans across the nation were grateful to the Global Citizen Festival for making this possible. But of course fans, governments and organizations, all recognized and acknowledged the Global Citizen platform to be way beyond just a Coldplay concert. And so they delivered on all fronts of what the festival stands for. Enthusiasts earned their concert tickets, institutions and individuals pledged support to initiatives, while also leveraging the PR garnered from such activations and the festival itself.

IN FOCUS

GLOBAL CITIZEN FESTIVAL

THE GLOBAL CITIZEN FESTIVAL INDIA: For Fans; For Community; For Social Impact Government extends support to leverage power of this global platform supporting social change. By Shantanu Jain

The BJP-led Maharashtra Government offered an entertainment tax exemption, accounting for about 45% of the total collections of the concert. Further the MMRDA grounds offered a 75% rent concession to organizers, further saving them costs. After all, all funds raised from the Global Citizen Festival were directed towards charity. However, the government support extended to a platform like the Global Citizen Festival goes well beyond supposed encouragement to the entertainment economy of the country. On the contrary it’s based purely in the value such a platform extends, through its community; through the shared beliefs it promotes; through its ability to make people take valid action. Prime Minister Narendra Modi showcased this in his address to audiences at the first Global Citizen Festival in India, which took place on November 19, 2016. While quoting Nobel Laureate Bob Dylan, saying, “The times they are a-changin”, making a reference to the political situation in the country against the backdrop of demonetisation. Hence suggesting the government’s efforts in tackling black money, corruption and terror funding. The first Global Citizen Festival India, managed splendidly by Wizcraft, saw a dazzling musical concert headlined by Coldplay, Jay Z, Demi Lovato, Aamir Khan, A.R. Rahman, Kareena Kapoor-Khan, Amitabh Bachchan, Farhan Akhtar, Freida Pinto, Katrina Kaif, Ranveer Singh, Sachin Tendulkar, Shah Rukh Khan, Shankar-Ehsaan-Loy, Shraddha Kapoor, Sonakshi Sinha and many more. The Global Citizen India movement is a 15-year commitment to catalyse India’s journey to eradicate extreme poverty, work to influence world leaders and decision-makers to enact policy changes and commit significant resources to help solve the biggest global challenges through various activities.

The Wave of Social Change

In just two months since the launch of the Global Citizen India movement, more than 5 lakh young Global Citizens in India took more than 20 lakh actions calling on political, faith and business leaders, along with celebrities, to be more accountable in their efforts to improve education, gender equality and water, sanitation and hygiene in India. In response, leaders at the Global Citizen Festival India made 25 announcements and commitments which are set to affect 500 million people (50 crores) people, with a collective value of US$ 3.37 billion (INR 22,490 crore). Speaking about it right after the event, Hugh Evans, CEO, Global Citizen, said: “Global Citizen Festival India showed the power of youth taking action together. More than 500,000 young Global Citizens took more than 2 million actions. 48 28

SEPTEMBER // DECEMBER NOVEMBER OCTOBER 2016 2016 EXPERIENTIAL EXPERIENTIALMARKETING MARKETING

IF-Global Citizen Festival India 2016.indd 2

08/12/16 7:50 PM

ENTERTAINMENT BRAND MARKETING / IN FOCUS

Chris Martin & AR Rahman

Jay-Z!

Demi Lovato!

And tonight, we saw the results - dozens of commitments that will affect the lives of 500m people. Tonight marks a moment of great celebration, but it is only the beginning of the journey. The growing movement of more than 8 million Global Citizens around the world will keep campaigning to make sure leaders deliver on these promises, and commit to doing even more.”

Wizcraft Directors - Andre Timmins, Viraf Sarkari, and Sabbas Joseph

The Global Citizen Festival India was presented by Colors Viacom18 and Venky’s and was powered by UPL and NECC. The festival, a collaboration between The Global Education and Leadership Foundation and Global Citizen, was hosted in Mumbai by the Government of Maharashtra and was produced by Wizcraft International Entertainment Pvt Ltd. Other partners of the event included: the United Nations; the Times of India Group; Google; Hindustan Unilever; Ola; Spyker; Make My Trip; Taj Group of Hotels; BookMyShow; Rishtey Cineplex; Voot; Radio Mirchi. NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

IF-Global Citizen Festival India 2016.indd 3

08/12/16 7:50 PM

ENTERTAINMENT

HE THIRD EDITION OF THE GRUB FEST IN DELHI took place at Jawaharlal Nehru Stadium from October 14 to 16 October, 2016, and was an astounding success with over 70 participating restaurants, action packed performances by live entertainers, chef demos, a food-related movie festival and so much more. The highlights of the third edition of The Grub Fest were:

IN FOCUS

GRUB FEST

FOOD ALL THE WAY: Inside the 3rd Edition of the Grub Fest

• Prominent Restaurant exhibitors such as Social, PCO, Niche Lounge & Bistro, Circus, Zerruco Kitchen & Bar, Fat Lulu’s, Chai Point, Sushi Junction, DreamOven, Pat N Harry, Cafe Public Connection, Big Fat Sandwich, Chull, Iqbals, Cravings, Teamonk Global, Koyla Kebab, Nooshe Joon, Cafe Hera Pheri, Karim’sDelhi 6, The Tipsy Project, Lanterns kitchen & bar and more. All the exhibitors showcased specially curated Grub menus with a distinctive ambiance for their space at the festival. • For the first-time ever, The Grub Festival Introduced the novelty concept of curating a festival within a festival. The Grub Mile – a unique food truck festival debuted at The Grub Fest, with over 15 food trucks including Being Truckers, Doggy Style, Burnout and more. • The Grub Fest also hosted a first ever pop-up club in action by R.S.V.P. • The food carnival featured a hand-picked line-up of artists at the stage to compliment the food and the beautiful onset of Delhi winters. The artist lineup included prominent names like Zaeden, Nikhil Chinapa, Hari & Sukhmani, Sukhi-E, Tatva K, Nasya, Prateek Kuhad, Teri Miko, Dhruv Visvanath and more. • Food enthusiasts had an opportunity to learn recipes and cooking techniques from experienced chefs like Hanisha Singh (My Little Food Company), award-winning chef Jamsheed Bhote, Chef Rohan D’souza among others as they recreated their favorite dishes at Weber Grub Theatre. Furthermore, attendees could also attend mixology sessions with mixologists from Auro Bar & Kitchen and Niche. • Ballantine’s, the world’s No.2 Scotch whiskey held a Ballantine’s Appreciation Session at Grub Theatre. • An especially curated Jameson Block Party was held in a separate area dedicated to Jameson Irish Whiskey. • Last but not the least, the festival grounds also saw a range of organic and gourmet products at The Grub Market from brands like Raw Pressery, Odyssey India, Artisan Palate, Keventers, Niice Cream, Frugurpop, Feedshare, The Food Art Factory, Cakeatouille, Lyall Farm Store and more, presenting products like gelato, ice creams, homemade jams, dips and sauces, biscuits and cookies, cupcakes and a variety of delectable desserts. Speaking about Grub Fest, Chaitanya Mathur, Co-Director, The Grub Fest said, “The latest edition of The Grub Fest was by far the most successful one in terms of footfall and revenue sales. People enjoyed the gastronomic experience we served thoroughly as well as the new elements we had integrated into the festival this time around. As organizers, we are truly overwhelmed with the response we have received.” Adding to this, Arjun Jain-Co-Director, The Grub Fest commented, “With the Grub Fest one of our main objectives has always been to introduce newer restaurants and cuisines to our audiences and we fervently believe that we have managed to achieve it this time. Our third edition featured 70% new restaurant brands and we went more mainstream with our artist lineup which was appreciated by the festival attendees. We hope to top ourselves again in the next edition of the festival in NCR, slated to take place in March next year.”

IF-Grub Fest.indd 2

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

08/12/16 12:15 PM

ENTERTAINMENT

L-R, Chaitanya Mathur, Aman Kumar, Mani Singh Cheema and Arjun Jain

Milind The Grub Acharya Fest

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

IF-Grub Fest.indd 3

08/12/16 12:15 PM

ENTERTAINMENT / FEATURE

THE BACKSTAGE DIARIES: THORNS UNDER THE DANCING SHOE Decoding Challenges, Solutions & the Way Forward for Live Entertainers in India By: Shantanu Jain

Gitikka Ganju Dhar

Danish Sait

few months back in July 2016, a popular Indian television actor took to the media a grievance that highlighted one of the many challenges that live artists & performers face in the event industry. The actor, who is currently breaking the world of internet with his “shopkeeper” themed videos, had then highlighted how one of the top event agencies of the country had not paid his dues for over 2 years. The jury may be out on who’s correct and who is to blame in this case, and we’re not taking sides. However, more often than not one finds live artists, emcees and performers perturbed by inane difficulties that affect their work. Sometimes they are asked to perform for ‘exposure’ instead of a fixed amount, other times they are left without a day of work in case of an uncompensated last minute cancellation, and who can forget that daunting task of repeatedly following up for payments after the event is over. The challenges are numerous but what are the solutions to these? There are a lot of reasons why the event industry is still seen as unorganized and amorphous, but isn’t it time we take up some of these issues and find solutions to them? In this feature, we take a deep-dive into some of the challenges faced by artists and performers in India and explore how we can make the industry more artist-friendly. Whether these be emcees, dancers, comedians, actors, musicians, fashion models, acrobats or other innovative performers, they all add colour and zest to events, and deserve to be treated well.

Artists’ Challenges Talking about the biggest challenges of her work, Gitikka Ganju Dhar, a noted emcee comments, “I am fortunate to be treated very well by all event managers but there was an incident three years back, wherein I was paid my professional fee by cheque by an intermediary and the cheque bounced and the main agency refused to take onus for it. Post that incident I am wary of working with

48 32

Amit Tandon

Sarita Raghuvanshi

intermediary professionals I do not know of. The ultimate responsibility lies with the event agency and they are morally responsible for the same, especially in the case of new artists. I have seen innumerable cases of hosts that are new in the business, following up for payments and facing delays in the same. Not done. Must stop.” Sharing some of his experiences, Papa CJ, a worldrenowned stand-up comedian elucidates, “The only thing that bothers me a little is when they call and pretend that they don’t know who the client is and then ask me if I can customize the show around the client. I completely respect that sometimes the nature of the agency relationship means that they cannot reveal who the client is. However, they should just say that they can’t reveal the name. Pretending to not know sounds like you’ve been hired by somebody and you don’t know who they are.” Providing his stance on the subject, Danish Sait, a popular radio artist and emcee says, “During the initial phase of my career I did succumb to the pressures of performing for exposure and have too many times run around for payments. There was a time when I got a call where the organizer stated, ‘Hey we are doing an event in Dubai and for you it’s a free trip to Dubai’; they expected me to just run for their offer.” Adding to him, Amit Tandon, another popular comedian remarks, “Most event managers want you to block your dates without paying any advance. In the meantime, if I take up another booking then they have a problem, but my point is if their shows get canceled or moves to a different date then I am losing out on one complete day of work and money.” Sarita Raghuvanshi, a noted emcee agrees that she too has faced this challenge and comments, “One such thing happened recently, where a gig got called off 4 hours prior to the reporting time. I did have a confirmation mail from the agency; however, I hadn’t received my booking advance.”

SEPTEMBER // DECEMBER NOVEMBER OCTOBER 2016 2016 EXPERIENTIAL EXPERIENTIALMARKETING MARKETING

The Backstage Diaries.indd 2

08/12/16 9:37 AM

ENTERTAINMENT / FEATURE

The Agency’s Approach With these challenges cropping up repeatedly in the lives of performing artists, one wonders if event managers are oblivious to these issues faced by artists or whether to a certain extent it’s a strategy for financial gain. Even if an agency does not deliberately set out with the intent of making work difficult for artists, the fact that a system already exists in which artists are often at a disadvantage is definitely problematic.

Papa CJ

Anant Kamal Srivastava

Papa CJ comments, “Event planners are intelligent people who are fully aware of artists’ circumstances. However, they also have a business to run and therefore will always try and negotiate terms that are in their favor.” Gitikka Ganju Dhar agrees and adds, “Event managers are well-aware of the challenges that a live performer faces. Most reputed companies are sensitive to an artist’s needs to a certain extent and some are exemplary. With regard to anchors, I think it is time corporate clients realized that an anchor’s job is only to draft content and deliver it. The peripherals attached to the job which includes make-up, hair styling, costume design must be paid for separately. These must be paid for by the corporate client/social client and must not become a burden on the experiential agency’s already burdened financial reservoir. I see many young female artists drive home alone post the event. This is another cost, I feel, corporate clients should pick the tab for.” Danish Sait responds by saying, “The challenges faced by the live artists is just the tip of the iceberg; in all fairness event agencies have bigger problems. Most of them work like NGO’s, barely making profits.”

Is Representation by a Talent Management Agency the Answer? Anant Kamal Srivastava, DGM at Sony Music Entertainment, brings in viewpoints from a talent management agency perspective and says, “I believe the role of a manager or a talent management agency, is misunderstood or passed off as insignificant but we all know what life is like when you’re trying to do everything on your own. From calling venues, emailing journalists, talking to designers, social media, emails, phone calls and all other modes of communication. It gets quite challenging and time-consuming then, for an artist to focus on their work. Having a manager gives an artist the freedom, liberty and time to actually do their job.” Tarsame Mittal, Founder, TM Talent Management is of a slightly varying opinion and comments, “In most cases yes, the presence of a manager or representation from a talent management agency is the solution to these

challenges faced by live artists, but there are also a lot of cases when the presence of an artist management agency further deteriorates the situation because at the end of the day it all boils down to your manager’s capabilities and your trust in them. There are also examples of many artists who manage themselves better than any manager. Sunidhi Chauhan worked without her manager for a year recently. Also, Hariharan Ji was not managed by any talent management agency for the past 3 years.”

The Ultimate Solution

Of course, the ultimate solution would be to have codes and guidelines in place that pretty much dictate the norm’s for doing business with artists. In an industry where guidelines on other issues like rigging safety is still not wellestablished and definitely not implemented, it may Tarsame Mittal appear rather optimistic to immediately expect a revolution when it comes to having a code of conduct for dealing with artists, especially with the constant inflow of new entrants with lower expectations. Artists are well aware of the limitations of the present system and some have evolved their own collaborative networks to look out for their communities. Highlighting the possible solution to the challenges faced by artists Amit Tandon says, “It’s a tough puzzle to solve but one thing is clear that the industry should come up with rules that safeguard the interests of both event planners and artists. For comedy, we have created a Facebook group called the ‘Blacklist of Comedians’ where we share with each other names of all event managers one should eschew.” Others are aware of the value they bring and use this to negotiate favourable terms. Papa CJ suggests, “I think the artist has a certain element of power under two circumstances. Firstly, when the talent he or she brings to the table is unique and when they know that the client specifically wants them. And secondly when they can walk away from a deal if the terms and conditions do not suit them. Unfortunately, a lot of young artists early in their career are not able to do that.” However, the long-term solution will no doubt have to be a rigorous system to protect artists from outright exploitation, as Papa CJ further remarks, “What might be useful is to have an artists’ body like they have in some other countries (e.g. SAG-AFTRA - Screen Actors Guild and the American Federation of Television and Radio Artists) that define a code of conduct and standardized guidelines for working. SAG-AFTRA, for example, is committed to negotiating the best wages, working conditions, and health and pension benefits; preserving and expanding members’ work opportunities; vigorously enforcing contracts, and protecting members against unauthorized use of their work. Until artists are not united unlike a union kind of body that protects their rights, the new guys will continue to be exploited by agencies who can throw their weight around and where the signatory is always traveling!” NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

The Backstage Diaries.indd 3

08/12/16 9:37 AM

ENTERTAINMENT / PHOTO FEATURE

SHOWTIME GROUP CREATES A SHOW-STOPPING OPENING CEREMONY FOR HERO ISL 2016 Indira Gandhi Stadium in Guwahati was the host to the Opening Ceremony of the 3rd edition of the Hero Indian Super League that took place on October 1, 2016. Appointed by FSDL, Star Sports, and Reliance-IMG, Showtime Group was entrusted with the responsibility of managing the event for the second time in a row. The ceremony saw a packed house with more than 35,000 football fans converging at the Indira Gandhi stadium to witness a one-of-a-kind experience that set the mood for the start of the tournament. The agency decided to go ahead with technology and its immersive use to create engaging experiences at the event. Avik Prabhu, Managing Director, Showtime Group said, “The complexity and ambition of the ceremony worried me at first. What stood out for me when I watched the Showtime team at work from Day 1 to D-day was how every single interaction, meeting and moment was a ‘Showtime’ moment - you know, that moment in which you must put your best foot forward. This concept and design only became a reality because at every moment along the way the team lived the show business credo of ‘It’s Showtime!’, i.e. It’s a moment of truth, and then they transcended it. They proved to me that at Showtime, It’s ALWAYS Showtime!”

48 34

Avik Prabhu, Managing Director Showtime Group

SEPTEMBER // DECEMBER NOVEMBER OCTOBER 2016 2016 EXPERIENTIAL EXPERIENTIALMARKETING MARKETING

PF-Showtime ISL Opening Ceremony.indd 2

08/12/16 9:24 AM

ENTERTAINMENT BRAND MARKETING / PHOTO / IN FEATURE FOCUS

A Glamorous & Star Studded Soiree: The Absolut Elyx Filmfare Glamour & Style Awards 2016 By Shantanu Jain Glitz and Glamour hit a new high on the night of 15th October, as style icons from Indian cinema graced the third edition of Absolut Elyx Filmfare Glamour & Style Awards 2016 in all its glory. The event was held at the mesmerizing Taj Lands End in Mumbai where Filmfare felicitated the stars who are the torch bearers of style and glamour, and the most chic and enchanting films of Indian Cinema. The gorgeous Neha Dhupia was the host of the evening. The Filmfare Glamour & Style Awards was sponsored by Absolut Elyx, powered by Jaguar, Reliance Digital was the associate sponsor, Sanjay Ghodawat Group the Support Partner, Luminex Uno the Jewellery Partner, Rotary the watch partner, while the event was executed by Oxygen Entertainment & Media Solutions.

Neil Sanghavi, Director Oxygen Entertainment & Media Solutions

Speaking on occasion, Neil Sanghavi, Director, Oxygen Entertainment & Media Solutions said, “Like last year, this year too we executed Filmfare Glamour & Style Awards. The brief was to keep the event classy & glamorous. Keeping that in mind, we kept the overall event look clean & chic and emphasized the overall packaging of the show. It’s always fun to put this event together for Filmfare as they are the pioneers in setting high standards every time they do an event!” NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

PF-Absolut Filmfare Awards 2016.indd 3

08/12/16 9:15 AM

BRIEFS

BRAND MARKETING

Vibgyor Manages the Launch of Nykaa ‘So Matte’ Lipstick with a Fashionable Bloggers’ Meet Nykaa recently launched its own brand of lipstick collection called “So Matte” in the market. Falguni Nayar, Founder of Nykaa.com and Reema Chhabra, CEO, launched the product at an exclusive bloggers’ meet at The Korner House, Mumbai on October 25. Managed and executed by Vibgyor Brand Services, approximately 50-60 bloggers attended this event. Haardik Joshi, Branch Head, Vibgyor - Mumbai said, “ We created a lipstick-themed desert bar and added elements like lipstick 3D mockup, tattoo artists and various photo opportunities. The event received an overwhelming response and was well appreciated by the client.”

Haardik Joshi Branch Head, Vibgyor-Mumbai

Bentley Exhibits Flying Spur V8 with T3 Entertainment at LUXE Indore Followed by Hyderabad Unveiling LUXE, The Luxury Expo took place on October 1 and 2 at the Brilliant Convention Centre, Indore. Bentley exhibited the Flying Spur V8 at the event with The Think Tank Entertainment. Following this exhibit, it was also unveiled at the Golf Championship Hyderabad. Siddharth Bohidar Business Development Head

The Think Tank Entertainment

Siddharth Bohidar, Business Development Head, The Think Tank Entertainment remarked, “It has always been a privilege to work with Bentley and considering our long association with this esteemed brand, working has always been a pleasure. We only hope to continue and deliver our best with each progressing project.”

3 Experiential Zones & Stunning Stage Design: CS Direkt Manages Launch of Canon EOS5D Mark 4 Canon wanted to launch one of the most powerful and sought after cameras this season, EOS5D Mark 4. The task for planning the launch event was given to CS Direkt. The main attraction of the launch was the stage, with an exciting, new and innovative design with a frame and a turn table setup. Anjali Pasricha, Director, CSDirekt said, “The true essence of this launch was bringing out the main features of the camera and putting together a show that would mesmerize audiences. We did face challenges while setting up.” Anjali Pasricha Director, CSDirekt

Ranveer’s Swiss Affair: The Actor Takes on The Mantle of Brand Ambassador for Switzerland Bollywood actor Ranveer Singh has just been named the first Indian ambassador for Switzerland Tourism. Ranveer who enjoyed himself indulging in a huge variety of different experiences on his recent trip to Switzerland, will now be in charge of promoting Switzerland Tourism’s campaign for 2017 - Nature Wants You Back!

Ritu Sharma & Claudio Zemp

Claudio Zemp, Director – India, Switzerland Tourism said, “Being a versatile, energetic and adventurous personality, Ranveer explored and enjoyed all that Switzerland has to offer. With Ranveer on board we would like to showcase the multifaceted holiday experience that is Switzerland.”

India-Switzerland Tourism

48 36

SEPTEMBER // DECEMBER NOVEMBER OCTOBER 2016 2016 EXPERIENTIAL EXPERIENTIALMARKETING MARKETING

Briefs-Brand-Marketing.indd 2

07/12/16 4:28 PM

BRIEFS

BRAND MARKETING

200 Leading Restaurants in 5 Cities Witness Season 2 of the Diabetic Food Trail The Diabetic Food Trail Season 2 offered Diabetics, Pre-Diabetics and health-conscious individuals a wonderful culinary experience at over 200 restaurants across Mumbai, Delhi, Chennai, Bangalore & Pune. Organised by Semora Entertainment Works, the Diabetic Food Trail was presented by Britannia Nutrichoice Essentials in association with Biocon, and along with Fitternity.com, Health & Nutrition and Burrp! This year’s Diabetic Food Trail took place through the second half of November. Seema Pinto, Director, Semora Entertainment Works and Founder, Diabetic Food Trail said, “We have multiplied efforts to ensure that we have restaurants from various genres participating like Cafes, QSRs to restaurants serving local cuisines to the 5 stars.”

Seema Pinto Director

Semora Entertainment Works

Ferrero Rocher Ropes in Pilcrow To Create Delightful Customer Experiences at Ambience Mall Gurgaon Ferrero Rocher created a ‘golden’ experience for Diwali at Ambience mall in Gurgaon with Pilcrow Communications. The 10-day long unique brand experience initiative, from October 21 to 29, gave consumers an opportunity to witness the art of crafting Ferrero Rocher. Also, sand artist Kanthrisa showcased the journey of Ferrero Rocher through flowing Golden Sand, to give a unique experience to visitors at the event. Ratika van Noord Bhatnagar

Ratika van Noord Bhatnagar, Pilcrow Communications said, “We are proud to be associated with Ferrero Rocher and appreciate the trust bestowed in us by the brand.”

Pilcrow Communications

Encompass Conceptualizes and Executes India’s Largest Gaming Championship Dew Arena PepsiCo India recently concluded the final leg of India’s biggest ever gaming championship - Dew Arena. The unique 9-week gaming championship saw 5 of the best gamers in India battling it out for a chance to get their profile on the Mountain Dew bottle, in addition to cash prizes. The 25-city truck activation and the entire championship was conceptualized and executed by Geometry Global Encompass Network. Atin Suri, Account Director - Client Services, Team 1, Encompass Events said, “The agency delivered a turnkey project handling the entire Strategic Planning, Designs along with Permission and Procurement for each city for a seamless and hassle free campaign.”

Atin Suri Account Director

Team 1, Encompass Events

RMAI Gears Up to Host the 2nd Edition of Rural Conclave 2016 in the Capital To discuss, deliberate and elaborate on the phenomenal opportunity that rural India offers brand marketers and ecosystem specialists, Rural Marketing Association of India (RMAI) is hosting the 2nd edition of its annual Rural ConcIave’16 on December 15 and 16 at Vivanta by Taj, Gurgaon. Sanjay Kaul, President RMAI says, “The Rural Conclave 2016 is a one stop platform for brand marketers, agencies, brand specialists and marketing veterans. Our aim is to facilitate collaboration and partnerships between industry and government & public sector.” Sanjay Kaul President RMAI

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

Briefs-Brand-Marketing.indd 3

07/12/16 4:28 PM

BRAND MARKETING / MARKET PULSE

TALKING MARKETING STRATEGY, RELEVANCE OF EXPERIENTIAL & AGENCY PARTNERS WITH ANUPAM VASUDEV, CMO, AIRCEL By: Shantanu Jain

IRCEL, ONE OF THE LEADING MOBILE SERVICE PROVIDERS IN INDIA, recently unveiled its new brand campaign, “Tomorrow’s stars inside, be a little careful.” The new initiative is aimed at spreading awareness on the delicate issue of student safety while driving, and is just one of the on-ground engagements that the brand has rolled out this year. In an exclusive conversation with Anupam Vasudev, Chief Marketing Officer, Aircel, ExM digs deep into the marketing strategy of the brand, relevance of experiential marketing for it and the upcoming on-ground campaigns that one can expect from the Aircel stable. How was the Aircel safe driving initiative conceptualized and what were the reasons behind it? A part of Aircel’s brand ideology has been committed to engaging with socially dynamic issues. The safe driving initiative is one such campaign embodying a strong social sense, yet subtly delivering a meaningful message of safe driving with children. As the school’s buses carry students, we believed that they would be apt to spread awareness on this issue hence the message ‘’Tomorrow’s stars inside, be a little extra careful.’’ Through this campaign Aircel aims to create awareness about the menace on roads and build a positive connect with the students, parents and the school fraternity on this critical issue. Considering the present-day scenario, it is important to safeguard student’s safety and this initiative is an effort to help children lead a secure life and address the need of safety on roads. How is Aircel marketing itself in the modern brand ecosystem? Aircel is a challenger brand which constantly strives to innovate and create products and services which are true to customer’s requirements. In a bid to achieve this goal, we always believe in ‘doing a little extra’ for our customers and hence have adopted a holistic marketing approach to reach out to our target groups and offer them value in all our products and services. Aircel entered the Indian telecom market with a bang, but seems to have lost its way in sustaining the momentum it built. What is the brand doing differently now to regain the market share? Since its inception, Aircel has remained consistent on ‘innovation’ and ‘affordability’. Aircel took the first step in making 3G affordable for the masses. We launched Smart Pocket Internet data plans which truly changed the way mobile internet was perceived and consumed. We have created disruption in the industry with our unique offerings that have had a tremendous impact in the industry. Aircel has been on the forefront of cutting-edge technology and through our constant efforts of innovating products and services; we aim to make Aircel a gateway to the internet for all. There has been a dramatic increase in the sales of smartphones and this has led to a widespread need for data, especially for the youth. We’re confident that our products not only greatly ease the pockets of our new customers, but also help to fuel internet adoption in the country for those who still aren’t online. We continue to surprise the market with our unique offerings. What is the experiential marketing strategy of the brand and what are some of the most recent BTL campaigns that the brand has executed recently? Aircel has always been a brand which believes in directly engaging with customer sentiments. All around the year, we plan our activities strategically to maintain brand recall with our customers through innovative and fun campaigns. We specially customize our services with uniquely discounted offers during festive seasons as well as festival promotional deals. Friday

Anupam Vasudev, CMO, Aircel

sales, 3G experience zones in semi-urban areas for customers to experience 3G as well as migrant support programs are some of our exclusive initiatives we have undertaken in the past. We also do a lot of Nukkad Nataks with social messages and also conduct health camps for the migrant communities. Recently we did a street play in Coimbatore and took it to 10 colleges in the region through a live webcast. There is also a continuous and meaningful engagement with our 10,000K Facebook fans and 635K Twitter followers with the objective of reinforcing Aircel’s brand philosophy of ‘do a little extra’. The focus is clearly to have communication, engagement, and contests that resonate with our audience, and at the same time develop a unique voice for the brand on this platform. One such initiative that the brand recently did was a #deleteatweet campaign around Valentine’s Day. Aircel developed a digital campaign imploring other netizens to shun the negativity, make an effort to say #somethingsweet and spread some love, as increasingly social media platforms were turning into trolling platforms. The campaign strongly resonated with the online community and through shares, retweets, and participation the message reached to over a 100 Million. Which agency manages the BTL marketing for your brand and what do you look for in an agency before roping them in? We have roped in DDB Mudra to aid our message dissemination to our target audience and build a deep connect with them. We always believe that the brand’s approach and brand values must resonate in the agency’s culture. How will Aircel be marketing itself in the upcoming festive season? We at Aircel consider the festive period as an important opportunity and platform to directly engage with our customers. Our product offerings and services are a medium to further enhance the festive experience. Aircel continues to bring exciting offers every festive season and bundle them with discounted offers, thereby alleviating the festive cheer. What are some of the other campaigns we can expect from the Aircel stable in the year ahead? Aircel will be creating a couple of interesting campaigns in the coming period which will directly focus on the customer sentiments. We can expect campaigns which not only fuel internet adoption in the country for those who still aren’t online but also help us take data to the next level of growth and acceptance in India

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

MP-Anupam Vasudev.indd 2

08/12/16 9:03 AM

BRAND MARKETING / MARKET PULSE

Sunil Gupta-adidas Talks About AlphaBOUNCE Treasure Hunt, Upcoming Brand Campaigns & More! Sunil Gupta, BU Head, adidas running India, talks about the success of the treasure hunt, the upcoming experiential campaigns by the brand and the best on-ground brand engagement initiative of the day.

By: Shantanu Jain

Sunil Gupta

OVEMBER 6, 2016, WAS AN INTERESTING DAY FOR the experiential marketing space in India as it saw two humongous sporting brands open new doors of customer engagement in the country with their thoroughly immersive marketing initiatives. While Puma took over the Reliance Jio Park in Mumbai to successfully create a new Guinness World Record for 1623 women holding the abdominal plank, adidas took over the capital Delhi in a stunning treasure hunt for the launch of AlphaBOUNCE, its newly launched running shoes. With 10 teams and over 120 people who were handpicked for their passion for sports, especially running, the hunt across the city’s iconic landmarks turned into an exciting expression of energy and focus. The hunt was followed by a launch celebration & unveiling of the AlphaBOUNCE at FLYP@MTV Café, Connaught Place, an afterparty that stood out for its unblemished execution by Jagran Solutions. The treasure hunt was managed by Little Black Book. In a conversation with EVENTFAQS, Sunil Gupta, BU Head, adidas running India, talks about the success of the treasure hunt, the upcoming experiential campaigns by the brand and the best on-ground brand engagement initiative of the day. How was the idea to organize a city-wide treasure hunt for the launch of AlphaBOUNCE conceptualized? The idea was to create a non-orthodox running event because AlphaBOUNCE is a non-orthodox running footwear and we wanted an event that would reflect the concept. Hence, we decided to take people on a treasure hunt, make them solve some clues and then end with an after party which mirrors a usual fun-filled weekend for our audiences.

adidas Influencers during Alpha Bounce Treasure Event

The treasure hunt will be taken to 3 cities. We have started with Delhi and we move to Bangalore and Mumbai after that. At the same time adidas is doing the treasure hunt brand activation in Delhi, your rival brand Puma is attempting to create a Guinness World Record. What do you have to say about that? This to me is not so much a brand activation as it is taking over a day in the life of our target group and amplifying it. Whereas, what the other guys are doing, Guinness record for most number of people doing a plank, may be a gimmick. These people (participants of the AlphaBOUNCE treasure hunt) have run 7 kilometers in an urban environment where they usually run in and they have used real world clues to solve their way out and there is nothing gimmicky about it. The guys who won it have earned it. Whereas planking with a film star, I don’t know where is the honesty or truth in that. We are in November right now and the year is almost over. What more can we expect from the adidas stable before the year ends? The AlphaBOUNCE launch is going to Bangalore and Mumbai, the adidas Uprising will go to Chandigarh & Pune and maybe we will end the year with a race in a top secret location in Delhi. So yeah, maybe we will end Christmas with that.

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

MP-Sunil Gupta.indd 1

08/12/16 9:12 AM

BRAND MARKETING

VERY YEAR, THE GRANDEUR AND MAGNIFICENCE OF each of the Durga Puja pandals in Kolkata is defined by some of the most beautiful shringar that pays an ode to the beauty of Ma Durga and her stateliness. This time, at Kolkata’s Ahiritola Sarbojanin Durgotsav Samiti Pandal, Ma’s exquisiteness was enhanced by a shringar of a rather different type.

IN FOCUS

THE BRAND BREWERY

TBB ADDS GRANDEUR TO DURGA PUJA FESTIVITIES IN KOLKATA FOR DALDA By Shantanu Jain

A 15 ft. x 22 ft. idol of the goddess was adorned and decorated completely with bottles of Dalda. From the jewelry to the crown to other elaborate adornments on the idol, each boasted of an intricate design with Dalda bottles. The entire installation was made in the form of 3D art, and 2000 plus bottles were used as part of the setting. The consummate campaign was conceived and executed by the Mumbai-based agency, The Brand Brewery for Dalda Edible Oils. The sheer opulence of the idol and the uniqueness of the shringar attracted hordes of devotees and enthusiasts to the pandal. Talking about the campaign, Jaeraj Surve, Director, The Brand Brewery (TBB) said, “In our culture, the Lord’s shringar is one of the most important elements before a puja. During Durga Puja too, pandals put in great efforts to give the best of shringar to Ma Durga’s idol. We thought this was a great occasion to reach out to people since we all know how grand Durga Puja is in Kolkata. This was also a great way to strike an emotional chord with devotees.” In continuing with the celebrations, TBB also came up with the idea of installing 5000 kalash made from Dalda bottles at the Ahiritola Sarbojanin Durgotsav Pandal. Traditionally, the kalash or ghata is meant to represent Goddess Durga and she is invited to stay in the kalash. This installation too had people making a beeline – some to pay their obeisance and others to look at its splendor. Adding further, Jaeraj said, “Durga Puja is the time when art, culture and creativity all go hand in hand to celebrate one of the biggest festivals of the state. It is that time when people gather together and keep aside all their animosity. Through this kalash installation, we wanted to tap those sentiments and connect with them.” Commenting on the success of the campaign, Milind Acharya, Head of Marketing, Bunge India said, “Dalda brand had conducted Durga Puja campaigns in 2014 & 2015. The brand wanted to explore innovations in terms of installations. This year we decided to use our bottles for decorating the face of Durga Maa as well as create a Kalash made of bottles. The idea is to be part of the journey of the consumers during Durga Puja and not force a brand’s presence in their celebrations. Being a part of high footfall pandals with installations which are culturally relevant to the market made perfect sense to us. The objective of the same was to create a deeper emotional connect with the brand by all associated with it - consumers, dealers, distributors, trade partners as well our teams.”

IF-TBB Dalda.indd 2

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

08/12/16 8:51 AM

BRAND MARKETING

Milind Acharya

Jaeraj Surve

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

IF-TBB Dalda.indd 3

08/12/16 8:51 AM

BRAND MARKETING

EMG IS AN AGENCY well-known for delivering absolutely beautiful and luxurious events for a variety of occasions, right from brand launches for luxury brands to entertainment events high on star value. In the last couple of months, the agency completely outdid itself with the launches executed for two luxury cars: the Volvo S90 and the Jaguar F-Pace.

IN FOCUS

THE VOLVO S90 & JAGUAR F-PACE LAUNCH

70 EMG Drives in Style for Volvo and Jaguar 70 EMG recently conceptualised and delivered 2 fantastic launches for luxury vehicles Volvo S90 and the Jaguar F-Pace in Mumbai.

While the 2 vehicles are markedly different both in terms of segments and the core ideas each car vehicle represents, their launches demonstrate the ability of 70 EMG to totally grasp what a brand stands for and deliver breath-taking events that bring this out. Both events are also remarkable for the collaboration between artists, designers and architects, collaborations that could come about only because the agency could identify possible synergies between the talents and offerings of these professionals and the brands. And of course, there were celebrities present as well! THE VOLVO S90 LAUNCH The event on November 4 and 5 was a grand affair that took place at the Grand Lawns of the Grand Hyatt, Santacruz Mumbai, and saw Shweta Bachchan Nanda on board as the showstopper. 70 EMG was brought on board by Volvo Cars India to conceptualise and execute the launch of Volvo’s sedan - S90 in India. The event witnessed a collaboration between Volvo and designers Abu Jani and Sandeep Khosla’s debut showcase of “Enchanted Collection”. Guests attending the launch witnessed a coming together of uncompromising quality, precision and unparalleled style at its peak. The event was spread across 2 days and had about 1200 guests in total attend the event. On managing the event, Sushant Arora, General Manager, Seventy EMG said, “We have been closely associated with Volvo for many years. In the past we have managed launches of their various cars but this time Volvo wanted to go the extra mile to engage journalists, dealers and consumers and make its presence felt in the automobile world. It was a first of its kind experience in the history of

IF-70 emg.indd 2

“We took up the challenge of combining the launch in collaboration with designers Abu Jani & Sandeep Khosla and the output was creativity at its very zenith.” Sushant Arora

General Manager, Seventy EMG

Volvo Auto Cars India and we were all geared up to put our best foot forward to make this happen. We took up the challenge of combining the launch in collaboration with designers Abu Jani & Sandeep Khosla and the output was creativity at its very zenith. With our team’s consistent efforts, we have successfully converted our creative insight into a bespoke experience. It was an honour to have worked with team of grace individuals at Volvo along with designers Abu Jani & Sandeep Khosla.” The showstopper for the event was Shweta Bachchan Nanda, while guests in attendance included Amitabh Bachchan, Jaya Bachchan,

“Great collaboration with the new international Khosla/Jani collection. Thanks for working with us to create a great event, appreciated by our customers and partners. Beautiful set up and show!” Tom Von Bonsdorff MD, Volvo Auto India

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

07/12/16 5:06 PM

BRAND MARKETING

The Volvo S90 Launch

The Jaguar F-Pace Launch

“The whole event was fabulous and all our dealers and their guests not only enjoyed, but also appreciated the whole event.”

“When you get an idea, want to make it large and then finally see it come to life, that is what dreams are made of”

“F-Pace is the most anticipated launch for Jaguar, being its first ever SUV.”

Neha Chandra

Director Marketing, Seventy EMG

Jyoti Malhotra

Manager Marketing, Volvo Auto India

but despite that they made it happen and made it big.”

Highlights from the event include the concept, the design and thought behind the installation - The Beacon, ‘Set the Pace’ film, and projection mapping on the Beacon

Thanush Joseph

Director - Sales, Marketing & PR Volvo Auto India

Abhishek Bachchan, Sonali Bendre, Goldie Behl, Karan Johar, Shaina NC & Suzanne Roshan. Appreciating 70 EMG’s work, Tom Von Bonsdorff, MD, Volvo Auto India said, “Team 70, big thanks for the new Volvo S90 luxury sedan launch! Great collaboration with the new international Khosla / Jani collection. Thanks for working with us to create a great event, appreciated by our customers and partners. Beautiful set up and show!” Jyoti Malhotra, Director - Sales, Marketing & PR, Volvo Auto India added, “On behalf of the whole VOLVO Auto India team, I would like to extend a big thanks to 70 EMG for delivering an extravagant launch of VOLVO S90. The whole event was fabulous and all our dealers and their guests not only enjoyed, but also appreciated the whole event. I know the team had the challenge of time,

Neha Chandra, Manager Marketing, Volvo Auto India remarked, “When you get an idea, want to make it large and then finally see it come to life, that is what dreams are made of.” THE JAGUAR F-PACE LAUNCH The launch event took place on October 20 at Wilson College Gymkhana, Mumbai and featured an 18-meter high ‘Beacon’ specially designed for the occasion by Arzan Khambatta. To mark the launch, an 18-meter high ‘Beacon’, specially designed for the occasion by Arzan Khambatta, was dramatically lit up in a launch sequence that included Narain Karthikeyan and powerful renditions by Shankar Mahadevan.

70 EMG was not only involved in the event designing and planning, but also helped Jaguar with pre-event marketing, and the execution of the video shoot which involved Ace driver Narain Kartikeyan. Thanush Joseph, Director Marketing, Seventy EMG remarked, “F-Pace is the most anticipated launch for Jaguar, being its first ever SUV. Planning started over 5 months back and 70EMG took the lead on and produced a 60’ art installation as well as a film as part of our scope.”

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

IF-70 emg.indd 3

07/12/16 5:06 PM

!"#$%&'#"()*+$,&!"#$%&'($

&'$()%*)+,#"(-!*+( "#$%.(/#0-&!1&2.(+%23&4,0%5!0167( 8(!0/!(9&0&2%3(3!9&(!71#2%7)& By: Shantanu Jain

!"#$%&"'()*+&%,'"-'.#+/'0"1'"'(2*3/'"#$'"4./5'#%!6"&#/.#'67"3-"8" 9:;<=>?"2+4.0"@A=BCD>C:0"$;:ECFGH;ID=>J<"K"%H@%"-C=C:;E"*DLC"%<>A:;<MC" 9F">NC;OD<P"QJ"QRCD:"9:;<="MA>QJ=D;<>";9JAQ"QRC":CECI;<MC"JL"CSNC:DC<QD;E0" T;:OCQD<P">Q:;QCPDC>0"M;TN;DP<>";<="TJ:CU"

"#$% 3<" QRC" %<QC:<;QDJ<;E" 6D:E" )RDE=" H;F0" 2+4." G" QRC" PEJ9;E" >NJ:Q>BC;:" 9:;<=" G" E;A<MRC=" VH373+0" ;" PEJ9;E" TJICTC<Q" BDQR" BJTC<" ;Q" DQ>" MJ:CU" .>" N;:Q" JL" QRC" M;TN;DP<" E;A<MR" in India, PUMA roped in fitness ;==DMQ" W;MXACED<C" -C:<;<=CY0" ;ID=" T;:;QRJ<C:" *D>;" $;F=J<0" 3EFTNDM" B:C>QED<P" T;IC<" &;O>RD" 4;EDO" K" !"#$%&'()*+),-&."/ JQRC:"BJTC<"EC;=C:>";<=";E>J":JEEC=" JAQ";"9A<MR"JL"CSNC:DC<QD;E"D<DQD;QDIC>" QJ"RCEN"N:JN;P;QC"QRC"9:;<="TC>>;PC";M:J>>U %<" ;<" CSMEA>DIC" MJ<IC:>;QDJ<" BDQR" !"#$%&'()* +),-&."/0* 1/2* +)3)4"/* +)/5"('34678+9* :3.')0 we find out about the Indian leg of the #DoYou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

plank. Plank signifies core strength and thatâ&#x20AC;&#x2122;s what we want to build! On the `QR"JL"!JICT9C:0"9:JOC";"BJ:E=":CMJ:="BDQR"QRC"E;:PC>Q"<AT9C:"JL"BJTC<" RJE=D<P";"NE;<O"LJ:"`a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bTD>T;QMRC=["Q:C<=U"1RC<"BC"R;IC";">QJ:F"QJ"QCEE0"7JA#A9C"=JC>"QRC"Q:DMOZ"%Q[>" ;EE";9JAQ"TDSD<P"QRC>C"D<"J:=C:"QJ"MJTTA<DM;QC"QJ"JA:"MJ<>ATC:U"'SNC:DC<QD;E" T;:OCQD<P"D>";E>J"OCF"QJ"A>U 7-&)* '%* $3"* $H* (C$%"* /)/"* #/)3.%* (C)(* )/"* I"/D* )?('I"* <C"3* '(* ?$&"%* to experiential. Is there a specific experiential marketing budget that D$-*C)I"*H$/*(C"*#/)3.*"I"/D*D")/*)3.*<C$*."%'43%*(C"%"*"G@"/'"3(')A* ?)&@)'43%*H$/*D$-/*#/)3.E 7C>Z" 'SNC:DC<QD;E" T;:OCQD<P" D>" CSQ:CTCEF" DTNJ:Q;<Q" QJ" A>U" 1C" B;<Q" JA:" MJ<>ATC:>"QJ"CSNC:DC<MC"QRC"9:;<=";<="<JQ"c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d@#*"=CNC<=>"J<"QRC" MJ<QC<Q"BC"R;IC"QJ">R;:C"BDQR"JA:"MJ<>ATC:>U

!"#$"%&"'()(*+$*&"'(,-./&&)/0)"+)$*+#1&'#"()*+$, )*+$,-$("!".$/$,-$("0123&&)/0)"+)$*+#1&'#"()*+$,

ExM Catch-Up with PUMA Budweiser HD & IDBI.indd 2

07/12/16 4:52 PM

!"#$%&'#"()*+$,&!"#$%&'($

+%23&4,0%5!0167 $;:ECFGH;ID=>J<" D>" J<C" JL" QRJ>C" LCB" 9:;<=>" D<" QRC" MJA<Q:F" QR;Q" R;IC" T;=C" CIC<Q>" ;<=" CSNC:DC<QD;E" ;<" D<=D>NC<>;9EC" N;:Q" JL" QRCD:" JIC:;EE" T;:OCQD<P" >Q:;QCPFU" #RC" 9:;<=" D>" <JB" 9;MO" J<" JA:" :;=;:" BDQR" QRC" eQR" C=DQDJ<" JL" DQ>" :JMO" TA>DM" K" 9DOD<P" N:JNC:QF" _" b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cJFU"%Q"PJC>"9CFJ<="c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cJFU""1C[EE" cATN";Q";<F"JNNJ:QA<DQF"J:":C;>J<"QJ":D=C"_"J<";"EJM;E0":CPDJ<;E0"<;QDJ<;E";<=" CIC<"D<QC:<;QDJ<;E">M;ECU""1C";E>J"ECIC:;PC"QRC"=DPDQ;E"TC=DAT0"EC="9F">JMD;E" TC=D;" ;>" DQ" RCEN>" A>" >Q;F" MJ<<CMQC=" BDQR" JA:" ;A=DC<MC0" A<=C:>Q;<=" QRCD:" ;>ND:;QDJ<>0"LCC=9;MO";<="RCEN"A>"9ADE="N:J=AMQ>"BRDMR";:C":CECI;<Q"LJ:"QRC" MJ<>ATC:>U

93D*-@?$&'34*?)&@)'43%*H/$&*(C"*#/)3.*%()#A"*'3*(C"*D")/*)C").E #RD>"QDTC"JL"QRC"FC;:0"BC";:C"PC;:D<P"AN"QJ"E;A<MR"JA:";EEG<CB";<="CSMDQD<P" 4J=CE"FC;:"ED<CGAN"D<"%<=D;";EJ<P"BDQR"QRC"NJBC:LAE"4DEB;AOCC"'DPRQG'<PD<C0" <D<QR"D<"QRC"ED<C;PC"JL"QRC"DMJ<DM"@DP"#BD<"C<PD<C>U

/#0-&!1&2( @A=BCD>C:0" ;<" .TC:DM;<G>QFEC" 9CC:" L:JT" QRC" RJA>C" JL" .<RCA>C:_@A>MR" InBev is a significant player in the 9CC:" MJ<>ATNQDJ<" T;:OCQ" D<" %<=D;U" #RC"DMJ<DM"9:;<="R;>"LA:QRC:"CECI;QC=" DQ>" P;TC" JBD<P" QJ" DQ[>" ;PP:C>>DIC" ;<=" ID9:;<Q" T;:OCQD<P" >Q:;QCPF" QR;Q" D>" E;:PCEF" :C>NJ<>D9EC" LJ:" >R;ND<P" QRC" CECMQ:J<DM" TA>DM" MAEQA:C" D<" QRC" MJA<Q:FU

Q'3""(*1C)/&)

#RC"9:;<="R;>":CMC<QEF"E;A<MRC="DQ>"b.EB;F>"@:CBD<P["M;TN;DP<"D<"QRC"%<=D;<" T;:OCQ";<="D>";E>J"9:D<PD<P"QRC"f<="E;:PC>Q"CECMQ:J<DM"TA>DM"LC>QDI;E"D<"QRC" BJ:E=0" 'ECMQ:DM" H;D>F" );:<DI;E" QJ" %<=D;U" %<" ;<" CSMEA>DIC" MJ<IC:>;QDJ<" BDQR" Q'3""(* 1C)/&)0*9%%$?')("* +)/5"('34* !'/"?($/0*9M* :3M"I* :3.')0* BC" Q;OC" ;"=CCN"=DIC"D<QJ"QRC"9:;<=[>"T;:OCQD<P">Q:;QCPF";<="DQ>";>>JMD;QDJ<"BDQR"QRC" ANMJTD<P"'ECMQ:DM"H;D>F");:<DI;E"%<=D;U"" FC)(*'%*(C"*&)/5"('34*%(/)("4D*$H*M-.<"'%"/*'3*:3.')*)3.*<C)(*)/"*(C"* &)/5"('34*&".'-&%*D$-*-%"E @A=BCD>C:"L:JT"QRC"E;>Q"^8a"FC;:>"D>"O<JB<"QJ">CQ"Q:C<=>"PEJ9;EEFU"1C"R;IC" NE;FC=";<"D<QCP:;E":JEC"D<">R;ND<P"QRC"TA>DM"MAEQA:C";<="C>NCMD;EEF"CECMQ:J<DM" TA>DM" MAEQA:C" BRDMR" R;>" Q;OC<" QRC" BJ:E=" 9F" >QJ:TU" 1C" ;:C" MJTTDQQC=" QJ" D<MA9;QD<P"QRD>"CECMQ:J<DM"TA>DM"MAEQA:C"D<"%<=D;""9F"<JQ"J<EF"9:D<PD<P"<CIC:G 9CLJ:CG>CC<" PEJ9;E" TA>DM" N:JNC:QDC>" EDOC" &C<>;QDJ<0"#JTJ::JBE;<=0" 'H)" QJ" %<=D;" 9AQ" ;E>J" MA:;QD<P" TAEQDNEC" RJTCP:JB<" TA>DM" NE;QLJ:T>" " EDOC" 4.H'" &Q;PC0"4.H'"&C>>DJ<>";<="QRC":CMC<QEF"E;A<MRC="1R;Q[>"@:CBD<P";>";"N;:Q"JL" QRC"b.EB;F>"@:CBD<P["M;TN;DP<"D<"%<=D;U b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b.EB;F>"@:CBD<P["M;TN;DP<" A<=C:" BRDMR" BC" 9:JAPRQ" =JB<" b1R;Q[>" @:CBD<P[0" JA:" PEJ9;E" N:JNC:QF" LJ:" QRC" ^>Q" QDTC" QJ" %<=D;U" 1R;Q[>" @:CBD<P" QJJO" NE;MC" D<" !CB" HCERD" J<" \aQR" &CNQCT9C:";Q"$;AY"5R;>"&JMD;E";<=">RJBM;>C=";"<CIC:G9CLJ:CG>CC<"TDS"JL"^^" JAQ>Q;<=D<P"NC:LJ:T;<MC>";<="CSNC:DC<MC>"A<=C:"J<C":JJLU" "#RC"ED<CGAN"LC;QA:C=">JTC"JL"QRC"9DPPC>Q"<;TC>"D<"QRC"CECMQ:J<DM"TA>DM">N;MC" EDOC"@*3#0".<A>RO;"g".PC<Q0"2:JP:C>>DIC"@:JQRC:>0"2;:;NRJ<DO>0"-:;TCd-:;TC0" &%)5-*%20" " h;C=C<" ;<=" 5C:;<J" BRJ" NC:LJ:TC=" >DTAEQ;<CJA>EF" " J<" QR:CC" =DLLC:C<Q">Q;PC>"<;TCEF"#$'"+!H'/6/3+!H0"#$'"6$'##30";<="#$'")*+@U"" Inspired by an underground techno scene in Berlin; the first stage- THE +!H'/6/3+!H" LC;QA:C=" CECMQ:J<DM" TA>DM" BDQR" TD<DT;ED>Q" QCMR<J" ;<="

)*+$,-$("!".$/$,-$("0123&&)/0)"+)$*+#1&'#"()*+$,

ExM Catch-Up with PUMA Budweiser HD & IDBI.indd 3

-2

07/12/16 4:52 PM

!"#$%&'#"()*+$,&!"#$%&'($ >NEC<=D="NC:LJ:T;<MC>"9F"2;:;NRJ<DO>0"-/.4'd-/.4'0";<="@*3#U"#RC"f<=" >Q;PCG" #$'" 6$'##3" N:C>C<QC=" QRC" !CB" 7J:O" >QFEC" JL" $DN" $JN" TA>DM" ;<=" R;=" NC:LJ:T;<MC>" 9F".<A>ROR;" g".PC<Q" ;<=" &%)5-*%2U"#RC" E;>Q" >Q;PCG"#$'" )*+@" QJJO" DQ>" D<>ND:;QDJ<" L:JT" .T>QC:=;T" >QFEC" MEA9>" ;<=" >;B" ;:QD>Q>" EDOC" 2:JP:C>>DIC"@:JQRC:>0"h;C=C<0";<="5C:;<J">ND<"QRCD:"Q;OC"J<"'ECMQ:J<DM"$JA>C" TA>DMU

MA>QJTC:>"QJ"9C"ID>D9EC0";<="QR;Q"D>"RJB";"9:;<="PCQ>"DTN:D<QC="D<"QRC"TD<=>" JL"QRC"MA>QJTC:"QJ"9C";9EC"QJ"T;OC";<"DTN;MQ"D<"QRC"EJ<PG:A<U"#R:JAPR"QRC" %H@%" -C=C:;E" *DLC" %<>A:;<MC" !CB" HCERD" 4;:;QRJ<0" QRC" D=C;" ;EB;F>" B;>" QJ" 9C";>>JMD;QC="BDQR";">NJ:QD<P"CIC<Q"QR;Q"D>"BCEE"J:P;<DYC=";<="C<;9EC>"QRC" N;:QDMDN;<Q" QJ" C<cJF" DQ" QRJ:JAPREFU" #R;<OLAEEF0" BC" ;:C" ;9EC" QJ" ;MRDCIC" QRC" objectives from the first year itself.

%<";==DQDJ<"QJ"QRD>0"BC";E>J"RJ>QC=";">NCMD;E"MJ<QC>Q"J<">JMD;E"TC=D;"BRC:C" 9A==D<P"CECMQ:J<DM"TA>DM";:QD>Q>"PJQ";"MR;<MC"QJ"JNC<"LJ:"QRC"RC;=ED<C:>"JL"QRD>" CIC<QU".:QD>Q>"R;="QJ"N;:QDMDN;QC"9F"ANEJ;=D<P";"\aGTD<AQC">CQ"J<"&JA<=MEJA=" ;<="QRC"RC;=ED<D<P";MQ>"QRCT>CEIC>"R;<=NDMOC="QRC"BD<<C:>"L:JT"QRC"C<Q:DC>U

:3%-/)3?"* '%* )* %-#,"?(* (C)(* 3"".%* )* 3)('$3<'."* )<)5"3'34* )3.* D$-/* &)/)(C$3%*)/"*/"%(/'?(".*($*$3AD*H$-/0*K'"/6W*?'('"%2*;$<*.$*D$-*@A)3*($* &)/5"(*'3($*(C"*K'"/6X*)3.*K'"/6Y*?'('"%E .EJ<P" BDQR" QRC" T;D<" CIC<Q" JL" QRC" T;:;QRJ<0" BR;Q" BC" ;E>J" =J" QR:JAPR" QRC" J:P;<DYC:>" JL" QRC" T;:;QRJ<" i!'@" &NJ:Q>j" D>0" J:P;<DYC" TAEQDNEC" 2:JTJ" ;<=" #:;D<D<P":A<>"BRDMR";"EJQ"JL"NCJNEC";QQC<=U

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liberating musical extravaganza for our audience, we are bringing for the first QDTC"CIC:"D<"%<=D;G"'ECMQ:DM"H;D>F");:<DI;E"BRDMR"D>"QRC"f<="E;:PC>Q"CECMQ:J<DM" music festival in the world after Tomorrowland. We are confident that EDC will >CQ";"IC:F"RDPR"9C<MRT;:O"D<"%<=D;[>"CECMQ:J<DM"TA>DM"LC>QDI;E">MC<CU""" FC)(*5'3.*$H*"G@"/'"3?"%*<'AA*M-.<"'%"/*#"*?-/)('34*$364/$-3.*)(*(C"* R!S*:3.')E Our fans are definitely in for a huge surprise in EDC. Every consumer touch NJD<Q" R;>" 9CC<" M;:CLAEEF" M:;LQC=" >J" QR;Q" JA:" ;A=DC<MC" D>" MJTNECQCEF" 9EJB<" ;B;F"9F"QRC"CSNC:DC<MC"JLLC:C="QJ"QRCTU"%"M;<";>>A:C"FJA":DPRQ"L:JT"QRC"C<Q:F" QJ"QRC"T;TTJQR">Q;PC>0";EE"QRC"%<QC:<;QDJ<;E";<="%<=D;<"NC:LJ:T;<MC>";Q"'H)" will leave the audience wanting for more. EDC is definitely going to be an CSNC:DC<MC"QR;Q"BDEE"M:C;QC"TCTJ:DC>"LJ:";"EDLCQDTCU"" FC)(*)/"*(C"*-@?$&'34*?)&@)'43%*(C)(*$3"*?)3*"G@"?(*H/$&*M-.<"'%"/* '3*(C"*D")/*)C").E 1C";:C"RDPREF"MJTTDQQC="QJ"JA:"M;A>C"JL">R;ND<P"CECMQ:J<DM"TA>DM"MAEQA:C"D<" %<=D;";<="TJ>Q"JL"JA:";MQDIDQDC>"BDEE"9C";EDP<C="QJ"QRD>"M;A>CU"3A:"C<=C;IJ:>" in this field have started in the right direction and there is lots more to come D<"QRC"MJTD<P"TJ<QR>U"&Q;F"QA<C="QJ"JA:">JMD;E"TC=D;"MR;<<CE>"QJ"O<JB"TJ:C" ;9JAQ"QRC";T;YD<P"CSNC:DC<MC>"QR;Q"@A=BCD>C:"R;>"QJ"JLLC:U

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arthik Raman, Chief Marketing Officer )3.*;").*6*1(/)("4D*T*7/$.-?(%*)(*:!M:*U"."/)A*L'H"*:3%-/)3?"0"BC";Q"'S4" Q;OC";"=CCN"=DIC"D<QJ"QRC"9:;<=[>"N>FMRC0"DQ>"ANMJTD<P"M;TN;DP<>";<="TJ:CU""

#RC>C" N:JTJ" :A<>" ;:C" J:P;<DYC=" D<" <JQ" QRC" MDQF" BRC:C" QRC" T;D<" T;:;QRJ<" CIC<Q"D>">E;QC="QJ"9C"RCE="9AQ"D<"QRC"<CDPR9J:D<P"J<C>">A::JA<=D<P"DQU"#RC:C9F0" BC";:C">EJBEF"9AQ">A:CEF"TJID<P"JAQ"JL"QRC"MDQF"QJ"Q;EO"QJ"MA>QJTC:>";9JAQ"QRC" D>>AC"JL"EDLC"D<>A:;<MC";<="EC;IC";"9:;<="DTN:C>>DJ<"D<"QRCD:"TD<=>U Last year we had around 10,000 runners for the first edition of the marathon ;<="QRD>"FC;:"BC";:C"CSNCMQD<P";<FQRD<P"ANB;:=>"^k0aaa":A<<C:>U .E>J0"D<"QRC"TJ<QR>"JL"!JICT9C:";<="HCMCT9C:0"BC"BDEE"9C":C;MRD<P"JAQ"QJ" NCJNEC"D<"QRC>C"T;:OCQ>"QR:JAPR"Q:;=DQDJ<;E"TC=DAT"JL";=IC:QD>D<PG"JAQ=JJ:0" :;=DJ0" @#*" K" JQRC:>U" .==DQDJ<;EEF0" BC" BDEE" ;E>J" 9C" MJTD<P" AN" BDQR" ;" E;:PC" TAEQDTC=D;"M;TN;DP<";<="QR;Q"BDEE"9C";DTC=";Q"QDC:"f";<="QDC:"\"MDQDC>U 1C";E>J"=J";"EJQ"JL"MA>QJTC:"TCCQ>"QR:JAPR"JA:"N;:Q<C:>"%H@%";<="-C=C:;E" bank who have a firm grip on the rural market. :!M:*U"."/)A*L'H"*:3%-/)3?"*C)%*()5"3*)3*-3?$3I"3('$3)A*/$-("*$H*&)'3AD* &)/5"('34*'(%"AH*(C/$-4C*%@$/(%*)%%$?')('$3%*)3.*"I"3(*'3'(')('I"%*I"/%-%* other insurance agencies that still thrive on ATL. Any specific reasons for (C"*%)&"E %L"BC"EJJO";Q"QRC"C<QD:C"RD>QJ:F"JL"EDLC"D<>A:;<MC"D<"%<=D;"BC"BDEE">CC"QR;Q"E;:PCEF" NCJNEC" ;:C" >JE=" D<>A:;<MC" 9F" LJMA>D<P" J<" QRC" LC;:" JL" =C;QRU" $JBCIC:0" QRC" :C;EDQF"D>"QR;Q"EDLC"D<>A:;<MC"D>"<JQ";9JAQ"LC;:0"DQ"D>";9JAQ"MJ<QD<PC<MF"NE;<<D<P" ;P;D<>Q";">DQA;QDJ<"QR;Q"M;<"RDQ";<FQDTCU"*DLC"D<>A:;<MC"D>";9JAQ"EDID<P"FJA:"EDLC" L:CCEF";>"FJA"O<JB"QRC:C"D>";"9;MOANU"#RD>"D>"BR;Q"BC";:C"Q:FD<P"QJ"N:JTJQC" QR:JAPR"JA:"9:;<="D<DQD;QDIC>U 93D*$(C"/*-@?$&'34*"I"3(%*(C)(*<"*?)3*"G@"?(*H/$&*(C"*:!M:*U"."/)A* L'H"*:3%-/)3?"*%()#A"E 1C"OCCN"J<";>>JMD;QD<P";<=">NJ<>J:D<P"CIC<Q>"QR;Q":C>J<;QC"BDQR"JA:"9:;<=" QR:JAPRJAQ"QRC"FC;:U".>";<"J:P;<DY;QDJ<0"BC";:C";E>J"D<QJ"N:JTJQD<P"Q;EC<Q" L:JT" QRC" P:;>>" :JJQ" ECICE" DQ>CELU"1C" MA::C<QEF" R;IC" QBJ" 9JBED<P" ;M;=CTDC>0" J<C"D>";>>JMD;QC="BDQR"QRC"5;:<;Q;O;"):DMOCQ".>>JMD;QDJ<";<="QRC"JQRC:"BDQR" 5C:CE;"):DMOCQ".>>JMD;QDJ<U"WCLL"#RJTN>J<0"QRC".A>Q:;ED;<"9JBED<P"ECPC<="D>" QRC"MJ;MR";Q"9JQR"QRC>C";M;=CTDC>";<="BC"B;<Q"QJ"A<C;:QR"TJ:C"9JBED<P" Q;EC<Q"L:JT"QRCTU #RC:C";:C";E>J"T;<F"JQRC:"N:JNC:QDC>"QR;Q"BC";:C"D<"QRC"N:JMC>>"JL"E;A<MRD<P" >JJ<U".<<JA<MCTC<Q>"BDEE"9C"T;=C";>">JJ<";>"BC"D<O"QRCTU .E>J0"E;>Q"FC;:"L:JT".APG&CNQCT9C:"BC";PP:C>>DICEF"N:JTJQC="JA:"MRDE="NE;<>" QR:JAPR";"ID:;E"TAEQDTC=D;"M;TN;DP<U"#RD>"FC;:";E>J"BC";:C"D<"QRC"N:JMC>>"JL" E;A<MRD<P";">DTDE;:"M;TN;DP<"QR;Q"BDEE"C<P;PC"JA:";A=DC<MC>U

KC'%*<'AA*#"*(C"*%"?$3.*".'('$3*$H*(C"*:!M:*U"."/)A*L'H"*:3%-/)3?"*V"<* !"AC'*+)/)(C$32*FC"3*.'.*D$-*."?'."*($*&)5"*(C"*&)/)(C$3*)*D")/AD* %@$/(%6#)%".*"I"3(*:7E 1RC<" BC" PJQ" D<QJ" QRC" ;::;<PCTC<Q" E;>Q" FC;:" LJ:" QRC" !CB" HCERD" 4;:;QRJ<0" BC" BC:C" IC:F" MEC;:" QR;Q" <J" 9:;<=" M;<" M:C;QC" ;<" DTN:C>>DJ<" BDQR" cA>Q" J<C" >Q;<=;EJ<C" CIC<QU" 7JA" R;IC" QJ" 9C" MJ<>Q;<QEF" N:C>C<Q" D<" QRC" TD<=>" JL" QRC" -. -3

!"#$"%&"'()(*+$*&"'(,-./&&)/0)"+)$*+#1&'#"()*+$, )*+$,-$("!".$/$,-$("0123&&)/0)"+)$*+#1&'#"()*+$,

ExM Catch-Up with PUMA Budweiser HD & IDBI.indd 4

07/12/16 4:52 PM

BRAND MARKETING / PHOTO FEATURE

Sephora Launch by Toast at Infiniti Mall Sees Bipasha Basu, Esha Gupta and Disha Patani Present Sephora from the Arvind Beauty Brands Retail Pvt. Ltd. opened the doors to its second store in Mumbai on October 15 and Toast was yet again brought on board to execute the launch of the largest store under the brand’s kitty. The stunningly gorgeous Bipasha Basu, Esha Gupta and Disha Patani did a walkthrough of the store with the brand head Vivek Bali, and showcased the 3 iconic Sephora looks of the season. Sephora also hosted an exclusive shopping preview, make-up experiential and VIP Party for select guests. Pummi Khanchandani, Lead Client Servicing, Toast Events: “This is our 5th Sephora Launch and 2nd one in Mumbai and we are extremely excited to be working with the Sephora team yet again. Owing to the location of the new store the approach of the launch was very different. We decided to target celebrities from the TV space who will not only be popular faces but also the ones who’d shop from the brand.”

Pummi Khanchandani Lead Client Servicing, Toast Events

SEPTEMBER // DECEMBER NOVEMBER OCTOBER 2016 2016 EXPERIENTIAL EXPERIENTIALMARKETING MARKETING

PF Brand Marketing Sephora.indd 2

08/12/16 9:18 AM

BRANDBRAND MARKETING MARKETING / PHOTO / IN FEATURE FOCUS

DESIGNERS, MUSICIANS AND STARS COME TOGETHER FOR BLENDERS PRIDE FASHION TOUR Scaling up the style experience in one of India’s premier fashion tours and creating a fashion extravaganza that establishes the definitive style experience, Blenders Pride Fashion Tour 2016 this year marinates in the many refractions of style. The tour is being conceptualized, produced and executed by Salt Experiences & Management, with the first leg of the event having taken place on October 22 at N Convention, Trident Hyderabad. Attended by 500600 people, the event showcased top-notch designers, musicians and glamourous stars and included Grain Ft. Apeksha Dandekar, Komorebi, Curtain Blue, Rahul Khanna, Amit Agarwal & Rohit Gandhi to name a few. Sonakshi Sinha was also a part of the style labyrinth as she walked for Rohit Gandhi and Rahul Khanna.

Sumit Chandhoke, CEO Salt Experiences and Management

Sumit Chandhoke, CEO, Salt Experiences and Management said, “Blenders Pride Fashion Tour is one of the projects, which is very close to our hearts. Every year we aim to bring out unique style propositions that become the new definition for the ultimate style experience. This year BPFT aims to delve deeper into the multiple hues of style and explore how its various manifestations transform the ordinary into the flamboyant.”

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

PF-Blenders Pride Fashion Tour.indd 3

08/12/16 9:17 AM

50 years of Haryana 2016 Image Courtesy : Encompass

50 years of Punjab 2016 Image Courtesy : Wizcraft

F-27/5, Okhla Industrial Area, Phase-2, New Delhi-110020, website : www.mssworld.com E-mail : info@mssworld.com, davinder@mssworld.com, pratik@mssworld.com

Brics Summit Goa 2016

Image Courtesy : Encompass & Wizcraft

Global Rajasthan Agritech Meet 2016 Image Courtesy : FICCI

Global Investors Summit Indore 2016 Image Courtesy : Encompass

EXPERIENCE | INNOVATION | VALUE | DEPENDABILITY | CONSISTENCY

BRIEFS

MICE

Distant Frontiers Wins SITE Crystal Award for Incentive Program in Jodhpur Destination Management Company Distant Frontiers, a fully-owned subsidiary of Thomas Cook India Limited, received the 2016 SITE Crystal Award for ‘Best Destination-Based Experiential Incentive Travel Program’. The award ceremony was held on November 6 during the SITE Global Conference in Panama City, Panama. “We are honoured and delighted to receive this recognition of excellence for an experiential incentive program from our peers in the Incentive Travel community, especially since it is our very first shot at the award,” said Dipak Deva, Managing Director, Distant Frontiers.

Dipak Deva Managing Director

Distant Frontiers

Ultratech Applauds Stockists of Odisha and Chattisgarh with Encompass Geometry Global Encompass managed the Ultratech East B ADC 2016, Spundan that took place from November 2 to 6 at the Jaypee Palace Hotel, Agra. The event saw dealers and their families (approx. 1100 people) from Odisha and Chattisgarh attend in 2 groups. The theme was inspired by the concept of a pulse beat translated as ‘Spundan’.

Rohan Patil Client Servicing Director

Rohan Patil – Client Servicing Director, Geometry Global Encompass said, “It’s always a pleasure partnering with the UltraTech team. Working together was the key. Teams from both sides put in a fabulous effort to make this event possible.”

Geometry Global Encompass

9th Edition of National Skill Olympics for Dealer Technicians by Hyundai Motor India Concludes Hyundai Motor India Limited (HMIL) concluded their 9th National Skill Olympics fest recently at their manufacturing plant in Sriperumbudur near Chennai. This inter-dealership competition identified skill and honoured the best talents amongst dealer technicians nation-wide. YK Koo, MD & CEO, Hyundai Motor India Ltd. said, “Excellent service forms an integral part of the entire product experience in delighting the customers. We motivate our technicians by giving them global exposure and learning and ensure their skills are sharpened to meet Global Hyundai Excellence Standards.”

YK Koo MD & CEO

Hyundai Motor India Ltd.

Motorsport Fraternity Celebrate at the JK Tyre FMSCI National Racing Championship Award Ceremony On November 20, the 19th JK Tyre FMSCI National Racing Championship Award Ceremony took place at Holiday Inn New Delhi Mayur Vihar. More than 200 people from the motorsport fraternity along with Page 3 personalities came together to celebrate the culmination of the season. The event was executed by Brandwidth Events. Shashank Gupta Chief Dreamer and Nurturer

Brandwidth Events

48 54

Briefs-MICE.indd 2

“Yes, there were challenges, but we had fun while overcoming each and every one of them. Over all, the team was overwhelmed as the client was happy and satisfied with our work”, remarked Shashank Gupta, Chief Dreamer and Nurturer, Brandwidth Events.

SEPTEMBER // DECEMBER NOVEMBER OCTOBER 2016 2016 EXPERIENTIAL EXPERIENTIALMARKETING MARKETING

07/12/16 4:31 PM

BRIEFS

MICE

The Times of India — Global Sports Business Show to Take Place in December The Times of India – Global Sports Business Show is set to take place from December 21 to 23 at the Bombay Exhibition Center, Mumbai. The property is a unique attempt to bring together top corporates, leading stakeholders, wholesalers and retailers, policy makers, sports leagues, sports management companies and everybody who is a part of the sports business value chain, under one roof to help India realize the dream of becoming a truly international sporting nation with world class infrastructure.

Eblitz Creations Manages The World Startup Expo for Cocoon Ventures in Bengaluru The World Startup Expo took place from November 21 to 23, 2016 at Bangalore International Exhibition Center (BIEC) Bengaluru and featured a 3-day exhibition, a 2-day conference session, an awards evening and a hackathon, all of which was managed on-ground by Eblitz creations.

Mirza L Baig

Director & Co-Founder of Eblitz Creations India Pvt Ltd - Mirza L Baig commented, “Bangalore as a city lends itself to the B2B space & the belief in the millennials is never ending. Such platforms create opportunities for newer ideas & eventually it’s the consumers who leverage the benefit in the long run.”

Director & Co-Founder

Eblitz Creations India Pvt Ltd

FICCI and UNISDR Conduct Conference on Disaster Risk Reduction at Shangri-La, Delhi FICCI and UNISDR conducted the ‘First Private Sector Conference: GLOBAL UNITED FUND Business Investment Opportunities’ on November 2 at the Shangri-La, New Delhi. The conference was held to focus on the setting up of a Global United Fund to bring the Government and Private Sector together for Business Sustainability through Disaster Risk Reduction. A Didar Singh, Secretary General, FICCI said, “Organized by FICCI, along with UNISDR, ARISE and NIDM, the first Private Sector conference being held on sidelines of AMCDRR conference with focus on private sector involvement sets out to create a concrete roadmap for implementing resilience-building measures.”

A Didar Singh Secretary General, FICCI

Showtime Bags Mandate to Design India Pavilion at Climate Change Summit ’16 in Marrakech It was last year in November, when the Showtime Group delivered a stunning production for the India Pavilion at the CoP21 Summit in Paris. Showtime Group once again won the tender to recreate its magic at the COP22 Summit which took place in Marrakech from November 7 to 14. Commenting on the win prior to the event, Michael Menezes, Chairman, Showtime Group said, “It’s heartening to see great work getting the recognition it deserves. With the India Pavilion at CoP21, we had set a global benchmark and we hope to raise the bar this time around, too.” Michael Menezes Chairman, Showtime Group

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

Briefs-MICE.indd 3

07/12/16 4:31 PM

M.I.C.E POWERED BY

IN FOCUS

MALTA EVENT

THE HIGH COMMISSION OF MALTA ORGANIZES A GALA SOIREE IN DELHI FOR EVENT PLANNERS By Shantanu Jain

HE HIGH COMMISSIONER OF MALTA, HIS EXCELLENCY Stephen Borg recently hosted a gala soiree at his residence in New Delhi on October 13, 2016, for top event and MICE planners across the country. The event served as a unique opportunity for event planners to network and discover what the celestial Maltese Islands have in store for conference producers, and wedding & MICE planners over a fine Maltese wine tasting experience. Speaking about the event, H.E Stephen Borg said, “The Maltese wine tasting event on October 13, 2016 at the High Commission in New Delhi was a wonderful opportunity to meet and work together with Indian specialized destination and wedding agencies to help the discerning Indian traveler discover those exceptional qualities which make Malta a truly unique jewel in the Mediterranean.” The gathering was a high-profile event that witnessed over 80 Corporate, MICE and Wedding planners from across the country. The evening was spearheaded by BlueMarble Destination Services that manage Malta as a premier event & wedding destination and Malta Tourism Authority, while TMF Dialogue Marketing, EVENTFAQS Media, YS Design Studio and Fork ‘N’ Spoon Catering were the partners for the event, Sanchalli Arora was the emcee for the evening. Clive Perry, Director, BlueMarble Destination Services remarked, “The event gave us an opportunity to inform our Indian clients that we would be happy to partner them to meetings or destination pitches to enable a higher success in getting the business.” Jaideep Venugupal, Director, BlueMarble Destination Services added, “The event organized at the High Commission of Malta not only gave us an opportunity to meet new B2B clients but also insights into their B2C client MICE & Weddings spends and trends”

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

IF-MICE Malta Event.indd 2

08/12/16 8:49 AM

M.I.C.E POWERED BY

Clive Perry, Director BlueMarble Destination Services

BRAND MARKETING / IN FOCUS

His Excellency Stephen Borg The High Commissioner of Malta

Jaideep Venugupal, Director BlueMarble Destination Services

Milind Acharya

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

IF-MICE Malta Event.indd 3

08/12/16 8:49 AM

M.I.C.E POWERED BY

EYOND MOBILITY 2016, THE 2ND EDITION OF THIS press meet by Bosch was held on October 24 at a factory shed in Bosch’s Adugodi campus in Bangalore. A world leader when it comes to products related to mobility, Bosch’ business spreads over a large number of specialties. In 2014, Bosch started conducting a press meet in a conference & exhibition style format that was very successful and helped Bosch position its other businesses to media and business associates as well.

IN FOCUS

BEYOND MOBILITY 2016

FACTORY SHED MAKES FOR AN IMPRESSIVE VENUE AT BOSCH’ BEYOND MOBILITY 2016

Executed by Cream Events, the event was planned so that Bosch would have the opportunity to engage with its different stakeholders uniquely over the course of the day. The Press attended from 12:30 PM to 4:30 PM and the event started off with a lunch, while the B2B audience was addressed in the evening from 6:30 PM to 10:00 PM in an event that concluded with dinner. “Bosch is a brand that has made innovation its mainstay. Even with this event the client allowed us to design the stage, exhibition area and presentations innovatively. This event was envisioned in a joint brainstorm with the brand custodians,” remarked Harsha Khorana, Creative Director, Cream Events.

Setup

The entire event setup was created at the factory shed in a way that each of the 8 Business Units that Bosch wanted to shed light on had equal coverage and focus on-ground. A graphic motif was created by Bosch’s creative agency and Cream incorporated that into the event design. As soon as the audience entered, they encountered 8 flags on the walkway, each one putting the spotlight on company’s different units: Mining, Construction, Packaging, Security, Energy, Smart Cities, Home Appliances & Software. In the pre-function area leading up to the main event area, the agency showcased a future city/world highlighting the benefits that can be gained by integrating Bosch services and product offerings. The main event area had two section. One was an exhibition zone that had a model of a Bosch Smart City as the center with 8 units represented with a stall each. The graphic motif of a paved road connected the Smart City installation to each of the stalls. Bosch’s innovative spirit & advanced technology was also captured by creating experience points that are a reflection of the same. RFID-based event ID’s opened various doors and were used to collect feedback at each of the 8 stalls belonging to the business units. The highlight and focus for the whole event was the presentation made by various members of the Bosch leadership team for the media & their clients. A stage was created to position the LED screen above the presenters adding an X-factor to the presentations. The presentations too were smart presentations with embedded animation / videos & links. This event proves how spaces with completely different purposes can be effectively converted into event venues using the right kind of fabrication and by employing technology effectively.

IF-MICE Bosch.indd 2

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

08/12/16 8:48 AM

“Bosch is a brand that has made innovation its mainstay. Even with this event the client allowed us to design the stage, exhibition area and presentations innovatively. This event was envisioned in a joint brainstorm with the brand custodians.” Harsha Khorana

Creative Director, Cream Events

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

IF-MICE Bosch.indd 3

08/12/16 8:48 AM

M.I.C.E POWERED BY

IN FOCUS

2016 BRICS SUMMIT

The Stunning Spectacle that was the 8th Annual BRICS Summit in Goa By Shantanu Jain

HE 2016 BRICS SUMMIT WAS AN International Relations conference attended by the heads of the five member countries — Brazil, Russia, India, China and South Africa. The convention took place from 15th to 16th October 2016 at the Taj Exotica hotel in Benaulim, Goa, and since India currently holds the chair of BRICS, they were the hosts of the opulent extravaganza.

India’. Nakash Aziz, the singer of the song also performed on it live for the audiences.”

This was the 8th edition of the annual BRICS Summit and the first one in India since Narendra Modi took over as the Prime Minister of India in 2014. Hence, the brief for event planners was that the summit had to be bigger and better than ever before.

BRICS Conference at Taj Exotica Hotel

Geometry Global Encompass was roped in to manage the Summit in Goa which had two important events — the Opening & Closing Ceremonies of the BRICS U-17 Football tournament and the thought leadership conference which was the main agenda of the 8th annual BRICS Summit. In an exclusive conversation, we reached out custodians at Geometry Global Encompass Network to understand what went behind creating the spectacle that was the 8th BRICS Summit in Goa.

Opening & Closing Ceremony of the Football Tournament Rohit Tiwari, Client Servicing Director at Encompass reveals that the brief for the opening ceremony was to beautifully depict the cultural side of Goa, while for the closing ceremony it was to portray how the 5 elements of a human life — earth, water, fire, air, and space inspire a sportsman. He says, “To deliver on the brief for the opening ceremony we had integrated folk song & dance of Goa into the ceremony and one of its main highlights was the spectacular performances of 500 kids who came together to create a visual pageant.” He continues, “For the closing ceremony we had brought in over 600 artists from different parts of the country. Additionally, giant helium balloons were also integrated into the ceremony and these were used to display different kinds of sports. There was also 1 segment on different foods and a special song was written for the ceremony by Moti Khan called, ‘Khelo

Modern Stage Services managed the lighting while SOUND.COM was roped in to manage the audio requirements of both the ceremonies. Meroform India executed all the fabrication for the entire BRICS Summit Goa 2016.

Karan Madan, Client Servicing Director at Encompass shares that the biggest challenge of managing the 8th BRICS Conference was creating a world-class conferencing facility at Taj Goa, since the hotel is a resort and not a convention center. However, the agency took it upon themselves to serve the attendees of the conference an unparalleled experience. Karan says, “We imported an inflatable dome for the conference which was 24-30 meter in height and 60 ft. wide. The inspiration for this was derived from the BRICS logo itself, and hence from outside the dome looked like the BRICS logo with petals while it was a plenary from inside where the main conference was held.” Shedding more light on the challenges of working on the dome Karan added, “1100-1200 sand bags were used to balance the weight of the dome and an immersive 360-degree high resolution projection mapping was done to create stunning moments throughout the conference.” As a part of the BRICS Summit in Goa a special welcome dinner was also hosted for the 5 nations. Karan elucidates that Encompass had created complementary graphics with every course of the meal for the same. On being asked if Geometry Global Encompass had roped in another agency to manage the projection mapping on the dome, Karan clarifies that the entire projection mapping experience was managed by Encompass itself. He adds, “Every concept of the BRICS Summit in 2016 was developed in-house and Encompass had delivered the project on a turn-key basis.”

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

IF-BRICS Summit Goa.indd 2

07/12/16 5:12 PM

The Team Behind the Stunning Show (L-R) Rohit Tiwari, Mohib Jaffery, Jagrit Anand and Sukrit Singh

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

IF-BRICS Summit Goa.indd 3

07/12/16 5:13 PM

M.I.C.E POWERED BY

/ FEATURE

The 6 Most Memorable MICE Events of the Year Here’s a roundup of 6 MICE Events and Trips of the year gone by that absolutely stood out!

016 WAS A GREAT YEAR FOR MICE EVENTS AND TRIPS, AND SAW corporations and agencies break into new territory, exploring what the world and what India has to offer. Here we feature 6 events from these that were extremely memorable, whether it be for scale, itinerary, entertainment or concept. Many of the 6 agencies here have in the year done a number of fabulous MICE trips that completely awed their clients and their audience, and we’ve tried to pick only the most awesome ones.

1. High Profile Meet in Frankfurt Client: Undisclosed Agency: Platinum World Events Destination: Frankfurt When: (late 2015 to early 2016) No of Pax: 40

Farhan Ali

Why it Rocked! This stunning experience was crafted for company partners and the top management. A programme that was highly appreciated for its tailor-made décor and tech solutions, the highlight of the trip was the Awards and Gala Dinner. Farhan Ali, CEO, Moving Heads said, “As the client was looking at a very high experiential value in an European destination, our primary task was to make a good deal of research on the most happening cities with an event infrastructure permitting a grand and innovative style gala evening, as long as interesting and non-ordinary cityscape for an itinerary to remember. Post creating an exciting agenda and cost-efficient planning, we managed end-toend delivery including ground operations, hotel management and the event part itself.”

Sushil Shamlal Wadhwa

Why it Rocked! A leading Indian conglomerate held its meet at the award winning luxury hotel, Schlosshotel Kronberg, on the outskirts of Frankfurt. The meeting was preceded by an exclusive High Tea for the 40 visiting delegates. The renowned Schlosshotel High Tea is usually sold out for months, and is a musthave experience. Keeping up with the spirit of the season, Platinum also organised a postmeeting Christmas market for the guests. On the outdoor veranda of the hotel, canapés, cocktails, and the local specialty - hot Gluehwein, were served along with live piano music. An evening of ‘Musical Dinner Theatre’ followed, inside the historic Queen’s Room. Sushil Shamlal Wadhwa, Founder & CMD, Platinum World Group, was the host for the evening. He remarked, “I was quite impressed with Frankfurt as a MICE destination. It has got good hotels and event venues on offer. The nightlife and shopping opportunities are also pleasing. The flight connectivity is good as well.” The line-up of the evening’s performances was highlighted by Los Angeles based, actress, model, and singer, Talia Bentson. German Magic Grand Prix Award winner, Magician Alana impressed the audience with her unique performance. The guests were also charmed by a quick change act and the Ballerina juggler.

The gala dinner started with the emcee arriving on stage in a hot air balloon. Special effects in the form of a rain curtain and real fountains also brought an unusual touch. The Awards Ceremony and Gala Dinner featured multiple attractions like customized Bollywood fusion dance acts, famous living statue act – often described as the best pantomime act ever, and a UV act that was conceptualized around the client’s logo. Ali added, “The gala evening venue was a glamorous 40,000 sq. ft. ballroom with hydraulic stage facility allowing the imagination to run wild on the on stage movement ideas. 60 by 15 ft central LED (the largest LED screen in Europe) which was splitting into 4 parts was accompanied by 2 side 14 by 16 ft LED screens. The audience experienced perfect visual spectacle thanks to these and also additional 45 by 14 ft LED screens placed on the side walls of the ballroom.”

3. Dominos National FIDA Client: Dominos India Agency: Percept ICE Destination: Pattaya When: May 4 to 7, 2016 No of Pax: Around 1650

2. A 4-Day Amsterdam Experience Client: Bajaj Finserv Agency: Moving Heads Destination: Amsterdam When: March 2016 No of Pax: 400

Nazneen Karimi

Why it Rocked! Percept ICE conceptualized, managed and executed Dominos (India) National FIDA (Financial and Diagnostic Analysis) 2016. The convention with sales conference took place at Pattaya Exhibition & Convention Hall (PEACH), while the gala night was at Noong Nooch village, and the Beach Branding on Coral Island.

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

ExM MICE Feature.indd 2

07/12/16 5:04 PM

M.I.C.E POWERED BY The gala night at Noong Nooch village was an entertaining evening showcasing traditional Thai dance performances along with a grand finale performance by Amibili Menon followed by DJ Ricky. Nazneen Karimi, Chief Executive Officer, Percept ICE said, “It’s an honour to manage and execute the Dominos (India) National FIDA 2016 and we are happy that we could deliver on both the client and audience expectations on ground. The event was a lot of fun to execute and the team did a great job by innovating in the creative sphere. The client gave us the freedom and space to put forth our inputs and we really enjoyed working with them. Full credit goes to the Percept team for pulling off such a successful international event.”

4. Silken Nights in Udaipur Client: Berger Paints Agency: Straight Line Solutions Destination: Udaipur, Rajasthan When: August 6 to 8 No of Pax: 400+

/ FEATURE

of Moscow – which is described as ‘Red’ by locals. The whole theme and event flow was flawlessly handled by Team Corporate Events. The itinerary featured an excursion of Kremlin and a visit to the Armory Chambers, walks around the city, a tour of Red Square and St Basil’s Church, a visit to The Great Russian Circus, a cruise on Mockba River, and more sightseeing. On Corporate Events’ experience working with Reliance Life Insurance on this trip, Deepa Vaity, Senior Marketing Manager, Corporate Events said, “We had a wonderful experience, with laughter & fun throughout the trip and event. Both teams – Reliance & Corporate Events worked like one family. This was definitely one of our most memorable trips.” For the first Gala Dinner, the agency hired the Arbat Cultural Centre in Moscow, and in a very little time and with the support of its local partners, turned around the venue to suit its plans. Everything was ready well before time and it was a spectacular event. The Gala Night featured a mesmerizing LED dance act and a Cossack dance act, while Angela Rebello was the emcee. Mime and live statues were used in the pre-function area of the event, and enthralled the audience.

6. An Exquisite European Extravaganza

Debangshu Dasgupta

Why it Rocked! ‘Berger Silken Nights’ was organised to recognise the dedication and unconditional support of channel partners. The event took place at Radisson Blu, Udaipur. The celebration was a grand affair that kicked off on Day One with a Rajasthani-themed carnival. The carnival featured traditionally dressed fortune tellers, mehendi artists and a folk-dancing troupe. This was followed up with interactive engagement activities scripted by Straightline Solutions. The second evening witnessed a new product launch through interactive 3D projection. A gigantic 20,000 square-foot hangar was set up on the plush lawns of the hotel for the Awards night. The evening, which was hosted by Sophie Choudry, awarded the highest selling channel partners for their efforts. The evening peaked with a mesmerizing performance by Illuminati and culminated with an enchanting performance by Shankar Mahadevan. Debangshu Dasgupta, Director, Straight Line Solutions said, “We are glad and privileged to get this mandate for the third consecutive year. All the guest were overwhelmed with the hospitality and content of the program.”

5. An Incentive Trip to Moscow Client: Reliance Life Insurance Agency: Corporate Events Destination: Moscow When: September 23 to 27, 2016 No of Pax: 120

Client: Bajaj Electricals Agency: Fountainhead MKTG Destinations: Prague (Czech Republic), Munich (Germany) and Zurich (Switzerland) When: September 22 to 28 No of Pax: 300

Beena Koshy

Why it Rocked! This week-long incentive trip in Europe for 300 dealers of Bajaj Electricals featured conference sessions in the morning followed by felicitation award ceremonies interspersed with entertainment acts by world renowned Illusionist. It saw performances by singer Purva Mantri whereas the famous music composer and singer Shankar Mahadevan also put together a motivational story about his journey & milestones in Bollywood, along with his hit numbers. A customized, thematic dance act by German and Swiss women concluded the evenings. One of the key highlights of the itinerary was a visit to Oktoberfest, the world’s largest Volksfest (beer festival + travelling funfair). Beena Koshy, EVP and Head - Advertising, Digital & Branding, Bajaj Electricals, said “Lakshya, Bandhan & Bandhan Star are the Dealer Clubs comprising of our most valued business associates both in B2B and B2C businesses, and providing them an exquisite experience was crucial to us. Fountainhead MKTG gave us some great insights for engagement throughout the tour and the ideas resonated with the theme ‘Hum Shandaar’ all across.”

Deepa Vaity

Why it Rocked! With guests hosted at the Lotte Moscow, Reliance Life Insurance CEO Power Circle incentive trip featured local sight-seeing and fun activities, as well as two Gala Dinners. The event was conceptualized keeping in mind the beauty NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

ExM MICE Feature.indd 3

07/12/16 5:04 PM

BRIEFS

INDUSTRY WATCH

Impact Communications Bags Exclusive Advertising & Media Rights for Sonepur Mela Impact Communications bagged the exclusive advertising and media rights for Sonepur Mela 2016. Sonepur Mela is Asia largest commercial Mela that attracts over 5 million rural visitors in 30 days. The Department of Tourism, Govt of Bihar, awarded the rights to the agency after a two-stage multiagency bidding process. The mela began on November 12, 2016. “We are excited with this win and intend to create one of its kind consumer experience through our technology led interventions at Sonepur”- said Sanjay Kaul, CEO, Impact Communications talking about the festival.

Sanjay Kaul CEO, Impact Communications

Hyatt Regency Pune Appoints Pankaj Wadhwa as Director Sales & Marketing Hyatt Regency Pune has announced the appointment of Pankaj Wadhwa as Director Sales & Marketing. Pankaj brings with him a rich experience of over 16 years in the hospitality industry. Prior to joining the Hyatt Regency Pune, Pankaj was Director Sales & Marketing at Novotel Mumbai, Juhu Beach for a year.

Pankaj Wadhwa Director Sales & Marketing

As Director Sales & Marketing at Hyatt Regency Pune, Pankaj’s primary role will be to direct the function of Sales, Marketing, Catering and Events, providing strategic guidance to the team and the hotel. Apart from this, Pankaj will also be responsible for developing and managing the sales and operating budgets for the department, and overseeing the revenue and marketing of the rooms and banquets.

Hyatt Regency Pune

W Hotels Worldwide Brings Goa to Mumbai Fueling Anticipation of Upcoming Goa Property W Hotels Worldwide recently turned up the heat in Mumbai for an exclusive preview party in honour of the upcoming opening of W Goa, the brand’s 50th hotel, at the St Regis Mumbai. Over 300 local influencers, tastemakers and celebrities, including Bollywood actresses and fashionistas Jacqueline Fernandez and Radhika Apte attended. “From its fresh take on fashion and music to its electrifying nightlife, W Hotels is the perfect complement to Goa’s ever-colorful, fiercely independent spirit,” said Anthony Ingham, Global Brand Leader, W Hotels Worldwide.

Anthony Ingham Global Brand Leader

W Hotels Worldwide

Wizcraft MIME Launches Specialised Courses in Event Management Wizcraft MIME (Wizcraft Management Institute of Media and Entertainment) is an education initiative that has been launched with a perspective to train potential talent with requisite skills. The objective of the platform is to foster industry talent and provide an opportunity for robust education that creates a base of highly trained professionals for the event and media industry in India. Sabbas Joseph Director

Wizcraft International

Entertainment Pvt. Ltd.

48 64

Sabbas Joseph, Director, Wizcraft International Entertainment Pvt. Ltd. & Wizcraft MIME said, “There exists a lacune in the industry for a course that is rich in content and is accessible across the country. Wizcraft MIME is an earnest initiative that seeks to attract potential talent that is hidden in the corners of the country.”

SEPTEMBER // DECEMBER NOVEMBER OCTOBER 2016 2016 EXPERIENTIAL EXPERIENTIALMARKETING MARKETING

Briefs-Industry Watch.indd 2

10/12/16 4:33 PM

INDUSTRY BRAND WATCH MARKETING / EEMA/ ROUNDUP IN FOCUS

Highlights from EEMAX Global 2016, ‘WE CARE’ Initiative & Government-Industry Dialogues By: Shantanu Jain

The past few months have been witness to some tremendous new achievements and initiatives by Events and Entertainment Management Association (EEMA). Following the impressive EEMAX Global Conclave & Awards 2016, we cannot help but appreciate the association’s ‘We Care’ Initiative aimed at the serious cause of Women Empowerment. In this exclusive feature, we bring you highlights from all the latest developments from the event industry’s apex body in the country.

EEMAX Global Conclave & Awards 2016

Poonam Lal, VP, Gender Equality, EEMA

Sabbas Joseph, President, EEMA, Sushma Gaikwad, VP, EEMA West and Rajeev Jain, Treasurer, EEMA

Global Experiences at EEMAX Global Conclave & Awards 2016

‘WE CARE’ Launched by EEMA to Promote Gender Equality in the Workplace

EEMA Representation Highlights Event Industry Challenges and Suggests Policy Advocacy to the I&B Ministry

The EEMAX Global Conclave and Awards organized by the Event and Entertainment Management Association (EEMA), was held on October 17, and 18, 2016 in Mumbai at Sahara Star Hotel.

EEMAX Global 2016 also saw the launch of ‘WE CARE’- a planned initiative from EEMA aimed at promoting gender equality at the workplace. The WE CARE initiative is being driven by the objective to change the industry’s workplace culture, to make it more conducive for the women who comprise more than 40 per cent of the workforce.

The government of India and Federation of Indian Chambers of Commerce and Industry (FICCI) recently hosted a CEO’s Roundtable with M Venkaiah Naidu, Minister of Information & Broadcasting, Government of India on November 7, 2016, in New Delhi. The objective behind the roundtable was to discuss and deliberate on issues that affect the Media & Entertainment Industry and devise an action plan to meet their needs.

Post the EEMAX Global Conclave, the annual EEMAX Awards were given away at the event where metals were awarded in 30 categories. The awards tally at the conclave was led by E-Factor Entertainment that bagged a total of 7 metals, followed closely by Laqshya Live Experiences with 7 and Showtime Group & Aura Integrated that won 6 metals each.

The initiative was tabled during the Annual General Meeting, in the presence of the platinum members, heads of leading event and experiential agencies of the country. Under the WE CARE campaign, three key issues that found resonance among the respondents collated from a survey would be addressed and tackled. These issues include SAFE, Security Arrangements for Female Employees; SHH, Sexual Harassment Helpline and MOM, Mandatory Off for Moms. Poonam Lal, VP, Gender Equality, EEMA, is leading the initiative and said, “The core campaign evolves from the thought of letting women know that issues that affect them, matter to the industry; that they and their well-being matters, and that it is our responsibility to give them a safe, conducive environment to work in. We need to make the girls and women working here believe and know that WE CARE. “

Representation of the Indian events and experiential marketing industry was made by Sabbas Joseph, President, Events and Entertainment Management Association (EEMA) who was accompanied by Sushma Gaikwad, VP, EEMA West and Rajeev Jain, Treasurer, EEMA. Speaking on behalf of the EEMA Representation, Sabbas Joseph said, “The roundtable was a muchneeded step on the part of the I&B Ministry and as members of the media and entertainment Industry we welcome such initiatives by the government. We have put forward our views and suggested a way forward which will make amendments that will strongly benefit us. And the I&B Ministry has assured us of complete cooperation which is a good news for the events fraternity as whole.”

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

EEMA Roundup.indd 3

10/12/16 4:34 PM

INDUSTRY WATCH

CTOBER AND NOVEMBER HAVE been great months for the launch of event venues in India, with TranStadia being launched on October in Ahmedabad, while Smaaash Entertainment launched 18.99° Latitude early November. Here’s a detailed overview of what these 2 venues have to offer India’s ever-growing events and MICE industry.

TransStadia IN FOCUS

EVENT VENUES

India’s 2 Newest Event Venues TransStadia in Ahmedabad is a world-class, multi-purpose arena, while 18.99° Latitude, South Mumbai’s largest indoor premier convention centre.

TransStadia in Ahmedabad is a worldclass, multi-purpose arena that can be used for sports, entertainment as well as social events like weddings. The arena opened with the Kabaddi World Cup, grabbing the attention of India’s event industry with its superior infrastructure and a level of flexibility not seen at any other venue in India. In an exclusive conversation with EVENTFAQS, Udit Sheth, Founder and Managing Director of TransStadia Group of Companies takes us through the stadium, pointing what it has in store for the events industry. What are the highlights of the stadium and what facilities does it boast of? SE TransStadia Pvt. Ltd. is the custodian of the stadium TransStadia, which is an earthquake resistant structure that boasts of a FIFA standard natural turf and a seating capacity of 20,000. The stadium has a facility of 450 toilets including 6 toilets for the physically challenged, 28 elevators with modern interiors, and 3 temperature controlled swimming pools. The premises also include modern interiors with a green building concept as per IGBC guidelines. Globally renowned technologies have been utilized to construct TranStadia. Noteworthy amongst many is the patented ‘T-Box Technology’ that allows modular and retractable seating systems and the patented ‘StadiArena’ that enables conversion of a section of the stadium into an indoor arena. The latter can be utilized for at least 12 indoor sports, exhibitions, social functions, conventions and corporate events thereby offering a humongous opportunity to earn incremental revenues. TransStadia’s, ‘Members Only’ EKA Club houses 14 sports under its roof, creating an ideal location for budding talent to explore their innate skills and

“From a football stadium, which has a seating capacity of 20,000 to a one of its kind 40,000 sq. ft. pillar-less, air-conditioned indoor arena and stylish banquet halls, TransStadia has it all.” Udit Sheth

Founder and Managing Director

TransStadia Group of Companies

talent – a great initiative that is sure to revolutionize the science of sports in India. In addition to its numerous facilities, TransStadia also has a state-of-the-art Sports Rehabilitation Centre offering the maximum relief and medication to injured individuals. A remarkable initiative of the same is its state-ofthe-art mobile medical van with a team of specialised doctors who test and guide kids across the country, giving them insights to the different sports best suited for them. What is the overall space that is available at the stadium to event planners? An innovative and premier venue, TransStadia serves as a panacea for entertainment and leisure across industries like Sports, Wellness, Leisure, Hospitality, Education, Entertainment, Retail & more. It has a built-up area of 13.72 lac sq. ft. What gives TransStadia an edge over other sporting arenas of the country and how? The Arena by TransStadia provides a holistic experience for all Sporting and Entertainment events. From a football stadium, which has a seating capacity of 20,000 to a one of its kind 40,000 sq. ft. pillar-less, airconditioned indoor arena and stylish banquet halls, TransStadia has it all. We have designed the venue in a way to take care of all requirements for

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

IF-Industry Watch TransStadia.indd 2

10/12/16 4:36 PM

INDUSTRY WATCH

TranStadia

18.99° LATITUDE

both live as well as televised events. The Arena is also designed keeping all live broadcasting requirements in mind and has a 900-vehicle car parking space.

space, 100% power back-up and free high speed Wi-fi internet access. Its dedicated five High Speed Public Lifts and one powerful 12 Tonne Elevator service are one of the many prominent features of the hall.

TransStadia provides a one stop solution for sports and entertainment promoters. From event planning to office space, to F&B, Hospitality, etc. What are the approximate rental charges for the stadium? TransStadia doesn’t follow a rack rate card model. Working closely with the promoters of an event, we try and understand what the event is about and then give a costing based on requirements.

18.99° LATITUDE

Smaaash Entertainment Pvt. Ltd., a sports-centric immersive, interactive entertainment and gaming centre, launched 18.99° Latitude, South Mumbai’s largest indoor premier convention centre, marking Smaaash’s venture into new avenues. Located in the heart of Mumbai, 18.99 Latitude redefines celebration with absolute splendour. This spacious and pillar-less venue has an area of 20,000 square feet and the capacity to host up to 2,500 guests. The expansive space makes it suitable for corporate, social and entertainment events. From weddings, birthdays, product launches, training seminars and conferences, 18.99 Latitude is definitely a great option. Shripal Morakhia, Chief Imagination Officer, Smaaash said, “Built to complement every event and celebration, we are extremely delighted on the launch of 18.99° Latitude. As we believe in creating special and unforgettable memories, 18.99 Latitude promises to

“Built to complement every event and celebration, we are extremely delighted on the launch of 18.99° Latitude. 18.99 Latitude promises to provide an incomparable experience coupled with premium quality service.” Shripal Morakhia

Chief Imagination Officer, Smaaash

provide an incomparable experience coupled with premium quality service. We look forward to hosting all types of events at 18.99° Latitude!” One of the venue’s stakeholders is Sachin Tendulkar. The venue’s unique ability to convert into smaller sections makes it suitable for smaller events such as workshops, seminars and private parties. This multi-purpose hall can host all types of events with its capacity ranging from 15 to 2,500 pax. Offering flexible timings, 18.99 Latitude also flaunts advanced multimedia and communications technology.

The venue has an exclusive tie-up with Sheer Management for décor, while the multi-cuisine menu has been created by Trupti Caterers, Mumbai. With state of the art kitchens, the venue also has a separate Jain kitchen and provides Gujarati delicacies from their in-house brand Dadi Ma No Vaarso. These 2 launches are developments the event industry should celebrate as it is yet another step in the direction of establishing state-of-the-art venues for events in India. The dearth of venues in India is an issue everyone in India’s events industry as well as many outside the country have deplored, an issue that is to a great extent responsible for the fewer number of international entertainment acts in the country relative to others in the region like the UAE and even South-East Asia. And of course this imposes limitations imposed on our own events as well. Though, it does seem we are rising above this problem, one venue at a time.

Besides being acoustically well equipped with State-of-the-Art AV equipment for music shows and entertainment events, this spacious venue also boasts other distinctive features such as ample parking NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

IF-Industry Watch TransStadia.indd 3

10/12/16 4:36 PM

Have You Hit the Glass Ceiling? INDUSTRY WATCH / CUE CARDS

The Cue Cards is a series created to provide a few insights and to explore the possibilities of self-expression and career growth in order to experience fulﬁlment in life. So here is a set of cue cards that introduce concepts and enable us to navigate our way through circumstances and create our own destiny.

BY: SUSHMA GAIKWAD

OMETIMES WE REACH A POINT in our lives and our careers where we are either at crossroads or have hit a dead end. We seek to grow and are eager for that promotion. Sometimes, we also look for a change in job as we hit the glass ceiling with no growth prospects in the current one. Sometimes, we even look at the possibility of venturing into entrepreneurship as a career option and are often overwhelmed by this prospect. In fact, situations get the better of us and we function like robots performing the same tasks with minimal personal development as learning has stagnated for us. If you have answered yes to any of the above listed situations, this article is for you. It is time, to shatter the glass ceiling and these Cue Cards will provide you with the measures you can adopt for the onward journey in your career.

CUE CARD 1 Stop the excuses. Take Ownership.

The ﬁrst step is stop making excuses. We tend to make excuses about the situation we are in and also for our performance. We are the guides of our own destinies, and if we look at growth whether within the company or outside it, it is time to put ourselves at the centre of what we wish to manifest. It begins with taking ownership of our lives, our jobs, our teams and even our careers. If one is looking at growing within the organisation, it is important to take ownership of the organisation and change our perspective from one of an employee to that of an owner, setting aside personal aspirations for that of the greater good of the organisation. If one is looking at venturing into entrepreneurship, it is imperative to take ownership of 48 68

ExM Cue Cards.indd 2

one’s career – create a plan, assess the market and develop a unique proposition.

CUE CARD 2 Generate Value. We are valuable only if we generate value both in the organisation as well as in the market place. Hence, we need to look at all aspects of the enterprise. What is our value proposition? Is the organisation beneﬁtting from our skill, attitude and performance? Is there any value that we can drive in the market place if we are ‘wannabe’ entrepreneurs? What is the value we add to our clients that are distinctly attributed to us? Generating value is the key to growth and a systematic answer to the questions above could lead us into the creation of immense signiﬁcance in our respective careers.

CUE CARD 3 Self-Discipline. We tend to turn an absolute blind eye to the importance of Discipline in our growth prospects. It is daily discipline that enables us to attain excellence in performance. A team will be motivated by those who walk the talk; seniors will promote those that they trust; Clients will respect those that they can rely on. Hence self discipline is a sure shot way of determining and exhibiting leadership values. One simple method of generating discipline in one’s life is to create simple daily rituals to follow on an on-going basis, work to timelines and infuse integrity in one’s interpersonal dealings.

CUE CARD 4 Learn. Learn. Learn! A Mr/Ms. Know-It-All will experience limited growth. Success belongs to those who challenge their limits of

learning. It is important to analyse our own performance, invest in our skills, and constantly work on our personal development. A few ways to access learning are by visiting events & festivals, reading up on a variety of subjects, attending skill-based workshops, trade fairs and registering for leadership seminars. The more we learn, the more we are perceived to be upwardly mobile and ambitious in our careers. Needless to say, learning subject matters over a period of time will only enable us to be of a robust mindset and with clarity of thought.

CUE CARD 5 Success Begets Success. It is said that “If you are the most intelligent in the room, you are in the wrong room!”. This is especially true if we are keen on shattering the glass ceiling. The influence of knowledge is tremendous as it enables us to shift our perspective and gain openmindedness. Maybe it is time for us to make new friends, hang out with seniors, learn from the masters – find every opportunity to mingle with those we aspire to be like. After all, we will learn from their experiences and grow in the influence of success stories. In Conclusion Our careers and life choices are in our own hands. Let’s take charge of our future and practice the cues to create the ‘Extraordinary life’ we envisage and often deserve! About the Author With her roots firmly entrenched in the experiential industry, Sushma forayed into the field of learning & development over a decade ago. Sushma has made her mark in the industry as a sought after Skill Facilitator, Leadership Coach and Life Mentor and specialises in transformative, breakthrough & NLP techniques.

SEPTEMBER // DECEMBER NOVEMBER OCTOBER 2016 2016 EXPERIENTIAL EXPERIENTIALMARKETING MARKETING

10/12/16 4:52 PM

INDUSTRY WATCH / MARKET PULSE

PLAYFIELD See You at The Playfield: Do You Have What It Takes? By: Amit Gupta, Director, STORY

AVING BEEN IN THE EVENTS industry for over a decade, I have been a close witness to how our fraternity, our way of functioning, our thinking process and basically everything pertaining to our work has evolved over the years. ‘Custodians of the most dynamic industry’ is what the world describes us as, and frankly it is a badge of honour for me, because what we as event professionals create goes way beyond the limited state of tangible satisfaction. We create experiences, moments that people cherish, smiles that they take back home from an event. As we are about to leap into a new year filled with unlimited possibilities, I fervently believe that we need to take a step back and think about what we have achieved so far. We have an immense pool of talent, we have some of the best agencies, as an industry, we put up some bewildering work on the global map; but then why is it that despite spending days & nights, relentlessly working for ‘organizing’ things for our clients, ours is considered as a ‘disorganized’ occupation? One of the best things about being part of the Indian events ecosystem is that there are no entry barriers in our industry. Anyone who has the talent, skill, passion and knack for the job can be an event planner today. But still, why do we see only a few familiar faces time and again, that have made a mark?

I was appalled at the predicament much like anyone else reading this might be, but the answers to these questions came unraveling after a brief interaction with the employees of my organization. Speaking to them made me realize that not everyone in the events industry gets the right resources to make it to the big league. Our industry, too much like the world, is filled with thousands of talented and passionate people who perhaps also have entrepreneurial skills in them. Hence, we at STORY are embarking on an unprecedented journey with the launch of our new platform called ‘PLAYFIELD’, and we invite you to be a part of it. The concept is simple and the premise intriguing: “Align people to what they are passionate about, give them all the ingredients needed to stand tall in front of the world and guide them in creating a benchmark for the world.” All you have to do is to share your ground-breaking idea with us in the form of a pitch. The idea can be anything ranging from a new business plan to an event intellectual property you feel will do wonders. Our panel of industry specialists and veterans will help you sharpen your propositions and then you and your idea both get a chance to be picked & mentored by us. Right from using the abundant resource pool at STORY for idea development to help with brand associations and eventual event layout, we will have every aspect of it covered for you while you work on what you are passionate about.

It is the opportunity of a lifetime. One, that rarely comes around and is guaranteed to change the rules of the game. Yes, the ‘Playfield’ is ready for you, the grass is lush green and the sporting equipment are at your disposal to use. But, do you have what it takes to deliver that ultimate masterstroke?

*Playfield will be launching soon and will be open for submissions and registrations by new members. Prepare yourself till then.

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

See You at The Playfield-Amit Gupta Story.indd 3

10/12/16 4:54 PM

BRIEFS

TECHNOLOGY

DynaMix Media Joins as PRG Alliance’s Newest Member in India DynaMix Media has joined premier global network PRG Alliance as their partner for delivering production technology at events in India as well as in the region. Companies part of PRG partner to provide access to the best in event production technology, service and expertise worldwide. Suresh Madan, Founder & CTO, DynaMix Media said, “Being a part of the PRG Alliance gives us access to the world’s largest pool of production technology equipment and the experience of delivering the biggest and most complex events. Building on the common lineage of high quality and robust delivery, we are already jointly working on a few projects which we will soon announce.”

Suresh Madan Founder & CTO

DynaMix Media

AFP Executes a ‘World of Excellence’ for Legrand at Grand Hyatt Goa Legrand held a conference for around 200 panel builders on September 1 at Grand Hyatt Goa, which was executed by A for Pineapple (AFP) Ideas and Execution Limited.

Annu Anand

Annu Anand, Chief Catalyst and MD, AFP said, “After multiple brainstorming sessions we concluded to create a visual world never experienced before. The industry norm was to do a 3 sided straight line 270 degree projection, but we conceptualized a hexagon 270 degree so that it is magniﬁcent to look at, and covered the length and breadth of your vision. To make it more impactful we added Dolby sound effects for the full conference”.

Chief Catalyst and MD, AFP

Work Ventures Adds the Tech Edge to Colgate Stall at World Dental Show The World Dental Show was organized from October 7-9 at BKC, Mumbai, where Work Ventures was roped in to manage the stall of Colgate. The agency proposed a cube tile technology, a touch interactive technology which has multiple interactions on a physical cube. The technology enables the user to view the content using multiple touches and a highly impressive interface. Monica Rankawat, Sr. Manager, Work Ventures, said, “The events were planned well and all the deliverables were met. Our team proved to be very ﬂexible and therefore they had the bandwidth to adjust to last minute changes and pull off the entire event well.”

Monica Rankawat Sr. Manager, Work Ventures

3D Mapping, Installations, Aerial Hoop & More:

Fountainhead Manages Blue Star Water Puriﬁer Launch

Rahul Sharma Group Account Manager

Client Servicing and

Business Development Fountainhead MKTG

48 70

Fountainhead MKTG managed the launch of Blue Star Water Puriﬁer held on October 3, 2016 at Grand Hyatt, Mumbai. The launch event was attended by 300 dealers. 3D mapping on a larger-thanlife text installation, an interactive projection tunnel which created ripples with every footstep, brightly shining 3D water drops, and a narrative opening ﬁlm brought to life by properly synced aerial hoop & silk performers seamlessly led into the launch of brand’s product range. Fountainhead also developed immersive content for the presentation. Rahul Sharma, Group Account Manager, Client Servicing and Business Development, Fountainhead MKTG said, “It was important to highlight the products in a grand manner, convey the dedication and passion the new operating team had and make the guests feel a part of this new journey.”

SEPTEMBER // DECEMBER NOVEMBER OCTOBER 2016 2016 EXPERIENTIAL EXPERIENTIALMARKETING MARKETING

Briefs-Technology.indd 2

10/12/16 4:55 PM

TECHNOLOGY

AVING SUCCESSFULLY CONDUCTED THE OPENING and closing of previous two editions of the World Cup Kabaddi, Ferriswheel Entertainment Pvt. Ltd. (FEPL) was set to execute yet another mesmerizing opening ceremony, this time for the sixth edition of the World Cup Kabaddi 2016, Punjab. The World Cup was organized by Punjab State Sports Council and spanned from November 3 to 17, 2016, with the opening ceremony taking place at Nehru Stadium, Ropar on November 3.

IN FOCUS

WORLD CUP KABADDI 2016

FERRISWHEEL MANAGES OPENING CEREMONY OF WORLD CUP KABADDI 2016 They Came Again, They Saw, They Conquered By Shantanu Jain

Here is a lowdown from the Opening Ceremony of World Cup Kabaddi, 2016 and what it offered to its audiences.

Entertainment

The opening ceremony for the World Cup Kabaddi this year was headlined by an interesting artist lineup that included Punjabi talents like Arjan Bajwa, Jaspinder Narula, Nooran Sisters, Gippy Grewal, Sharry Maan, stand-up comedian Bharti Singh and International Hover Board Girls crew. The performances were the highlight of the sporting extravaganza and dazzled the audiences. Talking about it, Shubhra Bhardwaj, Founder and Creative Director, Ferriswheel Entertainment remarked, “The show was conceptualized keeping in mind not only the rather humble in-stadium audiences of Ropar but also the evolved audiences of the network across the globe who would be tuning in to watch the ceremony live at home. The protocol segment was conceptualized and managed differently. Each of the participating countries were brought onto the field of play on golf carts along with their respective placard and flag bearers who were accompanied by a large pipe ensemble.” She added, “Each performance had a theme which was specific to various aspects of the state and sports. For example, the Nooran sisters’ performance was an ode to the women of India in sports who have excelled in the recent past and are making the country proud. Sharry Maan’s act was the representation of the urban youth of Punjab who not only is modern with their thinking but takes pride in their Punjabi roots as well.”

Tech Integration

While Ferriswheel had introduced stereoscopic cyclorama 3D projection in India during the 2014 edition of the opening ceremony, this year they introduced LED bands that were provided to 20,000 attendees in the stadium. An LED band is a wearable tech (wristband) that creates a stunning light show at any event. This was the first time that the audiences of Ropar witnessed glowing LED wristbands that pulsated to the beats of the music. The excitement level of fans reached a crescendo when the beams on the bands started changing colours. Speaking about the challenges of curating the ceremony, Shubhra added, “One of the biggest challenges while executing the opening ceremony in Ropar was dealing with the weather constraints. Being in the interior of Punjab, it happens to be a challenging environment.” The on-ground execution of the event involved 800 people who worked tirelessly on the project. 72

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

IF-Technology World Cup Kabaddi 2016.indd 2

10/12/16 4:57 PM

TECHNOLOGY BRAND MARKETING / IN FOCUS

“One of the biggest challenges while executing the opening ceremony in Ropar was dealing with the weather constraints. Being in the interior of Punjab, it happens to be a challenging environment.” Shubhra Bhardwaj

Director, Ferriswheel Entertainment

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

IF-Technology World Cup Kabaddi 2016.indd 3

10/12/16 4:57 PM

TECHNOLOGY / FEATURE

THE TECH CHECK:

SEXY AUDIENCE ENGAGEMENT TECHNOLOGIES FOR EVENTS By: Shantanu Jain

he biggest nightmare for any event planner, anywhere around the world occurs when the audience of your event begins to lose interest in what you are offering. Conferences that start on an inspiring note may have the audience indifferent midway, Conventions that are meant to engage industry stakeholders may end up being flat out boring, and that stellar lineup of speakers you’ve worked hard on curating might rush your attendees out of the ballroom — all because, with massive information, knowledge and value at the event, what most event audiences need is awe-inspiring engagement. Taking examples from most international conventions & events, it is safe to establish that when it comes to audience engagement at events, technology has always been a sure shot winner. Options are plenty, customization is possible and there is no limit to what you can achieve or create with tech integration at your next event. Looking for options to add some technology-driven audience engagement at your next event? Well, here are 5 Sexy Audience Engagement Technologies that can offer the most riveting experiences to your audiences.

1. MASH MACHINE Mash Machine is an innovative engagement device from Estonia in Europe, that allows anyone to be a DJ. In today’s world, led by new & interesting choices and unconventional music, it is all about individual style and the statement your attendees want to make. Hence, Mash Machine can be a stunning asset to your event where attendees can make their own music and explore the creative genius in them. How Mash Machine works is — you make your own music, with the option to record & share, and most importantly, have easy fun during the time spent on it. Additionally, everything about the device is customizable including the sounds.

Nitin Sharma Ideator, SEES

48 74

The Tech Check.indd 2

The technology in India is represented by Strategic Engagement & Event Solutions. Speaking about it, Nitin Sharma, Chief Ideator, SEES says, “Mash Machine has 40 controllers which represent 40 music bits layered in 4 categories of Bass Lines, Melody, Vocals, and Drums. The device can bring some serious fun engagement to events, launches, Expos, marketing campaigns & brand activations, too.”

SEPTEMBER // DECEMBER NOVEMBER OCTOBER 2016 2016 EXPERIENTIAL EXPERIENTIALMARKETING MARKETING

10/12/16 4:58 PM

TECHNOLOGY / FEATURE

2. THE AMAZING SLINGSHOUT A great tool for collective social interaction that amalgamates the elements of physical and digital — The Amazing SlingShout is one of the most popular audience engagement technologies at events these days. How the Amazing SlingShout works: an attendee grabs a SlingShout, clicks a selfie and types in their message/ feedback/comments about the event and then pulls, aims and releases the slingshot on a large display which can act as the social media wall for your event. The technology is perfect for Weddings, Exhibitions, Conferences, Events, Celebrations, Music Festivals & more.

Ankit Monga

OtherLogic Experiential India

Ankit Monga from OLE (OtherLogic Experiential) India, that provide & manage The Amazing SlingShout at events says, “With The Amazing SlingShout possibilities for event engagement are endless. The best part about the tech is that it can be customized to meet the demands and create a newer experience at events. Also, it is something that even event planners can benefit from as it also works as a magnificent tool for feedback and data collection.”

3. AUGMENTED REALITY Augmented Reality (AR) is an emerging technology in events that when used along with Virtual Reality and Mixed Reality is known to drive tremendous audience engagement at events. The best part of AR is that it’s completely hardware independent and is truly concept driven. With the help of advanced AR technology (e.g. adding computer vision and object recognition) the information about the surrounding real world of the user becomes interactive and digitally manipulative. In short, with the use of augmented reality, a user finds himself in a world completely different to his physical location. And this is the reason why AR has always been the ultimate fun element at events, exhibitions, activations, product launches, etc. Speaking about it Shubham Saurabh, Founder/ Director & Tech Evangelist of Atthah (a technical event partner that is best known to create innovative AR experiences at events) says, “Augmented Reality is a terrific engagement idea, one that with daily upgradation in the concept as well as in the hardware is playing a vital role and making a prime place in the events industry.”

Shubham Saurabh Founder/Director &

Tech Evangelist of Atthah

NOVEMBER / DECEMBER 2016 EXPERIENTIAL MARKETING

The Tech Check.indd 3

10/12/16 4:58 PM

TECHNOLOGY / FEATURE

4. #JUMPSHOT When events are bigger, a conventional photo booth is not enough to entertain people and pulling in the crowds. Hence, Crossworks, a leading technology provider at events, decide to revolutionize the idea of the photo booth, by giving it an exciting twist. The company came up with #JumpShot, a creative photo booth that perfectly clicks a picture when you jump high enough on the trampoline. How the technology works is that the system recognizes the jump and automatically triggers the camera when someone jumps higher, making the process a joyful experience to remember for event attendees. And the best part about #JumpShot is that photos clicked can be instantly shared via Facebook and Twitter.

Arvin Padmanabha

Founder & Chief Creative Technologist, Crossworks

Speaking about it, Arvin Padmanabha, Founder & Chief Creative Technologist, Crossworks says, “We presented #JumpShot to a bunch of brands, and it turned out to be a huge hit. People are loving it! We created a huge buzz across 20 cities in India this year and guess what; the campaign is still running. And as for the results? More than 2000+ photos have already been shared on social media until now.”

5. BEER-TENDING ROBOT At any event, the bar is one place that draws the most crowd and that is where Beer-Tending Robot, an attendee engagement technology by Tagglabs comes into place. The Beer-Tending Robot is positioned inside the bar which has a rotating table and on the table, are beer bottles. As soon as the table-top rotates, a new bottle arrives in front of the robot. The robot picks the bottle, and pours the beer into the mug, and puts the bottle back in its place. The process of beer pouring can be triggered in two ways — one, by the press of a button wherein a single press, initiates the process of revolving the table-top and setting the robot in motion. It can also be triggered by a tweet with an assigned hashtag. The Beer-Tending Robot made its debut this year at Budweiser Lounge at Electric Daisy Carnival India and was a huge success. Hariom Seth, the brain behind the machine and FounderTagglabs says, “I think automatic bartending and bars are a way to the future. And after the success of our first installation, we’re in talks with various liquor brands to put this installation permanently in bars in India.”

Hariom Seth

Founder-Tagglabs

So with these 5 technologies, there’s absolutely no reason for your audience to be unengaged or bored!

48 76

The Tech Check.indd 4

SEPTEMBER // DECEMBER NOVEMBER OCTOBER 2016 2016 EXPERIENTIAL EXPERIENTIALMARKETING MARKETING

10/12/16 4:58 PM

JOBS ON EVENTFAQS.COM

Sanskrati Events & Productions

Granvalor Events

Tec India Entertainment Pvt. Ltd.

Positions:

Manager - Business Development Corporate Events Manager - Business Development Wedding Events Executive - Operations - Wedding Events

Conceptualiser and Content Writer Executive - Business Development & Client Servicing Web Designer & Programmer Sr. Executive - Business Development

Location: Mumbai

Location: Delhi

Location: New Delhi

Events Conceptualizer Youtube/Social Media Manager Bollywood Journalist Head - Business Development/ Sales

Mail CV to

hr@sanskrati.in

amanchanda@granvalor.com

ruchika@tecindia.biz

The Brand Brewery

Outcry Entertainment

EVENTFAQS Media Pvt. Ltd.

Positions:

Creative Conceptualizer Graphic Designer

Content Manager - Creative Social Media Manager - Marketing Digital Marketing Manager Graphic Designer Creative Director

Manager - Sales and Marketing Executive - Client Servicing/ Content

Location: Mumbai Mail CV to

info@thebrandbrewery.in

saurabh@outcryentertainment.in

lizann@eventfaqs.com

The Fuller Life

Acme D Ace Marketing Solutions

Coconut Media Box

Positions:

Head - Operations Executive - Business Development/Client Servicing Asst. Manager - Client Servicing

Celebrity Artist Management Manager - Business Development

Location: Bangalore

Location: Delhi, Mumbai

Location: Mumbai

Executive - Operations Asst. Manager - Operations

Mail CV to

hr@thefullerlife.com

hr@acmedace.com

hr@coconutmediabox.in â&#x20AC;&#x2039;

PMG Integrated Communication Pvt. Ltd.

Event Sculptors

BOI Media & Entertainment Pvt. Ltd.

Positions:

Retail Manager - Marketing Account Director - Client Servicing

Sr. Executive - Production Asst. Manager - Business Development & Client Servicing

Brand Communication - Creative Sr. Manager - Client Servicing

Location: Mumbaiâ&#x20AC;&#x2039;

Location: Bangalore, Mumbai Mail CV to

Location: Mumbai Mail CV to

Mail CV to

padma.nair@pmgasia.com

amit@eventsculptors.com

jerstin@boimedia.com