OCTOBER - NOVEMBER 2014 by EVENTFAQS Media

OCTOBER ⁄ NOVEMBER 2014 VOLUME 06, ISSUE 4 PRICE RS. 100

GULF OIL, MOUNTAIN DEW AND KTM BET BIG ON

BIKE FESTIVAL OF INDIA DHONI HEIGHTENS BUZZ! | 72

EVENTS ENTERTAINMENT PROMOTIONS MICE BTL SPONSORSHIP SPORTS

FROM THE EDITOR

he inaugural edition of the Bike Festival of India, saw bike enthusiasts from across the country ride in. It also saw brands associate with the property to activate audiences at the festival. And of course with a festival whose ambassador is MS Dhoni, media is bound to make a bee-line. But what struck as the most interesting amongst the participants of the Bike Festival of India, was the presence of entrepreneurs, experts and professionals from within the experiential marketing industry.

It's common knowledge now that IPs are the interest of the industry, and studies have shown the advantages of successfully run IPs. But the encouraging thought is in the open-ness of the industry. What is a better opportunity than to learn first hand from the new events / properties in the industry? There was no doubt that all in attendance were having a great time. It was a festival of adventure, entertainment and engagement after all. But in experiencing a new festival, when one can gain from the experience of the organisers too, as an industry, we're bound to conquer new heights. There were no critiques. There were only the one's that wanted to learn (even from the mistakes, in some cases). There were none with egos. There were only the one's who wanted to support (because they can relate!). The Directors from 70 EMG, organisers of the India Bike Week, were also spotted at the festival. Need we say more?

karishma@eventfaqs.com

ExM is a bi - monthly magazine by EVENTFAQS Media, Indiaâ&#x20AC;&#x2122;s only platform for events and experiential marketing - www.evenfaqs.com For subscription enquiry : exm@eventfaqs.com

EDITOR AND HEAD - BRAND & CONTENT KARISHMA HUNDALANI karishma@eventfaqs.com +91 98212 80003 PUBLISHER AND BUSINESS HEAD VISHAL NAGDEV vishal@eventfaqs.com +91 98212 24987 EDITORIAL TEAM DHARM PATEL dharm@eventfaqs.com +91 98194 13143 r. vasundara vasundara@eventfaqs.com +91 75061 10117 KANIKA MEHTA kanika@eventfaqs.com +91 98100 18658 MARKETING SERVICES TEAM JIMMY CHOUDHARY jimmy@eventfaqs.com +91 98214 28197 SHAHEN HANSOTIA shahen@eventfaqs.com +91 96195 75562 NITIN MEHRA nitin@eventfaqs.com +91 99907 86868 CLIENT SERVICING lizann pinto lizann@eventfaqs.com +91 97689 90660 PARUL MALHOTRA cs1@eventfaqs.com DESIGN PRASAD KARAMBAT CIRCULATION & MEDIA MANAGEMENT RAMESH PATIL ramesh@eventfaqs.com +91 22 26300673 ACCOUNTS & ADMIN PURVESH BHATT accounts@eventfaqs.com +91 22 26330674 ADMIN SAMIT ILKAR ISSUE DESIGN & LAYOUT VINAYA PRASHANTH vinnyprashanth@yahoo.com Printed by : Vishal Vashulal Nagdev 202, Brooke Ville, Near Magnet Super Market Mogul Lane, Matunga - West Mumbai 400016, Maharashtra, India Published by : Vishal Nagdev on behalf of (or owned by) EVENTFAQS Media Pvt. Ltd. and printed at VSSU Graphics, Unit # 36, Ideal Industrial Estate Senapati Bapat Marg, Lower Parel - West Mumbai 400013, Maharashtra, India and published at EVENTFAQS Media Pvt. Ltd. 112, 1st Floor, Embassy Centre 207 Nariman Point, Mumbai - 400021, Maharashtra, India Editor : Karishma Jamnu Hundalani. This issue contains 100 pages including covers.

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

CONTENTS

08 15

Industry Watch MARKET PULSE –– "We shall encourage planners to organise events in Goa all through the year." NIKHIL DESAI, Managing Director, Goa Tourism Development Corporation 08

Briefs 11 - 13

Brand Activation

46 52

ALSO FEATURED –– Ganesh Pandals in Mumbai dotted with Brand Activations 15 –– Radio Channels tune in on a Special Frequency with Consumer Initiatives 20

BRIEFS 30 - 31

–– DJ Suketu, Akhtar and other headline Bollywood Dance Music Tour 46

Briefs 48 - 49

Sport Marketing ALSO Featured –– After IPL, other world-class leagues mushroom in India 52 –– Tennis gets a makeover with International Premier Tennis League 58

PHOTO FEATURE –– Usain Bolt launches Puma’s ‘Forever Faster’ in India 60 –– Percept Sport executed the inaugural edition of NSCI Super Sixes 62

–– "We have to consider everybody competition, even newcomers" 25 CHAKOR JAIN, Business Head, Lee –– Tommy Hilfiger celebrates 10 years in India in style 26 –– Bacardi to throw a party at the Bermuda Triangle 28

PHOTO FEATURE

IN FOCUS

MARKET PULSE

PHOTO FEATURE

Entertainment

Briefs 64 - 65

Conventions & Exhibitions PHOTO FEATURE

Stakeholder Engagement

–– DLF presents Treasury of Trousseau with customised wedding looks 66

MARKET PULSE

Briefs 68 - 69

–– "We need foreign countries to look at India as a viable MICE destination." RITA TANDON, Manager, Special Events, Amway India 34 –– “Many Indian are unaware of Malta, either as a MICE or tourist destination.” JOHN AQUILINA, Maltese High Commissioner to India 36

Sponsorship Marketing COVER STORY –– Gulf Oil, Moutain Dew and KTM bet big on Bike Festival of India 70

IN FOCUS

–– Brands activate with a Bang Bang! 82

–– Brand USA Capitalizes on the Indian MICE & Leisure industry 40

Briefs 87 - 88

Briefs 42 - 43

Glimpses

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King Khan's latest movie 'Happy New Year'. Keelan Leyser has performed: • In over 60 countries • On over 100 TV shows And his YouTube clips have had millions of views. •The act is customisable across digital devices including tablets & smart phones. •Tricks can be customised to seamlessly integrate with the brand or products.

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Recent Clients Lexus, Skype, Nestlé, Microsoft, Samsung, Acer, Vodafone

INDUSTRY WATCH | MARKET PULSE

Glimpses from the Goa Wedding Show

oa Tourism is in the news quite often these days for their promotional properties, like the Goa Wedding Show, and other major events being held in their backyard. More recent is their association with the movie, ‘Finding Fanny’. In an exclusive interview with ExM, Nikhil Desai, Managing Director, Goa Tourism Development Corporation, speaks about the various initiatives introduced by the government to promote event tourism in the state and make it easier for planners and agencies.

What are the initiatives introduced by the GTDC to boost event tourism in Goa? The GTDC board has proposed to develop the Tiracol fort area for tourism and convert it into a high-end tourism destination. The intention is to develop the fort in such a manner that it’s value in terms of a tourism destination is enhanced. Goa Tourism also recently launched ‘Destination One’ to promote the state as an ideal event destination.

How do event planners and agencies stand to benefit from holding their events in Goa? The Department of Tourism has framed new guidelines to issue permissions for major and minor, tourism related events. The aim is to simplify and encourage people to organize events all through the year. The Department shall be the authority to grant permissions to tourism related events like, handicrafts, night bazaars, music festivals, cultural events, MICE events, and other tourism related festivals. All such events organized in private or public lands outside licensed premises will come under the purview of this single window.

“WE SHALL ENCOURAGE PLANNERS TO ORGANISE EVENTS IN GOA ALL THROUGH THE YEAR.” NIKHIL DESAI Managing Director, Goa Tourism Development Corporation

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

Glimpses from the Goa Wedding Show

Those who want to seek permission on any tourism related event to be organized in the state shall submit a proposal to the Department of Tourism. Each application should be accompanied by a processing fee of Rs. 5000/- in case of a minor event and a fee of Rs 15,000/- in case of a major event. All the applications of major events will be placed before the State Level Permissions Committee. The SLPC may evolve its procedures and make a recommendation to the State Government for decision.

What is the objective behind organising the Goa Wedding Show and how was the response to the event? The Goa Wedding Show was aimed at showcasing the state as the ideal place for destination events. Spread across two days, the event brought together planners, decorators, hotels and other service providers that will help create a great experience. This show saw visitors walking in to gain a whole new perspective about Goa as â&#x20AC;&#x2DC;THEâ&#x20AC;&#x2122; place for destination events.

What plans do you have in mind for Goa Wedding Show, as a property? We plan to make this an annual property. We hope that this initiative will serve as a platform to bring together the best of Goa and showcase what makes the state such a viable event destination. Destination events have become a huge trend in India. With a wide range of options right from quaint churches, picture perfect beaches to majestic forts serving as a backdrop for experiential events, the tourism market in Goa is definitely on an upward swing.

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

Industry Watch | Destinations | BRIEFS

ALAIN ST. ANGE Minister of Tourism and Culture Seychelles

Seychelles delegation visits India to woo tourists

delegation from Seychelles tourism visited New Delhi and Mumbai to position Seychelles as a perfect holiday destination for Indian holidaymakers.

The delegation was led by the Minister of Tourism and Culture, Alain St. Ange, who met his Indian counterpart, minister for culture and tourism, Shripad Yesso Naik to discuss tourism cooperation between the two countries. At a press meet in Mumbai on Aug. 6, the minister

highlighted various aspects of this cooperation and made key announcements. The India-Seychelles association is set to gain further momentum as national carrier Air Seychelles will commence direct flights between India and Seychelles soon. He stressed upon India as a potential market for Seychelles Tourism Board and presented the vision to position Seychelles as an exotic destination to target Indian travellers. St. Ange also hinted at deals with the film industry to shoot in the exotic locales of Seychelles. He said, "India's outbound tourism potential is unparalleled and we are here to claim a share of this growing market." Parallely, a first ever Seychelles Road show was held in Delhi and Mumbai where tourism trade partners of India met Seychelles tourism operators.

PETER HOSLIN Regional Director of Europe and New Markets Hong Kong Tourism Board

o further capture the growth potential of the Indian outbound market, the Hong Kong Tourism Board (HKTB) organised a trade mission to Bengaluru, Mumbai, Kolkata and New Delhi - between Aug. 18 - 22. A delegation of more than 30 Hong Kong trade members, comprising Hong Kong land operators, hoteliers, cruise companies and popular family attractions like Ocean Park, Hong Kong Disneyland, Madame Tussauds Hong Kong, Ngong Ping 360 and The Peak, attended the sessions in each city. The delegation began with Bangalore on Aug. 18 at Taj Westend, Mumbai on Aug. 19 at Taj Lands End, Kolkata on Aug. 21 at Taj Bengal and New Delhi on August 22 at Le Meridien. Peter Hoslin, the HKTB's Regional Director of Europe and New Markets said, "We are focusing on creating value through added offerings for our trade partners. Taking advantage of the improvements in the Indian economy, especially improved consumer travel sentiment, we leveraged the travel mission platform to facilitate information and business exchange

Hong Kong to hold trade missions in India to increase tourist traffic between our Hong Kong and Indian trade partners," said. Leveraging the 14-day visa-free travel facility for Indian passport holders and flight capacity expansion from Indian cities, Indian visitor arrivals to Hong Kong reached 203,989 in the first five months of 2014, representing a significant increase of 14% over the same period in 2013. The trade mission also focused on the growing MICE segment, highlighting the diverse venues in Hong Kong for Indian meetings and incentives groups. October - November 2014 EXPERIENTIAL MARKETING

Industry Watch | DEVELOPMENTS | BRIEFS

RASHEED SAIT Vice President & Managing Director GPJ

eorge P Johnson (GPJ) started its India operations in 2002 and has now completed 12 years in the country. Over the years the company has grown rapidly to become one of the leading event/experiential marketing agencies and is now celebrating 100 years across its 29 global offices this year. With full service offices in Mumbai, Bengaluru and Delhi along with a portfolio of over 100 blue chip clients, GPJ is well positioned to further strengthen its leadership position in India. The company is expected to expand in other areas of experiential like sports marketing after recently kicking off a sports marketing division which will be a major growth driver in the years to come. Rasheed Sait, VP & MD, GPJ India, said: "GPJ has experienced tremendous organic growth over the years. This was achieved by winning significant local and global business from clients and offering new services like audience marketing, digital and strategy planning. We are relentlessly focused on creating new ideas and experiences that resonate with consumers and build

GPJ celebrates 12 years of its presence in India brand equity." In 2012, GPJ India was awarded â&#x20AC;&#x2DC;Specialist Agency of the Year' by Campaign Asia for delivering sound strategic thinking, award winning creative and execution on behalf of its clients in the automotive, technology, telecom, financial, healthcare, FMCG, lifestyle, entertainment and consumer products verticals. Since its founding in 1914, the company has acted with a single purpose - to create experiences that connect with hearts and minds, and move audiences to participate.

JEREMY GARBETT Founder Director Deeper Blue

Euro-based Deeper Blue chalks entry into Asia with India office

eeper Blue, a change specialist and LIVE communications agency has set-up shop in Bangalore as their second office after London, to service the Indian and Asian market. The agency has been in existence for over 5 years now, servicing the European market with their sustained engagement campaigns. Directors and Founders of Deeper Blue, Jeremy Garbett and Laurence Croneen were in India to meet with clients and promote the official opening of the India office. Garbett explained, "Asia was always of interest to us and also India.

October - November 2014 EXPERIENTIAL MARKETING

We wanted to apply our process of 'sustained engagement' and offer it to corporate here, since we see that there is great potential for this strategy. We had an opportunity to set-up in Bangalore since we have a partner in India with Prasant Saha and his company CIMGlobal. Knowing Prasant and also being able to leverage his networks at CIMGlobal made for a soft landing for us to enter the Indian market." Deeper Blue specialises in sustained engagement strategies for companies and differentiate themselves by providing campaigns that are long term and measurable and truly affect change. Elaborating of this further, Croneen said, "Experience disappears after a point, the idea is to provide the audience with a pro-longed sense of experience over a sustained period of time, and build in a measurement matrix intro that process itself. The idea is to actually have a behavioural change as a results of the engagement, to have a cultural change amongst the audience."

Industry Watch | events | BRIEFS

RAJEEV JAIN Vice President, EEMA North

us to work upon."

EEMA North charts out 5-Point Agenda

EMA North Zone held the Manthan meet on July 31, where members, headed by president Sabbas Joseph and mentor, Michael Menezes, met at The Grand in Delhi to chart out a roadmap for their chapter. Later, an evening networking event, EEMAzing was held. Entertainment included giving away 'Ullu awards', and performances by four bands as well as by Jassi and Bhuppi. "The high note of the session was the Manthan Exercise carried out by Mandeep," said Rajeev Jain, Vice-President, EEMA North. "The exercise bought a paradigm shift in our thinking and a ‘5 point Agenda' was finalized for the zone and

The Five Point Agenda included: 1. An employees workshop on inter companies interaction 2. Raising funds by generating a commissioning model with artists 3. To engage in social initiatives by helping the lesser fortunate with basic utilities. 4. Celebrate Vendor Day annually and reward them 5. To increase the Zone's strength to 100 members. (A member recruitment drive will be carried out by state heads) A new North Zone working committee was also formed. Members included - KJ Singh Gurna- Joint Secretary, Additional Secretaries- Sharad Mathur, Amanveer Singh, Sachin Talwar, Anushree. State Heads - Bhuppesh Taneja (J&K, Himachal Pradesh, Uttarakhand), Vipul Pandhi (Punjab, Haryana and Chandigarh), Siddharth Chaturvedi (Rajasthan), Atul (Uttar Pradesh).

ASHISH MISHRA Managing Director Interbrand India

nterbrand India released the ‘Best Indian Brands 2014' at an exclusive event, attended by the representatives and brand custodians of the top Indian brands that made it to the list, at the Four Seasons Hotel in Mumbai. The second edition of the property was themed ‘What it takes for Indian brands to go global'. Keki Dadiseth (Chairman, Omnicom Group India) and Graham Hales (Global CMO, Interbrand) jointly hosted the event which included four speaker sessions by top officials like Dr. Mukund Govind Rajan (Tata Sons Limited), SP Shukla (Mahindra Group), CK Venkataraman (Titan Jewellery) and Sandeep Menon (Google India). The league table was unveiled by Tanya Dubash of Godrej Group which is a long standing partner of Interbrand India. The top 10 brands were Tata, Reliance, Airtel, State Bank of India, LIC, HDFC, Infosys, ICICI, Mahindra and Godrej.

Interband returns to announce the ‘Best Indian Brands 2014’ Ashish Mishra, MD, Interbrand India, said: "Not just Indian but very few Asian companies have managed to build valuable international brands. In my mind, it has to do with a prevalent business belief that brand is a cost, rather than a strategic and long-term investment. If Indian companies begin to change their brand mindset, the opportunities are limitless. There can't be a stronger motivation for us than to act as a bridge of sorts in the Indian corporate world - between the two league tables we bring to the market - Best Indian Brands and Best Global Brands."

October - November 2014 EXPERIENTIAL MARKETING

BRAND ACTIVATION | ALSO FEATURED

GANESH PANDALS IN MUMBAI DOTTED WITH BRAND ACTIVATIONS From installations to associations to even the world’s largest modak, ganesh pandals saw much streamlined activities by brands

very year in August/September, Mumbai city is taken by a storm of activity during the ten-day festivities of Ganesh Chaturthi. No festival has been able to create as much buzz and excitement in the city like that of the elephant god.

It therefore comes as no surprise that every year brands work towards cashing on this buzz and excitement with a little bit of promotion. This year too, the city saw several interesting promotional campaigns and activations by many brands. Here are six activations that piqued our interest.

September 1 and the rest in Thane,” said Satyajit Padhye. “In all, we covered 10 mandals during this period.” At all these mandals, Polycab had set up stalls to also showcase their products to the audience. Additionally, similar stalls were set up at ganpati mandals across five cities in Maharashtra, including Pune, Nashik, Aurangabad, Nagpur and Mumbai to demonstrate their new lighting and fan products. “It made good sense to set up stalls at Ganpati mandals given that we wanted to target audiences like electricians and allied services, who are likely to frequent the pujas,” said

MAKE WAY FOR THE WIRE MAN ABP Mazha and Polycab cables and wires partnered for the Ganesh Chaturthi festival segment, Bappa Mazha, with a ten-day 360 degree campaign including on-ground activations across Maharashtra culminating a day before visarjan. This primarily featured puppet shows across Mumbai with a custom-made puppet. The puppet shows talked about electrical safety and promoted Polycab wires as safe products. Puppeteer Saryajit Padhye was roped to do the shows and he created a puppet specially for this activation, called ‘The Wire Man’. The wire man was made out of wires and other electrical parts manufactured by Polycab. “Ganesh Chaturthi is a great time to promote products,” said Shashank Pore, Chief Marketing Officer, Polycab. “But many brands try to cash in on the opportunity during this period, so we needed something that will make us stand out and this was it.” Armed with a short 5-minute script, the Wire Man and his puppeteer, Padhye, moved across various pandals in Mumbai, interacting with the audience and spreading the message of safety. “We performed at three ganpati mandals in Girgaon on

The wire man was made out of wires and other electrical parts manufactured by Polycab

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

“This is an innovative architecture celebrating ganesh chaturthi in an environment friendly manner and demonstrating the possibilities offered by led lighting for energy efficiency and cost effectiveness.” SUMIT JOSHI Marketing Head, Philips Lighting India Philips lights up the pandals

Pritam Sawant, deputy manager, Brand Team, ABP Mazha. “The puppet shows, done in vernacular language, was also targeted at them as was the choice of areas in Mumbai where it was performed. These were then filmed and telecast on-air ABP Mazha as a snippet which is a part of the Bappa Mazha program.” PHILIPS LIGHTS UP THE PANDALS Philips Lighting India has been actively participating in Ganesh Utsav at the Lal Baug pandaal since three years now. With its innovative lighting structures like Modak and Mushak in the past, the brand came up with a vibrant, all LED lit ‘Arch & Shankh’ structure this year. This structure was placed near Lalbaugcha Raja from Aug. 29 to Sept. 7, demonstrating and creating awareness about the benefits as well as aesthetic possibilities of LED lighting. With more than 11,000 coloured LED lamps, the structure

is a dazzling affair with a 24 feet height, 20 feet width and a depth of 10 feet – said to be the biggest techno artistic LED lit structure in India. The unit is engineered with sound sensors, so that the shankh lights up everytime the devotees chant “Ganpati Bappa Morya!” Through this innovative structure, Philips has also attempted to enter the Limca Book of Records for the category ‘Largest techno artistic LED lit structure’. Throwing light on the initiative, Sumit Joshi, Marketing Head, Philips Lighting India, said, “Lal Baug is one of the most popular puja pandaals during the Ganeshotsav, visited by approximately 10 million people hoping for darshan and to enjoy grandeur of celebrations. Through this initiative, we are showcasing an innovative architecture that represents the celebrations of Ganesh Chaturthi in an environment friendly manner and demonstrates the possibilities offered by LED lighting in terms of energy efficiency and cost effectiveness.” PARLE PRESENCE AT LALBAUG Biscuit and confectionary major, Parle Products, associated with Mumbai’s most popular pandal, that of the Lalbaugcha Raja. This year, devotees of Lalbaugcha Raja spotted a six foot

“With our special programme, we will make it interactive for the millions of ardent Lord Ganesh followers standing in long queues for many hours.” MAYANK SHAH Deputy Marketing Manager, Parle Products A six foot tall Ganesh idol made out of Parle Biscuits

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

Also Featured | Ganesh Utsav tall Ganesh idol made out of Parle Biscuits as they awaited their turn in the long queue that lines up every year for darshan. The idol was placed at the waiting area in the pandal. Parle Products has also organized various spot contests and competitions with exciting prizes to be won, thus engaging with devotees and their loyal consumers. Speaking about the association Mayank Shah, Deputy Marketing Manager, Parle Products said, “Every year millions of ardent Lord Ganesh followers visit Mumbai especially for the darshan, standing in long queues for many hours. With our special programme, we will make their wait interactive and offer them an opportunity to win exciting prizes from their favorite brand.” SAFETY WITH GODREJ Godrej Home Safes took up a slightly less overt, but equally effective means to promotion. Orchard Advertising agency stepped in on this occasion to create a platform that showcased the fool proof security provided by Godrej Safes. Every year, the pandal committee has been using steel boxes to collect these offerings and donations, which are not exactly very reliable and safe. This year, Orchard Advertising devised an idea for Godrej Home Safes to safeguard the valuables of the Lord with custom-made ‘daan petis’ (donation boxes) that were used during the 10 day festival. These were placed across the pandal at various strategic locations including the main stage. With millions of visitors dropping their donations inside these very same boxes, Godrej ensured brand visibility for itself. Mehernosh Pithawalla, Marketing Head, Godrej Security Solutions said, "Popular mandals like Lalbaug witness millions of devotees every year, due to which huge donations are collected. We especially designed our Godrej Matrix safes as ‘daan petis’ for the Lalbaug Cha Raja Mandal. By placing our burglar proof Matrix safes for the donations, we were able to create that visibility for a safe and secure way to safeguard money.” Vandana Verma, Vice President, Experiential Marketing, Orchard Advertising added, “Every year, Lalbaug welcomes 20 to 30 million visitors on an average. They come from

“By placing our burglar resistant Matrix safes for the donations, we were able to create that visibility for a safe and secure way to safeguard money.” MEHERNOSH PITHAWALLA Marketing Head, Godrej Security Solutions

Godrej Matrix safes as ‘daan petis’ for the Lalbaug Cha Raja Mandal

different strata of society and spend between 7 to 10 hours on an average in queue. This presented a brilliant opportunity to communicate to consumers the need of keeping ones valuables in a reliable safe like Godrej safe and reinforce the message of trust that Godrej brand enjoys.” VODAFONE’S 3G GAMMAT WITH GANPATI Vodafone India, partnered Radio Mirchi to launch first of its kind ‘Vodafone Mirchi Grand Ganpati Gammat’ (3G) in Pune, Nagpur, Aurangabad, Goa and Nashik. This activation aimed at enhancing the fun and excitement surrounding the annual ten day long festival, celebrated in honour of the much loved elephant God. The Gammat was divided into two categories, Household and Society. All the devotees had to do was to click a selfie with their Ganpati idol and upload it on Radio Mirchi’s Facebook page.The selfie with most number of likes in each category walked away with a exciting rewards every day. Society selfies with maximum likes saw a female Dhol Pathak visit the society and play the unique LeD Dhols which were first introduced by Vodafone and have now become a major attraction during Ganeshotsav procession. The LED Dhols were accompanied by well-known Marathi film celebrities visiting the society and perform Aarti in presence of the devotees. Individuals with maximum likes on their selfies got to visit Mirchi station to play the Fortune Modak Contest with assured hidden gifts in each Modak in the form of LCD’s, movie tickets etc. Speaking about the initiative, Ishmeet Singh, Business Head, Maharashtra and Goa, Vodafone India said, “Ganeshotsav is celebrated across Maharashtra and Goa with utmost devotion and fervor. We, at Vodafone India, feel very much a part of the festive buzz during these ten days. “Vodafone Mirchi Grand Ganpati Gammat” or 3G is an initiative by Vodafone to engage with the devotees of Lord Ganesha and add fun element to the festivity. With this initiative, our aim was to add to the delight of devotees by making them win big by participating in the contest. ” OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

Also Featured | Ganesh Utsav

“Vodafone Mirchi Grand Ganpati Gammat or 3G is an initiative by Vodafone to engage with the devotees of Lord Ganesha and add fun element to the festivity.” ISHMEET SINGH Business Head, Maharashtra and Goa, Vodafone India

As part of the Vodafone Mirchi Grand Ganpati Gammat, Adinath Kothare and Sulagna Panigraha, the lead pair of upcoming Marathi movie Ishqwala Love played the Fortune Modak contest with RJ Rahul

WELSPUN SPINS WORLD’S LARGEST MODAK Spaces Home & Beyond, a subsidiary of Welspun, attempted to enter the Limca Book of Records with ‘India’s Biggest Modak’ on August 30 at Bangur Sadan, Goregaon (West). The ‘Modak’ made of boondi and pure ghee, weighing 575 Kgs was as high as 5.11 ft, thus attempting to set a record in the Limca Book of Records. The event kick-started with the flag off ceremony at Goregaon by celebrities from television industry like Ankit Gera and Kavita Kaushik. Two decorative, branded canters were used, one carrying the ‘Biggest Modak’ and the other with a carnival feel encapsulating the exciting performances by the Lezim Dancers, Tutari players and Nashik dhol ended at Juhu beach. The canters added flavour to the festivity, by distributing the modak amongst the crowd gathered at Juhu beach. Commenting on it, Yogesh Mehta - CEO - Welspun's Retail Division said, “Ganesh Chaturthi celebrations are not complete without the distribution of Modak and hence we decided make this auspicious day memorable by creating India’s Biggest Modak." The post - event celebration continued further in prominent malls of the cities like Pune , Aurangabad, Nagpur and Panjim creating maximum brand visibility and event buzz all over.

Welspun Spins World’s Largest Modak

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

Brand Activation | Also Featured

Radio Channels tune in on a Special Frequency with Consumer Initiatives From brand campaigns, film associations, contests and quirky civic sense programs, here’s a round-up of our favourite radio initiatives in the past two months

ith festivals ruling the roost in the last couple of months and several movies being released, radio channels have been keeping pretty busy, churning out initiatives to keep their listeners engaged. Moving away from the run-of-the-mill properties and programs, these channels have come up with some very interesting approaches that are fun, yet bring the message home. Here’s five of our favourite ones:

RADIO CITY BRAND CAMPAIGN Nearly seven years after their previous brand campaign, Radio City 91.1 FM is back again this year with another one. The channel had a month-long, 360 degree brand campaign from September 9 in Mumbai, Bangalore and Delhi, with exciting initiatives to expand their base and re-connect with their listeners on an all new level. The campaign, titled ‘City First Aap First’ focused on the brand’s ‘consumer first’ ideology and is a result of research done on what the listeners want from the channel in terms of content. The campaign included several on-ground initiatives as well as an all new loyalty card program for the radio station. This is the first time that a radio station has embarked on a loyalty card program in India. Elaborating on it, Apurva Purohit, CEO, Radio City 91.1 FM said, “Listeners who call in or sms for the show will get a unique ID number or code. Every call or sms sent in for the show can be used to chalk up points and after a specific number of points are accumulated, these listeners can redeem it with a reward. For now, we are offering rewards like inviting them to the studio each time we have a celebrity on the show.” For the on-ground initiatives, the channel decided to focus on consumers’ pain points, like commuting. The channel offered listeners the opportunity to commute through the city in luxury

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

“City First Aap First was a testimony and a tribute to the listeners. We had a strong line-up of breakthrough content and brand initiatives which took listener engagement to a new level” APURVA PUROHIT CEO, Radio City 91.1 FM

Aap First Luxury Drive

in a BMW with the ‘Aap First Luxury Drive’. Listeners could look out for Radio City BMWs stationed near busy streets and hop into them to reach their destination. Radio City also provided relief to its listeners by having its promoters stand in queue for them. Additionally, it also set up stalls at joggers parks handing out health drinks to wellnessconscious listeners. The channel also offered pollution check at numerous fuel stations. The entire campaign was conceptualised by Radio City itself, with Scarecrow Communications designing the creatives. The channel estimated that in all, around 75 lakh people were exposed to the campaign. Talking about the campaign, Apurva Purohit, added, “‘City First Aap First’ was a testimony and a tribute to the listeners. We had a strong line- up of breakthrough content and brand initiatives which took listener engagement to a new level and through this initiative, yet again Radio City shall set a new benchmark in FM radio landscape.” Radio City Chef

RADIO CITY CHEF Radio City 91.1 FM, in association with Euroclean Vacuum Cleaner, introduced a new property, - City Chef. On August 26, the radio channel kick-started a month long search for the best household chef in Mumbai, Delhi, Bangalore, Ahmedabad, Chennai, Coimbatore, Delhi, Hyderabad, Jaipur, Lucknow, Nagpur, Pune, Surat, Vadodara & Vizag. The campaign continued until September 7 with ‘City Chef’ bringing out the flavours of each city. To register, the listeners were required to enlist the name of the society which wished to participate in the hunt.

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

Also Featured | RADIO ACTIVATION

Dilli Ki Mardaani

Each weekend, the Radio City team of RJs along with a renowned chef visited these societies and selected the top 5 dishes prepared by the contestants. The final 3 winners battled it out for the title of ‘City Chef’ every week!

Oye! FM and Rani Mukerji ensured that the evening was ‘Sabse Filmi’.

Additionally, various on-the-spot contests and games were carried out for the audience, enabling them to participate and win prizes.

On August 14, Oye! 104.8 FM radio station reached out to BSF soldiers under ‘Bollywood to Border' initiative. As a tribute to soldiers, messages of gratitude from movie stars were played. The on-air promotions with the stars was followed by a huge on-ground event at Wagah Border which featured music performances by Ankit Tiwari and Kailash Kher.

DILLI KI MARDAANI Oye! 104.8 FM Sabse Filmi launched a special initiative – ‘Dilli Ki Mardaani’ to honour brave women from Delhi for setting an example to society. Rani Mukerji the lead star of the film Mardaani, felicitated the winners herself and heard their stories of inspiration in a fully packed event in Delhi. Rani Mukherji spoke to the audience at length and inspired them to stay ‘Mardaani’. She also encouraged all women to learn martial arts and deal with issues of harassment with boldness. As part of the activity Oye! 104.8 FM had promotions for over a week which saw numerous calls from listeners nominating someone who they thought deserved the honour to be called a ‘Mardaani’, with some even recounting their own stories where they took a stand to defeat injustice. Out of the many calls and SMSs, 20 winners were selected to be felicitated by Rani Mukerji herself.

OYE FM BOLLYWOOD TO BORDER

The biggest stars from Bollywood had sent their messages for the soldiers including Amitabh Bachchan, Salman Khan, Kareena Kapoor, John Abraham, Emran Hashmi, Sonakshi Sinha, Nawazudin Siddiqui, Mahesh Bhatt, Rajeev Khandelwal, Kay Kay Menon, Richa Chadha, Salim Sulaiman and Sushant Singh Rajput. Oye! FM’s RJ Nitin Kakkar from Mumbai, RJ Piyush from New Delhi and RJ Heer from Amritsar set the tone for the evening by entertaining the crowd. The ceremony paused momentarily to

Rani Mukerji was moved by the tales of bravery and gave the winners Oye! FM Mardaani certificates. One of them was Anju Sharma who fought against local goons and filed an FIR against them. She ensured that the goons apologised in front of the whole neighbourhood. Luvjeet Bhatia, a lawyer by profession was another such winner, who fought a case against local hooligans for over two years with the verdict finally heading in her favour. Oye! 104.8 FMs initiative helped raise the spirit of women empowerment and set an inspiration to fight against social evils. 22

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

Radio Initiatives Bollywood to Border

Also Featured | RADIO ACTIVATION allow the iconic ‘Sada-e-Sarhad' Bus crossing over from India to Pakistan. Once the bus crossed over to the other side, poetry, music and entertainment took over and kept spirits high. The high point of the evening was musical performances by Ankit Tiwari and Kailash Kher. Visitors on the Pakistan side were also spotted swaying to the performance on Indian side. The celebrations were brought to a close with the ‘beating the retreat' ceremony at Wagah Border. Oye! 104.8 FM carried back BSF soldiers' messages to Bollywood stars to complete the loop. POTHOLE UTSAV After the success of its first edition and the support it garnered, 93.5 Red FM returned with the ‘Pothole Utsav' last month. The objective of Pothole Utsav was to make the civic authorities aware of the problems that plague Mumbaikars during the monsoon and make them accountable for the same. RJ Malishka led this campaign through her daily show ‘Morning No.1' worshipping the potholes with garlands and agarbattis. Listeners could call up Malishka during her show and nominate their respective area's pothole as the worst one. For the worst and biggest of potholes, Malishka along with her the Red FM team would go to the respective location and perform a ‘puja' of the pothole. Hoardings were put up at various locations across the city urging the citizens to nominate the worst pothole in their area. Promoters would hold placards with ‘Dheere Chal, Pothole Utsav Chalu Hai' at various major traffic intersections to bring to the notice of the people and the municipal authorities. Upto 15 worst potholes were marked in paint with ‘Pothole Utsav Chalu Hai' written on them.

Pothole Utsav - Before

“The idea was to make a relevant communication about potholes in a manner that stood out amid the general angst, and this reflected in our listeners and authorities alike participating in the effort.” NISHA NARAYANAN COO, 93.5 Red FM

Commenting on the campaign, Nisha Narayanan, COO, 93.5 Red FM, said: "Potholes have been a major concern in Mumbai every monsoon. Last year, we had initiated Pothole Utsav as a satire on the issue. The idea was to make a relevant communication in a manner that stood out amid the general angst, and this reflected in our listeners and authorities alike participating in the effort. I was very glad to see the activity win multiple awards at the Golden Mikes and India Radio Forum. Potholes persist, and so does Pothole Utsav. I hope it keeps potholes on top-of-mind for the authorities to provoke action." A listener called up Malishka complaining about a huge pothole near Infinity Mall (Andheri West). This pothole had been causing a lot of inconvenience to motorists and pedestrians alike. Malishka, taking charge of the issue, assured the listener that she would speak to the concerned authorities. She spoke to the Andheri West Corporator, Jyotsna Dighe and echoed the sentiments of the troubled commuter. The corporator on her part, guaranteed to Malishka that she would ensure that the pothole be filled up within 48 hours. On following up with the corporator again, the pothole had been filled within 24 hours. In another case, the Andheri-Kurla road, Marol PipeLine had a huge pothole. RJ Malishka spoke to the concerned corporator, Swati Sawant and inquired about the status on the pothole. The corporator assured Malishka that the pothole would be fixed within 48 hours. To check up on the same, Malishka followed up with the corporator during her Morning No.1 show and ensured that pothole was being filled.

Pothole Utsav - After

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

Brand Activation | Market Pulse

have to consider everybody competition. Even a newcomer in the market will have a different take, that might appeal to some consumer. Although we are one of the oldest brands around, we still have to stay relevant, yet stick to our own values.

How has your target base in India changed over the years and how have you adapted your approach to suit it?

“WE HAVE TO CONSIDER EVERYBODY COMPETITION, EVEN NEWCOMERS.” CHAKOR JAIN Business Head, Lee

ee is currently making the airwaves for 125 years of presence in the retail industry. The denim brand is also running a campaign promoting this, right from a multi-genre music concert that promotes their values, a walk down the memory lane, to a new consumer redemption game app. ExM catches up with Chakor Jain, Business Head, Lee for a glimpse into the trail they continue to curve.

Does India have an exclusive celebratory campaign of its own, keeping in mind the local consumer habit?

Our customers from the 1990s may still want to wear jeans with similar designs and fits like back then. But there is a bigger likelihood that the customer’s consumptions patterns might have changed. We still have to stay true to that age group of teenagers and youth. Whatever adaptations we have done since, all stay true to our tagline, ‘Stay Curious’. Playing with that, we have introduced anti-wrinkle jeans, denims with Vitamin E, Linen denims for the summer, sustainable jeans made of organic used up material and urban rider denims, with many pockets.

How much of your marketing spends are directed towards BTL? We have significant spends on BTL. There have been many music related properties and sponsorships. We had tied up with Talenthouse in the past. We had also promoted sustainability by manufacturing jeans with used, leftover material. Even our celebratory campaign is largely BTL. On October 11, there will be a music concert with five genres, symbolizing our five core values. We will also be displaying heritage denim pieces from our archive as a part of the Lee history session.

What is your reach in Tier II cities and towns? Do you have a different marketing strategy for them? Our Tier II base is expanding very well as fashion is no longer the privy of metro cities only. Many of the tier-II city communities are aspirational when it comes to brands and also upwardly mobile. So we don’t have a different market approach for them. But the mediums differ, in that, we do a lot more of outdoor advertising in smaller cities and towns. Digitial however, remains, a constant, that works for both sections of populations.

No, this is actually part of a larger Asia-Pacific campaign. We have created a game gratification app, called ‘Light the Candle’ game which is played at the stores. Fans are invited to play an interactive mobile game to virtually ‘light up the birthday candles’ by scanning a WeChat QR code through an in-store TV screen or tent cards. Players are asked to light as many candles as possible within five seconds to redeem Lee prizes. The reaction to it has been very good so far.

Who do you consider your competition in India? The existing established retail brands or the new boutique brands that are seeing much movement these days? Competition tends to be very dynamic in retail industry. We OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

Brand Activation | Photo Feature

TOMMY HILFIGER CELEBRATES

10 YEARS IN INDIA IN STYLE

Cream Events managed the events, including Hilfiger’s visit and a party with Estelle, Sonam Kapoor and Ranveer Singh.

ommy Hilfiger celebrates 10 years in India with style Dharm Patel Tue 30 September 2014. As fashion brand Tommy Hilfiger celebrated its 10th anniversary in India, there was a series of activities planned to commemorate the special occasion. Cream Events was chosen to implement the end to end execution of the events, which took place on Sept. 28.

The man himself, Tommy Hilfiger, kick-started his visit to India with an inspirational speech given to students from NIFT, Delhi where hyeiger spoke with the school's aspiring fashion designers about his experiences in growing his namesake brand into a global lifestyle business. He also answered questions from the students and provided advice for building a business in today's global economy. Next stop was the Tommy Hilfiger store at Select Citywalk where he was joined by actress Sonam Kapoor. They unveiled the India inspired collection which comprises of a stylish men's bandi and women's shawl. Finally, the celebrations ended with a bang where actor Ranveer Singh joined Hilfiger and Kapoor at a private party at The Leela. Grammy Award 26

winner Estelle performed for the very first time in India at the anniversary celebration where she sang her international charttopping hit songs ‘American Boy' and ‘Do My Thing'. Hilfiger was also joined by his associates Daniel Grieder (Global CEO, Tommy Hilfiger and CEO, PVH Europe) and Shailesh Chaturvedi (CEO, Tommy Hilfiger India). The 400 guests and VIPs at the party included Gauri and Nainika Karan, Manish Malhotra, JJ Vallaya, Rahul Khanna, Rohit Gandhi, Malini Ramani, Shantanu Mehra, Dipannita Sharama, PVR Head Sanjeev Bijli and many others.

GOURI BALACHANDRAN Head - Marketing, Cream Events

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

Elaborating on the celebrations, Gouri Balachandran, Head - Marketing, Cream Events, said: "This was one of the most challenging and exciting events that we have done. The planning for this event began many months ago where we set out to scout for the perfect location to host Mr. Hilfiger. Working with the international team of Tommy Hilfiger was an excellent experience. The creative design, production elements, etc. were all done in accordance with the international guidelines, all the while bringing to life the broad theme of Tommy being in India. The execution required flawless coordination right from managing his security to ensuring top quality delivery on production for the party."

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

Brand Activation | Photo Feature

BACARDI TO THROW A PARTY AT THE

BERMUDA TRIANGLE Bacardi competition winners make up this select guest list at Bacardi Triangle, a new music event, to be held within the Bermuda Triangle.

acardi is taking its Untameable campaign to an all new level. The Cuban rum brand has introduced a new property, the Bacardi Triangle, an event that will see 1,862 invited guests and competition winners take on one of the world’s most mysterious forces of nature in a three-day, music travel adventure, with three superstar artists from October 30 to November 2.

Bacardi has brought in production partner Broadwick Live, the team behind Festival No. 6 and Snowbombing, to help the brand curate the event from the ground up. This event is the latest in a trend that has seen music fans building music into their holiday plansand travelling further afield for their music kicks. Bacardi Triangle begins with three chartered jets from London, New York and Los Angeles, plus scheduled flights from 22 cities around the world, transporting guests to the five-star, Waldorf Astoria, El Conquistador resort in Puerto Rico. Music fans can expect tropical temperatures as they enjoy pool-side sets from some of the world’s leading DJs. The weekend culminates with guests being whisked to a private Caribbean island in the heart of the Bermuda Triangle. A range of surreal experiences await before three of the world’s biggest artists take to the Bacardi Triangle stage - Grammy award-winner DJ Calvin Harris, hip hop star Kendrick Lamar, and singing sensation Ellie Goulding. hat's more, in order to showcase Indian talent to the world, W Bacardi is also taking DJ Nikhil Chinapa, one of the biggest names in the EDM scene to Bacardi Triangle to play at the festival.

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

“This is the biggest brand experience Bacardi has ever held. We have worked hard to ensure that, at every step of the journey, guests and audience will be intrigued and amazed.” DMITRY IVANOV Senior Category Director - Rums, Bacardi

Bacardi will be taking tTen lucky winners from Indiato join the party. Of these, two will be selected by Chinapa himself through a contest while the other eight are being selected by Bacardi through a national contest on various offline and online platforms. To facilitate brand buzz about the party, Bacardi has been holding pre-parties in India. They were held on September 27 in Kolkata at Tantra, The Park, on September 28 at Skyye, Bangalore and on October 3 at Cafe Mambo, Goa. In all, for the Triangle weekend, Bacardi has made a multi-million dollar investment in the event’s activation in 25 cities across the world. It features a through-the-line communications strategy including TV, radio, PR and digital and takes a savvy approach to social media by activating through the artists’ social media channels to engage with fans who can win tickets to the event. Dmitry Ivanov, Senior Category Director - Rums, says, “This is the biggest brand experience Bacardi has ever held. We have worked hard to ensure that, at every step of the journey, guests and audience will be intrigued and amazed. We want to inspire men to live boldly and passionately; and we love great parties and music.” Commenting on this new music property by Bacardi, Manish Seth, Director of Marketing & Sales, Bacardi India says, “Bacardi Triangle is a unique music travel experience which brings alive the passion and our bold new identity ‘Bacardi Untameable since 1862’. We are delighted to offer a few passionate individuals from India the chance to attend this unprecedented event.”

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

Brand Activation | BRIEFS

SANJEEV PASRICHA MD & CEO CS Direkt

Honda Mobilio launches in 10 cities and goes to 42 corporate locations!

onda recently held an all-India launch campaign for the latest in its kitty - the Honda Mobilio. The campaign was executed by CS Direkt in 10 cities from July 22 to Aug. 4. The corporate activation of the car is currently being carried out by E-Square Eventz & Promos in 42 corporate locations across 13 cities. The brief for the launch was to announce the launch of Mobilio from Honda's stable as well as create a buzz about a â&#x20AC;&#x2DC;Midsize Stylish MPV'. CS Direkt was also required to establish Mobilio as the best seven seater family vehicle. The venue at all the cities were Taj and Mariott properties. While other

cities had a simple unveiling of the car for the press, Delhi and Mumbai had some added features including a dealer meet. Sanjeev Pasricha, CEO & MD, CS Direkt, said: â&#x20AC;&#x153;The Honda Mobilio launch was more than a challenge, an opportunity for us to showcase our commitment towards achieving brand excellence. With our team's consistent efforts, we have successfully converted our creative insight into a bespoke experience. This exclusive launch has been a result of quality work and strategic execution." The coporate lead generation activity is being conducted in the quest of increasing sales and promoting the stylish 7-seater in front of a large audience. The month-long activation commenced on Sept. 16 and will conclude on Oct. 17. E-Square has been associated with the brand Honda since the agency was incepted in 2009. The agency has successfully executed pan-India corporate and mall activations for Honda Brio, Amaze and even City.

BD PARK President & CEO Samsung (South West Asia)

amsung Electronics recently announced the launch of Club Samsung 2.0, a digital entertainment storefront spanning music, movies, videos and mobile TV under its MSC (Media Solutions Center) division. The launch event, attended by Shahid Kapoor and Shraddha Kapoor, concluded at JW Marriott in Mumbai on Sept. 17. Cheil India, Samsung India's integrated marketing agency, entrusted Showtime Group with the responsibility to design and execute the entire event. Hosted by Cyrus Broacha, the event saw music composer duo Sajid-Wajid bring the music alive with a song written exclusively for the launch. An AV screened at the event brought out the user-centric features of the service, along with Tarun Malik (Director - Media Solutions Center, Samsung South West Asia) who discussed its features through a lively conversation with the Kapoors. The setup design was inspired

October - November 2014 EXPERIENTIAL MARKETING

Shahid Kapoor and Shraddha Kapoor launch Club Samsung by the vibrant colour palette of the initiative. BD Park, President & CEO, Samsung South West Asia said: "With this launch, we reaffirm our leadership in customercentric innovation, which is at the core of all the product development that we undertake. As an industry leader, Samsung is addressing the need to provide high quality digital content by working closely with content providers and ecosystem developers. The new offering will not only provide unparalleled user experience but will set a new standard in the mobile entertainment space."

Brand Activation | BRIEFS

gaURAV DhaL Managing Director TIC

IC successfully completed the mammoth task of managing the launch of the Nissan Sunny at 130 locations in 100 cities across India simultaneously, in just one day. The campaign was planned to inform and educate dealer communities about the new car and its features. The launch took place in key metros, tier-II and tier-III cities. The purpose was to engage the audience through various activities as well as make them aware about the various features of the car. TIC ensured that the campaign was in sync with the product and matched the tagline of the car - ‘Get Used to Luxury'. TIC created an entrance arch at the showrooms, which were used as a premium welcome walkway for prospective buyers. It provided a golf setup at the venues to engage the walk-in customers as well as planned various other activities to engage them. The agency also ensured that brochures were always available there and used all the POSM provided in the most

Nissan Sunny launches across 130 locations simultaneously! prominent manner across the dealership area. From preparing test drive cars to invitation cards, standees and backdrop, TIC ensured that all the arrangements were in place. Gaurav Dhall, MD, TIC said: "When Nissan came up with the activity proposal, we were excited as this activity was full of challenges and we at TIC believe in doing impossible tasks. Not only was reaching out to numerous cities challenging enough, but to make it harder, many cities did not have good connectivity and infrastructure. We designed a strict schedule and had our required groundwork finished a day prior to the actual event. The successful completion of this launch has further strengthened our network and relations with Nissan."

AVISHKAR TENDLE Managing Director Natura

Google India gift wraps its new Gurgaon building for employees

oogle India launched their new office building in Gurgaon on August 25 with a gigantic ribbon cutting. The entire building was gift wrapped and unveiled in front of the employees. Encompass Events organized and executed the inauguration and the event agency roped in Natura for rigging and rappelling. "We didn’t receive any specific brief from Google for the inauguration," said Rohit Tiwari, Account Director, Encompass Events. "But when we saw the building with its beautiful front façade, we thought, why not gift wrap it for the employees."

Natura rigged the giant ribbons vertically and horizontally on the building like a gift wrap with a bow at the junction of two cloths. When the emcee announced the new building, Shyam (Natura's Head Rigger) rappelled down, tapped the bow and the horizontal ribbons were released. "The technique used to rig the ribbons, keep it in place and automatically release at the scheduled time is called Kabuki," explained Tiwari. "We also had a back-up system in place, in-case the Kabuki malfunctions, where the rappeller would have released the ribbons." Avishkar Tendle, Managing Director of Natura, said, "We had to factor in high wind speed at that height, as we were dealing with rigging of a 120ft long piece of fabric. This had the potential to rip out the anchors if need be. We also had to rappel down multiple times to rig the ribbon and bow in place apart from innumerable rehearsals to get it right." Additionally, employees dressed formed a human Google logo on the ground. Later that day, a flash mob of 50 Google employees, performed in the cafeteria during lunch time. October - November 2014 EXPERIENTIAL MARKETING

iverse! n U r e h s i e g a t The S

STAKEHOLDER ENGAGEMENT | MARKET PULSE

Amway Mega Leadership Summit 2014 in Toronto

ne cannot speak about the corporate incentive system in India without mentioning Amway’s Leadership Seminar – one of the biggest incentive programs in India impacting at least 4000 people each time. Organised each year in a foreign location, this is Amway’s most attractive incentive program for the distributors, where only the most outstanding performers are chosen. Fresh from her trip to Canada, Rita Tandon, Manager, Special Events, Amway India speaks to Ex-M about Amway’s Leadership Seminar 2014 where 4000 distributors from India were taken to Toronto.

What made you zero in on Toronto as the venue for your Leadership Seminar 2014? Amway has been organizing these trips to foreign destinations for a long time now. We have already covered most of South East Asia, like Hong Kong and Thailand and also many parts of Europe like Paris, Switzerland and London. Toronto was an entirely new destination for us in terms of taking such a large group. We chose Toronto due to its diverse culture and lively city life. We also prefer destinations where there are lesser hassles when it comes to obtaining visas.

Did you rope in any event agency to help you in organizing and executing the trip? We do everything on our own at Amway. We do not give out the contract to any agency in particular. However, we had engaged a local agent in Toronto to help us out and we partnered with C S Direkt, an agency in India, to take charge of our various events. We had a ticketing partner to make bookings. I also hunted for a travel agent myself in case we

“WE NEED FOREIGN COUNTRIES TO LOOK AT INDIA AS A VIABLE MICE DESTINATION” RITA TANDON Manager, Special Events, Amway India

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

Amway Mega Leadership Summit 2014 in Toronto

canâ&#x20AC;&#x2122;t get our ticketing partner to make the reservations. Sometimes, we visit the destination in advance and make all the bookings in person.

What kind of support did Tourism Toronto extend to you in making your visit a memorable one? What were the facilities provided to you? Tourism Toronto was extremely helpful. They facilitated exchanges with the embassy and advised them to help us out. They allocated us a considerable amount of funds for our perusal. Most importantly, they took care of details like welcome banners on arrival at the airport, immigration support, helping us obtain visas smoothly, getting the best facilities for the VIPs and short listing ground operators.

groups. We need foreign countries to look at India as a viable MICE destination as much as we look at them for the same. India has such varied geography, rich history and culture. The scenic beauty of Kashmir is no less than Switzerland and South India has some stunning locales.

How important are these incentives for distributors with Amway? They are extremely important as they motivate the distributors to perform well. The distributors get their well deserved bonus. Itâ&#x20AC;&#x2122;s not easy for many Indians to fund trips to go abroad and obtain visas for the same. We, at Amway, take the entire responsibility on our shoulders of planning and executing these trips and want our distributors to just focus on performing well.

Where do you plan to take your distributors next year? Typically, when does planning for the next seminar begin? We have finalized Paris as the destination for next year. Our planning typically starts a year-and-a half in advance. Although we have already made a trip to Paris, that was only a small group of VIP distributors, numbering 200. This time though, we plan to take all of our distributors, around 4000 people, to Paris. Similarly, we had already done a trip with our VIP distributors to Toronto too, before taking all the distributors there this year.

In your opinion, how is the MICE Travel Industry in India shaping up?

Amway agents enjoying a Cruise Tour on Niagara Falls

I believe the MICE industry is doing well in India. However, I really wish India evolves as a MICE destination for foreign OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

Stakeholder Engagement | Market Pulse

Glimpses of corporate MICE events across experiential venues in Malta

n July 2014, a record number of 513000 people went through the Malta airport. The figure is more than the combined population of Malta which stands at 410,000. There is enormous potential for Malta in the Indian market and the Mission is to make India aware about Malta. "We don't have to sell it, we just have to spread knowledge about Malta as the place sells itself," said John Aquilina, Maltese High Commissioner to India.

John Aquilina was elected as a Minister for several years, and held many ministerial portfolios, including Education and Training for six years. He acted as the Speaker of the Parliament for four years and finally the Leader of the House in the NSW Legislative Assembly for four years. A high school teacher of history and English, he was appointed the High Commissioner after his retirement from active politics. In this exclusive interview with ExM, Aquilina talks about why Malta is slowly and steadily shooting up in prominence in terms of a business and travel oriented destination.

How does India fare amongst Asian countries in terms of tourist inflow to Malta? How has this changed in the last five years? Malta has not quite been in India's sights, and to be honest India has not been in Malta's sights either. This is one of the reasons that the PM sent me here, because ever since Malta joined the EU in 2004, it's been too Euro focused. The government is now keen to diversify its approach. It wants to broaden its horizons and look at other areas and districts beyond Europe to see what potential there is for Malta. The two key places they are looking at and focusing very strongly at the time being are China and India. 36

OCTOBER- NOVEMBER 2014 EXPERIENTIAL MARKETING

â&#x20AC;&#x153;MANY INDIANS ARE UNAWARE OF MALTA, EITHER AS A MICE OR TOURIST DESTINATION.â&#x20AC;? JOHN AQUILINA Maltese High Commissioner to India

We are keen on promoting an exciting place that Indians would love to visit and experience. Indians love to tour and travel. They are all over Europe be it Paris, Zurich or in the United Kingdom. However, In Malta, so far, there are very few Indian tourists as most of them are unaware about Malta. The focus on Malta in India isn't very strong. I haven't come across a single magazine in India with a story focusing on Malta. Hence it is a great opportunity for you to venture in.

Has tourist inflow to Malta increased over the last few years? As of today, things have improved 500% more than last year. Around this time last year, there were just 230 people from India, and this year there are already 1200 from India so far. We are starting from a negative base and realistically, we are on a launch pad and still building. I try to give support to many organizations who want to come to Malta. The focus is never to sell Malta, but just make people aware about Malta as it sells itself. Last year, the total visitors were 1.6 million visitors. This year, the numbers will be higher as the monthly margins are already up. Many tourists go on cruises on a Schengen visa from other European Countries as Malta is in the middle of the Meditteranean. It is a major yacht mooring centre in Europe.

What part of the overall tourism to Malta includes business / MICE travellers? How has this trend changed over the years?

Right now, at least 1 out 5 is a business traveler. I think its growing more and more, Business Tourism is on the increase in Malta as there are many facilities for conferences and events. Today, there is a lot more promotion for this segment in Malta. Business Tourism is growing in importance.

What do you think will attract Indian MICE / event groups to Malta? What newer initiatives / developments within the destination will enhance this? First and foremost, language isn't a barrier as English is universally spoken. It is also the language of commerce and the Government. The ease of travelling around the city is also a major plus point. The island offers a unique European experience right in the heart of Europe. Due to the compact size of Malta, everything is easily accessible. There are top class hotels and also experienced personnel trained to handle the varied magnitude of events. Malta is also relatively cheaper. The cost of labour is cheaper than in mainland Europe. The tariff for a luxury hotel would be much cheaper than for a similar hotel in Europe. Indians are constantly trying to go to new places. The impact of movie locations is also a major driving factor. Malta has a unique feature, as it has a mixture of architecture and history and landscape. Movies like Munich, parts of Gladiator and Troy were shot in Malta. I am trying to get people from the Indian film industry to shoot in Malta.

Glimpses of corporate MICE events across experiential venues in Malta

OCTOBER- NOVEMBER 2014 EXPERIENTIAL MARKETING

What efforts are the tourism board / business tourism board taking to facilitate higher MICE movement into the destination? Any specific plans for Indian groups? To be honest, so far there hasn't been much done. We are on a launching pad stage. This is why what Jaideep Venugopal and Clive Perry (Of Blue Marble Destination Services) are doing is so important because we are on ground base and they are amongst the pioneers. The off peak season is very feasible for Indians. We are working on the business plans for the coming few months. We foresee Malta becoming as major a destination as London for Indians but at the same time we don't want to risk overexposing Malta. We want to retain the exotic value of Malta . The Malta tourism Association is extremely active, but not as far as India is concerned. However, now they have appointed a specific person to focus on Asian countries with India as a focus.

How would you say Malta compares with other more popular destinations within Europe? Why should a corporate still choose Malta over other destinations in Europe? As I had mentioned before, Malta has the advantage of language since English is spoken universally as compared to most of the other European countries where language is always a barrier. The transport costs are reasonable as is cost of labour. The tariff for a luxury hotel would be much cheaper than for a similar hotel in Europe. Moreover, the connectivity to Malta is very good. Malta Airport has been voted 4 out of 5 times in the last 5 years as a top medium sized airport In Europe. There are flights available to every country in Europe. Despite being a small place, Malta has its own airlines. Air Malta flies to major destinations across Europe on a daily basis. There are also various ferry connectivity options to the rest of Europe.

Glimpses of corporate MICE events across experiential venues in Malta

OCTOBER- NOVEMBER 2014 EXPERIENTIAL MARKETING

STAKEHOLDER ENGAGEMENT | IN FOCUS

rand USA, responsible for promoting the United States as a premier travel destination and communicating US entry/exit policies and procedures, held the third edition of its annual India Travel Mission from Sept. 8 to 13. The mission witnessed a tremendous response with over 600 Indian travel industry professionals attending buyer seller meetings in Mumbai, New Delhi and additionally Bengaluru too this year. The U.S. delegations comprised 41 participants representing thirty U.S. companies including destinations, attractions, hotels and receptive operators. The events as part of the trade show was executed by Team Rustic.

IN FOCUS

BRAND USA

BRAND USA CAPITALIZES ON THE INDIAN MICE & LEISURE INDUSTRY

The mission brought together US organizations and India's travel buyers to provide an in-depth look at US destinations and experiences and thereby increase cooperation and travel bookings. It provided an appropriate platform for US suppliers to interact directly with India's leading tour operators, airline representatives, travel agents and media. As a new inclusion this year, the mission also served as an opportunity for the delegation to understand the Indian MICE industry more, through discussions, interactions and networking with experts from the Indian MICE industry. The USA has witnessed a steady increase in Indian travellers. In 2013, India was ranked 11th amongst the top 20 tourist generating countries for the US with 859,000 arrivals, an increase of 18.6% over the previous year according to the U.S Department of Commerce.

The third annual India Travel Mission engaged more than 600 industry professionals.

â&#x20AC;&#x153;The India Travel Mission provides an excellent opportunity for Indian travel partners to cultivate lucrative business opportunities to the USA.â&#x20AC;? SHEEMA VOHRA Managing Director of Sartha Global

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

IN FOCUS | BRAND USA Commenting on the mission, Jay Gray, VP - Global Partnership Development, Brand USA said: "Like earlier years, the India Travel Mission has been a great success and has been enthusiastically received by the Indian travel trade. New initiatives like the USA Discovery Program will engage the travel trade to learn the diverse travel options in the US. Additionally the recently published Culinary Guide with encourage gourmet enthusiasts to discover cuisines of the USA like never before." Sheema Vohra, Managing Director of Sartha Global, marketing representative office for Brand USA in India added, “The U.S. has witnessed a continuous increase in Indian travelers arrivals in the last three years. We are confident that this trend will continue over the next decade and the India Travel Mission provides an excellent opportunity for Indian travel partners to cultivate lucrative business opportunities to the USA." Sessions in each city began with a presentation on an LED screen, a lucky draw contest, which was followed by an introduction by Jay Gray. Bangalore, as a new entrant to the travel mission this year, only had a B2B meet followed by cocktail dinner. The Mumbai and Delhi trade meets stretched over two days with the B2B meet and cocktail dinner on the first day and a panel discussion on the second day. Delhi also had a third day, where key media representatives were addressed at Le Meridien. The event setup at each city was that of a B2B meet. Additionally, many of the organisations had a 90 second video to air. Plasma panels were set-up at strategic points where maximum visibility was ensured during the event, like the lounge and lunch area among others, where these videos were aired. The cocktail party and dinner in all three cities were intended for networking purposes only. The B2B meet working space was converted into a lounge set-up by evening. In Delhi and Mumbai, a jazz band was roped in to play instrumental club music as a soothing interlude to networking. Brand USA announced the launch of its training program called the ‘USA Discovery Program’ for the Indian travel trade. This is an online learning tool created to train and empower Indian travel agents to sell USA like never before. Hosted on its website, agents can find information on US states, regions and territories, as well as experiences and holiday themes to provide a holistic overview of the USA as a destination and to enable cross-selling on all aspects of sales to the USA.

Delegates at the session

Brand USA also unveiled its culinary guide, ‘Discover America: Great American Food Stories' aimed at promoting gastrotourism in the USA and showcasing the U.S. as a top culinary destination for world travellers. It brings together some of the best-known American chefs and showcases the culinary highlights of each region of the country.

Jay Gray, Vice President - Global Partnership Development, Brand USA unveiling culinary guide - Discover America'' Great American Food Stories''

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

Stakeholder Engagement | BRIEFS

ZASHANK BHATIA Senior Manager - Client Services Encompass

photo zone with tandem cycles and a huge installation of Gujarat's future skyline with UltraTech's new role.

UltraTech and Jaypee unite among 3500 partners

ltraTech Cement recently acquired the Gujarat operations of Jaypee Cement and hence held a welcoming celebration for the new trade partners of the same. The dealers meet, packed with 3500 attendees, concluded in Ahmedabad. Encompass, which has a long-standing relationship with UltraTech, executed the entire event. The theme was conceptualized as ‘UltraTech Cement - EK Saath, Ek Vishwas' so as to reflect the new partnership and to motivate the partners towards combined growth. An engaging setup included a history wall of UltraTech in the walkway, a special

Apart from the various thematic activities and engagements during the show which was hosted by Roshan Abbas , there were also special performances lined up for the guests' entertainment. Sunil Grover left the audience in splits with his classic Guthi act whereas Raagini Makkar with her dance troupe (Winners of India's Got Talent, Season 5) amazed the audience with their fusion dances. For the finale, Shaan enthralled the audience with some of his popularly loved numbers as well as a few Gujarati songs which were highly enjoyed by the audience. Zashank Bhatia, Senior Manager - Client Services, Encompass said: "The team worked diligently to create and execute not just an amazing show, but also extremely interesting and engaging pre-show activities for the guests. Managing a large audience is always a task, but it was very well planned and managed. The constructive feedback which we received from our client through the planning stage to the execution helped us deliver a show which was very well appreciated by the audience."

HEMANT DAHIYA Managing Director Salt Experiential Marketing

MW India took 30 of its partners on an exclusive and exotic driving experience in Bhutan last month. Bhutan's iconic locales were visited and savored through this drive experience by BMW's dealer principals. Salt Experiential Marketing, which has worked with BMW in the past, facilitated the BMW Partner Drive Xperience 2014. The agency was in charge of the travel, hotel, logistics, setup, branding and even the drive navigation. The partners took off on an exclusive chartered flight on July 24. The drive experience commenced right from the airport as the partners drove in their BMW X3s (for them to drive for the entire trip) to the Taj Tashi in Thimpu. On their arrival they were treated to a royal Bhutanese welcome dinner. On the next day, the partners took off to the Dochula Pass in their cars and visited a monastery where they received the blessings of monks. The journey had a lunch stopover at the

October - November 2014 EXPERIENTIAL MARKETING

BMW’s partners receive monks’ blessings in Bhutan Buddha Top Hill where they saw an awe inspiring statue of the Buddha. A specially designed lunch venue with BMW branding hosted their lunch right on the highest point at the Buddha Hill. They returned to their hotel before taking off to the Folk Heritage Museum for dinner. They left the following morning, driving to the airport and flying back to India. Hemant Dahiya, MD, Salt Experiential Marketing, said: "It was an honour for Salt to successfully execute and manage challenging logistics and deliver a flawless experience over three days for the guests at the exotic locale of Bhutan. We thank BMW for reposing their faith on our capabilities."

Stakeholder Engagement | BRIEFS

DEEPA VAITY Marketing Manager - M.I.C.E Corporate Events

eliance Life Insurance recently held MICE trips as incentives to destinations across the globe, for their advisors, agencies and channel partners, from Aug. 25 â&#x20AC;&#x201C; Sept. 7. Corporate Events executed it. The first was for 250 people from Aug 25-27 at Thailand. They stayed for two nights in A-one royal cruise hotel,Pattaya. They went on a sightseeing tour, gala dinner at Noong Nooch Gardens and coral island tour and Alcazar show the next day.

Next was the CEO Select conference at Amsterdam for 120 people from Sept. 4-7. They stayed at NH Amsterdam Zuid Hotel. A Gala Night was held at Renaissance Hotel, with a Dutch theme, Dutch royal props and street performances. A Quick Change Act was followed by dinner, drinks and music by a DJ. The visitors were taken for Heineken Beer Experience and a city tour. Next, they visited a fishing village in Volendam. Of the 120 who travelled to Amsterdam, 30 people got an extended trip to Barcelona. The Barcelona trip included a Flamenco show over dinner, night at the local casino and a city tour with a visit to Sagrada

Reliance Life Insurance takes partners and agencies on a reward trip Familia church, FC Barcelona Club Visit and Museum. They stayed at Hotel Catalonia Ramblas. At Dubai, 50 delegates were put up at Hotel Yassat Gloria. A visit to a mosque and museum was organised along with Dune Bashing, Desert Safari and Gala Dinner at Desert Safari Camp. "For each trip we incorporated local flavours in our event theme along with performances," said Deepa Vaity - Marketing Manager - M.I.C.E at Corporate Events. "The challenge was in getting visas and travel arrangements for everybody, since some of the people were same as in the other trips."

Pankaj Malhotra Director - Sales & Operations EPIC India

August 11 began with a trip to Pattaya, where the distributors were accommodated at the Royal Cliff Beach Resort. In the evening, Epic organised for distributors to catch the famous Alcazar Show.

Microsoft takes top Nokia distributors to Thailand

PIC India Tours and Events recently organized a leisure offsite to Thailand for Microsoft on August 11-13. The objective was to facilitate Microsoft and Nokia distributors for increasing the sales in their respective areas and hence it took the top 40 distributors of Nokia to Thailand. The trip included a two day stay at Royal Cliff Beach Resort. EPIC Indiaâ&#x20AC;&#x2122;s role included managing food and beverage, transfers, designing the itinerary and arranging hotel accommodations. The itinerary was personalized at various touch points to suit the needs of the guests. Day one, i.e,

A coral island tour was organised for them the next day via speed boat and the day ended with a gala night at Annapoorna Hotel. On the third day, the distributors were taken to Bangkok for sightseeing. Commenting on the association with Microsoft, Pankaj Malhotra, Director of Sales and Operations, EPIC India, said: "Working with the Microsoft team has always been a pleasure as it solely focuses on quality and 100% customer satisfaction. Comprehensive destination knowledge coupled with our years of experience and excellent working relations with leading industry partners enable EPIC India to fulfill expectations. Apart from including an exceptional range of choices for dining venues, activities and sightseeing spots, we also add our own little twists which make guests feel at home even at foreign locations." October - November 2014 EXPERIENTIAL MARKETING

Introducing...

3D AUGMENTED VIDEO MAPPING Immerse into the 3D Environment with our new State-of-the-Art Augmented Reality Technology

Concerts

Conferences

Weddings

Entertainment | Photo Feature

DJ SUKETU, AKHTAR AND OTHERS HEADLINE

BOLLYWOOD DANCE MUSIC TOUR A property of Event Capital, the tour is going to four Indian cities and also Dubai in the coming months.

vent Capital, a division of the Laqshya Media Group, announced its newest property - the Bollywood Dance Music Tour - that featured DJs putting their own unique spin on popular Bollywood tracks. The BDM tour kicked off on Sept. 13 at Irish Village Brewery in Pune where it began as early as 3 pm and concluded at night. In the coming months it will be travelling to Mumbai, Bengaluru, Kolkata and even Dubai. Through this IP, Event Capital will also provide a platform to an ever evolving genre of dance music in India. The tour features some of the most celebrated DJs in the country such as DJ Suketu, DJ Akhtar, DJ Akbar, DJ Notorious, DJ Rink, DJ Piyush and DJ Amit, who will enthral audiences with their musical fusions.

The tour will also feature an online radio station dedicated to BDM, a customized YouTube channel as well as a unique awards ceremony

to honour the best DJs on the BDM circuit. Moreover, the property will also tie up with various pubs in the country that celebrate Bollywood dance music. The tour is powered by MAAC (Maya Academy of Advanced Cinematics), BookMyShow is the ticketing partner, The Westin is the hospitality partner, Irish Village Brewery is the venue partner, engage4more is the employee engagement partner, WFD is the digital partner, Laqshya is the event consultant. Speaking about the property, Deepak Choudhary, Director & CEO, Event Capital, said: "Event Capital has always been at the forefront of the events industry creating unique events and giving a stage to new talent and new ideas. It is with this vision in mind that we created the BDM tour thereby encouraging a fast growing genre of music and taking it to various cities to reach out to dance music aficionados."

DEEPAK CHOUDHARY Director & CEO, Event Capital

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

Entertainment | BRIEFS

GIRISH CHANDRAN Managing Director Think Events

Ranbir Kapoor associates with Saavn as Creative Collaborator

outh Asian Audio Visual Network, aka Saavn, is a streaming music service that strengthened its ties in India with the recent disclosure of Bollywood star Ranbir Kapoor as Creative Collaborator. The announcement comprised a press conference and party as well. With the Grand Hyatt in Mumbai playing host to this event, the event was planned and executed by Think Events. The conference witnessed Saavn's newest commercial and also exhibited the behind the scenes shots, showcased on a Kabuki screen. The end of the commercial triggered the

screen to drop and vanish, thus revealing the Saavn Logo on the LED screen and the rotating panels on either side. The Saavn officials formally addressed the guests on the brand’s journey and the partnership. Post this, the floor was open for questions and discussion. They then raised a toast to celebrate the collaboration and share the future plans of Saavn. Bollywood music composer Pritam Chakraborty and his troupe of live musicians ensured the guests had a groovy evening on the customized LED dance floor and lounge seating. Members of the press witnessed a captivating hologram based illusion of the working of the application and were presented with exclusively designed merchandise. Girish Chandran, MD, Think Events said: "We are extremely pleased to be associated with Saavn. It was a moment of pride to witness our efforts and in depth planning translate into a unique evening with all the industry partners in the same room. Despite the time crunch, we efficiently managed to transform the existing conference setup to suit the exquisite party, with the presence of exclusive invitees."

JAIDEEP SINGH Senior VP & Business Head - INS Viacom18

onceptualized by LIVE Viacom18, in association with Vh1 India and in partnership with blueFROG, the second edition of ‘Emerge' kicked off with the performances of DJ Dismantle in Mumbai, Pune and Delhi on Sept. 18, 19 and 20 respectively. New Delhi based graphic designer Anant Ahuja also showcased his work at the Delhi gig, while visual artist Rohan Dahiya along with designer Mudit Ganguly exhibited their art in Mumbai and Pune. The property will also see other talented artists such as Go Go Berlin, These Reigning Days, Thomas Dybdahl and Popface from Norway among others, bringing their unique take on music to India. Emerge is a unique platform that showcases international talent by engaging with the music aficionados through fresh sounds. Its multi-dimensional experience comprises installations and stalls that will engage audiences with different forms of art while they're on the dance floor. Emerge

October - November 2014 EXPERIENTIAL MARKETING

Live Viacom18, Vh1 India and blueFROG host ‘Emerge’ provides a platform for young Indian artists to showcase their work and reach out to a wide plethora of tastes and aesthetic inclinations. Jaideep Singh, Senior VP & Business Head - INS, Viacom18 said: "At Live Viacom18, we always aim at going beyond traditional norms and experiment in the music and entertainment space. By blending music and art, some of the most creative forms of expression, we hope to envision a new experience for the creative soul. We had a positive response last year and this year will be even more exceptional."

Entertainment | BRIEFS

SANJAY SHUKLA CEO Percept Activ

ercept Activ planned and executed the launch party of ‘Oh My God' - a real estate project by Bayaweaver, on Aug. 11 at the JW Marriott Hotel in New Delhi. The night was themed ‘Miracle Event'and saw the attendance of 1400 people. Adding glamour to the night was Manish Paul who hosted the event. An augmented reality presentation ended with an introduction of the team behind the project being welcomed on stage and applauded for the roles and expertise they brought on board. Acts by the Golden Adagio left the audience spell bound, while a touch of magical illusion was added by the Duo Fantasy performers who mesmerised the audience with their fantasy acts. This was followed by celebrity performer Shibani Dandekar setting the mood for attendees to take to the dance floor.

Percept Activ carries out the launch party of ‘Oh My God’ The 3D walkthrough of the project showcased in the Oculus experiential zone was an instant attraction, for attendees to take a walk about inside giving a real time feel of being in the place. The red carpet was rolled out for guests to feel like celebrities with photo opportunities and specially crafted cocktails. Sanjay Shukla, CEO, Percept Sports & Entertainment said: "With the execution of this event for Bayaweaver, we have moved another step up the ladder and thus have built a stronger relationship with the client. We hope to work on many more projects like this in the future for Bayaweaver."

RADHIKA BUBNA Senior Manager Encompass Events

and Yudhishtar Urs who were dressed as their on-screen characters - pilots.

Star Plus launches two shows – Airlines and Everest

tar Plus recently launched two shows about inspiring women: ‘Everest’ and ‘Airlines - Har Udaan Ek Toofan’. Everest is the story about 21-year old Anjali, who aspires to conquer her own personal Everest. Airlines is the story of flight officer Ananya Rawat who forms the central theme for the show, as she personifies the aspirations and ambitions for most young indian women. The launch event for Airlines comprised a fashion show followed by a press meet (with pan-India media) and one-on-one interactions with the lead actors - Tulip Joshi

For Everest, Star Plus and Ashutosh Gowarikar Productions (AGP) held a press conference to unveil the crew that has worked behind the scenes. The event, executed by Encompass, took place on Sept. 16 at JW Marriott in Mumbai. The conference saw approximately 90 media persons and was addressed by Ashutosh Gowarikar, Gaurav Banerjee (General Manager, Star Plus) and A.R. Rahman, the music composer for the show. The promo video and the poster for the show were also shown to the public for the first time. Radhika Bubna, Senior Manager, Encompass Events, said: "We are thrilled to have been given the opportunity to execute this unveiling. We thank Star for their faith in Encompass and trust this to be the beginning of a long lasting and fruitful relationship. Being one of the first few events where Encompass has worked with Star, this press conference proved to be a good foundation to build a partnership on." October - November 2014 EXPERIENTIAL MARKETING 49

Sport Marketing | Also Featured

AFTER IPL OTHER WORLD-CLASS LEAGUES MUSHROOM IN INDIA India has, just in the span of a couple of months, seen the sprouting of three professional leagues Football, Tennis and Kabaddi.

espite the scandals that rocked its foundations, the Indian Premier League (IPL) is still going strong and has recently completed seven successful editions. What’s more, the success of the cricket tournament has inspired other associations and organisations in the country to come up with their own leagues for different sports like kabaddi, football and tennis. Particularly, in past few months, India has seen the mushrooming of three professional leagues - Pro Kabaddi League, Indian Super League and International Premier Tennis League. Already off to a rolling start, these competitions are globally appealing, thanks to a heavy international involvement in the teams, with formats similar to the IPL. PRO KABADDI LEAGUE The Pro Kabaddi League was launched by Star Sports in conjunction with Mashal Sports to showcase the new face of kabaddi. Being a deep-rooted sport in India, the league opened to a massive response with over 200 million television viewers tuning in to watch the game in the just the first week of its launch on July 26 this year. The league comprised eight teams, listed here with its owners: Bengal Warriors (Future Group), Bengaluru Bulls (Kosmik Global Media), Dabang Delhi (Do It Sports Management), Jaipur Pink Panthers (Abhishek Bachchan), Patna Pirates (Rajesh Shah), Puneri Paltan (Insurekot Sports), Telugu Titans (Veera Sports) and U Mumba (Ronnie Screwvala). The month-long league’s final concluded at National Sports Club of India (NSCI) in Mumbai on Aug. 31, where Jaipur Pink Panthers beat U Mumba 35-24. AGENCIES IN ACTION FOR PKL To promote the PKL, Star Sports decided to undertake a month-long mall promotion with the services of Everything Goes! Communications (EG) at one mall each in the eight cities where the teams are registered with. EG also held further activations for the final phase of the PKL in Mumbai at RCity

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

“As kabaddi is a full contact sport, with profound support from people of all age groups, we decided to bring their favourite game closer to them.” LYDIA BUTHELLO Senior Vice President - Events, Star India

Mall and Inorbit Mall for four days – Aug. 28 to 31. To reintroduce people to the challenging and dynamic game of Kabaddi, an indoor Kabaddi game unit was placed inside malls for people to experience the thrill of the game with the promoters. PKL related merchandise was distributed to the participants of the game. Commenting on the activation, Lydia Buthello, Senior Vice

President - Events, Star India, said: "As kabaddi is a full contact sport, with profound support from people of all age groups, we decided to bring their favourite game closer to them. We're glad to partner EG! to create a meaningfully engaging experience for our audience and are certain that it will add significantly to the recall value of the game and league." While the events for Jaipur Pink Panthers were managed by GS Worldwide Entertainment, DDB MudraMax was entrusted with ‘Franchise and Venue Management’ for Bengal Warriors. Mudra spearheaded the marketing communication and consulting on brand strategy and direction. With a mix of marketing touch points the campaign communication saw a burst in OOH, media, print, direct marketing, events, all integrated via digital platforms. Speaking about the team’s association with the league, Sandip Tarkas, President, Future Group & CEO, Bengal Warriors, said: “Indian-ness is one of the core values of Future Group and we immediately consented to associate with the sport, when the idea of ProKabaddi league was born. The choice of Kolkata was also a natural one, as Future Group does enjoy a special bond with Kolkata, since the group’s first stores (Pantaloons and Big Bazaar) were born here. Having done that, managing a sports event at this scale needs some special skills and we found in DDB MudraMax, a willing partner who not just shared our enthusiasm for the sport, but also had the requisite skills and was willing to invest in the same where such skills were not available in-house.” Commenting on the partnership, Mandeep Malhotra, President of DDB MudraMax said, “The league is a rebirth of the best touch sport of our country, and it surely got me running for my breath. So when we got the opportunity, we grabbed it! My team and I have been on ground at the Netaji Stadium, for every single match, and it’s great to see how this sport has come back to life!”

“The league is a rebirth of the best touch sport of our country, and it surely got me running for my breath. So when we got the opportunity, we grabbed it!” MANDEEP MALHOTRA President of DDB MudraMax

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

Also Featured | Sport Leagues

“Kabbadi is an ideal game for Fevicol to associate with considering the fact that it involves strong holds, tackles and bonds which is in line with the brand’s messaging of strong bonding.” ANIL JAYARAJ Chief Marketing Officer, Pidilite Industries

FEVICOL ALSO STICKS ITSELF TO THE KABBADI WAGON The brand integrated with the league for on-air and on-ground activities. These involved not just TVCs but also on-air animated pushbacks and aston bands which featured ‘Fevicol ki Pakkad, Chootegi Nahin’ during live matches when a tackle resulted in entrapment of the raider. The brand also communicated on-ground through messaging on LED screens at venues. Commenting on the association, Anil Jayaraj, Chief Marketing Officer, Pidilite Industries said: “Kabbadi is a sport integral to India’s culture. The game has seen resurrection as a mainstream sport through PKL. Kabbadi is an ideal game for Fevicol to associate with considering the fact that it involves strong holds, tackles and bonds which is in line with the brand’s messaging of strong bonding.” HERO INDIAN SUPER LEAGUE The ever-growing popularity of football in India has led to the birth of the Hero Indian Super League (ISL). IMG-Reliance, All India Football Federation (AIFF) and Star India will be kicking off ISL on Oct. 12. Hero MotoCorp has signed a three-year deal to be the ISL’s title sponsor. The league comprises eight teams – Atletico De Kolkata, Chennaiyin FC, Delhi Dynamos, FC Goa, Pune City, Kerala Blasters, Mumbai City and Northeast United. These teams are star-studded, with coaches and players like Fredrik Ljungberg, Nicolas Anelka, Luis Garcia, Peter Reid, David James, Marco Materazzi, Alessandro Del Piero, Zico, David Trezeguet and Manuel Friedrich among many others. The winning bidders for these teams include actors Ranbir Kapoor, John Abraham OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

Also Featured | Sport Leagues Speaking about the association, Abhishek Ganguly, the new MD of Puma India (replacing Rajiv Mehta) said: "Puma since its inception in 1948 has focussed on football and the brand has a rich legacy with the sport. The association with ISL brings in credibility and Puma is happy to be the official ball partner for the tournament. With the brand belief of ‘Forever Faster', Puma now aims on key performance speak. The football uses cutting edge innovation and we are glad to bring such technology to the table." TOUCHING ENGLISH WATERS The ISL has also entered into a strategic partnership with the English Premier League (EPL), one of the best known names in league football, to bring its best practices to India under the exchange program. EPL is the most watched annual global sporting event in the world. India is the EPL's number one market in terms of social media engagement, with an average reach of 1.48m Indian fans every week.

“We are delighted to be partners in this journey for the common goal of promoting football in the country” PAWAN MUNJAL MD & CEO, Hero MotoCorp

and Salman Khan; Indian cricketers Sachin Tendulkar, Sourav Ganguly and Virat Kohli; and industrialists Harshavardhan Neotia, Sanjeev Goenka and Venugopal Dhoot. Commenting on the sponsorship, Pawan Munjal, MD & CEO, Hero MotoCorp, said: "Like every other part of the world, India is also in the grip of this magic called football as millions of youngsters across the country are taking to the game with enthusiasm. The ISL, therefore, is a timely initiative, and we are delighted to be partners in this journey for the common goal of promoting football in the country. As the title sponsor of the league, we are happy to being catalysts in bringing in much-needed professionalism and promoting the game at the grass roots level to help identify and promote local talent." Adding further, Uday Shankar, CEO, Star India, said, "The Hero name brings with it credibility, commitment and passion to the cause of sports. I am deeply pleased because Hero and Pawan Munjal are true ambassadors of sports with a commitment that goes beyond sponsorship. It is great to see them take centreforward position to support the ISL and the future of Indian football.” PUMA ROLLS IN AS THE OFFICIAL BALL PARTNER ISL also tied up with Puma, a brand known for its rich football heritage, as its Official Ball Partner. The official ball for the ISL is the ‘Puma EvoPower 1 Statement Football'. With this tie up, Puma will be providing match balls for all ISL matches and also for club warm-up and training sessions. During the league, Puma will be providing branded ball bags for clubs, which will be handy for storing training balls. To keep pace with the excitement for the knockout stages, Puma will be designing a special ball. The ISL branded balls will be up for grabs at the Puma stores and will also be distributed as giveaways for various promotional activities. 56

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

The co-operation agreement between the ISL and EPL will allow the ISL to leverage the league's expertise in nurturing and growing a high quality football competition. ISL will receive strategic support, advice and assistance from Premier League to further the development of the League and its clubs. The EPL will also assist in establishing club governance, shaping the brand, fan engagement, defining anti-corruption and anti-doping policies for the ISL, as well as joint promotion of the ISL and Premier League Football in India. Through the alliance, ISL will help EPL and its clubs in staging football matches and will assist in other business development initiatives in India. This will encourage exchange programs and partnership building between clubs of the two Leagues. The two leagues will also cross-promote football coverage on Star India's platform to the growing Indian fan base. Speaking about the tie-up, AIFF President Praful Patel said: "AIFF is extremely pleased to be a part of this strategic partnership between EPL and ISL. This is an outstanding opportunity for ISL to build from the very best in the business when it comes to running a highly successful league. By learning from them, the ISL will grow in the right way, ensuring benefits not only for the League but also for the wider Indian football ecosystem.” Adding further, Richard Scudamore, Chief Executive of the English Premier League, said: "Having earlier this year signed a mutual co-operation agreement with the Asian Football Confederation, we are very pleased to also enter into this partnership with the ISL. This will see both organizations work together and share knowledge in several key areas including player development, refereeing, marketing and promotion. We know from our broadcast partner Star India and our work with the AIFF on our grassroots football project in India (Premier Skills) that the popularity of football and the EPL is growing. There is further opportunity to develop the sport as a result of that increased interest and we hope to continue to make a real contribution to all levels of Indian football.”

Praful Patel (3rd from left)

INTERNATIONAL PREMIER TENNIS LEAGUE Ace tennis player Mahesh Bhupati has founded a new sports property, the International Premier Tennis League (IPTL). This is a brand new team tennis format tournament featuring the best current and former ATP and WTA players across four selected cities in Asia (Manila, Singapore, Delhi, Dubai) from Nov. 28 to Dec. 13. The Indira Gandhi Indoor Stadium in the national capital will host the India leg of this prestigious event. The stadium with its over 15,000 spectator seating capacity is the largest indoor sports arena in India and the third-largest in Asia. IPTL and UFA Sports have signed an extensive cooperation agreement where UFA will act as the exclusive marketer of the worldwide media rights of the IPTL. Commenting on the deal, Bhupathi said: “UFA Sports brings wide experience and a high level of expertise which will help the IPTL reach a global audience. UFA Sports is ideally placed to promote a unique concept like IPTL and we look forward to a long association.” The four franchise teams will see the likes of Roger Federer,

Maria Sharapova, Novak Djokovic, Andy Murray, Serena Williams, Andre Agassi, Pete Sampras, Ana Ivanovic and Sania Mirza among others. The league will feature 4 teams in the inaugural season before adding additional franchises to the calendar with the Indian Aces competing against the UAE Royals, Manila Mavericks and Singapore Slammers for a prize of USD 1 million. The four teams will play a total of 24 matches in a round robin format to determine the inaugural IPTL League Champion. THE INDIAN ACES The IPTL announced Micromax as owners of the ‘Indian Aces' on Sept. 22. The league's Indian franchise will be spearheaded by Roger Federer, probably the biggest star in the sport. Bhupathi said: “I take this opportunity to welcome Micromax to the IPTL family as owners of the India franchise. I believe the time for innovation in tennis has come. This December, New Delhi will witness tennis action like never before - one that will change the way people enjoy the sport. As a tennis fan, I am excited to see Roger and Pete play for the same team since it's unprecedented! I think Indian sports fans are in for a real treat.”

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

SPORT MARKETING | IN FOCUS

ET ANOTHER SPORT, TENNIS, HAS SWELLED THE ranks of global sporting leagues this year – the International Premier Tennis League. The brain child behind this new league is none other than multiple grand slam winner, Mahesh Bhupati. This is a brand new team tennis format played across several countries in Asia in partnership with Asian Tennis Federation (ATF). Taking a leaf out of the books of cricketing and football leagues, IPTL too shall be showcasing a different format of tennis, designed in a manner that will be very attractive to broadcasters and fans. The traditional scoring format has been changed to single-set no-add scoring which will speed up the games and allow the fans to up to 24 different players in one evening while the broadcasters for the first time, will be able to schedule predictable start and finish times of each match.

IPTL

The new team tennis league will be played across four selected cities in Asia (Manila, Singapore, Delhi and Dubai) from November 28 - December 13. It will feature four teams in the inaugural season before adding additional franchises to the calendar with the Indian ‘Aces’ currently competing against the UAE ‘Royals’, Manila ‘Mavericks’ and Singapore ‘Slammers’ for a total prize money of USD 1 million.

TENNIS GETS A MAKEOVER WITH INTERNATIONAL PREMIER TENNIS LEAGUE

“It is time for innovation in tennis. We hope that the fanfare that IPL has brought to cricket, the IPTL will bring for tennis,” said Mahesh Bhupati, founder of the IPTL. “The IPTL format will be very attractive to broadcasters and fans alike. Fans will see players calling for ‘time outs’ in the middle of a game, announcing a ‘power point’ and play a ’shoot out’ to decide the winners of each match while live entertainment, a running shot clock and many more features will ’Break the Code’ of the traditional etiquette of tennis to attract a new audience to the sport.”

IN FOCUS

Founded by Mahesh Bhupati in partnership with Asian Tennis Federation, the ﬁrst edition will feature in four Asian cities.

“As a tennis fan, I am excited to see Roger and Pete play for the same team, it’s unprecedented! I think Indian sports fans are in for a real treat.” MAHESH BHUPATI founder of the IPTL

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

UFA Sports has joined the bandwagon as the exclusive marketer of the worldwide media rights of the International Premier Tennis League. Stefan Felsing, Managing Director UFA Sports said, "The International Premier Tennis League is an extremely attractive, new format in the world of tennis with the potential to revolutionize the sport. We are glad to become a part of the development of the IPTL and to extend the UFA Sports portfolio with a high quality product." It has also negotiated an agreement with Sportklub concerning the broadcast of the IPTL in South East Europe. The broadcaster covering the Balkan region with 7 sports channels will show the matches of all IPTL events in Bosnia-Herzegovina, Croatia, Macedonia, Serbia and Slovenia.

“The IPTL is a challenging initiative taken by Bhupati in bringing the highest level of tennis to Asia in a competitive format. It is our privilege to partner with the organizers and team owners to make this event a great success for sports fans in India. We are proud to host the world’s top players in New Delhi and are confident that this will be the right impetus for the growth of tennis in Asia,” said Anil Khanna, President, Asian Tennis Federation (ATF). The competition will feature a total of 21 Grand Slam Champions and 14 current and former World Number Ones with a total prize money budget of over 29 million US dollars.

“We as the channel broadcasting all events of the ATP 1000 and ATP 500 series as well as all events of the WTA Premier series are excited to add this innovative event to our portfolio and very proud be the partner of the International Tennis Premier League” said Nemanja Simeunovic, Chief Executive Officer of Sportklub. On September 22, IPTL announced Micromax as owners of the ‘Indian Aces’. The League’s Indian franchise will be spearheaded by Roger Federer, one of the biggest stars in the sport. Apart from Roger Federer, the squad will also include Pete Sampras and teammates Gael Monfils, Ana Ivanovic, Sania Mirza, Rohan Bopanna, and Fabrice Santoro, all of whom will be setting foot in New Delhi from December 6-8. World No. 2 Rafael Nadal who was representing the team, has withdrawn from the League due to injury and the need for rehab time during the off season. “As a tennis fan, I am excited to see Roger and Pete play for the same team, it’s unprecedented! I think Indian sports fans are in for a real treat,” added Bhupati. Talking about the association, Co-founder Micromax, Rahul Sharma, said, “We are very excited to own the India franchise in IPTL. We are delighted to have the best names from the world of tennis with Roger Federer spearheading the challenge of Indian Aces. This partnership is part of our vision to bring India to the forefront of world class sporting events. Our long term intent is to bring a transformation for sports in India by developing world-class sports infrastructure in the country to encourage more youth to take up professional sport.” Some of the world’s biggest names will arrive in New Delhi to participate in the inaugural edition of the IPTL. The Indira Gandhi Indoor Stadium in the national capital will host the India leg of this prestigious event. The stadium with its over 15,000 spectator seating capacity is the largest indoor sports arena in India and the third-largest in Asia.

“We are very excited to own the India franchise in IPTL. We are delighted to have the best names from the world of tennis with Roger Federer spearheading the challenge of Indian Aces. This partnership is part of our vision to bring India to the forefront of world class sporting events.” RAHUL SHARMA Co-founder, Micromax

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

Sport Marketing | Photo Feature

USAIN BOLT LAUNCHES PUMA’S

‘FOREVER FASTER’ IN INDIA

Bolt attended three back-to back events in Bengaluru, all executed by Cream Events.

uma formally launched its new brand platform ‘Forever Faster' in India with the world's fastest man Usain Bolt, in Bengaluru on Sept. 2. The new brand platform signifies Puma's mission to become the ‘fastest sport brand in the world.'

Cream Events, which has been managing the brand's various events, executed three back-to-back events for this platform. In creative partnership with Puma, Cream designed experiences which would enable the brand to showcase its rich offering in an interesting format across the events through elements of décor, branding and interactions with Bolt, targeting different audiences. The day's events started with Bolt's first interaction with the media at the press conference. The décor designed at the venue was created to accentuate the brand and Bolt in their highest spirits. Branded flags and tiered seating at the event built on the sporty look, setting the tone for the day's events. As the day progressed, Bolt arrived at Chinnaswamy Stadium to play a unique cricket game with Yuvraj Singh, Harbhajan Singh and Praveen Kumar. Audiences experienced the stadium enveloped in the brand with elements presenting the brand ethos. Bolt showed the 60

thousands of adoring fans why he almost became a legendary cricketer before becoming a sprinter. The exhibition match also saw a race-off between Bolt and Yuvi to see who could run faster on the track, as well as a power-hitting challenge. The two legends, through on-field banter, entertained over 6,000 fans at the stadium. Bolt then visited Puma Social Club later in the evening to party with Puma contest winners and a select audience. Bolt revealed his fun versatile side when he started DJing for the crowd. Presenting his association with Puma, Bolt said: "Forever Faster is a great slogan, it describes me perfectly. I'm overwhelmed by the love shown by the people of India and I'm thrilled to be here as Puma's ambassador."

NILESH GURAV Head - Operations, Cream Events

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Speaking about the event, Nilesh Gurav, Head Operations, Cream Events, said: "With the event being of an international stature, it was perennial to ensure that we had the right support from the police for security, government to ensure smooth movement within the city, stadium to plan the event and enough resource to challenge the unpredictable Bangalore rain. With all these challenges catered to, a landmark event was created for all to see and experience."

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Sport Marketing | Photo Feature

PERCEPT SPORT EXECUTES THE INAUGURAL EDITION OF

NSCI SUPER SIXES The event was held to celebrate the first anniversary of the Sardar Vallabhai Patel Indoor Stadium at NSCI.

ercept Sport executed the inaugural chapter of the NSCI Super Sixes, which was held to celebrate the first anniversary of the Sardar Vallabhai Patel Indoor Stadium (SVP) at National Sports Club of India (NSCI) from Aug. 1 to 3 in Mumbai. The indoor tournament saw a total participation of 16 teams out of which the ‘Roopam Striker Blasters' won the tournament after beating ‘Rolta Raining Aces'. The competition was followed by a gala night celebration which was attended by 3000 people. The night saw a stellar programme lined up for the audience with a fashion show and a Bollywood musical night. The event was graced by Justice BP Singh and Sachin Ahir (Minister of State for Housing) as the guests of honour. Commenting on Percept's execution, Jayanti Bhai, President, National Sports Club of India said: "We are enthralled by the splendid job done by the Percept Sports team at the execution of the event. The event saw an excellent turnout for the tournament as well as for the entertainment night considering it was the first year of the tournament. Percept made sure the event got its share of attention through their magnificent work." Speaking about the event, Sanjay Shukla, CEO, Percept Sports & Entertainment said: "Keeping in mind that this was the inaugural chapter of the NSCI Super Sixes, the team had to make sure there was nothing that was missing during the event. Even for the entertainment night, the team worked very hard to pull it off. At the end, we were all satisfied with the event and how it had turned out to be. We hope to take this relationship to another level with coming years."

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“We had to make sure that there was no factor missing in this memorable event; as it was the first anniversary of the Indoor Stadium. Right from finalising the creatives to the lights at the venue the team handled everything marvellously.” SANJAY SHUKLA CEO, PERCEPT SPORTS & ENTERTAINMENT

Adding further, Shukla said: â&#x20AC;&#x153;According to the brief which was given to the team at Percept Sport, they had to make sure that there was no factor missing in this memorable event; as it was the first anniversary of the Indoor Stadium. Right from finalising the creatives to the lights at the venue the team handled everything marvellously.â&#x20AC;?

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

Sport Marketing | BRIEFS

KARAN KAPOOR Manager - Operations Cream Events

Puma launches its Arsenal kits with the â&#x20AC;&#x2DC;Tunnel of Timeâ&#x20AC;&#x2122;

uma recently introduced Arsenal Football Club's Home, Away and Cup kits through a spectacular Arsenal Tunnel of Time and larger-than-life projections on the facade of Oakwood Suites in Bengaluru last month. A long-time associate of Puma, Cream Events conceptualized and executed the launch event and the week-long display of the tunnel, creating an experiential showcase for all Arsenal and Puma fans.

The tunnel was a fitting tribute to the club and it was presented to the audiences with the showcase of signed memorabilia, a Trophy Trilogy with the current FA Cup, The Invincibles Trophy and the Premier League Trophy, as well as photographs of Arsenal legends and key moments from the club's history. Arsenal legend Freddie Ljungberg not only unveiled the kits but also presented a tour to 11 lucky Arsenal fans for an exclusive walk through the tunnel. Karan Kapoor, Manager - Operations, Cream Events said: "The setup for the event was challenging given that we were working with the highly unpredictable Bengaluru weather. With the setup being elaborate, we had to work during mall hours, which meant ensuring no disturbance to mall goers and stores located at the Piazza area. Days of hard work resulted in a spectacular showcase."

KAMLESH SHARMA Managing Director Convergence Events

onvergence Events, the same agency that is bringing Swamp Soccer to India, is bringing an even more fun-filled version of soccer to the country. Bubble Soccer is now in India after authorization by IBFA (International Bubble Football Association). Kamlesh Sharma, MD, Convergence Events, said: "We are currently holding Bubble Soccer across 15 cities. These include corporate team building events, school/college activations and more to familiarize them with the sport. The property in the form of a championship will commence in November, with sponsorship opening up very soon." Bubble Soccer, which is being played throughout the world in countries like Australia, Canada, Germany, Italy, Netherlands, Spain and many others, is about smashing into each other, bouncing and rolling on the ground in inflatable light balls.

October - November 2014 EXPERIENTIAL MARKETING

Convergence brings globally acclaimed Bubble Soccer to India The 5 vs 5 soccer game requires a minimum play area of 20m x 15m and can be played either indoor or outdoor. It is a 30-minute game with 5 minutes of Bubble ensconcing, 10 minutes each half and 5 minutes of break time. entertainment of high voltage and electrifying acts.

Sport Marketing | BRIEFS

ROHIT MOHAN Director Brand Connect

WE recently promoted its latest video game WWE2K15, as well gathered in some brand associations. For this, WWE sent down Bad News Barrett, on its behalf. BNB arrived in Bangalore on Sept.16 where he made an appearance at Inorbit Mall and Hard Rock CafĂŠ, to promote their latest video game, WWE2K15, to be released on Oct. 31. In Mumbai on Sept. 18, BNB visited Inorbit Mall and Hard Rock CafĂŠ. Games: The Shop, held a contest where five lucky winners who pre-ordered WWE2K15 met BNB in Mumbai.

Also, BNB took part in a corporate meet-and-greet on Sept. 19 at Trident BKC, organised by Brand Connect, WWE India's official promotional partner. BNB interacted with many brand heads about WWE; its future in the Indian market with over 5 million Indian fans and a viewership of 2.3 million per week. They plan to rope in brands by showcasing its popularity.

WWE brings Bad News Barrett to India for a promotional tour "Due to a growing fan base for WWE in India, this is part of their annual live-action plan, send at least one WWE star each year to attract brand associations," said Rohit Mohan Director Brand Connect. "This year they brought down Bad News Barrett." So after a detailed presentation , BNB was brought in forQ & A with the brand representatives, mostly from Lifestyle and FCMG sector. Later, the guests took selfies with the star. BNB also gave out signed pictures along with other WWE goodies like T-shirts, caps, playing cards and so on.

SUNIL KUTTY MENON Director Brand Promotions

Brand Promotions and Datsun bring in Bustlemania

ustlemania - a battleground for B-boying, BMX stunts, skateboarding artists, graffiti with DJ, was held at Phoenix Marketcity, Kurla on August 23.

The event was conceived by Brand Promotions India and had automobile brand, Datsun as lead partner. The courtyard area of Phoenix Marketcity was chosen to conduct the event, as it had the perfect setting and a natural track for extreme sports. About 150 people participated while 500 were floating crowd.

The setup was made like a skate park with a grind grill and a mini ramp. This was in sync with the theme of the event with a perfecting setting for graffiti artists on one side, a practicing area for the artists on the other side and space for B-boying, BMX and Skateboarding face-offs to go on in the centre. Spot check-ins were received on Facebook in exchange for Monster, who was the energy partner. This event was supported by B-boying crews in Mumbai like Underdog Kombat Crew (UDK), Indian B-boying Federation (IBF) and Kingdom of Hip-Hop and also the Extreme Sports association of India (XI). Sunil Kutty Menon, Director of Brand Promotions India, said, "Bustlemania is an open challenge event to channelize the aggression in youth by providing a platform to compete in the extreme activities of B-boying, BMX and Skateboarding. We are glad that the entries were more than expected and wish to do such challenges across India." October - November 2014 EXPERIENTIAL MARKETING

Convention & Exhibition | Photo Feature

DLF PRESENTS

Treasury of Trousseau with customised wedding looks Visitors could avail of stylist services on what to wear in addition to shopping for their wedding outfits

lanning one’s wedding trousseau can be fun, especially if the clothing in question is from top-of-the-line designer labels. Wanting to give its clients an experience of customised wedding fashion , DLF Emporio, held a luxurious wedding extravaganza, ‘Treasury of Trousseau’ from August 27 – 31. The event was held amid glittering couture collections and saw some of Delhi’s biggest names in fashion.

For this event, DLF Emporio associated with Aki Narula, Niharika Khan and Gautam Kalra, who personally provided bespoke styling services to prospective brides and grooms across 5 days through appointments with DLF Emporio Concierge. All leading designers housed under DLF Emporio were personally available to showcase their stunning collections and help make dreams come true for brides and grooms. The spectacular preview commenced with a showcase of latest bridal looks styled by India’s top stylists Aki Narula, Niharika Khan and Gautam Kalra. The ‘Treasury of Trousseau’s focus was 66

on building dream weddings, putting together stunning wedding looks and providing exclusive access to some of India’s greatest wedding couturists and their collections. Aki Narula presented ‘the beach mehendi look’ while Niharika Khan’s bride was resplendent as the ‘Bride of 2014’ dressed in a Rohit Bal jacket, Abu Jani & Sandeep Khosla blouse and a stunning skirt by Suneet Verma. Gautam Kalra brought together ‘The Easy Look’ dressed in a beautiful Anita Dongre creation.

DINAZ MADHUKAR Senior Vice President, DLF Emporio

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

The evening was made special with a romantic wedding themed décor across DLF Emporio and exclusive ‘styling gazebos’ created for Gautam Kalra, Niharika Khan and Aki Narula wherein exclusive consultations took place. DLF Emporio was also ornamented with stunning bridal installations and beautiful flower arrangements across the mall to herald ‘The Treasury of Trousseau’. On this momentous occasion, Dinaz Madhukar, Senior Vice President, DLF Emporio said, "We are delighted to launch ‘The Treasury of Trousseau’, our much celebrate annual wedding extravaganza. Weddings are one of the most special days in one’s life and we look forward to being a part of this unforgettable experience with our patrons. It gives us immense pleasure to bring forward India’s finest bridal couture collections created by the best Indian designers today as well the best international luxury has to offer within DLF Emporio.”

Ashima Singh at DLF Empoio's Treasury of Trousseau preview

Top stylist Niharika Khan, Gautam Kalra and designers Rohit Gandhi and Suneet Verma at DLF Emporio Treasury of Trousseau preview Treasury of Trousseau 2014 model Ashish Kadyan

Gautam Kalra at DLF Emporio's Treasury of Trousseau preview

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

CONVENTIONS & EXHIBITIONS | BRIEFS

gaURAV DhaL Managing Director TIC

campaign was ‘Retail Week' from Sept. 15 to 20 where retail stores like Palladium Food Court, Hypercity and Godrej's Nature Basket were targeted. Visitors to these outlets were treated to several food sampling activities.

European Union holds a month-long culinary campaign in Mumbai

In addition to this, the EU held its ‘European Quality Food: Eating With Your Five Senses' pavilion for three days at the ‘Annapoorna - World of Food' trade show. The pavilion was managed by TIC from Sept. 23 to 26 at the Bombay Exhibition Centre. The pavilion was innovative, informative and contentbased where the professionals could participate and observe the creativity of chefs and F&B experts who hosted various sessions. There were a total of nine innovative workshops and seminars hosted by chef Vikas Seth, sommelier Gagan Sharma, blogger Rushina Munshaw and others.

The first part of the campaign was ‘Restaurant Week’ from Sept. 6 to 12 where EU collaborated with seven high-end restaurants in Mumbai catering to European cuisine, where they whipped out dishes to grow an appreciation for European produce, dairy products and wine. The second leg of the

Gaurav Dhall, MD, TIC said: "We are extremely happy to be associated with this pavilion for the past three years and we hope we can continue this association with their other campaigns. This time, we had the biggest pavilion in the fair which allowed us to showcase our creative excellence on a bigger scale.”

he European Union’s (EU) new promotional campaign, ‘Tastes of Europe' kicked off in Mumbai recently. The campaign is aimed at increasing the awareness of European Quality Food products in India and is promoting exotic food and wine.

KIREN SHRIVASTAV Founder - Fempowerment CEO - Molecule Communications

olecule Communications held the second edition of the Fempowerment Women Achievers' Awards on August 28 at the National Centre Performing Arts (NCPA). The event was managed by Carnival Media, while The Brand Saloon was roped in as digital partner. The awards honoured women across 14 categories including science, entrepreneurship, sports, art, education, corporate and entertainment, Special Recognition to a Man by Women. A jury selected the winners in each category from nominations across the nation. The evening began with a solo by singer Mitali Singh (of Bhupi-Mitali fame) followed by Shruti Pathak‘s Guzzler's concert and a jugalbandi between them on the famous ‘O Lalmeri'. The event also included a fashion show by designer Jaya Misra with Curio as the jewellery sponsor. The show was styled by Shaina Nath and choreographed by Alison Woodham. Femowerment was hosted by emcee, Vandana Vadehra and actor Manasi Varma. Singer Karan Oberoi dedicated a special

October - November 2014 EXPERIENTIAL MARKETING

Mumbai’s bigwigs turn up to honour women at Fempowerment Awards song to women. Stand-up comedian Sorabh Pant showed a video screening of ‘I am not a woman'. Pant's impromptu act with founder, Kiren Shrivastav, had the audience in splits. Kiren Shrivastav , Founder, Fempowerment and CEO, Molecule Communications said, "This time, we are going even further in our quest to make a difference. Fempowerment Awards will not just be awards but a cause on this forum to bring unsung heroes on the forefront and to get jobs for the victims so that they are self sufficient, with many more activities planned in the months to come."

CONVENTIONS & EXHIBITIONS | BRIEFS

JEET AHUJA Managing Director E-Square Eventz & Promos

Square Eventz & Promos in association with Umbrella Aegis recently held the first edition of their joint IP called Auto Circuit - a multi-brand automobile showcase. It was an extended weekend from Aug. 14 to 17 when mall patrons came in numbers to witness the expo. After concluding at Pacific Mall in New Delhi, the IP is all set to go to Mumbai, Gurgaon, Pune and Bengaluru in the coming months, with cities like Chandigarh and Aurangabad also in the plan. The expo serves as a platform for automobile buyers and sellers to view cars and bikes, compare products, gain information about industry trends and make informed decisions. In showcase were cars like Rolls Royce, Jaguar, Mercedes Benz, Volvo, Skoda, Nissan, Toyota and Ford. The mall witnessed a footfall of more than five lakhs over the four days, giving the participating brands ample visibility and exposure.

The Auto Circuit concludes its first leg in Delhi Jeet Ahuja, MD, E-Square Eventz & Promos said: "We wanted to create a unique property for both the brand and the customer to come under one roof and take advantage of this automobile extravaganza. The unique aspect of Auto Circuit is its multi city display in malls and corporate hubs. All in all the extended weekend brought good news for everybody and the event closed with a very positive notion for the future, as the next city would be Mumbai."

gaURAV DhaLL Managing Director TIC

SRK performs at the GMRIGI Airport Business Partner Awards 2014

IC executed the third edition of the GMR Indira Gandhi International Airport Business Partner Awards at Kingdom of Dreams in Gurgaon on July 25. Superstar Shahrukh Khan performed at the event, which was themed â&#x20AC;&#x2DC;Together We Shine'. The awards have been constituted to recognize the achievements and inspire entrepreneurial spirit of business partners from the airport community. The awards aim to acknowledge partners who have excelled in service standards in paving the way for being a great airport. The awards, which

comprise 28 diverse categories and a special recognition award, saw Delhi Duty Free Services win the â&#x20AC;&#x2DC;Super Star of the Year' award. The data collection and tallying for the awards was done by knowledge partners KPMG. The event, hosted by Shibani Dandekar and Hussain Kuwajerwala, saw around 500 attendees comprising stakeholders, partners and renowned names from aviation industry. A dance performance by Terence Lewis and musical by Liquid Drumming were amid the award presentations. Gaurav Dhall, MD, TIC, said: "From conceptualization to implementation, TIC has been instrumental in managing the entire event. This is the second time we are executing these awards, this year the challenge was to create a concept different from the previous edition as well as maintain the grandeur that these awards have created for themselves. We thank GMR for bestowing their continuous support to us. The highlight of the evening was SRK's charismatic presence at the occasion." October - November 2014 EXPERIENTIAL MARKETING 69

SPONSORSHIP MARKETING | COVER STORY

guLF oiL, MountAin dew And ktM bet big on

BIKE FESTIVAL OF INDIA

THE INAUGURAL EDITION OF BFI WAS HOSTED AT THE BUDDH INTERNATIONAL CIRCUIT AND HAD MS DHONI AS BRAND AMBASSADOR.

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

Finalist of the Drag Race

hen 78 high powered bikes thunder down the racing causeway in a gleaming mass of well-crafted metal, jaws are bound to drop. Indeed, the excitement in the air was palpable at the inaugural edition of the Bike Festival of India (BFI), held at the Buddh International Circuit (BIC) on October 4-5. An initiative by Rhiti Sports and Event Capital, the event saw more than 4000 bike enthusiasts in attendance as the visitors’ interest was already whetted by the nearly 10 months of pre-event activations and promotional rides held by BFI. The first day of this two day extravaganza saw thousands of bike enthusiasts from across India perform some spectacular stunts. Speaking at the venue, Alok Jalan, MD, Laqshya Media Group (Parent company of Event Capital) said, "The first edition of BFI got off to a great start today and it was a wonderful experience to witness bikers from across the country come together at the BIC. We want to integrate the youth through a culture of biking, which will not just mean adventure but also safety and responsible riding.” Bikers on day one, participated for qualifiers in the first ever XDL India Championship. XDL received several entries and a total of 75 bikers participated in XDL qualifiers. Chris Tice and Aaron Twite, renowned stunt bikers and record holders flew down from USA to be a part of XDL launch in India and judge the XDL championship. The drag racing had 28 participants and Top gun, organized by Rongom Tagore, Founder Elite Octane saw 22 riders fight it out.

“It was a wonderful experience to witness bikers from across the country come together at the BIC.” ALOK JALAN MD, Laqshya Media Group

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

SPONSORSHIP MARKETING | COVER STORY

XDL Championship

XDL Zone

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

SPONSORSHIP MARKETING | COVER STORY

Dhoni amongst fan frenzy

The Hellcat at Mahi's Garage

Speaking about their first edition of BFI, Arun Pandey, CMD, Rhiti Sports said, "Bike festival of India is an initiative to bring together people with passion for biking. First edition of BFI received enormous love from public and the biking community. I am hopeful this trend will only grow as we move forward for the next edition. With Dhoni being an ideal ambassador for this festival promoting responsible biking. Also, it is a great opportunity for Indian bikers who got a big boost by the presence of global stars of XDL Championship, Chris Tice and Aaron Twite.” Day Two was earmarked for the final rounds of these competitions and saw some jaw-dropping stunts. The winners of XDL India championship will take part in the XDL World Championship to be held in 2015. And Top Gun riders strived to create the best lap time record at BIC. The centre of attention that day, however, was cricketer Mahendra Singh Dhoni, the brand ambassador of the festival, who rode on the race track on his Yamaha R1, as the crowd cheered him on. BFI showcased a special garage for Mahi (MS Dhoni) which had 12 bikes from his personal collection on display including the very famous and rare model, Hellcat X132 Confederate. Commenting on the festival, Dhoni said, “This initiative was to get together all the biking communities and at the same time to raise a safety awareness through the ride. We wanted to give everyone a stage. I am really thankful to everyone who organized this festival and making it a memorable one for everyone.” The festival featured a main Festival Street, which displayed all The festival featured a main Festival Street, which displayed all kinds of bikes from vintage bikes to designer bikes. This street led further into an experience zone, where brand partners of the festival showcased their best bikes in their dedicated branded zones with parallel garages. There was a concert arena, where the main launches and concerts took place. The first day of the festival also featured live musical performances from Barefaced Liar and the folktronic duo of Hari & Sukhmani. The final day featured leading bands like Parikrama, MidivalPunditz, and Tides of Nebula amongst others.

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

“Bike festival of India is an initiative to bring together people with passion for biking. With Dhoni being an ideal ambassador for this festival promoting responsible biking.” ARUN PANDEY CMD, Rhiti Sports

In addition to this, there was a dedicated Activity Zone as well, with three main attractions - XDL India Championship, Ghost Riders Act (by Mountain Dew) and Natura Adventures Activities. Deepak Choudhary, Director and CEO, Event Capital said, "It’s great to see an overwhelming response from people for the 1st edition of Bike Festival of India. Biking in India is developing as a culture, and our objective is to foster this culture and promote the talent in the country. India has never been on the global map for biking and introduction of XDL has given an international platform to Indian bikers. BFI is not just limited to biking but it’s about creating an experience filled with adventure, music and fun.”

Bike Enthusaists @ the Concert Arena

“I am really thankful to everyone who organized this festival and making it a memorable one for everyone.” MAHENDRA SINGH DHONI Captain, Indian Cricket team

Concert Arena

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

SPONSORSHIP MARKETING | COVER STORY

BFI Powered by Gulf OIl

“BFI is not just limited to biking but it’s about creating an experience filled with adventure, music and fun.” DEEPAK CHOUDHARY Director & CEO, Event Capital

While adventure is an integral part of BFI, the most unique feature is that it accentuates the importance of safe biking. For the same cause BFI also hosted a month long safety ride covering every nook and corner of India (a total of 8170 kms in 30 days). Bike Festival of India is also the first biking event to be regulated by a motorsport body, FMSCI. For its inaugural edition, the festival roped in ten sponsors. BFI is powered by Gulf Oil, with Mountain Dew as Courage Partner and KTM as festival partner. All the brands leveraged their partnership with some pretty interesting activations.

Mountain Dew - Courage Partner

BFI POWERED BY GULF OIL As the title sponsor, Gulf Oil ran a Ride with Dhoni contest wherein consumers got an opportunity to ride on the racing circuit with MSD. They also had a gaming arena created wherein visitors could play biking related video games. MOUNTAIN DEW – COURAGE PARTNER Mountain Dew had a specially created Mountain Dew Stunt arena where popular stunt biking group, Ghost Riderz performed. They also performed their famed neon ride in the dark on October 5. KTM - FESTIVAL PARTNER KTM had a pit garage to display their latest bikes.

KTM - Festival Partner

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

SPONSORSHIP MARKETING | COVER STORY

EXPERIENCE ZONES All the three brands also had live experience zones. Some of the other brands showcased in the live experience area included, Triumph, Indian, Polaris, Aprilia, Moto Guzzi, TVS, Royal Enfield and Segaway among others. Additionally, Indian custom and restoration bike brands, Rajputana Customs, HMCI and TJ Garage also had experience zones.

'Bikers for Good' @ The Experience Zone

Polaris @ The Experience Zone

Cover Story Indian @ The Experience Zone

Triumph @ The Experience Zone

Heritage Motoring Club of India @ The Experience Zone

Royal Enfield @ The Experience Zone

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

Pankaj Dubey, MD & Country Head and Sandeep Bansil, MD, Polaris @ Launch of Indian Scout

The Bike Festival of India also saw two brand launches at its premises. GLOBAL LAUNCH OF THE INDIAN SCOUT Polaris showcased four bikes in the two-day festival including the Indian Scout, Indian Chief Classic, Indian Chief Vintage and Indian Chieftain from the stable of Indian Motorcycle. Speaking about the launch, Pankaj Dubey, Managing Director, Polaris India said, "The launch of the Indian Scout has stirred a wave of enthusiasm in India. The bike festival gives us a perfect platform to display the IndianÂŽ Scout â&#x201E;˘ for the first time in India. We are confident that it would be a huge success here. Indian Scout will be available at attractive ex showroom Delhi price of 11.99lacs. Bookings for Scout is open and delivery will start from January 2015." "We are extremely thrilled about Indian Motorcycle participation in this biking extravaganza. It is a unique platform to foster biking culture in the country and we are happy that the Indian Scout is being displayed for the first time in India

at this event," said, Sandeep Bansil, Dealer Principal, Indian Motorcycle Gurgaon. The launch took place at the concert arena and an entourage of 100 bikers led to the unveiling of the Indian Scout. LAUNCH OF TRIUMPH THUNDERBIRD LT The launch took place in the concert arena, where the new bike was unveiled in front of the visitors, as it rode up a ramp and then was parked on-stage. Vimal Sumbly, MD, Triumph India, formally launched the bike and highlighted the features of the bike, its price point and unique offering. BRANDS COME TO TEST GROUND With biking enthusiasts and practically, every biking community in India being represented at the BFI, either as participants or visitors, it comes as no surprise that automotive brands would view the festival as a potential testing ground. Moto Guzzi undertook a dipstick research on how well would the launch their Cafe Racer be received and if yes, at what price package.

Launch of Triumph Thunderbolt LT

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

A PEEK INTO THE FUTURE Commenting on future editions and plans to grow the property, Deepak Choudhary, said, “We intend to focus a lot more on the B2B aspect within the festival and include a lot more brands and distributors in the next edition.” The racing championship would be taken to a more holistic level and carried out nationally, with qualifiers, he added. The activations prior to the festival like ‘Safety Ride’ will also get more extensive, covering many more cities and towns. The consumer engagements at the festival itself will be heightened by including more new products and bikes for enthusiasts to learn about and experience. BFI was supported by Laqshya Media Group and also had on board media partner Franchise India, online partner EVENTFAQS, knowledge partner Ride Till I Die, channel partner Pepsi MTV Indies, youth lifestyle partner NDTV Good Times, hospitality partner Crowne Plaza, magazine partner Autocar and community partner XBhp.

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

SPONSORSHIP MARKETING | BANG BANG

IN FOCUS

BANG BANG

BRANDS ACTIVATE WITH A

BANG

! G N A B

rand associations are de rigeur today for movie promotion, not to mention in-film brand placements. Fox Star Studios’ Bang Bang, released on October 2, starring Hrithik Roshan and Katrina Kaif, has been making the air waves at least a month in advance of its release thanks to its tie-ups with various brand campaigns and events. BANG BANG #HEROESWANTED

First in the line-up was Mountain Dew, which launched a blockbuster campaign ‘#HeroesWanted’, in association with ‘Bang Bang’. Katrina Kaif and Hrithik Roshan, who is also the brand ambassador for Mountain Dew, promoted the campaign as the ultimate hunt for action. Through Mountain Dew #HeroesWanted, the brand calls out to the real-life heroes to win a once-in-a-lifetime opportunity

Several brands which have partnered with Bang Bang have come up with unique campaigns that aptly promote both movie and brand.

“With Mountain Dew #HeroesWanted, we aim to take the country’s adventure quotient a notch higher by giving enthusiasts an unmatched experience and an opportunity to test themselves.” RUCHIRA JAITLY Sr. Director, Marketing (Social Beverages), PepsiCo India

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

to share screen space with Hrithik in a short action film. The campaign has been designed to re-instil the immortal spirit of Darr Ke Aage Jeet hai. Saluting real-life heroes who have been helping with the relief work in Jammu & Kashmir (J&K), Mountain Dew also announced that sales proceeds from all participations in the campaign, will be donated to the Prime Minister’s Relief Fund. Speaking on the occasion, Ruchira Jaitly, Sr. Director, Marketing (Social Beverages), PepsiCo India said, "Mountain Dew is the original daring drink that unites adventure lovers across the country. With Mountain Dew #HeroesWanted, we aim to take the country’s adventure quotient a notch higher by giving enthusiasts an unmatched experience and an opportunity to test themselves.” Shikha Kapur, Chief Marketing Officer, Fox Star Studios, said, "Bang Bang encompasses the spirit of adventure and extreme thrill – it asks you to trust your instincts, challenge the mediocre and traverse new journeys. Mountain Dew embodies the same brand philosophy. Its association with Bang Bang is dynamic and one which helps the film draw a personal connect to the many movie-goers out there." The Mountain Dew #HeroesWanted promo was supported by a 360-degree approach including a thematic on-air campaign, outdoor and on-ground activations and an exciting digital engagement programme.

“Bang Bang encompasses the spirit of adventure and extreme thrill – it asks you to trust your instincts, challenge the mediocre and traverse new journeys.” SHIKHA KAPUR Chief Marketing Officer, Fox Star Studios

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

IN FOCUS | BANG BANG ACTIVATIONS BANG BANG FASHION WITH PANTALOONS As the exclusive fashion partner of Bang Bang, Pantaloons, launched their latest limited edition collection on September 21. The launch saw the city’s top models sporting the Bang-Bang Inspired Limited Edition Pantaloons Collection. Hrithik Roshan and Katrina Kaif, also graced the event by their presence. The Bang-Bang line translates the style statement of the characters played by the iconic pair in the movie. The men’s line inspired by Bang Bang has sleeveless t-shirts, burn outs and Aztec prints dominating the collection with camo denims as the shining stars of the denim range. This limited edition range is now available in over 60 variants in menswear. The woman’s Bang Bang collection is a mix of party and bling with palazzos and dresses being the highlights. The collection features a lot of lace and embellishments. The women’s range is available across 30 options and 25 unique designs and styles. Commenting on the occasion, Shital Mehta, CEO, Pantaloons Fashion & Retail said, “Pantaloons has stayed true to its mantra – In Love with Life, In Love with Fashion. Bollywood being the single largest inspiration when it comes to the fashionaspirations, our association with Bang-Bang as a fashion partner reinforces our commitment to provide our customers with the latest fashion-trends and styles. The Bang- Bang inspired line is a limited edition collection available across Pantaloons stores.” According to Shikha Kapur, Fox Star Studios, “We are delighted that Pantaloons, as the exclusive fashion partner of the film, has managed to translate the same energy and style in their Bang Bang collection, and created a line which is trendy and

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

“Our association with Bang-Bang as a fashion partner reinforces our commitment to provide our customers with the latest fashion-trends and styles.” SHITAL MEHTA CEO, Pantaloons Fashion & Retail

IN FOCUS | BANG BANG ACTIVATIONS dynamic. We hope that through this collection, we take fans a step closer to their favourite stars and reach out to them in ways that extend beyond just the film.” MITASHI SELLS WITH A BANG! Mitashi Edutainment, too has associated with the movie. As a part of this association Mitashi will introduce Bang Bang merchandise in the Indian market. Mitashi has launched special toy guns perfectly blending with the theme of the film that promises edge of the seat excitement and adrenaline-pumping action.

“Kids idolise Hritik and Katrina and we look to this association with Bang Bang to take the consumers onto an action packed ride.” ADNAN CHARA Adnan Chara, Vice President - Gaming, Toys & Telecom – Mitashi Edutainment

Speaking on this association, Adnan Chara, Vice President Gaming, Toys & Telecom – Mitashi Edutainment said, “Our Toy gun brand Bang! is all about being fast, precise and enjoying the adventurous ride while being bang on the target. The conceptual seam that runs through Bang Bang the movie, is also the same - The hero goes gun totting, the heroine also goes gunning shoulder to shoulder. For us at Mitashi, this is the ideal recipe for a tie up with our toy – gun brand Bang! which has a unique advantage of having boy guns (Bang Strikers) and girl guns (Bang Electra).” “Kids adore and idolise Hritik and Katrina and we look to this association with Bang Bang to take the consumers onto an action packed ride with 25 guns to choose from,” he added. Mitashi will retail the merchandise across their strong distribution network of over 4,000 retailers and online stores. The first look of this special range of Bang! guns was unveiled by the Hritik Roshan and Katrina Kaif in Mumbai. Bang! is an already established brand by Mitashi in the Toys segment.

OCTOBER - NOVEMBER 2014 EXPERIENTIAL MARKETING

Sponsorship Marketing | BRIEFS

KIM KUM-PYOUNG Director Korean Cultural Centre

Hyundai, Samsung and LG partner the Korean Pop Festival

he Korean Cultural Centre (KCC) and Korea Tourist Organization (KTO) returned with the K-Pop Festival for its third edition in India. The fest was for anyone (of any age) interested in Korean pop music, where they can recreate a Korean song or dance through their performance. The auditions concluded in Mumbai, Dimapur, Chennai and New Delhi. The national finale was held in Delhi on Aug. 30

at Siri Fort Auditorium. To sign up for auditions, contestants could upload their videos on K-Pop India's website. Kim Kum-pyoung, Director, Korean Cultural Centre, said: "The K-Pop fever has amplified in India and we are overwhelmed by the enthusiasm of the participants." The winners were awarded with an all expenses paid trip to South Korea, sponsored by KCC and KTO. They will also get an opportunity to perform at the K-Pop World Festival in Changwon, South Korea. The fest is supported by leading brands like Hyundai, Samsung, LG, KITA, LOTTE and Star CJ. The association aims at encouraging budding talents to showcase their inherit talents on an international platform. KCC is promoting this event using various media tools like PR, Digital platforms, and BTL promotions in malls.

aMAR THOMAS Country Marketing Manager BlackBerry India

he annual college fest, Malhar 2014 concluded on August 16 with BlackBerry as a partner again. Only this year, both BlackBerry and BBM were associated with Malhar. "This year, we played up both, the recently launched Z3, and BBM, our cross platform application at the Malhar," said Amar Thomas, Country Marketing Manager, BlackBerry, India. BlackBerry users were surprised by a VIP entrance with no queue to the fest. Experience zones were set-up where people could experience the power of BlackBerry and BBM. Stilt walkers walked with a Z3 body. Collegians who reached out to hi-five the stilt walker got MSD micro cards. This highlighted the 5-inch aspect of the newly launched BB Z3 A box was set up in the shape of handset. Students tried opening the box with a key. Each participant got only two chances. This highlighted the security aspect of BB devices.

BlackBerry and BBM sponsor Malhar 2014 Also a basket in the shape of a box was placed. Visitors were to basket 30 branded balls (marked emails, picture, video, attachment, etc) within a given time limit. This highlighted the Dropbox integration in BBM that transfer of huge size files. Speaking about the event, Thomas said, "The association with Malhar was to get students to view BBM as a holistic platform, where they could use one platform to access several tools. We gave 8000 demos of our new device and upgraded BBM platform this year." October - November 2014 EXPERIENTIAL MARKETING

Sponsorship Marketing | BRIEFS

vASANTH kUMAR Executive Director Max

ashion brand, Max tied up with international modeling contest - Elite Model Look (EML) to be its title sponsor for its first edition in India.

The Elite contest attracts more than 350,000 participants every year, from 800 cities, 70 countries and five continents. Auditions were held in five cities across India beginning with Elante Mall in Chandigarh on Aug. 22. The auditions ended in Mumbai at Infinity, Malad, on Sept. 20.

Max ties up with Elite Model Look for their debut edition in India

As part of Max's association with the contest, auditions were held at Max storefronts in select malls. One round of auditions involved contestants walking the ramp wearing a black t-shirt emblazoned with Max and Elite Model Look brand names.

Peacock, Arjun Khanna. The winners will represent India at the international finale in China and secure a 3-year contract with the Elite agency.

In all, 20 contestants were chosen for national casting which was held in Mumbai in September. The final 10 boys and girls were then groomed during the â&#x20AC;&#x2DC;National Preparatory Week' for the grand finale in Mumbai by industry gurus like Marc Robinson, Milind Soman and designers like Shane, Falguni

As a part of Max's tie up with the contest, the fashion retailer showcased a new clothing line during the grand finale. Vasanth Kumar, Executive Director, Max said, "With the launch of Elite Model Look India 2014, Max reinforces its positioning of democratizing fashion and giving Indian models the exposure to establish themselves in the international fashion circuit."

Vinit Karnik National Director GroupM ESP

Champions League T20 ropes in Oppo India for 2014

arbonn Mobiles recently withdrew its title sponsorship. But the League quickly replaced it with another mobile manufacturer, Oppo India.

GroupM ESP, which has facilitated the key deals for the upcoming Champions League T20 including that of Oppo also roped in Birla White, with a Central Associate sponsorship. Nitin Kukreja, President - Sports, Star India, said, "We are proud to have OPPO Mobiles India as the title sponsor for the Champions League T20. In recent days, the cricketing arena 88

October - November 2014 EXPERIENTIAL MARKETING

has not witnessed any T20 cricket, and the beginning of this league marks the recurrence of fun-filled T20 nights. We shall make this league a huge success with a marketing blitz." The Champions League T20 2014 kicked off from Sept. 13 Oct. 4. Vinit Karnik - national director, sports and live practice, GroupM ESP, said, "CLT20 marks the beginning of the festive season in India when brands need clutter-breaking and engaging platforms to occupy the consumer's mind space. We are confident that the league will help brands achieve their desired marketing communication objectives." For Oppo mobiles, a recent entrant to the Indian market, this sponsorship presents unrivalled visibility. Tom Lu, CEO, OPPO Mobiles India, said, " We are sure that with OPPO Champions League T20, more and more Indian users will get to know about our brand, the technology and the experience our smartphones deliver."

LOUD STREET GIRLS

SILVER STRINGS & DRUMS

Group of Female Drummers, First time in India

Rocking the nation for 3 consecutive years

LATIN BAND

BRIDES ACCORDION

Playing Bollywood, Western & Latin Music

The only girls accordion trio in the world.

SHOW BALLET VATAN International Dance Troupe

All the artists are on valid work visa, and are in exclusive contract with Vivacity. For info on each act and show enquiries, please contact:

Vivacity Entertainment India Pvt. Ltd. 9811269553 / 9810280685 www.vivacityindia.com, info@vivacityindia.com

WITH RHYTHM IN HER EVERY BREATH, THE YOUNG AND VERSATILE SINGER BRINGS YOU ONE STEP CLOSER TO BOLLYWOOD!

PRAJAKTA SHUKRE

RECORDED FOR MOVIES LIKE

JIGARIYAA TEES MAAR KHAN SHAADI NO.1 JAAN-E-MANN

SPONSORSHIP MARKETING | GLIMPSES

Absolut Elyx fashion show The luxury vodka partnered with Gallerie Angel Arts (Reshma Jani and Shwetaambari Soni), image consultant Anushka Rajan and designer Tanya Sharma to present an artwork compilation titled â&#x20AC;&#x2DC;In an Artist's Mind V'. The fashion event took place at China House, Grand Hyatt in Mumbai and was attended by Sridevi and Kunal Kapoor among others.

Axwell /\ Ingrosso The eighth season of Sunburn kicked off with the gigs of Swedish stars Axwell and Sebastian Ingrosso. The Axwell /\ Ingrosso Worlds Apart Tour went to Bengaluru on Sept. 25 and Mumbai on Sept. 26 under the Sunburn Arena banner.

October - November 2014 EXPERIENTIAL MARKETING

SPONSORSHIP MARKETING | GLIMPSES Big Life OK Now Awards The third edition of the awards in August had ‘Independence’ as its central theme. The ceremony saw performances by Kareena Kapoor, Esha Gupta, Shraddha Arya and many others.

Live, Love, Laugh - Shaan Se The show, conceptualized and produced by Radhika Mukherjee of Radical Conceptz and directed by Roshan Abbas of Encompass, was a live-in concert for 1100 attendees, by Shantanu Mukherjee, better known as Shaan. The show, executed by Encompass, concluded on Aug. 23 at NCPA in Mumbai.

October - November 2014 EXPERIENTIAL MARKETING

SPONSORSHIP MARKETING | GLIMPSES

Vero Moda ‘Marquee’ collection launch The fashion collection designed by filmmaker Karan Johar was launched at a glitzy event executed by Cream Events at Mehboob Studio in Mumbai on Sept. 19. The evening saw the attendance of Gauri Khan, Varun Dhawan, Yuvraj Singh, Anurag Kashyap, Huma Qureshi, Manish Malhotra, Lisa Haydon and many others.

Vogue Fashion’s Night Out The sixth edition of the shopping extravaganza commenced on Aug. 4 at Palladium Mall in Mumbai from 6 pm to midnight. It saw the presence of Deepika Padukone, Sonam Kapoor, Kalki Koechlin, Masaba Gupta, Neha Dhupia, Arjun Kapoor and others.

October - November 2014 EXPERIENTIAL MARKETING

SPONSORSHIP MARKETING | GLIMPSES

Happy New Year trailer launch Red Chillies and Cineyug launched the upcoming movieâ&#x20AC;&#x2122;s trailer on Aug. 14 at Sahara Star in Mumbai. It was attended by the film's cast - Shahrukh Khan, Deepika Padukone, Farah Khan and the others. The event not only saw the launch of the trailer but also a fashion show, dance and music performance.

Wahl Mandate Model Hunt The pageant, held at The Orchid Hotel in Mumbai on Aug. 24, was executed by Dream Merchants. The event saw around 300 attendees, including Nawazuddin Siddiqui, Suniel Shetty, Vijender Singh, Evelyn Sharma, Siddharth Shukla, Poonam Dhillon, Shibani Kashyap and other socialites.

October - November 2014 EXPERIENTIAL MARKETING

talent central

Ebizz Entertainment India Pvt Ltd

7 Sigma Experiences Private Limited.

Positions:

Seventy Seven Entertainment Pvt. Ltd. Positions:

Public Relation & Client Servicing Asst Manager & Manager (04 positions) Public Relation & Client Servicing Senior Executive (Female 02 positions) Operation Manager/ Asst Manager. (04 position ) Deputy General Manager (01 position ) Graphics Designer/ Visualizer Copywriter (01 position)

Assistant Manager/ Manager/ Sr Manager Client Servicing & Business Development Conceptualizer Graphic Designer / Visualiser Taxation Manager – Accounts and Finance Executive Assistant/ Management Strategist Sponsorship and Marketing

Location: Mumbai

Location: Mumbai | Delhi

Senior Manager-Client servicing Business Development Officer Junior Manager - Admin Officer

Mail CV to

smitap@ebizzevents.in

arif@7sigmaexperiences.com

hr@7ty7.com

Sheer Event Management Pvt Ltd Positions:

Shobiz Experiential Communications Pvt Ltd

Impact Communciations Pvt Ltd

Positions:

Client Servicing – Wedding Business Development Manager Client Servicing – Corporate

Senior Copywriter

Business Development Manager Manager - Client Servicing

Location: Mumbai Mail CV to

Location: Delhi Mail CV to

hr@sheermanagement.in

zaara.aliwardi@shobizexperiece.com

hr@impactcomm.org

OCTOBER ⁄ NOVEMBER 2014 VOLUME 06, ISSUE 4 PRICE RS. 100

GULF OIL, MOUNTAIN DEW AND KTM BET BIG ON

BIKE FESTIVAL OF INDIA DHONI HEIGHTENS BUZZ! | 72

EVENTS ENTERTAINMENT PROMOTIONS MICE BTL SPONSORSHIP SPORTS