RNI registration 108290/2010 Postal registration no

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RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 postal at Mumbai
Patrika Channel Sorting Office on every 7th or 8th of the month. Publishing Date every 4th of the month
Events Entertainment Promotions MICE BTL Sponsorship Sports
4 NOv 2012
www.eventfaqs.com
MAIN ISSUE 70 PAGES INCLUDING COVERS | VOLUME 3 | ISSUE 7 `100/-
The League of
Extraordinary Agencies
In Focus:
Market Pulse:
“Red Live is a brand extension for Red FM” p 14
Rajat Uppal | Marketing Head,93.5 Red FM
Also featured:
54-55
56-59
What unique branding opportunities
do concerts present? p 38
The F1 returns with more brandfare p 38
Rutbaa brings wedding, luxury, lifestyle space
on one platform p 36
An escaping retreat to Seasons Hotels p 38
Jaguar roars at Buddh International Circuit
with Live Drive Experience p 41
Enrique returns to take India by storm after
eight years p 46
Sunburn crosses borders and international
waters p 49
Van Heusen puts the X in corporate lifestyle
with Jet Airways p 49
Events Entertainment Promotions MICE BTL Sponsorship Sports
4 NOv 2012
www.eventfaqs.com
MAIN ISSUE 70 PAGES INCLUDING COVERS | VOLUME 3 | ISSUE 7 `100/-
The original league of extraordinary
experiential marketing agents
In Focus:
Market Pulse:
“Red Live is a brand extension for Red FM” p 18
Also featured:
p 56-57
p 58-61
What unique branding opportunities
do concerts present? p 28
The F1 returns with more brandfare p 52
Rutbaa brings wedding, luxury, lifestyle space
on one platform p 30
An escaping retreat to Seasons Hotels p 34
Jaguar roars at Buddh International Circuit
with Live Drive Experience p 38
Enrique returns to take India by storm after
eight years p 40
Sunburn crosses borders and international
waters p 44
Van Heusen puts the X in corporate lifestyle
with Jet Airways p 46
4 November 2012, EXPERIENTIAL MARKETING 07
EDITORIAL TEAM:
KARISHMA HUNDALANI NAGDEV
karishma@eventfaqs.com +91 98212 80003
KARAN IYER
karan@eventfaqs.com +91 80977 68788
PARITA MODI
parita@eventfaqs.com +91 98337 17789
DHARM PATEL
dharm@eventfaqs.com +91 98194 13143
CONTRIBUTORS
Deepika Narayan
edit@eventfaqs.com
Roshan Abbas, MD, Encompass
DESIGN TEAM:
VINAYAK ALLE
PRASAD KARAMBAT
MARKETING SERVICES:
VISHAL NAGDEV
vishal@eventfaqs.com +91 99116 96980
ARNOB BANERJEE
arnob@eventfaqs.com +91 98195 40004
TANVI ASHER
tanvi@eventfaqs.com +91 92245 72293
SHABNAM CHARANIYA
shabnam@eventfaqs.com +91 80077 96990
POONAM KHINCHI
poonam@eventfaqs.com +91 90046 87566
HUSSAIN SHAM
hussain@eventfaqs.com +91 99300 35090
YASHITA UTTAMCHANDANI
yashita@eventfaqs.com +91 91670 00271
It’s all happening here
‘Breaking the mould’; ‘Taking the path less tread’; ‘ClientCentricity’; ‘Exceeding expectations’; ‘Human Resource Development’
are only some of the many reasons why some of the largest and
most successful experiential marketing agencies have reached their
stature and size. In observing and learning from some of the greatest
success stories in our industry, the greatest lesson, in my opinion, will
always be superior employee management. There could be many right
opportunities that come up at the right time in a company’s lifetime,
but having the right people to manage these is what counts most.
What are we if not the sum of our parts? Only in empowering and
investing in every part do the true superpowers get realised. And its
obvious that many of us have done it right, and are now reaping the
benefits of these superpowers. These agencies have produced the best
and only experiential marketers of our country, that are doing the
industry proud whether on their own or as part of an organization.
And we see the result of this most in the work that is carried out
by the industry. At the onset of another season of much activity, we
see the contradictors of seasonality already busy making experiences
count. There’s not much left to do but look forward to seeing more
great work, many more success stories and experiencing newer
innovations in effective communication.
CIRCULATION:
RAMESH PATIL
ramesh@eventfaqs.com
+91 22 2630 0673
ACCOUNTS & ADMIN:
PURVESH BHATT
accounts@eventfaqs.com
+91 22 2633 0674
ExM is a monthly magazine by
EVENTFAQS, publishers of India’s
only platform for events and experiential
marketing www.eventfaqs.com.
Subscriptions are ` 1,000/- (India) and
US$ 120/- (ROW) per year (12 issues),
including postage. Mail at
exm@eventfaqs.com for more details.
Printed by: Vishal Vashulal Nagdev 202,
Brooke Ville, Near Magnet Super Market,
Mogul Lane, Matunga (West), Mumbai – 400
016, Maharashtra, India. Published by: Vishal
Vashulal Nagdev on behalf of (or owned by)
EMDI Web Solutions Pvt. Ltd. And printed
at VSSU Graphics, Unit # 36, Ideal Industrial
Estate, Senapati Bapat Marg, Lower Parel
(West), Mumbai – 400 013 Maharashtra, India
and published at EMDI Web Solutions Pvt. Ltd.
4th Floor, IES College Campus, Opp. Lilavati
Hospital, Bandra Reclamation., Bandra – West
Mumbai – 400 050, Maharashtra, India. Editor:
Karishma Jamnu Hundalani.
This issue contains 70 pages including covers.
Karishma Hundalani Nagdev
karishma@eventfaqs.com
CONTENTS
Event Briefs 10 - 15
Market Pulse 18-19
Promo Power | MICE | Live | Sports Rush | Media Active
“Red Live is a brand extension for Red FM”
Industry Watch 16 - 17
Destination | Events | Developments | Venues
Cover Story 20
The Ex-Men: The original league of extraordinary
experiential marketing agents
In Focus 30 - 49
Rutbaa brings wedding, luxury,
lifestyle space on one platform
An escaping retreat to Seasons Hotels
Jaguar roars at Buddh International
Circuit with Live Drive Experience
Also Featured 27
What unique branding opportunities do concerts present?
Enrique returns to take India by
storm after eight years
Sunburn crosses borders and
international waters
Van Heusen puts the X in corporate
lifestyle with Jet Airways
Glimpses 63- 67
Utkarsh Bansal
P3P E-Ventures
Pvt. Ltd.
Aarnavv Shirsat
3rd Rock International Pvt. Ltd.
Vijay Nair
Only Much Louder
Arnold Wilson
Submerge Entertainment Pvt. Ltd.
The F1 returns with more brandfare 52
Promo Power
Nissan launches new car Evalia
in New Delhi
Liquid Campaign executes
Ultimat3 Campaign for BMW
The ongoing pan-India campaign was launched shortly
after the BMW 3 Series car was
launched. The TVC, ATL, BTL,
OOH, POS, online, mobile and event
communication for the campaign was
conceptualized, created and executed
entirely by Liquid Campaign.
Kay Koester, Executive Creative
Director, Liquid Campaign, said: “The brief was to depict the
strength and supremacy of the BMW 3 Series Sedan. The target
customer is the 28-40 year old male who wishes to move into the
luxury car segment and is extremely particular about the brands
he would like to be associated with.”
Nissan Evalia was launched on Sept. 25 at Hotel Taj Palace,
New Delhi. TIC Events won the mandate for the event through
a multi-agency pitch solely based on
their concept. The launch reflected
the basic ethos of Nissan - ‘Innovation
that Excites.’
Harikrishnan Ramakrishnan, Key
Account Director, TIC Events said:
“With music dominating the basic theme, a special tune was
composed using piano notes and beats around which a sequence
was choreographed. A live artist dancing on an LED screen floor
that was made to look like a larger than life piano simulated the
exact impact that was desired as part of the brief.”
High Street Phoenix conducts
host of on-ground activations
HP launches latest Ultrabook
named HP Envy Spectre XT
HP launched its latest Ultrabook - Envy Spectre XT on Sept. 26
at Shroom, Crescent Mall, in New
Delhi. The launch was attended by
130 members of the media and also
Chitrangada Singh, Rannvijay Singh,
Anushka Manchanda and Sameer
Kocchar. Cream Events was appointed
to execute the launch.
Rajiv Srivastava, VP and GM, Printing and Personal Systems
Group, HP India, said: “Apart from the press conference, an
experience zone for the media to get a touch and feel of the product
was created. Six laptops were placed on creatively deisgned podiums
which were made in the shape of alphabets XT, emphasizing on all the
‘eXTra’ aspects of the Ultrabook. We thought Shroom complimented
the sleek and stylish design of the Ultrabook.”
Glenmorangie’s ‘Unnecessarily Well
Made’ initiative comes to India
High Street Phoenix in Mumbai conducted a host of experiential
on-ground activations and
promotions to generate footfalls
and convey communication
messages with the aim of
developing direct consumer
engagement.
Rajendra Kalkar, Senior Centre Director, High Street Phoenix
said: “We organized a flash mob on Sept. 26 at The Courtyard for
Daughter’s Day, had a charkha workshop for Gandhi Jayanti on Oct.
2 and also tied up with CRY and Rock for a Cause to campaign for
supporting the girl child’s right to education, from Oct. 4 to 7.”
AXN organizes The Great
Saltgunners’ Tweet Up for
Supernatural fans
Glenmorangie’s international ‘Unnecessarily Well Made’
initiative came to India to form
a creative collaboration with
automotive design legend Dilip
Chhabria. On Sept. 28, at Tote,
Mahalaxmi Race Course, Mumbai, a supercar was unveiled in
the presence of Chabria and David Blackmore, the Global Brand
Ambassador for Glenmorangie.
Celebrating the Indian following of Supernatural, a series on
AXN, was a fan convention
called The Great Saltgunners’
Tweet Up which took place
on Oct. 25 at Mocha Mojo,
Mumbai. It is taking place
in Delhi, Kolkata, Bangalore and Hyderabad. It’s a prelude to
the official premiering of the eighth season of the show on AXN.
Candid Marketing was appointed to execute the event.
Glenmorangie spokesperson Gaurav Bhatia, MD, Moët
Hennessy India, said: “When the artistic turns into the passionate
and the passionate to the sublime, we call it ‘unnecessarily well
made.’ DC Designs, with its philosophy of mating artistry with
engineering has created the car which is a manifestation of our
innate need to shift paradigms in automotive design.”
Sunil Punjabi, Business Head, AXN India, said: “For a show
like Supernatural, this activity has been a demand of the followers
of the show. AXN India is doing this to create a larger consumer
interaction with the brand. It all began with one fan tweeting
on the AXN India page which eventually led to a big twitter
revolution.”
For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com
Nokia Music Connects to discuss
digital transformation this year
The fourth edition of Music Connects, a music and digital
platform, is being held on Nov.
6-7 at ITC Grand Central,
Mumbai. Produced by Hong
Kong-based Music Matters and
radioandmusic.com, Nokia Music Connects is supported by music
industry trade bodies IMI, Simca, PPL, IPRS, BMI, among others.
Jyrki Rosenberg, Global Head for Entertainment, Nokia, said:
“The two-day-long conference theme is ‘Digital Transformation.’
The summit continues to showcase leading executives from Indian
and international labels, digital platforms, live music industry
and device manufacturers discussing the current state and the way
forward for the music business.”
Citibank organizes Mix Media Art
Exhibition in Delhi
Showcraft Productions tied up with Citibank and Southfields
Gallery, London, to manage the Mix Media Exhibition of
European and African
Art on Sept. 28 at
Epicentre, Gurgaon.
The exhibit was a private
viewing organized for select few Citigold clients treating them to
an art extravaganza.
Sambhav Mohapatra, Director, Showcraft Productions, said:
“The exhibit showcased artwork of established UK-based artists
and budding India talent.There was a special focus on emerging
artists from Tihar Jail. We managed the entire event that included
getting a liquor sponsor, designing with creatives, coordinating
and inviting HNI Citibank clients.”
Executive Events manages Kerala
Travel Mart for the third time
Biennial event Kerala Travel Mart (KTM) concluded its sixth
edition and was managed by Executive
Events. KTM took place from Sept.
27 to 30 at Le Meridien, Cochin. The
event showcased Kerala as Asia’s new age
destination and India’s tourism super
brand.
Raju Kannampuzha, MD, Executive Events, said: “The event
went on for four days and it was a large gathering where over 400
stalls of tourism products were on display and more than 2,000
buyers from over 50 countries visited the mart. In the first edition
there were just 150 sellers and 300 buyers domestically so it has
definitely gotten bigger and better. Companies like Worldways,
Hi Tours, Avenue Hotels and Resorts, Crown Plaza, Fern, etc.
participated this time.”
Visit England enters Indian
market with new offices
Visit England, the national tourism
board for England, entered the Indian
market in September. The office will be
opened in New Delhi and they are currently
in the process of finalizing office space. Visit
England functions as a sales platform for
the various regions and destinations within
England.
Reem Khokhar, Asia-Pacific Regional Manager, Visit England,
said: “We are a one-stop shop for all MICE inquiries for England and
will help corporates, trades, event planners, conference organizers,
etc., with information, ideas, itineraries and suggestions on suitable
venues and destinations for their business event.”
Wizcraft gives world steel
industry an Indian history
experience
The World Steel Association
organised the 46th annual steel
industry conference which was
executed by Wizcraft in Delhi on
Oct. 9 and 10 at the Imperial Hotel
in New Delhi. The association
represents approximately 170 steel producers, national and
regional steel industry associations, and steel research institutes.
Zarif Tapia, VP - Brand Activation, Wizcraft, said: “We
managed the welcome event and annual conference gala dinner
for the conference, which was hosted by Kabir Bedi and attended
by about 350 Global CEOs along with their spouses. There were
meetings, presenattions, panel sessions, etc.”
Marriott Hotels organises tri-city
trade show
Marriott Hotels organised a
tri-city trade show on Oct. 9, 11
and 12 at Taj Mansingh in Delhi,
Taj Vivanta in Bangalore and J.W.
Marriott in Mumbai, respectively.
INvision Entertainment had undertaken the designing, execution
and management of the trade show.
Shonette Brako, Senior Executive, INvision Entertainment
Pvt. Ltd. said: “The Marriott Trade Show was a platform where
the various properties of Marriott throughout the world could
showcase their products to the Indian market. The entire printing
and technicals were managed by INvision Entertainment. The
challenges included setting up 25 stalls, two branding walls and an
elaborate registeration area within seven hours.”
MICE
Live
Elle Beauty Awards took
place at Trident in Mumbai on
Oct. 1. The company appointed
Green Chili Events to execute
the event, which was attended
by about 250 people, including
celebrities like Soha Ali Khan and Diana Panty, among others.
Parul Menezes, Editorial Manager, Elle India, said: “It was
attended by models and representatives endorsing beauty brands.
There were also various CEOs and directors present from the
beauty industry. When Green Chili approached us, we evaluated
and found out that they had great modern technology which was
what we wanted, so we appointed them.”
V Play Foundation launches
Aqua Jam
Aqua Jam, a four-day jamming session, took place from Oct.
24 to 27 at The Lake Village,
Naukuchiatal in India. Launched
by V Play Foundation, Aqua Jam is
the foundation’s launch pad for
its young talent to collaborate and
showcase their talent.
Jason Tonkin, Center Head - Mauritius, V Play, said: “The lineup, managed by Parikrama, includes Shubha Mudgal, Parikrama,
Indian Ocean, Jasleen Royal, Nasya and Advaita, among many
others. There were also a few international artists. Aqua Jam
has a circular stage on top of the restaurant roof and the stage is
surrounded by mountains from three sides, giving a great view.”
Zee TV kicks off Sa Re Ga Ma Pa
Live concerts
As part of its 20th anniversary celebrations, Zee TV
announced ‘Sa Re Ga Ma Pa Live’ - a series
of entertainment nights across India.
Starting on Sept. 28, the concerts were held
in Mumbai, Delhi and eight other cities.
Swastika Entertainment was appointed to
execute the shows in Kanpur, Lucknow, Delhi
and Dehradun.
Amit Verma, Director, Swastika, said: “These
entertainment extravaganzas feature memorable singers of ‘Sa
Re Ga Ma Pa’ and dancing sensations from Zee TV’s immensely
popular dance reality show ‘Dance India Dance.’ We got barter
deals in radio, cable, electronic partner, print partner, venue
partner, PR, permissions, etc. We were responsible for the preevent promotions which included paper ads, radio jingles, flier
distribution, posters, etc.”
Harley Rock Riders Season 3 all
set to rock Bengaluru
Harley Rock Riders Season 3 is all set to rock the stage at
Clarks Exotica in Bengaluru on Nov.
24. Rolling Stone India has partnered
with Harley Davidson to help execute
the event. Swedish metal band Wolf
will play alongside iconic Indian rock
bands like Albatross, The Lightyears
Explode, Solder, Boomrang, etc.
Anoop Prakash, MD, Harley-Davidson India, said: “The
idea is to provide India with the taste of Harley-Davidson
culture - music, bikes, rock, guitars and vocal chords. We want
to revolutionize the rock music culture in India by encouraging
promising indigenous rock bands and providing them a unique
platform to showcase their abundant talent.”
Heineken HedKandi Hours
launches in India
Heineken and HedKandi
launched music property
Heineken HedKandi Hours
in India. It was held at Lap in
Delhi on Oct. 5, before going to Mumbai, Pune and Bangalore.
Three artistes performed in each city and an average of 400
people attended each gig, which were executed by DNA Networks.
Heineken spokesperson Samar Singh Sheikhawat, Senior
VP of Marketing, United Breweries Ltd., said: “Heineken’s
association with music has already been well established with
the hugely successful Heineken Green Room. The HedKandi
collaboration helped us to further cement Heineken’s endeavour
to provide fresh musical experiences.”
The Great Indian October Fest
held in Hyderabad for first time
The eighth edition of Kingfisher sponsored Great Indian
October Fest took place from Oct. 5 to 7 at N. Convention in
Hyderabad and from Oct. 12 to 14 at
Jai Mahal in Bangalore. The festival
was executed by Common Colors
and witnessed around 50,000 visitors.
There were 70 bands and artists like
Indian Ocean, Pandora’s Box, Sultan
& Ned Shepard, etc.
Kingfisher spokesperson Samar Singh Sheikhawat, Senior
VP, Marketing, United Breweries Ltd., said: “The event was
promoted on multiple platforms and used a mix of marketing
tools along with an extensive 360 degree campaign which included
the mediums of television, hoardings, billboards, print ads, radio,
digital outreach programs and various on-ground activations.”
Elle organizes 6th edition of Elle
Beauty Awards
Sports Rush
Full Contact Championship
returns for its 7th edition
Goa Super Sixes launches its
fourth edition
Harindra Singh, Vice-Chairman and MD, Percept said: “The
property was launched in 2009 and this year we had a press
conference, fashion show, cocktail dinner and a Hawaiian themed
party. Apart from Percept, there were participating teams like Zee
Entertainment, Provogue, New India Bank, etc. Alongside leading
corporates were Dilip Vengsarkar, Vijender Singh, VarunBadola
and many others.
Prashant Kumar said: “In the year 1994, I read about the UFC
and that was the driving force for me to set up a Mixed Martial
Arts Fight Network in India. What started off as an experiment,
with an audience of about 250 people has turned into a full
fledged and well attended event today.”
Red Bull Campus Cricket returns
with its second edition
Red Bull returned with the second edition of Red Bull Campus
Cricket. This year will see the coming
together of 12 countries from across the
world vying for the winners spot. The
contest will pit college teams against each
other in a T20 style format. Winners
will be rewarded with the opportunity to
participate in different clubs across the world.
A Red Bull India Spokesperson said: “Red Bull Campus
Cricket is travelling to 12 Indian cities to select the finalists. The city
matches began in October and the Indian leg of the competition
will culminate with the national finals in January 2013.”
Pegasus creates football themed
event for WIFA and SAPL
The 7th edition of the Full Contact Championship, a mixed
martial arts tournament, was held on
Oct. 27 at Famous Studios, Mumbai.
The tournament was organised by
Prashant Kumar and his team. Digit9
was the media partner, Scientific
Sports Nutrition was the title sponsor, Budweiser was the
associate sponsor and USI was the merchandise sponsor.
‘Run Powai Run!’ 2013 urges
Rotary Club of Mumbai Lakers
The Rotary Club of Mumbai Lakers
(RCML), along with Dr L.H. Hiranandani
Hospital joined hands in January 2012 for
the ‘Run Powai Run’ Marathon. The event
was organized to raise awareness about health,
and to raise funds for charity. Last time,
RCML were able to raise funds for the solar
electrification of the rural town of Jawahar and towards education of
the girl child.
Ravi Jaswani, President Elect – RCML said: “Following the
response last year, we’re keen to boost the spirit again. With the
concrete backing of the Hiranandani Group, and with corporates
such as Kotak Bank, FedEx and Digit 9.0 supporting us, Run Powai
Run 2013 will be an event to look out for.”
Mid-Day organizes 3rd Corporate
Soccer Championship
A press conference was organized on Oct. 10 at Four Seasons
Hotel in Mumbai to announce a series of developments that
were brought forward by The Western
India Football Association (WIFA) and
Sporting Ace Pvt. Ltd. (SAPL). The event
was executed by Pegasus Events Pvt. Ltd.,
which won the mandate for the project
through a multi-agency pitch.
Back with its third season, Mid-Day organized the Corporate
Soccer Championship. It will be held at
Western Railway Ground in Mumbai on Nov.
3-4. The ground event had 20 teams battling it
out for the top position and a prize money of
Rs. 1 lakh. Also one player got a chance to win
the prestigious Golden Boot Award along with
cash prize of Rs. 20,000.
Sagar Pol Chowdhury, MD, SAPL said: “The theme was
of course football related where elements of football were
strategically induced in the set up, branding as well as other
event paraphernalia. The stage was converted into a mini football
field. Announced at the event was the revival of the 120 year old
tournament titled ‘Rovers Cup’ and also the launch of the new
WIFA logo.”
Manajit Ghoshal, MD and CEO, Mid-Day Infomedia Ltd.
said: “Organizations like HDFC Bank, Bigtree, Serco Global
Services, Standard Chartered Bank, British Airways World Cargo,
NCO India Pvt Ltd, Xoriant Solutions Pvt. Ltd, Hutchinson
Global Services PVT LTD, TATA Consultancy Services and many
more competed for the top position of MiD DAY Corporate
Soccer Championship 2012.”
Percept Ltd. held the fourth edition of its annual
intercorporate cricket tournament called Goa Super Sixes from
Oct. 14 to 16 at the Taj Exotica,
Goa. The tournament offered a
unique, action-packed, fun-filled
version of the game of cricket
that aims to combine the passion for the sport along with the
serene yet festive ambience of Goa.
Media Active
Radio City 91.1 FM’s activations arm, Radio City Connect,
executed an activity in Delhi taking
the popular show ‘Direct Dil Se’
out of the studio and on-ground.
The activity took place across Delhi
and NCR on Sept. 8 and 9, at Tata
Motors showrooms.
Ashit Kukian, President and COO, Radio City 91.1 FM, said:
“As part of the activity, painting competitions were held for kids
along with caricature, tambola, mehendi, magic shows and an
inflated Mickey. It was the first time that an entire studio setup
was created in a Tata Motors showroom.”
93.5 RED FM connects listeners to
GiMA Awards
93.5 RED FM partnered with Chevrolet Global Indian Music
Academy (GiMA) Awards for the
third consecutive year. This time, 93.5
RED FM invited listeners to be a part
of the GiMA Awards held on Oct.
1 at Yash Raj Studio, Mumbai. The
celebration of the tie-up took place in
September with an announcement and
nomination party where the creme de la creme from the music
fraternity were invited.
Nisha Narayanan, Senior VP - Projects & Programming, 93.5
RED FM, said: “RED tested the music knowledge of listeners and
six lucky couples were chosen to attend the GiMA Awards. It was
an opportunity for listeners to interact with celebrities and we also
gave our listeners a chance to vote for the ‘Radio Song of the Year’
- the winner of which was felicitated by RED FM at the GiMA
ceremony.”
92.7 BIG FM celebrates Navratri
across India
To celebrate Navratri, 92.7
BIG FM announced an on-air and
off-air campaign that involved a
range of festive activities in eight
states of the country to make the
celebrations bigger and grander. The campaign kicked off on Oct.
15 and went on till the end of the festival.
Manav Dhanda, Network Programming Head, 92.7 BIG FM
said: “It involved tie-ups with temples and places of worship across
different cities apart from associations with leading celebrities,
dance and entertainment troupes along with connoisseurs of
fashion and food. Gift vouchers were given out to the public
during the celebrations.”
92.7 BIG FM and Total Oil India
launch TQ Safety Month
92.7 BIG FM and Total
Oil India Pvt. Ltd. on Oct. 9
at BIG FM Studios in Mumbai
launched ‘Total Quartz Safety
Month’ - a campaign spread
across 21 cities of the country, promoting safe driving habits.
A 92.7 BIG FM spokesperson said: “The campaign will
see programming tailored to create audiences on 92.7 BIG FM
ranging traffic authorities, legal experts, people who have been
affected by drunken driving accidents, tips to avoid getting into a
situation, statistics related to accidents and more.”
MTS associates with movie ‘Oh
My God’ for branding
MTS joined hands with 3rd Rock International (India) Pvt.
Ltd. to co-brand itself with the comedy movie, Oh My God,
starring Akshay Kumar and Paresh Rawal.
The activities went on for a week after the
movie’s release, which was on Sept. 28.
There was also a meet and greet session at
a 5-star hotel where the lucky winners of
an MTS contest got to meet the cast and interact with them.
Samyukta Ghosh, COO, 3rd Rock International (India)
Pvt. Ltd., said: “MTS has been co-branded with all promotions
run by 3rd Rock for OMG, like newspaper and magazine ads,
banners in the form of unipoles, standees and flyers at theatres
like Cinemax, hoardings across metro cities, etc. Our new division
- Fifth Element - is dedicated to digital and online promotions.
It provides visibility to products through social media. We also
launched a special MTS scheme just for the movie.”
Radio City goes on-ground for
Navratri
Radio City 91.1 FM celebrated
Navratri this year in Mumbai,
Chennai and Gujarat by conducting
Dandiya and Garba Premier Leagues
during those nine days and gave its
listeners a chance to enjoy the Morphosis Navratri, which is one of
the biggest Navratri celebrations in the city.
A Radio City Spokesperson said: “In Mumbai, listeners of
Radio City answered simple questions and won passes to the
Morphosis Navratri. Intense dandiya and garba competitions were
held amongst housing societies, culminating in a grand finale
on the day of Dushera in the presence of a live orchestra. Music
director Viju Shah kept the tempo high at the event. Each day,
one couple got crowned as best dressed couple and best dancing
couple.”
Radio City Connect takes Direct
Dil Se on-ground
Industry Watch
Destination
Events
Penang aims to attract more MICE business
The 32nd Gitex
Technology Week
takes off
The northern Malaysian state of Penang plans to set up a convention bureau, along
with a number of new MICE facilities, in the near future to attract more MICE business
to the region. The subterranean Penang International Convention & Exhibition Centre
(sPICE) is scheduled to open in 2015. The sPICE will contain a square floor area of
4,459m along with a business class hotel and F&B services.
The number of international association meetings held in Penang increased from 8
in 2010 to 12 in 2011, taking its ranking from 45 to 32 in Asia & Middle East in 2011.
Oman gets promoted as new exhibitions
destination
Eng Lawati, CEO of Oman, confirmed the country’s readiness to host large and
international business events by introducing Oman’s cornerstone project - the Oman
Convention & Exhibition Centre which is scheduled to be completed in 2016. Oman’s
standing as a new, emerging destination for international business events was explored at
the recent IMEX America convention and meetings industry tradeshow.
Eng Lawati said: “We want to understand the globalisation strategies of international
organisations based in North America and determine how Oman can be part of this.”
The Gitex Technology Week 2012 took
place in Dubai from Oct. 14 to 18. Held
at the Dubai World Trade Centre, the
show saw a big number of e-services across
government entities being launched.
BEX Asia 2012 sees
stronger sector
participation
Build Eco Xpo Asia 2012, said to be
Southeast Asia’s premier event and
exhibition for green building and
construction industry, kicked off on Oct.
10 at Singapore’s Marina Bay Sands Expo
and Convention Centre.
EEMA’s southern
Macau to see more MICE events, courtesy of Beijing industry meet
The Macau government and the mainland’s Ministry of Commerce have signed
concludes
a cooperation pact which aims at boosting the city’s MICE industry. The agreement
features 20 measures to consolidate cooperation including financial incentives, tax
benefits, training and customs clearance.
Beijing has pledged to support Macau in hosting international events in the fields
of tourism, F&B and to make the MICE industry part of the development of the
neighbouring Hengqin Island. Besides this, both parties will set up a working group to
help coordinate the participation of mainland enterprises and individuals in exhibitions
hosted in Macau.
New Jakarta Venue expected to boost MICE
business
As part of the Indonesian government’s strategy to promote trade and business
through MICE activities, a new exhibition centre will be built in Jakarta. The Jakarta
International Exhibition and Convention Centre (JIECC) will be located in the centre of
the city. They will organise business-to-consumer exhibitions, and also switch to industryspecific events.
Indra Sukirno, Executive Director and Chief Executive of JIECC, said: “It will be
used for conventions, exhibitions, sports and entertainment events. The venue will cover
a total area of 20 hectares, with a 60,000m exhibition hall and a 6,000m ballroom –
which can be divided into three sections.”
South Africa ranks at 26 worldwide for
exhibition space
South Africa is ranked 26th in the world for gross indoor exhibition space, according
to the latest report from global industry association UFI, the 2011 World Map of
Exhibition Venues. South Africa has approximately 180,000m of indoor exhibition space.
Sue Gannon, GM, Exhibition Association of South Africa (EXSA) said: “UFI’s first
objective was to identify venues with a minimum of 5,000m of gross indoor exhibition
space. The 2011 report identified 1,197 qualifying venues, with Africa meeting the criteria
for 25 venues, totalling half-a-million square metres of exhibition space available on the
continent.”
The Event & Entertainment Management
Association (EEMA) organised ‘The South
Factor’ from Sept. 30 to Oct. 2 at Ocean
Spray, Pondicherry, achieving its objective
of getting the Southern industries together.
More than 130 industry folks gathered at
the event to network, share and discuss the
present and possible future of the industry.
Big Bang Awards 2012
recognizes host of
media agencies
Organized by The Advertising Club
Bangalore, Big Bang Awards 2012
culminated on Sept. 21 in Bangalore
awarding media agencies for their creative
excellence. The event was managed by
DNA Entertainment Networks. DDB
Mudra Max was one of the winners.
GIBTM and Jordanian
government teamup for industry road
show event
The GIBTM road show took place in
Amman on Oct. 17, offering added value
support to Jordan’s meetings and events
sector. The educational and networking
forum, which is supported by the Jordan
Tourism Board, was held at the Crowne
Plaza, under the theme ‘Maximise Your
ROI’.
Venues
Developments
Paris expo Porte de Versailles is the 2015 venue Dilip Moorkoth joins
for the 26th World Gas Conference
Midas Next as CEO
Paris expo Porte de Versailles is a venue of the Viparis group and has been chosen
to host the 26th World Gas Conference (WGC) 2015. WGC is the world’s largest event
dedicated to the gas sector. The conference meets every three years and in 2015 will be
returning to Paris after an absence of 75 years. The conference will be held from June 1-5.
Daniel Paccoud, Chairman of the National Organizing Committee of WGC 2015
said: “Under the presidency of Jérôme Ferrier, this summit will bring together some 5,000
delegates and 25,000 professional visitors.”
Sydney to get interim exhibition venue
The New South Wales (NSW) State Government has announced plans to create
an interim exhibition site at Glebe Island for major exhibitions displaced during the
three-year redevelopment of the Sydney International Convention, Exhibition and
Entertainment Precinct (SICEEP) at Darling Harbour.
Joyce Di Mascio, GM, EEAA, said: “The interim venue will be named the Glebe
Island Expo and includes a 15,000 square meter pavilion with a further 10,000 square
meters available for large exhibitions and trade shows. Glebe Island is available to host
events from Dec. 2013 to 2016 with an estimated building cost of around US$20 million.”
ADIPEC 2012 gets ready to host record 1,600
exhibitors
The Abu Dhabi International Petroleum Exhibition and Conference (ADIPEC)
will be held at Abu Dhabi National Exhibition Centre (ADNEC), which has 38,000
square metres of exhibition space. The international oil and gas industry is making final
preparations for what is expected to be the largest exhibition and conference of its kind in
the MENA region. Organized by DMG Events, it will be held from Nov. 11 to 14.
Kimon Alexandrou, Commercial Director at DMG Events said: “Planning for this
year’s event started as far back as Nov. 2010 - straight after the previous event, and we’re
looking forward to a record-breaking 2012 event.”
Nashik land for industrial exhibition in
development plan
The Nashik Municipal Corporation (NMC) is planning to include the ‘permanent
industrial exhibition centre’ project in the new development plan of the city. With an
aim to promote local industries and their production, local industrial associations in
Nashik have been demanding a permanent industrial exhibition centre for the last seveneight years.
Sanjay Khandare, Municipal Commisioner, NMC, said: “As the industry in Nashik
is growing rapidly, we are planning to have a permanent industrial exhibition centre for
the industry in Nashik. A provision of land for the project will be made.”
HKCEC crowned best convention and
exhibition centre
The Hong Kong Convention and Exhibition Centre (HKCEC) has been voted “Best
Convention & Exhibition Centre” for the fourth time in the 23rd Annual TTG Travel
Awards 2012 conducted by TTG Magazine, a leading travel trade business resource
publication in the Asia-Pacific. The vote of confidence by 60,000 TTG readers this
year, who are industry leaders in travel trade, is probably the best and most credible
recognition that any organizations can receive.
Bill Di Carlo, Deputy MD, HKCBC Ltd. said: “As the professional private
management company of the HKCEC, we are delighted to receive such high-level
recognition for one of Hong Kong’s most well known landmarks. The winners of the
TTG Awards are voted by TTG readers across the Asia Pacific region each year.”
Midas Next Media Pvt. Ltd. appointed
Dilip Moorkoth as the new CEO of the
company. Moorkoth was serving as VP
- Client Servicing at Candid Marketing
before returning to Midas Next, having
worked there for four years till 2006 as
COO of Brand Activation.
The Sponsorship
Company takes event
sponsorship online
A bid to connect brands with individuals,
agencies and other entities seeking
sponsorship for their events or intellectual
properties led to the launch of The
Sponsorship Company in October.
It claims to be India’s first web-based
sponsorship marketing platform.
Percept/H’s new COO
to focus on growth
and efficiency
Debashis Paul assumed his new role
as COO at Percept/H in the month
of September, departing from his post
as Executive Vice President, McCann
Erickson, and Head - McCann Social.
Based in Delhi, Paul will take over the
responsibilities of six offices spread
across Delhi, Mumbai, Bangalore,
Chennai, Pune and Lucknow.
UK-based Imagination
enters Indian market
Imagination, a 40-year old Londonbased independent global creative
agency that believes in creating unique
brand experiences to engage their target
markets, entered the Indian market with
the opening of offices in Mumbai and
Bangalore.
KWAN and CAA join
hands to represent
local talent in India
and SAARC
KWAN Entertainment & Marketing
Solutions and Creative Artists Agency
(CAA) have formed a joint venture to
create global opportunities for clients in
the areas of television, music, commercial
endorsements, sports consulting,
licensing, merchandising, live events, etc.
MARKET PULSE
“Red
Live is a brand
extension for Red FM”
Rajat Uppal
Marketing Head,
93.5 Red FM
In October, 93.5 Red FM announced the
launch of its new intellectual property,
Red Live. The radio network will host live
concerts and music gigs across the country
under the Red Live umbrella name. The
property started with Yo Yo Honey Singh
as the first artist. His concert was held
in Delhi NCR on Oct. 13 at HUDA
Gymkhana Club in Gurgaon.
Talking to ExM, Rajat Uppal, Marketing Head, 93.5 Red FM, discusses the IP and how it
will serve as a platform for brands.
With Red Live, the radio station plans to
take the live concert formats across most
of the cities where they have stations. Red
FM not only intends to give its listeners a
great experience but also give advertisers
a great platform to get their brands to
engage with the music loving young
target audience. Red Live will also serve
as a platform for contemporary artists to
showcase their talent and further extend
their existing fan base.
How important is BTL marketing for a radio brand?
Radio per se is heard and not seen. Worldwide, BTL marketing and activations have
played a critical role in building radio brands. BTL marketing helps listeners to acquaint
themselves with a radio station, and experience it in a touch and feel manner. As ATL
marketing helps sustain recall for a radio brand, BTL prompts engagement with the brand
and helps build loyalty. For any radio brand to become a leader brand, a differentiated
product needs to be supported by media mix which is a combination on ATL & BTL.
The percentage of BTL most radio brands deploy for any of their campaign is far higher
than any physical product marketing campaign would do. Red FM has used BTL integrally
as part of most of its launch and critical campaigns in the last decade. BTL has played a
critical role in establishing ‘Bajaate Raho’.
What is the need of an on-ground property for a radio station?
Radio is an audio medium with most listeners tuning in for music. As such, venturing
into the live music space is a logical offshoot for any radio station. Any on-ground
property helps a radio station to create an engagement with its target audience and build
stronger brand loyalty. Red Live is one such on-ground property to bring listeners up close
and personal to the music they love, and the artistes they cherish.
What is the brand connect between
Red FM and Red Live?
Red Live is slated to be in the young
contemporary music space, just as brand
Red FM. We are a super-hit CHR music
station and through Red Live, we will
showcase artistes that match with this
tonality and attitude. Red Live is our
concert format IP to get hit contemporary
artists closer to the audience through
the live performances. For example, with
his genre of music, and mass popularity
among the local audience, Honey Singh
made a very good fit for the inaugural
event in Delhi. Similarly, we are in the
process of planning many more concerts
across the cities where we are present.
How will the brand benefit from
the property in terms of reaching
out to its audience?
Red Live is a brand extension for us. We
only play super-hits and we are getting
artists behind these super-hit songs
to perform live for our audience. The
audience to these live concerts are those
who have sampled us on radio, and some
who haven’t. Through the property, we’re bringing the brand closer to the audience,
defying the imperceptibility that is typically associated with radio. More people will have
hands on experience with the brand thus strengthening Red FM’s association with superhit music and building a strong brand identity.
How will the property serve as a platform for brands and sponsors?
Young and contemporary is the mantra for most brands nowadays. Those brands that
have an attitude match will come on-board leveraging the Red Live platform to reach
out to their consumer set. The concerts we are looking at will have artists who are
contemporary, super-hit and have mass appeal. Any brand coming on board gets to reach
out to a relevant audience through the on-ground gig and also to a much larger audience
through the on-air amplification on Red FM and other mass media deployed. The first
concert had five sponsors and eight partners, reflecting how relevant Red Live is to an
entire brand gamut.
What are the future plans for the property?
We plan to take Red Live across the country to cities where we have radio stations. Who
the artists will be at each gig will depend on brand fit and the popularity the artist has in
the particular city. We plan to take Red Live to most metros and many tier 1 and 2 cities
with exciting artists presented in a ‘Bajaate Raho’ signature style.
Red Live concerts in various cities will comprise of artists that are a hit with the local
audience. This local connect and, of course, sync with the music we play define the broad
parameters of the property. And, both are inclusive. With this premise, the property will
be taken to several cities over the next few months. The first concert with Yo Yo Honey
Singh has been extremely encouraging for the team. The concert saw more than 8,500
fans coming in from all parts of Delhi-NCR and we had a packed venue.
ALSO FEATURED
COVER
STORY
The Ex-Men: The original league of
extraordinary experiential marketing agents
From humble beginnings to extraordinary feats, ExM presents the super agencies that
made for the foundation of the industry as we know it today.
By Karan Iyer
We all have cherished memories of our
favourite childhood superheroes whether
it is Spiderman, Superman, Batman or
the scores of others who have come up
over the years. They have been an integral
part of people’s childhood memories
to the extent that even today superhero
movies garner significant fanfare. As time
passes newer superheroes arise, but there
is something about the classic superheroes
that continue to catch our fancy. They
remain in a league of their own not only
because they are as old as we are, maybe
even older, but also because they paved the way for others to follow suit.
The events and experiential marketing industry has its own league of superheroes
who took the path less tread and have set benchmarks for new entrants. And like
all superheroes have indisposable allies, there are some agents in the event and live
entertainment industry as well that have played a differential but none the less integral
role. The work of companies like Cineyug and DNA Networks in the entertianment space
has made for imperative catalysts in the overall development of the industry.
Here, ExM gives its readers insight on some of the oldest and largest event marketing
agencies in the industry. These agencies are the superheroes of the industry. Take a walk
with us to find out who they are, their humble beginnings, the villains they defeated and
their super powers.
Percept
The Gamma effect
Percept was established in 1984 by
Harindra Singh, Vice-Chairman &
Managing Director, Percept Ltd. His
younger brother Shailendra Singh is
the Joint Managing Director of Percept.
Shailendra joined his brother in the
business in 1987 and has since worked
closely with his brother to scale the
business to even greater heights.
Hulk Size
In 1992, Percept diversified from the advertising business to launch the public relations
division, Percept Profile. This was followed by the launch of Tyger Productions in 1993
which was focused on the production and content business. In 1995, Percept launched
the sports and entertainment marketing business with the BSI Masters Tournament called
Percept D’Mark (later re-branded to Percept Sports & Entertainment).
In the year 2000, Hakuhodo Inc. bought out Chuo Senko’s India operations. Percept
Chuo Senko was re-branded as Hakuhodo Percept. In 2002, Percept consolidated and
restructured the content business under a new brand name - Percept Picture Co. (later
re-branded Percept Pictures). In 2005, Percept set up PDM Gulf with an aim to broaden
Percept’s service offerings in the Middle East. In 2006, Percept launched Allied Media
offering turnkey solutions in both conventional and new age media.
In 2007, Percept acquired ByDesign India and merged with Imageads to form IBD India
Pvt. Ltd. In the same year, Percept Talent was set up with a focus towards offering a 360
degree talent cum brand custodian company. That year also saw the launch of Percept
Knorigin, a tech media and service provider. 2007 also witnessed the launch of Bollywood
Corp. Pvt. Ltd. Percept also forayed into the IP space with the launch of Sunburn. The
following years witnessed a slew of IPs being launched by Percept Group. Consolidating
these efforts, Percept launched Percept Live in 2012 that focuses on creating properties in
the entertainment and media domain.
Hulking on IPs
Intellectual properties owned by Percept Live are Sunburn, established in 2007; Goa
Super Sixes, established in 2009; Fight Night, established in 2010; Bollywood Live,
established in 2011; Champions of the World, established in 2011; LOST, established in
2012; Windsong Music Festival, established in 2012; Super Star, established in 2012; and
Go On Discover (GOD) Music Festival, established in 2012.
Harindra Singh
Vice-Chairman & Managing Director,
Percept Ltd.
“When I got into this business,
there was just one kind of agency,
that is full service. And, then came
a time when full service agencies
were seen as useless doctors.
Whatever I have learnt has been on
the stage, on the ground.”
A Hulk of a Perception
Percept was initially called ‘Perceptions’ but
within 6 months the name was changed to
a more crisper easy to recall name ‘Percept’,
a very apt name given the fact that the
flagship business was advertising!
Harindra and Shailendra have been a
perceptive agile teamwork in progress. The
brothers have constantly spotted new and
emergent opportunities in the evolving
and dynamic media and entertainment
domain to grow the business from
a three-man ad agency into a 1,200
member strong entertainment, media and
communications conglomerate within a
span of 28 years.
Smashing adventures
Percept’s major clients include Vodafone, Havells, Axis Bank, Birla Sun Life, ICICI
Prudential, Tata AIG, Reliance, Nissan, HSBC, Standard Chartered Bank, Future
Generali, E&Y, Citibank, Dominos, Volkswagen, Mercedes, Toyota, Sony, Fedex, Birla
Tyres and many others.
Hulk Smash!
Harindra Singh, Vice-Chairman & Managing Director, Percept Ltd., said: “From an
advertising agency to a holistic entertainment, media & communications conglomerate,
Percept has surely come a long way over the past 28 years. We got several distinctions in
the first 10 years. And, then came the stage in the early ‘90s, when we were hit by this
Shailendra Singh
Joint Managing Director
Percept Ltd.
“At Percept we invented an entirely
new industry called EMC. We broke
many traditions, mindsets and
cliché barriers to constantly launch
innovative and path-breaking
content, services and properties
that were revolutionary, futuristic
and customized to the needs of the
diverse and ever evolving Indian
and global audience.”
ALSO FEATURED
global paradigm shift. When I got into
this business, there was just one kind of
agency, that is full service. And, then came
a time when full service agencies were seen
as useless doctors. Whatever I have learnt
has been on the stage, on the ground.
When you have been on the street long
enough, you develop that instinct, you are
able to pre-empt; you don’t wait for the
hurdle to pop up, but find a way around
it much before it happens. Clients do not
want advertising, they want solutions. We
are the only ones qualified to provide that
solution. Our strength stems from the fact
that we have some of the best talent in the
industry. This has been the mantra to our
success.”
Sameer Tobaccowala
CEO,
Shobiz
“If you put the client first, if you
bring undying passion to your work
and if you ceaselessly innovate to
find creative solutions to every
aspect of a project, the only limit is
in your imagination.”
Tobaccowala is the Director & Creative Consultant.
Shailendra Singh, Joint Managing
Director, Percept, said: “The journey for
excellence in the Entertainment, Media
and Communications (EMC) space started
a long rime time ago. When everyone was
following the ‘norm’, we decided to break
the mould, and when industries were
bound by their status quo we decided to
branch out. At Percept we invented an
entirely new industry called EMC. We
broke many traditions, mindsets and cliché
barriers to constantly launch innovative
and path-breaking content, services
and properties that were revolutionary,
futuristic and customized to the needs of
the diverse and ever evolving Indian and
global audience.”
Shobiz Experiential
Communications
The Dark Knight Rises
Rehmatali Tobaccowala brought Shobiz
into existence in 1945 and began by
providing lighting services to public
and private events in Mumbai, then
known as Bombay. From the late 1960s
onwards, Tobaccowala began designing
and fabricating sets and other facilities
for the biggest and grandest weddings at
that time. In 1970, he made marketing
history when he designed and executed
India’s first product launch for Unilever’s
Rexona. Shobiz was officially incorporated
in 1982 and Sameer Tobaccowala joined
the company in 1990. The current year
will see Shobiz’s 30 years in existence
as a brand. Rehmatali Tobaccowala is
the Chairman & Managing Director,
Sameer Tobaccowala is CEO and Shital
Batman Begins
Rehmatali Tobaccowala’s love for innovation made the expansion from weddings to
theatrical production a logical one. The name Shobiz captures the duality of both
shows like theatre based events and business or corporate based events. The name also
resounded with the well known catch lines – ‘There’s no business like show business’ or
‘No biz like Shobiz’. Shobiz’s head office was established in Mumbai in 1982. The agency
then setup an office in Bangalore in 1992, Delhi in 1994, Chennai in 1999, Kolkata and
Hyderabad in 2004, Singapore in 2007, and Dubai in 2010. At the time of inception in
1982, Shobiz had five employees and that has now expanded to more than 300 employees.
Arsenal
In 1996, the agency established its Shobiz Design Studio for program identity, design and
messaging branded architecture, exhibition design, retail merchandising, event marketing
communication, interactive media design and production, and collateral design. In 1999,
the agency created its technical support division, Shotime, which provides projection
systems, video engineering, conventional and intelligent lighting, sound design and
management, laser shows, IT support, and production and show direction services.
In 2004, IEMS (Integrated Events and Marketing Services) came into existence to
provide customer profiling and targeting, customer contact management, customer value
management, database management, lead generation, and direct marketing.
In 2010, Shobiz launched its digital marketing division which provides web content
design, social media, viral marketing, account mapping, live webinars and webcast, and
media streaming. The agency also introduced its MICE division in the same year to offer
services like air travel reservations, venue suggestions, recce and booking, conference
arrangements, on ground logistics, thematic and local dinner experiences, team building
activities, and sightseeing excursions.
Bat feats
Some of Shobiz’s major clients include SAP, Tata Motors and Ford. The agency has been
executing the SAP TechEd in Bangalore for nine consecutive years, the SAP Forum since
2004, the SAP DKOM from 2010 to 2012, as well as all of Tata Motors’ vehicle launches,
activations and road shows from the Tata Indica launch in 1998 to the four-city Sonu
Nigam Concert in 2011 and the Tata Nano Super Drive. The agency also conducted the
Ford Escort launch in 1995, Ford Icon launch in 1999, the Ford Endeavour launch in
2009, the Ford Fiesta launch in 2005, the Ford Figo launch in 2010, among many others.
Shobiz Forever
Sameer Tobaccowala, CEO, Shobiz, said: “If you put the client first, if you bring undying
passion to your work and if you ceaselessly
innovate to find creative solutions to
every aspect of a project, the only limit is
in your imagination. This is the Shobiz
mindset, which is responsible for the
company growing from one man’s dream
to one of Asia’s foremost experiential
communications companies, operating in
markets across the globe.”
Fountainhead Promotions & Events
Bitten by the experiential spider
Fountainhead Events was initiated in
February 1995. Brian Tellis, Chairman,
Fountainhead; Neale Murray, Managing
Director, Fountainhead; and Otis
D’Souza, Director, Fountainhead; initially
established the company. While each
founder of Fountainhead was dabbling
with entertainment verticals individually,
they saw the opportunity to come together
to value-add and make a successful
business. Oranjuice was formed in 2003
with Owen Roncon and V.G. Jairam as
partners. Fountainhead and Oranjuice
were merged in 2011 and three more
directors were taken on board – Owen
Roncon, V.G. Jairam and Pradeep Guha.
With great power, comes great responsibility
Fountainhead’s vision is to deliver world class experiential marketing solutions using a
creative, professional and ethical approach to give value and benefit to all stake holders.
The name ‘Fountainhead’ speaks of a credible and trustworthy wellspring of ideas and
services. Fountainhead was established in Mumbai in 1995 and opened a branch in
Bangalore in 2005 and in Delhi in 2007. The agency started with three people in 1995
and will have 200 people on board by end of 2012
Spidey Sense
The strategy behind establishing Fountainhead was to help develop brands with
experiences. Oranjuice was established to own and create properties in music and other
spaces for both brands and community. Fountainhead started FH Activations to add
an important experiential service to its bouquet. The agency also started FH Corporate
Journeys for experiential MICE services, and Fountainhead Digital to extend touch points
for experiential programmes in the digital domain and connect brands and customers in
convenient and exciting ways. Fountainhead owns a number of intellectual properties.
The agency initiated Celebrate Bandra in 2003, One Tree Music Festival in 2006, (Indian
Ocean) Corporate Games in 2007, Sportz Buzz in 2006, Live From the Console (LFTC)
in 2011-2012, and M Cue in 2008.
Web of work
Fountainhead’s major clients include MTV, Aditya Birla Group, Times of India, Indian
Oil Corp., Samsung, Diageo, Disney, UltraTech, among many others. The agency has
been executing the MTV Immies and MTV Style Awards for all years, and the MTV
Roadies for the past three years. Fountainhead has managed the Aditya Birla Group’s
Chairman Awards from 2005 to 2012, The Times of India’s Economic Times Awards for
the last seven to eight years, Indian Oil’s Petrotech in 2007 and 2009, and Conde Nast
GQ and Vogue Beauty Awards.
Web shots
Brian Tellis, Chairman, Fountainhead, said: “While there are a few aspects that have
contributed to the success of our organization, the two most critical ones are – we are a
people driven organization and invest in human resource, and integrity in operations.”
TIC Integrated Event Marketing
The Wolverine Origins
TIC Integrated Event was launched in 1992 in Delhi and is owned by Gaurav Dhall,
Managing Director, TIC, in partnership with Jaideep Venugopalan, Director, TIC. The
passion for events was the inspiration behind the formulation of TIC. Dhall was once
rejected entry into an event which was the real inspiration for him to start his own events
company. Inspiration behind the name came from the fact that the agency was proud of
the ability to create a differentiation owing to their creative thought process. In all events
executed, the difference was that the impact was given due weightage therefore, they
called themselves – TIC (Think.Ideate.Create). There were two employees at the time of
initiation of the agency which has now expanded to current strength is 200 people.
Brian Tellis
Chairman,
Fountainhead
“While there are a few aspects that
have contributed to the success
of our organization, the two most
critical ones are – we are a people
driven organization and invest in
human resource, and integrity in
operations.”
Expanding its claws
TIC opened its national office in Mumbai in 2004 and international branch in 2010. The
agency expanded with its films division since an event seemed incomplete without the
right film as the film tells a tale, a story with very high recall whether it is a product film
or corporate film. TIC’s events, activation and exhibitions divisions were its core expertise
from the beginning. The agency’s retail division was established in 2009, the need for the
retail division was realized when the consumer behaviour became the core of all marketing
spends. TIC realized that the trend was changing and the run-of-the mill corner store
concept had evolved multi fold. The agency began its MICE division because of popular
demand and stated needs of its clients.
ALSO FEATURED
in Mumbai in 1999, in Hyderabad in 2000 and in Bangalore in 2001. Following the stake
sale to WPP, G2Rams has more than 700 offices around the world via WPP. The agency
began with just three people and by 2010 had more than 100 employees.
The reason behind starting G2Rams was the lack of the concept of an event manager
in India way back in 1995. The founders met with a number of corporates and realized
that there was a huge gap when it came to organising MICE and events. There was
hardly a breed known as event manager and people used to call them by various names
like tentwalla and brokers. The concept of hiring event management agencies to execute
events became clearer by 1997.
Gaurav Dhall
Managing Director,
TIC
“At TIC we push ourselves to the
limit ensuring that we have a smile
on every clients face regardless
of the scale of the project and the
profit margins.”
Wars won
G2Rams expanded into a number of businesses including MICE and events, activations,
and retail and exhibits. G2Rams is now moving into shopper marketing and retail strategy
via WPP in India. Some of G2Rams’ major clients include Hero, Genpact, Apple, Audi,
among many others. The agency is executing the iPhone 5 launch for Apple in six cities.
It has managed the Hero launch of four bikes in 2005, the Genpact Focus for the past
nine years, and the Audi Q3 and A6 launches, among other campaigns..
Captain America’s Salute
Sachin Mutreja, CEO, G2Rams said: “The success mantra has been customer centricity,
innovation, and under-promising and over-delivering.”
Some of TIC’s milestones include the
Yamaha Gladiator launch in 2006, Shell’s
Hazira Site Showcase in 2003 and Hazira
terminal press conference and launch in
2005, the Victory Concert in 1998, the
Aristocrat old reserve whiskey launch
in 2003, Goodyear radial tyre launch in
2000, Dell Direct launch in 1998, among
many others.
Wolverine’s roar
Gaurav Dhall, Managing Director, TIC,
said: “Nothing is impossible. At TIC
we push ourselves to the limit ensuring
that we have a smile on every clients face
regardless of the scale of the project and
the profit margins.”
G2Rams India
The origin of Captain America
G2Rams was established in 1995 by
brothers Sameer and Sachin Mutreja.
Sachin is the CMD of G2Rams, while
Sachin is the CEO. The agency sold its
50% stake to WPP in 2008. There are
many versions behind how the name
G2Rams was formed, one of which is the
term Ram which is a type of mountain
goat and signifies adaptability to all
situations. G2Rams was established in
Delhi in 1995. The agency setup an office
Sachin Mutreja
CEO,
G2Rams
“The success mantra has been
customer centricity, innovation,
and under-promising and overdelivering.”
Showtime Events
Green Lantern arrives
Showtime was incorporated in 1996 and its big-ticket debut event was in 1997 which was
the 33-city launch of Hero Honda Street motorcycle. For the launch, Showtime actually
imported and used white-light lasers for the very first time in India. The agency is owned
by Michael Menezes, Managing Director, Showtime; Rohin Paul, Director, Showtime; and
Avik Prabhu, Executive Director, Showtime.
The Galactic Force
The idea behind starting Showtime was to raise the bar in terms of a new level of
professionalism, ethics, technology and brand experiences for the entire events industry.
The name Showtime was chosen to keep it simple and straight to the point. The agency
was established in New Delhi and has branches in Bengaluru and Mumbai. In 1996,
the agency’s employee strength was at 25 and has now grown to over 100. Showtime
established Showtime Sports in 2010, with a strategic reason to manage the ICC Cricket
World Cup Sportainment project across all match venues for the entire tournament
duration.
Encompass Events
Born of Iron
Born 1999, Encompass was initiated by Roshan Abbas and Sukrit Singh. Later in
2008, the duo sold the majority stake to WPP Group, bringing on board Russell
Square B.V. Netherlands (The group company of WPP Group).
The original idea was to have a company called point counterpoint that did anything
asked of it, but then the founders of the agency felt that they had done it all. They
were all encompassing and hence the name Encompass was born.
Michael Menezes
Managing Director,
Showtime
“I believe it’s been the outstanding
quality of our people and our
deep understanding of our clients’
brands that has enabled us to build
relationships that have evolved
over time.”
The Iron Men
At inception, Encompass was started with Singh and Abbas out of Abbas’ home in
Delhi. The agency’s first three employees were someone who read Mills n Boons, a
production guy with a gargantuan appetite and an ex-fashion company person. From
then, Encompass has become the Stark Industries of the events and experiential
marketing industry, with current employee strength of 230 people.
Encompass is headquartered in Gurgaon and has an office in Mumbai and Bangalore.
The agency is currently in sports, brand activation and events, as well as conducts
MICE events. Some of Encompass’ major clients include Mercedes Benz, Airtel,
Hyundai Auto, The HSBC Ltd, The Asian Paints Ltd, Procter & Gamble, among
others.
Encompass has always been about people, passion and product. These pillars have
made the agency look for passionate people and then invest in them. This translates
into making passionate delivery possible on all its products. And with its product focus
The Power of Will
Showtime’s major clients include DLF,
Castrol, BMW, Volkswagen, Hero
Honda, TCS, Taj Group of Hotels,
Samsung, Tata, Hyundai, among many
others.
The agency’s landmark events include
the Mall of India unveiling, the DLF
Hines One Horizon Center launch,
the World Cup Night 2011, the Global
Masterbrand re-launch in 2006 for
Castrol, the BMW Xperience in 2011,
the Karizma launch in 2003, the
Glamour launch in 2005, the Hero
Honda pavillion at the Auto Expo in
2008, the iON launch in 2011 for TCS,
the World Economic Forum from 2006
to 2012, among several others.
Green Lantern’s vow
Michael Menezes, Managing Director,
Showtime, said: “One, the innovations
in technology that we have constantly
pioneered; two, the high level of creative
standards that we have continuously
set. I believe it’s been the outstanding
quality of our people and our deep
understanding of our clients’ brands that
has enabled us to build relationships
that have evolved over time.”
Roshan Abbas
Managing Director,
Encompass
“We realized that India has a
new veneer and the young and
restless are happy coming out and
celebrating. Our focus will be on
building communities and sports
marketing along with activation
and events as always.”
innovation and creativity is at the core, the agency liberates its people to take charge
and that has made Encompass one of the most creative agencies in India.
Iron Man’s calling card
Roshan Abbas, Managing Director, Encompass, said: “We have expanded into sports
as of last year. We realized that India has a new veneer and the young and restless are
happy coming out and celebrating. Our focus will be on building communities and
sports marketing along with activation and events as always.”
Like many superhero tales there are certain super powers in this too, that were missing
in action. The wizards of the experiential marketing industry have much to showcase
and are an important reason for how the industry has shaped up thus far. So, like every
superhero story has taught us, the end is never really the end.
ALSO FEATURED
RoshanDaan
A window into the world of Experiential Marketing
Roshan Abbas is a slasher by profession, having had seven careers related
to media. Abbas’ experience ranges from radio, theatre, television, event
management, being an MC, a film director and a writer. He spends his
time looking for gyaan, and shares some on experiential marketing in this
column, each month, exclusively for ExM Magazine...
A Slap with no Sound?
The slap by ACP Pawar on the organizers
of NH7 Pune has a resounding echo. It is
a slap in the face of each and every event
manager. Yet, why is the outrage not so
vocal. Are we too used to being slapped
and pushed around? How many of us
don’t know of an incident like this?
When I first re-tweeted Vishal Dadlani’s
outrage at the incident (the first I heard
of it), I had one person turn and say stop
pushing western influences and ask them
to promote Indian culture. I did explain
to the same person that even the language
he was using on Twitter happened to
be a western influence. Another article
condemning the incident (Firstpost) in its
comments section had a minority saying
that for a 25,000 people concert keep
5,000 passes, or that being slapped was
correct for the “ill mannered un-Indian
cultured organizers.”
This got me thinking. Does our
administration have double standards
when it comes to events? A religious
pandal and procession is also an event.
The illegal unlawful celebrations of
every festival break the sound norms and
create traffic snarls, but that is a social or
community event that needs no sanction
even if it is an inconvenience to a majority
of people. Possibly, the participants are
the kind who votes so it is given every
accommodation. We have gotten used
to it. Many sit at home and watch the idiot box rather than the inebriated idiots on the
street. A friend stuck for an hour in such a jam said, “For God’s sake, I don’t park my car
in your drawing room stop putting your chairs on my streets.”
But community events in the name of society, religion, or musclemen and politicians find
immediate sanction. No one asks them for permissions, licences, etc. And here we are
holding concerts and music festivals, celebrating bands and brands. How uncouth, how
uncultured, how unmassy!
So, we must be punished for our sins with 17 licences to procure and last minute
permissions dangled in front of our faces in lieu of favours paid in cash or kind. The
grapevine has it that the Sunburn festival apparently had to offer a large amount of
passes to the local cops so that they could ‘sell them’ or else…And then, we must stand
and watch policemen sell passes. ACPs bring dozens of guests, local politicos entering
through the backstage gate, cordoned areas made especially by lathi wielding cops for the
administration’s VIP guests and children.
In Pune, all this has changed. For once, someone stood up to them and was severely
punished. I have heard that if the organizers of NH7 did not have a CCTV recording of
the events at main entrances, the charges being levelled against them were enough to put
them behind bars for a while. They were slapped, called names, said to be drunk (when
the promoter of the event is a teetotaller) and we as an industry have not even uttered a
whimper!!
I say let us fight, let us protest, let us strike work and show them what we can do. Let us
take to the streets and show them what we can do! You will read this and get sufficiently
angry to forego your next gulp of tea or coffee or maybe lunch won’t taste as good. Yet you
won’t do anything. Not right now...maybe next week, or next year…
You have a pitch, or a setup, or a last minute creative to rejig or worse you are procuring
a license for an event. You are silent for you need to work within a system. The
administration holds the ultimate ace. They can close an event, no ANY event claiming
it’s a security threat!! That’s how fickle our existence is.
Well I say the time will never be right. It must be right NOW!
ALSO FEATURED
What unique branding opport
By Parita Modi
Utkarsh Bansal
Aarnavv Shirsat
Director,
P3P E-Ventures Pvt. Ltd.
CMD,
3rd Rock International Pvt. Ltd.
I would go with interactive visuals. For example, it
would be great to do 3D visuals and mapping for a new
brand. It hasn’t been done for a lot of events and is a
good opportunity for brands to associate with to gain
attention. So a lot of 3D objects with visuals integrated
with logos of the brand and visuals of the brand are a
great connect. It’s something new and unique! Graffiti
walls displaying messages and integrating CSR at the
same time like ‘partying for a cause’ are also great for
such events.
You know that people love to talk about their favourite
artists. We encourage the target group to share their
experience of the concerts. It’s amazing to see the
responses received from our on-ground and digital
platforms. You will be overwhelmed by the degree of
target group’s engagement.
Secondly, concerts provide a unique opportunity to
increase the degree of acceptability of the brand among
its audience. The brands can use this opportunity to
connect to their consumers emotionally which makes
them far stronger in the market. For example: For a
telecommunication brand, we would recruit a big team
of volunteers dressed like the characters of the brand.
Imagine hundreds of volunteers wearing looks of the
brand characters doing the same activity which the
brand’s tagline mentions.
tunities do concerts present?
Vijay Nair
Arnold Wilson
CEO,
Only Much Louder
Head of Operations and Marketing,
Submerge Entertainment Pvt. Ltd.
We attempt to ensure that the brand integration at our
festivals and concerts is seamless but doesn’t interfere
with the experience of the fans. We look at naming
rights, brand specific installations and lots of saleslinked activations so that it’s not just sponsorship for
sponsorship sake. Every festival or concert we do with
brands is a partnership - be it Bacardi, Pepsi, Micromax
or Red Bull.
We focus more on experiential activations rather than
run of the mill branding concepts. Depending on the
brand, its communications and offerings, we aim to get
the people to experience the product for themselves in a
fun and enjoyable way.
For example: Jack & Jones who had come on board for
the Above and Beyond concert were pitched an idea that
would not only create brand visibility but also generate
footfalls at the same time. We came up with the plan of
bringing the artistes down to the Jack & Jones store and
conducting interactive consumer engagements. This is
more of a subtle way of branding without the need of
those in your face marketing/branding attempts.
For the Smirnoff Next series of events, we delivered the
guests with a whole new party experience creating brand
associations that conveyed Smirnoff as the NextGen
brand. With next generation technology such as Co2
guns, 3D mapping, latest equipments and sound systems
mixed with undiscovered music genres, we gave it all.
IN FOCUS
Rutbaa brings wedding, luxury,
lifestyle space on one platform
The first edition of the exhibition witnessed footfall of close to 7,000 visitors across
the two days.
By Deepika Narayan
Vineeta Khanna, Al Khan Entertainment,
R2S Signature Weddings, Rabani & Rakha,
and Ashmeen Munjal from the world of
fashion, photography, wedding planning,
artist management, wedding makeover,
jewellery and more.
The idea behind Rutbaa
Explaining the idea behind Rutbaa,
Tejwant Singh Lamba, Director,
Woodpecker Hospitality, said: “India is fast
becoming an important global economic
player. The demand for luxury products
catering to modern needs has shot up.
Rutbaa is a small step in the direction of
bringing the luxury patrons closer to their
ever burgeoning lifestyle demands. It is
about celebrating life.”
DJ Sumit Sethi performing at Rutbaa
Enthusiasts who always look for the best
and the latest on offer in the luxury,
lifestyle and wedding space have a new
destination to look forward to – Rutbaa.
Rutbaa is a new property launched by
Woodpecker Hospitality Pvt. Ltd. The
inaugural edition of the event happened
in New Delhi on Nov. 18-19. A total
of 72 international and Indian brands
participated during the two days of the
lifestyle and musical extravaganza which
was held at The Grand Vasant Kunj, New
Delhi. R2S Events partnered the first
edition of Rutbaa, which was one of the
few B2C exhibitions in India to have a
ticketed entry.
The exhibition featured leading designers
from India and abroad including
upcoming as well as established labels.
Some of the names present at Rutbaa 2012
included Rimple and Harpreet Narula,
Varija Bajaj, Garema N, Nitant Sabharwal,
The event also aimed at giving a platform
to young talent in the field of fashion and
luxury. “Rutbaa is a unique platform that
nurtures and recognizes young talent in
the field of fashion design. This initiative
provides encouragement to budding creative talent and facilitates interface with the
leading names of the international fashion and lifestyle fraternity,” elaborated Hanish
Gupta, Director, Woodpecker Hospitality.
The burgeoning wedding market in India, estimated at a size of more than $25 billion is
Tejwant Singh Lamba
Director,
Woodpecker Hospitality
“Rutbaa is a small step in the
direction of bringing the luxury
patrons closer to their ever
burgeoning lifestyle demands. It is
about celebrating life.”
Performance by Satinder Sartaaj
Hanish Gupta
Director,
Woodpecker Hospitality
“Rutbaa is a unique platform that
nurtures and recognizes young
talent in the field of fashion
design. This initiative provides
encouragement to budding creative
talent and facilitates interface
with the leading names of the
international fashion and lifestyle
fraternity.”
growing at a pace of 25-30%. Wedding
exhibition space in India has also seen
various players come up and the country is
now a host to several wedding and lifestyle
showcases. Sharing how brand Rutbaa
stands apart from the ones already present,
Singh added: “Exhibitions in the B2C
domain, especially in the wedding, lifestyle
and luxury, have grown tremendously
over the last few years in India. In fact, the
entire space has become very cluttered,
as there are hardly any entry barriers
and the margins are high. We wanted to
break from this clutter and thus Rutbaa
was born which is not just about selling,
but also about experience. Our exhibitor
enhancement program provided our
exhibitors not only a showcase but also
the right mix of experience. As part of
the program, we did a lot of PR, a lot of
brand building, a lot of thrill around the
exhibition which created a lot of visibility
for the brands and the exhibition.”
Nimit Mehta, Owner, R2S Group, also
shared: “I personally believe that in today’s
world, every individual, every brand, every
organization wants to show its clout, show
who they are. Wedding is the biggest market today be it in terms of size, spends and also
in terms of social influence. Rutbaa is a total integrated format and a solution provider
in which the end client who is coming in – be it a client who wants to participate in the
exhibition, a brand who wants to showcase its clout or an artist who wishes to broadcast
himself – has something on offer. The whole idea was to create an experience where not
only the exhibitors come together but a lot of stakeholders come into play to make it a
grand success.”
A platform for fashion, luxury and music
The event spread over two days, combined exhibition with a live showcase of some of the
latest trends in fashion by leading fashion designers in India, coupled with soulful Sufi
music in the evening. The first day of the event saw a fashion show from designer duo
Rimple and Harpreet Narula, presenting their collection suiting the theme of wedding
and luxury. The collection was the duo’s latest offering for the upcoming festive season.
The show was choreographed by former Miss India and leading fashion choreographer
Liza Verma. The fashion show was followed by a mesmerizing performance by Arif Lohar,
also popularly known as Arif Jugni Lohar. Singing original rendition of his famous song
‘Jugni’, he captivated the audience with his original Sufi and Punjabi folk numbers.
The second day of Rutbaa 2012 saw an encouraging number of audiences participating
in the exhibition again. The day also saw the launch of Delhi Primes – a Coffee Table
Book on women by NGO Lakshyam featuring 38 powerful achievers from the capital.
The evening on day two saw a grand finale by designer Narendra Kumar Ahmed and a
Nimit Mehta
Owner,
R2S Group
“Rutbaa is a total integrated format
and a solution provider in which
the end client who is coming in – be
it a client who wants to participate
in the exhibition, a brand who
wants to showcase its clout or an
artist who wishes to broadcast
himself – has something on offer.”
IN FOCUS
all wedding needs at a single place, Harpreet Narula said: “The concept of bringing an
exhibition, a show and music together is great as in the wedding season, this kind of a
platform becomes a one stop shop for all that you need for a big fat Indian wedding.
You have the performers here, the designers, brilliant décor – so everything is combined
at one place. A lot of people have big budgets today but they are naïve about the latest
trends. Platforms like these become an eye opener for all.”
Promoting Malaysia as a wedding destination at Rutbaa was team Rashi Entertainment in
partnership with Tourism Malaysia. The company has tied up formally with the Malaysian
Nidhi Kejriwal
Designer
“The event has been organized
in a very professional way. The
best thing is that we have serious
buyers here and not just window
shoppers.”
performance by famous Punjabi sufi singer
Satinder Sartaj. A sold out event, the
concerts saw participation from about 500
people each day.
A pre-event build-up of Rutbaa included
two media previews attended by the
crème-la-de-crème of the Delhi social
circuit. While the first was a preview
of recently released Bollywood film,
‘English Vinglish’, with actress Sri Devi
announcing the exhibition, the other
event was a grand party organized by R2S
events at R2S farms, New Delhi. The
show saw performances by band Ekaa and
Rizvan Khan and was attended by more
than 300 people.
Exhibitors speak
Rutbaa witnessed quality footfall of close
to 7,000 visitors across the two days, with
over 2,000 people buying entry tickets
and the rest being through an invitation
program. The exhibition and concerts saw
presence of some of the leading socialites,
ministers and bureaucrats from the city.
“The event has been organized in a very
professional way. The best thing is that
we have serious buyers here and not just
window shoppers,” said Nidhi Kejriwal, an
upcoming designer.
Applauding the idea of giving access to
Rajeev Jain
Director,
Rashi Entertainment
“Today event managers and
wedding planners have become
very important as a target audience
in order to take Indian weddings
abroad.”
government through Tourism Malaysia to promote the country as the most suitable
destination for Indian weddings. “Today event managers and wedding planners have
become very important as a target audience in order to take Indian weddings abroad,”
said Rajeev Jain, Director, Rashi Entertainment.
After Delhi, Rutbaa is expected to travel to Mumbai and Jaipur for the exhibition. The
plans for the same are still being charted out. Brand Rutbaa will also organize a New Years
Eve which will again be an annual event.
Sonalika Sahay in a Rimple & Harpreet Narula outfit
IN FOCUS
Seasons Hotels
An escaping retreat to
Potheads and Seasons Hotels came together to launch Escape Retreats for the
premium audience.
By Karan Iyer
Performance at Escape Retreats
The fifth chapter of the three-day Escape
Festival of Arts and Music, an initiative
of Potheads that was started in 2009,
was held in May at the Lake Resort,
Naukuchiatal in Uttarakhand.
The Escape Festival is a creative retreat
that features bands, artists, writers,
photographers, painters, graffiti artists,
performance artists, tattoo artists and
potters, in a mélange of talent. In addition
to that, the festival also features a camp,
adventure sports and a flea market at the
venue.
The season’s escape
As an extension of sorts to the festival,
Potheads and Seasons Hotels have joined hands to launch Escape Retreats. The Escape
Retreats are weekend retreats that are ongoing and the next one will be held on Dec. 1
and 2 at the Seasons Hotel in Tarudhan Valley, Gurgaon. Most music fests cater to the
youth, but Escape Retreats looks to go beyond the youth and engage a different set of
audience. The idea behind Escape Retreats was to hold weekend retreats for a premium
class of people who would like to enjoy fests like the Escape Festival with comfort and
exclusivity. It is tailored for people with busy schedules, families and older people who
want to enjoy the same performances that are held at the Escape Festival, but with comfort
and along with a like-minded audience.
Talking about Escape Retreats and the connection with the Escape Festival, Lalrinawma
Tochhawng (Mama), Owner, Potheads, told ExM: “Escape Retreats is neither a prelude
nor is it different from the Escape Festival. The idea was to create an overall experience.
There is art, music, food, and many other activities. The venue and its ambience is part
of the whole package of experience. The Escape Retreats and Escape Festival share many
similarities and elements. One is targeted at large groups, while the other is for a limited,
premium audience.”
photographers have also been invited to the event for live photography, giving them an
opportunity to learn from professionals. Food and music, as well as a premium ambience
will be part of Escape Retreats. Besides bringing in some of the performers from the
Escape Festival, some new artistes will also be given a chance to perform at Escape
Retreats.
A premium retreat
The Seasons Hotels in Tarudhan Valley is part of an 85 acre land with a dense complex
in the countryside, with a golf course, private villas and open space. The hotel can
accommodate about 3,000 people at a time on the outside. Talking about how and why
Seasons Hotels came on board for Escape Retreats, Rainer Stoll, Managing Director,
Seasons Hotels, said: “The idea of bringing arts and music together and promoting the
Seasons Hotels destination led to a two year search for partners. I had personally visited
the Escape Festival. The kind of music and art was the right positioning for the hotel
brand and was a great fit for the premium, higher age crowd, and young families and
children, etc., who we cater to.”
Lalrinawma Tochhawng (Mama)
Owner,
Potheads
“Escape Retreats is neither a
prelude nor is it different from
the Escape Festival. The idea was
to create an overall experience.
There is art, music, food, and many
other activities. The venue and
its ambience is part of the whole
package of experience.”
Although Escape Retreats is a separate
property, it will help in promoting the
Escape Festival as well as Seasons Hotel.
Some of the bands performing at the
festival will be performing at Escape
Retreats as well. The Escape Retreats
will have painting exhibits, pottery as
well as photograph exhibits. Amateur
Performers at Escape Retreats
The expected number of people attending Escape Retreats in December is about 300 to
500 people. An Escape Retreat will also be held in January, but it will be smaller, with
around 100 to 150 people and will be held inside of the hotel. The Escape Retreats will
end in March with a day carnival. The carnival will have approximately 2,500 people,
about six bands, a food market, a flea market, music, arts, etc.
Rainer Stoll
Managing Director,
Seasons Hotel
“The idea of bringing arts and
music together and promoting the
Seasons Hotels destination led to a
two year search for partners. The
kind of music and art was the right
positioning for the hotel brand and
was a great fit for the premium,
higher age crowd, and young
families and children, etc., who we
cater to.”
Escape Retreats is being promoted mainly through people that Potheads and Seasons
Hotels are in touch with. Seasons Hotel has its own database of premium customers like
NRIs and diplomats who were approached for Escape Retreats. Organising a weekend
getaway for a premium audience is not an easy task. “The biggest challenge in organising
the Escape Retreats is how to get the right audience together because the people looking
to attend the Escape Retreats would like to be around similar type of crowds so that the
right ambience is maintained. For this, the right approach and marketing is necessary. The
right type of people need to be approached with selective marketing. The challenge is to
continue with the right crowd and establish Escape Retreats as an ongoing event.”
The organisers of Escape Retreats are currently in talks with sponsors and are in the
process of finalising it. The sponsors are expected to be announced in a month’s time.
The selection of brands is based more on quality than quantity so the number of sponsors
would be limited to not more than six. The sponsors would be brands that are looking to
cater to a high end audience. The brands would primarily be from the liquor and wine
industry, automotive sector, real estate sector, etc.
IN FOCUS
Jaguar roars at Buddh International
Circuit with
Live Drive Experience
The circuit witnessed some more thrill, speed and live action with Jaguar giving
customers a full throttle experience.
By Parita Modi
Narain Karthikeyan at the Jaguar Live Track Day
The Buddh International Circuit, known
as the quintessential venue for the Airtel F1
Indian Grand Prix, is playing host to luxury
car manufacturers, offering its motor racing
circuit for more experiential events. After
Audi made its presence felt with the Audi
Sportscar Experience (ASE) in July, another
luxury and sports car manufacturer, Jaguar,
ventured into the field of pulse racing
driving experiences. With this, the Buddh
Circuit has joined other famous race tracks
of the world that conduct such driving
programs.
Taking it out for a spin
Jaguar, in its initiative to create an exclusive
driving experience for its present and
prospective customers, crafted a training module that not only helped understand the
technical superiority of the Jaguar, but also improved ones driving skills. The Live Drive
Experience, a three-day track activity program, was launched in the last week of September
that was conducted by the brand’s in-house team in conjunction with an external agency.
The three-day activities were divided into three categories namely, Guided Laps, Dynamic
Driving and Hot Laps. Each category gave the participants a different learning experience
that helped understand the cars and its many features in an experiential way. Guided laps
involved the splitting up of participants into teams of four. These teams were then made
to cruise around the circuit. To make it more interesting, the teams got to switch the lead
position of the convoy during the session.
The next segment, Dynamic Driving, was all about high speed manoeuvres. This was one
task where drivers could comprehend the handling and stability of the Jaguar vehicles
which emphasized its technological advancements. With this, one could check the beauty
of the tracks sailing through all its sharp turns and dynamically explore its varied features.
For the third and last session, Hot Laps, an international team of skilled drivers were
and rewarding because of which we refer to Jaguar cars as alive. And thus, the Jaguar Live
Drive Experience at the Buddh Circuit was organized to provide our existing and prospective
customers an insight into this product design philosophy and make them feel as alive as
a Jaguar. As such Jaguar Live at Buddh Circuit was a perfect platform for us to embed the
brand DNA and design philosophy of Jaguar cars into our target audience and bring them
closer to our brand and products. It was also a unique and exhilarating experience for them
to drive on a race track where the Indian Grand Prix would take place.”
Further elaborating on the activities, Suri said: “The event was divided into three categories
– Hot Laps, Dynamic Driving, and Guided Laps. The activities were designed to thrill the
participants with the technical soundness of the vehicles, and the superiority in dynamics.
Unlike any other brand in India, we were able to provide them with a much more enhanced
and enriching driving experience and ensured that each one of them had at least an hour of
track time to experience the range of Jaguar cars.”
Rohit Suri
Vice President,
Premier Car Division, Jaguar Land
Rover – India
“Jaguar Live Drive Experience at
BIC was organized to provide our
existing and prospective customers
an insight into the product design
philosophy and make them feel as
alive as a Jaguar.”
roped in to take the participants through
the round. This segment, which required
a more professional training experience,
involved driving at high speed. Under the
guidance and supervision of professionals,
participants tested the sheer power of the
cars and unearthed the secret to what ‘full
throttle’ really means.
The Jaguar experience
The Jaguar Live Drive Experience provided
nothing but excellence and brought
to the fore Jaguar’s famed fleet of cars.
Taken to the roads was Jaguar’s wide
range of vehicles, including XF, XFR, XJ,
XKR and XKR-S. Indian F1 driver and a
fan of Jaguar cars, Narain Karthikeyan,
was invited to participate in the driving
experience and showcase his celebrated
driving skills. With Karthikeyan burning
rubber on the circuit, the crowd jumped
out of their seats and erupted in cheers.
Speaking about giving the Indian audience
a taste of speed with the Jaguar Live Drive
Experience, Rohit Suri, Vice President,
Premier Car Division, Jaguar Land Rover
– India said: “The brand DNA of Jaguar
is ‘Innovative Seductive Performance’;
performance that is instinctive, responsive
Jaguar was overwhelmed to see its current and potential customers come together in large
numbers to celebrate the union of speed with technology in an exciting way. The drive gave
them the opportunity to explore the technical and design excellence of the British luxury and
sports car manufacturer on a fully-fledged race track.
Customer satisfaction
The event was promoted and marketed through its very own dealership network as the event
was exclusive to only Jaguar customers. Jaguar managed to engage with 192 customers, both
existing and prospective, along with 24 different media groups during the three days.
“The response was definitely overwhelming and also encouraging. Such initiatives bring us
closer to our customer and add another tangent to our engagement with them. This was the
first time we organized an event of this magnitude for our customers in India. In the months
and years to follow, our focus will be to create further platforms to provide our customers
with unparalleled experience of the technology, design and engineering of the Jaguar brand,”
said Suri.
The event proved to be a relevant platform for the brand to give the consumers a driving
experience on the tracks which saw famous F1 drivers compete at the Indian Grand Prix in
October. Besides witnessing the cars perform in testing conditions under expert supervision,
fans got to participate in a three-day festival of sorts that had like minded fanatics unite for
one cause – Speed. What more could a car enthusiast as for!
Jaguar XKR-S at the Buddh International Circuit
IN FOCUS
Enrique returns to take India
by storm after eight years
Only Much Louder produced the three-city gig ensuring a great concert experience
for all with expert execution.
By Parita Modi
Enrique Iglesias performing live in Pune
Touted as every girl’s dream and every
woman’s fantasy, pop sensation Enrique
Iglesias revisited the country as part of the
Micromax Superfone Supergigs initiative
giving his fans a big reason to celebrate.
The Grammy Award winner set on a
voyage to three cities this time making
sure there is plenty in store for the Indian
audience. New Delhi (NCR), Pune and
Bangalore played host to Enrique and his
entourage promising nothing but the best.
Produced by Only Much Louder, which
has also organized acclaimed music
festivals like Bacardi NH7 Weekender
and Eristoff Invasion, the Enrique Iglesias
2012 Tour seemed like a breath of fresh
air for fans who swear by this genre. UTV
Bindass too associated itself with the concerts as a step towards strengthening its connect
with the youth. The Indian tour kick started in Pune on Oct. 17 at Amanora Park Town
following which was the Gurgaon gig on Oct. 19 at HUDA Grounds. The final stop for
the Micromax Enrique Iglesias Tour was Bangalore which created a sea of madness at
NICE grounds on Oct. 21.
Fans Bailamos to Enrique’s tune
The singer observed one simple policy of ‘it’s all about fans’ in all the three concerts.
Enrique was greeted with tumultuous applause and a throng of fans ready with their
cameras and mobile phones to get a picture of him. Without further ado, he sang his all
time hits such as Hero, Rhythm Divine, Bailamos and I Like it much to the delight of the
enthusiastic crowd.
His performance was anything but one sided. The artiste got the audience involved in
his act by singing, dancing and interacting with his fans so much so that a police official
present at the venue too joined the singer. With Alex Feder and Emmett O’Malley on
guitars, Joe Ayoub on bass, Gilmar Gomes on percussion, Van Seeley on drums, Laura
Jones on vocals, Richard Maheux on keyboards and DJ Braden Wiggins on the console,
days; there was a lot of freight that needed to be transported from one city to another
to ensure that the on-stage production was of the best quality and similar to Enrique
concerts elsewhere in the world. Having said that, this is our sixth big concert series
within the last 18 months, so we had the process sorted.”
Also commenting on sponsorship opportunities and what combination would ensure
maximum success to the event, Nair said: “For all concerts, it’s a combination of
sponsorship and ticket sales. Over the last few years, ticket sales have been rising, as there’s
more gigs, more fans, and just overall, more infrastructure and access to live music. Our
main partner for the concert was Micromax. They’ve just launched the Superfone Super
Gigs initiative, and they connect with their consumers on three points - music, movies
and sports. With the Enrique concert, they were able to directly reach their consumers
who are interested in music.”
Vijay Nair
CEO,
Only Much Louder
“We had been in touch with
Enrique’s management for a while
and when the opportunity arose to
promote his tour, we worked with
them to make it happen.”
Enrique and his troupe got the crowd
jumping and leaping with joy.
The Hero behind the scene
It had been eight years since Enrique
made his last visit to the country in 2004.
With a history that proves the singer’s fan
following and popularity on their side,
OML just couldn’t resist bringing Enrique
for the second round.
Creating a concert involves a lot of
planning, logistics and conceptual
intelligence. OML wanted to deliver
a unique concert experience that was
different from the ones observed so far.
Hence, OML prioritized certain areas of
execution focusing more on providing a
comfortable experience to both fans as well
as the artist. A 50-member crew worked
on each concert to ensure that the concert
was a smooth and relaxed experience. A
total of 40 lanes were created to manage
the box office and free water was provided
to hydrate the people and their excited
senses.
Speaking about the key challenges faced
while organizing the concerts, Vijay Nair,
CEO, Only Much Louder, said: “As usual,
there are significant logistical challenges
which come with doing three cities in five
OML conducted pre-parties in multiple cities in order to promote the tour and raise the
level of awareness. Colleges and clubs, the prime destinations where today’s youth thrives
were targeted. Scoop was taken on-board as their on-ground partners helping them work
across the many events.
Shedding some light on the real deal behind bringing down artists, Nair said: “We are
in touch with all the major agencies of the world and have toured some of the biggest
artists who have come to India over the last couple of years, including David Guetta and
Lady Gaga. We had been in touch with Enrique’s management for a while and when
the opportunity arose to promote his tour, we worked with them to make it happen.
One of our core focus areas is gigs, concerts, festivals and tours – both with Indian and
international artists. We have Bacardi NH7 Weekender in Pune and Bangalore coming
up, with a huge list of artists, we do Eristoff Invasion each year, and we also have a new
festival called A Summer’s Day headlined by Norah Jones in March.”
Brands get a taste of Rhythm Divine
Micromax, the title sponsor of the event, associated with the platform to provide its
customers with an experience that goes beyond its line of current offerings. Micromax
came on-board like a team on a mission to establish a connection that would transcend all
boundaries.
Enrique Iglesias enthralling fans in Bangalore
IN FOCUS
and such associations help us to strengthen our bond with millions of young music lovers.
Through the Micromax Superfone Supergigs, we further reaffirm this. We have always
been celebrating the musical spirit of the country through sponsoring music concerts like
Bryan Adams’ tour to India, besides other properties like MTV Unplugged, IIFA, Apsara
Awards.”
He further added: “Associating with popular international artists such as Enrique or
Bryan Adams in the past allows us to connect with our primary target, the youth. In all
our communication, we tend to focus only on product benefits. Such associations enable
us to also demonstrate our brand’s various facets that make us so popular amongst our
TG. This only results in strengthening our bond with them as we enable them to have
rich, more fun experiences in life.”
Nikhil Gandhi
Executive Director,
Youth Channels – Media Networks,
Disney, UTV
“Youth and music are inseparable;
bindass aims to get the best in
music closer to the youth and this
association is yet another step in
that direction.”
Speaking about this mission, Rahul
Sharma, Co-founder, Micromax, said:
“The idea behind any sponsorship is
to connect with customers beyond our
products offerings and drive our brand
saliency amongst them. Being a youth
brand, we have identified sports, movies
and music as three main passion points
for our target audience. At Micromax,
we believe that music has the power to
connect consumers beyond boundaries
Fans enjoying with Iglesias
Another name to reckon with for the Micromax Enrique Iglesias tour was UTV
Bindass, which signed on to connect with the youth. Talking about the advantages
these arrangements offer, Nikhil Gandhi, Executive Director, Youth Channels – Media
Networks, Disney, UTV, said: “Bindass has always associated with popular music gigs
to enable focused engagement with the youth. Music is popular among the youth in
different genres in India. Enrique Iglesias is a popular pop icon and Bindass’ association
with the concert was a step towards strengthening our connect with the youth. Bindass
resonates the ethos of youth and entertainment.”
“Like we’ve always maintained, it’s very important to connect to the youth at all levels
beyond just television. It helps in creating loyalty towards your brand. Youth and music
are inseparable; Bindass aims to get the best in music closer to the youth and this
association is yet another step in that direction.” Gandhi added.
Rahul Sharma
Co-founder,
Micromax
“The idea behind any sponsorship
is to connect with customers
beyond our products offerings and
drive our brand saliency amongst
them.”
A memorable experience
Nair was overwhelmed with the response received and walked away with a pat on the
back for a job well done. He said: “It’s been a great three-city tour, with about 6,000-8,000
people in each city. Enrique has a really large fan base in India, and if you came to one
of the concerts, you’d know why he’s great with his fans, and truly makes it a memorable
experience for each one of them.”
Concerts and music gigs are definitely the right platform for anyone to be linked with. Be
it a brand, eager fans, the production company or the local pub which happily advertises
the event; there is something for everyone. Any reason to celebrate is a reason enough
to cherish. India is surely and confidently emerging as a destination for music and live
experiences.
IN FOCUS
Sunburn crosses borders and
international waters
Percept’s Sunburn Festival moved outside of the borders of Goa to the north and
across the sea to Colombo.
By Dharm Patel
Sunburn Noida livens the night with music, lights, smoke and visuals
Percept Ltd.’s popular electronic dance
music festival, Sunburn, has crossed over
the borders of Goa for the first time to
Colombo, Sri Lanka; Noida; and Mumbai.
After it was held in Mumbai in April,
Sunburn was held in Colombo on Oct. 6
at the CH & FC Grounds and in Noida
on Oct. 7 at Unitech Golf Course &
Country Club.
The objective behind launching the
city editions is for every region in the
country to have a piece of Sunburn. The
city festivals are compact, high impact
and deliver the Sunburn experience in
a concise manner as compared to the
mother festival in Goa. Like always,
Submerge was involved in the execution of
Sunburn. These editions are planned to be
a day or two at the most considering the
target market and audience. Sunburn will
now occur annually in Mumbai, Colombo and Noida just as it does in Goa.
Commenting on the festivals, Shailendra Singh, Joint Managing Director, Percept,
said: “The difference of doing a one-day fest in comparison to three days is not much.
When it comes to any legality, the pre-requisites are the same for either format. It is
often challenging to make sure that every law is abided and every precaution is taken to
ensure a safe festival. The challenges in a three-day fest are many more and intense as
well, but the advantage one has with a three-day fest is more to do with the operations.
Any obstacles faced on the first day can be tackled and perfected to better the experience
for the remaining days. However, Sunburn Noida being a single day festival, there is
practically no room for error, especially with safety and security. Moving forward we shall
be expanding to other parts of Asia including Singapore, Indonesia, Dubai, etc.”
Submerge Entertainment was mainly involved with all the pre-event activities. The
company promoted and ran all the pre-parties for Sunburn, which took place in Delhi,
Chandigarh, etc. Submerge promoted the main event through all its digital platforms,
newsletters, etc. “These pre-event parties are an important way to promote the main
event. For these pre-parties, we booked artists and closed deals with clubs,” said Arnold
Wilson, Marketing Manager, Business Development & Operations, Submerge. He
further added that for the main event Submerge “helped with ticket sales and had
special promotional campaigns where we profiled artists like Afrojack and Moguai and
Arnold Wilson
Marketing, Business Development &
Operations,
Submerge Entertainment
Moguai performing at the Carnival in Noida
“We were mainly involved with
all the pre-event activities. We
promoted and ran all the preparties for Sunburn, which took
place in Delhi, Chandigarh, etc.
These pre-event parties are an
important way to promote the
main event. For these pre-parties,
we booked artists and closed deals
with clubs.”
positioned them by promoting their tracks.
We assisted with the booking of artists for
the main event. We are glad that an event
where Sunburn went international for the
first time was a success. Also, having an
event in Noida on a Sunday while getting
12,000 people to attend it, shows the
success and growth of the property.”
Sunburn goes north
Sunburn Noida had its central celebration
theme as ‘Carnival - Wear your Sunburn
Look.’ The theme of the festival appealed
to the crowd to come in their vibrant,
colourful and weirdest best. The idea
was to make people wear their wackiest
imagination. Prominent designers had
come out with an eye catching Sunburn
Noida line especially for this festival; these
were showcased at the festival. The festival
witnessed performances by the likes of
Grammy winner Afrojack, Moguai, Prok
& Fitch, Arnej, Pearl, Arjun Vagale, Mash,
Astral Projection and Rohit Barker. In
addition, Sunburn’s youngest DJ Shaan
and Afrojack’s protégé Bobby Burns also
Shailendra Singh
Joint Managing Director,
Percept Ltd.
“Visiting Sunburn Goa in
December can be an expensive
affair when looked at from a
holistic perspective. Also, not
everyone makes it due to the time
of the year and having personal
commitments. The city editions
are created with the objective of
taking Sunburn to the fans rather
than expecting the world to be in
Goa.”
performed on the main stage. Nikhil Chinapa ignited the carnival spirit as the host of the
festival. The decor setup, which donned a carnival look, had two large interactive stages.
Sunburn Noida witnessed an attendance of over 10,000 people. Promotions began
a month prior through several partners across different platforms. Additionally, they
leveraged an extensive media plan covering print, outdoor, radio, television and digital.
The media plan was spread across the northern market touching cities like Chandigarh,
Jaipur, Lucknow, Delhi, etc. Also, activations were carried out via outlets and stores where
the target audience frequents across these cities. There were also tie ups with eminent
designers who created special Sunburn Carnival looks at their stores to drive the carnival
theme. Festival goers could visit any of these stores and get an outfit designed or style
their look for the festival. The Noida edition also had a party immediately post the main
festival. Also, for the first time, there were three high profile pre-parties organized for
the festival on Sept. 21 and 28, and a mega bash on Oct. 6. LED mesh, spray guns, 3D
projection mapping and much more were an intrinsic part of the various artist acts. The
early bird ticket sale for the event had 1,000 tickets sold in four hours straight.
Commenting on Sunburn Noida, Singh said: “Visiting Sunburn Goa in December can be
an expensive affair when looked at from a holistic perspective. Also, not everyone makes it
due to the time of the year and having personal commitments. There are many EDM fans
IN FOCUS
spread across our country and desire to be
at Sunburn. The city editions are created
with the objective of taking Sunburn to
the fans rather than expecting the world to
be in Goa. We have several formats apart
from the festival as well and as the market
matures and grows we shall keep creating
more reasons for fans to have their
own part of Sunburn. Considering our
diversified country, the vibe and setting for
any city or town is different from another.
Authorities differ from district to district
and bring challenges along with them.”
Sunburn swims into international
waters
For Sunburn Colombo, Percept partnered
with the Citrus Group, Sri Lanka’s fastest
growing leisure group. With a very similar
lineup, the performers were Afrojack,
Bobby Burns, Arnej, Arjun Vagale, Pearl
and Shaan. This is the official launch
of brand Sunburn and Percept Live in
Sri Lanka. The one-day festival included
great artists, visuals, technical experience,
colour, energy, flea markets, activity zones
and more. The event had an extensive
mainstream media with an on-ground
and online promotional campaign. In
India, the event mainly targeted people in
Chennai and Bangalore, which are both
under an hour’s flight from Colombo and
have a lot of Sunburn fans. This was the
first musical extravaganza in Sri Lanka to
be endorsed by Vh1.
“We started the festival at 4 pm and by
5:30 pm we had thousands queued up to
buy tickets at the festival. The festival was
packed by 7 pm with almost 10,000 people
attending it. This was a big surprise for
us even though we were prepared for the
best and the worst. Now we know that it’s
not only India that wants it, but the world
is waiting to experience Sunburn,” said
Singh about Sunburn’s Colombo venture.
He further added: “Sri Lanka as a market
is an untapped, vibrant, growing market
for consuming entertainment, music and
sports products. As a dynamic, diversified
entertainment, media, communication
company, Percept is excited to be a part
of this growth story. Percept is confident
in contributing to changing the landscape
of live entertainment in Sri Lanka.
Sunburn has been treading the Asian
press for a while; the festival in Goa draws
A young DJ sets the decks on fire in Colombo
World’s No.9 and Grammy winner DJ Afrojack in Colombo
crowd from across the globe and we have marked territories across Asia that boast of
a considerable fan base. We have been in mature conversations with several countries
across Asia to export Sunburn; Colombo worked out well and happened to get executed
first as well. Every model for any territory other than India is moulded and created as
per the nuances and dynamics there. We have arrangements with partners, agencies and
promoters. Each structure is made flexible to suit either ones objective and create a winwin scenario.”
Percept relied on its database to spread the word in Colombo. Local promotions through
radio, TV, and on-ground tie-ups helped further. Over and above, the digital content is
what created a huge aspiration for Colombo to witness Sunburn in the city. As partners,
Citrus Group and Sarva Integrated were responsible for all the sales and marketing
execution in Sri Lanka while the content, talent and packaging remained with Percept.
All creative calls and brand associations were also streamlined in conformance to the
core team in India. Sunburn Goa has built great equity amongst brands in the past five
years. Every brand that has associated with Sunburn previously has boasted about the
experience. Hence, global players like Red bull and Pepsi, who have associated with
Sunburn in India, were ready to back them in Colombo as well.
IN FOCUS
Van Heusen puts the X in corporate lifestyle with Jet Airways
The launch took place at the Jet Airways hangar and was executed by Fountainhead.
By Dharm Patel
Models pose with Rahul Khanna at the Van Heusen X-Lifestyle launch
Van Heusen, a premium lifestyle brand
for men and women, announced the
launch of its brand new range of corporate
wear, aptly called X-Lifestyle, designed for
modern professionals. The launch event
took place on Oct. 4 at the Jet Ariways
Hangar in Mumbai. Fountainhead Events
& Promotions was appointed to execute
the event. Van Heusen operates under
license to Madura Fashion & Lifestyle
in India and South East Asia. Madura
Fashion & Lifestyle is a division of Aditya
Birla Nuvo Ltd. The unveiling of the
Van Heusen branded aircraft along with
the fashion show was a unique way to
launch the brand’s new collection and
was proposed by Jet Airways. Both brands
– Van Heusen and Jet Airways – share a
similar target audience who are corporate,
stylish travellers who have the ability to
adapt, change their style and way of doing
things.
Bringing glamour to the hangar
The launch event of the line was a unique
affair, with a hangar as the venue. The
event had about 300 people in attendance
and comprised journalists along with a few
well known faces from the social circuit
who added a touch of glamour to the
event. The event was compered by Kamaal
Sidhu and led by Pranab Barua, Business
Director, Apparel & Retail, Aditya Birla
Nuvo. The hangar was transformed into a
glamorous backdrop for the fashion show.
A Jet Airways aircraft was half covered in
black cloth with the back door leading
to a staircase down to the ramp. Models
walked out of the plane, down the stairs
and covered the ramp which was set up in
an X shape. This was inspired by the ‘X’
of X-Lifestyle, which offered the guests a
great vantage point to witness the whole
proceedings. There was an interaction area
as well where attendees had tea and snacks.
The show started with an AV about the
collection. Ashish Dikshit, CEO, Madura Fashion & Lifestyle, addressed the audience
on the launch before Barua unveiled the collection by dropping the black cloth. The
evening was a display of fashion and glamour which saw the participation of prominent
entrepreneurs such as Phanindra Sama, CEO, RedBus, and Sanjay Sharma, former
Director of Swarovski India, walking down the ramp, along with top models of the
country like Chetan Hansraj, Adam Bedi, Shawar Ali, Acquin Pais, Alex O’Neil,
Siddharth Kher, Sid Rawal and Freddy Daruwala styled in the X Lifestyle collection. Actor
and style icon Rahul Khanna made an appearance as the showstopper for the event. The
Bimalendu Tarafdar
Marketing Head,
Van Heusen
“It is a defining moment in
corporate dressing and we wanted
to create a defining moment in
unveiling the collection. Hence, we
came up with this idea to tie up as
most of our TG are frequent fliers
and it was a perfect platform to
unveil the collection. This perfect
TG match between Van Heusen
and Jet Airways made us approach
them for this innovation.”
Lyle Pereira
Sr. Executive - Client Service Lifestyle Events & Key Accounts,
Fountainhead Promotions & Events
Pvt. Ltd.
“We did the ‘Disney Jet Set Go’
event a month or two ago and
Van Heusen wanted to know who
executed it. Our name also came
as a reference from within the
Aditya Birla Group. Jet Airways
also recommended us to them, so
after getting in touch we started
planning and discussing.”
show was directed by Nisha Harale.
Commenting on the launch, Bimalendu
Tarafdar, Marketing Head, Van Heusen,
said: “The VH X-Lifestyle collection
is a brand new range of fashionable
formal wear designed for the modern
professional. It is a defining moment
in corporate dressing and we wanted to
create a defining moment in unveiling
the collection. Hence, we came up with
this idea to tie up as most of our target
audience include frequent fliers and it was
a perfect platform to unveil the collection.
There was a perfect TG match between
Van Heusen and Jet Airways, hence we
approached them for this innovation.
This range is specially created to mark the
beginning of a new age of corporate ammo
for the next generation of professionals,
who believe that creating an impact at
work is as much about style as it is about
substance. We feel that this TG is what is
similar between both the brands.”
Commenting on Fountainhead’s
The launch event setup at the Jet Airways hangar
execution and how they were roped in, Lyle Pereira, Associate Account Manager,
Fountainhead Events & Promotions, said: “We did the Disney Jet Set Go event about
two months ago and Van Heusen wanted to know who executed it. Our name also came
as a reference from within the Aditya Birla Group. Jet Airways also recommended us
to Van Heusen, so after getting in touch with them we started planning and discussing
the launch. We started off by designing the set and giving options for choreography and
models. We coordinated the F&B service as well. Apart from the branding of the plane,
we carried out most of the execution. Time was a bit of an issue though the restrictions
were more of a problem. As cooperative as Jet Airways were, the uniqueness of having the
event at a hangar was always going to be difficult and involve restrictions. The idea here
was to really step out of the ordinary and showcase the X-Factor.”
Flying billboard
Talking about the trend of branding on aircrafts, a Jet Airways spokesperson said: “The
aircraft wrap as a concept has been accepted by many brands and agencies as a unique
way to take a brand to the skies, literally. It is a concept which many brands want to
follow. Nokia Lumia 800 launch with the Sky Party, Disney Channel’s Jet Set Go Contest,
X-Lifestyle by Van Heusen with a high-profile celebrity fashion show and GE’s Jet engines
that move India campaign are all aircraft wraps but uniquely designed in terms of brand
positioning. Competitive airlines within and outside India are closely watching the trend
changing of pure vanilla advertising/branding to a more conceptualized way of presenting
ideas or concepts to the end consumer. Jet Airways aircrafts are now addressed as flying
billboards in the advertising world. At Jet Airways, we pride ourselves in fostering longterm relationships with our guests and frequent flyers through constant customer-centric
innovations. All of us at Jet Airways are immensely proud and happy to have innovated to
create another opportunity for media buyers.”
Commenting on Fountainhead’s role, Tarafdar said: “The mandate given to Fountainhead
was to bedazzle each person at the event by creating a one of its kind fashion show in a
hangar in India. They had to plan and coordinate with Jet Airways on each minute detail
for executing an event of this magnitude. Such an innovative product required an equally
innovative setting to launch it. Hence the idea was to transform the ordinary hangar into a
glamorous ramp for a fashion show.”
He further added: “Jet Airways was a crucial partner all along this process and provided all
the technical support and necessary permissions and clearances for the event. There was a
perfect TG match between Van Heusen and Jet Airways. Hence, Van Heusen approached
Jet Airways for this innovation. Jet Airways’ role was crucial here as they provided all the
IN FOCUS
Ashish Dikshit
CEO,
Madura Fashion & Lifestyle
“We have consistently tracked and
understood the evolving fashion
needs of Indian professionals. With
the professional world becoming
more fashionable, we wanted to
redefine corporate fashion. We
believe this collection will take
corporate India by storm and hence
wanted an equally innovative way
to launch it as well.”
technical know-how and the space for
such an event. All aspects including what
cloth should be wrapped on the aircraft to
conceal it, how the aircraft can be docked,
etc., had to be vetted by Jet Airways’
engineering team.”
Placing the final pieces
Commenting on how Red Bus and Sanjay
Sharma, former Director of Swarovski
India, came on-board for the launch,
Tarafdar said: “The launch event of
this innovative line was a unique and a
stunning affair, we wanted to showcase
young and dynamic entrepreneurs who
represented the spirit of the collection.
Here we found Phanindra Sama, CEO,
RedBus and Sharma as a perfect fit. We
are really thankful to them for accepting
our invitation to walk the ramp for us; it
was really special to see them dressed in
our new range.”
Talking about the challenges faced,
Tarafdar said: “Since the aircraft had to
be wrapped in less than 48 hours prior
to the event this was a very challenging
Rahul Khanna poses at the launch
job. Two skilled professionals from the US came down specially to wrap the aircraft. On
the first day the rains were an obstacle and hence put the pressure of time restrictions on
us. The other big challenge was the event layout. It required utmost planning and detail
since the final layout could only be finalized a couple of days before the event. Everyone
had to work on a war footing to have the venue ready in time. Since the final event would
depend on the positioning of the aircraft in the hangar a lot of last minute changes were
required to be made after the aircraft was docked.”
Jet Airways Spokesperson
“The aircraft wrap as a concept has
been accepted by many brands and
agencies as a unique way to take a
brand to the skies, literally. It is a
concept which many brands want
to follow, like Nokia Lumia, Disney
Channel and now Van Heusen.
These aircraft wraps are uniquely
designed in terms of brand
positioning.”
Speaking on the occasion, Ashish Dikshit, CEO, Madura Fashion & Lifestyle, said: “Over
the last 22 years of existence in India, Van Heusen has been making workplace more
fashionable. We have consistently tracked and understood the evolving fashion needs of
Indian professionals. With the professional world becoming more fashionable, we wanted
to redefine corporate fashion. We are adding 40 stores every year and we want to follow
that trajectory. We believe this collection will take corporate India by storm and hence
wanted an equally innovative way to launch it as well.”
X Lifestyle by Van Heusen reflects the belief that creating impact is as much about style as
it is about substance and aims to change and revolutionize the way corporate India dresses
and looks. The launch is supported with extensive print campaign across publications.
They are also planning on digital media and airport installations of the collections to
support the launch.
ORDINARY PEOPLE DOING
EXTRAORDINARY WORK
35, New Municipal Market, Lodhi Colony, New Delhi - 110003,
Tele: + 91-11-24619543/643/743 Fax: +91-11-24627788
info@modernstageservice.in www.modernstageservice.in
Formula 1
Michael Schumacher world tower launch
Air Force Ball
Sheru classic 2012
Over the past few months, Oneup has considerably increased the
professional employee strength to cater the growing demands of the
event and entertainment industry. A 90% client return ratio is a proof in
itself of the kind of quality that we are able to deliver in production and
technology. With the help of our creative team we are able to deliver
better standards of production than a traditional production house.
X-49, Okhla Industrial Estate Phase II, New Delhi 110020 ;
Phone +91 11 9310076014/11
info@1neup.com www.1neup.com
ALSO FEATURED
The F1 returns with more
brandfare
With the return of the F1, ExM took a look at what some major brands were up to
this year.
By Karan Iyer
Sebastian Vettel from Red Bull Racing takes the winner’s stand
The Formula One returned to resurrect
the speed demon in Indians. Held at the
Buddh International Circuit in Noida,
the 2012 Formula 1 Airtel Indian Grand
Prix was scheduled from Oct. 26 to 28.
The Formula One is the highest class of
single-seater auto racing sanctioned by the
Fédération Internationale de l’Automobile
(FIA). Just like last year, a number of
brands like Airtel, Vodafone, PUMA, Red
Bull, Mercedes and many others got on
board the F1 wagon. The practice rounds
and qualifying round were held on Oct.
26 and 27, with the actual race happening
on Oct. 28. Besides the burning of rubber,
the weeping guitar was a point of interest
for many Indians, as music icon Carlos
Santana performed in India at the F1
Rocks.
Airtel takes the title and the road
The second leg of the F1 was lighter on the pockets of Indian fans, as Jaypee Sports
International Ltd., promoters of the event in India, reduced the price of tickets this year.
Airtel not only remained the title sponsor for the F1, but also expanded its involvement
this year by partnering the Mercedes AMG Petronas racing team.
Talking about how the brand benefits from this association with the F1, Bharat
Bambawale, Director – Global Brand, Airtel, told ExM: “F1 as a sport appeals to the
young, dynamic and spirited segment that enjoys the thrill and rush it brings in. Airtel’s
brand identity is fresh, youthful and dynamic – one that appeals to the young and those
young at heart. F1 today is one of the most popular and glamorous sporting event around
the world. The sport reaches over 5 million viewers across the world. Airtel’s association
with F1 is perfect, as we are always looking for new ways to connect with our target group.
Through our strategic association with the F1 in India, we look forward to strengthening
our brand positioning and appeal to the young target segment.”
Brands associated with the F1 conduct a number of on-ground activities to engage
audiences. Given last year’s response, Airtel’s goal this year was to reach out to the F1
enthusiasts like never before. “After the fantastic response we received last year, we wanted
Carlos Santana performing at F1 Rocks
Bharat Bambawale
Director – Global Brand,
Airtel
“Airtel’s association with F1 is
perfect, as we are always looking
for new ways to connect with our
target group. Through our strategic
association with the F1 in India, we
look forward to strengthening our
brand positioning and appeal to
the young target segment.”
to bring the sports aficionados, F1 fans
and youth of the country much closer and
more engaged with the 2012 Airtel Indian
Grand Prix. Our lineup of F1 initiatives
for this year will surely strike a chord with
the Indian F1 fans,” said Bambawale.
“The initiatives were aligned under the
fundamental thought of bringing to our
audiences what their heart desires and
what would set their heart racing for this
year’s edition.”
Airtel organized a host of on-ground
activities to engage with audiences across
major cities in India. The brand launched
an array of activities like the Simulator
Challenge, Batak Challenge, The Pit
Crew Challenge, F1 Quiz, F1 Screenings,
among others. The simulators include a
replica of an F1 car with a steering console
that is connected to a TV screen for the
participants to be able to see where they
are heading on the virtual track.
The simulators gave a real time experience
of driving an F1 car on tracks and were a
key attraction for people across ages. Airtel
conducted national on-ground activation
across six cities which included 21 malls,
54 colleges, six pubs, and 48 corporates.
Airtel also conducted a campaign for the 2012 Airtel Indian Grand Prix called ‘Let Your
Heart Race’, which offered customers a chance to be part of the action right from the pits
of the F1 track. The initiative gave consumers an opportunity to be among the pit crew of
Mercedes AMG Petronas, one of the most celebrated F1 team in 2012 by participating in
an online contest on Facebook. The winners of the contest not only got to meet the team
and the driver, but the lucky two also got access to the team garage, watch the race with
the pit crew and be a part of a unique once-in-a-life-time experience. Participants to this
exclusive Facebook contest also won tickets to the race and Airtel F1 merchandise. This
year, Airtel launched its first Airtel F1 app to keep consumers zoomed in the middle of
all the F1 action. At just a push of a button, users of this app also got an opportunity to
enter a contest to meet and greet Mercedes AMG Petronas team driver Nico Rosberg. The
Grid Girl videos and the ‘FAT’ (F1 Aptitude Test) has been a hit among Airtel’s Facebook
community of one million.
Airtel announced its race team partnership with Mercedes AMG Petronas in July, raising
its association with F1 to the next level. Talking about the partnership, Bambawale said:
“Mercedes AMG Petronas as a team has a legacy, history and drivers that connect with the
youth, their aspirations and the sport they admire. The alliance gave Airtel an access to
the Mercedes AMG Petronas team along with rights to develop co-branded merchandise,
use the race partnership logo and offer Airtel customers exclusive and exciting F1 content.
Brand Airtel also leveraged the prominent motor heritage of Mercedes AMG Petronas
and its drivers Michael Schumacher and Nico Rosberg to further strengthen its connect
with F1 fans and the youth. Airtel branding featured on the air box and headrest of the F1
W03 car, and on the race suits and helmets of Michael Schumacher and Nico Rosberg.”
An all encompassing role
Similar to last year, event agency Encompass played a vital role in the execution of the
Indian F1. Encompass was appointed as the integrated agency for Airtel as well as Jaypee
Sports. Through this sport, Encompass extended its services to a whole new dimension
since it was appointed to handle the entire strategy, 360 degree communication and
activation. Besides BTL, Encompass’ role involved creating television commercials, press
advertising and OOH.
The agency also promoted Airtel’s association with the F1 via Facebook. The brand’s
F1 Facebook page garnered 1.4 million fans, making it one of the largest social media
communications. Encompass executed the brand’s on-ground activities as well as
promotions through branded merchandise. On the Race Day, all Airtel communication
from outdoor media to on-track branding was handled by Encompass, which was the
point of contact agency for Airtel.
ALSO FEATURED
Vodafone Speedfest held in Mumbai
Sukrit Singh
CEO,
Encompass
had experience of the F1 since this is the second year that we are associating with it.
We managed to have a great coordination with Jaypee in order to ensure that things ran
smoothly.”
“What we were doing at the F1 was
outside of the scope of a BTL agency
as we took on the responsibilities of
a 360 degree agency.”
Encompass played a crucial role in
facilitating the partnership between Airtel
and the Mercedes AMG Petronas racing
team. “We were involved with the F1
and Airtel last year as well and one of the
learning was that there is a need to partner
with a racing team. We got in touch with
various racing teams before finally zeroing
in on the Mercedes AMG Petronas team.
Michael Schumacher is the most popular
icon from the F1, which is a new sport for
India. We felt that having Schumacher
on board as well as Nico Rosberg would
be a great fit for the Airtel brand,” Sukrit
Singh, CEO, Encompass, told ExM.
Giving wings to the F1
Besides Airtel, Redbull was another brand that was extensively involved in the F1.
According to a Red Bull spokesperson, the Red Bull energy drink and the Red Bull
Racing team are both very popular amongst the youngsters and the advent of Formula
One in India has only strengthened the connection with the brand’s target group.
As part of promoting its association with the F1, Red Bull organized a cricket match
between Mark Webber and Indian cricketer Gautam Gambhir on Oct. 24 at Noida
International University, close to the Buddh International Circuit. In addition, Red
Bull in association with Discovery Turbo created an adrenaline pumping documentary –
Khardung-La: Race Car Extreme – which traced the journey of Red Bull Racing’s Formula
One car to the world’s highest motorable road at 18,300 feet at the Khardungla Pass in
Leh to create a world record. The documentary was premiered on Oct. 21 on Discovery
Turbo. It was simultaneously telecast on Discovery Channel and Discovery Channel
Tamil.
Commenting on the idea behind the documentary of the Red Bull F1 car riding in
Ladakh, a Red Bull spokesperson told ExM: “Red Bull has always been involved in
activities which push the human limits and create unimaginable experiences for people.
Encompass was also part of team
Jaypee Sports in creating their
communication. The agency played a role
in communicating the launch of the F1
tickets and marketing the tickets to people.
Encompass also executed the Rock the
Race concert for Jaypee Sports.
“What we were doing at the F1 was firstly
outside of the scope of a BTL agency as we
took on the responsibilities of a 360 degree
agency,” said Singh about Encompass’
challenging role. Talking about handling
such a role, Singh added: “We had formed
teams with experts on social media, the F1
sport and various other aspects in order
to handle the execution appropriately. We
Red Bull spokesperson
“Red Bull has always been involved
in activities which push the human
limits and create unimaginable
experiences for people.”
Talking about executing such an activity, the spokesperson said: “At a height of 18,300
feet, the biggest challenge was temperatures of 11 degree below zero, along with nerve
chilling winds. Firing up a car becomes difficult in such a situation and a special
97 octane fuel was created to combat the lack of oxygen. Another challenge was the
mountainous terrain which was skilfully tackled by driver Neel Jani, cutting across snow
and narrow roads. The activity was executed by highly skilled engineers and technicians
from the Red Bull Racing team.”
You’re not alone
Another brand that conducted on-ground activities in association with the F1 was
Vodafone, which conducted the Vodafone Speedfest and brought F1 racer Lewis
Hamilton to Mumbai to drive at the Bandra Kurla Complex in September. The telecom
brand had also commenced the ‘Drive into the Big League’ in July to give SMEs an
opportunity to feature their logos on the Vodafone McLaren Mercedes cars at the second
leg of the Airtel F1 Indian Grand Prix.
T. Venkat Vardhan
Managing Director,
DNA Networks
“For F1 Rocks this year, I booked
Santana as it’s an act and artist that
cuts across age and genres of rock
music fans a good fit for the F1.”
The Red Bull Racing team had a history
of unique Formula One show car runs like
the Santo Domingo Beach Run and the
Canadian Red Bull Frozen One on ice.
The idea behind Red Bull Speed Street at
the dizzying heights of 18,300 feet in Leh
was to achieve something unprecedented
for a Formula One team. The journey of
the car in the picturesque locales of Leh
was so fascinating that it deserved to be
showcased to the world in the form of a
documentary.”
Anil Kapoor at F1 Opus launch
While the Sahara Force India F1 team organised the Sahara Force India Speed Nites at
Hard Rock Café outlets, William Penn, in association with Sheaffer, launched Scuderia
Ferrari racing team inspired pen collection. Sheaffer introduced Ferrari VFM, Ferrari
100, Ferrari 300 and Ferrari 500. Meanwhile, luxury publication house Opus made a
grand entry into the Indian market with the global launch of the official Formula 1 Opus.
Through a strategic alliance with RK Global, Opus continued its expansion in the Indian
market. The event was conceptualized and executed by Cream Events Pvt. Ltd. Actor Anil
Kapoor signed the Official Formula 1 Opus #1 copy weighing in at 37 kg.
Rocking the F1
The 2012 India F1 race ended with the traditional F1 Rocks after party on Oct. 28, with
Carlos Santana performing live in India for the first time as a part of the joint efforts of
organizers, DNA Entertainment Networks Pvt. Ltd. and F1 Rocks. Santana performed at
the Galgotias University in Greater Noida. His performance encompassed and showcased
the ‘Greatest Hits’ tour for India.
Commenting on DNA Entertainment’s association with F1 Rocks and bringing Santana
to India, T. Venkat Vardhan, Managing Director, DNA Networks, said: “It was a
humbling experience when F1 Rocks approached me and wanted us to promote F1 Rocks
in India by virtue of their assessment that we are the best in the industry and have a track
record that goes on for well over two decades. I am in constant dialogue with various
artist managements for opportunities to play in India, be it for the Indian Premier League
Cricket, F1 Rocks, Rock ‘N India or a one off concert tour that makes sense to the artist
and me as a promoter. For F1 Rocks this year, I booked Santana as it’s an act and artist
that cuts across age and genres of rock music fans a good fit for the F1.”
F1 Rocks was promoted on TV, radio, news print, digital platforms and outdoor
mediums. This year, ESPN was roped in as a partner to showcase content and
documentaries interlinking music and racing. Vladivar was the premier partner and
co-sponsors were Pepsi, ESPN, Vh1 and Gaana.com with whom DNA Entertainment
devised specific promotions and branding to suit each brand’s attributes.
Last year, F1 Rocks had hit a rocky speed bump when the performance of rock band
Metallica was cancelled due to safety and security issues. “Yes, we did have a cancellation
due to certain aspects of security measures. The fact that the honourable High Court
quashed all proceedings in this instance itself has resolved that matter. That said, we
took extra precautions to engage with all authorities concerned so that a smooth event
was executed and the fans got to enjoy a great live experience,” said Vardhan, adding
that challenges in executing events like these are “normally venue and infrastructure as
India does not have prominent focus built venues for entertainment. You have to set up,
right from creating a venue, all the way to providing power to run the event with all the
complex logistics involved.”
FACTFILE
Footfalls -
3,00,000 - 3,50,000 (Weekly Average)
Anchor Tenants -
Zara, Fitness First Platinum, PVR Premiere, Espirit,
Crossword, Mothercare, Good Earth, Homestop
Loyalty Database -
Approximately 1,00,000
Number of Stores -
168
Gross Leasable Area -
450,000 sqft
Clientele -
Airtel, Carlsberg, Perfetti, HP, Samsung and many
more
TESTIMONIAL
“Through this campaign, Perfetti Van Melle India plans to encourage children to
indulge in creative thinking. We got tremendous encouragement & support from
Select CITYWALK whose objective is to amalgamate shopping & entertainment and
introduce innovative events & activities to its shoppers.” - Nikhil Sharma, Director
Marketing, Perfetti Van Melle India
FLOOR PLAN
Offering the experience of blending in a
modern, cutting edge shopping, with the
irresistible charm of a laid back walk through
the city square, Select CITYWALK is a chic
shopping centre situated in the heart of South
Delhi - Saket! Adding to the aesthetics of the
sprawling 1.4 mn sq. ft. Shopping centre, is
the 90,000 sq. ft outdoor, landscaped Plaza
- enhanced with water bodies, plants, trees
& beautiful lighting, giving Delhi a rich &
soulful experience, a novel urban space for
relaxation and entertainment.
A centre known for its International
shopping experience, out-of-the-box events,
advertising & promotional campaigns,
Flea Market, Art & CSR Initiatives & unique
hospitality. Select CITYWALK comprises of
a gorgeous Shopping, Podium, serviced
Apartments, a 6-screen upscale PVR
Premiere, India’s first Platinum Health Club,
Destination Restaurants, Cafes, Bistros & Bars,
with Parking for approximately 2,000 cars.
More than just the ultimate Shopping
destination, Select CITYWALK treats guests to
a sensory experience & provides integrated,
high quality infrastructural facilities at par
with international standards.
For Event & Activation Enquiries Contact:
alliances@selectcitywalk.com
Ph. No: +91 96543 39905 | +91 96540 33869
Select Infrastructure Pvt. Ltd.
A-3, District Center, Saket, New Delhi – 110 017
FACTFILE
Capacity -
Seated - 100 | Seated & Standing - 400
Catering Specs -
F&B packages are usually tailor made to the client’s
requirements
Technical Inventory -
Power Supply -
Sound: Six L-Acoustics 12XT Main PA Speakers, Four
L-Acoustics SB28 Subwoofer, One Alcons QR 36 Pro
Ribbon – Center Fill, The Main PA is being reinforced
by 2 additional D12s. The sides have been installed
with 8 L-Acoustics 8XT, speakers that act as “in fills.”
8 X12” RD12 passive stage monitors, powered by 2
Crown Amplifiers has been used so far. All
amplification of the PA is beng handled by
LAcoustics LA4 & LA8 DSP Amplifiers. The heart of
the PA in Mumbai is the 56 Channel Yamaha PM5D
The studio is capable of recording 40 Channels of
48Khz/24bit Audio channels, onto Logic Pro, running
independently on a Mac Pro.
Visuals and Lighting: 5 Optima DLP – EX 765W
(4000 Lumens), 5 Optima DLP – EX 774W (4300
Lumens) projectors.
One large or two medium generators can be
accommodated.
TESTIMONIAL
“State-of the art light, sound and tech. It’s a great place for informal events and my
preferred location for niche activities because it gives the audience a feeling of being
close-knit, it offers privacy, but still brings everyone together. That’s the beauty of it.”Gurupreet Singh Bali, D.G.M-Brand Activation at Kingfisher Airlines
blueFROG has been named among the Top
10 live music venues in the world by the
‘Independent UK’ and also one of Mumbai’s
7 game changers by ‘Time Out’, Mumbai. It
is well known as the place to go for quality
live musical performances 6 nights a week. It
is an extremely popular venue for corporate
events, group deals, private parties and private
banqueting. Gigs organized here also see
some of the biggest and most talked of brands
participate. Even non-spirit brands find the
venue perfect for events and activations, and
also actively seek out opportunities to sponsor
gigs and events hosted at the venue.
Located in the heart of the Lower Parel business
district, blueFROG is an ideal venue for events
and parties, as also seminars and product
launches.
Till date blueFROG has organized over 1700
concerts. Greats like Angelique Kidjo, Richard
Bona, John McLaughlin as well as electronic
music giants Armin Van Buuren, Infected
Mushroom and Above and Beyond have
performed here. Some of the biggest brands
have sponsored gigs hosted at blueFROG, a
venue that naturally pulls in a most desirable
TG for brands.
blueFROG Mumbai
Mathuradas Mills Compound,
Senapati Bapat Marg, Lower Parel, Mumbai 400 013.
Tel: +91 22 6158 6158 | Email: reservations@bluefrog.co.in. | info@bluefrog.co.in
Busaba Lower Parel, Mumbai
India’s first South East Asian restaurant, Busaba, has over the past decade developed a reputation of being a fabulous
dining spot. Busaba is a must “to do” on several guide books and hotel concierges for visiting tourists and expats in
Mumbai. After much critical acclaim and popularity, this well known and highly recommended eatery has also been
bestowed with several awards such as The Times Food Guide Award for “Best Oriental” in 2011 and “Best Korean” in 2012.
In January 2011, Busaba Lower Parel was born in the heart of corporate Mumbai widening its horizons and attracting
eclectic audiences to indulge in lip smacking Asian fare, fabulous service and an industrial yet soulful ambience. Busaba
Lower Parel is a destination for some of Mumbai’s swankiest dinners, corporate shindigs, fashion events and celebrity
studded parties.
FACTFILE
Footfalls -
1000 (Weekly Average)
Max. Promotions Area -
1500 sqft
No. of Promotion Sites -
2
Clientele -
Minissha Lamba, Imran Khan, Shazahn Padamsee,
Anil Kapoor , Sonam Kapoor, Cathay Pacific, Lakme,
J P Morgan, Bang Bang Films ,Bloomberg, General
Atlantic
General Manager
Gary Saldanha : + 91 9833562165
Email: gary.saldanha@gmail.com
PR & Marketing
Roshmin Mehandru : +91 9920933387
Email: roshminmehandru@hotmail.com
Busaba, Lower Parel:
Todi & Co, Mathuradas Mills Compound, N M Joshi
Marg, Lower Parel, Mumbai 400011
Tel: +91 2267478971 | 72 | 73 | 74
Busaba Colaba, Mumbai
Founded in 2001 by Celebrity Chef Nikhil Chib, Busaba the iconic Mumbai restaurant has been recognised by many of
India’s finest food awards, lifestyle and food publications, critics and the likes. One of the most applauded being the
Times Food Awards for Best Oriental in 2011 and Best Korean in 2012. Busaba was the first authentic South East-Asian
restaurant in India, located in the prestigious surroundings of South Mumbai’s Colaba area. This restaurant brought
South East Asian cuisine into focus in India. Busaba’s South East Asian menu is authentic, wholesome and elegant.
Over the years, Busaba steadily built a robust reputation for delectable cuisine, impeccable personalized service, and
to top it all in a cozy ambience. As a result, Busaba Colaba has become a cult restaurant in the area, with a fabulous bar
and lounge on the ground floor attracting a sophisticated and niche clientele with the likes of fashionistas, Bollywood
figures and serious foodies strolling in and out.
FACTFILE
Footfalls -
1000 (Weekly Average)
Max. Promotions Area -
1400 sqft
No. of Promotion Sites -
2
Clientele -
Freida Pinto, Naseeruddin Shah, Ricky Ponting,
Nargis Fakhri, Meher Jessia, Bipasha Basu, Dino
Morea, Sikander Kher, Amarchand Mangaldas,
Ambit, Barclays, Grant Thornton, Fitch, Trilegal,
Deutsche Bank, BCP Advisors.
General Manager
Gary Saldanha : + 91 9833562165
Email: gary.saldanha@gmail.com
PR & Marketing:
Roshmin Mehandru : +91 9920933387
Email: roshminmehandru@hotmail.com
Busaba, Colaba:
4 Mandlik Road, Colaba, Mumbai - 400001
Tel: +91 2222043769 | 79 | 72
Glimpses
Seagram’s Blenders
Pride Fashion Tour 2012
The 8th Edition of Seagram’s Blenders Pride
Fashion Tour slated to conclude in Mumbai this
November is traveling to 6 cities showcasing the
work of 13 designers across 50 shows. Priyanka
Chopra has been appointed by Pernod Ricard
India as the brand ambassador for BPFT 2012.
Seventy Seven goes to
Prague
Seventy Seven Entertainment organized its
international company offsite in the month of
September, taking the employees to Europe for a four
day trip. Prague, which is touted as the scenic capital
of Europe and also a party animal’s abode, was the
chosen destination this year.
EEMA’s South Factor
The Event & Entertainment Management
Association (EEMA) organised ‘The South
Factor’ from Sept. 30 to Oct. 2 in Pondicherry,
assembling southern event agencies in one
place. The event gave the industry members a
platform to network and discuss current trends.
Harish Babu, Managing Director, Impresario
Event Management, played an instrumental role
in initiating this event.
Honey Singh performs
for Red Live
Red Live, an intellectual property launched by
93.5 Red FM, kick started with Honey Singh’s live
performance at HUDA Gymkhana Club Lawns in
Gurgaon on Oct. 13. The concert was executed by
Thot Media. Red FM is set to host live concerts and
music gigs across the country under the umbrella
name of Red Live.
Indus Pride Spice Trail
After visiting Mumbai, Indus Pride Spice Trail,
organized by SABMiller, journeyed to Bangalore
and Delhi in the month of October with a glitzy
gathering. The evening led to the indulgence in
a multi-sensorial experience of Indus Pride beer
with delectable cuisines. Swordfish Events and
Entertainment executed the event.
Star Dandiya Dhoom
Machi Dhoom
Cineyug Worldwide managed Star Dandiya
Dhoom Machi Dhoom on Oct. 15 at Vrindavan
Studios, Mumbai, where Star Parivaar celebrated
Dandiya with Falguni Pathak. There were about
10 acts with different types of Dandiya being
played.
Zumba Party at Canvas,
Palladium
Canvas hosted a Zumba Party, in association with
Vh1, on Oct. 10. Organized by Aalok Aswani, the
event saw Mumbai get into the Zumba mood,
bringing the Colombian dance fitness program to
India.
Slayer performs at
Vladivar Rock’N India
Rock’N India, the annual music festival
produced by DNA Entertainment Networks
since 2008, came to the fore with American
heavy metal band Slayer’s performance on Oct.
20 at Bhartiya City in Bangalore. The property
was produced in conjunction with Nous
Productions. Vladivar was roped in as the title
sponsor for the event.
#KFBeerUp
Kingfisher organized the #KFBeerUp on Oct. 21
at Tryst in Mumbai and on Oct. 27 at Chicane in
Noida. In Mumbai, as the Mumbai Film & Comics
Convention was taking place around the same
time, it was apt for the theme to revolve around
Comic Con where 200 fans attended the party in
costumes. Switch Events handled the production
and logistics for both cities. Comedian Varun
Thakur and DJ B.R.E.E.D. performed to keep the
crowd entertained in Mumbai.
OkToBeer Fest
Team Rustic’s new property, OkToBeer Fest, took
place on Oct. 27 in Navi Mumbai. Four lounges namely
Rude, Rockville, Cult and Blue Apple came together
to jointly celebrate this festival. DJ Praveen Nair
was called to entertain the guests with some foot
tapping beats. The festival which has a witty alternate
pronunciation ‘Ok To Beer’ was termed to break
through the current clutter of names and come up
with something more fresh and exciting.
Classifieds
Patrika Channel Sorting Office on every 7th or 8th4 of
the month.
Date
every 4th68of the month
November
2012,Publishing
EXPERIENTIAL
MARKETING
Mai CV at
Banyan Tree Events India Pvt.
Ltd.s
Relio Quick India Pvt. Ltd.s
Event Plus Management Ltd.
Positions:
Positions:
Positions:
Manager - Corporate Communications /
Press Relation
Account Director
Account Managers
Business Head
Copy Writer
Regional Operations Head
Visualiser
Business Development Executive / Client
Servicing
Location: Mumbai
Location: New Delhi
Location: Mumbai
Mail CV at
Mail CV at
Mail CV at
jobs.banyantree@gmail.com
ekta.sharma@relioquick.com
suril@eventplus.co.in, arif@eventplus.co.in
Tarsame Mittal Talent
Management
Onus Communication Pvt. Ltd.s
TIC- The Innuendo
Communications
Positions:
Positions:
Positions:
Executive - Talent / Client Representation
Executive - Admin and Accounts
Client Servicing
AGM
Strategic Planner
Senior Business Development Manager
Business Development Manager
Location: Mumbai
Location: Mumbai | Indore |
Ahmedabad
Location: New Delhi
Mail CV at
Mail CV at
Mail CV at
tarsame@tmtalentmanagement.com
careers@onusindia.in
Account Director
Associate Account Director
Manager Marketing
Assistant Manager Marketing
Visualiser
Business Head Marketing
gargi@tic-india.com
5 mm
Film Launch, Music Concert,
Road Shows, Religious Function,
Reality Shows, Political Rally, Award Show,
Marriage Party, Corporate Events & Sports
Patrika
Channel
Sorting
Office on every
7th registration
or 8th of theno
month.
Publishing Date everypostal
4th ofat
theMumbai
month
RNI
registration
108290/2010
Postal
MH/MR/N/150/MBI/11-13
Gear up for a power-packed performance starring the guru of Indian Contemporary Dance, the
beloved celebrity judge and the master choreographer-performer, Terence Lewis, himself!
A special brand, unique & exclusive, very avant- garde, yet entertaining, in keeping with the
flavour of the occasion - the 'TL live- Entertainment Unleashed!' is a roller-coaster ride
through the world of glam, flash, art and live wire excitement.
From the rage of Hip Hop, to the cutting edge Contemporary form, from the chic of Broadway,
to a total Bollywood Dhamaka to hair raising Aerial acts - the Master works his magic!
MANAGED BY:
Live in Dance
www.terencelewis.com
TM
CONTACT:
Jovan +91 9619887757
Vijay +91 9167397473

RNI registration 108290/2010 Postal registration no

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