The new realm of Experience Creation

Transcription

Events Entertainment Promotions MICE BTL Sponsorship Sports
4 jul 2012
www.eventfaqs.com
MAIN ISSUE 56 PAGES INCLUDING COVERS | VOLUME 3 | ISSUE 3 `100/-
Market Pulse:
“Open your world to music with Heineken Green Room” p 36
Samar Singh Sheikhawat, United Breweries
In the trenches with the masters of trash p 39
Warren D’Souza, SOUND.COM
In Focus:
Experiential Incentives 2012 p 22
IIFA 2012 in Singapore p 24
Porsche design BlackBerry Smartphone launch p 31
The third edition of the Red Bull Street Style p 32
KidZania launches in India p 34
RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13
posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month
MARKET PULSE
4 July 2012, EXPERIENTIAL MARKETING 03
EDITORIAL TEAM:
KARISHMA HUNDALANI
karishma@eventfaqs.com +91 98212 80003
KARAN IYER
karan@eventfaqs.com +91 80977 68788
RACHEL GEORGE
rachel@eventfaqs.com +91 98197 77983
RACHAEL RAJAN
rrajan@eventfaqs.com +91 97660 71741
CONTRIBUTORS
Roshan Abbas, MD, Encompass
DESIGN TEAM:
VINAYAK ALLE
PRASAD KARAMBAT
MARKETING SERVICES:
VISHAL NAGDEV
vishal@eventfaqs.com +91 98212 24987
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
CIRCULATION:
RAMESH PATIL
ramesh@eventfaqs.com
They say that change is the only constant. How true a statement
this is!
And if we are going to change, constantly, why not ensure it is for
betterment, for progress, for evolution?
As an industry we’re now equipped with equal opportunity and
access to knowledge. The only thing that differentiates one from the
other is an individuals approach to challenges. The biggest challenge
of course being, to do the right thing!
We’ve had the good fortune of exchanging many good and some
not so good remarks on our Anniversary issue. While compliments and
appreciation are the most effective motivators, genuine feedback is
what allows us to take on change in the right direction.
Here’s sharing one ‘Letter to the Editor’ in particular:
Dear Editor,
Congratulations on your brilliant 5th Anniversary
issue! All your contributors gave great insights into the
business. Great to learn more about them too!
However, I was disappointed to note that nobody
highlighted the importance of Presenters.
ACCOUNTS & ADMIN:
PURVESH BHATT
accounts@eventfaqs.com
Kanishka Singha of Thot Media wished for “An
emcee who actually practices the name of my clients’
German/Japanese boss.” And Ajay Kakkar, Aditya Birla Group, did say “When you
have an expert who can fly the plane, why even attempt to get into the cockpit yourself?”
Alas, he was talking of Event Planners, not Presenters. But I’ll take his analogy even
further: “When you’ve built a Dreamliner, why choose a rookie pilot?”
ExM is a monthly magazine by
EVENTFAQS, publishers of India’s
only platform for events and experiential
marketing www.eventfaqs.com.
Good presenters -- and there are many of us -- make a significant difference to the
tone and tenor, style and substance, performance and pleasure of an event. Our job is to
convey the unique significance of the occasion. Presentation is not an easy skill. I have
seen good shows ruined by bad compering, and shows made great by great comperes.
Presenters/ Hosts/Comperes play a central role in shaping major Events. I felt it was
important that their contribution be acknowledged too.
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 56 pages including covers.
Congrats once again on your 5th anniversary!
Kabir Bedi
karishma@eventfaqs.com
CONTENTS
Event Briefs 06 - 11
Cover Story 14 - 19
Promo Power | MICE | Live | Sports Rush | Media Active
Industry Watch 12 - 13
Destination | Events | Developments | Venues
In Focus 22 - 35
The second edition of
Experiential Incentives travels to
Delhi, Hyderabad and Mumbai
IIFA 2012 returns to Singapore
to celebrate 100 years of Indian
Cinema
The third edition of the Red Bull
Street Style
Going the Kids’ way, all the way...
Porsche design BlackBerry
Smartphone launch in India
Glimpses 49 - 53
Also Featured 21
RoshanDaan
Market Pulse 36 - 39
“Open your world to music with Heineken
Green Room”
Samar Singh Sheikhawat
Senior VP (Marketing), United Breweries
In the trenches with the masters of trash
Warren D’Souza, Managing Director,
SOUND.COM
MARKET PULSE
Promo Power
LG Electronics India has rolled out its nationwide MallikaE-Kitchen Cooking Contest 2012. This is the fourth year of the
amateur chefs cooking competition that will provide yet another
opportunity for women to showcase their culinary skills at a
national level. This year, the contest
takes place in around 100 cities and
will conclude in October.
Dr. Y.V. Verma, Director, Home
Appliances, LG Electronics India said:
“The campaign has received amazing
responses in the last three seasons as, till date, over 10,000 women
have participated in the same.”
McDonald’s spices up the
summer and its range with
Spice Fest
McDonald’s catered to the Indian taste bud by launching a
two-month long Spice Fest, which ended on June 1, across the
four metros. The launch of this fest was supported by a 360 degree
marketing campaign with a mix of TVCs, print, outdoor and in
store promotions, which were executed by Milestone Brandcomm.
“We seized the opportunity to
unveil this range with communication
that touched the consumers on multiple
fronts like malls, spice markets, and
McDonald’s outlets, right up to their
residential premises,” said Hanoz Patel,
Founder Member & Managing Partner,
Milestone Brandcom.
Nickelodeon and Sonic bring Power
Rangers to Mumbai and Delhi
Tupperware launches
nationwide ‘She Can, You Can’
campaign
Tupperware has announced its latest campaign, ‘She Can, You
Can’, which focuses on empowering the women of today and helping
the womenfolk lead a self reliant
lifestyle. This campaign has been
conceptualized and executed by IBD
India, a Percept-Hakuhodo company.
Jyotsna Chauhan, COO, IBD Brands said: “For over 16
years, Tupperware has been giving women in India a platform to
exercise their economic freedom. With ‘She Can, You Can’, the idea
is take this philosophy to the next level by setting up role models who
can be emulated.” The on-ground aspect includes RWA activities and
She Can events across various pockets of the country.
Eicher Tractors initiates
Vijayi Bhava campaign
Eicher Tractors has initiated ‘Vijayi Bhava’, a campaign
in support of Olympian Sushil Kumar for the forthcoming
Olympics. Organized by Impact
Communications, the Eicher Vijayi
Bhava rath will traverse Haryana
so people can register their support
for Kumar and the Indian team on
a graffiti wall of 5,150 sq. ft. Eicher
Tractors also aims to enter the Limca Book of Records for the
largest graffiti wall in India.
Rajesh Jain, Sr. General Manager Marketing, Eicher Tractors
said: “Sushil Kumar and Eicher Tractors symbolize rural India,
one is the nation’s pride and other is the farmer’s pride. Sushil is
all set to bring gold medals for India and Eicher Tractors to bring
golden crops in fields.”
Parle conducts aromatic
newspaper campaign
Nickelodeon and Sonic organized a Power Rangers visit to
Mumbai on June 9 at Infinity
Mall. The same event also
took place in Delhi on June
16 and 17. The event agency
responsible for the same was Percept D’Mark. A month long van
activation also took place across 15 cities in U.P., managed by KW
Promotions.
Parle organised a multi-city promotion campaign for its
‘Caffé Mocha’, a new variant of the
Hide & Seek brand. The campaign,
managed by ideas@bharatkapadia.
com, involved distributing morning
newspapers with the aroma of
coffee. The initiative took place in
Hyderabad on June 4 and in Chennai on June 6.
Nina Jaipuria, Channel Head, Nickelodeon said:
“Power Rangers is a huge success and is ruling kids’ hearts in
India and globally. The show has been successful at engaging
viewers on screen, and this event takes it off screen. We believe
off screen initiatives allow kids to come closer to the characters
they love and makes what they see on screen tangible.”
Bharat Kapadia, Founder, ideas@bharatkapadia.com, said:
“We created the aromatic essence and provided a complete
consultation on the execution to newspapers. The beauty of this
newspaper-exclusive aroma innovation is that every new fragrance
is a unique experience and hence the innovation doesn’t get stale.
We can create any aroma for newspapers.”
For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com
LG rolls out fourth edition of
Mallika-E-Kitchen Cooking
Contest
Encompass executes UltraTech
Anmol Rishtey Awards
CRI Events executes Vodafone’s
East Star event in Kaziranga
Encompass managed the UltraTech Anmol Rishtey Awards
on June 5 at the Bombay
Exhibition Centre in Goregaon,
Mumbai. Through this event,
UltraTech Cement wanted to
felicitate retailers with the highest
sales in the Mumbai region.
Approximately 2,500 people attended the event.
Every quarter, Vodafone organises a
‘Star’ event which is the biggest internal
event in each zone. These events are
organised to celebrate the success of the
zonal manager of the winning zone. The
East Star event took place on June 8 at the
IORA Resort in Kaziranga, Assam, and was executed by CRI Events.
Overall, the evening was attended by around 125 people.
Nikhita Arora, Manager Client Services, Encompass said: “Our
aim was to decode the event in a way that connects with the
retailer audience. We rechristened the event ‘UltraTech Anmol
Rishtey Awards’, a name that immediately created the emotional
connect and ensured that the event proved to be a celebration of
the bond UltraTech shared with its retailers and stockists.”
Sumit Khanna, Director CS & BD, CRI Events said: “Vodafone
is our key client and we always execute this event for them. The
beauty of this event is that every quarter, it must take place in the city
where the winning zonal manager is based, without fail.”
70 EMG executes SBI Life
Insurance’s annual day celebrations
SBI Life Insurance organised its seventh Annual Day
Celebrations, titled Sangam 2012.
This event, which took place on
June 22 in Mumbai, was managed
by 70 EMG. Attended by 1,200
people consisting of SBI Life
employees, their spouses and
children, the event featured performances by the employees.
Commenting on the event, Ami Bhatia, Asst. Manager Projects, 70 EMG said: “SBI Life Sangam has been an established
event for the past six years. As this was an Annual Day Event,
creating design and content which reflected the celebratory spirit of
the event was very important. Moreover, this being our first project
with them, we aimed at not only matching their expectations but
also setting the standard high in comparison to the years gone by.”
MOMS IES designs Tata Motors
stall at Global Investors Meet 2012
The second edition of the Global Investors Meet (GIM) took
place at the Bangalore International Exhibition Center on June 7
and 8. Tata Motors was the gold sponsors for the GIM 2012.
Tata Motors appointed
MOMS IES, a specialist division
of Madison World, to create a
stall design which would showcase the brand and its commercial
and passenger vehicles prominently. Sridhar Katti, Regional Sales
Manager Buses, South, Tata Motors said: “Through this stall, we
wanted to engage prospective buyers of commercial and passenger
vehicles, along with the SMEs who want to be vendors and
suppliers for the major investors. We saw around 6,000 to 8,000
footfalls.”
CS Direkt manages Canon
Emerging Leaders’ Summit
in Goa
To felicitate the achievements of 2011 and motivate the
emerging partners of the OIS division
regarding future opportunities, Canon
organised the Canon Emerging
Leaders’ Summit (CELS) at Park Hyatt,
Goa from June 5 to 7. The event was
managed by CS Direkt. More than 60 partners came down to Goa
from over 40 cities.
Sanjeev Pasricha, MD and CEO, CS Direkt Group of Cos.
said: “We have handled several of Canon’s events. This time, it
was even more important for us to raise the bar for the Tier II and
Tier III partners of Canon, ensuring that the Emerging Leaders
Summit, which we did for the first time, was executed flawlessly.”
Encompass manages the
APPC convention in Russia
This year’s Asian Paints Privilege Club (APPC) took place in
St. Petersburg and Moscow in Russia,
and was executed by Encompass. The
APPC convention was a month long
activity, taking place from May 16 to
June 17. The convention catered to 1,200 dealers, divided into five
groups. This was the 12th year in which Encompass executed the
Asian Paints Privilege Club.
Kunal Rai, Associate Account Director, Encompass said: “It
was a proud moment for us, working on such a landmark event.
The inputs, support and involvement that we received from
the Asian Paints team helped us in successfully executing the
event. The event was quite a challenge, as we had to work within
crunched timelines, along with the language barrier which we had
to face in Russia. The entire planning and the team work paid off
and the event was executed flawlessly.”
MICE
Live
Colonial Cousins performed on June 3 at Shilpa Kala Vedika,
Hyderabad to raise funds for Sparsh Hospice, the first palliative
care hospice in Andhra Pradesh,
where terminally ill patients are
given free treatment and care. The
event, designed and produced
by RazzMatazz Entertainment
Networks, was attended by 2,530 people.
Giving the spotlight to the next generation of India’s fashion
designers, in May 2012, Vogue India, in collaboration with the
Fashion Design Council of
India (FDCI), launched an
annual event to celebrate
these designers, ‘Vogue India
Fashion Fund 2012’. The event was executed by Fountainhead
Events & Promotions on June 8 Taj Lands End, Mumbai.
Rahul Ganapati, Managing Partner, RazzMatazz said: “The
Rotary Club wanted to raise funds for Sparsh Hospice and had
approached RazzMatazz and other event agencies for the same. We
provided various proposals including doing a Colonial Cousins
concert since they had not been to Hyderabad in a while and
it would easy to sell tickets. The event helped raise between Rs.
80,00,000 and 1,10,00,000.”
Anlyn Barretto, Project Manager, Fountainhead Events &
Promotions said: “Having worked with Conde Nast before, we
were approached to execute this event as well. We were responsible
for executing all aspects of the event including the logistics,
manpower, sets, lighting requirements for the production house,
and the overall execution of the event.”
Pantaloons organises grand
finale of Fresh Face Hunt
7th edition of Bangalore Fashion
Week to begin in July
The grand finale of the Pantaloons Fresh Face Hunt was
held on June 23 at R City Mall in Ghatkopar, Mumbai, wherein
20 contestants walked
the ramp as part of
the finale, hoping to
become the face of
Pantaloons. The journey began three months ago, when entries
were invited at each of Pantaloons’ 65 stores.
The seventh edition of the Bangalore Fashion Week (BFW)
is scheduled to be held from July 26 to 29.
Organized and executed by Dream Merchants,
the property has been conceived with the
vision of showcasing the Indian fashion
industry globally. The BFW will include over
30 fashion designer shows, and four lifestyle
parties.
Madhumita Dutta, Chief Marketing, Pantaloons said: “It’s
great to see that Pantaloons Fresh Face Hunt has been so well
received across the country. We are delighted that we could make
the dreams of many come true and expose the youth of our
country to a life changing experience in the fashion fraternity.”
Feroz Khan, Creative Director, Dream
Merchants said: “The 7th edition of Blenders Pride Bangalore
Fashion Week will be creating history in the world of fashion in
India and will be redefining the way fashion events are planned in
India. All shows at BFW will have customized music based on the
theme of the show and in tandem with the Designer Look Board.
The objective is to give a wholesome experience to the audience,
visually and aurally.”
Jack & Jones, Vero Moda and
ONLY’s Super Saturday returns
to Mumbai
June 9 saw the return of ‘Super Saturday’ to Mumbai, courtesy
of Bestseller Brands Jack & Jones, Vero Moda and ONLY. This
all day, all you can shop shopping
carnival saw a record setting
32,000 shoppers clocking in
from 7 AM. Cream Events was
responsible for organising this shopper’s paradise, and taking it to
Bangalore and Ahmedabad on June 16, and Delhi on June 23.
9XO and Sony Music’s Zomba
bring ‘Crazy Legs’ to India
9XO and Sony Music’s Zomba brought hip hop pioneer and
b boying dancer Richard Colón, a.k.a Crazy Legs, to India. During
his visit from June 25 to 30, Crazy Legs promoted b boying and
conducted workshops in Mumbai and Delhi. He also performed a
DJ set on June 28 and 29 at F Bar in Mumbai and Delhi.
Wilson D’Souza, Senior Manager, Cream Events said: “Super
Saturday last year got us a fantastic response and this year beat all
our expectations. We spread the news via SMS, BBM broadcasts,
Facebook posts, Twitter and emails, and the response was crazy.
Preparing ourselves for a wave of shoppers this year, we were fully
prepared to manage everything and it all went off brilliantly!”
Luke Kenny, Content Head, 9XO said: “At 9XO, we are
committed to introducing the
popular youth subcultures and the
best of English and international
music. We are confident that b
boying workshops by ‘Crazy Legs’ will
definitely open up many avenues for aspiring artistes in India.”
Fountainhead organizes event
for Vogue India Fashion Fund
Colonial Cousins perform
in Hyderabad
Saran Corporate Soccer 5s enters
Limca Book of Records
Saran Sports has entered the Limca Book of Records with its
Saran Corporate Soccer 5s being recognized as the world’s longest
running and largest corporate soccer
5s event. The Saran Corporate Soccer
5s has witnessed participation from
221 corporate teams over the past 11
years. In 2011, a record 83 corporate
teams participated from India’s leading companies across sectors.
Red Bull brings Red Bull
X-Fighters Jams to India
for the first time
Red Bull X Fighters Jams came to India on June 30 at the
India Gate Lawns in New Delhi, with some of the world’s best
freestyle motorcross riders. Red
Bull X Fighters Jams is a series
of worldwide exhibitions which
travels across the globe giving fans
a taste of the World Tour.
Sanjiv Saran Mehra, CEO, Saran Sports, said, “We are
absolutely thrilled to enter the Limca Book of Records. This
event serves as the ideal platform for busy executives to relive
their school and college days. The tournament has successfully
managed to create a stress free environment for relaxed interaction
away from the pressures of the work place and, in the process, has
led to team building and camaraderie among the employees.”
A Red Bull spokesperson said: “Red Bull X Fighters Jams is
the satellite event of Red Bull X Fighter World Tour. The World
Tour has grown to become the biggest and most respected freestyle
motocross event on the planet. This event has a cult status in the
countries that they have visited, with top riders from across the
globe putting up an insane show in front of thousands of people.”
The Lalit Suri Hospitality Group
organises polo tournament
in Drass
Ninth JK Tyre Rotax Max
National Championship
completes round one
The Lalit Suri Hospitality Group organised The Lalit Suri
Polo 2012 at the Viswanathan Stadium in Drass. The polo
tournament, which
concluded on June 9, was
conceptualised by Dr.
Jyotsna Suri, Chairperson
and MD, The Lalit Suri
Hospitality Group, to
promote tourism in the
Jammu and Kashmir region.
Suri said: “We are glad to know that our ethos of promoting
the destination through initiatives such as the Drass Polo match
has helped the region to attract tourism in the state.”
Grand finale of Pepsi
T20 Football in June
The grand finale of the Pepsi T20 Football tournament took
place on June 17 at Thyagraj Stadium in New Delhi. Footballer
Didier Drogba who plays for Chelsea was present at the finale. He
will coach the national winners of the tournament.
The winning team will get an
opportunity to play an exhibition
football match with some of the players
of the Indian cricket team: MS Dhoni,
Virat Kohli, Suresh Raina, Harbhajan
Singh and Murali Vijay. While the
national winning team will be led by
actor Ranbir Kapoor, the opposite team with cricketers will be
led by MS Dhoni and be coached by Indian footballer Baichung
Bhutia.
The ninth edition of the JK Tyre Rotax Max National
Championship is currently underway. The first round of the
same took place on June 9 and 10 in
Hyderabad. The second leg of this
youth-centric event is slated to take
place in July, also in Hyderabad.
The event is seeing participation
from the biggest motorsports
academies in India: Team Meco racing,
Team Rayo racing, Team Mohites racing, and Team Maini racing.
The participants are divided into three segments: Micro Max, with
participants between 7 to 12 years; Junior Max, with participants
of 13 to 15 years; and Senior Max, with participants aged 15 to 20
years.
Bharti Airtel kicks off Airtel
Rising Stars with Man-U
Bharti Airtel has announced ‘Airtel Rising Stars’ (ARS) in
association with Manchester United. ARS is a rigorous scouting
program which will cover 16 cities
over three months and choose 12
footballers to attend a week long
training camp with Manchester
United in England. The on-ground
execution will be done by Procam
International.
“Aimed at recognizing and training talent, we are excited to
launch the hunt for the best under 16 soccer players across India,
Bangladesh and Sri Lanka,” said Sanjay Kapoor, CEO, Bharti
Airtel.
Sports Rush
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Media Active
To celebrate her winning streak of seven years in a row,
RED FM’s RJ Malishka had a treat for her listeners. In a
promotion to celebrate her wins,
the ‘Malishka Hawa Mein’ radio
spot was conducted literally ‘Hawa
Mein’. Perched atop the busy traffic
junction at Mumbai’s Mahim Beach
on June 11 from 4.30 to 8.30 PM,
Malishka had her fans tune in with a
makeshift studio on a hoarding.
Radio City 91.1 FM organised a flash mob as part of
the finale of its ‘Radio City Summer
Workshop Season 5’, which began on
the occasion of World Environment
Day on June 5. Started with a special
theme of ‘Save Water’, this year’s
finale witnessed a flash mob of over
100 kids who performed to a special
track choreographed by dance guru Ayaaz Sheikh at Fun Mall,
Lucknow.
Cream Events was appointed to execute this radio show.
Karan Kapoor, Manager Operations, Cream Events said: “The
challenge was to make sure we grab maximum eyeballs with
Malishka’s outdoor show. The setup grabbed lots of attention
with cars stopping and people joining the crowds at the radio
The 20 day summer workshop held in Lucknow provided a
chance for kids to discover their talent while having fun during
their vacation. The 20 days of the workshop saw the kids being
trained in Russian Ballet and Street Jazz by Sheikh.
92.7 BIG FM launches
BIG Tamil Melody Awards 2012
AXN brings Cyril Takayama to
India to promote new show
AXN brought down illusionist Cyril Takayama to India to
promote his latest show ‘Cyril’s
Family Vacation: Hawaii
Edition’. The channel roped in
Pentagon Events and Activations
to execute a press conference, an exclusive trade party and an
optical illusion by Takayama as part of the promotion. Takayama
was in India for the promotion activities from June 13 to 16.
Khushbu Vaid, Director, Pentagon Events and Activations
said: “I think behind all great magic, there is a team that ensures
that every piece of the act is in perfect coordination. We are happy
to have helped Cyril and AXN achieve that perfection and make
people experience their once in a lifetime experience.”
Radio City Connect and Asian
Paints colour Mumbai with
‘Lift Kara De’
Radio City Connect and Asian Paints brough colour to
Mumbaikars’ lives with the campaign,
‘Lift Kara De’. This almost month
long activity, which concluded on June
14, was spread across restaurants and
Cinemax outlets, where people received
a complimentary dessert or redeemable
food coupons. Dabbawalas were also involved as around 15,000
sweet boxes were kept inside the dabbas as a surprise for people.
Ashit Kukian, COO & President, Radio City 91.1 FM said:
“This activity was the outcome of innovative ideation and great
execution. This 360 degree format leveraged the uniqueness
of surprises in every person’s life and ensured a long-lasting
impression in their minds.”
To celebrate 82 years of Tamil Melody Music, 92.7 BIG
FM announced the launch of the BIG
Tamil Melody Awards 2012. The awards
show, which took place on June 28, is an
exclusive platform honoured singers and
musicians in various categories who have
crafted the year’s popular songs. Music
directors Bharathwaj and James Vasanthan,
along with singer Unnikrishnan, were the
jury members for the awards.
The awards line up this year had a total of 16 categories. 15
categories were nominated by the jury and then voted on by
listeners, while the remaining award was confered directly by the
jury.
9XM celebrates World Music Day
with India’s first digital music wall
Celebrating World Music Day on June 21, 9XM organised an
on ground activation aimed at Bollywood
music fans. The channel created India’s
first digital music wall, 9XM Wall of
Music, where fans could download the
latest Bollywood songs for free. The
9XM Wall of Music was installed at the
Chatrapati Shivaji Terminus in Mumbai
and DAME Shivaji Stadium in Delhi.
Amar Tidke, Sr. VP & Content Head,
9X Media Group said: “June 21 is celebrated as World Music
Day across the world. As India’s leading music channel, 9XM has
become synonymous with first of its kind innovations. We are
confident that this offering made World Music Day memorable
for Bollywood music fans.”
Radio City ends summer
workshop with flash mob
‘Malishka Hawa Mein’ goes
‘Hawa Mein’ with Cream Events
Industry Watch
Destination
Events
Australia to woo Indian travellers with 2020
India Strategic Plan
World Travel Awards
in Kenya
With around 50 million Indian tourists expected to travel abroad by 2020, Tourism
Australia has launched the ‘2020 India Strategic Plan’ to woo these tourists to their
shores. This plan targets 300,000 visitors from India by 2020, and spends up to AUD 2.3
billion.
As part of this strategy, Tourism Australia will look beyond Mumbai and Delhi to
roll out its marketing activities. Tourism Australia’s MD Andrew McEvoy said: “This is a
unique and complex market that is becoming increasingly competitive and which needs a
clear, strategic approach to build a platform for any substantive future success.”
Israel invests to boost Indian tourism
As it becomes the single largest source for incoming tourism to the Jewish state
from Asia, Israel plans to open a representative office in India and invest about NIS 2.5
million to boost tourist inflow from the country
“Over the last two years, the numbers of tourists visiting Israel from India has doubled, with about 40,000 visitors a year,” said Israel’s Tourism Minister Stas Misezhnikov.
“The tourism potential of this market has not yet been realised and the Tourism Ministry
is working to expand its contacts with the tourism industry in India.”
South African Tourism woos India’s high
income segment
With more Indian tourists going to South Africa, its national tourism agency is
focussing on tapping three high income segments. Hanneli Slabber, Country Manager,
South African Tourism said: “The segments we are looking at are young couples with
dependent children; young singles /couples with no children seeking adventure tourism;
and middle aged couples who travel frequently and stay in five-star hotels.”
A study on Indian tourists indicated that 528,000 Indians who would fall under the
three focus categories of the agency.
Rupee goes down and Goa tourism goes up?
With the depreciation of the rupee, Goa is set to witness an increase in tourists
visiting the state since Indians are cancelling their plans to holiday abroad. Travel
operators claimed that inquiries for packages to Goa have increased and expected June to
witness a huge influx of tourists.
Besides the fall of the rupee, Ralph De Souza, Spokesperson, Travel and Tourism
Association of Goa, was also of the view that Goa would attract more domestic tourists as
the state government had cut the luxury tax for the off-season in the budget.
J&K Tourism and BDA organise tourism
festival in Bhaderwah
The town of Bhaderwah, situated in the Doda district of Jammu, hosted a four-day
tourism cum cultural festival from June 24 to attract domestic and foreign tourists to
the region. Various government departments and private stakeholders set up stalls at the
venue to provide first hand information regarding government schemes and the variety of
products available to the public.
World Travel Awards plans to host its
first ceremony in Kenya, reflecting the
country’s continuing evolution into a
world class tourism destination. The
awards’ Africa & Indian Ocean Ceremony
2012 will be in Nairobi on Sept. 26, with
top decision makers in the region’s travel
and tourism sector scheduled to attend.
SITE EMEA Forum 2012
The SITE EMEA Forum 2012 took place
in Berlin from June 18 to 20 at the ICC
Berlin and the Eco Scandic Berlin. Bearing
the theme, ‘Summer feeling in Berlin’, the
MICE education and business networking
event was attended by representative from
19 countries.
India’s first global
convention for direct
marketing
DMAi Convention 2012 will take place
at the Renaissance Convention Center
Powai in Mumbai from Aug. 1 to 4. This
convention will be a single platform for all
multichannel marketing and will provide
information on the trends, latest news,
best practices and industry insights.
Cannes Promo &
Activation, PR and
Direct Lions winners
The festival took place from June 17 to 23
in France and was attended by over 11,000
industry peers. The Promo & Activation
Grand Prix and the Direct Grand
Prix were awarded to Crispin Porter +
Bogusky’s ‘Small Business Gets an Official
Day’ for American Express. In the PR
category, JWT San Juan took home Puerto
Rico’s first ever Grand Prix for ‘The Most
Popular Song’ for Banco Popular de Puerto
Rico.
IT&CM India 2012 to
take place in August
Incentive Travel & Conventions, Meetings
India is scheduled to take place from Aug.
21 to 23 at the India Expo Centre & Mart
in Delhi NCR. This is an international
MICE business, education and networking
event with the intention of ‘Promoting
India to the World and the World to
India’, and is organised by TTG Events.
Venues
Developments
New business and conference facilities at Alila
Bangalore
Most Technical India
sole distributors of
the Ai Media Server
Alila Bangalore, a newly launched business lifestyle hotel in Bangalore, now offers
new business, conference and events facilities. The Lakeview Ballroom caters up to 120
delegates theatre style, and two meeting rooms seating up to 20 delegates. All event space
can be arranged to suit any occasion, from boardroom to theatre seating or extending
onto the roof podium overlooking the infinity pool and the city skyline.
Kuala Lumpur Renaissance introduces new
conference venues
The Renaissance Kuala Lumpur Hotel is introducing new LifeStyle meeting spaces –
the R Studios. With its open air terrace, it is ideal for private events, be they inspirational
business gatherings or a grand social soiree. R Studio 1 is the larger of the two facilities
with room for 250 in theatre-style seating or 150 persons for a banquet or reception.
Both R Studios can also be set for classroom, u shape or board room seating, or may be
combined into a grand studio holding up to 300 persons for a reception or 250 for a
banquet.
Kochi to get airport trade fair centre
June 9 saw Kerala Chief Minister Oommen Chandy inaugurating the Cochin
International Airport Trade Fair Centre near VIP Road, leading to the airport.
Spread over five acres, the business centre will have a total area of 43,000 sft. Fully
airconditioned, the centre will be equipped with modern facilities and will be able to host
international conferences and large-scale exhibitions.
Protea Hotel OR Tambo Airport unveils new
conference facilities
At the end of June, Protea Hotel OR Tambo Airport unveiled new conferencing
facilities which can be used for events like car launches and board meetings. The new
facilities boast state of the art AV equipment including mounted data projectors,
electronically controlled drop down screens, and built in PA systems. From the end of
June, the hotel’s conferencing capacity comprises of seven conference rooms and two
boardrooms.
Port Vila receives new conference centre
Warwick International Hotels has completed the construction of a new conference
centre in Port Vila, Vanuatu, which is the largest of its kind in Vanuatu. Named ‘Farea
Pacifik’, it has more than 1,000 sqm. of conference space, and can seat up to 800 people
for banquets and allows flexibility for smaller groups with from more intimate and
comfortable layouts. Theatre style seating will allow more than 1,000 attendees.
Courtyard By Marriott opens first hotel in
Saudi Arabia
On June 10, Courtyard by Marriott opened its first hotel in Riyadh, Saudi Arabia. The
286 room Courtyard Riyadh Diplomatic Quarter has state of the art equipped meeting
rooms ideal for social gatherings and business meetings. The hotel also features two
boardrooms and four meeting rooms with over 700 sqm. of flexible meeting space.
Manufactured by Avolites Media Ltd.,
London, the ‘Ai Media Server’ has been
dubbed the world’s most powerful video
media server. Ai can be used for live
events and playback shows; at museums,
amusement parks; theatrical productions;
and digital signages.
70 EMG becomes
exclusive event
partner for IIJW
70 EMG has become the exclusive event
partner for the India International
Jewellery Week 2012, to be held at the
Grand Hyatt, Mumbai, from Aug. 19
to 23. Innovations in content and show
running are expected.
MCI India appointed
Conference Managers
for COP11
The 11th Conference of Parties to the
Convention on Biodiversity is to be
held from Oct. 1 to 19 at the Hyderabad
International Convention Centre &
HITEX Exhibition Centre. This will attract
more than 15,000 delegates.
TracyLocke India
appoints Samir Mehta
as head of operations
TracyLocke India, a part of the DDB
Mudra Group, announced that its
operations will be headed by Samir Mehta,
Head Business & Operations. Pradeep
Ramakrishnan, VP, DDB MudraMax,
Media, will also be given additional
responsibility as Head Strategy & Insights,
TracyLocke India.
JWT to acquire
majority stake in
Hungama Digital
Services
JWT has agreed to acquire a majority stake
in Hungama Digital Services, the digital
and promotions marketing division of
Hungama Digital Media Entertainment.
Hungama’s activations arm, Hungama
Promo Marketing, will also become a part
of Hungama Digital Services.
COVER STORY
A peak into the new visual and experience technology available and how to
optimally implement such technology in events.
By Karan Iyer
Technology is changing everyday
and with it, so is its applications. From
augmented reality to 3D projections, from
miniature size audio speakers to the latest
in lighting technology, the way events
and on-ground marketing campaigns are
being conducted is changing drastically
and the audience is just loving it. With
each such event or on-ground campaign,
the benchmark just keeps rising and the
need to exceed expectations only increases.
This, in turn, results in the production
of even better technology and even more
innovative applications.
“Audio visual technologies most likely to be embraced by the marketers in coming
times will have one thing in common. They will be interactive and immersive! And
before you say ‘Wait, but that’s two...’ pause to ask yourself are they really? Or are they
just two sides of the same coin, the currency being to try and engage audiences into the
communication!” Suresh Madan of Dynamix Media told ExM.
Raise Your Voices
So what are some of the latest technologies currently available for the events and
experiential marketing industry? 3D technology is one of the first things that come to
the mind when one thinks of the latest technology. This technology has invaded almost
every aspect be it 3D movies, 3D TVs, 3D laptops and even 3D mobiles. However, 3D
technology is not just limited to just the visual delights. Giving some examples of the
latest sound technologies and their applications, Arjun Bahl, Director and Co-founder, 4 July 2012, EXPERIENTIAL MARKETING 15
Most Technical India, highlighted
TiMax Soundhub as an example of the
latest in 3D sound delay technology. So,
sound too is now 3D!
Explaining the applications of this
technology, Bahl said that the TiMax
Soundhub “allows immersive sound-scapes
to be created to fit in with the overall
theme of the event. For instance at a car
launch the car can be driven around using
the sound with the car appearing as the
sound converges on to it. In a different
scenario, say a themed restaurant, the
technology would allow things like birds
flying overhead, a waterfall in the corner,
etc. These would be heard in true localised
stereo i.e. if the waterfall is on the left,
wherever you are seated you will know
through your hearing that it is on the left
side. The technology also allows sound
to be ‘placed’ within an event, meaning
sound is kept where it is wanted, say on
a dance floor, but peripheral areas are
quieter.”
Speaking in the lines of sound
technology, Dave Parry, Director and
Co-founder, Most Technical India added
the use of the latest line array speakers.
“These speakers are extremely directional
allowing sound to be placed where it is
needed. These speakers were originally
developed for stadium touring, but
smaller derivatives of this technology are
now becoming more a common place in
events,” Parry told ExM.
The mention of line array speakers
was also made by Davinder Wadhwa,
Director, Modern Stage Services.
Speaking to ExM about the latest in
sound technology, Wadhwa said that
there are vertical line array speakers that
are newly available as opposed to the
present horizontal line array speakers.
The new speakers are much slimmer and
smaller, making them quite space efficient.
Wadhwa noted that when conducting
events, optimum usage of space is quite
necessary.
The currently available speakers are
too large in size and require 2.5 feet of
space to be made at the venue of an event
and this might not be always possible.
“In events, effective utilization of space
is highly crucial and the new small size
Dave Parry
Director and Co-founder,
Most technical India
“Line array speakers are extremely
directional allowing sound to be
placed where it is needed.”
speakers are just four inches wide and one meter long, making them very easy to place.
The speakers are small enough to fit within the furniture or surrounding props and can
even be merged with the video screen.” He also pointed out that the size of the speakers
does not impact the clarity or sound.
I See You
So, 3D sound technology and miniature speakers are the latest in sound technology.
Moving to visual technology, we are already aware that 3D technology has invaded the
visual space, but how is it being used to enhance consumer experience in events and
experiential marketing campaigns? Bahl highlighted the use 3D projections that are
currently being used to bring a wow factor to many events and marketing campaigns.
He said: “In terms of visual effects, the lowering of prices of big projectors has
allowed much more use of video servers. The latest in these is the Ai server from Avolites.
This allows full 3D mapping techniques at a price point that makes it available much
more easily. Projection in events is generally confined to big screens but this technology
allows projection over any large building, structure of vehicle giving much more scope for
dramatic entertaining event.”
Madan also highlighted video mapping as one of the latest technologies making
rounds. “Video mapping is a technique where we project specially manipulated content
onto 3D surfaces such that the illusion of depth, objects and light appears. It is an illusion
using standard projectors but specially prepared content that is played back via powerful
media servers,”
Mahindra’s Cheetah at Auto Expo 2012
There were a lot of expectations
from Delhi Auto Expo 2012, but
nobody expected to see a cheetah
there. Mahindra and Mahindra
partnered with Hungama Digital
Media for an augmented reality
campaign at the expo. A virtual
cheetah was presented perched on
top of Mahindra’s XUV 500.
Madan told ExM. “Video mapping
requires dark environments to work well.
While this is somewhat easier to manage
in indoor environments, when planning
in context of outdoor buildings, etc. it
becomes even more imperative to view the
proposed site in actual show conditions
i.e. at night. It is the only way to gauge
accurately the ambient light from street
lights or facade lighting of adjacent
buildings, stray light from passing traffic
and even the light from the moon.”
Such 3D projection and video
mapping technology was seen used during
the Clean India campaign by Incredible
India. A 3D projection and video mapping
was done at India Gate, Delhi, to highlight
the campaign on Jan. 9 and 10. Another
example of the use of such 3D projection
technology was at the launch of the Pajero
Sport SUV in India on March 12. The
launch was conducted using state-of-the-art
3D mapping technology to unveil the car
for the press.
Virtual Ferrari Ki Sawaari
Hungama Digital did it again!
But this time it was a Ferrari.
Bollywood movie Ferrari
Ki Sawaari partnered with
Hungama Digital to create an
augmented reality campaign
at Infinity Mall, Mumbai. The
campaign gave consumers
an opportunity to experience
the technology as they were
comfortably seated in a virtual
red sports car. A big screen
over the car seats showed the
consumer cruising around in
the car.
Incredible India Gate projection
Incredible India gave a twist to
its Clean India campaign when it
partnered with Midas Next and
decided to spread the message
of keeping monuments clean
through 3D images. Volkswagen’s
Think Blue campaign sponsored
the event. A first of its kind 3D
projection and video mapping
was done at India Gate, Delhi, to
highlight the campaign.
Speaking about using video mapping on buildings, Madan cautioned that “not all
buildings, particularly those with large glass facades lend themselves to being used for
projection and its best to involve a specialist with experience early enough to avoid costly
and embarrassing mistakes later. It’s also important to bear in mind that video mapping is
a perspective illusion and depending on the type of content may not work for all viewers.
Seeking the inputs of a specialist in planning the viewers seating is advisable.”
Speaking in line with the use of 3D technology, Wadhwa highlighted the availability
of the WATCHOUT technology with 3D capability. WATCHOUT is a multi-display
production and playback system that enables orchestrating stills, animation, graphics,
video, sound and live feeds in a single show across multiple display areas. “WATCHOUT
with 3D technology is capable of enhancing presentations and other visuals during an
event. The look and feel of the event becomes very effective. It almost makes the audience
feel that the presentation is coming out of the screen,” Wadhwa told ExM.
Madan highlighted another 3D technology called 3D Stereoscopy. “3D Stereoscopy is
also known as 3D with glasses, even though some technologies are now appearing that do
not require viewers to wear special glasses,” He continued, “This is a fairly old technique
and has undergone much sophistication in the last few years particularly because large
Hollywood studios have had to come up with innovative ways to draw audiences back into
theatres. Unfortunately creating content for 3Ds remains a specialised and expensive task
with the expertise residing with a few. Creating effective and impressive 3Ds content is as
much an art as science.”
Davinder Wadhwa
Director,
Modern Stage Services
“Green Hippo has been in
existence for the past seven years
internationally and has just recently
arrived in India.”
Finally, Madan noted another visual
technology called interactive video, which
he believes is “a much used and equally
abused but most misunderstood term.”
He added: “This is ironic as this format
of communication is most likely to be
the preferred tool of choice for marketers
as the focus shifts to individual specific
engagement to generate real world sales.
In its simplicity it is motion content that
reacts or interacts to external stimuli. The
stimuli can be human or otherwise.”
A R Rahman’s 3D concert
Rapport Global Events produced
an A R Rahman concert back in
May 2011 in Bangalore. The live
concert was a 3D show managed
by Archers Entertainment.
Specialized 3D cameras and
screens were used to project the
show in 3D. The audience was
given 3D glasses along with their
tickets.
Commenting on the present scenario
of this technology, He said: “While on
the one hand development is proceeding
in developing newer human interfaces to
data, such as by voice, gesture, even eye
movement, the days of Minority Report
style of gesture based control of video are
still some time away. Manufacturers are
quick to show off this capability at their
trade show booths but quiz them a little
further and it appears that you need to be
John Munro
Creative Director,
Immersive, UK
“The point here is not what the
latest technologies are, but who are
the agencies and designers that can
work equally as fluently
in the technical realm as much
as the creative realm.”
3D mapped Pajero Sport SUV
In an event managed by
Fountainhead Events &
Promotions, Hindustan Motors
and Mitsubishi Motors launched
the Pajero Sport SUV in India
on March 12 in New Delhi. The
launch was conducted using
state-of-the-art 3D mapping
technology to unveil the car for
the press. Fountainhead was
selected to handle this event
after pitch process, based on
their storyboard as well as the
incorporation of 3D mapping
technology for the event.
half a rocket scientist to be able to build the digital pathways and apply the digital glue
that holds all the clever looking things together.”
Madan also noted that “the digital signage market is driving the demand for more
intelligent systems that will be able to react to external stimuli such as stock on the shelves
vs. sales, weather reports, news feeds from news agencies and not just display them on
screens with clever graphics but also interpret the data and represent it in meaningful way
to consumers. I dare say, the day of automated extremely personalised communication
and, by extension, marketing are not very far.”
Talking about the software behind the hardware, Wadhwa highlighted the availability
of a new software in India for video and lighting, called Green Hippo. “Green Hippo has
been in existence for the past seven years internationally and has just recently arrived in
India. The software enables seamless control of video and lighting equipment at an event.
A person can control eight LEDs with one computer through this software.”
An International Look
Talking about the latest technologies available in the international markets, John
Munro, Creative Director, Immersive, UK, said: “Technologies such as foil based
holograms, set design with projection mapping, physical audio design, and the latest LED
products are all available on the international market for anyone to use, but the key is the
application of these disparate technologies.”
Highlighting one of the events in
which these technologies were applied,
Munro said: “We recently designed an
event for KIA that used a custom designed
stage set, with projection mapping being
a main feature. A lot of the time when
projection mapping is used, it is one set of
clichés after another, with no real regard
for narrative or reason for the work to look
the way it does.”
He added: “With KIA, we had many
design workshops with the clients and
made sure that every piece of animation
was designed for a reason and that the
visual aspect of the show made sense
within their communication objectives.
Through controlling audio, lighting,
animation and designing the set - all inhouse, we could ensure that the creative
thread was maintained throughout the
project.”
How Do You Use This Thing?
Speaking about the application the
latest technologies, the question arises
of whether they can be used effectively
in India. The introduction of such
technologies in India is one thing, but
what are the challenges in using these
Video mapping to showcase features of the Ferrari FF
EMG Entertainment (EMG
Hospitality Pvt. Ltd.) and Bellset
Entertainment executed the launch
of the Ferrari FF. The car was lifted
to the terrace venue, where the allterrain features and varied colours
of the car was showcased through
video mapping. Attedees included
high profile guests and potential
customers of the brand.
them? Emphasising that all the three mentioned technologies – Timax Soundhub,
line array speakers and the Ai server – can be bought together and in fact combining
all of them has been at the heart of his work. “Challenges are more down to creativity
as opposed to technology. Advantages are in terms of ‘more bang for your buck’ and
overall audience experience. The technology is available how you use it is down to your
imagination and of course your budget,” Parry told ExM.
Wadhwa also agrees that the new technologies that have come to India can be used
effectively. “We have the infrastructure capabilities to utilize these technologies, as well
as the technical expertise. However, the one major challenge is the time and planning
factors. For e.g. Content for an event to be presented using WATCHOUT with 3D
requires that the content is provided well before the time of the event. Proper planning is
needed to execute events with such technologies,” said Wadhwa.
Munro also expressed similar thoughts about the challenge not being the technology,
but how it is effectively used. “The point here is not what the latest technologies are,
but who are the agencies and designers that can work equally as fluently in the technical
realm as much as the creative realm.” He added: “It takes a company who is fluent in the
disciplines of architecture, high end animation, audio design, and technical delivery to
really push these technologies into original and creative design experiences.”
Arjun Bahl
Director and Co-founder,
Most Technical India
“The future technology for events
and experiential marketing will
look to enhance experiences by
bringing all senses into play.”
KIA event with projection mapping designed by Immersive UK
Behold Your Future
Technology is constantly changing and today’s technology will get outdated tomorrow.
Looking down five years from now Bahl foresees the future of technology to be giving
audiences a full 4D experience that ties sight, sound, smell and touch. The future
technology for events and experiential marketing will look to enhance experiences by
bringing all senses into play. He also believes that there will be innovative video mapping
on a large scale as well as a smaller more “guerrilla” type advertising.
Meanwhile, Wadhwa believes that five years from now “video and lighting will be
merged together in terms of operation. Plasmas and LEDs will become an integral part of
any event. One person will be able to handle both video and lighting from one console.”
Talking about the future of audio, he predicts that will be no major changes, but the
size of speakers will reduce even further to pocketsize with the same effect. In the future,
possibly, two speakers would be enough for a whole event.”
Suresh Madan
Director,
Dynamix Media
“Even as the “box” becomes
stronger and I dare say smarter,
it still remains dependent,
maybe more than ever before,
on the content, the idea, and the
message.”
Madan believes that the more things change the more they don’t. “Technology and
human imagination are pushing the frontiers everyday. It has become a daily challenge
for us technologists to keep on top of the developments. Yet, even as the “box” becomes
stronger and I dare say smarter, it still remains dependent, maybe more than ever before,
on the content, the idea, and the message.”
Technology is changing the way events are done, and experience is only getting
further enhanced. However, no matter how much the technology changes, the human
factor will always be crucial to execution. Creativity, innovation, planning and execution
are some things technology cannot replace. After all, we are the ones who are changing the
technology that is changing the way we do things.
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...
ExM completed 5 years, and I was
unable to write for the anniversary issue.
Firstly apologies. For 5 years these people
have believed in the industry. I thought
about that a lot, and then asked myself
and a few friends a pertinent question;
Do we believe in us?
In the midst of this is an organization that is meant to represent us. Yet it has no
powers with its members. It suggests, cajoles, calls out to us. Once a year we gather for 3
days to celebrate. But what are we celebrating?
Cut commissions, copyright infringement, further fragmentation, delayed payments
cycles, or in some cases no payments at all?
I have recently seen a set of emails
flying around between event managers.
The first was a request for information
by Brian Tellis the President of EEMA.
Brian believes in all things good, he was
confident of the event industry coming
forward and sharing their data. Yet I hear
that many are unwilling to reveal their
numbers etc. In an industry that I always
consider as a Wild Wild West, there are
very few sheriffs in town. And everyone is
a law unto them selves.
We will look to charge a creative
supervision fee apart from the
management fee but most clients will
barely part with a 8-10% commission on
an event. Bring the fee up and you will be
threatened with a,“well we will then have
to call other agencies for a pitch.”
Artist costs vary depending on who
is negotiating, who is the middleman and
how many are there in between. The same
goes for equipment, content etc.
This lack of standardization makes
us often shoot ourselves in the foot. We
will under quote on occasion to get a
job, hoping to deduct the cost from our
commission. But we fail to realize, we set a
precedent with the client by doing this.
It is time for EEMA to stand up and be counted. For us to give the organization teeth.
Can we not ask EEMA to address the issue of creative copyright? For often we see
our ideas executed by clients without so much as a ‘by your leave’.
Why can EEMA not share a rate card amongst all member agencies? This can be a
pointer or a guide. Can we even try and rationalize cost of artistes and issue a standard
rate card negotiated by EEMA for its members. We are willing to drink from the same
glass and celebrate at a few events each year, but get us into a room with a client and we
will spare no effort in trying to get the job for ourselves at any cost.
Our fractures and frictions allow everyone to exploit us.
Some of us see an organization as a place to earn some mileage and stature. We
grumble at every opportunity. Rather than celebrate our commonalities, they search to
look for the differences. Again late last year an attempt was made by the industry to put
up a public event celebrating ourselves. Committees were appointed, meetings held. And
yet after months nothing came of it. Some lost interest, other felt it didn’t protect their
interest! Again the hope generated by the effort ended as a frustration. And this month
end there will be another convention, another set of speakers and awards.This is a plea to
all of you. For once think not for yourself but the industry you belong to.
Agnello Dias is a friend and so I chose to borrow the words he wrote for the Lead
India campaign for the Times of India. “There are two Event manager’s in this country.
One Event manager is straining at the leash, eager to spring forth and live up to all the
adjectives that the world has been showering recently upon us. The other Event manager
is the leash. One Event manager says give me a chance and I’ll prove myself. The other
Event manager says prove yourself first and maybe then you’ll have a chance. One Event
manager lives in the optimism of our hearts. The other Event manager lurks in the
skepticism of our minds. One Event manager wants. The other Event manager hopes.
One Event manager leads. The other Event manager follows.
It is time to choose where you stand!
IN FOCUS
The second edition of
travels to Delhi,
Experiential Incentives
Hyderabad and Mumbai
The partners for this B2B MICE road show included Vienna Convention Bureau,
Minitry of Tourism – Sultanate of Oman and Toscana Promizione.
By Karan Iyer
Experiential Incentives (ExI) is a
unique series of B2B networking platforms
that brings together the most experiential
destinations and services from across
the globe to India, with the purpose of
building an interaction with the Indian
MICE industry.
The second edition of Experiential Incentives was held across three cities – Delhi,
Hyderabad and Mumbai. The road show began on June 12 in Delhi, moved on to
Hyderabad on June 13, and ended its journey on June 14 in Mumbai. The road show
was held in the format of luncheons, for corporate and MICE planners to meet with
the partnering destinations’ representatives, one-on-one. Luncheons were held at The
Taj Mahal Hotel in Delhi; at the Taj Deccan in Hyderabad; and at the Four Seasons in
Mumbai.
The initiative, which began last year,
is a road show that witnesses business
tourism and convention bureaus present
their respective destinations and services
to an audience of MICE and event
planners from various corporates and
agencies.
The event brings together those destinations and services that are exquisite and
are gaining a strong hold in the Indian market. Partners for the second edition of
Experiential Incentives, included Vienna Convention Bureau, Ministry of Tourism Sultanate of Oman, and Toscana Promozione.
ExI is an initiative by tmf dialogue
marketing India, a communication and
marketing services company for the MICE
industry in India. EVENTFAQS was the
media partner for the events.
Each of the luncheons kick-started with a key note address on ‘Green Events’ by
Jitten Veer Bhasin, Managing Partner, CSR India. Bhasin highlighted the acute issues
faced by the globe and our economy due to our ecological footprint. He highlighted
that sustainability challenges are being faced equally by every company in the industry
therefore every company must transcend boundaries of competition and come together
onto the same platform to jointly address these challenges.
Bhasin noted that questions over resource efficiency, emissions reduction and waste
Cement, Tag Heuer – LVMH, Aditya Birla Management, Dr. Reddy’s Laboratories,
Aviva Life Insurance, Birla Sun Life Insurance, ICICI Lombard General Insurance,
Moet Hennessy and UltraTech Cement amongst others.
The feedback generated from each of the luncheons revealed that most delegates
conducted more than five MICE programmes in a year, with almost half the companies in
attendence responsible for planning upto or more than 10 MICE programmes in a year.
Majority of the attendees in all three cities noted that the average size of
participants in each program would be 100 to 300 people. In all three cities, majority of
the companies were planning short haul MICE programs. Another prominent feedback,
strongly from Mumbai attendees was the keeness in exploring long haul and lesser
traveled destinations for their MICE programmes. This particular response made the
ExI show very well received by the delegates in attendence.
As part of the road show, there were two social receptions. As a pre-cursor to the
road show, an informal reception was held at Striker, Gurgaon, on June 11, where
directors and owners of MICE and event agencies interacted with the destinaiton
partners of Experiential Incentives. As a culmination of the road show, a final postevent reception was held at Busaba, Mumbai, on June 14.
management need to be asked in order to
move towards greener events. Bhasin gave
out pointers in each of the three areas that
would aid in ensuring that events are not a
burden on the ecological balance. He also
pointed out, “Going green would mean being
ready for the future, being cost competitive,
providing a competitive edge to brands and,
most importantly, being responsible global
citizens.”
Following the keynote, each partner
representative presented a small introduction
to their destination, following which the
event moved on to one-on-one sessions with
the partners.
In attendence at ExI were key
representatives within corporations that are
responsible for MICE programmes, and also
MICE planners, including event, travel and
incentive agencies. A few of the corporate
companies in attendence at the road show
included, Greenply Industries, Bangur
IN FOCUS
IIFA 2012 returns to Singapore to
celebrate 100 years of Indian Cinema
The Videocon DDB IIFA Weekend took place from June 7 – 9, with the
Jaypee IIFA awards marking the culmination of the celebrations.
By Rachael Rajan
Prabhudeva performing at the IIFA Awards
Organized by Wizcraft International
Entertainment, the Videocon DDB IIFA
Weekend took place over three days to
celebrate a 100 glorious years of Indian
Cinema and to felicitate the best of
2011. IIFA took place from June 7- 9 at
the Singapore Indoor Stadium.The 13th
edition of the show was hosted for a
second time in Singapore, the last time
being in 2004.
stars from Indian cinema, a congregation of the most influential personalities from
India and a unique tribute to a hundred years of Indian cinema”.
Sabbas Joseph, Director, Wizcraft
Entertainment International said, “IIFA
created a magical experience for all our
fans in Singapore and across the world.
The Jaypee IIFA Awards 2012 showcased
stunning performances by the biggest
The 13th edition of the IIFAs was designed keeping in mind the South Indian
diaspora in Singapore. All three days of IIFA witnessed South Indian film celebrities
like A.R. Rahman, Radikaa SharathKumar, Shreya Saran, Telugu film producer K S
Rama Rao, Suresh Babu, Allu Arvind, and many more partake in the IIFA festivities.
For the first time ever south super star –choreographer – director, Prabhudeva,
choreographed IIFA Rocks and Awards.
IIFA 2012 culminated on June 9 with the 13th Jaypee IIFA Awards for
which there were 7000 people in attendance. The awards were interspersed with
performances by Priyanka Chopra, ShahidKapoor, PrabhuDeva, SonakshiSinha
and BipashaBasu, with the final performance by father-son duo, Rishi and Ranbir
Kapoor.
Destination: Singapore
common vision to showcase India across the globe. Videocon is delighted to be associated
with Videocon IIFA Weekend for the fourth year in a row.”
IIFA 2012 was supported by the Singapore Tourism Board (STB). Panasonic with
its Eco Ideas initiative partnered with IIFA and will continue to do so for its greening
initiatives. Manish Sharma, Director – Marketing, Panasonic India said, “It has been
a pleasure to be associated with the IIFA Awards, which has continuously recognized
excellence in Indian Cinema. Panasonic with the corporate vision to be the No.1 Green
Innovation Company worldwide in the electronics industry by 2018 is excited to support
the cause for the 4th consecutive year now. IIFA Awards ‘Go Green’ theme provides the
perfect space for endorsement of eco-friendly products and we are delighted to be part
of the ‘Go Green’ mission this year”. Incredible India’s partnership focused on exposing
tourism opportunities that the country has to offer. Air India is IIFA’s Official Airline
Partner.
Sabbas Joseph
Director,
Wizcraft Entertainment
International
The Jaypee Group IIFA Awards will be broadcast globally on Star Plus for the 7th year
running, and on Mediacorp’sVasantham channel in Singapore. NitinVaidya, Business
Head, Hindi Channels, STAR India said, “For years, STAR Plus and IIFA have showcased
Indian cinema across the global stage. It is with great pride that we announced bringing
the Awards to Singapore. There’s a genuine appreciation and huge following for Indian
cinema in Singapore and this is complemented by the large Indian-origin population in
the city state. “
“The Jaypee IIFA Awards 2012
showcased stunning performances
by the biggest stars from Indian
cinema and a unique tribute to a
hundred years of Indian cinema.”
PVR Pictures was the associate sponsor of the IIFA World Premiere and Grey
Goose was the presenting sponsor of IIFA Rocks. The Gitanjali Group and Gemfields,
HostGator.inwere Associate Sponsors of the Videocon IIFA Weekend. The IIFA
Abhay Deol on the Green Carpet
Andre Timmins, Director – IIFA
remarked, “This year, IIFA had a special
treat in store for its Indo-Singaporean fan
base. We were pleased that the cream of
the South could join us.”
Sponsors and Partners
The title partner for IIFA Awards
2012 was the Jaypee Group. Commenting
on this relationship, Manoj Gaur,
Executive Chairman Jaypee Group said,
“As a group that has been at the forefront
of nation building through infrastructure
development for over 5 decades, Jaypee
takes immense pleasure in its association
with IIFA, which is a world-renowned
Indian cinema platform. Both IIFA
and Jaypee are engaged in the task of
strengthening the Indian nation and
society, albeit through different means.
Both being driven by a commitment
to passion and excellence, IIFA and
Jaypee are therefore a perfect fit and we
look forward to a long and meaningful
association.”
Pradeep Dhoot, Director, Videocon
Group said “Videocon & IIFA share a
Gauhar Khan performing at IIFA Rocks
IN FOCUS
Celebrations were held in Singapore in
association with Citibank. Hospitality
partners for the event were The Fairmont
Singapore and the Swissotel-The Stamford.
Nikhil Gandhi
Business Head,
UTV STARS
“‘Walk of the Stars’ is an extension
Grey Goose presents IIFA Rocks
The second night of IIFA saw “Grey
Goose presents IIFA Rocks”, which was
conceptualized with the aim of presenting
the best of fashion and music at the
Esplanade, Singapore. The evening
witnessed Indian designers Varun Bahl,
Suneet Varma and Masaba showcase
their collections as Bollywood actresses
including Nargis Fakhri, Aditi Rao Hydari,
Dia Mirza and Bispasha Basu, walked the
ramp for them. Several musicians also
came together to be part of the event.
The Technical Award and Special Award
winners of IIFA Awards 2012 were also
announced. The ‘Green Carpet’ of Grey
Goose IIFA Rocks witnessed a long list of
celebrities participate.
Shahid Kapoor and Priyanka Chopra
opened the gala night with the song
‘Uff’ from their upcoming movie ‘Teri
Meri Kahaani’. Though fashion was the
highlight of the evening, first time hosts
to our endeavour of paying tribute
to the superstars of Bollywood.”
Ayhushman Khurana and Chitrangada Singh also entertained the audience. The evening
was packed with dance, song and other uniques acts by the who’s who of bollywood.
“Walk of the Stars”
“Walk of the Stars” is a property owned by the channel UTV STARS that aims to
promote Indian Cinema globally. The property was launched earlier this year, in March
in Mumbai, at the Bandra Bandstand promenade and was hosted by Kareena Kapoor.
The channel tied up with IIFA 2012 to take the property global and to felicitate the
contributions of some of legendary actors of the yesteryears and of the present.
As part of the tie-up, Dev Anand, Shammi Kapoor, Ranbir Kapoor and Vidya
Balan were honoured with customized tiles bearing their signatures and handprints.The
relationship between the property and Wizcraft will extend to the launch of the property
in Gurgaon at the ‘Kingdom of Dreams’ and there are plans to subsequently take the
property to the UK and the Middle East as well.
On the tie-up with IIFA 2012, Nikhil Gandhi, Business Head, UTV STARS said,
“Both UTV STARS and IIFA, are iconic Bollywood brands and have created immense
value for the Indian Film Industry over the years. This is an extension to our endeavour of
paying tribute to the superstars of Bollywood. The UTV STARS IIFA Walk of the Stars is
Sonu Sood performing at IIFA Rocks
Manish Sharma
Director – Marketing,
Panasonic India
“IIFA Awards ‘Go Green’ theme
provides the perfect space for
endorsement of eco-friendly
products and we are delighted to
be part of the ‘Go Green’ mission
this year.”
Ranbir Kapoor performing at
the IIFA Awards
its global counterparts. The initiative is intended to provide a platform for global films to
introduce themselves to the industry and vice versa.
Excerpts from the film “Vishwaroop” directed and co-produced by Dr Kamal Haasan
was showcased on June 8 at the Raffles City Convention Centre.
IIFA in partnership with PVR Cinemas also screened the premiere of
DibakarBanerjee’s‘Shanghai’ at the IIFA World Premiere. The movie premiered at
the IIFAs on June 7 at Lido Cinemas, Shaw Theatre, Singapore, and a day before its
worldwide release.
‘Music: Bringing Indian Cinema Alive’
A music workshop, ‘Music: Bringing Indian Cinema Alive’ was organized on June
9 with the purpose of exploring the elements that go into the creation of a song from
the composition and lyrics to the arrangement and singing. The workshop featured film
directors including Rakeysh Omprakash Mehra and Zoya Akhtar; music composers
including Vishal & Shekhar and Shantanu Moitra, and; lyricists including Javed Akhtar
and Prasoon Joshi. Industry veteran Atul Churamani moderated this session, which
witnessed these participants share anecdotes, trivia, and personal experiences from their
own films for an interactive session with the audience.The songs that come out of this
activity were then sung and performed by renowned singers from the industry including
Ash King, Hariharan, Harshdeep Kaur, Kamal Khan, Lesle Lewis, Mika, Mohit Chauhan,
Shreya Ghoshal and Usha Uthup.
Twelve Glorious Years
The last twelve years have seen the International Indian Film Academy (IIFA)
movement grow into a packed weekend of film-festivals, workshops, exhibitions, filmshowcases, a global business forum and sporting events, all of which climax into the
highlight of the Weekend, the IIFA Awards.
Priyanka Chopra and Rekha
performing at the IIFA Awards
a big step in making this a grand success.”
Joseph added “IIFA is a first of its kind
effort to take Indian Cinema global and
celebrate it in the true sense. UTV STARS
Walk of the Stars, on the other hand, is a
great effort at paying an iconic tribute to
the people who’ve been and are an integral
part of the Indian Film industry. Our
ideologies put together are an endeavour
towards honouring the greats of Indian
Cinema!”
IIFA World Premier and Films
Screened
Norwegian actress Liv Ullman
attended IIFA 2012 and also showcased
her film ‘Liv and Ingmar’. This also
marked the first time an international
film was be showcased at the IIFA to a
select audience. IIFA is also committed to
reinforcing the bond between Indian and
Reminiscing the twelve years of IIFA and the growth achieved through this time,
Joseph said, “It is heartening to the growth IIFA has witnessed in the past 12 years of its
existence and the impact it has had on the minds and hearts of people across the globe.
We are committed to providing the best in entertainment to our audiences and IIFA
Singapore will reiterate our vision of bringing together for the grandest celebration of
Indian Cinema.”
MIKA performing at IIFA Rocks
ALSO FEATURED
www.eventfaqs.com
IN FOCUS
Porsche design BlackBerry
Smartphone launch in India
The launch event was managed and conceptualized by E18.
By Rachel George
The national launch of the Porsche
Design BlackBerry Smartphone took
place at the Grand Hyatt in Mumbai on
June 20. The event was conceptualized
and executed by E18.
E18 received the mandate for the
event on the basis of a multi-agency
pitch, resulting in their first association with BlackBerry. Designed by the
Porsche design team, the new phone
served as the inspiration for the evening,
with the set design being inspired by the
keypad.
Exuding power and style, all elements
of the evening, right from the invite to
the concept formatting were inspired by
the smartphone. Aluminium and leather
brought together the signature styles of
Porsche and BlackBerry and lent an edge
of elegance to the evening.
The evening began with the hosts,
KabirBedi and KamalSidhu, bringing
the various aspects of the smartphone
alive. World-renowned mind-readerLiorSuchard also captured the imagination
of the audience with his abilities as well
as with his BlackBerry anecdotes.
The evening also featured two fashion sequences by Rocky S, which was also inspired
by the smartphone and hence, incorporated elements of the same in the collection.
Commenting on the event, Navneet Mohan, Sr. Vice President, E18 said: “A historic
launch indeed! E18 brings brands on-ground in very creative and unique formats. This
has been our first venture with BlackBerry, and we sure hope this association continues.
Power and Style is a truly dynamic combination after all...and we have them both!”
This glamorous sit-down dinner event was attended by members of high society.
Drawing on the experience of Chhaya Momaya to identify the right profile, the guest list
included a mix of Bollywood and business personalities such as Sonakshi Sinha, Sameera
Reddy, Ashish Raheja, Neeta and Sunil Lulla, Suresh and Devika Bhojwani, Dia Mirza,
Gauhar Khan, Neha Dhupia, Ayushman Khurana, and Aarti and Kailash Surendranath.
IN FOCUS
The third edition of the
Red Bull Street
Style
The multi-city tour, is a global initiative in which
more than 40 countries are participating.
By Rachael Rajan
Red Bull Street Style 2012 was conducted
in May and June across 5 cities. The
initiative kicked off on May 26 in Pune,
then moved on to New Delhi also on May
26, to Mumbai on June 1, Hyderabad
on June 2, and Kolkata on June 8. The
finals were held on June 9 at Kolkata.This
is part of the third edition of the global
Red Bull Street Style initiative in which
more than 40 countries are participating.
Red Bull has its own events team which
plans and designs all events internally. The
on-ground execution for this initiative was
done by Jagran Solutions.
was to give participants wings to express themselves and create unique tricks with the
football. By exposing the participants to other competitors from across the globe, the idea
was to take the evolving sport to the next level”.
On the idea behind this initiative a Red
Bull spokesperson said, “Making its debut
in 2008, Red Bull Street Style was one
of the first truly global freestyle football
competitions. The idea behind the event
A spokesperson remarked, “This year’s edition of Red Bull Street Style received a
tremendous response in terms of participants and audiences alike”. The competition saw
over 200 freestylers take part. Winners will compete in Italy against winners from other
countries. Winners from around the globe are competing to win berths to the World
Finals in Italy. RB spokesperson added, “With the national winner going to Italy in
Creating Buzz
The awareness of Red Bull Street Style was driven by on-ground activations, largely
supported through traditional and digital communications. On-ground teams visited
various colleges across New Delhi, Mumbai, Hyderabad, Pune and Kolkata to raise
awareness about the competition and encourage young enthusiasts to participate.
Participant registrations were also driven through the Red Bull Street Style website. Red
Bull invited persons to register on its website, and participate in the global freestyle
soccer tournament which serves as a platform for freestylers to showcase their skills.
All freestylers were asked to “BringIt”. While the event was going on in each city, it was
amplified through media outreach and digital engagement.
competitor. The top two from each group will progress to the last 16 stage, where they will
battle it out on the final day for the title Red Bull Street Style World Champion 2012.
The Qualifying Rounds were held across Delhi, Pune, Mumbai and Hyderabad.
The freestyle football finals of Red Bull Street Style India came to a close at Princep
Ghat, Kolkata with legendary footballer Jamshed Nassiri and one of Asia’s best goalies
Subrata Pal on the judging panel. Despite the rains which delayed the game by an hour,
the competition was resumed. After 3 hours of battle, Pradeep Ramesh emerged as the
winner. He will now compete with winners from 40 other countries in the global finals
of Red Bull Street Style in Italy this September. Also accompanying him will be Michael
Keishing, who has been the winner for the last two seasons and goes to Italy as a wild card
entry this year.
Current Indian goalkeeper, Subrata Pal, was extremely impressed with the young
freestylers he was invited to judge. He remarked, “The youngsters showed tremendous
technique and skill. Red Bull Street Style is a perfect platform for people who are
passionate about soccer and don’t get the opportunity to showcase their skills. It’s critical
that this competition continues to thrive so that we can find more players like Michael
Keishing and Pradeep Ramesh who can represent India at the global platform,” said
Subrata Pal at the award ceremony.
Jamshed Nasiri who was also judging at the National Finals of Red Bull Street
Style said, “It is great to see how football has evolved over the years and how Red bull
is promoting three attributes of football- control, technique and style in an innovative
format. Red Bull Street Style helps youngsters improve their skills with the football which
will help India produce quality footballers in the long run”, said the illustrious footballer.
Executing the event
On how the agency was selected to manage this event, Pawan Bansal, Chief Operating
Officer, Jagran Solutions remarked, “We bagged this initiative because of our proven
execution capabilities right from Chris Pfeiffer India Tour to Speed Street to Campus
Cricket and now to Red Bull Street Style.”
September, we are expecting more buzz and
increase in interest leading up to that time”.
The Game
Red Bull Street Style is a sport that
combines soccer with rhythm and style.
The rules of the sport that has grown
incredibly popular in football bastions
around the world in recent years are: 3
minutes, 2 players and 1 ball. Athletes
go head-to-head, expressing themselves
while showing off their various ball tricks
with their bodies. The jury evaluates
the athletes’ style, technique, creativity
in combination with music. Each battle
follows the same format with each
freestyler having 20 seconds to impress the
judges before passing the ball back to his
On the execution of the event in different cities, a Red Bull spokesperson remarked,
“There has been a tremendous growth in the understanding of the sport in the last few
years in India. While, it cannot be viewed as a challenge, there’s no doubt that the quality
is constantly improving as well. Finding the right talent has always been one of the keys
to the success of the event. Red Bull Street Style was able to reach out to the right set of
participants to ensure great quality of competition and finding a deserving winner from
India. Each city has its unique, core freestyle fans. As an urban street sport, Red Bull
Street Style lends itself to every venue and situation and hence making accommodations
has never been a problem with the event.”
IN FOCUS
Going the Kids’ way, all the way...
Think Events conceptualized and executed a launch event for
KidZania which was hosted and presented by children
By Rachael Rajan
KidZania, an indoor theme park
built to emulate the working of a real city,
engages with children from the ages of 4 to
14 through adult role play, was created and
developed by Mexican entrepreneur Xavier
López, current KidZania CEO. The first
KidZania opened in September 1999 and
presently there are 11 operational centres
across the globe in 7 countries with 11
additional centres under development.
India commented, “Indians have now become global citizens and are looking at
differentiated experiences. When we look at the kids’ entertainment category, currently
we have very few options available - mainly television, malls and video games. Parents
and teachers are looking for new ways to motivate and inspire children. KidZania with
its unique blend of education cum entertainment is poised to fill in this void.” The
upsurge in Indian households, with their increased purchasing power and enhanced
awareness about global market is an important factor that has led to Kidzania investing
in the Indian market. In launching Kidzania in India, the brand has taken into
consideration the young Indian population, wherein 30 percent of the Indians are age
14 and below.
KidZania announced its entry in
India and held its launch and press
conference on June 13 at the Grand Hyatt,
Mumbai. Think Events conceptualized
and managed the event which was
entirely hosted and presented by children.
The agency conceptualized ‘Journey to
KidZania’, a live show to be run and
hosted by kids of all ages with the purpose
of introducing and bringing KidZania to
life.
KidZania HQ was looking for the right partner who believed in the core values and
philosophy of the brand, had strong ethical values and the financial and management
strengths to set up KidZania centres across India. The brand has found the right
franchise partner in Imagination Edutainment India.
KidZania in India
On Kidzania’s entry in India, Viraj Jit
Singh, Chief Marketing Officer, KidZania
The Launch Event
Being the launch of an international chain in the country, there was a multi-agency
pitch and Think Events bagged the mandate to manage the event because of its concept
and reveal mechanism.
On the idea behind the event, Girish Chandran, Managing Director, Think Events
commented, “Absolutely confident about the concept, we convinced KidZania as to
what would be the best way of revealing the world of KidZania to the audience. The
launch mechanism had to be as exciting as the concept, and so we decided to go with
the kabuki screen drop and executed it perfectly.”
Inspired by role-play in KidZania,
the event saw young kids role playing
registration officers in the Pre-function
area, 8 year old Chef Riya Punjabi sharing
the secret of the delicious cookies served at
the buffet and 8 year old Riva Desai from
KZ Prezz covering the event with a real
video camera and interviewing the guests
in the waiting lounge.
The lounge led to the cabin of Chief
Editor, KZ Prezz and the KZ Studio run by
KZ Photograhers, all played by kids. The
security was handled by a police inspector
played by 10 year old Yash Salvi. The 12
year old pilot, Ridhi Arora started the
conference with a boarding announcement
and hosted the entire press conference.
The guests experienced a take-off in
Flight KZ 1306, visually executed on a lifesize screen placed right in front of them
which vanished with the Kabuki screen
drop mechanism, revealing the City of
KidZania. This was followed by 14 year old
Firefighter Vineet Krishnani announcing
the safety measures provided by the Grand
Hyatt and 12 year old Dr. Aaliya Ali Khan
sharing health tips for the monsoon
season. The kids performed a Flag Walk,
presenting the KidZania Flag followed by
the KidZania Salute.
Viraj Jit Singh
Chief Marketing Officer,
KidZania India
“The launch gave our guests a
peek into the realistic experience
of children engaging in activities at
KidZania.”
The dignitaries revealed a 3-D Model, the first look of KidZania India at the event.
The event came to a close with Kid Editor, Karan Bhanushali distributing the KidZania
Journal, which had covered the event and was published on the spot in his KZ Prezz.
The Journal revealed Bollywood Superstar and KidZania India shareholder Shah Rukh
Khan’s delight on bringing KidZania to India.
On partnering with Think Events for the launch, Singh remarked, “We were
delighted to have partnered with Think Events for our launch event which brought alive
the essence of KidZania through the multiple role-plays the kids performances. It gave our
guests a peek into the realistic experience of children engaging in activities at KidZania.”
Since this event was hosted entirely by children, there were bound to be challenges in
preparing for the event. Chandran remarked, “Kids were the whole and soul of the event
and the concept, which made identifying the right kids the biggest challenge.”
Think Events selected the kids through auditions with a mock script. The agency
then had a few rehearsals and training sessions with the selected kids closer to the event
date. Singh added, “It was fascinating to see 8 year olds delivering scripted dialogues like
professionals. The quality of the kids and their amazing stage presence made the event
successful and helped us deliver something we thought would have been a daunting task.”
The event was attended by Hernan Barbieri, Global Integration Director, KidZania
Mexico; Sanjeev Kumar, KidZania India Director & CEO.
Kidzania’s Marketing Strategy
Kidzania’s marketing strategy over the next 12 months is focused on building
awareness of the concept among brand partners, families, schools and NGO’s. On
whether the brand intends to pursue on-ground initiatives, Singh remarked, “The initial
focus is to build relationships with potential industry partners. Once we have our partners
tied in, we will work with them to promote the brand on specific cross-promotion tie-ups.”
Girish Chandran
Managing Director,
Think Events
“Kids were the whole and soul of
the event and the concept, which
made identifying the right kids the
biggest challenge.”
A consumer centric marketing plan will kick off later in the year, mostly in the last
quarter of 2012. The brand is looking at an integrated marketing approach and intends to
use all media vehicles - TV, Print, Radio, OOH and Social Media.
Singh added, “Since we will have TV, radio and print partners at the centre of our
media related activities, we will leverage our relationships with them while building our
marketing strategy. We are also looking at taking the KidZania concept out of the center
to schools and neighboring towns and villages, and so there will be a focus on BTL
activations.” Social media will remain the key medium to engaging with parents. Kidzania
India already went live on Facebook on June 14.
MARKET PULSE
“Open your world to music with
Heineken Green Room”
Samar Singh Sheikhawat
Senior Vice President (Marketing),
United Breweries Ltd.
Heineken, which began as a small
19th-century local Amsterdam brewer,
has grown into a worldwide business
with the most valuable international
premium beer brand, Heineken Premium
Beer. Today, Heineken is enjoyed by
consumers in over 170 countries, making
it the third largest brewer in the world by
volume. It is brewed in 48 countries in
the world.
Across the world, Heineken connects
with consumers through marketing
activation campaigns based on its global
sport, music and film platforms. These
include the UEFA Champions League
Football and the Rugby World Cup.
Heineken also partners some of the
world’s most premium and high profile
music festivals and has also been James
Bond’s preferred beer for some time.
In India, Heineken is initially focusing on activating the brand at premium pubs,
bars, lounges, restaurants and retail outlets to drive awareness and trial, and will leverage
the brand’s global proposition, ‘Open Your World’ across all marketing executions. Digital
activation and social media in particular are being used to extensively ignite conversations
and connect with its consumers.
In a conversation with ExM, Samar Singh Sheikhawat, Senior Vice President
(Marketing), United Breweries Ltd. discusses Heineken’s marketing strategy for India, its
activities in the LIVE space, and its latest offering – Heineken Green Room.
Internationally, Heineken has done much in the LIVE experience space
to build its brand, what is the experiential marketing strategy in India?
What percentage of the marketing budget is assigned to this format of
promotion?
Heineken partners some of the world’s most premium and high profile music festivals
such as Coachella and Ultra in the USA, Rock in Rio in Brazil, Oxegen in Ireland, the
Open’er Festival in Poland, and Balaton Sound in Hungary. While genres may vary, the
emphasis is always on delivering the Heineken experience, which is premium, surprising
and always part of the current conversation. In India, we will engage with UEFA
Champions League football matches, music activations such as the Heineken Green Room
and Heineken Tonight, and James Bond
movie related activations. A large part of
our marketing investments in Heineken
would go into these.
Highlight some of the most
successful LIVE brand experiences
created by Heineken in India. How
have these helped engage with
the relevant target audience?
In India, we are just starting the
journey. Heineken has started associating
with music to connect with consumers in
India. We have chosen Heineken Green
as a platform, as against the large festival
formats, as it allows for more exclusive
and premium music experiences.
How will the Heineken
Green Room be a benchmark
in LIVE experience creation?
What will be the unique aspects
of the initiative? What are the
expectations in terms of scale
and attendance for the inaugural
edition?
A series of intimate and exclusive
events, Heineken Green Room brings
together unconventional artists in special
venues for musical experiences that aim
to be different from the party clichés.
Apart from bringing in musicians and
DJs that have never played in India, the
idea of the Heineken Green Room is
for them to become social, contagious
music experiences, with guests tweeting,
blogging and instagramming them to
make each party a social event that
travels well beyond the four walls of the
Green Room.
The artists invited to Green Room
events will as such be handpicked and
fresh - no star DJs, no has-beens, and
no one who has already visited India
for an event, small or big. The idea is to
bring in artists with interesting sounds,
matched with an interesting point of
view.
An integral part of the Heineken
Green Room will be the Green Room
Sessions that precede the party. These
Heineken Green Room Sessions will
see the artist taking questions from a
knowledgeable audience and host, who
will discuss and debate matters of music and the artists’ raison d’etre. The idea of the
session is to create buzz and talking points as well as form meaningful relationships
with artists.
Heineken Green Room hopes to forge a meaningful relationship with artists
and their music. While other brands bring in popular artists to get more eyeballs,
Heineken’s approach is slightly different – fresh artists for exclusive one-night only
events accompanied by a discussion in the afternoon, called the Green Room Session.
This discussion in itself and the entire exclusive experience aims to set our effort apart
from others, in that it delves deeper into the cause of the artist and seeks to have an
informed conversation about the state of the industry and each artist’s point of view.
Is the Green Room an international initiative by the brand? Will the
Green Room be an annual property?
We intend to make this an annual property for sure, and maybe even twice a year.
The Heineken Green Room is a platform that is present in quite a few countries
around the world where Heineken operates. Closer to home, the Heineken Green
Room is doing very well in Singapore and that model has been our inspiration. The
idea behind the name ‘Green Room’ is that it connotes going behind the scenes and
is in tune with our philosophy of ‘Open Your World’, encouraging patrons and guests
to expand their music experiences beyond the mainstream. Additionally, of course,
the colour ‘green’ is closely associated with Heineken.
Highlight a few more LIVE initiatives planned for the future? How
will these support the marketing strategy for the brand in India.
Music will be the driving force in marketing activations for Heineken in India
(HGR, Heineken Tonight, etc ).
Heineken Green Room is very much an integral part of the brand’s ‘Open Your
World’ positioning, leveraging the brand’s long-standing relationship with music as a
means to connect with our Men of the World. Based on the idea of bringing together
unconventional artists for exclusive music experiences, Heineken Green Room offers
a musical experience that is fresh and aims to be different from the party clichés
involved in regular music events. Each event is carefully created to ensure that the few
who get through the door leave with an experience that’s always fresh and interesting.
Heineken Green Room
Corporate events Exhibitions
Showreels Audio Visuals.
Wedding Pre-Wedding
A one stop shop for Photography & Videography
MARKET PULSE
In the trenches with
the masters of trash
Warren D’Souza
Managing Director,
SOUND.COM
standards that would have eclipsed any
other major Rock n Roll act that has
toured this country. I was so excited to
hear a replay of the “Call of the Kulu”
during sound-check; it was an anticlimax
to have the show cancelled and the
equipment be the victim of arson and
looting.
A lot has changed over the past one
year and change has been the only great
news that I have for you. We are in the
business of technology and exploiting it
to the fullest and what more can you do
other than adapt, evolve and grow, which
ultimately leads us to change.
We have been doing this for the past
14 years. After winning the 1st edition of
the PALM Awards for “Sound Company
Of The Year 2012”, we were already
looking ahead. We were done with what
we had achieved, and were looking at new
things to excite us and ignite our reason
to come to work the next day with some
fire in our bellies; a new source of pride
for walking to the winner’s podium in an
encore next year.
Event Managers and Event
Production Houses, yours are the dreams
of your vendors too. And we dream big,
just like you. We have aspirations, goals
and milestones, and we cannot achieve
them without you and your support.
I have seen a few event managers do
fantastic productions within India and
abroad, and the one thing that comes to
our mind is “What is this fixation with
foreign companies?” We can match their
global standards. We have proved it with
The Commonwealth Games, The Oman
Tattoo and the many international artists
that have toured this country. You are
willing to pay top dollar for rental and
professional services in Europe and South
East Asia, but just don’t have the pockets
for our domestic productions.
When we need to put a critical
show together, especially when it comes
to video and lighting, many a time gear
has to be air-freighted from various parts
of the world to match the production
standards required by international
promoters. Why not promote solid Indian
companies that have the vision to match
global standards in their rental stock and
service provision? Very few companies are
willing to do anything to make the punters
experience really great. As far as the result
is concerned, our objective of ‘Doing
an extremely good job’ is overridden by
‘Getting the job done’.
I want to highlight the Metallica show
in Gurgaon. Leaving aside what went
wrong, I can tell you that the legendary
band and the most prolific band mixer
Big Mick Hughes would have given
the punters a show with performance
Which leads me to this fixation
with international top tier acts which we
vendors die to have on our CVs. I asked
my team, “What would give you more
pride – doing a Bryan Adams or an AR
Rahman concert?” The answer was simple:
we audio-profiled AR’s Symphony Tour &
World Tour including India, just like any
other major artist would get pampered in
North America and Europe. We ensured
that no stone was unturned to give our
very own Grammy, Oscar, international
and numerous Indian awards winning
artist a sound system service and solution
that is matchless in audio production
standards. Nothing gives me more pride
than being the only Indian company in
the country doing the technicals for the
Commonwealth Games Opening and
Closing Ceremonies, ‘Zangoora’ at the
Kingdom Of Dreams, our very own answer
to any Broadway or west-end musical, and
AR Rahman’s live events.
I can conclude that when AR
opens his concerts with the drum roll of
“Naadaan Parindey” from his axe man
Ranjit Barot, the goosepimples I get
reinstate my faith in what I do and make
me think, “I am so proud to be Indian.
This is what I was born for, this is all I
know, this is what I do. Our world of
this beautiful and organic science called
SOUND.”
We thank everyone for visiting the PALM Expo ‘12
and making it a great success
Modern Stage Service awarded the best staging
company at the PALM Expo 2012
The future of sound is here...
• Sleek and attractive design
• The first of its kind self powered speakers
• Powerful sound output
• No amplifiers required
Welcome to the age of K-array
NOW, proud distributors of:
3 Dimensional Projections & Media Servers
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
Located at the uber-luxe arcade, The Collection in UB City, Bangalore, Fava is a chic Mediterranean restaurant and lounge,
which exudes an understated sophistication. The restaurant offers discerning diners an opportunity to experience the
magnificent and varied cuisines of the Mediterranean region. Fava overlooks the grand amphitheatre with the sprawling
greenery of historic Cubbon Park in the backdrop and the beautiful fountain area of UB City. Together this creates an
ideal setting for events like musical evenings, concerts, theatres, exhibitions, fashion shows and theme parties of upto
1500 guests. For smaller events and parties Fava on its own can host 250 to 300 guests.
For Event & Activation Enquiries Contact:
Shruti Saha: +91 98451 77162 | Email: fava@avantgardehospitality.com
www.fava.in
TESTIMONIAL
“On our checklist for entertainment, Fava tops the list not only for the best Mediterranean food and excellent service but also for its fantastic ambiance
overlooking the buzzing piazza and the amphitheater of UB City, which is one of the hippest locations in Bangalore. This is an ideal venue for events like
the hugely successful Signature After Match Parties we regularly have there.” - Sunil Mathew, Vice President – Business Affairs, DNA Entertainment
Networks Pvt. Ltd.
FLOOR PLAN
FACTFILE
Capacity -
Fava: 250/300 | Fava+Amphitheater : 1500
Catering Specs -
Theme dinners, cocktail parties, live food counters and
much more featuring Indian, Oriental, Mediterranean
and Italian cuisines for upto 1500 guests.
Technical Inventory -
Vendors available as per client requirement
Operational Hours -
1100 hrs to 2300 hrs
Power Supply -
Regular power supply available, additional power
through generator
Permission Status -
Prior permission needed from mall and government
authorities
20
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
Arola launch in
Mumbai
JW Marriott Mumbai has partnered with two
star Michelin Chef Sergi Arola to bring his
Arola brand to India. June 9 saw Arola’s doors
opening for the first time. In honour of the
occasion, JW Marriott Mumbai hosted a gala
party in association with Chhaya Momaya.
FBB RJ Style-o-meter
the second edition of the FBB RJ Style-ometer, the hunt for the most stylish RJ, was
announced by Fashion at Big Bazaar and
Percept Media on May 31. The grand finale
took place on June 9 and 10 in Mumbai,
Delhi, Bangalore and Kolkata. The event saw
participation from 34 RJs.
Indianhanger.com
anniversary
Indianhanger.com celebrated its one-year
anniversary bash on June 2 at Bungalow 9,
Bandra over a fashion show with young divas
Ira Dubey, Nishka Lulla, Zoa Morani, Malini
Agarwal, Anandita De, Ashika Mehta, and
Shaan Khanna. Indianhanger.com unveiled an
exclusive collection of clothes and accessories
from noted and upcoming designers.
Strings India Tour
Saregama India Ltd. and Le Club Musique
came together to bring Pakistani pop/
rock band Strings to perform in India. The
Strings Live - India Tour 2012 saw the band
performing on June 8 at Jynxxx Club in Delhi
and June 10 at Royalty Club in Mumbai.
Approximately 1,000 people attended the
event in Delhi and 700 people in Mumbai.
Heineken Green Room
Heineken’s latest offering, the Heineken
Green Room Sessions, was conducted in Delhi
on June 20 at One Style Mile,
F Mumbai Lounge and Dinner in Mumbai on
June 22, and City Bar, UB City in Bangalore
on June 24. The initiative was managed by
Crayon Events and Entertainment in Delhi
and DNA for the other two cities.
Blenders Pride Reserve
Collection Fashion
Showers
The second edition of the ‘Blenders Pride Reserve
Collection Fashion Showers in association with
Jaguar was held at Vivanta by Taj. An exclusive,
invite-only event, the night saw glamorous
fashion shows by Bangalore’s Ramesh Dembla
and Kolkata’s Abhishek Dutta. The night also
saw the unveiling of volume 1 of the BFWTunes
High Fashion Runway music.
Jhalak Dikhhla Jaa
Season Five launch
Cineyug Worldwide managed the fifth Jhalak
Dikhhla Jaa launch show, the shoot for which
took place at Filmistan Studios in Goregaon,
Mumbai, from June 4 to 8. The show was hosted
by Manish Paul and Ragini Khanna. This time,
in order to highlight the new contestants, each
contestant was introduced by a Bollywood, Cricket
or Television celebrity.
Puma Loves Vinyl
Puma and NH7 came together to create the
Puma Loves Vinyl campaign, featuring the
biggest and most talented bands from across
the country collaborating with Puma on a
limited edition Vinyl record. The launch event
for this campaign took place on June 23 at
Mehboob Studios in Bandra, Mumbai, and
was executed by Cream Events.
Classifieds
Mai CV at
Go Lives
Mindz Productionzs
Positions:
Positions:
Manager/Asst. Manager – Business Develpment
Executive/Asst. Manager – Operations
Executive/Asst. Manager – MICE
Executive/Asst. Manager – Corporate
Relations
Executive/Sr. Executive – Destination
Management
Wedding Planner
Assistant Manager – Client Servicing
Event Executive
Graphic Designer
Location: Cochin/Trivandrum/
Location: Delhi
Location: Bangalore
Mail CV at
work@go-live.in
Mail CV at
Executive Eventss
Positions:
Calicut/Coimbatore
Mail CV at
hrd@executivekerala.in
bobsy@mindzproductionz.co.in
Experience a city that
needs no introductions
Beneath cooling fog or atop towering hills, our City by the Bay is
one of few places in the world whose reputation precedes it. Already
famous for our A -list shopping, dining and cultural scene, 2012 brings
not-to-be-missed events like the Golden Gate Bridge 75th Anniversary,
U.S. Open Golf Championship, and two America’s Cup World Series
races. Jump-start your adventure here: www.sanfrancisco.travel.

The new realm of Experience Creation

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