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MAIN ISSUE 84 PAGES INCLUDING COVERS | VOLUME 4 | ISSUE 10 `100/-

EDITOR AND HEAD - BRAND & CONTENT:KARISHMA HUNDALANI [email protected] +91 98212 80003

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This issue contains 84 pages including covers.

ExM is a monthly magazine by EVENTFAQS, publishers of India’s only platform for events and experiential marketing - www.eventfaqs.com

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4 February 2014, EXPERIENTIAL MARKETING 03

It’s all happening here! Its a well known fact that the development of infrastructure lends tremendously to the overall growth of a destination. Of course the direct benefits of enhanced tourism that a newly opened airport brings to a destination like Mumbai are boundless. Its encouraging then for industries and businesses too, to know that more tourists and business travellers will now have ease of access to the city and country.

As for the event management industry and businesses there-in, the opportunities are also countless. To name a few, the MICE industry benefits from this new entry / exit gateway. The city can now attract more international delegation to events hosted in Mumbai. Exhibition companies can bid to host more international properties, given the support of improved infrastructure. But then again, these are just the obvious few positives.

On a micro-level, look at the opportunity the T2 launch event itself, brought? The creative thought that it triggered in Encompass, the agency that won the pitch to manage the event, is incredible. To strategise for a brand whose product is a full fledged airport, is a challenging task. To extend visual elements together with the promise this gateway will offer its consumers, only added to that challenge. But its encouraging to see how the agency lived up to this, and not only applied strategy to the launch event, but also beyond…

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Brand Activation Briefs 06 Cover Story GVK partners Encompass to launch Mumbai International Airport’s new T2 terminal 08 Market Pulse “We plan to take the ‘Bacardi Untameable’ campaign on-ground for at least a year.” - Manish Seth 12“Services such as BBM require more on-ground activation by BlackBerry” - Ashish Gupta 13

Photo FeatureSmirnoff creates a musical experience for Bengaluru 15 Stakeholder EngagementBriefs 16 Market Pulse “South Africa is famous for its adventure offerings.” - Hanneli Slabber 18 ExM Promotions Its Tops – Down Under! 20

Entertainment Briefs 26

Also Feature70 EMG propels its industry standing with Zambhala and India Bike Week 28 Photo Feature Armin van Buuren brings an ‘Intense’ experience to India 32 Maiden edition of Weirdass Pajama gives audiences three days of laughter 33

Sponsorship Marketing Briefs 35 Also Feature Riding on the Standard Chartered Mumbai Marathon 2014 36

Glimpses 78


CONTENTS

Sport Marketing Briefs 46 Photo Feature Lavasa Corporation and Convergence Events debut the Lavasa Hill Run in India 47

Also FeaturedRunning picking up steam! 48 Conventions & Exhibitions Briefs 50

In FocusIndia Kids Fashion Week gets an international flavour this year 52

Photo FeatureCRI Events manages the 11th edition of ONGC’s Petrotech 2014 54Professional leaders discuss management practices at the IMA management conclave 55 Industry Watch Briefs 58

Opinion PieceWhat if Goa bans all festivities? What could be the next best destination? 61 Cover Story RMAI Awards, re-christened Flame Awards to mark its 10th anniversary 62 Cottam’s Success Curry: ‘Listen with Intent’ 66

An Event Called Life Can you think on your feet? 67

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Disney UTV officially launched the 2nd edition of the Disney Princess Academy (DPA), which gave young Indian girls a chance to meet with Disney characters and star on Disney Channel. This year, Disney Princess Sessions were held in malls across eight cities in India from Jan. 5 to Feb 2. Disney signed on Experience Box 21 Media Solutions to handle the events for them.

The DPA sessions included fun-filled activities for young girls, like makeovers, Dainty Dancing workshops, etiquette training and tiara making sessions. Each participant was groomed through lessons in positive values such as compassion, intelligence,

Roshini BakshiMD - Licensing and Retail, Disney UTV

Disney expands reach with the 2nd year of Disney Princess Academy

kindness and grace. The sessions culminates with a Royal Ball where participants got a chance to meet their favorite Disney Princesses. Eight winners from each city were chosen to star on Disney Channel.

Roshini Bakshi, Managing Director, Licensing and Retail, Disney UTV, said: “We continue to build a family entertainment brand in the country and work towards providing kids and families with several opportunities to experience our stories and engage with our characters across multiple platforms. Whether it’s watching a movie, watching television shows, seeing a live event, reading books or playing mobile games, Disney hopes to create an emotional bond with its fans and become a lifelong friend.”

BRAND ACTIVATION Briefs4 February 2014, EXPERIENTIAL MARKETING 06

Chevrolet and Manchester United started their partnership for the 2014-2015 football season with a special audience interaction as part of the United Trophy Tour in the country. Over 500 Indian fans of Chevrolet and Manchester United gathered at DLF Promenade Mall in New Delhi on Jan. 18 to get up close and personal with former Man Utd team member, Dwight Yorke. Wizcraft executed the Delhi leg of the tour, which also involved Yorke visiting Mumbai for a similar interaction with fans.

Sandeep Mehta, Delhi Head, Wizcraft, said, “Given the huge fan base of Man Utd fans in India, the goal of the event was to bring Man Utd legend and the Barclays Premier League trophy closer

to the fans, and to kick-start the Chevrolet-Manchester United global partnership in India. Through the event, we gave fans a chance to not only meet Man Utd legend, Dwight Yorke, but to also see the Barclays Premier League trophy close and up-front.”

As the Official Automotive Partner for Man Utd, and the shirt sponsor for the team for the 2014-2015 season, Chevrolet organized this activity to unite football fans across the country and allow them an opportunity to communicate with the team and its members.

Lowell Paddock, President and Managing Director, General Motors India, said: “Dwight Yorke travelled in a Manchester United-branded Chevrolet Cruze. The event was hosted by Chevrolet and, hence, had our branding elements placed everywhere. Dwight also spoke about Chevrolet and the Chevrolet SAIL at the event.”

Chevrolet brings Man United’s Dwight Yorke to fans in India

Diamond brand Forevermark partnered with Palladium to unveil a unique re-interpretation of a Christmas tree, titled the ‘Tree of Promises.’ Designed by Scribbl Concepto, the tree was produced and fabricated by Entertainment Bay. The activity, which took place from Dec. 10 to Jan. 6, involved visitors participating in a contest where the best entry won prizes from Forevermark.

Claimed to be India’s first acrylic tree, it was 25-feet high, 20-feet wide, and 15-feet ‘deep’ and had 1000 sqft of acrylic, mirror and metal. This engaging installation allowed visitors to walk inside, climb up the stairs, make a wish and drop it in the Promise Well. Inside the area, a 3D hologram pyramid narrated the journey of a Forevermark Diamond. The installation also showcased exquisite pieces by Anmol Jewellers crafted with Forevermark diamonds.

Zain RaisFounder,Entertainment Bay

Forevermark builds first ever acrylic ‘Tree of Promises’


Zain Rais, Founder, Entertainment Bay said: “Due to the magnitude of the tree, all shoppers and visitors were drawn towards it and more than four lakh people must be aware of this since it was present over Christmas and New Years. Overall, about 20,000 people were engaged with at least 5000 wishes coming in.”

Rais added: “Due to Palladium being an extremely busy mall, our working hours were only from 10 pm to 9 am daily; hence any additional equipment or expertise required, were all unavailable until the next morning. The acrylic had to be cut in shapes and put together at that height which was quite challenging and was overcome by creating a truss all around the structure with multiple ladders and support force to ensure execution was flawless. We had to be very careful since acrylic could get scratched easily.”

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The skyline of Mumbai looked different, yet more festive on the night of Jan. 24, as the new look of Gateway of India was unveiled. The monument looked majestic with its façade lit up by several spectrum of colours and changing scenes, thanks to Philips Lighting’s new Colour Kinetics technology. In an unusual move, Maharashtra Tourism Development Corporation (MTDC) has tied up with Philips to give a complete lighting makeover to the city’s iconic monument.

Spectators watching the unveiling saw the monument flash the tri-colours against the black of the night, only for it to disappear and be replaced by a new set of colours. The new technology is an

Sumit Joshi Head of Marketing,Philips Lighting India

Gateway of India unveiled in an LED avatar, courtesy Philips

LED system that is also energy efficient, in keeping with Philips and MTDC’s sustainability practices. It offers a palette of 16 million shades that can be programmed to create dynamic and unique lighting shows. Additionally, the lighting blends into the monument’s architecture and is weather proof.

Sumit Joshi, Head of Marketing, Philips Lighting India, said: “This initiative reiterates our commitment towards enhancing the magnificence of towering monuments in India with energy efficient lighting solutions. We hope that we have enhanced the architecture of this city and created an inspiring public space that attracts more and more visitors.”


GVK partners Encompass to launch Mumbai International Airport’s new T2 terminalEncompass was also responsible for scripting, producing and directing the T2 film, screened at the inauguration ceremony.By Tina Thakrar

BRAND ACTIVATION Cover Story

Passengers waiting for their flights at the new T2 terminal may not grudge the time spent there if their flight has been delayed due to bad weather or other reasons. The new terminal is not like most airports - cold, white, utilitarian with a musty smell of human traffic.

The visual treat begins at the foyer itself, when cabs pull in to dislodge passengers. Tall fluted columns, patterned with hollowed grids rise up to a vast roof with motifs that look like the eyes on

a peacock’s tail. The effect is that of gazing up at a spread out tail of a giant peacock. Indeed, the airport’s design has been inspired by India’s national bird.

The GVK group, which built the terminal, calls the terminal its ‘labour of love’. Similar patterns inside the airport, with muted lights cleverly placed in the eyes on the peacock’s tail, illuminate the whole terminal in a mesmerizing manner, far surpassing the décor of any star hotel. Peacock motifs are also inlaid in the marble floor of the terminal. The entire experience makes the long wait for the new terminal much worth it.

Terminal 2 of Mumbai Airport was inaugurated on Jan.10 by Prime Minister Manmohan Singh in a soft launch ceremony that was managed by Encompass Events within the premises of the terminal. Encompass bagged the mandate for the inauguration event after participating in a multi-agency pitch.

The peacock-inspired design of the new terminal


“When we first heard of this, we had no previous contact with the GVK Group, but we decided to pitch for it anyway,” said Roshan Abbas, MD, Encompass Events. “I wrote a special song and was in the studio all night to perfect it. Nakkash Aziz set the song; Arati Singh, our content head, worked with the entire team in Delhi and had a set of films ready. So, for our first meeting with Sanjay Reddy, the Managing Director of GVK, we had five films and the entire three-dimensional layout of the event area and logistics mapped out. We also had artiste videos, a song and a minute by minute play out.”

“At the end of the pitch, Sanjay Reddy told me, ‘You know our airport better than the engineers’,” added Abbas with a laugh.

GVK’s brief to Encompass was simple - To manage the event and ensure the smooth running of the soft launch of Terminal 2 as an important milestone.

Encompass took care of various aspects like the RSVP call management, logistics, registrations, production of welcome area and event décor, running the main inauguration event, branding and masking

the entire terminal, F&B management and making and distributing gift kits to over 4000 guests. Maintaining frequent interactions with task forces and protection groups to ensure safety of the dignitaries was the primary task, which needed the strictest attention.

Close to two lakh sq. ft. of carpet was used for the launch event with an equal amount of space utilized for branding across the venue. The team worked with five décor vendors to create the look that was in sync with the overall design and aesthetics of the airport.

“The decor brief was that nothing should appear incongruous,” explained Abbas. “The GVK team takes so much pride in the airport that we had to be extra careful. Our delivery was so good that ultimately we left some of our filigree pieces behind as they accentuated the look of the airport. For our design and production team there is no bigger compliment.” Besides the execution responsibilities, Encompass’ scope of work also involved the scripting, production and direction of the T2 film, which was screened at the inauguration ceremony. The audio-visual, ‘T2 – Where dreams take flight’ took the audience on a journey through the process of how GVK’s dream was brought to life and how the mega structure was conceptualized, crafted and thrown open to the city.

Roshan Abbas Managing Director, Encompass Events

“The decor brief was that nothing should appear incongruous. Our delivery was so good that ultimately we left some of our filigree pieces behind as they accentuated the look of the airport.”

The event set-up and unveiling of the plaque

Chanda Singh Vice President and Business Head (Mumbai), Encompass Events

“The main aim of the film was to convey the passion and the pride that powered this ambitious project. In the making of the film, it became critical to distill five years of challenges into a mere six minutes.”

Lending his deep baritone voice to the occasion was Amitabh Bachchan, whose voiceover served as an oral demonstration, as the film was played on a 3000 sq. ft. LED screen set up at the venue.

The making of the film was also something that fell under Encompass’ umbrella of accountability. Encompass’ COO, Ranjit Raina, a graduate from University of Southern California - School of Cinematic Arts was personally involved in directing the film.

Charting the film making process, Chanda Singh, Vice President and Business Head (Mumbai), Encompass Events, said, “The main aim of the film was to convey the passion and the pride that powered this ambitious project. In the making of the film, it became critical to distill five years of challenges into a mere six minutes. The film relied on interviews with the Chairman, Dr. GVK Reddy and the MD, Mr. GV Sanjay Reddy to highlight the philosophy the drove them to take on such

a challenge. Complementing the interview were images of T2 which brought to life the statements.”

The film was also released online where it scored many hits from viewers whose curiosity had been whetted by the long wait. “The film has three lakh plus hits online,” said Abbas excitedly. “Organically! Not a rupee was spent! It’s not a soap or a car, not a movie or a shampoo, it’s just an ode to the spirit of Mumbai that people seem to have appreciated.”

The event began with a traditional lamp lighting ceremony followed by the uncovering

An inside view of Terminal 2


of the Terminal 2 – Plaque. Speeches by high profile attendees like GVK Reddy, Prithviraj Chavan and Manmohan Singh followed soon after, with Diana Hayden hosting and directing the flow of the event.

The GVK team later took the audience on an organised tour of the terminal. The pride of the venue is the world’s largest public art walk, Jaya He, with more than 7000 artworks featured along a wall that’s 3.2 kms long. “The first time we saw it, we were mesmerized by the expanse,” added Abbas. “The art walk ‘Jaya He’ was so magnificent that I went back to the walk on four occasions to marvel at it.”

To overcome space constraints in building a terminal in a crowded city like Mumbai, the terminal was developed vertically as an X-shaped four level structure that will house both domestic and international airlines under one roof.

GVK first rebuilt the airfield, upgraded the runways and added new taxiways to ease congestion. Only then did it start construction on the new terminal.

The new terminal has 226,000 sq. ft. of retail space that already houses brands like Dominos Pizza, Mad Over Donuts, Coffee Bean, KFC, Baskin Robbins and Pizza Hut amongst others.

The departure lounges have been given a swanky look by Tata Elxsi which designed entertainment zones, charging areas, customer service zones and general and lifestyle seating areas like internet workstations, pay phones and ATM machines.

All these challenges were highlighted in the video created by Encompass for the launch. An event as high profile as this one naturally presented some challenges for Encompass. Highlighting this, Chanda Singh said, “It being a protocol event, dealing with the Special Protection Group in order to get the event area secured and hygienically controlled was the most crucial part of the event. The challenging part was to work with these specialized protection units like the Mumbai Police, the Prime Minister’s Office (PMO), CISF and the SPG to ensure a smooth

and seamless flow of events from start to finish but our team was truly committed and delivered everything as promised.”

Acknowledging their efforts, Vaibhav Tiwari, Head of Corporate Communications for Mumbai Airport wrote, “Thank you for the great support by you and your team. Hats off for pulling this off so successfully. A complex event was made to look so simple by onlookers. Only team Encompass could do it. Congratulations!”

PM Manmohan Singh addressing the audience at the launch event

The 3000 sq. ft. LED screen on which the film was played


High profile guests at the event

Their name is synonymous with beach parties and breezers. They always lend their names only to the most happening events, whether it be the NH7 Weekender or Talenthouse. Always associated in India with white Cuban rum, the Bacardi group has recently come up with an ‘Untameable since 1862’ digital campaign that shows the brand in a more masculine, rough-and-ready image. EVENTFAQS caught up with Manish Seth, Director for Marketing & Sales, Bacardi India on their BTL plans for this year. Will Bacardi ‘s newly launched campaign ‘Untameable since 1862’ see an on-ground manifestation too? Please elaborate on the brand’s BTL plan.We are presently focusing on establishing ‘Bacardi Untameable since 1862’ campaign. Once our new identity is sufficiently established through the campaign we shall take the concept of ‘Untameable’ on ground and contemporize it with rendition around various spheres of passion.

How has the BTL marketing budget changed for Bacardi in the recent years? What would you say the reason for this is?We have strongly backed the experiential marketing model and have invested behind it. Having seen positive results we have been slowly building up properties. As they mature there is corresponding increment in investment that comes in. Today, our business has grown at a higher pace than our increased spends on BTL.

Would you say the target audience for Bacardi in India has evolved over the years? If so, how has the marketing strategy changed to adapt to this change?The consumer now has many mediums and avenues to consume brands and it is becoming increasingly difficult for the marketers to connect with them in this existing clutter. Hence we chose to go with the high engagement experiential model.Within this media landscape we are investing heavily on the digital medium. The intention is also to build on BTL properties, amplify our content and build high engagement.

What are Bacardi’s plans for launching new IPs? What‘s the objective of being part of such LIVE engagement platforms?

New engagement module that has experience at the core (new IPs) is not an inexpensive proposition. Hence we seek like-minded partners and try to co-create unforgettable properties. As mentioned earlier, in the cluttered media space it is important to engage the consumer and hence we intend to build live entertainment and engagement platforms.

During the launch of ‘Untameable’, you had mentioned that Bacardi’s image will shift from beach parties to a personal connect with consumers. What is the reason for it? How can this be achieved through BTL activations?The positioning around beach parties was the order of the times for Bacardi in a fledgling economy and to liberalise the mindset of the people. Our history is also rooted in the fact that the Bacardí family always threw legendary parties. However we feel that the consumer today is looking for an emotional benefit and association from the brands that they consume and associate with. In a true sense, brands have to become a reflection of the consumer. Hence it was decided that we showcase the history and heritage of Bacardi as a testimony to the irrepressible spirit of human endeavor, aptly summarized in the line ‘True passion cannot be tamed’. We believe that today’s consumer is passionate, enthusiastic and wants to make a mark of his own, despite his socio-economic difficulties. We’ll build the concept of ‘Untameable’ and then take it on-ground for a year with various expressions of passion and skills.

What are the challenges in foraying into tier-2 towns, especially in the case of on-ground activations?We are continuously innovating our products to make them available and affordable to tier 2 cities. We partner with privately owned key accounts to create smaller events and contact consumers more frequently.


“We plan to take the ‘Bacardi Untameable’ campaign on-ground for at least a year.“- Manish Seth

Photo FeaturePhoto FeatureBRAND ACTIVATION Market Pulse

The year 2013 began on an unfavourable note for BlackBerry due to low sales on their Z10 and competition in the industry. Financial troubles led them to consider selling the company. But by the last quarter of 2013, the company had rallied around, with a new CEO, a tie up with Foxconn to manufacture low cost phones and a campaign that focuses on drawing in Android and iOS users. EVENTFAQS chats up with Ashish Gupta, Director for Marketing, Blackberry India on their plans for 2014. What has been the impact of your December campaign, BBM for All, in terms of BBM downloads and usage? BlackBerry has been pioneer in instant messaging and BBM is one of our critical USPs. So we saw a massive uptake when BBM was made available across iOS and Android recently. Prior to this launch, BBM had 60 million users. In the week after, this rose to 80 million and stands today at 100mn downloads globally.

In India, the ‘BBM 4 All’ campaign aimed at driving adoption of BBM by Android and iOS users. BBM4ALL is built around radio and digital promos and coffee shop and college activations. We did activations in 40 colleges across Pune, Mumbai, Delhi and Bangalore. ‘Pin Mania’ saw 14,000 participants and ‘Pin 2 Win’ recharge had more than 60,000 recipients of free recharge. Through ‘Free BBM, Free Cappuccino’, we associated with 500 Café Coffee Days to give away 50,000 cappuccinos in a month. We gave away 9,500 cappuccinos in the first week. We gave away 20,000 personalized QR code merchandise for free in the first few days of our digital campaign. Our target was deeper engagement through innovative means – something that traditional marketing tools don’t always allow. It has worked very well for us and we continue to see high adoption by android and iOS users. BlackBerry’s device driven strategy is rumoured to have changed to focus on software and services. How will this change your approach to BTL activations in India? Devices will continue to remain a focus for BlackBerry, as evidenced by our partnership with Foxconn. But services and software are just as crucial. More importantly, marketing strategies for these segments differ greatly. Services such as BBM, require more on-ground activation led engagements.

Regarding your latest, the BES 10 or remote mobile device management service, what are your on-ground activations?Enterprise marketing is a different ball game since the target group is CIOs, CTOs and CEOs. So, we deploy special strategies. One way is to provide customers with full range of experience through our Enterprise Solution Centers. After U.S and U.K, India is the third country to have launched Enterprise solution centers (Gurgaon and Mumbai). Customers can now have a walk-in experience of BlackBerry’s enterprise mobility management solutions including BES10, Enterprise Server 5, Enterprise Server Express as well as smartphones. The BES Centers will demonstrate the BES10 security architecture and how mobility can enhance corporate productivity. The center will also train Enterprise VARs (Value Added Resellers) and customers deploying BES 10. We offer certification courses for IT administrators who manage BES infrastructure or to enhance their skills on Enterprise Solutions. How important is experiential marketing for BlackBerry in its attempt for a sales turnaround? Experiential marketing is essential for us not only for sales turn around but also to create brand preference and recall in consumers’ minds. Apart from ‘BBM for All’ campaign, we have previously engaged in BTL activations through college fests like Malhar in Mumbai. We provided Malhar revelers with a unique experience of the Q5 smartphone while engaging them with contests and giveaways. These activations help us to engage and drive strong relations with our primary target, the urban youth. It also helps in giving our target groups an experience of the product rather than just providing product information.


“Services such as BBM require more on-ground activation by BlackBerry“- Ashish Gupta

Photo FeaturePhoto FeatureBRAND ACTIVATION Market Pulse

Smirnoff creates a musical experience for BengaluruOranjuice Entertainment executed the event which featured Nero, Rusko and Dualist Inquiry among others.By Dharm Patel

The Smirnoff Experience took place at the Manpho Convention Centre in Bengaluru with international dubstep icons Nero and Rusko headlining the event. Oranjuice Entertainment was appointed to execute the event which aimed to create the perfect nightlife experience for festival goers.

Previous Smirnoff Experiences were club gigs or DJ tours. This was a full-blown festival scale experience, with about 4,000 attendees. The headlining acts were supported by some homegrown talent like Dualist Inquiry, Sandunes, Bay Beat Collective, Vachan Chinnappa, Sulk Station, Mode 7 and Squidworks who ensured that the dubstep lovers of Bengaluru got an audio-visual treat.

Smirnoff Experience is built on the philosophy to bring like-minded individuals together and ignite the spirit of innovation to create newer experiences. The event blurred the lines between technology, music and visual art with stage designers Vita Motus which created a massive stage. Nor Black Nor White designed three bars and an infinity tunnel at the entrance. The exclusive set created electrifying visuals which mesmerized the audience.

Speaking about Oranjuice’s role, Varun Khare, General Manager, Oranjuice Entertainment said: “Our role included conceptualising the property; curating a unique visual spectacle that was never done before; curating the music / bands for the festival whilst also identifying a niche genre within the ‘EDM’ world; curating and co-producing the Indian artist Installations at the festival;

creating the ideal drinking experience at the festival; promoting the Festival along with the Smirnoff Experience team; producing the event.”

Oranjuice focused on two things. Khare explained: “The first was to give Indian music fans access to a visual spectacle on par with the best festivals from around the world. We wanted to create a festival that inspired your eyes as well as your ears. By working with Vita Motus, the same team that’s created jaw-dropping stage installations for the likes of Coachella, Amon Tobin, Infected Mushroom, and American idol and many I’m forgetting, we were able to deliver an experience that was truly world-class. The second thing we wanted to do was to promote a genre of music that’s still very niche in India - dubstep. By bringing two of the most legendary acts in the history of bass music to India (Nero and Rusko), we gave Indian fans an opportunity to experience the best of a genre.”

Photo FeaturePhoto FeaturePhoto FeatureBRAND ACTIVATION Photo Feature4 February 2014, EXPERIENTIAL MARKETING 15

Varun Khare

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STAKEHOLDER ENGAGEMENT Briefs

20,000 guests attend the Reliance Industries Annual Day Celebration

Reliance Industries Limited recently held possibly the largest annual day celebration of the season, for 20,000 guests including employees and their families. The event also witnessed presence of the Ambani family which added an excitement amongst the crowd.

engage4more won a multi-agency pitch to conceptualize and execute the three-day event, which took place at the head quarters of Reliance Industries Ltd. in Navi Mumbai. About 7,000 employees attended each day, with the same event flow over the three days. The event saw dance performances by Tobby & Group, Prince Dance Troupe and a laser act as well as performances by the employees. The entire event was followed by

guests on the dance floor with the help of a DJ. The agency turned the venue into a carnival. The entrance resembled a carnival feel with a themed gate arch. Guests were welcomed with dholi and puppet dancers followed by jugglers and other entertainers. A separate section for carnival with fun and entertainment activities was set up to engage the crowd. A food zone was also created, with a spread of delicacies and savouries.

Nishant Parashar, Founder and Director, engage4more said: “The biggest challenge of the event was to create a layout which accommodated such a large number of guests for engagement activities, catering and the main show.”

MICE Consultancy | MICE Management | Entertainment Solutions

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Nishant ParasharFounder & Director, engage4more

Cream Events creates a Goan carnival for Kohinoor Speciality Foods

Kohinoor Speciality Foods hosted its Distributors Meet 2014 at the Taj Vivanta in Goa from Jan. 10 to 13 in order to strengthen relationships with its channel partners and maximize visibility of its new products. Cream Events conceptualized the event, creating an awards night and gala dinner to honour the top achievers whilst bringing the local culture and music under a roof.

Dancers, jugglers and acrobats also performed during the awards show and it ended on a pleasant note as guests were gifted shirts with Goan landscape prints on it. The venue was transformed into a Goan club with Bamboo installations, larger-than-life props

and a customized bar being brought in for the show. Going with the ‘Viva La Goa’ theme, guests were welcomed in the local style and carnival troupe in procession led by the King Momo who opened the ceremony. They interacted with guests and danced on Goan hits. This was followed by a band performance with some classics and Bollywood songs.

Shishir Ranjan Mishra, Marketing Director, Kohinoor Speciality Foods, said: “The event was meant to create strong bonding between the sales team and the channel partners. The official theme for the meet was ‘Working Together Is Success’ and the theme for the ceremony was ‘Viva La Goa.’ Cream successfully married the two themes.”

Shishir Ranjan Mishra Marketing Director,Kohinoor Speciality Foods

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The Indian Army celebrates New Years Eve

New Years Eve celebrations for the Indian Army took place across three major Army Cantonments in North India where more than 10,000 guests included officers and their families. The presence of the top Army Brass added value and grace to these events, which were executed by Innovations India Advertising & Events.

The role of the agency including conceptualization, execution, logistics, artist management, designing of visuals and communication tools, setup, branding and publicity across the three cities – Ambala, Chandigarh and Meerut, which all had

different themes for the events. The events constituted of various dance acts and laser shows. Trussing of about 30 feet was put up on either sides of the dance floor and a centrally heated hangar was created with giant video walls to ensure the visibility of the onstage entertainment for everybody.

Ashish Mishra, General Manager, Innovations India said: “Building hangars with sufficient heating arrangements and lighting for the dance floor for so many guests was a challenge with limited options in the cities. To overcome this, most of the equipment was transported from Delhi. Another major challenge for us was to create an arena which not only accommodated a large number of guests but also to make it look grand and festive.”

Fiat takes 100 dealers to Goa for its first ever convention

After Fiat went exclusive in April 2013, the brand held its first ever Dealer Convention on Jan. 17 at The Lalit Resort in Goa. Encompass Events was appointed to manage the event, which had ‘Get Set Grow’ as the theme for the conference and ‘Grand Goa Carnival’ as the theme for the entertainment night.

The objective of the event was to boost confidence among 100 dealer partners by providing them with strong and engaging content about the brand’s way forward in 2014. A flash EDM invite was sent out with a specially recorded message from the MD of Fiat before the convention. Hosted by LQ winner Kubra Sait, the entertainment of the evening included UV dance acts by Yogi’s Angels of Goa, with DJ Killa performing towards the end. The conference opened with an AV, followed by a company

AV highlighting the company’s growth over the past year. Next came the themed AV which was motivational in tone drawing inspirations from adventure sports and champions who have overcame the worst of odds. Apart from these, a brand recap AV for marketing presentation, customer testimonials, product AVs and family AVs for award winners were also showcased.

Sanjay Gopalakrishnan, Head of Marketing, Fiat - Chrysler India, said: “Gaining confidence with a strong showcase of elements for exciting 2014 at Fiat was the key agenda. Powerful ideas when packaged nicely & presented flawlessly create larger impact. This was one such conference wherein every moment was pulsating thoughtfully created & executed in synergy with the Fiat brand team and Encompass.”

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Sanjay Gopalakrishnan Head of Marketing, Fiat - Chrysler India

Ashish MishraGenral Manager,Innovations India

“South Africa is famous for its adventure offerings.”- Hanneli Slabber

South Africa is one of the world’s fastest growing MICE destinations. Over the years, South Africa has successfully proven its ability to host large scale global events such as the FIFA World Cup 2010, Indian Premier League 2, the United Nations’ COP 17 Climate Change Conference and the recently held BRICS Summit amongst others. EVENTFAQS spoke to Ms. Hanneli Slabber, spearheading initiatives of the South Africa national tourism board in India. on MICE tourism.

What does South Africa have to offer to the Indian MICE industry as a MICE destination?With world class conference venues, excellent event facilities and exceptional infrastructure, coupled with beautiful cities, game reserves, vibrant nightlife and enough scope for adventure sports, South Africa is becoming an ideal choice for MICE tourism. As part of the innovative programmes offered, the ground operators manage all arrangements for any type of event, including transport

logistics, spouse programmes, special adventure activities to facilitate team building, conflict resolution, leadership skills, strategic planning etc. and most importantly, combine all this with exciting pre & post tours in the country.

Many Indian corporate houses and businesses are choosing South Africa as their preferred MICE destination because it offers great value for money. Today, MICE is one of the fastest growing segments for South African Tourism and we will continue to invest in promoting South Africa as a popular MICE destination in India. Corporate firms such as HDFC, Hercules, 9X Media, ACC Cement, Siyaram Silk etc. have organized their MICE trips to South Africa in the recent past. Corporations such as Tata, Godrej, Infosys and Ranbaxy have already made a formidable presence in South Africa and we foresee many more Indian companies to enter the country in the coming years which will further boost opportunities.

What initiatives have South Africa Tourism taken to promote business tourism to South Africa, in India?We have taken multiple initiatives to enhance business partnerships and trade relations in India by getting buyers to have first-hand experiences of the country and its offerings. We will also be hosting select Indian travel trade for Meetings Africa in February 2014 which will prove to be a good platform for Indian travel community to meet the South African products and suppliers and discuss business propositions. The trip will also give them a chance to see the destination up close and experience and understand the country they wish to sell to end consumers. South African Tourism Roadshow 2014 held across four cities in India this January witnessed an immense rise in inquiries on MICE travel.

Ms. Hanneli SlabberCountry Manager, South African Tourism, India.


STAKEHOLDER ENGAGEMENT Market Pulse

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We are constantly reinventing our programs to maximize our reach in India. The Learn SA program reached out to 45 cities in India in the last two years. This program educated front end agents on South Africa and how to sell it better to the end consumers. Most of the Indian corporates face the constraint of budgets, while organizing outbound MICE trips abroad.

We tie up with our Indian trade partners for interesting packages to South Africa so that Indian travellers get some interesting offers and packages to South Africa. We have partnered with companies such as Thomas Cook, Cox & Kings, SOTC, Carnation Holidays, Kulin Kumar, Kuoni India amongst others in the past for such offers.

What kind of role does engagement marketing play as part of your overall marketing strategy?Our marketing campaign for 2014 will involve reaching out to our audiences across market segments. Our recent Cinema Campaign which will be spread across seven cities targeting 94 screens involves JMA partners setting up stalls at the cinema hall to sell packages directly to potential buyers. Direct engagement with the target audience had led to understanding the market demand and upcoming trends which help us sell the destination to the tourists and offer package deals according to their interests.

As South Africa is famous for its adventure offerings, we leveraged this USP in our campaign last year with our brand ambassador Jonty Rhodes and involved adventure-junkies to enroll in a contest that could take them to South Africa. We received a fantastic response from the audience with over 6,000 applications. This further helped us to build an aspiration around South Africa as an ideal tourist destination for the youth. We hope to see fantastic response this year as well from Indian travel enthusiasts.

Apart from consumer engagement, South African Tourism hosts travel agents from India to South Africa for various familiarization trips such that the agents understand the offerings and help them sell the country as a potential leisure and MICE

destination. We have received a great response from the travel agents during our training programmes conducted in India. The year started with the annual four-city Roadshow which witnessed a participation of over 1200 travel agents.

Last year we had organised a contest during Learn South Africa training module held across 15 cities in India. After carefully auditing all the entries for the lucky draw we selected 28 travel agents who have won a FAM trip to South Africa scheduled in February 2014. We will also be hosting select Indian travel trade for Meetings Africa in February which will provide a fantastic platform for Indian travel community to engage with the South African products and suppliers and explore potential business opportunities.

Why is India an important market for South Africa? India is the third largest market for us in Asia and seventh globally basis our tourism arrivals. It is a market with massive growth potential and innumerable opportunities to tap. In 2014 we are hopeful of terrific growth from mini-metros and tier II markets in India and taking that into consideration, we have aligned our key marketing initiatives for next year in these markets as well apart from metros. In addition, India has huge opportunity in MICE tourism, according to The Leading Hotels India-2013 Sales Guide, India’s outbound market was largely dominated by MICE travel comprising of 65% in 2013 so there are immense possibilities and opportunities for us to tap. How is the experiential marketing industry taking shape in South Africa?In the recent past we have observed tourists partaking in experiences that are one of its kind and unique to the region in South Africa. Many adrenaline junkies have taken running tours around Cape Town, indulged in vinotherapy, undertaken crocodile/shark cage diving and experimented with the itineraries by taking a self-drive tour across the country to explore the lesser-known regions of South Africa. The country offers several opportunities to travelers for having first-time-in-my-life experiences be it a honeymoon getaway, a family holiday, a destination wedding or a road trip with friends. Tourists are demanding more than just a simple tourist itinerary and South Africa has innumerable experiences to offer to their demands.

In line with the growing popularity of experiential travel, South African products have continuously evolved and developed products, experiences and services to meet the demands of a brand new market of seasoned, educated, well-heeled travelers who desire more than stopping, standing, staring and taking photographs. Going forward, our aim is to further promote our unique experiential offerings to travelers across age groups and segments, in addition to highlighting our value for money proposition. We will continue to offer customized itineraries that match personal choices and emotionally engage every traveler with sensory experiences that they have never cherished before.


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Its Tops – Down Under!A two-part series on Melbourne and Gold Coast as MICE destinations

If Kerala is touted as being God’s own country, then one wonders what can be said of Australia. The country, actually a continent in itself, is resplendent with nature’s lavish benevolence and once you visit Australia, you will be addicted to it and want to return again and again.

Covering a total area of 7.69 million square kilometers, mainland Australia is the world’s largest island - but smallest continent. In distance, the continent stretches about 3700 kilometers from north to south and 4000 kilometers from east to west, making it the sixth-largest nation after Russia, Canada, China, the United States and Brazil. Australia is also the only continent that is governed as a single country. It is sometimes informally referred to as an

‘island’ continent, surrounded by oceans.

Their ocean territory is also the third-largest in the world, spanning three oceans and covering around 12 million square kilometers. They have one of the most urbanized and coast-dwelling populations in the world, with more than 80 per cent of residents living within 100 kilometers of the coastline. Australia currently has a population of almost 23 million people. Australia is a developed country and one of the wealthiest in the world, with the world’s 12th-largest economy. In 2012 Australia had the world’s fifth-highest per capita income.

Australia is made up of over 8000 island, with mainland Australia being the biggest, followed by Tasmania. It divided into six states and two territories with Canberra being the national capital and the centre of government.

Victoria is the smallest of the mainland states in size but the second most populated. Melbourne is the capital and is Australia’s second most populated city. During the gold rush of the 1850s, it became one of the world’s largest and wealthiest cities. Melbourne is sometimes referred to as the “cultural capital of Australia” and is the birthplace of Australian film, television, art, dance and music. Victorians’ enthusiasm for sport is also legendary and this is where Australian Rules football began.

Twelve Apostles - Great Ocean Road - Victoria

By Swaminathan R

Asian Paints Technology Conference 2013 concludes in Lavasa

STAKEHOLDER ENGAGEMENT Experiential Destination


Melbourne – A City of Special ExperiencesVoted many times over as one of the world’s most livable cities, Melbourne (the capital of the State of Victoria) is celebrated for its friendly locals, efficient services, fine wine and dining, and world-class facilities.

No matter when you visit, there is always something special to see or experience; Melbourne is Australia’s events capital and the city’s atmosphere is even livelier when the Formula 1™ Australian Grand Prix, the Melbourne Spring Racing Carnival or the Australian Open Tennis Championships are in action.

Melbourne boasts comprehensive transport systems, ultra-modern venues, and extensive accommodation for any event. Recognized as a major centre for research and development in the medical, science, technology, business and financial industries, Melbourne provides the perfect setting for today’s meetings, incentive travel programs, conventions and exhibitions. A major events capital, and home of the award-winning Melbourne Convention Centre, cosmopolitan Melbourne is a stylish city with a proven record in delivering outstandingly successful events.

Melbourne Cricket Ground - Victoria

Drinks at Melbourne Rooftop Bar - Victoria

City Circle Flinders St Station, Melbourne

Wine Tasting - Victoria


Exhibition & Conference Venues to ImpressThe city’s ideal Business Events infrastructure includes Australia’s premier Convention Centre, the Melbourne Convention and Exhibition Centre, located on the banks of the picturesque Yarra River. The Melbourne Convention Centre opened in June 2009, making Melbourne the city with the largest and most flexible convention and exhibition space in the Southern Hemisphere.

Melbourne has been voted Australasia’s Leading Meetings & Conference Destination in the 2013 World Travel Awards. In December 2013, Melbourne hosted the 22nd World Diabetes Congress for 12,500 delegates. In 2014, Melbourne will host the World Congress of Cardiology for 9,000 delegates (May 2014); and the International AIDS Conference for 14,000 delegates (July 2014).

Melbourne has more than 24,400 rooms located in the Melbourne Tourist Region with approximately 15,400 rooms in the City of Melbourne and 9,500 in the central business district. Melbourne has a wide variety of flexible meeting and special event venues, from funky warehouse conversions to historic homes. The six star, green star Melbourne Convention Centre boasts a 5,553 seat plenary, 32 meeting rooms, grand banquet room and foyer for 8,400 guests. The integrated Melbourne

Exhibition Centre is 30,000 sqm.

Please visit www.visitmelbourne.com for more details on business events and conventions in Melbourne.

Activities galoreThere are so many things that can be done in Melbourne that you are spoilt for choices, sipping champagne in a hot air balloon drifting over the Yarra Valley wine region, flying in a Piper or a chopper sweeping the Great Ocean Road and see the rugged splendor of the famous 12 Apostles, magnificent rock stacks that rise up from the Southern Ocean on Victoria’s dramatic coastline. It is worth visiting the many Wild Parks like the one at Ballarat where you can cuddle a koala or feed a kangaroo.

Get up close and personal with wildlife, such as the world’s smallest penguins, at Phillip Island Nature Parks or take the Puffing Billy – century old steam train that runs on its original mountain track, through the Dandenong Ranges. Ride high to the Skydeck in an express elevator atop the Eureka Skydeck 88, the highest public vantage point in the Southern Hemisphere. The Edge at the Skydeck is a heart-in-the-mouth experience with

Federation Square at night - Melbourne - Victoria Melbourne Arts Centre, Victoria

Melbourne Convention Centre


the cubicle sliding out 3 meters outside the building face to enable you to see the base of the building through a transparent floor. If you want to experience what it is like to be in a mine, drive to Sovereign Hill and get down 100 meters inside a live gold mine and see how gold smelting is done.

You can take a cruise on the Yarra River and visit the Melbourne Star, one of the three giant observation wheels in the world, the others being the London Eye and the Singapore Flyer. The Melbourne Star weighs 1736 tonnes (made of solid steel) and lit by 15 million different LED lighting combinations and is held together by 21000 bolts. Circle the CBD on a free-circle tram or, take a swim in the blue waters caressing St.Kilda beach.

And if you are a sports enthusiast and plan to be there during the Australian summer, then you must see the Boxing Day test match. The Boxing Day Test match is a cricket Test match hosted in Melbourne, Victoria, Australia involving the Australian cricket team and an opposing national team which is touring Australia that summer. It begins annually on Boxing Day (26 December) and is played at the Melbourne Cricket Ground. Every four years, the Boxing Day Test forms part of the 5-match Ashes series with England.

And the first of the four majors that form the Grand Slam, The Australian Open; starting in the second week of January,

Hot Air Balloon - Yarra Valley - Victoria

St Kilda - Melbourne - Victoria

Penguin Parade - Phillip Island - Victoria

Did you know?Long before Melbourne became the City of Melbourne, it had many names in-cluding Batmania, Bearbrass, Bearport, Bareheap and Bearbury.

Melbourne holds the world record for the largest human wheelbarrow race.

The National Gallery of Victoria has the world’s largest stained glass ceiling, measuring 51 metres long by 15 metres wide.

The Colonial Tramcar Restaurant was the first of its kind in the world. It of-fers a three-course dinner while it takes guests around the sites of Melbourne and was introduced in 1983.

The world’s first frozen embryo baby was born in Melbourne on 28 March, 1984, named Zoe Leyland.

The Black Box Flight Recorder was invented in Melbourne in 1958, as was the Bionic ear in 1979.

Vegemite was not only invented in Mel-bourne, but every jar of Vegemite ever made has come from the Melbourne factory at Fishermans Bend.

The site of the popular Queen Victoria Market, opened in 1878, was once a cemetery. It is the largest open air mar-ket in the Southern Hemisphere.

The dim sim was developed in Mel-bourne’s Chinatown by chef William Wing Young for his restaurant “Wing Lee”, in 1945

In 1856 eight hour days were introduced into the building trades in Melbourne after a lengthy struggle between building tradesmen and contractors. This estab-lished the 8 hour working day for the first time anywhere in the world.

the two week tournament is held in Melbourne. It is an experience watching the matches played in the Rod Laver Arena.

If you want to enjoy something that is truly Australian, then the Australian Rules Football is a must see. It is a physical

Flinders Street Station - Melbourne -Victoria

Eureka - Southern Hemisphere’s highest viewing platform

Melbourne Skyline - Yarra River - Melbourne - Victoria


contact sport also called as Aussie Rules or Footy. This football sport distinctive to Australia that predates other modern football games as the first to create an official code of play! Invented in Melbourne, capital of the state of Victoria, in the late 1850s, the game was initially known as Melbourne, or Victorian, rules football and was an amalgam of various football rules that were in use at English public (independent) schools. Although Australian rules football is one of several football sports played today in Australia, the national professional Australian Football League (formerly known as the Victorian Football League), is the country’s most popular sports competition in terms of attendance and television viewing.

The best way to see Melbourne is of course hiring Harley-Davidson riders and cruising around to get a ringside view of the Melbourne cityscape. It gives one an adrenalin rush riding the 562 pound steel steed with a beat that is music to the ears of any bike fanatic.

Food & BeverageMelbourne, home to Masterchef Australia has a wide range of culinary delights. Whether you are looking for a little taste of home or yearning for something exotic, the city’s palate stretches from China, Vietnam, Thailand, Malaysia, Japan, India, Nepal, Greece, Italy, Turkey, Spain, France, Lebanon, Mexico and countless more.

Melbourne’s reputation for culinary excellence is expressed in the outstanding

assortment of cafes, restaurants and bars that colour the city. From cheap eats to fine dining, rooftop bars to underground cellars, Mexican mole to Shanghai dumplings, the city has it covered.

You may visit www.visitmelbourne.com to know more about the amazing city of Melbourne.

So if you are planning on an interesting engagement program for your stakeholders, then Australia, more specifically, Melbourne and Gold Coast is definitely worth a consideration. In the next part of this two-part series, we will take you to Gold Coast also known as the Surfer’s paradise.


Dining on Yarra River - Melbourne - Victoria

Colonial Tramcar Restaurant, Melbourne

Les Petits – Luxury Kids Carnival 2013 engages fashion loving kids

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The Les Petits – Luxury Kids Carnival 2013 was held recently, marking two successful years of Les Petits and Cherubs and revealing the new winter 2013 collection to audiences. About 600 guests, mainly children and their families, attended the carnival at Taj Vivanta, Ambassador, Delhi on Dec. 15. Multi-brand clothing, accessories and furniture outlet for kids, Prive Luxury organized the carnival where a limited period discount was on offer.

Swati Saraf, MD, Prive Luxury, said: “This experiential format allowed us to put up a fashion show that displayed our winter selections to live audiences. We witnessed a very good reaction once our guests saw the collections on the lovely children who

walked the ramp. Brand leverage also came through our stalls and the fact that we ourselves were able to interact with our guests who form a large part of our core audience. This aspect allowed us to impart information that may not have been available to them earlier. The event was a great way for us to put our brands out there.”

Besides the luxury items on display, a kids fashion show was held, where children walked down the ramp wearing brands like Baby Dior, Baby Fendi, Baby Versace, Miss Blumarine and Paul Smith Junior. Children’s activities such as jewellery making sessions, car racing competitions, and magician shows were held to keep the guests entertained. The organizers mainly depended on its large database of over 5000 customers, and on word-of-mouth promotion to create a stir for the event.

ENTERTAINMENT Briefs

Vivanta by Taj and DJ Dispensary launch ‘Sound Lab’ for aspiring DJs

Vivanta by Taj, in association with DJ Dispensary, UK, recently introduced ‘Sound Lab’, a school created with an intention of letting aspiring DJs get into a fun classroom mode and experience a brand new spin on the art of DJing. The newly conceptualized course was held over a three-day period across three cities - Wink at Vivanta Mumbai, Tease at Vivanta Gurgaon and Distil at Vivanta Connemara in Chennai, from Jan. 16 to 18.

The spokesperson for Vivanta by Taj said: “In keeping with the young vibe and the promise of ‘unexpected’ delights, this is a brand new curriculum that Vivanta brings to its high energy bars where class room meets cool. Sound Lab is one of the many endeavors undertaken by Vivanta by Taj that will portray

its core values of creativity, radiance and vibrancy. The name ‘Vivanta’ draws inspiration from the term ‘bon vivant’, signifying sophistication and appreciation for the good things in life and also from the attributes of vividness and vivacity. This latest association finds a perfect fit with Vivanta by Taj’s distinctive values and future plans.”

DJ Matty Wainwright, Founder, DJ Dispensary, said: “One of the main lessons that we aim to bring to India is that DJs can look back to all the great music that has come before from the 70s and 80s and not rely on new music solely.”

Swati SarafManaging Director, Prive Luxury

DJ Matty WainwrightFounder,DJ Dispensary


The country’s first new year countdown music festival’ with three days and two nights at the outskirts of Delhi in the greens of Season’s Hotel at Tarudhan Valley in Manesar was the perfect getaway from the crowd-jostling, around town soiree, to bring in the New Year. Organized and executed by Potheads, ‘Escape’ concluded on Jan. 1.

The three stages saw live music performances by The Ska Vengers, Rusty Nails, Prateek Kuhad Collective, Antariksh, Big Bang Blues, Jagramogara, Ectogasmics, Tadayan, Vaeya, Vipers vs KT,

Potheads organize Escape - The Countdown Festival

L. Tochhawng Festival Director,Escape

Buffapirate, Frame/Frame, Shantam, Kumbhkaran, Blueorb, Curtain Blue, Guy called Sid Sal, Tech Panda, Post Modern Pandit, Aditi-Veena and Jass B’stards.

L. Tochhawng, Festival Director, Escape, said: “Simply put, I wanted to bring in the New Year with great music, non-stop festivity immersed in various genres of music, great food and a picturesque venue of course. The last few years have made one thing very clear, we love our music festivals, so why not bid goodbye to the year gone by and bring in the New Year with a mini music festival!”


Oaks Management Consultancy returns with Worli Festival 2014

The Worli Festival was once again staged at the Worli Sea Face Promenade and the Mahalaxmi Race Course from Jan. 24 to 26 in Mumbai. Organized and executed by Oaks Management Consultancy, the fest saw Salman Khan on its inaugural day. With sponsors including MTDC and MSRDC, the fest was promoted through electronic media, social media, print media, online media and on-ground.

The fest showcased a string of live performances, a wine and food festival, a kids carnival, Worli’s Got talent (a talent contest open to Worli residents), morning ragas (a melodious performance by Begum Parveen Sultana at the sea face), Mumbai Masala/Pot Puja (food zones), Kala Bazaar (art & craft zone), Chota Chef (cooking

contest), photography contests, painting contests (in schools) and a short film festival stage which showcased short films from all over the world and also allowed guests to interact in a chat with reputed Bollywood directors. The 5k Republic Colour Run also took place on the sea face and was not competitive but simply meant to be enjoyed by people of all ages.

Rahul Gomes, Managing Director, Oaks Management Consultancy said: “The overwhelming response received last year encouraged us to make this year bigger and more engaging. While last year’s edition saw celebrities like Urmila Matondkar, Dino Morea and Bipasha Basu, this year we will see Salman Khan make his presence felt on the first day itself with many more joining in during the festival. The essence of this festival has always been about celebrating Worli.”

Rahul GomesManaging Director, Oaks Management Consultancy

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ENTERTAINMENT Also Featured

70 EMG propels its industry standing with Zambhala and India Bike WeekThe two event properties were brought to life in Goa, with divergent themes of Yoga and biking.By Tina Thakrar

70 EMG’s flagship properties - India Bike Week and Zambhala

For Seventy Event Media Group (70 EMG), the year 2013 ended in a haze of spirituality, but 2014 began with a rush of adrenaline. In the months of Dec. 2013 and Jan. 2014, the festival organizer displayed its execution expertise with two of its flagship properties – Zambhala and India Bike Week. The 1st edition of the former and the 2nd edition of latter were held at scenic locales in Goa, seeking out and involving passionate music,

art, adventure and entertainment lovers.

The two events contrasted broadly in terms of content, but the core idea remained the same. Charting out the planning process involved in both of 70 EMGs flagship properties, Martin Da Costa, CEO, 70 EMG, said: “The process is similar - it is still a question of talking to hundreds, if not thousands, of experts, potential partners over many, many months. Extraordinarily, even many of the people are similar in the sense that we’re exploring their passion with them, seeking to draw them out and involve them. At the end of the day there’s only a hair’s breadth of difference between a super passionate biker and a serious Yogi - although they do, generally, look very different from each other.”


Martin Da CostaCEO, 70 EMG

“The first edition of Zambhala - like all events in their first year - is run with the idea of creating the right energy, tempo and content. The most important touch point for any festival, besides the content and feel of the event, is the ‘take home’ afterwards, by the participants, audience and press.”

Visitors celebrating Yoga and spirituality at Zambhala

ZambhalaZambhala: The yoga, music and life spirit festival by 70 EMG catered to the large community of Yoga lovers, Yoga experts, spiritual teachers, practitioners, healers, musicians and artists from across India and the world.

On Dec. 21 and 22, these community members descended in Goa to be part of this blend of modern and ancient Yoga. The organizers chose the scenic shores of Ashvem, Morjim, Goa as the venue for this two-day spiritual festival, with Bardo as the venue partner.

This being the maiden edition of Zambhala, there were some crucial touch points for 70 EMG to consider.in terms of content and strategy. Commenting on this, Da Costa, said: “The first edition of Zambhala - like all events in their first year - is run with the idea of creating the right energy, tempo and content. The most important touch point for any festival, besides the content and feel of the event,

is the ‘take home’ afterwards, by the participants, audience and press. Anything that gets in the way of that must be ruthlessly exorcised. We do tend to overproduce these things at 70 EMG - at both Zambhala and India Bike Week. It’s partly excitement, but it’s also a calculated, pretty finely calibrated strategy on our part. More is better - especially when it comes to content.”

Zambhala featured about 75 speakers, Indian and international Yoga practitioners and experts in a huge variety of different spiritual and health related disciplines, covering the different schools and forms of Yoga, past life regression, pranic healing, meditation, dream interpretation, fitness, dance therapy, together with the world’s leading nutritionists and nature therapists.

Visitors also engaged in divine intervention activities, workshops and one-on-one sessions like Sufi whirling, Shamanism, learning and knowing mind, body and soul, crystal healing, mediation techniques, chanting, group channeling and astro-gazing. 70 EMG designed Zambhala as a secular, open festival in the birthplace of Yoga, and roughly 2,600 people attended the event. While keeping the essence of spirituality intact, Zambhala also included a lineup of musical performances by Donn Bhat, Nischay Parekh, Nush Lewis, Sky Rabbit and Arambolla.

India Bike WeekApproximately three weeks after the conclusion of Zambhala, 70 EMG executed another successful property, the India Bike Week (IBW), under its banner. About 7,500 bikers and bike fans thronged the venue in Vagator, Goa for the two-day motorbike festival featuring the most powerful machines in the business. On Jan. 17 and 18, an eight acre site overlooking the ocean featured an organic blend of roaring bikes, electrifying music and engaging entertainment.

The 2nd edition of the fest was held as a tribute to the pioneers of the maiden edition; those who enthusiastically participated in the event last year. The event showcased never-before-seen motorbikes, FMMX stunts, music, a martial arts championship, race class bikes and Grand Prix winners, and an assortment of customized bikes. With the aim of catapulting the event to a new high in 2014, festival producers, 70 EMG and Fox Traveller added several verticals to the original version.

Thanush JosephDirector – Marketing, 70 EMG

“Our campaign for 2014 was ‘to have better stories to tell’. That campaign idea came from our focus on facilitating meetings with biking stalwarts, legends, bikers and travelers from across the globe.”

Elaborating on the core idea of the new edition, Thanush Joseph, Director – Marketing, 70 EMG, stated: “Our campaign for 2014 was ‘to have better stories to tell’. That campaign idea came from our focus on facilitating meetings with biking stalwarts, legends, bikers and travelers from across the globe. So we had biking legends and several international participants that one could share and learn from.”

Adding further, he said: “We are very aware of the community’s ownership of the festival - that it should reflect the needs of the community and react positively to fans’ suggestions. The developments this year are a direct result of integrating such recommendations.” Of Wheelies and StoppiesThe organizers lived up to the festival’s core theme with a heavy display of vintage bikes, customized bikes, racing bikes, mod bikes and many more. IBW’s flagship event, the Biker Build Off returned this year with a refurbished format, to honor the creativity of India’s best motorcycle customizers and engineers. The contest sought out the best motorcycle builders in two categories from the seven best bike builders in India.

A Mod Bike Competition with a large display of custom bikes and a high profile judging panel, an MRF Zapper Burn Out Stage, Dyno Wars, the Stunt Zone, the 9th edition of the Full Contact Championship, the Loudest Biking competition, the Brotherhood Ride parades, India’s first look at the new Harley-Davidson Street 750, the launch of an Electric Bike concept called Nisttarkya, an MRF Tyre Check Station and a Castrol Power 1 Service Zone reinforced the festival’s modified format. Partnerships with MRF and Castrol enabled the organizers to allow visitors to see and buy biking accessories from domestic and international exhibitors and manufacturers.

Bike stunts and displays at India Bike Week 2014


Keertan AdyanthayaManaging Director, Fox International Channels

“IBW is binding, across all engines, regions and chapters. It is about getting the brotherhood and people passionate about this religion, together. It is about offering the best experience and entertainment from across the world.”

Like-minded bikers mingled within the dedicated ‘Brotherhood Zone’, specially created for riders to park their bikes, relax with their groups and interact with famous biking legends like Ted Simon, Nick Sanders and Sam Childers. Alongside this zone stood an all-women ‘IBW Loves Women Bikers’ tent, depicting IBW’s support for women bikers. The arena welcomed women from different walks of life, with customized contests for women and safety and ride workshops were arranged to promote and support women bikers in the country.

For the biking and adventure travel oriented, IBW hosted the Big Trip Cinema and Motorcycle Traveller’s Meet Tent - a platform for avid bike travellers from Jupiter Travellers to engage bikers to achieve their dreams of long distance journeys. Biking experts like Jai Kannaiyan, Navroze Contractor, Bharadwaj, Dayala Shyam Kothari and Zubin Patel shared their stories, provided valuable insights and conducted riding and bike handling information sessions.

To add to the experience, the organizing

team planned for camping pitches in Goa and group rides from various cities. The IBW Official Rides started from Delhi, Jammu, Mumbai and Bengaluru, whereas the IBW Signature Ride was a three-day Panvel to Goa coastal ride along the Konkan coast. Long distance riders were rewarded with IBW Long Haul prizes like Zippo lighters, Oakley riding glasses and Long Haul rider patches and stickers.

Musical acts took the enthusiasm to an all-time high, with performances by DubVision, Andromakers, Chris Simmons, Dualist Inquiry Band, and other Indian and international artists. The musical display featured 20 bands and DJs and spanned three stages set up across the venue. The Howling Dog Bar, The Zippo Bar, IBW Beerbulance, Biker-BBQ Grills and the Bikini Bike Wash Bar (home to the Bikini Bike Wash) provided sustenance to hungry festival goers.

The Biking ReligionAlthough upcoming bike events like Bike Festival of India and Cruise India Tour could shift the attraction of the biking community, the organizers are positive about the festival’s grasp. Highlighting this, Keertan Adyanthaya, Managing Director, Fox International Channels, said: “There will be many more bike shows and festivals, but IBW is more than a bike show or a biking event. It is the Woodstock of all biking events, which means that it is differentiated not only by its content, but also by its frenzied fan following, philosophy and the way it practices this other religion - of biking.”

Adding further, he said: “IBW is binding, across all engines, regions and chapters. It is about getting the brotherhood and people passionate about this religion, together. It is about offering the best experience and entertainment from across the world. It is not just about those few days of the festival; thousands of bikers from across the country set out for Goa a week prior to the event, chalk out their routes while on the way, keep a tab of other groups travelling there, and end their journey at IBW.”

Besides playing a crucial part in the execution aspects, Fox Traveller also handled TV promotions, episode production and marketing and sponsorship duties for IBW. Elaborating on the channel’s association with the event, Adyanthaya said: “Fox Traveller gives equal importance to journeys as it does to destinations. IBW imbibes this philosophy and celebrates ‘this journey is fun’ in the true spirit. It is a festival loaded with passionate travelers, music lovers, friends of food and worshippers of the free spirit - as is the channel.” A three-part series of the festival is scheduled to be aired on Fox Traveller soon.

When asked about what lies in the future for IBW, Joseph simply said: “Obviously a bright future! The when, how, how many will be discussed over the next few months. Whatever the case maybe, it will continue to set benchmarks for our biking community.”

Flagging off India Bike Week 2014


Commenting on the initiative, Samar Singh Sheikhawat, Senior Vice President Marketing, United Breweries Limited said: “As an industry leader, Heineken wants to contribute to the positive role of beer in society, by making moderation drinking aspirational for consumers. We believe that we can be more effective in encouraging positive behaviour by utilizing our creativity and communicating the message of responsible drinking in an engaging and relevant way.”

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Armin van Buuren brings an ‘Intense’ experience to IndiaThe Armin Only Intense world tour, brought to India by Sunburn, was an electronic dance music opera.By Dharm Patel

After premiering in Amsterdam and moving on to Kiev, the Armin Only ‘Intense’ world tour, with Alda Events on board, was brought to Mumbai on Jan. 24 at the SVP Stadium (NSCI). Sunburn kicked off its 8th year by presenting this six hour show, which was a blend of electronic music and theatre.

While five times number 1 DJ (on DJ Mag) Armin van Buuren has held the Armin Only tour before, this one is for his latest album titled ‘Intense.’ With no opening/closing acts, Armin is the only DJ who plays for this tour. Along with Armin on the deck, the tour features six vocalists in an opera-like extravaganza with world-class production, visuals, pyrotechnics, a gigantic flying ball, trampolines, giant yellow ping pong balls, etc. The live performances include violinists, pianists, guitarists, drummers, dancers, acrobats. Armin recreated his tracks live with vocalists from the album including Trevor Guthrie, Cindy Alma, Fiora Cutler, Lauren Evans, Laura Jansen and Richard Bedford, with whom he has collaborated with for tracks such as This Is What It Feels Like, Beautiful Life, etc. to which the crowds sang along.

Speaking about the event, Shailendra Singh, Joint Managing Director, Percept Limited said: “We had to make sure India was on the map for this Intense experience. Through this tour, we have undoubtedly changed the way Indians will consume electronic dance music and this theatrical format was one which has never been witnessed in India before. This was a first of its kind indoor gig

with a full blown setup like this and seeing the over enthused fans, I’m confident that we’ve set the bench mark for live experience entertainment space in India.”

The event was held in partnership with Showman Entertainment, in association with Kingfisher and Philips, presented by Karbonn Smart, powered by Nano Twist and partnered by 9XO. As part of the Philips association, Armin visited a Croma store on the day of the event, to launch the Philips M1X-DJ system and show a demo, while interacting with his fans as well.

Beer brand Heineken also collaborated with Armin to encourage responsible drinking and hence launched the global campaign ‘Dance More, Drink Slow.’ It focuses on enjoying a night out while highlighting the importance of staying in control. To support the campaign, Armin released a new track in the name of ‘Save My Night.’ The campaign is rolled out in more than 20 countries and will be supported by a series of integrated experiential activities targeting young adults.

Samar Singh Sheikhawat

Shailendra Singh

Maiden edition of Weirdass Pajama gives audiences three days of laughterSponsored by Axe, the comedy festival was a joint venture between Vir Das’ Weirdass Comedy and Only Much Louder’s NH7.By Tina Thakrar

Actor and comedian Vir Das conjoined his Weirdass Comedy brand with music property NH7, a property of Only Much Louder (OML), to create a comedy property titled Weirdass Pajama. The laugh fest had Indian and international comedians perform acts like theatre, improv, dance, puppetry and more. Sponsored by Axe, the fest ran from Jan. 10 to 12 at various designated venues across the city of Mumbai.

Speaking about the main idea behind conceptualizing Weirdass Pajama, Vir Das, Founder, Weirdass Comedy, said: “Weirdass Comedy has always been a collection of the best comic talents and we thought it would be great if we could get everyone funny in the country together for three days of madness. A comedy festival like the kind in Melbourne or Montreal has never been attempted in India. I would say this was the starting point

of where huge comedy festivals like Melbourne or Edinburgh began. It’s about creating a unique audience experience where people feel taken care of and have a weekend that they never expected.”

As per the format of the festival, themed shows were put up across venues in the city to allow for maximum participation on all three festival days. The Briefs were performed in small venues, The Boxers in roomier venues and finally The Pajamas at bigger venues for larger audiences. Stand up comics like Vir Das, Papa CJ, Sorabh Pant, Douglas Lim, Anuvab Pal, Aditi Mittal and Jon Atherton participated in the event along with big comedy troupes like All India Bakchod, East India Comedy and theatre group, Ashwin Gidwani Productions.

Speaking about OML’s role and collaboration with Weirdass Comedy, Vijay Nair, CEO, Only Much Louder, said: “We love what we’re doing and in the process always deliver something that our fans enjoy coming back to. OML has been producing festivals since over five years and Weirdass Comedy creates some of the funniest customized comedy content in the country. Our competencies were the perfect combination for this property.”

Celebrities like Gul Panag, Neha Dhupia, Anupam Kher, Sophie Chaudhary and Atul Kasbekar made their presence felt at the

Photo FeaturePhoto FeaturePhoto FeatureENTERTAINMENT Photo Feature4 February 2014, EXPERIENTIAL MARKETING 33

Vir Das

Vijay Nair

Weirdass Tandoor, which was a celebrity roast featuring actors Vinay Pathak and Ranveer Shorey. Other large acts were Good Sports, Nation in Mourning and Weirdass Masterfull which featured the likes of Suhel Seth and Kunal Vijayakar. A special tribute was paid to Mehmood on account of it being his 10th death anniversary, for his contribution to the Indian comedy scene.

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The Rotary Club of Bombay Powai along with the Hiranandani Group of Companies hosted the maiden edition of the Powai Fest 2014. The multi-faceted, community event saw a range of activities like a fun fair, carnival, dog fair, food fest, nature trail, sports contests, dance and music performances, and workshops and shows to engage residents of Powai. Shobiz Experiential Communications was brought on board as the official event partner. The three-day event was held at various venues in Hiranandani Gardens, Mumbai from Jan. 10 to 12.

Surendra Hiranandani, MD and Founder, Hiranandani Group, said: “The Hiranandani Group of Companies strives to create better communities - with Hiranandani, Powai being its flagship

Hiranandani Group sponsors Powai Fest 2014 for community building

Adrenaline levels were at an all time high as horses raced across the finish line at the 30th edition of the McDowell Signature Indian Derby. The 2014 edition of the sporting event was jointly organized by the UB Group and Royal Western India Turf Club (RWITC), along with execution expertise of DNA Networks. Sports and glamour merged at the event, held at the Mahalaxmi Race Course in Mumbai on Feb 1 and 2.

The highlight of the event this year was the stake money amount which crossed the Rs. 3 crore mark, the highest since the

McDowell Signature Indian Derby grosses highest stakes in its history

inception of the derby. International jockeys were flown in by horse owners to lay their claim on the coveted trophy and prize money.

Ashok Capoor, President and MD, United Spirits, said: “Every year, we aim to make the derby bigger and grander. This year, it has a purse of over Rs. 3 crore. We planned a 360-degree campaign for the derby including print, outdoor, digital and on-ground activations. The campaign features Akshay Kumar, our brand ambassador and highlights the lifestyle aspect of the derby – a weekend where glamour and style meets racing.”

project which has grown to become one of the most dynamic and versatile suburbs in Mumbai. The fest offers a wonderful opportunity for residents and visitors to attend and participate in the fest and celebrate the spirit of this area. It is aimed at escalating to be the ultimate fest for Mumbai City.”

The fest is mainly a fund raising event that will enable the Rotary Club to finance its various service projects like healthcare and sanitation, vaccinations, provision of food and water etc.

The event had sponsors like Lenovo, Ingram Micro, Mother Dairy, L&T Realty, Savex and Schindler. The organizers mainly relied on advertisement mediums like word-of-mouth and posters, banners and print advertisements in local newspapers. A dedicated website was created to provide details about the fest.

SPONSORSHIP MARKETING Briefs4 February 2014, EXPERIENTIAL MARKETING 35

Ashok Capoor President and MD, United Spirits

Surendra Hiranandani MD and Founder, Hiranandani Group

A look at the various activations that were initiated during this year’s Mumbai Marathon.By Swaminathan R

Riding on the Standard Chartered Mumbai Marathon 2014

The 11th edition of the Mumbai Marathon, held here on Jan 19 saw over 39,000 people, including business tycoons, Bollywood celebrities, and senior citizens, gathered at the Chhatrapati Shivaji Terminus here to participate in this year’s edition. This Marathon is just not an event for world’s leading athletes; it is an event where people from all walks of life participate.

Of the 39510 who participated, 3600 took part in the Full marathon (42.195 km), 14200 in the Half marathon (21.097 km), and 20150 in the Dream Run (6 km). This year’s edition saw 1360 Senior citizens (4.3 km) run along with 200 Champions with disabilities (2.4 km).

The marathon also saw participation from 179 NGOs and 132 companies and corporate houses each promising to raise

a minimum of `1 lakh towards several causes.

The event organized by Procam International is an annual international marathon held in Mumbai, India, on the third Sunday of January every year. It is the largest marathon in Asia as well as the largest mass participation sporting event on the continent. It is the richest race in India with a prize pool of USD $350,000.

In order to further cement their association, several brands reached out to their relevant target demographic through unique activations either before or on race day.

Standard Chartered Good Deed MarathonStandard Chartered used the Standard Chartered Mumbai Marathon platform for a unique concept –“Good Deed Marathon”. The Good Deed Marathon encouraged citizens to do random good deeds –from giving a hug to strangers to taking care of stray dogs. The Good Deed Marathon initiative ran from December 5 to December 19. People who registered for the Good Deed Marathon on the Standard Chartered


Good Deed Marathon on the Standard Chartered India Facebook page

SPONSORSHIP MARKETING Also Featured

India Facebook page got a starter pack that included a “Good Deed Marathon” band. Those who registered for the Good Deed Marathon had to post their respective good deeds on Facebook and then pass on the band to any other person.

BMW MotorcadeOn the Thursday prior to race day, BMW had their important activation, the BMW Motorcade. This motorcade is a convoy of lead and official cars that pick up the International Event Ambassador from the hotel and drive him to his first press meet. This convoy of cars paraded throughout the city carrying celebrities and the event ambassador thus enhancing BMW’s saliency through the event. On race day, as the Official Car of the event, each race category had a different model BMW leading the pack. This allowed BMW to not only increase visibility with the runners but hundreds of thousands who are cheering the runners.

ASICS TipsASICS, (acronym for the Latin phrase anima sana in corpore sano which translates as “a healthy mind in a healthy body”) is a Japanese athletic equipment company. ASICS produces footwear and sports equipment designed for football, running, netball, tennis, badminton, squash, martial arts, cricket, golf, wrestling, track & field, cross-training, volleyball, korfball, cheerleading, lacrosse, and for many other sport disciplines in the upper price range. It is a relatively new brand to the Indian markets with their entry in 2009 and hence it made sense for them to engage with their key demographic and leverage sales. ASICS experts and coaches advising the runners on technique as well as conducting gait analysis to increase the brand connect. To further increase brand visibility, ASICS included wristbands in the runner’s kit along with providing all the official kitting worn by officials. To tap into SCMM’s emotional equity with the runners, ASICS had on offer official SCMM T-shirts

Asian Heart Institute Medical StationsAsian Heart Institute had medical

stations across the route as well as a medical base camp at Azad Maidan. These stations and camp assisted countless runners with their injuries, to further enhance their partnership, the first Runner’s Meet session was held at the hospital which hosted over 200 runners. As an internal activation, 34 patients who had undergone


The BMW Motorcade

ASICS experts and coaches advising the runners on technique, conducting gait analysis

Asian Heart Institute Medical Stations

heart surgery took part in their Fit 2 Run Hearts initiative which saw them participate in the half marathon

Enerzalis Hydration Tips Enerzalis which contains vital electrolytes which are not present in other energy drinks was made available on course for participants to hydrate themselves. Further, a special Hydration Expert was brought in to address this aspect. A digital hydration zone was set up on the SCMM website allowing the participants to understand how one should hydrate and the requirements. An Ask the Expert section was married to this section where runners could pose personal queries for the expert to answer. This personal engagement was appreciated by the runners.

To further enhance the connect, ten hydration tips by a Hydration expert were recorded and uploaded on youtube. This proved to be a great success as these registered the most views with over 2500 cumulative views

Cadbury’s Panda Participants and spectators alike were surprised at the sight of two life-size pandas taking off at the starting line when the Standard Chartered Mumbai Marathon was flagged off. Detective Panda and Magician Panda, characters enclosed in packs of Cadbury’s Gems came to life on Jan. 19 at the Azad Maidan during the Marathon, running like any other participant. Right from the registration desks to donning their number bibs to running the marathon, they were present through it all in broad daylight. The act saw many spectators and participants crane their necks to catch a better glimpse of them. Stage managed by Madison Pinnacle, the creative partner for Cadbury’s for the event, the presence of the Pandas was a unique brand intervention for Cadbury’s Gems product. The activation exercise managed to attract onlookers who had fun in the process. Panda’s running with marathoners was meant to reinforce the brand’s playful spirit. The activity created some memorable moments


Enerzalis Hydration tips to the runners

Detective Panda and Magician Panda participated in the Marathon

capturing reactions of the runners who were amused by the Gems Surprise Pandas and their antics.

The Salaam Bombay Foundation Anti-Tobacco CampaignThe Salaam Bombay Foundation contingent in the dream run was 300 people, in the half marathon was 50 and in the full marathon was six. To spread the message about the Anti-Tobacco Campaign, the organization stationed about 300 young kids at the venue, all of whom called out the slogan ‘Give Up, Give In or Follow Me’, along with dancer Salman Yusuff Khan. These kids also performed at a dedicated Cheering Zone, to express their right to live in a tobacco free environment.

Since the Mumbai marathon attracts an audience that cuts across all age groups, genders and classes of society, by participating in the marathon Salaam Bombay ensured of an audience of thousands of people all across the city. All Salaam Bombay Foundation participants in the various categories wore Salaam Bombay Foundation T- shirts that carried their message. The SCMM is definitely a platform that raises awareness for NGOs

Kohinoor Hospital Cancer Awareness Program Kohinoor Hospital which has been associated with Mumbai Marathon for the past three years has been taking up different social causes each year. This year, the Cancer Awareness message was presented in the form of a human train christened the ‘Anti


Cancer Express’. Over 50 hospital doctors and employees with colorful hairdos underlined the various causes for cancer through this train, and also held out placards and called out slogans.

Explaining how the marathon served as an effective medium to give out Kohinoor Hospital’s message, Rajeev Boudhankar, Vice President, Kohinoor Hospital, said: “Standard Chartered Mumbai Marathon (SCMM) is not only for the world’s leading athletes, but also for people from all walks of life including Bollywood celebrities, sports personalities, business tycoons and other noted people from corporate houses. Thus it is a good platform for Kohinoor Hospital to take our CSR initiatives to people since the social message is communicated effectively.” The TUI AwardTUI, the world’s leading travel company had a store opening in Mumbai that was amplified through their association with SCMM. As the title sponsor of the Hannover Marathon, TUI awarded the overall amateur marathon Indian male and female winners by providing them with an all expense paid trip to run in the TUI Marathon Hannover.

This gratified the working athlete on his performance thus harnessing their emotional equity. They further enhanced their salience through the #TUICLICKSHAREFLY contest which allowed spectators to click photos of the event and upload them, and the best photo would win its photographer an all expense paid holiday to Dubai.

The Mumbai Marathon has been gaining in popularity over the years. What started off as a fashion statement to be participating in it is now attracting people who are serious about running. People start their preparation well ahead of the date and I have heard people talking about their preparation for the 2015 marathon. Similarly, I hope that brands too start thinking about some innovative activation during the event. Apart from Detective Panda and Magician Panda who drew attention and was unique, the rest honestly were run-of-the mill stuff.

The Salaam Bombay Foundation Anti-Tobacco Campaign

Kohinoor Hospital Anti-Cancer Express

All expense paid trip to run in the TUI Marathon Hannover for amateur runners.

SPORT MARKETING Briefs

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TIC Events and Tata Motors have joined hands to organize and execute the first ever edition of the T1 Prima Truck Racing Championship in India. The championship was officially announced at a press conference held at Pragati Maidan, New Delhi on Jan. 22. TIC has narrowed down on the Buddh International Circuit in Greater Noida as the ideal venue for the championship, which is scheduled to be held in a few months. TIC’s aim behind the festival is threefold – to tap the potential of truck racing as a

Tata Motors and TIC Events promote truck racing as a sport in India

Indian skipper Mahendra Singh Dhoni announced on Jan. 10 at Palladium Hotel in Mumbai, a biking festival, slated to be the biggest in South Asia, to swell the ranks. The Bike Festival of India (BFI) promises to bring biking communities across the country together.

The BFI is a new IP created by two firms who specialise in event centric marketing. Event Capital, a division of Laqshya Media Group, is a pioneer in creating event centric intellectual properties. Rhiti Sports is a sporting events marketing company that manages sports persons like skipper MS Dhoni, Suresh Raina, Ravindra Jadeja and the IPL team, Chennai Super Kings. They also own the superbike team, Mahi Racing Team India.

BFI was conceptualised by Vikram Shankar (Vice President of Event Capital) and Ikjot Singh Bhasin, the superbiker who also is the founder member. Shankar said: “BFI will have bikers participating in a series of events ending in a grand finale in

Event Capital teams up with Rhiti Sports to roll in the Bike Festival of India

October which is to be held at the Buddh International Circuit.”

The festival includes a cross country safety ride in February and a racing championship in March that will end in a two-day long finale in October. BFI will also host a Dirt Bike Championship and a Rally Championship. Programs on the sidelines include stunt riding, wheelies, burnouts, stoppies, group rides, non-track events and food festivals.

Arun Pandey, CMD of Rhiti Sports said: “We are excited to be joining forces with Event Capital for the biggest bike festival in south east Asia. Mahi Racing Team India finished first in 2013 and we look to keep this momentum going.”

Deepak Choudhary, Director & CEO, Event Capital, said: “BFI is a property we are proud of because it is a unique festival that will bring together bikers with a shared love of adventure, while emphasizing the importance of safety.”

sport in India, to project truck driving as a viable profession and to celebrate the contributions of the trucking industry. Companies

like Tata Motors, Castrol, JK Tyres, Cummins and Wabco have expressed their support and willingness to participate in the event.

Jaideep Venugopal, Director, TIC Events, said: “Once the basic thought for this championship took shape, it was time to face the challenge of understanding and executing the technicalities with this form of sport. It was a true test of engineering knowhow that our technical project team implemented for this project.”


Arun PandeyCMD,

Rhiti Sports

Jaideep VenugopalDirector,

TIC Events

Vikram Shankar Vice President, Event Capital

Deepak Choudhary Director & CEO,

Event Capital

Lavasa Corporation and Convergence Events debut the Lavasa Hill Run in IndiaThe two organizations conceptualized and executed the hill running event across scenic locales in Lavasa.By Tina ThakrarArdent runners and fitness enthusiasts from across India convened in Lavasa recently, to be part of the first edition of the Lavasa Hill Run. A joint property of Convergence Events and Promotions and Lavasa Corporation, the run was held on Jan. 5 and took participants through key city points and scenic locales in Lavasa.

Speaking about the objective of the event, Kamlesh Sharma, Founder and Managing Director, Convergence Events and Promotions, said: “With health and fitness based events happening across the country, Convergence Events decided to start its own intellectual property around hill running which is already a very popular running event across Scotland, England, Japan and other

countries worldwide. Since hill running is a new sport in India and good locations offering scenic views are limited, we found Lavasa City to be ideal with its picturesque locales and good climate to host the debut of the hill run event in India. All in all, this event marks the foray of Convergence into sports based events while many event companies are launching music, theatre and film based event properties.”

A pre-race expo was held on Dec. 29 at Mumbai and Pune, where race kits were distributed to participants. Races were held in two categories – the 5 km Dream Run and the 10 km Endurance Run. There were also separate categories for ages above and below 18 and for men and women. Kenyan athletes, both male and female, dominated the run by clinching the titles in the Endurance Run. Prize medals and certificates were awarded to participants, and the winners received cash prizes ranging from Rs. 10,000 to Rs. 1,00,000. Over 1000 participants from seven nations and ten cities, across the age range of 9 – 70 years participated in the event.

Kamlesh Sharma

Photo FeaturePhoto FeaturePhoto Feature

Besides the Hill Run event, Convergence Events has developed a few more sports based intellectual properties which will be launched in early 2014.


SPORT MARKETING Photo Feature

century.•Last but not the least; it’s a great legacy of fitness to pass on to future generations!

We looked at some running based events that happened in the recent past that clearly indicates that Corporate India has taken a fancy to this sport and one will only see an increase in the near future.

Nike India’s first ever 4k Night Run for college studentsNike concluded its Outrun series with its first-ever ‘4k Night Run’ at college fest Mood Indigo last month in Mumbai. The idea was to integrate the series of races with three top cultural fests in Mumbai which took place at NM College, IIT Powai and Sophia’s College.

Beat-boxers and trampoline artists performed to enhance the entire event experience. Each setup was different from the other but at Mood Indigo it was a night race with play of lights, various lighting installations and a complete night experience.

Indian tennis player and Nike athlete Kyra Shroff flagged off the race, while running enthusiasts and celebrities Milind Soman and Gul Panag ran alongside 1300 young runners at the college race. Nike connected with over 2800 young runners over the three races. IIT Powai, Mumbai collected the most number of points for having the largest number of runners participating from their college.

The Nike Outrun series at college fests is a great way to introduce running to the youth while also making it fun by pairing it with the overall cultural fest. The entire Outrun series was received well and with the night race at Mood Indigo being the perfect finale.

Puma Urban Stampede 2014 Mumbai War on the corporate front took to the field again with the sixth edition of the Puma Urban Stampede 2014 that took place on Feb.2 in Mumbai. The 20k relay marathon had 150 corporate giants participate as teams. The Marathon will be held in 8 cities this year

Photo FeaturePhoto FeaturePhoto FeatureSPORT MARKETING Also Featured

Running picking up steam!Brands ride on running as an engagement to reach out to health-conscious, new-gen consumers.By R Swaminathan

Running is both a competition and a type of training for sports that have running or endurance components. Today, competitive running events make up the core of the sport of athletics. Events are usually grouped into several classes, each requiring substantially different athletic strengths and involving different tactics, training methods, and types of competitors. Running is picking up steam in India, with marathons and other runs being organised all over and even several shorter neighbourhood runs.

Why is running suddenly gaining interest? Is it there a fashion quotient or are people really beginning to realise the benefits or running, competitive or otherwise? Let us see look at the factors that has led to running rapidly gaining popularity in the country and seeing a rise in the number of participants over the last couple of years.

•Running is very easy and anyone can do it. You do not need any fancy equipment.•People are getting more health conscious and running creates awareness about fitness.•Running events create a lot of goodwill and a well managed running event can do wonders to the attitude people have towards a city or an organization.•Nothing brings a city / community and employees of a company together the way running does! •Running events are fast becoming the best properties for brands. In the last five years we have seen marathons being endorsed by a variety of companies.•Brands like Airtel, Standard Chartered Bank, Sunfeast – ITC, Hero Motors, BSNL, IOC, TCS, Fortis, Lucozade, Nike, Apollo, Cisco have associated themselves with running events as co-sponsors.•Running events are the biggest contributors for charity organisations and help millions of NGO programs around the country raise funds.•A running event is an evergreen property – there are some events outside India which have been conducted for over a


Nike India’s first ever 4k Night Run for college students

with Delhi being the next destination on Feb. 16.

The marathon, conceived by Runners for Life in 2008, was recently partnered by German sports merchandise company, Puma in 2013. While other sports brands were content with merely associating with marathons, Puma went ahead to bring about a unique IP bearing its name.

The relay event involved teams of 4 persons, nominated by their organization, who would each run 5 km in a relay of 20kms altogether. Think Foundation, the charity partner, would be appropriated with part of the proceeds from the marathon to fund their work in the field of Thalassemia.

Reliance Energy organizes Young Energy Savers CampaignReliance Energy recently concluded the three legs of the Young Energy Savers Campaign, which had the theme as: Reduction of Carbon Footprints. The annual event was executed by Encompass Events, which has been associated with Reliance Energy for five years now.

The third leg, titled Run-To-Save, was the culmination of the campaign. With a participation of 970 kids aged 8-12 years and 150 parents/grandparents, the marathon witnessed support towards the cause of energy conservation and has also added a Guinness World Record label. The kid’s run-a-thon of 4.5 kms was immediately followed by the parents and grandparents running a 2.5 kms length.

Since its inception 5 years ago, over 1,

48,000 kids have participated to give the crusade the desired momentum and is increasing every year.

From Marathons to Fun RunsThe 11th edition of the Mumbai Marathon, held here on Jan 19 saw over 39,000 people, including business tycoons, Bollywood celebrities, and senior citizens, gathered at the Chhatrapati Shivaji Terminus here to participate in this year’s edition. This Marathon is just not an event for world’s leading athletes; it is an event where people from all walks of life participate. The most established compared to newer entrants, this event continues to grow from strength to strength with every new edition.

The event organized by Procam International is the largest marathon in Asia as well as the largest mass participation sporting event on the continent. It is the richest race in India with a prize pool of USD $350,000.

Running has evolved over time. We now see different variations. In terms of length, and on different terrains like on road, sand, all terrain, hill runs etc. There are night runs and those that are specific to age and gender. The most important development that has taken place is running for a cause. Increasingly brands associate races or runs that espouse a cause. Another increasing trend seen this year, was the promotion of destinations through runs. Like the Lavasa Hill Run and also ‘Run Powai Run’. Let us hope that in 2014 we see a lot more running events with even better variations.


Reliance Energy - Young Energy Savers Campaign

Puma Urban Stampede 2014 Mumbai

Nike India’s Night Run

CONVENTIONS & EXHIBITIONS Briefs

The Parsi and Iranian-Zoroastrian community came together to attend the 10th World Zoroastrian Congress which was held in Mumbai for the first time since 1990. The event is held once every four years, at venues across the world, and this edition was hosted by the Bombay Parsi Panchayat (BPP). The production and execution was handled by Carnival Media, whereas Percept was called on to oversee the event flow. The gathering was held at National Sports Club of India from Dec. 27 to 30.

This Congress showcased the community’s contribution to the city and the nation in the fields of arts and culture, law, science and engineering, medicine, defense of the nation and more. At the Congress venue, the organizing committee had offered stalls

10th World Zoroastrian Congress brings community members together

3rd edition of Cool Japan Festival reinforces Indo-Japanese bonds

Maido Enterprises and High Street Phoenix strengthened ties between Japan and India with the 3rd edition of the Japanese culture and cuisine carnival christened the Cool Japan Festival. An initiative of La Ditta Limited and Maido Enterprises, the festival was instituted in 2012, to celebrate 60 years of close ties between the two Asian countries.

From Jan. 17 to 19, High Street Phoenix in Mumbai was converted into a miniature version of Japan, replete with cultural performances, Japanese product displays, authentic food and drink stalls and opportunities for B2B meetings and networking. In accordance with its tagline ‘Feel Japan Like Never Before’, the festival put up the best Japan could offer in terms of food, technology, automobile, fashion, music, anime, as well as travel, thus catering to all ages. Over 100,000 people witnessed the festivities during this three-day period. Kiyoshi Asako, Consulate General of Japan and Narendra Kumar, Informal Brand Ambassador, Japan, attended the fest as chief guests.

to the various entrepreneurs, so that they could market their brand/product/projects to the delegates attending the conference and advertise their products in the special congress souvenir. Cyrus Poonawalla was the principal sponsor and chairman of the organizing committee of the Congress, Nadir Godrej was the vice-chairman and Godrej group was the event sponsor.

Gagan Sharma, Director, Carnival Media, said: “Our challenge was to have a set up which would be world class and something that had never been seen before. At the same time we had our limitations as it was not a glamour event. So we used the lights, designs and LEDs in a very subtle way keeping in mind the sanctity of the event. Carnival also provided volunteers who helped the guests and guided them throughout the event.”

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Rajendra Kalkar, Senior Centre Director, The Phoenix Mills, said: “For every customer visiting High Street Phoenix, our objective is to provide him/her with a well rounded experience that goes beyond the traditional retail therapy. With events like Cool Japan Festival, we offer something educative, fun and unique to these customers. Apart from experiencing the worldly culture of Japan, its food and art, customers also take this opportunity to witness the different services and offerings at the mall, which often converts into sales for our retailers. These extraordinary events help us in maintaining a unique brand mix and reach out to a very large and varied audience in the city and across the globe.”


Gagan SharmaDirector,Carnival Media

Rajendra Kalkar Senior Centre Director, High Street Phoenix

Sharad Mathur, CEO & Director, EMG Entertainment said:“It took 24 hours for us to fabricate the Google colours and it was a complete show stealer. The idea was to make the invitees feel like VIPs at an award function.”

Senior representatives of Google like Todd Rowe, marketing director for Global Channel Sales and Rajan Anandan VP India Sales and Operations spoke about the achievements ad insights of the SME partners in India. A mental sleight-of-hand performed by psychological illusionist Karan Singh set the seal on the evening as audience was enthralled by his tricks. The evening was rounded off with cake cutting ceremony and a group photo of all the winners.

They may work behind the scenes, but they are definitely crucial to Google’s operations in India. So Google on Jan. 16 lauded their efforts by hosting the Google India PSP Awards for their premier SME partners at the Dusit Devarana in Delhi. EMG Entertainment was roped in to give the partners a VIP treatment.

The awards were given away for achievements under six categories- Best Quality Accounts Award, Largest Increase in Active advertiser base-Emerging Partner, Largest increase in active advertiser base-Established partner, Display Champion Award, Highest Customer Satisfaction Award and Out of the Box Performance Award.

The ballroom was done up with thread work in the Google logo colours and set up like a lounge. The red carpet was rolled out for the invitees, complete with paparazzi and cutouts.

Google rolls out a red carpet awards night for its Indian partners

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was to enable cross cultural exchanges and networking. The event involved a wine workshop and tasting session, a press conference to announce the event and the main wine festival, which involved a get together over food and wine with performances by Indian and German musical entourages and dance troupes. Andreas Lapp, Chairman of The Board, LAPP HOLDING AG, said: “As a part of this event, discussions at political levels are conducted, co-operations are initiated, intensified and friendships are deepened. ‘Stuttgart meets Mumbai’ took place for the first time in 2004. We initiated this project with the goals of facilitating collaboration of the Indo-German economic, scientific, educational and cultural areas together.”

It was wine and dine at its gourmet best with a liberal sprinkling of cross cultural exchange at the 10th anniversary celebration of the ‘Stuttgart Meets Mumbai’ Wine Festival. The event ended with a special focus on ‘Tourism and Film’ this year. The two day celebration from Jan 10 to 11 at the Taj Lands End Hotel, Mumbai witnessed the presence of eminent representatives from the sectors of business, film and media, tourism, education and wine production.

A property of the Lapp Group, this event was executed by Phase 1 Events and Entertainment. One of the major aims of the festival

Stronger ties and wider audience this year at Indo-German wine festival


Andreas LappChairman of The Board,LAPP HOLDING AG

Sharad Mathur CEO & Director,EMG Entertainment

India Kids Fashion Week gets an international flavour this yearThe organisers, Event Capital and CraftWorld Events roped in designers from Dubai and Singapore, including ShoSho Bella and Adorable Kids. By R Vasundara

Whether it be a fairy princess outfit, a Barbie doll dress, a toon hero, or merely a designer diaper, the children walked the ramp with much panache. The 2nd edition of the India Kids Fashion Week 2014 saw children sporting international designer labels from Dubai and Singapore. This two-day event took place in The Lalit on January 18 and 19 in Mumbai with 12 designers showcasing their collections. The event was conceptualised and executed by CraftWorld Events and Event Capital while Max came on-board as the fashion partner. The star attraction was a travel clothing showcase by designer Nishka Lulla, where she used an LED depiction of Paris and the girls looked like little Parisienne fashionistas.

“The main idea is to showcase and create fashion for children but with comfort too,” said Manoj Mahla, Director of CraftWorld Events Pvt. Ltd. “Still, all designers had signature

Designer Sheena Jain showcases her party collection for kids while choreographer Terence Lewis dances on stage with them.

Manoj MahlaDirector,CraftWorld Events Pvt. Ltd.

“The response for the second edition was overwhelming. We had put up at least 40 hoardings across Mumbai. So, at least 5000 children from across India had auditioned to take part in the show. They were so good that it was heart wrenching to select only 350 of them.”


Photo FeatureCONVENTIONS & EXHIBITIONS In Focus

themes for their collections. Nishka Lulla’s was based on travel, while OKS BOYS focused on Bollywood and Max showcased its summer collection, which will hit the stores anytime in February or March.”

IKFW opened with NGO Khushi’s show on children with autism and cerebral palsy walking the ramp with Mandira Bedi. Max came next with their summer collection with lightweight fabrics for girls and double denims for boys.

Much attention went to Libero’s show, where for the first time, toddlers walked the ramp sporting diapers. Children dressed up as mythological characters for a segment done by Pooja Jhunjhunwala, a protégé of Rocky S. The show stopper was Chota Bheem.

An international flavour was brought in this year by Dubai based designer, Sarah, who showcased her label, ShoSho Bella. Next, Sheena Creations showcased their party collection while choreographer Terence Lewis danced with the children on-stage. Kirti Rathore’s collection was

dedicated to children with cancer. Vivek Oberoi, Kushal Tandon, Nandish Sandhu and Angad Hasija lent support to her show.

The 2nd edition saw a wider response and many children auditioned for the show. “We put up 40 hoardings across Mumbai, apart from online campaigns and through magazine partners like Child, Fashionunited.com and InFashion, “ said Manoj. “We also promoted it on Eventsforkids.com and kids Topers.com etc. And the response was overwhelming as the turnout was three times higher. At least 5000 children auditioned this time.”

“It was heart wrenching for us to select only 350 children out of 5000 participants, from all across India,” he said.

“We have received a lot of support to make the second edition of India Kids Fashion Week a success, said Deepak Choudhary, Director and CEO, Event Capital. “It’s been an overwhelming response from parents, designers as well as our sponsors and partners. The aim for India Kids Fashion Week has always been to provide a platform for renowned and emerging brands and designers in the kidswear industry. After a successful two-day affair, we now look forward to a larger-than-life third edition of India Kids Fashion Week”

Sarah Jane Dias and Neil Nitin Mukesh walk the ramp for Nishka Lulla.

Vivek Oberoi walks the ramp for Kirti Rathore’s show dedicated to children with cancer.

Deepak Choudhary Director and CEO, Event Capital

“We have received a lot of support to make the second edition of India Kids Fashion Week a success. The aim for India Kids Fashion Week has always been to provide a platform for renowned and emerging brands and designers in the kidswear industry.”


Photo FeatureCONVENTIONS & EXHIBITIONS Photo Feature

CRI Events manages the 11th edition of ONGC’s Petrotech 2014The agency won a multi-agency pitch to manage the main expo and related events, co-organized by ONGC and the Petrotech Society.By Tina Thakrar

With a view to highlight the prospects of the Indian oil industry, ONGC and Petrotech Society jointly organized and presented the 11th International Oil & Gas Conference and Exhibition titled Petrotech 2014. The main event was preceded by press conferences over a three month period at various 5-star venues in Delhi.

CRI Events bagged the mandate for all related events this year after winning a multi-agency pitch. The pre-conferences, the India Pavilion Exhibition at the India Expo Centre, Greater Noida from Jan. 12 to 15, and the gala dinner at the same venue on Jan. 14, all formed part of the execution responsibilities for the agency.

The exhibition was held under the aegis of the Ministry of Petroleum and Natural Gas. The organizers brought on board several sponsors like Indian Oil, Reliance Industries, Shell and Bharat Petroleum among others.

Speaking about the event execution, Sumit Khanna, Director, CS & BD, CRI Events, said: “All in all it was the collective effort and hard work of our entire team, right from brainstorming to conceptualizing to producing, and in the end delivering a top of the line flawless event for the client.”

The dinner saw nearly 5000 people in attendance, including Chief Guest, Veerappa Moily, Minister of Petroleum & Natural Gas. The

theme for this year’s event was ‘Colors Of India’, wherein the peacock was highlighted through the decor, multiple entrances, stage design, dining area etc. The evening commenced with speed painting by Vilas Nayak, dance acts by Sandhya Dance Troupe, fire and laser acts and a live show by Vishal and Shekhar.


Sumit Khanna

Professional leaders discuss management practices at the IMA management conclavePriya Events won the mandate for the 23rd edition of the International Management conclave by the Indore Management Association.By Tina Thakrar

Entrepreneurs, professional managers and leaders assembled at the 23rd edition of the IMA International Management Conclave to address the current challenging business scenario in India and around the world. The gathering was spread over a two-day period, from Jan. 16 to 17, at the Abhay Prashal Club in Indore. Priya Events had been pitching for the event for the past two years and won the mandate for the 23rd edition this year. The event is a property of the Indore Management Association (IMA).

Commenting on the objective of the event, Shamit Dave, President, IMA, said: “IMA’s main objective is to train the internal

staff of companies with new ways and international management practices. Conclaves are our flagship event where we try to get various management gurus who ponder over a topic and we are able to show the delegates new ways and methods of management. The idea is to get people who have excelled in their fields to come here and help us understand how to achieve our goals in our own fields.”

The main objective of the IMA, when it first conceptualized this conclave, was to provide a platform for the exchange of information and experiences and promote the development of sound management practices. With the inclusion of the IMA Awards, the organization offers a set of initiatives that help in developing leadership skills and management potential of individuals so that they can confidently face business challenges.

Speaking about the planning involved in the event, Nimesh Pitalia, Director, Priya Events, said: “The complete event took a month to plan, as numerous elements and a huge amount of detailing goes into the planning of IMA’s conclave every year. This year the aim was to increase the bar to an international standard. The biggest challenge was to complete the entire venue set up in matter of 12 hours, which included everything from venue branding to the complete stage.”

In keeping with its tagline ‘Leadership Now – Work The Talk’, IMA awarded the Life Time Excellence Award to Amitabh Bachchan and the Life Time Global Excellence Award to Ram Charan, at the event.


Nimesh Pitalia

Photo FeatureCONVENTIONS & EXHIBITIONS Photo Feature

Shamit Dave

35, New Municipal Market, Lodhi Road, New Delhi - 110003 (India)Phone : 24619543, 24619643, 24619743

Fax: 24627788, email: [email protected] Website : www.modernstageservice.in

Video Mapping | Intelligent Lighting | Trussing | LED Video Wall

& Floor | 3D Holographic Projection | Sound,

concept | design | execution

F 27/5, Okhla Industrial Estate Phase II, New Delhi 110020Phone - 91.9310076014

[email protected], www.ineup.com

productions

35, New Municipal Market, Lodhi Road, New Delhi - 110003 (India)Phone : 24619543, 24619643, 24619743

Fax: 24627788, email: [email protected] Website : www.modernstageservice.in

Video Mapping | Intelligent Lighting | Trussing | LED Video Wall

& Floor | 3D Holographic Projection | Sound,

concept | design | execution

F 27/5, Okhla Industrial Estate Phase II, New Delhi 110020Phone - 91.9310076014

[email protected], www.ineup.com

productions

Candid Marketing has launched version 2 of its digital activation property, back2college.in. Back2college.in was launched as a May-September property and primarily aligned with the new session of colleges once they re-opened. This year’s concept was to create a ‘#inRevolution’ and offer brands a proposition through engagement on how to be ‘#in’ with college students.

Candid collaborated with brands like Elle18, Blackberry (Research in Motion), Wrangler, Ebay.in, Myntra.com, Croma, Letsintern.com, Gabi Life Tee-shirt, HTcampus.in, and Cadbury 5 Star for this new segment of its property. These brands were integrated via content, contests, user generated quizzes and polls, brand centric articles, reviews, sampling and much more.

Nidhi Kriplani, Vice President – NBD and Digital Activations,

Candid Marketing launches version two of back2college.in

Navneeth Mohan of E18 has now joined Laqshya Media Group (LMG), to start Laqshya Live Experiences (LLE) - the group’s experiential marketing division. Mohan, in his 15 years of experience, has also worked at Encompass and BIG Live before E18. LLE adds a whole new dimension to the portfolio of services offered by them enabling them to create consumer engagement designs and experiences. Operating out of 3 key LLE offices in Mumbai, Delhi and Bengaluru and having LMG offices in 20 other cities gives LLE tremendous reach, operational strength and access in any market in the country today. The core focus at LLE will be the product offering which is key to creating a unique and memorable experience for any consumer today.

Navneeth Mohan, CEO, Laqshya Live Experiences, said: “In the very first meeting with Laqshya Media Group and Mr. Jalan, I knew that we have found the ideal partners for integration, as they shared a similar vision as us. With their strength and expertise across outdoor, assets, advertising and digital, it creates a unique opportunity for Laqshya Live Experiences to offer a

Navneeth Mohan of E18 joins Laqshya Media GroupDEVELOPMENTS

INDUSTRY WATCH Briefs

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Candid Marketing, said: “Our vision is to make back2college.in “College Student Life Ka Daily Dose” and offer brands a platform to engage and activate college students with their customized offering. By making this destination available annually changes the dynamics for us completely and gives us an opportunity to reach out to college students over different occasions such as Valentine’s Day, Friendship Day, fresher parties, college festivals etc., thus opening doors to new brands focusing on the youth as the target audience.”

Back2college.in was amplified across platforms: website, social media, mobile and on-ground, thus offering brands an integrated communication and activation platform. The property reached out to 100 colleges across 10 major cities this year.

bucket of services and value additions to clients. We have laid out an aggressive strategy for the future. I would like to believe this is not the end of the change management process but the beginning of the next phase of change and innovation.”

Alok Jalan, MD, Laqshya Media Group, said: “In today’s rapidly changing world, where all brands want to engage consumers continuously and innovatively, we wanted to integrate the power of out-of-home with experiential marketing services and digital media in order to create a compelling proposition for marketers. Laqshya Live Experiences is our first step in that direction.”

Navneeth MohanCEO,

Laqshya Live Experiences


Nidhi Kriplani VP - NBD and Digital Activations, Candid Marketing

Alok JalanManaging Director,

Laqshya Media Group

8th ‘Queensland on Tour’ goes to tier-2 cities

With a view to provide destination updates and information about Flanders and Brussels, the Indian office of Visit Flanders organized the ‘Fabulous Flanders’ educational seminars recently for the travel trade in Pune, Hyderabad and Bengaluru. The organizers have been holding these seminars in the country on a regular basis; the earlier seminars were organized in Ahmedabad, Chandigarh and Kolkata.

Sunil Puri, Managing Director, Visit Flanders, Tourism Office of Flanders & Brussels (Belgium) in India, said: “As part of the endeavor to expand our reach, we wanted to tap these

Visit Flanders disseminates destination info at educational seminars

DESTINATIONS

‘Queensland on Tour’ was organized by Tourism and Events Queensland for the 8th consecutive year in India, offering participating suppliers a unique platform to showcase their products, educate Indian Trade representatives about the destination and negotiate future business deals.

It commenced in Chandigarh on Jan. 13, travelled to Delhi on Jan. 14, followed by Kolkata on Jan. 15, Pune on Jan. 16 and concluded in Mumbai on Jan. 17. Realizing the growing potential of tier-2 cities in India, the tour visited Chandigarh and Pune for the first time. It saw the participation of first time representatives in addition to industry veterans that have serviced the India market for years. The delegation represented a wide range of products - Gold Coast Tourism, Village Roadshow Themeparks, Vibe Hotel, Outrigger Hotel, Tangalooma Wild

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cities in west and south India that have immense potential for growth. This also gives us a chance to understand needs of these markets, assess the profile of travelers from these cities and hence, provide information about destination Flanders that will cater to their needs.”

Along with these educational seminars, Visit Flanders and Visit Brussels also organized a tourism seminar on ‘World War I Remembrance 2014-2018’ in New Delhi. The seminar kicked off the commemoration ceremonies that will begin this year and will continue for the next four years. The remembrance project was set up by the Government of Flanders to honor the Indian soldiers that fought in Flanders in World War I.

Dolphin Resort, Kingfisher Bay Resort, Hamilton Island, Hayman Island, International Coaches & Tours and Wildlife Tropical North Queensland. These 10 Queensland suppliers, with new and refreshed products to introduce to the Indian market, spoke about the new campaign, alliances and events for the year 2014. Queensland has seen a 22.2% growth in arrivals from India with 37,000 Indian visitors till September 2013.

At the events, Lim Mui Khim was announced as the new International Director for South & East Asia & India, Tourism and Events Queensland. Khim said: “This is a great initiative which is highlighted by the number and quality from participants of Queensland as well as engagement from the Indian industry. I look forward to working more closely with this market in the future and growing the number of Indian visitors to Queensland.”


Sunil PuriMD - Visit Flanders,Tourism Office of Flanders & Brussels (Belgium) in India

Lim Mui KhimInternational Director forSouth & East Asia & India,Tourism and Events Queensland

Music Goliath blueFROG was recently launched in Pune, India. The Amphitheatre, as shown above, can accommodate up to 2000 people and is fully equipped with a stage, lights and a sound system. It is housed in the Ishaniya Mall, in Kalyani Nagar opposite the Poona Club Golf Course and leads off from the blueFROG Club.

The open-air annexure saw the ‘Amphibian Series’ kick off with Above and Beyond, followed by Fatoumata Diawara, Erik Truffaz and DJ Miss Nine among others. The gigs that form a part of the Amphibian series demonstrate the diversity of programming that blueFROG will be bringing to the table and reflect the quality and broad spectrum of artists that blueFROG has been known to program and will continue to program in Pune. The idea is to create an experience and a community.

Music venue blueFROG goes to Pune

Events being held at the Barbican (London, UK) can benefit from the use of 3D video projection mapping, as the venue continues to develop new and exciting ways to help clients make their events more creative. Projection mapping is a technique which allows video to be screened onto almost any surface, and will turn any of Barbican’s space into a dynamic video display.

The new service will be of particular interest to clients using the Barbican for advertising and product launches, music videos and experiential brand events. Projection mapping is being provided in conjunction with The Guildhall School of Music and Drama as Barbican looks to help create immersive, inspiring and interactive

Events get even more creative at the Barbican with video mapping

VENUES


DICE Hospitality in partnership with blueFROG brought the brand into Pune. Partners Ishan Bhale and Govind Thakker who head DICE Hospitality have strong roots in the Pune community and a desire to stand out in the hospitality and entertainment sectors. It was their collective vision to bring a brand to Pune that has cemented itself into people’s musical consciousness across India and, with the people of Pune, grow this into a revolution that supports all genres of music and the arts.

Simran Mulchandani, Managing Director, blueFROG, said: “Pune has always had a ear for music and has resonated with performances of the biggest names in music. In DICE, we have found the ideal partners to bring blueFROG to Pune. Ishan Bhale and Govind Thakker are ideal co-conspirators, who understand the real estate and F&B markets in Pune very well.”

events which help clients get more out of their events. Projection mapping was successfully used during the Tour de France, with video being streamed on to the Arc de Triomphe, and onto Buckingham Palace during the Queen’s Diamond Jubilee.

Lee Dobson, Head of Event Management, Barbican Business Events, said: “The effects of video projection mapping can be truly extraordinary. The new service is just one example of how integrating our commercial and arts offering allows us to shape client events in more innovative ways. Investing in video projection mapping is part of our commitment to provide ever more interesting event solutions and will turn even the simplest client event into a truly memorable experience for all involved.”

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Lee DobsonHead of Event Management,Barbican Business Events

Simran Mulchandani Managing Director,blueFROG

What if Goa bans all festivities? What could be the next best destination?By Dharm Patel

Destination-led festivals require tremendous support from the local community/tourism authorities and the governments besides being backed by ready infrastructure to manage operations. When you begin to take stock

of that statement, it can be quite daunting to even imagine an alternative to what Goa has ready to offer. But then again, who said festivals need to have huge numbers of people attending them to be considered successful?

We’ve seen a few states (especially in the North East) being supportive of promoting the arts and sub-cultures of late. Take the Ziro Festival of Music for instance. There are just so many places our country has to offer that I hope the industry doesn’t make the same mistake of putting all our hopes in one destination (Goa) again! Festivals like Magnetic Fields, Storm, etc. serve as eye-openers to this belief. As various sub-cultures grow across India we’re likely to see a wide geographic, content and experiential spread in terms of festivals across the country.

Varun KhareGeneral Manager,

Oranjuice Entertainment

4 February 2013, EXPERIENTIAL MARKETING 61Po

wer

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It’s unthinkable of what would happen to the dance music scene if Goa shuts its doors to festivals. Practically the entire festival culture grew out of what is known to many as the ‘Goa vibe.’

Even festivals like NH7 that have a variety of music on offer, aspire to that sense of freedom and joy that you feel when you’re in Goa. (Which makes me wonder - guys, when are you doing a Goa edition?)

There’s no next best destination to Goa. Anything else you do would be second best, at best. Goa isn’t just about the festival itself - it’s about the shacks, the beaches, the cafes and the friends you meet at sunset. The Goa vibe extends beyond the boundaries of any festival... and that cannot be recreated anywhere else in India!

I’m personally a huge trance fan so I don’t know what would happen if Goa, with all its deep roots of trance, would ban all festivals, especially musical fests! With Goa as the home of Sunburn since seven years, it’s hard to even think about it.

But, we’re the united states of India, so honestly, the destination doesn’t matter. I’m planning to have a successful Sunburn party in Shimla and the snow, for 400 people, besides the mountains and river. So whether you have a gig in Kerala, Pondicherry, Guwahati, Vishakhapatnam, Baroda, Chandigarh, etc. it doesn’t matter as long as there is music and fans who understand the same. Sunburn, through its various editions (Festival, Arena, Campus, Reload, etc.) has gone to various cities in India and been extremely successful. This year will see Sunburn expand even further with City Festivals held across seven cities, plus Goa.

Shailendra SinghJoint MD,Percept

Nikhil ChinapaCo-founder,Submerge

INDUSTRY WATCH Opinion

INDUSTRY WATCH Cover Story

RMAI Awards, re-christened Flame Awards to mark its 10th anniversaryThe ceremony this year saw 63 awards presented across 25 categories, including special awards for best campaigns of the decade.By R Vasundara


The Rural Marketing Association of India on Jan 17 at the Vivanta by Taj in Gurgaon, held the 5th edition of its flagship award property, celebrating excellence in Rural Marketing. Incidentally, it was also the eve of the 10th anniversary of the RMAI. To commemorate a decade of RMAI’s existence, the award ceremony was duly re-christened the Flame Awards 2014, and awards were presented to best campaigns of the decade in various categories in addition to the annual award categories.

The Flame Awards got off to a scorching start with 300 participants, 209 entries across 25 categories and 63 awards were presented during the ceremony. The flavour of the evening was set by Event Crafter and sustained by hostess and anchor Divya Jaitly. EVENTFAQS was associated as strategic partners to the property in this edition. Impact took home the maximum laurels as the agency was instrumental for at least 13 golds won by various campaigns across categories. Speaking about their triumph this year, Sanjay Kaul, CEO, Impact Communications said, “Flame Awards is a matter of prestige for us and it energizes our young team,” he said. “We are really thankful to our clients for believing and partnering long-term with us.”

Commenting on this new trend, Pradeep Kashyap, President, RMAI, observed in his welcome address that, “Rural Markets have grown faster than urban in the past decade and the current decade will see rural India emerge as the major growth driver for the Indian Economy.”

Later in the evening, Kashyap was also honoured by the gathering and presented with the Lifetime Achievement Award.

The event was powered by ‘The Agence’ and Corporate Growth Sponsor was HLL Life Care Ltd. Associate sponsors for the event were Tata Steel and Vritti Solutions.

ExM takes a closer look at the gold winning campaigns across categories:

Entry Title: Pahla Ek GhantaCategory 1: Long Term Campaign Of The Decade Category 2: Social Campaign Of The Decade Entrants: Path India and Impact Communications

For their maternal and child health campaign, Pahla Ek Ghanta, Path India gave Impact Communications a brief to ensure high recall of healthy practices leading to behavioural change. PATH launched the Sure Start project in 2006 in Uttar Pradesh to improve antenatal and neo-natal practices. But in 2009 they realised that there was no recall of the good practices espoused by them. Impact

conceived the hammering phrase – Pahla Ek Ghanta, which heralded all their programs, driving home the criticality of the first hour of birth. They intercepted pregnant women and female family members and included them in interactive sessions with female facilitators. Contests were featured on radio

on the issue and street plays were enacted outside district hospitals. Hoardings were put up everywhere. The campaign reached 24 million people over 7 districts in 2 years. It was subsequently dscovered that 95% of the women recognized these campaign posters and 70% passed the message onto other family members.

flash mob suddenly appeared sporting Deluxe Nirodh t-shirts and danced. From being a taboo subject, condoms became the talk of the day. “Arre woh Deluxe Nirodh ka dance dekha kya?” was the question asked by all.

This made it easier for HLL to approach them to market condom usage. Similar flash mob activity was also done at Dadar station as well as Kamathipura in Mumbai. Through their Deluxe Nirodh

marketing campaign, HLL also won the decade award for brand association with a traditional platform.

acquired and outfitted with banners, foldable canopy, a music box which played the airtel jingle and a multi-functional device carrier with scanner, printer, power battery and camera. The idea was to ensure maximum instant sim activations.

This model ensured access to even rough terrains and within a span of 90 days, all 1200 villages were covered. This campaign generated 1,06,000 new sim activations for Airtel and a sales increase of 17% in that quarter.


Entry Title: Airtel Lakshya Category: Brand Campaign Showcasing Media Innovation Of The DecadeEntrants: Bharti Airtel Ltd, Eventcrafter

Airtel Rajasthan has by far been among the best performing circles of the brand thanks to its media innovation for their Rajasthan campaign.

Faced with the challenge of a low cost promotional campaign across 1200 villages in 6 zones of Rajasthan, the service pro-vider dispensed with the usual floats and vans and instead came up with promotion using motorbikes. Around 120 bikes were

Entry Title: Mahindra 235-Di Air Flow Technology Category 1: Campaign Showcasing Innovative Use Of Technology, Of The Decade Category 2: Agriculture/Dairy Initiative Of The Year Entrants: Mahindra & Mahindra FES, RC&M

Although Mahindra has a 29.8% share of the tractor industry overall, they were lagging behind in the case of single cylinder tractors with less than 30 HP. That market was dominated by Eicher 241. So to increase sales Mahindra coined the concept, Air Flow technology – technology that rewards or Kamaai Chakra.

The concept was formulated depicting the message, Sikkon Ki Khankhanahat Sunaai Dey Pura Saal ( Hear the cash ringing in all year), implying low maintenance and

reaping of benefits. They also converted a trailer into an air flow chamber. Wind mills were installed in the showcasing area to show how air flow works.

With this campaign, they hit road through 11 states and 2000 villages. Hoardings

were put up everywhere, farmers contacted and over 15000 test drives were given. The campaign saw 400 spot bookings.

Mahindra also won the agriculture initiative of the year for their campaign to market their drip irrigation system by appropriating farm land for pilot projects in select and using that plot as a demonstration model for their irrigation system.

Entry title: Flash Mob At Limbdi Tribal Village, Gujarat Category 1: Integrated Brand Association With Traditional Platform, Of Decade (Deluxe Nirodh) Category 2: Integrated Brand Association With Traditional Platform (Gode Bharai) Category 3: Small Budget Campaign Of The Year (Deluxe Nirodh Flash Mob)Entrants: HLL Lifecare

Who’s ever heard of a flash mob dance to promote condoms? Yet that’s exactly what HLL Lifecare did. As a central government enterprise, HLL was awarded Condom Social Marketing project for the states of Maharashtra, Gujarat and Karnataka for the year 2012-13.

The budget was small – Rs 19,000; the pilot area chosen –Limbdi tribal village. Sixty tribals from local NGOs were trained in dancing to Bhaura Aaya Re song in eight hours. Posters of Deluxe Nirodh were put up at the market place. And then the

buyers. So JK Lakshmi conceived a personalized message, along the lines of their campaign with Om Puri who gives ‘Mazbooti ki Guarantee’. Om Puri was replaced in the poster by dealers. J K Lakshmi set up the posters outside their shops as a surprise

for dealers. This was done across 7 states with over 500 dealerships. The result was an increase of sales by 30% and increased identificiation of construction sites in advance.

to address both issues. Fullerton India’s field officers pitched the products in gram sabhas, to locals who visited Gramshakti’s offices and at mandis, haats and bazaars. For those interested

in purchasing, but couldn’t afford it, Fullterton came up with the merchandise loan. Low priced products could be bought without a down payment and the merchandise loan is added to the existing loan. When staggered over a long term, the repayment does not cause distress to the customer.

content created in vernacular languages visited schools and colleges in small towns and villages. Laptops and projectors were used to give the seminar an aspirational feel. Sessions included psychometric tests before doling out advice,

motivational audio-visuals, power point presentations on career options and grooming and personality courses. The entire program was connected through radio promos and capsules, RJs and celebrities mentions and personality tips over radio. The program began as a pilot project in 8 towns across Kanpur and Bhopal in 2011, but the next year it was extended to 5 states and reached 6 lakh youth directly and 50 lakh indirectly.


Entry Title: Nest in- Pilot Houses Construction Category: Long Term Campaign Of The Year Entrants: Tata Steel

Tata steel had a new lightweight steel roof to market, called Nest-In. Since Nest-In offered houses in the range of 200-600 sqft, their best bet was rural housing. With the help of Tata Shaktee distributors, the company did an extensive survey to find out what the population’s dwelling needs were, in terms of minimum room size, the

type of layout, the price they prefer. Based on this, Tata arrived at a housing model. Sites were chosen in all four corners of the country to build pilot houses for select beneficiaries who could not afford to build a house of their own. The first pilot unit was constructed in Singur

in West Bengal. These units are now used to showcase layout and serve as models for prospective buyers.

Entry Title: Big Disha Category: Youth Campaign Of The Year Entrants: Reliance Broadcast Network Limited

92.7 BIG FM wanted to create a program for small town youth to increase channel preference, strengthening the position of the station. They decided to make education their focus. They figured that rural India too wishes to be part of the career growth story and the social mobility which education brings about. So 92.7 came up with BIG DISHA, a career advice seminar. Career counselors, armed with

Entry Title: Distributing Access To Basic Human Needs Category: Last Mile Distribution/Channel Development Initiative Of The Year Entrants: Fullerton India Credit Company Ltd

With India not fully electrified yet, rural India is a potential goldmine for marketing alternative energy products like solar lamps, water filters and eco-stoves. But marketers face two problems – accessibility and purchasing power. As a non profit finance company, Fullerton India and its rural business Gramshakti had the means

Entry Title: Meri Guarantee, Mazbooti Guarantee Category: Channel Marketing/Retailer Incentive Of The Year Entrants: J K Lakshmi Cement, Impact Communications

JK Lakshmi cement wanted to improve their market share in rural areas, where the consumer himself buys cement for construction, unlike in cities where it is outsourced to a contractor. A dipstick test showed that sales in rural areas hinged upon the dealer’s personal chord with

photographer, “Enough!”. He tries getting off the tractor when his dhoti snags in the central gear, leaving him much embarrassed him in front of all the people from his village. Angered, he lunges towards the photographer when a smart looking young man stops him and asks him to sit on his Massey 241. The Thakur relents and sits down and starts looking for the central gear. The young man, however, explains to him that the gear is not

in the center but on the side. The Thakur is very happy and the photographer takes good pictures which are now appreciated by all. The young man states that if the gear is not on the side it is not right. This is later reiterated by a pleased Thakur as the film closes with product shot. It was a simple advertisement, focusing exactly on the point that they wanted to sell. Here was a tractor which had a distinctive difference which was visible and could be experienced. Taking a cue from the fact that framers had a problem because of the gear being located in the centre, the creative team sought to reinforce that if the gear is not located on the side, then it is not right - Side Nahin Toh Sahi Nahin. This campaign achieved a 63% increase in sales.


Entry Title: Horlicks Kumbh Mela Category: Outdoor OOH Campaign Of The Year Entrants: Glaxo Smithkline Consumer Healthcare Ltd, Impact Communications

The sheer number of visitors at the Kumbh Mela each year and the limited advertising space within the mela’s premises posed a problem for Horlicks in terms of brand visibility. So the brand targeted the areas outside the mela like the eateries and other places to unwind that the pilgrims head to. They partnered with Kumbh Mela to

become Horlicks Kumbh Mela, and put up air signage everywhere, from tea stalls, to bus stops, railway stations, hospitals, lost and found centers and at the mela, towering above the crowd. Tea stalls and eateries sported Horlicks in their menu and were spruced up

with umbrellas sporting Horlicks brand. Kids being a sizeable consumer group were targeted by branding the giant wheel at the mela with Horlicks. Mobile rocket men set up sample stalls around the mela for those who wanted to have hot Horlicks.

Entry Title: Ceat Bike Tagging, Monsoon Smart Campaign Category 1: Direct Marketing Campaign Of The Year Category 2: On Ground Promotion Of The Year For Brand Awareness Entrants: Ceat Ltd, Impact Communications

Indian bikers change tyres only when the change becomes necessary. In most cases, it is usually when the tyre becomes really bad or leads to a mishap on the road. Then the decision making is quick and the choice of brand depends on the influence of intermediaries like mechanics and multi-brand retailers. To improve their sales, CEAT launched a direct marketing campaign where they scanned parking lots for bad tyres and hung a tag on bikes with

bad tyres with a message, “Your tyre is in perfect condition for skidding”. The tag also directed them to the nearest Ceat Shoppe where they could change their tyre. “Enjoy Monsoon with your Ceat superior wet grip Tyre” was another message that followed. They were also given a link to a website for maintenance of tyres. The team

targeted 25 major towns in 21 days and covered 250 parking lots. During this period, a total of 5 lakh bikers were intercepted. As a result, Ceat tyre sales in the monsoon period moved up from 2,78,000 to 3,27,000. Of these 25,000 tyres were sold through tagging activity.

Entry Title: Side Nahin Toh Sahi Nahin Category: Television Campaign Of The Year Entrants: Tractors and Farm Equipment Limited, R K Swamy BBDO Pvt ltd

The campaign wanted to establish Massey 241 as a benchmark offering with a new sidestick transmission, the first in India. So they came up with a television advertisement to promote their product. The storyline of the advertisement ran thus: A photographer in a village fair invites a well-to-do and respectable farmer to get his photo taken. The Thakur is asked to sit on a tractor and hold the steering wheel and the centrally placed shift gear in a regal and confident manner. No matter how hard he tries, the Thakur finds the central gear uncomfortable. He ends up giving funny and uncomfortable looking shots. The people gathered around the area giggle at the Thakur’s predicament until he loses his cool and shouts at the

Cottam’s Success Curry:

‘Listen with Intent’

Have you ever been in a meeting or sales meeting of where the salesperson was constantly talking ‘at you’ about their magnificent product like a broken record? And also with what might seem a total disregard for you. Now that is probably not you, however, the question is, how are you listening? With Intent, interest and authenticity?

The my last article, I spoke about preparation for meetings or events by applying the IOS process = Intention, Outcomes, Service. Now that you understand the concept of Intention, lets talk about ‘Listening with Intent’.

Let’s take a moment and reflect upon how you are listening and how this could improve your relationships and ROI and ROIE (return on invested energy).

Everything you do, or say, you are having a relationship with. In your business it is all about creating,

building and keeping relationships. In any relationship you are generally entering into a conversation where there is a speaking and a listening part. You are all pretty good at speaking and when it comes to listening, this is perhaps something you could improve upon.

The most powerful piece of creating strong relationships is ‘Listening with Intent’ during your conversations. Or why are you listening. What are you looking for in the conversation?

The most important piece of listening is listening for the clients ‘Needs and Desires’. Decide on what your intention is within the conversation then sort out the forest from the trees to find their Needs and Desires? That is what you are looking for.

The worst thing is when the salesperson does not answer the client questions appropriately. Why, often because the salesperson has not listened. Rather they have their own agenda for the script of what they want to say. The client will pick up on this and not be fulfilled. Regardless if this happens to you, try this process of conversing below.

a.Set your IOS with this clientb.Welcome the clientc.Create a rapport with them (both new and old clients alike)d.Listen to their needs/desirese.Ask simple open questions – why, where, when, how …f.Look them in the eyes, show you are interested when you are dead tiredg.Feel their empathyh.Repeat back to them some of the words, phrases, or sentences even they have just said to you – keep repeating key words!i.Listen more and speak less. Hold back on spitting out words that come into your head..verbosity may not necessarily be a virtuej.Be completely Authentic and Smilek.Ask for their business

Chances are that when you focus on ‘Listening with Intent’ • yourrelationshipsandbusinesswillgrow• youwillfeelmoreenergized,fulfilledandknowledgable

It is time to step back for a moment and think about how you are listening and how this could improve your relationships and ROI and ROIE (return on invested energy). In closing this issues, practice your listen skills to create stronger relationships on a daily basis with your colleagues, bosses, clients, family members either in person, on the phone or via email. Remember that when you are dealing with sales, it is not about you, it is about the customer and their feelings, needs and desires. Too often this is forgotten. You need to get into their shoes. What do you need to do? ‘Listen with Intent.’

INDUSTRY WATCH Guest Column4 February 2014, EXPERIENTIAL MARKETING 66

By Kevin Cottam, ACC, BSc

www.kevincottam.com

ALSO FEATURED

The phrase ‘Presence of Mind’ usuallymeans the ability to respond to asituation, usually awkward or tricky in amanner that helps salvage it or, helps onewriggle away from. ‘Presence of Mind’is a positive trait seen in people and themore one displays it, the greater is theawe and respect. I don’t think this abilityis a function of either the IQ (IntelligentQuotient) or CQ (Creative Quotient). Ifeel that it an indication of a very alertand razor sharp mind that either throughconditioning or reflex reacts in anunconventional manner. It is also termedas ‘Thinking on your Feet’.

Someone who can think on their feetis a good problem-solver. The momentthey see a problem, they begin toconsider how to fix it. They don’t needto consult others, or look at books. Theyjust identify issues and immediatelyunderstand how to make them better.They work well in crazy situationswhere there is not a lot of time to stopand think, because they can make fastdecisions. They are calm, cool andcomposed and most importantly donot get rattled. I believe that this trait isextremely useful in life and with focusand a conscious effort you can display‘Presence of Mind’. The mind can beconditioned to think quickly and with apurpose. There is however a fundamentaldifference between Conditioning yourmind and a Conditioned Mind.

I have in my agency working life beenwitness to many amusing incidentswhere a person’s ‘Presence of Mind’has managed to salvage tricky situation.I remember a colleague of mine who

was a master at this art. Once, when he had overshot the deadline for the delivery ofposters, he had the presence of mind to con the concerned client-servicing executiveinto believing that the delivery boy, who was getting the posters, had had an accidenton the way. The posters he was carrying were spoilt and hence they had to be re-printed.Of course there was no accident and the posters were actually under print at that pointof time. He managed to get some breathing time, and got the deadline extended justenough, to have the posters printed and delivered.

Here is another example of how quick thinking helped an agency save the day andmaybe the business. Having to present an important commercial to the top brassof the client, the Branch Head in Bengaluru was informed at the last minute by hisFilm Executive that due to load shedding they could not complete the editing of thecommercial during the night and that it would be impossible to meet the appointedtime of 9.30 a.m. Considering that it was the agency’s first major presentation and, tothe top brass of the client, the situation did not augur well for the agency. There wasno way the presentation could be postponed as the client had already extended thedeadline twice.

After the usual pleasantries were exchanged, the Branch Head proceeded to loadthe VHS cassette into the VHS player to screen the commercial for the client. Afterthe usual preamble (protracted), as he was about to press the play button, the powerwent off! They waited in darkness of the conference collectively lamenting the poorinfrastructure in India’s answer to Silicon City. After a while, the client asked theBranch Head to have the VHS cassette now stuck in the VCR, sent over to his office inthe afternoon. After the client departed, the Branch Head was all smiles as he winkedat his colleague with a thumb up sign.

The fact of the matter was that the entire black out was orchestrated by the BranchHead. On realizing that the film would not be there in time for the presentation, hedid not get rattled. He calmly took stock of the situation that seemed irredeemable andtried to find a remedy. He asked his colleague to go down to the basement and switch ofthe main switch that supplies power to the building on getting the signal. He ensuredthat the whole operation was timed to perfection. Timing was off essence here. Thepower had to go off after the VHS was loaded so it could not be retrieved immediately,thereby buying some time. The good fortune of frequent load shedding in the cityhelped. He also managed to create a time buffer by deliberately extending his preambleafter loading the cassette. The gag worked and the agency salvaged an otherwisehopeless situation.

While I do not advocate that you indulge in this sort of con game, ‘Presence of Mind’just helps in many situations whether trivial or even something grave. Come to think ofit, I am left wondering what ‘Absence of Mind’ would mean.

ALSO FEATURED

Can you think on your feet? - Swaminathan R

[email protected]

An Event Called Life

ALSO FEATUREDINDUSTRY WATCH Also Featured4 February 2014, EXPERIENTIAL MARKETING 67

ec.eventfaqs.com/dilruba

Umang 2014Cineyug Worldwide managed the Mumbai Police Show - Umang 2014 on Jan. 18 at Andheri Sports Complex in Mumbai. There were countless Bollywood celebs performing, including SRK, Shahid Kapoor, Hrithik Roshan, Kareena Kapoor, Katrina Kaif, Prabhudeva, Boman Irani, Anil Kapoor, Kapil Sharma and Rani Mukerji among others. Some noted attendees included Asha Bhosle, Amitabh Bachchan and Sachin Tendulkar.

Access All AreasThe first ever ‘Access All Areas’ show took place at the Dubai International Cricket Stadium. Attended

by about 15,000 people, the premiere show was organized and executed by Cineyug Entertainment. It

saw performances by SRK, Deepika Padukone, Madhuri Dixit, Yo Yo Honey Singh, Jacqueline Fernandez, Neeti

Mohan and Meiyang Chang.


Glimpses

Renewgreen Mirchi Music Awards Marathi 2014

Radio Mirchi hosted an evening of glamour and music in Pune. Powered by Idea, the luminaries of the

Marathi music and entertainment fraternity graced the occasion with their benign presence and felicitated

the talented winners. The performers included Sonu Nigam, Manasi Naik and Shalmali Kholgade.

Jaldhaara Foundation launch WaterHealth India launched the Jaldhaara Foundation to promote safe water consumption and transform hygiene practices in underserved communities. The inauguration of the WaterHealth Center (community water system) took place at Janawada in Hyderabad. Gracing the event were Jackie Shroff, Dia Mirza, Gulshan Grover, Jon Cryer, John Williams, Lisa Joyner, Gretchen Cryer and Lee

4 February 2014, EXPERIENTIAL MARKETIN G 79

4 November 2013, EXPERIENTIAL MARKETING 66

SunburnWith a dance area spread across 500,000 sqm,

Sunburn Goa took place at North Goa’s Vagator Beach on Dec. 27, 28, 29. The seventh edition

of the fest featured about 120 artists including Axwell, Afrojack, Markus Schulz, Mark Knight

and Andrew Rayel.

Life OK Screen AwardsThe Kamla Pasand 20th Annual Life OK Screen Awards took place on Jan. 14 at Bandra Kurla Complex in Mumbai. Telecast on Jan. 25 on Life OK, the show was executed by Cineyug Entertainment. With hosts Shahrukh Khan and Ranveer Singh, some of the performers included Yo Yo Honey Singh, Deepika Padukone and Shahid Kapoor while noted attendees were Amitabh Bachchan and Shatrughan Sinha.



Parx Super Car Show 2014The sixth edition of the show saw a parade of super

machines on Jan. 12 in Mumbai. National Rally Champions Gaurav Gill and N. Leelakrishnan graced

the show, which saw cars like Ferrari, Mercedes, Lamborghini, Aston Martin, Bentley, Rolls Royce,

Porsche, Audi and BMW.

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