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LEAD FEATURE F E A T U R E Vivek Bhargava, Managing Director, Communicate 2 Kevin Cottam, Motivational Speaker ministry took to the stage and addressed the audience on questions regarding governmental issues. Brian Tellis, President, EEMA, made a formal request for a meeting with the ministry in order to engage the government. During Khanna’s address to the audience, a suggestion for creating a single window for government permissions was made. After she had raised concerns about the lack of transparency from event companies during the tender process for government events, one of the questions put forth to Khanna was whether the government would consider EEMA to be a platform for the government to check the credibility of event management companies. Conducting workshops for the government was also one of the major points that came out during the address. Khanna also discussed the assessment process for tender applications and explained the significance of having bank guarantees as part of the process. After the discussion, it was time for everyone to go Aha! Click, click, click. Kevin Cottam, Director of Multi- Disciplinary Events, Inspirational Coach/Facilitator/ Speaker/Author, took to the stage for an inspirational session. Cottam spoke about his own experience as champion ice skater and the motivation needed to take that extra push. The motivational session was followed by a presentation by Vivek Bhargava from Ultimedia E-Solutions Pvt. Ltd. and Contextual Advertising Pvt. Ltd. Bhargava gave the audience a sneak peek into how digital media can be 4 September 2011, EXPERIENTIAL MARKETING 60 innovatively used to amplify the impact of a live event. The focus was on leveraging digital media to bring an event online and vice versa. Taking the Mumbai Marathon as an example, Bhargava spoke extensively about how online applications and social media platforms could be used to support and amplify the event by not only engaging the participants but also the non-participants. Speaking to ExM, Bhargava showed us the power of social media right at the convention. He revealed to us a significant number of tweets about his speech that had happened live on Twitter simultaneously as he had been speaking at the convention. Talking about the trend of combining the digital world with live events, Bhargava said that “the way in which virtualization is happening, all events will eventually have a virtual component to them. However, the issue that the event industry faces in adding the digital media component to a live event is the lack of expertise.” Combining digital media with a live event will amplify the event and while there will be an increase in cost; the increase will not be very significant. On the question of whether he sees live events eventually turning into a full fledged virtual event, Bhargava believes that “at the end of the day, you cannot take away the joy of an actual live experience.” So, how can the event industry move ahead from here? Bhargava explained how logistics and expertise will be a challenge and initially partnering with experts will help address the issue. Entertainment at its Max with EEMAX After three days of action packed sessions, EEMAGINE 2011 ended with people letting their hair down and enjoying the night at the Goa Marriott Hotel in Panaji, hosts of the EEMAX 2011 Awards. When you are throwing an event for an industry that deals in experience and throws parties for a living, the bar has to be set high and above the usual. EEMAX 2011 Awards was a combination of a party hard audience, an open bar and funny man Vir Das as a host, resulting in an awards show that brought the house down. A total of 16 gold awards, 22 silver awards and 24 bronze awards were handed out. The awards were spread across 22 categories - Best Signature Event, Best Sporting Event, Best Public and Outdoor Event, Best Live Televised Event, Best New Event or Activation Property, Best Product Launch Event, Best Conference, Best Wedding, Best Exhibition Design, Best CSR/Environment Initiative, Best Road Show of the Year, Best Mall Promotion, Best Consumer Activation Program, Best School Contact Program, Best Product Launch Activation Program, Best Use of Technology in an Event, Best Use of Digital Marketing for an Event or Activation, Best International Event, Best Internal Communication Campaign/Event, Best Integrated Communication Program, Best In-store Promotion, and Best Dealer Activation Program.
LEAD FEATURE F E A T U R E Felix Remedios, Founder and MD, Reynold’s acknowledged for his outstanding contribution Louis Banks, felicitated for his contribution to the event industry Wizcraft International Entertainment and Encompass Events won eight awards each this year, followed by Showtime Events and Krayon, who won six awards each. Innobuzz Marketing Solutions won five awards, while Candid Marketing and Jagran Solutions won four awards each. Wizcraft International won the gold award in the Best Public and Outdoor Event and Best Live Televised Event categories. Encompass Events won the gold award in the Best Consumer Activation Program and Best In-store Promotion categories, as well as in the Best Integrated Communication Program category, in partnership with BBDO India. Showtime Events won the gold award in the Best Signature Event and Best Use of Technology in Event categories, while Innobuzz Marketing Solutions won the gold award in the Best Exhibit Design and Best Mall Promotion categories. Other gold award winners were 70 Event Media Group in the Best New Event or Activation Property, Jagran Solutions in the Best CSR/Environment Initiative category, SOI Live Marketing & Events in the Best Product Launch Activation Program category, Vibgyor Brand Services in the Best Use of Digital Marketing for an Event or Activation category, Beep Experience Management in the Best Internal Communication Campaign Event category, and Event Crafter for the Best Dealer Activation Program. 4 September 2011, EXPERIENTIAL MARKETING 61 In the Best Wedding category, E-factor Entertainment won all three awards - Gold, Silver and Bronze; while Krayon won all three awards in the Best School Contact Program category. The EEMAX 2011 Awards felicitated Felix Remedios, Founder and Managing Director of Reynold’s Sound & Lighting Services for his outstanding contribution to the industry. Louis Banks was also felicitated for his contribution to the events industry through his performance at several events. Banks did a brief performance at the awards show. Behind the Scenes and Beyond Priyanka Purohit, Kubra Sait and Vandana Vadhera were the emcees for EEMAGINE 2011. Besides Leslie Lewis & Band and the Vyas Brothers, Louis Banks and Aditi Bhagwat, Red Entertainment and Weirdass Productions provided entertainment for the event. A lot of hard work went into bringing EEMAGINE 2011 and EEMAX together. A number of EEMA members are to be given credit for pulling off such a herculean task, including Brian Tellis, Ankur Kalra, Atul Nath, Michael Menezes, Siddharth Ganeriwala, Rajesh Varma, Serrao, Oum Pradutt, Rakhi Kankaria, Rahul Gomes, Sanjeev Pasricha, Rajeev Jain, Tabassum Modi, Reema Gupta, K J Singh Gurna, Cherish Tota, Sachin Talwar and Brig Rattan. For the convention, Crosscraft Pvt. Ltd. managed the entire event, Dynamix Media provided the Watchout technology, SOUND.COM managed the indoor sound for the conference, Just Audio managed event sound, Veretronics provided plasma screens, DJ Suleman provided the music, and Nuness Travel provided coaches support. For the awards show, Mariott was the venue sponsor, Team Fountainhead was the event manager, Rigger House managed production, Star Dimensions provided lighting and trussing, Pixelite Productions managed the video production, LED screens and playback support, Audio Dimensions provided for sound, TPT Production handled the set and fabrication, and Bullseye Entertainment provided local support in Goa. The three-day convention was in line with its theme of scaling up and like promised had content that was relevant to people in all verticals of the industry. From starting up to growth phase, from motivation to client loyalty, and from new marketing fields to digitalizing live events, the convention gave everybody something or the other to take home. There were mandates and a clear vision given to EEMA for the development and betterment of the industry overall. However, the convention was not just about serious business but also about having fun while at it and overall was an event that raises the expectations for the next year’s convention.
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