EMG Events executes the maiden edition of NHCQ 2013 - EventFAQs

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4 May 2013
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4 May 2013, EXPERIENTIAL MARKETING 05
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CONTENTS
4 May 2013, EXPERIENTIAL MARKETING 06
Event Briefs 08 - 13
Promo Power | MICE | Live | Sports Rush | Media Active
Industry Watch 14- 15
Destination | Events | Developments | Venues
Cover Story 19
Celebrating 5 years of the ‘Best of the Best’

Promo Power
4 May 2013, EXPERIENTIAL MARKETING 08
XBOX holds event for new game
launch
The creative and interactive launch of ‘Gears of War:
Judgment’, the fourth in the Xbox
360 ‘Gears of War’ game series,
took place on March 19 at Canvas
in Palladium Mall, Mumbai. The
event was managed and executed by
Communique Marketing Solutions
Pvt. Ltd.
Commenting on the brief given to them, Vandana Aggarwal,
Strategy and Concept, Communique Marketing Solutions
Pvt. Ltd. said: “The brief given to us was to create an exciting,
informal launch experience in line with the military sci-fi ‘Gears
of War’ game brand, which is dynamic, engaging and immersive.”
Shobiz manages the finale of
‘Your Wish is My App’ initiative
‘Your Wish is My App’ initiative launched by Nokia Lumia in
association with NDTV recently
concluded on March 22 with a grand
finale ceremony at T-series Studio,
Film City, Noida. The multi city
reality contest was managed and
executed by Shobiz Experiential Communications Pvt. Ltd. which has
been associated with Nokia since the past three years.
Commenting on the event, Deepak Madan, Branch Head- North,
Shobiz Experiential Communications Pvt. Ltd. said: “Nokia is a very
special brand for us and it is our all-time endeavour to ensure that,
we go an extra mile when it comes to executing any Nokia event. It’s
natural that with every new campaign our team not only performs to
its maximum potential but also acquires knowledge and skill sets.”
Castrol organizes retail drive in
three cities to increase sales
With the objective to increase its sales in Bangalore by taking
the competition head on,
Castrol decided to convert the
top 70 retail outlets and make
them ‘Castro Magnatec’ outlets.
The top 70 outlets were identified by Castrol and refurbished.
TracyLocke was appointed to execute the campaign.
Speaking about the campaign, Jaya Jamrani, Group Product
Manager - PCO, Castrol India said: “The retail transformation
is a critical aspect of our marketing strategy - the dedication and
shared vision with which the TracyLocke team has spearheaded
the project is commendable. They have been able to turnaround
excellent quality work in very tight timelines, and what is most
endearing to see is the sense of ownership and passion with which
the TracyLocke team work on this project.”
Coca-Cola launches a new
campaign
Coca Cola launched a campaign
in April with the underlying
theme of spreading happiness.
Titled ‘Bewajah Khushiyan Lutao,
Coca-Cola Pilao’, the campaign attempts to put across refreshing
communications by encouraging consumers to spread happiness
with a Coca-Cola bottle.
Speaking about the campaign, Anupama Ahluwalia, Vice
President, Marketing, Coca-Cola India and South West Asia,
said: “Brand Coca-Cola has been at the forefront in making a
cultural point of view that encourages optimism and positivity in
our everyday lives. This summer, the ‘BewajahKhushiyanLutao,
Coca-Cola Pilao’ campaign inspires everyone to spread and share
happiness without any reason, through little gestures like sharing
an ice cold bottle of Coca-Cola.”
Megamart organizes live Angry
Birds game to promote walk-ins
In a bid to create a buzz around
Megamart’s Arambakkam store at
Chennai and in order to drive walk-ins,
Megamart organized a live game of
Angry Birds at the store on April 20 and 21. The idea for the Angry
Birds game was conceptualized and the activity executed by Outlook
Events& Activation.
Talking about the mandate given to them, Vijay Raj, General
Manager, South India, Outlook Events & Activation said: “We
were required to come up with something which was different yet
interesting. The brief helped us understand the requirements and
that’s how we decided to do a live version of Angry Birds which is a
favourite amongst adults as well as children.”
Toyota Kirloskar carries out
activations for its popular cars
Toyota Kirloskar carried out mall activations for its highly
popular cars Toyota Etios and
Toyota Etios - Liva on April 6 and
7 at Himalaya Mall in Ahmedabad
and Center Square Mall in Baroda.
Swastika Entertainment Pvt. Ltd.
executed the activations after winning
the mandate for managing the activity.
Commenting on the objective of the activations, the spokesperson
at Swastika Entertainment Pvt. Ltd. said: “We wanted to create
awareness for the new unique features of both cars. We wanted
people to experience the same at the setup so test drives were also
arranged for interested customers.”
For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com

MICE
4 May 2013, EXPERIENTIAL MARKETING 09
Haier Appliances organizes
national dealer meet in Goa
Haier Appliances organized its national dealer meet last month
at Grand Hyatt, Goa, for its esteemed
trade partners’ only, keeping in mind
their performance and loyalty. Haier
seized the opportunity and allotted the
theme of ‘INSPIRATIONS for 2013’
to the event, to launch a new range of products.Innovations India
Advertising & Events Pvt. Ltd. was appointed to carry out the
executional responsibilities for the second time in a row.
Commenting on the event, Rahul Bali, MD, Innovations India
said: “It is indeed a matter of great honour and pride for us to
be associated with Haier Appliances in India. We treat ourselves
as the in house agency of Haier and maybe that’s the reason why
we are always able to deliver super successful events every time we
work for them.
Power Vision Conclave continues
its trend with a third edition
The third edition of Dainik Bhaskar
Power Vision Conclave 2013, a
conclave revolving around the energy
sector, took place on March 28 at
Hotel Shangri-La in New Delhi. The
on-ground event execution was carried out by Talking Elements.
Commenting on how the property was initiated, Jaideep Dhagat,
General Manager - Marketing, Dainik Bhaskar Group said: “The
National Government Vertical team at Dainik Bhaskar Group
organized the first Power Vision Conclave in 2011. The conclave
was aimed at creating a platform for evolved discussion in subjects
related to the power industry, and collectively working towards
solutions.”
HSBC organizes INM RBWM
Year-End Convention 2013
HSBC organized its INM RBWM Year-End Convention
2013 from April 10 to 13 at Renaissance
Beijing Capital Hotel in Beijing, China.
Fountainhead Corporate Journeys (FCJ),
MICE vertical of Fountainhead Promotion
& Events partnered with HSBC to manage
the logistics, after winning a multi-agency
pitch.
Speaking about the mandate given to FCJ, Avinash Shetty, GM
- Operations, Fountainhead Corporate Journeys said: “Various
international destinations were suggested keeping in mind the
guest’s expectation before selecting Beijing. Our team played a key
role in suggesting and finalizing the suitable destination, aiming
to re-energize, reward and motivate the guests.”
EMG Events executes the
maiden edition of NHCQ 2013
NHRDN organized a National Level HR Quiz called NHCQ
2013 in the month of March. EMG Events was roped in to execute
the different legs of the competition and
manage audience acquisition. Claimed to be
the 1st quiz organized for the HR community
specifically, National HR Challenge Quiz 2013
invited corporates from different regions of the
country covering multiple cities.
Speaking about the event, Shalini Wrightman, Project Coordinator,
EMG Events said: “EMG Events stands tall in the niche of corporate
quizzes and NHRDN wanted the maiden episode of the National HR
Challenge Quiz to become a loud buzz in the HR Community. The
response was overwhelming and all the corporates were clamouring
for the next part of the quiz. Hence the next episode of the event is
already a part of the NHRDN calendar which will be held on Jan. 31,
2014 at the Sheraton, Saket in New Delhi.”
ICICI Prudential organizes AMC
Internal Conference & Awards
Asset management company ICICI Prudential recently
organized the AMC Internal Conference & Awards in March.
Fountainhead Promotions &
Events was appointed to execute
the event which saw about 270
attendees and took place at Grand Hyatt in Mumbai.
Speaking about the mandate given to Fountainhead, Nupur
Desai, Group Accounts Director, Fountainhead Promotions &
Events said: “We had to conceptualise a theme that would be
carried across for a year. The theme had to reflect team work and
motivation for the future. We proposed ACES - Aspire, Challenge,
Excel, Success. We built up the theme connecting them to the
iconic figure and bringing forward the challenges faced until they
succeeded.”
Videocon D2H organizes incentive
tour to Singapore with cruise
Videocon D2H recently organized a four
day incentive tour to Singapore. It was
executed by Fountainhead Corporate
Journeys with the objective to facilitate
Videocon D2H’s top performing dealers.
Commenting on the association with
Videocon, Dudley Drego, Project Head, Fountainhead Corporate
Journeys said: “It is always a pleasure to work with the Videocon
D2H team as it focuses on quality and 100% customer satisfaction.
The team does not mind spending that extra bit which helps makes
the trip memorable. The fact that our client acknowledged our
efforts makes it even more pleasing.”
For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com

Live
4 May 2013, EXPERIENTIAL MARKETING 10
All Starr Jamm returns for ninth
edition at Images Fashion Forum
The ninth edition of the All Starr Jamm took place at
the Images Fashion Forum
in Mumbai on March 20 at
Bombay Exhibition Centre, NSE
Grounds, Mumbai. Bestseller
India’s contracted agency, Cream Events executed the event like
usual. All Starr Jamm is conceptualized by Sameer Malhotra aka
DADDY and Harshad Chavan, the Director of Cream Events.
Speaking about the property, Trishala Jailwala, Executive - Client
Servicing, Cream Events said: “All Starr Jamm provides a creative
platform for professionals, musicians and artists to come together
and celebrate talent, music and celebration. This edition of All
Starr Jamm catered to a special set of audiences belonging to the
retail and real estate industry.”
After Goa Carnival, Goa
Shigmotsav kicks off
After the Goa Carnival organized by Goa Tourism concluded
recently, comes the Shigmotsav festival,
which took place from March 28 to April
10. This was Goa’s answer to Holi which
is Goa’s biggest festival for the Hindus. A
spectacular 14-day display of Goan Hindu
ethnicity and mythology was on show as
the annual Shigmo parade held center-stage in Panjim, Goa.
Shigmo in Goa is essentially a festival of the masses, though it is
celebrated under different names and in different ways in various
parts of India. It is the festival of farewell to winter celebrated on
the full moon day in the month of phalguna (March), the last
month of the Hindu calendar.
Sunburn Arena closes season
with DJ Tiesto
The World’s No. 2 DJ Tiesto ended a
three-city tour in India, in Mumbai,
Bangalore and Delhi, on March 31.
Executed by Percept Live, the tour
was held under the banner of the
Sunburn Arena. Sunburn Arena, for
the first time went to Dubai as well,
where Tiesto performed on March 28.
Commenting on Sunburn Arena’s final tour of the season,
Shailendra Singh, Joint Managing Director, Percept Limited said:
“Sunburn Arena tours have become extremely popular amongst
fans who want to experience the ultimate thrill of EDM and their
favorite artists right in their home city. We continue to bring the
world’s top artists to Indian shores and raise the profile of EDM in
the country.”
Bestseller India presents Allure at
India Fashion Forum
Bestseller India presented Allure
on March 20 at India Fashion
Forum which was held at Bombay
Exhibition Centre, NSE Grounds,
Mumbai. The event was conceived and conceptualized by Cream
Events to showcase the latest Spring/Summer 2013 collection of
Bestseller India’s brands - Jack & Jones, Only and Vero Moda.
Speaking about the event, Wilson D’Souza, Senior Manager
- Operations, Cream Events said: “The fitting room
accommodations, permissions, celebrity briefings, sound and light
technicalities and trials - everything was done a few times over to
ensure a seamless flow. The ‘Watchout’ technology used was oneof-its-kind
with live animations and graphics in real time to make
the visual story more impactful and larger than life.”
Reliance Entertainment plans an
evening with Steven Spielberg
Reliance Entertainment recently organized an evening with
Steven Spielberg and Amitabh Bachchan in March at Taj Land’s
End in Mumbai. Fountainhead
Promotions & Events was
appointed to execute the event.
Speaking about the event, Suzanne Cherian, Event Operations
and Client Service, Fountainhead Promotions & Events said:
“Working with Reliance Entertainment for the first time was
nothing short of a pleasure, mainly because of the support
extended by the client in terms of constant communication and
providing valuable inputs which went a long way in making the
event a grand success. Fountainhead is proud and truly humbled
to be associated with an event of such high prestige.”
Pond’s Femina Miss India 2013
reaches grand conclusion
The Pond’s Femina Miss India 2013 Finale saw a grand
celebration of Indian beauty personified
by 23 finalists. The 50th edition of the
property was executed by Fountainhead
Promotions & Events whereas Cineyug
scripted, conceptualized, managed and
directed the show, which took place at Yash
Raj Studio in Mumbai.
Speaking about Fountainhead’s role, Natasha Devadiga, Assistant
Manager - Event Operations and Client Service, Fountainhead
Promotions & Events said: “Fountainhead was responsible for
complete on-ground production which included lights, sound and
front stage management. While the overall execution was done
by Fountainhead, the stage and set design was done by Shyam
Bhatia, and the television partner was Colors TV.”
For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com

Sports Rush
4 May 2013, EXPERIENTIAL MARKETING 11
SEIKO appointed Official Watch
Partner of Kolkata Knight Riders
In order to celebrate their association and officially announce
it to the media, SEIKO and Kolkata
Knight Riders (KKR) held a press event
followed by a fashion show on April 10
at ITC Gardenia in Bangalore. The whole event was designed and
executed by Phase 1 Events and Entertainment Pvt. Ltd., which
has been SEIKO’s event partners for over a year now.
Commenting on the event, Hifzur Rahman, Head of Marketing,
Phase 1 Events and Entertainment said: “The event was attended
by around 175 to 200 people comprising press, media and SEIKO
dealers. The fashion show was held especially to invite SEIKO’s
key dealers, create excitement, and appreciate their support and
partnership.”
Rajasthan Royals and Provogue
organize a fashion extravaganza
Rajasthan Royals collaborated with Provogue as the team’s
‘Official Fan Wear Partner’ for the current season of the Indian
Premier League. Beginning the
season with style, both the team and
the brand organized a fashion show
to mark this association.
Speaking about the association, Tim Eynon, CEO, Provogue said:
“We are very thrilled to be associated with a team like Rajasthan
Royals as Official Fan Wear Partner for this season of the IPL.
We’ve showcased among the very best in our specially created
Spring Summer 2013 collection and we’re sure fans will love the
ensembles. Cricket and fashion on one grand stage in a one-of-akind
event, we really can’t ask for more!”
Puma Urban Stampede 2013
to target all the corporates in
April 14 saw the coming together of corporates in Mumbai for
a unique relay marathon organized at MMRDA Grounds. Puma
Urban Stampede, currently in its 5th
edition, is a relay marathon where
teams comprising 4 members from a
company come forward to compete for
the title of the fastest running group.
DDB Mudra looked after the on-ground branding requisites
whereas Runners for Life took care of the event execution.
Speaking about the collaboration between Puma and Runners for
Life, Rajiv Mehta, MD, Puma India said: “Running is one of the
easiest and best ways for one to exercise. PUMA is known for its
performance driven products and the association with Runners
for Life will help to create a space where young professionals who
are enthusiastic about sport and fitness can come together, have a
good time and garner tips on how to maximize performance.”
NBA launches NBA Cares
Program
The National Basketball Association (NBA), Multi Screen
Media, NBA’s broadcast partner in India,
and Magic Bus, a non-profit organization
that works with the youth from vulnerable
communities announced the launch
of NBA Cares Program on April 8 in
Mumbai. The program saw all three
organizations coming together to conduct weekly basketball
programs for underprivileged children.
Commenting on the initiative, Stern from NBA said: “Social
responsibility is an important part of our mission. We are
proud to work with our partners at Magic Bus and Multi Screen
Media to promote the values inherent to our game - dedication,
discipline, teamwork, and sportsmanship.”
Muthoot Group launches CSR
campaign during IPL
Muthoot Group launched its
new Corporate Social Responsibility
(CSR) campaign during IPL 2013
to leverage its association with the
Delhi Daredevils. Thot Media Pvt.
Ltd, Grey Brand Activation division and Wizcraft International
Pvt. Ltd. came on board for the campaign management and
execution and looked after the Muthoot Dus Ki Toli, Golden Bat
initiative and Wishing Ball initiative respectively.
Speaking about the initiative, Alexander George Muthoot,
Director, The Muthoot Group said: “Through our association
with Delhi Daredevils, our purpose during this campaign is
to introduce a positive change in the lives of underprivileged
children, fulfill their dreams of having an education and bring IPL
closer to few aspirants. “
SPT Sports organizes football
competition for expats
The first edition of the SPT Sports Expat Cup 2013, a
platform for expats in Bangalore to come together and play
football in a competitive cum fun-filled
environment, took place at the end
of March at the SPT Sports Academy,
Sarjapur Road, Bangalore. The event
was initiated and executed by SPT
Sports.
Commenting on the event, Kanishk Saran, Vice President, SPT
Sports said: “The event being exclusive to the expat community,
we had to decline participation from college and corporate teams.
We tied up with leading Bangalore based expat communities. Most
of the marketing was done online through these communities.”
For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com

Media Active
4 May 2013, EXPERIENTIAL MARKETING 13
9XM relies on BTL to engage
audiences
9XM is a Hindi music television channel owned by 9X Media
Pvt Ltd. Launched in 2007, it airs the
latest Bollywood songs interspersed with
jokes and anecdotes. Amar Tidke, Sr. Vice
President and Content Head, 9X Media
Group talks to EVENTFAQS about what
makes the channel tick, its take on BTL marketing, and how
it has replaced real VJs with animated characters as part of its
programming.
Radio City Freedom Awards to
reward and celebrate indie music
Radio City 91.1 FM announced the launch of Radio City
Freedom Awards on April 5 in
Mumbai which will celebrate the
‘Indie’ music genre. The platform
aims to recognize and reward
independent music across different
genres and languages. The call for
entries has begun and the gala award night is scheduled to take
place on May 31.
On the channel’s decision to steer clear of VJ dominated formats,
Tidke elaborated: “While other channel were bombarding viewers
with VJs and format based shows, 9XM decided to present
Bollywood hits in its purest form. The channel’s programming
strategy of airing hits combined with animation and humour has
struck a chord with viewers and resulted in the incredible success
of the channel.”
The sixth edition of the News Television (NT) Awards 2013
celebrated the best in news business on
March 25 at New Delhi’s Taj Palace Hotel.
The awards ceremony was organized by
Indiantelevision.com as a part of the
end of the sixth Indian News Television
Summit.
Commenting on the event, Anil Wanvari,
CEO and Founder, Indiantelevision.com said: “We received more
than 1000 entries from various news channels and had help from
those in public life and from journalists in Delhi, Mumbai and
Hyderabad to short list the winners. The awards are growing in
strength and I thank the industry for all the support.”
Viacom 18 Media organizes
Comedy Central Sugar Sammy
Viacom 18 Media recently organized the Comedy Central
Sugar Sammy Tour which took place
in March at Bangalore, Delhi and
Mumbai. Fountainhead Promotions
& Events was appointed to execute his first three-city tour in
India.
Speaking about the mandate given to Fountainhead, Suzanne
Cherian, Event Operations and Client Services, Fountainhead
Promotions & Events said: “This being Sugar Sammy’s first widescale
performance in the country, Viacom wanted to ensure that
the planning and carrying out of the entire event right from the set
fabrication to the on-ground execution was flawless. Fountainhead
shares a special rapport with Viacom.”
Speaking about the objective of the platform, Apurva Purohit,
CEO, Radio City 91.1 FM said: “Radio City Freedom Awards is
a pioneering effort to celebrate independent music. This attempt
is to provide a pedestal for the immense talent of indie artists
producing rich & diverse music.”
Red FM as Principal Sponsor for
Hyderabad SunRisers
News Television Awards
celebrate best in news business
Red FM is all set to associate itself
with the cricket fever that has taken over
the nation in the form of Pepsi Indian
Premier League. The brand is playing
the role of the Principal Sponsor of
Hyderabad SunRisers, an IPL team, and is
conducting numerous branding initiatives
for the same.
Speaking about associating with the platform, Nisha Narayanan,
Chief Operating Officer, Red FM said: “It is a remarkable feat
for us to have attained the status of being the principal sponsor
of ‘Hyderabad SunRisers’. We beam in pride as the Red FM logo
will shine bright on every team member’s jersey. iI am sure our
campaigns surrounding the PEPSI IPL will garner a huge response
from cricket frenzy fans across our network.”
Grazia organizes Young Fashion
Awards 2013
Grazia, a property of Worldwide Media, recently organized
the Grazia Young Fashion Awards
(GYFA) 2013 on April 5 at Taj Lands
End in Mumbai. Cream Events was
appointed to execute the show which
was conceived and conceptualized by the Grazia team and Cream
as well.
Speaking about the event, Wilson D’Souza, Senior Manager -
Operations, Cream Events said: “The room was converted into
a colourbox with minimal seating and neon colored pouffes.
The event on the whole was flawless with an absolute smooth
execution, though it wouldn’t have been possible without support
from Grazia Team.”
For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com

Industry Watch
Destination
Chengdu becomes MICE centre of Southwest China
The State Council has positioned Chengdu as the high-tech Centre, business Centre,
finance Centre, transport hub and communications hub for the southwest region,
making the city the trade Centre of the southwest, and a key tourism city for the west
of China. These plans have laid a solid foundation for Chengdu becoming the MICE
Centre of southwest China.
At the Chengdu Municipal Congress of the Communist Party of China held in 2003, a
decision was made to build Chengdu into a MICE destination for China and the world.
Trade exhibitions are large scale and have higher added value than other MICE events.
Conventions are mostly international and multinational corporation meetings. MICE
activities held in Chengdu have involved many different industries including electronics,
automobiles, building materials, pharmaceuticals, etc.
TCEB ups 2013 MICE growth target to 10% p.a.
With three new strategies to boost MICE visitor numbers to 940,000, with 88 billion
baht in revenues, Thailand’s MICE industry is poised for another dynamic year ahead.
Thailand Convention and Exhibition Bureau or TCEB has revised its annual target for
2013, and now projects an ambitious 10% growth in MICE visitor numbers this year.
ThongchaiSridama, TCEB’s Acting President, said: “Thailand’s MICE industry is a
major economic driver, contributing 8.95 percent of the country’s overall tourism
market, and 0.6% of national GDP. International Conventions will account for over
306,600 MICE travelers, or 33% of the total, with international exhibitions accounting
for 172,600 visitors, or 18 percent of the total MICE visitors in 2013.”
Kerala Tourism’s revenues increase in 2012
The rise of Kerala as a global destination continued in the past year as Kerala
consolidated its position on the world tourism map with strides in all aspects of tourism.
Kerala Tourism’s total revenue, both direct and indirect, touched the Rs. 21,125
croremark in 2012 compared to Rs. 19,037 crore in 2011.
The synergy developed between tour operators, property owners, travel agencies and
search engines like Google and connectivity solutions like wi-fi and mobile internet have
resulted in a massive upsurge in foreign interest in Kerala through the world of internet.
Kerala has become the number one travel destination in the Google’s search trends for
India this year.. In a move to draw more visitors, workshops were conducted in various
International destinations like Sydney, Frankfurt, Brussels, Rome, Amsterdam, Dublin,
etc.
South African Tourism’s annual ad campaign
After the completion of its 21-city outdoor advertising campaign, South African
Tourism further reinforces its marketing initiatives in India with the commencement
of its annual cinema advertisement campaign.With the objective of promoting South
Africa as a preferred holiday destination for Indians, the 45-second ad captures the varied
experiences offered by South Africa to suit every need.
Hanneli Slabber, Country Manager, South African Tourism, said: “India is one of the
most promising and fast-growing outbound tourism markets and therefore, a core market
for South Africa. According to the latest arrival figures South Africa saw an increase of
18.1%. Inidan travellers into the destination.”
Portugal comes up as tourist destination
As part of a process to acclimatize the Portuguese hoteliers and DMC’s, the India
Representative Office conducted a market briefing during the recently concluded BTL
2013 Expo held from February 27 to March 3 at Lisbon, Portugal. The objective of this
presentation was to enable the local stake holders in understanding Indian traveller taste
preferences, requirements and the importance of one of the world’s growing economy
and outbound market.
Lisbon also provided insights on tour inclusions to suit traveller preferences.
4 May 2013, EXPERIENTIAL MARKETING 14
Events
Gujarat Travel
Mart 2013 sees 150
exhibitors; 250 buyers
Gujarat Tourism organized the Gujarat
Travel Mart 2013 which took place from
March 31 to April 2 at Mahatma Mandir
Convention & Exhibition Centre in
Gandhi Nagar. The event was managed
by Sphere Travelmedia& Exhibitions Pvt.
Ltd., which won the tender bid for the
third consecutive year.
The bC exhibition will
be held in Delhi
The bC India exhibition will next be held
near Delhi, from Dec. 15 to 18 December
in 2014. The move from Mumbai’s
BandraKurla Complex to the India Expo
Centre in Greater Noida will provide
a maximum of 170,000m of exhibition
space at a purpose-built facility.
Roundtable on
FMCGs Rural Sales &
Marketing Initiatives
Rural Marketing Association of India in
partnership with Lemon Media organized
a roundtable on ‘FMCGs Innovative Sales
& Marketing Initiatives in Rural Markets’
on April 25th, 2013 at India International
Centre. The event was attended by Senior
professionals from Corporate, Rural
Marketing Agencies, Marketing and Brand
Consultancies, Rural Research Agencies,
and the Media.
I Inspire 2013
Organized by Biz-Divas, I Inspire 2013
is a national conference which aims to
build a credible platform for exchange of
ideas and networking for female leaders.
The interactive seminar, which took
place on April 5 in New Delhi, saw the
coming together of 200 participants from
different walks of life. Biz-Divas, a nonprofit
organization for women in business,
executed the event.
The Goa Project sees
over 250 participants
The first edition of The Goa Project
(TGP), an experimental platform for
diverse people to meet, solve problems,
build relationships, took place at Marbela
Beach Resort in Goa. The two-day annual
event brought together about 250 people
from entrepreneurships, performing arts
and music, society, visual arts, fringe and
film.

4 May 2013, EXPERIENTIAL MARKETING 15
Venues
Eko Hotel opens new exhibition space
Lagos saw the unveiling of an exhibition and art space at Eko Hotel and Suites,
Victoria Island, Lagos.With this, the hotel already renowned for excellent programming
at its available halls has joined the league of few players using their facilities to showcase
the best of Nigeria’s contemporary art.All rooms have artworks including the convention
centre.Though Eko Hotel has hosted exhibitions in the past, it is trying to do something
different this time around.
A spokesperson said: “I hope that a space like this will inspire many, bring people together
and show the world what we are capable of. I want the space to be open to people from all
walks of life.”
New Crowne Plaza property to open in Muscat
Hospitality brand InterContinental Hotels Group (IHG) has signed an agreement
with the Oman Tourism Development Company SAOC for a new hotel named as Crowne
Plaza Oman Convention and Exhibition Centre in Muscat.To be the second Crowne
Plaza hotel in the capital and the fourth Crowne Plaza hotel in Oman, the new property
will be a 296-room hotel. Being IHG’s eighth property in the Sultanate of Oman, the new
hotel is part of Omran’s Oman Convention and Exhibition Centre (OCEC) development,
which is due for completion in 2016.
The new-build property will feature extensive meeting and event facilities with a separate
function centre, which will include a modern and stylish ballroom with terrace, a
boardroom and three large meeting rooms.
Nashik Municipal Corporation to set up multipurpose
expo centre
The Nashik Municipal Corporation (NMC) plans to set up a multi-purpose exhibition
centre in the city, in order to have a permanent place to various exhibitions.Municipal
commissioner, Sanjay Khandare, during a meeting with members of Nashik Industries and
Manufacturers’ Association (NIMA) and Ambad Industries & Manufactures’ Association
(AIMA) in October last year, had assured them an exhibition centre in the city.
AIMA president Suresh Mali said, “The new municipal commissioner Sanjay Khandare
has assured us of land for the permanent exhibition centre in Nashik. A provision for
an exhibition centre in the budget for the fiscal 2013-14 has been made. The exhibition
centre will include all infrastructural facilities required for exhibitions, including
electricity, drinking water, toilets, parking for vehicles.”
Dundurn International Exhibition Centre
The Dundurn International Exhibition Centre was officially unveiled recently. The
first phase of the project will construct a 300,000-sq.-ft. building to house an estimated
350 exhibition shops and warehouses. Phase two will see two more buildings, measuring
300,000-sq.-ft and 400,000-sq.-ft and may include banks and law firms.The first 350
shops will go up for sale for small to medium-sized companies in China and other Asian
countries.
Brightenview Development’s President Joe Zhou said: “The ambitious project will break
ground in late fall rather than the summer and will open 18 to 24 months later. The
project received the blessing from local and national representatives including reeve for
the Rural Municipality of Dundurn Fred Wilson.Saskatchewan Labour Minister Don
Morgan, also pledged his government’s support.”
PCNTDA to work on convention centre in 2014
The Pimpri-Chinchwad New Township Development Authority PCNTDA expects to
start construction work on the new Pune international exhibition and convention centre
at Moshi in July 2014.The initial estimate for phase I, which will come up on 121 acres, is
in the range of Rs 400 crore. One convention centre will be spread over 4.4 lakh sqft and
two exhibition centres measuring 1.32 lakh sqft each.
YogeshMhase, CEO, PCNTDA said: “Of the 240 acres, 2.2 hectares belongs to the
government and some of it to Haveli Agricultural Produce Market Committee. Also, the
development control rules will have to be changed for the convention centre.”
Developments
Candid Marketing
closes the year with 11
new brands in its kitty
The agency has serviced the likes of
Vodafone, Asian Paints, Godrej Crème,
Thomas Pink, Keihl’s India, Lipton Ice
Tea, Tata Teleservices, Reckitt Benckiser,
Dow Chemicals, and has bagged these 11
accounts in the last 3 months..
Vibgyor Brand
Services sees
innovation as it enters
its 12th year
Vibgyor Brand Services recently turned
12 in March and is expanding through
innovations. It is targeting a growth rate
of 25 to 30% for the year 2013-14.
Gujarat sees the
launch of its event
industry association
With the initiation of the Gujarat Event
and Exhibition Industry Association
(GEEIA), Gujarat has its own association
for the event industry which is now
formally launched as of April 18. The
association is open for membership
applications and will also see the unveiling
of its logo soon.
Cotai Strip Macao
Launches app for
Meeting Planners and
Attendees
Meeting planners and attendees can now
take advantage of the Sands Meetings
Conference App to plan and coordinate
their Cotai Strip Macao meetings and
events. The aim of the app is to provide
meeting planners with an easy and efficient
way to communicate event details and
features with their attendees.
ICE awarded the ‘Best
MICE Operator’ by
Ministry of Tourism
The award was handed over to Naveen
Rizvi-Sr. Vice President-India and Head
by the Honorable President of India-
ShriPranab Mukherjee and Tourism
Minister- K Chiranjeevi at VigyanBhawan
on March 18.

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Gujarat’s
most successful
global
event & entertainment
company
www.trueevents.in
Real Estate Exhibition | Lifestyle Expo | Entertainment | Brand Launch
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ALSO COVER FEATURED STORY
Others dream of great accomplishments,
while 7 Sigma stays awake and achieves them.
4 May 2013, EXPERIENTIAL MARKETING 19
Celebrating 5 years of the ‘Best of the Best’
The fifth edition of the WOW Awards
culminated on April 26 at Grand Hyatt
Mumbai. The WOW Awards 2013
received 720 entries across 28 categories
through 260 entrants and 416 brands.
Categories were divided into six sections
- WOW Promos, WOW LIVE, WOW
MICE, WOW Media and WOW Others.
There were 93 winners in all.
Encompass and Wizcraft emerged as
maximum metal winners, they each
bagged three Golds. In addition to that,
Encompass took home four Silvers and
three Bronzes, while Wizcraft bagged
three Silvers and four bronzes more.
Seventy EMG took home maximum i.e. four Golds that evening, while also bagging
an additional four Silvers. Fountainhead Events and Promotions took home three
Golds and two Silvers each. Jagran Solutions on the other hand took home three
Golds and one Bronze.
38 organizations emerged as winners from across entrants at the fifth edition of
the WOW Awards 2013. Additional Gold winners included, OgilvyAction and
Goupm with two Golds each. Aquila Experience, DDB MudraMax, G2rams, George
P. Johnson, Leo Burnett, Panasonic India, Pulp Strategy, Radio Mango, Rashi
Entertainment and Showtime, each took home one Gold.
The WOW Awards were instituted in 2009 by EVENTFAQS to celebrate excellence
in events, entertainment and live experience creation. This year the event had
Entertainment City on board as title sponsor; the award ceremony was powered
by COURSE TWENTYONE. The associate partner for the event was Event &
Entertainment Management Association (EEMA). Supporting associations included

4 May 2013, EXPERIENTIAL MARKETING 20
Rural Marketing Association of India,
India Convention Promotion Bureau
and The Advertising Club. The event
was managed by 7ty7 Entertainment
whereas Team Rustic provided creative
solutions while digital marketing was
offered by Digit9.
The event was scripted and supported
creatively by Roshan Abbas, and
included hosts, Parizad Marshal and
Kabir Bedi. PAPA CJ, Cyrus Sahukar and Ankur Tiwari all featured in short comic
segments throughout the show, while there was a unique act put up by DJ Khushi and
Shalmali Kolaghade between segments as well.
Co-Sponsors to the event included, Toyota and ‘SpaceandPeople’, and associate
partners included, Laqshya Media and UB Spirits, while Bloomberg was the official
television partner.
The award ceremony was followed by GO LIVE, the official party of WOW Awards
2013 presented by George P. Johnson, in which one Lucky Winner, won a Harley
Davidson SUPERLOW.
ON-GROUND PROMOTION OF THE YEAR FOR BRAND AWARENESS
Gold | ENTRY TITLE: B2012 Formula One Airtel Indian Grand Prix on ground activation | ENTRANT: Encompass Events Pvt Ltd
The objective was to bring an
unparalleled F1 experience to India to
generate maximum participation and
interest for the sport and Airtel, the
title sponsor for 2012 Formula One
TM Airtel Indian Grand Prix. In order
to attract maximum public interest,
the core activity at all Airtel setups at
various touch points had to be very
interesting, engaging and related to F1.
The agency came up with various
contests and engagements related to racing. The look and feel of the activity setup
was similar to an actual F1 pit stop and was created using elements like a half
body F1 car simulator, gas cylinders, tyres, hoses, etc . Cities covered included
Delhi, Mumbai, Bangalore, Chennai, Kolkata and Hyderabad while touch points
were malls, colleges, corporates and pubs. A Simulator Challenge was organised
consisting of a F1 racing competition and prizes included grand stand and picnic
stand for 2012 Formula OneTM Airtel Indian Grand Prix and a meeting with
Nico Rosberg. The racing game was played on the airtel half body F1 car simulator
or on a PS3. For the ‘Join Our Pit Crew’ Challenge an app was developed to
increase awareness and build interest. The components of the app comprised of
an online racing game, F1 aptitude test and bonus points for sharing the app on
facebook. The winner got the opportunity to be a part of Michael Schumacher and
Nico Rosberg’s pit crew at the MGP garage. For the Batak Challenge reflexes of
participant were tested while participants with impressive timings were gratified
instantly with merchandise. In addition, the Singapore and Airtel Indian Grand
Prix 2012 were screened in popular clubs. Visibility in pubs was created by putting
up flags, coasters, standees and screen branding. The activation lasted for 43 days
and touched 50,000 plus consumers.
Gold | ENTRY TITLE: Project “Swasthya Chetna” (Quest for Health) | ENTRANT: Ogilvy Action
villages. In villages, a bride’s arrival is marked by the ‘Doli’ or Palanquin in which
she is carried to her new home. The target consumer is the bride that comes into
the family with her ‘Doli’, a symbol of happiness and prosperity. Various HUL
brands also offer the promise of improving health, beauty and lifestyle. These two
concepts were married in conceptualising “Khushiyon Ki Doli”, whereby HUL
brands help the TG to become a confident provider of better health and wellbeing,
so bringing happiness or “Khushiyan” to lives.
HUL has a portfolio of over 30 brands
across hair care, oral care, skin care,
and home care, and wanted to make
the most of consumer potential in
‘Bharat’. So it created a program called
“Khushiyon Ki Doli”. At the core of
the campaign lies an insight into the
culture and social values of India’s
For this campaign, an actual Doli’ was created which also included a TV, DVD
player and a rechargeable battery to run both. Two communicators carried this
“Doli” on their shoulders to the doorstep of audiences, conducting live messaging/
edutainment for a group of women. The program had 3 sub-modules: awareness,
engagement and sales. Following this campaign, HUL Home and Personal Care
(HPC) category’s market share increased by 176 bps in states where the campaign
was conducted. Also, rural HPC category shares for HUL went up significantly. The
multi-brand approach offered smaller brands within the HUL portfolio to contact
millions of consumers which otherwise would’ve been uneconomical.

We turn any obstacle into a stepping stone.
ALSO FEATURED
4 May 2013, EXPERIENTIAL MARKETING 21
Silver | ENTRY TITLE: Cadbury Oreo - Dear Dad | ENTRANT: Madison Pinnacle Integrated Experiential Solutions
being to express himself. The strategy of the campaign was to create a platform
for consumers to express positive feelings for their fathers. Based on the fact that
“Until you write something down, the expression doesn’t surface from the bottom
of the heart”, the media strategy sought to use writing letters, the age old tradition
which brought generations together.
As a new entrant in India, in a highly
cluttered biscuit market dominated by
fiercely competitive players, Oreo has
been trying to create a space in the
mind of the consumer by sensitizing
people to the need for spending
‘Together’ time with family. The
‘Dear Dad’ promotion was based on
consumer insight which suggests that
there is an innate need in every human
The activity was done in two phases. In Phase 1, letter boxes were kept at
strategically chosen locations where participants could post letters to their fathers.
In Phase 2, letters were collected from all touch points, and posted to dads on the
Occasion of “Fathers Day”. The campaign was carried out in both Mumbai, and
Delhi in malls, multiplexes, and corporate offices. Graffiti Walls were also set up,
allowing participants to seal their love for their Dad by putting thumb prints on
the graffiti wall. In cinemas, “Ferrari Ki Sawaari”, a movie based on father–son
relationships, was also tapped upon, with an activation which involved actors of
the movie urging the audience to write letters. The campaign saw over 6000 people
participate.
Silver | ENTRY TITLE: Panasonic Cheerathon | ENTRANT: Wizcraft International Entertainment Pvt Ltd
Panasonic Cheerathon was a one week
on-ground and on-line event which
was architected to support the Delhi
Daredevils team during IPL Season 5,
where Panasonic was the Electronic
Partner of the Delhi home team. The
strategy was to create a Guinness World
Record by creating the world’s largest
seed paper mosaic. The existing record
was 889.5 sq.ft.
The seed paper mosaic was made by pasting 21,000 self-adhesive seed papers by
21,000 fans of the club. Delhi Daredevils fans at Select City Walk, Saket were given
the chance to write messages cheering the team on seed papers which were then
pasted on a wall. All these seed papers covered the 960 sq. ft wall entirely, with this
mosaic depicting historical monuments of Delhi. After the mosaic was pasted, each
participant got his photograph taken with a Panasonic Lumix camera in front of
the wall, and their cheer message and picture was uploaded on the microsite page
created for the campaign. The participant could search for his/her picture and ‘like’
it and share it on social networks like Facebook and Twitter. The campaign also saw
lucky draws with people winning IPL tickets, merchandise and Panasonic products
by the hour. This campaign caught more than 4 to 5 lakh eyeballs as people
gathered around the wall area to witness the buzz and hype created. Twitter alone
had 1200 followers of Panasonic India who tweeted about the campaign resulting
in the hash tag #PanasonicCheerathon to trend. Approximately 6.5 lakh people
communicated via the Panasonic India Facebook page.
Bronze | ENTRY TITLE: Blackberry College Activation | ENTRANT: CRI Events
Blackberry wanted to promote its BBM
(Blackberry Messenger) services among the
youth. The agency had to communicate
that that Blackberry is not ‘for serious
business executives’ but is about fun
and networking. The idea was to create
a unique place where the youth can be
themselves. So the agency created the BBM
Lounge.
Various activities were conducted under an umbrella theme – Unlimited Sharing
on BBM. This lounge moved through 51 colleges across 12 cities in India. A trendy
Blackberry Lounge was created with BBM Emoticon cut outs and BBM talk bubbles.
There were beanbags, bar stools, coffee tables and Mocktail glasses, and branded cubes.
The 10ft x 10ft backdrop had huge icons of BBM. Three promoters were present at the
lounge to facilitate activities pertaining to BBM services. A complimentary free coffee was
served to the visitors. ISD Members from Team Blackberry were present at the lounge
to offer demos of Blackberry handsets. A professional Emcee was present at the lounge
to engage the TG with games/activities. Various prizes and gift vouchers like free movie
tickets, Blackberry branded T shirts, photo frames, mugs, etc were distributed among
students. The lounge hosted special activities for Valentines Day, where the Lounge was
decorated with red heart-shaped balloons and other décor items, while chocolates were
distributed among students. The month long activation campaign was a massive hit across
colleges and cities in India.

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Don't be satisfied with stories, how things have gone with others.
Unfold your own myth.
4 May 2013, EXPERIENTIAL MARKETING 23
ON-GROUND PROMOTION OF THE YEAR FOR SALES VOLUME
Gold | ENTRY TITLE: Castrol Star CRB Plus - Aashirwad | ENTRANT: Jagran Solutions
(Blessings). This program was aimed at creating contact with tractor mechanics and
educating them on product benefits. Mechanics were asked to collect caps of SKUs of
new CRB Plus oil. The campaign took place in three phases – Education & Enrolment,
Progress & Tracking, and Gratification. Demo kits were designed to interact with less
educated mechanics and rewards were decided as per pre defined target slabs.
In order to fight competition, Castrol
had launched a new variant of CRB plus,
and with this new offering in the market,
Castrol wanted to engage key customers,
drive sales, and create long term brand
loyalty. Following a qualitative study,
the agency came up with an Advocacy
and Loyalty Program called “Ashirwaad”
The program was executed in 3stages. First, a reccee was conducted across more than
9553 mechanic shops in 161 towns and data of various tractor mechanics were collected.
These mechanics were then contacted & educated about the benefits of Durashield
Boosters. Lastly, follow-up visits were initiated after a span of 20 days with re-emphasis on
Durashield Boosters and its benefits. A program booklet, welcome kit and t-shirts further
amplified the visibility of the brand. The program was scaled to 12 states in the country
and resulted in an average consumption of 2 buckets per mechanic. The campaign led to
the sale of more than 11500 packs of Castrol CRB Plus in 2 Months, boosting sales by
33.4%.
Silver | ENTRY TITLE: Thank You Mom In-Store Activation | ENTRANT: Encompass Events Pvt Ltd
product, a part of the proceedings
would go toward building playgrounds in India.
‘P&G Thank You Mom’ is a global
campaign launched to salute moms
across the globe. The 2-phase 360
degree campaign sought to interact with
consumers through in-store activations
in order to get consumers to honour
the spirit of their mothers and to raise
awareness, and also to make consumers
aware that with every purchase of a P&G
In Phase 1 of the campaign, a 360 degree campaign called ‘Fulfill her wish’ was executed.
Consumers were asked to thank their mothers and to make a promise to fulfill a wish of
hers. A stall was set up and consumers were also asked to pen their thoughts on a postcard
which was specially delivered by P&G. They were also given pledge bands to wear which
they could remove only once they have fulfilled their mother’s wish. Consumers also
clicked and uploaded pictures of themselves holding a pledge board. In Phase 2 the need
for playgrounds for children’s all round development was emphasised through a consumer
engagement programme called ‘Moms for Playgrounds’. This phase continued with the
‘purchase to become a proud donor’ messaging and consumers were informed about the
need for playgrounds and of proceeds from their purchases going towards this cause. The
in-store activation reached out to thousands of people across the two phases and impacted
sales across brands at P&G.
Silver | ENTRY TITLE: Maybelline Karwa (Quest for Health) | ENTRANT: Vibgyor Brand Services Pvt. Ltd.
Karvachauth. The challenge was to ensure a greater share of the pie for Maybelline and to
drive unprecedented sales.
Maybelline wanted to reach out to
Indian women in a big way during
the Karvachauth festival. As a brand,
Maybelline’s marketing communication
had never really focused on the married
woman, and with the aim of connecting to
this segment and encouraging more Indian
women to purchase Maybelline products,
an activity was to be planned during
The activity was carried out for three days across north India at 165 locations in all major
markets of the area where women usually go to apply mehendi before Karvachauth. To
draw their attention towards the setup and to the opportunity to get mehendi applied for
free, promoters approached women and talked about the Maybelline range of products
and schemes. Several other activities were also planned to draw women. Beauty artists at
the stalls gave free makeovers and offered various other incentives. Women could also
get coupons that allowed them to get mehendi applied on the day before Karvachauth.
Each set up had a makeover zone, 2 beauty specialists, two trained female promoters
well trained in the Maybelline product range and 2 mehendi artists. This promotion
saw a 33% increase in reach with more than 2.5 lakh women participating. Sales figures
exceeded the expectations of Maybelline with the target of 73 crores exceeded by almost
10 crores.

The most important thing to remember is this: to be ready at any moment
to give up what you are for what you might become.
ALSO FEATURED
4 May 2013, EXPERIENTIAL MARKETING 24
Bronze | ENTRY TITLE: Freecultr-Digital Pop-Out Store | ENTRANT: DDB MudraMax
FREECULTR wanted to extend their
presence from an online environment to
an offline space, offering its customers a
unique way to experience the brand and
its products. Having designed premium
apparels and accessories, the brand wanted
to create an experience where people could
touch, feel, try, and buy their products.
The concept of a Digital Pop-Out Store
arose from the need to address the challenge of reaching out to consumers who are
unable to see the product they are going to buy. The idea was that while other stores may
“pop-up” for a few days, FREECULTR would pop out. The digital pop-out store created
was neither a kiosk nor a regular stall. With its unique design, layout, staff and technology
integration, consumers could browse through a wide array of products, try them on, get
educated about the brand, and place orders immediately. The concept extends itself way
beyond that of a regular pop-up store which is up for around 3-4 days and extends for
longer durations for wider reach and longer brand recall. Through 3G powered iPads and
a stationary wi-fi enabled desktop, complete with interactive LED screens that allowed
consumers to browse the catalogue and place orders, consumer experience was enhanced
exponentially. The Pop-Out store’s average sale per day went up to Rs. 1.5 lac. Also, about
3000 people interacted with the brand on weekends and approx 1000 on weekdays.
SMALL BUDGET ON-GROUND PROMOTION OF THE YEAR
Gold | ENTRY TITLE: 90 Nano Stories | ENTRANT: DDB MudraMax
The marketing team wanted to look at
positioning the Nano to appeal to a new
target segment - college going students.
The TVC was however not helping in
building confidence amongst the TG
and the Nano had not emerged in their
consideration set. The target audience
for this activity were SEC A (primary
wage earner) college going students
across Delhi, Mumbai and Bangalore.
Considering that the TG was used to
dismissing messages as fake and lacking
substance, it was important to put the
Nano into their world and let them build
the story around how it fit in with their
lifestyle, as anything else would have just
been dismissed as a marketing stunt.
Opinion leaders were recruited from colleges and were allowed to script the Tata Nano
narrative. They were selected based on two criteria – they had to a have an area of interest
they were passionate about, and had to be socially active, and have a following of above
750 people on Facebook and a high level of activity on both Facebook and Twitter. The
proposition to them was to use the Nano for one month and talk about your experiences
via social media. A total of 30 students were recruited across the top 5 colleges in these
cities, with each student carefully screened to ensure that they were the right fit for the
project.
The activity was such a success that the client commissioned two more seasons of the
activity and expanded it to include Chennai, Pune and Kolkata. The Nano was adopted
into a circle where on a normal day it would have garnered only a passing mention.
During the 3 months that these students had the car across 6 cites 4728 tweets were
generated, and over 90 videos with road trips were uploaded, along with 468 status
messages around the Nano with each message garnering an average of 15 comments. A
total of 2121 photos were uploaded with an average of 5 comments on each photograph.
The cost of the activity was Rs.2, 60,000, and as a result of the activity 67, 500 students
were reached across 3 cites.
Bronze | ENTRY TITLE: Movie Promotions for Luv Shuv Tey Chicken Khurana | ENTRANT: Hansa Events & Activation
the activity was to promote the movie with a low budget.
Luv Shuv Tey Chicken Khurana was a
Bollywood movie released in November
2012, revolving around the forgotten
recipe of ‘Chicken Khurana’ that made
the ‘Khurana
Dhaba’ famous in Punjab. The objective of
The well known Dabbawaalas (Tiffin Servers) of Mumbai were selected as the medium to
propagate the message, since the legacy of their exemplary service is mirrored by Khurana
Dhaba in the movie. The activity had a two-pronged approach. The first part involved a
conference with the stars of the movie and an activity, and the second part was conducted
on the day articles following the conference and activity were carried. The activity involved
a Dabba branding activity where tiffins provided by Dabbawaalas were branded with tags
saying “Best enjoyed with friends in theaters on 2nd November”, and distributed to a
number of corporate offices across the city. Photographs were taken during the tagging,
distribution and reception activities. The TG was also requested to provide feedback.
Recipients were pleased with the uniqueness of the nature of activity and word of mouth
ensured that even more people heard of the activity.

Everyone wants to stay on top, but all the happiness
and growth occurs while you're climbing it.
4 May 2013, EXPERIENTIAL MARKETING 25
Silver | ENTRY TITLE: Big Bazaar Magic Frisk | ENTRANT: DDB MudraMax
As India’s largest value-for-money
hypermarket, Big Bazaar’s challenge was
to announce their amazing offers in an
environment cluttered with other amazing
offers. In this activity, the security guard at
the bag check counter was replaced with a
magician. During his magic security frisk
he pulled out objects that weren’t originally in the bag. Surprised shoppers saw him pull
out hardboiled eggs, bundles of dollars, gold coins, ketchup bottles and even mops out
of their purses and bags. While they stood there stunned, he handed out a coupon. The
idea was to take advantage of an occasion when everyone has to go through a routine
security check, and have nothing to do but wait in line. This is also a place where no
communication is targeted at them. This idea filled this media vacuum by using the
fake security guard as an interactive medium to dispense the brand message. Through
this activity, 250 coupons were distributed and all were redeemed. In a week, there were
648 Facebook shares, 1047 likes and 15, 467 tweets. In two hours, footfalls at Big Bazaar
increased by 7%.
CONTACT PROGRAM OF THE YEAR (SCHOOL/COLLEGE/SOCIETY/
COMMUNITY)
Gold | ENTRY TITLE: Thank You Mom - School Contact Program | ENTRANT: Encompass Events Pvt Ltd
(This entry is a Silver winner in the Category ON-GROUND PROMOTION OF THE YEAR FOR SALES VOLUME. Please see pg. 23)
Silver | ENTRY TITLE: 90 Nano Stories| ENTRANT: DDB MudraMax
(This entry is a Gold winner in the Category SMALL BUDGET ON-GROUND PROMOTION OF THE YEAR. Please see pg. 24)
Silver | ENTRY TITLE: Get Social? | ENTRANT: Pulp Strategy Communications Pvt Ltd.
Google India wanted opinion leaders
within the early adaptor youth 18 years to
24 years in India to try, use and get to play
with Google+ in their natural environment.
Premier B school & engineering students
(essentially the IIMs & IITs) - formed the
core of this audience. It was important for
any one working on the campaign to be
extremely savvy. The TG comprised 41 premier schools in India including the IIM’s IIT’s,
FMS, and SP Jain. The massive outreach program spanned 36 cities and reached out
digitally with 800+ focused connects and 35 physical engagements and experience driven
contacts at each campus. Mediums used in the program were contests, online content
creation, on-ground engagement, and events. Social media, PR, and Direct Mailing were
also used. For campus engagements, there were various rounds in which teams completed
each round and created “proof of work and innovation best practices” defining ROI in a
submission online. The competition heated up with quality of content being extremely
high, and campuses also received their official Youtube channels and vanity URL’s.
Campuses used their marketing kits and resources well, with some campuses coming on
G+ with their entire faculty, students and Alumni on board.
The program reached out to 66000 students, with 2.4 million strong community forming
in response to the ‘Get Social’ program. 88% of the campuses now have verified G+ pages
with Google+ as their official social destination.
Bronze | ENTRY TITLE: Castrol Smiles | ENTRANT: Jagran Solutions
the “Castrol Smiles” campaign, which was carried out across 25 cities.
Castrol was looking to retain its leadership
in car engine oil segment and was looking
to conduct a campaign to help increase
volume and gross margins in the passenger
car segment, and to position Castrol
Engine Oils as the leader in the industry.
To build an emotional connect and make
the mechanic recommend or buy Castrol
car oil brands, Jagran Solutions designed
Campaign communication was done through in-pack promotion and on-ground
executions. The in-pack promotion was made available to any purchaser of the pack
who is a part of the Smiles promotion program. Jagran Solutions initiated a long-term
relationship with mechanics by enrolling them in the program and monitored the
campaign with periodic audits. The campaign was executed in three phases. In Phase 1,
enrolment of 11000 mechanics was conducted. In Phase 2, the Mechanic Maha Samellan
rolled out across targeted cities where mechanics were provided with hands-on knowledge
on modern car engines. They participated in a number of quizzes and top performers
were given certificates and a uniform. Periodic audits were conducted to determine
consumption. Phase 3 comprised of a ‘Movie Magic Extravaganza’ where qualifying
mechanics were given movie tickets and snack coupons. A lucky draw was conducted
during the special screening where a lucky winner from each city won a Hero Honda
Passion Pro bike. The campaign saw more than 21000 mechanics enroll in the advocacy
program

Pleasure in the job puts perfection in the work.
ALSO FEATURED
4 May 2013, EXPERIENTIAL MARKETING 27
Bronze | ENTRY TITLE: Horlicks Mission Exams 2012 | ENTRANT: Krayon - EduMedia India Pvt. Ltd
In 2006 Mission Exams was launched to
equip students with skills to cope with
exam stress and create awareness on the
importance of a healthy mind and body
for an improved academic performance
with the TG being children between 9 – 17
years of age, their teachers and parents.
To take the Mission Exams property to
the next level, the agency proposed the
concept ‘Brain Ready – Body Ready’
for the 2012 edition. A school contact
program for students and a workshop for the teachers was conceptualized which was
conducted in 3 modes. Mode 1 consisted of the School Contact Program (SCP) which
aimed to educate school students and their parents through interactive workshops.This
SCP was conducted in two parts with separate workshops for students and parent. The
students’ workshop was led by a psychologist or nutritionist. Following the screening
of a film on basic hygiene, the MC provided tips on ‘Being Healthy’, and students were
asked general questions on study habits and prizes like mugs, exam pads were handed
out. Student health booklets and exam planners with illustrative lessons on study tips and
plans and Horlicks Gold sample packs were given out to all. The workshop for parents
was led by qualified nutritionists in all cities. Mode 2, Train the Trainer Workshop was
for teachers and principals and focused on how principals and teachers could guide
and help students to handle exam time better. Mode 3, the Shadow Campaign, was
conducted to reach out to schools that were not a part of the workshop or SCP. As a
part of the campaign, 20,000 students’ booklets, Teachers’ booklets, Exam Planners and
Horlicks Gold sample packs were distributed to all the students and teachers. This contact
programme reached out to 116,100 students across 20 cities.
ENTERTAINMENT EVENT OF THE YEAR
Gold | ENTRY TITLE: Bacardi NH7 Weekender : DEL + PUNE + BLR | ENTRANT: OML Entertainment Pvt. Ltd.
developed from a 3 day event in Pune attended by around 10,000 people from Pune and
Mumbai to a 7-day event attended by 65,000 people across 3 cities. Today it is a national
festival.
The idea for Bacardi NH7 Weekender
was conceptualized basis the insight that
the youth are no longer confined to a
single genre of music. The festival was
conceptualized as something all about
going together, discovering new music,
and creating fond memories. The festival
The brief for year 3 was to take this property to 3 cities while maintaining the quality of the
talent, and visitor and brand experience Bacardi NH7 Weekender. OML Entertainment
achieved this, managing over 100 bands. The focus was on big things that were doable, but
little things were not forgotten (smiling bouncers, well planned entries, quick coupon lines,
seamless production for the performances, great weather, planning around exams, etc).
Most importantly talent was of top most importance. In addition to a footfall of over 65,000
people over 7 days, the festival reached over 2 Lakh Fans organically on Facebook. The
Bacardi NH7 Weekender Brand of festival is now the gold standard of festivals. It now has
credible talent around the world, and is constantly receiving enquiries from various parties
on how they can participate, as it is, arguably the top platform festival in the Asian Region.
Silver | ENTRY TITLE: Teacher’s Achievement Awards, 2012 | ENTRANT: Wizcraft International Entertainment Pvt Ltd
Achiever Award. The brief was to strengthen the stature of Teacher’s Achievement Awards
with the aim to synchronize the concept of “Mark of Achievement”. After the success of
“Ten Years of Saluting Achievement”, the objective was to take the 11th edition of TAA to
the next level.
Teacher’s Achievement Awards is an
annual property which recognizes and
rewards individual excellence and
exemplary achievement in the genres of
Business, Sports, Communication and
Entertainment. Each year achievers are
saluted within these individual categories.
It also seeks to honour one exemplary
achiever across all categories with a Lifetime
Achievement Award and Global Indian
A list of prospective individuals across categories was shortlisted and their profiles were
prepared keeping in mind the evaluation criteria set by the KPMG- the audit firm and
official partner. After the Advisory Board received a ranking sheet, an invitation letter
was sent to the top ranked nominees. The 13-episode series saw achievers discuss what
achievement stands for, for them. The finale episode was the red carpet event. The evening
saw 500 guests attend and for their entertainment a breathtaking dance performance was
provided by Eric & Georgia depicting the different award categories. Maansi Scott also gave
a wonderful performance of the TAA Anthem and Boman Irani sang ‘My Way’. The Grand
finale also witnessed solo acts followed by splendid performances- Jugalbandi between
Anushka Shankar, Medieval Punditz, Karsh Kale and Angaraag ‘Papon’ Mahanta. Guests
also witnessed the Teacher’s Achiever’s Walk choreographed by Appu Tanya.

Others dream of great accomplishments,
while 7 Sigma stays awake and achieves them.
4 May 2013, EXPERIENTIAL MARKETING 28
Silver | ENTRY TITLE: Filmfare Awards | ENTRANT: Cineyug
The objective of the awards was to re-create
the magic that the ‘Black Lady’ is known
for. The idea was to cash in on young
talent, keeping in tandem stalwarts of the
film fraternity who have been entertaining
audiences for generations, showing how
different they are from the yester years.
The faces of the show were Ranbir Kapoor and Shahrukh Khan, a combination of a
young gun and a stalwart who has been ruling the industry and the hearts of millions
across the globe. They were selected because while one represents the younger generation
and today’s youth, the other represents the ruler of the kingdom for years. A series of
promotional activities that were never done before were kick started. The show had a
unique start in the form of audio-visuals that were shot before hand with special affects
in 3D being the weaving point between the acts. There were beautiful performances by
Shahrukh Khan, Priyanka Chopra who concluded her grand act with the famous Bappi
Da on stage, Deepika Padukone, Kareena Kapoor, and Ritesh Deshmukh along with
Genelia D’souza. The script was written in such a manner that the audience witnessed
interactions between the host and stars like Kareena, Karisma, Rekha, and Vidya. The
success reflects in the TRPs generated for the channel- 4.59.
Bronze | ENTRY TITLE: Global Indian Music Awards (GiMA Awards) | ENTRANT: Wizcraft International Entertainment Pvt Ltd
The Global Indian Music Academy (GIMA)
marks the coming together of the Indian
music fraternity on a unified platform
to celebrate Indian music from across
the world, and has been developed in
consultation with key industry partners and
music companies.
Prior to the event, a nation-wide marketing
campaign was carried out across all forms
of mass media for over 3 months to drive
entries and tune-ins. The Awards received more than 1100 entries across all categories. A press
conference gathered Jury members and witnessed performances in memory of the music
legends that passed away in 2012. A GiMA Nominees Bash was organized a celebration on
the finalization of nominees. There were performances by the nominees, followed by an open
mic-session that brought together artistes from different genres on stage. Over 300 Academy
members came together to vote for winners in each category. Consumer Engagement was
ensured through various public contests like ‘Guess the winner and win GiMA Merchandise’,
‘Nominee trivia’, and BTL marketing.
The main event saw over 60 media companies attend and cover the event. As a brand
integration initiative, a Chevrolet car was converted into a recording studio and placed on the
red carpet. While musicians walked in, the car studio host Taufiq Qureshi recorded sounds
with musicians and celebrities. The song was later used to create the Chevorolet Anthem. The
event witnessed a wide array of acts and generated PR worth 35crores. The event reached out
to millions of viewers nationally and internationally across the STAR Network.
FESTIVAL OF THE YEAR
Gold | ENTRY TITLE: Kala Ghoda Arts Festival 2012 | ENTRANT: Seventy EMG
edition, reinventing the 15 existing verticals to match the theme, “Let there be Light”,
along with the addition of 2 new major verticals.
Since its inception in 1999, every year,
the Kala Ghoda Association in Mumbai
has hosted the Kala Ghoda Arts Festival
(KGAF) to highlight the beauty of the
Kala Ghoda Precinct area. This year the
objective was to recreate the splendour of
the Kala Ghoda Arts Festival for its 14th
The festival brought a kaleidoscope of music, dance, theatre, literature, street stalls, films,
food, workshops, visual arts and heritage walks with more than 400 events spread across 9
days. The addition of two main verticals brought to the festival a new flavour and a new
avatar. Dance & Music had been a part of the festival always in its minor forms, with the
street performances and acts. This time the Cross Maidan Garden became the hub for
Dance & Music where every day there were concerts that would lure in many followers
and enthusiasts. Also, a vertical dedicated to Food / Food Art was added. Workshops,
discussions, stalls, and more were set up to celebrate food. With experts from every
industry and background, each of the 17 verticals saw a mélange of responses from young
and old alike. Along with the Kala Ghoda Association, the agency created a perfect floor
plan to help make this giant festival come to life. The final tally: 9 days, 17 verticals, 15
different spaces, 400+ events, 1, 50,000 visitors.
Silver | ENTRY TITLE: Bacardi Nh7 Weekender : DEL + PUNE + BLR| ENTRANT: OML Entertainment Pvt. Ltd.
(This entry is a Gold winner in the Category Entertainment Event of the year. Please see pg. 27)

ALSO FEATURED
4 May 2013, EXPERIENTIAL MARKETING 29
Bronze | ENTRY TITLE: Up in the Air - Delhi International Kite Festival | ENTRANT: Rashi Entertainment Pvt. Ltd.
Delhi Tourism and Transport
Development Corporation wanted to
execute a creative presentation for their
annual event, ‘Delhi International Kite
Festival’. The event was organized at India
Gate Lawns as master kite makers and
flyers from all over the world were brought
in to demonstrate their unique creations.
There were various competitions amongst
the experts interspersed with cultural
shows in evening.
Kite flying experts from the United Kingdom, France and Indonesia attended as did
national experts from Chennai, Hyderabad, Chandigarh, Gujarat, and Jodhpur. The
event drew a big crowd of kite enthusiasts. Delhiites, who have been hooked on to this
sport for years, witnessed the visual delight. The cobra kite, a 110-foot long kite, owl kite,
a box kite and kite trails, one with 100 kites, were some of the major attractions. The
festival had stalls displaying kites of different shapes and sizes — from one square inch
to 70 square inch. A special theme pavilion depicting the various types of kites from
across the world was also put up. Colourful spindles suspended from tree branches and a
display of massive demo kites were some of the other highlights. Kites made of bamboo,
tissue paper, elastic paper and cloth were also on display. More than 50,000 people
witnessed this 2 day extravaganza. The entire setup for this event was done in 14 hours.
With the success of this edition of the Kite Festival, the Delhi Tourism Department is
contemplating inviting more participants and making it a bigger event next year.
LIFESTYLE EVENT OF THE YEAR
Gold | ENTRY TITLE: Van Heusen X Lifestyle Fashion Show | ENTRANT: Fountainhead Promotions & Events Pvt. Ltd.
The show was organised to launch a
new clothing line “X Lifestyle”. As the
clothing line was focused on people who
are regular travellers, the idea was to
conduct this launch at the Jet Airways
hanger in Mumbai and have a fashion
show displaying the clothing range with a
show stopper and a celebrity emcee. The
idea was to step out of the ordinary and
showcase the X-Factor.
The ordinary hangar was transformed into a glamorous backdrop for the fashion show.
The evening started with revelation of the newly branded aircraft. Models walked the
ramp in a choreographed sequence using entrances of the aircraft as entry and exit
points, while the Van Heusen branded Aircraft served as the backdrop to the models.
The evening was a fantastic display of fashion and glamour which saw the participation
of prominent entrepreneurs sashaying down the specially created ramp along with top
models of the country. Post the show guests interacted with the models over light finger
foods and non-alcoholic beverages, a first at the jet airways hangar. The Van Heusen – X
lifestyle Aircraft flew for a month to various metro city like Mumbai, Delhi, Kolkata,
Bengaluru, Hyderabad, and a few other cities The event was covered on various media
platforms, and there were branded kiosk at airports in some of the metro cities. The event
was attended by over 200 people including around 40 plus members of the press. It also
got a total of 138 clips across Mainline, Electronic, Online & Magazines.
Silver | ENTRY TITLE: Blenders Pride Fashion Tour 2012 | ENTRANT: Showhouse Event Management Pvt Ltd
Pride Fashion Tour, an annual event which takes place in 6 cities and encapsulates its
brand thought ‘Make the world a stylish place’.
The challenge in a highly cluttered
media environment with alcohol
beverage and several other categories
leveraging big platforms like fashion,
cricket, and product messaging with
celebrities was to create a campaign
which goes beyond just high decibel
advertising. Blenders Pride has
successfully overcome this challenge
through its flagship property Blenders
As a result of this event, Blenders Pride has redefined the standards in the category
and continues to dominate the premium admix whisky category with a share of
more than 48%. MS Blenders Pride Fashion Tour is the best reference of an on
ground sponsorships delivering maximum value to brand positioning and integrated
communications. The campaign created an experience zone in key metros helping
people up their style by walking on the ramp. A 3 city tour by Priyanka Chopra gave
fans an opportunity to meet the style diva one on one. By taking the tour to 6 major
metros of India and showcasing some of India’s top designers and models through
a duration of 50 days, the mainline campaign saw over 8 million people exposed to
Blender’s Pride Fashion Tour 2012 with an OTS of 1. The number of people exposed
was at 5 million for the same medium when the OTS was at 3. On ground activation
done across metros reached out to 25,000 people. 10 million people reached out
through the BPFT Facebook page

We turn any obstacle into a stepping stone.
4 May 2013, EXPERIENTIAL MARKETING 30
Silver | ENTRY TITLE: Chivas Studio | ENTRANT: Showhouse Event Management Pvt Ltd
The objective behind the event was to
create an eclectic collaborative platform,
spanning genres, that engages and
stimulates influencers and opinion
leaders. The idea was to drive brand media
and PR to relevant audiences in an Indiaunique
platform that brings diverse art
forms together.
The Chivas Studio visited Delhi and Mumbai over 4 days, featuring India’s top talent
collaborating and stepping beyond their regular medium to create exceptional works of
art. These included ‘Strangers in the Night’, a short film telling a quirky story of two
friends with opposing ideas of love and romance, where all it takes is one night and two
strangers to change their beliefs. ‘Tamaasha – A Chivas Soiree’ was a mela organised to
push creativity, interpret old concepts as new ideas, and create a festivity of life that is
eccentric and individual. This mela was very simply an urban take on rural sensibilities,
and was a cutting edge interpretation of the traditional Indian street fair. Rohit Bal
carefully created this amalgamation of art, fashion and Indian craft. Finally, for “The
Collectiv”, internationally acclaimed artist, Karsh Kale, brought together an eclectic mix
of 10 leading vocalists and instrumentalists to create a fusion of western and Indian music
Following the event the brand scores of Chivas have been consistently going up with
leading brand platform, ‘The Chivas Studio’, bringing the brand and the brand values
closer to the consumers. In addition, leading artists have expressed their desire to be a
part of the Chivas Studio for its next edition.
SPORTS EVENT OF THE YEAR
Gold | ENTRY TITLE: Red Bull X Fighters | ENTRANT: Jagran Solutions
Apart from traditional routes of advertising,
Red Bull markets itself through tournament championships, sports team ownerships,
as FMX) is a variation on the sport of motocross in which motorcycle riders performs jumps
and stunts in air. Red Bull wanted to exploit this association to gain market share in India.
celebrity endorsements and its music label
Red Bull Records. Following similar lines,
Red Bull had done a long term association
with Freestyle Motocross stars Nick
Franklin, Nick DeWit, Gilles Dejong and
Martin
Koren. The Freestyle Motocross (also known
This gave birth to Red Bull X Fighter Show at one of India’s most prestigious locations,
Rajpath. A specially designed launch pad for the bikers to initiate their stunts was created
at Rajpath with Red Bull branding. The size of the installation was huge, lending it
visibility from a number of roads. Prior to the stunt show, a troop engaged the crowd with
entertaining dance performances. This was followed by a power-packed performance by
Honey Singh. Finally, FMX stars enthralled Delhi crowd with some action-packed skills in
a high-octane 45-minute breath taking show. The Freestyle bikers essayed some high flying
stunts like smoking wheels, rowing engines and air-borne machines which left Delhi youth
amazed. The agency set up a special 15 ft high slant ramp which enabled the bikers to attain
more than 40 ft height during the stunts. The event saw an audience of 12,000 people, while
it also reached out to 11,89,92,000 people through different media.
LAUNCH EVENT OF THE YEAR
Gold | ENTRY TITLE: Launch of The First Store And Brand ‘Starbucks - A Tata Alliance’| ENTRANT: Showtime Events (India) Pvt. Ltd.
Tata and Starbucks have both built their
success on an understanding that enduring
companies can only be built when they
are focused on the betterment of the
communities in which they do business.
Thus the message that they wanted to deliver
was much more than the mere opening of a
coffee house - that Starbucks is more than a
store, it is an experience, and a community
gathering spot where people connect,
discover and share.
For the highly pre-hyped launch of Starbucks in India, the agency decided to tell the Starbucks
story in a way that makes India sit up and take notice. The medium selected for the lauch was
the historic Elphinstone House off Horniman Circle – the façade of which, in its entirety,
formed the canvas for the launch. The next highlight of the event was the magical combination
of cutting-edge content, pioneering technology and old world grandeur. The story of the
Starbucks brand unfolded on the 154 foot wide and 60 foot high façade of Elphinstone
House, through the innovative use of 3D architectural video mapping techniques and largeformat
projection. The content focused on bringing to life the shared values of the Tata and
the Starbucks brands.
The buzz reached a climatic point on the launch day, with the media as well as thousands
of Mumbaikars lounging in the vicinity of Elphinstone House to soak in all the excitement.
Three months since, the buzz continues, with regular live updates in social media and news
features on television and in the press.

Don't be satisfied with stories, how things have gone with others.
Unfold your own myth.
ALSO FEATURED
4 May 2013, EXPERIENTIAL MARKETING 31
Gold | ENTRY TITLE: Audi Q3 Driving Experience | ENTRANT: G2rams India Pvt. Ltd.
The aim of the launch event for Audi Q3
was to deliver a first-class event with high
recall value for the brand. Great emphasis
had to be laid on guests’ experience and
interaction, and the agency had to create
a top of the line, extraordinary, creative
launch with a strong focus on emotional
appeal. With the Q3 being the youngest,
most affordable Q member from Audi,
the concept ‘Start Young’ underlies all its
messaging.
Keeping in mind the TG, the agency created an ‘urban jungle’ experience, where
participants got to drive the soft roader over specially created ramps on the natural
terrains of the Faridabad- Gurgaon highway. Over 8 days, 700 guests were flown in from
various cities in two batches. Every batch got to experience a scenic drive, as well as a
dynamic drive. A specially made Quattro track specially helped participants to test the
maneuverability and handling features of the car. Post the drive, guests were treated to a
sumptuous moving lunch and then taken to The Oberoi to rest. In the evening, all guests
were taken to Blue Frog in New Delhi where they relaxed over a networking evening with
drinks, dinner and live entertainment. Guests were then driven back to the Airport the
next morning to fly back to their respective cities. Test drives provided hot leads to ensure
conversions and confirm sales volume achievement. Audi Q3 met with an overwhelming
response when it came to bookings for the car. The first lot of 500 cars was booked within
the first week of the launch of the car.
Silver | ENTRY TITLE: BMW 3 Series Launch | ENTRANT: Showtime Events (India) Pvt. Ltd.
With BMW holding on to its No. 1
position in the luxury car market, it was
keen on creating an event experience for the
launch of its 3 Series line-up - The Ultimat
3 that would clearly demonstrate its market
leadership to the TG comprising 28-40 year
old males who wish to move into the luxury
car segment.
The NCPA (Jamshed Bhabha Auditorium and the adjoining lawns) was selected. Keeping
with the legacy of BMW and the sheer stature of the guests, the auditorium was given
a complete make-over right from wooden flooring to décor-masked walls and a central
performance area that enabled 3D projection. To effectively and dramatically portray the
fact that the 3 Series is a sixth generation car, a marquee was set up that displayed BMW’s
entire range of vintage cars leading up to the current launch models. Next a heritage film was
screened to drive home the point of the illustrious heritage of this series. The sports and the
luxury variants of the 3 Series was then launched using spectacular 3D projection mapping,
which showed the cars journeying through different settings, handling road-bumps and
turns while actually being static. The event witnessed a turnout of over 2000 HNIs, future
prospects and media attention. Subsequent weeks saw the media doling out generous doses
of space and air time to the launch event. Even online and social media were abuzz with the
news, posts and tweets for weeks after the launch.
Silver | ENTRY TITLE: Van Heusen X Lifestyle Fashion Show | ENTRANT: Fountainhead Promotions & Events Pvt. Ltd.
(This entry is a Gold winner in the Category Lifestyle Event of the year. Please see pg. 29)
BRAND ASSOCIATION WITH A LIVE PLATFORM
Gold | ENTRY TITLE: 12th Family Fun Car Rally | ENTRANT: Rashi Entertainment Pvt. Ltd.
The rally has seen major sponsors like IGL, HT. GM, Toyota, etc partner in this rally for
last 12 years consecutively.
This property was conceptualized in 2001
with the prime objective of providing a
fun-filled Sunday fiesta for sport-loving
families of various cities. Since then the
Family Fun Car Rally has become an
annual fiesta with the same concept but
different sponsors. The thought behind
the conceptualization of Family Fun Car
Rally was to provide a complete package
to the audience and participating brands.
The 12th Family Fun Car Rally in Jaipur and Chandigarh was especially for Chevrolet
Car Owners, while the rally in Delhi was for Hyundai Car Owners, since only the brands
are entitled to be part of this rally. To make the FFCR a tremendous hit the tie-ups are
formed at various levels in each city. The whole purpose of this rally is to create hype in
these cities, creating value creation for the title Sponsor, venue, media partners and traffic
police. The 12th Family Fun Car Rally in Delhi & Chandigarh was further associated
with the noble concept of ‘Foster a Child’ for a day while in Delhi the rally celebrated
the Cricket World Cup 2012. This Rally unlike other rallies is a leisure sports event with
Rubik Cubes, Crossword Puzzles, clue cards, and Q & A sheets incorporated. Over 400
families participated in this unique car rally which was a complete entertainment package
with DJ’s, dhols and dancers present at the venue.

The most important thing to remember is this: to be ready at any moment
to give up what you are for what you might become.
4 May 2013, EXPERIENTIAL MARKETING 32
Gold | ENTRY TITLE: Bacardi Nh7 Weekender : DEL + PUNE + BLR | ENTRANT: OML Entertainment Pvt. Ltd.
(This entry is a Gold winner in the Category Entertainment Event of the year. Please see pg. 27)
Silver | ENTRY TITLE: Royal Enfield at the Bacardi NH7 Weekender | ENTRANT: OML Entertainment Pvt. Ltd.
Royal Enfield wanted to create brand
awareness and interactivity for their newly
launched bike the Thunderbird 350 &
500 as well as their existing product line.
The activity needed to retain elements of
the brand yet include innovative ideas.
OML took Royal Enfield to the Bacardi
NH7 Weekender 2012 which spanned across Delhi, Pune and Bangalore over three
months creating over 60,000 festival goer interactions. A centrally located space at the
festival was converted into the Royal Enfield Café where festival goers could kick back and
enjoy the grungy vibe and customised drinks like the ‘Flying Flea’ and ‘Quick Throttle’.
The only area in the festival with seating and a bar, the café saw massive foot falls and
hang time exceeding most other brand areas. A Royal Enfield Reserved Parking was
created at close proximity to the entry gate where only festival goers arriving on Royal
Enfields were allowed to park. Tired riders could also get complimentary customised
Rider Relief Massages at the Spa on the festival grounds. While the riders enjoyed the
festival, their bikes were serviced at the RE Complimentary Service Garage adjoining their
parking space. One RE bike travelled all three weekenders and was customised by artists at
each festival. The bike is now a part of a digitally driven 4-week give-away campaign where
participants have to create a unique sound track using the Royal Enfield bike thump. A
post event survey showed that Royal Enfield was in the top three brands noticed, liked
and interacted with at the festival.
INCENTIVE TOUR OF THE YEAR
Gold | ENTRY TITLE: The Year End Convention 2012 | ENTRANT: Encompass Events Pvt Ltd
HSBC Retail Banking & Wealth
Management unit’s first quarter of 2012 saw
a great start and as a part of its recognition
programs was to take the top 250 performers
of 2011 and the winners of the 100 day
campaign ‘Get Set Score’ across categories
for an incentive trip to Phuket, Thailand and
treat them to 100 WOW Experiences.
The theme for the year set was ‘SCORE…100 ki OR’. This concept was translated by the
agency over 3 days with 100 WOW experiences conceptualized and executed. For example,
Experience 1 saw a larger than life shopping bag welcom all the guests as they entered the
Phuket Airport where they were then asked to pick out a welcome gift for themselves. For
Experience 2, a bandwagon of 100 performers which included the Thai welcome parade,
Thai dancers, traditionally dressed Thai women, victory drums, Ramayana dancers, and
Ang-Kaloong dancers welcomed and escorted the guests in a procession as they arrived at the
hotel. Experience 42 was an Amazing Race, and Experience 77 and informal beach dinner.
Experience 89 consisted of beach activities, and Experience 96 The Awards where 250 winners
were awarded personalized trophies and certificates. Experience 100 was a performance by
Shaan and DJ Killa. The trip saw the number 100 reinforced, and had a total of 6 set ups
created over a period of 3 days, each one in line with the theme. The objective of motivating
performers through the R&R platform was successfully achieved.
Silver | ENTRY TITLE: International star club | ENTRANT: My Leisure Breaks Pvt Ltd
top 25 achievers and their families were taken Switzerland.
The idea behind ICICI Prudential’s
annual convention “Star club” is to create
an incentive experience for their top
performing insurance agents and their
families. The convention was divided into
two levels - the top 400 agents attended
the main convention at Barcelona and the
The delegates were kept enchanted with an array of exotic venues spread across the
itinerary. This was the first convention event of the company’s to be conducted at venues
like castle Monjuic and the MNAC museum in Barcelona. In order that all delegates
participate in the itinerary together, the agency even struck a special deal with the airlines
whereby flight timings were changed enabling all delegates to get to Barcelona on a
common flight connection. In addition, special permission from the Mayor of Barcelona
was granted in order to hold an event at the hill top historic site of castle Monjuic. Also,
a special beach experience luncheon was created at the Shokos lounge located on the
beach in Barcelona, while a gala event was organized with a formal setting at the MNAC
museum famous for its grandeur and location. The client was also pleased with the quality
and standard of Indian food served at all the meals. At Switzerland, a grand dinner party
was hosted at an exotic location - a cave in the wilderness with the entrance of the cave
was hidden by a waterfall.

Everyone wants to stay on top, but all the happiness
and growth occurs while you're climbing it.
ALSO FEATURED
4 May 2013, EXPERIENTIAL MARKETING 33
Bronze | ENTRY TITLE: Raymond Presidential Conference | ENTRANT: Event Crafter
present the fabric only to the members of the Chairman’s Club, a special preferential cum loyalty
club plan.
Raymonds has a tradition of keeping its
top business associates and trade partners
well informed regarding the latest fabric
developments that the brand introduces.
Raymonds had recently innovated and
produced a super premium range of suiting
fabrics branded as the Presidential Collection.
The company decided to showcase and
The list of attendees at the conference comprised the top 130 dealers in the country. Umaid
Bhawan Palace in Jodhpur was the venue selected. The conference was planned in a way that
the sessions and the special speaker’s workshop wound up by lunch and was followed by the
showcasing of the collection. Every detail was taken into account. The agency created customized
room tags, message tags and special welcome tent cards bearing the dealer’s name which was
placed in the rooms of the participants of the conference. The set-up of the conference included a
red carpet, while the stage design was a combination of a classy black and white with prominence
being given to the branding. A special memento of the Chairman’s Club mnemonic design was
created and launched. The launch of the Chairman’s Club was followed by raising a champagne
toast to hail the club. This was followed by a grand buffet and a classical Sitar recital. The launch
of the Chairman’s Club has further strengthened business relations between the brand and the
trade partners. Also, overall business has experienced an encouraging growth post the conference.
EDUCATION PROGRAM/TOUR OF THE YEAR
Gold | ENTRY TITLE: Panasonic “Prithvi Vandana” | ENTRANT: Panasonic India Pvt. Ltd
take collective steps towards saving the environment.
Panasonic is actively engaged in corporate
citizenship activities to develop a
sustainable society in line with its global
policy. Prithvi Vandana is a nature
empowerment program to impart
knowledge about global warming and
climate change using theatre as a mode
of communication. Panasonic intends to
reach out to 240 schools in 24 cities across
India with this initiative encouraging
participants (students of grade 6 to 12) to
This program was kick started in August 2012 and to meet its goal created ‘Ecoskool,’ a
nationwide education programme was launched. The Ecoskool concept encourages and
engages young minds to contribute to a greener tomorrow. In the Ecoskool programme,
students aged 9 to 12 years learn about various ideas for environmental sustainability and
energy efficiency. Seeking to generate an interest in environmental topics, badges and
certificates are given out. In the fiscal year 2011-2012, the company reached out to more
than 21,000 students. The program also reached out to almost 150000 people either by
way of direct student participation, parents, teachers, peer group and event participants
to name a few. All these people have been sensitized to conservation issues through the
program based on a child-to-home concept where in the first stage students were sensitized
to environmental issues, following which they acted as peer educators, spreading the
message to family members, friends, relatives and society at large and pass on this message
of environment conservation.
Silver | ENTRY TITLE: Microsoft TechEd 2012 | ENTRANT: Encompass Events Pvt Ltd
Tech Ed India 2012 is Microsoft’s
flagship annual technology conference
with key notes and breakout sessions.
Tech Ed is about support to the trade
and bringing to web and programming
students, designers, and architects
the latest programs, software, ideas,
solutions, etc.
The brief was to execute Tech Ed 2012
as a technologically advanced event with innovation across the floor. The concept
underlying all creatives was “GO BIG”. The idea was to inspire participants to
broaden their horizon of thinking, come up with innovative ideas and thus stand out
in the crowd. Being a predominantly student oriented event, the venue was inspired
by the all new Windows 8 tiles, and was colourful and vibrant and added to the
energy and excitement of the event. TechEd India 2012 brought together a stellar lineup
of speakers, along with over 120 learning opportunities - in the form of technical
sessions, hands-on-labs, chalktalks, demo extravaganza, certifications, round tables,
product tents, expo, and much more during the 3 day event.. With 1, 00, 000 sq. ft.
of conference space and 670 ground support staff, this knowledge-sharing platform
was mammoth in scale. 120 Technical Sessions, 9 Labs and the Demo extravaganza
enthralled the TechEd audience. There were 9 event keynotes, 11 exclusive
segments, 24 technology tracks, 130 breakout sessions and labs, and 415 Microsoft
certifications. The onsite event, held at Bangalore’s Lalit Ashok Hotel, was attended
by more than 3000 technology professionals every day. The event was also broadcast
live over internet, which was viewed by more than 100000 unique individuals.

Pleasure in the job puts perfection in the work.
4 May 2013, EXPERIENTIAL MARKETING 34
Silver | ENTRY TITLE: Alstom Ki Pathshala YEGP 2012 | ENTRANT: Ngenius Brand Interactions Pvt. Ltd.
by success partners. The 84-day residential integration program aims to promote a new
generation of technical workforce to build a talent pool and future leadership within the
organization. The program design was filled with learning and fun. Alstom Ki Pathshala was
conceptualized as a ‘unique journey from campus to corporate’.
The agency had to create the best Young
Engineering Graduate Program ever and
establish Alstom as a hugely preferred
employer on engineering campuses across
India.
YEGP started in the 1st week of July and
was specially designed and structured
The uniqueness of the program was structured leadership training program for the managers
of young graduates. “Guest of honour” dinner every night with senior Alstom management,
face to face opportunities for interaction and networking were some of its features. The
second edition of YEGP 2012 had 100 young engineers in a conference hall, and today the
program is recognized internationally. Alstom ki Pathshala is being appraised by Alstom
globally. More than 1500 students from across 40 renowned engineering colleges in India
became part of the “consistent” selection process. 100 YEGs were selected by an expert
panel of 48 members for different businesses at various locations.
LIVE EVENT OF THE YEAR
Gold | ENTRY TITLE: worldsteel- 46 | ENTRANT: Wizcraft International Entertainment Pvt Ltd
Annual conference in New Delhi which took place in Hotel Taj Palace, while the Welcome
Event and Gala Dinner were organized at Hotel ITC Maurya Sheraton and The Imperial
respectively. The main target audiences for this event were the leaders of top steel companies
across the globe.
The World Steel Association (worldsteel)
is one of the largest and most dynamic
industry associations in the world.
worldsteel represents approximately 170
steel producers, national and regional steel
industry associations, and steel research
institutes. worldsteel members represent
around 85% of world steel production.
The World steel Association organized the
Wizcraft had to conceptualize and execute the Welcome Event at ITC Maurya Sheraton-
Nandiya Gardens, and conceptualize and execute the Gala Dinner at The Imperial. The
Welcome Event was mainly an evening wherein all the guests networked over dinner,
drinks and entertainment. The overall décor of the venue was restricted to the colour white
(depicting peace amongst all nations). The vibrant culture of our country was showcased
through the Regional Dances of India which included Bhangra, Garba, Kalbeli, Bihu,
Lavani and Kalariyapayatu. For the Gala Dinner, there was a Grand Presentation in Five
Acts to bring to life India’s rich history. Each Act was complimented with a food course of
that Indian Period/ era. This way guests relished a 5 course sit down meal with the following
periods: Vedic Period, Kingdoms of India, Indian Independence, Modern India, and Future
India. The Entertainment was very well appreciated and very well received.
Silver | ENTRY TITLE: Aditya Birla Awards for Outstanding Achievement 2012 | ENTRANT: Fountainhead Promotions & Events
Pvt. Ltd.
The Aditya Birla Group hosts the Aditya
Birla Awards for Outstanding Achievement
on a yearly basis to celebrate achievement
and performance across the Group’s global
operations. This year the Award Ceremony
was held at the Jamshed Bhabha
Auditorium in NCPA, Mumbai, and in
order to showcase the Group’s journey,
the theme had to embody the spirit of the
Group’s key milestones and achievements,
and translate this theme through an
experience.
The Theme was ‘Voyages”. Phase I was an elaborate digital pre-event campaign that
included contests like Know Your Group quiz, Pin your Milestones, Guess the speaker,
and several more. Phase II consisted of the Speaker Sessions held at the Grand Hyatt
where speakers like Sir Tim Berners Lee, Austan Goolsbee, Tony Blair & Andre Agassi
compared their experience to the business world and shared their thoughts with
employees. Phase III provided young employees with an opportunity to interact with
the Chairman on a one-to-one basis. Phase V – The Awards Ceremony was held at the
Jamshed Bhabha Auditorium, NCPA in Mumbai. It was a multi-media experience which
included installations, a theatrical piece, performances by international and Bollywood
artists, specially created high-resolution graphics and a 5.1 surround sound experience for
guests. Phase VI, the Post Awards Dinner was held in the museum area at NCPA which
was left open for the guests immediately after the awards. The top management and Mr.
Birla himself referred to the 2012 edition as the best one to date.

ALSO FEATURED
Others dream of great accomplishments,
while 7 Sigma stays awake and achieves them.
4 May 2013, EXPERIENTIAL MARKETING 35
Silver | ENTRY TITLE: Carnivale | ENTRANT: Phase 1 Events & Entertainments Pvt. Ltd.
The Family Day for Novell is called Novell
Carnivale. For the 2012 event the theme
had to reflect more than just a celebration
since in the same year Novell had been
acquired by the Attachmate group of
companies. This year the objective was to
promote unity across 4 companies.
The theme selected was music and to
bring alive the theme the agency added
the tag line ‘Many Beats One Rhythm’. The agency decided to facilitate the creation
of an anthem by, for and of Novell. The agency created buzz by contacting influencers
to push participation. A series of EDMs were sent across the organization announcing
the creation of an anthem. A lyrics writing contest was held to get a pulse of what the
employees feel about the company and the final lyrics of the anthem were written by a
professional lyricist who took inspiration from these entries. Singer auditions were held
and 2 female singers and 1 male lead singer were selected and all the others formed the
chorus. The singers were taken to a professional studio to record the anthem with the
composer Rickey Kej. Dance auditions were also held and the best dancers underwent a 2
week training to prepare them for the shoot with a professional choreographer. The shoot
was coordinated across 600 employees in one facility. Following post-production work,
the Grand Finale created much buzz while 2 Ad films for the anthem were also created
and played in the cafeteria. The anthem video that played on the led screen was received
amidst cheers and applause and an encore was requested by employees.
Bronze | ENTRY TITLE: Sanofi - Jashn Sitaron Ka | ENTRANT: Wizcraft International Entertainment Pvt Ltd
This was a celebratory event for employees
of Sanofi to thank them at the end of the
year for being a part of the company’s
success and to create a sense of bonding
between them.
The pre-event phase included mailers,
posters, and a talent contest. Large and
small departments were combined and
worked on a performance lasting 5 – 7 minutes. Professionals judged the best, and
choreographers trained them at the office premises to put up a good show on the final
day. As far as entertainment was concerned, there was a band performance, and Tobys
group performed a dance medley. To make the employees of Sanofi feel like the stars
they were, they were given a chance to star in their very own blockbuster movies. For a
month before the event, the Sanofi office was abuzz with activities centred around the
theme - right from briefing them about the theme, to them brainstorming about their
movie-titles and scripts, to tedious rehearsals and finally the movie shoot. Following the
movie shoots and edits was the day of celebration. The highlight of Jashn- Sitaron Ka
was the Sanofi Film Festival. All movies were screened before the Awards for the Best
Actor/Actress and Best Movie were announced. The event day included entertainment by
Sanofi’s Got Talent participants (performances by Dancers, Singers, Actors from within
Sanofi), audience engagement by A. K. Rahman, and finally a live performance by Darren
Das’s Band. The client appreciated every bit of the event and the response overall was very
positive.
Bronze | ENTRY TITLE: Yahoo! Year End Party 2012 | ENTRANT: George P Johnson
For the Yahoo! Year End Party 2012,
the agency had to create a platform to
enhance employee fun experience and
provide opportunities for employees
and families to interact with co-workers
and management in a non-business
environment.
The entire venue was converted into a
carnival with a festive atmosphere. From
the approach highway till the main hall
the entire venue was painted with Yahoo
colours and branding elements. The branding was brought to life with 3D installations.
The venue was demarcated into three zones namely, The Games Area, The Food Zone,
and The Main Stage. The gaming area was conceptualized with activities to suit both
children and adults. The zones comprised of games like bouncing castles, painting corner,
puppet shows, carousels, sponge toss, hot wheel racing, Aqua zorbing, etc. For adults,
there were rappelling walls, rodeo bulls, bungee run, hammer Hit, air hockey, cricket nets,
etc. There were also special zones dedicated to interactive games, comprising Kinetic,
Wii, Xbox and PS3. Make over artists for hair braiding, tattoos and face painting dotted
the games zone. The evening entertainment included a laser show and UV performers
beaming Yahoo and related product images. The Yahoos who had been earlier shortlisted
performed a mix of brilliant dances, songs and a fashion show. The Yahoo! Ratna Awards
were announced and handed out with much fanfare to winners. All this culminated with
an enthralling performance by KK and his band. More than 2,500 employees and their
families attended the year-end celebration making the event the grandest ever.

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4 May 2013, EXPERIENTIAL MARKETING 38
EXHIBITION PROPERTY OF THE YEAR
Gold | ENTRY TITLE: India International Jewellery Show | ENTRANT: Seventy EMG
Asia’s second largest gem and jewellery
exhibition, the IIJS has been wooing
industry personnel for almost three
decades. In association with the Gem
and Jewellery Export Promotion
Council, Seventy EMG has been
developing this event for the past 10
years.
The event at the Bombay Convention
& Exhibition Centre at Goregaon, Mumbai was spread across 5 days, and showcased
contemporary, vibrant and exclusive designs, and featured product offerings from
select companies from India who exhibited under the genres of mass produced,
couture, gold jewellery, loose diamonds and gemstones. Spread across 460000 sq. ft. of
space, this year’s IIJS saw 860 companies from India and overseas markets participate.
The challenge was to create this event in the same space and yet make it available
for a larger audience. More than 1800 stalls were set up for more than 1000 select
retailers, along with a large Registration Hall. Five halls formed the exhibition arena,
where Club Elite lounges were set up for 1000 select retailers. Eleven cafes were set up
out which 4 were mezzanine and were erected for bigger business affairs. Networking
squares were also set up across the arena called Central Squares. Multi-mezzanine stalls
were created to befit the requirements of the show personnel. In addition to seminar
management, the agency successfully managed hospitality for over 900 guests across 5
hotels, making sure no stone was left unturned. Replete with classy décor and cutting
edge designs, the IIJS 2012 was in every way a diamond affair. The event saw over
40,000 guests across 5 days.
Silver | ENTRY TITLE: Grand Kerala Shopping Festival – Global Village | ENTRANT: Impresario Event Management India Ltd
The Grand Kerala Shopping Festival is a
Kerala Tourism initiative and was hosted
for the 6th season in 2012. This year, in
2012, the Tourism department wanted to
add another element to the festival which
would form the central aspect of the
festival. The idea was to provide shoppers
with multiple shopping experiences
under one roof, and engage the TG with
different cultures and activities.
Impresario suggested the idea of a Global Village - a 15 day exhibition that would let
consumers experience a wide range of local, national and global brands and products
under one roof. The first ever Global Village constructed as part of the Grand Kerala
Shopping Festival (GKSF) was held at Lulu Convention Centre Premises, Bolgatty. The
GKSF Global Village exhibition concept allowed brands to showcase their products
under 6 themed pavilions: Kerala Pavilion, Brand Pavilion, Weaves Pavilion, Consumer
Pavilion, National Pavilion, and International Pavilion where countries showcased
products from the key sectors which like Apparel, Tea, Rubber, etc. Also, an exclusive
live massage area was manned by representatives from the partner country Thailand.
Additionally, an exhibition featured an amusement area with exciting kids and adult
rides,and other games, a traditional Kerala Gramam set up by the District Tourism
promotion Council, and an exclusive food fest area with cuisines from all round the
globe. Also, each day a host of cultural performances and skits were showcased by
various groups. The Global Village received a footfall of over 2 million consumers over
15 days.
Bronze | ENTRY TITLE: Chaalo Gujarat- Property Expo | ENTRANT: True Innovation
The idea behind Chaalo Gujarat
Property Expo was to recreate Gujarat
in the US, and showcase Gujarat’s
real estate options to the GenNext of
the Diaspora community there. The
objective was also to create an integrated
communication campaign so that
prominent global Gujaratis would invest
in Gujarat by attending the Gujarat
Property show pavilion.
The concept and theme of campaign revolved around `Gujarat, Gujarati, Gujaratism’.
The strategy was to invite non-resident Gujaratis to walk through real estate options
available in Gujarat by inviting all leading developers of real estate on one platform at
the worlds’ biggest Gujarati conference and thus connecting very strongly for one stop
real estate options among globe trotting Gujarati NRIs. For the first time an integrated
communication plan was used which included road-shows promoted across Asia, the
Middle East, Europe, and Africa. The agency managed and processed 147 US Visas in
6 months for real estate developers participating in the expo. Pre and post event hype
was generated through17 publications across the globe. 10 Prominent TV Channels
like Sony, Zee, TV Asia and Star took the conference live across the globe. More than
200,000visitors logged on to the website. Innovative Emailers and SMSs blast across
United States. 30,000 visitors attended the Property Show in the US, with more than
100 Cr of conversion in 3 days.

We turn any obstacle into a stepping stone.
ALSO FEATURED
4 May 2013, EXPERIENTIAL MARKETING 39
CONFERENCE / CONVENTION OF THE YEAR
Gold | ENTRY TITLE: IBM- Software Universe 2012 | ENTRANT: George P Johnson
The aim of IBM-Software Universe
2012 was to build on IBM technology
leadership status to deliver inspirational
technology value, and to showcase IBM
Software capabilities. The theme of the
event was “Meet Possible”.
The set up for the Panoramic Projection
& Visual Symphony was one of the largest
of its kind - a seamless Watchout projection of 148x14 feet with resolution of 8000x768
pixels. Demo Experience Zones were created in a larger than life format connecting to
each of IBM’s Software Capabilities for Front office digitization. The event kick started
with the Launch AV for IBM’s Front office Digitization (Panoramic Projection with Visual
Symphony) where the AV ended in such a way that a vector image of first speaker walked
on screen digitally and walked out of the screen physically creating an illusion. The
event then continued in a chat format where for every session there was an IBM Great
Mind and a proven customer case. There was also a grand performance where “Visual
Symphony Maestros” conducted a swirling orchestra of powerful images and ideas in time
with spectacular orchestral music. The Front Office Digitization concept was brought
alive through powerful and interactive panoramic projection systems where elements that
talk about the Digitization of Business moved across screens onstage in a variety of special
effects in real time. There were more than 2000 customers and over 400 IBMers over the
course of the 2 days.
Silver | ENTRY TITLE: Finacle Conclave 2012 | ENTRANT: Showtime Events (India) Pvt. Ltd.
Finacle Conclave 2012, now in its
seventh year, is Finacle’s flagship banking
leadership forum that brings together top
names from the world of banking and
finance and pegs the financial product
brand from Infosys as a thought leader in
the Financial Services space. This global
meeting of financial super minds is a
power-packed event that facilitates sharing
of ideas and best practices among leaders
in this space.
The theme narrowed down on was ‘UnThink’, a radical, simple, relevant and yet
powerful statement encapsulating the objective for this year’s event which was to trigger
‘out-of-the-box’ thinking. Fairmont in Monte Carlo, France was selected as the location
to host the conclave. A three-day set of experiences with a curtain raiser film urged
delegates to rediscover the spirit of innovation. What followed was a performance by
Erik Wahl, an artist, author and an entrepreneur all rolled into one who spoke about the
‘whys and hows’ of changing the norms with radical thinking. This was followed by an
address by Dr. Kjell Nordstrom, a Management Guru. Three key tracks were created to
guide the deliberations –“Unthink Business Models”, “Unthink Customer Connect” and
“Unthink Business Processes”. The agency leveraged webcasting to reach out to a larger
audience, and created a Live Virtual Session that saw participation of 55 delegates from
48 different banks across the world. Delegates were also given a walking tour of Monaco
and a Welcome Dinner featuring a performance by Mademoiselle Paillette – an act with a
flavour of the French Baroque Era.
Silver | ENTRY TITLE: Goafest 2012 | ENTRANT: Seventy EMG
In its seventh year, Goafest is India’s
biggest and best marketing and advertising
festival and a tribute to the brightest, most
remarkable minds in the business. Each
year delegates get an opportunity to interact
with global bigwigs through knowledge
seminars and witness two intense battles for
top honours in the Media and Creative Abby Award ceremony.
For the second time, the festival was specially created, designed, produced and executed as
an ‘Ad Village’ in the confines of the Zuri White Sands, Goa. The venue design for year
2012 was inspired by the beautiful Golden Palms of Goa. The key aspect from year one
for Goafest has been to build it as a brand and make it the biggest aspiration for the TG.
The festival kicked off with an ‘Industry Conclave’ where the heads and influencers of
advertising and media reflect and debate issues and challenges facing the industry. With
an objective to create a non-stop 24-hour agenda of performances, beach parties, industry
seminars, live bars, international performers, incredible food for over 3,000 agency creative
brains to let their hair down, to go barefoot on the sand, Goafest has been reaching newer
heights year after year. The knowledge and learning seminars had names like Lucas Watson,
Jonathan Mildenhall & Tim Love. The artist line up included Jalebee Cartel, DJ Aktar,
Zedde and some great artists from Goa to give a local flavor to the event. The event saw over
3000 delegates attend, and 1500 pieces of original creative work displayed.
Bronze | ENTRY TITLE: Petrotech – 2012 | ENTRANT: Encompass Events Pvt Ltd
The PETROTECH series of International
Oil & Gas Conferences and Exhibitions
is a biennial platform for national and
international experts in the oil & gas industry to exchange views and share knowledge,
expertise and experiences. The agency’s key task was to plan, produce and execute the entire
cultural programme for the 2012 series of conferences.

Don't be satisfied with stories, how things have gone with others.
Unfold your own myth.
4 May 2013, EXPERIENTIAL MARKETING 41
For the Conference Inauguration on
Day 1, a wind instruments ensemble by
Milind Date and troupe was organized.
With various instruments including Flute,
Tutari, Algoza, Been, and Nadaswaram, the
performance portrayed all that is traditional.
The Welcome Dinner of the same day
concluded at Hotel Ashok Lawns where the
Manganiyar Seduction Production performed. This performance was a collaboration between
contemporary theatre director Roysten Abel and the traditional Manganiyar musicians.
The Conference Dinner of the second day transported the audience from traditional music
to the world of Bollywood music with a larger than life stage design and a performance by
Shankar – Ehsaan – Loy along with the Shillong Chamber Choir. The event finale at the
Valedictory Ceremony on the last day saw India’s finest world musicians, Steefan Devassy on
keys, Balabhaskar on the violin and Sivamani on percussion in a fusion performance. Petrotech
2012 which is slated as one of the biggest petroleum and natural gas conferences in the world
saw foreign ambassadors, delegates from petroleum companies throughout the world and
top Indian officials from the Indian government participate. The cultural programme was
organized to appeal to this audience and showcase the flavours of India in the least intrusive
manner, and was highly appreciated.
TELEVISED PROPERTY OF THE YEAR - ENTERTAINMENT & LIFESTYLE
Gold | ENTRY TITLE: IIFA 2012 | ENTRANT: Wizcraft International Entertainment Pvt Ltd
and exploring business synergies between India and the host country through various forums,
exhibitions, networking and market opportunities.
The IIFA Weekend and Awards is the
biggest media event in Asia for the Indian
Film fraternity, which is considered to be
one of the largest film bodies in the world.
IIFA is the most respected South Asian
film academy. IIFA’s main objective is to
provide an ideal platform for promoting
global business opportunities across
entertainment, cinema, industry, tourism
Over a period of 4 days, IIFA enchanted the host country with press conferences, parties,
film premieres, film festivals, business forums, celebrity special events and the glamorous IIFA
Awards Ceremony marked by out-of-the-world performances, pomp and pageantry and fans
from all over the world. The IIFA campaign was spread across more than 6 months where
series of activities take place in India and the host country much before the actual event
scheduled for June every year. This year’s event at Concert Hall – Esplanande, Singapore
encompassed and brought together musical greats from India collaborating with International
artistes on stage to provide excellent live music, to which top supermodels catwalked to
showcase couture fashion. The show also featured Indian and International celebrities
walking the ramp as showstoppers for designers. The show was a mix of live music, fashion
and dance, all coming together to create an entertaining evening. The media consistently
reported a frenzy of fan reactions to the IIFA weekend. Every event was a full-house and ticket
sales were high throughout.
Gold | ENTRY TITLE: GQ Men of the Year Awards 2012 | ENTRANT: GQ Men of the Year Awards 2012
from the 1920’s to the 1950’s. All elements, details, styles and designs were inspired from these
eras.
India’s fourth successful GQ Men of the Year
Awards was held in Mumbai at the Grand
Hyatt ballroom. The objective this year was
to take the award ceremony to another level
of glamour and stature through the overall
presentation and by delivering high quality
entertainment. This year’s theme was ‘GQ
& All That Jazz’, and the event celebrated
vintage Hollywood styles and the Jazz Age
The entertainment emphasized it further and smaller props helped bring out the successfully.
A red carpet led guests into the pre-function area where they were interviewed. A separate
enclosure was set up for the media to capture interviews for fans across the world to watch.
A backdrop with the event logo and border of bulbs gave a hint of the theme that would
unfold was setup. Tables in the pre-function area were decorated with vintage pieces like
gramophones, pocket watches and floral arrangements. The photo op area was set up with
props like a walking stick, top hats, glitter hats, boas, etc. Sponsor displays were also customized
to the theme. The set was an elaborate panorama of rich yet subtle textures and designs. A
mezzanine level with a LED screen in the centre with tailor-made graphics and audio-visuals
that enhanced each facet of the show was constructed. The event witnessed a large audience
along with the who’s who from all spheres be it fashion, business, films or sports.
Silver | ENTRY TITLE: Global Indian Music Awards (GiMA Awards)| ENTRANT: Global Indian Music Awards (GiMA Awards)
(This entry is a Bronze winner in the Category Entertainment Event of the year. Please see pg. 28)
Bronze | ENTRY TITLE: Teacher’s Achievement Awards, 2012| ENTRANT: Wizcraft International Entertainment Pvt Ltd
(This entry is a Bronze winner in the Category Entertainment Event of the year. Please see pg. 27)

The most important thing to remember is this: to be ready at any moment
to give up what you are for what you might become.
ALSO FEATURED
4 May 2013, EXPERIENTIAL MARKETING 42
TELEVISED PROPERTY OF THE YEAR – BUSINESS/KNOWLEDGE
Silver | ENTRY TITLE: IndianOil Solaris Quiz | ENTRANT: Event Management Group
In 2012, IOCL was 83rd in Fortune
500 list but was looking beyond oil and
was proactively developing other energy
competencies, to reposition IOCL as
an Energy company committed to the
‘Environment’. The client needed to
underscore the core vision of being
acknowledged as “The Energy of India.”
This led to the conceptualization of the
IndianOil Solaris Quiz telecast on NDTV
profit.
Since Quizzing is a knowledge platform which has transited from pedagogic to andragogic
style and has become multimedia -interactive besides being livewire-experiential, the
T&D department of Indian Oil decided to revamp the erstwhile Petro Quiz as newgen
Solaris Quiz. Riding on quizzing as an interactive platform that connects well with
young executives, the event was formatted to start with the positioning strategy of being
conducted as India’s first and only quiz on Energy and Environment on a nationwide
scale, the first ever innovative national in-house online open to more than 5000
Indian Oil employees in the country, and the first ever employee engagement activity
to encompass all employees of the sponsor organization touching all 5000 employees
of IOCL. The quiz then fanned out over two months across 19 states and regions. Post
activity branding and publicity included reports in in-house magazines, live telecast on
intranet, reports in several industry journals like Energy Next Magazine, etc. This was the
first time young executives and not just Chairmen of Public Sector companies converged
on a common platform to underscore their continuing interest in environmental activism
and increased commitment to nonconventional energies.
ADVERTISER FUNDED PROGRAM OF THE YEAR WITH ON-GROUND CONNECT
Gold | ENTRY TITLE: Dewarists Season 2 | ENTRANT: OML Entertainment Pvt. Ltd.
the NH7 weekender, a collaborative stage where musicians explored working together for
a unique presentation.
Dewarists was established as an
independent property to bring forth
the Dewar’s Whiskey brand message,
“Somethings are just worth doing”. The
property had to be of high quality, and
needed to be digital and main line. It also
had to be scalable (Events, TV, Online).
The idea came from the Dewarists Stage at
This became a possible concept for a TV show which had to have 3 main elements
- Artist 1 - Artist 2 and location. That collaboration became the crux of the content. The
Dewarists is the most successful Social Media Engaging AFP this year. It was renewed
in Season 2 and a renewal for Season 3 is now being funded by the channel partially to
increase the scale of the content. Possibly foreign locations and even more international
artists are on the cards. Close to 16,000 people subscribe to The Dewarists Youtube
channel, which has 4 million views of 90 official video clips. The Dewarists also witnessed
another 2 Million Views on other platforms like Vimeo and Facebook, and is the No #2
Brand Page in terms of views and engagement on YouTube India. The sales of Dewarists
have doubled since the advent of the first episode of season one, while the Brand do not
spend on anything other than the Dewarists TV show and its extension. Dewar’s USA is
currently working on importing this concept of collaborative artist and location videos
from India.
Silver | ENTRY TITLE: 1000 CFO’s 1 Event | ENTRANT: Groupm
Although globally Principal Group is a
well-known brand, in India they were
still trying to build their brand awareness
and equity. Their biggest clients being
large institutions, treasurers, and Chief
Financial Officers of these institutions,
and they wanted to reach out to these
stakeholders.
An exclusive event format called “The
Financial Leadership Conclave” was conceptualized, and NDTV Profit was roped in as
knowledge partner. This association brought heavy weight names as key note speakers,
and a very strong panel was invited to attract CFOs of the top companies in India.
Prominent financial policy makers of India like Shri. Subir Gokharan, Deputy Governor,
Reserve Bank of India was got on board for the Mumbai chapter, and Dr. Montek Singh
Ahluwalia, Deputy Chairman, Planning Commission for the Delhi event as key note
speakers. An illustrious panel of CFOs and Chairmen of companies like Indian Oil,
L&T, Genpact, etc were assembled. The entire top segments of CFO’s from the leading
Fortune companies in India were invited through various direct and indirect channels.
“The Financial Leadership Conclave” was a resounding success and effectively opened
a conversation window between the CFOs and Principal Financial. Principal Financial
owned this event property by leveraging trust to their target audience present at the
conclave and showcasing their own stature in the financial gamut of Indian economy by
association with such prestigious names.

Everyone wants to stay on top, but all the happiness
and growth occurs while you're climbing it.
4 May 2013, EXPERIENTIAL MARKETING 43
ACTIVATION PROGRAM OF THE YEAR BY A MEDIA BRAND WITH
ON-GROUND CONNECT
Gold | ENTRY TITLE: Doodle4Google | ENTRANT: Wizcraft International Entertainment Pvt Ltd
While the doodle is primarily a fun
way for Google to recognize events and
notable people, it also illustrates the
creative and innovative personality of the
company itself. The biggest challenge this
year was to get the right schools to be a
part of the competition.
In Phase I - Doodle Making Competition was executed for various age-groups. 200,000
Doodles were submitted from 1000 schools across 100 cities in 30 days. In Phase II entries
were shortlisted, and then through city level judging, regional judging, and national level
judging. The top 13 entries were uploaded online for an online voting process. For the
main event, each finalist, a parent and a teacher from their respective schools were invited
to attend the event, and were provided with travel and stay in Delhi. Day 1 featured a
‘Culture Gully’ with the D4G team visiting the Kingdom of Dreams. On Day 2, the D4G
express was organised with a visit to the National Rail Museum. The main ceremony saw
the 13 winners felicitated with a Samsung tablet, a certificate, and a trophy. The D4G
National Winner was revealed by last year’s National Winner who rode up on stage
on a toy train, and handed a scroll bearing the National Winners doodle to Mr. Rajan
Anandan and jury members. Simultaneously, the stage backdrop revealed the winning
doodle in the ‘Google Doodle’ space.
Gold | ENTRY TITLE: Get Social?| ENTRANT: Pulp Strategy Communications Pvt Ltd
(This entry is a Silver winner in the Category Contact Program of the Year (schoolcollegesocietycommunity). Please see pg. 25)
Silver | ENTRY TITLE: Radio Mango - Bismi”Where is Casanova” | ENTRANT: Radio Mango 91.9
had to keep shifting Casanova to a new location to avoid capture.
In order to promote superstar
Mohanlal’s new movie - Casanova with
a never been done before contest idea,
Radio Mango 91.9 came up with Bismi
“Where is Casanova?”, a contest to find
the “kidnapped” Casanova using clues
given out on air. Knowing they had a hot
potato on their hands, the “kidnappers”
However one of the kidnappers being a sympathetic fan tells Mohanlal that he can
only call Radio Mango. So the superstar calls up mango and describes whatever he
can see outside in the hope that someone listening can find him basis landmarks
given. The location changes every day, with the star being shifted just before he can
be ‘rescued’. However radio mango “thanks” each winner for their rescue effort with
a cash reward.
The final location actually had the superstar present where he could be rescued,
complete with fake cops and fake goondas! This activation saw over 20 lakhs in prize
money given to over 500 winners in just a month. A little under 12,000 participants
with an average of 400 people a day tried to the “kidnapped” superstar
ENTRY TITLE: AXN Levitates Mumbai with Cyril | ENTRANT: Pentagon events & activations Pvt. Ltd.ment Pvt Ltd
real time live on ground illusion to position him as the next big illusionist to watch out
for, and also to launch the show so that audiences would be glued to it.
AXN wanted to launch a new show based
on illusions and street magic with Japanese
illusionist Mr Cyril Takiyama, who is a
little less familiar with Indian audiences.
The strategy was to introduce Cyril to
India with a very impactful PR through a
The plan for this activation was to levitate Cyril and have him talk to an audience live
on Carter Road Promenade, Bandra. In order to create this illusion a cherry picker upto
a lamp post was set up. A completely black masked enclosure was created on the cherry
picker so that Cyril could be safely carried to the lamp post and create the desired illusion
without revealing the secret behind it. The show was a success with Cyril floating up in
the air and talking to the audience for more than 30 minutes. Traffic halted from bus
drivers to police patrolling cars, and nothing could stop their ogling eyes. The scale of the

Pleasure in the job puts perfection in the work.
ALSO FEATURED
4 May 2013, EXPERIENTIAL MARKETING 44
event was limited to Bandra, Cater Road
but was amplified through the media.
PR coverage worth 2.5 crores was generated across multiple publications in Mumbai. In
addition, the video generated over 5.75 lakh views on youtube
Bronze | ENTRY TITLE: Radio Mirchi Get Active Expo | ENTRANT: Encompass Events Pvt Ltd
The Mumbai Marathon is the biggest
fitness activity conducted in Mumbai
every year. The objective of conducting
the Get Active Expo was to give Mumbai a
chance to prepare for the fitness marathon
with a Health and Lifestyle Exhibition at
MMRDA Grounds.
Since all the marathon runners had to
come to the Get Active expo to collect
their bibs and kit, it provided brands an excellent platform for direct marketing and an
opportunity to connect with the appropriate TG. The Get Active Expo is usually held at
the World Trade Centre, but the venue shifted in order to expand the reach of the expo.
This meant upscaling everything from WTC to MMRDA grounds on a 40,000 sq.ft.
Hanger Area. The layout and segregation had to be planned to manage a large floating
crowd from varied segments and profiles of the city.
Brands like Nike, Puma, Dr.Batras, Richfeel Trichology and T-Spa, Herbalife,
Ayushakti, Bisleri, and Smokin Joe’s put up their stalls hereHerbalife conducted BMI
tests, PUMA, NIKE and other footwear brands offered GAIT analysis and suggested the
right shoe, Godrej Sofit did free sampling while fitness experts like Mickey Mehta and
Leena Mogre gave tips on staying fit. There were 62 exhibitor stalls in all in addition to
workshops and other promotional activity. All in all the event gave each and every visitor
something to take back with them besides registering for the Mumbai Marathon at the
registration stalls.
ON-GROUND BRAND ASSOCIATION WITH A MEDIA BRAND
Gold | ENTRY TITLE: Radio Jocks Go Missing | ENTRANT: Groupm
MakeMyTrip in association with HSBC
had launched a new travel rewards signature
credit card. The challenge at hand was to
launch this travel reward card with a strong
engagement plan conveying the “Shop more,
Holiday more” promise to consumers. The
mission was to convey this in an unrealistic
manner.
The media activation solution was carved
out from the insight that everyone loves to shop. So an experience engagement platform
was created with radio stations leveraging with on-ground. Leading Radio Jockeys from top
radio stations “went missing” from the public domain for 3 days. The story started from
Day 0, where prime time radio jockeys reported their craving for shopping and holiday and
then suddenly went missing on Day 1. A substitute jock took over the job to maintain public
curiosity. Day 2 saw family members and peers of RJ’s solving the missing story. Late in
the evening an SMS came in to radio stations from the missing RJ about his/her wellbeing
and desire to meet fans inside a mall. This was published on Day 3. Day 4 saw missing RJ’s
meet their fans at a mall and narrate the story of their shopping escapade thanks to HSBC -
MakeMyTrip Credit Card which gave them shopping reward points to travel to their favourite
destination. This was the first time a media (radio) was crafted to deliver brand promise to
consumers at the last mile. Top radio stations like Fever FM and Big FM partnered in this
engagement, which witnessed a 200% hike in social media traffic.
Silver | ENTRY TITLE: Channel V Nokia Indiafest 2012 | ENTRANT: Seventy EMG
This year the second edition of Channel
[V]’s inter-collegiate festival set out to
tap the best young talent from across
the country and offer them a platform
and take the property to the next level.
The goal was to make the festival a cult
gathering that would become a highly
anticipated event in the target audience’s
annual agenda.
The experience of the channel was presented to the youth through three different
forms of communication and media namely, online/digital marketing, on-ground and
on air activation plan. Communication with the youth also was facilitated by way of a
streamlined online interface www.indiafest.in and via the ATL campaign which began
6 months prior. As a prelude to the finale, Channel V conducted a series of Minifests
and Zonal Competitions across 8 regions. Students battled in 31 competitions ranging
from theatre to music to fashion to sport and much more. The Earn Your Right initiative
enabled a non-participant to get to the festival by earning points via online activations
or by visiting any of the outlets across the event’s sponsor brands. The Nokia Amazin
Journos initiative extensively activated registrations on ground through their priority
stores & OVI store. Through these initiatives, students participated in a range of activities
winning exciting prizes including an all paid trip to Goa. Precursor Zonals reached out to
2300 colleges and connected with 86,900 youth across 9 cities. While 1.5 million youth
were Digitally Reached, on-ground connectivity was achieved at 1044 outlets activated
across 36 cities.

Others dream of great accomplishments,
while 7 Sigma stays awake and achieves them.
4 May 2013, EXPERIENTIAL MARKETING 45
Silver | ENTRY TITLE: Perfect Shrimati Awards | ENTRANT: Jagran Prakashan Ltd.
new product range was in the introduction stage and needed sampling. The client wanted to
highlight new packaging and product benefits of its product, Medimix, through an interactive
campaign.
Perfect Shrimati Awards is a competition
and recognition platform for women
who manage their home perfectly and at
the same time pursue a career, hobbies,
maintain relations, etc. Dainik Jagran’s
objective was to engage more women and
so increase readership among women. The
sponsors of the event Cholayil Group was
looking to promote itself in a big way in
UP, Delhi, Punjab & Haryana. The group’s
The campaign had three phases. Phase 1, the Preliminary Round, was driven through a print
campaign where Jagran Group invited its women readers to participate following which
responses poured in from participants across 33 cities with women writing about why they
think they are the ‘Perfect Shrimati’. 15 participants from each city were shortlisted for the
finale. In Phase 2, an event was organised in each city, where shortlisted candidates faced
three rounds before judges and an audience, and 3 winners were selected. Winners received a
refrigerator, microwave oven, food processor, and Medimix gift hampers. A Medimix special
award, “Perfect Shrimati-Natural Care”, was also presented in each city. In Phase 3, award
winners celebrated Dussehra and played the role of ambassadors for Medimix, propagating the
message of natural care by burning Rawan effigies as a symbol of chemicals. More than forty
thousand entries and a good audience turnout at the ground event was evidence of the high
involvement of women readers.
EVENT PROPERTY OF THE YEAR BY A MEDIA BRAND
Gold | ENTRY TITLE: Radio Mango – Bismi “Where is Casanova”| ENTRANT: Radio Mango 91.9
(This entry is a Silver winner in the Category Activation Program of the Year by a Media Brand with on-ground connect. Please see pg. 42)
Silver | ENTRY TITLE: NDTV Food Awards | ENTRANT: Seventy EMG
In 2012, the NDTV was set to stage the third
edition of its Food Awards and was looking
for innovative ideas to increase the reach of
the property across multiple touch points.
The theme being ‘The Perfect Recipe’,
the objective was to amplify this thought
throughout the course of the event.
A range of experiences were put together and
conducted in 2 phases. In Phase One the theme was taken straight to the people of India via
Master Chef Sessions entitled “Meet the Chef”. Phase Two was the awards itself and consisted
of two categories - Jury categories and the Viewer’s Choice Award. The jury panel featured
an eclectic list of individuals deciding winners across categories including Best North Indian
Restaurant, Best Coastal Restaurant, Best Asian Restaurant, Best Dessert & Coffee Menu,
Best Bar, Best European Restaurant, Sensational Debut, All Time Favourite Restaurant, Best
Dhaba, and Kaff Special Jury Award (Best Healthy Menu). ‘The Viewer’s Choice Award’ was a
single award category where viewers decided the best foodie city in the country. The event was
well attended by representatives of large hotel chains, stand-alone restaurants, restaurateurs,
chefs, food writers, critics and bloggers, and foodies. This edition saw NDTV open the
property experience to their consumers by employing a mix of traditional and targeted media
vehicles The quality and standard of the execution of the NDTV Food Awards has made a
tremendous impact on sponsors and audiences alike so much so that sponsors are queuing up
ready to invest 25% extra for the forthcoming awards in 2013.
Bronze | ENTRY TITLE: Times Now Amazing Indians 2012 | ENTRANT: Wizcraft International Entertainment Pvt Ltd
A Times Now initiative, ‘Amazing Indians’
is about people who have risen out of the
ordinary, overcome obstacles and achieved
the unthinkable. The award ceremony was
aimed at establishing the concept of the
property in the minds of audiences and
viewers.
With ‘I’ standing for individual,
innovation, Indian, and inspiring, all
qualities that are a mark of Amazing Indians, the ‘I’ (also part of the logo unit) was taken
ahead mnemonically to represent the theme of the event. The invite was a candle placed
in the form of an ‘I’ as was the trophy. For the actual event, the set was designed to have a
large 180 degree projection to showcase stories under each category. The Award ceremony
was hosted by Kabir Bedi and Tisca Chopra. The opening act for the evening was a
musical performance by Ustad Rashid Ali Khan. The show was followed by speeches from
important dignitaries from the channel. The award ceremony saw the following categories
being awarded: Global Indians; the Unstoppable Indian; Stree Shakti; Educators of India;
Urban Crusaders;the Grass Root Soldiers; Ordinary Indians, Extra Ordinary Stories; Young
Indians, Big Achievements; the Eco Saviours; Incredible Innovators, and; Spark the Rise.
The show was attended by several cabinet ministers including L.K.Advani, Arun Jaitley,
Farooq Abdullah, Ambika Soni, Kamalnath, etc. The overwhelming response received
encouraged Times Now to further raise the bar and hold the 2nd edition of the Times Now
Amazing Indian awards in Jan 2013 which was a successful event.

ALSO FEATURED
4 May 2013, EXPERIENTIAL MARKETING 48
EXHIBITION PRESENCE OF THE YEAR
Gold | ENTRY TITLE: H-D ‘Live to Ride’ Pavilion at Delhi Auto Expo 2012 | ENTRANT: Seventy EMG
also to showcase the lifestyle of the brand (HOG or Harley-Davidson Owners Group) and
emphasise leisure riding, as H-D motorcycles represent self-expression, adventure, and the
freedom of the open road.
After its brand launch at the Auto Expo
2010, Harley–Davidson India sought to
raise the bar at Auto Expo 2012. The
strategy while designing the stall was to
ensure a high level of customization,
offering riders an opportunity for selfexpression
by changing the form and
aesthetics of their motorcycles such that
no two H-Ds are identical. The aim was
Inspired by this, the concept “A Warehouse in the Wild West” was evolved. In a sea of
predominantly formica and white coloured stalls, H-D stood out with its grunge look.
Designed as a rugged HOG Bar, a typical hangout of the true American H-D Rider
miles away from city limits, – it represented the H-D Way of Life. The stall featured an
uninterrupted 360-degree view of each display bike and merchandise, and an audio-visual
showcase. Mezzanine flooring featuring a functional Café for HOG, Meeting Room &
StaffArea (also Fashion Show Changing Room), Pantry and Band Stand was setup. Cast
iron stairs for accessing the mezzanine floor also formed a partial ramp for an hourly
Fashion Show. The Harley-Davidson “Live to Ride” pavilion at the Delhi Auto Expo 2012
went beyond just meeting its objectives and paved the way for the initiation of new fans,
admirers and partners into the H-D fold across India.
Silver | ENTRY TITLE: Inorbit Wall of Trust | ENTRANT: Everything Goes! Communications
the IRF platform, since its inception, as an Associate Sponsor as this forum has been an
ideal platform to communicate its brand credentials and perceptions of the industry to
stakeholders.
The India Retail Forum (IRF) is considered
the most important knowledge platform for
the retail industry which people who have
made India an attractive retail destination
gather in Mumbai every year. IRF 2012
brought together more than 2500 delegates,
175 speakers & over 100 exhibitors under
one roof. Inorbit Malls has supported
The objective for 2012 was to exhibit Inorbit’s strong relationships in the fast evolving retail
real estate business thereby sustaining its leadership position. Thus it had to reach out to
strengthen bonds with key stakeholders in the retail sector. This led to the ‘Inorbit Wall of
Trust’. Hand imprints of 15-18 of the head honchos of top business relations were done in
clay to form an imposing wall that took centre stage, around which the rest of the exhibit
was arranged. The wall was a 20-22 ft long curved unit, self-illuminated, and on which
imprints were hung. A tree was also integrated into the exhibit as a symbolic representation
of the values Inorbit has stood for and which forms the basis for its continued growth.
The dominant white colour of the exhibit represented openness and honesty. Having
industry bigwigs endorse a brand by putting their hand impression in clay served as a strong
testimonial of brand belief.
Bronze | ENTRY TITLE: Mercedes Benz - 11th Auto Expo 2012 | ENTRANT: Encompass Events Pvt Ltd
Mercedes Benz was allotted the largest
spaced in the 11th auto expo to showcase
its impressive range of cars. Encompass
Events was approached to make optimum
utilization of space and to create a
structure which used the outside hall
space of 1300 square meters in minimum
construction time.
Mercedes Benz’ stall showcased the largest
display with 17 cars. The stall design was a perfect blend of fashion, luxury, business,
glamour, and technology. To showcase the capabilities of Mercedes Benz cars, a star
drive experience was provided to guests on a 45 degree incline. An F1 simulator video
game was specially designed for the Auto expo highlighting Mercedes association with
Formula One. There was also a lounge area to offer an exclusive hospitality experience
to guests. A special Mercedes Benz song was performed live by the Dandekar sisters.
Also, Mercedes collaborated with CNBC Network 18 and successfully presented the
Young Turk awards which was broadcasted live for viewers. Stall designs were simple, yet
modish. The key highlight of the show was the launch of “MB Inspired”, a new brand
initiative which showcases the face of Mercedes-Benz across varied creative fields. For
the same, Farhan Akhtar, Chetan Bhagat, Irfan Pathan and Masaba Guptawere invited
and were represented as ‘the reflections of the brand’ or MB inspire icons for film,
literature, sports and fashion verticals respectively. More than 1 million people visited
the stall, while 1811 guests visited Star lounge, more than 600 experienced the F1
simulator, and 460 registered for star drive experience.

We turn any obstacle into a stepping stone.
4 May 2013, EXPERIENTIAL MARKETING 49
RURAL ENGAGEMENT PLATFORM OF THE YEAR
Gold | ENTRY TITLE: Project “Swasthya Chetna” (Quest for Health) | ENTRANT: OgilvyAction
(This entry is a Gold winner in the Category On-ground Promotion of the year for Brand Awareness. Please see pg. 20)
Silver | ENTRY TITLE: Bharat Shresht | ENTRANT: Hero MotoCorp Ltd
In 2007, HMCL envisioned an
independent vertical to reach out to every
village and home in Rural India, driven
by the vision, ‘Har Gaon Har Angan’
(HGHA). To drive its mandate for and
commitment to rural India, Hero took up
many innovative initiatives, one of them
being Bharat Shresht (BS).
The 6th Wave conducted in 2012, like all other waves, was a time-bound, competitive
rural programme for dealerships across the country. Each dealership had to conduct
activities in villages covering 6 areas including Most Innovative Activity (MIA), Driving
Aspiration, Last Mile Financial Inclusion And Accessibility, Village Coverage, Meeting
Opinion Leaders, and Driving the Spirit of ‘There’s A Hero In Each One Of Us’. Each
parameter was given scores and weightage. For Driving Aspirations, every dealership
needed to do one activity in each village showcasing premium segment brands, and
included motorcycle displays and test rides. For ‘Last mile Finance Inclusion &
Accessibility’ each dealership organized a ‘Maha Utsav”, a one day activity at different
hubs, drawing the relevant TG from villages around the hub. These Utsavs consisted
of opinion leader meetings, displays of motorcycles, test rides, loan melas, exchange
melas, and a service camp with ‘Good life and Advantage’ initiatives. Finally there was
an evaluation, followed by rewards and recognition for dealerships. The initiative was
amplified using all possible platforms including personal contact, on-ground, out-of-home,
newspaper, cinema, theatre, radio and mobile publicity. This wave touched close to 1.4
million opinion leaders, and helped create a powerful emotional bond with the brand.
Silver | ENTRY TITLE: Mahindra samriddhi india agri awards | ENTRANT: RC&M Pvt. Ltd.
a first of its kind concept which not just recognizes the contribution of farmers, but also
motivates them to adopt new technology, leading them to ‘Farm Prosperity’. This initiative
drives Agri Partners and Propellers like Agri University, SHG’s, NGO’s, etc to extend
support to Indian agriculture, which subsequently contributes to India’s GDP.
For 29 years Mahindra Tractors has
been the No 1 Tractor Company, but
wanted to do something that would go
beyond tractors. The concept of M&M
Samriddhi Awards was developed to
ignite innovation in agriculture in Rural
India by recognizing everyone associated
with Indian farming’s prosperity. This is
The focus of the activity was to develop a sense of honour and pride amongst farmers
and Agri partners. Widespread awareness was created using multiple mediums and hype
was generated over the Mahindra Agri India Awards. Group discussions & one-on-one
discussions were held to select progressive farmers involved in some kind of innovation.
The chance to be recognised and win Rs. 2, 11,000 for National Award Winner & Rs.51,
000 for Regional Award was highlighted by teams. Through data mining, top candidates
were assessed and entries forwarded to M&M Dealerships. Shortlisted nominations were
sent to the Zee Channel Jury. Categories also included NGO of the Year and Public
Sector Unit of the Year. Today Indian farmers are not just aware about this Initiative but
also have a high regard for it.
Bronze | ENTRY TITLE: Lice negative to life positive | ENTRANT: Madison Media Infinity
driving home the point that things come easily to smart kids when they are not scratching
their heads.
While Rural India has 72% of lice
suffering households, the brand had
just 33% of business from rural – a clear
opportunity. However, the product was
perceived as too strong, and hence unsafe.
Another challenge was the stigma attached
to lice, making it a problem that couldn’t
be talked about. The concept “Pyaar
se suljhaye, Sar na Khujlaye” aimed at
In Phase 1 girls were encouraged to participate in ‘Radio Rockshow’. On this show, girls
could call a toll-free number and share a story on how they smartly handled a situation.
Every week, winners got a chance to become an RJ for a week. The first 4 were directly
selected based on a test of their “smartness quotient”. The programme built the characters
of Priya and her Mom. The idea was to dramatize Priya’s smart responses to any situation
life threw at her. Lice problem was weaved into the story without over-emphasis. At times,
a PR Event was conducted in the girl’s school, encouraging schools in nearby towns to
participate. Live recordings and trainings also motivated kids to participate. Thus, the
brand became a warm facilitator of conversations, not an unsafe “product” to be afraid of.
This engineered talk-ability at 3 levels: State, District, and School. The show received 4.75
Lakh calls from children in 9 months, and recommendation scores moved up from 38%
to 85%.

Don't be satisfied with stories, how things have gone with others.
Unfold your own myth.
ALSO FEATURED
4 May 2013, EXPERIENTIAL MARKETING 50
YOUTH ENGAGEMENT PROGRAM OF THE YEAR
Gold | ENTRY TITLE: Pepsi T20 Football | ENTRANT: Groupm
(This entry is a Bronze winner in the Brand Experience of the Year (Best use of Experiential Marketing). Please see pg. 52)
ENTRY TITLE: Mountain Dew Xtreme Tour | ENTRANT: Groupm
Mountain Dew had always positioned
itself as a ‘fearless and exhilaration’ drink.
However, unlike India, in other countries
Mountain Dew pitched on ‘a rush of
adrenaline’, which was strongly associated
with extreme sports such as BMX biking,
rollerblading, skateboarding, whitewater
rafting, and bungee jumping. Mountain
Dew wanted to give a flavour of this aspect
of the brand to India.
Mountain Dew’s objective was to show the madness behind extreme sports in India and
own this genre as a first mover advantage. Some of the world’s top action sports pros
in skateboarding, BMX, inline skating and freestyle motocross talents were brought to
India as part of a six city tour known as the Dew Xtreme Tour. The tour was designed to
showcase the skills of these International athletes and bring the insanity of extreme sports
to India. The Dew Xtreme tour also provided a platform for Indian youth to experience
these sports themselves in a safe and thrilling manner with safety protocols. In addition
the senior artists conducted Xtreme Tour clinics in eight cities to introduce action sports
to kids. As a special promotional offer, consumers were permitted to be a part of the
Dew Xtreme Tour 2012 by carrying the special edition Xtreme Tour Mountain Dew cans
available in the market and redeeming it for a pass to the event. Alternatively, consumers
could also log on to www.ticketgenie.in to get themselves a Dew Tour pass. The campaign
earned media coverage valued at 30 million. Over 1,544 hours of activation garnered half
a million impressions from audiences.
Bronze | ENTRY TITLE: My Ultrabook, My Music | ENTRANT: Aquila Experience - A Division of Draft FCB Ulka
The challenge for most technology
products today is to find relevance with
these trend-setters and early adopters – the
youth. The task at hand was to showcase
the relevance of the Ultrabook in that
space, and connect that relevance to
specific features that are unique to the
Ultrabook, giving the TG interesting stories and experiences to share.
The brand had to find a way to create a program was not intrusive, and yet could create
relevant product experience and connect. Thus was born My Ultrabook, My Music, a
series of 16 gigs that brought together top electronic music DJs from across the world at
top youth haunts in Mumbai, Delhi, Bangalore and Pune. While youth icons brought
the house down at these gigs, Ultrabook mixing stations made these events memorable.
Party goers flocked this area to create their own signature mixes on the Ultrabook, which
were then judged by an expert DJ. The best mixes of the day were given fun prizes and the
top mix of the day walked away with a Dell Inspiron Ultrabook! While parties were at the
heart of the program, buzz was created at multiple levels to drive footfalls to the gigs. The
event was amplified through a pre-event campaign that employed different media. These
events witnessed packed houses with more than 500 pax per event. Party goers thronged
the mixing stations and an average of 100 mixes was created at each event in around 3
hours.
Bronze | ENTRY TITLE: Horlicks Wizkids | ENTRANT: Krayon - EduMedia India Pvt. Ltd
Horlicks wanted to do something to
increase the recall value of its brand in
the minds of students between 5 – 17
years who have pester power to influence
buying decisions of their parents. This
year, ‘The 5 signs of growth’ was Horlicks’
new campaign and the client wanted to
integrate this campaign into their property
Horlicks Wizkids.
To make sure this happened, new competitions were added to the program and a more
dynamic design scheme was used. Competitions were changed according to changing
interests of students. Competitions were divided into 3 types: Onstage Competitions,
Creative Competitions, and Fun Competitions. Onstage competitions included
competitions in dance, singing, fashion show, antakshari, 30 seconds to fame, and mentor
minute to fame. Creative competitions included drawing, painting, mehendi art, little
chef, English story writing, state and language story writing, while fun competitions
such as ‘The Search’, mimicry, etc took place for the audience throughout the day. The
Wizteam Personality Contest took place at three levels: School Level, City Level and
South Asian Level. Contestants are tested on a number of skills – their character, physical
endurance, values, social skills, creativity etc. There were also two awards for teachers
and awards for schools including the Best Cheering School, Best Dressed School, Best
Disciplined School, Wizkids Cheer Move, etc. To support live shows, Horlicks Wizkids
Facebook page and website were used. The activity touched almost 2,50,000 school
students and approximately 3500 schools throughout South Asia

The most important thing to remember is this: to be ready at any moment
to give up what you are for what you might become.
4 May 2013, EXPERIENTIAL MARKETING 51
NEW PROPERTY OF THE YEAR
Gold | ENTRY TITLE: 1st Red Bull Soap Box Race 2012 | ENTRANT: Fountainhead Promotions & Events Pvt. Ltd.
showmanship, and the range of speed.
Red Bull Soapbox Race, which has travelled
to 77 cities across 40 countries, is a nonmotorized
race open to both amateurs and
experienced racers. The unique aspect of
the race is that contestants get to design and
build their own wacky carts and set it on a
downhill slope. The criteria based on which
vehicles are judged are speed, creativity,
Vehicles could range from Dim Sum trolleys to a jail cell to a decorated truck. The event took
place at the Mt Mary Hill, Bandra and was executed according to international standards. The
event had to catch numerous eye balls and allow for 15000 spectators. LED’s were set up for
participants to view the race, as well as a ramp stage so each team could perform for 20 seconds
before pushing their car down the ramp and slope. Hay stacks were laid out on both sides of
the track to avoid casualties. A small jump was created as an obstacle for which the teams got
extra points if they took it. A cyclodrome ramp was set up to give the soap box momentum
to take the turn after they went down the straight slope. A jury area was set up near the stage
ramp for jury to get the best view of the entertainment the teams put up and the creativity
of the car. The event saw teams from all over India participate and received 970 entries from
which 50 participants went down the Mount Mary Hill slope.
Silver | ENTRY TITLE: Thank You Mom | ENTRANT: Encompass Events Pvt Ltd
(This entry is a Silver winner in the Category On-ground Promotion of the year for Sales Volume. Please see pg. 23)
CSR EVENT/PROPERTY OF THE YEAR
Gold | ENTRY TITLE: Magic Bus Benefit | ENTRANT: Seventy EMG
the objective of raising a minimum of Rs. 3 crore for its programme in Maharashtra in order to
deliver to 50,000 children across the state.
Magic Bus is an organisation that steers
children through sports towards a better life
with better life skills and greater opportunities.
Magic Bus program through its unique model
of study reaches out to 250,000 children
across India. The Magic Bus Benefit was
held at the Taj Mahal Palace, Mumbai with
Following the success of the last year’s gala and auction, the brand decided to hold an auction
again. This year featured 17 ‘Once In A Lifetime Experiences’ that attracted fantastic bids. Up
for bidding were the latest BMW 3 series, Luxury getaways to the Four Seasons tented camp in
Thailand, a one-on-one tennis lesson with Leander Paes, and a fashion extravaganza in Milan
among others. Round table seating with customized linen and cutlery added to the exclusivity
of the event akin to those held globally. A unique and specially planned four course sit-down
dinner was designed by celebrity Chef Oberoi at the Crystal Room. The event saw greater
attendance and contributions, with A-List celebrities and socialites being invited to the benefit.
The evening also featured a customized AV that enlightened all those present about the working
of the organization as well as a “candid session” with Karan Johar featuring children who have
benefitted from the organization. By the end of the evening over Rs 3.4 crores was raised.
Silver | ENTRY TITLE: BMW Guggenheim Lab| ENTRANT: Seventy EMG
The BMW Guggenheim Lab is a mobile
laboratory travelling around the world to
inspire innovative ideas for urban design
and new ways of thinking about urban life.
Travelling to 9 major cities worldwide over 6
years, the Lab came to Mumbai in late 2012.
For this, the agency set up a temporary yet
strong hold structure that functioned as the Mother Lab and also 5 other mobile labs across the
city. Visitors of all ages were engaged in 165 programs over 29 days, including design projects,
surveys, tours, talks, workshops, and film screenings. The design also featured an L-shaped
structure made primarily of bamboo for the plaza at the Dr. Bhau Daji Lad Museum. The official
launch of the lab was held at the museum followed by a party at Amadeus. Sachin Tendulkar
visited the Lab to have a conversation with curator David Van Der Leer about his own experience
growing up in Mumbai and engaged children on the subject of public space in their city, cricket
and the future of Indian sport. BMW had 2 sessions with Rahul Bose on urbanization with
cars and travel in the city of Mumbai. The Lab also explored the growing need for public spaces
that enhance everyday life. As part of this exploration global search was launched for proposals
to redesign the Kala Nagar traffic junction. Five proposals received honours. Through viral and
digital marketing along with the print and outdoor mediums, the Mumbai Lab engaged 23,861
visitors.
INTEGRATED MEDIA CAMPAIGN OF THE YEAR BY A BRAND
Gold | ENTRY TITLE: HDFC Life “Model of Happiness” | ENTRANT: Leo Burnettment Pvt Ltd
HDFC’s Smart Woman Plan is an insurance
product targeted at the new Indian woman.
The campaign goal was to reinforce the idea that financial independence would allow the TG to be
a stakeholder in the familial decision making process, and also the belief that the highest purpose

Everyone wants to stay on top, but all the happiness
and growth occurs while you're climbing it.
ALSO FEATURED
4 May 2013, EXPERIENTIAL MARKETING 52
of financial independence is caring for others.
This led to the ‘Director of Happiness’
campaign.
A month long TV campaign was conducted
followed by strip ads in ET Wealth, Outlook
Money & Money Today, an advertorial in Femina, and a woman’s special report in MINT on
financial planning. Multiplexes were used for on-screen branding and off-screen branding. Social
media, radio spots, Out of Home, and branding of volvos, G-cabs, women’s compartments on
metro trains, etc was done. For BTL the idea translated into ‘Models of Happiness’. Video booths
were installed and stories collected on how participants enabled the happiness of their loved ones.
A 5 week long on-ground campaign was conducted in 30 locations. The winning entry’s story was
then broadcast across multiple digital platforms across the nation over 90 days. This campaign
collected over 3000 stories and touched more than 10 lakh lives were touched.
Silver | ENTRY TITLE: Gillette You Shave I Shave | ENTRANT: Encompass Events Pvt Ltd
Shave India Movement 4 was born basis
a research insight that 77% women in the
country prefer clean shaven men. The
movement began with ‘KISS’ (Key Issue with
Shady Stubble) and was followed by the “No
Shave, No Lipstick” movement.
Media events were conducted with top Bollywood celebrities. Effective branding was done at
CCD’s, while chronicles of Shave Anand Baba (hosted by Cyrus Broacha) was revealed on MTV.
Social media, viral videos and Gillette AFP’s in leading soaps amplified the campaign. The big
finish, ‘You Shave. I Shave’ saw women wearing hairy stockings protest saying that if men don’t
shave, they won’t shave their legs. The event started with an exchange between Chitrangada
Singh and Arbaaz Khan followed by Neha Dhupia barging in with 167 women crying out ‘You
Shave, I Shave’. Finally Arbaaz gave himself a perfect shave. This gave way to a mass Shave-a-thon
which witnessed 165 men and 167 women come together and set the Guinness World Record
for the Largest Shaving Lesson.
Silver | ENTRY TITLE: My Discoveries with Intel | ENTRANT: Pulp Strategy Communications Pvt Ltd
Bringing the insight of “My PC lets me do
amazing things” alive the campaign took off
with “My Discoveries” with Intel. Five pillars
of experience were selected: music, gaming,
photography, video, and exploration. A Web application was developed to create constant
campaign updates. A video showed how an Intel based PC enables one to do much more. Real
time video stories of people from across the world who have achieved amazing things when their
personal passion met an Intel based PC were showcased. In addition, a Submit your Story section
went viral. An Augmented Reality mobile Application was also developed which allowed rich
media experiences from the ground activation to be amplified. The construct for the on-ground
campaign had 5 zones. The campaign thus involved brand activations, mobile Apps, Digital ,
Social Media, and on-ground at campuses, BPOs, Retail Stores at IT Hubs, and I-Cafes. The
campaign saw massive success for its awareness, engagement & business impact objectives, as it
engaged 3.19 Million consumers.
BRAND EXPERIENCE OF THE YEAR (BEST USE OF EXPERIENTIAL MARKETING)
Gold | ENTRY TITLE: Red Bull X Fighters | ENTRANT: Jagran Solutions
(This entry is a Gold winner in the Category Sports Event of the year. Please see pg. 30)
Gold | ENTRY TITLE: My Ultrabook, My Music | ENTRANT: Aquila Experience - A Division of Draft FCB Ulka
(This entry is a Bronze winner in the Category Youth Engagement program of the year. Please see pg. 50)
Silver | ENTRY TITLE: Audi Q3 Driving Experience | ENTRANT: G2rams India Pvt. Ltd.
(This entry is a Gold winner in the Category Entertainment Event of the year. Please see pg. 31)
Bronze | ENTRY TITLE: Pepsi T20 Football | ENTRANT: Groupm
The objective of this campaign was to redefine
how football is played by introducing a fast,
adrenaline-filled format which would instantly
attract the youth, allowing the brand to derive
stickiness with the brand challenge “Change
the Game”. Thus was born Pepsi-T20-Football,
which used codes of cricket to ambush cricket.
The mega football league was initiated at a grass route level. 448 teams battled each other inside
a metallic cage in 7-a-side, 20-minute action packed matches. The wining team was coached by
Didier Drogba. The Grand finale was held at Thyagraj Stadium, New Delhi, and was packed
to its capacity of 7000. The partnership with ESPN helped drive mass coverage and on-air
amplification reaching the entire nation with live coverage. The tournament was played in major
Indian cities including Chennai, Bengaluru, Kolkata, Mumbai, Lucknow,Ludhiana and Delhi.
The emotional gap between millennial generation and Pepsi reduced significantly amongst those
who were exposed to this event. The campaign resulted in an 81% increase in “Brand I Love”
Score.

Others dream of great accomplishments,
while 7 Sigma stays awake and achieves them.
4 March 2013, EXPERIENTIAL MARKETING 55
“Impossible is Easy” “Miracle takes a little time”
“When you aim for perfection, you discover it's a moving target.”,
said George Fisher.
The caveat is, these experiences need to be flawless, near perfection.
7 Sigma Experiences goes beyond the concept of 'NEAR PERFECTION' or six
sigma. We aim for nothing but perfection. Perfection in creating and
executing that Experience. Be it a challenging brand launch, a multi-city
event & activation or a mega celebrity live event, each event is given an
impeccable solution. Equipped with a penchant for innovation and a
t e c h n i c a l l y s o u n d t e a m i m p a s s i o n e d fo r p e r fe c t i o n ,
7 Sigma Experiences
creates memorable and sensorial
experiences for your brand or event. Like we did for all our
clients. Each event was unfolded smoothly, flawlessly and as
we claim – perfectly done with Our Commitments being
rock solid!
And what makes it possible for 7 Sigma Experiences
to achieve the improbable? An eye for detail,
technical knowledge, a solution oriented
approach and creativity. Not to mention our
network spread PAN India and International
too. We offer a spectrum of integrated
experiential services comprising
Destination Management, MICE,
Lifestyle Events, Promotional Events,
AFPs and Branded Entertainment,
Media Integration et al.
So what's the secret?
Whether you're a One Brand or
a Monumental Corporation, your
reputation depends on the quality of
your Content, Concept, Ideation,
Planning, Execution & ROI.
A n d b e c a u s e w e a r e s p e c i a l i s t
professionals, smart, we realise that
Perfectionist tend to be trained, not born.
That's where we come in…
Says Arif Shaikh, “7 Sigma Experiences aims
at nothing but perfection. We hope we rise to
e v e r y o c c a s i o n t o g i v e y o u t h a t q u a l i t y
experience you were always looking out for.”
7 Sigma Experiences Pvt. Ltd.
Abdulla Manzil, B-wing Room No. 9, 3rd Floor, J. P. Road,
Next to Andheri Sports Complex, Andheri - (W), Mumbai - 400 058.
Mobile : +9198924 64589- Arif Email: arif@7sigmaexperiences.com
www.7sigmaexperiences.com
follow us on

ec.eventfaqs.com/claudiaciesla

ec.eventfaqs.com/manasvivyas

4 May 2013, EXPERIENTIAL MARKETING 62
Aquila Experience strikes a pose with their awards
Team Cineyug accepting their award from David
Manfield, Grand Hyatt Mumbai and Rajesh Verma, EEMA
Team DDB MudraMax celebrates
Motwani, Max Life and Suresh
Team Phase 1 Events receiving an award
from Ram Mohan Rai, Toyota
and Maneet Jolly, Castrol
Everything Goes! Team with their award
Team Fountainhead celebrates their numer
Entertainment City and Sam
Team Goupm accepting an awards from Chintan
Suchak, Course 21, C J Mathew, Rustomjee and
Claudia Ciesla
70 EMG receving their award from Rahul Sharma,
Mahindra & Mahindra and Vasant Bhandari, UB Group
Claudia Ciesla, Chintan Suchak, C
C J Mathew, Rustomjee give away
Tabassum Modi, Krayon-Ed
Ngenius accepting an award from Maneet
Jolly, Castrol and Ram Mohan Rai, Toyota
Team OgilvyAction receving an award from Claudia Ciesla,
Chintan Suchak, Course 21 and C J Mathew, Rustomjee
Team Only Much Louder celebrating their w
Manfield, Grand Hyatt Mumbai and Rajesh

4 May 2013, EXPERIENTIAL MARKETING 63
their wins with Anisha
K K, SpaceandPeople
Team Encompass strike a pose with their trohpies
Pulp Strategy Team accepting their award from
Sanjay Kaul, RMAI and Vijay Bhatia, HSP
ous wins with Rajan Narula,
eera Reddy
Sachin Mutreja of G2rams receiving an
award from Alok Jalan, Laqshya Media
and Vikas Kakwani, Aircel
Team George P. Johnson receiving their award from Rahul Sharma,
Mahindra & Mahindra; Sanjay Gopalkrishnan, Fiat and
Vasant Bhandari, UB Group
ourse 21 and
an award to
dia
Leisure Tours acccepting their award from Ram
Mohan Rai, Toyota and Maneet Jolly, Castrol
Team Madisom Media strike a pose with
their trophy
Siddharth Chaturvedi of Event Crafter
accepting his trophy from Ram Mohan
Rai, Toyota and Maneet Jolly, Castrol
ins, with David
Verma, EEMA
Team Pentagon accepting an award from Monny Vijeshwar,
Entertainment City and Kshitij Saxena, Audi India
Showhouse accepts their award from David Manfield,
Grand Hyatt Mumbai and Rajesh Verma, EEMA

4 May 2013, EXPERIENTIAL MARKETING 64
Team Showtime accepting their award from Rahul Sharma,
Mahindra & Mahindra; Sanjay Gopalkrishnan, Fiat and
Vasant Bhandari, UB Group
True Innovations’ team on stage with Rahul Sharma,
Mahindra & Mahindra and Vasant Bhandari, UB Group
A representative from
Hero MotoCorp with
their award
Team Vibgyor accepting their award
from Suresh K K, SpaceandPeople
and Anisha Motwani, Max Life
The Wizcraft team strikes a pose with their
numberous trohies!
Meenu Verma from CRI Events collecting the
award from Suresh K K, SpaceandPeople and
Anisha Motwani, Max Life

4 May 2013, EXPERIENTIAL MARKETING 65
The George P. Johsnson GO LIVE WIN A HARLEY zone
The winning band - No. 139 drawn by Jennifer Cardoz, Percept
Harely Davidson SUPERLOW winner Jennifer Cardoz, Percept
with Rasheed Sait, George P. Johnson
Team George P. Johnson
Sunil Puri, Hong Kong Tourism Board with Kshitij Saxena, Audi India at
the GPJ Lounge
Virginia Sharma, IMB with Sunil Puri, Hong Kong Tourism Board at the
GPJ Lounge
Rasheed Sait, MD - George P. Johnson draws the winning
band - No. 139

4 May 2013, EXPERIENTIAL MARKETING 66
Host - Parizad Marshall with the 1000 watt smile
Cyrus Sahukar & Roshan Abbas discuss MICE
The E Quotient - Roshan Abbas, Ankur Tewari, Cyrus Sahukar & Papa CJ
Papa CJ at his funniest best!
Ankur Tewari sings his original composition for the event industry
Grand welcome by Kabir Bedi
Shalmali Kolghade & DJ Khushi belt out an interactive LIVE performace

4 May 2013, EXPERIENTIAL MARKETING 67
Mapped 3D segment intro by Simply Graphixx
The ‘Martini Girl’ act by Glow Show World Events
A full house at WOW Awards 2013 Front row moments - WOW Awards 2013
Himanshu Shah, Sohi Shah and Heena Mistry, SOI LIVE Marketing
launch the Consumer Raaj Card as part of the agency’s CSR initiative
The lovely Sameera Reddy gives away the final set of awards

Talent Central
4 May 2013, EXPERIENTIAL MARKETING 66
Vibgyor Brand Services
Pvt. Ltd.
Positions:
2D designer
General Manager Operations
Visualiser
Manager Operations
Executive BD
Manager BD
Pentagon Events &
Activations Pvt. Ltd.
Positions:
Conceptualizer
Client Servicing Manager
Client Servicing Executive
Client Servicing Branch Head
Operations Manager
Operations Asst. Manager
Convergence Events Pvt. Ltd.
Positions:
Business Development Director
Sr. Business Development Manager
Client Servicing Manager
Sr. Graphics Designer / 3D Visualiser
Sr. Production Manager
Location: Mumbai
Mail CV at
hr@vibgyor.in
Location: Mumbai
Mail CV at
careers@pentagonactivation.
Location: Mumbai
Mail CV at
info@convergenceevents.in
QED Communications
Positions:
Associate Creative Director
Client Servicing Executive
Assistant Manager - Operations
Producer - Films
Creative Director
NeoNiche Integrated
Solutions Pvt. Ltd.
Positions:
Manager -Client Servicing
Sr. Manager -Operations
Manager -Operations
Sr. Copywriter
Craftsman Solutions Pvt.
Ltd.
Positions:
Sr. Executive/ AM/Manager- Business
Developement /Client Service
Sr. Executive/ AM/Manager -Operations
Location: Mumbai
Mail CV at
jatin@qedcommunications.com
Location: Mumbai
Mail CV at
hrd@neonicheintegrated.com
Location: Mumbai
Mail CV at
Priyanka.Karanwal@craftsman.co.in

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