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4 dec 2011 

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4 December 2011, EXPERIENTIAL MARKETING 03 

EDITORIAL TEAM: 

KARISHMA HUNDALANI 

karishma@eventfaqs.com +91 98212 80003 

KARAN IYER 

karan@eventfaqs.com +91 80977 68788 

RACHEL GEORGE 

rachel@eventfaqs.com +91 98197 77983 

SHACHI TAPIAWALA 

shachi@eventfaqs.com +91 98336 21173 

CONTRIBUTORS 

Roshan Abbas, MD, Encompass 

Ashish Sinharoy, Communication Consultant 

Rachael Rajan, Freelance Writer 

DESIGN TEAM: 

VINAYAK ALLE 

PRASAD KARAMBAT 

MARKETING SERVICES: 

VISHAL NAGDEV 

vishal@eventfaqs.com +91 98212 24987 

ARNOB BANERJEE 

arnob@eventfaqs.com +91 98195 40004 

TANVI ASHER 

tanvi@eventfaqs.com +91 92245 72293 

SHABNAM CHARANIYA 

shabnam@eventfaqs.com +91 80077 96990 

CAROL SANIL 

carol@eventfaqs.com +91 98203 63042 

CIRCULATION: 

RAMESH PATIL 

ramesh@eventfaqs.com 

ACCOUNTS & ADMIN: 

PURVESH BHATT 

accounts@eventfaqs.com 

ExM is a monthly magazine by EVENTFAQS, 

publishers of India’s only platform for events 

and experiential marketing - 

www.eventfaqs.com. 

It’s all happening here 

As the year draws to an end, we’re glad we can seal in the 

festivities with our own exhilaration of yet another year of 

WOW! With every passing year, experiential marketing 

becomes better grounded in the strategies of brands, and 

there’s a distinct reflection of this in the WOW Awards as 

well. 

The WOW Awards acknowledges the effectiveness of 

engagement platforms for both customers and other 

stakeholders as well. While the end objective and greatest 

parameter is brand success, marketers are looking out for 

more innovative ways to achieve this. If the recent visit 

of former US President to engage key stakeholders of a 

prominent insurance company in India is any benchmark, 

you can safely say, brands are taking things very seriously. 

Intrigue into new phenomena like these inspires our own 

initiatives too. MaxiMICE in its fourth edition will delve into 

the mindset of the corporation to understand the value of 

engagement programs in nurturing stakeholder relationships. 

This annual knowledge platform will unravel better and more 

effective ways of creating engagement. 

It’s been a busy close of year for the industry and us alike. 

We do hope that makes for more reason to consciously set 

aside time and indulge in some festivities as well. Happy 

Holidays to all! 

karishma@eventfaqs.com 

Subscriptions are ` 1,000/- (India) and US$ 

120/- (ROW) per year (12 issues), including 

postage. Mail at exm@eventfaqs.com for 

more details. 

Printed by: Vishal Vashulal Nagdev 202, Brooke 

Ville, Near Magnet Super Market, Mogul Lane, 

Matunga (West), Mumbai – 400 016, Maharashtra, 

India. Published by: Vishal Vashulal Nagdev on 

behalf of (or owned by) EMDI Web Solutions Pvt. 

Ltd. And printed at VSSU Graphics, Unit # 36, Ideal 

Industrial Estate, Senapati Bapat Marg, Lower 

Parel (West), Mumbai – 400 013 Maharashtra, 

India and published at EMDI Web Solutions Pvt. 

Ltd. 4th Floor, IES College Campus, Opp. Lilavati 

Hospital, Bandra Reclamation., Bandra – West 

Mumbai – 400 050, Maharashtra, India. Editor: 

Karishma Jamnu Hundalani. 

This issue contains 76 pages including covers

CONTENTS 


Event Briefs 

Promo Power | MICE | Live 

Sports Rush | Media Active 08-15 

Industry Watch 

Developments | Destination 

Venues | Events 16-19 

Cover Story 

All WOWs for 

‘Effective Innovation’ 

21 

Also Featured 

In Focus 

Afterthoughts on the Tehelka 

Newsweek Think Festival 

- Roshan Abbas 

28 

Pushkar Balloon Festival: 

Scaling new heights 

36 

A Musical Mingling 31 

The Economic Times 

ACETECH 2011 builds 

blocks in five cities 

40 

Auto expos keep the auto 

adrenaline going 

48 

The Great Indian October- 

Fest: Beers, Brands and 

Bands 

44 

Opinion: How crucial are expos to your brand and industry 26 

Market Pulse 

Puma: Sporting the future 

Rajiv Mehta, MD, PUMA India 

54 

Sunburn: Beach Party | Brand Promise 

Harindra Singh, Vice Chairman & MD, 

56 

Percept Ltd. 

GLIMPSES 

70 

68 69 71 72 69 73

RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 


posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month 

posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month

Promo Power 


Road Safe India’s memorial wall pays 

tribute to vehicular casualties 

Road Safe India, a 

public service initiative 

by Ice Global, is 

a call to increase 

public awareness and 

participation in the need 

for road safety. In connection with this objective, an online 

memorial wall was launched to mark the occasion of ‘World 

Day of Remembrance for Traffic Victims’ on Nov. 20. On 

this wall, Road Safe India paid homage to the memory of 

those who lost their lives on the roads. 

Pramod Gaikwad, Director, Ice Global said: “Born of a 

desire to give back to society, Road Safe India aims to be 

an on-going, multi-media, multi-language campaign that 

will impact people of all walks of life, across India.” 

UEI Global encourages the Indian 

youth to ‘Learn to Lead’ 

UEI Global has announced an initiative 

called ‘Learn to Lead’, which aims to 

give class 12 students the chance 

to proactively seek information on 

experiential learning and vocation 

opportunities. This pan-India initiative 

will reach out to 25,000 schools and 

engage 50 lakh students by having 

them write out a note on their understanding on why learning 

is an important element of being an effective leader. 

Manish Khanna, CEO, UEI Global said: “‘Learn to Lead’ is 

an attempt to create interest in the 21st century student to 

proactively seek information on experiential learning and 

how to apply the same to be an effective leader.” 

Sunidhi Chauhan partners Western 

Union for global campaign 

Bollywood singer 

Sunidhi Chauhan 

partnered with the 

Western Union 

Company to give 25 disadvantaged teenage girls in Mumbai 

an opportunity to sing and dance with India’s finest. This 

activity was carried out under the Western Union World Of 

Betters initiative, which aligns under the company’s new 

worldwide brand platform, ‘Moving Money for Better’. The 

event is a series of five celebrity World Of Better acts, being 

held across five continents. 

Anil Kapur, MD and SVP, Western Union South and South 

East Asia said: “Western Union World of Betters focuses on 

giving back to the global community to help others have a 

better day and a better life.” 

Dr. Batra’s commends those who fight 

against disease and disability 

The sixth edition of Dr. Batra’s 

Positive Health Awards was held 

at NCPA, Mumbai on Nov. 16. 

This initiative recognizes and 

awards the heroism of those 

who have displayed courage 

in the fight against disease 

and disability, along with the 

doctors who also spend a lifetime serving society. 

Dr. Mukesh Batra, Founder and CMD, Dr. Batra’s Positive 

Health Clinic said: “Dr. Batra’s Positive Health Awards 

salutes people with unyielding grit and unflinching 

determination, who have beaten the odds to overcome 

seemingly hopeless conditions and given something 

commendable back to society in their own way.” 

National Geographic and Mexus 

Education announces Iken Scientifica 

With a commitment to 

encourage viewers to 

explore the boundaries of 

their mind and imagination, 

National Geographic Channel has partnered with Mexus 

Education to launch Iken Scientifica 2011, India’s largest 

science and technology competition for school students. 

The competition will seek participation from over 6 lakh 

students from class 4 to 9 across 125 schools in the country. 

Debarpita Banerjee, VP - Marketing and Communication, 

National Geographic Network and Fox International 

Channels India said: “Children are the future of any nation 

and our new initiative, Iken Scientifica, will encourage them 

to leverage their theoretical knowledge and creativity to 

break unconventional barriers of innovation.” 

Godrej takes hair-care to Delhi’s mallgoers 

Godrej Nupur Mehendi 

initiated a three-weekend 

product promotion activity 

which took place across 

six malls in Delhi. This 

on-ground campaign was implemented by Integrated 

Experiential Services (IES). The activity aimed to enhance 

women’s knowledge of various herbs in the product and 

enable to them to choose options that best suit their needs. 

Saumen Roy, Business Head, Madison IES said: 

“Currently, the brand competes with both the organized and 

unorganized players, which is a big challenge. Something 

innovative was required that would catch the consumer’s 

attention. 13,000 people were reached through the activity.” 

For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com





MICE 


Morningstar Investment Conference 

comes to Mumbai 

Morningstar Inc. held the 

Morningstar Investment 

Conference at The Lalit 

Intercontinental Hotel in 

Mumbai on Nov. 2. Managed on-ground by Percept ICE, 

the event brought together respected industry leaders to 

tackle key issues affecting financial advisers in 2011 and 

beyond. The conference was attended by 450 guests. 

Tamanna Gupta, Project Head, Percept ICE said: “This 

conference is the most sought after event globally by 

financial industry professionals. The challenge was to 

keep in mind the international guidelines and mandate and 

execute the event without diluting the international status 

of the property.” 

WikiConference India 2011 to be held 

in Mumbai 

Wikipedia held the 

WikiConference India 2011 from 

Nov. 18 to 20 at the University 

of Mumbai (Fort Campus). The 

conference was the first of its 

kind to be held in India, and is 

intended to become an annual 

national flagship event for Wikipedia/Wikimedia in India. 

The Mumbai Wikipedia community and the Wikimedia 

India Chapter hosted the conference, which provided a 

platform for Indian Wikimedians to discuss challenges 

and exchange best practices and other information. The 

conference was open to participation from all nations, but 

had an Indian focus. 

Tantraa Brand manages NASSCOM 

Game Developers Conference 

Tantraa Brand 

Solutions managed 

the NASSCOM 

Game Developer 

Conference 2011 

at Hyatt Regency 

Pune on Nov. 11 and 12. This event aimed to showcase 

the latest gaming technologies and trends in the gaming 

industry. There were a total of approximately 25 sessions 

covering every aspect of the gaming industry. 

The venue was divided into four different zones, one each 

for conferences, exhibitors, speakers and ‘Create your own 

game’. ‘Create your own game’ was a concept wherein 

the people from the industry could get their equipment and 

create a game which they could showcase at the event. The 

event was attended by approximately 600 people. 

The Consumer 360 Conference 2011 

aims at ‘Winning in India’ 

The Nielsen Consumer 360 

Conference is an annual 

marketers’ conference organized 

by Nielsen. This conference 

announced its arrival in India with 

the theme, ‘Winning in India’. 

Encompass was commissioned 

to execute the conference, which 

took place on Nov. 15 at The Grand in New Delhi. 

Zonovia Masood, Manager, Client Servicing, Encompass 

said: “This property saw a distinguished panel who shared 

their thoughts on consumer behaviour, the market economy 

and the future of marketing. The conference was attended 

by 450 top marketing wizards across various sectors.” 

Vodafone Rajasthan celebrates its 

Annual Day 

Vodafone Rajasthan celebrated 

their Annual Day with their 

employees and their families on 

Nov. 19 with vibrant functions 

executed by Event Crafter. 

The event theme followed 

Vodafone’s internal communication campaign, ‘Rang De 

Rajasthan’, created to inspire the team to create record 

growth in Vodafone’s market share in the six zones of 

Rajasthan. The celebration, held at Hotel Gold Palace & 

resorts, Jaipur, was attended by over 1,200 people. 

Siddhartha Chaturvedi, CEO, Event Crafter said: “We 

had a mix of children, ladies and gentlemen and hence, it 

was mandatory that we took cognizance of their particular 

needs right from the onset and gave them an experience 

which left them rejuvenated and excited.” 

World Brand Congress 2011 

concludes in Mumbai 

The World Brand 

Congress 2011, 

which took place 

from Nov. 24 to 26 

at Taj Lands End, 

Mumbai, is the 

largest rendezvous of the brains behind some of the world’s 

most successful brands. The congress brings over 500 of 

the world’s branding and marketing elite under one roof. 

The summit saw executives from global brands examining 

today’s critical business challenges. 

Conducted alongside the Congress was the Global Award 

for Brand Excellence, which is presented to organisations 

that have played a significant role in building their company 


LIVE 


Tata Photon presents WORME Fest 

2011 in association with Vladivar 

Conceptualised by 

WonderMind, WORME 

Fest 2011 is a platform for 

independent musicians 

across India. The WORME 

Festival is being organised at a national level in association 

with VH1 and Vladivar. The fest has been initiated to provide 

upcoming artists with national exposure and opportunities. 

Michael Khanna, Founder and CEO, WonderMind said: 

“We endeavour to ensure that WORME Fest 2011 is 

planned and executed on the lines of international music 

fests. The grand finale will be held in Delhi around the third 

week of December. Next year, we plan to invite artists from 

other countries of the Indian subcontinent to participate.” 

Storm set to break in Coorg in January 

2012 

Storm, a campout 

music festival organised 

by LiquidSpace 

Entertainment, is 

scheduled to be held on 

Jan. 20 and 21, 2012 in Coorg. Storm is being organised in 

association with Karnataka Tourism, MTV Roots, Timescity. 

com and Radio One, and will have over 37 artists from 

across the globe performing on two different stages. 

Lavin Uthappa, MD, LiquidSpace Entertainment said: “We 

wanted to launch a property that was different and in a 

venue that is not the conventional festival/concert venue. 

Storm aspires to showcase the natural beauty of Coorg, 

the Scotland of India, and encourage responsible tourism 

through its initiative against the usage of plastic and drugs.” 

Star Movies organises over 200 house 

parties 

To take star Movies beyond 

television, a property titled 

‘Star Movies Chillout Nites’ 

has been initiated. Under 

this initiative, Star Movies 

organises parties at over 

200 homes while a movie premieres on the channel. These 

parties are being executed by Fountainhead Events. 

The first set of parties were held during the screening of 

‘A-Team’ in November. 

Saurabh Yagnik, GM and Sr. VP- English Channels, Star 

India said: “Through contests, we choose over 200 winners 

and we will concurrently organise fully loaded house parties 

during the movie premier nights at the winners’ homes 

while they play host and invite several guests.” 

Channel [V] Nokia India Fest 2012 to 

be bigger and better in 2012 

The youth cultural festival, 

Channel [V] Nokia India Fest 

2012 - ‘Where heroes are born’, is 

conceptualised by Channel [V] and 

the entire on-ground activation is 

being managed by Seventy EMG. 

Post all the rounds of mini fests 

and zonals, the finalists will get an opportunity to win a 

ticket to the finale show and participate in the competition 

taking place in Goa on Feb. 27 and Feb. 28, 2012. 

Snehal Shetty, Manager-Project, 70 EMG said: “This year, 

students will experience a host of new and bloody cool 

events to participate in. We had registered 1,032 colleges 

and engaged over 50,000 students last year. This year, we 

aim to engage twice the amount of people.” 

Pitbull performs live in India 

Rapper and singer-songwriter, 

Armando Christian Pérez, better 

known as Pitbull, performed in 

Noida on Dec. 2, Mumbai on 

Dec. 3 and Pune on Dec. 4. The 

Indian edition of ‘Pitbull Live 

In Concert’ was brought to the 

country by P3P E Ventures Pvt. 

Ltd. and was supported by 3rd Rock Entertainment. 

Utkarsh Bansal, Director, P3P E Ventures said: “India 

is a huge market for international artists and we aim to 

capitalize on this by identifying a confluence of musical 

styles and bringing world class performers across genres. 

An artist like Pitbull puts together elements from all over the 

world so it sounds like nothing you’ve ever heard before.” 

India’s first ever fashion week for 

resort wear debuts in Goa 

Showcasing the finest works 

of the country’s resort wear 

designers, the India Resort 

Fashion Week (IRFW) 2011, 

India’s first ever fashion week 

dedicated to resort wear, is 

making its debut at the Grand 

Hyatt, Goa from Dec. 7 to 10. 

This property is sponsored by 

INK Infrastructure in association with YUVA. 

Shalini Chuganee, COO, IRFW said: “Associating 

with IRFW is a co-beneficial alliance with a brand 

building exercise at its optimum. The platform provides 

opportunities on a B2B and B2C level, resulting in a brand 

equity increase through strategic luxury market alliances. 

IRFW is the official platform which will bring Indian resort 

wear onto the global fashion map.” 






Trident, Bandra Kurla l C-56, G Block, Band ra Kurla Complex, Mumbai 400 098 l T + 91 22 6672 7777 

F + 91 22 6672 7788 l reservations.bk.mumbai@tridenthotels.com l www.tridenthotels.com

Sports Rush 


ShowWorks Sporting to manage 

Mumbai Fighter’s home matches 

ShowWorks Sporting bagged 

the mandate to manage the 

Mumbai Fighter’s home 

matches for The World Series 

of Boxing Championship 

(WSB). The second season of WSB, which began on Nov. 

11, has introduced a new format with two groups of six 

teams battling for the WSB Team Championship Trophy. 

Harjinder Singh, Director, ShowWorks said: “What won us 

the pitch was a combination of creative thought, logistic 

management skill, and our experience in executing such 

events. India so far, has been considered a one sport 

nation. However, I have always strongly felt that WSB has 

the potential to make Boxing a leading sport in India.” 

South Asian Football Federation and 

World Sport Group renew ties 

On Nov. 2, Delhi was witness to the 

signing ceremony that renewed the 

agreement between the South Asian 

Football Federation (SAFF) and World 

Sport Group (WSG), in a deal to run 

through 2017. Commencing this year, 

the new agreement covers four SAFF 

Championships and the regional 

governing body’s flagship competition, held biennially. 

Kazi Salahuddin, President, SAFF said: “Our partnership 

with WSG has been instrumental in securing the financial 

stability that ensures our sport’s sustainable growth in the 

region over the long-term. Their commitment has helped us 

to establish the administrative foundation and infrastructure 

for us to govern and develop the sport effectively.” 

Punj Lloyd to organise PSA Masters 

Tournament 2011 

K W A N 

Entertainment & 

Marketing Solutions 

has been appointed 

as the sports and event management agency for Punj Lloyd 

PSA Masters Tournament 2011, a squash tournament. In 

its third edition, this tournament will feature 32 players and 

will be held from Dec. 12 to Dec. 18 at the Siri Fort Sports 

Complex, New Delhi. 

Louise Sharma, Group Head-Corp Com and CSR, Punj 

Lloyd said: “Unlike games like golf, which are perceived 

to indulge the ultra rich, squash requires little investment 

and can be taken up by anyone. The prime objective of 

investing in the game is to bring international squash to 

India and get the youth of today hooked onto the game.” 

Delhi Corporate Games 2012 debut as 

a multi-sport event 

Thyme Advertising has been roped 

in to manage the marketing and the 

main event for the first edition of the 

Delhi Corporate Games 2012. This is 

a multi-sport festival which is being 

conducted in 25 countries and 53 

cities since its inception in 1985. This event is scheduled 

to be held from Feb. 9 to Feb. 12, 2012 at Siri Fort Sports 

Complex, Delhi. The essence of organising the game is to 

allow companies to support their employees in the pursuit 

of a healthier and more active lifestyle. 

Gopi Bhatia, CEO and Director, Corporate Games Pvt. Ltd. 

said: “We had approached Thyme Advertising and they 

have been roped in to manage the marketing of the event. 

We are mailing a lot of companies to participate. We plan to 

engage at least around 2,000 corporate people.“ 

Pune to host first Hockey India Junior 

National Championship 

The first Hockey India Junior National 

championship will be held in Pune 

from Dec. 10 to 21 at the Shiv 

Chattrapati Shivaji Sports Complex, 

Balewadi. This championship is being 

organised by Maharashtra Hockey, 

under the aegis of Hockey India. The 

championship will witness teams from 26 states wherein 

520 players will compete with each other. White Copper 

Entertainment will be taking care of all out-of-field activity. 

Nachiket Chidgopkar, MD, White Copper Entertainment 

said: “We were selected on the basis of recommendation and 

expertise. We will be responsible for the conceptualization 

and execution of the event along with the PR.” 

The third Thomas Cook Indian Golf 

League announced 

Thomas Cook has 

announced the launch 

of the third edition of the 

Thomas Cook Indian 

Golf League, which is 

scheduled to take place 

across 16 weeks, from end 

of November 2011 to March 2012, with 20 tournaments 

across five cities. 

Madhavan Menon, MD, Thomas Cook (India) Ltd. said: 

“Golf, and this event in particular, offers us a unique 

opportunity to engage with a diverse range of our customer 

groups. Sports tourism is a key opportunity for us at Thomas 

Cook, one that we will continue to leverage.” 






Media Active 


RED FM calls for Gujarat to find its 

heritage 

In response to participation from 

Ahmedabad last year, RED FM 

Gujarat has returned with the next 

edition of the RED Heritage Hunt. 

This year, the initiative has been 

extended to the entire state. Vying 

for a position in UNESCO’s World 

Heritage sites, the RED Heritage 

Hunt gives the people of Gujarat a 

chance to see their state in a new light. 

Nisha Narayanan, Sr. VP Projects & Programming, RED 

FM 93.5 Network said: “After the success of last year, we 

were delighted to engage the entire state this year. We 

hope to instil a sense of pride within the people of Gujarat.” 

Zee TV promotes Star Ya Rockstar in 

Delhi 

Swastika Entertainment managed a 

promotional event for Zee TV celebrity 

based singing reality show, ‘Star Ya 

Rockstar’, at Pacific Mall, Tagore 

Garden, Delhi, on Nov. 4. This activity 

aimed to expose the contestants to the 

public and make them aware of the 

show and its talent. The show was a mix of song and dance 

performances and witnessed performances by participants 

of the show. 

Amit Verma, Director, Swastika Entertainment said: “We 

have been associated with Zee TV for a long time. We 

targeted people from all walks of life and engaged around 

2,500 people. Along with the normal crowd, the event 

witnessed the presence of the media and PR agencies.” 

9X Media Group launches 9X Jhakaas 

in Pune 

Niche Events and Promotions 

executed 9X Media Group’s 

press launch for 9X Jhakaas, 

Maharashtra’s first Marathi 

music channel, at Le Meridian, 

Pune. The launch commenced 

with the unveiling of the channel’s logo by Punit Pandey, 

Senior VP and Business Head, 9X Media Group, and Amar 

Tidke, Head of Programming and Senior VP, 9X Media 

Group. 

Dhruv Arora, Manager-Client Relations, Niche Events and 

Promotions said: “This was our first event with 9X Media. 

We won the mandate for this event through a pitch process. 

This event was targeted towards the media and managed 

to engage around 150 people.” 

BIG FM Hyderabad celebrates 

Children’s Day with little RJs 

Continuing with its 

tradition of celebrating 

Children’s Day with a 

hunt for a little RJ, 92.7 

BIG FM Hyderabad on 

Nov. 7 launched the third edition of the radio reality show 

that gives a bigger platform to aspiring kids. The final round 

was screened at the BIG FM studios and judged by actor 

Nara Rohit, who quizzed the final contestants and selected 

the ‘Little RJs of Hyderabad’. The five selected winners 

hosted all the shows on BIG FM on Children’s Day, Nov. 14. 

IRF award winner RJ Shekar, 92.7 BIG FM said: “Every 

parent wants their kid to be smart and witty. The Little RJ 

Hunt is a great platform for kids to showcase their talent.” 

BIG MAGIC to premier first edition of 

‘BIG Bal Kalakaar’ 

BIG MAGIC and 92.7 

BIG FM initiated BIG 

Bal Kalakaar, a platform 

to acknowledge the 

singing prowess of 

young children. Auditions took place in 14 cities in MP, UP, 

Bihar and Jharkhand from Nov. 20 till the end of the month, 

and culminated with four cluster auditions from which 10 

children have been chosen to compete on the BIG MAGIC 

channel, beginning mid-December. 

A company spokesperson said: “BIG Bal Kalakaar is a 

talent hunt which recognizes the purity of young child 

singers. It propogates positive values to all children in the 

region through the medium of devotional singing.” 

94.3 MY FM’s Chingum Boy celebrates 

his birthday on Children’s Day 

94.3 MY FM celebrated the 

birthday of its character ‘MY 

Chingum Boy’ on Children’s Day. 

The objective was to enhance the 

character’s connect with listeners. 

Kids were selected from various 

schools through a Chingum Boy 

talent hunt contest and on air 

SMS based contest. Chingum 

Boy celebrated his special day with an amalgamation of 

on-ground and on air activities. 

Harrish M. Bhatia, CEO, 94.3 MY FM said, “MY Chingum 

Boy has enhanced MY FM’s motto of spreading love, joy 

and happiness in a true jiyo dil se style. Celebrating his 

birthday is one way of honouring him for making a close 

connect with our listeners in such a short span of time.” 


Industry Watch Developments 4 December 2011, EXPERIENTIAL MARKETING 16 

Impresario launches wedding 

management division in Mumbai 

Parinaya - Wedding 

Management Solutions, 

a division of Impresario 

functioning from Kochi 

for the past three years, 

has launched an office 

in Mumbai. Parinaya 

aims to tap the high 

end wedding segment, 

and grow nationally and 

internationally, managing 

destination and theme 

events. Other companies, 

such as GS Worldwide 

Entertainment, have also 

BrandSpeak 

enters the retail 

events and 

activations space 

BrandSpeak is a new agency 

in the BTL space, with a 

vision to be a cornerstone 

in an organisation’s 

brand building process. 

BrandSpeak commenced 

its operations with a soft 

launch. Based out of 

Mumbai, the company 

plans to operate all over 

India. With a focus on the 

retail events and activations 

space, BrandSpeak will 

provide its clients with end 

to end solutions and will 

manage and execute their 

ideation and communication 

strategy. 

Bharat Vermani, Director, 

BrandSpeak said: “I have 

been working in this industry 

for the past 12 years. I have 

worked with 360 Degrees, 

Lintas, and Percept 

amongst other agencies, 

where I handled the retail 

activations. Through this 

venture, we will help brands 

connect and communicate 

effectively with the target 

group, as we bring down 

the cost of operation.” 

entered this field and are 

expecting good growth in 

the future. 

Neha Jeswani, Branch 

Manager, Impresario Event 

Management said: “We 

know E-Factor rules this 

segment, but we aim to 

become big in the industry 

in Mumbai, as we are in the 

south. We are looking to tie 

up with vendors and hotels. 

We have already managed 

one wedding in Dubai.” 

3rd Rock 

Entertainment 

joins hands 

with ROYMEDIA 

Prashant Shirsat, MD of 

3rd Rock Entertainment, 

has entered into a tieup 

with Sudip Roy, 

Director of ROYMEDIA, 

an international company 

that plans and manages 

bespoke events in the 

UK, to form R3 Worldwide 

Entertainment. Through 

this association, 3rd Rock 

Entertainment aims to 

enter the global market 

and play a key role in 

the marketing and launch 

activities for recent 

Bollywood movies. 

Prashant Shirsat and 

Sudip Roy, Directors, R3 

Worldwide Entertainment 

said: “We will promote R3 

Worldwide Entertainment 

in India and UK through 

print, television and other 

radio channels, and through 

3rd Rock’s branding and 

marketing network. We 

are also in talks with Eros 

International and other 

companies.” 

ShowWorks launches 

ShowWorks Sporting 

It has been observed that 

there is a huge potential 

market for sports marketing 

and sports related events 

in India. After the success 

of the F1 Championsip 

in India, India is slowly 

breaking away from the jinx 

of being tagged as a cricket 

centric nation only. Thus, in 

order to cater exclusively to 

this new emerging market, 

ShowWorks has launched a 

new division within its Delhi 

office titled ShowWorks 

Sporting. 

Real estate developer Ackruti City rebrands itself 

as Hubtown 

Real estate developer Hemant Shah, Chairman, 

Ackruti City Ltd. changed Hubtown Ltd. said: “The 

its name to Hubtown Ltd., change in our identity 

effective Oct. 31, as part 

of a rebranding exercise 

reflects our future direction 

of growth and continued 

undertaken to better reflect zeal for excellence in 

its growing capabilities and developing projects, 

delivery standards. The 

company has received all 

the necessary regulatory 

approvals while opting for a 

name change. The company 

is listed on the BSE and NSE 

and both the exchanges will 

display the new name. As 

part of the name change, 

the company’s website and 

logo were also changed to 

reflect the rebranding. 

CS Direkt exec moves to G2Rams 

as National Creative Head 

CS Direkt has appointed 

Nitesh Sharma as Group 

Creative Head, replacing 

Angshuman Chatterjee, 

who has joined G2Rams 

as the National Creative 

Head, effective Nov. 7. At 

CS Direkt, Chatterjee was 

responsible for the events, 

exhibitions, films and retail 

verticals. Sharma, who 

has worked with CS Direkt 

Harjinder Singh, Director, 

ShowWorks said: “We have 

been noticing the steady 

growth in sports events in 

India. After the success of 

the F1 Championship, we 

thought this was the ideal 

time for us to launch this 

new division. Currently, the 

new division is being headed 

by existing employees of 

the company. We will soon 

be recruiting a dedicated 

team of employees to work 

for this division.” 

catering to emerging trends, 

improving lifestyles and 

matching the aspirations of 

our current and prospective 

customers. The change 

in the name marks the 

beginning of a new chapter 

in our illustrious journey 

and we will take all steps 

that will make Hubtown the 

most preferred real estate 

company in India.” 

earlier, will now look after 

the same. 

According to Chatterjee, his 

major agenda at G2Rams 

is to take creative thinking 

to the next level and create 

distinct differentiators in 

experiential marketing. 

At G2Rams, he will be 

responsible for looking after 

creative deliverables.

Industry Watch Destination 


Kerala Tourism aims for 

emerging global markets 

According to a spokesperson, 

the Department of Tourism, 

Government of Kerala has 

embarked on an aggressive 

marketing drive targeting 

the emerging global 

markets. The campaign, 

which falls under the 

proposed tourism policy 

and is supported by the 

travel and trade industry, 

began with roadshows in 

Sydney and Melbourne. 

As per the schedule, the 

workshop was held in Oslo 

on Nov. 14, followed by 

Copenhagen, Helsinki, and 

Stockholm over the next 

three days. Department 

officials made presentations 

Sydney dazzles 

Dreamtime buyers 

On Nov. 16, Sydney 

geared itself up to host 72 

business events buyers, 

as the combined program 

of Tourism Australia’s 

Dreamtime 2011 event 

kicked off in the harbour 

city. This year, the event 

took place in partnership 

with Qantas and Business 

Events Sydney. The twoday 

program was the first 

time that all 72 buyers were 

in the same location. 

Lyn Lewis-Smith, Acting 

CEO, BESydney said: 

“We pulled out all the 

stops to showcase why 

our city hosted incentive 

programs that brought over 

25,000 delegates to our 

shores last financial year. 

Companies are attracted 

to our city’s ability to make 

the impossible possible; 

our dynamic business 

environment, and Sydney’s 

innovative teambuilding 

activities. This is exactly 

what we showcased to the 

Dreamtime group.” 

on what made Kerala a 

tourism ‘Superbrand’. 

In the face of economic 

crises in Europe and the 

US, Kerala Tourism has 

brought about a shift in its 

marketing strategy to lend 

better focus on emerging 

markets such as Australia 

and Scandinavian countries. 

Rani George, Director 

Tourism, Government of 

Kerala said: “This is part 

of a new drive by the state 

government to approach 

emerging markets with 

concrete short-term and 

long-term strategies and 

tap their potential.” 

India wins two global awards 

at WTM 2011 and aims higher 

India took centre-stage 

at the World Tourism Mart 

2011, which took place 

in London from Nov. 7 to 

Nov. 10, when it won two 

global awards for World’s 

Leading Destination and 

World’s Leading Tourist 

Board. While receiving 

the awards, Subodh Kant 

Sahai, Minister of Tourism, 

Government of India said 

that India planned to have 

another five million tourists 

in the next two to three 

years, in addition to five 

million recorded this year. 

He said: “Our aim is to 

increase India’s share in 

the international tourist 

arrivals from the present 

0.6 per cent of one billion 

travellers to one per cent 

by the end of 2016. In 

India, the tourism sector 

is going to be recognised 

as an infrastructure sector. 

We need two million hotel 

rooms if we are going to 

add five million tourists. 

The infrastructure will be 

developed by the Central 

and State governments 

on the Private-Public 

Partnership model. We have 

started late in developing 

the tourism industry, but 

we are on the job to make 

it a success.” 

Reports indicate Hong Kong’s exhibition 

industry boosts the economy 

The latest in a series of 

biennial Economic Impact 

Study reports on Hong 

Kong’s exhibition industry 

shows that activities 

associated with Hong 

Kong’s exhibition industry 

contributed HK$35.8 billion 

(US$4.6 billion) to the local 

economy in 2010 while 

generating the equivalent 

of 69,150 full-time jobs. 

The report, commissioned 

by the Hong Kong Exhibition 

and Convention Industry 

Association (HKECIA), 

revealed that the exhibition 

industry continues to bring 

significant benefits to Hong 

Kong’s economy, not only 

by contributing substantial 

expenditure effects, but 

also by providing thousands 

of jobs for the exhibition 

industry and other service 

industries and supporting 

sectors. 

Daniel Cheung, Chairman, 

HKECIA said: “Exhibitions 

are important factors 

in raising Hong Kong’s 

international status. Hong 

Kong hosts five of the world’s 

largest trade exhibitions 

and seven of Asia’s largest 

trade exhibitions. Recordbreaking 

events like this 

reinforce Hong Kong’s 

profile as a dynamic place 

to do business, creating a 

momentum which keeps 

Hong Kong high in global 

awareness as an ideal 

business location.” 

West Bengal to launch new projects to woo tourists 

West Bengal’s Department 

of Tourism is set to launch 

a host of projects to woo 

tourists to the state and 

boost the tourism sector. 

As stated in a report in 

Business Standard, under 

the redevelopment plan, 

the West Bengal Tourism 

Development Corporation 

has already re-launched its 

website with a new colour 

scheme and a new tagline, 

‘Experience the colours of 

Bengal’. 

The tourism department is 

also organising the ‘Digha 

Beach Festival’ from Jan. 

13 to 16, 2012 that would 

facilitate beach sports, 

water sports, a sea food 

festival, local flea market 

on the lines of Goa and 

other beach cities. Rajpal 

Singh, Minister for Tourism, 

Government of West Bengal 

said, “Such festivals would 

surely boost the tourism 

opportunity at Digha and we 

are soon to start helicopter 

services from Kolkata to 

Digha for tourists.” As for 

Kolkata, the department 

has already floated an 

Expression of Interest for 

the Kolkata Eye, a proposed 

spectacle along the lines of 

the London Eye in UK.

Industry Watch Events 

The Middle East EVENT Show 

and EVENT Awards 2012 

gear up for return 

In the wake of the success 

of its last edition, the Middle 

East EVENT Show will 

return to Dubai from May 

1 to 3, 2012 at the Dubai 

International Convention 

and Exhibition Centre. 

Organised by informa 

exhibitions and co-located 

with PALME Middle East, the 

Middle East EVENT Show is 

an opportunity for those 

involved in the MICE, events 

or entertainment industries 

to showcase their products 

and services, and network 

with a dedicated audience 

of event management and 

procurement professionals 

in the Middle East. 

This edition promises an 

even greater reach to a 

highly targeted audience 

comprising of top ranking 

government officials and 

private sector organisations 

as well as key personnel who 

influence their procurement 

decisions. In association 

with the EVENT Show, the 

Middle East EVENT Awards 

2012 will take place on May 

2, 2012. These awards, in 

its fifth edition, rewards 

outstanding achievements 

within the Middle East 

events industry. The 

awards will be handed out 

across 21 categories, out of 

which five have been newly 

introduced. 

EFFIE 2011 Awards celebrates 

creative and marketing excellence 

The EFFIE Awards, 

scheduled for Dec. 14 at 

the Royal Western India 

Turf Club in Mahalakshmi, 

Mumbai, is an initiative 

of the Advertising Club 

Bombay that is considered 

the premiere and most 

coveted showcase for 

marketing and creative 

strategies that work. 

These awards play the 

role of giving an agency 

acknowledgement for 

showcasing its power to 

build brands that lead to 

business, demonstrating 

the highest level of 

leadership in brand 

communication for the 

clients, and celebrating 

effective advertising and 

marketing in India. The 

EFFIE is the only award that 

is bestowed on both the 

client and agency, to share 

the celebration of their 

effective communication 

and perseverance. 

Ajay Kakar, Chairperson, 

EFFIE 2011 Committee 

said: “For over a decade, 

EFFIE India has become 

the gold standard in 

measuring communication 

effectiveness for marketing 

excellence. This is reflected 

in the quality and the 

number of entries which the 

awards have been attracting 

every year, with a startling 

increase from 53 in 2001 to 

276 in 2010. As integrated 

advertising and alternative 

media have become 

important influences for 

most business categories, 

this year, in addition to the 

existing categories, some 

new ones have also been 

included to give recognition 

to their importance and 

potential.” 

4 November 2011, EXPERIENTIAL MARKETING 18 

TFM&A India debuts in Mumbai 

TFM&A (Technology For 

Marketing and Advertising) 

India made its debut 

in India in 2011, in a 

replication of the highly 

successful exhibition model 

of TFM&A UK. This multiple 

award winning marketing 

event took place on Nov. 

4 and Nov. 5 at Nehru 

Centre in Mumbai, and 

saw around 4,000 visitors 

from the marketing, sales, 

eCommerce and IT sectors. 

In its first year, TFM&A India 

SportzPower and 

FMSCI introduce 

the first Indian 

Motorsports Forum 

India premiered the 

Indian Motorsports Forum 

(IMF) on Nov. 24 in New 

Delhi. The conference was 

organized by SportzPower, 

the media brand from 

Sportz Network Pvt. Ltd. 

(SNPL), in association 

with the Federation of 

Motorsports Clubs of 

India (FMSCI). IMF 2011 

was a platform for all 

stakeholders of the Indian 

Motorsport community as 

well as international players 

with an eye on Indian 

opportunity to exchange 

ideas, communicate, learn 

and develop new business 

concepts. 

Thomas Abraham, 

Executive Director, SNPL 

said: “IMF 2011 marked 

the first-ever motorsportfocused 

conference in India 

that looks to involve highprofile 

experts, specifically 

from the motorsport 

industry, as well as key 

corporate leaders in whose 

hands lay the remote that 

determines with which 

vehicle their marketing 

buck will ride.” 

received an overwhelming 

response from the suppliers 

of data, CRM, direct and 

digital marketing solutions. 

The growth of India’s 

marketing and advertising 

industry, and the increasing 

sophistication of the 

marketing techniques made 

the launch of this property 

in India a certainty. The 

exclusive event featured 

discussions with leading 

subject matter experts and 

a panel discussion cum 

debate on various topics. 

Site EMEA Forum 

2012 to take place 

alongside Capital 

City Congress 

The Site EMEA Forum 

2012 is scheduled to 

take place from June 18 

to 20, 2012 in Berlin, 

Germany. Demonstrating 

a commitment to industry 

collaboration, the Site 

EMEA Forum committee 

leaders have endorsed a colocation 

with the first ever 

Capital City Congress. The 

Capital City Congress is the 

first time that all German 

MICE industry associations 

will meet under one roof 

at ICC Berlin to discuss 

the future direction of the 

events industry. 

Alejandro Verzoub, 

President, Site 2012 

stated: “Events like the Site 

EMEA Forum are important 

to the Site community 

because they are driven 

by a committee focused on 

the needs and perspectives 

of business professionals 

based in the region. We 

are fortunate that the 2012 

event will deliver even 

greater value for delegates 

through co-location with 

the Capital City Congress.”

Industry Watch Venues 

Royal Guest Palace heralds first 

foray into Kingdom of Saudi Arabia 

The Ritz-Carlton Hotel 

Company, L.L.C. has 

opened The Ritz-Carlton, 

Riyadh, situated next to 

the Diplomatic Quarter and 

adjacent to the King Abdul 

Aziz Convention Centre, one 

of the largest in the region 

and host to international 

summits and conferences. 

The hotel offers more than 

62,000 sq. ft. of conference 

space combined, including 

two identical ballrooms, 

in a separate wing, of 

21,000 sq. ft. each. They 

are complemented by two 

Karnataka 

Govt. approves 

convention centre 

near Bengaluru 

International 

Airport 

The Karnataka Government 

has approved developing 

the core components of an 

international convention 

centre near the Bengaluru 

International Airport. The 

project is expected to 

cost Rs. 250 crore, which 

will be shared equally by 

the state government and 

the Karnataka Industrial 

Areas Development Board. 

According to the proposal 

made in 2007, the centre 

is to come up on 35 acres 

of land. It will have an 

auditorium with minimum 

seating of 6,000, 20 halls 

where 50-250 people can 

hold meetings or seminars, 

a 20,000 sqm. exhibition 

hall, and a five star hotel. 

According to sources, the 

state government plans 

to hold a global investors’ 

meet in June 2012 at 

the proposed centre; the 

reason for developing the 

core components. 

auditorium-styled theatres 

with stepped floors and 

built-in stages, ideal for 

press conferences and 

symposium lectures, and a 

variety of smaller meeting 

rooms. 

Herve Humler, President 

and COO, The Ritz-Carlton 

Hotel Company, L.L.C said: 

“Having such an impressive 

presence in Riyadh is part 

of our ongoing strategy to 

develop world class hotels 

in cities where the demand 

for luxury lodging is high.” 

Pune houses 

largest built pillarless 

convention 

centre in 

Maharashtra 

Kamat Hotels (India) Ltd. 

(KHIL) has opened in Pune 

what is said to be the 

largest purpose built pillarless 

convention centre 

in Maharashtra. Spread 

across 56,000 sq. ft., the 

Orchid Convention Centre 

is situated in the premises 

of VITS Pune. The fully 

air-conditioned centre can 

accommodate 5,000 guests 

and has modern facilities 

which enable it to host 

two conferences and one 

exhibition simultaneously. 

This centre has been 

designed and constructed 

by the EXHICON Group for 

multi-purpose events. 

Vikram Kamat, Executive 

Director, KHIL said: “The 

idea behind a convention 

centre of this strata 

is to provide tradefair 

organisers, PCOs, event 

management companies 

and individuals with a 

great experience for small 

to large graph events.” 


The World Expo Park to 

have four new venues 

According to recent 

information on the 

construction of Shanghai’s 

key cultural facilities for the 

12th Five-Year Plan period, 

the World Expo Park will 

welcome four new venuesthe 

China Art Palace, 

the Shanghai Museum of 

Contemporary Art, the 

Shanghai World Expo 

Museum and Shanghai 

Children’s Art Theater. 

The World Expo China 

Pavilion will be converted 

into China Art Palace. An 

extension will be built to the 

World Expo China Pavilion, 

so the resultant facility 

will offer 70,000 sqm. of 

exhibition space. 

The World Expo Museum, 

which sits on the Puxi site 

of the World Expo Park, will 

be a venue for the collection 

of, research in and display 

of the items, literature and 

accomplishments of Expo 

events in history. 

The Shanghai Museum 

of Contemporary Art will 

sit on the site of the Expo 

Urban Future Pavilion, and 

is expected to open on Oct. 

1, 2012. It is anticipated 

that it will be the venue for 

the Shanghai Biennial. 

The Shanghai Children’s 

Art Theater will sit on the 

site of the futuristic Expo 

SAIC-GM Pavilion, and will 

feature the IMAX theater 

projection system and four 

audience zones. 

Marriott International announces new 

luxury JW Marriott Hotel in Bahrain 

Marriott International’s JW 

Marriott has announced 

the JW Marriott Manama, 

Bahrain Hotel, in the 

Kingdom of Bahrain, under 

management agreement 

with owner Khaleejcapita 

B.S.C., which will open in 

2016. The hotel will have 

17,119 sq. ft. of meeting 

space, 274 rooms and 

suites and 102 residences 

in Bahrain Bay, adjacent to 

Bahrain Financial Harbour 

and opposite the diplomatic 

quarter. The JW Marriott 

Manama Bahrain Hotel will 

be the first JW Marriott 

property in Bahrain and the 

fifth JW Marriott hotel in the 

Middle East/Africa region. 

Ed Fuller, President and 

MD, International Lodging, 

Marriott International said: 

“Our currently open hotels 

in Bahrain, the Marriott 

Executive Apartments and 

The Ritz-Carlton, have been 

tremendously successful, 

and we believe that this JW 

Marriott Manama is ideally 

located for a luxury hotel in 

Bahrain’s commercial and 

financial center. Our JW 

Marriott brand is reserved 

for select luxury hotels in 

key gateway cities around 

the world, and Bahrain is 

certainly one of these.” 

The 50-story hotel tower is 

part of Bahrain Bay, a $2.5 

billion development master 

planned by Skidmore, 

Owings and Merrill. Abdul- 

Aziz Al-Rabban, Chairman, 

Khaleejcapital B.S.C said: 

“Bahrain has an undersupply 

of luxury 5-star 

hotels. The JW Marriott 

Bahrain will be a spectacular 

addition to the Bahrain Bay 

development.”



COVER STORY 


The WOW Awards saw many firsts in its last edition. With 

change and growth came much learning. That’s the greatest 

characteristic of an experiential property, its potential to 

grow, evolve and enhance relevance. 

Our inspiration to innovate will never saturate, for we feed 

on the innovation that the industry displays to us through 

the year, with many path-breaking campaigns. It’s our 

good fortune to have an opportunity beyond our yearlong 

endevour, to celebrate the most innovative campaigns. The 

WOW Awards 2012 calls for entries starting December 15, 

2011. 

The WOW Awards, in its fourth edition now, has seen 

tremendous support from the experiential marketing 

industry. Corporations and brands have integrated 

themselves with the awards through jury participation 

and entry endorsements while agencies continue to be 

the reason for our existence with a constant scaling up of 

entries each year. 

We’re proud to announce prominent confirmations for 

the WOW Awards 2012 jury. Hemant Malik, COO, Trade 

Marketing and Distribution, ITC Ltd. has graciously 

accepted to chair the jury for the WOW Awards this year. 

Joining Malik on the jury will be, Manish Sharma, Director 

- Marketing & Sales, Panasonic India; Viral Oza, Marketing 

Director, Nokia India; Anuj Saxena, MD, Elder Healthcare; 

Harish Moolchandani, MD, Beam Global India; Vikrant 

Ramachandra, VP and Head - Brand Marketing, TATA AIG 

Life and Maneet Jolly, GM - Brand Marketing, Idea Cellular. 

Further confirmations for jury members will continue to be 

updated on the WOW Awards 2012 website. 

We’ve worked closely with this year’s jury members on the 

process and categories for the WOW Awards 2012. While 

we saw much success from the online application process 

that was introduced last year, we look forward to presenting 

to applicants an enhanced experience and interface of 

creating these entries online. 

Jury participation in revising the award categories has been 

an encouraging parameter to gauge the increased interest 

of marketers in the experiential space. Based on valued 

suggestions and great insight, the categories this year have 

been enhanced to include 27 categories in total. While 

some categories have been excluded, others have been 

included or improvised to stay relevant to evolving trends 

within the industry. 

While we’re taking every effort to ensure the best experiential 

marketing campaigns get celebrated in a manner that they 

well deserve, jury members too clarify important aspects 

and expectations from the industry and the work entered. 

Carrying forward the singular underlying thought from the 

judging process over the years of the awards, effective 

innovation seems to be top priority of jury members this 

year as well. 

ExM speaks to a few jury members for an insight into what 

experiential marketing means to them and the expectations 

they have from this industry and from potential applicants.

COVER STORY 4 December 2011, EXPERIENTIAL MARKETING 22 

Jury Chair 

“The challenge for the marketing team is to put in the effort 

and have confidence in building experiential marketing visà-vis 

spending on lazy media choices.” 

consumers multiply, the ability of a brand product/service to 

create an impact or an impression on the consumer minds 

becomes tougher. The traditional medium with its clutter 

makes it difficult to get cut through. Experiential marketing, 

given the extent of its potential impact, has formed a 

significant part of brand strategies over the last few years. 

The expansion of malls, multiplexes and other such 

avenues has led to a spike in the usage of promotional tools 

like kiosks, stalls, free sampling etc. With the organized 

retail sector also having picked up, experiential marketing 

has become a great platform for retail giants since their 

retail outlets themselves are an experience in itself for the 

consumer. 

Hemant Malik is the COO of Trade Marketing and 

Distribution for ITC Ltd. Since joining ITC in 1989, he has 

worked in the tobacco, lifestyle retailing and foods divisions 

of the company. 

What is the importance of experiential marketing as a 

medium of communication for a brand 

Experiential marketing allows customers to engage and 

interact with brands, products and services in sensory 

ways. Personal experiences help people connect to a 

brand and make intelligent and informed purchasing 

decisions. It involves actual customer experiences with the 

brand/product/service that drive sales and increase brand 

image and awareness. It’s the difference between telling 

people about features of a product or service and letting 

them experience the benefits for themselves. When done 

right, it becomes a powerful tool to win brand loyalty. 

However, the challenge for the marketing team is to put 

in the effort and have confidence in building experiential 

marketing vis-à-vis spending all money on lazy media 

choices like TV or print, since these are relatively easy to 

spend your money on. 

How has the role of experiential marketing as part of 

brand strategies increased over the last five years 

What can this increase be attributed to 

The role of experiential marketing has increased significantly 

over the last five years as mass media has been found 

out to work less and less. As the choices available to the 

What are your thoughts about the new experiential 

marketing organizations 

I find that these new organisations have come with a 

huge amount of creativity and have actually pushed the 

marketing teams to wake up to the reality. It has also been 

supported with the evolution of technology in the digital 

media (interactive websites & augmented reality) and 

the evolution of social media, increasing the reach and 

affordability of experiential marketing for brands. 

How have agencies/service providers in the experiential 

marketing space evolved What more can they do to 

partner brands more effectively 

The typical advertising agencies of yore are now no longer 

able to sustain a uni-dimensional model of churning 

out creatives for mass media. This has happened since 

the brand’s priorities have changed and the marketers 

have become increasingly cost conscious and aware 

of opportunities of direct consumer interactions through 

experiential marketing. So an O&M has extended into an 

OgilvyOne, and Lintas & Lowe branched into Linteractive 

and LoweLintas Direct to tap into the experiential marketing 

space. 

The typical BTL agencies too have been pushed to widen 

the base of services they provide to the brands. Apart from 

the typical events and road shows, their services now 

include customized brand activation programs, response 

management and CRM solutions for their clients. The 

agencies are also becoming more tech-savvy to tap into 

social media and digital opportunities available. 

As the experiential marketing space gained significance 

over the last decade, the agencies have evolved to find 

sustainable businesses models even within the niches 

of experiential marketing. There are now agencies which 

specialize in experiential marketing and then there are 

agencies which specialize in digital experiential marketing.

COVER STORY 4 December 2011, EXPERIENTIAL MARKETING 23 

Jury Speaks 

“Experiential marketing is the 

difference between telling 

people about features of a 

product or service and letting 

them experience it.” 

Anuj Saxena is the Managing Director of Elder Healthcare and the Founder 

of Maverick Productions, besides being a prolific actor in the Indian television 

and Film industry. 

Dr. Anuj Saxena 

Managing Director 

Elder Healthcare 

Experiential marketing adopts a unique approach that integrates emotions, 

logic and general perception to connect to the buyer. It’s the difference 

between telling people about features of a product or service and letting 

them experience the benefits for themselves. When done right, it’s the most 

powerful tool out there to win brand loyalty. 

Experiential marketing seeks to tap into that special place within consumers 

that has to do with inspiring thoughts about comfort and pleasure, as well as 

inspiring a sense of practicality. This means that the marketer needs to have 

a firm grasp on the mindset of the target audience he or she wishes to attract. 

By understanding what the consumer is likely to think and feel, it is possible 

to get an idea of how to steer the customer in a direction that will relate with 

the product, and entice individuals to act on that impulse to purchase. So 

through this type of marketing a customer engages with key messages and 

walks away with a positive image of the brand and a desire to purchase from 

the company. 

“Agencies have metamorphosed 

from communication partners 

to partners in development of 

marketing solutions.” 

Vikrant Ramchandra has spent most of his 30 working years understanding 

and creating brands in over 30 categories. He is currently Vice President 

and Head of the Brand Marketing function of Tata AIG Life 

Agencies have woken to the new reality that brand behaviour is equally if not 

more important than brand communication. With this new reality, agencies 

have metamorphosed from mere communication partners to partners in 

development of marketing solutions. This is the new reality and agencies 

are transiting. The finest encapsulation has been from BBDO, that said, 

“Acts. Not Ads”. This has reflected in the kind of recommendations and the 

quality of recommendations that agencies make to enhance experiential 

marketing. 

Vikrant Ramachandra 

Vice President and Head of 

Brand Marketing 

Tata AIG Life

COVER STORY 4 November 2011, EXPERIENTIAL MARKETING 24 

Jury Speaks 

“The best marketers have a 

skew, that is, 55:45 mass media 

to experiential marketing.” 

Working with Panasonic since August 2008, Manish Sharma is currently 

Director for Sales and Marketing and is responsible for developing 

marketing strategies and driving sales for all segments of consumer 

durables. 

Today, experiential marketing is an estimated Rs. 1,000 crore industry 

in India and is growing phenomenally as an essential marketing activity. 

The growing importance of this form of marketing is evident from the 

fact that the best marketers have a skew, that is, 55:45 mass media to 

experiential marketing. Companies today are spending huge sum on 

marketing initiatives out of which about 30 per cent usually is for BTL 

activities which includes experiential marketing. Currently, experiential 

marketing holds 15% of the total advertising expenditure, and we will 

see this grow by another 10% in the coming years. 

Manish Sharma 

Director for Sales and Marketing 

Panasonic India 

When it comes to successful experiential marketing, smaller events in 

intimate settings are generally preferred over large events with too many 

people. Not only do smaller events allow a brand to get close to its 

customers and maximize one-on-one interaction, it also gives everyone 

a chance to try out the product. Face-to-face dialogue and the ability to 

share the experience with others are among the top factors consumers 

say make an event most interesting to them. We are seeing a lot of fresh 

ideas and out-of-box thinking coming from agencies in this respect. 

Maneet Jolly 

General Manager - Brand Marketing 

Idea Cellular 

“Get the central 

thought right and it 

will resonate at every 

consumer interaction” 

Starting his career with Magnasound and later moving to work with UTR 

Business, Maneet Jolly is currently General Manager Brand Marketing 

at Idea Cellular. He has been with Idea for the past eight years. 

Best said by Steve Jobs and I quote “Design is the fundamental soul of 

any creation and it ends up expressing itself in successive outer layers 

of the product or service.” The same works for any campaign. Get the 

central thought right and it will resonate at every consumer interaction. 

My message to WOW Awards applicants is that the experiences you 

create have the power to form and even change consumer preferences. 

So take pride in your work. 

Further updates on Jury confirmations and entry process can be seen on: www.eventfaqs.com/wowawards

COVER STORY 4 November 2011, EXPERIENTIAL MARKETING 25 

Categories and Entry Criteria: 

WOW Promotions 

1. On-ground promotion of the year for Brand 

Awareness 

A brand promotion involving engagement with an audience, 

allowing an opportunity to know more about the brand or sample 

the brand’s product/service. 

2. On-ground promotion of the year for Sales Volume 

A brand promotion involving engagement with an audience, 

allowing an opportunity to purchase/place an order for the brand’s 

product/service. 

3. Small Budget on-ground promotion of the year 

An on-ground brand promotion with the total promotion budget of 

Rs. 50,000/- or less in each city/town. 

4. Contact Program of the Year 

A brand promotion that involves identifying a group of individuals 

and creating a promotion / activation within the community of the 

target group. E.g. schools, colleges (other institutions), residential 

societies, cultural communities or other similar communities. 

WOW LIVE 

5. Entertainment Event of the year 

A live event, with the main aspect of engagement being 

entertainment for the audience present at the event. 

6. Festival of the Year 

A celebration involving activities / events around a central subject 

(arts, places, occassions) 

7. Lifestyle Property of the year 

A live event, with the main aspect of engagement being to 

showcase art / creativity. 

8. Sports Property of the year 

A live event, with the main aspect of engagement being a sport / 

sports. 

9. Launch Event of the Year 

A live event involving the announcement / inauguration / 

introduction of a new product / service to a relevant TG. 

10. Brand Association with a LIVE Platform 

A brand association with a live event property – entertainment 

/ lifestyle / sports. This association could be either through 

sponsorship, partnership or when a brand uses the event platform 

for activations. 

WOW MICE 

11. Incentive Tour of the year 

A program designed for any stakeholder (employee, dealer, trade) 

of a company with the objective to incentivise/motivate/recognize. 

12. Education Program/tour of the year 

A program designed for any stakeholder (employee, dealer, trade) 

of a company with the objective to educate/impart knowledge/train. 

13. LIVE event of the year 

An experience designed for any stakeholder (employee, dealer, 

trade) of a company with the objective to celebrate an achievement/ 

milestone/other momentous occasions. 

14. Exhibition Property of the Year 

A business-to-business platform that involves the showcase of 

various stakeholders (dealers/trade/channel partners) relevant to 

a certain organisation/association/industry. The objective of the 

event is to showcase as many participants of a certain industry/ 

association/organization under one platform. 

15. Conference / Convention of the year 

A business-to-business / knowledge platform that involves 

the engagement of various stakeholders relevant to a certain 

organization / association / industry.. The objective of the event 

is knowledge exchange amongst experts from a select industry / 

association / organization under one platform. 

WOW Media 

16. Televised Property of the Year - Entertainment & 

Lifestyle 

An event with the central engagement being entertainment or 

lifestyle showcase that is then packaged into television content. 

17. Televised Property of the Year - Business/ 

Knowledge 

An event with the central engagement being knowledge exchange/ 

discussion that is then packaged into television content. 

18. Advertiser-funded Program of the Year with onground 

connect 

An advertiser-funded program that amplifies a brand experience. 

19. Activation Program of the Year by a Media Brand 

with on-ground connect 

An activity by a media brand, which involves on-ground 

engagement with customers, in an effort to promote the brand or 

one of its initiatives. 

20. On-ground brand association with a Media Brand 

A media activation done in association with a brand, where the 

objective is to target the consumer to promote both the associating 

brand as well as the media brand. A film may also be treated as a 

media brand for this category. 

21. Event Property of the year by a Media Brand 

An on-ground event by a Media brand, in which the intellectual 

property rights for the property is owned by the Media brand. 

WOW Others 

22. Exhibition Presence of the year 

Promotion of a brand through an exhibition platform with multipleparticipants. 

Exhibition presence would be needed to be highlighted 

where other, competing brands / services are also showcasing 

within the same platform. 

23. Rural Engagement program of the year 

A brand engagement campaign specifically targeted to audiences 

in small towns and villages. 

24. New Property of the year 

An on-ground event / activation that has been created within the 

year and is recurring in nature. The event / activation must be an 

intellectual property of the creator / conceptualiser. 

25. CSR Event/Property of the Year 

An event / activation platform created with the objective to promote 

/ support or create awareness about a social cause. 

26. Integrated Media Campaign of the Year by a Brand 

A brand promotion campaign that involves the use of at least two 

other mediums along with the on-ground activation/promotion/ 

event. 

27. Brand Experience of the Year (best use of 

experiential marketing) 

A campaign that exemplifies the use of the experiential marketing 

medium in the best manner with the objective of promoting a brand.

OPINION 


How crucial are expos to 

ExM spoke with four brands to find out how having an industry - 

Arif Ali 

Vice President and Head of 

Brand and Communication 

Koshy Cherian 

Manager – Retail Operations 

As a telecom company, we don’t really 

participate in too many expos. However, 

expos are a strategic tool to reach 

both consumers as well as prospective 

business partners/vendors. It’s true 

value and utility is a function of the 

industry/product category/service that is 

marketed. So the company’s B2B and 

B2C objectives can be served to an 

extent. The Auto Expo held every year 

comes to mind as a successful expo 

serving the needs of the automobile 

industry. One can learn and get updated 

on competitive activity too. Overall, expos 

provide good ROI to a growth oriented 

and aggressive company. 

It is extremely important for the jewellery 

industry to have an expo because the 

industry would not know the new changes 

in the trends and designs. I don’t not think 

BTL marketing activities are important as 

majority of the activities are within the 

industry itself and the possibility of us 

doing an on-ground activation is close to 

zilch as the turnout would be much lesser 

considering BTL. However we involve in 

a lot of research about emerging trends. 

Through an expo or an exhibition we get 

to know about the fad, fashion and the 

emerging trends and revivals. There is a 

forte of companies coming at an expo and 

you get to know what are other the other 

unique things happening in the market. 

An expo or an exhibition is a benchmark 

wherein you can understand the style of 

various other markets.

OPINION 


your brand and industry 

wide expo helps them and benefits their respective industries. 

Royston Fernandes 

General Manager – Events 

Mukul Kashyap 

Marketing Manager – India Sales 

Industry expos in the B2B space are 

important and useful platforms for trade 

interactions. They give trade buyers 

an opportunity to interact with multiple 

suppliers at a single venue, even as 

they provide suppliers with an excellent 

opportunity to showcase their products to 

a wide cross section of clients at a single 

place. For manufacturers, they are also 

a platform at which new products can 

be introduced and presented. Industry 

expos in the B2C space have also been 

useful in reaching out to target audiences, 

more so in the upper end range. Here the 

expos need to have an integrated identity 

like a wedding show, and also be well 

timed before critical buying seasons, plus 

must be organised at venues that attract 

the targeted customers. 

It is very crucial for us to have an expo 

as we get to showcase our brand and 

eventually helps us reach our end 

customer. BTL activities are important 

because it helps us get in touch directly 

with the end consumer as it is not the 

retailers, dealers or distributors. It is 

primarily the end consumer who is 

our target audience. The brand would 

definitely benefit from an industry expo 

as it is there that we connect directly with 

our end users and not through any dealer 

or retailer. Apart from showcasing our 

products at an expo, it helps us take the 

voice of our consumers and receive get a 

good feedback.

ALSO FEATURED 4 December 2011, EXPERIENTIAL MARKETING 28 

Afterthoughts on the Tehelka 

Newsweek Think Festival 

By Roshan Abbas 

While the line-up of speakers, content design and conversations at the Think 

Festival spoke for itself, there seemed to be a seeping through of excellence in 

the organization of the festival too. Roshan Abbas, a well-impressed recipient 

to all that was exchanged at the first ever Think Festival in Goa, which took 

place from Nov. 4 to 6, couldn’t help letting the competitive event manager 

in him get to the bottom of how the fest came together so seamlessly. Abbas 

narrates his finding: 

Aamir Khan with Tarun Tejpal 

Karan, Tiya Tejpal, Kartikay and Atishay are on the right 

side of 30, the side most of us would love to be on, but 

they are perhaps the future of events in India. They 

recently pulled off one of the best events I have seen 

in a long time, the Tehelka Newsweek Think Festival. 

Surprisingly though, they do not have an event company 

or anything more than a passing interest in events. They 

run a film production company called Iron Hands and are 

in between of making viral ads for Nike and day jobs on 

film sets. 

Iron Hands was started by Kartikay, along with his school 

time friends Karan and Atishay. Tiya Tejpal, daughter 

of Tehelka founder Tarun Tejpal, became a part of Iron 

Hands recently and took the task of putting the event 

together along with her partners. She candidly confesses, 

the organizers were too scared to outsource it. 

It began with a series of recce in April, followed by a few 

more in July. By the end of October, five days before the 

event, her motley crew of 15 had arrived in Goa. The team


Behind the scenes at the Think Festival 

running the event was cobbled together from friends and 

family members with a single point agenda of achieving 

the impossible. This is a unique example of crowd sourcing 

talent to create an event team. Most of everyone knew 

of someone who had a unique skill they could use. What 

worked in their favour was the learning from film sets. Films 

in Mumbai often have a 12 hour turnaround and that had 

prepped the team for all kinds of emergencies and needs. 

The team was handling 60 plus speakers that ranged 

from political heavyweights to reigning superstars, artists 

to authors, moreover the sessions were time bound and 

all this in a setup with Watchout screens, AV content, live 

performances, a Twitter feed on screen and much more. 

Somehow the event was touched by magic. 

Query them on the challenges at the event and they all 

say, there were one too many to discuss. However, Tiya 

shared one. Amidst the entire hurry flurry backstage, a girl 

tripped and held onto the scaffolding to get a grip. The left 

wing of the stage began to collapse inwards on to actors 

Imran Khan and Abhay Deol, and film directors Dibakar 

Banerjee and Kiran Rao. Karan and Tiya literally pulled 

the stage up and hung from it for dear life in order to save 

it from falling. The Iron Hands crew came running in and in 

no time they had seven people holding onto the side wing, 

three bossing the carpenters and praying for the lunch 

break to rectify the issue. 

All this was done for the sheer love of executing what 

seemed a challenge. Tiya’s only frustration was that 

unlike a film, at an event everything is in full view, while 

on camera you can move things out of the frame. But then 

again the expertise they brought to the event was with the 

Tarun Tejpal and Tiya Tejpal 

understanding that the Tehelka team were the directors 

and Iron Hands were the building blocks of the production. 

The result was a blockbuster. Do event companies need 

to feel threatened No, this was just done for the love of it. 

But what I found incredible, was the crowd sourced model 

and the learning of film that the team brought to the event. 

Events are a multi disciplinary medium and the more we 

cross-pollinate with other disciplines, the more we learn. 

Photo Courtesy: Shailendra Pandey/Tehelka



ALSO FEATURED 


A Musical Mingling 

By Rachael Rajan 

Founder, DNA Networks; Joji 

George, CEO, Percept Sports & 

Entertainment; Sabbas Joseph, 

Founder Director, Wizcraft; 

Devraj Sanyal, Managing 

Director, Universal Music Group; 

and Jayesh Veralkar, Label 

Head – Day 1, Sony Music 

Entertainment. 

The third edition of Nokia Music Connects – The Indian 

Music Forum 2011 took place on Nov. 16 and 17 at the ITC 

Grand Central in Parel, Mumbai. A joint venture between 

the Hong Kong-based Branded, and Indiantelevision. 

com’s Radioandmusic.com, this year’s event witnessed 

panel discussions, interactive sessions, and other 

informative sessions on important developments in 

different spheres of the music industry, both, globally 

and in India, changing dynamics, the Indian live music 

scene, and the overall future of the industry. 

Performances 

Each of the two days saw a short performance. Shibani 

Kashyap performed her song, “Don’t Drink and Drive”, 

on the first day. The second day featured a performance 

by and an interview with Grammy award winner Imogen 

Heap, who demonstrated how she uses technology 

innovatively with her ‘Magic Gloves’, which allows her to 

record, loop, and control sounds while performing. This 

segment of the conference received much applause from 

the attending delegates, owing to its creative coupling of 

technology and music. A recent collaborative effort by 

Heap and Vishal Dadlani saw the recording of a song in 

Rajasthan in just four days, along with the shooting of a 

music video, which was screened at the event. 

Sketching the Live Events Scene 

An engaging panel discussion on the emergence of 

festivals and music events and competitions across 

India, and several issues relating to the facilitation of live 

events were discussed by key leaders of the event and 

music industry. Moderated by Brian Tellis, Chairman, 

Fountainhead Promotions & Events Pvt. Ltd., the panel 

comprised of Farhad Wadia, CEO, E18; Venkat Vardhan, 

Sketching out changes in the 

live music scene in India, Wadia 

said: “In the beginning, there was 

no VH1, no Channel V, no MTV. 

Few bands from abroad were 

brought down, they’d always 

perform at Rangbhavan, and 

advertising was cheap. As time 

went on, a healthy local band 

scene developed. You had your 

Independent Rock, your Great Indian Rock. But with the 

advent of clubs, the scene got fragmented. Also, it began 

getting expensive to get international acts.” 

The biggest problem for most of the agency’s handling 

live events is the limited number of venues, especially for 

Sabbas Joseph, 

Director 

Wizcraft 

“The issue with live acts 

is not only about getting 

those 23 permissions 

and licenses, but about 

the hold these officials 

have on you, so that you 

have to give freebies and 

tickets, and so depend 

heavily on sponsorships 

rather than ticket sales.”

ALSO FEATURED 


medium-size acts, that can accommodate an audience of 

1,000 people or so. This drastically reduces the scope for 

emergence of smaller festivals and gigs. While Wizcraft 

may have established its ‘Kingdom of Dreams’, this is 

seen by the industry at large as an exception, rather than 

the rule. Although Wadia and others like him feel that 

from a band perspective this is the best it’s ever been, 

pulling an act together and seeing it through logistically 

and otherwise is challenging and expensive. 

For outdoor events and really big acts, there are around 

23 permissions to procure, and even after having to 

bribe their way to do so, it doesn’t end there. Sabbas 

Joseph added: “The issue with live acts is not only about 

getting those 23 permissions and licenses, but about 

the hold these officials have on you, so that you have 

to give freebies and tickets, and so depend heavily on 

sponsorships rather than ticket sales.” 

So, while the music and event industry would like to 

move to a model that isn’t sponsorship driven and is more 

dependent on ticketing revenues, the regulations make 

this impossible. While there is a general feeling that the 

entire ecosystem for live events needs to be revised 

and thought through, there are other stakeholders who 

prevent such a move forward, including the brands. 

Joji George commented: “It is important for the public 

and private sector to come together. There have not 

been many changes in the last decade. There are new 

avenues, but where’s the working capital” 

Another important question raised in this regard was 

why are sponsors changing year on year The need 

for strategic investments rather than tactical ones is 

felt strongly. Sponsorships are sanctioned by marketing 

managers, and as marketing managers for brands 

change, the tendency is that budget allocation undergoes 

a simultaneous change, whereby funds earlier allocated 

to a certain festival, are now diverted to other avenues. 

The panel was unanimous about this being something 

that needs to change and that brands need to take 

on properties for durations of at least 10 to 15 years. 

When this happens, both the live music industry as 

well as brands will benefit the way they have through 

international festivals. Brands often tend to back out 

“It is important 

for the public and 

private sector to 

come together. 

There have not 

been many 

changes in the 

last decade. There 

are new avenues, 

but where’s the 

working capital” 

Joji George, 

CEO, Percept Sports & 

Entertainment


from ventures like live events because it feels the event 

is the intellectual property of the agency. The solution to 

this is to create and facilitate joint ownerships. Again, the 

problem agencies face is that while they are not unwilling 

to share intellectual property rights of these properties 

with brands, they have no assurance that brands will 

sustain these properties long-term. 

Another topic touched on was the need to develop live 

music events in the regions. Tellis remarked that the 

industry needs to focus on issues that help cultivate a 

culture of live music at a local and even a regional level. 

Developing local talent must also involve creating live 

platforms for regional folk music, and other music that 

isn’t mainstream. 

The panellists also strongly urged agencies to have 

dialogue with policy makers, and not restricting 

discussions of this nature to just the music fraternity. 

Music Beyond Films 

Despite the predominant Bollywood music culture, 

there are a growing number of listeners of Indian pop, 

religious, regional pop, and classical music. In this 

panel discussion, the roles played by artists, concert 

promoters, and labels were discussed, and the scope for 

further growth of this segment of the music industry. The 

panellists including, Owen Roncon, Partner, Oranjuice 

Entertainment; Soumini Sridhara Paul, Associate VP, 

ArtistAloud; Ben Thomas, MD, Kurian n Co.; Farhad 

Wadia, CEO, E18; Neelesh Misra, Writer and Lyricist; 

and Sita Raina, CEO, The Peninsula Studios; shared 

their own efforts towards developing non-film music and 

their own learning. 

“The audience’s taste has 

been wrongly judged 

and that the industry 

has dumbed down its 

audience too much, and 

that the focus needs 

to be redirected to the 

content itself.” 

Neelesh Misra, 

Writer and Lyricist 

The Peninsula Studios 

The digital media as a platform for talent is the basis for 

present and future growth. One of the panellists, Raina 

said, “Because of social media, consumers make the 

artists big, not the labels.” Raina has seen a tremendous 

amount of success in her efforts to make the industry 

more inclusive by actually going on ground in villages 

and smaller towns, and giving people an opportunity to 

record themselves singing, and later developing some of 

the talent discovered. 

Misra, who has been successful in delivering performances 

that integrate music and story-telling, remarked that the 

audience’s taste has been wrongly judged and that the 

industry has dumbed down its audience too much, and 

that the focus needs to be redirected to the content itself.


posted 

RNI registration 

at Mumbai 

108290/2010 

Patrika Channel 

Postal 

Sorting 

registration 

Office on 

no 

every 

MH/MR/N/150/MBI/11-13 

7th or 8th of the month 



Music in Television & Reality Shows 

The music reality show model has seen much success 

among India’s TV watching audiences, and has been 

endlessly replicated. The need to measure success 

beyond TRPs was one of the key issues discussed 

by panellists including Neeraj Vyas, Executive Vice 

President & Business Head, SONY MAX and SONY 

MIX; Aditya Swamy, Senior Vice-President, MTV; Arvind 

Krishnan, Director – Marketing, Bacardi; Gitanjali Sriran, 

Founding Partner, Naked Communications; singer 

Anushka Manchanda, Sigerm and Meiyang Chang, 

former Indian Idol finalist. 

Meiyang remarked: “A lot of people want only music and 

some reality. You have to make sure the quality doesn’t 

suffer, otherwise you’re just going to have mindless 

clones.” While Meiyang feels that once the show is 

over, the onus of moving on and making a career in the 

industry lies on the participant, others differ. 

Manchanda remarked: “Reality TV is made for TRPs. 

What happens after is very different. There needs to 

be a plan for the talent after the show is over.” Sriram 

added that neither the music manager nor the TV 

channel is responsible for talent, but that there needs to 

be a separate service altogether that will take on talent 

(musical or otherwise) once they are out of the show. 

The industry partner was Saavn, while session partners 

were Sony Mix and British Council. The Lanyard partner 

was BMI; the official partner was Only Much Louder; 

and the opening party partner was Shiro. Other partners 

included Simca, Indiantelevision.com, Canadian Music 

Week (CMW), Music2Deal, ArtistAloud.com MediaNama, 

and Casbaa. Media partners were Afaqs, Indian Music 

Talks (IMT), and the International Herald Tribune; the PR 

partner was CMCG India. 

Conference growth 

Since its birth in 2009, the property has grown considerably 

in terms of the number of partners on board, and in terms 

of participation. 

On the property’s development over the last three years, 

Viral Oza, Director - Marketing, Nokia India said: “After 

the success of Nokia Music Connects two years in a row 

since we started in 2009, we have taken Nokia Music 

Connects 2011 to newer heights.” 

“A forum such as this one offers an ideal platform where 

diverse industry voices coalesce to build and strengthen 

the music and entertainment ecosystem; all the more so, 

since the Indian music industry and the entertainment 

industry at large is poised for momentous change now,” 

added Oza. 

Meiyang Chang, 

Former Indian Idol Finalist. 

“A lot of people want only 

music and some reality. 

You have to make sure 

the quality doesn’t suffer, 

otherwise you’re just 

going to have mindless 

clones.” 

Partners 

The title partner for the event was Nokia, and it was 

endorsed and supported by the Indian Music Industry 

(IMI), in partnership with Mobile Music Xchange (MMX), 

The Phonographic Performance Ltd. (PPL), and 

hungama.com. 

Viral Oza, 

Director Marketing 

Nokia India 

“A forum such as this one 

offers an ideal platform 

where diverse industry 

voices coalesce to build 

and strengthen the 

music and entertainment 

ecosystem; all the more 

so, since the Indian 

music industry and the 

entertainment industry 

at large is poised for 

momentous change now”

IN FOCUS 4 December 2011, EXPERIENTIAL MARKETING 36 

Pushkar Balloon Festival: 

Scaling new heights 


For two years now, there has been a different kind of 

‘hot air’ making its presence felt at the age old Pushkar 

Camel Fair in the state of Rajasthan. A hot air balloon 

festival is not something that you are likely to see at a fair 

featuring over 20,000 camel, cattle and horses, but given 

the spectacle of colour, festivities and people this annual 

event held each year in November attracts, the Pushkar 

Balloon Festival has gained the desired traction it set out 

to. 

SkyWaltz, a hot air balloon company, organized the 

second edition of the Pushkar Balloon Festival within the 

vibrant Pushkar Camel Fair from Nov. 7 to Nov. 9. The 

event has been commissioned by the Department of 

Tourism - Government of Rajasthan. Over 20 international 

balloon pilots got together to celebrate this festival and, in 

total, about 60 foreign delegates travelled as crew from 

the world over. 

Commenting on the association with the Pushkar Camel 

Fair, Samit Garg, CEO, SkyWaltz said: “We approached 

the Rajasthan Tourism Board with the unique concept of 

holding a balloon festival within the Pushkar fair to add a 

new dimension to the event. Thus, post a tender process, 

we were awarded the mandate to manage the balloon 

festival. The balloon flight takes place twice on each day. 

Since we organise a series of balloon safaris, we have 

been able to generate a lot of enthusiasm among balloon 

pilots across the world. Out of the 40 entries we received, 

we managed to shortlist 20 pilots to be part of the Pushkar 

Balloon Festival 2011.” 

Special packages are being made available to the public 

for this visual extravaganza, which included luxury tented 

accommodation in the middle of the desert, sumptuous 

Rajasthani cuisine, and a balloon flight over the Pushkar 

Fair. The festival received much acclaim from participants, 

the Government of Rajasthan, and the media. 

Commenting on the concept of the festival, Garg said: 

“Pushkar is a 100-year old festival. The concept of 

holding the hot air balloon festival at Pushkar was to give 

Rajasthan Tourism an opportunity to provide international 

tourists and domestic tourists with a spectacular visual 

display, while flying over temples, a lake, the desert, other 

landscapes, and over the cattle fair. Balloon pilots from 

abroad got to witness a visual extravaganza of the rich 

culture and festivity of Rajasthan. At this fair, which is also 

the world’s largest cattle fair, villagers come from various 

states to sell or buy cattle, horses, and camels.”


next three years. The festival brought additional room 

nights to the hospitality industry, while a large number of 

international and domestic airline tickets were sold. Local 

travel operators had most of their cars and buses booked 

and the state received additional income through taxes and 

foreign exchange. 

This year’s statistics reveal that over 167 tourists, who flew 

to Pushkar from other countries, came just for the balloon 

festival. Garg added, “The FICCI 2009 report indicates that 

adventure tourism will become popular among the youth 

and among corporations in the next few years.” 

The festival also presents opportunities to brands. Speaking 

about the associations with brands at this year’s festival, 

Garg said: “This year, we had Blazer, a Swiss lubricant 

brand, Royal Challengers Bangalore, and a French wine 

company, participate. Blazer had also booked additional 

tents where they invited their Indian dealers to witness the 

festival. We did not sell corporate sponsorships this year, 

but will start doing so next year. This will allow brands to 

get a 360 degree mileage through balloon branding, onground 

branding at the take-off site and from advertising 

across various mediums, including integrated (radio and 

TV) advertising. This year’s festival was also covered by 

the international and Indian media.” 

The events included a ‘Hare & Hound’ race held on the 

last day of the festival. Blazer won first place at the race, 

while Royal Challengers Bangalore came in second, flown 

by a pilot from the Czech Republic. Garg elaborates, 

“Every night at the stadium grounds, a ‘night glow’ event 

was held, in which balloons were inflated to the beat of the 

music played, which looked magnificent, while 500 Chinese 

lanterns were let off into the sky by kids and the general 

public.” 

The festival received much acclaim. Says an overjoyed 

Garg, “We got a fabulous response from the international 

pilots who participated who claimed the event was well 

organised and matched world standards. The passengers 

enjoyed the balloon rides, as did the onlookers.” 

The Rajasthan Tourism spokesperson agreed that the 

festival received the anticipated mileage and response 

from tourists through the festival. 

India’s hosting of the Pushkar International Balloon Festival 

brought the country on the global map of hot air ballooning. 

The state of Rajasthan has also benefited in a massive 

way. Ten countries and 16 balloons participated this year, 

and this figure is anticipated to grow to 50 balloons in the






The Economic Times ACETECH 

2011 builds blocks in five cities 

By Shachi Tapiawala 

Shri. Prithviraj Chavan and Shri. Chhagan Bhujbal inaugurate the event 

The infrastructure and construction industry is one of the 

most crucial drivers for any country’s economy, including 

the Indian economy. So having one of India’s leading 

economic newspapers, The Economic Times, presenting 

an exhibition for this industry appears highly appropriate. 

The Economic Times ACETECH 2011 is being held from 

Nov. 3, 2011, to Feb. 12, 2012, spread across five cities – 

Mumbai, Chennai, Delhi, Bengaluru and Hyderabad. The 

Mumbai leg of the exhibition was held from Nov. 3 to Nov. 

6 at the Bombay Exhibition Centre in Goregaon, while the 

Chennai leg of the exhibition was held from Nov. 25 to Nov. 

27 at Chennai Trade Centre. 

The exhibition is being organized by Asian Business 

Exhibition and Conferences Ltd. and has 22 segments that 

showcase a vast array of equipments, products, services 

and technologies that are used across the architecture, 

construction, engineering and design industry. The next in 

line of exhibitions in the ACETECH 2011 series will be held 

in Delhi from Dec. 16 to 18, Bengaluru from Jan. 27 to Jan. 

29, 2012 and Hyderabad from Feb. 10 to Feb. 12, 2012. 

Laying the Foundation 

This year, the exhibition transcends the boundaries of 

traditional exhibitions and trade shows by conducting 

knowledge forums and international summits featuring 

eminent personalities across the globe. With regards to 

branding given to sponsors, ACETECH is offering 360 

degree media coverage through ET Now which was aired 

during the prime time, print ads and feature pages write ups 

coverage in the Times of India and Bombay Times, press 

releases in magazines, hoardings and billboards, online 

and social media marketing, radio campaign presence and 

through other forms of digital media. 

Commenting on the idea behind initiating the property, Sumit 

Gandhi, Project Director, ACETECH said: “ACETECH was 

started in 2006 in Mumbai and was bigger than the largest 

exhibition of that time. The idea behind launching the show 

was to give a complete building material, architecture 

and construction engineering exhibition to the end users 

like builders, architects and project managers, and give 

the exhibitors the right audience along with unmatched 

publicity.” 

Talking about the exhibition and what it offers to the 

construction industry, Gandhi said: “ACETECH has 

become the largest networking ground for players in the 

infrastructure and construction industry and has become


architecture, interior design 

and real estate fraternity. 

Also, the 2011 Design 

Wall was presented at the 

event. The Design Wall is 

a concept of a video design 

wall used to introduce the 

most innovative and highend 

products. Architect 

Zarir Mullan; Jimmy Mistry, 

founder of Della Tecnica; 

and Mahesh Mudda, CEO 

of New Consolidated 

Construction Co. Ltd.; 

among others, were 

present for the Design 

Wall. The sponsors for The 

Design Wall 2011 were 

Simpolo Ceramics, Dorset, 

Sophus, Elevators Villeroy 

and Boch. 

a marquee event. It is the only event where all relevant 

players participate in some way or other. The exhibitors 

get unmatched return on investment by combining an onground 

activity with print media and outdoor exposure. The 

visitors get to choose from the latest products, technology, 

designs and ideas. ACETECH has been conducting the 

show from 2006 in Mumbai, from 2008 in Delhi, and from 

2009 in Bangalore. We have started this show in Chennai 

from this year.” 

Breaking Ground 

The inauguration ceremony witnessed the presence of 

prominent guests like Prithviraj Chavan, Honourable Chief 

Minister, Government of Maharashtra; Chhagan Bhujbal, 

Honourable Minister of State for PWD Architecture; Hafeez 

Contractor, Architect; Ashish Raheja, Managing Director, 

Raheja Universal; Vikas Oberoi, Managing Director, Oberoi 

Realty; Ali Lokhandwala, Managing Director, Lokhandwala 

Infra; Sunil Mantri, Managing Director, Sunil Mantri Realty; 

Dharmesh Jain, Managing Director, Nirmal Lifestyle; Anuj 

Puri, Country Head and Chairman, Jones Lang LaSalle 

India; Kathy Abernathy, President, IALD; Nancy Clanton, 

Clanton and Associates, UK; Peter Veale, Firefly Lighting 

Design, UK; among others. 

The inaugural lamp of the exhibition was lit by the Prithviraj 

Chavan, Chhagan Bhujbal, Hafeez Contractor and S.M 

Gandhi, CMD, Asian Business Exhibition and Conferences 

Ltd. In his keynote, Prithviraj Chavan stressed on the need 

for infrastructural development and investment in the state 

of Maharashtra, hailing ACETECH as a platform that serves 

as a great meeting place for investment and subsequent 

returns. 

Wall and Lighting 

Following the inauguration, a felicitation and a gala 

networking night was held at Taj Lands End, which hosted the 

As part of the Mumbai leg 

of ACETECH, The International Lighting Summit 2011 

was held on Nov. 4. The summit was a knowledge forum 

dedicated to the lighting design and technology industry 

based on the theme of “Transformation of Spaces Through 

Light”. Various topics related to modern and traditional 

lighting technologies were covered in this session. 

A galaxy of international lighting experts enlightened the 

600 plus audience that comprised of lighting designers, 

architects, interior designers, developers, and integrators. 

The speakers at the event consisted of people from the 

lighting industry such as Charles Israel, Martin Klassen, 

Praveen Thampi, Babushankar, Lawrie Nisbet, Peter 

Veale, Neil Skinner, Bo Steiber and others. Also, technical 

panel sessions and case studies were discussed to 

have the architect’s and interior designer’s views on the 

lighting industry. The day concluded with a felicitation and 

cocktail dinner with the lighting experts who had achieved 

milestones in their career working on some of the biggest 

projects across the world. 

The sponsors for The International Lighting Summit 2011 

were Philips Electronics India Pvt. Ltd, Osram India Pvt. 

Ltd, Crompton Greaves Ltd., Zumtobel Group, Thorn India 

Pvt. Ltd., Vis a Vis India Pvt. Ltd., ERCO Lighting Ltd., 

Louis Poulsen Lighting, ALDABRA, iGuzzini, XAL India 

Pvt. Ltd., Legrand India Pvt. Ltd., Delta Light, and Debbas 

Prime Solutions (P) Ltd. 

Shedding some light on the idea behind taking the property 

to new cities, Gandhi said: “The idea of taking up new cities 

is to give the exhibitors an exposure to a new market by 

using a consistent promotion strategy. The exhibitor gets 

maximum value by combining on-ground activity with print 

and outdoor media to create the right buzz and attract the 

right kind of audience. ACETECH is the only event which 

uses print and outdoor media to the fullest extent.”




Architects and Developers inaugurating the Design Wall 

Sumit Gandhi, 

Project Director 

ACETECH 

“ACETECH has grown not 

just in terms of size but also 

in terms of quality of brands 

participating and the quality 

of people visiting the show. 

We have been successful 

in giving good return on 

investment to participating 

brands year-over-year and 

it can only grow bigger and 

better.” 

Going Green 

The ACETECH exhibition in Mumbai also witnessed The 

Global Green Summit 2011 being held on Nov. 5 which was 

a one day knowledge forum on green building technologies 

and sustainability in infrastructure. The theme for this forum 

was “Sustainable Urbanization Planning and Execution”. 

Green building, as the need for the hour, was addressed 

by Valsa R. Nair Singh, Secretary, Ministry of Environment, 

followed by J.R. Tanti, Managing Director, Synefra 

Engineering and Construction Ltd., stressing on the 

importance of these sustainable concepts in infrastructure 

development in the urban concrete jungles of India. In 

addition, crucial aspects such as public-private partnership, 

roadmap for energy efficiency and sustainable building 

materials were discussed by speakers such as J.R Tanti, 

Pradeep Nair, Mili Majumdar, Phil Brown, Pranay Vakil, Anil 

Kumar Pandial, Akashdeep Jyoti and others. Case studies 

were also presented that witnessed participation from 

leaders and visionaries of the green building movement. 

Dr. P.C Jain, Chairman, Indian Green Building Council, 

highlighted IGBC’s initiatives towards providing a green 

India and the green practices movement. 

The sponsors for The Global Green Summit 2011 were 

Panasonic India Pvt. Ltd., Daikin Air Conditioning India Pvt. 

Ltd., HNG Glass Float Ltd., K Raheja Corp., Llumar, Enviro 

Solutions Pvt. Ltd., Armstrong World Industries India Pvt. 

Ltd. and Hyderabad Industries Ltd. 

The Final Brick 

The exhibition in Mumbai witnessed a participation of over 

400 brands and saw a footfall of more than 1.5 lakh visitors 

including all top architects, builders and project managers. 

Speaking about the growth of the property, Gandhi said: 

“ACETECH has grown not just in terms of size but also 

in terms of quality of brands participating and the quality 

of people visiting the show. We have been successful in 

giving good return on investment to participating brands 

year-over-year and it can only grow bigger and better. 

We realized that the local demand for these construction 

and infrastructure products is great and we came up with 

ACETECH. We have further nurtured and developed this 

exhibition in terms of knowledge forums for the industry 

such as the International Lighting Summit and the Global 

Green Summit.”


The Great Indian OctoberFest: 

Beers, Brands and Bands 


Poets of The Fall 

DJ Suketu 

The three-day Great Indian OctoberFest 2011 took place 

on Nov. 11, 12 and 13 at the Karnataka Trade Promotion 

Organisation (KTPO), Bangalore. This year, the organiser, 

Common Colors, opened the festival to beer brands other 

than Kingfisher and also to wine brands. The organisers 

estimated an audience of 65,000 to 70,000 people in 

attendance over the three days, with 8,000 to 9,000 on 

the first day itself, and 22,000 to 25,000 on each of the 

following days. 

While Kingfisher has been associated with the property 

since its inception, the other sponsors for the event this 

year were Fosters, Budweiser, Carlsberg and Bacardi, 

along with The Times of India as the media partner and 

Fortune Trinity as the hospitality partner. 

Known as a beer festival since 2005, this year, the 

property claims to make it different by adding wine to 

its banner. Last year, there were six to seven beer stalls 

in all, and all were sub-brands of Kingfisher. This year’s 

festival has been opened to other beer brands, and the 

participants include Fosters, Budweiser, a Bangalorebased 

beer company, and Sula Wine. The introduction of 

wine brand participants is another new development in 

this year’s festival. Commenting on this, Vilas Hiregoudar, 

Managing Director, Common Colors said: “The Great 

India Oktoberfest is still predominantly a beer festival, but 

to cater to another audience and another set of people 

who don’t consume beer, this year we’ve also got wine 

brands on board.” 

This event is targeted towards people from all walks of 

Live Banned 

life, particularly between the age group of 18 to 75 years. 

Talking about the property’s long standing relationship 

with Kingfisher, Hiregoudar remarked, “This year when 

we suggested getting other brands on board, Kingfisher 

was very accommodating and extremely open to this.” He 

believes that brands associating with the event stand to 

gain phenomenally and that the monetary value gained 

would be in the ratio of 1:4 at least. 

The concept adopted this year was ‘Music Street’, wherein 

30 of the participating bands motivated the audience with 

their performance to buy their music through their stalls. 

In addition, there were two international bands out of the 

45 bands participating, and the fest witnessed a mixed 

genre of music.


DJ Super 8 

DJ Claudia 

Ram Sampath 

EKA 

“There were very few beer fests, and our vision was to 

bring the passion of music in India and combine it with 

beer. This year, there were three stages compared to all 

these years where we had one or two stages,” explained 

Hiregoudar. 

The three stages included the main stage and the ‘Music 

Street’ stage. 45 bands and ten DJ’s performed on these 

various stages. The ‘Music Street’ stage, itself, saw 30 

bands perform. Each of these bands had their own stall 

where they could showcase their merchandise like T-shirts 

and CDs. 

The fest also includes a prominent food festival in which 

29 stalls showcased a wide range of cuisines for the 

audiences at the fest. 

In its seventh edition, The Great Indian OctoberFest is 

still going strong. Over the years, many similar properties, 

some also titled Octoberfests have cropped up, but 

Common Colors is ensuring that they remain relevant. 

Hiregoudar said: “We established this property in 2005, 

and while there are many similar fests being introduced, 

we still are the first to have started the culture of beer 

and music in India. This is our seventh edition and we’re 

expecting 65,000 to 70,000 people to attend. We still 

tap into the largest audience and our festival is still the 

largest. We do not really consider similar properties as 

competition.” 

Common Colors has also enhanced the promotion and 

publicity for the event, with a 360 degree marketing 

approach wherein, apart from conventional media like 

television, online and social media, the property also 

organised gigs in clubs and pubs across cities as part of 

the lead up to the fest. 

The vendors for this edition of the festival included J Davis 

Pro Sound for light and sound, Udpa Enterprises and 

Orion Travels for travel and logistics, and Tops Security.


posted 


at Mumbai 

108290/2010 


Postal 

Sorting 

registration 

Office on 

no 

every 

MH/MR/N/150/MBI/11-13 




the brand promise is delivered to its consumers. 

Is the brand involved in other activations/promotions 

as part of the OctoberFest What are the activities/ 

branding done as part of the festival 

As a part of the pre-promotional drive, Kingfisher premium 

extended its association to other well-known and related 

music-based events across various parts of the country. 

This was done in a bid to create awareness, raise the 

tempo, give people a glimpse of the Kingfisher experience 

and get them to be a part of one of India’s largest music 

and beer festival. 

In terms of branding, all Kingfisher events are adequately 

branded with conventional signages, not to mention that 

there is a branded bottle/can in every consumer’s hand. 

Taking a step further, we also have Kingfisher branded 

merchandise and engaging games that gets the crowd into 

the fest mood. 

How do such platforms enhance the brand 

communication to relevant consumers 

Samar Singh Sheikhawat, 

Senior Vice President, Marketing, 

United Breweries Ltd 

Kingfisher true to its intent of giving its consumer “The 

Good Times”, considers TGIOF as a perfect platform to 

connect and engage with its consumers. The participants 

of the OctoberFest consist of a large cross section of 

youth that perfectly blends with Kingfisher’s consumer 

profile. Consumers get a chance to sample and enjoy all 

major brands from the house of United Breweries in an 

appropriate and desirable environment. 

Kingfisher has been associated with the Great Indian 

OctoberFest since its inception as a principal partner, The 

brand continues its support towards the property this year 

as well. ExM speaks with Samar Singh Sheikhawat, Senior 

Vice President, Marketing, United Breweries Ltd. to get an 

understanding on the brand’s objectives in partnering such 

a platform and also the success seen from the association. 

Excerpts: 

How did United Breweries come about associating 

with The Great Indian OctoberFest And, how do 

such platforms enhance the brand communication to 

relevant consumers 

Slingshot 

Kingfisher is India’s No.1 beer brand and carries an image 

of being deeply rooted with fun, style and music. The 

German Octoberfest is the largest celebration of beer, 

so when it came to celebrating the spirit of OctoberFest 

in India, Kingfisher took the initiative of bringing it to the 

country. 

The Great Indian OctoberFest (TGIOF) as a property was 

conceptualized by the brand along with Common Colors 

way back in 2005 and over the years has become one of 

the most desirable and anticipated fests in the country. 

Kingfisher has always endeavoured to bring good times to 

its consumers and platforms such as TGIOF ensure that 

Rabbi Shergill


Auto expos keep the auto 

adrenaline going 

By Karan Iyer 

The Formula One may have come and gone, but has left 

behind auto fanatics with a wanting for more. But there is no 

need to fret too much about it since auto expos around the 

world are ensuring that the excitement does not die out too 

soon. The Los Angeles Auto Show was held in November in 

the US around the same time as the Autocar Performance 

Show 2011 was held in Mumbai. The North American 

International Auto Show or the Detroit Auto Show will be 

held in January 2012 more or less along the same time as 

the Delhi Auto Expo. Of course, there are many other auto 

expos around the world like the 42nd Tokyo Motor Show 

2011 to be held in December, the Manila International Auto 

Show to be held in March 2012, and the list goes on. 

Auto expos are a major one stop shop for the auto 

industry. They serve as a platform for brands to launch 

new automobiles, market existing line of products, interact 

with the end consumer and media, create brand exposure, 

understand the competition and trends in the market, and 

network with other businesses, among other things. On the 

sidelines of the Autocar Performance Show 2011 in Mumbai, 

Hormazd Sorabjee, Editor, Autocar India, spoke with ExM 

on auto expos and the Delhi Auto Expo. “Auto expos are a 

platform for everybody whether it be auto brands, auto part 

manufacturers or the end consumer. There is something 

for everybody. The Delhi Auto Expo is the biggest show for 

the automobile industry and the expectations are that it is 

going to be bigger and better this time. Some auto brands 

will be conducting global launches of their latest offerings.” 

The Autocar Performance Show 2011 wooed Mumbai from 

Nov. 17 to 20. The four-day auto show was held at the 

MMRDA grounds, Bandra Kurla Complex in Mumbai. The 

expo witnessed prominent auto brands showcasing a variety 

of models ranging from the mid- and luxury-segments to 

eye-catching sports convertibles. From automobile fanatics 

checking out the latest car models to potential buyers, the 

auto show witnessed visitors of all sorts and none were left 

disappointed. 

The 7th edition of the Autocar Performance Show 

showcased some of the most powerful and exclusive cars 

and bikes from around the world. Some of the brands 

showcasing their models at the show were Aston Rapide, 

WTCC Chevrolet and Rolls Royce, Ferrari, BMW, Audi, 

Jaguar, Volkswagen, Ford, Toyota and Nissan, among 

others. Kotak Mahindra Prime Ltd., a unit of the Kotak 

Mahindra Group, was the presenting partner for the event.


MapmyIndia and 93.5 Red FM were the navigation partner 

and radio partner for the event, respectively. 

The inauguration of the event on Nov. 17 witnessed the 

presence of F1 racer Narain Karthikeyan as well as top 

chiefs of various auto brands like Sudhir Rao, COO, 

Renault India; Thomas Kuehl, Member of the Board Sales 

& Marketing, Skoda Auto India Pvt. Ltd.; and Neeraj Garg, 

Board Director, Volkswagen; among many others. 

The Lotus Renault team’s Formula One car displayed 

at the entrance of the event managed to catch a lot of 

eyeballs, and the F1 driving simulator at the event engaged 

F1 fans at the show. The Maruti Suzuki Autocross and the 

M&M track experience added to the visitors’ excitement. 

Some of the auto brands conducted their own quizzes and 

competitions of sorts to attract and engage the audience. 

Besides auto brands, other auto industry related businesses 

like automobile designers and modifiers, sound system 

manufacturers, and many others displayed their products 

at the event. 

Speaking to ExM about the growth of the event and the 

response, Sorabjee said: “The event has reached a whole 

new standard. Overall, there was a higher quality, look and 

feel to the whole thing. The layout and stall design were 

of significantly better quality. The quality of the crowd was 

excellent. There were genuine enthusiasts and auto lovers 

coming in. The Mumbai audience is always very special 

and knowledgeable. There were a lot of things at this event 

for everybody and it served as a platform for auto brands to 

showcase their models in Mumbai.” 

The Autocar Performance Show was just the starter for the 

main course in Delhi. The mother of all Indian auto expos, 

the Auto Expo 2012, will be held from Jan. 7 to Jan. 11, 

2012, at Pragati Maidan, New Delhi. This is Asia’s largest 

automotive show and auto brands around the world are 

going to be expected to be present there. There’s going 

to be more cars, more bikes and more than enough 

automotive dope to give an auto lover a high of a lifetime, 

or at least until the next edition. 

The organisers of the Delhi Auto Expo 2011 are the 

Automotive Component Manufacturers Association of 

India, the Confederation of Indian Industry and the Society 

of India Automobile Manufacturers. The expo will showcase 

Hormazd Sorabjee, 

Editor 

Autocar India 

“Auto expos are a platform 

for everybody whether 

it be auto brands, auto 

part manufacturers or the 

end consumer. There is 

something for everybody. 

The Delhi Auto Expo is 

the biggest show for the 

automobile industry and 

the expectations are that it 

is going to be bigger and 

better this time.”

ALSO FEATURED 


said: “Auto expos are very crucial for various reasons. They 

enable auto brands to reach out to a massive audience. It 

serves as an opportunity to come in contact with the press 

and public, launch new models, garner media coverage 

and the attention of people. However, at an expo of the size 

of the Delhi auto expo, there are a lot of things happening 

at the same time. Other brands are also pushing hard 

for coverage and attention so a brand presenting at such 

an expo needs to be innovative in the way they present 

themselves in order to differentiate itself from the rest. Auto 

expos also serve as a platform to check out the competition 

and an opportunity to see the trends in the market, the new 

entrants, and the latest technologies and designs.” 

latest technological products, components, vehicles and act 

as a launch pad for new and future vehicles besides being 

the platform for generating leads, one to one interactions 

and business enquires. Auto Expo 2012 will also have a 

special focus and emphasis on technological innovations in 

the areas of safety, environment and fuel efficiency. 

According to a report by The Economic Times, more than 

60 vehicles will be launched at the Auto Expo 2012. One 

of the auto brands to be present at the expo will be Jaguar 

Land Rover, which was acquired by Tata Motors in 2008. 

The dates of the Auto Expo in Delhi will be overlapping 

with the Detroit Auto Show for three days and Jaguar Land 

Rover has decided to skip this year’s Detroit Auto Show 

to take part in the Delhi auto expo. Noting this move by 

Jaguar Land Rover, Sorabjee told ExM that “the Detroit 

Auto Show is more of a North American show and the fact 

that Jaguar Land Rover is skipping it for the Delhi auto expo 

is only proof that the prominence of this expo has increased 

significantly.” 

While most auto brands will be launching their new line 

of vehicles, French automaker Peugeot Citroen will be 

making its debut in India at the expo. Marc de Kergariou, 

Marketing Director, Peugeot India, spoke exclusively with 

ExM on the brand’s entry into India and expectations from 

the expo. Kergariou elaborated that this expo is going to 

be the first point of entry for the brand and it plans to use 

the platform to make people familiar with the brand and 

showcase some of its models. “The aim is to present to the 

people, the media and other visitors, Peugeot’s knowledge, 

designs, experience and build a brand rapport. We will be 

showcasing the brand’s different models and the variety of 

its offerings.” 

Talking about the importance of auto expos, Kergariou 

Commenting on Peugeot Citroen’s plans for its brand in 

India, Kergariou said: “The Delhi auto expo is an opportunity 

to also meet potential customers and build a database. At 

the expo, we will be representing our brand image through 

the presentation of our stalls, models and designs. As part 

of presenting our brand image, we hope to explain to the 

people about our brand and to show that we are here for 

the long term and establish a brand image. This will be our 

first event to debut Peugeot in the Indian market, but we do 

have plans for conduction of more events in the future to 

market the brand in India.” 

Other auto brands like German automaker Daimler will be 

launching its heavy vehicles under the Bharat Benz brand 

at the Auto Expo in Delhi, French carmaker Renault will 

be officially launching its compact car Pulse at the expo, 

BMW India will be showcasing its small luxury car Mini, and 

Maruti Suzuki is expected to launch its sports utility vehicle. 

Marc de Kergariou 

Marketing Director 

Peugeot India 

“Auto expos are very crucial 

for various reasons. They 

enable auto brands to reach 

out to a massive audience. 

It serves as an opportunity 

to come in contact with the 

press and public, launch 

new models, garner media 

coverage and the attention 

of people.” 

*Glimpses of the Autocar Performance Show

ALSO FEATURED 


EXPERIENCE IT! 

By Ashish Sinharoy 

can be about creating an experience around your product 

and business plans, so that it does not feel like work. 

Today’s dealer conventions are events where companies 

unveil their yet-to-be-launched products at the hands of 

international celebrities. A dealer or employee convention 

is no longer just another purposeless jamboree, but a 

company giving its dealers or star employees an experience 

to spread a partnership message and also to retain and 

spur employees and dealers to perform better. 

It would be the same with customers of high-end products 

also. The target customer is generally from the high net 

worth individual category. What do you offer such a person 

Ocean cruises and European holidays have been done to 

death. Look for an experiential option which they would find 

hard to resist. 

Circa 2000: The SELLER WAS KING! 

Circa 2010: The CUSTOMER WAS KING! 

How did this change happen The customer had changed 

and was demanding change. This was the new global 

Indian customer who demanded that they be offered the 

purchasing and owning experience that was available to 

customers in other countries. 

Companies have had to move from introducing dated 

products to simultaneous global launches. Similarly, the 

customer buying experience has progressed from selling to 

wooing and very hard in most cases. 

It is no longer only about purchasing a new TV or washing 

machine, lipstick or car. It is about experiencing, evaluating 

and then making a very informed purchase decision and 

the enablers of this experiential purchasing process are 

both marketers and their partners like showroom sales 

staff, advertising agencies, ATL/BTL agencies etc. 

About fifteen years ago, a typical automobile dealer 

convention would have meant a three-day jamboree to the 

Film City outside Hyderabad or at a resort in Agra, maybe 

with a Indie-pop singer thrown in. It then moved to Macau, 

Thailand, Singapore, Australia etc. The dealers had a gala 

time with the partying and night club hopping. The company 

spent a lot of money. Everyone went back to work happy. 

Times have changed. Targeted communication has 

changed. It is no longer only about having fun. A convention 

Companies that manufacture or sell luxury items like 

cars, watches, jewellery etc. are redefining for India the 

way they create different experiences for their present 

and prospective customers. In many cases, it is not about 

selling products any more, it’s about selling a lifestyle or an 

experience through the life cycle of their products. 

The Formula One and other exotic motorsports events 

are famous hospitality destinations for some of the world’s 

largest corporate entities, who spend large sums of money 

in inviting their elite customers for such experiences. 

Companies generally create such exclusive experiences 

for their target customers, so that they can convey a very 

specific message about their brand or product. 

Companies have hence taken to experiential marketing 

in a big way to attract and retain customers both external 

(buyers) and internal (employees). 

As we progress, an increasing number of automobile 

companies will be looking to create such special experiences 

for their customers. Every car segment can and should 

have its own experiential marketing options, whereby 

the company can narrow down the set of customers to 

whom they can hard sell their cars through such targeted 

experiential marketing tactics. 

A note on the writer: Joining Renault India in 2007, 

Ashish Sinharoy was until recently Vice President of 

Communications and Corporate Affairs at Renault and a 

member of the India management committee for all Renault 

entities in India. His passion for Formula One made him 

convince the then Renault F1 team to allow Renault India 

to use F1 as a marketing tool in the Indian market and help 

build the brand here in India. Sinharoy is currently on a short 

sabbatical from the corporate world, while consulting with 

companies in the field of communications and marketing.



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MARKET PULSE 4 December 2011, EXPERIENTIAL MARKETING 54 

Puma: Sporting the future 

As a brand, PUMA begins in sports and ends in fashion. 

Its Sport Performance and Lifestyle labels include 

categories such as football, running, motorsports, golf 

and sailing. Their sport fashion features collaborations 

with renowned designer labels such as Alexander 

McQueen, Mihara Yasuhiro and Sergio Rossi. 

In the last year, PUMA has taken strides to increase 

its visibility in the market, in the form of associations 

with various sports properties as well as by signing 

on a new brand ambassador. In a conversation 

with ExM Magazine, Rajiv Mehta, MD, PUMA India 

talks about what prompted these associations, what 

came of it, and where things are going in the future. 

Founded in 1948, PUMA is one of the world’s leading 

Sportlifestyle companies that designs and develops 

footwear, apparel and accessories. The brand is 

committed to working in ways that contribute to the world 

by supporting creativity, safe sustainability and peace, 

and by staying true to the principles of being fair, honest, 

positive and creative in the decisions made and actions 

taken. The PUMA Group owns the brands PUMA, Cobra 

Golf and Tretorn. 

In this year, you have associated with the IPL, the 

2011 ICC World Cup and the Buddh International 

Circuit (BIC) for Formula One. What were the 

benefits you derived from these associations 

Please elaborate on them. 

PUMA as a brand had its origins in sports and it is 

something that remains a core part of our product 

offering. 2011 was a great year in India for sports and it 

was only natural for us to associate with these events 

which offered a large canvas to play with. Specifically 

speaking, we were able to leverage our IPL association 

to create enough buzz around the catchment markets 

of Rajasthan, Gujarat, AP and Tamil Nadu through 

our Rajasthan Royals and Deccan Chargers focused 

campaigns. 

The World Cup, on the other hand, had enough 

excitement on its own, and India winning gave a boost 

to our cricketing gear and merchandise. The big one 

though, was the F1 association with the BIC, which really 

captured the imaginations 

of the masses and classes 

alike and had our Motorsport 

Ferrari range of products 

literally flying off the shelves. 

How do you see yourself 

placed in the market in 

comparison with your 

competitors 

We’re a very clear #3 

sportswear brand in the 

market today. And this has 

happened because of the 

sustained expansion of our 

retail footprint and our exciting 

range of products. In the sportslifestyle 

space that we occupy, 

I would even say that we are 

the #1 brand in India today.


What steps are you planning to take to achieve the 

goal of becoming the most desirable and sustainable 

sport lifestyle company 

It all begins with the product. Over the next year, you will 

see a new range of footwear and apparel and accessories 

that will continue to entice our target consumer and attract 

new consumers. 

The second step is availability through expansion 

of distribution; we intend to double our current 

number of stores by the end of 2012. The third 

step is communicating the above two elements to 

our target audience through our marketing efforts. 

Will you be leveraging your association with Yuvraj 

Singh as brand ambassador for on-ground marketing 

as well If so, how 

Yes. Providing experiential on-ground brand touch points 

for the consumer has been at the core of our marketing, 

not just in India, but worldwide. 

So, whether it was the Pimp Your Sole activity or the 

Jamaican Carnival, we believe in interacting with the 

consumers on-ground and have seen a substantial 

consumer outreach through these exciting campaigns. 

We have interesting plans for leveraging on-ground 

activities in our campaigns in the future as well. 

What kind of a target audience are you looking at 

How do you plan to reach those who are not cricket 

driven 

Typically, our consumers are in the age group of 16 to 

24 years and are not necessarily cricket driven. In fact, 

our motorsport range is one of the most coveted products 

in the sportswear market. We will continue to reach out 

to our relevant target audience through the appropriate 

media mix. 

In the pics: Glimspses from some activations of Puma in India

MARKET PULSE 4 Decemmber 2011, EXPERIENTIAL MARKETING 56 

Sunburn: 

- Beach Party 

- Brand Promise 

Harindra Singh: Since I’m the one who should be doing all 

the talking... Firstly, Sunburn is not just a music festival, 

it’s a brand that has become larger than life and extends 

beyond just a three day fest in December in Goa. In 2009, 

Sunburn was ranked No. 1 in Asia and ranked as the ninth 

largest music festival in the world by CNN. Sunburn has 

put Goa on the world map today and people come from 

all over the world to visit Goa in December to experience 

Sunburn. 

And if those aren’t amazing enough facts, 

here’s something for everyone who thought 

Sunburn was just a big beach party.. 

Harindra Singh: Beach Party You don’t go out very often, 

do you Sunburn is now valued at $100 million to $150 

million and is projected as a home grown brand that’s 

making waves the world over. Future plans for brand 

Sunburn include taking the festival across Asia, including 

Thailand, Malaysia, Vietnam, Singapore and Bali. We will 

definitely cover two international Asian markets in 2012. 

Going international surely means living up 

to world-class experience expectations… 

Delhi is the political capital of India and Mumbai is the 

financial capital of India, but the one thing that they won’t 

teach you in school (and for all the right reasons) is that 

Goa is the beach party capital of India. Beaches, parties, 

beers, Goa gives party-goers everything they need to 

have fun under the sun, including Sunburn. 

And now that we’ve 

gotten you warmed 

up with the most 

appropriate setting, lets get right into the Sunburn. I mean 

Sunburn, the electronic music dance festival. Harindra 

Singh, Vice Chairman & Managing Director of Percept 

Ltd. - the creators of Sunburn, has taken out time to speak 

with Karan Iyer of ExM about the property, and wastes no 

time in getting right to it… Excerpts: 

Harindra Singh: With brand Sunburn it’s vital that we 

organize the international music festivals in such a 

manner that the audience gets completely engrossed 

and slips into the trance of the music festival. Globally, 

music lovers expect to get engaged with the music that is 

completely out of the box and is extremely different from 

the one they have been listening to. Attendees will want to 

experience a lot more than just the music that they have 

come to attend. Therefore, we will also extend the brand 

from its musical roots into the burgeoning lifestyle space. 

The Sunburn brand experience will offer a merchandise 

arena for Sunburn fans, and encompass a whole host of 

lifestyle spaces with brand extensions and associations 

across apparel, accessories, F&B, online, gaming and 

many more across categories to enable attendees and 

fans to take back a piece of the music fest memory. This 

is what will make the International Sunburn Fest stand 

out from other music fests and take the brand to the next 

level.


all year round online as well as at our mini-tours, events 

and festivals. The product range will encompass apparel, 

accessories, F&B, online, gaming and many more across 

categories. We’re also looking at expanding into preexisting 

retail distribution. 

Giving the audience more reason to feel 

connected 

Harindra Singh: Sunburn represents the voice of 

the youth and stands for strong causes and relevant 

messaging. The previous Sunburn editions had a strong 

message – ‘Say No to Drugs’. To inculcate environmental 

responsibility within youths, Sunburn 2011 has introduced 

an eco-friendly campaign entitled ‘Leave No Trace’ which 

will encourage Sunburn fans to celebrate the fest in an 

eco-friendly manner. 

Let’s talk business. How has the event 

grown over the years 

Harindra Singh: The list of sponsors, associates and 

partners have been growing phenomenally since 

Sunburn’s inception in 2007 and stands testimony 

to the growing popularity of this cult fest. With the 

ever increasing number of visitors year-over-year, 

and hundreds of thousands of display and sampling 

opportunities for brands, Sunburn offers the ideal avenue 

for brands to attain a higher brand visibility, increased 

brand trials, heightened levels of awareness and top-ofmind 

recall. Ranked among the top beach parties in the 

world, Sunburn is the perfect platform for brands looking 

to associate with the elements of fun, music, youth and 

excitement. Thomas Cook (India) Ltd. has been appointed 

as the exclusive official travel partner for Sunburn 2011. 

Creating a brand extends way beyond the 

events, into many other relevant aspects 

Harindra Singh: Over the past five years, Sunburn has 

become a statement of today’s youth and young adults. 

We realized that Sunburn was no longer just a music 

fest held on the beaches of Goa, it now had a global cult 

following and was becoming a larger than life experiential 

property. Visitors wanted a souvenir of this memory, this 

way of life and they want to wear their proverbial heart 

on their sleeve. The Sunburn brand experience therefore 

expanded into the merchandise arena for Sunburn fans. 

In 2010, our merchandise store had a steady stream of 

people throughout the festival. At the end of the festival we 

had to close down the store to prevent a security issue as 

swarms of people thronged the store on their way out. We 

were so encouraged by the success of our merchandise 

that we plan to expand the Sunburn franchise further 

and launch an entire range of Sunburn branded lifestyle 

products this year and make these products available 

It’s Sunburn’s fifth anniversary this year, 

how are we celebrating 

Harindra Singh: For its fifth anniversary, Sunburn 

promises to be bigger and better than ever before. About 

1 lakh people are expected to attend Sunburn 2011. Sets 

will have video mapping for the first time, this has never 

been seen in India before. There will be dry ice machines 

and an 80 foot stage. Percept has roped in organisers 

of a multi-national annual dance music festival global 

gathering who are set to give the crowd a taste of their 

technology. 

The festival will be streamed live to over 80 countries with 

a viewership of approximately 2 million pairs of eyeballs. 

There will be four big stages and four small stages 

playing different genres of music. There will be double the 

number of DJs playing on stage as compared to last year 

featuring some of the hottest names of the international 

dance music scene. 

So there you have it, not just a beach party, but a brand 

promise of experiences that resonate with its target 

audience.




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GLIMPSES 


Bacardi NH7 

Weekender 

Only Much Louder (OML) organied the second 

edition of Bacardi NH7 Weekender in Pune at 

Magarpatta City from Nov. 18 to 20. The multigenre 

music festival saw 150 artists performing 

alternatively across six stages in three days. Each 

stage featured a different genre of music and 

experience. The event was promoted through 75 

pre-parties in eight cities.

GLIMPSES 


Park Avenue Fashion 

Show 

Park Avenue organized a fashion show in Mumbai 

on Nov. 15 to bring to the ramp the future of office 

wear over the next two seasons. With Genelia 

D’Souza as the show-stopper, the brand showcased 

its men’s, women’s, accessory and its new Dress 

Casual range, for the coming two seasons. 

Rockstar concert 

To promote the movie Rockstar, a concert was 

organised by Rapport Global Events at Bhavan’s 

College Grounds in Mumbai on Nov. 1. The concert, 

produced by Shree Ashtavinayak Cine Vision Ltd. 

and Eros International, saw Bollywood actor Ranbir 

Kapoor performing live with A R Rahman and others. 

The event also saw special choreography by Ashley 

Lobo.

GLIMPSES 4 December 2011, EXPERIENTIAL MARKETING 70 

BIG Marathi Rising 

Star Awards 

The BIG Marathi Rising Star Awards took place on 

Nov. 9 at the Bhavan’s Campus, Andheri, Mumbai. 

BIG Live and 92.7 BIG FM came together with Star 

Pravah to recognize upcoming local talent, whilst 

giving the industry a unified platform to celebrate. 

The awards saw winners from across different 

genres in movies, theatre, television, music and 

sports. 

Music & Soul 

Niche Events & Promotions executed Music 

& Soul, a musical extravaganza to felicitate 

Mumbai’s children gifted with musical talent. The 

concert was held at the Catholic Gymkhana, 

Mumbai, on Nov. 12. The objective was to provide 

a platform for children to explore their talent. 

Around 85 people attended the event, which 

witnessed over 30 performers from the age group 

of seven to 16 years.

GLIMPSES 


Colors Golden 

Petal Awards 

Cineyug Worldwide conceptualised, managed 

and executed the first edition of the Colors 

Golden Petal Awards on Nov. 21 at Filmcity 

in Goregaon, Mumbai. The award show was 

Colors TV’s way of recognising and rewarding 

its best personalities for their contribution to 

the channel. The award function was hosted 

by Sajid Khan, Himani Shivpuri and Apara 

Mehta. 

Celebrate Bandra 

The fifth edition of Celebrate Bandra, 

managed by Fountainhead Promotions and 

Events, took place from Nov. 12 to Nov. 27. 

This year, the event celebrated Bandra’s 

diversity. The Celebrate Bandra Festival 

showcased the culture and talent and 

portrayed the diversity among communities 

that reside in the queen of the suburbs.

GLIMPSES 


E Nights 

An initiative of EEMA and EVENTFAQS, 

E Nights returned with more entertainment and 

lots more fun on Nov. 23 at the Fat Cat Kitchen 

& Bar, Mumbai. The line-up for the evening 

included the only other Indian comedian to 

perform for the CEO’s group in Cairo, Nitin 

Mirani. Following this act of slapstick humour, 

DJ Akhil Talreja set the tone for the rest of the 

evening with his self-composed Bollywood 

remixes.

GLIMPSES 

GLIMPSES 

GLIMPSES 4 December 

4 August 

4 June 

2011, 2011, 

EXPERIENTIAL EXPERIENTIAL 

MARKETING MARKETING 

55 

73 61 

+919810119989 | www.emg.co.in 

Harley Rock 

Riders Season 2 

Harley Rock Riders, a property 

conceptualised jointly by Harley Davidson 

motorcycles and Rolling Stone Magazine, is 

back with season two. The tour, from May 5 

to October 1, will see the band, Half Step 

Down perform in four Indian cities along with 

other popular bands like Split, Thermal and a 

Quarter, and Parikrama. 

Tarun IRockTahiliani Bridal 

The national final of Independence Rock (IRock) 

Couture took place on Nov. Exposition 

26 at the Chitrakoot Grounds 

The in Andheri, third season Mumbai. of the This Tarun year, Tahiliani IRock, Bridal E18’s 

Couture flagship Exposition property, (TTBCE) teamed up is with taking MTV place India and 

over was the presented months of by July MTS and Red August. Energy. In On Mumbai, Nov. 

the 27, event concerts was held were at held the in Four Mumbai, Seasons New Hotel Delhi, 

from Bangalore, July 23 to Kolkata 25. This and year, Pune TTBCE between went 5 to PM and 10 

New PM Delhi simultaneously, and Mumbai which in July were and broadcast will travel live to on 

Hyderabad MTV and and VH1. Kolkata in August.


IN CLASSIFIED FOCUS 

posted at 4 Mumbai December Patrika 2011, Channel EXPERIENTIAL Sorting Office on every MARKETING 7th or 8th of the 74 month 

Talent Central 

Team Rustic Private Limited 

Positions: Client Servicing | Sales | Event Co-ordinator | Production 

Location: Navi Mumbai 

Mail CV at vinodj@teamrustic.com 

The Ideas Exchange (part of IX Events Pvt Ltd) 

Positions: Business Development Executive (3 vacancies) | Conference Producer - Industry Researcher (Project Manager) 

(1 vacancy) | Social Media Marketing Manager (1 vacancy) 

Location: Mumbai 

Mail CV at vikas.vij@ideas-exchange.in 

KrayOn – Edumedia India Pvt Ltd 

Positions: Branch Manager | Senior Executive / Asst. Manager - Production | Sr. Executive / Asst Manager – Business 

Development | Asst Manager – Events | Sr. Executive – Creative | Sr. Executive – Copywriter 


Mail CV at hr@edumediaindia.com 

Rising Events 

Positions: 3D Modeller | 3D Designer 


Mail CV at eventsrising@gmail.com 

To view more job postings log on to www.eventfaqs.com 

To list your company & HR requirements, drop us a line at sales@eventfaqs.com


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Events | Entertainment | Promotions | MICE | BTL ... - EventFAQs

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