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IN FOCUS 4 December 2011, EXPERIENTIAL MARKETING 40 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
IN FOCUS 4 December 2011, EXPERIENTIAL MARKETING 41 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.”
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