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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.
MARKET PULSE 4 December 2011, EXPERIENTIAL MARKETING 57 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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4 dec 2011 MAIN ISSUE 76 PAGES INCL
Page 3 and 4: 4 December 2011, EXPERIENTIAL MARKE
Page 5 and 6: RNI registration 108290/2010 Postal
Page 9 and 10: LIVE 4 December 2011, EXPERIENTIAL
Page 11 and 12: Sports Rush 4 December 2011, EXPERI
Page 13 and 14: Media Active 4 December 2011, EXPER
Page 15 and 16: Industry Watch Destination 4 Decemb
Page 17 and 18: Industry Watch Venues Royal Guest P
Page 19 and 20: COVER STORY 4 December 2011, EXPERI
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Page 23 and 24: COVER STORY 4 November 2011, EXPERI
Page 25 and 26: OPINION 4 December 2011, EXPERIENTI
Page 27 and 28: ALSO FEATURED 4 December 2011, EXPE
Page 35 and 36: IN FOCUS 4 December 2011, EXPERIENT
Page 53: MARKET PULSE 4 December 2011, EXPER
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