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4 December 2012, EXPERIENTIAL MARKETING 06CONTENTSEvent Briefs 08 - 13Promo Power | MICE | Live | Sports Rush | Media ActiveIndustry Watch 14 - 15Destination | Events | Developments | VenuesCover Story 20Celebrating 5 years of the ‘Best of the Best!’Market Pulse 16 - 19S&O - Revolutionising ‘space on hire’ forretail activations and branding“Awarding excellence in rural marketing”Pradeep Kashyap| President, RMAIAlso Featured 25In Focus 36 - 65Wings brings together Disneyand Ryan International to launch‘Coins for Change’ in IndiaRoshanDaan: Vini Vidi VendorTIC gives employees 20 reasons to smileBacardi NH7 Weekender gives newexperiences to new placesThe SpecialistsAs a sequence of sorts to our lastmonth’s feature on The Ex-Men, ExMpresents The Specialists whose nameshave become synonymous with theirarea of expertise.Indikaleido is born with music and artGlimpses 67-77

Promo Power4 December 2012, EXPERIENTIAL MARKETING 08Red Bull gives wings to its F1promotionsRed Bull organized a cricket match between Mark Webberand Indian cricketer Gautam Gambhir, and created an adrenalinepumping documentary – Khardung-La: Race Car Extreme, as part of itspromotions for the 2012 Formula 1Airtel Grand Prix held at the BuddhInternational Circuit.A Red Bull spokesperson said: “The documentary tracedthe journey of Red Bull Racing’s Formula One car to the world’shighest motorable road in Leh to create a world record. Red Bullhas always been involved in activities which push the humanlimits and create unimaginable experiences for people.”Oreo promotes new variant withmall activationsOreo recently launched a new variant, Oreo Chocó Crème, acrossIndia. In order to announce the launch and bring out the surpriseelement as in the ATL campaign,Candid Marketing executed mallactivations from Nov. 3 to 11 atselect malls in Mumbai, Delhi,Bangalore and Chennai. CandidMarketing has been associated with Oreo since 2010, the time it hadbeen launched in India.Chella Pandyan, AVP Marketing - Biscuits, Cadbury India Ltd.,said: “Candid Marketing has worked on Oreo activations since itslaunch in India. They understand the brand essence well and are ableto deliver the kind of consumer-brand experience that we want onground.They are quite quality conscious overall as a firm. Also, theydon’t just activate, but also play an integral part in ideation as well.”Asian Paints promotes ApexDuracast range with kiosk activityAsian Paints recently launched its Apex Duracast rangeand carried out in-shop promotions from Oct. 17 to Nov. 7 inAhmedabad and Gandhinagar.After the successful launch ofthe range done by Xcel Events& Entertainment, the agencywas appointed to carry out the promotions as well. For thelaunch, Xcel Events designed the stage and backdrop panels insuch a way that each range could be unveiled at a different timewith all designs attached to it.Vishal Raval, Director, Xcel Events & Entertainment, said:“It was a challenge to execute and complete everything on timebecause we had to cover 46 outlets across the two cities. At everyoutlet we had to set up a kiosk and run the activity for three days.All the activities had to finish a few days prior to Diwali.”Promotional tour for Cigarette KiTarah to cover 12 citiesIn order to promote the movie Cigarette Ki Tarah, 3rd RockInternational (India) Pvt. Ltd.is organising a 12-city tour withsix concerts in India and one biginternational concert in Dubai fromDec. 5 to 12. They are expecting about 1,500-2,000 people toattend each concert.Aarnavv Shirsat, CMD, 3rd Rock International, said: “Thefootfall for Kanpur is expected to reach more than 10,000 as themain hero, Bhoop Yaduvanshi, is from the same city. Creating abuzz prior to the activity is going to be a big challenge, but it willbe overcome by doing promotional activities before the concerts,involving ATL and BTL mediums.”High Street Phoenix hosts ongroundactivities for brandsHigh Street Phoenix (HSP) conducted activities for QuiksilverIndia on Oct. 30, UTV MotionPictures on Nov. 2 and GoodHomes on Nov. 3. Quiksilverintroduced Tarp Surfing inIndia, a unique activity for allboard sport enthusiasts.Good Homes celebrated Art Week with popular artist VivekSharma. Meanwhile, UTV Motion Pictures hosted a cookingsession with Kunal Kapoor, the lead actor of ‘Luv Shuv Tey ChickenKhurana,’ where he shared the recipe of ‘Chicken Khurana.’Croma launches store in Nashikand gift distribution initiativeInfiniti Retail’s electronics megastore, Croma, launched itsfirst store in Nashik and 89th inIndia on Nov. 3. Peppermint Events& Entertainment won the mandatein a multi-agency pitch to managethe entire event including décor,hospitality, invitations, branding and promotional campaign.About 400 nearby residents attended the launch event.On another note, Croma, which won the “Most admired Retailerof the Year” award five times in a row in the consumer electronicscategory at the Images Retail Awards, decided to share the joywith consumers on Nov. 9 through an initiative in Mumbai called‘Moments of Joy Van’. The activity involved a modified Tata 407van which travelled from Bandra to Oshiwara distributing giftsto people it met on its way. The vehicle was branded from thesides, top and front and had a ‘push for joy’ gift dispensing buzzerbutton at the back and an opening from where gifts would comeout from.For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com

Live4 December 2012, EXPERIENTIAL MARKETING 10Impresario organizes 11th editionof Miss Kerala contestThe 11th edition of the Miss Kerala contest concluded onOct. 20 at Hotel Raviz, Kollam.Initiated in 1999, Miss Kerala is anintellectual property that belongsto Impresario Event ManagementCo. With a lineage of 11 years in this space, the platform aimsto bring each year, a fresh, young and aspiring talent into thelimelight promising a bright future ahead. Cuticura Miss Kerala2012 was organized by Impresario and sponsored by Cuticura.Harish Babu, MD, Impresario Event Management, said: “Ina decade, we have witnessed more than 3,000 applicants fromKeralite women belonging to various places and backgrounds.Nearly 300 girls have contested in the final round.”Idea launches Students Award2012 in BangaloreThe first edition of the Idea Students Award 2012 took place atGood Shepherd Auditorium in Bangaloreon Oct. 19, rewarding talented youth inKarnataka. The event was executed byEventsource Management. With more than5,000 entries across seven categories, 8.5lakh hits on the website, participation byover 3,000 colleges across Karnataka, the awards received a greatresponse from the talented youth across the state. More than 1,000people attended the ceremony.Rajendra Joshi, Director, Eventsource, said: “It was promotedthrough a press launch in September, TV coverage, collegepromotions, digital media, radio, outdoor activities, etc.”Nokia Lumia WORME Fest returnswith second editionThe Nokia Lumia WORME Fest is returning with itssecond edition. WORME, an acronym for World Of Rock MetalElectronica, is anengagement platformfor independentmusicians across India.WORME Fest 2012is a unique engagement platform for independent musiciansacross India and is scheduled to kick off with its first prelims inMumbai. It is being conceptualised, executed and promoted byWonderMind, an innovations and marketing activation agency.Michael Khanna, Founder and CEO of WonderMind, said:“WORME Fest is a hub where artists in the rock, blues, jazz,fusion, metal and electronica genres can interact and shareinformation about latest happenings, events, trends that aredefining their music scene and the ones driving it.”Rock For A Cause organisesdiabetes awareness concertHigh Street Phoenix and Rock For A Cause have cometogether in a campaign fordiabetes awareness. Two bandsperformed for the Novemberedition of Thursday Jam-upwhere they raised awarenessabout diabetes with the help ofNGO Public Health Justice. The concert took place on Nov. 14since it was World Diabetes Day. The two bands that performedwere The Vicious Circle and Concrete Junglee.Rajendra Kalkar, Senior Centre Director of High StreetPhoenix, said: “Rock For A Cause is organizing awareness gigsthat amalgamate music with specific causes. It aims to quantifysubstantial social change through music.”Smaaash Entertainment launchesin MumbaiSmaaash Entertainment was launched on Nov. 5 at Kamala MillsCompound in Mumbai. Cream Events was appointed to execute thelaunch and press conference, whichsaw Smaaash brand ambassadorSachin Tendulkar launching theproperty. Smaaash is an interactive,immersive, aspirational andrecreational place which aims to take cricket, football, racing andother activities to the next level.Trishala Jailwala, Client Service Executive, Cream Events, said:“We were appointed by them since we have been responsible forexceptional launches in the lifestyle and luxury space.”TIC manages Tata Ace’s 1 millionsales milestone celebrationsTIC Integrated Event Marketing managed the Tata Ace onemillion celebration, an event to celebrateachieving a sale of 1 million commercialvehicles. The Royal Turf Club, Mumbai,was chosen as the only venue for the Nov.8 event, as it could accommodate therequired infrastructure and over 1,200people. The brief was to communicatethe reason why the Tata Ace was developed, the applications ofTata Ace, the possibilities of Tata Ace, future applications andinnovations, and to create magnitude and impact through aninnovative presentation module, technology and infotainment.As Ratan Tata, Chairman, Tata Group, and Cyrus Mistry,Deputy Chairman, Tata Group, were a part of the audience, extracare and precise communication was called for by TIC as theyconceptualised and implemented the event.For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com

Sports Rush4 December 2012, EXPERIENTIAL MARKETING 11Wrangler returns with secondseason of True WanderersWrangler has returned with the second edition of TrueWanderers to add a dash of adventure and empower the ridingcommunity. It was launched inOctober and will culminate thisDecember with the announcement ofthe winners. The contest involves all the adventurous bikers to getready with their gear and set on a seven day journey sharing theirexperiences on the same.Anshul Chaturvedi, Senior Marketing Manager, WranglerIndia, said: “The relation between a cowboy and rider was aboutfree sprit and independence. The rider and his bike in Indiaexemplify the same sprit.”Extreme Events to organiseAdventure Bike ToursExtreme Events India is set to organise the Adventure BikeTours in Australia, South Africa and Oman. The Australia tourstarts in October 2013 over 21days. Adventure Bike Tours is anew conception of Extreme Events,powered by Pearl Travels. The eventwill have a maximum of 75 bikers with pillion riders.Jayesh Ashar, MD, Extreme Events India, said: “There will beexhaustive marketing activities undertaken to promote the biketours on social media, travel trade and consumer publications,international television channels and internet.”Aircel Chennai Open 2013 tobegin December endThe 18th Aircel Chennai Open 2013 will be held atChennai’s SDAT Tennis Stadium from Dec. 31, 2012, to Jan. 6,2013. With continued support of the TamilNadu government and other sponsors, thetournament confirmed participation fromWorld No. 6, Tomas Berdych, among others.M.A. Alagappan, President of Tamil NaduTennis Association, said: “We are pleased toannounce the participation of two Top 10players. Tomas Berdych has a huge fan following in India.”Usha sponsors Ultimate FrisbeetournamentThe Usha Ultimate Delhi-ght Frisbee Tournament, sponsoredby consumer durable company UshaInternational, was held from Nov. 16 to18 at the Jawaharlal Nehru Stadium inNew Delhi. Usha had roped in BrodieSmith, international Ultimate Frisbeelegend, to promote the sport in India. A total of 16 teams fromacross India participated in the three-day tournament.Siddharth Shriram, Co-Chairman, Usha International, said:“As an organisation we have been sponsoring sports, culture andother activities over many years on a sustained basis. We willpromote this game because of its positive attributes.”Maximus and Women’s CancerInitiative launch PinkathonMaximus Events joined hands with the Women’s CancerInitiative and the Tata Memorial Hospital to launchreportedly India’s first 10 km run for womencalled ‘Pinkathon - Run to Lead.’ The aim of theinitiative is to spread awareness on breast cancer andeducate people about its causes and prevention. Theinitiative was launched on Nov. 9 by Bipasha Basu,Milind Soman and Reema Sanghavi, MD, MaximusEvents, who are executing the launch.Sanghavi said: “The run will be held at Bandra KurlaComplex, Mumbai, on Dec. 16 with 2,000 women expected.”Run Arun Run Ultramarathonkicks offArun Bhardwaj, an ultramarathon runner is currentlyon a long run from Kargil toKanyakumari. The 4,000 km runkicked off from Kargil on Oct. 1.Bhardwaj’s idea of the run is tounite India and inspire children to achieve greater things in life.The Sports Agency (TSA) is executing the run.Kaustubh Dwivedi, Manager, FairPlay Management, said:“FairPlay was exclusively authorized by The Sports Agency to raisesponsorship for the event, through a tie-up with Gandour Safari.”For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com

Media Active4 December 2012, EXPERIENTIAL MARKETING 13Reliance and RTL Group launchBIG RTL ThrillReliance Broadcast Network Ltd. (RBNL) and RTL Groupannounced the launch of their jointventure channel BIG RTL Thrill.Positioned as an action entertainmentchannel targeted at male audiences,the channel was launched on Nov. 5 inIndia. Swastika Entertainment won themandate for managing the launch.Amit Verma, Director, Swastika Entertainment, said: “Thehighlight of the event was the opening act done by MMA which was adisplay of outstanding martial arts. Swastika’s key task was to engagethe media and attendees in a memorable and eventful extravaganza.”Total Quartz Safety Runconcludes safety campaignThe month long safety campaign,Total Quartz Safety Month, a jointinitiative of 92.7 BIG FM and TotalOil India, culminated with therun across 21 cities of India andwitnessed about 30,000 people. Thecampaign reached out to more than 2 crore audiences across the21 station radio network of 92.7 BIG FM.A 92.7 BIG FM spokesperson said: “With topics whichranged from dangers of drunken driving to talking on the cellphone when driving, to wearing the seat belts, safe driving tipsand more, the responses and opinions on air was overwhelming.”GoodHomes magazine foraysinto the field of art and cultureGoodHomes for Art is a week long initiative by GoodHomesmagazine to promote art and make itaccessible for all art aficionados. Theproperty was launched on Oct. 23 atTrident, Bandra-Kurla, with a pressconference that saw an art exhibit.The idea behind this initiative is toconnect art with the public, removing the elitist tag from art. Theweek-long celebrations will consist of talks, shows, workshops, etc.92.7 BIG FM to organise BIGRegional Entertainment Awards92.7 BIG FM recently announced the second edition of theBIG Regional EntertainmentAwards which will take placebetween December 2012 andJanuary 2013 across seven Indianregions. The awards show willhonour regional entertainers who have contributed and broughtto the forefront the rich cultural heritage and diversity in India.The awards will recognize exceptional talent from across fieldswhich include films, music, dance, theatre, sports and television.NDTV and Toyota organize KeepThe Hills Alive campaignNDTV and Toyota organized the month-long Keep TheHills Alive campaign, which concludedin October. As part of the campaign,NDTV organized an inter-school paintingcompetition at Modern School, New Delhi,on Nov. 1.Vikram Chandra, CEO, NDTV Network,said: “The contest was an effort to involveyoung minds in the campaign, aimed at bringing together schoolchildren and providing a platform to depict their interpretation of theenvironmental degradation of the hills of India since the deterioratingplight of India’s hills is alarming.”Big Star Entertainment Awardsto take place in December92.7 BIG FM, in association with Star India Pvt. Ltd.,announced the third edition of theBIG Star Entertainment Awards,which is scheduled to take place onDec. 16 in Mumbai and to be airedon Star Plus on New Year’s Eve.Nikhil Madhok, Senior VP of Marketing, Star Plus, said:“The platform lets audiences nominate and vote for their favouriteentertainers across films, television, music, dance and sports. Itwill feature 31 categories with winners being selected throughonline and SMS votes by BIG FM listeners and Star Plus viewers.”For latest updates on events and on-ground promotions from across India, log on to www.eventfaqs.com

Industry WatchDestinationDubai enjoys significant real estate andtourism rebound in 2012There is a renewed energy in Dubai these days, being witnessed by developersworldwide showcasing over an estimated $100 billion in new mega-projects in the UAEregion at the 11th inaugural Cityscape Global property developers conference being heldin Dubai. Like Miami, Dubai is now mirroring the same success 8,000 miles away in theUAE. Dubai’s tourism industry is enjoying the same success as its property market.Wouter Molman, Director, Cityscape Global Exhibition, said: “The build-up to thisyear’s Cityscape Global has been highly anticipated, and we have been working hard toprepare for what will be one of the most successful editions yet.”Europe still the place for market-leadingevents, claims EMECA PresidentThe European exhibition industry is ‘sound and stable’ according to the president ofthe European Major Exhibition Centres Association (EMECA). EMECA represents 19European major exhibition centres.Piero Venturell, President, EMECA, said: “Although the recession and credit squeezecontinue to affect individual regional exhibition markets on the continent, most majorEuropean exhibition centres are looking optimistically to the future. Germany, togetherwith Switzerland, are proving to be strong pillars of stability.”Gurgaon emerges as favourite venue for MICEWith Gurgaon playing host to many international events in the coming days, thehub of leading multinational companies is definitely in the international spotlight. Withkey facilities available in Gurgaon, it showcases plenty of unique venues with a mix ofthoroughly modern facilities and first-class service. Gurgaon is already hosting a three-dayWorld Economic Forum on India summit, 12th Indian Ocean Conference of Council ofMinisters of 19 countries along with a few other events lined up.A senior official from the hotel industry said: “The MICE industry in India iswitnessing a definite upward curve. With the rising potential of the segment in India,Gurgaon hotels have established specialized verticals to grab international events of theMICE segment. With key facilities available in Gurgaon, it showcases plenty of uniquevenues with a mix of thoroughly modern facilities and first-class service.”Bihar Tourism organises road show topromote statePercept Activ conceptualized and executed the tourism road show organised byGovernment of Bihar on the eve of Pravasi Bhartiya Divas (Non-resident Indian Day).The show witnessed a befitting response and enthusiasm by the Pravasi Indians.Sanjay Shukla, COO, Percept Activ, said: “We managed the press meet, meetingswith important tour operators, briefings, luncheons, networking dinners, local presssyndication, local government liaising and all guest protocol and movements. We alsomade in-depth research and analysis, providing innovation.”Liverpool Vision plans to develop cityBold plans for Liverpool to develop into a world-renowned trading and cultural cityover the next 15 years have been unveiled. The proposals by economic developmentagency Liverpool Vision include further regeneration of the waterfront with a £40mexhibition centre, better transport links, a new teaching hospital and the planning ofmore offices.Max Steinberg, Chief Executive, Liverpool Vision, said: “The plans are designedto create a new trajectory for the city through which Liverpool will become a worldrenownedinternational trading and cultural location.We have bold plans that play to ourstrengths and through their careful exploitation we will be an international force.”4 December 2012, EXPERIENTIAL MARKETING 14EventsThe EC LIVEQUOTIENT Awards2012 to take place inDecemberEVENTFAQS announced the EntertainersConnect LIVE QUOTIENT Awardslast month as an extension platform toEntertainers Connect (EC) the annualhandbook and online showcasing site forentertainers from across the country.The EFFIE Awardsshortlists final entriesThe Advertising Club of Bombay on Oct.16 announced that entries for the EFFIEAwards are open and that new categorieshave been introduced this year. The awardceremony event was held on Dec. 4EduMedia announcesDecoding KidsConclave 2013EduMedia announced the Decoding KidsConclave 2013, which is a first-of-its-kindinitiative in India and will be an annualknowledge-sharing platform to enhancethe understanding about kids amongstpeople who want to engage with them.This year’s conclave will have the theme of‘Marketing to Kids’ and will be held at TheLalit, Mumbai on Jan. 16, 2013. It is aimedat managers, developers, agencies, etc.ICCA celebrates 50years of internationalmeetings excellenceThe International Congress &Convention Association (ICCA) Congresstook place from Oct. 20 to 24 in SanJuan, Puerto Rico. ICCA’s anniversarycelebration will last through the year andwill end with the 2013 ICCA Congress inShanghai, China.RMAI CorporateAwards 2012 to beheld in JanuaryThe 4th Corporate Awards 2012 forExcellence in Rural Marketing andCommunications is scheduled to beheld on Jan. 18, 2013, at Hotel Oodlesin Chattarpur, New Delhi. The event isbeing presented by the Rural MarketingAssociation of India and Sahaj. Theawards has EVENTFAQS and Rural &Marketing on-board as partners.

4 December 2012, EXPERIENTIAL MARKETING 15VenuesNew £2.5m conference facility at EventCityManchester is to benefit from a new conference facility for up to 5,000 delegates.EventCity, the second largest exhibition space outside of London, has joined forces withSmart Hospitality to transform one of its halls (Hall 4) into conference facilities. Thevenue, near Trafford Centre in the city, is investing £2.5m into overhauling the 5,800 sqmspace, which will be fully operational in January 2013.Greg Lawson, CEO, Smart Hospitality said: “The refurbished space, which forcomparison purposes is as big a football pitch, boasts multi-purpose functionality, allowingthe most basic to complex of briefs to met. An ability to sub-divide the space presents theopportunity to deliver everything required on a conference wish list; seminar halls, breakout areas, exhibition space and catering all in one technically equipped room.”MCEC named Australasia’s leading centreThe Melbourne Convention and Exhibition Centre (MCEC) put Melbourne andAustralia on the world stage, taking out the title of ‘Australasia’s Leading Meetings andConference Centre’ in the 2012 World Travel Awards on Oct. 19. Hundreds of thousandsof industry travel professionals voted in the awards announced at the World Travel AwardsAsia & Australasia gala ceremony in Singapore.MCEC’s Chief Executive Peter King said: “We have a world-class venue and a fantasticteam who deliver an exceptional service to our customers, so it is wonderful to see thisrecognised within the travel and tourism industry. MCEC is Australia’s leading venue forbusiness events and the latest International Congress and Convention Association figuresranked Melbourne as the number one destination for business travellers. In July 2014,MCEC will host the largest medical conference ever to be held in Australia, InternationalAIDS Conference, which is expected to bring 14,000 delegates and generate an estimated$80 million in economic impact for the state of Victoria.”Penang to set up new convention bureauThe northern Malaysian state of Penang plans to set up a convention bureau in thenear future to attract more MICE business to the region. It is not yet known whetherthe bureau will be government assisted or privately run at this stage. There will also be anumber of new MICE facilities opening in Penang in the coming years.According to the International Congress and Convention Association (ICCA), thenumber of international association meetings held in Penang increased from 8 in 2010 to12 last year – increasing its ranking from 45 to 32 in Asia & Middle East in 2011. Anotherconvention centre, the Light Convention Centre will open in 2016, which is privatelyfunded and developed by IJM Land.The eighth edition of APEX exhibition movesto Amsterdam for 2014The eighth APEX aerial platform exhibition in 2014 will be held in Amsterdam, theNetherlands, on 24-26 June 2014, moving away from its long-time home in Maastricht.APEX organisers said the switch to the Amsterdam RAI exhibition centre and the newJune dates will boost visitor numbers and increase the show’s international appeal.Tim Whiteman, CEO, IPAF, said: “IPAF is delighted with the growth and successof APEX, which meansthat the powered access industry’s specialistexhibition ismoving to a more accessible location.”DevelopmentsCisco awards GPJ forinnovation in designand activationCisco Systems awarded George P. Johnson(GPJ) its prestigious Innovation Awardfor design and activation of Cisco’sexperiential activities worldwide. GPJrepresentatives were on hand at Cisco’sAnnual Supplier Days to accept theaward held at the technology leaders’headquarters in San Jose, California.Sanjay Kacker stepsdown as SVP of DDBMudra’s CelsiusSanjay Kacker is stepping down fromhis position of Senior Vice Presidentof Celsius, which is the experientialmarketing division of DDB Mudra Max,effective Nov. 20. Kacker was appointed tothe position in November 2010.Edelman Indiaacquires CreamEventsEdelman India on Nov. 29 announcedthat it acquired Cream Events Pvt. Ltd.to strengthen the firm’s experientialmarketing capabilities. The additionwill enable Edelman to offer seamlessintegration across multiple channelsfor marketing and communicationsprogrammes.Candid Marketingbags campaigns forseven new brandsCandid Marketing bagged activationcampaigns for AXN, Sahara ForceIndia, British fashion brand Superdry,Godrej Consumer Products - GodrejAer, Adidas, Kelloggs and Hopscotch.in in the last three months. CandidMarketing strategized experientialand digital activation campaigns thatincluded school contact programs,modern trade activities, launches, etc.

MARKET PULSE4 December 2012, EXPERIENTIAL MARKETING 16S&O - Revolutionising‘space on hire’ for retailactivations and brandingS&O, a retail space aggregation andrenting organisation, have been in businesssince 2002, and are responsiblefor much of the evolution in the mallbrand activations space. Setting up itsbusiness on the basis of a differentialmodel of retail space selling, S&O looksto ensure it nurtures its relationshipwith large mall / property owners togrow their business first while growingtheir own.How it all started...Sanjyot Vaidya, Founder and Partnerat S&O, leveraged his relationshipsamongst the clients he was selling outdoorsites to, by offering them solutionfor retail activation space, as their marketingstrategies evolved. Vaidya’s initialfew deals set the system for the terms ofbusiness on which the company wouldbe based. This involved a direct andtransparent system of dealing with both,the client / brand directly and the mall/ property.S&O was officially formed only afterthe first deal went through for thecompany and payments needed to bedirected to a recognized entity. Vaidyanamed the company using the initialsof his name and his brother and nowpartner’s name (S&O - Sanjyot andOnkar Vaidya). With increasing business,and enhanced relationships withvarious mall / retail properties, S&Obegan to exclusively tie-up with thesemalls to manage their entire activationsand branding business. Today the companyhas 17 properties exclusively tiedup with them and can work togetherwith their clients to offer a vast reachamongst a specific target audiences.Commenting on early beginnings of S&O, Sanjyot Vaidya, commented, “We owe aresustenance especially in the set up stage to the malls that stood by us. It was becausethey stayed committed to us and trusted us with this responsibility, that we were ableto get a foot into this industry. Inorbit was our first such client, and we respectedand nurtured this relationship proving our capabilities and that lead to winningmore business.”Importance of partnerships:Proving its metal by performing for its partners, S&O was bound to become apreferred partner to more malls / retail properties, thereby winning them moreintegrated business. S&O, when tied-up exclusively with a mall, works as a memberof the mall’s team in putting its spaces on hire, offering branding opportunities,activation spots, signage systems and kiosks amongst others.The idea is to work is a holistic manner and map the property first, and list all thepotential / monetisable areas. Oncethis is done S&O also gets involved inthe pricing model for the mall as wellas makes some suggestions on improvementsthat can add to the attraction foragencies / brands to be present at themall. An end-to-end solutions provider,S&O has a dedicated team for each ofits properties, that works on increasingthis avenue of business for the mall.This system has seen much success andthe relationship established with themall’s team has proved very favourable.So much so that now properties involve S&O in the planning stages itself. S&Oconsults with the property owners on potential avenues of space renting, brandingetc. and these are then built into the space while constructing the property.Vaidya added, “We owe the growth of our business to the malls we work with. Westarted off with just one mall, and then with word of mouth and team members fromone mall moving to other properties, we had more references, and were brought onboard to work with more properties. Again, the belief in our work and standing byus, was a key element in our getting to expand to represent more malls.”S&O is also involved with the property in improving and increasing its visitors. Myplanning events and properties based on the desired TG the mall wants to attract,these are implemented to gain more footfalls, and in turn improve the brand valueand credibility of the mall. This works both in growing the relationship with the

4 December 2012, EXPERIENTIAL MARKETING 17A happy team: Sanjyot and Onkar Vaidyamall, while also ensuring a better, moresalable property can be offered to agenciesand brands.back us and support our working, directing their enquiries through us. We too haverespected this system and ensure we perform and deliver to the benefit of all partiesinvolved.”Clients’ advantage:Their straight forward approach andeffective working style was not onlyattractive to malls but also to agenciesand brands. While dealing with brandsfor retail space rentals and branding,signage opportunities, it was preferablefor them to take advantage of S&O’sportfolio of retail spaces and expertiseon the right TG exposure.S&O works with brands directly andalso with agencies, since its exclusivetie up with malls ensure all enquiriesand booking are directed through theirteam. Vaidya explained, “The brandactivation business lies with agencies.Most brands work with their agencywho in turn look out for retail space fortheir activities. We are fortunate to havegreat relationships with agencies whoThe major responsibility of selling space and maintaining relationships within themarket lies with Onkar Vaidya. The responsibilities amongst brothers are segmentedin a way where Sanjyot focuses on tying up with newer properties, while Onkarfocuses on selling spaces in the market.The company works along with the retailers in a mall to do exclusive promotionsand also engage them in certain retailer programmes, ensuring that even the retailersbenefit from additional footfalls created with these activities. Retailers in turn, likeother brands can talk to one central team for many of the properties that S&O manages.And like this, the company has managed to prioritise its relationships with itsstakeholder to ensure success in their businesses, which in turn benefits the bottomline of its own.Future-ready:S&O is in the process of tying in 8-10 properties more, on an exclusive partnershipbasis. The company that now has 17 properties across India to offer brands andcompanies looking to activate a relevant audience, is now prepared to increase itsreach to offer even more options to brands and agencies. While an increased reachand variety in portfolio is important, S&O always ensures the right profile of mall isengaged with, and works with these properties to build on their visitors, footfalls andbrand associations. promotion

MARKET PULSE4 December 2012, EXPERIENTIAL MARKETING 18Awarding excellencein rural marketingPradeep KashyapPresident,RMAIThe 4th Corporate Awards 2012 forExcellence in Rural Marketing andCommunications is scheduled to beheld in January in New Delhi. Theevent is being presented by the RuralMarketing Association of India. RMAIhad instituted for the first time in Indiaa ‘Rural Marketing Works-Case StudyAwards’ in 2006, with a view to recogniserural initiatives.MART CEO Pradeep Kashyap is thePresident of RMAI and is known as thefather of rural marketing in India. Heis recognized as a thought leader andis a regular speaker at CEO forums in India and abroad. Kashyap started MART in1993 which has emerged as India’s leading rural consultancy organisation. He hasbeen Marketing Advisor to Ministry of Rural Development and has served on PrimeMinister Office and Chief Minister Committees on rural development. He is a WorldBank and United Nations consultant.Kashyap discussed with ExM in an exclusive interview about the changing face ofthe rural marketing industry in India and about the Corporate Awards to recognisecorporates for their contribution to the development of rural marketing in India.What are the most prominent trends/changes that have taken place inthe rural marketing space in the last five years?Companies have become more serious about rural marketing and many now have adedicated rural vertical. Demand for both consumer goods and durables has been

4 December 2012, EXPERIENTIAL MARKETING 19growing faster in rural than in urbanbecause of rapidly rising incomes.Rural aspirations are now similar tourban and consumers are buying nationalbrands. RMAI has generated interestin the rural market through seminars,training programmes and roundtablesorganized regularly. RM Journal is aplatform to share knowledge and changingtrends in rural India.What has RMAI and its members’roles been in harnessing theindustry?RMAI members have been takingsessions on rural marketing in B-schoolsto sensitize students on the importanceof the sector. Members have also beenmaking presentations at various forums inIndia and abroad to spread the messageabout the growing opportunity in the ruralmarket.What are the contributions andbenefits derived by brands andagencies in being a part of RMAI?The benefits that a corporate membergets are discounted fee or free admissionto seminars/conferences and other eventsheld by the association form time totime; discounted price on study reportsundertaken by the association; free accessto certain sections of the website forwhich non-members have to pay a specialfee; opportunity to participate in therunning of the association; constant flowof communication of all the activities ofRMAI through emails; and five copies ofthe quarterly Rural Marketing Journal.RMAI membership will give membersgood value by keeping them constantlyinformed of the new knowledge on ruralmarketingthat the association is generating and disseminating through seminars, the RM Journaland other platforms.How will the Corporate Excellence Awards in Rural Marketing contributeto the growth and development of the overall rural marketing industry inIndia?Profound changeshave occurred inthe rural markets.In the last few years,increasing numberof corporates haverealized the criticalrole that ruralmarkets have playedin affecting theirtop and bottomline growths. With a view to recognize and encourage rural initiatives which have madea difference in the market, RMAI had instituted for the first time in India a “RuralMarketing Works – Case Study Awards” in 2006. RMAI Awards 2012 is the 4th edition ofthe awards.This provides an opportunity to organizations to get their work appraised by the best inthe field, and to be honoured for their contribution in bringing rural marketing to theforefront of corporate planning.What are the various categories for the 4th Corporate Awards 2012?There are 17 categories this year, including Best Long Term Rural CommunicationInitiative for more than two years; Best integrated initiative using ATL/BTL; Usingnever before used media – Innovative way of Communication; Best use of traditionalCongregation Mela/Fair/Haat – existing event by a Brand or Services; On ground/EventMarketing; Best use of Direct Marketing Door to Door/Mailer/One to One; Best use ofSales Promotion; Best Channel Marketing/Retailer Loyal Scheme; Best CSR by a Brand;Use of Mobile Phones/Internet/Digital; Use of Local Media – Local Dailies/CommunityRadio; Social Developmental Health Initiatives; Low cost/Small budget initiatives/promotions – define Sales and Budget; Initiatives around woman, children and youth;New concepts in Agriculture and Dairy; Sports Initiatives; and Creative Awards.How different will this edition be from the previous one?Last time we had received 74 entries, and this year 123. Also, this year the top threeentries in each category will present in the afternoon and the award ceremony will be heldin the evening. We consider the top five entries. The fourth and fifth runner up will begiven Certificate of Appreciation. Compared to last time of 11 categories, this time wehave 17 categories. We have added categories such as Best CSR by a brand, low cost smallbudget, initiatives around woman, children and youth; agriculture and sports.

ALSO COVER FEATURED STORY4 December 2012, EXPERIENTIAL MARKETING 20By Karishma Hundalani NagdevThe fifth edition of the WOW Awardsis here! A platform established inacknowledgment of the growing importanceof the LIVE brand experiences industry, hasgrown into one that benchmarks the best ofthe best.Roshan Abbas, MD, Encompass, hadcommented in the first year of winningmultiple WOWs, “After this, I feel that10 years of putting up with people asking,“What is it that you do?” has really paid off.”It’s interesting to remember back on this and many similar reactions from the first everfelicitation of experiential marketing. Today, in just five years, we’ve evolved to not onlystanding our ground in the ever-changing brand-marketing scenario, but also becoming thepreferred communications solution for many brands.It’s no surprise then that the competition at the WOW Awards only gets fiercer with everypassing year. Not to mention our own efforts in showcasing our strengths as an establishedmedia company representing a well established industry.Entries to the WOW Awards have increased steadily from 472 entries from 85 entrants in2009 (inaugural year) to 784 entries from 244 entrants in 2012. And its time to say WOWagain!The entries to the WOW Awards 2013 will open on December 15, 2012.

4 December 2012, EXPERIENTIAL MARKETING 21Chairing the jury this year, a debut in theJury Chair – female category is AnishaMotwani, Director and Chief MarketingOfficer, Max Life Insurance. Motwani is aversatile business leader with experienceacross diverse categories and industries.In her career spanning 23 years, she hashelped build strong consumer brands inhighly challenging environments.As the brand custodian at Max LifeInsurance, Motwani is responsible forMarketing, Research, Customer Value Management and Corporate Affairs. She alsoheads Internet and Direct Sales channels for the organization. Prior to joining Max LifeInsurance, she worked as Director-Marketing with General Motors India, where she wasinstrumental in establishing Chevrolet as the face of GM in India. During her tenure atGM, Motwani was recognized with NDTV’s ‘Marketer of the year’ awards.Before joining General Motors, Motwani had a stint of 15 years in advertising withorganizations like McCann Erickson, Mudra and Leo Burnett. Motwani was conferred the‘Women at Work Leadership Award’ for 2011 Asian Confederation of Business. She hasalso been voted as one of the ‘50 Most Powerful Women in Indian Business’ by BusinessToday for three consecutive years from 2009. She has also been recognized as ‘CMOcouncil – Marketing Super Achiever’ in 2010.Jury ChairAnisha MotwaniDirector and Chief Marketing Officer,Max Life Insurance

ALSO FEATURED4 December 2012, EXPERIENTIAL MARKETING 22Categories and Entry Criteria:WOW Promotions1. On-ground promotion of theyear for Brand AwarenessA brand promotion involvingengagement with an audience,allowing an opportunity to knowmore about the brand or samplethe brand’s product/service.2. On-ground promotion of theyear for Sales VolumeA brand promotion involvingengagement with an audience,allowing an opportunity topurchase/place an order for thebrand’s product/service.3. Small Budget on-groundpromotion of the yearAn on-ground brand promotionwith the total promotion budget ofRs. 50,000/- or less in each city/town.(arts, places, occassions)7. Lifestyle Event of the yearA live event, with the main aspect of engagement being to showcase art /creativity.8. Sports Event of the yearA live event, with the main aspect of engagement being a sport / sports.9. Launch Event of the YearA live event involving the announcement / inauguration / introductionof a new product / service to a relevant TG.10. Brand Association with a LIVE PlatformA 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 MICE11. Incentive Tour of the yearA program designed for any stakeholder (employee, dealer, trade) of acompany with the objective to incentivise/motivate/recognize.4. Contact Program of the YearA brand promotion that involvesidentifying a group of individualsand creating a promotion /activation within the communityof the target group. E.g. schools,colleges (other institutions),residential societies, culturalcommunities or other similarcommunities.WOW LIVE5. Entertainment Event of theyearA live event, with the mainaspect of engagement beingentertainment for the audiencepresent at the event.6. Festival of the YearA celebration involving activities/ events around a central subject12. Education Program/tour of the yearA program designed for any stakeholder (employee, dealer, trade) of acompany with the objective to educate/impart knowledge/train.13. LIVE event of the yearAn experience designed for any stakeholder (employee, dealer, trade) of acompany with the objective to celebrate an achievement/milestone/othermomentous occasions.14. Exhibition Property of the YearA business-to-business platform that involves the showcase of variousstakeholders (dealers/trade/channel partners) relevant to a certainorganisation/association/industry. The objective of the event is toshowcase as many participants of a certain industry/association/organization under one platform.15. Conference / Convention of the yearA business-to-business / knowledge platform that involves the engagementof various stakeholders relevant to a certain organization / association/ industry.. The objective of the event is knowledge exchange amongstexperts from a select industry / association / organization under oneplatform.

4 December 2012, EXPERIENTIAL MARKETING 23WOW Media16. Televised Property of theYear - Entertainment & LifestyleAn event with the centralengagement being entertainmentor lifestyle showcase that is thenpackaged into television content.17. Televised Property of theYear - Business/KnowledgeAn event with the centralengagement being knowledgeexchange/discussion that is thenpackaged into television content.18. Advertiser-funded Programof the Year with on-groundconnectAn advertiser-funded programthat amplifies a brand experience.19. Activation Program of theYear by a Media Brand with ongroundconnectAn activity by a media brand,which involves on-groundengagement with customers, inan effort to promote the brand orone of its initiatives.20. On-ground brand associationwith a Media BrandA media activation done inassociation with a brand, wherethe objective is to target theconsumer to promote both theassociating brand as well as themedia brand. A film may also betreated as a media brand for this category.21. Event Property of the year by a Media BrandAn on-ground event by a Media brand, in which the intellectualproperty rights for the property is owned by the Media brand.WOW Others22. Exhibition Presence of the yearPromotion of a brand through an exhibition platform with multipleparticipants.Exhibition presence would be needed to be highlightedwhere other, competing brands / services are also showcasing withinthe same platform.23. Rural Engagement program of the yearA brand engagement campaign specifically targeted to audiences insmall towns and villages.24. Youth Engagement program of the yearA brand engagement campaign specifically targeted to the youth.25. New Property of the yearAn on-ground event / activation that has been created within theyear and is recurring in nature. The event / activation must be anintellectual property of the creator / conceptualiser.26. CSR Event/Property of the YearAn event / activation platform created with the objective to promote /support or create awareness about a social cause.27. Integrated Media Campaign of the Year by a BrandA brand promotion campaign that involves the use of at least two othermediums along with the on-ground activation/promotion/event.28. Brand Experience of the Year (best use of experiential marketing)A campaign that exemplifies the use of the experiential marketingmedium in the best manner with the objective of promoting a brand.More updates on the process, categories and jury confirmations will be madeavailable on www.eventfaqs.com/wowawards

ALSO FEATURED4 December 2012, EXPERIENTIAL MARKETING 25It is 9 am in the morning at an eventvenue and people are streaming in,while console bleary eyed techniciansstruggle to stay awake. Go backstage andunder makeshift tables, carpenters andset workers are trying to catch a wink. Inthe midst of all this, the client is frettingat a power point presentation notdisplaying correctly on the screen or alapel mike not working. And a servicingexecutive from the event agency lookson helplessly. They are not technicallytrained and so at the mercy of thetechnician.Is this not the case at multiple events?It amazes me that in a medium sodependent on technology, we lookaskance as the procurement departmentstriking out a cost for technicians, orraising an eyebrow at a lighting designer.God forbid there is a setup day priorto the event and a costing included fora crew and you will be admonished foroverbilling.We treat our technical partnersinhumanly. We expect them to workunearthly hours, go without food, drinkor sleep, travel in tempos and trains. Ifthey so much as complain we will lookelsewhere. Many get labelled snobs anduncooperative if they raise demands.But treat them as partners and see thedifference. They will go out of the wayto help you. Some may even recommendyou if a client asks. I often make it apractice to involve the technical team atRoshanDaanA window into the world of Experiential MarketingRoshan Abbas is a slasher by profession, having had seven careers related to media. Abbas’experience ranges from radio, theatre, television, event management, being an MC,a film director and a writer. He spends his time looking for gyaan, and shares some onexperiential marketing in this column, each month, exclusively for ExM Magazine...Vini Vidi Vendorthe very outset of an event that I am part of. There are a plethora of suggestions thatcome up and I find them supremely qualified. A friend showed me an email from aforeign client who was doing a three-day event in India. They had added billing hoursfor the technicians for loading and unloading the equipment, for the rehearsals andthe event; that too shift wise.At a recent multiband concert, one band was doing a silent sound check while thesecond performed simultaneously. Event sound is being mixed in Dolby by peoplelike SOUND.COM and sent to the TV. But these examples are few and far between.Very often you will find a frustrated technician who has arrived at the venue with alist fulfilling the event managers’ requirements, none of which are the real need ofthe hour. For e.g. sound situations that are outdoor with no shields for mikes, lapelswhere cordless mikes were needed and vice versa. An ambient light situation thatneeds a higher ANSI lumens projection has not been requisitioned. A friend who ishighly regarded in the business sighed and said, “Why do we refuse to talk, why is theonly conversation between a technical partner and an event manager a negotiation?”Actually, we don’t even treat them as partners. They are treated no different than ourneighbourhood baniya. The one doing it cheap or extending the longest credit line,or throwing in a few items free is chosen as the favourite. At a recent convention, theuse of the word vendor was objected to by a large scale supplier. They were eventuallycalled event technical partners. But lip service isn’t enough.Both parties are to blame partially. Perhaps in a country where manpower comescheap we don’t give a thought to the quality of manpower. But these aren’t packersand movers, they are the people running your show. As an industry it is our duty toapplaud them, not for their inventory but for their innovation. How about a surveyfor the best partner in light, sound, AV, SFX? And perhaps an accreditation? Howabout recognition to those who are training this talent? Frankly, I only know of a fewcompanies organizing trainings with vendors or a School of Audio Engineering forSound. There are a few awards for technical excellence by the Chamanlal MemorialTrust and the Mahindra Awards for Theatre. I personally do not know of any othersuch award for technical merit.Yes, there was a time when I too could get behind a console and run a show. But nowthe knobs and buttons make the show console look like a spy movie’s mission controlcentre. But just make sure that James Bond isn’t missing in action!

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ALSO FEATURED4 December 2012, EXPERIENTIAL MARKETING 28The SpecialistsAs a sequence of sorts to our last month’s feature on The Ex-Men, ExM presents TheSpecialists whose names have become synonymous with their area of expertise.By Karan IyerThe last edition of ExM, we gave ourreaders a glimpse into the secret identitiesof the superheroes of the events andexperiential marketing industry. Thisedition, we take you through TheSpecialists – a group of highly skilled,lethal combatants that have carved a nichein the industry to the point that theirnames have become synonymous withtheir area of expertise.CineyugThe glamour tankThe glamour tank of the events andexperiential marketing industry due to itsspecialisation in televised events, Cineyugentered the world of Indian entertainmentin 1983 with Motion Picture Productionhaving produced eight critically acclaimed and commercially successful movies like Arjun,Vardi, Dum and the award winning Raja Hindustani, Damini, Yodha, Dushmani andHumko Tumse Pyaar Hain.Cineyug owes its existence to the Morani brothers – Karim, Ali and Mohomed as wellas the late Bunty Soorma. A few years later, Cineyug was joined by Mazhar Nadiadwala.Currently, the company is run by Mohomed, Ali and Karim Morani, Mazhar Nadiadwala,and Neelam Soorma.Cineyug’s head office is in Mumbai and has various branches all across India inmetropolitan cities like Delhi, Bangalore, Kolkata, etc.The war strategyOver the years, Cineyug has gradually expanded its avenues of operations, building on thelong term objective of positioning itself as a 360 degree entertainment company and anindustry leader. Thus, from award functions to corporate and arena events, from privateparties and functions to weddings and from television shows to theatrical productions;Cineyug undertakes a diverse spectrum of projects. With time, Cineyug has now venturedfurther into service allied businesses in the entertainment value chain in the domains of

4 December 2012, EXPERIENTIAL MARKETING 29avenues; in sync with its strategic goals. The agency plans to further its expansion intomultiple domains in the future.Portfolio of ammunitionSince its inception, Cineyug has successfully conceived, managed and executed over3,000 live events and concerts, some of which have been the largest produced by anyIndian company. The agency has worked with some of the biggest names in the showbizindustry as well as leading channels, corporate and media houses. Over the last 25 years,the agency has entertained a live audience of over 2 million people and has reached thehomes of over 1 billion television viewers. The sheer numbers reflect the kind of massiveimpact Cineyug has had on the entertainment industry and the people at large.Cineyug, which first germinated from the seed of an idea in the minds of four passionatepartners almost 25 years ago, now employs a workforce of 100 people.Mohomed MoraniDirector,Cineyug“It has been an incredible journeythus far and it only promises toget more exciting in the future!Cineyug is here to stay!”artist management, public relations, sportsmanagement, celebrity endorsements,pyrotechnics and special effects. Cineyug’sidea is and always has been to not justset the bar, but raise it consistently witha wide range of quality service offeringsevery step of the way.Cineyug chose to focus on theentertainment sector at a time when it wasfractured and lacked proper organisation.At the same time, it held immensepromise and the agency soon realised thatwith discipline, vision, innovation andprofessionalism; the sky was the limit.Entertainment is instant consumptionbut at the same time Cineyug placed aheavy emphasis on creating and bringingquality, world class experiences to Indianaudiences. Over time, given Cineyug’sgrowth curve and industry leadershipposition, the agency has been able tosuitably venture down many relatedRight from the onset, the agency has instilled three tenets into its operational and creativefibre – Entertainment, Entertainment and Entertainment. Backed by such relentless focusand ability, Cineyug always tries to get the best out of its talent to deliver the best. Thefact that various teams work separately and yet collaborate and co-create on multiple crossfunctionallevels to provide highly customized entertainment services over a wide varietyof business verticals makes Cineyug a class apart. The agency’s success also stems from itsability to constantly learn, imbibe, identify and act rapidly in accordance to the changingtides of the industry. High quality standards have also aided out ascendancy and in theestablishment of long term client relationships.Salute!Mohomed Morani, Director, Cineyug, said: “25 years ago, we decided to throw caution tothe wind and took the leap in the Indian entertainment industry with Cineyug. With asteady long term vision, great passion, enthusiasm, management and constant innovation;we learnt from our mistakes, adapted with the changing industry and consumerrequirements and kept forging onwards. It has been an incredible journey thus far and itonly promises to get more exciting in the future! Cineyug is here to stay!”70 EMGThe luxury navy70EMG was initiated in 1997 with Martin da Costa as CEO, Xerxes Antia as COO,Thanush Joseph as Director – Marketing, Darayash Gocal as Director – Special Projects,and Kainaz Sethna as Director – Seven Steps Weddings and Special Events. The agencyhas offices in Mumbai and Delhi. It had five employees when it started in 1997 and hasnow grown to 85 employees.Man the torpedoes70 EMG is globally recognized as one of India’s best special events agencies. The agencyproduces some of the largest and most spell-binding events in India and internationallyfor a wide range of domestic and international clients. 70 EMG specialises in largeformat, high-end, luxury brand experiential marketing and special events. Over the pastfour years, the agency has emerged as one of the largest festival planners and producers

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ALSO FEATURED4 December 2012, EXPERIENTIAL MARKETING 31The ship’s anchorThe agency manages over 500 events each year for clients as varied as the AAAI, theGJEPC, Skoda Auto Ltd., Star TV, Cartier, Pernod Ricard, Remy Martin Paris, andRichemont Group Paris. This year, 70 EMG produced events like the India InternationalJewellery Week, Cartier ‘Travel With Style’ Concours, the AAAI’s GoaFest, ChannelV’s Nokia IndiaFest, the Kala Ghoda Arts Festival, India Bike Week, the Skoda Prizefor Indian Contemporary Art, the Anish Kapoor India Exhibition and many othersdomestically and abroad.Martin da CostaCEO,70EMG“More recently, it has been ourcreative development of IPRsthat has defined 70 EMG’s recentsuccess.”in India with responsibility for themanagement of the Kala Ghoda ArtsFestival in Mumbai, the AAAI GoaFest forSouth Asia’s Advertising community, andChannel V’s Nokia IndiaFest.70 EMG has pioneered the developmentof festival design in India, and has createdIndia Bike Week – a biker’s festival forbikers by bikers – and a joint propertydevelopment with Fox TV. 70 EMG isconvinced about the market, sure aboutits growth trajectory, and likes the ideaof giving a focus for the passion andcommitment of Indian bikers. The agencybelieves that the India Bike Week will growin multiple directions – as a music festival,as a travel and lifestyle aggregator, as an ongroundexperience that can be leveragedon-air, on-ground, online with multiplefestivals – large and small – across India.From the Captain’s cabinDivulging to ExM the ingredients behind the agency’s success in its area of specialization,Martin da Costa, CEO, 70EMG said: “Genuinely great event designs, creative inputand international levels of execution and planning, with the ability to create and deliverinternational levels of design being the chief contributor. More recently, it has been ourcreative development of IPRs that has defined 70 EMG’s recent success – the Skoda Prizefor Contemporary Indian Art, the Time Out Food Awards and India Bike Week.”Candid MarketingThe Brand Activation ArmyCandid Marketing came into existence on Aug. 15, 1995, with Atul S. Nath as theManaging Director. Nath is the founder of the agency and the Managing Partners areDevika Sharma and Amrita Kumar. Candid Marketing started with three people andtoday has a staff of 140 people. Candid Marketing was established in New Delhi and nowhas offices in New Delhi, Mumbai, Bangalore, Kolkata, Hyderabad and Chennai.The missionThe agency was founded in the post-liberalization era of the mid-1990s when the Indianeconomy was still in its infant stage of free market development. The name “Candid” wasthe bedrock of the shared ethos and culture of the founders who believed in conductingtheir lives and doing business in a straight-forward, transparent and candid manner.Atul NathManaging Director,Candid Marketing“Candid’s biggest strength overthe years has been our people. Ihave always believed in developingpeople from within Candid, ratherthan seeking to recruit people fromoutside.”

4 December 2012, EXPERIENTIAL MARKETING 33The agency has always focused onpromotional marketing and subsequentlybrand activation over the years. As astrategic brand activation agency, CandidMarketing focuses on delivering brandactivation solutions to its clients bothexperientially and digitally.Battles wonSome of the agency’s major clients includeHindustan Unilever, Cadbury, Google,Nokia, Schneider, UB Group, Pepsi. Someof the large scale activities done in the past10 years are ESPN Star Sports Playzone,Pepsi Nothing Official About it, TiESummit, Mountain Dew Mall Activation,KBC 3, Bagpiper ‘Ajay se Panga’, PondsAge Miracle Integrated Campaign, CastrolGolden Spanner Awards, Indian Idol,Google Bus, Nissan Micra, Oreo, Clear,among othersMajor’s ordersAtul Nath, Managing Director, CandidMarketing, said: “Candid’s biggest strengthover the years has been our people. Fromthe beginning, our people came from abackground and training in marketingand brand development rather than fromthe entertainment space. This has beenthe core reason for our strong groundingas a Brand Activation agency to partnerwith our clients. I have always believed indeveloping people from within Candid,rather than seeking to recruit people fromoutside (as far as possible). I would rathertake a risk within someone I know welland believe in.”Krayon EntertainmentThe InfantryKrayon Entertainment was officiallyestablished as an event managementcompany in 2005 and has been doingits own events since 1997. TabassumModi and Syed Sultan Ahmed own thecompany. The agency began with just 4-5Tabassum ModiExecutive Director,EduMedia India Pvt. Ltd.“Most importantly, it is our willto make a real difference and addvalue to a child’s life that is oursecret to success..”people and now has an employee base of 80 people across EduMedia. The ownership hasnot changed but Krayon has become a part of a larger entity called EduMedia which hasbusiness verticals like School Cinema (films), Activity (training) and Mentor (publication)which along with Krayon, all work in the space of children. All its business verticals arecommitted to enriching the lives of kids through progressive media ventures.Krayon specializes in organizing brand building events and ground activations for kidsand youth. The agency conceptualizes and executes events that not only address themarketing needs of a product but also add value to a student’s life. It offers innovativemarketing solutions to companies whose key target audience are kids and youth of thecountry.No kiddie bulletsKrayon believes that events, competitions and any kind of exposure given to kids intheir formative years help in building their personality. The agency believes that eventsare an integral ingredient in the overall development of children. In 2005, Krayon wasofficially established which would do events for brands looking to directly engage withkids. From the start, the agency wanted to work with kids and do few but big projectswhich add value to kids. The agency’s name, Krayon, means everything it stands for andis a representative of – creativity, kids, colour, vibrancy, imagination, etc. Krayon primarilyoperates out of Mumbai and Bangalore.The agency will not start doing other types of events, but within the segment it alreadyhas a films, publication and training business. In future, Krayon definitely has a lot moreoffering planned which would all be in-line with its vision which is enabling growththrough progressive media ventures.Successful conquestsSome of the agency’s major clients and events include Horlicks WizKids, HorlicksMission Exams, Junior Horlicks Growth Assessment Program, ITC Classmate, DellStudy Buddy, NSE Funancial Quest, Sunfeast Milky Magic All-Rounder, HUL Knorr

ALSO FEATURED4 December 2012, EXPERIENTIAL MARKETING 35Soupy Noodles and Youtube Space Lab.Krayon also worked on several one-offprojects for TV channels like NGC, Zee,Nick, Cartoon Network, Pogo, Saharaand Star over the years. Other clientsinclude Boost, TCS, Infosys, Intel and FoxStudios.Aiming for the bulls eyeTabassum Modi, Executive Director,EduMedia India Pvt. Ltd., said: “Firstly,we pick projects which we are genuinelypassionate about and then execute themlike it is our own. Layered with that is ourin-depth understanding of the segmentand how it works which helps in makingthe events a success. But what has led toa sustained result is our consistence inincorporating all our learning from oneproject to make the next one better andour ability to conduct a clear and honestcommunication with our clients aboutwhat works with schools and kids. We arealso conscientious about maintaining arespectful relationship with our customers– the schools and the kids. Besides wehave been focussed in our segmentand not got carried away with otheropportunities which sometimes were morelucrative too! But most importantly, it isour will to make a real difference and addvalue to a child’s life that is our secret tosuccess.”MARTGuerrilla fightersMART was initiative in 1993 and isheaded by Founder and CEO PradeepKashyap. Apart from Kashyap, there are10 partners who manage various verticalsand services, namely, Neera Kashyap,Benjamin Mathew, Kirti Mishra, SarojK. Mohanta, Pankaj Mishra, NikhilSharma, Ashwini Chandak, BiswadeepPalit, Divya Kashyap, and Ramesh Jena.MART’s corporate office is located inNoida, along with two regional office setPradeep KashyapCEO,MART“We provide practical andsustainable solutions for clientsin emerging markets. We area Business Mind Social Heartorganization.”ups in Bhubaneshwar, Orissa, and Pune, Maharashtra. The agency two employees whenit started and currently has an employee strength of 75 people.MART started as proprietorship firm in 1993. It was in 2004 that Kashyap gifted sharesto five senior most people to induct them as partners. Since then, six more senioremployees who meet the laid down criteria have been promoted as partners.Venturing into the unknownIn 1993, there was no rural marketing consultancy but Kashyap saw a need andopportunity. The agency’s inspiration from the beginning was to become the mostrespected, employee owned consultancy firm in the emerging markets, creatinginnovative and effective solutions in the sectors of its focus. Initially, the agency’s namewas Marketing and Research Team, but as it expanded into new sectors, the name didnot reflect this. The company is now known by its acronym MART for its range ofservices across sectors.MART’s mission is to enable the poor in emerging markets improve their quality of lifeby delivering innovative, high value, end to end solutions through its partners. MARTviews its initiatives relevant to South Asian and African countries and is planning toexpand its base there. The agency already has a strong presence in Bangladesh and Nepal.Jungle missionsThe agency has worked with several Fortune 500 companies like Unilever, TataSteel, Colgate, GE, Intel, John Deere and many others and also with internationaldevelopment agencies like World Bank, UNDP, DFID, etc. Some of its best knowninitiatives are HUL Project Shakti, Colgate Project DISHA, HPCL Community Kitchen,Novartis Project Arogaya, Pepsi ASHA, Infant Care Product from GE, Haat HungamaCampaign for Tata Shaktee, etc.Pradeep Kashyap, CEO, MART, said: “We provide practical and sustainable solutions forclients in emerging markets. We are a Business Mind Social Heart organization.”

IN FOCUS4 December 2012, EXPERIENTIAL MARKETING 36Wings brings together Disney andRyan International to launch‘Coins for Change’ in IndiaThe Walt Disney Company’s Club Penguin, a virtual entertainment portal for childrenruns an annual initiative called ‘Coins of Change’ to help inspire change in the world.Ryan Pinto and Nicole RustadThe Walt Disney Company’s ClubPenguin (clubpenguin.com), the virtualworld for kids, launched its ‘CoinsFor Change’ program in India onNov. 30. Wings group of companieswas instrumental in bringing RyanInternational School to associate withCoins for Change in India and theirstudents launched the program along withRamabai BMC School students to markthe take-off of the initiative. As part ofthe launch event, the students interactedwith each other through various activitieslike planting saplings and redecorating theverandah of the Ramabai BMC School, allas part of contributions to real change inthe world.Coins For Change is an annual initiative that inspires kids from around the world tomake a difference in the real world. Every year during the Coins For Change initiative,Club Penguin players donate billions of virtual coins to help change the world! Playerscan choose causes that are important to them, and their virtual donations help direct howa cash donation is shared in the real world. These causes include providing medical help,protecting the environment, and building safe places. Since 2007, more than $8 millionhas been given to projects that have helped in excess of a million people in more than 40countries by funding schools, libraries, health clinics, clean water programs and more.Coins For Change in India will look at supporting water projects, education programs,schools, health, nutrition, alternative income projects and conservation of the SnowLeopard in the Indian Himalayas. Ryan International School will encourage its studentsto participate in Coins For Change in the country through various on-ground activitiestowards the causes mentioned.“It’s very inspiring to see the passion kids have today to give back to the world. Withover 1 million kids on Club Penguin from India, Coins For Change will certainly be an

4 December 2012, EXPERIENTIAL MARKETING 37Ryan PintoCEO,Ryan International Group ofInstitutions“As part of our commitment tooverall development of childrenin India, we whole-heartedlywish to educate children on beingresponsible citizens. ”exciting one this year. It is heartening tosee schools encouraging their studentsto participate in Coins For Change. Weare happy that Ryan International Schoolsupports Coins For Change in India toencourage their students and contributetowards a better tomorrow,” said, NicoleRustad, Corporate Citizenship ProgramDirector, Club Penguin, The Walt DisneyCompany India.Ryan Pinto, CEO, Ryan InternationalGroup of Institutions commented on theinitiative, “As part of our commitmentto overall development of children inIndia, we whole-heartedly wish to educatechildren on being responsible citizens.We are happy to join hands with DisneyClub Penguin’s Coins For Change, whichempowers our students to contribute tothe world that they live in. This is the veryThe inauguration of ‘Coins for Change’ at the launch eventNicole RustadCorporate Citizenship ProgramDirector,Club Penguin, The Walt DisneyCompany India“We are happy that RyanInternational School supports CoinsFor Change in India to encouragetheir students and contributetowards a better tomorrow.”first time that Coins For Change is partnering with a school anywhere in the world. Weat the Ryan Group are excited about this. This initiative is only the first of many and welook forward to working closely with Disney’s Club Penguin India in making a meaningfulimpact on many children.”This year marks the 6th anniversary of Coins for Change, internationally. Coins forChange will run from Dec. 19 until the end of the month, after which the results will beshared with players online, including where and how the donations are being allocated.

IN FOCUS4 December 2012, EXPERIENTIAL MARKETING 38TIC gives employees20 reasons to smileTIC launched an internal initiative to give its valued employees a range of benefits.By Karan IyerThe TIC team with all smilesThe events and experiential marketingindustry is known to be a 24/7 industrythat works to ensure other people have agood time. The industry works long andhard to glamorize events, ensure perfectexecution and organization, managemultiple tasks and aspects, and finallymake audiences, clients and everyoneelse in between happy. However, eventsand entertainment is still mostly anunorganised industry and employees inthis industry work long, tedious hourswith little gratification. Employees area crucial asset to any sector, includingthe events and experiential marketingindustry, and examples need to be seton how these valuable assets should betreated. TIC Events did just that!On the completion of its 20 years of existence, TIC launched a month long internalinitiative to give its valued employees 20 reasons to smile. To manage and execute thewhole initiative, the agency created an organising committee comprising of its HRdepartment; Gaurav Dhall, Chairman and Managing Director, TIC Events Group; andtwo individuals from the production department. The organizing committee had theresponsibility of bringing a smile on employees’ face each day. The initiative had threekey features, namely the big announcement on each day; blaring music on each floor tocompliment the announcement; and lunch on the house.Commenting what inspired the entire employee initiative, Dhall told ExM: “At TIC,our inspiration comes from the fact that we are constantly evolving as a team. We setour own benchmarks and with every milestone achieved we re-define our benchmark.The 20-glorious and eventful years are a good enough reason for us to celebrate as westep into our 21st year of existence. We firmly believe that all stakeholders (employees,customers and suppliers) are equal contributors in the success of any organization.Taking this thought forward we decided to make the upcoming celebration a specialoccasion for our most important stakeholders – our employees. Having said that, we willnot ignore our other stakeholders and they will also be a part of this celebration.”

4 December 2012, EXPERIENTIAL MARKETING 39Standees and balloon decorations inside TIC’s officeBeginning on Monday morning of Sept.3, TIC gave a surprise to its employees asthey walked in for their Monday MorningBrew, which is a meeting led by variousdepartment heads along with their teamsto plan the week ahead. The employeeswere greeted by a magician who playedtricks on them at the reception. The entireoffice décor was decorated with over1,000 smiley balloons placed and over300 smiley stress balls. There were humansize standees with chirpy annotations,sunshine songs being played on each floorand the desktops of all employees hadsmiley wallpapers which was a colourfulSeptember calendar with smileys indifferent avatars. The smiley was therepresentation/emoticon of the variousannouncements that would give rise to acertain mood. The big announcement ofthe day was a free gym membership withthe most premiere gym in the country forall employees.On the second day, TIC announced flexihours wherein employees were free tochoose from a selection of announcedshifts, allowing them the flexibility tomaintain work-life balance. TIC servedChinese lunch to all employees on theday in accordance with the day’s theme of‘The more I twirl; the More I roll; The more I get to relish what’s in my bowl.’ The thirdday’s theme was ‘TIC On the Move’ and, in accordance with the theme, the agency gaveout Blackberry handsets to all the employees who work onsite and are on the move. To liveup to the theme, employees were served lunch from McDonald’s.On the fourth day, TIC announced a corporate credit card for all employees through whichthey could do all company related expenses. On fifth day of the week, TIC conducted theFriday Evening Rendezvous wherein the agency brought all employees together into theirvery own lounge for laughter, bonding and togetherness.The next week started with employees getting served freshly brewed coffee of all kinds andvarious freshly made snacks. TIC called it The Taste of Good Life as it launched the TICCafé Express! The second day of the second week saw the announcement of leaves onGaurav DhallChairman and Managing Director,TIC Events Group“The 20-glorious and eventfulyears are a good enough reasonfor us to celebrate as we step intoour 21st year of existence. Wefirmly believe that all stakeholdersare equal contributors in thesuccess of any organization.”

IN FOCUS4 December 2012, EXPERIENTIAL MARKETING 40TIC employees post the new Dress Down policy announcementbirthdays for all employees. On the thirdday of the second week, TIC showed thatit cared for its employees by offering a freebi-annual executive health check up forall. Hygiene kits were packed and left onall desks for the employees. The next day,TIC employees walked into an office fullof Q managers. With the theme for theday being ‘Beat the Queue,’ TIC launchedits very own concierge service, which camewith a promise to do all chores for theemployees starting from taking their dogfor a walk to helping them to get theirpassport made.Taking the tradition forward of investingin its employees, an Annual TrainingCalendar was released. The trainingcalendar had two key components.The Technical Know How covered thetechnical aspects of event execution withvisit to vendor sites, various exhibitionsand international seminar visits for TIC’sstar performers.TIC also announced the Customer Delightprogram which included all facets ofcustomer service to enhance the customerservice skills of all TIC employees. Theagency also announced specific leadershiptraining modules for its next generationemployees who they would like to groomas future leaders. Everyone was handedover a personalized training calendarThank god its Friday!Vending machine for employees

4 December 2012, EXPERIENTIAL MARKETING 41TIC employees hanging out at the recreation roomwith books given to all. The varioustitles handed over were some motivatingbooks like Blue Ocean Strategy, 7-Habitsof Highly Effective People, and the OneMinute Manager series.The next coming days saw TICannouncing yoga classes after office hoursand spa gift vouchers as an extensionto the health and wellness policy. Theagency organized a guided meditationsession for its employees. The initiativesaw TIC announcing its shuttle servicefor employees, as well as the launch ofits in-house LED club – Laugh; Engage;Destress. As a first initiative of the club, allemployees were taken to watch Barfi in amultiplex. The agency also gave away freeAshley Lobo classes at the Danceworkzstudio for all those who were interested.As part of the initiative, TIC alsoannounced its rewards and recognitionpolicy wherein the titles and gift vouchersthat one can take back were announced.The awards were made exciting withnames like Bill Gates Award for BusinessMaximization and J. Walter ThomsonAward for Outstanding Creative Ideation,etc.The most interesting highlight of theaward was the floating trophy for the bestteam. This was an award announced for allteams wherein the best team would get tokeep the trophy for a quarter till such timethat another team outshone them.Besides these efforts, TIC also announced the Dress Down Policy wherein employees wereallowed to be themselves and dress the way they like provided they are formally dressedwhile meeting a client or representing the company. Another announcement was theexpress banking facility for the employees wherein everyone was not only given salaryaccounts, but also given special privileges like transfer of funds while on site, overdraft,etc.The final day of TIC’s employee initiative was celebrated with a grand finale. On the dayof the grand finale, employees were invited to the board room where the agency had staffmembers logged in from Mumbai and Delhi into its very own video conferencing system.The surprise was the installation of the video conferencing setup in the board room. TICalso procured software to give to its vendors and clients so that they could log in fromtheir desktops for video conferencing. As part of the second announcement of the grandfinale day, employees were taken to a premium lounge in Delhi where the employees gotfree entry by showing their I-cards. TIC announced discounts at various dining, clubbingand salon outlets in Delhi by showing the TIC I-card.On the same day of the grand finale, TIC unveiled its very own play zone in its office.The recreation room has a massage chair, an X-box, an iPad dock with Bose speakers anda vending machine loaded with coke and a collection of knick knacks to choose from.This grand celebration month ended with a party where each TIC employee let loose andenjoyed the feeling of togetherness and the taste of success.Dhall told ExM that every year TIC “will spend number of years completed times 1million on our employees as we firmly believe that our employees are the real reason forour success. All the elements are perks and incentives for all employees and therefore, theywill continue year after year as special benefits of being associated with TIC, a companywith a rich and eventful 20-year legacy.”“The expected outcome is to bring a smile on each employee’s face every single day andthey should enter office with a bounce in their feet,” said Dhall as he explained theexpected result of the initiative. He added that the initiative “would re-instate the fact thathow important are our employees for us. The celebrations would also provide a platformfor coming together and bonding for all.”

Inorbit Mall, Malad, MumbaiInorbit Malls, Malad is committed to setting benchmarks in retailing in India, provides an excellent walk throughexperience for customers at Inorbit Malad. We combine the knowledge of the Indian consumer and changing Indianmarket scenario to provide best shopping experience to the consumers in Malad.For Event & Activation Enquiries Contact:S&O Investments Pvt. Ltd.Deepal Khanna: +91 98672 07799 | deepal.soinvst@gmail.comFACTFILEFLOOR PLANFootfalls -Key Tenants -Weekdays: 25,000 - 30,000 (Avg), Weekends: 40,000– 47,000 (Avg)Shoppers Stop, Lifestyle, Fame, Spencers and moreNumber of Stores -118Max Promotional -1600 sqftNo. of Promotional Sites -344

Inorbit, Vashi, Navi MumbaiInorbit, Vashi is an extension of our commitment in providing the residents of Navi Mumbai and Mumbai a trulyinternational experience.Inorbit brings to Vashi a stunning aesthetic grandeur, which is systematically planned & scientifically designed.Dedicated to shopping, specialty restaurants, leisure and entertainment, the mall truly deliver A MILLION EXPERIENCES.For Event & Activation Enquiries Contact:S&O Investments Pvt. Ltd.Janvi Dalal: +91 96190 99969 | s&0.vashi@inorbit.inFACTFILEFLOOR PLANAnchor Tenants -Number of Stores -Shoppers Stop, Westside, Hypercity, Max, Landmark,Homestop & more148Max. Promotion Area -Operational Hours -Clientele -1350 sqft1100hrs to 2130hrsSamsung, Mercedes, Audi, Nokia, Honda, Hyundai,Mahindra & Mahindra, Coca Cola, Nike, Tanishq, Dell,HP, BMW, Standard Chartered Bank, Zee TV & more45

Inorbit, Cyberabad, HyderabadInorbit, Cyberabad is one of the best designed malls in India in the world’s premier IT & ITES Hub. It has a built up areaof 8, 00,000+ sq.ft that highlights shopping, leisure and entertainment. It is very well situated in an affluent catchmentzone covering the areas like Jubillee Hills, Banjara Hills, Film Nagar, Madhapur and Kondapur among the others. Thetrade mix at Inorbit, Cyberabad is tailored to the catchment’s requirement. A proper placement of Retail and ServiceOutlets derives maximum synergy. It has parking space for 1400 -4 wheelers and 1000-2 wheelers.The spacious and well-maintained food court and cuisine options it offers makes Inorbit Cyberabad one of the mostfavored eating destinations for the young Corporate’s from the vicinity and the hyper market caters to the everydayneeds of the households. The various outlets are of different categories like children, men & women’s ready-to wear,make up & perfumes, music, books, stationery, soft furnishings, household furniture, electrical goods, gifts, health-food,dates and confectionaries, sportswear & shoes etc. Professional management to take care of all aspects and a host ofamenities make Inorbit, Cyberabad stand out among the rest of the malls.For Event & Activation Enquiries Contact:S&O Investments Pvt. Ltd.Ritu Tammineedi: +91 95508 80303 | s&o.cyberabad@inorbit.inFACTFILEFLOOR PLANFootfalls - Weekday: 55,000, Weekend: 95,000Number of Stores -Area -Anchor Tenants -Operational Hours -110Central atrium, Globus Location, Hyper City Locationand other locations as per feasibilityShoppers Stop, Life Style, Hyper City, Pantaloons,Cinemax, Max, Marks & Spencers, Reliance Digital & more1100 hrs to 2130 hrs46

Inorbit, Nagar Road, PuneLaunched in March 2011, Inorbit, Pune is spread across 5.47 lac sq. ft retail built up area and located at the premium siteat Nagar Road, Pune.The mall boasts a multi-level parking facility for its patrons in addition to the retails space that stands 3 floors tall. Thedevelopment offers a state of the art multiplex - Cinemax along with anchors comprising of Shoppers Stop, Lifestlyleand Spar.Inorbit, Pune has already emerged as Pune’s only destination with an unmatched homely appeal that is so importantfor the discerning Punekar.For Event & Activation Enquiries Contact:S&O Investments Pvt. Ltd.Pooja Dinani: +91 99601 72661 | S&O.pune@inorbit.inFACTFILEFLOOR PLANFootfalls -Weekdays: 15,000 approx, Weekends: 45,000 approxAnchor Tenants -Shoppers Stop, Lifestyle, Cinemax, AuchanNumber of Stores -107Max. Promotion Area -Clientele -30 sqft x 20 sqftMercedes, TVS, Renault, Vodafone, Uninor, Airtel,Hyundai, Honda, Blue, HTC, Nokia, Samsung & more47

Inorbit, Whitefield, BengaluruInorbit is systematically planned and scientifically designed mall is located at one of the most swiftly progressing areasin Bengaluru - Whitefield. Committed to setting new benchmark in the Indian shopping center industry, Inorbit atWhitefield promises an excellent walk through experience for the customers. Launched on 15th August, 2012, Spreadacross 4, 21,000 sqft. (TBUA) (1st phase- 3, 10,076 sq ft), Inorbit, Whitefield promises to deliver a whole new shoppingexperience in Karnataka.Inorbit has always been known for the right mix of relevant brands that it houses across their malls. Inorbit Whitefieldhas the perfect mix of national and international brands like Shoppers Stop, UCB, GILI, Hush Puppies, Samsung, Nike,Global Desi, and McDonalds & Copper Chimney among host of others.For Event & Activation Enquiries Contact:S&O Investments Pvt. Ltd.Vanita Devadiga: +91 99861 64746 s&o.bangalore@inorbit.inFACTFILEFLOOR PLANFootfalls -Anchor Tenants -Number of Stores -Weekday: 8,000, Weekends: 15,000Shoppers Stop , Jack & Jones , And, Global Desi , Pepe,Adidas, Levis, US Polo, I Planet, UCB , GILI, Hypercity & more65Max. Promotion Area -Outside: 40 sqft x 40sqft, Inside: 20 sqft x 20 sqftClientele -IBM , TCS , L&T & more48

Oberoi Mall, Goregaon, MumbaiOberoi Mall located at Goregaon-east on the Western Express Highway,offers 5.52 lakh square feet of Fun, Food, Fashionand Films. Pioneered by the real estate development company, Oberoi Realty Ltd., Oberoi Mall has found a uniqueniche amongst quality conscious and discerning customers and offers facilities for parking approximately 1,000 cars, alarge central atrium with natural light, elevators and escalators for internal circulation, central air-conditioning and anintegrated building management system.Over the last 4.5 years the mall has occupied a significant position in the minds of customers and retailer’s by offeringa superior customer experience as well as unique marketing initiatives such as Women’s Wednesday, 50-50, SundayFunday etc.For Event & Activation Enquiries Contact:S&O Investments Pvt. Ltd.Deepal Khanna: +91 98672 07799 | deepal.soinvst@gmail.comFACTFILEFLOOR PLANFootfalls -Anchor Tenants -Max promotional area -Avg: 25,000 per dayLifestyle, Central, Funcity, PVR Cinemas, Starbucks &more24sqft x 24sqftNo. of promotional sites -Clientele -51Mercedes, BMW, Audi, Honda, Jaguar, Citibank, StandardChartered, ICICI Bank, Samsung, Sony, Intel , Microsoft,ITC, Unilever, P & G , Nokia, HTC Mobile, Raymonds, Nike49

R City, Ghatkopar, MumbaiThe newest and most diverse shopping destination in Mumbai, this 12 lakh square feet mammoth shopping centreis one-of-its-kind with a multi-level retail galleria that balances a steady mix of the finest local brands and top-notchinternational brands. The sprawling multilevel parking, five-level atrium and first-of-its-kind nine-screen multiplex willprovide the most vibrant experience to shopping enthusiasts from all walks of life.R City is destined to become Mumbai’s leading entertainment and lifestyle destination that will raise the bar in providingan outstanding experience in Mumbai, where living, working, playing, shopping combine to form a city life of epicproportions.FACTFILEFootfalls -Anchor Tenants -Number of Stores -Clientele -Avg Weekdays : 50,000 per day, Avg Weekend: 1.5 Lacper dayMax, Lifestyle, Shoppers, Croma, Big Bazaar, West SideShoppers Stop, Big Cinemas, Globus, Pantaloon, Marks& Spencer, Splash & many more235ITC, Disney, Samsung, BMW, Mercedes, Jaguar, Honda,Mahindra, Tata Manza, Volkswagen, Diti jewellery & moreFor Event & Activation EnquiriesContact:S&O Investments Pvt. Ltd.Pinky Dave : +91 9022970051soh.rcity@runwal.com50

R Mall, Ghodbunder Road, ThaneR Mall Thane is the perfect destination for families to spend their day shopping from a range of exciting brands whilstkids enjoy themselves in various activities spread across the mall. Located right on the main Ghodbunder Road in themidst of housing societies, the 3.5 lac sqft mall offers abundant shopping and leisure options to the local community.R Mall has also carved a niche for itself by introducing various innovations and novelty in media usage in the localcatchment. Regular events and promotions are constantly held to engage and entertain customers as well as celebrateand participate in each festival thereby making R Mall, Thane’s most popular and desired mall amongst the localcommunity.For Event & Activation Enquiries Contact:S&O Investments Pvt. Ltd.Neha Chheda: +91 99300 42592 | neha.soinvst@gmail.comFACTFILEFLOOR PLANFootfalls -Anchor Tenants -Number of Stores -Clientele -Avg Weekdays : 22,000 per day, Avg Weekend: 55,000per dayMore, Central, Home Town, Croma, Crossword, Time Zone,KFC, Poptates, Max & more55Pure Gold, Max, Raymond, Times, ICFAI, Mid Day &Travelography51

R Mall, Mulund, MumbaiR-Mall, Mulund offers to its visitors a large variety of fashion, entertainment and restaurant options with it’s over 85stores spread across 4 levels and parking space for 100 two wheelers & 400 four wheelers. The mall has 24 hourssecurity and is open 365 days.FACTFILEFootfalls -Weekdays: 25,000 (Avg), Weekends: 45,000 (Avg)Number of Stores -No. of Promotional Sites -Max. Promotion Area -692 Atriums (one facing Lifestyle & one facing Pantaloons)1000 sqftFor Event & ActivationEnquiries Contact:S&O Investments Pvt. Ltd.Neha Chheda: +91 99300 42592neha.soinvst@gmail.comOperations Hours -1100hrs to 2200hrs52

Infiniti, Andheri, MumbaiInfiniti Mall is an up market Super Shopping Mall also having 6-screen multiplex (Cinemax) adjacent to Raheja ClassiqueComplex at Link Road, Oshiwara, Andheri (W), Mumbai. The mall is in close proximity to the Andheri – Versova residentialbelt as well as the Lokhandwala Complex.Infiniti Mall has an approximate area of 2,50,000 square feet, opened in October 2004 and is primarily been initiatedto provide Shopping, Entertainment, Food & Beverage and a family amusement center for its shoppers. In a shortperiod since its operation, Infiniti Mall has already become an icon on the most accessible Andheri Link Road near theLokhandwala complex.For Event & Activation Enquiries Contact:S&O Investments Pvt. Ltd.Deepal Khanna: +91 98672 07799 | deepal.soinvst@gmail.comFACTFILEFLOOR PLANFootfalls - Weekdays: 30,000 - 35,000 & Weekends: 40,000 - 45,000Anchor Tenants -Number of Stores -Westside, Food Bazaar, Cinemax, Landmark, PlanetInfiniti & more66No. of promotional sites -Clientele -5Tata Docomo, Tata Salt Lite, Club Mahindra, VolkswagenPolo, Oreo, Maccain Foods, Zee TV, Tupperware, Bingo,Chambor & more53

Growel’s 101 Mall, Kandivali, MumbaiInspired by the European hill towns, Growel’s 101 skillfully integrates vertical contours to provide a nostalgic journeythat is both passage and experience. Growel’s 101 is a themed mall and designed by Kaplan McLaughlin Diaz and Form4. The design revolves around a typical neoclassical architecture with the use of many arches, columnades, stonedflooring, and extensive use of internal and façade lighting to enhance the moods within the mall and give the visitorsa European feel.Growel’s 101 Mall strategically located in the western suburbs - Kandivli has an ideal mix of fashion, retail, hypermarket,consumer durables, department stores, white goods, books, health & beauty, family entertainment centres, fine diningrestaurants, food court, and a 4 screen multiplex. The mall is anchored by prominent retailers such as Pantaloons,Globus, Reliance Digital, Cinemax, Big Bazaar and Ethnicity amongst other international and national retailers.Growel offers the best in shoppertainment in a magnificent setting, blended with unparalleled grandeur and magnitude,which gives you a sense of elation each and every time you step in. Unlike the present day malls in India, Growel’s 101designs are greatly influenced by internal and external architecture.For Event & Activation Enquiries Contact:S&O Investments Pvt. Ltd.Tarab Rizvi: +91 97692 42699 | soh@growel.comFACTFILEFLOOR PLANFootfalls -Max. Promotions Area -Average 6 lacs (45,000 plus footfalls on weekends,25,000 plus footfalls on weekdays)1600 sqft – 2100 sqftNo. of Promotion Sites -Key tenants -Clientele -9United Colors Of Benetton, Crossword, Pantaloons,Globus, Reliance Digital, Reliance Footprint, Puma,Arrow, Nike, Zodiac, Kazo, Rhysetta, LevisVW, Maruti, Honda, Tata, Vodafone, Tata Sky,Samsung Galaxy S3, Dell, Richfeel, Axis Bank CardLaunch, Mahindra, Intel & more54

Prozone, AurangabadProzone Capital Shopping Center Ltd. is a joint venture between Provogue (India) Limited and Capital ShoppingCentres Plc set up to create, develop and manage world-class regional shopping centres and associated mixed-usedevelopments Pan-India.Applying over 30 years of experience in shopping centre development, the focus is on providing shopping centerscombining efficient and exciting environments for retailers and consumers to the highest standards of design,construction and material quality.For Event & Activation Enquiries Contact:S&O Investments Pvt. Ltd.Yogeshwari: +91 95455 22774 | s&o.soh@prozonecsc.comFACTFILEFLOOR PLANAnchor Tenants -Number of Stores -Shoppers Stop, Croma , Westside, Pantaloon,Globus, OVS, Jaguar, Reliance Trends & more100Max. Promotion Area -Inside: 2000 sqft, Outside: 20,000 sqftNo. of promotional sites -Inside: 5 sites, Outside: North Lawn AreaClientele -Samsung, TATA Motors, LG, Volkswagen, BMW & more55

Mantri Square Mall, BengaluruMantri Square Mall as India’s biggest mall with approximate of 17 lakh square feet space. Has satisfied over 1.67 crores+ Happy Shoppers!Mantri Square Mall has been awarded following titled over the year 2012:• Most admired shopping center of the year (Marketing & Consumer Promotion)• Most admired emerging shopping center of the year• Most admired shopping center of the year (Socially Responsible)FACTFILEFootfalls -Anchor Tenants -Number of Stores -Weekdays: 45,000 per day, Weekends: 70,000 per dayAuchan, Lifestyle, Shoppers Stop, Pantaloons, Marks& Spencer, Reliance Trends, Reliance Foot, RelianceJewels, Reliance Digital, Inox, Amoeba & more256For Event & Activation Enquiries Contact:S&O Investments Pvt. Ltd.Poonam Naik: +91 99867 00227advertising@mantrisquare.comMax. Promotion Area -30 sqft x 30 sqft56

Orion, Brigade Gateway, BengaluruOrion Mall is part of the award winning 40 acre Brigade Gateway campus- a world class enclave that comprises, WorldTrade Center - Bengaluru, Sheraton Bengaluru Hotel, 1260 Premium Residences, Columbia Asia Hospital, Brigade School,Galaxy club, Orion Mall. The mall overlooks a 2acre manmade lake with abundant outdoor space.Brigade Group’s flagship retail venture is designed by world renowned architectural firm H.O.K, the Orion Mall is arguablyone of the best planned retail spaces of the country. The nearest and most convenient mall for a large catchment ofaffluent areas.Retail arena spread over 4 floors with an area of 1.1million sqft, has many unique offerings to its consumers, 8 finedining restaurants, 11 screen PVR-the largest seating capacity in the country, 27 lane BLU-O- the Largest in the country,Time Zone gaming arcade & much more.FACTFILEFootfalls -Anchor Tenants -Number of Stores -Max. Promotion Area -Avg Weekdays: 30,000 to 35,000. Avg Weekend: 70,000to 75,000Zara, Debenhams, Westside, Central, Star Bazaar, Landmark,PVR Cinemas, BLU-O, Time Zone and many more1202900 sqftFor Event & ActivationEnquiries Contact:S&O Investments Pvt. Ltd.Supriya: +91 9902944890sohmarketing@orionmalls.comClientele -Audi, Honda, Vespa, Vodafone & many more57

Royal Meenakshi Mall, BengaluruRoyal Meenakshi mall offers you one stop & spaces shopping experience. Situated in the south of Bengaluru, it acquirers4 ½ acres of land, with 6 Lakh sqft built up area with outdoor plaza giving you relaxing and soothing atmosphere afteryour busy and hectic day.Royal Meenakshi mall has spaces parking area which can accommodate 500 two wheelers and 1000 four wheeler.The mall is designed with a modern approach. All stores are atrium facing thus making it easy for shoppers to see in asingle glance the options available. With its wide mix of retailers, it offers shoppers a wide range covering many productcategories. The wide range of F&B and entertainment also gives residents of the catchment different reasons to visitregularly and yet have a varied experienceFor Event & Activation Enquiries Contact:S&O Investments Pvt. Ltd.Megha R: +91 99868 14363 | advertising@royalmeenakshimall.comFACTFILEFLOOR PLANFootfalls - Weekdays: 35,000, Weekends: 65,000Number of Stores -Anchor Tenants -No of Promotion sites -104Hypercity , Max, Reliance Trends , Amoeba, Aaharam- The Food Court, Home Stop , Cinepolis & more6Max. Promotion Area -30 sqft x 20 sqftClientele -Samsung, Idea, Citi Bank and many more58

IN FOCUS4 December 2012, EXPERIENTIAL MARKETING 60Bacardi NH7 Weekendergives new experiences to new placesPresented by Bacardi and Only Much Louder, the music festival was organized inPune, Delhi and Bangalore.By Dharm PatelThe Bacardi NH7 Weekender took placein Delhi on Oct. 13 and 14, in Pune fromNov. 2 to 4 and will happen in Bangaloreon Dec. 15 and 16. A whole new set ofmusicians and exclusive stage designs werebrought in to add on to the experience.To make it more exclusive, bands thatwere previously featured will not beparticipating this year. This decision isin sync with the organizers’ attempt toprovide something different every year.New music, new citiesHosting about 200 artists, the musicalextravaganza had six stages this year,dedicated to different music genres.There were 60 pre-parties conductedacross the three cities promoting the gala.The stages include Eristoff Wolves Den,the Dewarists Stage, the Bacardi BlackRock Arena, Dub Station, and the OtherStage. Also, the festival introduced for thefirst time the Fully Fantastic IndieStage which is dedicated to new andupcoming talent. In addition tothis was the Bacardi Breezer Area,featuring reggae, funk, jazz, salsa andother groovy music. This year, 18,000people attended the festival over twodays in Delhi and over 20,000 peopleattended in Pune from differentlocations.Commenting on the festival touringthree cities, Vijay Nair, CEO, OnlyMuch Louder, said: “The responseto Bacardi NH7 Weekender last yearwas quite overwhelming and wassomething we never expected. So, wehad to get back this year with a planthat wouldn’t disappoint any of thefestival fans, and taking the festival tothree cities is just part of that plan.We brought acts from all over theworld to Pune, Delhi and Bangaloreand couldn’t wait to initiate newpeople into the NH7 experience.As before, our only ambition was tocreate an experience that people will perhaps remember as the happiest festival and willlook forward to each year. We believe that can only be created by bringing together artistsfrom all genres, fans from across the world, and bringing to life an all-inclusive festival thatis about the artists who play, the fans who attend and the people who produce it.”Indus Creed performing at Bacardi Black Rock Arena at Bacardi NH7 WeekenderThe NH7 Weekender wanted more people to experience the festival, hence the newvenues and cities. Organizers of the NH7 Weekender believe the festival is at thebeginning of a truly pan national experience and hope to make its presence felt in a lotmore cities over the next few years. Nair also mentioned that OML will wait for the righttime to take the festival experience to B-towns and other smaller cities as well.Talking business, branding and moreLast year, tickets were sold out on the second day of the festival. OML felt the need to stopselling tickets in order to make the environment comfortable for the people at the festival.Commenting on executing the expanded festival, Nair told ExM: “We always built BacardiNH7 Weekender as a festival that could travel. We just didn’t think it could happenthis soon. We didn’t think that we would sell out our second year in Pune. We hadabout 70 bands performing across six stages in Pune; to add to that, we took the festivalto three cities this year. The festival is customized to each city while retaining the samehappy experience that is Bacardi NH7 Weekender, and every venue has a different set ofchallenges attached to it. There’s also a whole lot of talent in India and across the world,so even though we program about 70 bands at each festival, curating the artist line-up

4 December 2012, EXPERIENTIAL MARKETING 61cycles at the bottom of it, and when someone pedals, the Dewar’s lanterns on the treelight up. There’s a definite thought to integrate our partners with the experience that isBacardi NH7 Weekender.”Manish SethDirector - Marketing & Sales,Bacardi India“This festival is built on the corevalues of Bacardi India, which is allabout coming together, enjoyment,passion, zest for life and liberation.It’s about being relevant to today’syouth with our brands, which iswhere striking an emotional chordplays a vital role.”requires a lot of thought.”This year, OML’s new partners on thefestival were Jack & Jones, Royal Enfield,Nano, Set Wet and MTS. OML has alsocontinued its partnerships with Bacardi,Eristoff, Dewar’s, Bindass, Pepsi and StarWorld. Commenting on brand visibility,Nair said: “We focus on integrations, morethan on logo placement. For instance, withRoyal Enfield, we built a bikers café, anda whole experience for bikers who rodeto the festival, including a special parkinglot. With Nano, we had a graffiti artistpaint a special car for the festival. We havecustomized bars for all of the stages, whichwere designed in theme with the music onthe stage, so the Bacardi Black Rock Arenabar was very different from The Dewaristsbar. There were also installations like theTree of Life with Dewar’s. The tree hasThe Bacardi connectionTalking about Bacardi’s relations with music, Manish Seth, Director - Marketing & Sales,Bacardi India, told ExM that one of the principles of marketing at Bacardi India is toembed its plans in and participate in popular culture, and music is one such platform.“The opportunity exists in participating in the more nascent and uncluttered space ofnon-Bollywood music, through which we are able to commune more meaningfully withour target audience. It was with this at the backdrop that Bacardi India, with its wellsegmentedmusic strategy for each brand, came together with OML in 2010, to createa first of its kind ticketed multi-stage, multi-band music festival in India - the BacardiNH7 Weekender. Bacardi has always strived to be a pioneer in creating propertiesand experiential events for the youth of the country, like Bacardi Blast or Mixbacardi.com. This festival is built on the core values of Bacardi India, which is all about comingtogether, enjoyment, passion, zest for life and liberation. It’s about being relevant totoday’s youth with our brands, which is where striking an emotional chord plays a vitalrole. It’s about delivering a consumer and drink experience that stays etched in memory,not to be forgotten!”Vijay NairCEO,Only Much Louder“We brought acts from all over theworld to Pune, Delhi and Bangaloreand couldn’t wait to initiate newpeople into the NH7 experience.As before, our only ambitionwas to create an experience thatpeople will perhaps remember asthe happiest festival and will lookforward to each year.”Bacardi India believes in cultivating and harbouring long-term symbiotic partnershipsand in the same spirit, OML is the brand’s partner in its music strategy. Seth elaborated:“We came together with them in 2010 to co-create the Bacardi NH7 Weekender andtook this partnership further by doing Eristoff Invasion. In 2011, the production divisionof OML - Babble Fish Productions, was enlisted to do The Dewarists – a Cannes LionAward Winning Series on Star World with us. This year, Eristoff Bring on the Night, awitty fiction series on MTV India, about four young people who come together to savethe nightlife of a city, is again something that they have been enlisted on to do with us. Soundoubtedly they have been key and strategic partners of ours in a large number of ourbrand marketing initiatives and we continue to nurture and grow this partnership.”

Mayfair, Worli, MumbaiMayfair Banquets Worli has established a reputation as Mumbai’s Premium stand-alone Banquet service provider; aluxury event destination for all types of events and functions from meetings to grand launches, conducted with style,elegance and attention to detail.Mayfair Banquets Mumbai has 4 Banquet Rooms and an al fresco courtyard area, which can be used independently, orcombined, can accommodate up to 1,500 guests. A preferred venue for many high profile corporate and social events,Mayfair Banquets is also recognised for offering some of the best conference & meeting facilities in Mumbai.For Event & Activation Enquiries Contact:254/C, Opp Sasmira Institute, Dr Annie Besant Road, Worli, Mumbai - 400018Navin Chawla : +91 91672 44529 | Richa Bhalla : +91 91672 44514FACTFILEFLOOR PLANFootfalls -150000 – 200000 (Per Annum)Loyalty Database -200Max. Promotion Area -Clientele -Technical Inventory -16500 sqftCommon Wealth Games- 2010, Goa Fest April- 2009/2010/ 2011, Mr. Bill Clinton, Mr. Sharad PawarSound, Mikes, Mixers, LCD Projectors, PortableScreens, Television: LCD, LED, Plasma, Laptops, VideoCamera Setup, Switchers & Distributors, Media Players,Lights, etc., Video Conferencing, Cable Connection,ISDN Line, Wi-Fi Connection62

IN FOCUS4 December 2012, EXPERIENTIAL MARKETING 63Indikaleido is born withmusic and artSponsored by Tata Housing, the festival was co-founded by Horniman Circle GardenTrust and DDB Mudra and aims to celebrate the city’s art and culture.By Dharm Patelof Horniman Circle and was supportedby DDB Mudra as they saw potential inthe concept. Neither of them wantedto give it a commercial angle and hencethe art festival will remain as it is. Sinceit was the first year of the property,building excitement to draw largenumber of crowds to the event was adifficult task. Execution was intricate, asDDB Mudra had to beautify the gardenand bring back the legacy and livelinessof the garden while also making it morehappening to draw attention of crowds.Prince Dance Group’s performanceIndikaleido, a property co-founded byHorniman Circle Garden Trust andDDB Mudra Max, is a festival aimed atcelebrating the city’s rich art and culture.The festival took place from Nov. 2 to4 at Horniman Circle. Tata Housingwas the main sponsor and Tata Capital,Volkswagen and Starbucks were theco-sponsors. DDB Mudra also marketedand promoted the event, while managingsponsorship too. The agency designed thelogo, name and content as well.Birth of IndikaleidoIn an attempt to give back to the city andits people an opportunity to experiencethe rich culture of our country, DDBMudra along with the Horniman Circlelaunched Indikaleido 2012. It was an ideaCommenting on the initiative, VikasNowal, Senior VP, DDB Mudra Max andCo-founder of Indikaleido, said: “There’sjust one such festival which celebratesart, culture and music, the Kala Ghoda Festival. So, we wanted to initiate another festivalVikas NowalSenior VP,DDB Mudra Max“We wanted to initiate a festivalto bring back the culture andprovide people with free musicalperformances. We believe incontributing back to society whileour business interest is securedthough our core businesses.”“We wanted to initiate anotherfestival to bring back the cultureand provide people with freemusical performances. We justwant to provide a platform forupcoming talent.”

ec.eventfaqs.com/dilrubaWebsite: www.dilruba.co.inEmail: dilrubap@gmail.com | contact@dilruba.co.inDesigned by RUkarde 9224466755

4 December 2012, EXPERIENTIAL MARKETING 65sponsors is something that we’ll take up at the last level. In a few months we will takesmaller versions of the event to different parts of Mumbai.”Art and music at IndikaleidoIndikaleido was a combination of Indian handicrafts, along with indigenous musiciansand dance performers coming together. The performers at the event included somerenowned personalities in the field of music, dance, theatre, puppetry, astronomy andmany more. There were many workshops over the three days, starting with a few storytellingworkshops. An installation was created of lights made with discarded material andother usable items from the surrounding areas. There were astronomy, puppets, tabla,arts, acrylic painting and theatre workshop as well. The audience at Indikaleido witnessedperformances by fusion rock bands like the Indian Ocean.Rajeeb DashMarketing Head,Tata Housing“We were exploring a platform tocommunicate Tata Housing’s brandphilosophy of its BIG campaignto create awareness about greenliving and taking steps for it.”to bring back the culture and providepeople with free musical performances.We just want to provide a platform forupcoming talent. We at DDB believe incontributing back to the society whileour business interest is secured thoughour core businesses. We also wanted toemphasize the importance of efficient useof public space and encourage communityengagement with local fervour.”Talking about the future plans of theinitiative, he said: “This year, there were37 NGOs and we aim to take it to 100next year. A few challenges includedinitial permission issues, though it wasfine eventually since the Government ofMaharashtra provided us with support.Next year’s edition of Indikaleido will beheld on a bigger scale, we’re planning toinclude movie screenings as well. BringingonThere were classical recitals by Rahul Sharma and Sufi music recitals by Indira Naik andthe students from the Allarakha Institute of Music under Ustad Fazal Qureshi, as wellas a performance by the Prince Dance Group. El Ferda added an African touch to Sufimusic, while Dhammarakshit presented prose recital and preached social messages to theaudience. The Viva Flamenco Group performed a classical Spanish dance and PavitraBhat & Group showcased a vibrant and graceful Bharatnatyam performance.According to Nowal, it wasn’t too hard to garner an audience since it is the only otherfestival like Kala Ghoda. He noted that the response for the event was tremendous withover 23,000 people participating over three days which goes to show people’s interest inart, culture and music. Indikaleido got requests from various artists, art schools and artfestivals to carry out the event at different parts of the city at a smaller scale.Rather than just static branding, DDB Mudra created separate zones for sponsors alongwith engagement elements that helped to create a better brand connect with the peoplevisiting the festival. Art installation from scrap was done for Volkswagen, while TataCapital carried out various children workshops. DDB Mudra did not engage in aggressivepromotions of the event, but they did promote the schedule of performances for people toparticipate through billboards, radio, print and digital.Make it BIGTata Housing unveiled its green CSR campaign, Beautiful Is Green (BIG), at the event,with over 1,000 people pledging to live a greener tomorrow. Tata Housing had nearly 30trivia boards at the venue which gave out information on various small steps that can betaken for eco-friendly sustenance.Commenting on the initiative, Rajeeb Dash, Marketing Head, Tata Housing, said: “Wewere exploring a platform to communicate Tata Housing’s brand philosophy of its BIGcampaign to create awareness about the green living and how small steps in daily life canmake a big difference to the environment. Horniman Circle provided the platform andhelped in integrating the campaign launch with the event. Tata Housing also carried outthe campaign at the venue where people wrote a pledge on environment conservation bycompleting the sentence starting with ‘I am a big switcher’ on a post which was displayedon a large board. Each participant got a free tree sapling to take home to encourage moretree plantation, thereby making a contribution in making the city greener.”

Glimpses4 Decmber 2012, EXPERIENTIAL MARKETING 67Above & Beyond cometo India for TATW450Submerge Entertainment Pvt. Ltd. gave itsfans yet another reason to celebrate onNov. 10, with UK trance music band Above& Beyond descending to Jayamahal Palacein Bangalore to celebrate their 450th episodeof their radio show - Trance AroundThe World (TATW).

Fiama Di Wills launchescollector’s edition soapFiama Di Wills Men launched its first ever collector’sedition soap series in association with Lonely PlanetMagazine India on Nov.17 at Ambience Mall inGurgaon. Actor Kunal Kapoor unveiled the pack.4 December 2012, EXPERIENTIAL MARKETING 69

Swedish House Mafiadebuts in IndiaSwedish House Mafia (SHM), the electronic dancemusic (EDM) heavyweight DJ/producer bandcame to India as a part of ‘One Last Tour’ which istheir final world tour. The band comprises threeDJs and producers - Axwell, Steve Angello andSebastian Ingrosso. Organized by Submerge andSunburn, the Delhi show took place on Nov. 18at Unitech Golf & Country Club in Noida and theconcert saw about 15,000 fans.4 December 2012, EXPERIENTIAL MARKETING 71

4 December 2012, EXPERIENTIAL MARKETING 7310th Timken AsianDistributor CouncilThe 10th edition of Timken Asian DistributorCouncil took place at Nikko Bali Resort & Spain Bali, Indonesia, from Oct. 10 to 13. Timken’sbiennial property is a destination-based distributorconference which aims to bring together distributorsfrom about seven Asian countries. It was executed byWizcraft International Entertainment.

4 December 2012, EXPERIENTIAL MARKETING 75Simply The BluesconcertThe second edition of ‘Simply theBlues’ concert series took placeon Nov. 21 at the St. AndrewsAuditorium in Bandra, Mumbai.The concert had performances byMumbai band, Blackstratblues,featuring Warren Mendonsa andspecial guests. Kareena Kapoor andLuke Kenny were also present.BMW launches 6Series Gran CoupeBMW launched the 6 Series Gran Coupe - thefirst four-door coupe in BMW history - onNov. 8 at Grand Hyatt in Mumbai. ShowtimeEvents was commissioned by BMW to launchthe car and execute the press conference.

4 December 2012, EXPERIENTIAL MARKETING 77Opus makes grandentry in Indian marketOpus, the world’s most pre-eminent luxurypublication house, made a grand entry intothe Indian market with the global launch ofthe Official Formula 1 Opus. The launch eventtook place on Oct. 26 at The Oberoi in Delhi.Executed by Cream Events, it was attended byAnil Kapoor.India ResortFashion WeekThe second edition of India ResortFashion Week (IRFW) took placeon the pristine locales of CandolimBeach in Goa from Nov. 28 toDec. 2. It was attended by BipashaBasu, Purab Kohli, Nicole Huberand Paris Hilton among others.

RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 postal at MumbaiPatrika Channel Sorting Office on every 7th or 8th of the month. Publishing Date every 4th of the month

RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 postal at MumbaiPatrika Channel Sorting Office on every 7th or 8th of the month. Publishing Date every 4th of the month

RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 postal at MumbaiPatrika Channel Sorting Office on every 7th or 8th of the month. Publishing Date every 4th of the month

RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 postal at MumbaiPatrika Channel Sorting Office on every 7th or 8th of the month. Publishing Date every 4th of the month

RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13 postal at Mumbai PatrikaChannel Sorting Office on every 7th or 8th of the month. Publishing Date every 4th of the month