The Taiwan Excellence 2012 campaign in India ... - EventFAQs

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