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

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.”