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

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.”