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

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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.”
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