punjabiyaan di battery - EventFAQs
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Events Entertainment Promotions MICE BTL Sponsorship Sportswww.eventfaqs.com4 mar 2013MAIN ISSUE 80 PAGES INCLUDING COVERS | VOLUME 3 | ISSUE 11 `100/-SACHIN GUPTA’S SUPER HIT<strong>punjabiyaan</strong><strong>di</strong> <strong>battery</strong>Music Composer of hits 'Tere Liye' and 'Doorie', thebiggest youth anthems of all times and amongstthe highest grossers as 'Ring Tones.For jingles, theme music, anthems and ring tones thatsurpass all benchmarks of au<strong>di</strong>ence engagement,reach Sachin Gupta on +91 9833147260 or emailfreakproductionsltd@gmail.comSachinGuptaOfficialPage.jsn
Events Entertainment Promotions MICE BTL Sponsorship Sportswww.eventfaqs.com4 mar 2013MAIN ISSUE 80 PAGES INCLUDING COVERS | VOLUME 3 | ISSUE 11 `100/-Ashish JaitlyMax LifeNalin KapoorHyundaiNavil RatishGeorge P. JohnsonSameer BhariokEli LillySanjeev PasrichaC S DirektAmitabh TiwariLG Electronicsp 64 - 71Experiential Destinationp32In Focus:Au<strong>di</strong> In<strong>di</strong>a flags off the New Year with a bang p 42Mud Rush: A unique mud marathon p 45Storm: Liquidspace Entertainment’s camp-out music festival p 48Beach Soccer Worldwide launches Barefoot championship in In<strong>di</strong>a p 52The Sulafest 2013 experience, together with music, wine and unique campsites p 55
4 March 2013, EXPERIENTIAL MARKETING 05EDITORIAL TEAM:KARISHMA HUNDALANI NAGDEVkarishma@eventfaqs.com +91 98212 80003PARITA MODIparita@eventfaqs.com +91 98337 17789DHARM PATELdharm@eventfaqs.com +91 98194 13143KARAN SINROJAkaran.s@eventfaqs.com +91 98707 15191CONTRIBUTORSRoshan Abbas, MD, EncompassSrishti BhatiaDESIGN TEAM:VINAYAK ALLEPRASAD KARAMBATMARKETING SERVICES:VISHAL NAGDEVvishal@eventfaqs.com +91 99116 96980ARNOB BANERJEEarnob@eventfaqs.com +91 98195 40004TANVI ASHERtanvi@eventfaqs.com +91 92245 72293POONAM KHINCHIpoonam@eventfaqs.com +91 90046 87566YASHITA UTTAMCHANDANIyashita@eventfaqs.com +91 84528 58329SWATI SABHARWALswati@eventfaqs.com +91 98199 16087CIRCULATION:RAMESH PATILramesh@eventfaqs.comRASNA SHENOYrasna@eventfaqs.com+91 22 2630 0673It’s all happening hereOne has to love an industry where businesses gain value throughthe experiential properties it owns. The appreciation of assets aredependent on the effectiveness and sustenance of ideas! Investors aremade out of any brand / corporation looking to engage with thoseengaging in the experience.No doubt there are innumerable challenges as well. But when thebusiness model is this exciting, who can really resist? Thank God then,that there are some who do it better than others...Only the truly successful experiential properties transform into brandsthemselves and prove valuable and profitable to an organization. An<strong>di</strong>ts clear that a brand that resonates with its target au<strong>di</strong>ence is ableto <strong>di</strong>versify its offering limitlessly. The only caution being, keeping itrelevant.Imagine a future where experiential brands become the parent to avariety of products and services... Would you purchase a Sunburn suntan lotion? or pay a premium for IIFA designer fashion? or be seen inIn<strong>di</strong>a Bike Week sunglasses?It seems like a bizarre stretch of imagination. But its important to putit out there!ACCOUNTS & ADMIN:SAKSHI KOYANDEaccounts@eventfaqs.com+91 22 2633 0674ExM is a monthly magazine byEVENTFAQS, publishers of In<strong>di</strong>a’sonly platform for events and experientialmarketing - www.eventfaqs.com.Subscriptions are ` 1,000/- (In<strong>di</strong>a) andUS$ 120/- (ROW) per year (12 issues),inclu<strong>di</strong>ng postage. Mail atexm@eventfaqs.com for more details.Karishma Hundalani Nagdevkarishma@eventfaqs.comPrinted by : Vishal Vashulal Nagdev 202,Brooke Ville, Near Magnet Super MarketMogul Lane, Matunga - West Mumbai400016, Maharashtra, In<strong>di</strong>a Published by :Vishal Nagdev on behalf of (or owned by)EVENTFAQS Me<strong>di</strong>a Pvt. Ltd. and printedat VSSU Graphics, Unit # 36, Ideal IndustrialEstate Senapati Bapat Marg, Lower Parel -West Mumbai 400013, Maharashtra, In<strong>di</strong>a andpublished at EVENTFAQS Me<strong>di</strong>a Pvt. Ltd. 112,1st Floor, Embassy Centre 207 Nariman Point,Mumbai - 400021, Maharashtra, In<strong>di</strong>a E<strong>di</strong>tor :Karishma Jamnu Hundalani.This issue contains 80 pages inclu<strong>di</strong>ng covers.
CONTENTS4 March 2013, EXPERIENTIAL MARKETING 06Event Briefs 08 - 13Promo Power | MICE | Live | Sports Rush | Me<strong>di</strong>a ActiveCover Story 58In<strong>di</strong>a Bike Week inspires a new generation...!Industry Watch 14- 15Destination | Events | Developments | VenuesIn Focus 42 - 57Au<strong>di</strong> In<strong>di</strong>a flags off the New Yearwith a bangMud Rush: A unique mudmarathonStorm: Liquidspace Entertainment’scamp-out music festivalBeach Soccer Worldwide launchesBarefoot championship in In<strong>di</strong>aThe Sulafest 2013 experience,together with music, wine andunique campsitesMarket Pulse 16“It is an important part of the brand’s marketingstrategy to get our programming known to theconsumers on an on-ground level.”Sunil Punjabi | AXN In<strong>di</strong>a NetworksAlso Featured 18-39Royalty Calling!Exploring Royal MICE destinations of Rajasthan with Event CrafterThe Rajasthan Event Management Associationorganizes its first meetMEHK presents MaxiMICE 2013By what percentage are you planning to increase/decrease yourBTL marketing budget in the coming financial year 2013-14?Experiential Destination 32Glimpses 72- 76
In<strong>di</strong>a’s lea<strong>di</strong>ng au<strong>di</strong>o video content producers forIn<strong>di</strong>a’s lea<strong>di</strong>ng au<strong>di</strong>o video content producers forf ifl mi l mc ocmo mp apna nyy9 dakshini marg, first floor, dlf city phase II gurgaon 1220029 dakshini marg, first floor, dlf city phase II gurgaon 122002nitin chowdhry : + 91 9810705072 | nitinchowdhry@theonefilms.comnitin chowdhry : + 91 9810705072 | nitinchowdhry@theonefilms.comwww.theonefilms.comwww.theonefilms.com
Promo Power4 March 2013, EXPERIENTIAL MARKETING 08Krayon executes Horlicks MissionExams 2013EduMe<strong>di</strong>a’s vertical - Krayon - executed the Horlicks MissionExams 2013 campaign which began inJanuary and concluded on Feb. 15 tookplace across 21 cities. The campaignis essentially a program that has beendesigned to combat exam stress. SyedSultan Ahmed, Managing Director, EduMe<strong>di</strong>a led an array ofworkshops and addressed a large au<strong>di</strong>ence on exam stress.Ahmed said: “The school contact program saw interactivesessions for students and teachers on the importance ofnutrition and stress management related to examinations.Distributed booklets contained tips on better performance, stressmanagement, nutrition and exam planners.”Maybelline launches its SuperStay lipstick in In<strong>di</strong>aMaybelline In<strong>di</strong>a recently launched its Super Stay 14-hour lipstickthrough a social me<strong>di</strong>a driven activitythat concluded in Phoenix Mall,Mumbai. The activation was executedby Vibgyor Brand Services. Vibgyor’s key mandate was to take this<strong>di</strong>gital activity on-ground.DhruvKalra, Business Head, Vibgyor Brand Services said: “Therevelation of the product took place at a 25 foot tall setup that recreatedthe iconic Times Square in New York. A 14-hour countdowntook place, before the unveiling of the product. People were involvedwith the help of promoters at the mall who engaged people with fungames and photo-ops while encouraging them to tweet on the spotusing tabs or their own phones. About 2000 people were engagedduring this activity, at the venue.”Kansai Nerolac conducts ‘Paint theChange’ initiativeKansai Nerolac Paints Ltd. launched its new initiative ‘Paintthe Change’ to encourage its consumers todonate and give away unused or left-over excesspaints towards structures across the country thatare in need of beautification and renovation.The campaign will go on for about six months.Nerolac is taking help from its network of dealersand painters as well to support the cause.H.M. Bharuka, MD, Kansai Nerolac Paints said: “While wehave always been provi<strong>di</strong>ng products that are safe and minimizeimpact on our environment, this is our endeavor to create aplatform to empower consumers to make the change around themthus helping them to invest in a greener future. Collection centreshave been set up where paint dealers, who have volunteered forthis cause, will collect the unused paints.”Coca-Cola and NDTV organize‘Support My School’ telethonNDTV and Coca-Cola came together for the second e<strong>di</strong>tionof their ‘Support My School’ campaign toorganize a live 12-hour telethon. Campaignambassador Sachin Tendulkar and Bollywoo<strong>di</strong>con Aishwarya Rai Bachchan were present tosupport the telethon which was telecast acrossthe NDTV network channels on Feb. 3.Dr. Prannoy Roy, Chairperson, NDTV Group said: “Thiscampaign has received support from two new partners, WorldVision In<strong>di</strong>a and Plan International. With the funds generatedthrough the telethon, NDTV and Coca-Cola along with ourpartners will reach out to transform 272 schools across thecountry provi<strong>di</strong>ng sanitation, separate toilets for girls and boys,drinking water, libraries, sports, recreation facilities, etc.”Metro Shoes creates ‘Shoe in aMetro’ at Kala Ghoda FestivalMetro Shoes tied up with origami artist Himanshu Agrawal toconceptualise and sculpt a giant shoe installationat Kala Ghoda Festival 2013 which endedon Feb. 10. Called ‘Shoe in a Metro’, theinstallation was erected in a bid to create buzzand support the right to footwear. Metro Shoes’promotional act is a part of the company’s CSRinitiatives. The brand has clubbed the concept with a Facebookactivity where Metro Shoes will donate a shoe for every 100 likes thepage receives.Farah Malik Bhanji, Executive Director, Metro Shoes Ltd. said:“Being the largest footwear retailing company in In<strong>di</strong>a, we have triedto utilise our presence to amplify the awareness towards this cause.‘Shoe in a Metro’ depicts the chaos, need for change and vibrancyrequired to create the right wave for a growing country.”Annual anti-tobacco campaignSWAT returns for tenth e<strong>di</strong>tionSWAT - Students Working AgainstTobacco - returned for its tenth e<strong>di</strong>tion.The annual anti-tobacco campaign isan initiative of EMDI Mumbai. It tookplace on Feb. 2 and 3, a day prior to World Cancer Day. It is ayouth oriented initiative working to educate youngsters about theharmful effects of tobacco.Nowshir Engineer, MD, EMDI Mumbai said: “We wantto communicate to the youth that the use of tobacco is acontrollable habit. It is totally organized by the students of EMDIwherein they conceptualise the strategy, look and feel of the eventand also the implementation plan.This year’s campaign was biggerin size as more people participated in the festival.”For latest updates on events and on-ground promotions from across In<strong>di</strong>a, log on to www.eventfaqs.com
MICE4 March 2013, EXPERIENTIAL MARKETING 0910th annual South AfricanTourism Board Road Show endsSouth African Tourism In<strong>di</strong>a organized the 10th annualSouth Africa Tourism Board Road Showin Mumbai on Jan. 28, Hyderabad onJan. 30, Bengaluru on Jan 31 and Delhion Feb.1. Executed by Pegasus Events, theroad shows were hosted in order to providetrade partners from In<strong>di</strong>a and South Africaan innovative opportunity to interact with each other and <strong>di</strong>scussthe most popular destinations and activities that South Africa hasto offer to the In<strong>di</strong>an traveller.Hanneli Slabber, Country Manager, South African TourismIn<strong>di</strong>a, said: “We have witnessed a continuous increase in In<strong>di</strong>antourist arrivals. Each year, our roadshow has provided the perfectplatform for travel operators from In<strong>di</strong>a to further expand theirunderstan<strong>di</strong>ng and offerings of South Africa.”Hager Electro organizes channelpartner meetPegasus Events Pvt. Ltd. managed thechannel meet partner event for HagerElectro Pvt. Ltd recently at The LalitPlaza, Mumbai. Attended by 150 guests, the event served as anintroduction for the brand’s intelligent home automation systemsand other products.Shahzad Karachiwala, Business Development Manager,Pegasus Events said: “The set was designed focusing on elementsthat could be pre-fabricated and assembled on-site to allow for aquicker setup. We focused primarily on the au<strong>di</strong>o visuals whichincluded a corporate video, presentations and support videos forthe various items on the agenda.”Lakme Lever organizes CascadeThe Lakme Lever Cascade 2013 event took place from Feb.4 to 6 at Fort Jadhavgadh. The event wasplanned with a single motive of gettingthe internal employees to know aboutthe goal of the company through thecustomization of a relevant theme, whichwas conceptualized by the brand. GravityConcepts executed the three-day event and looked after all therequisites. Around 80 people attended it.Raj Mutreja, Co-Director, Gravity Concepts said: “The themeobserved at the event was ‘The X Factor’ which was emphasizedthroughout the event via various elements. The activities,collateral, etc. revolved around the central theme itself. A treasurehunt called ‘The X Hunt’ was conceptualized which kickedoff from Mumbai and ended at Jadhavgadh. Team games, skitcompetitions, a fashion show and awards night took place.”Flipkart organizes ‘Slash N’technology conferenceFlipkart organized the ‘Slash N’ technology conference on Feb.1at ITC Gardenia in Bengaluru. George P.Johnson (GPJ) In<strong>di</strong>a partnered with Flipkartto create a unique ‘classroom’ experience.This conference was Flipkart’s first externalevent that addressed developers from lea<strong>di</strong>ngtechnology companies.Rasheed Sait, VP and MD of GPJ In<strong>di</strong>a said: “This conferencewas set to accentuate the new lines of thought that goes behind thetechnology used in e-commerce. All the sessions were designed toengage - be it talks, panel <strong>di</strong>scussions or technical sessions, whereanyone could end up being the speaker too.”Ogaan Publications launches In<strong>di</strong>aDesign ID 2013Ogaan Publications announced the launch of its designventure, In<strong>di</strong>a Design ID 2013 last month. The three day exhibit,which has been conceptualized tosupport the fast growing designmovement and establish In<strong>di</strong>a onthe global design map, took placefrom Feb. 15 to 17 in New Delhi. Presented by Asian Paints, theevent was executed in conjunction with Event Network and ExproEvents and Exhibitions.Archana Pillai, Foun<strong>di</strong>ng Member, In<strong>di</strong>a Design ID 2013 said:“In<strong>di</strong>a Design ID 2013 has a mission to exhibit the best of In<strong>di</strong>anand international design along with supporting and promotingupcoming talent in the industry to foster the spirit of creativityand stimulate networking within the design fraternity. It is thecountry’s first comprehensive design week. We’re proud to havedeveloped a platform that is the first of its kind.”HSBC holds RBWM Annual Meetin MumbaiInnovatus Entertainment Networks Pvt. Ltd. executed theHSBC RBWM Annual Meet 2013 on Feb. 11at Grand Hyatt in Mumbai. The agency wasgiven the mandate to manage and executethe entire flow of the event from booking ofthe venue, managing technicals, to choosingthe menu, etc. The presentation at theevent covered the proposal for the coming year and included the<strong>di</strong>fferent aspects of HSBC’s entire business plan.Banish Dhar, Business Group Head, Innovatus EntertainmentNetworks Pvt. Ltd. said: “We have been executing the meet for thepast three years and won the account this year as well after goingthrough a multi-agency pitch process. General finishing had to betop notch, we couldn’t compromise on anything.”For latest updates on events and on-ground promotions from across In<strong>di</strong>a, log on to www.eventfaqs.com
Live4 March 2013, EXPERIENTIAL MARKETING 10The IAA Leadership Awardstakes place in MumbaiThe IAA Leadership Awardstook place on Feb. 2 at GrandHyatt in Mumbai. The event,which is an initiative of IAAIn<strong>di</strong>a Chapter, had Colors as its presenting sponsor and wasexecuted by Maven. It was conceptualized to honour in<strong>di</strong>vidualsin the fields of marketing, advertising and me<strong>di</strong>a, who have madeenormous professional contributions and delivered businesssuccess to their companies. The awards celebrated the in<strong>di</strong>vidual’sinnovative thinking and performance excellence that lead tooutstan<strong>di</strong>ng success of the product or brand.Rajesh Iyer, Head of Marketing, Colors said: “IAA LeadershipAwards was attended by over 500 decision makers from the fieldof me<strong>di</strong>a, marketing and advertising. The event design saw the useof 3D mapping for the stage backdrop. Each of the nominationsin the 21 categories of the awards were customized.”Tiesto to tour In<strong>di</strong>a this monthSubmerge is bringing down Dutch artist Tiesto to tour In<strong>di</strong>a.The world’s number two DJ will performjust a couple of weeks after world numberone Armin van Buuren, both under theSunburn Arena, which is a format createdunder the brand umbrella of PerceptLive’s Sunburn. Tiesto’s tour will take place on March 29, 30 and31 in Mumbai, Bangalore, and Delhi respectively.Nikhil Chinapa, Director, Submerge Entertainment said: “Heis one of the most remarkable artists who has managed to remainrelevant through almost two decades. We’re so glad the contracthas finally been sealed.”3rd Rock announces launch ofmusic festival +91Jesse Julka has been appointed as Creative Director andBusiness Head for 3rd Rock Entertainment’slatest offering +91 which will host musicfestivals in In<strong>di</strong>a at various levels. +91 aimsto launch and promote bands and artistsby releasing their albums, music videos andmanaging <strong>di</strong>gital <strong>di</strong>stribution.Aarnavv Shirsat, CMD, 3rd Rock Entertainment said: “Wehave been dwelling upon the idea of creating our own musicproperty for quite some time now. There is also a dearth of metalgigs happening in our country. We realized that there is a sizeablemarket for this kind of music and a good number of bands to caterto them. Hence, we decided to come up with this concept. +91will be promoted using ATL as well as BTL me<strong>di</strong>a to promote theproperty. Digital me<strong>di</strong>a will be the preferred platform.”Percept Activ executes launch ofIL&FS Infrastructure Debt FundIL&FS launched Infrastructure Debt Fund on Feb. 9 atTrident, Mumbai. Executed andmanaged by Percept Activ, the brandactivation arm of Percept Limited,the event launch was done at thehands of Finance Minister of In<strong>di</strong>a, P. Chidambaram. The IL&FSInfrastructure Debt Fund (IIDF) will be a listed infrastructuremutual fund and will invest in infrastructure projects.Sanjay Shukla, CEO, Percept Activ said: “It was a very proudmoment for us to have conceptualised and executed the launchof IL&FS Infrastructure debt fund. This is a step forward in ourcontinued efforts to drive the on ground activation growth storyto the next level. The activities were undertaken with tremendousdetailing, considerately handled and perfectly executed by theteam, making it an event to remember.”4th e<strong>di</strong>tion of Bio Quiz concludesThe Department of IT,Biotechnology and Science&Technology, Governmentof Karnataka and Karnataka Biotechnology and InformationTechnology Services (KBITS) organized the fourth e<strong>di</strong>tion of BioQuiz 2013 for B.Sc, B.Sc-Agri, BE-Biotechnology and B-Pharmastudents from Jan. 29 to Feb. 6. QuizWorks, which is a specializedquizzing company, has been a part of the project since 2011.Raj Dam, Founder, QuizWorks said: “The objective ofthe quiz was to create awareness and help students understandscience and biotechnology in a more comprehensive mannerkeeping them abreast of the latest developments in the world ofBiotechnology. There were about 1,300 participants.”Oz fest concludes with GotyeperformanceGrammy-winning singer-songwriterGotye performed in In<strong>di</strong>a for thefirst time for the finale to the recentlyconcluded Oz Fest. Gotye performe<strong>di</strong>n New Delhi on Feb. 6 at blueFROG,bringing his hits like ‘Somebody That IUsed To Know’ and ‘Eyes Wide Open’to his In<strong>di</strong>an fans. Oz Fest, the biggest Australian cultural festivalever held in In<strong>di</strong>a, is being promoted in association with NH7.in.Australian High Commissioner Peter Varghese said: “Thefestival aims to strengthen the Australia-In<strong>di</strong>a relationship via thepath of culture. It showcases contemporary Australia to the In<strong>di</strong>anau<strong>di</strong>ence with over hundred events across 18 cities. Along withthe many cultural programs, the festival also featured business an<strong>di</strong>ndustry networking events across four In<strong>di</strong>an cities.”For latest updates on events and on-ground promotions from across In<strong>di</strong>a, log on to www.eventfaqs.com
Sports Rush4 March 2013, EXPERIENTIAL MARKETING 11Inaugural e<strong>di</strong>tion of Pearls GolfPremier League endsPearls Gold Premier League took place at Aamby Valley GolfCourse from Feb. 7 to 10. It was played ona stroke-play-cum-best-ball format and wastelecast live. Four major champions and a hostof top European, Asian and In<strong>di</strong>an playerscame together for the inaugural e<strong>di</strong>tion ofGPL which featured eight franchises withteams of four golfers each. GPL is a brainchildof pro-golfer Shiv Kapur and Neeraj Sareen,a former top-flight amateur golfer. The event was produced andpromoted by Sportsmantra and Ignite Infotainment.Shaju Ignatius, MD of Ignite Infotainment, said: “From mypast association with Aamby Valley City and the experience ofhaving done multiple series of events for over a decade there, thelogistics and operations of the venue were homegrown.”Hero Hockey In<strong>di</strong>a Leagueconcludes after a monthHero Hockey In<strong>di</strong>a League took place from Jan. 14 to Feb.10 and saw 120 lea<strong>di</strong>ng players, playingagainst each other in 34 matches overa span of 28 days. The five teamswere Delhi Waveriders, Jaypee PunjabWarriors, Uttar Pradesh Wizards,Mumbai Magicians and Ranchi Rhinos. HHIL signed a multi-yeardeal with Hero MotoCorp for title sponsorship of the tournament.Dr. Narinder Batra, Secretary-General of Hockey In<strong>di</strong>a andChairman of Hockey In<strong>di</strong>a League, said: “Although the <strong>di</strong>fferentfranchisee cities had separately planned activities in store, allmatches had a DJ, an emcee interacting with the au<strong>di</strong>ence,fireworks, and a post-match presentation for man of the match,best goal of the match, etc.”FICCI organizes Goal 2013Goal 2013, an international convention focused on thebusiness of football in In<strong>di</strong>a, took placefrom Feb. 14 to 15 at FICCI, FederationHouse in New Delhi. The convention,which is an initiative of the Federationof In<strong>di</strong>an Chambers of Commerce andIndustry (FICCI), is a strategic <strong>di</strong>alogue platform to bring togethersenior decision makers and the who’s who of the In<strong>di</strong>an an<strong>di</strong>nternational football industry, in order to deliberate on profitablepromotion and grassroots development of the sport in In<strong>di</strong>aKhushboo Luthra, Assistant Director, Sports and YouthAffairs, FICCI said: “Goal 2013 had a number of partners onboard such as Tata Steel, ESPN Star Sports, Cosco In<strong>di</strong>a, 90Minutes Magazine, Goal.com In<strong>di</strong>a and Libero Sports. Thesebrands were given visibility with logo presence at the venue.”Toss Sportz Eventz launchesFemme Sporting SeriesToss Sportz Eventz, a Chennai based sports events companyrecently launched Femme Sporting Series(FSS) - a series of weekend sportingevents for women from corporates,colleges and schools. The main aim ofthe initiative is to promote sportingparticipation among women. As a firststep towards FSS, Toss organized Corporate Chucks (throwball)on Feb. 3 in Chennai. There will be further events in thecategories of football, badminton, table tennis, basketball, etc.M. Rajalingam, Founder-Director, Toss Sportz Eventz said:“The idea is to organize a series of weekend events for women,so their professional schedule doesn’t get affected. It is also doneto promote and increase the sporting attitude among women.Another aspect behind corporate events is that they serve as theideal platform for busy executives to relive their college days.”KOOH Sports’ new sportsinitiative Speedstar culminatesThe grand finale of Speedstar took place on Feb. 10 inMumbai at K. J. Somaiya Sports Complex. The competition,which is a sports initiative byKOOH Sports, scouts for talentto identify the fasting runningsensations in In<strong>di</strong>a. Speedstarin its maiden year receivedparticipation from over 800 schools and 10,000 kids.Susir Kumar, Founder and Chairman, KOOH Sports said:“The intent of Speedstar is to proliferate the importance ofathletics and provide young kids a platform to <strong>di</strong>splay their talent.This annual proposition has been carved to render internationalexposure to the deserving lot.”Over 40, 000 participate at the4th Ambuja Jaipur MarathonThe fourth e<strong>di</strong>tion of the Ambuja Jaipur Marathon saw about43,000 participants. It is an initiative of Sanskriti Yuva Sansthaand World Trade Park, meant to createawareness about various social causes andto promote better health through regularactivity amongst youth. The marathon wasorganised and executed by Sincere GlobalEvents which took care of the property from start to end inclu<strong>di</strong>ngplanning, sales, execution, etc.Mukesh Mishra, CEO, Ambuja Jaipur Marathon said: “Theevent was flagged off by Akshay Kumar and Bina Kak was the faceof the marathon. Ambuja was the title sponsor for the event forthe second year in a row.”For latest updates on events and on-ground promotions from across In<strong>di</strong>a, log on to www.eventfaqs.com
Me<strong>di</strong>a Active4 March 2013, EXPERIENTIAL MARKETING 1393.5 Red FM Bengaluru launchesconsumer campaign93.5 Red FM, which was recently repositioned as a ‘24/7SuperHits Hin<strong>di</strong>’ station, organized itsadvertising campaign which ended on Feb. 14.The campaign aimed at establishing the superhitHin<strong>di</strong> music positioning through thecommunication delivered in a ‘Bajaate Raho’style of being quirky, irreverent and fun.Nisha Narayanan, Senior VP - Programming & Projects,93.5 Red FM said: “The response to the change of format toHin<strong>di</strong> super-hits has been very encouraging so far. We wanted tocommunicate the change to the section of au<strong>di</strong>ence in Bengaluruwho are yet not aware of the same through a marketing campaign.We are very confident that the innovative creatives backed by thescale of the campaign will help us with the new positioning.”Punjabi channel 9X Tashanorganizes ‘Tashan Nites’9X Tashan recently created a unique on-ground and on-airproperty titled Tashan Nites. Theinitiative is a series of exclusive inviteonlyparties that are held across NorthIn<strong>di</strong>a to connect the best names inPunjabi entertainment with the masses. Popular performerslike Bohemia, Miss Pooja, Sherry Man, Gippy Garewal and DJGoddess performed for their fans and viewers of the channel.Kapil Sharma, VP - Marketing, 9X Me<strong>di</strong>a Pvt. Ltd. said: “Onan average more than 300 people attend each event. TashanNights are being held at prominent night clubs in North In<strong>di</strong>ancities. These clubs have the main stage for artist performanceswhich has a DJ console set up. Theme-based photo booths are setup for photo ops integrating the partner/sponsor brands. Instantphotographs are provided in branded photo frames.”2nd ‘BIG Punjab EntertainmentAwards’ to take place92.7 BIG FM Punjabannounced the second season of therecognition platform for the Punjabientertainment Industry, the BIG Punjab Entertainment Awards.The awards will honour and recognize the contribution of some ofthe best talent housed in Punjab from across fields inclu<strong>di</strong>ng film,music, dance, and sports among others.Ashwin Padmanabhan, Business Head, 92.7 BIG FM said:“The event will recognize the talent and creativity which has raisedthe bar while creating new standards of entertainment in theindustry. We are looking forward to a star-studded night whichwill celebrate the spirit of entertainment in Punjab.”94.3 Ra<strong>di</strong>o One launches ‘MusicHealers’ initiative94.3 Ra<strong>di</strong>o One, Bengaluru’s Bollywoodmusic station teamed up with DignityFoundation to launch ‘Music Healers’. It’san initiative aimed at sprea<strong>di</strong>ng cheer and joythrough music to the elderly population livingin various old age homes across the city. Theon-going campaign kicked off in 2012 and willcontinue for as long as Ra<strong>di</strong>o One thinks it canmake a <strong>di</strong>fference and sensitize people to the problems faced bythe elderly.Shyju Varkey, Bangalore Station Head and National MarketingHead, 94.3 Ra<strong>di</strong>o One said: “The initiative is a two hourcommunity service every month, getting the youth for jammingsessions to spread the joy of music with the elderly. They spendtime bon<strong>di</strong>ng over music, with members of the foundation.”Wide Frames Pictures launchestrailer for AatmaWide Frames Pictures (WFP) launched the trailer for itsupcoming horror flick Aatma at JWMarriott in Mumbai on Feb. 12. InCollaboration With Events & Alliances(ICW) was appointed to execute thelaunch which was attended by Bipasha Basu and Nawazud<strong>di</strong>nSid<strong>di</strong>qui who star in the movie. About 300 people inclu<strong>di</strong>ngother celebrities and me<strong>di</strong>a personnel attended it.Brijesh Parekh and Harsh Narula, Partners at ICW said:“ICW created the ambience by designing and using props likea planchette table with candles, books, cobwebs, etc. The venuewas decorated with props such as a broken mirror with a knifestabbed to it with blood dripping on to the mirror. There was alsoa spooky jail covered with cobwebs.”Vh1 promotes the 55th AnnualGrammy Awards in In<strong>di</strong>aVh1 went all out to connect with its fansacross platforms. Hard Rock Café tied up withVh1 for promoting the Grammy Awards atits outlets across the country with a campaignfrom Jan. 19 to Feb. 11.Ferzad Palia, Senior VP & GM, English Entertainment,Viacom18 said: “From playing Grammy nominated music onthese weekend nights along with DJ mentions of tuning-in forthe awards show, the partnership has helped take the Grammypromotion across metros to the next level. The crew also sportedGrammy badges and all cafes saw collaterals such as tent cards,standees, dropdowns and coasters at the bar. Vh1 In<strong>di</strong>a alsoundertook various contests for its fans.”For latest updates on events and on-ground promotions from across In<strong>di</strong>a, log on to www.eventfaqs.com
Industry Watch4 March 2013, EXPERIENTIAL MARKETING 14DestinationChengdu becoming popular MICE destinationThe city was named the best convention and exhibition city in China in 2011, andChengdu’s MICE industry ranks near top of the nation, in terms of physical scale andeconomic spen<strong>di</strong>ng. It has become one of the five largest convention and exhibitionhubs in China.Chengdu is focused on creating a comprehensive travel destination by integrating itsdevelopment, planning, marketing, hotel management and transportation for its placesof interest. Private enterprise and demand are linking up with public aspirations to helpmake Chengdu’s aim of becoming a big-time tourism and MICE destination reality.Taiwan promotes MICE sectorTaiwan is set to become a lea<strong>di</strong>ng destination for MICE as a result of ongoing effortsby the Ministry of Economic Affairs (MOEA). It will launch a new four-year promotionalcampaign aimed at fast-tracking the development of related facilities and services.An MOEA official said: “The MICE segment is widely seen as a growth enginedriving Taiwan’s entire services sector. The MOEA Bureau of Foreign Trade kicked off itsfirst Taiwan MICE Advancement Program in 2009. Comprising four subsi<strong>di</strong>ary projects,the four-year initiative strengthened the local sectors’ fundamentals. Under the program,more than NT$2.1 billion (US$72.16 million) in state funds have been allocated towarddeveloping technology-based services and enriching the nation’s business environment.”Tourism Fiji to target MICE segment in 2013Tourism Fiji, the national tourism board of Fiji, plans to target the honeymoon, familyand high-end MICE segments this year. Tourism Fiji also conducted a four-city road showin In<strong>di</strong>a recently and also participated at SATTE. Fiji recorded 1,847 In<strong>di</strong>an arrivalsduring January-June 2012.Pranav Kapa<strong>di</strong>a, Director, Global Destinations, the In<strong>di</strong>a Representative of TourismFiji said: “Fiji is increasingly getting popular now, especially with Bollywood movies beingshot there. The very successful In<strong>di</strong>a Fiji Tourism Exchange held on September 2012 wasattended by 35 agents in Fiji. Given the current scenario, more and more travel agents arekeen to educate themselves on destination Fiji and it is thus very important to continuetraining and constantly keep updating our trade partners about Destination Fiji and theproducts it has to offer.”BITEC to shell out 5bn baht for expansionBangkok International Trade & Exhibition Centre (BITEC) wants to invest morethan five billion baht to expand its exhibition space with the aim to be a lea<strong>di</strong>ng tradeshow centre with MICE demand increasing by 2015. It expects the development projectsto be completed in 2016, with the exhibition space increased by 25,000 sqm, up from50,400 sqm now.Panittha Buri, Marketing and Sales Director, BITEC said: “The company plans tobuild four new exhibition halls and a 30-storey office buil<strong>di</strong>ng. Thailand has value formoney not only in tourism but also in MICE businesses. We have a variety of tourismproducts that are part of the key attractions. The cost for hol<strong>di</strong>ng events in Thailand is20-30% cheaper than Singapore.”HMDA keen to develop more MICE facilitiesThe Hyderabad Metropolitan Development Authority (HMDA) is in possession ofabout 34 acres land spread out in three parcels at the National Academy of Construction(NAC) campus in Izzatnagar. Given the city’s emergence as a favoured destinationfor national and international events, the HMDA is keen on developing more MICEfacilities.The campus already has the Hyderabad International Convention Centre (HICC)and Hyderabad International Trade & Expositions (HITEX). The new development isplanned as an ancillary and complementary facility for them. Over the last decade, theyhave played a key role in promoting the city as a major destination for events.EventsPATA Travel MART2013 heads toChengduThe Pacific Asia Travel Association hasannounced that its Travel Mart 2013 willtake place from Sept. 25 to 27 at CenturyCity New International Convention andExhibition Centre, Chengdu.The annual In<strong>di</strong>ane-Retail Congress 2013takes place in DelhiIt was held by Franchise In<strong>di</strong>a on Feb.15 and 16 at The Claridges in NewDelhi. Apart from provi<strong>di</strong>ng a <strong>di</strong>rectB2B engagement to many In<strong>di</strong>an lea<strong>di</strong>nge-retailers and retailers, the event alsoprovided an understan<strong>di</strong>ng around howe-retail is re-writing and implementing newretail practices over tra<strong>di</strong>tional ones.Nasscom In<strong>di</strong>aLeadership Forum2013 concludesThe 21st e<strong>di</strong>tion of the forum took placefrom Feb. 13 to 15 at Grand Hyatt,Mumbai. The knowledge partner wasAccenture whereas the sponsors wereNIIT, CA and Steria. It was attended bymore than 100 speakers.In<strong>di</strong>a InternationalFilm TourismConclave takes placein three citiesIt was a three-city film tourism initiativewhich took place on Feb. 2 in Chennai,Feb. 4 in Hyderabad and Feb. 6 inMumbai. The event was an initiative ofMercury Integrated Marketing ServicesPvt. Ltd., which organized the event, andwas carried out with the support of theFilm Federation of In<strong>di</strong>a (FFI).SATTE 2013 concludesThe 20th e<strong>di</strong>tion of South Asia’s lea<strong>di</strong>ngB2B travel and tourism trade exhibitionSATTE achieved success. It has been agreat networking and business transactionplatform for the sector. SATTE has beenpromoting In<strong>di</strong>a’s tourism and it hasevolved as a truly global exhibition in thispart of the world.
4 March 2013, EXPERIENTIAL MARKETING 15VenuesNew £40m Exhibition Centre Liverpoolconstruction to commenceThe public was invited to comment on plans for the new £40m Exhibition CentreLiverpool (ECL) at a pre-planning application consultation on Feb. 8 and 9. ECL will be athree-hall exhibition centre and 200-room hotel.Joe Anderson, Mayor of Liverpool said: “The facility will be capable of hosting tradeand consumer exhibitions, concerts and sports events on a national and internationalscale. It will also include an integrated, upscale hotel which will be developed by the citycouncil. The council is currently seeking an operator to manage the hotel.”Marriott International launches BengaluruMarriott Hotel WhitefieldMarriott International Inc. announced its entry into the Bangalore market with thelaunch of its signature Marriott Hotels & Resorts brand. It is conveniently located just 50minutes from the Bengaluru International Airport and 30 minutes from the city centre.It offers its guests 324 spacious and elegantly designed rooms which include 16 juniorsuites. It has been conceptualized to meet the varied tastes of travellers; business andleisure alike. With over 10000 sqft of efficient meeting space, equipped with the latesttechnology and amenities, the hotel provides an ideal destination for business travellers.InterContinental Hotels Group to open HolidayInn at Lavasa by 2015Lavasa Corporation recently signed an agreement with InterContinental HotelsGroup to open Holiday Inn at Mugaon, the second town under development at Lavasa. Itwill be a 200 room midscale hotel and is expected to open by 2015. Its opening will helpfurther cater to tourist demand for quality hotel accommodation. A three hour drive fromMumbai and an hour’s drive from Pune, the city is one fifth the size of Mumbai.Mugaon, located close to the first town Dasve, is being developed as a residential,educational, business and commercial hub. The hotel will be featuring new signage, newexterior landscaping and design, an enhanced welcome experience with a re-designedlobby, de-cluttered reception desk and all-new signature scents and sounds.Rotana becomes largest operator in Dubaiwith opening of two hotelsRotana is said to be the lea<strong>di</strong>ng hotel management company in the Middle Eastand Africa and one of the preferred hotels of In<strong>di</strong>an travelers to the region. Rotanaannounced the official opening of Al Ghurair Rayhaan and Al Ghurair Arjaan in theheart of Deira, one of Dubai’s busiest tourism and commercial <strong>di</strong>stricts.The two new hotels also represent Rotana’s largest ever room inventory in a singleproject and will add 620 rooms to Rotana’s Dubai portfolio - 428 rooms at Al GhurairRayhaan and 192 apartments at Al Ghurair Arjaan. With Dubai becoming one of themain global destinations for shopping, the two new hotels are uniquely positioned toprovide In<strong>di</strong>an guests with a convenient and enhanced leisure experience.Renaissance Mumbai Convention Centre Hotelnamed 2012 ‘Best Convention Hotel’The Travel Agents Association of In<strong>di</strong>a recently honored the Renaissance MumbaiConvention Centre with the ‘Best Convention Hotel 2012’ award. The ConventionCentre at the Renaissance Mumbai Hotel features 230,000 square feet of indoor andoutdoor space designed to meet the needs of nearly any occasion.Saeid Heidari, GM, Renaissance said: “Mumbai is the hub of business in In<strong>di</strong>a. It hasstate-of-the-art MICE facilities and the city offers vast and the best convention spaces forcorporate houses to choose from in the country.”DevelopmentsDDB Mudra appointsShally Mukherjee asSenior VPMukherjee will be handling a portfolioof businesses inclu<strong>di</strong>ng FMCG, Realty,Tourism and Corporate. Mukherjeecomes to DDB Mudra Group with sixteenyears of work experience, with lea<strong>di</strong>ngmultinational advertising agencies.Himanshu Shahappointed as VP -EEMA WestThe Event & Entertainment ManagementAssociation (EEMA) saw a change inits structure with the appointment ofHimanshu Shah as Vice President forthe West region. In ad<strong>di</strong>tion, VinodJanardhan of Team Rustic has also beenelected onto the EEMA West committee.Savio Sequeira getsappointed as CEOof Percept Sports &EntertainmentIn Sequeira’s new role as CEO, he will bein charge for provi<strong>di</strong>ng strategic <strong>di</strong>rection,creating opportunities for integrationand paving the roadmap for the overallbusinesses for the Percept vertical.DDB MudraMaxappoints DeepakTrikha as VP,ExperientialTrikha will be based out of Delhi and willreport to Mandeep Malhotra, President,DDB MudraMax. Trikha’s role is to leadexperiential marketing services for Northand East region at MudraMax.GCMB and SECC tolaunch ‘You 1st’Glasgow City Marketing Bureau andScottish Exhibition + Conference Centreare working in partnership to launcha revolutionary new service whichwill deliver real benefits to conferenceorganisers and their delegates through newinnovative market solutions. The ethos of‘You 1st’ is to create a unique partnershipwith the organisers to understand theirconference ambitions and make it happen.
MARKET PULSE4 March 2013, EXPERIENTIAL MARKETING 16”It is an important part of thebrand’s marketing strategy to get ourprogramming known to the consumerson an on-ground level.”- Sunil PunjabiSunil PunjabiBusiness Head,AXN In<strong>di</strong>a NetworksLaunched first in Asia in 1997, AXN hasbecome an international channel brandthat is now seen across 60 countries globallyinclu<strong>di</strong>ng Latin America and Europe. In Asia,the channel is now watched by 148 millionviewers in more than 106 million homes across21 countries, inclu<strong>di</strong>ng close to 50 millionhouseholds on a time-block basis in China.AXN Asia is wholly owned by Sony PicturesEntertainment and managed by Sony PicturesTelevision Networks, Asia.Sunil Punjabi, Business Head, AXN In<strong>di</strong>aNetworks, tells us a little more about what<strong>di</strong>fferentiates the brand from other channelsand what role BTL marketing plays in thechannel’s marketing strategy.What is the relevance of BTL / on-ground activities for a brand like AXNIn<strong>di</strong>a? Why is this considered an important part of the brand’s marketingstrategy?BTL has always been an expensive me<strong>di</strong>um. But for AXN, the brand is all about the‘thrill’ factor. BTL on- ground activities for AXN hence are all about <strong>di</strong>rect consumerconnect where we can inform, connect and create awareness about our programming.Hence it is an important part of the brand’s marketing strategy to get our programmingknown to the consumers on an on-ground level.How much of AXN In<strong>di</strong>a’s marketing budget is de<strong>di</strong>cated to on-ground /BTL activities? How do you think this will change in the next five years?About 20 percent of the marketing budget of AXN In<strong>di</strong>a is de<strong>di</strong>cated to on-ground andBTL activities every year. Today we are focusing more and more towards BTL. We alsoraise the bar with each of our activities. With the ‘Find yourself in LA contest’ for TheVoice, we are now taking our contest winner to LA to the sets of The Voice. We believe
4 March 2013, EXPERIENTIAL MARKETING 17such international exposure will be goodexposure for brand AXN and its viewers.Please comment on the <strong>di</strong>fferencesin the BTL engagement strategyadopted by AXN In<strong>di</strong>a as comparedto its strategy abroad?The quality of programming AXN deliversis one of the best. The challenge that AXNfaces is character association since they areinternational. Hence we focus on buil<strong>di</strong>ngcharacters through our BTL activities.Please elaborate on some of thebest on-ground / BTL campaignsthat AXN has carried out to engagewith its target au<strong>di</strong>ence. Whatwere their <strong>di</strong>fferentiating factors?One of our best and the latest on-groundactivity that we have done to promote ourshow called Top Chef, is the AXN’s TopChef Open Kitchen Nights carried outin cities around In<strong>di</strong>a in association withthe Marriott Group. The idea of the eventwas to have people indulge in the love offood as they get to watch a local top chefcook some of his signature <strong>di</strong>shes in frontof them. This was followed by <strong>di</strong>nner andan experience that they would rememberfor a long time. We got an overwhelmingresponse for the ra<strong>di</strong>o and online contestthat we had for this and we extended thiswonderful experience to people fromAhmadabad, Delhi and Mumbai. We willalso be doing this event at Bangalore andKolkata soon.What BTL / on-ground activities hasAXN In<strong>di</strong>a tied up with in a bid topromote its brand image amongthe relevant target au<strong>di</strong>ence? Howhave these associations helped AXNIn<strong>di</strong>a as a brand?AXN recently tied up with ground eventsat the MICA college fest. These eventshave helped us connect with our hugeonline fan base and give them more ofa local connect with the thrill factorof the brand. This has given us a greatconnecting factor apart from the exciting2013 line up that we have in store.With the increasing number ofchannels available to viewers, howdoes AXN In<strong>di</strong>a compete with theGlimpses from Top Chef Open Kitchen Nightsother channels in the industry and <strong>di</strong>fferentiate itself?AXN In<strong>di</strong>a has been around in In<strong>di</strong>a for 15 years and has been the best content providerin the English GEC space. 2013 has some amazing content lined up for its viewersinclu<strong>di</strong>ng Hannibal, Sherlock Holmes, The Voice 4, Apprentice Asia, Amazing Race,Supernatural, Teen Wolf, The End of the World series and many other exciting shows.To popularize the 2013 line up amongst the trade fraternity, we have started the ‘Findyourself in LA Contest’ which is a contest built around our latest line up. Lucky winnerswill get a chance to go on an all expense paid trip to LA and be on the sets of The Voice 4,which has Shakira and Usher as new judges.What innovative on-ground / BTL activities has AXN In<strong>di</strong>a chalked out forthe future? How will they help AXN In<strong>di</strong>a connect with its TG and achieveits marketing goals?We would like to keep some ideas as a surprise element. However, another very popularBTL activity has been The Great Saltgunners Tweet Up for which we have done twoe<strong>di</strong>tions already. The fan base of the show Supernatural in In<strong>di</strong>a is expan<strong>di</strong>ng and we cansee that with every city that we have done the tweet up at. The fans are more vocal thanever and they love the idea of having a convention where they can meet the other fans ofthe show somewhere apart from twitter.
ALSO FEATURED4 March 2013, EXPERIENTIAL MARKETING 22MEHK presents MaxiMICE 2013highlights the importance of setting clear objectives andparameters to achieve success in any MICE programmeBy Parita Mo<strong>di</strong>EVENTFAQS and Meetings andExhibitions Hong Kong came together topresent the fifth e<strong>di</strong>tion of the leadershipconclave – MaxiMICE. The platformdeals in <strong>di</strong>scussions with corporationsand service providers that highlight howto achieve success in Meetings, Incentives,Conferences and Events. M.I.C.E. hasbeen an effective and much utilized toolfor corporation looking to engage withkey stakeholders. The conference includedtwo opinion-filled panel <strong>di</strong>scussions inwhich brand representatives from acrossindustries presented insights from theirexperience.The key take-outs of the first sessionincluded the importance of clearlyarticulating the objective of the M.I.C.Eprogramme before setting out to planaspects within it. Another key takeback was the importance of involvinga M.I.C.E. specialist agency at the timeof setting out objectives. Measurabilityof success of the programme becomes<strong>di</strong>rectly relevant to set objectives,accor<strong>di</strong>ng to the panel. Thirdly, panelistsreached a mutual consensus on allocationof pre-decided budgets while conductingM.I.C.E. events.and decide: ‘what experiences would I want and what can I create?’ Rather than justinvolving the agency by giving them a bland brief of ‘there is a national conference comingup for 500 pax..hotel, logistics, etc. need to be decided’, one should take that extra stepand create initial involvement.”Sanjeev Pasricha, Group MD, C S Direkt added to this point of view. He said: “Along withearly involvement one should give the agency enough time to plan and execute the entireevent. This is definitely possible through knowing the objectives from the start.”Chetan Sharma, noted business television host and journalists, and the moderator andhost of the conference, added another angle to this <strong>di</strong>scussion saying how important itis and has become to measure the success of M.I.C.E. prgrammes and how does one inreality actually measure it? He questioned the panelist asking: “Where M.I.C.E activitiesare concerned, how do you measure the success of an external agency that is involved?”To this Nalin Kapoor, Senior GM and Group Head-Marketing, Hyundai Motors said:“Events come with defined objectives and it’s important to meet these objectives.Measuring the effectiveness of the event in totality is imperative. Objective assessmentsin a way are simple. One way is through a feedback form which has specific criteriaand parameters mentioned ranging from logistics to other aspects. This is a small butimportant part. What’s more important for me, is the charge in the people after theevent. Because we have been doing this for a fair few years, we have conversations andget a sense of the satisfaction felt by the participants after the programme. Most M.I.C.E.groups themselves are testimony of success of a marketing activity, since they are based onset objectives and parameters, which the participants have strived hard to complete, andhence shown their enthusiasm already to participate.”The industry veterans <strong>di</strong>scussed theimportance of clarifying objectives in thebeginning. Doing so ultimately leads tobetter understan<strong>di</strong>ng, fruitful associationsand better implementation. This, alongwith engaging agencies from the outset,helps in reaching the overall goal in amuch easier and precise manner.Speaking about this, Sameer Bhariok,Director – HR, Eli Lilly said: “It is alwaysbetter to get the agencies involved rightafter the objectives have been set out. Oneneeds to sit with the event organizers andput themselves in place of the au<strong>di</strong>enceSunil Puri, MEHK giving away merchan<strong>di</strong>se
4 March 2013, EXPERIENTIAL MARKETING 23Speaking about instances where clients arenot completely satisfied with the agencyat the culmination of the programme,Pasricha said: “There are instances whenexpectations are not met. M.I.C.E. iscustomized and not generic. It isn’t aboutmoving a set of people from point A topoint B. You need to define your successparameters before the project begins andget an approval and agreement on thisfrom the client. Many a times the clientwill not agree on this, and other times,they may say that the parameters weremet, but the au<strong>di</strong>ence <strong>di</strong>dn’t really havefun! These are very subjective answersand agencies cannot be held responsiblefor this. Hence its important, even forthe agency, to set out clear parameters onwhich success can be evaluated and at theend of an activity, ensure these were allmet.”Ashish JaitlyNalin KapoorAnother question put forth was on themethodology of allocating budgets forM.I.C.E. To this, Kapoor said: “It is verytricky to put a finger on a specific number.Benefits derived range from hard to softand tangible to intangible. However, whilekeeping tangible benefits in mind, thereare various methods and means, whichhelp us, decide on a budget. In a way abudget is based on the reflection of whathas gone by. When one wants to add onto the activities, then it might lead to anescalation. Though, M.I.C.E. should beintegrated with other marketing initiativeson the calendar.”Navil RatishSameer BhariokGiving his perspective, Bhariok said: “Ihave witnessed events, which have notbeen really budgeted but have receivedamazing feedback and met the predecided objectives. The success of theevents also depends on the management’sinvolvement. Certain times, one shouldconceptualize the event and then decidethe budget.This is of course beyond theformal route of the pre-decided budgets forsuch programmes.”The second panel dealt with parametersin executing a M.I.C.E programme.These parameters ranged from ensuringthe objectives were met, to strategy andcreative inputs and more importantlySanjeev PasrichaAmitabh Tiwarigetting the execution of the programme right. Panelists <strong>di</strong>scussed what parameterswere most important and how client and agency can work to achieve these successfully.Excerpts from the <strong>di</strong>scussion:Highlighting the role of having an execution partner, Amitabh Tiwari, Head of Sales, LGElectronics, said:“We need an agency on board because of their expertise on execution.Yes! But not only that, when we’re doing an employee engagement programmes, we needthe strategic expertise of the agency to suggest what would motivate them. And basis ourobjective for the event they need to suggest what destination / venue would work bestwhile also highlighting the other aspects that sync in to the objective. In some cases weeven get the partners and families to travel as part of the activity, so the agency needs tothen suggest a programme conducive to the group.”Carrying forward this point and also commenting on the parameters for executing a
ALSO FEATURED4 March 2013, EXPERIENTIAL MARKETING 25While enough stress was paid upon the ideation process as well as parameters ofexecution, there is much importance in balancing the both to ensure a well-rounded andeffective activity as well. Explaining this, Navil Ratish, Deputy General Manager, GeorgeP. Johnson Experiential Marketing In<strong>di</strong>a, said: “Experience is not just checking boxes. Butit’s a science; you need to understand the au<strong>di</strong>ence in a very in-depth manner to be ableto create the right experience. The execution comes into the picture later. It needs to bea mix / balance of both. While strategy and great ideas and creativity is very important,execution is also important, because ultimately it’s the brand’s opportunity to be face-tofacewith its au<strong>di</strong>ence. So yes, a balance is essential.”Host - Chetan SharmaThe panel <strong>di</strong>scussion included much involvement of the au<strong>di</strong>ence present at theconference as well. While majority of the au<strong>di</strong>ence members were representatives andM.I.C.E. decision makers from various corporations and brands, opinions ranged fromthe importance of creating the right brief when engaging the expertise of an agency inconceptualizing and executing a programme. The representatives from the agency sidehighlighted some issues of not being brought on-board sufficiently ahead of time to beable to add value beyond mere execution to the overall process.The moderator for the conference Chetan Sharma, rounded up the session through keytake backs, ensuring the open <strong>di</strong>scussion between client and agency would result in someease in this relationship, deeming the M.I.C.E. programme more successful.David Mathews, Oberoi GurgaonThe conference concluded with a presentation by Vidheesh Tyagi of Meetings andExhibitions Hong Kong on the endless M.I.C.E. capabilities of Hong Kong as adestination and how the board strives to partner In<strong>di</strong>an corporate and planners to easethe process of planning a programme in this destination. MEHK also presented luckywinners with a travel-essentials kit.Vidheesh Tyagi, MEHKsuccessful programme, Ashish Jaitly, VPand Head – Sales Promotion-Distribution,Max Life, explained:“Without partneringfrom the time of setting out objective,with a travel / event partner helping youin logistics and creativity and content,you won’t get the best out of them. Theparameters that become important thenare logistics, creating a unique experiencein the destination even if it’s a repeattravel to that place, but if I were to rankthe parameters in terms of importanceit would be: Experience, Destination/Venue, Food are the top priorities.”Other partners to theconference included, theOberoi-Gurgaon, whocame on board as thehospitality partner andalso gave away prizes toluck-draw winners. GeorgeP. Johnson ExperientialMarketing was the ‘BrandExperience’ partners, whoconceptualized and createdthe ‘Hong Kong’ experienceat the conference. MINTwas the print me<strong>di</strong>a partnerwhile Bloomberg TV wasthe business televisionpartner te the event.A networking <strong>di</strong>nnermarked the culmination ofMEHK presentsMaxiMICE2013, featuring worldclassentertainmentby the internationalquartet – Explosion(presented by Glow ShowEntertainment).The all girls quartet - Explosion
4 March 2013, EXPERIENTIAL MARKETING 26A report on the M.I.C.E.industry in In<strong>di</strong>aThe study was conducted as part of MEHK presents MaxiMICE 2013Sample for the surveyEVENTFAQS, along with principal partnerMeetings & Exhibitions Hong Kong (MEHK)hosted the fifth e<strong>di</strong>tion of MaxiMICE on February13, 2013 at The Oberoi, Gurgaon.EVENTFAQS along with knowledge partners tmf<strong>di</strong>alogue marketing In<strong>di</strong>a conducted a research aspart of the conference to get insights on the currentsize of the M.I.C.E. market and the ongoing trendsin the industries.Out of the 100+ attendees at MaxiMICE 2013,a sample size of 60 were involved as participantsto this study. This included 31 decision makersfrom the corporations who engage in M.I.C.E. ona regular basis, and 29 representatives of agencieswho facilitate corporations on the execution andplanning of their M.I.C.E. activities.Industry break-up of corporates surveyedKind of stakeholders that participate in the M.I.C.E. programmes conductedby your organisation?AgenciesOf the agenciessurveyed, 46%conducted M.I.C.E.programmes foremployees, while 18%conducted programmesfor associates, 9%conducted programmesfor agents, 18% fordealers and 6% forother stakeholders likeDoctors in 2012. 3%had no response for thisquestion. Since theyorganize trips for varietyof stakeholder.CorporatesOf the corporatessurveyed, 68% conductedM.I.C.E. programmes foremployees, while 11%conducted programmesfor associates, 9%conducted programmesfor agents, 9% fordealers and 3% forother stakeholders likecustomers in 2012.
4 March 2013, EXPERIENTIAL MARKETING 27ALSO FEATUREDApproximate number of Meetings, Incentives, Events planned this year (2012)AgenciesCorporatesIt’s seen that 37% ofthe agencies surveyedconducted less than 10M.I.C.E. programmes,30% conducted about10 to 30 programmesand 33% conductedmore than 30 activitiesin 2012.It’s seen that 68% ofthe companies surveyedconducted less than 10M.I.C.E. programmes,26% conducted about10 to 30 programmesand 6% conductedmore than 30 activitiesin 2012.What was the average no. of participants to each programme?AgenciesCorporates19% of the agencies whotook this survey plannedM.I.C.E. programmes forless than 100 participantswhereas 81% plannedthe same for 100-500participants in 2012.52% of the companieswho took this surveyplanned M.I.C.E.programmes for lessthan 100 participants,42% planned thesame for 100-500participants andonly 6% plannedprogrammes for 500and above participantsin 2012.Distance of destination selected?AgenciesCorporatesOn destinations forM.I.C.E. programmesplanned by agencies inyear 2012, 31% wereshort haul destinations,15% were long hauldestinations and 54%were within In<strong>di</strong>a.On destinations forM.I.C.E. programmesplanned by companiesin year 2012, 34%were short hauldestinations, 21% werelong haul destinationsand 45% were withinIn<strong>di</strong>a.
4 March 2013, EXPERIENTIAL MARKETING 28What is the preference of the hotel stay during these programmes?AgenciesCorporatesOn preference of hotel staywhile on a M.I.C.E. trip in2012, 37% of the agenciessaid that they stay in only 5star hotels, 46% preferred awell-maintained 4 star and17% preferred a 3 or 4 star,depen<strong>di</strong>ng on the budget.Some of them were notrigid in their choices, andsaid they would go with anyoption, depen<strong>di</strong>ng on thebudget of the programme.On preference of hotelstay while on a M.I.C.E.trip in 2012, 42% ofthe corporates said thatthey stay only in 5 starhotels, 25% preferred awell-maintained 4 starand 33% preferred a3 or 4 star, depen<strong>di</strong>ngon the budget. Some ofthem were not rigid intheir choices, and saidthey would go with anyoption, depen<strong>di</strong>ng onthe current budget.What other venues are used during these programmes?AgenciesCorporatesThe venues chosenfor the M.I.C.E.programmes by agenciesin the year 2012 are asfollows: 63% Banquets,26% Heritage /Historicsites and 11% Othertypes of venues likeConvention centers andBeach resorts.The venues chosenfor the M.I.C.E.programmes bycorporates in the year2012 are as follows:56% Banquets, 31%Heritage /Historicsites and 13% Othertypes of venues likeF1 Circuits andExperiential Centers.When was the last programme done by your company?AgenciesCorporatesThe last M.I.C.E.programme by 81% ofthe agencies was lessthan 6 months back, andfor 19% of them was 6months to 1 year back.The last M.I.C.E.programme by 77% ofthe corporates was lessthan 6 months back,for 10% of them was 6months to 1 year backand for 13% of themwas more than a yearback.
ALSO FEATURED4 March 2013, EXPERIENTIAL MARKETING 30By what percentage are you planning toincrease/decrease your BTL marketing budgetin the coming financial year 2013-14? By Dharm PatelLavina Rodrigues PintoMarketing ManagerMetro ShoesFor the year 2012 - 13 we had spent 15% of our marketing budget on BTL marketing. However,we have seen great benefits and plan to allocate 20% of our budget next year.Nitin ShakdherVice President - MarketingTalwalkars Better Value Fitness Ltd.The market today is flooded with consumers who want variety and health clubs which are ready to provide it. AtTalwalkars we believe that focused messages is the need of the hour and keeping this in view an increase in the range of20 to 25% is on the cards. We will be looking at events and other BTL activities to provide the best to our consumersby reaching out the right target groups. Our old percentage was 10% and we will be moving up to 30%.Rajat UppalGeneral Manager - MarketingRed FMFor any ra<strong>di</strong>o station, BTL plays an important role in marketing campaigns and plans. At Red FM, we have alwaysbelieved in investing in BTL initiatives as it helps our brand to create engagement with the listeners and also createan opportunity for our RJs to frequently interact with them. We on an average spend about 40-45% of our marketingbudgets on BTL activities.Sunil PunjabiBusiness HeadAXNWe are looking at increasing our BTL by 50% this year. We are currently using 20%and will be moving to 30%.Ferzad PaliaSenior Vice President and GM - English EntertainmentViacom18 Me<strong>di</strong>a Pvt. Ltd. (Vh1 and Comedy Central)BTL has always formed an integral part of our marketing mix (the estimated spends on BTL are approximately 25%of the budget). With a focused au<strong>di</strong>ence, this me<strong>di</strong>um is very effective as it allows for <strong>di</strong>rect engagement. We alreadyhave a robust, relevant partner base of over 500 establishments across In<strong>di</strong>a spanning coffee chains, gyms, salons,party spots, restaurants, multiplexes and other local favorites. Our investments in BTL are on the way up as we’ve seentremendous success through this route.
ALSO FEATURED4 March 2013, EXPERIENTIAL MARKETING 31RoshanDaanA window into the world of Experiential MarketingRoshan Abbas is a slasher by profession, having had seven careers related to me<strong>di</strong>a. Abbas’ experience ranges fromra<strong>di</strong>o, theatre, television, event management, being an MC, a film <strong>di</strong>rector and a writer. He spends his time lookingfor gyaan, and shares some on experiential marketing in this column, each month, exclusively for ExM Magazine...Burn Baby Burn!It’s time to say goodbye, I had the besttime of my life here but I need to moveon, take charge of my life. I’d like tothank all those who I worked with.Learnt so much from everyone...No, this is not my resignation fromthe post of contributor; it’s the kind ofletter most HR departments, MDs andCEOs are getting more than used toseeing every fortnight if you are lucky,or every few days or weeks if you arenot.People are quitting event companiesin droves. It’s a virtual epidemicand virtuality is at its heart. Twentysomethings want to do somethingmore ‘fun’. Many are moving to the<strong>di</strong>gital world, a world they inhabit sincechildhood, and enjoying a virtual poke,or like! The added advantage is that thejob is mostly done from the comfort ofa chair. With tools they are born with.The keyboard and mouse are their tools.Not the hammer and nails and lightfixtures and sound consoles of yore.Some are moving to what appear to besexier newer companies. Concerts seemmore fun, properties are exciting, sportsare full of heart thumping action. To me this is not a bad sign. It’s the maturing ofan industry where earlier there were just a few things to do and you <strong>di</strong>d them all at acompany. Now it’s specialism born of the trends of today.We served clients, they serve au<strong>di</strong>ences. We walked the streets putting posters onwalls, they upload posts on walls, we built event sites and they build websites. But thebeauty is it’s mostly virtual. No hot sun to contend with, no cops to facilitate. Otherthings have changed as well. Hierarchy is dead. If I know more than you why are youmy boss? Value for live experience is scoffed at. Burning the midnight oil is now aharbinger of a burnt out employee! I don’t know if its nostalgia on my part but I stillbelieve the only way to stay alive is to be a part of the LIVE experience.Yet in our pursuit for bigger and brighter shows, I see those who burn with a firelosing the spark after a few years. They are burnt out, exhausted, spent. The flamewithin extinguished. And they leave to take sabbaticals or start new journeys. Howdoes one make them stay I hear people say. Some agencies throw money at them, butthat is never a long term solution. Then what is?I don’t have an answer. We as event principles and agency heads need to look atthis together. Monolithic agencies need to get more nimble and branch out, maketheir peoples passions into lines of business. Incentives should be included at mostlevels, flexi timings can be implemented. I also feel a strong view must be taken ofmaintaining a work life balance.Chetan Bhagat recently wrote“Life is one of those races in nursery school, where you have to run with a marble ina spoon kept in your mouth. If the marble falls, there is no point coming first.”We run a race with many marbles in one spoon. Some are bound to drop, butlet’s try and keep them intact. Else the industry will soon profess to having lost itsmarbles!
Experiential Destination4 March 2013, EXPERIENTIAL MARKETING 32The Point at Lancashire County Cricket ClubEngland is a world class events destinationcombining an unrivalled reputation for innovationand creativity with superb state of the art facilitiesand a spectacular range of things to see and experience.A country known around the world for its music styleand flair we certainly know how to put on a show!Host to the enormously successful 2012 Olympic andParalympic Games, England regularly hosts the world’smost famous sporting and cultural events inclu<strong>di</strong>ngBritish Open Golf, Wimbledon Tennis, Royal Ascot andPremier League Football as well as an astonishing arrayof music, theatre and culinary festivals. Over the nextsix years the country will host two rugby world cups, acricket world cup and the World Athletics Championships.As the largest country in the UK, England is one of theworld’s most advanced economies with establishedexcellence in the advanced knowledge based sectors suchas bioscience and me<strong>di</strong>cine, engineering, environmentaltechnologies, energy, ICT and the creative industries. Thecountry that invented the computer, the world wide web,penicillin and the light bulb, amongst others, continuesat the forefront of me<strong>di</strong>cal and technological researchwith our universities and hospitals being the envy of theworld. We regularly host prestigious me<strong>di</strong>cal associationconferences and international corporate events with manyof the world’s top companies having bases in the country.England continues to invest heavily in infrastructure.Cities like Manchester, Liverpool, Birmingham, Newcastleand London are home to modern arenas and conventioncentres complementing a magnificent selection ofconvention hotels. Some of these cities have beentransformed beyond recognition in the last five years.Liverpool has invested billions in creating a brand newcity centre and waterfront. Birmingham continues toundergo significant development with its redevelopedrailway station and stunning city library. Manchester is wellknown as the epicentre of world football but is also a majorcultural centre with dazzling modern architecture and anever expan<strong>di</strong>ng shopping offer. And London continues toevolve with an Olympic Legacy that includes the completeredevelopment of the East of London and iconic new hotelsand buil<strong>di</strong>ngs, such as the Shard near London Bridge.Whilst these cities continue to change on a daily basis ourfamous historic cities, cities such as Bath, York, Oxford andCambridge, retain the timeless elegance and charm thathave made them Europe’s lea<strong>di</strong>ng tourist destinations.For corporate events the country offers a breath-takingrange of unique venues. Hold your business event atone of the world’s most famous sporting venues such asOld Trafford, home to the legendary Manchester United,a spectacular castle or palace such as Warwick Castle inthe Midlands or Blenheim Palace just outside Oxford.There are literally hundreds of magnificent uniquevenues inclu<strong>di</strong>ng historic boats like the SS Great Britainin Bristol, museums like the Beatles Story in Liverpoolor the beautiful Alnwick Garden outside of Newcastle.For incentives and team buil<strong>di</strong>ng we are confident thata trip to England will both reward and motivate. Wehave recently launched a dazzling suite of itinerariesinclu<strong>di</strong>ng gala <strong>di</strong>nner suggestions, once in a lifetimeexperiences, unique ways of getting from A to B andaccommodation options. We are sure you will be amazedat the incre<strong>di</strong>ble range of activities your delegates canexperience across the length and breadth of the country.And to make organising your event in England even easierthere are 27 international airports with access from acrossthe world and professional convention bureaux that offerfree and impartial advice and information as well as a rangeof services to assist you in the organisation of your event.For more information on organising your event in Englandcontact the national tourism organisation, VisitEngland.
4 March 2013, EXPERIENTIAL MARKETING 33VisitEngland - Explore beyond LondonHistoric yet contemporary, tra<strong>di</strong>tional yet cutting-edge, wild yet metropolitan: England is a world-class destination forcorporate meetings, incentive travel and congresses. There are a plethora of dynamic locations to choose from – in Londonand beyond – mixing thousands of years of history with the modern-day business world.For cutting-edge congresses thinkManchester or Liverpool...Manchester - England’s great Northern metropolis is ahot-bed of cultural activity and home to an abundanceof venues inclu<strong>di</strong>ng the iconic Old Trafford sta<strong>di</strong>um – hometo Manchester United Football Club. With Emirates, Etihad,Qatar, Finnair and several other airlines with routes intoManchester, it is easily reached by air and also road or rail.Liverpool – is home to one of the world’s most iconic bands –the Beatles; two Premier League football teams and has a richmaritime history. It also has a rapidly growing influence in theworld of international corporate and association congresses. Withthe superb Arena and Convention Centre – purpose built for largecongresses and events; and a range of venues for from the AnglicanCathedral to the Beatles Story, Liverpool is just 2 hours by Londonby train and 30 minutes from Manchester.Word from the expert!England is what wecould call a green andpleasant land. It offersa wealth of historical,cultural, fascinating andcharming attractions.The History is beyondcenturies and visitors are spoilt for choicein selecting interesting and beautiful placesto visit.Three hot spots on the ‘Must do list beforeI <strong>di</strong>e’ have to be - The Land of Shakespeare,The Bronte’s, and Wordsworth’s home atRydal Mount. These timeless places areassociated with such great literary namesand guarantee a wonderful trip.England has so many great places to visit,and only at leisure can one truly do justiceto these great destinations.-Vinod JanardhanManaging Director,Team RusticArena and Convention Centre, LiverpoolManchester United Football ClubAnglican Cathedral, Liverpool
Experiential Destination4 March 2013, EXPERIENTIAL MARKETING 34For incentive travel whynot try Bath or BrightonTwo hours from London and Birminghamairports sits the world heritage city ofBath. A world-renowned oasis for well beingand relaxation, it’s famed for its luxury hotels,exquisite spas, fine <strong>di</strong>ning and world-classshopping all in a grand Georgian setting.Thermae Bath Spa, BathJust 70 kms south of London, is one ofEngland’s most popular coastal cities,Brighton. A thriving nightlife and someexcellent venues ensure that Brighton offersvisitors a great choice of activities. Whethera helicopter ride over the area or a fun fishand chips reception and fireworks at theBrighton Pier; there is so much on offer toan incentive group.Brunels Old StationGrandstand, Royal AscotFor corporate meetings -Chester or Bristol...Newcastle GatesheadHalf an hour from Manchester airport or two hours of travel from London is theRoman city of Chester. Boasting an eclectic range of venues, choose fromluxury hotels, are furbished racecourse, a university campus and even a zoo.Combining echoes of its maritime past with contemporary design, Bristol isconsidered by many as the gateway to South West England. For meetings,Bristol offers a wide selection of venues from internationally branded hotels,such as The Bristol Marriott Royal Hotel, to interactive museums such asExplore-At-Bristol, or Brunel’s SS Great Britain, the world’s first steamship.
4 March 2013, EXPERIENTIAL MARKETING 35Word from the expert!Corporate HospitalityFrom world class sporting events to cultural festivals andentertainment events, there is a range of exciting corporatehospitality opportunities. There are sporting events like theBarclays Premier League, horse racing at Royal Ascot, orthe British Formula 1 Grand Prix; entertainment like musicfestivals or theatre performances at Stratford-upon-Avon bythe Royal Shakespeare Company; or unique events like theBristol International Balloon Fiesta with a mass ascent of 150hot air balloons!England is a fantasticMICE destination. It’sa dream destination witha plethora of options! Ithas fantastic connectivityfrom In<strong>di</strong>a, great hotels,vast choice of venues– from historical castles to museums, fromsta<strong>di</strong>ums to the countryside, to universitiesand gardens, the options are endless. It’severy MICE and event planner’s fantasycoming true. The best of world cuisines areto be found here, a melting pot of culturesto sample from. The most happening pubsand nightlife are in England, and pubhopping wins as the favorite sport of allmy incentive groups hands down! From a<strong>di</strong>nner at Madame Tussaud’s museum to achampagne flight on the London Eye, mygroup was amazed with the options Londonhad to offer.Away from city, you can just rent a wholecricket sta<strong>di</strong>um and have your corporateteams playing the gentleman’s game !! Allin all, England is a perfect MICE destinationfor Incentive groups.International Balloon Fiesta, Bristol-Tanuja PandeyNational Head - MICE,E18 - A Div. Of Network18 Me<strong>di</strong>a &Investments Ltd.Horse racing at Royal AscotShakespeare Theatre Company
Experiential Destination4 March 2013, EXPERIENTIAL MARKETING 36Venues in the spotlightBALTIC Centre forContemporary Art - NewcastleThis converted grain warehouse is NewcastleGateshead’s major international centre forcontemporary art. Situated on the River Tyne withviews of the heroic Gateshead Millennium Bridge,various spaces are available for hire, inclu<strong>di</strong>ngthe River Terrace featuring a private outdoorbalcony ideal for business breakfasts, small-scaleconferences and seminars, workshops and <strong>di</strong>nners.BALTIC Centre for Contemporary Arts, Newcastle GatesheadBrighton Dome – BrightonThree historic spaces under one roof - the DomeConcert Hall, the Corn Exchange, Foyer Bar,Founders Room and the Pavilion Theatre - BrightonDome is one of the most versatile and stylish venuesin the South. Steeped in Regency history, it is partof the glorious Royal Pavilion Estate in the heart ofEngland’s cosmopolitan city-by-the-sea.Royal Pavilion, BrightonWarwick Castle – WarwickHold your conference or event at Warwick Castle – just30 minutes from Birmingham – and soak up drama andhistory dating back over 1,000 years. Offering completeflexibility for truly memorable occasions this is one ofEngland’s most unique venues. Sip champagne in theconservatory, let a fire-eater entertain guests on thelawn or be escorted by a me<strong>di</strong>eval knight to your drinksreception.Birmingham CanalsideWarwick Castle, Warwick
4 March 2013, EXPERIENTIAL MARKETING 37Beyond the boardroomBetween meetings and conferences, explore some of England’smost iconic sights. With ancient Hadrian’s Wall straddling thenorth of England and the Eden Project - the world’s biggest indoortropical rainforest nestled in the south, England is the ultimate mixof old and new.Take your pick from cultural hubs suchas Liverpool, striking me<strong>di</strong>evalcities like York, and countless castles and royal residences. Discoverthe real Downton Abbey with Brit Movie Tours at Highclere Castle(a.k.a. Downton Abbey) in Hampshire. For the quintessential Englishexperience, take a ride on a vintage steam train through the NorthYorkshire Moors or indulge in afternoon tea at the Goring or TheLangham Hotel.Getting to and around EnglandLondon is served by five international airports - Heathrow,Gatwick, Stansted, Luton and London City Airport. You’ll findother international airports throughout England, meaning thatany part of the country is easily within reach.There are also excellent train connections across the country,with two main lines from London. One connects London withYork and Newcastle, and the other services Birmingham,Manchester and the Lake District.Word from the expert!Visiting England isvery exciting asit gives me a myriadof experiences. It haseverything to delightall of one’s senses inunexpected ways.Whether it is the historicStonehenge or taking a walk down thetunnel at The Deep in Hull to view marinelife 10 meters below sea level, Englandnever fails to surprise.And of course, what is a visit to Englandwithout experiencing Jane Austen’slifestyle! Another favourite is Bath; itsnatural hot springs and the chance to livethe Georgian life, are amazing experiences.I love to indulge in England’s tra<strong>di</strong>tional andelaborate ‘afternoon tea time’ at the Ritz. Itis a gastronomical delight.-Reema SanghviManaging Director,Maximus MICE and Me<strong>di</strong>a SolutionsWhy England?• Variety in venues and destinations - ranging from world class conference centers to coastal retreats tobeautiful manor houses or scenic rural villages• Great blend of modern and historic or rural and urban• Depth of experience - range of cuisine, entertainment, cultural events like festivals, concerts, theatre,exhibitions, etc• Accessibility - With 23 airports across England, getting here from any corner of the globe is easy andaffordable. A majority of the world’s airlines fly into the country.• Value - reclaim value added tax paid on many business and personal expenses thereby saving up to20% of your event costs of your event planned in England• Experience and expertise – England has hosted some of the world’s major events inclu<strong>di</strong>ng the 2012London Olympic and Paralympic GamesFor enquiries please contact VisitEngland.Danzel WalterSales Manager - Business Visits and EventsEmail: danzel.walter@visitengland.orgTel: +91 11 4140 7885/86Website: www.visitengland.com/business
ALSO FEATURED4 March 2013, EXPERIENTIAL MARKETING 38The Rajasthan EventManagement Associationorganizes its first meetMeet 2013 was an initiative to expand the event management business in Rajasthan,and enable networking amongst industry membersBy Karan SinrojaPartners of the event pose after the felicitation ceremonyThe Rajasthan Event ManagementAssociation (REMA) hosted its firstannual meet on Feb. 23 at Rose GardenConvention Center, EntertainmentPara<strong>di</strong>se in Jaipur. Meet Up 2013 was aninitiative by REMA to expand the eventmanagement business in Rajasthan, andbring together the pioneers from theevent management, experiential andentertainment industry across In<strong>di</strong>a. Thenetworking meet had two core objectives.One was to enable networking betweenall professionals related to the eventmanagement industry and its alliedbranches. The other was to create anexhibition platform that would providean opportunity for participants toshowcase their products, services and properties to a <strong>di</strong>stinguished gathering of fellowprofessionals.Shed<strong>di</strong>ng some light on the event management industry and the purpose behind theinitiative, Mohit Sand, President, REMA said: “The event management business todayis not only confined to marriage ceremonies, conferences or parties, but concepts likecelebrity management, corporate fairs, exhibitions, film shooting and other such arenas.This has created a huge demand for event companies in the market. Rajasthan beinga mixed state of rich-heritage and tra<strong>di</strong>tions has a great potential to find affinity withboth national and international clients. With all this in mind, it made sense to form asimilar platform for anyone associated with the event industry, in order to culture newpossibilities. This was the main objective behind organizing Meet Up 2013.”Meet Up 2013 had a simple yet effective setup at the venue which was more thanadequate for the event’s performances to take place. It was <strong>di</strong>vided into two sections- the au<strong>di</strong>torium section and the outdoor section. The au<strong>di</strong>torium setup consistedof a stage which saw two screens on either side of it. The outdoor setup, which was
4 March 2013, EXPERIENTIAL MARKETING 39<strong>di</strong>scussion, there was an interactive Q and A session between the au<strong>di</strong>ence and panelmembers. After the conclusion of the <strong>di</strong>scussion, a dance performance that integratedvideo mapping into the act, entertained the au<strong>di</strong>ence in the au<strong>di</strong>torium. It involved thecreative use of colourful lights that were projected onto the dancers as they performed.The performances of the event were then moved to the outdoor section where asaxophone performance, a small fireworks <strong>di</strong>splay, a performance by Avijeet Roy andA-Force, and a ‘human fountain’ act took place. The human fountain act saw a girlreplicate a fountain statue with water coming out of her fingers and spouting out fromthe top of her head. The Saxophone, video mapping dance and ‘human fountain’performances were courtesy Red Entertainment Pvt. Ltd., while the performance byAvijeet Roy and A-Force was courtesy BNA Talent. After all the performances got done,the event concluded with the felicitation ceremony which gave out trophies to thank allthe entities associated with the event that helped make it a successMohit SandPresident,REMA“Rajasthan being a mixed state ofrich-heritage and tra<strong>di</strong>tions has agreat potential to find affinity withboth national and internationalclients.”considerably larger, had a stage with ahuge screen at the back, and a ramp likeextension in the front. The rest of thesection saw a bar, a food area, and a largeamount of space de<strong>di</strong>cated to exhibitorstalls.The event kick started with registrationsat the entrance followed by two bandperformances. One was by the Dunesof Rajasthan, a multi genre band thatreached the semi finals of In<strong>di</strong>a’s GotTalent 3, and the other by the JaipurKawa Brass Band, which comprisesof authentic In<strong>di</strong>an brass musicians,a fakir and a dancer. After the bandperformances concluded, a panel<strong>di</strong>scussion took place in the au<strong>di</strong>torium.The panel <strong>di</strong>scussion saw a presentationwhich was given by Pritesh Sharma,Executive member of REMA, onthe In<strong>di</strong>an event industry, its rate ofgrowth, challenges, code of conduct,standar<strong>di</strong>zation of payments etc. It alsocovered a number of topics such as eventmanagement then and now, importanceof effective communication, contributionof event management to tourismdepartments, quality of productionversus competition in the industry toname a few. At the end of each topicCommenting on the success of the event and what it achieved, Sudhir Lodha, Secretary,REMA said: “Today we implanted a seed and after two months of deliberations,everyone’s effort and hard work, we were able to achieve our objective in terms ofuniting people, bringing them under one common platform and opening a <strong>di</strong>alogue.This is not the end of the story. The story begins from here and we have to take on theindustry together, solve issues, work on problems and let opportunities be explored,which is what this is all about.”Further commenting on the future plans of REMA, Lodha said: “We are trying tomake certain policies, rules, uniform codes, and we are trying to create dos and don’tsfor people in the industry. We are not the final authority on this, but we want peopleto unite together and follow those rules and regulations so that people in the industryare seen with respect and there is no unhealthy competition. We also want to promotepeople in the sense of training them. This will involve the inducting of students whowe can train because our members have been in the industry for so many years andwith their experience and expertise they can train these students well. The idea is to letSudhir LodhaSecretary,REMA“We are trying to make certainpolicies, rules, uniform codes, andwe are trying to create dos anddon’ts for people in the industry.”these students and upcoming event managers know that we are here to support themand develop business for them as well because this business is growing exponentially andthere is a lot of scope in the future as well.”All in all, Meet 2013 achieved its objectives of creating a platform that would enablenetworking amongst industry members, while also provi<strong>di</strong>ng a platform that will helppave the way for new opportunities to be explored and capitalised upon.
IN FOCUS4 March 2013, EXPERIENTIAL MARKETING 42Au<strong>di</strong> In<strong>di</strong>a flags off the NewYear with a bangG2 rams and AVANTGARDE were brought on board to help manage the dynamicseries of events which were part of the new Au<strong>di</strong> Q5 launchBy Parita Mo<strong>di</strong>A trail of the new Au<strong>di</strong> Q5 carsAu<strong>di</strong>, the German luxury carmaker,started its New Year with a big bangthrough a comprehensive launchcampaign for its new Au<strong>di</strong> Q5 in themonth of January. The launch saw a hostof activities and events which were spreadover a period of 22 days. The activitieswere primarily centered around theCustomer Off-road Driving Experiencethat was held at an offbeat location ‘CampWild’ at the Gurgaon Faridabad Road.The series of events kicked started withthe ‘Central Launch Training’ which wasfollowed by the ‘First Drive’ for In<strong>di</strong>anme<strong>di</strong>a and a dynamic driving experienceof the new Q5 that was offered to Au<strong>di</strong> customers and clients who could identifyand relate to Au<strong>di</strong>’s brand values. Simultaneously the car was also launched at all therespective dealerships across In<strong>di</strong>a.Deadly DuoSeeing the scope and vastness of the entire project, two agencies namely G2 rams andAVANTGARDE were brought on board to shoulder the responsibilities.G2 rams has in the past executed numerous events for the brand, maintaining a healthyrelationship with them. Whereas AVANTGARDE which has numerous internationalpartnerships with noted automobile brands was roped in for handling the drivingexperience event.Speaking about the event and AVANTGARDE’s association, Isabelle-Jasmin Roth,Managing Director, AVANTGARDE In<strong>di</strong>a said: “As a collaborative event with manycommitted parties, we at AVANTGARDE In<strong>di</strong>a are proud to be a part of the New
4 March 2013, EXPERIENTIAL MARKETING 43Isabelle-Jasmin RothManaging Director,AVANTGARDE In<strong>di</strong>aThe new Au<strong>di</strong> Q5 on <strong>di</strong>splay“We at AVANTGARDE In<strong>di</strong>a areproud to be a part of the NewAu<strong>di</strong> Q5 launch event, which was agreat 360 degree experience for allparticipants.”Au<strong>di</strong>Q5 launch event, which was a great360 degree experience for all participants.The guests invited explored the carin all its facets in a stunning outdoorlocation and fueled everybody with pureexcitement and the desire to furtherexplore Brand Au<strong>di</strong>. A great result ofa successfully implemented customerexperience journey!”Manu Verma, Group Head, MarketingServices – G2 rams In<strong>di</strong>a Pvt. Ltd alsosaid: “Three weeks of continuous onground executions, numerous events andlong working hours. Once again we, atG2 rams, created a good show excee<strong>di</strong>ngexisting benchmarks, thus strengtheningour prestigious partnership with Au<strong>di</strong>In<strong>di</strong>a. It’s absolutely rewar<strong>di</strong>ng to seewhen you and your team’s efforts result ina success story.”In<strong>di</strong>a.Land of quattroAu<strong>di</strong> Q5 comes with quattro technologymaking it suitable as the all-terrainvehicle. Thus, during the launch of thecar, the international brand campaignwas extended into In<strong>di</strong>a as ‘In<strong>di</strong>a.Landof quattro’. To highlight and focus onthis technology innovation, Au<strong>di</strong> cameup with a series of high-profile events inorder to create a lasting experience thatTesting the new and improved features of the cargenerated maximum recall value not only for the brand but also for the newly launchedproduct.The main objective of the launch was to provide a unique driving experience thatresonated with the campaign tagline ‘ In<strong>di</strong>a. Land of quattro’. For this, the drive site was acrucial component. A considerable amount of time was spent in researching the right site,which offered the ideal driving con<strong>di</strong>tions and reinforced the SUV’s philosophy and brandpromise. They finally zeroed in on a scenic location at the Gurgaon Faridabad road. Theexisting 25 feet high dam with steep embankments located at the venue was integrated intothe driving experience to highlight the car’s ‘ascent and descent’ and ‘slide slope’ features.Let the action beginThe launch campaign started with the ‘Central Launch Training’ program that trainedAu<strong>di</strong> dealerships on the new Q5 and its many features. This time, the program saw cuttingedge training tools like mobile learning, live feed of components and a vibrant <strong>di</strong>splay zonewhich showcased the evolution stages of the Q5 as compared to its former avatar. A handsondriving experience was incorporated into the training schedule where certified Au<strong>di</strong>driving instructors supervised the entire activity.
IN FOCUS4 March 2013, EXPERIENTIAL MARKETING 44Manu VermaGroup Head, Marketing Services,G2 rams In<strong>di</strong>a Pvt. Ltd.“It’s absolutely rewar<strong>di</strong>ng to seewhen you and your team’s effortsresult in a success story.”Following this was the me<strong>di</strong>a event where660 senior automobile journalists werecalled for an exclusive dynamic drive.This also marked the beginning of thestatic launches at the many dealershipswhich was designed on the format of anOpen House. G2 rams conceptualizedand created the event kit for these staticlaunches at Au<strong>di</strong> dealerships by provi<strong>di</strong>ngthe concept, design, logistics plan, showflow and entertainment options.Celebrating the Partnership ofExcellenceAnother part of the event series was the‘Au<strong>di</strong> In<strong>di</strong>a Partner Awards’, which washeld on Jan. 16 at Oberoi, Gurgaon tocelebrate the 63 per cent growth Au<strong>di</strong>has achieved by selling 9003 cars in 2012.Bollywood personality Sophie Chaudharyand come<strong>di</strong>an Vir Das performed atthe award ceremony. Perizaad Zorabian,the host for the evening, took the eventforward with her wit and elegance. 30awards were given out in <strong>di</strong>fferentcategories ranging from best performer tobest dealership.On Jan. 17 a Customer launch wasorganized where 350 VIPs, HNIs andexisting and prospective clients of Au<strong>di</strong>participated. These prospective customerswere handpicked by 25 Au<strong>di</strong> dealerships.The entire stay, travel and drivingHaving a look at the new Au<strong>di</strong> tail lights.experience were taken care by Au<strong>di</strong>. The objective of this event was to create an authenticbrand feeling for Au<strong>di</strong> and fascinate the customer via a luxurious experience at all levelsof the event. Hosted at Trident Gurgaon, the event offered a firsthand experience of theSUV to the valued customers who recently booked their new Au<strong>di</strong> Q5.Commenting on the initiative, Kshitij Saxena, Head of Events – Au<strong>di</strong> In<strong>di</strong>a said: “Despitethe immense magnitude, extensive coor<strong>di</strong>nation and <strong>di</strong>verse events lined up back-to-back,the Au<strong>di</strong> Q5 Launch event was a flawless affair. The success can also be measured throughthe innovative dealer network training in ad<strong>di</strong>tion to the customer drive experiencewhich saw a considerable number of bookings confirmed during the event. It’s truly aremarkable achievement for us.”Kshitij SaxenaHead of Events,Au<strong>di</strong> In<strong>di</strong>a“Despite the immense magnitude,extensive coor<strong>di</strong>nation and <strong>di</strong>verseevents lined up back-to-back,the Au<strong>di</strong> Q5 Launch event was aflawless affair.”Au<strong>di</strong> Brand Experience was the last event of this magnanimous campaign which tookplace from Jan. 23 to 25. Held for the new members of the Au<strong>di</strong> In<strong>di</strong>a family, theevent took the internal team through Au<strong>di</strong>’s journey so far highlighting the brand’sachievements, values, philosophies and progressive technologies. The platform also servedthe perfect opportunity to introduce the team members to the entire model range ofAu<strong>di</strong> In<strong>di</strong>a. To sum it up, Au<strong>di</strong> In<strong>di</strong>a left no stone unturned in provi<strong>di</strong>ng its internal andexternal customers with a memorable launch experience.
IN FOCUS4 March 2013, EXPERIENTIAL MARKETING 45Mud Rush: A uniquemud marathonThe event was organized through a joint venture between Happy Feet Entertainmentand Sheer Event ManagementBy Karan SinrojaMusic lovers at the sundowner partyWith an aim to meet In<strong>di</strong>a’s increasingdemand for events that provide a uniqueexperience to attendees, present a feelingof being a part of something, while beingentertaining at the same time, HappyFeet Entertainment and Sheer EventManagement, in a joint initiative, cameup with a property called The Mud Rush(TMR). TMR, which took place on Feb. 9at Kolad, Maharashtra, was an all-terrainmarathon style run that stretched acrossa seven kilometer circuit with challengingobstacles designed by ex-military forcesfrom Z–Bac Adventure. These obstaclesencompassed 30-foot stacks of hay, waterbo<strong>di</strong>es, barrier walls, 100-feet stretchesof tires, 45 degree hills, fire, ice, andof course, a whole lot of mud. The runwas followed by a number of activitiesinclu<strong>di</strong>ng a sundowner party at the end of the day. As part of the initiative, the event evencontributed to a social cause by forwar<strong>di</strong>ng a share of the proceeds to an NGO related tothe army.The joint venture between the two event agencies came about after Happy FeetEntertainment, which had the concept for TMR pinned down, went on a hunt for theright set of people to give the concept a flawless execution, and through references, cameacross Sheer Event Management which willingly hopped on board for the event. Theassociation with Z-Bac Adventure on the other hand, came about following the crossingof paths with ex military official, Capt. Swaminathan. Commenting on the reason forbringing Z-Bac Adventure on board, Vicky Nandrajog, COO, The Mud Rush said: “Z-BacAdventure has been in the adventure industry for more than 10 years with professionaland trained people under the system. More over, Z-Bac having their own setup in Koladwas an ad<strong>di</strong>tional advantage.”The venue for the event, Kolad, was decided upon keeping a number of factors in mind.Commenting on the same, Nandrajog said: “We explored all kinds of exotic places toensure the run and the sundowner party were set in the best possible way. Keeping thesafety and convenience of our au<strong>di</strong>ence in mind, we finalized on Kolad which was easy for
4 March 2013, EXPERIENTIAL MARKETING 46Rajendra KalkarSenior Centre Director,High Street Phoenix“Our partnership was mutuallybeneficial. As The Mud Rushwas launching itself, theyneeded support to reach out totheir target au<strong>di</strong>ence.”travel and was the perfect venue for TheMud Rush setup. Kolad is a destinationknown for its beautiful landscape, pleasantweather and more over for its adventuresports and white river rafting. For TheMud Rush, which was a hardcore sportsadventure, there was no other placebesides Kolad where we could have hel<strong>di</strong>t!”The setup at the venue was designedso as to provide maximum comfort forattendees at the event. Consideringdrastic temperatures, there were waterstations all over the venue. Along withthat, there were info desks and layoutmaps to help people navigate throughthe venue; changing and shower areasfor the marathon run participants andnon-participants alike; food stalls for thehungry; a beer garden for the thirsty; aflea market for the shoppers; and rockbands performing throughout the day toentertain the au<strong>di</strong>ence before and duringthe big sundowner party. There wereeven camping arrangements made for thepeople who wished to stay back after thesundowner, while bus services to and frofrom the venue were also arranged.TMR had a number of partners whoParticipants enjoying their dose of mud during The Mud Rush runcame on board for the event. The main partners were Idea, which powered the event,Vh1, which the event was carried out in association with, and Maharashtra Tourism,which supported the event. There were a number of other partners as well, some of whichincluded 94.3 Ra<strong>di</strong>o One as ra<strong>di</strong>o partner, Eventfaqs as trade partner, In<strong>di</strong>atimes as <strong>di</strong>gitalpartner, Gold’s Gym as fitness partner etc. Commenting on how Vh1 came on board,Nandrajog said: “Vh1 was very enthralled by the whole concept of The Mud Rush andafter they got to know about the music line up and the artists that were coming down forthe sundowner, they were more than excited to be a part and associate with us as a brand.Vh1’s association brought together hundreds of music lovers to come down and have apure electronic music experience.”Further commenting on the support received from Maharashtra Tourism, Nandrajogsaid: “In regards to the major permissions that were required, we are very thankful toMaharashtra Tourism (MTDC) that came on board and were the support partners for theevent. With this respectful brand associated with us, the road ahead was a smooth sail interms of permissions needed for the event.”With The Mud Rush concept being very nascent in In<strong>di</strong>a, the toughest obstacle to crackwas fin<strong>di</strong>ng the right target au<strong>di</strong>ence and reaching out to them. In order promote theevent effectively, social me<strong>di</strong>a platforms were used in a large way to target people fromthe age group of 18-40, whose presence can be seen on Facebook and Twitter. The list
IN FOCUS4 March 2013, EXPERIENTIAL MARKETING 47was mutually beneficial. As The Mud Rush was launching itself, they needed support toreach out to their target au<strong>di</strong>ence. They also wanted to conduct workshops, a mock-rushand various other activations across the city, thus reaching out to all the key areas withmaximum footfall. At High Street Phoenix, they attained participation, word-of-mouthpromotion and on-ground activation that helped in execution on the event day.”He further added: “As a mall, we benefited by provi<strong>di</strong>ng yet another experience to ourcustomers, which not only enthralled them and helped them explore a new trend inphysical fitness, but also acquainted them with a new ‘cool’ adventure sport. We receivedVicky NandrajogCOO,The Mud Rush“We explored all kinds of exoticplaces to ensure the run and thesundowner party were set inthe best possible way. Keepingthe safety and convenienceof our au<strong>di</strong>ence in mind, wefinalized on Kolad.”Rannvijay flags off last batch of participants at the runof Storm’s sponsors, such as Idea, Vh1,Budweiser, Miss Malini, In<strong>di</strong>atimes,Brown Paper Bag, Gold’s Gym etc.,which are already established in the socialme<strong>di</strong>a space, were used to promote theevent through word of mouth, contestsfor which winners were handed out freepasses etc.High Street Phoenix, which was launchpartner for The Mud Rush, hosted anactivation of the event at their courtyard.This activation saw a large number ofparticipants who registered themselvesat the event. A mini mud rush was alsoarranged at the venue to give a firsthandfeel of the event to Mumbaikars, whilea number of complimentary passeswere <strong>di</strong>stributed at the venue as well.High Street Phoenix also extendedtheir partnership by activating theevent on their <strong>di</strong>gital me<strong>di</strong>a platformsand promoting it through hoar<strong>di</strong>ngs atprominent locations in their mall.Commenting on how the mall benefitedfrom the association with TMR, RajendraKalkar, Senior Centre Director, HighStreet Phoenix said: “Our partnershipParticipant takes the last leap over a fireimmense appreciation from customers. We also benefited from the outdoor visibilityprovided by the bran<strong>di</strong>ngs across cities.”Tra<strong>di</strong>tional PR, registration kiosks at prominent college campuses, PVR Phoenix, Gold’sGym and various sports complexes were also a part of the platform to spread the wordabout the event. These promotional methods led to a good first time turnout of about1500 people overall, out of which 750-800 people participated in the run, with the reststicking to being spectators and sundowners.Future plans for The Mud Rush include the organization of a monsoon e<strong>di</strong>tion andtaking TMR pan In<strong>di</strong>a in a bid to cater to thousands of people and build up a brand thatis well recognized in the industry for its entertainment, simplicity, <strong>di</strong>scipline and massappeal.
IN FOCUS4 March 2013, EXPERIENTIAL MARKETING 48Storm: Liquidspace Entertainment’scamp-out music festivalThe festival started in 2012 with a vision to create a space for oneness with theenvironment, and oneness amongst the lovers of all genres of musicBy Karan SinrojaThe Raghu Dixit Project performing at the main stage on day oneMusic festival organizers have beenchoosing more and more exotic locationsin a bid to take such festivals to the nextlevel in terms of ambience and destinationexperience. Storm, an event that tookplace on Feb. 1 and 2 amidst 22 acres ofthe beautifully green locales of Napokluin Coorg, Karnataka, was one such musicfestival. Currently in its second year, thecamp-out festival started in 2012 with avision to create a space for oneness withthe environment, and oneness amongstthe lovers of all genres of music. Originallya concept about united DJs, the festival isa property of Liquidspace EntertainmentPvt. Ltd., which took around 10 yearsto transform the festival from a conceptinto a reality. Ad<strong>di</strong>tionally, it wasconceptualised to initiate responsible tourism through music, by driving social awarenessmessages on initiatives to ban the usage of plastics and drugs.The festival in year one had two stages with over 40 top rated national and internationalartistes. In its second e<strong>di</strong>tion, Storm 2013 featured 45 plus artistes across four <strong>di</strong>fferentstages to showcase some of the biggest and brightest bands, singer-songwriters as well aselectronica artistes from the country and across the world. Security was also tighter toensure safety to the festival goers and to enforce the zero-tolerance against usage of drugsor any other illegal substance at the festival.Commenting on the improvements made to the festival in its second year, Lavin Uthappa,Festival Director, Storm and Managing Director, Liquidspace Entertainment Pvt. Ltd.said: “The learning from the last e<strong>di</strong>tion gave us a better vision to plan, execute andhandle the logistics of Storm 2013 in a much more organised manner. This year we hadgone up to four stages and also had five renowned international artists. Ad<strong>di</strong>tionally,some of the factors we looked at were a ramped up decor that really became the focalpoint of the festival, and used a lot of recycled materials from last year as part of ourcommitment to make it a genuinely green festival.”
4 March 2013, EXPERIENTIAL MARKETING 49Lavin UthappaFestival Director, Storm andManaging Director,Liquidspace Entertainment Pvt. LtdShankar Mahadevan and In<strong>di</strong>an Ocean come together to mark thefinale of the festival“The learning from the laste<strong>di</strong>tion gave us a better visionto plan, execute and handlethe logistics of Storm 2013 in amuch more organised manner.”The four stages at the festival were allgiven <strong>di</strong>fferent names. The main stage orband stage was called ‘Coffee’, ‘Spice’ wasthe name for the EDM stage, the ‘Paddy’stage was de<strong>di</strong>cated to singer-songwritersand ‘Honey’ or the acoustic stage was thecampsite stage where impromptu musiccollaborations happened under the openmisty skies.J Davis Prosound & Lighting was thetechnical support team at Storm festival.The sound system was L- Acoustic V-DOSC and the speakers were flown forboth the Coffee and Spice stage andspeakers were stacked at the Paddy stage.Each of the artists performing at thefestival had their technical requirementand the same was adhered to by thefestival. The lighting on the Coffee stagewas programmed keeping in mind theaesthetics of the venue and the musicat the stage. The lighting was a mix ofLED pars, moving head beams, spots andwashes. The Paddy stage had low intensitylighting as it was a smaller stage. The Spicestage was designed to provide a visual treatfor the au<strong>di</strong>ences and was designed withan LED mesh backdrop and a visual artist,Kaycee, playing visuals at all times. ThereThe ‘Paddy’ stage which was de<strong>di</strong>cated to singer-songwriterswere also moving head sharpies on this stage along with other intelligent lighting.The main stage saw artistes like Karsh Kale Collectiv, Raghu Dixit Project, Papon & theEast In<strong>di</strong>a Company, Swarathma, Advaita, etc. Storm’s electronic stage brought togetherrenowned international EDM artistes such as Dash Berlin, Michael Woods, Bobinaand Teri, along with national favourites like Pearl, Nikhil Chinapa, Sanjay Dutta, andAnish Sood. The Paddy Stage or the singer-songwriter stage had artistes such as RamanMahadevan featuring Jirka Mucha from Czech Republic, Sidd Coutto, and SiddharthBasrur amongst others. The Storm festival also witnessed Bollywood musical stalwartShankar Mahadevan who collaborated with In<strong>di</strong>an Ocean to mark the grand finale of thefestival.Commenting on the line-up of artistes that were brought in, Sachin Bopanna, Director,Liquid Space Entertainment said: “Storm had already established considerablebenchmarks with its debut in 2012 and the expectations were very high this year. Greatmusic was the primary factor considered to finalize the line-up, as well as ensuring a blendof music from new artists to established acts that would appeal to au<strong>di</strong>ences through thecourse of the two days. The aim was to bring in the best in both international music aswell as national artistes to perform at the venue.”
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 month5 mmFilm Launch, Music Concert,Road Shows, Religious Function,Reality Shows, Political Rally, Award Show,Marriage Party, Corporate Events & Sports
IN FOCUS4 March 2013, EXPERIENTIAL MARKETING 51Sachin BopannaFestival Director, Storm and Director,Liquid Space Entertainment Pvt. Ltd“The aim was to bring in thebest in both international musicas well as national artists toperform at the venue.”The event was a mix of adventure activitieslike paintballing, rock climbing, ri<strong>di</strong>ngbronco bulls and ATVs, sli<strong>di</strong>ng onziplines, camping, ecological awareness,late night campsite jams and handpickedmusic from across the world. A hugehighlight were the campsite jams whichwere an interactive experience whereartistes and festival goers came togetherpost the musical performances of the day.Coming to amenities provided toattendees, campers had comfortable,modern, hygienic and user friendly tentsto sleep in, equipped with sleeping bags.The organizers ensured clean toilets andbathing areas, with attendants workinground the clock for the campers. Foodwas made available almost round the clockand a doctor and an ambulance wereon standby throughout the festival days.The venue also had locker room facilitiesfor campers to leave their valuables andmultiple charging points to charge theirphones or cameras.Storm 2013 partnered with a number ofbrands such as iDAC, MTV, VH1, Timesof In<strong>di</strong>a Group, Budweiser, and Ra<strong>di</strong>oOne along with Peter England, Coca-Cola,Only Much Louder and Submerge. Thebran<strong>di</strong>ng opportunities for these partnersConfetti blows over at the grand finale performance on the main stageShyju VarkeyStation Director and NationalMarketing Head,94.3 Ra<strong>di</strong>o One“Ra<strong>di</strong>o One encouragesindependent music, whichcomprises a critical part ofStorm’s agenda.”ranged from below the line activities in multiple cities, print me<strong>di</strong>a, outdoor me<strong>di</strong>a,electronic me<strong>di</strong>a, poster campaigns and pre parties, website mentions, <strong>di</strong>gital and socialme<strong>di</strong>a platforms, ra<strong>di</strong>o, PR, festival on ground bran<strong>di</strong>ng etc.Commenting on how Ra<strong>di</strong>o One’s association with Storm came about, Shyju Varkey,Station Director and National Marketing Head, 94.3 Ra<strong>di</strong>o One said: “Our associationwith Storm goes back to its launch year in 2012. It goes hand-in-hand with our positioningas a music station. Ra<strong>di</strong>o One encourages independent music, which comprises a criticalpart of Storm’s agenda.”Further commenting on Ra<strong>di</strong>o One’s role at the festival, Varkey said: “As partners toStorm, Ra<strong>di</strong>o One promoted the event via contests and promos. We interviewed artisteswho were performing at the event and got them to explain to listeners their perspective ofa festival of this magnitude. Our promotion of Storm was as holistic as we aspire to be forall events that we lend our support to.”The festival, which had a rolling crowd of 5000 people plus over the two days, waspromoted through multiple me<strong>di</strong>ums like print, ra<strong>di</strong>o, television, as well as <strong>di</strong>gitalplatforms. This was supported by a specialised me<strong>di</strong>a communications plan on a pan-In<strong>di</strong>a level, separate BTL activities and word of mouth. BTL activities included postercampaigns, pre-event gigs in multiple cities, and artistes promoting the festival on theirpages which gave the festival a lot more visibility. The me<strong>di</strong>a plan for Storm 2013 had apan-In<strong>di</strong>a approach and the festival received visibility on international me<strong>di</strong>a space aswell.
IN FOCUS4 March 2013, EXPERIENTIAL MARKETING 52Beach Soccer Worldwide launchesBarefoot championship in In<strong>di</strong>aTransSta<strong>di</strong>a managed the four-day professional beach soccer sporting event whichtook place in GoaBy Dharm PatelA player scores past the keeper at Barefoot 2013Beach Soccer Worldwide (BSWW)organized Barefoot - a professional beachsoccer championship at Calangute beachin Goa from Feb. 7 to 10. BSWW is theinternational governing body of beachsoccer. Mumbai based SE TransSta<strong>di</strong>a(TS) managed the sporting event an<strong>di</strong>nvested in it too. The event is slated tobe a bi-annual affair and was backed byGoa Football Association and The GoaFootball Development Council. As partof the championship, BSWW tied upwith a two-day music festival which washeld under the name of Barefoot as welland took place on Feb. 8 and 9.Socks off, shoes off, time to bare!With a unique format of beach soccer andnon-stop entertainment, the festival aimedto cater to a crowd of multiple tastesand likings. With an outstan<strong>di</strong>ng blend of sport, music and entertainment, it proved tobe a true sporting extravaganza which gave professional beach soccer the perfect launchin In<strong>di</strong>a. It offered local talent an excellent platform to <strong>di</strong>splay its skills making this acareer opportunity. It was an open tournament so any team from any part of the countrycould register. The championship saw players of popular football clubs across the countrydescend onto the platform.TransSta<strong>di</strong>a packaged the event and promoted it to the youth with music, fashion andlifestyle. TS ensured that the tournament was conducted under the rules and regulationslaid down by BSWW and delivered an event of top-notch international standards.ShowWorks Eventz was also brought on-board to help execute the event.Speaking about the initiative, U<strong>di</strong>t Sheth, MD and CEO of SE TransSta<strong>di</strong>a Pvt. Ltd.said: “Beach soccer is ideal for In<strong>di</strong>a. It barely needs any infrastructure and is a shorterand faster version of soccer. To add to the excitement, there’s the beach. It’s what T20means to cricket. Imagine scoring at an average of 11 goals a match that lasts only 45minutes. Our objective is to make the sport popular, build some great talent and provideexcitement. Once this initial phase is over, we will think of what to do next. Currently ourfocus is to give a good package of soccer and entertainment to the spectators. In the lastfew years, the sport has moved from strength to strength. The sport was first pre-dominant
4 March 2013, EXPERIENTIAL MARKETING 53Barefoot, we have made another glorious mark on the sands of In<strong>di</strong>an sporting historyand we look forward to executing many more sporting events with TransSta<strong>di</strong>a in times tocome!”It’s time for kick-offThe sporting carnival attracted both locals and tourists from the globe. While sportsenthusiasts attended in large numbers to cheer for their favourite football club, musicaficionados got their share of entertainment at the music festival. There was a rotatingcrowd of about 2000 people every day. TS restricted the registration to 64 teams for thise<strong>di</strong>tion which was played on a knock-out basis.U<strong>di</strong>t ShethMD and CEO,SE TransSta<strong>di</strong>a Pvt. Ltd.“Beach soccer is ideal forIn<strong>di</strong>a. It barely needs anyinfrastructure and is a shorterand faster version of soccer. Toadd to the excitement, there’sthe beach. It’s what T20 meansto cricket. Our objective is tomake the sport popular, buildsome great talent and provideexcitement.”in South American and Europeancountries but is now touching the Asianregion too. In 2009, the Beach SoccerWorld Cup was hosted in Dubai and theintercontinental cup has now become acalendar event there till 2017.”Elements of execution for Barefootwere managed by ShowWorks Eventz.Commenting on the event, HarjinderSingh, MD, ShowWorks Eventz Pvt Ltd.said: “The event was a heady mix of beachsoccer and music and Calangute beach wasthe obvious choice for its high footfalls. Itwas a challenge clearing the area assignedto us by the authorities, not to mentionensuring hygiene and meeting all otherinternational level protocols and standardsfor safety, crowd management, hospitality,technical specs as well compliance to therules and protocols of the sport. We wenton to level the sand, erected the set-upwith trussing and the T-Box seating onsand. Whether it was for the World Seriesof Boxing or here at Barefoot, TransSta<strong>di</strong>apushes us to meet impossible challengesand brings out the best in us. WithEach crisp and brief game witnessed an exciting <strong>di</strong>splay of talent and skill with an averagescoring rate of one goal every three minutes, making the games highly eventful andkeeping spectators involved and energized throughout. The teams comprised 10 playerseach with five playing on the field and the other five as substitutes. The match durationsaw three periods of 12 minutes each with three-minute breaks between them. Forsituations where ties arose, a penalty shootout took place.Kasarkod from Kerala won the grand prize at stake Rs. 75,000 and of course thechampionship trophy while Goa United was the runner-up. The player and goalkeeper ofthe tournament were both from Kasarkod.TS along with Setco Foundation also hosted a special women’s beach soccer exhibitionmatch to encourage and promote the sport among women. Another noteworthy highlightof the event was a special me<strong>di</strong>a match which saw the best of me<strong>di</strong>a houses from acrossthe state come together on one common platform.The set up had one BSWW standard pitch with all the certified equipment and therewere areas set up for spectators, me<strong>di</strong>a, music, showers, players and officials. The gameswere played at night under floodlights as well. To ensure that the crowd was protected,there were high nets in place. The arena experience was provided with a modest T-Boxmobile arena setup. Four world-class pitches and a world-class arena was set up to givespectators a great experience, using the T-Box modular sta<strong>di</strong>a technology.People shaking a leg at Barefoot’s music fetsivalTap your feetThe two-day music festival started in the evening and brought the best of internationaland In<strong>di</strong>an DJ’s on the same dais to entertain Electronic Dance Music (EDM) loverswith their musical beats. Tickets were available on BookMyShow. It saw In<strong>di</strong>a’s top musicartists together with DJs from across the globe converge at one platform and enthral thecrowds. Performances by DJs like Sasha, Tuhin Mehta, Arjun Vagale, Simon Patterson,Marlo, Ankytrixx and Mon(E) took the festival to a <strong>di</strong>fferent level. From techy moods to
IN FOCUS4 March 2013, EXPERIENTIAL MARKETING 54Players in action during the fast-paced gameHarjinder SinghManaging Director,ShowWorks Eventz Pvt Ltd.“The event was a heady mixof beach soccer and musicand Calangute beach was theobvious choice for its highfootfalls. With Barefoot, wehave made another gloriousmark on the sands of In<strong>di</strong>ansporting history and we lookforward to executing manymore sporting events withTransSta<strong>di</strong>a in times to come!”edgy riffs, spinning melo<strong>di</strong>es to drivingbass-lines, the festival gave music fans anopportunity to groove to energetic beatsand witness multiple music genres live.The twelfth menThe fest was organized with sponsorassociation from Vh1, Casino Royale,Oakley, DSK Hyosung, Kingfisher, RedBull and other partners such as Spice Jet,BookMyShow, T-Box, 92.7 BIG FM, ClearChannel and SportsKeeda.Welcoming the crowds at the entrance wasDSK Hyosung’s bike on <strong>di</strong>splay. Ad<strong>di</strong>ngzest to the high-energy sport were the RedBull girls promoting the brand with theirback-packs. While VH1 ran au<strong>di</strong>o-visualpromos throughout the tournament, BIGFM 92.7 had on-the-spot contests forspectators watching the matches. Gamingbuffs were seen trying their luck at theroulette table set up at the Casino RoyaleLounge during the music festival. Oakleyplayed its part on the final day giving awaysunglasses to the best player and the bestgoalkeeper of the tournament. It was promoted by TS and supported by Govt. of Goa,Goa Football Development Council and BSWW.Speaking about the brand benefits associated with this platform, Sheth said: “Beachsoccer is more of a lifestyle than just a sport. For a brand it allows sponsors to develop anassociation with the sport which is at an infant stage and grow with the sport. We plan ontaking the sport all over the nation given the potential and the size of In<strong>di</strong>a’s coast line.For any brand that is looking to target the youth and position itself as a lifestyle brand willwant to associate. Today’s young In<strong>di</strong>a is connected, knowledgeable and exposed, so thissuper energetic platform of sport and entertainment will capture their imagination. Thereis a lot of opportunity for brands when it comes to this sport and the package around it.”Barefoot was promoted extensively online. Social me<strong>di</strong>a platforms like Facebook andTwitter were well received with over 3000 fans in just a short period of time. Promos wereaired on TV and lea<strong>di</strong>ng ra<strong>di</strong>o channels in Mumbai, Goa, Bangalore, Pune, New Delhiand Kolkata among other cities.Final whistleSpeaking about the challenges faced, Sheth said: “There will always be challenges in eventsthat are new to the state and the venue. The government has been very supportive bygiving us the required permissions and support which helped us pull this event flawlessly.The officials have supported a five-year plan to bring international mega-events to Goa.”The grand closing ceremony was held at Calangute beach in the presence of ministers,chairmen, council members, <strong>di</strong>rectors, etc. Doing its bit to preserve the beach,TransSta<strong>di</strong>a made sure the championship <strong>di</strong>d not spoil the venue in any way. The beachwas cleaned on a daily basis, highlighting the organizers’ commitment to a cleaner andhealthier Goa. TS returned the beach to the government in pristine con<strong>di</strong>tion.Commenting on the success of the inaugural fest, Sheth said: “Goa provided the ideallaunch for beach soccer. The enthusiastic people, the fantastic beaches, the vibranttourism and the most supportive Goa Government and the Goa Football DevelopmentCouncil made the event truly inclusive with electrifying competition. We are committedtowards buil<strong>di</strong>ng this sport and its talent pool here and will be also doing continuouscompetitions here. The icing on the cake was the quality of high energy and competitivefootball played on the sand which is not easy at all. We congratulate all the teams forparticipating and putting on an entertaining show!”Goa Football Association (GFA) thinks Goa is an ideal natural home to launch this sportin this manner. GFA is proud to see this sport take up in the tra<strong>di</strong>tional capital of footballin In<strong>di</strong>a and believes this is a giant step towards In<strong>di</strong>a’s participation in beach soccer. Ithopes to see more talent emerging from In<strong>di</strong>a.
IN FOCUS4 March 2013, EXPERIENTIAL MARKETING 55The Sulafest 2013 experience,together with music, wine andunique campsitesBy Srishti BhatiaCaesar’s Palace performing at the SulaFest 2013The sixth e<strong>di</strong>tion of Sulafest saw greatmusic, wine, food, camping and brightsun at the Sula Vineyards, Nashik. It tookplace over the first weekend of Februaryon the 2nd and 3rd. The one of its kindgourmet - music festival had over 8,000visitors from all over the country, and theworld in attendence.The festival partner blueFROG wasresponsible for putting together a line-upof over 75 In<strong>di</strong>an and International artists.The performances included Swarathma,seemingly the most popular performersat the fest. Ceaser’s Palace’s perfomancefeatured a flash mob. Other acts included,Vivienne Pocha, Deep Forest Liveand Sahej Bakshi of Dualist Inquiry.Electrozone was introduced for the firsttime at Sulafest, where DJs from In<strong>di</strong>a andaround the world played Electronic DanceMusic.Away from the amphitheatre, the main stage area had several other activities ongoingduring the fest.Wine enthusiasts indulged in winery tours, wine-tasting and grapestomping.Other aspects of the fest included a spread of food stalls offering a gastronimicaltreat and also stalls selling lifestyle and fashion products, making it a wholistc festival.Swarathma performing at SulaFest 2013
4 March 2013, EXPERIENTIAL MARKETING 56The Hippie ExperienceWhite Collar Hippie is an alternateoutdoor experience company whichbelieves that the music festival culturesuddenly booming in In<strong>di</strong>a, is all aboutpeoples’ common love for music and theoutdoors. Keeping this in mind, theydeveloped two concepts for Sulafest 2013.The first, ‘Band on the Bus’, was a journeyto the festival with the band Caesar’sPalace. A 60’s style road trip whichrevolved around nothing but music. Thesecond concept was the ‘White CollarHippie Campsite’by the festival. The sitewas well equipped with brand new tents,sleeping bags and lamps; very creativesignages, a lake, the ‘leisure zone’ whichhoused books, food, music, board games,card games, a guitar, hula-hoops, and thelikes.Leisure Zone at White Collar Hippie CampsiteThe company devised packages thatincluded taking the ‘Band on the Bus’ busfrom Mumbai till Nashik and back, stayat the White Collar Hippie Campsite, thetwo-day fest and a complimentary bottleof wine.View of the campsite from the hill topSignages at the campsiteActivities at the campsite
IN FOCUS4 March 2013, EXPERIENTIAL MARKETING 57here. Another new thing this year is the partnership with WhiteCollar Hippie. So you have the opportunity to take the ‘Band onthe Bus’. And then we have the campsite, which is like a ‘tentcity’.It’s just behind the main stage, where we have some 40tents, which gives that great outdoor feeling to it, complete withbonfires, and the works. Apart from that we have more beveragepartners than last year. So we have Cointreau, Mount Gay Rum,Remy Ice Box, Balvenie, Budweiser, and Asahi – so that somethingis available for everyone, which is lovely.What lead to the participation of more brands in thise<strong>di</strong>tion?The brands are a part of the ‘Sula selections’ portfolio. Sulaselection is the importer of Sula vineyards and we’re also one ofthe lea<strong>di</strong>ng wine and spirits importers to In<strong>di</strong>a. So exclusively Sulabrings Cointreau to In<strong>di</strong>a, and also brands like Mount Gay Rum,Balvenie, Remy Gin, and others.Highlight some of the experiential aspects of the festthis year?Cecilia OldneGlobal Brand AmbassadorSula VineyardsIn conversation with Cecilia Oldne, Global Brand Ambassador, SulaVineyards and Sula Selections, Srishti Bhatia of ExM gets an insight intothe growth and success of the property. Excerpts:Could you give us some background on Sulafest?This is the sixth e<strong>di</strong>tion of Sulafest. We started in 2008 and wehad about 350 visitors that year. Last year (2012) we had over8,000 and we’re expecting about the same this year. Last yearwas the first time we had a two-day event, which was a successfulformat, so we’re continuing that this year as well. Also, it’s a bit ofa drive to reach here, especially if you’re coming from places likeDelhi or Goa. So now there’s more to look forward to..What’s new about the Sulafest 2013?There are quite a few new elements. We have ‘Electrozone’, the DJStage this year. Really good artists from both In<strong>di</strong>a and other partsof the world – Russia, France, the UK and US are performingWe have this beautiful dome that we’re sitting in, which isdesigned by the Russian Glavsfera. Glavsfera is a Russian interiordesigner and he’s making these domes around the world. It’sbrand new! Last year they had the VIP seating down in anotherarea, and now that is here in the dome. Also, it’s the second yearthat we’ve owned Vinoteca – our Spanish restaurant, and we haveSpanish Tapas being served by our chef Silvia. Rolls Royce is onboard this year (<strong>di</strong>splaying ‘Ghost’ near the winery), and so isMercedes. They have been offering car services in their designatedVIP parking space for Mercedes.What are the future plans for Sulafest?We’re not aiming to become a very big, 20,000+ visitors festival.We’re going to keep it as it is. Really keep increasing the qualityin terms of music, services and experiences that we’re giving, sothat people keep coming back to Sulafest. It’s also In<strong>di</strong>a’s onlyGourmet festival because there are so many good restaurants andbeverages on showcase. There are similar fests happening around,which is good in a way for the awareness. But since we were herefirst and have many advantages inclu<strong>di</strong>ng the winery, we’ve seenmuch success with this property.We were definitely looking at approaching and engaging au<strong>di</strong>encesin Delhi and also Aurangabad, Nagpur, and more cities. Butthere’s also a limitation to how many people we can have. Themaximum we can have is 10,000. We can expand and make thisarea bigger. But that is nothing that we are looking at now. Sulafestfor 10,000 makes good sense!
ALSO COVER FEATURED STORY4 March 2013, EXPERIENTIAL MARKETING 58In<strong>di</strong>a Bike Weekinspires a newgeneration...!The annual property was launched this year by 70 EMG and Fox TravellerBy Parita Mo<strong>di</strong>In<strong>di</strong>a Bike Week Arena70 EMG and Fox Traveller cametogether to launch the first e<strong>di</strong>tion oftheir property, In<strong>di</strong>a Bike Week, anannual festival of bikers, bikes, musicand entertainment on Feb. 2 and 3 atVagator, Goa which saw a gatheringof 6,457 enthusiasts and 3,000 bikes.The event is modelled on the SturgisMotorcycle rally which takes place inSouth Dakota and is a major attractionfor all bike fanatics.Organized by 70 EMG and FOXTraveller in association with Harley-Davidson, In<strong>di</strong>a Bike Week aims to become thedestination for hard core bikers, fans of the two wheeler way of living, travelers, musicfans and festival goers. The platform is a one stop destination for bikers, scramblers,cruisers and super-bikers. The initiative was launched on Dec. 5 in Mumbai withnoted celebrity enthusiasts in attendance.Who should we blame for a great festival?70 EMG is known for being a festival planner and producer. They have beenresponsible for the management of the Kala Ghoda Arts Festival in Mumbai, theAAAI GoaFest for South Asia’s advertising community and Channel V’s NokiaIn<strong>di</strong>aFest. 70 EMG has created and managed some of the largest festival parties overthe last decade. With IBW, a biker’s fest for bikers and by bikers, 70 EMG has laiddown new benchmarks in the live experience space.
4 March 2013, EXPERIENTIAL MARKETING 59Martin da CostaCEO,70 EMG Bands enthralling the festival revelers at In<strong>di</strong>a Bike Week“I think we pretty much ticked allthe boxes as far as organizing amajor new festival is concerned.”Commenting on the inception of IBW,Martin da Costa, CEO, 70 EMG said:“The core of In<strong>di</strong>a Bike Week 2013 isabout bikers and to gather people in acommunity regardless of what they ride.From Pulsars to Harleys, the primaryreason to organise IBW is to encouragebikers to get their hobby motorcyclesout to join and meet likeminded peopleand enjoy this most important festival ofbikers, bikes and music in In<strong>di</strong>an history.”Fox Traveller is and will be the officialpartner for IBW for about three to fiveyears. As partners for the festival, it willcreate on-air content for the event. Theyhave planned to package the on-groundevent into four episodes across four weeks,along with a bunch of vignettes whichwill be played all over the programmingschedule.Highlighting Fox Traveller’s associationwith IBW was Keertan Adyanthaya,MD, FOX International Channels whosaid: “The main aim of IBW is to be acelebration of bikers and also to createa meeting ground for people passionateabout biking in In<strong>di</strong>a - riders, tourists,collectors, manufacturers and retailers.The festival beautifully extends ourchannel’s brand promise of ‘This journeyis fun’. Further, the festival will helpextend the FOX brand on the ground and create better reach and recall among the targetau<strong>di</strong>ence. We have planned multiple revenue streams from the on-ground and on-airevent. Other revenue streams are ticket sales, exhibitor booth rentals, merchan<strong>di</strong>sing,licensing, and food and beverage sales on ground at the festival and sponsorshiprevenues.”He further added: “The festival celebrates in<strong>di</strong>viduality and freedom, words which aresynonyms with biking and bikers. In<strong>di</strong>a Bike Week personifies everything that is close to abiker’s heart – from rock music to some of the coolest and meanest biking machines. Wehope to inspire a new generation of bikers and make In<strong>di</strong>a Bike week an annual propertyfor the biker community in In<strong>di</strong>a.”Brands on boardFox Traveller and Harley-Davidson came forward to support the event with muchenthusiasm. While the former is the official partner of the event, the latter is the firstsponsor which came on board in a big way.Adyanthaya spoke about the perfect brand fit IBW offered as a platform to Fox Traveller.He said: “Fox Traveller believes that travelling is more than just the destination you areheaded for. The fun starts with the journey itself. And In<strong>di</strong>a Bike Week embo<strong>di</strong>ed thephilosophy in its totality. Bikers from all across the country rode down to IBW. Theylooked forward to the ride as much as they <strong>di</strong>d, to the festival. And the festival itself waslike a snapshot of what the channel has to offer- a gathering of people passionate abouttravel, open to varied experiences, and hungry for more. Fox Traveller and In<strong>di</strong>a bikeWeek, in essence embody the same philosophy, values and fervour. A perfect match!”Commenting on connecting with its target au<strong>di</strong>ence through IBW, Anoop Prakash, MDHarley- Davidson In<strong>di</strong>a said: “IBW provided us a unique platform where our existingcustomers could ride in together, meet each other and enjoy the camaraderie that comeswith Harley ownership; basically live the lifestyle for several days straight. For our potentialcustomers and target au<strong>di</strong>ence, the visual treat of having more than 500 Harleys parkedtogether was a window for them to experience and see the Harley-Davidson way of life inreal life rather than reel life. Through the IBW we provided the 5,000 or so visitors whocame to IBW a glimpse into the genuine relationship that can be developed between abrand and its customers over and above simply owning a product.”Chai and Pakora RideThe Chai and Pakora ride, which is more of a <strong>di</strong>rect engagement platform to connect with
ALSO FEATURED4 March 2013, EXPERIENTIAL MARKETING 60Delhi clearly emerged as the winner with 350 riders coming together making it the largestgathering witnessed in all the other cities. Commenting on the Delhi e<strong>di</strong>tion of Chaiand Pakora ride, Martin da Costa of 70 EMG said: “It’s great to see the enthusiasm withwhich the Delhi biking community has received this ride and the response to IBW hasbeen overwhelming. We are committed and confident of making this a milestone event forIn<strong>di</strong>a’s motorcycling enthusiasts from 2013 onwards.”The main objective behind the C&P ride was to gather people regardless of what theyride. The event witnessed bikes ranging from Pulsars to Harleys along with hobbymotorcycles brought in by Delhi bikers. Parents came along with their daughters and sons,and so <strong>di</strong>d friends with office colleagues.Keertan AdyanthayaManaging Director,FOX International Channels“The festival beautifully extendsour channel’s brand promise of ‘Thisjourney is fun’.”the biker’s community took place in Delhi,Mumbai, Bangalore, Hyderabad, Kochi,Kolkata, Goa, Guwahati and Dibrugarh asa build up to the main show. Enthusiastsmet up with the people behind In<strong>di</strong>a BikeWeek on a Sunday ride for breakfast. In<strong>di</strong>aBike week partnered with the HelmetStories to organize these multi city events.Speaking about the activity, ThanushJoseph, Director - Marketing, 70 EMGsaid: “We at In<strong>di</strong>a Bike Week want tocreate a platform that <strong>di</strong>rectly engages withthe au<strong>di</strong>ence as well as creates excitementand enthusiasm along the way. Chai andPakora ride helped achieve that goal! Wemoved away from the usual run of themill concepts for creating news and buzzaround the festival by coming up withsomething more creative and fun thatwould gel well with the biker communityat large. All the activities lea<strong>di</strong>ng up to themain festival followed the same path.”He further added: “Our concept receivedmuch interest from all me<strong>di</strong>ums of me<strong>di</strong>awho came forward with requests tocapture the festival in its <strong>di</strong>fferent stages.Since our launch, our Facebook page hasreceived overwhelming support and sohave our other initiatives. This in itselfis a testament to the potential In<strong>di</strong>a BikeWeek has!”IBW adopted a 360 degree marketing approach to ensure maximum exposure. Television,print, <strong>di</strong>gital, outdoor and ra<strong>di</strong>o were employed to carry the necessary communications.Stressing on the <strong>di</strong>gital aspect of promotions was Martin da Costa who stated that themost important strategy was the online - offline collaboration with bikers and the bikercommunity, because it’s their participation that will make IBW an amazing festival inIn<strong>di</strong>a history. Also in the pipeline were brunch and beer sessions with biker communities.H.O.G RallyOver 600 riders rode down from <strong>di</strong>fferent areas of the country wearing their biker’s attireand showing off their in<strong>di</strong>vidual two wheelers as part of the H.O.G parade. Most of thepeople rode all the way from their respective cities, with some covering more than twothousand kilometers to reach Goa and be a part of this national rally.Speaking about the event, Prakash from Harley-Davidson said: “In<strong>di</strong>a Bike Week is oneof the many initiatives we have undertaken to support the development and growth ofleisure ri<strong>di</strong>ng across In<strong>di</strong>a since 2009. Motorcycling in In<strong>di</strong>a is rapidly changing and In<strong>di</strong>aBike Week is just the beginning. The main occasion for us was our 110th anniversarycelebrations in Goa which was kicked off by our first ever first National H.O.G Rally. Wehave been the first movers in the leisure biking segment and hope to truly cultivate leisurebiking in the In<strong>di</strong>an market by promoting and associating ourselves with events such asthe In<strong>di</strong>a Bike Week.”Around 150 people came from Delhi, Mumbai and Bangalore each and 40 fromChan<strong>di</strong>garh, Ahmedabad and Hyderabad. Kochi, Kolkata and Chennai were also wellrepresented.A rally of bikers and enthusiasts at IBW
4 March 2013, EXPERIENTIAL MARKETING 61Anoop PrakashManaging Director,Harley- Davidson In<strong>di</strong>a“Through the IBW we providedthe 5,000 or so visitors who cameto IBW a glimpse into the genuinerelationship that can be developedbetween a brand and its customersover and above simply owning aproduct.”When engines meet peopleIBW led to the merge of some powerfulengines with colourful people. The festivalwas a buzzing ground of activities thatincluded various zones, each de<strong>di</strong>cated tospecific in<strong>di</strong>vidual experiences. ExhibitorsZone, The Display Zone, The Fight Club,The Pimp my Bike Zone, Test Zone andTrials Track, The Biker Flea Market, LiveEntertainment Zones, Burn Out Bar,Electronic Music Stage and Beer Gardenwere some of the many experiential zonesthat catered to the <strong>di</strong>fferent needs of thefestival goers.In<strong>di</strong>a Bike Week had three concert stages,28 live bands and DJs, seven bars, racetracks, 16 cage fighters, a stunt arena, BigTrip Cinema, vintage and custom bike<strong>di</strong>splay that featured the showstopper Y2Kturbine engine bike, biker flea market,Bajaj Allianz safety clinic, etc. among itsmany attractions. The highlight of the firstday was Gentlemen’s Dub Club, UK’s dubstep headliner act, which got the au<strong>di</strong>enceexcited.The second day also saw a host of activitieslike the unveiling of Bonneville Dream- In<strong>di</strong>a’s first entry into the Salt FlatBikers showcasing some mind blowing stunts at the IBW Stunt ZoneRaces, IBW brotherhood ride, international stunt act performance by Mattie Griffin andaward ceremony for a custom bike build. Vintage bikes were on <strong>di</strong>splay such as the 1941Norman, BSA M20 1942 500cc and the 1933 Paratrooper. Another hit with the au<strong>di</strong>encewas ‘The Biking Masterclass’ by ‘Raid the Himalaya’ winner Ashish Moudgil.The IBW line up consisted of known bands such as Pentagram, Split, Sky Rabbit,Blek, Faridkot, The Other People, Lou Majaw & Friends, Bombay Basement, Bay BeatCollective, Reggae Rajahs, Anish Sood, Dualist Inquiry, etc.A noteworthy activity that took place was the coastal ride from Mumbai to the IBW venuein Goa which saw enthusiastic participation from bikers. It was a wonderful scenic ride,with the Arabian Sea on one side and paddy fields and coconut palm trees on the otherSpeaking about the response the first e<strong>di</strong>tion of In<strong>di</strong>a Bike received, Martin da Costaof 70 EMG said: “It’s just incre<strong>di</strong>ble to see the reaction we’ve had to In<strong>di</strong>a Bike Week.I think we pretty much ticked all the boxes as far as organizing a major new festival isconcerned. It had1,25,000 Facebook fans, 6,457 attendees along with over 3,500 bikesthat rode down. The festival went flawlessly from start to finish. We were really pleasedwith how well IBW’s been received. People had a blast. We couldn’t have asked for abetter opening festival than the 2013 e<strong>di</strong>tion of In<strong>di</strong>a Bike Week. We’re already planning2014, so that it becomes even bigger, even better, more bikes, more bands and moreof everything. It’s the start of an incre<strong>di</strong>ble journey for us and for the In<strong>di</strong>an BikingBrotherhood. Looking forward to the next 10 Years! “Keertan Adyanthaya also added: “We are thrilled with the response we have received forIn<strong>di</strong>a Bike Week, which salutes the two wheeled lifestyle of the biking community. Beingthe woodstock of biking festivals, In<strong>di</strong>a Bike Week brings alive various elements close toa biker’s heart - rock concerts, showcase of the most amazing motorcycles from across theworld inclu<strong>di</strong>ng vintage bikes, In<strong>di</strong>a’s first ever custom bike build off, stunt arena, etc.We really hope to inspire a new generation of bikers and make In<strong>di</strong>a Bike week an annualproperty for the biker community in In<strong>di</strong>a.”The multi-faceted event catered to the likings of <strong>di</strong>fferent bikers, music lovers, shoppers,tourists, etc. ensuring that everybody present there had an enjoyable experience.Prakash spoke to ExM about the most exciting experience at IBW. He said: “In<strong>di</strong>a BikeWeek was the first time an event of this magnitude was taking place for celebrating the joyand passion of ri<strong>di</strong>ng. The most exciting achievement, beyond the thousands of attendees
ALSO FEATURED4 March 2013, EXPERIENTIAL MARKETING 62Thanush JosephDirector - Marketing,70 EMG“We at In<strong>di</strong>a Bike Week want tocreate a platform that <strong>di</strong>rectlyengages with the au<strong>di</strong>ence aswell as creates excitement andenthusiasm along the way.”and riders from around In<strong>di</strong>a, was thatmany international visitors from bothHarley-Davidson and other companiesremarked on how authentic the vibe andfeel was to bike festivals around the world.We hope to see a bigger and granderIBW in the future and establish thisevent as a yearly cornerstone to every avidIn<strong>di</strong>an biker as well as a destination forinternational bike enthusiasts.”The <strong>di</strong>fferentiating factorThe point of <strong>di</strong>fferentiation of this festivalwas the recognition of a few factors. Firstof all, the property in itself was unique interms of its concept and objective. Giventhe current situation of music concertsand festivals floo<strong>di</strong>ng the cities, In<strong>di</strong>a BikeWeek came across as a fresh breath of air.Second of all, festival revelers come toan event because of the need to feel partof a community. Passion matters and70 EMG made sure they targeted groupsof passionate entertainment consumers.Thirdly the execution, luxury quotient,content and comfort needed to be takencare of. IBW focused on just that, notforgetting food, amenities, design andmusic.Giving us more reasons to believe IBWModels and bikes on <strong>di</strong>splay at IBWwas <strong>di</strong>fferent, Martin da Costa said: “In<strong>di</strong>a Bike Week is <strong>di</strong>fferent because it’s not justanother music festival. It engages with one of In<strong>di</strong>a’s most passionate communities –bikers – and gives them and their friends and guests an experience that’s literally outof this world – comfortable, clean, efficient. It’s <strong>di</strong>fferent because we created a buzzing,humming fun factory that combines the best of biking, bikes, machines and men with thebest of all the other festival genres that we work in like Art, Cinema, Music, Performance.There’s something for everyone at In<strong>di</strong>a Bike Week, whether you’re a biker or not. But it’sanchored in community and brotherhood.What lies ahead?After witnessing an overwhelming response, 70 EMG wants to make the next e<strong>di</strong>tion ofthe property bigger and better. The festival will stay in Goa for the next couple of yearstargeting a gathering of 25,000 people till the next location is finalized. They will alsogenerate more broadly based, regional satellite events, rides and event touch points acrossthe calendar year from this e<strong>di</strong>tion onwards.Speaking about why more brands should come on board and be a part of this project,Martin da Costa said: “We’ve definitely set some sort of an un-official record for afestival in In<strong>di</strong>a in its first year - both in terms of our online platform and the attendancenumbers on ground. Fox Traveller is also broadcasting 2 half hour specials on air whichwill showcase IBW’s main sponsors, exhibitors and partners. We’ve generated over wellover 15 crore rupees worth of PR value till date. Our main sponsor Harley-Davidson hasbeen able to leverage an immense amount of coverage from their involvement which,along with their customer loyalty and retention plan, will, we think, lead to significantnew sales.”He added: “ Our 50 plus exhibitors and other sponsor and partners all made a profit onground - mainly because of the Rs 3,000 ticket price, and 1,000 plus Harley-Davidsonriders and guests who made for a seriously <strong>di</strong>fferentiated target au<strong>di</strong>ence (with moneyin their pockets, and the willingness to spend it). All in all, we feel that getting involvedwith IBW will be pretty much a no-brainer for branded, sales lead activations, online and<strong>di</strong>gital tie ups, and sponsorship over the next few years.”A festival for all, In<strong>di</strong>a Bike Week emerged as a profitable platform not only for bikers,music enthusiasts, travelers, etc. but also for sponsors, partners and exhibitors. Now, onecan only sit tight and look forward to the second e<strong>di</strong>tion!
Glimpses4 March 2013, EXPERIENTIAL MARKETING 72Times Food andNightlife Awards 2013The event took place at ITC Grand Central,Parel in Mumbai on Feb. 10 and was executedby Convergence Events Pvt. Ltd., which wasgiven the mandate to handle the entireproduction of the event. It was attended by600 guests which included various celebrities,socialites and food enthusiasts.Bombay Times partyBombay Times threw a party on Feb. 8 atJ.W. Marriott in Mumbai to celebrate its 18thanniversary. The event was attended by AmitabhBachchan, Salman Khan, Katrina Kaif, Bipasha Basu,Ajay Devgn, Anil Kapoor, Sonam Kapoor, KareenaKapoor, Shahid Kapoor, Arjun Kapoor, Alia Bhatt,Chitrangada Singh and many others.
4 March 2013, EXPERIENTIAL MARKETING 7310th SWAT campaignThe tenth e<strong>di</strong>tion of the anti-tobacco campaign tookplace on Feb. 2 and 3. It was organized by the studentsof EMDI. As part of the campaign, the Rockatronicagig took place, where a few bands performed. HazelKeech attended the event.3rd InternationalSufi FestivalThe festival took place from Feb. 6 to 8 at KamaniAu<strong>di</strong>torium in Delhi. The festival, which is anexclusive event of the In<strong>di</strong>an Council for CulturalRelations (ICCR), was conceived and managedby ICCR as well. It saw participation from Spain,Russia, Iran, Tunisia, Azerbaijan and In<strong>di</strong>a.Sharma,Deepika Padukone among many others.
4 March 2013, EXPERIENTIAL MARKETING 7492.7 BIG FM holdssecond BIG TamilEntertainment AwardsThe awards ceremony aimed at recognizingentertainers from the genres of cinema, music,dance, theatre, television and sports. It tookplace on Feb. 14 at the Chennai Trade Center inChennai and was produced and conceptualizedby 92.7 BIG FM.Durex Valentine’snight partyDurex hosted a Valentine’s night party atShroom, The Crescent Mall, New Delhi onFeb. 14. Percept Activ conceptualised andexecuted the on-ground activities for theevent which saw celebrities and socialites inattendance.
4 March 2013, EXPERIENTIAL MARKETING 753rd Annual GhantaAwardsThe awards took place on Feb. 15 at Enigma,JW Marriott, Mumbai in the presence of over250 guests. This year, seeing the potential andpopularity of the property, INvision EntertainmentPvt. Ltd. not only executed the entire show but alsobought a majority stake in it.Royal Stag Mirchi MusicAwards 2012The fifth e<strong>di</strong>tion of the awards took placeat Yash Raj Stu<strong>di</strong>os in Mumbai on Feb. 7.Fountainhead was in charge of the groundproduction whereas Cineyug scripted, <strong>di</strong>rectedand conceptualized the whole event. The showwas hosted by Ayushmann Khurrana.
4 March 2013, EXPERIENTIAL MARKETING 76Temptation Reloaded 2013As part of its world tour, went to Muscat on Feb. 13and took place at the Oman Automobile AssociationGround. The event was scripted, <strong>di</strong>rected, managedand executed by Cineyug Entertainment. It wasattended by a crowd of 25,000 people.UTV Walk of the StarsYash Chopra statuelaunchIt took place on Feb. 11 at Yash Raj Film Stu<strong>di</strong>osin Mumbai. Fountainhead Promotions & Eventswas appointed to execute the launch whichwas attended by about 250 people inclu<strong>di</strong>ngShatrughan Sinha, Poonam Sinha, RaniMukerjee, Kabir Khan, etc.
Classifieds4 March 2013, EXPERIENTIAL MARKETING 78Vibgyor Brand Services Pvt.Ltd.Positions:Executive OperationsGeneral Manager OperationsVisualiserManager OperationsExecutive BDManager BDPentagon Events & ActivationsPvt. Ltd.Positions:ConceptualizerClient Servicing ManagerClient Servicing ExecutiveClient Servicing Branch HeadOperations ManagerOperations Asst. ManagerBlues N Coppers Events Pvt. Ltd.Positions:Business Development Manager- Events &ActivationsBusiness Development Manager- ExhibitionsBusiness Development ExecutiveConceptualizer- Events & ActivationsOperations Manager- Events & ActivationsLocation: MumbaiMail CV athr@vibgyor.inLocation: MumbaiMail CV atcareers@pentagonactivation.comLocation: MumbaiMail CV atcareers@bluesncoppers.comHHM EventsPositions:Asst. Manager -Business Development &Client ServicingTelemarketing Can<strong>di</strong>dates -ExecutivesProduction & Operations -Executive /Asst. ManagerCreative designer -ExecutiveLocation: MumbaiMail CV atshwetas@hhmevents.comNeoNiche Integrated SolutionsPvt. Ltd.Positions:Manager -Client ServicingManager -OperationsDeputy Manager -OperationsManager –Response ManagementGraphic Designer / VisualizerWeb Designer / DeveloperLocation: MumbaiMail CV athrd@neonicheintegrated.comBOI MEDIA & ENTERTAINMENTPositions:Senior Manager - MarketingCreative & Content Executive- BrandCommunicationsLocation: MumbaiMail CV atujwala@boime<strong>di</strong>a.com
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