Also Featured:IAPCO Seminar: Back to school for the ABCs of conferencing p 14

Event in Focus:Brands make hay when Goafest shines p 18 Canon Image Express p 22 Maha Kumbh Mela, Maha Brand Mela p 25

Market Pulse:Show and Tell p 41 Navroze D Dhondy

p 30

EDIT_May10.indd 16 5/3/2010 6:51:58 PM

Branding is no more about a static billboard that screams out loud words with louder visuals. Sure, some brands may have managed to evoke a laughter or a snigger through such means, yet increasingly, the trend has shifted towards getting more personal. No, by this we do not mean the whiffs of scents offered by young men and women at malls. This is about the brands who have taken the leap to touch the customer in a way that there is no force stopping the customer from giving what every marketer dreams of - purchase of his product, and thus high sales figures.

Events have soon become that platform where marketers can do just that. Events prove to be that hypnotic ground where brands can think, create and wow the audience present therein. The Maha Kumbh Mela and the Goafest are unique examples where this was visible - while 26 brands leveraged the biggest religious sustained congregations in the world, the Goafest had 25 brands vying for visibility in creative ways, to get noticed by the creative men and women at the advertising fest. Every brand was thinking out-of-the-box to customise their ways of communicating to the audience.

However, if leveraging well-known properties can only be synonymous with brand associations, then there is one pertinent question: why do brands shy away from partnering sports events beyond cricket? Why has cricket become the singular Mecca for brands? Of course some brands have been associating themselves with other sports - although in hindsight, these sports are the ones that are far more popular among the niche demographics. But what is hindering most brands from taking the leap of faith to go beyond cricket?

Some tough questions these, can be best answered simply by believing in out-of-the-box ideas for marketing.

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May 2010, Mumbai EXPERIENTIAL MARKETING 03

Printed by Vishal Vashulal Nagdev 202, Brooke Ville, Near Magnet Super Market, Mogul Lane, Matunga (West), Mumbai – 400 016, Maharashtra, India. Published by Vishal Vashulal Nagdev on behalf of (or owned by) EMDI Web Solutions Pvt. Ltd. And printed at VSSU Graphics, Unit # 36, Ideal Industrial Estate, Senapati Bapat Marg, Lower Parel (West), Mumbai – 400 013 Maharashtra, India and published at EMDI Web Solutions Pvt. Ltd. 4th Floor, IES College Campus, Opp. Lilavati Hospital, Bandra Reclamation., Bandra – West Mumbai – 400 050, Maharashtra, India. Editor Karishma Jammu Hundalani.

EDIT_May10.indd 13 5/3/2010 3:16:42 PM

Back to school for the ABCs of conferencing IAPCO Regional Seminar 14

Event Briefs Industry Watch | MICE | Media Active Sports Rush | Promo Power 08-13

Brands make hay when Goafest shines Brands engage ad frat at Goafest 2010 18

Canon Image Express C S Direkt manages year-long activity 22

50 52 5347

Maha Kumbh MelaMaha Brand Mela Impact Communications engage rural audiences 25

LONE SELLING PITCH?Are marketers looking beyond Cricket? 30

Show and TellNavroze D DhondyFounder & Managing Director Creatigies Communications Pvt Ltd. 41

May 2010, Mumbai EXPERIENTIAL MARKETING 04

48

51

49 54

CONTENTS

GLIMPSES

EDIT_May10.indd 14 5/4/2010 12:58:36 PM

Big Events manages music launch of ‘Raavan’ in Mumbai

Reliance Big Pictures unveiled the music composed by AR Rahman for Mani Ratnam’s forthcoming ‘Raavan’, at the Yash Raj Studios on April 24. For the first time ever, the 5.1 surround sound was used at a launch event and audio solutions was provided by Sound.com, while Stage Gear provided the lighting solutions.

Colombo to host IIFA Weekend 2010 from June 3-5

Wizcraft International, organisers of the International Indian Film Academy (IIFA), have officially announced Colombo in Sri Lanka as the destination for this year’s edition of the IIFA Weekend and Awards. In it’s 11th edition, the event will be held from June 3-5, 2010 at the multi-purpose Sugathadasa Stadium.

Sahara IPL Awards

The Indian Premier League (IPL) and Sahara India Pariwar have announced a long-term partnership to organise the IPL Awards. The Awards will be jointly produced and managed by Cineyug and DNA Networks.

Candid engages more than a lakh people for Colors’ ‘IPL Rockstar’

Colors has appointed Candid Marketing to handle the on-ground promotions for its new talent hunt show ‘IPL Rockstar’. The agency has been managing the on-ground promotional activities in Ahmedabad, Delhi, Mohali and Chandigarh, since March 12.

Impact Communications markets ‘Haridwar Mahakumbh Mela’ to 26 brands

The Mela commenced this year on January 14 and went on until April 28. Impact communications had the sole right acquired to market the event to the 26 brands which made their presence felt in the religious event.

Impresario organises road shows to promote i-mobile across Maharashtra

Impresario managed the road shows for new mobile brand, I-mobile, across different cities of Maharashtra through the month of April. This year, the brand plans to spend 70 per cent of its marketing budget for on-ground promotions.

HEADLINES IN APRIL May 2010, Mumbai EXPERIENTIAL MARKETING 07

EDIT_May10.indd 17 5/4/2010 1:01:22 PM

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Big Events appoint Sameet Sharma as Regional Head-West

Reliance Media World Ltd. announced the appointment of Sameet Sharma as Regional Head-West for Big Events, a part of Big Live, which is the experien-tial marketing arm of Reliance Media World Ltd. Prior to this, Sharma was handling client servicing at Encom-pass, where he had joined in 2004.

In his new role, Sharma will be responsible for augment-ing the business in the western region through growing the corporate clientele base, increasing the assortment of serv-ices provided under the events and BTL space. He will also be responsible for building a strong back-end team. He will report to Navneeth Mohan, National Head-BTL, Reliance Media World Ltd.

Chennai International Fashion Week dates announced

The second edition of the Chennai Interna-tional Fashion Week (CIFW) will be held from June 2-6, 2010, at the Le Royal Meridien Hotel in Chennai. CIFW 2010 will present the Autumn/Win-

ter 2010/11 trends, and the number of fashion shows have been increased to 32 from last year’s 25. The CIFW is pro-duced by Chennai-based Storm Fashion Company, which specialises in fashion show production and design, as well as publishing, cinema production, small business manage-ment, and marketing. This year, model auditions are being conducted in Delhi, Mumbai and Chennai. According to Gaurav Sharma, CEO, Storm Fashion Company, the aim of the CIFW was to make Chennai the fashion hub of South Asia.

Colombo to host IIFA Weekend 2010 from June 3-5

Wizcraft International, organisers of the International Indian Film Academy (IIFA), have officially announced Colombo in Sri Lanka as the destination for this year’s edition of the IIFA Weekend and Awards. In

it’s 11th edition, the event will be held from June 3-5 at the multi-purpose Sugathadasa Stadium. As already announced earlier, IIFA 2011 will be held in Toronto in Canada. The IIFA Weekend 2010 will be a culmination of several events - the FICCI IIFA Global Business Forum, the IIFA Foundation Fashion Extravaganza, the IIFA Foundation Celebrity Cricket Match, World premieres of Indian films, IIFA film workshops and the climax of the Weekend, with the IIFA Awards.

Dream Merchants announces third edition of Bangalore Fashion Week

Dream Merchants has announced the schedule of the Bangalore Fashion Week (BFW) Winter/Fes-tive 2010. Scheduled to be held from July 22-25, BFW will show-case the collection for the current season. In addition to the new sea-son, an India Diamond Week has

also been announced. Feroz Khan, Director, Dream Merchants, and Creative Di-rector, BFW, said, “Festive season is more apt for the Indi-an market and hence we have announced the launch of the new ‘Festive’ season. October to December is considered to be the festival season in India, so a July schedule is ap-propriate for the market.”

Percept D’Mark (PDM) has bagged the mandate to man-age all on-ground activations for Mas-

terCard, following a multi-agency pitch process. As part of the contract, PDM has come on board as a retainer agency and will be the only agency handling activations for the brand for the next two years. The on-ground activities for MasterCard will be planned

May 2010, Mumbai EXPERIENTIAL MARKETING 08Industry Watch

PDM to handle on-ground activities for MasterCard for two years

keeping in mind its core target group comprising individ-ual account holders, banks and merchants.

The initial brief from the client includes working on cam-paigns to drive the usage of debit cards at points of sales; handling activations related to the brand’s sponsorship of the Mumbai Indians team during the IPL season; develop-ing initiatives centred on card holder education and other merchant incentive schemes; and organising events for different platforms. Also, the brand plans to increase vis-ibility at airports with consumer promotions.

Industry_Brief_May.indd 14 5/3/2010 11:35:31 AM

Expo India organised ‘Times Interiors’ exhibition in Mumbai. The event was held from April 15-19 at the MMRDA Grounds in Bandra Kurla Complex. The exhibition featured furniture, kitchen, artifacts, marble products, paints, home accessories and other home decor and interior design products. The exhibition catered to buyers, interior designers, home decorators,

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Mantra Events manages conference for Mahindra FES

Mantra Events and Promotions managed the Mahindra & Mahindra Farm Equipment Sector (FES) na-tional sales and marketing confer-ence. The event was held on April 10 at Renaissance Hotel in Mumbai. The conference was held for sales

and marketing employees of Mahindra FES Division, cus-tomer care executives and dealers across India. The event was held to celebrate the rise in sales figures compared to last year, and also to unfold the targets and plans for the next year. Partho Chakravorty, GM, Mahindra & Mahindra FES, said, “This year we have sold 1,17,581 tractors, which makes us the first tractor company in the world to have such a high number in tractor sales in a year. There has been a 32 per cent growth observed as com-pared to past years’ sales figures.” An award ceremony was also held and over 50 awards were given to employees.

Mantra Events manages SAB Miller Dealer Conference in Aamby Valley

Mantra Events and Promo-tions managed SAB Miller dealer’s conference on April 9 and 10 at Aamby Valley. The event was held for the SAB Miller dealers of the central region. The conference was held in Cine Theatre of Aamby Valley and was followed by an

entertainment event at the Banaras Ghat in the evening. Gaurav Thakkar, Director-Sales, Mantra Events and Pro-motions, said, “We have been managing activities for SAB Miller for the past five years. Banaras was the theme for the entertainment event. We invited all dealers and greeted them in Banarasi style. The decor had various flower ar-rangements and bright colours. There were girls giving visi-tors gajras; paanwallahs were around making paan; while hukkahs were available for visitors to smoke.”

Four-day Property 2010 gets 73,000 visitors

Over 73,000 home aspirants visited the recently-conclud-ed Property 2010 exhibition, organised by Maharashtra Chamber of Housing Indus-try (MCHI). The exhibition was held from April 8-11 at the MMRDA grounds in Mumbai.

This year, in its 16th edition, the exhibition registered a rise of 12,952 visitors over 60,496 visitors during Property 2009 exhibition held in October last year. The MCHI members showcasing their properties also sold a total of 150 flats during the four-day exhibition. “More than 75 developers showcased around 524 projects and over 17,600 apartments, ranging from Rs 10 lakhs to Rs 10 crores, at the exhibition,” added Zubin Mehta, CEO, MCHI.

Franchise India organises 27th FRO Expo and Conference in Kolkata

The 27th edition of the Fran-chise and Retail Opportuni-ties (FRO) Show was held in Kolkata at Swabhumi on April 10 and 11. The FRO Show is a multi-city expo and conference

which was initiated by Franchise India, an integrated fran-chise and retail solution company, in 1998. The event was managed by Franchise India Exhibitions, the event man-agement arm of Franchise India. The FRO Show is aimed at giving an opportunity to busi-ness visitors to discover a variety of business concepts and showcase Indian and international retail ideas. Gaurav Marya, President, Franchise India, said, “We start-ed with the cities of Delhi and Mumbai in 1998. This year, it is being held across 11 cities. Over 500 reputed brands from more than 150 sectors exhibited at FRO 2009 and 1,60,000 entrepreneurs visited the expos.”

May 2010, Mumbai EXPERIENTIAL MARKETING 09MICE

investors and other professionals from the industry. The event is five-year-old property annually organised in Bengaluru and Mumbai. There were 250 stalls at the current exhibition. The exhibition was

conceptualised by Expo India and was jointly organised with Times Exhibitions and Events.

Expo India organises the fifth ‘Times Interiors’ exhibition

Industry_Brief_May.indd 17 5/3/2010 11:35:51 AM

Big FM partners ‘I Am She 2010’ pageant

Big FM announced its asso-ciation with ‘I Am She 2010’, the official preliminary to the Miss Universe 2010 pageant. The radio arm of Reliance World has partnered with Godrej Eon i-Fresh Refriger-ators as sponsors for all pro-motional activities associated with the pageant.

Big Live, Reliance Media World’s below-the-line division, will host innovative marketing and activations programmes on-ground, to ensure maximum touchpoints and visibil-ity for the pageant. Big Live will be promoting the contest across 45 cities in India. Arjun Singgh Baran, Business Head, Big Live, said, “Mobile canters will run across Mumbai, Delhi, Kolkata, Bengaluru and Chandigarh to promote the pageant.”

In order to celebrate its eighth anniversary, Radio Mirchi Mumbai had launched the ‘Mirchi Toy Factory - Toy Do Joy Lo’ initiative. The cam-paign began on April 8 where-in the radio station urged peo-ple to donate their old board games, toys and sports gear. Encompass managed the lo-gistics of the initiative.

As part of the initiative, toys in good condition were col-

Radio City brings ‘City Ka Nashta’ for Mumbaikars

RJs Salil and Archanaa from Radio City’s morning show ‘Kasa Kai Mumbai’ brought Mumbaikars ‘City ka Nashta’ from April 8-16 at select locations across the city. This new section

within the show had the RJs interact with different sections of the populace for a day and have a sumptuous breakfast with them, and gave them the opportunity to share some of their best memories with Radio City listeners. The initiative ‘City ka Nashta’ was to provide people break-fast on the move to make sure Mumbaikars did not skip breakfast in the morning rush and start their day on a healthy note. Through the show, some communities that the RJs interacted with included dabbawallahs, college stu-dents and working women. ICICI Bank, with its ethos based on ‘Khyaal Aapka’, had joined hands with Radio City to sup-port this initiative.

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Star Pravah organises ‘Pravah Soneri Maharashtracha’

Star Pravah - the Marathi chan-nel from Star Entertainment Pvt. Ltd - organised ‘Pravah Soneri Maharashtracha’ to celebrate 50 years of the existence of Maharashtra, its culture, and to

project a positive and progressive hope for the future of the state. The event was held on April 20 in Pune.

The aim of the event was to showcase the progress of the state in the fields of cinema, religion, music, lifestyle, folk art and sports, among others. The event was executed by Indian Magic Eye, an agency run by acclaimed Marathi ac-tor Dr Srirang Godbole.

May 2010, Mumbai EXPERIENTIAL MARKETING 10Media Active

lected from across Mumbai for the NGO Children Toy Foundation, whose aim is to educate children through play. The NGO collects toys and organises ‘Play Hour’ for children at construction sites, slums, municipal schools and hospitals. The promotions for the initiative were done through the radio station. Contributions were also made by people visiting the Radio Mirchi office in Lower Parel. People who were busy at work could call the designated courier company Team United to get the toys collected for no charge. People could alternatively also drop toys at any of the Shopper’s Stop outlet.

Encompass handles Radio Mirchi’s ‘Toy Do Joy Lo’ initiative

Seventy Seven manages three-phase campaign for ‘Indian Idol 5’ on SET

Seventy Seven Entertain-ment has been managing the three-phase campaign for the show, which began in March 2010 with the five-city auditions. This was fol-lowed by a press confer-ence in Delhi on April 20,

and a mass media campaign after the show goes on-air.

Danish Khan, VP and Head-Marketing, SET, said, “Mobile and static voting booths will traverse through cities with more than one million population. We will have concerts in seven cities where we expect a turnout of 20,000 people.”

Industry_Brief_May.indd 18 5/3/2010 11:36:06 AM

Sahara India names its IPL team ‘Sahara Pune Warriors’

Sahara India Pariwar, which won the bid for an IPL team for the 2011 edition, unveiled the new brand identity of the team. Named as

‘Sahara Pune Warriors’, the franchise has revealed a logo of the team - a warrior sitting on a horse. The announce-ment was made on April 24 at an event at SP College Audi-torium in Pune, which was attended by over 20,000 people. The event was managed by PDM.

Subroto Roy, Chairman, Sahara Group, said, “It is a mo-ment of great pleasure for us to present the identity of the Pune IPL team for the people of the city and cricket enthu-siasts across the world.”

Basketball league ‘Mahindra NBA Challenge’ kicks off in Mumbai

The National Basketball Association (NBA) and the Mahindra Group have partnered to launch a multi-city community-based recreational basketball league. The ‘Mahindra NBA Challenge’ has been created in collaboration with the Basketball

Federation of Mahindra (BFI), which will work with the NBA to implement and oversee league operations across all markets. The league kicked off in Mumbai on April 17, and will move to Ludhiana and Bengaluru. The league will run for seven weeks annually in two divisions - youths in the age group of 14-17, and adults above 18. It has registered 961 players in two weeks of opening up of the registration. There are 100 teams which would be competing in the league. Along with this, 50 coaches will be trained in the League.

Monnet Ispat and Energy Ltd (MIEL), a part of the diver-sified conglomerate Monnet Group, has signed a $ 1 million deal to become the team sponsor of the

Indian Boxing Federation (IBF) for the next three years. The Group, along with Percept Ltd, has also launched ‘Fight Nights’ - India’s first ever indoor exhibition boxing bouts between top Indian and international boxers, which will be held across the country at periodic intervals.

Sahara comes on-board as titlesponsor for IPL Awards

The Indian Premier League (IPL) and Sahara India Pariwar announced a long-term partnership to organise

the IPL Awards. The partnership for the awards is initially for a period of three years and the awards will be called ‘Sahara IPL Awards’. The Awards will be jointly produced and managed by Cineyug and DNA Networks.

The inaugural Sahara IPL Awards night was held at the Grand Hyatt in Mumbai on April 23. Lalit Modi, Chairman and Commissioner, IPL, said, “The Sahara IPL Awards will aim to recognise and reward excellence in batting, bowling and fielding, with some interesting categories like the most stylish player, best stadium and best commentator.”

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Forbes India and Aquasail present ‘Forbes India Aquasail Regatta’

Business magazine Forbes India and Aquasail - a lei-sure company for sailing and aqua sports - jointly hosted and organised the ‘Forbes India Aquasail Regatta’. Comprising four series, the first series com-menced on April 24 at the Gateway of India.

Priyanka Tiku, Marketing Head, Forbes India, said, “The Forbes India Aquasail Regatta Invitation Series is aimed at bringing unmatched world class experience for Forbes’ readers and partners in India.” Zia Hajeebhoy, Director, Aquasail, said, “This race is unique as it was held on an international format, similar to that in the Asian Games and international sporting events. The first series saw a partici-pation of over 60 people and 30 corporate companies.”

May 2010, Mumbai EXPERIENTIAL MARKETING 11Sports Rush

Monnet Group signs up as team sponsor of Indian Boxing FederationOrganisers claim that there will be a huge frenzy which will preset two weeks before every ‘Fight Night’, with sponsors rolling out with multimedia campaigns and boxers making appearances at various high-traffic locations. Hoardings, billboards and cut-outs of the competing boxers of the forthcoming bouts will be showcased at different places.

Percept has come on board as an exclusive marketing partner for IBF for four years. As a marketing partner, Percept will be responsible to promote Indian boxing talents. Percept will also have interactive contests woven around it. Matches will also be played at malls, multiplexes, discos, clubs, college campuses, amusement parks, etc.

Industry_Brief_May.indd 21 5/3/2010 11:36:23 AM

Impresario managed the road shows for new mo-bile brand, I-mobile, across different cities of Mahar-

ashtra. The activity took place from April 1-20. This year, the brand aims to spend 70 per cent of its marketing budget for on-ground promotions. During the road shows, canters ran across the cities chosen to promote the product and were stationed near dealer outlets. There was a wheel of fortune placed at the canter activity area. Several gifts in the form of I-mobile branded calculators and pens were distributed to winners. POP materials were put up in the dealer outlets to highlight the brand features. During the road show the promoters directed the people to enter the dealer outlets, which in-creased the footfall at outlets. A teaser campaign was also conducted two days prior to the canter activity in the dealer outlet locality to create hype about the canter arrival.

be done through third party tie-ups such as Animation Xpress, CGTantra, Afaqs and several BPOs. The database of these companies will be used to send invites and promote the roadshow to relevant people. The roadshows will be held in Mumbai, Pune, Ahmedabad, Jaipur, Indore, Hyderabad, Cochin, Coimbatore, Trivendrum, Chennai, Bengaluru, Kolkata, Chandigarh and Delhi.

Adobe Systems Inc. unveiled the Adobe Creative Suite (CS) 5 Master Collection on April 12 in Delhi. The CS5 collection will be promoted through road shows across India, which is scheduled to commence on May 1 in Mumbai. The initiative will be managed by 141 Sercon. The series of roadshows will end by July this year. Promotions for the roadshows will

Candid Marketing conducts street plays to promote shows on Star One

Candid Marketing was mandated to handle the on-ground promotion for two new shows on Star One - ‘Geet Hui Sabse Parayi’ and ‘Rang Badalti Odhani’. The shows have been set in the cultures of Punjab and Gujarat respectively, and hence the promo-tional activities were conducted in towns in those two states. The activ-ity for ‘Geet Hui Sabse Parayi’ was

held in Ludhiana, Chandigarh, Jalandhar and Amritsar from April 2-9, while the activity for ‘Rang Badalti Odhani’ was held in Surat, Ahmedabad and Baroda from April 2-7. A SUV was wrapped in the channel’s and show’s branding. The plot for the both the performances was designed to create intrigue and build a point of curiosity, and then leave the people wondering what would happen next.

Impresario promotes I-mobile across Maharashtra

Seventy EMG to manage ‘Book Your Bike’ event for Harley Davidson

Starting from April 23, Seventy EMG will manage the ‘Book Your Bike’ event for Harley Dav-idson (H-D) across five Indian cities. The event will be held for two days each in Chandigarh, Delhi, Mumbai, Bengaluru and

Hyderabad. As part of the event, people will be invited for a test drive session and can book for their own H-D bike. Seventy EMG is producing the initiative, which involves calling and shortlisting people for the test drive. Neha Mishra, Senior Manager-Projects, Seventy EMG, said, “Harley Davidson was launched in India in January this year. Seventy EMG had managed a three-phased cam-paign to promote the bike in the India. Through the entire campaign, we had registered over 8,000 people. We con-tacted each person and scanned their profile, to know a genuine interest to buy the bike. We shortlisted 100 people in each city who will be a part of ‘Book Your Bike’ event.”

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The Times Of India, in a joint venture with Garnier, whose parent company is L’Oreal, an-nounced the ‘Take Care, Take

Charge’ initiative on April 21 in Mumbai. The initiative is a 45-day campaign which commenced on World Earth Day - April 22 - and will end on 5 June. The on-ground event is being managed by Oaks Management. The campaign is designed on the platform of recycling pa-per. During the course of the initiative, people will be invited to share their ideas to save and nurture the environment. Promotions for the initiative will be done through ads on newspapers, radio and digital media.

People from Mumbai, Delhi, Bengaluru, Chennai, Hydera-bad and Kolkata can send their ideas by registering on the website Takecaretakecharge.in.

May 2010, Mumbai EXPERIENTIAL MARKETING 13Promo Power

141 Sercon to manage 13-city roadshow to promote Adobe CS5

Industry_Brief_May.indd 23 5/3/2010 11:37:17 AM