- Michael Menezes,€¦ · Print Newsletter May 2009 15 “ ” the country, the association has...

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Over the past two years, and in fact for several years before the last two, Events and Experiential Marketing have evolved as an increas-ingly important driver for marketing campaigns, for brands across cat-egories. While the term Experiential Marketing has come of age in the last few years, so has Event Management as an industry. In many ways, the challenges of a challenged economy have helped the industry seg-ments addressed by EVENTFAQS. With the evolution of these vibrant industry segments broadly classified as Events and Experiential Marketing, we have also evolved since May 31, 2007. If newspapers are the daily chronicle of history, EVENTFAQS attempted to chronicle Events and Experiential Marketing since its in-ception, with sincerity, and without fear or favour. A noteworthy achievement for the highly fragmented industry has been the creation of a single platform for it to voice its rights - EEMA, which was formed in April 2008. Boasting of over 100 members from across

India’s platform for Events and Experiential Marketing

This convention is only the starting point. It only has owners or their nominated representatives. We would ideally like to see all levels of the industry involved in such conventions. It has to become all-encompassing. - Michael Menezes, President, EEMA www.eventfaqs.com August 4, 2008

15Print Newsletter May 2009

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the country, the association has even announced its Awards property in its second year of existence. EVENTFAQS has stood by the association in its formative stages, and remains committed to the interests of EEMA and its members, who form a key constutuent of the industry segments we address. On the occassion of our second anniversary, we decided to perch our-selves in the readers’ lounge for a change. We asked event agencies as well as marketers to pen their thoughts on how their agency / brand had fared over the past couple of years. We also asked brand marketers to voice their expectations from event and activation agencies. While agencies helped us with their achievements over the past couple of years, brand managers broadly highlighted the need for accountabil-ity and scalability in the function. Excerpts...

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Priya Monga Business Head, RC&M India Two prominent milestones RC&M grew at 35 per cent last year, and we had decent business through the year. Activations were on, even in a dull season like July-August, with 75 per cent of business being gener-ated from our existing clients. In times of recession and economic slowdown, retention of existing clients has been an achievement for the company. We have continued to build trust with our

existing clients, providing them better and value added services. The company also expanded its operations by opening offices in Chennai and Bangalore. RC&M created history by once again bagging highest number of awards at RMAI ‘08, where four of its rural campaigns were felicitated. The company also bagged six awards at the WOW Awards ‘09. It was the highest number of awards an agency had won. Two events that made you proud Budweiser 6V6 International football cup: Through ‘Come To Old Trafford’, we created a replica of the Old Trafford stadium on a 43 ft trailer and motivated the TG to participate in the Budweiser 6V6 International football cup (Bud Cup) organised by the beer brand every year since 2002 in England. The objective of the event was to launch the Budweiser brand in India and create strong brand visibility.

Castrol Operation attack: Castrol Operation attack was a campaign to demonstrate the benefit of CRB Plus with Heatproof formula. The idea was to show the common man how Castrol engine oil lubricates the engines even at a high temperature of 300 degrees C and protecting it, hence resulting in higher productivity. The communication strategy was divided into two parts - with emotional connect, through a spe-cially produced rural movie ’Jai Kisan’, relating CRB plus with the prosperity of the farmer; and practical connect, with a live demo of an engine working on CRB Plus.

Prashant Panday CEO, Entertainment Network India Limited (360 Degrees)

Two prominent milestonesIn terms of strategy, we are clearly fo-cused on building our own properties – those for which the IPRs (intellectual property rights) belong to us. I am very proud of the fact that we today have six properties under our belt and hope-fully at the end of this year, we should have another four to add to our kitty!

The launch of the promotions business – and the success that it has achieved – is a proud moment for us at ABSIL.

Two events that made you proud Successfully executing the IFFI Goa Fest in 2008 in an envi-ronment of uncertainty created by the Mumbai terror attacks.

Executing high profile events like the Filmfare Awards, Femina Miss India and the Mirchi Music Awards.

K Hariharan Director, Show Space Solutions

Two prominent milestones Being chosen as the event agency for Chen-nai Super Kings for the inaugural year of IPL and producing a series of ground ac-tivities, including the logo, star ambassa-dor and team launches. We followed by organizing concerts at the matches and ap-pointing Sivamani as the main cheer lead-er. In fact, IMG rated the performance of

the event agency for the CSK team as the best in terms of parameters set by them. This, followed by being re-appointed as the agency for the sec-ond edition in South Africa, can be considered a significant milestone.

We are one of the very few (if not the only) south Indian agencies to have been assigned more than six big stalls at the CII-organized Auto Expo in the last three editions. The assignments included de-sign and fabrication of stalls and managing events during the show. TVS Motor Co., Ashok Leyland, TVS Group and Pricol are some of the big stalls we have handled in the recent editions of the shows.

Two events that made you proud Launch of TVS Flame in Kuala Lumpur, dealer conference and gala dinner for TVS dealers and the marketing staff: The event involved usage of lot of new technologies including ho-lographic projection, interactive projections and LED walls. In-door pyro technics, Australian fire dancers and Chinese acrobats (who were part of Olympics in 2008) were also part of the act.

Handling of high profile inauguration of the Krishnapatnam Port in Andhra Pradesh: This event was attended by Mrs. Sonia Gandhi, the Chief Minister of Andhra Pradesh, and host of Indian and AP ministers. The challenge was to create a five star ambience available in cities at a remote location in a very short deadline, and also adhering to some strict security requirements.


I believe we are the largest spenders on BTL in the country at the moment, among our competitors. They are all start-ing out now, and we have three to four years of experience. - Sanjay Tripathy, EVP and Head - Marketing, HDFC Standard Life, www.eventfaqs.com October 14, 2008


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Himanshu ShahCMD, SOI Entertainment and Communications

Two prominent milestones:Agency expansion: Two years back, we rolled out our Phase I expansion plan. As per the plans, we opened up offices in Pune, Karnal (Hary-ana), Lucknow, Bhopal and Delhi, apart from our existing offices in Mumbai, Ahmedabad and Jaipur. In Phase II, which will commence from

December 2009, SOI will be opening another 11 offices across India.

Scale of Rural Marketing: In the rural marketing domain, we covered over 20,000 towns in 2 years. The best part of it all was that 95 per-cent of these activities in the micro-rural, rural and semi urban areas were ‘Delight the Consumer’ concepts. Moving away from the usual entertaining concepts like nukad nataks (street plays), puppet shows, and movie shows, we had unique concepts with long term and short term recall elements, covering consumer, retail, rural PR and visibility.

Two events that made you proud SOI Dandiya: Tenth and eleventh editions of SOI Dandiya celebrations scaled new heights. The Chief Minister of Gujarat, Narendra Modi, was our chief guest for both the years, which is a big honour considering we are a private organizer. Secondly, in these two years, we added two new properties to the event - Kids Dandiya and Drive-in Dandiya. Wedding planning and managment of media baron’s son: Many national agencies were in fray to handle the wedding ceremony of Gujarat-based publication Sandesh’s MD.

Maneesh Mathur COO, P9 Integrated

Two events that made you proud Playstation Experience 2008: P9 Edge organized Playstation Experi-ence 2008, the biggest gaming event in the country. After the spectacu-lar response that the event had in its first year, i.e. 2007, it was time to take the event to new places. PSX 2008 was held in Mumbai, then moved on to Bangalore, and finally

to Delhi. 30,000 people across three cities and across all age groups witnessed a never-seen-before theme-based gaming event. Current-ly in its third year, Playstation Experience only promises to become a stronger gaming property and spread across four cities in 2009.

HDFC Standard Life ‘Swaabhiman’ Concert: Swaabhiman Concert was a remarkable event for HDFC Standard Life, which was produced by P9 Edge. The idea was to launch a music album which compiled songs that gave the message of self respect and optimism in life. The main song was ‘Sar Utha Ke’, which was performed live. The song was launched at the event. Artists like Toshi, Sunil Pal and Neeraj (Bombay Vikings) performed live. This concert was then telecast on NDTV Imagine as a half hour episode.

Harish Babu MD, Impresario EMI

Two prominent milestonesMICE: At Pattaya and Bangkok for 2400-plus distributors of RMP, spread over seven days with three days of gala dinners and award night functions - all travel, hotel, events and entertain-ment were done by our team. AR Rahman’s First ‘Jai Ho’ show: At Ko-

zhikode, Kerala - all ground level activations and arrangements were handled by us.

Two events that made you proud Miss Kerala 2008: In its ninth year of conduct, we had Vivel as the title spon-sor, and the second coming of Vivel Miss Kerala is awaited in July 2009. This event is an in-house event - much awaited by youth and media in Kerala.

Several events with Indian Navy: At Kochi, Ezhimala and Mumbai.

Nirav GanatraDirector, IM Entertainment

Two prominent milestonesWe did a variety of shows, which demanded ground-breaking ideas, addressing com-plex technical specifics and bucket loads of energy. The sweat and toil we underwent received their due when we walked away with the scintillating silver trophy of WOW Award 2008 for ‘The Triumph Show 2008’ in the ‘Launch Event Of The Year’ category.

Recently, we strengthened our north India presence with a new office in New Delhi. We have restructured the strength there, therefore the need of a big-ger place arose. These two exciting achievements have not satiated our ego; instead, we look at them as new challenges that need to be surpassed, soon.

Two events that made you proudIn terms of set design, it will be the set for The Triumph Show 2008. We will rate it high because of its unique features. The revolutionary idea of an all-mir-ror acrylic set trailed by three ramps was a real hit. The glamorous fashion ex-travaganza was applauded even more when the international models walked the ramp to the beats of 40 traditional Nashik dholwallas, performing live.

The international event like Pangea Day is also high on the list for many reasons. For us, being a part of such an inspiring project was a proud thing in itself. The first-ever Pangea Day took place on May 10, 2008. Locations in Cairo, Kigali, London, Los Angeles, Mumbai, and Rio de Janeiro were linked for a live program of powerful films, live music, and visionary speak-ers. The show was co-ordinated live from six locations worldwide, and it was broadcast in seven languages to millions of people via internet, television and mobile phones.

Event management, no matter how well-planned, will still have last minute goof ups. It’s a part and parcel of managing an event. - Anil Manjunath, Head - Marketing, Budweiser India www.eventfaqs.com September 17, 2008

17Print Newsletter May 2009”“

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Manuj Agarwal COO, PDM

Two prominent milestones The launch and establishment of our IPR property Sunburn: It has record attendance at premium ticket prices, which proves that ticketed models can work in India if thought through scientifically and pack-aged to address the TG’s need. In two

years, Sunburn has become a brand. This has opened a whole new busi-ness opportunity in an era when sponsorships are becoming scarce. The fact that Sunburn bagged the Best Live Event of Year award in WOW Awards was only a proof that the industry agreed with the above.

Secondly, it has been our constant endeavour to recognise upcoming busi-ness segments in our field and enable our organisation to exploit the oppor-tunity. Keeping the same in mind, we launched a separate division of brand activation two years back. In less than two years, the division employs more than 75 people, with offices in 22 cities, and more than 40 clients on the roster.

Two events that made you proud Maruti Suzuki Auto Expo: PDM handled the pavilion for MUL and the same was given to us after a multi-agency pitch - and was decided not just by the Indian client but also Japanese majors. Proud moment was when the then Finance Minister Mr. P Chidambaram visited the pavil-ion and declared it the best amongst those that he had seen. The designs created by PDM for the expo was in fact adopted by the Japanese ma-jor for their participation in other auto expos in international markets. Force India F1 Team: We worked out an experiential campaign for F1 team Force India. PDM was involved right from its inception to logo formation and the strategy following it. PDM is very proud that it was chosen to work as partner of the F1 team, in laying out the long term plan for the team and for the sport in India. Be it using SRK as the first campaign model or a complete BTL strategy on live screening of races, all this has gone towards increasing the base of F1. Our Force India community has more than 5 lakh members - much more than any IPL team.

Raju Kannampuzha Director, Executive Events

Two prominent milestonesM&M Kumarakom: Kumarakom has been promoted as a leisure destination, solely dependent on tourist traffic. Executive Events presented a valuable alternative to promote Kumarakom as a MICE and Mar-riage destination. High spending power economics around Kumarakom, espe-cially Kottayam and Cochin, and strong

marketing, can promote Kumarakom as a marriage destination.

Medicon is our new venture set up with the purpose of providing all the necessary information regarding medical conference management. Mindful of individual tastes and ever responsive to needs, we will work as strategic partner and tailor-make each event to address specific goals, budgets and resources. Two events that made you proud The DSF 2007 Curtain Raiser at Le Meridien, Cochin, was or-ganized in January in a magnificent manner, keeping in mind the magnitude and eminence of the event. The entire venue was em-bellished in golden theme and props and elements were used to symbolize various attractions of Dubai and its sumptuousness.

DJ WAR KERALA 2008: This is an event conceived and managed by Executive Events. It is an annual property to judge and discover the best DJ in south India, and also to inculcate and develop a partying culture among the youth.

What also matters is how one activates the brand. Everyone in our category is into activation, some more and some less. But seldom do we see differentiated activation - there are very few ‘WOWs’. - Chetan Gupta, Marketing Manager (India), Asia Pacific Breweries (Tiger Beer) www.eventfaqs.com September 01, 2008


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Sameer Mutreja MD, G2rams Two prominent milestones From Rams to G2rams: 2008 saw Rams Relation-ships take a big leap with our acquisition by WPP and our alignment with the Grey Group. It was a strategic decision for both Rams and Grey; with us looking at expanding our business to a larger global platform and Grey looking at strengthen-ing their activation arm G2 in India. In almost one year of our operations post acquisition, we at

G2rams have already initiated strategic business alignments with Grey includ-ing operating out of the same offices in Mumbai, Bengaluru and soon in Delhi.

Two events that made you proud Scorpions Humanity Tour - Bangalore and Mumbai - December 2007Volkswagen Factory Launch - Chakan (near Pune) - February 2009Both these events are feathers in our cap. The Scorpions tour put us in the open events category while giving one of our biggest clients, Hero Honda, a platform to ride on for their then newly launched motorcycle brand Hunk. The Volkswa-gen factory launch proved to be a great achievement from an operations point of view. We delivered one of our largest productions at the highest quality standards in record time.

Navneeth Mohan VP and Regional Business Head (West), Encompass

Two prominent milestones Encompass became a part of the WPP group in early 2008. This opens a whole new world of opportunities from a business perspective, growth curve perspective and also employee career perspective.

One of the highest awarded agencies in the first WOW Awards. Previously, there was

no benchmarking in the Industry. WOW Awards is an indicator of the supe-rior creative advantage than Encompass has always been proud of.

Two events that made you proud Colgate Brushing Challenge: Creating a Guinness world record for the number of kids brushing at the same time - around 2 lakh kids participated in 22 cities across 380 locations at a single point of time !!!Palampur Express: First events and experiential marketing agency to have made a daily fiction show.

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Xerxes Antia COO, Seventy EMG

Two prominent milestones Cartier Travel with Style: With Cartier, Seventy is now firmly placed on the international luxury event circuit. We had the privilege of delivering an international event to quality levels at par with Pebble Beach and Goodwood, hosting true global icons that were part of the judging panel and the challenging task of handling the logistics of

transporting 64 of India’s best vintage cars from the corners of India to Mumbai and back. Goafest(s) 2007-’09: This is designed and managed to an incred-ible international standard each year by the Seventy Event Man-agement Group. There have been numerous highlights: over 1,600 pieces of original creative work displayed, 30 hours of seminars, 250 Awards given out, rain dances, Jalebee Cartel and packed dance floors. Seventy EMG has been retained by the AAAI for three years in a row, because we shared a vision for the future of the Goafest brand with the best minds in the advertising business. Two events that made you proud Re-creating Mysore Palace @ Turf Club - Dec 2007: In peak season time, producing this mammoth event was probably the toughest production challenge we have faced. Having executed this flawlessly - in terms of detailing, quality and the sheer im-possible-ness of this task - the team has noted this one as THE achievement internally. That is, completing this three-storey struc-ture - that consisted of 35,000 sq ft. of platforms and carpets, 500 pillars, landscaping, flower decor and authentic furniture and ar-tifacts of the period catering to 3,000 guests’ lounge space, enter-tainment spaces and F&B areas - in its entirety in two days flat.

Cartier Travel with Style: The first ever international and national Concours D’Elegance in India. The Cartier ‘Travel With Style’ Concours took place over the weekend of the 31st October/2nd November 2008 at the Royal Western India Turf Club, Mumbai, showcasing an extraordinary collection of India’s unique classic cars. The cars showcased were owned by Indian royalty and pri-vate collectors,.

Poonam LalManaging Partner, Marketing Solutions

Two prominent milestones October 2007! Marketing Solutions’ project on Velvet Female Condoms (from Hindustan La-tex), with their ATL agency Dentsu Marcom, was a major milestone for us. From doing purely event management jobs, we finally got our big calling from this project. We reached into malls, washrooms of high-end pubs and lounges, kitty parties...

April 2009! Marketing Solutions made its foray into the world of television. We had been exploring different avenues of growth in a competitive market. We started working towards content development and logistics handling for reality shows. Marketing Solutions is finally breaking the drought with its first live cookery show for Group M, to go on air in June 2009 on a prime slot on the Colors channel. Two events that made you proud December 2008! The Vodafone IT telecom pitch was a major coup for the agency. Pitted against the best agencies in the business, we were asked to present a concept and design in a very restrictive budget, for 1600 sq ft of island space. A ‘high on branding’ design caught the imagination of the client.and we won the account and executed it flawlessly ‘from paper to ground’. March 2009! Panasonic Viera Brand Ambassador Launch: The project was a brilliant accomplishment of concept, design and execution coming together perfectly. With the scale of the event being very large, the expectation of a flaw-less display in fabrication and logistics from the client was natural. We were involved in a lot of serious R&D - to source the right material for creating a real yet chic coal mine, to create a three-dimensional diamond facet’s main stage, complementary collaterals and display.

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We don’t have a showcase of what’s the best out there in the space of events and promotions. That’s what this (WOW Awards) should really be. We see multiple promotions of brands across various media. I would love to see 100 things, put up the best, and say, ‘I wish I could have done that’. - Ramesh Natarajan, Deputy Country Head, DHL South Asia, and Jury Chair - WOW Awards 2009 www.eventfaqs.com December 15, 2008


Dhruv Jha Business Head - Brand Experi-ence, Lodestar Universal

Two prominent milestones, and two events that made you proud

We see the brand association - Van Heusen with Ghajini - as a major milestone, especially the on-ground fashion show with Aamir as a show stopper at Oberoi Mall on Dec 16.

The second milestone was when industry recognized what we had done, and we won a gold at the Eventfaqs WOW Awards

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Jai Mundra Owner, Events

Two prominent milestones 100 percent growth every year with commencement of branch office in Bangalore and operational office in Delhi.

Inclusion of new accounts on board with consistent projects and repeat business.

Two events that made you proud Launch of Virgin Mobile India for the internal audiences across Delhi, Hyderabad and Pune.

Nokia 5800 Dealer Launch followed by huge consumer launches in the form of live concerts, in Chennai, Hyderabad and Kochi. These were back-to-back events with on-ground activations involving logistical challenges, but we managed with aplomb and great client feedback.


Shankar Ganesh MD, Nyka Events

Two prominent milestonesIn 2007, Nyka took its first tentative step into the world of exhibitions by creating its own infrastructure and exhibition set up. The first chance we got to showcase our tal-ent was the Auto Expo 2008 held at Pragati Maidan, New Delhi, for Asia Motor Works. .

Since our inception, we as an agency always knew that we could cre-ate flawless events. The WOW Awards gave recognition to our belief and also showed the world what Nyka Events Pvt. Ltd. was capable of.

Two events that made you proud The Mondialogo Awards: Nyka Events was selected amongst a number of other agencies to organise all aspects of the event. The logistics not-withstanding (which is a part and parcel of any event), it was the oppor-tunity to be associated with an event of this calibre and magnitude. The fact that we had been chosen by Daimler AG was a proud moment.

The launch of Aircel in Mumbai: What made the event special was the fact that in five days, Nyka came up with the concept for three events,, negotiated and finalised the venues, created laser storyboards, finalised artistes, flew them down and came up with a launch which the entire Aircel team was proud of.

Farhad Wadia CEO, E 18

Two prominent milestones The Scorpions concert in Shillong in December 2007, which was done two days after our America concerts in Mumbai and Bangalore. The Shillong show was tough and a logistical night-mare as we had to move in 12 tonnes of the band’s backline / monitor setup in and out within 24 hours. And there was no margin for error, as otherwise their Mumbai show (done by another

promoter) would get affected. We also had to move in 12 tonnes (three trucks) of sound from Cochin, six tonnes of sound (delay stacks) from Nagaland, and six tonnes of truss and lights from Delhi by road. We had over 40,000 people attending. There was a 100 km traffic jam as the road between Gauhati amd Shillong was jammed with cars of concert goers. They had made the last 12 kms a parking lot by abandoning their cars and walking to see the concert. The band itself was flown in and out of Shil-long from Guwahati by two helicopters specially chartered for the con-certs. In all, making this the most complex and challenging concert done by a new company barely four months old and with a team of six people.

The Jethro Tull & Anoushka Shankar 5 City India Tour in Nov 2008: This began in Kolkata a day after the 26 / 11 attacks in Mumbai . We were sitting in the Taj Bengal in Kolkata watching the attacks live on TV. We had to postpone the Mumbai show to the end of the tour, but we managed to pull off all the five concerts - all of which were completely sold out. We had to make huge security changes at every venue, and we had to convince the bands to continue and play instead of returning home (which is exactly what the English cricket team did!).

Companies are realising through experience, that an effective MICE program can show them results, and that they can monitor the ROI.- Sushil Wadhwa, MD and CEO, Platinum Incentives and Events www.eventfaqs.com October 2008


Rajeev Jain Director, Rashi Entertainment Two prominent milestones Formation of Event & Entertainment Management Association(EEMA). It was indeed a proud moment for the over 100 event organizers all over India to come together and witness a landmark event. We are proud that our agency has played a fundamental and vital part in the formation of this association.

We have completely changed our business module and created separate departments for launches, promotions, weddings and private functions, and special events. This has essentially helped us in taking the business to a new level and keeping to our tradition of delivering the best quality and high standards. Two events that made you proud 8th Family Fun Car Rally: This is our annual signature event, which is in its ninth year. This is a multi-city event and takes place in the months of August and September. The 8th Family Fun Car Rally was held in five major cities - Delhi, Chandigarh, Jaipur, Ludhiana and Kolkata. This has become a much talked about event in the Automotive Industry and is a treat to the fun and adventure loving families. Launch of ‘NATUROC’ by Nitco Tiles Limited: This multi-city product launch of ‘NATUROC’ took place in 10 cities in a span of 20 days in the month of April 2009. The major cities covered were Chandigarh, Delhi, Mumbai, Pune, Ahmedabad, Bangalore, Chennai, Cochin, Hy-derabad and Kolkata. Rashi Entertainment handled all the logistics in all the cities with reference to the venues, F&B arrangements, promo-tions, entertainment, launch, effects, etc.

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Ambika Sharma National Head, Jagran Solutions

Two prominent milestones The two instances which stand out are the time when Microsoft launched Windows Vis-ta and the pitch (all India) by their designated international agency at the time - it was won by JS against the top agencies in the country.

The PMAA 2008 was the second milestone, with one gold dragon for the Best Small Budget

Campaign, as well as two recognitions in diverse categories. The three catego-ries are not only mainstream but the activations were on two ends of the spec-trum. One was an urban campaign concentrated in the metros for a lifestyle personal care product (SEC A segment) under Best Brand-Building Campaign. The other targeted rural Indian markets with a pop strata of less than 10K under Best Cause or Charity Marketing Campaign.

Two events that made you proud Microsoft Go A-live Challenge: A first of its kind the activation, this was a huge success and was recognized as the single largest initiative in the fight against competition worldwide adding an aprox 15 percent gross to the total product base in the country. The initiative is special as it rein-forced our belief that brand activation has immense and endless possibilities.

WIN: This was undoubtedly the Vista-ization of CCDs for the Windows Vista Brand launch activation plan. To elicit a ‘Wow’ reaction, a café chain (CCD) was completely ‘Vista-ized’. The fundamental colors of CCD were changed to the blue-green Windows Vista palette starting from the door to the menu panel. All other points of interaction with the customer were also ‘Vista-ized’ - this in-cluded a totally redesigned menu card, posters, tent card, special limited edition merchandise sold from the counter, and even a special edition commemorative brew called ‘Wow-fee’. An innovative cover on Café Beat, the in-house news-paper, provided detailed consumer benefit messaging, ensuring that a consumer had varying levels of messaging at multiple touch points. A first in the country, the activation required overnight changeover of 400 outlets in 70 cities. We reached 5.2 million consumers via this activation.

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Mohomed Morani Director, Cineyug Two prominent milestones Six of the 10 highest rated events (on television) in the year 2007 were Cineyug events. The trend also continued in the years 2008 and 2009, where Cineyug events featured prominently in the list of highly rated television events

We launched our sports man-agement wing with our Chak De Yaaran event. Since then, we have also directed and executed the IPL 2009 closing cer-emony, and are the official agency for the Kolkata Knight Riders. We also started our television software unit with succesful reality shows like Yeh Hai Jalwa on 9X and Ustaadon ka Ustaad on Sony.

Two events that made you proud Filmfare Awards 2009 that was hosted by Ranbir Kapoor and Imraan Khan - their stage debut was a Cineyug event. Chak De Yaraan: A fun-filled evening that combined Bollywood and cricket that achieved a TRP of 8.3.

Literacy may be an issue. However, comprehension is not. Rural audiences may be handicapped by the ability to read/write, but not by the ability to comprehend and respond. - Sanjeev Goyle, Senior VP - Marketing, FES, Mahindra and Mahindra www.eventfaqs.com March 13, 2009


Brian Tellis Chairman, Fountainhead Two prominent milestones The forming of our Delhi branch and achieving a 100 percent growth in ‘07-’08. Two events that made you proud Creating and conducting our first Cor-porate Sports Games and being a part of and conducting the International Oil Convention - Petrotech.

Atul Nath Co-founder and MD, Candid Marketing

Two events that made you proud Google: The Internet Bus Project: The bus aims to spread awareness and educate the Indian population about the utility and benefits of the internet

The bus, an internet mascot, conceptual-ized together by the Google and Can-

did team members, has been designed and made functional to provide live demonstrations (both inside and outside the bus), disseminate internet-based information and host Q & A sessions for the TG. The bus is created on the lines of a private cyber cafe, and also provides product-specific interactive engagements. This is a year-long initia-tive which kick started in Tamil Nadu. An internet-enabled bus will travel across the country stopping in several Tier II and Tier III towns.

Pond’s Age Miracle activation campaign integrated multiple market-ing forms and took a 360 degree approach to meet the marketing chal-lenges and fight competition. The campaign effectively used a mix of traditional and innovative mediums to reach out to its audience and acquire market share.The program challenged the consumers to buy the product and experience its superior quality and technology, or else return it for money back. The aim was to focus on penetrat-ing the market, spreading awareness and inducing trials, thereby in-creasing the market share. Activations were planned in malls, RWAs, beauty salons, modern trade, lifestyle expos, women’s magazines, etc.

Two prominent milestones 1. Being adjudged the “No.1 Brand Promotions Agency” in the Brand Equity Ad Agency Reckoner

2. Candid Marketing going Independent again after the buyback of our equity from IMSG

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Lalit Kewalramani Director, Showhouse Events

Two prominent milestones Vogue rated our Rohit Bal - Wills Lifestyle Grand Finale show set as ‘One of the spectacular sets around the world’ (Source: Vouge)

Two events that made you proud 100 Pipers Presents Samaagam: A Sarod concert by Ustad Amjad Ali Khan with Scottish Chamber

Orchestra conducted by David Murphy. Wills Lifestyle India Fashion Week Grand Finale shows: 100 Pipers presents Vanessa Mae & Ustad Nishat Khan.

Nothing stops me from doing an amateur race targeted towards the teens or parents in the next season. Going into the future, we are looking at involving the absolutely uninitiated into the sport with more events and activities. - Mackinlay Barreto, Head - Motor Sport, Amaron www.eventfaqs.com April 30, 2009


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Manoj Gopalani Director, Seventy Seven Entertainment

Two prominent milestones Seventy Seven has witnessed an exponen-tial growth in terms of magnitude and scale of events in a short span, which has result-ed in us becoming a name to reckon with. Though we consider this as the beginning for bigger campaigns and projects to come!

This year has also seen us making a foray into the Special Events and IPR domain. The year

seems promising with a couple of Special Events lined up which either have been conceptualized by us or are in association with other brands. We are also focusing on creating and building brands in this segment which would defi-nitely give us a head start. Seventy Seven also plans to explore the international arena and we are quite optimistic that the coming year would see quite a few surprises unfold! Two events that made you proud Personally, I feel that each event has its own challenges, moments of uncertainty and eventual triumphs that make it memorable and the experience exhilarating. As mentioned earlier, the past two years have been truly challenging as well as sat-isfying in terms of the magnitude and scale of events managed by Seventy Seven.

To begin with, the Indian Idol 4 campaign simply set an example for expe-riential marketing and established a direct connect with the youth across the country. Conceptualising, planning and executing an extensive six-month multi-city campaign which included phase wise distributions of press con-ferences, BTL activities and city concerts, was not only challenging but also exciting! And yes, our efforts paid off when a colossal crowd attended the city concerts and we won a WOW Award for Youth Connect of the Year.

Another momentous event would be the Red FM Bajaate Raho Awards show. Right from the set to the scripting of the show, from television production to complete ground management, Bajaate Raho saw Seventy Seven realize its true potential!

Tabassum Modi Business Head, KrayOn Two prominent milestones: Merger of Krayon, Activity and Edu-Media: With a vision to proliferate, expand and be the leading media com-pany in the education sector, the found-ers of EduMedia, SS Edutainment and Krayons Entertainment have decided to merge resources, energies, talents, minds and operations of the three com-panies. S S Edutainment Pvt. Ltd (The Activity) was launched in 1996 and has

grown by leaps and bounds over the years whilst serving the education sector with life skills and other training programs. EduMedia India Pvt. Ltd. was launched in 2007 to establish itself as the ultimate destination for high quality media initiatives to bring about a positive change in the school segment. Krayons Entertainment Pvt. Ltd. has established its firm foothold in the kids and youth events segment since 2005. Our new merged identity is EduMedia India Pvt. Ltd. EduMedia is an excit-ing phenomenon that aims to bring about a positive change in the edu-cational arena by creating inspiring and innovative media initiatives. Krayon (Events), School Cinema (Film), Mentor (Print Magazine) and Activity (Training & Consultancy) are brands under EduMedia that will hold aloft the vision of the company by providing innovative so-lutions for schools, students, teachers, principals, corporate and par-ents. From events to training to publishing to films, EduMedia works with a vision to Enable growth through progressive media ventures

Winning 2 WOW Awards in the category of School Contact Program . The Silver and Bronze WOWs in the category of School Contact Program proved as an impetus to us to strive for high quality standards and best result oriented activities. Since its inception, Krayon has always known for its quality performance and its events that add value to kids’ lives. WOW Awards gave recognition to our efforts in creating a niche for kids events. It feels like a great achievement to win two awards out of three in the category and we look forward to win all the three awards next year.

Two events that made you proud Horlicks Exam ka bhoot bhagao and Horlicks Wizkid 2008

Haardik Joshi Director, Encore Media

Two prominent milestones Encore Media as an agency executed its first multi-city activation campaign ( for HDFC Standard Life) for the first time last year (since we are only 18 months old!!). That gave us the boost and confidence as a team. The other milestone has to be the new and fresh ideation we conceptualized for some of our campaigns with our clients.

Two events that made you proud Well, if the prerogative is not talking about your own work, then the “WOW Awards” held earlier this year made us proud to be in this in-dustry. It brought in the sense of belonging to something. The other appreciable effort was the annual “Standard Chartered Mumbai Mara-thon”, bringing in the international limelight to Mumbai for a fantastic cause.

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Arun Mehra CMO, Zapak Digital Entertainment

Two events / on-ground promo-tions that made an impact Paddle Pop Gaming League: In only its second year of execution, it has become the largest gaming league for kids in terms of scale and participation. The participation this year has crossed 1.6 lakhs. Paddle Pop Gam-ing League is an online and offline gaming

tournament developed for Kwality Wall’s Paddle Pop brand of ice creams.

Intel Campus Gaming Star: After hitting more than 25 colleges in its first year, Intel’s Campus Gaming star is still the biggest hit in college festivals. A unique gaming tournament developed for Intel-powered machines, it has workshops on Gaming, Digital Art and Laptop DJ apart from a power-packed gaming tournament featuring a 25 seater gaming rig. Around 15,000 students have been a part of this event across India and won more than Rs. 5 lakhs worth of cash.

Mackinlay Barreto Head - Motor Sport, Amaron Pro Racing

Two events / on-ground promotions that made an impact Amaron Karting Challenge: India’s largest and only racing challenge for school kids. Zero Maintenance campaign: High-lighting Amaron’s ‘no top-up re-quired’ feature amongst vehicle owners

Two things that you would like to change about the event and experiential marketing industry... Experiential marketing will play a far more defining role in engaging audi-ences. The industry needs to be transparent with clients on costs. Most impor-tantly, agencies need to provide a brand solution not by keeping the brand as the focal point but rather the consumer/ customer.

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Danish Khan Marketing Head, Sony Entertainment Television

Two events / on-ground promotions that made an impact ‘Yeah World Humara Hai Concert’, an eight- city concert to promote Indian Idol 4, was a massive success as it really managed to mobi-lize youth across the country.

The press conference of our relaunch on May 21 was yet another impactful event. Presenting seven shows in ‘never seen be-fore’ manner created quite an impact. The whole ambience, the synchronized movement, the 270-degree screen, provided an extremely impactful launch.

Two things that you would like to change about the event and experiential marketing industry... How can the function and its play-ers add more value to your business?Audience targeting, especially in experiential marketing, results in lot of spill over. We need to find a way to be more precise in targeting the audience group. Secondly, we would like the event and expertial marketing industry to bring and use technology better. Today, use of technology is minimalistic and in a very generic way.

Sanjeev Goyle Sr. VP - Marketing, Farm Equipment SectorMahindra & Mahindra

Two events / on-ground promotions that made an impact Mahindra Tractor Mahotsav is a showcase of all FES products and services under one roof (tractors, spares, service, finance, exchange, agri counseling).

It has seen participation from big rural brands (ICICI, Castrol). Over the past two years, Mahindra Tractor Mahotsav has reached out to 2.5 lakh farmers, given test rides to 7,000 farmers and over 1 lakh farmers were given agri-counseling sessions.

Project Bhoomi is a fully equipped, real time, mobile soil testing laboratory at the farmer’s doorstep. Along with soil testing, agri counseling is also offered to the farmers..

Two things that you would like to change about the event and expe-riential marketing industry... In the current scenario of uncertainty, innovation in ideation and execution becomes important. The event amd experiential marketing industry needs to be exception-ally innovative in whatever they do. Focus should be on results and not activity.

The key is to have a deeper understanding of the client’s business. Innovation in com-munication, lower cost per contact and target marketing are the need of the hour. These challenges need to be addressed jointly.

Tarun JhaDGM - Marketing, Skoda Two events / on-ground promotions that made an impact Lakme Fashion Week association: Posi-tioned our brand in the lifestyle segment; opportunity to interact and gain visibility with large percentage of our target audience; association with designers who portrayed the essence of our products through their collections - like Kunal Rawal for the Fa-bia and Manish Malhotra for the Superb.

Superb soft launches at golf courses in multiple cities this year - A two-day event which involved car display, competitions, test drives etc; reaching out to target group, niche and upmarket theme like the Superb; dealer-led initia-tive; customer engagement opportunity; excellent brand visibility. Two things that you would like to change about the event and experiential marketing industry... A more organized set up and access to contemporary and technological re-sources is needed. Attention should be given to quality and detailing. Organized set ups will also help in reducing costs for agencies as well as their clients.

Event agencies should conceptualize and ideate keeping the brand commu-nication and target customers in mind. This will help maximize the impact of an event for a business, which is the biggest value addition.

We need to justify our existence and prove that we are capable of being partners to the brand. Unless we add value – and add measurability to that value – we will be saying the same things (that we keep complaining of today) for the next 5 to 10 years.- Brian Tellis, Chairman, Fountainhead Promotions and Events www.eventfaqs.com August 04, 2008


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city rounds being conducted on ground and the inter-city rounds and the finals being conducted on air. In its very first year, this activity got over 2,50,000 participants across 700 schools in 11 cities.

Two things that you would like to change about the event and experiential marketing industry... Two areas where there is huge room for improvement is in the account-ability of all concerned partners, particularly, the agencies and the ex-ecution.

Event and experiential marketing industry heavily depends on multi-level outsourcing. Work gets outsourced from a national agency to a regional agency and further down to local agencies and promoters. And often, we have witnessed leakages while the handover happens with the blame passed from one to another. Moreover, monitoring of the activity and reporting of the final results is often neglected when it is so essential to the business. ROI goes up in geometrical proportions if leakages are controlled in each of the stages.

Given our experience of multiple such programs and partners, we haverealised that often the last mile planning and execution does not get enough emphasis. Those are critical, especially when the success of these programs is a result of the quality of final execution.

Giriraj Bagri VP - Marketing, Castrol India

Two events / on-ground pro-motions that made an impact Over the last two years, Cas-trol has run several path break-ing and innovative promotions for various stakeholders. Two of the most unique and innova-tive events would be the Golden Spanner Mechanic contest and Power1 Passion Hunt. Both these events have been very

specifically designed keeping the target audience in mind. Castrol Golden Spanner Mechanic is aimed towards the mechanic commu-nity whilst Castrol Power1 Passion Hunt is aimed towards bikers. Both programmes offer the Target Group an opportunity to show-case their skills and knowledge.

Two things that you would like to change about the event and experiential marketing industry Whilst the event and experiential marketing industry has come a long way, it has an equally long way to go. The industry is not as organized and structured as we would like it to be - although with the setting up of EEMA, things are likely to change. The function and its players could add more value to businesses by coming up with breakthrough ideas which bring alive the core brand idea. And they should be able to execute these with speed and on a scale that has positive business impact.

Sanjay Tripathy EVP and Head-Marketing,HDFC Standard Life Two events / on-ground pro-motions that made an impact HDFC Standard Life Guess and Win-The objective was to clearly highlight the need for pension planning given the increasing cost of living. Given the seriousness of the message, the challenge was to communicate in an entertaining and interactive manner.

We devised a simple game wherein in-dividuals could walk over to our kiosk and guess the current and future (20 years later) cost of a randomly selected item of daily use. This activ-ity was conducted in 14 malls and three retail chains across 15 cities re-sulting in over 20,000 leads (forms) and gave HDFC Standard Life ex-posure to over 1.5 million individuals belonging to our target segment.

The HDFC Standard Life Spell Bee is the Indian version of the very popular Spelling Bee conducted in the US. This was supported in In-dia by The Times of India Group. This is an activation program that combined on-ground event held in schools and at city levels and the finals were conducted as episodes; later they were aired on National Geographic Channel as five different episodes.

Children’s Plans are a key part of HDFC Standard Life’s business con-tributors. And therefore, HDFC Standard Life was looking for a prop-erty, which could give the brand the right association with parents and children.

This program was done in two phases with the school rounds and the

Bikram Basu VP- Marketing, Pernod Ricard

Two events / on-ground promotions that made an impact The annual Chivas Fashion Tour was initiated in 2006 and goes to five cities - Mumbai, Delhi, Bangalore, Kolkata and Dubai. It’s the only multi-city lifestyle event where designers weave their creative trends without worrying about immediate trade orders. Con- sumer feedback is important, and it brings designers close and personal with them across cities. Of course, the event helps Chi-vas Regal build targeted communication and positioning; generating better awareness and disposition. All these scores are on a healthy trend and meet our planned objectives, including conversion to sales

Two things that you would like to change about the event and experiential marketing industry The event and experiential marketing industry has to walk the talk. Consistent quality remains a problem - generally stems from a lack of effective, stable manpower making the industry a first choice for ca-reer. This will change with the crop of people who have joined since 2000, staying in the industry, and using their experience and learn-ing going forward. There are no short cuts. The recession will get rid of the non-serious; and fly-by-night event networkers. Events/ experiential marketing will be a critical tool in the marketing mix.

More clients are waking up to it and realise the depth of connect it es-tablishes for their brands or products. This adds a lot of value to ourbusiness, and will continue to do so.

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The small margins and commissions you earn on sound, light and hall rentals will not help you get more money. Only big ideas will drive reputation, and reputations will help you grow.- Colvyn Harris, CEO, JWT India www.eventfaqs.com August 05, 2008


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