B for Brand I for Influencer - eventfaqs.com Mallick, VP Marketing, Adani Wilmer said, “Fortune ... Parle Products is engaging households in Tamil Nadu during the Navratri days with

Events | Entertainment | Promot ions | MICE | BTL | Sponsorship | Sports

In Focus: LFW Winter / Festive 2010 p 30 KBC 4 launches in style p 34Kingdom of Dreams p 36

Also Featured:Kyoorius Designyatra 2010Creating Order in Chaos p 24

Experiential Destination: Britain: Ready for your business p 18Market Pulse:The EEMA UpdateBrian Tellis, President, EEMA p 44

VOLUME 1 ISSUE 6 `100/-

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www.eventfaqs.com

Schools: Playground for Brands

B for BrandI for Influencer

The fashion quotient is still on the rise across the country. The month gone by saw four properties, each substantially large, run almost consecutive to one another in different cities across India. Needless to say, there is no debate about which is bigger or better any more. What’s best is that there seems to be audiences and sponsors for each of these fashion extravaganzas, in spite of their growing numbers.

The showstopper for us this month however, is the growing trend of brands reaching out to the youth through school-contact programmes. This started off as a periodical promotion format, when school kids were targeted by certain relevant brands, in the months schools re-opened. In time, however, not only has this format caught on to be an exercise for brands through the year, but also brands, not conventionaly targeted to children, see mileage in communicating to this TG.

What’s more is that brands don’t seem to be relying on ‘pester power’. Agencies are challenged with the creation of sensible communication campaigns, since brands see this TG as an educated influencer. It’s encouraging to see brands optimizing on the format of live experience, in creating messages through interactions, so they are better received.

Promoting this very belief of the live experience format, the Event and Entertainment Management Association (EEMA) has chalked out bold plans for itself for the coming year. Stressing mostly on the importance of consolidating and growing this industry, EEMA will work unanimously and in specialized groups to achieve this end.

But all the action is not in the past. India witnesses the largest landmark event it has ever hosted in its history. The Commonwealth Games seems to have taken off on a high, putting away speculations and criticisms behind it. And on the industry front, we have the International Congress and Convention Association (ICCA) meeting in Hyderabad this month. Again, a first for the country!

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It’s all happening here

ExM is a monthly magazine from EMDIWeb Solutions Pvt Ltd, publishers ofIndia’s only platform for events and

experiential marketing -www.eventfaqs.com.

Editorial team:

Karishma Hundalani [email protected]

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Jagadeesh Krishnamurthy [email protected]

+91 99870 49044

Shweta [email protected]

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Rachel [email protected]

+9122 2648 9915

Design Team:

Vinayak Alle Prasad Karambat

Sales and Marketing:

Vishal Nagdev [email protected]

+91 98212 24987

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Circulation:

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October 2010, 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.

Event Briefs Promo Power | MICE | Live Sports Rush | Media Active 07-13

50 5247

Lakmé Fashion Week Winter/Festive 2010 30

KBC 4 launches in style 34


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CONTENTS

GLIMPSES

Industry WatchAgency | Destination Hospitality | Events 14-17

Making a statement Kingdom Of Dreams 36

Schools: Playground for brands B for Brand I for Influencer 38

51

BritianReady for your business

Kyoorius DesignYatra 2010 Creating Order in Chaos 24

The EEMA Update Brian Tellis, President, EEMA and Chairman, Fountainhead Promotions and Events 44

18

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ERTICAL I M I T

Tata Ace engages over 10,000 consumers through ‘Celebration Melas’

Big Live organised the celebration campaign for Tata Ace, which sold over five lakh vehicles since its launch in 2005. Titled ‘Celebration Mela’, vehicle service camps were organised to strengthen customer relationship and generate prospective leads. The activation

began on June 17 and covered over 80 towns across Andhra Pradesh, Karnataka and Kerala till September 2010

Navneeth Mohan, Business Head, Big Live said, “The main focus was to attract and excite Tata Ace customers as well as prospects, giving them a chance to experience the brand and celebrate its success”. The activity ensured maximum reach and multiple touch points with its 120 ‘Celebration Melas’ that serviced over 9000 Tata Ace vehicles.

Krayon manages Classmate Ideas for India Challenge

ITC launched a nation-wide programme for their brand Classmate, called Ideas for India challenge, reaching out to 25 lakh students across 30 cities, 500 schools and 200 colleges.

Chand Das, CEO, ITC’s Education and Stationery Products Business said, “Today’s youth is imaginative, creative and opinionated on issues challenging India’s growth and development. They want to be serious partners in the nation building process, shaping the India of their dreams. Through this challenge, participants can express their ideas for India in the spheres of science and technology, environmental protection, education, social and religious tolerance, infrastructure build-up and emerging India.”

Promo Power

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Marketing Solutions manage launch events for Aerocon panels

Hyderabad Industries Ltd. (HIL) appointed Marketing Solutions to organise a series of meets for interior designers and builders, to acquaint them with Aerocon panels, HIL’s environment friendly product for the construction segment.

Following launches in Hyderabad, Ahmedabad and Surat, the agency plans to take the launch to 10 more cities over the next couple of months. Poonam, Managing Partner, Marketing Solutions elaborated, “Each invite was an eco-friendly prototype of the Aerocon block. A note was sent with it on how to work towards a Green World. A presentation showed how we harm the environment and how we can contribute to a safer, greener environment.”

Fortune Plus allocates 25 pc marketing budget to BTL activities

Adani Wilmar Ltd. launched Fortune Plus, the new healthy and light edible oil under the flagship brand Fortune in Mumbai on September 23. Adani Wilmar’s decision to launch the new variant comes in the wake

of the growth opportunity that the Indian edible oil industry provides.

Angshu Mallick, VP Marketing, Adani Wilmer said, “Fortune Plus is targeted at educated working housewives and health conscious people from well-to-do families. We have a total marketing budget of over 10 Crores, of which we will be allotting 25 per cent to BTL activities These activities will commence on October 2 and will be managed by Bates 141.”

Live Events manages ‘Fem Bleach Get Famous in 15 Minutes’ contest

Fem Fairness bleach is organising a nationwide contest titled ‘Get Famous in 15 Minutes’. The contest gave five participants a chance to get groomed at the Elite Model School in Mumbai and appear in a television show on UTV

Bindaas. One of these contestants will represent India in the Elite Model Look 2010 contest in Shanghai, China. The contest was managed by Live Events. Medha Mohan, Brand Head, Fem Fairness Bleaches said, “This campaign gave aspiring young girls and boys an opportunity to get famous by getting a makeover in 15 minutes. This initiative aimed to educate consumers on choosing the right fairness bleach basis their skin type.”

Benchmark Eventss manages sixth edition of ‘Parle Golu Galata’

Parle Products is engaging households in Tamil Nadu during the Navratri days with its ‘Parle Golu Galata’ contest. The activity, conceptualised

and executed by Benchmark Eventss, is in its sixth edition and engages over 15,000 households during the activity period of one month beginning September 15. In 2005, Parle introduced this novel promotion where the best decorated ‘Golu’ was awarded.

Chithrra, MD, Benchmark Eventss said, “We have been scaling up the property since its inception. Around 7,500 households are engaged in Chennai, while the remaining are spread across nine other cities.”


Impresario manages Kerala Travel Mart 2010

The biennial Kerala Travel Mart is in its sixth edition this year. Impresario Event Management

managed the event held from September 23 - 26, 2010 at The Bolgatty Palace in Cochin. A total of 551 international and 1621 domestic buyers registered for this year’s mart. Supported by the Ministry of Tourism, this year’s KTM was indicative of the State’s preparedness to attract tourists from countries just recovering from global recession. Harish Babu, MD, Impresario Event Management said, “Being a focused trade event, there was no on-ground promotion to attract the public. The venue was transformed to give it a traditional but subtle Kerala feel to showcase Kerala to the national and international buyers.”

Novel Event Works Corporation Ltd organised and managed the eighth edition of ‘Locations Exhibition Conference 2010’

held on September 24 - 25 at Novotel hotel, Mumbai. It was a unique film tourism event based on the concept ‘Films are Catalysts to Tourism’. The objective of the awards was to recognize and acknowledge strategic exposure given to a location or country through Indian films.

Sudhanshu Hukku, MD, Locations said, “Film tourism illustrates the fact that film and television productions impact travel decisions of the Indian masses. The event saw 200 per cent growth from its inception. This year, there were 12 exhibitors and around 350 visitors.”

The Mumbai Oncology Association organised the NATCON IASO 2010 on September 16 at Taj Lands End, Mumbai. The conference was held to spread cancer

awareness among the doctors and general public.

Dr. Dhairyasheel Savant, Organising Secretary, NATCON IASO 2010 said, “This was the 24th edition of the event. The conference had over 80 speakers and panelists and was attended by over 250 people. There was a special workshop at the Raheja Hospital wherein renowned doctors performed surgeries on patients for a whole day and these were telecast live to students and attendees at the workshop and several discussions were held.”

The man behind India’s tourism resurgence and chief architect of the

memorable ‘Incredible India’ campaign, Amitabh Kant will be the highlight of ITM-Goa 2010, which will begin on October 14. The participation of more than twelve countries will be the main draw of the four day B2B event, organized by Goa Tourism Development Corporation (GTDC). Speaking on the initiative, Nikhil Desai, Managing Director, GTDC said, “We expect to attract visitors from across India and abroad. Various state and international tourism boards, trade associations, resorts, MICE and tour operators, corporate travel planners and allied industries have displayed keen interest in participation at the ITM-Goa this year.”

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October 2010, EXPERIENTIAL MARKETING 08MICE

‘Hitachi Champions League’, a cricket-themed dealer meet, was managed by Wow Events at the Hilton Arcadia Resort and Spa in Phuket during the second week of September. The agency took the theme forward right from the invite

to the last leg of the event by integrating cheerleaders and vuvuzuelas into the experience.

Sachin Talwar, Director, Wow Events said, “The theme was finalised keeping in mind that the event and T20 Champions League were in the same month. Moreover, the event was attended by around 450 top dealers of Hitachi Home and Life Solutions India Ltd.”

India tourism branding guru Amitabh Kant to speak at ITM-Goa

Green Room Media and Events man-aged NATCON IASO 2010

Wow Events engaged Hitachi dealers in Phuket

Akzonobel Car Refinishes (India), a chemical and coating manufacturer, organised an Awards Night at Bangkok as an initiative to felicitate their top 250 dealers

across the country. CRI Events bagged the mandate to handle the event which was held on September 17 at Amari Watergate Hotel in Bangkok.

Commenting on the event, Devopriya Das, CRI Events said, “The main objective of this event was to appreciate the dealers for their remarkable contribution to the organization, keeping in mind the targets attained, and to foster growth for the coming year. Since the company considered its top dealers as ‘kings’, they wanted us to weave a theme around that.”

CRI Events engaged Akzonobel deal-ers “royally”

Novel Event Works organised Loca-tions Exhibition Conference 2010

Lux Sandal Southscope Cine Awards 2010 held at HICC

South Indian film-based magazine, ‘Southscope’ announced the first edition of the ‘Lux Sandal Southscope Cine Awards’. The publication organised the awards ceremony at the HICC on September 19, 2010. The theme for the awards was ‘South is One’.

Moorthy Sreenivasulu, MD and Publisher, Southscope said, “We wanted to honour the originality and excellence of filmmakers, actors, technicians and artists across the four South Indian film industries. The South Indian film industry can teach the world to break cultural barriers.”

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LIVE

SOI announces ‘SOI Dandiya Mahasangram – Contest 2010’

SOI Live Marketing and Events has announced its annual navratri event, ‘SOI Dandiya’, beginning on October 8, 2010. This year, the agency has launched ‘SOI Dandiya Mahasangram - Contest 2010’, which will reach out to participants across Gujarat and

cities including Mumbai, Delhi, Indore, Jaipur and Kolkata.

Himanshu Shah, Chief Mentor, SOI Live Marketing and Events said, “We wanted to extend the event’s reach beyond Gujarat. Through this contest, we are sure to reach a wider audience for the brands we will be associating with. The contest will crown winners across various categories and they will be featured in Gujarati publications.”

Fountainhead manages Smirnoff Nightlife Exchange Project in India

Smirnoff will soon present the first edition of the Smirnoff Nightlife Exchange Project. Positioned as a unique initiative that will enable people to experience

the nightlife of another country, the event will be organised simultaneously across 14 countries on November 27. In India, the initiative is managed by Fountainhead Promotions and Events. Abanti Sankaranarayanan, Marketing and Innovation Director, Diageo India said, “The Smirnoff Nightlife Exchange Project is an ambitious undertaking, the likes of which has never been attempted before by any brand. The ‘Be There’ campaign of Smirnoff is all about doing things differently and constantly challenging ourselves.”

Showtime Group manage launch event of AFNET project

Showtime Group bagged the mandate to manage the launch event of

AFNET project for the Indian Air Force at Subroto Park on September 14. The event was sponsored by HCL Infosystems and Cisco, which joined hands with BSNL to create the secure communication network. On the event, Avik Prabhu, VP - Western Region, Showtime Group said, “We wanted to create a once-in-a-lifetime experience for the attendees and showcase one of the best and most secure communication networks to the assembled audience. With this in mind, and the Air Force being an integral part of the proceedings, we virtually transported them to an air defense command centre in Barnala to experience a live intrusion of the place.”

Mumbai Ganesh Utsav 2010 hosts several consumer engagement initiatives

Politician Shirish Parkar organised the second edition of the Mumbai Ganesh Mahotsav at Sathye College from September 16 at Vile Parle, Mumbai.

The seven-day event was primarily a cultural activity showcasing Maharashtra’s talent.

Rasika Kulkarni, MD, NSE Events and Centre Director of EMDI, Thane said, “Everyday, the event was attended by over 400 people while the grand finale was attended by over 2,500 people.”

Shobiz managed Tata Crucible - The Business Quiz 2010

Shobiz Experiential Communication managed the seventh edition of ‘Tata Crucible - the Business Quiz 2010’. The initiative commenced

on August 21, traveled to 19 cities and culminated with a grand finale in Mumbai on October 3 at the Taj Mahal Palace Hotel. Tata Crucible - The Business Quiz sought to bring together the sharpest young minds in India to an annual quizzing platform for the corporate world across all sectors. Sameer Tobaccowala, CEO, Shobiz Experiential Communications said, “We have been managing the event for five years now. Earlier, the event used to be held in 12 cities and this year we are taking it to 19 cities.”


Seagram’s Fuel partners Liverpool Football Club

Pernod Ricard, through its brand Seagram’s Fuel has inked an association with Liverpool FC, the renowned English football club. Gameplan Sports was responsible for the

collaboration where the brand has become the Regional Marketing Partner of the club in India.

Ian Ayre, Liverpool Football Club’s Commercial Director, added, “This deal represents a further commitment to engaging with our fans in India and reflects the rapidly growing popularity of the Barclays Premier League, and in particular Liverpool FC, within the country. We look forward to some exciting times with Fuel.”

Sport Tourism report to be launched at WTM

Top travel and sports officials gathered in London for the announcement of a new annual report that will examine the dynamics and potential of the Sport Tourism industry, which

is currently pegged at USD 600 billion. The 2010 Sport Tourism Report will deliver a 360-degree overview of the travel industry’s fastest growing sector, highlighting the current market leaders and presenting a road map for lucrative opportunities within the Sport Tourism industry. The publication will be launched at World Travel Market in London on November 8, and will have a global reach to an estimated 200,000 travel and tourism professionals.

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Sports Rush

Wizcraft to manage 2011 World Cup opening ceremony

Wizcraft International will manage the opening ceremony of the 2011 World Cup to be co-hosted by Bangladesh, India and Sri Lanka. The ceremony is scheduled to

be held on February 17, 2011 at the Bangabandhu National Stadium. It is believed that the budget for the ceremony will be 3 million dollars and will include live entertainment, special effects and surrounding activities during the ceremony.

While not willing to disclose the details, Sabbas Joseph, Director, Wizcraft said “The event will be a showcasing of the sub-continent, i.e. India, Bangladesh and Sri Lanka. Audiences will sense the dreams and aspirations of each country of the sub-continent in the content of the event.”

Procam to manage Mahindra Youth Football Challenge

The Mahindra Group’s commitment to promote football at the grassroot level took its first step with the launch of the Mahindra Youth

Football Challenge (MYFC), an under-14 School Football Tournament-cum-Talent Hunt. The company has partnered with the Celtic Football Club, who will train and develop the young talent identified through this initiative. Procam International has been roped in to manage the six-city event. Peter Lawwell, Chief Executive, Celtic Football Club said, “We are delighted to accept this invitation to visit India and take part in the MYFC and we hope to establish a positive and enduring connection in the country. Celtic will always be much more than a football club and our social dimension will always be of paramount importance importance.”

Newly launched ‘Ignitee Sports’ announces Dubai Super Sixes

Ignitee Digital Solutions has launched its sports division ‘Ignitee Sports’, which will focus on sports related business and projects. The division starts off with the Dubai Super Sixes as their first international corporate cricket format,

to be held from Oct 1-15, under the auspices of the Dubai Cricket Council. The tournament will be staged at the Dubai Sports City and will feature 48 teams.

Speaking on the occasion, Atul Hegde, CEO, Ignitee Digital Solutions said, “Ignitee Sports will focus on niche premium sports properties with both offline and online manifestations. Dubai Super Sixes is slated to launch in three more countries spanning the far east to the middle east. The global online version of the game launches in early 2011.”

YAI ropes in Thyme to manage India International Regatta 2010

Thyme Advertising and Services partners Yachting Association of India (YAI) as the event agency and marketing partner for the India International Regatta 2010. The event, which is for participants below the

age of 19 years, will be organised in Chennai from October 3 – 10.

Commenting on the IIR, Ajay Narang, Joint Secretary General, YAI said, “We expect 120 participants from over 14 countries. We are planning on a unique activity wherein, with the help of the latest technology, we will use remote controlled cameras attached to radium balloons to capture the regatta from the top angle in the middle of the ocean.”


Marina Bay Sands to host Zee Cine Awards 2011

Marina Bay Sands and Zee Entertainment Enterprises Ltd. announced that this year’s Zee Cine Awards will be held at Marina Bay Sands on January 14, 2011. The awards ceremony will be held at the Sands Expo and Convention Center. The event will include a variety of performances

from India’s best choreographed dances to hit songs from the nominated movies of the year.

Mohan Gopinath, Business Head, Zee Cinema said, “Hosting this event will reinforce a number of characteristics that represent India and Singapore - openness, tolerance, hospitality and creativity - while also showing the many art and cultural possibilities.”

Volkswagen and NGC announce ‘Innovations For Everyone’ campaign

Volkswagen and NGC announced ‘Innovations For Everyone’, an ini-tiative to identify the potential of in-novations that could lead to technological

or scientific breakthroughs to help improve the quality of life. Marketing Solutions won the mandate to manage the launch event of the initiative at Shangri La in Delhi on Sep-tember 13 Keertan Adyanthaya, MD, Fox International Channel and NGC Network India said, “There is immense creativity and potential in our country; this initiative provides budding in-novators an opportunity to put their ideas to the test.”

Invision Entertainment handled Zee Nites in Mauritius and Malaysia

Invision Entertainment bagged the mandate to direct and manage Zee Nites in Mauritius and Malaysia. The events took place on September 18 in Mauritius and October 2 in Kuala

Lumpur. Around 3,000 people attended each of the shows.

Gagan Takyar, Director, Invision Entertainment said, “Zee Nites is a format that Zee Network uses in most of their international markets. These were three-hour live entertainment events using popular Zee stars from their non-fiction shows like Dance India Dance, SaReGaMaPa stars and the popular daily soaps. The events were shot and aired on the local beam of Zee Network in Malaysia and Mauritius.”

Magna Mags organised ‘Pune Citadel Extravaganza’

In order to celebrate the 18th anniversary of Citadel magazine, Magna Publications Group organised an event titled ‘Pune Citadel Extravaganza’

on August 28 at Le Meridien in Pune. The event comprised of several performances by renowned artists and a beauty contest ‘Mr. and Ms. Pune’. Shivendra Parihar, Head of Marketing, Magna Publications said, “Citadel Extravaganza is a celebration of the true spirit of Pune. This is an annual event that has been taking place for the past eight years. The event had performances from music bands, Indian dance troupes and a dance troupe from Australia.”

Big Live announces Big Gujarati Entertainment Awards 2010

On the heels of its other regional music award properties, Big Live announced the launch

of Big Gujarati Entertainment Awards 2010. Felicitating the entertainment industry for the Gujarati region, the awards will be presented to recognise and celebrate outstanding talent across the film, television and music industries. The grand finale will witness a Gala Awards Night graced by stalwarts from the Gujarati Music and Entertainment industry.

Arjun Singgh Baran, Business Head, IP Properties, Big Live said, “ India has rich talent across its regions, several of them never getting due credit for their excellent work. These awards have been instituted to recognize and honour our regional entertainment torch bearers.”

UTV Action organised ‘Panja’ competition at media agencies

UTV Action visited media agencies across Mumbai, Bengaluru and Delhi in September to give them a chance to engage in the UTV Action Panja Championship. This

competition was held keeping in mind the global standards of arm wrestling. Following this, the activity will be taken to colleges and other youth hangouts in October or November. Commenting on the initiative, Kunal Mukherjee, Marketing Head, UTV Action said, “UTV Action is all about true action and with this competition, we involved our partners and colleagues in experiencing every action zone that UTV Action ventures into. We will be following it up with a championship for the masses across several cities.”

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Media Active October 2010, EXPERIENTIAL MARKETING 13

Industry Watch Agency October 2010, EXPERIENTIAL MARKETING 14

Public Relations (PR) agency and Marketing Communications firm, Approach Communications has announced its foray into Celebrity Management and Engagement Services under a new division.

The agency is based in New Delhi with its offices in Mumbai, Dehradun, Chandigarh and Muradnagar, and also claims to have a network of

Approach Communica-tions foray into Celebrity Management and Engagement

Percept restructures ‘Percept Entertainment’; Devraj Sanyal rejoinsPercept has restructured its entertainment business, by segregating the Services, Assets and Content businesses to create three distinct verticals.

Devraj Sanyal has come back on-board to take over as the CEO of Percept Sports and Entertainment. The Services vertical entitled ‘Percept Sports and Entertainment’ will comprise of Experiential and Entertainment Marketing, Sports Management and Marketing, Event Management and Marketing, Celebrity Endorsements and Talent Management,

Branded Content, Brand Activation and Promotions.

Percept has also announced the launch of its new Strategic Business Unit (SBU) - ‘Percept Activ’. The unit will focus on Brand Activation projects which will function in the domain of below-the-line brand communication activities, encompassing promotional activation and event based activation.

Sanjay Shukla will head the unit in his new capacity as the COO. Prior to this, he was the National Head - Brand Activations, PDM.

Kwan and Geetha Arts join hands to form Art-ist AllianceEntertainment and market-ing company Kwan has tied up with production house Geetha Arts to form ‘Art-ist Alliance’, claimed to be India’s first Entertainment Marketing Agency focused on Southern Cinema.

The new company will rep-licate KWAN’s business model in Southern Cinema working in the areas of ce-lebrity management, movie marketing, in-film place-ments, casting, television and event sponsorships.

Wings opens ‘Wings House’ in BengaluruWings Group of Companies have announced the launch of three initiatives along with the establishment of its new office, ‘Wings House’ in Bengaluru.

The new initiatives - Wings Infrastructure, Wings School of Music and Wings Conference Center - will aid the brand activation company service its clients across more spectrums of work. Commenting on the initiatives, Arun Samuel, CMD, Wings Group of Companies, said, “The launch of Wings House has

two significant occurrences for the company. The mother company which is the Brand Activation division would be offering seven services which makes the division very clearly focused on providing holistic BTL solutions to our clients.”

Commenitng on the objective of this new structure, Samuel added, “Each vertical has specialised personnel. The idea is to get clients to experience the complete BTL solution under one roof.”

Mudra Group unveils new identityAfter turning 30 with a bang earlier this year, the Mudra Group has unveiled a fresh brand identity. Water, the Mudra Group’s strategy and design unit, crystallised the Mudra Group’s new brand platform as Inventive Brand Solutions, which is based on the pillars of empathy, experimentation, expres-sion and dynamic integra-tion. The Mudra Group will now offer four agency networks - Mudra India (the Branding and Communications agen-cy), DDB Mudra (the Influ-ence and Behaviour Change agency), Mudra MAX (the Integrated Engagement and Experiential Agency) and Ignite Mudra (the Part-nership for Entrepreneurs agency).

representatives in all the major cities of India. The PR and marketing communications agency claims to have already chalked out a complete strategic plan for the some of its existing clients.

The agency will work in the fields of film and sports personalities along with other talent from art, culture, music, and others.

Industry Watch DestinationOctober 2010, EXPERIENTIAL MARKETING 14 October 2010, EXPERIENTIAL MARKETING 15

USTA targets Indian travelers with September Trade MissionThe U.S. Travel Association (USTA) organized its fourth annual sales and media mission in India. The aim of the event was to meet India tourism representatives, promote business, meetings and leisure travel to the United States.

According to the U.S. Department of Commerce, Office of Travel and Tourism Industries, India is among the fastest growing emerging travel markets

worldwide. Arrivals from India to the United States are projected to grow 72 per cent between 2010 and 2014 (from 615,000 to 1,058,000).

Twenty delegates from the U.S. visited Mumbai, New Delhi, Chennai and Bengaluru to promote US. Sartha Marketing Consultants are representatives of the U.S. Travel Association in India.

Gujarat govt announces policy to pro-mote hotels and Medical TourismAccording to a PTI report, in a bid to boost tourism industry, the Gujarat gov-ernment has announced a policy which encourages promotion in hospitality sector and Medical Tourism.

Nitin Patel, Urban Develop-ment Minister, Gujarat said, “For promotion of hospital-ity and medical services we have announced a new policy that would encourage stakeholders to make more investments.”

Special provisions and re-laxation have been intro-duced for constructing hos-pitals and hotels, as part of this policy.

Assam Tourism to introduce luxury River Cruise TourismAssam Tourism has en-tered into an arrangement with Faridabad based-Far Horizon Tours to operate a luxury river cruise vessel. Speaking about the devel-opment, Monalisa Goswa-mi, Director Tourism, Gov-ernment of Assam stated, “We have had river cruises operating on the Brahma-putra River. However, the new cruise will significantly add value as it will help el-evate the standards of River Cruise Tourism in the re-gion. It will also be the first offering for the luxury seg-ment. We expect it to be the most luxurious river cruise in Asia as we plan to cash in on the experience of Far Horizon Tours who have op-erated river cruises at the backwaters of Kerala.”

The river cruise will have 29 cabins, spa and four decks. The river cruise experience will be offered at rates of USD 300-450. The state tourism department is also receiving queries for devel-opment of floatels in the Brahmaputra River.

Bhutan looks to in-crease annual tour-ist numbers to 1,00,000Bhutan is looking to triple its annual number of visi-tors. Jigme Thinley, Prime Minister, Bhutan has out-lined an expansion plan for the sector, setting a tar-get of 1,00,000 tourists by 2012.

The Tourism Council of Bhu-tan is planning to re-brand the kingdom as ‘The Last Shangri-La’, a reference to a fictional Himalayan utopia. New destinations within the country are being opened to tourism, while hotels and credit card infrastructure are being upgraded. Mean-while, more than 250 acres of land in south, east and centre of the kingdom have been earmarked for tourism resorts.

Stark Communications takes Kerala Tourism to LondonIn one of its biggest mar-keting coups ever, Kerala Tourism unveiled its latest destination campaign film, ‘Your Moment is Waiting’, to a star studded audience at the Saatchi Gallery in Lon-don.

The red carpet event during the London Fashion Week

drew the who’s who of Lon-don. The campaign will run in cinemas across the UK where the movie ‘Eat,Pray and Love’ is being shown and also on CNN Europe, targeting viewers in the key source markets of Germa-ny, France, Italy, Spain, the Netherlands, Switzerland and Belgium.

Korea Tourism Organisation announces roadshow in DelhiKorea Tourism Organisation (KTO) has announced a roadshow in Delhi to promote the country as a MICE destination. The roadshow, scheduled in October, will pave way for other promotional events and activities by the organisation to attract MICE players from India. Commenting about the marketing initiatives, Chul Soo Lim, Deputy Director, KTO New Delhi office, said, “Till now we have been promoting our brand through billboards, brochures, print ads (magazines and newspaper), sponsoring the travel trade events, participating in travel fairs, shows and expo and showcasing Korea through TV programs etc. KTO is now planning a MICE road show in October in New Delhi. We are planning to do online promotion, joint promotion with travel agents, FAM trip to South Korea for MICE agents, corporate, leisure agents and media.”

Industry Watch Hospitality October 2010, EXPERIENTIAL MARKETING 16

Taj West End ranks 1st in India and 2nd among the Top Business Hotels in WorldThe Taj West End¬, Banga-lore has been adjudged 2nd amongst the top overseas business hotels in the World in the prestigious “Conde Nast Readers Travel awards 2010”. The hotel topped on various parameters in-cluding service, value for money, comfort and luxury offered to the guests. The Taj West End scored an im-pressive 93.22 points out of 100, just marginally behind The Peninsula Hong Kong who scored a 93.79.

Sanjay Sood, General Man-ager, Taj West End, Banga-lore, said, “The readers of Conde Nast are considered to be the most sophisti-cated and discerning by nature, and being voted in top two overseas business hotel is an achievement in itself.”

Royal Orchid Hotels charts expansion plansIndian hotel group Roy-al Orchid Hotels Limited is moving ahead with its expansion strategy. The group is opening the fol-lowing 5-star business Ho-tel Royal Orchid properties: 266-room Hotel Royal Or-chid, Hyderabad (2010); 139-room Hotel Royal Or-chid, Jaipur (2010); 150-room Hotel Royal Orchid, Dar Es Salaam, Tanzania (2011); and in Shimla, In-dia (2012).

The Westin Gurgaon, New Delhi to open in OctoberThe Westin Gurgaon, New Delhi, the fifth Westin prop-erty in India will open in October 2010. The hotel gi-ant recently introduced the Westin brand in India and now operates four hotels: The Westin Mumbai Gar-den City, The Westin Pune Koregaon Park, The Wes-tin Hyderabad Mindspace and The Westin Sohna Re-sort & Spa. The opening of the new Westin in Gurgaon will strengthen the Westin brand’s presence and meet-

ing capabilities in India.

The hotel will feature 313 guest rooms and suites (in-cluding ‘Aura’ guestrooms specially designed for sin-gle female travellers), 1,360 square metres of indoor meeting space, in-cluding a ballroom with the highest ceiling in the re-gion, 820 square metres of garden space as well as six meeting rooms with natural light.

HRAH demands waiver of Luxury Tax in HaryanaHotel & Restaurant Asso-ciation of Haryana (HRAH) has demanded complete waiver of Luxury Tax (LT) in Haryana. The Associa-tion, along with Haryana Chamber of Commerce & Industry, has submitted a memorandum to Bhupin-der Singh Hooda, Chief Minister, Haryana for the same.

Haryana government cur-rently charges 10 per cent LT on hotel’s room actual tariff, which is above Rs 2,000. When LT was fixed last time, the state had set 10 per cent LT on tar-iff above Rs 800. The hotel association had taken up the issue with the govern-ment and got the minimum tariff for LT raised to Rs 2,000.

Hotels.com survey : Indian travellers spend more on hotels than Brits, Germans and French in Q2 of 2010According to the Hotels Price Index by Hotels.com, Indian travellers are ahead of citizens from countries such as UK, Italy, France, Germany in terms of hotel spending. On an average, Indians spent Rs 6, 816 while travelling overseas, compared to Brits who spent Rs 6,604 while the French paid Rs 6,086 and Germans Rs 5,980 for a hotel room per night in Quarter Two of 2010.

Wyndham Ho-tel Group signs agreement with Planet Hollywood HotelsWyndham Hotel Group has signed a license agreement with Planet Hollywood Re-sorts International, to fran-chise the Planet Hollywood Hotels brand and provide management services glob-ally.

Wyndham Hotel Group will offer developers the choice of various levels of enter-tainment-based concepts for hotel development op-portunities based on ho-tel or resort size and geo-graphic location.

Taj Hotels launches new brand identity, ‘Vivanta by Taj’Taj Hotels Resorts and Pal-aces announced the sec-ond phase of their brand architecture exercise with the roll-over of 19 hotels to their new brand, Vivanta by Taj Hotels and Resorts, slotted in the 5-Star Upper Upscale segment. The an-nouncement was made at a gala event at the brand’s

Topping the list are the US travellers who were the biggest spenders when they travelled abroad according to the Hotels.com Hotel Price Index, spending Rs 7, 338 on an average when travelling overseas. Travellers from the US are followed by those from Russia and Japan, who spent Rs 7, 164 per night on hotels in Quarter Two of 2010.

marquee hotel, Vivanta by Taj - Whitefield, Bangalore. This follows the highly suc-cessful launch of their Up-scale brand - The Gateway Hotel - exactly two years ago. Showtime Events was mandated to handle the two events for announcing the launch in Bengaluru.

Industry Watch EventsOctober 2010, EXPERIENTIAL MARKETING 16 October 2010, EXPERIENTIAL MARKETING 17

5th International Sports Event Management Conference 2010Now in its fifth year, ISEM is an industry event for sports industry professionals, in-ternational and national federations and represent-atives of local and national governments that need to understand and ensure successful planning and de-livery of sports events.

The event will be held from

November 3 – 4, 2010 at the Twickenham Stadium, London, UK

ISEM 2010 is the first col-laboration between In-forma Sports Group (ISG) and Rushmans. This years’ event will now feature a number of new elements including a two-day confer-ence programme, two es-

sential in-depth workshops, structured business net-working sessions and a pre conference meeting plan-ning tool.

The conference will also feature the well-known Sports Event Management Awards presentation dinner - a highlight of the event management calendar.

Hong Kong Guangdong Busi-ness Conference 2010“The Hong Kong-Guangdong Business Conference in New Delhi 2010” will be held in New Delhi on October 27, 2010, jointly organised by the Hong Kong Special Administrative Region Government (HKSARG) and the People’s Government of Guangdong Province.

The objective of the conference is to give the Indian business communities a better understanding of the economic development of Hong Kong and Guangdong as well as their favourable investment environment.

Celebrating 20 Years of Advanc-ing the European Business Travel Industry ACTE Global Education Conference will be held in Berlin, from October 3 – 5, 2010 The 20th An-nual ACTE European Con-ference, is targeted to the leaders of the global busi-ness travel industry.

This conference is an in-dustry event dedicated to bringing together hun-dreds of senior level busi-ness travel executives from around the world to learn, share and network over sessions related to latest trends and developments in the European Business travel sector.

25th Annual Exhibit Design Awards EXHIBITOR Magazine’s 25th Annual Exhibit De-sign Awards, honoring the world’s best trade show ex-hibit designs, is accepting entries.

Designs launched between December 1, 2008, and December 1, 2010, can be entered in 19 categories – including 10 new categories in honor of the program’s

25th anniversary.

Judges include well-known designers from across the globe. Winners will be fea-tured in the May issue of EXHIBITOR magazine.

The early bird, discounted deadline is November 19, 2010. The final deadline for entries is December 10, 2010.

AAAI organize Young Spikes Integrated Com-petition 2010Young Spikes Integrated Competition, India con-ducted by the Advertising Agencies Association of India (AAAI), at the initia-tive of the Times Group is a challenge to young ad-vertising professionals in India to develop an inno-vative strategy.

All participating teams of two submitted a presen-tation board summarizing the campaign along with two pieces of supporting material in response to a given brief. These entries were then presented to and judged by a panel of experts.

The selected team got an opportunity to participate in the Young Spikes Inte-grated Competition held in Singapore, as part of Spikes Asia, on September 19 - 21, 2010.

Green Building Convention 2011INIS Enterprises an-nounced the 2nd edition of Green Building Convention 2011 (GBC’11) – An inter-national event focused on Sustainable Development & Eco-friendly Construction, scheduled to be held at Nehru Centre, Worli, Mum-bai (INDIA) from January 20 - 22, 2011.

GBC is an initiative de-signed to promote and popularize the concept of Green Buildings in the de-sign, construction and op-eration of building projects and serves as a platform to showcase the latest prod-ucts and innovations in the industry.

Events | Entertainment | Promot ions | MICE | BTL | Sponsorship | Sports

In Focus: LFW Winter / Festive 2010 p 30 KBC 4 launches in style p 34Kingdom of Dreams p 36

Also Featured:Kyoorius Designyatra 2010Creating Order in Chaos p 24

Experiential Destination: Britain: Ready for your business p 18Market Pulse:The EEMA UpdateBrian Tellis, President, EEMA p 44

VOLUME 1 ISSUE 6 `100/-

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www.eventfaqs.com

Schools: Playground for Brands

B for BrandI for Influencer

The fashion quotient is still on the rise across the country. The month gone by saw four properties, each substantially large, run almost consecutive to one another in different cities across India. Needless to say, there is no debate about which is bigger or better any more. What’s best is that there seems to be audiences and sponsors for each of these fashion extravaganzas, in spite of their growing numbers.

The showstopper for us this month however, is the growing trend of brands reaching out to the youth through school-contact programmes. This started off as a periodical promotion format, when school kids were targeted by certain relevant brands, in the months schools re-opened. In time, however, not only has this format caught on to be an exercise for brands through the year, but also brands, not conventionaly targeted to children, see mileage in communicating to this TG.

What’s more is that brands don’t seem to be relying on ‘pester power’. Agencies are challenged with the creation of sensible communication campaigns, since brands see this TG as an educated influencer. It’s encouraging to see brands optimizing on the format of live experience, in creating messages through interactions, so they are better received.

Promoting this very belief of the live experience format, the Event and Entertainment Management Association (EEMA) has chalked out bold plans for itself for the coming year. Stressing mostly on the importance of consolidating and growing this industry, EEMA will work unanimously and in specialized groups to achieve this end.

But all the action is not in the past. India witnesses the largest landmark event it has ever hosted in its history. The Commonwealth Games seems to have taken off on a high, putting away speculations and criticisms behind it. And on the industry front, we have the International Congress and Convention Association (ICCA) meeting in Hyderabad this month. Again, a first for the country!

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It’s all happening here

ExM is a monthly magazine from EMDIWeb Solutions Pvt Ltd, publishers ofIndia’s only platform for events and

experiential marketing -www.eventfaqs.com.

Editorial team:

Karishma Hundalani [email protected]

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+91 99870 49044

Shweta [email protected]

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Rachel [email protected]

+9122 2648 9915

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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.

Event Briefs Promo Power | MICE | Live Sports Rush | Media Active 07-13

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Lakmé Fashion Week Winter/Festive 2010 30

KBC 4 launches in style 34


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CONTENTS

GLIMPSES

Industry WatchAgency | Destination Hospitality | Events 14-17

Making a statement Kingdom Of Dreams 36

Schools: Playground for brands B for Brand I for Influencer 38

51

BritianReady for your business

Kyoorius DesignYatra 2010 Creating Order in Chaos 24

The EEMA Update Brian Tellis, President, EEMA and Chairman, Fountainhead Promotions and Events 44

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ERTICAL I M I T

Tata Ace engages over 10,000 consumers through ‘Celebration Melas’

Big Live organised the celebration campaign for Tata Ace, which sold over five lakh vehicles since its launch in 2005. Titled ‘Celebration Mela’, vehicle service camps were organised to strengthen customer relationship and generate prospective leads. The activation

began on June 17 and covered over 80 towns across Andhra Pradesh, Karnataka and Kerala till September 2010

Navneeth Mohan, Business Head, Big Live said, “The main focus was to attract and excite Tata Ace customers as well as prospects, giving them a chance to experience the brand and celebrate its success”. The activity ensured maximum reach and multiple touch points with its 120 ‘Celebration Melas’ that serviced over 9000 Tata Ace vehicles.

Krayon manages Classmate Ideas for India Challenge

ITC launched a nation-wide programme for their brand Classmate, called Ideas for India challenge, reaching out to 25 lakh students across 30 cities, 500 schools and 200 colleges.

Chand Das, CEO, ITC’s Education and Stationery Products Business said, “Today’s youth is imaginative, creative and opinionated on issues challenging India’s growth and development. They want to be serious partners in the nation building process, shaping the India of their dreams. Through this challenge, participants can express their ideas for India in the spheres of science and technology, environmental protection, education, social and religious tolerance, infrastructure build-up and emerging India.”

Promo Power

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Marketing Solutions manage launch events for Aerocon panels

Hyderabad Industries Ltd. (HIL) appointed Marketing Solutions to organise a series of meets for interior designers and builders, to acquaint them with Aerocon panels, HIL’s environment friendly product for the construction segment.

Following launches in Hyderabad, Ahmedabad and Surat, the agency plans to take the launch to 10 more cities over the next couple of months. Poonam, Managing Partner, Marketing Solutions elaborated, “Each invite was an eco-friendly prototype of the Aerocon block. A note was sent with it on how to work towards a Green World. A presentation showed how we harm the environment and how we can contribute to a safer, greener environment.”

Fortune Plus allocates 25 pc marketing budget to BTL activities

Adani Wilmar Ltd. launched Fortune Plus, the new healthy and light edible oil under the flagship brand Fortune in Mumbai on September 23. Adani Wilmar’s decision to launch the new variant comes in the wake

of the growth opportunity that the Indian edible oil industry provides.

Angshu Mallick, VP Marketing, Adani Wilmer said, “Fortune Plus is targeted at educated working housewives and health conscious people from well-to-do families. We have a total marketing budget of over 10 Crores, of which we will be allotting 25 per cent to BTL activities These activities will commence on October 2 and will be managed by Bates 141.”

Live Events manages ‘Fem Bleach Get Famous in 15 Minutes’ contest

Fem Fairness bleach is organising a nationwide contest titled ‘Get Famous in 15 Minutes’. The contest gave five participants a chance to get groomed at the Elite Model School in Mumbai and appear in a television show on UTV

Bindaas. One of these contestants will represent India in the Elite Model Look 2010 contest in Shanghai, China. The contest was managed by Live Events. Medha Mohan, Brand Head, Fem Fairness Bleaches said, “This campaign gave aspiring young girls and boys an opportunity to get famous by getting a makeover in 15 minutes. This initiative aimed to educate consumers on choosing the right fairness bleach basis their skin type.”

Benchmark Eventss manages sixth edition of ‘Parle Golu Galata’

Parle Products is engaging households in Tamil Nadu during the Navratri days with its ‘Parle Golu Galata’ contest. The activity, conceptualised

and executed by Benchmark Eventss, is in its sixth edition and engages over 15,000 households during the activity period of one month beginning September 15. In 2005, Parle introduced this novel promotion where the best decorated ‘Golu’ was awarded.

Chithrra, MD, Benchmark Eventss said, “We have been scaling up the property since its inception. Around 7,500 households are engaged in Chennai, while the remaining are spread across nine other cities.”


Impresario manages Kerala Travel Mart 2010

The biennial Kerala Travel Mart is in its sixth edition this year. Impresario Event Management

managed the event held from September 23 - 26, 2010 at The Bolgatty Palace in Cochin. A total of 551 international and 1621 domestic buyers registered for this year’s mart. Supported by the Ministry of Tourism, this year’s KTM was indicative of the State’s preparedness to attract tourists from countries just recovering from global recession. Harish Babu, MD, Impresario Event Management said, “Being a focused trade event, there was no on-ground promotion to attract the public. The venue was transformed to give it a traditional but subtle Kerala feel to showcase Kerala to the national and international buyers.”

Novel Event Works Corporation Ltd organised and managed the eighth edition of ‘Locations Exhibition Conference 2010’

held on September 24 - 25 at Novotel hotel, Mumbai. It was a unique film tourism event based on the concept ‘Films are Catalysts to Tourism’. The objective of the awards was to recognize and acknowledge strategic exposure given to a location or country through Indian films.

Sudhanshu Hukku, MD, Locations said, “Film tourism illustrates the fact that film and television productions impact travel decisions of the Indian masses. The event saw 200 per cent growth from its inception. This year, there were 12 exhibitors and around 350 visitors.”

The Mumbai Oncology Association organised the NATCON IASO 2010 on September 16 at Taj Lands End, Mumbai. The conference was held to spread cancer

awareness among the doctors and general public.

Dr. Dhairyasheel Savant, Organising Secretary, NATCON IASO 2010 said, “This was the 24th edition of the event. The conference had over 80 speakers and panelists and was attended by over 250 people. There was a special workshop at the Raheja Hospital wherein renowned doctors performed surgeries on patients for a whole day and these were telecast live to students and attendees at the workshop and several discussions were held.”

The man behind India’s tourism resurgence and chief architect of the

memorable ‘Incredible India’ campaign, Amitabh Kant will be the highlight of ITM-Goa 2010, which will begin on October 14. The participation of more than twelve countries will be the main draw of the four day B2B event, organized by Goa Tourism Development Corporation (GTDC). Speaking on the initiative, Nikhil Desai, Managing Director, GTDC said, “We expect to attract visitors from across India and abroad. Various state and international tourism boards, trade associations, resorts, MICE and tour operators, corporate travel planners and allied industries have displayed keen interest in participation at the ITM-Goa this year.”

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October 2010, EXPERIENTIAL MARKETING 08MICE

‘Hitachi Champions League’, a cricket-themed dealer meet, was managed by Wow Events at the Hilton Arcadia Resort and Spa in Phuket during the second week of September. The agency took the theme forward right from the invite

to the last leg of the event by integrating cheerleaders and vuvuzuelas into the experience.

Sachin Talwar, Director, Wow Events said, “The theme was finalised keeping in mind that the event and T20 Champions League were in the same month. Moreover, the event was attended by around 450 top dealers of Hitachi Home and Life Solutions India Ltd.”

India tourism branding guru Amitabh Kant to speak at ITM-Goa

Green Room Media and Events man-aged NATCON IASO 2010

Wow Events engaged Hitachi dealers in Phuket

Akzonobel Car Refinishes (India), a chemical and coating manufacturer, organised an Awards Night at Bangkok as an initiative to felicitate their top 250 dealers

across the country. CRI Events bagged the mandate to handle the event which was held on September 17 at Amari Watergate Hotel in Bangkok.

Commenting on the event, Devopriya Das, CRI Events said, “The main objective of this event was to appreciate the dealers for their remarkable contribution to the organization, keeping in mind the targets attained, and to foster growth for the coming year. Since the company considered its top dealers as ‘kings’, they wanted us to weave a theme around that.”

CRI Events engaged Akzonobel deal-ers “royally”

Novel Event Works organised Loca-tions Exhibition Conference 2010

Lux Sandal Southscope Cine Awards 2010 held at HICC

South Indian film-based magazine, ‘Southscope’ announced the first edition of the ‘Lux Sandal Southscope Cine Awards’. The publication organised the awards ceremony at the HICC on September 19, 2010. The theme for the awards was ‘South is One’.

Moorthy Sreenivasulu, MD and Publisher, Southscope said, “We wanted to honour the originality and excellence of filmmakers, actors, technicians and artists across the four South Indian film industries. The South Indian film industry can teach the world to break cultural barriers.”

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LIVE

SOI announces ‘SOI Dandiya Mahasangram – Contest 2010’

SOI Live Marketing and Events has announced its annual navratri event, ‘SOI Dandiya’, beginning on October 8, 2010. This year, the agency has launched ‘SOI Dandiya Mahasangram - Contest 2010’, which will reach out to participants across Gujarat and

cities including Mumbai, Delhi, Indore, Jaipur and Kolkata.

Himanshu Shah, Chief Mentor, SOI Live Marketing and Events said, “We wanted to extend the event’s reach beyond Gujarat. Through this contest, we are sure to reach a wider audience for the brands we will be associating with. The contest will crown winners across various categories and they will be featured in Gujarati publications.”

Fountainhead manages Smirnoff Nightlife Exchange Project in India

Smirnoff will soon present the first edition of the Smirnoff Nightlife Exchange Project. Positioned as a unique initiative that will enable people to experience

the nightlife of another country, the event will be organised simultaneously across 14 countries on November 27. In India, the initiative is managed by Fountainhead Promotions and Events. Abanti Sankaranarayanan, Marketing and Innovation Director, Diageo India said, “The Smirnoff Nightlife Exchange Project is an ambitious undertaking, the likes of which has never been attempted before by any brand. The ‘Be There’ campaign of Smirnoff is all about doing things differently and constantly challenging ourselves.”

Showtime Group manage launch event of AFNET project

Showtime Group bagged the mandate to manage the launch event of

AFNET project for the Indian Air Force at Subroto Park on September 14. The event was sponsored by HCL Infosystems and Cisco, which joined hands with BSNL to create the secure communication network. On the event, Avik Prabhu, VP - Western Region, Showtime Group said, “We wanted to create a once-in-a-lifetime experience for the attendees and showcase one of the best and most secure communication networks to the assembled audience. With this in mind, and the Air Force being an integral part of the proceedings, we virtually transported them to an air defense command centre in Barnala to experience a live intrusion of the place.”

Mumbai Ganesh Utsav 2010 hosts several consumer engagement initiatives

Politician Shirish Parkar organised the second edition of the Mumbai Ganesh Mahotsav at Sathye College from September 16 at Vile Parle, Mumbai.

The seven-day event was primarily a cultural activity showcasing Maharashtra’s talent.

Rasika Kulkarni, MD, NSE Events and Centre Director of EMDI, Thane said, “Everyday, the event was attended by over 400 people while the grand finale was attended by over 2,500 people.”

Shobiz managed Tata Crucible - The Business Quiz 2010

Shobiz Experiential Communication managed the seventh edition of ‘Tata Crucible - the Business Quiz 2010’. The initiative commenced

on August 21, traveled to 19 cities and culminated with a grand finale in Mumbai on October 3 at the Taj Mahal Palace Hotel. Tata Crucible - The Business Quiz sought to bring together the sharpest young minds in India to an annual quizzing platform for the corporate world across all sectors. Sameer Tobaccowala, CEO, Shobiz Experiential Communications said, “We have been managing the event for five years now. Earlier, the event used to be held in 12 cities and this year we are taking it to 19 cities.”


Seagram’s Fuel partners Liverpool Football Club

Pernod Ricard, through its brand Seagram’s Fuel has inked an association with Liverpool FC, the renowned English football club. Gameplan Sports was responsible for the

collaboration where the brand has become the Regional Marketing Partner of the club in India.

Ian Ayre, Liverpool Football Club’s Commercial Director, added, “This deal represents a further commitment to engaging with our fans in India and reflects the rapidly growing popularity of the Barclays Premier League, and in particular Liverpool FC, within the country. We look forward to some exciting times with Fuel.”

Sport Tourism report to be launched at WTM

Top travel and sports officials gathered in London for the announcement of a new annual report that will examine the dynamics and potential of the Sport Tourism industry, which

is currently pegged at USD 600 billion. The 2010 Sport Tourism Report will deliver a 360-degree overview of the travel industry’s fastest growing sector, highlighting the current market leaders and presenting a road map for lucrative opportunities within the Sport Tourism industry. The publication will be launched at World Travel Market in London on November 8, and will have a global reach to an estimated 200,000 travel and tourism professionals.

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Sports Rush

Wizcraft to manage 2011 World Cup opening ceremony

Wizcraft International will manage the opening ceremony of the 2011 World Cup to be co-hosted by Bangladesh, India and Sri Lanka. The ceremony is scheduled to

be held on February 17, 2011 at the Bangabandhu National Stadium. It is believed that the budget for the ceremony will be 3 million dollars and will include live entertainment, special effects and surrounding activities during the ceremony.

While not willing to disclose the details, Sabbas Joseph, Director, Wizcraft said “The event will be a showcasing of the sub-continent, i.e. India, Bangladesh and Sri Lanka. Audiences will sense the dreams and aspirations of each country of the sub-continent in the content of the event.”

Procam to manage Mahindra Youth Football Challenge

The Mahindra Group’s commitment to promote football at the grassroot level took its first step with the launch of the Mahindra Youth

Football Challenge (MYFC), an under-14 School Football Tournament-cum-Talent Hunt. The company has partnered with the Celtic Football Club, who will train and develop the young talent identified through this initiative. Procam International has been roped in to manage the six-city event. Peter Lawwell, Chief Executive, Celtic Football Club said, “We are delighted to accept this invitation to visit India and take part in the MYFC and we hope to establish a positive and enduring connection in the country. Celtic will always be much more than a football club and our social dimension will always be of paramount importance importance.”

Newly launched ‘Ignitee Sports’ announces Dubai Super Sixes

Ignitee Digital Solutions has launched its sports division ‘Ignitee Sports’, which will focus on sports related business and projects. The division starts off with the Dubai Super Sixes as their first international corporate cricket format,

to be held from Oct 1-15, under the auspices of the Dubai Cricket Council. The tournament will be staged at the Dubai Sports City and will feature 48 teams.

Speaking on the occasion, Atul Hegde, CEO, Ignitee Digital Solutions said, “Ignitee Sports will focus on niche premium sports properties with both offline and online manifestations. Dubai Super Sixes is slated to launch in three more countries spanning the far east to the middle east. The global online version of the game launches in early 2011.”

YAI ropes in Thyme to manage India International Regatta 2010

Thyme Advertising and Services partners Yachting Association of India (YAI) as the event agency and marketing partner for the India International Regatta 2010. The event, which is for participants below the

age of 19 years, will be organised in Chennai from October 3 – 10.

Commenting on the IIR, Ajay Narang, Joint Secretary General, YAI said, “We expect 120 participants from over 14 countries. We are planning on a unique activity wherein, with the help of the latest technology, we will use remote controlled cameras attached to radium balloons to capture the regatta from the top angle in the middle of the ocean.”


Marina Bay Sands to host Zee Cine Awards 2011

Marina Bay Sands and Zee Entertainment Enterprises Ltd. announced that this year’s Zee Cine Awards will be held at Marina Bay Sands on January 14, 2011. The awards ceremony will be held at the Sands Expo and Convention Center. The event will include a variety of performances

from India’s best choreographed dances to hit songs from the nominated movies of the year.

Mohan Gopinath, Business Head, Zee Cinema said, “Hosting this event will reinforce a number of characteristics that represent India and Singapore - openness, tolerance, hospitality and creativity - while also showing the many art and cultural possibilities.”

Volkswagen and NGC announce ‘Innovations For Everyone’ campaign

Volkswagen and NGC announced ‘Innovations For Everyone’, an ini-tiative to identify the potential of in-novations that could lead to technological

or scientific breakthroughs to help improve the quality of life. Marketing Solutions won the mandate to manage the launch event of the initiative at Shangri La in Delhi on Sep-tember 13 Keertan Adyanthaya, MD, Fox International Channel and NGC Network India said, “There is immense creativity and potential in our country; this initiative provides budding in-novators an opportunity to put their ideas to the test.”

Invision Entertainment handled Zee Nites in Mauritius and Malaysia

Invision Entertainment bagged the mandate to direct and manage Zee Nites in Mauritius and Malaysia. The events took place on September 18 in Mauritius and October 2 in Kuala

Lumpur. Around 3,000 people attended each of the shows.

Gagan Takyar, Director, Invision Entertainment said, “Zee Nites is a format that Zee Network uses in most of their international markets. These were three-hour live entertainment events using popular Zee stars from their non-fiction shows like Dance India Dance, SaReGaMaPa stars and the popular daily soaps. The events were shot and aired on the local beam of Zee Network in Malaysia and Mauritius.”

Magna Mags organised ‘Pune Citadel Extravaganza’

In order to celebrate the 18th anniversary of Citadel magazine, Magna Publications Group organised an event titled ‘Pune Citadel Extravaganza’

on August 28 at Le Meridien in Pune. The event comprised of several performances by renowned artists and a beauty contest ‘Mr. and Ms. Pune’. Shivendra Parihar, Head of Marketing, Magna Publications said, “Citadel Extravaganza is a celebration of the true spirit of Pune. This is an annual event that has been taking place for the past eight years. The event had performances from music bands, Indian dance troupes and a dance troupe from Australia.”

Big Live announces Big Gujarati Entertainment Awards 2010

On the heels of its other regional music award properties, Big Live announced the launch

of Big Gujarati Entertainment Awards 2010. Felicitating the entertainment industry for the Gujarati region, the awards will be presented to recognise and celebrate outstanding talent across the film, television and music industries. The grand finale will witness a Gala Awards Night graced by stalwarts from the Gujarati Music and Entertainment industry.

Arjun Singgh Baran, Business Head, IP Properties, Big Live said, “ India has rich talent across its regions, several of them never getting due credit for their excellent work. These awards have been instituted to recognize and honour our regional entertainment torch bearers.”

UTV Action organised ‘Panja’ competition at media agencies

UTV Action visited media agencies across Mumbai, Bengaluru and Delhi in September to give them a chance to engage in the UTV Action Panja Championship. This

competition was held keeping in mind the global standards of arm wrestling. Following this, the activity will be taken to colleges and other youth hangouts in October or November. Commenting on the initiative, Kunal Mukherjee, Marketing Head, UTV Action said, “UTV Action is all about true action and with this competition, we involved our partners and colleagues in experiencing every action zone that UTV Action ventures into. We will be following it up with a championship for the masses across several cities.”

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Media Active October 2010, EXPERIENTIAL MARKETING 13

Industry Watch Agency October 2010, EXPERIENTIAL MARKETING 14

Public Relations (PR) agency and Marketing Communications firm, Approach Communications has announced its foray into Celebrity Management and Engagement Services under a new division.

The agency is based in New Delhi with its offices in Mumbai, Dehradun, Chandigarh and Muradnagar, and also claims to have a network of

Approach Communica-tions foray into Celebrity Management and Engagement

Percept restructures ‘Percept Entertainment’; Devraj Sanyal rejoinsPercept has restructured its entertainment business, by segregating the Services, Assets and Content businesses to create three distinct verticals.

Devraj Sanyal has come back on-board to take over as the CEO of Percept Sports and Entertainment. The Services vertical entitled ‘Percept Sports and Entertainment’ will comprise of Experiential and Entertainment Marketing, Sports Management and Marketing, Event Management and Marketing, Celebrity Endorsements and Talent Management,

Branded Content, Brand Activation and Promotions.

Percept has also announced the launch of its new Strategic Business Unit (SBU) - ‘Percept Activ’. The unit will focus on Brand Activation projects which will function in the domain of below-the-line brand communication activities, encompassing promotional activation and event based activation.

Sanjay Shukla will head the unit in his new capacity as the COO. Prior to this, he was the National Head - Brand Activations, PDM.

Kwan and Geetha Arts join hands to form Art-ist AllianceEntertainment and market-ing company Kwan has tied up with production house Geetha Arts to form ‘Art-ist Alliance’, claimed to be India’s first Entertainment Marketing Agency focused on Southern Cinema.

The new company will rep-licate KWAN’s business model in Southern Cinema working in the areas of ce-lebrity management, movie marketing, in-film place-ments, casting, television and event sponsorships.

Wings opens ‘Wings House’ in BengaluruWings Group of Companies have announced the launch of three initiatives along with the establishment of its new office, ‘Wings House’ in Bengaluru.

The new initiatives - Wings Infrastructure, Wings School of Music and Wings Conference Center - will aid the brand activation company service its clients across more spectrums of work. Commenting on the initiatives, Arun Samuel, CMD, Wings Group of Companies, said, “The launch of Wings House has

two significant occurrences for the company. The mother company which is the Brand Activation division would be offering seven services which makes the division very clearly focused on providing holistic BTL solutions to our clients.”

Commenitng on the objective of this new structure, Samuel added, “Each vertical has specialised personnel. The idea is to get clients to experience the complete BTL solution under one roof.”

Mudra Group unveils new identityAfter turning 30 with a bang earlier this year, the Mudra Group has unveiled a fresh brand identity. Water, the Mudra Group’s strategy and design unit, crystallised the Mudra Group’s new brand platform as Inventive Brand Solutions, which is based on the pillars of empathy, experimentation, expres-sion and dynamic integra-tion. The Mudra Group will now offer four agency networks - Mudra India (the Branding and Communications agen-cy), DDB Mudra (the Influ-ence and Behaviour Change agency), Mudra MAX (the Integrated Engagement and Experiential Agency) and Ignite Mudra (the Part-nership for Entrepreneurs agency).

representatives in all the major cities of India. The PR and marketing communications agency claims to have already chalked out a complete strategic plan for the some of its existing clients.

The agency will work in the fields of film and sports personalities along with other talent from art, culture, music, and others.

Industry Watch DestinationOctober 2010, EXPERIENTIAL MARKETING 14 October 2010, EXPERIENTIAL MARKETING 15

USTA targets Indian travelers with September Trade MissionThe U.S. Travel Association (USTA) organized its fourth annual sales and media mission in India. The aim of the event was to meet India tourism representatives, promote business, meetings and leisure travel to the United States.

According to the U.S. Department of Commerce, Office of Travel and Tourism Industries, India is among the fastest growing emerging travel markets

worldwide. Arrivals from India to the United States are projected to grow 72 per cent between 2010 and 2014 (from 615,000 to 1,058,000).

Twenty delegates from the U.S. visited Mumbai, New Delhi, Chennai and Bengaluru to promote US. Sartha Marketing Consultants are representatives of the U.S. Travel Association in India.

Gujarat govt announces policy to pro-mote hotels and Medical TourismAccording to a PTI report, in a bid to boost tourism industry, the Gujarat gov-ernment has announced a policy which encourages promotion in hospitality sector and Medical Tourism.

Nitin Patel, Urban Develop-ment Minister, Gujarat said, “For promotion of hospital-ity and medical services we have announced a new policy that would encourage stakeholders to make more investments.”

Special provisions and re-laxation have been intro-duced for constructing hos-pitals and hotels, as part of this policy.

Assam Tourism to introduce luxury River Cruise TourismAssam Tourism has en-tered into an arrangement with Faridabad based-Far Horizon Tours to operate a luxury river cruise vessel. Speaking about the devel-opment, Monalisa Goswa-mi, Director Tourism, Gov-ernment of Assam stated, “We have had river cruises operating on the Brahma-putra River. However, the new cruise will significantly add value as it will help el-evate the standards of River Cruise Tourism in the re-gion. It will also be the first offering for the luxury seg-ment. We expect it to be the most luxurious river cruise in Asia as we plan to cash in on the experience of Far Horizon Tours who have op-erated river cruises at the backwaters of Kerala.”

The river cruise will have 29 cabins, spa and four decks. The river cruise experience will be offered at rates of USD 300-450. The state tourism department is also receiving queries for devel-opment of floatels in the Brahmaputra River.

Bhutan looks to in-crease annual tour-ist numbers to 1,00,000Bhutan is looking to triple its annual number of visi-tors. Jigme Thinley, Prime Minister, Bhutan has out-lined an expansion plan for the sector, setting a tar-get of 1,00,000 tourists by 2012.

The Tourism Council of Bhu-tan is planning to re-brand the kingdom as ‘The Last Shangri-La’, a reference to a fictional Himalayan utopia. New destinations within the country are being opened to tourism, while hotels and credit card infrastructure are being upgraded. Mean-while, more than 250 acres of land in south, east and centre of the kingdom have been earmarked for tourism resorts.

Stark Communications takes Kerala Tourism to LondonIn one of its biggest mar-keting coups ever, Kerala Tourism unveiled its latest destination campaign film, ‘Your Moment is Waiting’, to a star studded audience at the Saatchi Gallery in Lon-don.

The red carpet event during the London Fashion Week

drew the who’s who of Lon-don. The campaign will run in cinemas across the UK where the movie ‘Eat,Pray and Love’ is being shown and also on CNN Europe, targeting viewers in the key source markets of Germa-ny, France, Italy, Spain, the Netherlands, Switzerland and Belgium.

Korea Tourism Organisation announces roadshow in DelhiKorea Tourism Organisation (KTO) has announced a roadshow in Delhi to promote the country as a MICE destination. The roadshow, scheduled in October, will pave way for other promotional events and activities by the organisation to attract MICE players from India. Commenting about the marketing initiatives, Chul Soo Lim, Deputy Director, KTO New Delhi office, said, “Till now we have been promoting our brand through billboards, brochures, print ads (magazines and newspaper), sponsoring the travel trade events, participating in travel fairs, shows and expo and showcasing Korea through TV programs etc. KTO is now planning a MICE road show in October in New Delhi. We are planning to do online promotion, joint promotion with travel agents, FAM trip to South Korea for MICE agents, corporate, leisure agents and media.”

Industry Watch Hospitality October 2010, EXPERIENTIAL MARKETING 16

Taj West End ranks 1st in India and 2nd among the Top Business Hotels in WorldThe Taj West End¬, Banga-lore has been adjudged 2nd amongst the top overseas business hotels in the World in the prestigious “Conde Nast Readers Travel awards 2010”. The hotel topped on various parameters in-cluding service, value for money, comfort and luxury offered to the guests. The Taj West End scored an im-pressive 93.22 points out of 100, just marginally behind The Peninsula Hong Kong who scored a 93.79.

Sanjay Sood, General Man-ager, Taj West End, Banga-lore, said, “The readers of Conde Nast are considered to be the most sophisti-cated and discerning by nature, and being voted in top two overseas business hotel is an achievement in itself.”

Royal Orchid Hotels charts expansion plansIndian hotel group Roy-al Orchid Hotels Limited is moving ahead with its expansion strategy. The group is opening the fol-lowing 5-star business Ho-tel Royal Orchid properties: 266-room Hotel Royal Or-chid, Hyderabad (2010); 139-room Hotel Royal Or-chid, Jaipur (2010); 150-room Hotel Royal Orchid, Dar Es Salaam, Tanzania (2011); and in Shimla, In-dia (2012).

The Westin Gurgaon, New Delhi to open in OctoberThe Westin Gurgaon, New Delhi, the fifth Westin prop-erty in India will open in October 2010. The hotel gi-ant recently introduced the Westin brand in India and now operates four hotels: The Westin Mumbai Gar-den City, The Westin Pune Koregaon Park, The Wes-tin Hyderabad Mindspace and The Westin Sohna Re-sort & Spa. The opening of the new Westin in Gurgaon will strengthen the Westin brand’s presence and meet-

ing capabilities in India.

The hotel will feature 313 guest rooms and suites (in-cluding ‘Aura’ guestrooms specially designed for sin-gle female travellers), 1,360 square metres of indoor meeting space, in-cluding a ballroom with the highest ceiling in the re-gion, 820 square metres of garden space as well as six meeting rooms with natural light.

HRAH demands waiver of Luxury Tax in HaryanaHotel & Restaurant Asso-ciation of Haryana (HRAH) has demanded complete waiver of Luxury Tax (LT) in Haryana. The Associa-tion, along with Haryana Chamber of Commerce & Industry, has submitted a memorandum to Bhupin-der Singh Hooda, Chief Minister, Haryana for the same.

Haryana government cur-rently charges 10 per cent LT on hotel’s room actual tariff, which is above Rs 2,000. When LT was fixed last time, the state had set 10 per cent LT on tar-iff above Rs 800. The hotel association had taken up the issue with the govern-ment and got the minimum tariff for LT raised to Rs 2,000.

Hotels.com survey : Indian travellers spend more on hotels than Brits, Germans and French in Q2 of 2010According to the Hotels Price Index by Hotels.com, Indian travellers are ahead of citizens from countries such as UK, Italy, France, Germany in terms of hotel spending. On an average, Indians spent Rs 6, 816 while travelling overseas, compared to Brits who spent Rs 6,604 while the French paid Rs 6,086 and Germans Rs 5,980 for a hotel room per night in Quarter Two of 2010.

Wyndham Ho-tel Group signs agreement with Planet Hollywood HotelsWyndham Hotel Group has signed a license agreement with Planet Hollywood Re-sorts International, to fran-chise the Planet Hollywood Hotels brand and provide management services glob-ally.

Wyndham Hotel Group will offer developers the choice of various levels of enter-tainment-based concepts for hotel development op-portunities based on ho-tel or resort size and geo-graphic location.

Taj Hotels launches new brand identity, ‘Vivanta by Taj’Taj Hotels Resorts and Pal-aces announced the sec-ond phase of their brand architecture exercise with the roll-over of 19 hotels to their new brand, Vivanta by Taj Hotels and Resorts, slotted in the 5-Star Upper Upscale segment. The an-nouncement was made at a gala event at the brand’s

Topping the list are the US travellers who were the biggest spenders when they travelled abroad according to the Hotels.com Hotel Price Index, spending Rs 7, 338 on an average when travelling overseas. Travellers from the US are followed by those from Russia and Japan, who spent Rs 7, 164 per night on hotels in Quarter Two of 2010.

marquee hotel, Vivanta by Taj - Whitefield, Bangalore. This follows the highly suc-cessful launch of their Up-scale brand - The Gateway Hotel - exactly two years ago. Showtime Events was mandated to handle the two events for announcing the launch in Bengaluru.

Industry Watch EventsOctober 2010, EXPERIENTIAL MARKETING 16 October 2010, EXPERIENTIAL MARKETING 17

5th International Sports Event Management Conference 2010Now in its fifth year, ISEM is an industry event for sports industry professionals, in-ternational and national federations and represent-atives of local and national governments that need to understand and ensure successful planning and de-livery of sports events.

The event will be held from

November 3 – 4, 2010 at the Twickenham Stadium, London, UK

ISEM 2010 is the first col-laboration between In-forma Sports Group (ISG) and Rushmans. This years’ event will now feature a number of new elements including a two-day confer-ence programme, two es-

sential in-depth workshops, structured business net-working sessions and a pre conference meeting plan-ning tool.

The conference will also feature the well-known Sports Event Management Awards presentation dinner - a highlight of the event management calendar.

Hong Kong Guangdong Busi-ness Conference 2010“The Hong Kong-Guangdong Business Conference in New Delhi 2010” will be held in New Delhi on October 27, 2010, jointly organised by the Hong Kong Special Administrative Region Government (HKSARG) and the People’s Government of Guangdong Province.

The objective of the conference is to give the Indian business communities a better understanding of the economic development of Hong Kong and Guangdong as well as their favourable investment environment.

Celebrating 20 Years of Advanc-ing the European Business Travel Industry ACTE Global Education Conference will be held in Berlin, from October 3 – 5, 2010 The 20th An-nual ACTE European Con-ference, is targeted to the leaders of the global busi-ness travel industry.

This conference is an in-dustry event dedicated to bringing together hun-dreds of senior level busi-ness travel executives from around the world to learn, share and network over sessions related to latest trends and developments in the European Business travel sector.

25th Annual Exhibit Design Awards EXHIBITOR Magazine’s 25th Annual Exhibit De-sign Awards, honoring the world’s best trade show ex-hibit designs, is accepting entries.

Designs launched between December 1, 2008, and December 1, 2010, can be entered in 19 categories – including 10 new categories in honor of the program’s

25th anniversary.

Judges include well-known designers from across the globe. Winners will be fea-tured in the May issue of EXHIBITOR magazine.

The early bird, discounted deadline is November 19, 2010. The final deadline for entries is December 10, 2010.

AAAI organize Young Spikes Integrated Com-petition 2010Young Spikes Integrated Competition, India con-ducted by the Advertising Agencies Association of India (AAAI), at the initia-tive of the Times Group is a challenge to young ad-vertising professionals in India to develop an inno-vative strategy.

All participating teams of two submitted a presen-tation board summarizing the campaign along with two pieces of supporting material in response to a given brief. These entries were then presented to and judged by a panel of experts.

The selected team got an opportunity to participate in the Young Spikes Inte-grated Competition held in Singapore, as part of Spikes Asia, on September 19 - 21, 2010.

Green Building Convention 2011INIS Enterprises an-nounced the 2nd edition of Green Building Convention 2011 (GBC’11) – An inter-national event focused on Sustainable Development & Eco-friendly Construction, scheduled to be held at Nehru Centre, Worli, Mum-bai (INDIA) from January 20 - 22, 2011.

GBC is an initiative de-signed to promote and popularize the concept of Green Buildings in the de-sign, construction and op-eration of building projects and serves as a platform to showcase the latest prod-ucts and innovations in the industry.

Documents

B for Brand I for Influencer - eventfaqs.com Mallick, VP Marketing, Adani Wilmer said, “Fortune ... Parle Products is engaging households in Tamil Nadu during the Navratri days with