Market Pulse: Also Featured: In Focus: - EventFAQs

70 Pages·2011·14 MB·English

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MAIN ISSUE 78 PAGES INCLUDING COVERS | VOLUME 2 | ISSUE 6 ` 100/-
Events | Entertainment | Promotions | MICE | BTL | Sponsorship | Sports
In Focus:
NBA Jam shoots hoops in India for the third year p 46
Paris Hilton adds her touch of glamour to India p 48

GIMA Awards pitch higher in year two! p 51

Also Featured: Market Pulse:

Cricket Retains Branding Monopoly p 27 Set Design: Keeping it Relevant
(Brand Experience)mass media p 29 -Omung Kumar, art director and set designer p 56
What are your marketing plans this festive season? p 34 The Grand Hyatt Mumbai:

Nurturing its appetite for Events p 58
RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13
RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13
posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month
posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month
RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13
posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month
RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13
posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month
RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13
posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month
RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13
posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month
4 October 2011, EXPERIENTIAL MARKETING 07
It’s all happening here
EDITORIAL TEAM:
KARISHMA HUNDALANI
Who could’ve vouched that India would have its very own F1
[email protected] [phone]
KARAN IYER track some day? Its quite amazing what a strong belief backed
[email protected] [phone] by requisite funding can achieve. What’s more fascinating is the
RACHEL GEORGE
effect the development of infrastructure can have on a nation, and
[email protected] [phone]
SHWETA RAMSAY eventually its economy.
[email protected] [phone]
SHACHI TAPIAWALA
The topic is much deliberated. The lack of infrastructure is surely the
[email protected] [phone]
most pertinent reason why the event industry in India hasn’t reached
DESIGN TEAM:
VINAYAK ALLE its optimal growth. Maybe deliberating the effect of this growth on
PRASAD KARAMBAT the economy would see more conviction in the Government.
MARKETING SERVICES:
VISHAL NAGDEV
[email protected] [phone] A private organization has made the Indian Grand Prix possible.
ARNOB BANERJEE The investments made seem a hefty comparison to the returns
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JPSI can expect (at least in the near future). But what’s worthy of
TANVI ASHER
[email protected] [phone] focus is that it’s an investment. An investment in the development
SHABNAM CHARANIYA of a sport beyond cricket. An investment in showcasing the nation
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in a sport with a global audience. An investment in a platform that
CAROL SANIL
brands can leverage.
[email protected] [phone]
CIRCULATION:
RAMESH PATIL Brands play an important role in the equation too. It’s through
[email protected]
their support and investments in the sport and its audiences, that
ACCOUNTS & ADMIN:
PURVESH BHATT development escalate. And with brands come buzz, hype and
[email protected] mileage. Brands are continually perfecting the skill of leveraging
their associations.
It’s no longer about sponsoring a platform. It’s gone way beyond,
into activating all relevant audiences, both on-ground and on-air,
as a lead up, during and after an event. The objective is amplifying
ExM is a monthly magazine by EVENTFAQS, the success of the experience. The key is to compliment the
publishers of India’s only platform for events
level of engagement of the experiential medium with the reach of
and experiential marketing -
conventional media.
www.eventfaqs.com.
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Mumbai – 400 050, Maharashtra, India. Editor:
Karishma Jamnu Hundalani.
This issue contains 78 pages including covers
CONTENTS
4 October 2011, EXPERIENTIAL MARKETING 08
Event Briefs Industry Watch

Promo Power | MICE | Live Developments | Destination
Sports Rush | Media Active 10-14 Venues | Events 16-19
Also Featured In Focus
Cricket Retains Branding Monopoly 27
NBA Jam shoots hoops in 46
India for the third year
(Brand Experience)mass media 29
How brands are leveraging the reach of television to amplify
on-ground engagement
Paris Hilton adds her 48
touch of glamour to India
What are your marketing plans this festive season? 34
GIMA Awards pitch 51
higher in year two!
Experiential Marketers in the making... 61 Cover Story 21
EMDI students speak!

Market Pulse
Set Design: Keeping it Relevant 56
-Omung Kumar, art director and set
designer
The Grand Hyatt Mumbai: 58
Nurturing its appetite for Events
GLIMPSES
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70 72
74
RNI registration 108290/2010 Postal registration no MH/MR/N/150/MBI/11-13
posted at Mumbai Patrika Channel Sorting Office on every 7th or 8th of the month
Promo Power 4 October 2011, EXPERIENTIAL MARKETING 10
‘Hit Kill Malaria’ spreads awareness Havells India promotes products
across cities through mobile business unit
Hit kicked off a multi-city Havells India Ltd. launched
campaign titled ‘Hit Kill a six-month long promotional
Malaria’ in August. This campaign on Sept. 5, targeting
is a campaign initiated to industrial hubs and construction
spread awareness about sites in the Delhi/NCR region.
malaria and encourage preventive action. The campaign Through this initiative, Havells
aims to reach out to citizens from various cities with activities India intends to reach out to industry experts and focus
in schools and public places. The initiative is expected to on developing the right products and services, as per their
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touch about 10 lakh citizens across the top eight metros. requirements. The event is being managed by RC&M. o
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Kapil Dev Pillai, Category Head, Household Insecticides, A. Vijay Narayanan, VP Marketing, Havells India Ltd. a
Godrej Consumer Products Ltd. said: “Our experience is said: “We have been advertising ourselves through entf
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that people tend to take less precaution when there are cricket and other sports, and have somewhere missed e
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few mosquitoes. With this campaign, we intend to spread out on the key part of our business, which is industrial w
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awareness that even a single mosquito can cause this fatal business. We plan to make this a pan India activation, o
disease. We’ve partnered with Synergie for this initiative.” reaching out to approximately 15,000 to 20,000 people.” n t
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Percept Activ takes Birla Tyres on- BIG Live offers career counselling to a, lo
ground with ‘Zero Chinta’ the rural youth di
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Birla Tyres appointed BIG Live launched its rural s
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Percept Activ to conduct intellectual property, BIG cr
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an on-ground activation Disha, across key markets m
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titled ‘Zero Chinta’. This campaign began mid-August and in the Hindi heartland. s fr
concluded at the end of September, having covered 35 Indian This property travelled across Bhopal and Kanpur and n
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cities. This activity was conducted to increase Birla Tyres’ provided a two-day career program that gave the youth oti
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market share, both in terms of brand awareness and sales. an opportunity to make informed career decisions. This
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initiative continued until Sept. 30. Gillette came on board pr
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Sanjay Shukla, COO, Percept Activ said: “Our insights from as the principal sponsor for the initiative, which expected n
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having worked with other tyre companies in the past, and to reach out to over 50,000 students across the heartland. o
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a well thought-out and structured logistic plan, helped us n-
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to win this project. In addition, our large office network in Vineet Mittal, Business Head, BIG Live-Rural said: “We d
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India ensured that we had hands-on control on a project wanted to offer students an opportunity to make informed a
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running across so many cities with multiple teams working career decisions. Marketers are increasingly reaching out nt
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simultaneously to ensure ‘zero chinta’ for our client.” to rural audiences and BIG Live’s rural initiative came as an v
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answer to suit the requirements of reach and depth.” n
E18 executes activations for TVS s o
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Tyres across three cities MTS brings the world’s first EV-DO at
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Rev.B Phase II network to India p
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TVS Tyres initiated activations st
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in Chennai, Surat and Patna Sistema Shyam TeleServices at
for 25 days each between brought the world’s first CDMA or l
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August and September. The EV-DO Rev.B Phase II network
objective was to create a buzz to Jaipur. To experience the full
and increase brand visibility in the market place. E18 was in power of the same, MTS India
charge of the planning, execution and management of the launched MBlaze Ultra. MTS India organised a national
event series in each city. An average of 400 to 500 people were press conference at Marriott Hotel in Jaipur on Sept. 4,
engaged per day, thus reaching out to around 1 lakh people. executed by Event Crafter, to make these announcements.
Navneeth Mohan, Senior VP, E18 said: “We are like partners Sandeep Yadav, COO, Rajasthan and Punjab Circle,
to TVS, our engagement level is not restricted to execution; MTS India said: “The launch of the CDMA EV-DO Rev.B
we are actively involved in the strategy and planning. The Phase II will redefine the face of mobile broadband in India.
success of these cities is visible with the client extending MBlaze Ultra provides extremely fast data speeds that will
the activities to other cities. We hope to cover at least 40 to enhance customer experience while accessing streaming
50 cities and towns by the end of the year.” multimedia.”