E-Factor Entertainment founded by Samit Garg in 2001, is acclaimed as one of the most celebrated wedding planning agencies in the country and proudly sits on its laurels of having organized some of the most high-profile weddings.
After having secured a niche in the social events space, the company is now putting the pedal to the metal by creating memorable experiences around the country. The first step in that direction is the Taj Balloon Festival, which is a first of its kind experience allowing guests to enjoy the aerial view of the majestic TajMahal from as close as 500m.
Interestingly, Samit has also signed a 5 year PPP with the government to Rajasthan to take over the Pushkar Fair. With an ambitious plan of launching 5 event properties in the coming 5 years,SamitGarg, Founder Director- E Factor &SkyWaltzhas a great set of cards. We find out how he’s going to play them.
“It was an idea that was brewing in my mind since the past two and a half years. Taj is obviously the most photographed monument in the country and ropes in the maximum international tourism for it. However, when people view Taj, its beauty is only be enjoyed through the front, no one ever gets to see this pride of India through an aerial viewpoint. Co-incidentally statistics show that balloons are the second most photographed things in the world after a celebrity. Hence, we decided to combine both to create the most mesmerizing experience one can have.”- says Samit elucidating on how the concept of Taj Balloon festival born.
However, Taj being a national heritage weaving an event concept around it was not an easy feat. Speaking on the challenges he faced while bringing his ideas to reality Samit adds, “Without a doubt it has been a tough journey. It has taken us two and a half years to get all the necessary permissions in place. Right from the local administrative authorities, to the airspace, to the licenses all had to be taken care of individually. But thankfully with god’s grace we got the permission in place and the necessary support from the respected Chief Minister of Uttar Pradesh.”
Scheduled to be held from the 14th-16th November in Agra, the highlights of the TajBaloon Festival will be, 15 hot air balloons coming in from different countries, evening night glow concert that will showcase the sight and sound of the balloons lighting up the dark night sky along with the performances of locally and nationally recognized artists. Samit shares that a balloon flight will cost a tourist 275 dollars while just enjoying the morning and evening spectacle is free of cost.
With most event properties deemed to be unprofitable in the first few years when asked upon if the Taj Balloon Festival is expecting to make profits in the first year itself. Samit responded by saying, “There is no profitability angle in place as of now as it is the first year. However, profits can be expected from the second or third edition of the festival.”
Samit also shared that he has since spent 1.5CR to create this property.
Talking about his recent endeavor on signing a 5 year public private partnership agreement to organize the Pushkarmelahe says, “I have been going to the annual PushkarMela for the past 5-6 years and havealways enjoyed it. For me this mela has always been an interesting canvas filled with multiple opportunities to create diverse experiences for people. Moreover it attracts a million people from across the globe over a period of 5-7 says so this was a property that we wanted to elevate to another level.”
It is after the takeover by E-Factor that the marketing of the 100 year old PushkarMelahave gone full throttle online. Known to attract more than 50,000 camels, horses and cattle, 8,00,000 tourists and 60,000 expats from across the world, the PushkarMela is hosted every year on the edge of the Thar Desert, in the tiny desert town of Pushkar,
Talking about this edition of the mela Samit says, “The highlights of the mela this year are the VIP Hospitality arena, an especially curated Sky Waltz Café, an engaging opening and flag off ceremony, fusion music performances, hot air ballooning, 360* podium, adventure activities and night glow music concert among other elements.”
Additionally the mela which is scheduled from the 19th to 25th November is offering a wide range of customized packages for visitors. Also reputed bands like Astitiva, Prem Joshua and Indian Ocean will be elevating the entertainment quotient at the annual festivities.
With two interesting international event properties at his helm, Samit is certainly one man to look out for. More importantly so as he reveals his plans on creating 5 more of such intellectual properties in the next 5 years.
(The article first appeared on Oct-Nov '15 issue of BW APPLAUSE)
