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EE News Desk
With over 23 years of experience in the international exhibition industry space, Udo Schuertzmann, MD, ITE India, has closely seen the process of organizing exhibitions evolve over the years. Having worked with likes of Messe Frankfurt in Moscow, Reed Exhibitions in Germany, Miller Freeman and Messe Dusseldorf India in the past, he now drives the development of ITE’s New Delhi-based ITEI and also works closely with ITE’s Mumbai-based partner, ABEC. In conversation with BW APPLAUSE, Scheurtzmann shares the undergoing transformation of the global exhibition industry and the challenges exhibition organizers face in India. Q- You have been the exhibition organizing industry for over 23 years. How do you feel the industry has evolved during this time? I started out in the exhibition industry from Russia in 1992. At this time exhibitions were an important part of the overall marketing practices of brands. It provided them with an opportunity to showcase all their offerings at a place and also connected them with their audiences at the same time. Come in 1998, I was in Germany and noticed that with the advent of internet people who organized exhibitions were really scared of it as internet was establishing itself as a platform to communicate about a brand and features of its products, which organizers thought would take away from their business. However it is in the basic human nature to get a touch and feel of the product before making a purchase decision and this opportunity is only provided through exhibitions and hence the presence of internet had a limited impact. From that time to today, the exhibition industry has always had a tremendous future and always will. Not much has changed much over the years barring the part of how exhibitions are being marketed and participated in today. However the crux of how and why exhibitions are organized has pretty much remained the same. Even the business angle and the success ratio too has been constant. Q- As an exhibition organizer how differently do you plan and organize a B2B exhibition from a B2C exhibition? There are a few parameters but it all boils down to the topic of exhibition. For a B2C exhibition the topic, the marketing practices, the ambience and the overall vibe of the exhibition has to be very dynamic and inviting. Also you need to use mass media campaigns aggressively promote a B2C exhibition. However, for a B2B exhibition you are focused in your approach and work towards the main content of the exhibition more rather than just focusing on the marketing part of it. You have a database and an audience segment that you already know of who is the audience for a B2B exhibition and hence you can plan for them accordingly. For marketing for a B2B magazine one uses selective media techniques such as trade magazines and association. Q- What is the size of current exhibition industry? How is it expected to grow? The current scenario in the industry is reflecting growth for smaller exhibitions and organizers but for bigger exhibitions to grow we need better arrangements. There are small changes that we need to make and big positive results will follow. Currently we have more than 700 exhibitions being organized and the number is 10 times more in the unorganized sector. Exhibitor’s revenue when they book stalls varies from 900-1100 INR. So the real figures can be estimated accordingly. A big exhibition like Auto Expo not only mints money for the exhibition industry but also for supporting businesses such as travel, hotel, foods and logistics. We need to understand the true potential of the industry and develop adequate infrastructure to support it. Q- Where does India stand on the global map in terms of how exhibitions are being organized all over the world? I recently came back from ACE tech exhibition in Bangalore and to be really honest I was amazed with how organized and fluid things were. The exhibition was at par with any international exhibition organized anywhere in the world. So there is nothing lacking today in terms of how organizers are curating exhibitions in India but it is rather the infrastructural part of it that drags us down. India needs tremendous infrastructural development if it wants to organize an international level exhibition. In the capital like India there are hardly any good exhibition spaces. The Buddh International Circuit in Greater Noida is good but it is perceived to be too far. Even In hubs like Mumbai there are no good fair grounds and the Mumbai exhibition center is always very crowded. So the infrastructure part of it desperately needs to be developed. Q- Most people who organize big exhibitions often outsource their work to smaller agencies. Do you think this technique works to organize better exhibitions? Frankly, I have been always associated with companies who conceptualize and execute exhibitions single handedly. You can obviously reach out to associations to get the required support but it’s always better to have things under one hand. Q-In your opinion what is one good thing and one bad thing about the exhibition industry in India? 100% the infrastructure is the bad thing as because that is the area we all are suffering. Organizers today create a paradise out of nothing but the current infrastructure available is restricting them. However, organizers in India have new ideas and are willing to experiment with concepts of exhibitions is something I admire. Q- Do you predict any changes in the exhibition organizing industry 5 years down the line? I organized my first exhibition in 1992 and till date the main principle of organizing an exhibition has remained the same. One change the hope is made will be how international brands are paying more taxes than local brands in the country. For an exhibition display if a foreign machine is imported then high amount of taxes have to be paid as security till the time the machine is exported back. This is the reason that international brands always have to partner with an Indian one if they plan to come to India. I think changing this business and taxation approach should be the next trend. (The article first appeared on the Oct-Nov '15 issue of BW APPLAUSE)
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The New Delhi Palate Fest came back with its second edition of the country’s biggest food enthusiasts garden party from 27th – 29th November 2015. It showcased India’s finest restaurants, chefs, entertainers & musicians and saw culinary experiences, a medley of tastings, events, promotions and celebrations. With families and young adults attending the food festival in large number throughout the three days, The Palate fest also hosted some of the most interesting art installations and brand activations as well. Ford showcased one of its new launches ‘EcoSport’ at the Palate Fest with Blue Hive India. Vibgyor Brand Services was roped in set up a large display kiosk at the food fest. The idea was to engage the potential customers and educating them about their product. Ford, a renowned car maker in India wanted to convey how their brand aims at comfort and luxury with an economic value. A lot of visitors were enthused to buy the car and the agency generated 59 genuine leads and 310 potential customers for the Ford.
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It is the last month before we say goodbye of to the year 2015 and its raining events all over. From marketing activations by brands to award ceremonies and food festivals by curators, December undoubtedly promises to be the most evenful month of the year.
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A glittering evening which was held for a noble cause, saw a good turnout of well-wishers witness a unique fashion show held at the Aqaba in Mumbai last week. This year SWISS in India once again partnered with fashion icon Narendra Kumar and together joined hands with Mira Nair’s Salaam Baalak Trust Mumbai, a NGO & charity organization working to build a better future for the marginalized street children of Mumbai. These extremely talented children brought out their aspirations by combining their art with “fashion”. This endeavor was to work together with these children to create on paper, through various art workshops, their vision of the world with select themes of “Love”, “Friendship”, “Mumbai city” and “Promise”. Narendra Kumar worked with these images to create bespoke clothing couture. Swiss International Air Lines (SWISS) globally, has been making an active contribution towards improving the living conditions and future prospects of children, young people and their families through the support of SOS villages and locally too, are working to enhance their social responsibility towards children’s empowerment. While SWISS has already pledged a certain amount to the trust towards the development of these children, Narendra contributed to this cause by designing bespoke outfits for charity. Contributions from these selected guests who brought and wore these outfits walked the ramp with applauses from the audiences. “It is a small yet significant step and an important one indeed for all of us at SWISS. We are now move into a new direction and are looking forward in supporting and making this a fulfilling and worthy journey” said Markus Altenbach, Head of SWISS India & South Asia.
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AXN is all set to thrill its audience once again. The English entertainment channel has now collaborated with the India’s one of a kind comic based convention, Comic Con India! AXN is the exclusive Television Partner for Comic Con India for its Delhi Comic Con from 4th to 6th December at NSIC Grounds, Okhla and Mumbai Film and Comic Con from 19th to 20th December at Bombay Exhibition Centre. As part of this association the channel has created a unique experiential zone at the events, giving fans an opportunity to interact with AXN characters and win exclusive goodies. At the main arena, AXN will have a dedicated zone to uniquely engage with the fans and visitors of Comic Con India both in Delhi and Mumbai. The AXN experience will include an experiential photo-booth known as the ‘AXN Wall of Hunks’. This will give viewers a chance to get clicked with their favorite characters, participate in customized character interaction opportunities and win exclusive AXN goodies! Sherlock, Hannibal, the Winchester brothers, Dexter, Hank Moody, Jack Bauer, Ray Donovan and many more will await fans at the exciting ‘AXN Zone’! Along with that, AXN will also host two special experiential activities at the AXN Zone with Ray Donovan and Hannibal. The Donovan’s Fight Club will have fans punching their way through a challenge that will get them beat the power of Ray Donovan’s fists and be eligible to win exclusive ‘Ray Donovan’ merchandise. The second innovative activation will have fans literally put their head on a platter at Hannibal’s very own dining table and get clicked. Apart from the interesting on-ground activations, the channel will organize exclusive AXN sessions on the main stage, wherein AXN will showcase the most iconic scenes of its key shows, followed by a Quiz for the audience. In addition, AXN will give a peek into the exciting lineup of upcoming shows on the channel, including the Hollywood’s biggest fixer, Ray Donovan.
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As humans, we all look for categorizations. They make our lives easier and more manageable.Therefore, it’s only natural that we at EE, after careful scrutiny, bring to you the list of Top 10 Experiential agencies in India today. For marketers and newbies in the experiential world, this list provides the top 10 agencies in India that have made their mark and given an excellent show as far as experiential is concerned. Keeping in mind the scalability factor, the brilliance in innovation, and the management of the audience, we have compiled a list of top 10 agencies. And the winners are – 1. Wizcraft Established in 1988, this agency is responsible for all the magic behind the IIFA Weekend and Awards, Green Globe Foundation Awards, Global Indian Music Academy Awards and the Film & TV Producers. Some of the prestigious projects led by Wizcraft most recently include the Opening and Closing ceremonies of the Commonwealth Games in New Delhi, the ICC World Cup’s Opening ceremony in Dhaka, the Oman Tattoo and the celebration of 150 years of India-South Africa friendship. 2. Percept Founded in 1984, Percept Limited, they are responsible for some of the biggest shows such as Sunburn (with over 1,00,000 attendees), Bollyboom, Filmfare, Ad Films, Feature films, Fight Night, GOD, Champions of the world, Windsong, and the list goes on. Celebrating 30 years of excellence, they provide creative services,media services, digital and mobile services and and also have a vertical that handles sports and entertainment for their clients. 3. LIVE Viacom 18 LIVE Viacom18 is a subdivision under Integrated Network Solutions (INS) whose mandate is to create LIVE IP’s in the Music & Entertainment space. They are the ones responsible for creating MTV Xtreme, the Comedy Central Chuckle festival, Supersonic, MTV Bollyland, Nickelodeon KCA India, etc. 4. Only Much Louder The guys behind the multi-city, multi-day Bacardi NH7, A Summer’s Day, The Scene, NH7 Smash Up, and NH7 Shake Down, MTV Bring On The Night, and producing the Cannes Lion-winning show – The Dewarists, OML has made their mark in the events industry. 5. Fountainhead Having commenced operations in 1995, Fountainhead has worked with top global brands like MTV, Philips, Hutchison Max Telecom, Procter & Gamble, Pepsi and solid domestic brands like Tata, Blue Star, Aditya Birla Group and Bennett Coleman.They have also handled international acts such as Akon, 50 Cent, INXS, Spyrogyra, Buddy Guy and have created very successful music festivals like The One Tree Music Festival and The Mahindra Blues Festival. 6. DNA Networks A name synonymous with Entertainment in Sports, DNA Networks are the big guys behind events such as IPL, ICC Cricket World Cup Tour, ICC World Twenty20, Champions League, Athens Olympic Torch Relay. Besides sports they have also a number of music festivals such as Sound Awake, Rock’N India (an international annual music festival) and it prides itself on being the only events company in India to have produced live concerts with Music Greats such as Sting, Roger Waters, Lionel Richie, Iron Maiden, Katy Perry, Bryan Adams, Shakira, Aerosmith, etc. 7. 70 EMG Established over a decade ago, 70EMG, they are the curators behind festivals like the India Bike Week – a first of its kind biking festival in India, and the The Kala Ghoda Arts Festival in Mumbai since 2002 with over 6,50,000 visitors each year, the AAAI Goa Festival, South Asia’s answer to the Cannes Lions Advertising Festival – since 2007, the Nokia IndiaFest with over 12,000 visitors and the GJEPC India International Jewelry Week (over 800 exhibitors & 50,000 business visitors) amongst many others. 8. Encompass Events Having been in the industry for over 15 years and having more than 10000 projects in their pockets, Encompass events are the brains behind the award winning campaigns such as the P&G Thank You Mom mall activation, Gillette Shave For The Soldier campaign and the world launch of Toyota, Etios, People’s Gateway Movement, Mercedes Benz-Star Drive, etc. 9. DDB Mudra Max Founded in 1980, DDB Mudra Max has dabbled in experiential in a way that it successfully executed the 46 day long Grand Kerala Shopping Festival with the Government of Kerala, grabbed the South African Tourism OOH duties, IAA Olive Crown, and many more such properties along with handling experiential campaigns for a number of corporates such as Volkswagen. 10. Showtime Group Having been in the industry for over 30 years now, the Showtime Group has successfully executed events such as the BMW 3 Series launch, BMW Xperience, BMW 6 Series Gran Coupe Launch, DLF Mall of India launch, Swiss Unlimited launch, the Finacle Conclave, Hero Insolito, Jodhpur One World Retreat, MINI Countryman launch, Starbucks launch, etc.
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Back in 2011, the Indian Grand Prix was India’s shining moment after the near-fiasco 2010 Commonwealth Games. Close to one lac in audience, the Indian Grand Prix was an ultimate success. Fast-forward to 2013, a black cloud cast upon the supposedly bright future of the IGP. Threatened by a Supreme Court Case and the murky truth that the curtain is closing on the Buddh International Circuit next season, the Indian Grand Prix is standing with one foot in its grave. The hiatus is to allow organizers to shift the race to an earlier berth so they don’t have to stage the race twice in six months. Looking at the bright side it will allow time for the local promoters and the government to sort out the question of whether the government decides to recognize Formula One as a sport, or, as it does now, as a form of entertainment. Why the debate? It’s because being recognized as a sport allows for tax and duty exemptions and an easier visa process for journalists and team personnel. But Formula One’s current status flips the perks, making it subject to entertainment tax and not to mention the reams of paperwork that needs to be done months in advance. “Because we are not a government-backed sport, we are not even a government-recognized sport, we are classified as entertainment,” said Karun Chandhok, a former Indian Formula One driver who now does race commentary for the BBC. “And that is what has opened up this whole can of worms of tax issues.” The status of the event is not even the real problem here. The challenge India faces is the well-reserved truth that once a circuit is wiped out of F1’s charts, it’s very difficult to get it back on again. Yes, fans of the race who earnestly shelled out cash to watch Vettel win (again), 2013 could well have been the last year you saw action at the Buddh International Circuit. Now the question is, is all this drama really worth it? Is the Indian Grand Prix worth all this hype in India? If numbers speak for the game, then here is the blatant truth. The tickets for 2013 Grand Prix ranged between INR 1,500 – INR 21,000, the ticket for the costliest grandstand being 60 percent of the price two years ago. The number of fans that showed up for the race was about 60,000, which the organizers said was up to their expectations. But does that mean they have nothing to worry about? It is said that the number of people attending the race in the second year is always lower than the first. But if the number doesn’t rise in the third, the organizers have a lot to worry about. From an investor point of view, the Indian Grand Prix does not give a very bright picture. Given the downward economy, there is more risk than return. Companies are thinking twice before putting their money behind the event because after the dust has settled and engines have cooled, the only question that is left to be answered is – Is the event raking in the moolah? The Buddh International Circuit is one of the few F1 racetracks in the world that is not backed by government money. Other than the initial investment and running costs, Jaypee Sports International has to pay the F1 management a license fee of about $40 million annually. The revenues from TV rights and track sponsorships go to the F1 management directly. So the organizers mainly rely on ticket sales. And that situation you’re already aware of – no sunny skies. Speaking to F1 fans, this season had nothing exciting to look forward to. According to Virat Maheshwari, a self proclaimed die-hard F1 fan, there was nothing to look forward to this season. “Everyone knew who was going to win, and to be honest no one I knew was even watching it live or tweeting about it.”, says Virat. So everyone knew who the obvious winner was going to be, there was not as much excitement about the race as there was before, and you know that the event had died when no one was talking about it on Facebook. Seems like the $400 million dollar Indian circuit has lost its lustre.
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What do you get when one of India’s top 5 agencies decides to associatewith one of the most cutting-edge design houses in the world?That’s a question that Cheil India wants brands to consider as it prepares tohit the market with a unique offering. The Munich-based ‘Mind Design Laboratory’ is a specialist in creating integrated 360º brand experiences.They have put together some of the most awe-inspiring technology-enabled designs and spaces for brands across the world including at CES Las Vegas, MWC Barcelona,Photokina Cologne, IFA Berlin, Olympia Park Sochi, Westfield London and many others. Their project teams comprise of award-winning researchers, architects, artists, designers and engineers. This combined offering, which is being rolled out in time for Auto Expo 2015,will incorporate brand-strategy, audience-planning, interactive media,3D design and world-class production management. This combined offering, which is being rolled out in time for Auto Expo 2015,will incorporate brand-strategy, audience-planning, interactive media, 3D design and world-class production management. It will offer brands the chance to stand out and make an impact at not only the Auto Expo but also at a number of other large events and expos such as the CeBIT, Aero India, etc. NavdeepDhindsa (Cheil India’s Head of Brand Activations & Event Marketing) commented on the association saying:We couldn’t have found better partners to collaborate with than MDLab. They have designed some truly awe-inspiring exhibitions and events as well as highly memorable brand experiences for retail environments and pop-up format spaces. The kinds of projects they have executed are the stuff of dreams.We are very confident that brands in India will be able to benefit hugely from our combined capabilitiesand really capitalise on all the exciting opportunities that exist in this vibrant market.
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As humans, we all look for categorizations. They make our lives easier and more manageable.Therefore, it’s only natural that we at EE, after careful scrutiny, bring to you the list of Top 10 Experiential agencies in India today. For marketers and newbies in the experiential world, this list provides the top 10 agencies in India that have made their mark and given an excellent show as far as experiential is concerned. Keeping in mind the scalability factor, the brilliance in innovation, and the management of the audience, we have compiled a list of top 10 agencies. And the winners are – 1. Wizcraft Established in 1988, this agency is responsible for all the magic behind the IIFA Weekend and Awards, Green Globe Foundation Awards, Global Indian Music Academy Awards and the Film & TV Producers. Some of the prestigious projects led by Wizcraft most recently include the Opening and Closing ceremonies of the Commonwealth Games in New Delhi, the ICC World Cup’s Opening ceremony in Dhaka, the Oman Tattoo and the celebration of 150 years of India-South Africa friendship. 2. Percept Founded in 1984, Percept Limited, they are responsible for some of the biggest shows such as Sunburn (with over 1,00,000 attendees), Bollyboom, Filmfare, Ad Films, Feature films, Fight Night, GOD, Champions of the world, Windsong, and the list goes on. Celebrating 30 years of excellence, they provide creative services,media services, digital and mobile services and and also have a vertical that handles sports and entertainment for their clients. 3. LIVE Viacom 18 LIVE Viacom18 is a subdivision under Integrated Network Solutions (INS) whose mandate is to create LIVE IP’s in the Music & Entertainment space. They are the ones responsible for creating MTV Xtreme, the Comedy Central Chuckle festival, Supersonic, MTV Bollyland, Nickelodeon KCA India, etc. 4. Only Much Louder The guys behind the multi-city, multi-day Bacardi NH7, A Summer’s Day, The Scene, NH7 Smash Up, and NH7 Shake Down, MTV Bring On The Night, and producing the Cannes Lion-winning show – The Dewarists, OML has made their mark in the events industry. 5. Fountainhead Having commenced operations in 1995, Fountainhead has worked with top global brands like MTV, Philips, Hutchison Max Telecom, Procter & Gamble, Pepsi and solid domestic brands like Tata, Blue Star, Aditya Birla Group and Bennett Coleman.They have also handled international acts such as Akon, 50 Cent, INXS, Spyrogyra, Buddy Guy and have created very successful music festivals like The One Tree Music Festival and The Mahindra Blues Festival. 6. DNA Networks A name synonymous with Entertainment in Sports, DNA Networks are the big guys behind events such as IPL, ICC Cricket World Cup Tour, ICC World Twenty20, Champions League, Athens Olympic Torch Relay. Besides sports they have also a number of music festivals such as Sound Awake, Rock’N India (an international annual music festival) and it prides itself on being the only events company in India to have produced live concerts with Music Greats such as Sting, Roger Waters, Lionel Richie, Iron Maiden, Katy Perry, Bryan Adams, Shakira, Aerosmith, etc. 7. 70 EMG Established over a decade ago, 70EMG, they are the curators behind festivals like the India Bike Week – a first of its kind biking festival in India, and the The Kala Ghoda Arts Festival in Mumbai since 2002 with over 6,50,000 visitors each year, the AAAI Goa Festival, South Asia’s answer to the Cannes Lions Advertising Festival – since 2007, the Nokia IndiaFest with over 12,000 visitors and the GJEPC India International Jewelry Week (over 800 exhibitors & 50,000 business visitors) amongst many others. 8. Encompass Events Having been in the industry for over 15 years and having more than 10000 projects in their pockets, Encompass events are the brains behind the award winning campaigns such as the P&G Thank You Mom mall activation, Gillette Shave For The Soldier campaign and the world launch of Toyota, Etios, People’s Gateway Movement, Mercedes Benz-Star Drive, etc. 9. DDB Mudra Max Founded in 1980, DDB Mudra Max has dabbled in experiential in a way that it successfully executed the 46 day long Grand Kerala Shopping Festival with the Government of Kerala, grabbed the South African Tourism OOH duties, IAA Olive Crown, and many more such properties along with handling experiential campaigns for a number of corporates such as Volkswagen. 10. Showtime Group Having been in the industry for over 30 years now, the Showtime Group has successfully executed events such as the BMW 3 Series launch, BMW Xperience, BMW 6 Series Gran Coupe Launch, DLF Mall of India launch, Swiss Unlimited launch, the Finacle Conclave, Hero Insolito, Jodhpur One World Retreat, MINI Countryman launch, Starbucks launch, etc.
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What do you get when one of India’s top 5 agencies decides to associatewith one of the most cutting-edge design houses in the world?That’s a question that Cheil India wants brands to consider as it prepares tohit the market with a unique offering. The Munich-based ‘Mind Design Laboratory’ is a specialist in creating integrated 360º brand experiences.They have put together some of the most awe-inspiring technology-enabled designs and spaces for brands across the world including at CES Las Vegas, MWC Barcelona,Photokina Cologne, IFA Berlin, Olympia Park Sochi, Westfield London and many others. Their project teams comprise of award-winning researchers, architects, artists, designers and engineers. This combined offering, which is being rolled out in time for Auto Expo 2015,will incorporate brand-strategy, audience-planning, interactive media,3D design and world-class production management. This combined offering, which is being rolled out in time for Auto Expo 2015,will incorporate brand-strategy, audience-planning, interactive media, 3D design and world-class production management. It will offer brands the chance to stand out and make an impact at not only the Auto Expo but also at a number of other large events and expos such as the CeBIT, Aero India, etc. NavdeepDhindsa (Cheil India’s Head of Brand Activations & Event Marketing) commented on the association saying:We couldn’t have found better partners to collaborate with than MDLab. They have designed some truly awe-inspiring exhibitions and events as well as highly memorable brand experiences for retail environments and pop-up format spaces. The kinds of projects they have executed are the stuff of dreams.We are very confident that brands in India will be able to benefit hugely from our combined capabilitiesand really capitalise on all the exciting opportunities that exist in this vibrant market.
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