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EE News Desk
Samsung as a brand has the history of pushing the envelope as far as innovative experiential endeavors are concerned. The brand is back in news for the same as they have recently unveiled a new concept called a “Safety Truck.” The mechanism of the concept is features a wireless camera on the front of a truck and four big monitors on the back. A live stream from the cameras is then displayed on the screens, making it possible for drivers to see what’s in front of the truck. The experience has been generated with idea to reduce the possibility of road accidents and has already managed to create a worldwide sensation with the experiential researchers lauding the efforts of Samsung on adding yet another feather to their golden experiential cap. Most people wonder what drives the experiential adrenaline rushfor Samsung and why are they so successful in terms of experience generation? Well, we at EE have the answers decoded for you as we present the top 4 learnings from Samsung’s experiential campaigns across the world. 1- Let the technology speak for itself Samsung as a brand never believes in humans talking and selling their technology driven products through personal interaction. They have instead consistently come out with innovative campaigns where it is the technology that is communicating with their prospective customers like a human. Be it the ‘French Spiderman puts Samsung’s Galaxy Gear to the test’ experiential campaign or the highly advanced Samsung Galaxy 6 phone launch events or the Giant Photography experience to promote its NX11 camera. The brand has always tried to establish an intimate and indispensable relationship between technology and humans in a way that no other brand has ever attempted before. Closely looking all of their experiential campaigns all of them can be easily understood to be subtly underlining the theme ‘Who needs humans when you can make Samsung technology your best friend.’ 2- Adding celebrity influence Samsung usually never relies on one single celebrity brand endorser for its experiential ventures. Be it its experiential activities or launches in India or abroad it has almost always used a variety of celebrity mix to make its products appeal to masses at one go. Clear example of this is the Samsung Galaxy 6 launch party in the US recently where Samsung got a variety of celebrities to use their phones and get clicked in the process. Also Samsung in India has been recently seen associating with the likes of Huma Qureshi, Shahid Kapoor, Shraddha Kapoor, Amir Khan and others. With this strategy not only is the brand is able to capitalize on the popularity of diverse celebrities one after the other but they also add a surprise angle to all their initiatives and leave the audiences in a mode of anticipation of what the brand might come up with next. 3- Smart associations Samsung also like most brands is known to associate with other events of diverse genres to better market itself. However what makes these associations beneficial for Samsung is the parameters on which it joins such collaborations. Looking back into Samsung’s experiential history one can easily understand it has only made association with events which majorly caters to the youth, which is the primary target market for the brand. Its notable associations with ‘Party on with Chatathon’, ‘Young Innovation Awards’, ‘College Festivals’ and Sporting associations with the likes of IPL, Asian Games, Paralympic Games etc. prove the point. 4- Innovative CSR initiatives In case of most brands while their experiential initiatives are all about telling the story of their brand and products, their CSR initiatives are known to be marked by associations with NGO’s or donations to the needy for a good cause. Samsung however has created their own niche in terms of CSR campaigns too as much similar to their experiential ventures their CSR initiatives are used by the brand as an opportunity to display the unique features of its technology while fulfilling the mandate of CSR in the process. Looking closely at their initiatives such as the development of Samsung smart schools where the technology of Samsung is used to educate underprivileged children, technological support of disabled in the rural areas, tech savvy means of sustaining the environment and others are worthy examples of how Samsung as a brand has truly diversified in all its initiatives while staying well within its ethos to display the same message and establish the same connection with all their endeavors.
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If there’s one common thing about the people all around the world together, it’s the love they have for diverse varieties of automobiles. Auto shows are traditionally one of the most anticipated events in the experiential domain, and they attract millions from all over the globe every year. These automobile events are not only used by marketers as a platform to promote their latest products, but also to test out ideas and concept vehicles in order to get a gauge on consumer enthusiasm. And while there are literally multiple events of this genre happening every year around the world, only a few turn out to be major crowd pullers. Here at EE, we are going to take a look at the 6 of worlds biggest and best auto experiential events across the globe- Goodwood Festival of Speed The Goodwood Festival of Speed, which sounds more like some sort of Renaissance festival, is held every year in West Sussex, England. The festival is known to attract crowds of approximately 100,000 on each of the three days on which it is held. The festival itself is held on the grounds of the Goodwood estate, a location with very important ties to British automotive history, and features historic motor racing vehicles, enabling fans to see F1 machines as well as cars and motorbikes from motor racing history all at one place. [caption id="attachment_1543" align="alignnone" width="300"] Pebble Beach, UNITED STATES: Historic automobiles fill the 18th fairway of the Pebble Beach Golf Links during the 56th annual Pebble Beach Concours d'Elegance 20 August 2006 in Pebble Beach, California. As many as 175 vintage cars from around the world were on display during the show. AFP photo Tony AVELAR (Photo credit should read TONY AVELAR/AFP/Getty Images)[/caption] (The Unofficial) Woodward Dream Cruise Held in the third week of August in Detroit, this is a classic car event along Woodward Avenue. The WDC Event spans much of the avenue, from Pontiac through Ferndale in Oakland County, Michigan, all the way to the State Fair Grounds inside the Detroit city limits, just south of 8 Mile Road. An estimated one million spectators attended the 2009 Woodward Dream Cruise as it features roughly 40,000 classic cars each year from around the globe. Spectators can see muscle cars, street rods, custom, collector and special interest vehicles dating across several decades. Pebble Beach Car Week Numerous events are organized at California’s Pebble Beach area over the summer, including auctions, cocktail hours, and of course, judging vehicles. The famed Pebble Beach Concours d’Elegance is a part of the annual Monterey Car Week festivities, and often includes several celebrities and some of the world’s richest individuals as its attendees. Cars are often auctioned off for millions of dollars over the course of the week, and many of the world’s rarest models are on display as well. [caption id="attachment_1551" align="alignnone" width="300"] Visitors look at cars displayed during the opening day of the Paris Motor Show at the Porte de Versailles exhibition center in Paris, on September 29, 2012. The event runs from September 29 to October 14. AFP PHOTO / THOMAS SAMSON (Photo credit should read THOMAS SAMSON/AFP/GettyImages)[/caption] Auto Shanghai China is quickly becoming addicted to cars, and that is what makes it such a vital target for the automotive industry at large. The country being the home to a huge number of people and potential customers, the event Auto Shanghai is held every two years, and saw its birth during the 1980s.The show has become a strong staging event for North American and European car companies to show off their latest creations to the Asian market, and is sure to only grow in importance every time it is held. The Auto Shanghai 2013, with a combined show space of 280,000 square meters, brought together 2,000 Chinese and foreign exhibitors from 18 countries and 1,300 complete vehicles were on display at the event, which include 69 concept cars and 91 new energy vehicles, while 111 new models had their world debuts at the event. [caption id="attachment_1552" align="alignnone" width="300"] ROYAL OAK, MI - AUGUST 17: (CAR FEATURE 1 of 5) More than a million and a half car enthusiasts line a 16 mile stretch of Woodward Avenue between Detroit and Pontiac, Michigan to watch approximately 30,000 classic and antique cars cruise by during the 8th Annual Woodward Dream Cruise August 17, 2002 in Royal Oak, Michigan. The Cruise is the world's largest one day auto event. (Photo by Bill Pugliano/Getty Images)[/caption] 24 Hours of Le Mans The 24 Hours of Le Mans (is the world’s oldest active sports car race in endurance racing, held annually since 1923 near the town of Le Mans, France. The event commonly referred to as “the Grand Prix of Endurance and Efficiency,” is considered to be one of the most prestigious automobile races in the world as racing teams have to balance speed with the cars’ ability to run for 24 hours without sustaining mechanical damage, and manage the cars’ consumables, primarily fuel, tyres, and braking materials. The endurance of the drivers is also at display, as drivers frequently stay behind the wheel for over two hours before handing duties over to a relief driver during a pit stop. Drivers then grab what food and rest they can before returning to drive another stint. The event is organized by the Automobile Club de l’Ouest (ACO) and runs on the Circuit de la Sarthe, a circuit containing a mix of closed public roads and specialist racing circuit. A Night of Destruction This event features a night of unmatched local racing, much similar to a demolition derby on speed, nights of destruction include any number of nonsensical such as car bowling, rollover contests, cars racing in reverse, and a bizarrely imaginative array of figure-eight races. The chain race ties two cars nose to tail; the front car has no brakes and the back car has no engine, leaving fantastic opportunities for drivers to hang each other out to dry in the intersection. In the boat-trailer race, each car tows a trailer with a boat strapped to it and often flings the boat off the trailer at high speed. Camper races follow the same format but with more asbestos. The event signifies mayhem and collision at its finest and more interesting than the race itself is the attendees that it attracts.
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Percept/H, the flagship advertising agency of Percept Limited, has bagged the prestigious account of foodpanda, India’s largest food ordering platform. The multi-agency pitch was won by Percept/H and is pegged at approximately INR 1 crore. The foodpanda account will be handled nationally with supervision of client operations from the Percept/H Delhi Office. The brief given to Percept/H by the foodpanda team prior to the pitch was to encourage the target audience to download the foodpanda app and make it the most popular and accepted way to order food. Percept/H conceptualized and created a unique idea that ensured a complete repositioning and enhancement from the existent promotional line ‘Your favourite food just a call away’ to the cool ‘Don’t Call, Just Install’ tagline, thereby highlighting the convenience USP of the app. The six-week long campaign blitzkrieg will encompass commercial advisements, radio spots, mall activations, and corporate events. With mobile apps being the next big thing, foodpanda has definitely attained the first mover advantage by paving the way ahead and breaking through the tiresome process consumers have to undergo of calling a restaurant and ordering vis-à-vis utilizing an app that not only saves time and energy but also serves up a phenomenal range of great offers and incredible discounts! SaurabhKochhar CEO (India) and CBO (Global), foodpanda said, “Our constant endeavour at foodpanda is to curb the food ordering ruckus in India. Through the TVCs, we aim to capture the value additions that our services bring to the customer via the app. The availability of this app not only scratches down the cumbersome task of searching for phone numbers and ordering, but also offers consumers convenience to choose from a huge number of options.” Percept/H’ success in winning this esteemed account has largely been due to their innovative conceptualization, out-of-the-box ideation skills and a profound understanding spanning the category, brand and a thorough research of the target audiences needs. The agency plans to take a 360° creative and media approach encircling multiple platforms including Print, Outdoor, Television, Radio, B-T-L and Social Media. Commenting on the account win, JitenBhagat, Chief Operating Officer, Percept/H said, “It is a matter of great pride to be associated with a revolutionary brand like foodpanda. We are glad to have received this opportunity to be a part of their visionary growth journey.” Ryan Menezes, Chief Creative Officer, Percept /H said, “We’re absolutely thrilled with this win and even more excited with the creative opportunity to work for a young, exciting, evolving brand like foodpanda. We’re looking forward to doing some outstanding work with them.” Said S Suresh, Sr. Vice President, Percept/ H – Delhi, “foodpanda wanted to reinforce itself as the go-to place for customers primarily for the diverse options they offer and for the convenience of ordering. To achieve it, we created fun commercials through some everyday situations that all foodies can relate to. At a time when we rely on technology for everything, there’s no reason why we should resort to obsolete ways for ordering food, and this messaging has been very effectively portrayed in our creative communication.” Siddhartha Bindra, Executive Creative Director, Percept/ H – Delhi commented, “It was great fun to work on foodpanda. It’s a young brand in every sense, led by and targeted at young people. As a client, they appreciate bold ideas and have an infectious enthusiasm in everything they do. We expect to do some great work for foodpanda in the coming year.”
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Leading homegrown international ticketing major, Kyazoonga, continues to notch up successes, soon after being the only Indian company to make it to the final shortlist of the Rio 2016 Olympics ticketing program,Kyazoonga has signed a multi-year deal with the Caribbean Premier League (CPL), the official T20 championships in the West Indies to provide their proprietary ticketing and accreditation solution. The deal underscores the company’s global ambitions where it is making a mark by displacing established players and disrupting legacy practices and systems, in a market hitherto dominated by a few large players from the West. The company ticketed the CPL last year as well. The deal worth over Rs. 100 crores over the term will see Kyazoonga manage the entire ticketing and accreditation operations for the CPL. The CPL, a highly popular league with a wide array of international cricket stars, continues to expand and grow stronger. The league has a 6 team format with representation from the 6 main cricket playing countries – Trinidad & Tobago, Jamaica, Guyana, Barbados, St. Kitts and St. Lucia. Shah Rukh Khan’s KKR has recently bought the Trinidad & Tobago team. Kyazoonga introduced professionalized e-ticketing in sports and entertainment to India in 2007 and has continued to democratize access to some of the largest events in the sub-continent such as the ICC Cricket World Cup 2011, the Sachin Tendulkar Retirement Test, several IPL teams since the first season, Bryan Adams India Concert Tour, Guns N’ Roses India Concert Tour, the annual Jaipur Literature Festival, among others. Commenting on the deal, Damien O’ Donohoe, CEO of CPL said ‘We have been extremely pleased with the technology, operational and system capabilities and the quality of service that Kyazoonga has brought to CPL’s ticketing program. Having worked with other major ticketing service providers in the world, Kyazoonga felt like a breath of fresh air when they were able to quickly set up ticketing operations across multiple countries in the region and successfully overcome all the challenges that come with a geographically and culturally diverse ticketing market. We are delighted with the deal that will help us grow the tournament bigger and better. The team from Kyazoonga never ceases to pleasantly surprise us with their positive, technology-driven approach to come up with solutions.” Neetu Bhatia, CEO of Kyazoonga said “Kyazoonga is incredibly proud to be associated with CPL and to bring to bear the cutting-edge capabilities that we have developed in ticketing. We are thrilled that our “Make-in-India” ticketing technology and experience is driving some of the largest ticketing programs in the world. Our experience of building and growing the ticketing market in India has been very valuable in developing superior products and services that work equally seamlessly for more mature markets in the western world. The 2015 season of the Caribbean Premier League is now underway and tickets are available on-sale online on cplt20.com orkyazoonga.com/cpl and also at various Kyazoonga-powered retail outlets and box-offices across the Caribbean.
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Every day with every new event that organizers organize they further try to push the envelope and thrive on innovation and creativity. The most recent development on this front being the use of spectacular technological, art and motion installations at events. The result obviously is an amazed audience who takes back with itself a memorable moment. In this feature at EE, we list down some of the most outstanding interactive installations that explore the art of interaction between environment, users and machines. Take a look at 5 beautiful examples of interactive installations: experiments, motions, applications and more. 1- Giant Astronaut Coachella Festival As the lovers of Coachella Valley Art and Musical festival descended towards their favorite festival they were greeted by a friend from space. The Coachella Astronaut (aka “Escape Velocity”) was a 36-foot tall, 57-foot long, 40-foot wide creation, built on a forklift that would traverse the Coachella crowd both weekends of the festival. The festival with the help of this installation became famous worldwide with people sharing the pictures and videos of this installation making it the most viral topic of the week. 2- Ferrero Rochers Pyramid Italian confectionery giant Ferrero has started Diwali festivities with India’s biggest Ferrero Rocher Golden Pyramid at Ambience Mall, Gurgaon. The three dimensional pyramid measuring over 23 feet in height is also India’s biggest exhibit for any brand activation campaign till date. The pyramid has been created as part of a ‘Light up your Diwali with Gold’ campaign rolled out by experiential agency Vibgyor Brand Services. 3- Maybelline Digital Wall Maybelline India wanted to launch its Super Stay 14-hour lipstick through a social media driven activity and for that the revelation of the product took place at a 25 feet tall setup that re-created the iconic Times Square in New York. A 14-hour countdown took place, before the unveiling of the product. For 14 hours, people across the country were encouraged to tweet with #doesntlastlongenough to express their exasperation with things that finish too quickly. A huge digital screen with responses to the handle generated a lot of buzz and all the latest social media updates were displayed on the digital wall. The campaign was executed by Vibgyor Brand Services and also went on to win multiple awards and accolades. 4- Fluidic Sculpture In Motion This was an installation for Hyundai’s Advanced Design Center installed for Milan Design Week and was created by Berlin based design studio WHITEvoid. A visitor enters a darkened space, the eyes slowly adapt and a dim wall of light in the middle of the room becomes increasingly visible. Wide curved cascading podiums lead up to the core installation as the spectator approaches the virtual walls part and a cloud of iridescent light particles activated by ultrasharp laserbeams becomes visible. All suspended in mid air hovering above a water mirror surface. The installation was an instant hit among the visitors and its followers on social media who made it one of the most talked about things of the year. 5- Experience Mobile Mobile Scuplture ‘Mobile Mobile’ was a six metre circumference interactive sculpture, and signature piece for the entrance of the Lost Boys London Brick Lane studio. The idea behind the sculpture was after a company-wide upgrade the agency had a lot of old mobiles gathering dust. These were then used to built and hoist a gigantic interactive chandelier/mobile that plays Christmas jingles in their reception. To add a little xmas spice to the mix, anyone could go online, compose and play their own jingle (and enjoy annoying the hell out of people waiting around in the reception). This was achieved by playing the thing live, using your computer keyboard from a web browser. Mobile Mobile was made as a semi-permanent hanging (exhibition) space. In January the mobiles were replaced with another hanging media, then updated month in, month out. - See more at: http://everythingexperiential.com/5-spectacular-installations-from-events-across-the-globe/#sthash.dXTqQ7Zs.dpuf
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Nessed performances by some celebrated names in the music industry. The hosts, Mikha Singh and Manish Paul elevated the mood with high levels of zest and humor. The two entertained the crowd as they indulged friendly banter much to the amusement of the films and music industry seated in the audience. Shankar Mahadevan performed a soul stirring piece from Taare Zameen Par with kids from his own music academy while Pritam on the other hand enthralled the audience with some of his popular hits. The ceremony also saw a proud A R Rahman gleaming with joy as he watched his band NAFS make their debut on the GIMA stage. Speaking on the occasion, Rahman said, “The ultimate goal of NAFS is to spread joy. The band will strive not only to entertain musically but will also be a visual treat for its audiences in India and abroad” The award winning Nooran sisters steered their way into hearts as Zakir Hussain, Atif Aslam, Arijit Singh, Kanika Kapoor, Sulaiman Merchant, Daboo Malik, A R Rahman, Ramesh Sippy , and Mika among others cheered them as they crooned a few lines from their well acclaimed track ‘Patakha Guddi.’ The 5th Gionee Star Global Indian Music Awards is powered by Hungama.com and Kelloggs Chocos.
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This March, Vh1 will bring international alt-rock sensation Switchfoot to India with Micromax Vh1 Rock Rules. This tour marks the debut performance of the California-based, Grammy award-winning band in India in Mumbai, Pune and Gurgaon at Hard Rock Café on 25th, 27th and 29th Marchrespectively. Being their maiden trip to India, Switchfoot will entertain their fans with the best hits of their eighteen successful years. Ferzad Palia, EVP & Head – English Entertainment, Viacom18 says, “Switchfoot has created a rage amongst the Indian audience with their super-hit tracks and albums for several years. We are immensely delighted to present the band’s maiden tour in India through Micromax Vh1 Rock Rules.” “I had the chance to visit India on my own a few years back, and it blew my mind. Ever since, I’ve been begging for the chance to bring my bandmates back with me to play some shows. We can’t wait to bring these songs to India!” – Jon Foreman, Switchfoot Switchfoot became a sensation with their popular tracks in ‘A Walk To Remember’. The band then commenced their journey to success with hit singles such as ‘We are One Tonight’, ‘Need To Live’ to name a few. The band comprises of singer/songwriter Jon Foreman, his younger brother (and co-writer) Tim Foreman on bass, drummer Chad Butler and multi-instrumentalist Jerome Fontamillas. Their tracks have also been an integral part of renowned TV series Dawson’s Creek, Party of Five and Felicity. Their super hit single, ‘This is Home’ has also been featured in The Chronicles of Narnia: Prince Caspian.
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YouTube and Branded Ltd with Pepsi, in association with HP have announced the return of the YouTube FanFest to Mumbai, a live show bringing together established and emerging YouTubestars from India and around the world with fans. YouTube FanFest, which debuted in India last February, provides fans with the unique opportunity to meet their favorite internet heroes in person. This year, YouTube FanFest is set to take center stage on Friday, March 20 2015 at the NSCI Indoor Stadium in Mumbai. Over 6,000 fans will get face-to-face with some of YouTube’s biggest stars, local internet sensations and up-and-coming talent performing live on stage. This year’s show features a dynamic mix of music, comedy, dance, fashion and even cooking, all together on one stage. The stellar line-up for the YouTube FanFest Mumbai encore features 24 widely popular YouTubers, including IISuperwomanII, Bethany Mota, Jus Reign, TVF ONE, Kanan Gill & Biswa Kalyan Rath, and East India Comedy. “Over the past year, we’ve seen popular Indian creators emerge on YouTube and excite people around the world. We’re bringing YouTube FanFest back to Mumbai for a second showing to celebrate this new generation of YouTube stars with some of YouTube’s most passionate fans in Asia,” said Gautam Anand, Director of Content and Operations, YouTube Asia-Pacific. “This FanFest in Mumbai is going to be the largest FanFest ever. More stars, more fun and more screaming fans in one of YouTube’s largest Asian markets,” said Jasper Donat, CEO of Branded, producers of YouTube FanFest. “Youngsters today are creatively inspired, not scared of new experiences and eager to Live Life in the Now. Consumers and brands across the world are stepping it up to make great things happen through collaborative innovation and a sense of disruption that’s soon becoming a ‘norm’. For us, the YouTube FanFest exemplifies all of this and stands for original creativity and the young consumer taking control. These values perfectly embody the Pepsi consumer. We are extremely excited to partner with the YouTube FanFest this year, and in true Live It Abhi style, we look forward to cheering the creative, inventive and spirited young consumer,” said Vipul Prakash, Vice President – Marketing, PepsiCo India. “India has one of the youngest populations in the world, and through YouTube FanFest, HP is able to connect with this new generation who are bending the rules as they go about creating and enjoying content,” said Lloyd Mathias, head of marketing, Printing and Personal Systems, HP India. “Keeping millennials’ needs in mind, HP has a range of stylish, yet productive notebooks, tablets and hybrid devices that will enable them to bring their creativity to life and go that extra mile.” To make this day more memorable, fans will have chance to get up close and personal with the stars through promotions run by the YouTubers themselves. Jus Reign, Kurt Hugo Schneider, and Sam Tsui will join several other global and local music sensations for the performances in Mumbai. “I’m pumped to finally be coming out to MUMBAI to see many good looking faces that are way more good looking than mine, see you all on the 20th. ALL OF YOU…” said Jus Reign. “We are really looking forward to this Fanfest. We’ve never been to India and we are totally excited to be coming to Mumbai to meet fans and to collaborate with other artists,” said Kurt Hugo Schneider and Sam Tsui. “Biswa and I are extremely excited to host the second-ever FanFest in Mumbai, to see fans who like our work, and to meet other creators from around the world who we are fans of! We’re counting down the days!” said Kanan Gill. All general admission tickets made available last Thursday March 5th were snapped up within four hours. Further tickets will be made available in the coming days via sponsors and announcements on @youtubefanfest. For those who can’t make the live show, YouTube FanFest will be livestreamed at http://www.youtube.com/fanfest. The second edition of YouTube FanFest will be starring: Abish Mathew Bethany Mota Being Indian * Bryden-Parth Dopeadelicz * East India Comedy Elton J Fernandez Enna Da Rascalas IISuperwomanII Jose Covaco Jonita Gandhi Jus Reign Kanan Gill & Biswa Kalyan Rath Kurt Hugo Schneider Maati Baani Scherezade Shroff Sam Tsui Sanam Shankar Tucker Slum Gods * SnG Comedy Sonal Sagaraya SORTEDD.COM * The Surfing Violinist The Viral Fever TroubleseekerTeam * VahChef Vasuda Sharma 88KeysToEuphoria – Aakash Gandhi
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Pepsi MTV Indies is all set to celebrate its first birthday and joining Pepsi MTV Indies to throw a first of its kind indie experience ‘Spiro’ is Live Viacom18. Spiro is set to kick-start with its first edition in Mumbai on April 1, 2015 and will continue on till April 4, 2015. In less than two years, LIVE Viacom18 has created close to 13 large format properties in the music and entertainment space engaging close to millions of fans across its 207 on-ground events. Spiro aims to be an indie experience where fans can celebrate the world of subcultures through music, comedy and cinema. For the first four days of April 2015, Spiro will take over the city of Mumbai with multiple events across music, comedy and film. Beginning at extreme ends of the city, Spiro will weave its way towards the centre, showcasing the best of contemporary indie culture along the way. It will culminate in a day-long cultural takeover of Mehboob Studios, Bandra, featuring film screenings, stand-up acts and a jaw-dropping line-up of musicians – including the headlining act, Grammy-nominated electronica producer Pretty Lights. “The first year has been so heartening that we are ready to take our next big leap with the announcement of our landmark live experience. Our goal is to connect all our platforms seamlessly and this is an opportunity for us to do just that. The world of sub-cultures is exploding and we are excited to be right at the heart of it, firing up this revolution. Set Up. Discover.” Said Aditya Swamy, EVP and Business Head, MTV and Indies. Pepsi MTV Indies seeks to bring alive experiences with the aim of bridging the gap between artists and the audience. With its association with INS for the creation of Spiro, Pepsi MTV Indies aims at seeding and building indie culture that the youth can truly claim as their own. Commenting on the launch of this new property, Jaideep Singh, Sr. Vice President and Business Head, Integrated Network Solutions says, “Live Viacom18 has over the last 2 years build iconic music properties in genres of EDM, Rock, Bollywood, comedy, alternate Music and always aimed to hit the right note amongst the youth. With the launch of Spiro, we have moved into the indie music space which is coming of age with huge interest amongst youth and it aims to connect our audience from across diverse music and cultural genres. Announcement of pretty lights is an indicator of the kind of line up that we will have on Spiro which will amaze our young music fans. This is our first big step in the Indie music space and we are sure that consumers would love the line-up and the experience on ground around the music.” Spiro will feature various indie musical acts along with a cultural experience that spans everything from movies to comedy, including a headlining act by Pretty Lights who has performed at the biggest music festivals in the world, including Coachella, Bonnaroo, Electric Daisy Carnival, Ultra Music Festival, Outsidelands and Electric Zoo. Pepsi MTV Indies that launched a year ago, today reaches about 25 million homes and 10 million weekly viewers across the country through its TV channel, and has also launched a specially designed app and website (www.pepsimtvindies.com). It is associated with a radio channel – Radio One 94.3 FM – for an exclusively weekly indie music show, with Blue Frog for a monthly Indie showcase – RIBBIT as well as several other live concert and festival partnerships.
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Everyone loves a good surprise. People love it when a certain unexpected moment stirs out a positive emotion in them and leaves them with a memory worth being cherished. Events too are unpredictable where an unexpected outcome to a situation can certainly make your audience take a notice. Event organizers today can use the element of surprise to their benefit by using it to liven up the content of their event. A good surprise will not only bring uniqueness to your event but will also generate positive buzz among the attendees about the organizing company as a whole. We list 4 innovative ideas to add the element of surprise to your next event. 1- Check-in to Surprise When your attendees are registering themselves for the event an added wow factor at this stage can be used to get them excited for the event from the get go. Technology like QR codes and mobile phone applications can be used efficiently for this purpose. One can use QR codes to allow the guests to register themselves or develop a procedure where the attendee can also avail surprises from the check in by scanning the mystery gift box through QR codes. A similar concept was used by the club Turquoise Cottage in Delhi recently and was voraciously admired by the audience. Also, mobile phone applications that already have the attendee credentials enclosed in them can be used to customize a surprise for a specific attendee or attendees as per the convenience of the organizer. The better is the surprise the more engaged the audience is. 2- Celebrity Presence It is everyone’s dream to have a picture with their favorite celebrity when they are not expecting anything at all. A surprise photo session with their favorite movie star or the sporting legend that they adore can really bring out the best emotions in your attendees. All one needs to do is have a celebrity presence planned in advance and not advertise about it. Not only this move will help you as another engaging element to the overall event but the post event buzz created will help generate positive influence on prospective event attendees of future events. 3- Decorating ideas The basic look and decorative contents of the event can also be used to infuse the element of surprise at events. One can easily use the photographs of event attendees to decorate the event premises and also use them to add captions to their photos and place it as the event backdrop. In case of a smaller audience the seats of the attendees can also be customized as per the likes and dislikes of the attendee. The genre of horror can also be used as a surprise at events with suddenly emerging scary objects are also tested and proven ingredients to wow audiences at events. 4- Audience Engagement The surprise element can also be added to an event in the form of an audience engagement activity. An example of such can be a music performer involving the participation of the members of the audience for an overall song or a particular performance. The audience can also be expected to play a certain musical instrument kept hidden under their chairs. Similar concepts have also been effectively used in Global India Music Awards in the past and have been appreciated by the viewers as well as the audience. Also, the emcee at the event can use audience to involve them into many surprising activities such as an impromptu karaoke performance or fun filled activities such as a food fight, slogan contest, tug-of-war, kiss cam, live proposal etc. Such little surprises will add a positive flavor to the overall event that are guaranteed to win over the hearts of the audience.
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