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EE News Desk
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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Black tie events are the most tricky to organize. Every aspect of a black tie event has to be carefully timed, curated and well thought upon failing which this highly formal event can easily turn into a snooze fest. However, with the right ingredients and creative ideas carving the way for the evening, a black tie soire can turn out to be an evening to remember. We share with you the 5 tips on better organizing a black tie event- 1- Dress code Though the traditional idea of a black tie event is to stick to a an already decided dress code of a black suit or tuxedo for men and evening gowns for women but rules can be broken every once in a while depending upon the requirements of the events. Once can easily not force the guests to fix on a tuxedo rather than opting out on a “look your best” dress code. By everyone wearing what they feel they look best in takes away the sense of being over and undressed and always people to freely connect with each other. Also one can also play around with the use of ties in different patterns and shapes to add a stylish element to the event proceedings. 2- Seating Arrangements Black tie events usually involve a large dining space filled with numerous attendees and it becomes really difficult to keep a track of every attendee if the organizer is not already prepared. It is always a good idea to have a sitting area planned out for every guest in advance so that not only does the guest feels more comfortable by avoiding the hassle of finding a place for themselves but it is also very easy for the organizer to approach a guest when needed. The seat details of the attendee can be communicated to the attendee through innovative uses of technology such as use of QR codes or through a verified procedure of a mobile application. 3- Decorations Creating an innovative environment for the black tie event is a must. Though such events already follow a theme but having another theme within the black tie theme can also be done. A themed black tie events creates an element of intrigue among the attendees and they feel they have something more to look forward to than a simple fine dine experience. An example of a themed black tie event may be a Las Vegas or casino night. And the decorations could include a Las Vegas entrance way, parlor game centerpieces, card tables, and a color scheme that one might find in a casino. Activities would include games of chance and prizes that lucky guests have a chance to win. Creating a unique environment supplies guests with entertainment and beautiful ambiance while sticking towards the original theme of the event. 4- Engaging with technology After the guests have been welcomed the organizer then, carefully needs to engage them with fun filled activities that do not supersede the theme of the event. Technology and various elements associated with it can be the best help in such situations. Having digital photo booths with creative accessories is known to be a tested and proven success when it comes to engaging people at such events since people are best dressed for them. Avid use of social media elements such asking people to tweet and share by following hashtags, posting live suggestions and having all the buzz updated with a social media station also helps. Also activities like Casino and Digital Bingo can help generating the necessary interest amongst the attendees. 5- Food Every event that aims to enthrall and entertain its attendees needs to have the best quality of food first. Food at such events needs to be exquisite and the menu should always highlight the theme of the event. Dishes can also be creatively named and delicately presented to engage the audiences at the event. As an example of this can be the menu presented on playing-cards when the theme is casino or spoons in the shape of cigars being used in James Bond themed parties. Adding different makeovers to the menu like these not only makes the menu more appealing to the attendees but also adds a unique quotient to our black tie event.
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SABMiller India has joined hands with Rapid Metro Gurgaon Limited (RMGL) to promote responsible drinking and road safety. Rapid Metro commuters will be greeted by Respect the Road – Don’t Drink and Drive Mascot ‘Traffic Tau’ with innovative messages on responsible drinking and overall road safety. Respect the Road programme was launched in 2011 and is supported by the Gurgaon Police. The creative programme messages will be promoted both at the platforms and inside the trains to encourage people to follow road safety rules and spread awareness to all. Speaking about the alliance, Ms. Meenakshi Sharma, Vice President- Sustainability and Communications at SABMiller India said, “Promoting responsible alcohol behaviour is one of our key sustainable development imperatives. We are happy to associate with Rapid Metro Gurgaon to help us promote responsible drinking and road safety. The initiative should help us reach commuters in Delhi and Gurgaon who use rapid metro every day.” Mr. Sanjiv Rai, RMGL Managing Director & CEO said, “Rapid Metro Gurgaon has been catering to its commuters providing safety and convenience. With the same thought we have partnered with SABMiller India’s ‘Respect the Road’ programme to promote responsible drinking and road safety. Through this initiative, we aim to reach out to more commuters and spread awareness about the programme.” Other partners of the programme include Home Safe India – call a chauffeur partner, Radio Partners – Radio City 91.1 FM and TAXI partners Mega cabs. The programme is also being promoted on digital with innovative posts on Road Safety and urging people to look for alternatives to drinking and driving.
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