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Shantanu writes for Everything Experiential
Known for attracting a large number of audiences in their best possible mood, music festivals are breeding grounds for creative brand activations. By creating experiential initiatives in and around these music festivals not only do brands get an opportunity to showcase their fun element but also get a chance to truly reach out to potential consumers when they are in the mood to experiment or submit themselves to an experience. Be it Lollapalooza, Coachella, or Bonnaroo, music festivals have been closely associated with brand activations for years now and this time at EE, we share with you the top 5 brands that used music festival brilliantly to create brand experiences. Coachella Lacoste Live Desert Pool Party Can there ever be a more lethal combination than that of a pool party and cutting edge music? Well at the fourth edition of Coachella, Lacoste helped create this combination through the ‘Lacoste Live Desert Pool Party’ at a private estate near the festival grounds. The production work of the festival was done by Made With Elastic and the event included an activity installation that invited guests to shoot paint-covered tennis balls at a massive polo shirt called “Polo Gigante.” The activation saw a large number of crowd coming in to get the best of both worlds. Samsung at Lollapalooza Lollapalooza 2013, witnessed 300,000 fans coming in from all nook and corners of the world and 130 music acts being performed at the Grant Park in Chicago from August 2 to 4. Samsung as a brand utilized this great opportunity to enhance the festival experience of attendees by creating a Samsung experience center here. At the "Samsung Galaxy Experience," Samsung offered henna tattoos on festival grounds. Guests could pick a design from photos displayed on the Galaxy S 4 and Galaxy Note 8.0. At another station, flower wreaths were available that could also be customized by choosing designs on the phone. Glad and Keep America Beautiful at SXSW The 2013 South by Southwest music, film, and technology festival ended on March 17, with an around 150,000 people turning out to be a part of the 10-day event extravaganza. Plastic housewares brand Glad and Keep America Beautiful partnered at the festival to create immersive and unconventional experiences at the same. The brands installed 13 trash, compost, and recycling areas, collecting much of the festival's waste and illustrating the premise of keeping America beautiful plus adding another layer to the activation, artist Jason Mercier created a mural of America made from SXSW trash, the digital prints of the which were available for download. Heineken's at Coachella Valley Music and Arts Festival Coachella valley music and arts festival returned to the Southern California desert in April, 2013 and around 80,000 people congregated to join the musical festivities. The music festival was also hugely popular for a lot of brands who wanted to utilize the opportunity through experiential but among the 9 brands that executed an activation it was only brand Heineken that truly stood out in the crowd. Heineken's activation at the festival included a cold storage for cases of festivalgoers' beer, which was tracked using a fingerprint scan and kept cold until guests were ready to imbibe. V Squared Labs also created the visuals for the brand's dome on the festival grounds which received a thundering response from the audiences an added a magnificent visual element to the event altogether. Ford at Bonnaroo More than 80,000 music lovers gathered at the Bonnaroo Music & Arts Festival on a 700-acre farm in Manchester, from June 13 to 17. To showcase the spirit of the musical genre garage rock, Ford created a garage in the middle of the festival for its Fiesta Garage. While the festival saw Bands like Maps & Atlases and the Rubens performing, the garage created by Ford allowed the attendees to enjoy the festival by sitting in mismatched armchairs and other elements. Also available were free customized T-shirts from the brand and iPads to browse the Internet and to upload photographs.
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A lot of event agencies determine the success of their event on the basis of the number of attendees present in the gathering; a few others feel the success of the event can be directly allocated to the number of tickets sold. However in reality both the metrics cannot really help an event organizer in correctly analyzing if the event they just executed was a success. Come to think of it, all the 100 crore films that you see in the Indian film industry are massive money spinners but are they good films? Similarly a wedding which has been attended by over 500 guests but bores them all, cannot be termed as a successfully organized wedding. So what should be the parameters of determining the success quotient of an event? Event industry experts say it has to be ‘emotions’. The event and experiential marketing industry is fascinated with the word ‘experience’ today. Every time a new event mandate is handed over to them, all they want to do is to elevate the experience quotient of the brand in picture through the event. However what most event organizers do not understand is that no experience will ever be memorable for an event attendee if it fails to create any emotions in them. Even getting beaten up by a goon is an experience but is that something that would emote a positive emotion in people? Is that something a prospective consumer would want to remember? No, similarly the centerpiece of an event or a campaign designing process today has to be solely the intention of generating positive emotions among people, failing which an experiential campaign or an event, irrespective of its budget will not be able to serve its purpose. Taking an example from some of the best experiential campaigns like ‘Unlock the 007 in you by coca-cola’ where a prospective customer had to bring out the bond in them through a challenge, brought a lot of positive emotions in people who completed the challenge successfully. As a result the campaign even though touched only a few people at a time but is still considered as one of the most effective experiential campaigns by the brand ever. Similarly, Burger King came up with an interesting campaign “We are all the same inside” to extend its support to homosexuality. The campaign saw homosexuals entering the burger king outlet and all were given burgers with different customized packaging. However when one opened the burger they were all the same in taste and appearance inside, illustrating the premise of every human is the same inside irrespective of their preferences. The campaign brought out the emotional best among people and also won a Cannes lions for the same. Many people fail to understand what has brought in such unprecedented success for EDM festivals in the country? Well, the answer is simple, all of them have captivated the emotions of music, friendship and enjoyment for the people who attend them. Brand marketers and event agencies need to understand today that all events have experiences and they can be good or bad but it is only emotions that truly affect people. Hence, an event or campaign design today has to be able to move and touch people first before wowing them with all creative and experiential elements.
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In order to connect and engage with their flyers in a more experienced, innovative and immersive manner, most airline brands across the globe today have done away with the advertising clutter. These brands are becoming more sophisticated in their marketing activities and are finding new ways to secure a special memory in the mind and hearts of their travelers. Today at EE, we look at 4 airlines that wowed their passengers with innovative experiential campaigns. 1-Southwest Airlines in-flight fashion show In order to spread the word about the Chicago shopping festival and engage their travelers in an immersive in flight experience, Southwest airlines associated with the organizers from the Magnificent Mile to host the first ”Runway in the Sky.” Held in the aisle of a 737 traveling from New York to Chicago, the event featured models wearing styles from Macy's, a reputed fashion expert. Additionally, the flight also had Wi-Fi, and organizers kept track of the number of social media impressions that were generated during and after the stunt. There were, 143 unique tweets with the hashtag #RunwayIntheSky; these posts were retweeted and ultimately created more than 1.7 million impressions for the airline brand and the shopping festival. 2- JetBlue ‘chain letter of human goodness’ JetBlue airlines through this initiative started a long-term campaign by awarding one free JetBlue ticket to several deserving individuals involved in humanitarian efforts. After one such person had been selected then the airline allowed that person to select another deserving recipient of a free ticket, and so on and so on. The first Fly It Forward ticket recipients included Tameka Lawson, who represented her Chicago non-profit I-Grow at a UN conference in New York, and Louis Elneus from Haiti. These initial recipients were found and picked by JetBlue employees, and now the airline is asking people to submit their own nominations for the next round. 3- KLM ‘seat cover’ greeting KLM is often known for surprising passengers with unexpected experiences however this particular campaign featured on showcasing the varieties of stories of the passengers travelling on the same aircraft on a given day. The campaign ‘Cover Greetings’ involved placing a personal message from loved ones staying at home to their relatives on the headrest of their KLM aircraft seat. The airline spotted people saying goodbye to their families and then asked them to decorate a seat cover with their own message. This brought out the emotional side of the passengers as they saw a headrest cover made especially for them. 4-EasyJet- recognize 10th million passenger campaign Capitalizing on childhood memories ‘Guess Who?’ game, EasyJet created a live version of the popular board game to celebrate the 10 years anniversary of the airline carrying 10 million passengers through the southern France airport. As part of the activity, passengers were invited to participate in a game to guess the 10 millionth passenger who was hidden in a group of extras. The rules were same and passengers had to ask questions about the passengers physical attributes to eliminate as many of the 24 people with one question. Those participants who correctly identified were given free flights with EasyJet. The campaign was an instant hit among the passengers with over 1 million impressions on social media on the same day.
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Vanesa Group, the company behind the trusted brand Denver in the Indian personal care segment, has partnered with Cartoon Network Enterprises (CNE), the licensing and merchandising arm of media conglomerate Turner International India Pvt. Ltd., to launch a range of ‘Denver Superman’ deodorants for the first time in India. Launched at a press event at The Park Hotel in New Delhi, the Denver Superman deodorants are available in two variants - Power & Strength. Priced at Rs. 250, the products will be available soon in stores across India. The collaboration between the two successful brand names is the first of its kind in the personal care segment and promises to be a long association as shortly after the launch of the Denver Superman deodorants, Vanesa Group and CNE plan to launch Denver Batman deodorants and Denver Superman and Denver Batman perfumes. Additionally, Vanesa also plans to launch limited edition Denver Superman & Batman range of products. Mr. Siddharth Jain SVP and Managing Director – South Asia, Turner International India Pvt. Ltd, was present at the launch event and said, “Cartoon Network Enterprises has recently been appointed as the Master Licensee for the Warner Bros. Consumer Products (WBCP) portfolio for South Asia. This deal with Vanesa Group will expand the WBCP brands of Batman and Superman into new and exciting categories and draw consumer excitement.” In an exclusive conversation with EE, Mr. Saurabh Gupta, CMO, Vanesa Care Pvt. Ltd revealed the plans for brand Denver down the road and the marketing strategies it will adopt to penetrate into the tier 2 and tier 3 cities of the country along with the metro cities. “We wanted to introduce a new product in the deodorant segment as we felt that the category was becoming monotonous and the same vanilla products were being sold in the conventional marketing trends. Customers today have changed for the better and they are constantly on the lookout to experiment with newer experiences even while they want to stick to their favorite brand. At Denver we want to deliver such experiences to our customers hence we launched the ‘Denver Superman’ deodorant”-says Saurabh Gupta. When asked if the price of 250 INR was too exorbitant for a product that aspires to penetrate in Tier 2 and Tier 3 cities as well? Saurabh responds by explaining that product pricing has been done after considering over all aspects of market competition, brand identity and the Superman association. He says, “Currently in the market there are plenty brands that are present in the range of 190-200 INR and most deodorant brands in the country today already exist in the 250 INR segment. Considering the association and the brand identity that we bring to the table with this product its price range is completely justified. However we also understand that not all customers would want to spend that much and would want to experience the product first. Hence we are also in the process of figuring out a way to launch smaller trial packages of the product.” In 6 months Vanesa will be launching the ‘Denver Batman’ deodorants and then an entire marketing strategy by the brand comprising of both ATL and BTL campaigns will be unveiled. Revealing more about it Mr. Gupta says, “We are going to start with our full fledged marketing strategies soon and our main focus will be to capitalize on the release of Turner Internationals ‘Batman v/s Superman’ film which is expected to release around March 2016. Our BTL activities will for the launched products will majorly circle around this films launch as I feel the products and the movie release will be a beautiful marriage that will complement each other. The main idea is to carry out an on-ground in cinema activation for the products through usage of product fragrances inside the cinema halls, contest videos and other such fun activities and we look forward to carrying such activations across 400 cinema halls in the country.” When asked if there is an activation agency that the brand has already hired to execute the campaign? He says, “Well, we have a lot of event agencies currently pitching in for the campaign execution but nothing has been fixed on yet. Our spends on this BTL activity will be around 50 lakhs and we want an agency that has an experience to handle international IP’s, the capacity and intent to work in a closely guarded atmosphere and a strong background to comply with all legal formalities. We are looking for an agency that does not compromise on the quality of execution at all.”
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The most recent development in the domain of experiential is American Express announcing its partnership with the tennis sensation Maria Sharapova for a virtual reality game. The game will now allow the U.S. Open fans to return the tennis legend’s serves with their own moves, A strategic move to capitalize on the frenzy of the U.S Open, this particular experiential campaign by American Express is being lauded by critics and fans alike. Interestingly, this is not the first time that the multinational financial services company has used the technology of virtual reality to create customer experiences. Previously during the N.B.A. All-Star weekend in New York, American Express had invited basketball fans to engage in a digital video experience called Pivot. And it is not just American Express, most brands across the world today are actively using oculus rift and virtual reality at events. So what makes technologies like oculus rift and virtual reality tick for marketers? Well for those who do not know about it The Rift is a virtual reality head-mounted display developed by Oculus VR and is mainly used for gaming purposes and Virtual Reality (VR) replicates an environment that simulates physical presence in places in the real world or imagined worlds and lets the user interact in that world. Marketing experts believe that solely on the fact that oculus rift and virtual reality can provide tangible experiences to target audiences of a brand makes it a must use for marketers. How does a hotel or holiday company convince someone that it can offer an amazing experience when the person has never tried it in the first place? A brochure or website has their own limitations but actually taking them to the destination and allowing them to walk around the accommodation, to look at the views, to be in the experiences, that’s the sort of tangible experience that gives a real sense of what it would be like and sells it like no other medium. As an example, Marriott Hotels internationally has been offering newly married couples VR honeymoon experiences for quite some time now and they are a big hit. Also streaming content in a manner in which it appears absolutely live and directly in person has also become a possibility today. Thanks to the technologies in subject people anywhere in the world can have access to what it feels like to be at the event even if they are thousands of miles away. NBA currently is collaborating with Samsung to bring live basketball experiences to their global fan base. Another impressive use of oculus rifts and virtual reality is being done by online hiring companies and multinationals that is providing their prospective employees a real time experience of what would it be like when they join the job? Can experiences for people be any better? So basically these technologies are bringing the unthinkable and unimaginable to reality and that too without costing the time, efforts and monetary value of creating something real from scratch. Majority of brands in the country today who are willing to spend on BTL engagements opt for associations with large scale events. However, the current times call for a more dynamic and intimate relationships with customers. Something is which registers more to consumers apart from the logo pasted on every event branding. Oculus rifts and virtual reality serves this purpose as it helps brand customers develop a strong connect with the brand, an experience that they would always thank the brand for.
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One of the most amazing facts about the world of experiential is that it can bring anything and everything to reality. If a marketer can dream a creative thought then it can be weaved into a mesmerizing campaign through experiential and added to the marketing mix of a brand. It is in fact only due to this attribute of experiential that the domain of marketing today is more exciting than ever. Brands nowadays are even integrating environmental elements such as water to make their experiential campaign stand out from all others. We at EE are thrilled with this practice and below mentioned is our list of top 4 brand activations on water. 1-Land Rover floating rugby ball This particular activation by the notable automobile brand featured an oversized rugby ball being used to carry a Land Rover down the Thames in London. The 8.2 metre-high ball travelled 25 miles down the river, from the Tilbury Docks to Tower Bridge. The activation was symbolic of the brands association with the Rugby World Cup and the highlight of the campaign was Land Rover ambassador and Rugby World Cup 2003 winner Lewis Moody driving the vehicle out of the giant ball. Land Rover was also used to transport the Web Ellis Cup throughout the Rugby World Championship. 2-Airbnb’s floating houseboat Online hospitality platform Airbnb recently created a blue coloured houseboat and sailed it down the River Thames for five days in May, to celebrate the arrival of new laws that favour home-sharers. The floating house was designed Star Events and consisted two bedrooms, a living room, bathroom, doghouse, garden with real grass and an apple tree, and it took four months to build. Fans were called on to experience the floating home by way of a star-studded party and sleepover for one lucky competition winner and three friends, who were treated to spa treatments and a private dining experience. 3- Sharknado 3 stunt This was one of its kind activation that was used to promote the brand of a film series instead and featured John Grimes and Edward Grimes (actors) who joined in the experiential bandwagon to promote their film Sharknado 3. The activation stunt saw the pair race down the river in a boat with sharks attached, giving off the idea that they were being chased by the carnivorous creatures, comprising three species - tiger shark, hammerhead and great white. Specialized production studio Wild Creations created the intricate stunt and the activation was an instant hit among the fans who simply could not wait to catch the movie after the thrilling experience. 4- Microsoft stages cycle stunt For this experiential campaign Microsoft teamed up with renowned cyclist Danny MacAskill to create a loop-the-loop-style cycle stunt to promote its Cortana brand. The stunt involved MacAskill riding a five-metre, loop-the-loop structure with the Cortana signature illuminated in front of the London Eye. The Cortana software helped with MacAskill's training for the challenge by arranging his meetings, setting appointment reminders, playing his favourite music, providing bad weather warnings and finding maps. The event used the Twitter hashtag #MakeItHappen to reflect the idea that Cortana software knows what users want and how to make it happen.
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Times have changed and it is not just interactive ATL advertisements that TV show producers resort to for promoting their shows today. With more mature content being served to their viewers, the producers of television shows are also selecting mature marketing techniques to sell their overall product too. As a result most television channels are devising experiential activations that let fans delve deeper into their favorite shows, as well as introduced the programs to potential new audiences. In this list, we at EE share with you the top 5 Innovative experiential campaigns by TV shows. 1-The Simpsons Kwik-E-Mart Truck This one comes from the most popular cartoon characters of the kids. In this campaign the Fox cartoons embraced Austin's food truck culture and created a pop up Kwik-E-Mart that served more than 3,400 frozen drink Squishees at a rate of 2.6 orders filled per minute. While waiting for the drinks, fans could check out branded iPads tethered to the truck that featured every single episode of the show and the passersby could also take a photo of themselves inside a Kwik-E-Mart. 2-Game of Thrones This experiential campaign garnered huge accolades for the shows producers as it gave the fans an immersive experience with their favorite TV show. The interactive exhibit featured beer tasting of Ommegang's Game of Thrones-themed Three-Eyed Raven brew and a chance to sit on a comfortable replica of the Iron Throne. Using augmented reality, attendees could wield a sword and play a game where they destroyed boulders that appeared on screen. The better you did, the more of your image would appear. http://bcove.me/ow4pbkzh 3- Bates Motel In this experiential campaign the producers A&E created a replica of the eerie Bates Motel where the fans could not only check out the rooms but they could also search for at clues from the upcoming season. The fans through this campaign could also enter to win a one-night's stay at the hotel, complete with brownies from Austin bakery Delish and a welcome package from Tito's Vodka. Winners also had access to minibar room service from liquor delivery service Drizly, as well as maid service sponsored by booking platform Handy. The campaign not only gave the existing viewers a chance to get a personalized experience with their favorite TV show but it also served as a platform for passerby’s to explore a new interest and get hooked on to the show. 4-Sankat Mochan Mahabali Hanuman Sony Entertainment Television launched its mythological show titled ‘Sankat Mochan Mahabali Hanuman’ and to create buzz around the show, the channel added an experiential leg to its marketing might. Besides large hoardings at key locations, the channel created branded kiosks were put up at four temples of Lord Hanuman across the state of Uttar Pradesh. Dressed as Hanuman’s Vaanar Sena, volunteers served prasad boxes and water to the devotees. The branded kiosks were put at Sri Sankata Mochana Hanuman of Varanasi, Sri Hanuman Badi temple (old) of Aliganj, Lucknow, Sri Hanuman Badi temple (New) of Aliganj, Lucknow, and Sri Bade Hanuman of Prayagraj, Allahabad. Additionally the channel also introduced drones that have been flying in various cities across the country over a congregation of people reciting Hanuman Chalisa. Since this was one of the first times a TV show was being promoted with engaging experiences the launch of the show registered record viewership. 5- Friends The last activation of the list is though currently awaited but has managed to creat a storm across the United Kingdom already. Comedy Central UK recently announced that it will host a week-long fan experience to celebrate the iconic sitcom Friends in September through Friendsfest. The experience will feature a full-scale set of Monica’s New York apartment, which hosted many of the scenes in the show, an exhibition of original props and memorabilia, and a Central Perk-inspired café where guests can have their picture taken on the famous orange sofa and enjoy a coffee. FriendsFest will also include a pop-up blow dry hair salon, inspired by the ‘Rachel’ haircut, a Big Apple-themed courtyard and a foosball table. Interesting fact about the experience is that the tickets to FriendsFest sold out in less than half an hour after going on sale. Such is the power of creative experiential campaigns.
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The world of marketing currently is filled with brands that have gone haywire in order to establish themselves. While some brands try to forge relationships with various means and causes to get the upper hand, a lot of others have forgotten their core identity in an attempt to race ahead others. Keeping the above subject in mind, ‘Branding a purpose versus Purpose of Branding’ was the theme of the 5th edition of Pitch Top 50 Brands Awards from the exchange4media group, held last night wherein Amarjit Singh Batra, CEO, OLX India, spoke about the use of a purpose in branding in his keynote address. Mr Batra began his address by explaining how similar to humans even brands today are eagerly searching for a reason to exist in the market today. He added, “Brands today feel that they can do so much more with themselves and thus they try to associate with bigger causes that may or may meet the brands core philosophy.” He further added that while most brands have forgotten what their reason of existence in the market space is, a few who have realized it are using it to their advantage. Speaking on why do brands need to associate with a cause in the first place? Mr Batra responded by saying, ‘’by looking at purpose, companies are trying to differentiate themselves. A higher purpose is helping them stand out from the clutter. Earlier, even we had a problem distinguishing OLX from the ecommerce category because we saw many people doing the same things, talking the same language.” So do brands have to create a purpose for their existence today? Answering this query he said, “You don’t really invent or create a purpose for yourself. I think you have to discover it and the process of discovery is more difficult for a brand that started 50 years back than for a brand that started a few years back. At Olx we found we were actually connecting people, helping them make exchanges. We came to know some inspiring stories of people buying and selling at OLX and how their lives were improving. So it’s not just about the transaction at OLX but what would happen if people could meet. Meeting unknown people could lead to so many possibilities.” Further explaining himself Mr Batra said, “Most brands today have started associating with a cause but the purpose of a brand has to go deeper than that. Associating with a cause has to link back to the brands core philosophy. Indian brands are moving towards ‘cause related marketing’ because of stagnation as India has moved on from being a classical economy to an abundant economy and there is now a need for breaking the clutter.”
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Automobile brands thrive on selling experiences. While some brands in the market sell themselves by offering their prospective customers dreamy experiences that they will have, a majority others market themselves by offering free test drives. And even though the last two decades have noticed a phenomenal shift in the innovations seen on the technological front of the automobiles, what has remained unchanged all these years is the same marketing strategy of offering free test drives. It is indeed true that almost all automobile brands follow the same marketing strategy these days. They invest heavily in ATL campaigns but when it comes to BTL engagements the only options available are either mall activations or test drives. What brand marketers of the industry do not realize today is the fact that since all brands follow the same strategy to cater to the same target audiences; they are not even giving their brands a reason to stand out differently from their competition. Thus it is high time that automobile brand marketers do away with the conventional test drive experience offering and rather innovate on the BTL front to spell success and establish a distinguished identity for their brands. Citing an example from a truly immersive and successful automobile engagement, In New York in 2011, Fiat hosted an event to reintroduce its brand in America after nearly three decades. The brand hosted a pop-up gallery during the New York International Auto Show, and then, months later, the car maker organized a large consumer campaign that brought a fleet of cars to Times Square and used an enormous screen to create an urban drive-in movie experience. The concept for the activation combined American culture of theaters and Times Square and the campaign was a huge success and brought Fiat as a brand back in the minds and hearts of consumers. Similarly, in 2013, Lincoln Motor Company hosted an 11-city Hello Again marketing tour centered on its new product MKZ. The program included a series of experiences for drivers to see their home cities from behind the wheel of the cars. In each city, guests signed up online for a tour time, then checked in at a venue known as the Hello Again Hub. They could then choose a car to drive or be chauffeured for a tour, led by a brand rep in a front car that provided directions by way of walkie-talkies in each car. In india too, Tata Motors took an initiative of organizing the T1 Truck Racing Championship. The experiential event not only garnered high sales figures but it has also resulted in Tata Motors successfully establishing itself as the most reputed automobile brand in the country. However such initiatives are a rare sight in the country as marketers of the domain today are hesitant to truly go all out in the race of experiential. Yes, it is an understandable fact that no car purchases are ever made without a hands on experience but automobile marketers today should also realize that there are more innovative and creative ways to showcase the features of their products. As it is often said, one cannot expect to be a winner among the dogs if they are running in the rat race similarly to establish their brand as the most successful ones brand marketers need to experience and engage their potential customers in more unique ways than the conventional methods.
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Rashi Entertainment emerged as a winner in the multi agency pitch & bid process by Delhi Tourism & Transportation Development Corporation to win the rights to conceptualize, execute & manage Swaraj Parv in Delhi from 14th – 16th Aug 2015 at Central Park, Connaught Place. Swaraj Parv will be a celebration of the 69th year of India’s independence and aims to capture masses with multifold cultural programs throughout the day and wide array of entertainment in the evening. The event will be inaugurated on the 14th Aug by the Hon’ble minister of Law, Arts & Culture Sri Kapil Mishra & chaired by Hon’ble Chief Minister of Delhi, Sri. Arvind Kejriwal and his deputy Sri. Manish Sisodia. Entertainment during the day will comprise of Kavi Sammelan, Bands & DJ while the evening capsule will have artists like Sonu Niigaam/ Sunidhi Chauhan, Ghazal Mushayra’s etc. Speaking about bagging the prestigious event, Rajeev Jain, Director, Rashi Entertainment says, "There is indeed a feeling of euphoria and pride in the team. Our pitch was driven by concept & creativity which set us apart from our co bidders” Speaking about the Logistics, he further elaborated "The logistical intervention required for an event of such a scale is put in perspective when you consider that we are expecting a footfall of about 2,00,000 people and an area of 5,00,000 Sq. ft. is to be fabricated on the theme of ‘Independence Struggle’ of India. All aspects of this event are being managed and executed by Rashi Entertainment, right from planning and celebrities to venue management, F&B and other logistics.
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