Delhi is known for its grand weddings and keeping this image intact, a grand wedding reception was held atSudama Farms, Chatarpur, Delhi recently. Natura was roped in by Vinay Agarwal, an event manager, who was working with the Motwane Entertainments and Weddings to provide with a stunning aerial duet executed by Natura which would be a part of the complete production choreographed by Vaibhavi Merchant. Natura was briefed for a rigging system which would allow their International Artist – Jess & Yoko to move to and fro from the sides of the stage as well as an up and down movement. Considering the requirements, Natura team’s Site Manager DilipJadhav along with Head Rigger ShyamSanap set up a cross travel system. The main challenge for this event was that being international Aerial artists, this was the first time Jess and Yoko were asked to perform on hindi songs which were hard to comprehend and to recognize the musical cues. Secondly, the event witnessed various obstacles, from fire caused by a short circuit to rains and wind storms. The reception also witnessed acts from other stars like Amit Trivedi and band, Parineeti Chopra, Mansi Scott and Mona Singh and Cyrus (The MCs.) Celebrity Dancers – Salman Yusuf Khan (Winner of DID season 1) and Alisha Singh (DID runner up) were the highlights of Vaibhavi Merchant’s massive production.
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Blippar, the image recognition and augmented reality platform brings an experiential extravaganza of Dinosaurs for its patrons. With the release date of the movie Jurassic World nearing, Blippar brings to life the Dinosaurs on smart phone, leaving the viewer’s spellbound! With Blippar’s technology, consumers simply need to scan the posters of Jurassic World through their smart phones. They can then enjoy movie’s exclusive trailer and also take selfies with the dinosaur. Patrons can witness the giant move, breathe and roar akin to the real creatures in 3D on their mobile phones. Regarding the association with Universal Studios, Arnav Ghosh, Regional Director, Blippar India said, “Entertainment and mobility are two key drivers for children today! At Blippar we were excited to co create a magical AR interactivity with Universal to make a 3D dinosaur come to life from a phone! Blipp to have fun with your Dinosaur!” Jurassic World after its exhilarating trilogy in the past is the most anticipated movie of the year. Blippar has gone an extra mile to give this unique tale of epic creature, a new dimension, and connect the audience to the virtual world of Jurassic.
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Calvin Klein, Inc., recently announced that Calvin Klein Jeans hosted a music event in Hong Kong last evening that featured a surprise performance by global superstar and 30-time platinum-selling Justin Bieber – who played a selection of his hit songs including “Baby,” “Boyfriend,” “Beauty and The Beat,” “As Long As You Love Me,” “One Time,” and his latest song, “Where Are Ü Now.” In addition to his unannounced performance, the event featured a special appearance by American model and social media starKendall Jenner, as well as a performance by Korean-American musician Jay Park, and DJ sets by creative influencers Verbal andYoon from Japan, and Hong Kong’s Kevin Poon. The invitation-only event to celebrate the Calvin Klein Jeans brand was held at the massive Kai Tak Cruise Terminal, a former airport that has been repurposed into an industrial cargo cruise terminal. The venue boasts panoramic views of the Hong Kong skyline, and is located in the heart of Victoria Harbour overlooking Kowloon Bay. The high-energy musical line-up was attended by an eclectic audience of fashion, music, and entertainment influencers and media from over 16 countries across Asia, Europe, South America and the U.S. For the evening, those guests wardrobed in Calvin Klein Jeans included Mr. Bieber, Ms. Jenner, Mr. Park, Mr. Poon, Verbal and Yoon, PakhoChau, Shiga Lin, Dear Jane, Shine,Bryanboy, Irene Kim, Tina Leung, Megbaby, Jordan and Zac Stenmark, Ji Liang, Helena Bordon, Nina Nesbitt, Andre Hamann, Marco Cappai, Qi Bao, Li Hui, Bo Gao, Malini Agarwal, Ingrid Chua-go, David Guison, Yoyo Cao, Ploy Chavaporn, Ray Ray Chao, Ha Anhn Vu Nguyen, ZeliaZhong, Jeremy Wong, Cindy Ko, Faye Tsui, Veronica Li, Lindsay Jang, Lauren Rhoden, and Rene Chu, as well as Kevin Carrigan, the Global Creative Director of Calvin Klein Jeans. [caption id="attachment_1171" align="alignnone" width="300"] Justin Bieber performs on the stage during the Calvin Klein Jeans event at the Kai Tak Cruise Terminal on 11 June 2015 in Hong Kong, China. Photo by Victor Fraile / studioEAST[/caption] Those in attendance and wardrobed in Calvin Klein platinum included Ricky Kwok, Alvin Goh, Feiping Chang, Karl Cheung,Charles Lam, JJ Acuna, Wesley Wong and Yvette Yung. Additional guests included Claudine Ying, Geoffrey Chung, Harris Chan, Elly Lam, Arnaldo Ho, Sabrina Ho, Chester Lim, Veronica Lam and Alison Chan Azar. By following the dedicated hashtag #calvinkleinlive, fans who were unable to attend can still experience the event around the world, via imagery and content posted to calvinklein.com, as well as to the brand’s official, global social media channels. Imagery includes exclusive behind-the-scenes access leading up to the event, as well as unique content posted during the evening, with additional content to be posted in the coming days. - See more at: http://everythingexperiential.com/calvin-klein-jeanshosts-music-eventin-hong-kong/#sthash.4sGFb3xK.dpuf [caption id="attachment_1169" align="alignnone" width="288"] Guest enjoy the Calvin Klein Jeans event at the Kai Tak Cruise Terminal on 11 June 2015 in Hong Kong, China. Photo by Moses Ng / studioEAST[/caption] The event brought together Ms. Jenner and Mr. Bieber – who are both featured in their own global Calvin Klein Jeans image campaigns. Mr. Bieber can currently be seen in the Spring 2015 Calvin Klein Jeans and Calvin Klein Underwear advertising campaigns alongside supermodel Lara Stone, while Ms. Jenner is featured with model Simon Nessman in the current image campaign for the Calvin Klein Jeans #mycalvins Denim Series, a limited-edition, logo-driven offering inspired by athletic and urban streetwear. The full men’s and women’s offering consists of tees, jeans, denim shorts and jackets, jogger sweatpants, unisex backpacks and hats, in baby blue, washed black and white rinses, as well as key items from the Calvin Klein Jeans and Underwear lines, and other brand lifestyles are now available at the brand’s key retail locations as well as at calvinklein.com.
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After having started his career in the dynamic field of advertising when he was only 19, Tarun Sarda has indeed come a long way in his career spanning over almost three decades. Today as he stands firmly as the CEO of Celebrating Vivaha and Timeless Jewels; one of the most successful wedding magazines of the country, he is also sphere heading the responsibility of organizing Vivaha Exhibitions In and outside India whichs plan to provide solutions to all the problems of a wedding planner. EE caught up with TarunSarda, CEO, CelebratingVivaha on the challenges being faced by the wedding industry, the future ahead for it and so much more. Q-After a successful stint in the advertising industry what triggered the switch into wedding magazine publication? A-The Wedding business in India is the fastest growing recession proof industry. Dealing with various clients for my advertising business, I realized the potential of the wedding market and its contribution to the economy. Weddings is one occasion where people spend the maximum in India and so naturally most of our consumer business – be it clothing, jewellery, travel, home etc is somewhere related to it. The idea of launching my own magazine came about when irealised most of my clients were looking for a platform that would help them reach out to their target audience. Q- What were the challenges you faced while establishing a magazine for the wedding industry in the country? A-When the magazine was launched, there were not too many players in the market. To tell people that this was a one stop solution to all their wedding needs as it covered all aspects of a wedding was a matter of time and effort. Also, the concept of niche quarterly glossies was new. To sustain a qualitative and informative product that would eventually become a must buy for someone getting married had its own gestation period which we passed through. Q-Since you have closely observed the changing trends in the wedding industry please share how has it evolved over the years from your eyes? A-Over the year’s weddings have transformed from being close knit affairs comprising family and friends into big status speaking symbols. Hence the money spent on a wedding has also multiplied many fold. Two decades back people would organise a wedding to celebrate the occasion with people who mattered. Today, a wedding you organise should be such that it becomes a ball mark for weddings in the pipeline. If you cannot do something new and novel, at least do something that is superlative and extravagant beyond comparison. Q-What are the current trends in the wedding industry? A-Destination weddings with celebrity singers and performers has been the trend for a couple of years. What comes as the next step to this is ‘special appearances’ by celebrities. Yes, if you have the money you can well rope in your favourite film star to be the guest of honor at your wedding – who will come like a near and dear one, sit for the function, mingle with the guests, get clicked with you and your family and go back. Who said playing cameo was only for movies? Q-How was the idea of Celebrating Vivaha Exhibitions conceptualized? A-With the wedding magazine having gained acceptance and popularity, the exhibition was the next natural step – an onground shopping experience for people where they can shop anything for a wedding under one roof instead of going from city to city or vendor to vendor in search of products and services. I wanted to make wedding shopping a pleasurable experience for people. Q-What has been the response received so far from the exhibitions? A-It’s our 14th year and we have only increased the number of exhibitions from 2 to 18 annually. The exhibitions have also taken an international route and our Dubai exhibition is looked forward to by the Indians living in the Middle East. Q-What was the idea behind Vivah Pre Wedding solutions and how fruitful is the endeavor in terms of return on investment? A-Pre- Wedding Solutions is aimed at the wedding related services. More than often we are stressed to find the correct venue, caterer, planner and decorator for our wedding and pre wedding functions. Pre-Wedding solutions gets all these people under one roof so that you can finalise vendors and per your comfort, convenience and budget. Q-Where do you see the Indian wedding Industry heading in the next 5 years? A-The Indian Wedding Industry, as I mentioned in the very beginning of our conversation is the fastest growing recession proof industry. No matter how the economy is, a father will always give his daughter the very best. Since the economy is on a boom any which way, the next 5 years should be peak time for the industry. Weddings will only grow bigger and better and thus the industry too will be in its full bloom.
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Genesis Foundation (GF) recently brought backCEOs Sing for GF Kids at ITC Grand Central, Mumbai. This electrifying evening witnessed 13 of India Inc’s famous and fabulous hum their favourite songs for a noble cause. This was the 12th edition of CEOs Sing for GF Kids and was organized toraise funds to save lives of 8 critically ill children. The event promised to be an evening of musical fun, coming from a very impressive line-up of performers from the corporate world who will enthral a gathering of more than 150 people with their remarkable singing abilities: YM Deosthalee, Chairman & Managing Director, L&T Finance Holdings P Balaji, Dir. Regulatory & External Affairs, Vodafone AshwinDeo, CEO, Trinity Vintners Atul Ahuja, CEO, Cricket Canada, Savana Consulting GeetuVerma, Executive Director Foods, Hindustan Unilever Sanjay Tandon, CEO, Music Composers Association of India & Singers Association of India Dinesh Mirchandani, President India, Boyden Global Executive Search Hitesh Gajaria, Partner, KPMG KuldeepBhartee, GM, ITC Grand Central MehmoodCurmally, MD, Rhythm House PankajChaturvedi, Executive Director & CEO, Rich Graviss Vinit Store, Chief Executive Officer, Quadron Business Park V Vaidyanathan, Chairman and MD, Capital First Speaking on the occasion, PremaSagar, Founder Trustee, Genesis Foundation, said, “We truly appreciate the commitment shown by the participating CEOs – not just for taking the time to perform, but also for lending their voice to support Genesis Foundation in facilitating the better treatment of under privileged and critically ill children.” Over the years,‘CEOs Sing for GF Kids’ has progressively become an institution in fund-raising initiatives to give life a chance. In keeping with the Foundation’s core to build a participatory culture of giving, musically-inclined CEOs come together periodically to raise funds for the critically ill and underprivileged. The uniqueness of CEOs Sing for GF Kids lies in its ability to give otherwise busy corporate honchos an opportunity to showcase their passion whilst raising resources for the lesser privileged in the same beat. Each initiative by Genesis Foundation focuses on providing support for children suffering from cancer, cardiac disorders, post organ transplant care, thalassemia, and extreme physical deformities. The treatment cost of these ailments is prohibitive for parents of children from under-privileged backgrounds, and that is where the Foundation comes in. Some of the expected beneficiaries of CEOs Sing for GF Kids2015 include 4-year-old Sarthak, whose father earns Rs.6,000 a month and can’t afford the cost for his surgery for congenital heart disease. Alongside him is 2-year-old Ansh Thakur, whose total treatment costs for leukaemia is prohibitive. Six other children, besides Sarthak and Ansh will be supported by this edition of the event. (See attachment) And, this is what the participating CEOs have to say: YM Deosthalee, Chairman & Managing Director, L&T Finance Holdings “Lot of joy for a really worthy cause.” P Balaji, Dir. Regulatory & External Affairs, Vodafone India Ltd “Over the years, I have seen Genesis Foundation support children with serious ailments.I have been part of this journey in the past and look forward to the upcoming occasion as well.” PankajChaturvedi, Executive Director & CEO, Rich Graviss “It is an honour to be able to do my bit for the society and Genesis Foundation has been an amazing medium for me to do so. The kind of work they have done for the children is commendable and exemplary. It is an ecstatic feeling to be a part of the event that helps to improve the lives of critically ill children and make a positive difference in their lives.” Atul Ahuja, CEO, Savana Consulting Inc. “Genesis Foundation continues to tirelessly help support healing for critically ill underprivileged children. Please open your hearts and more importantly your cheque books and share the love.” In order to raise awareness and resources to facilitate medical assistance to GF Kids, GF has created unusual and unique participative fund-raising events involving music, art and food. Some of these events are: The Kasauli Rhythm & Blues Festival, JadhavGADH Music Festival, CEOs Sing for GF Kids, CEOs Cook for GF Kids, Musical Evenings, Art Shows, Theatre, etc. GF is also the beneficiary of CEOs Got Talent, produced by FremantleMedia.
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After swaying the fans in 11 cities through the year, the BDM (Bollywood Dance Music) festival in India Royal Stag MTV Bollyland concluded this year’s party with a flair! 13 singers, 5 DJs and one stage – the lethal combination of all three made waves at the grand finale of Royal Stag MTV Bollyland. The city of Mumbai witnessed sizzling performance by renowned Indian musicians such as Mika Singh, Sukhwinder Singh, Shilpa Rao, Neha Kakkar, AkritiKakkar, Armaan Malik, Nakash Aziz, ShababSabri, ShadabFaridi, SiddharthMahadevan, Sreeram Chandra, ShamaSikandar Sham and SonuKakkar who performed at Royal Stag MTV Bollyland’s grand finale at the NSCI Stadium, Worli. Also present were five DJs who had the fans grooving to their foot-thumping mixes. The exciting DJ line-up included the widely popular DJ Chetas, DJ KiranKamat, DJ Reme, DJ Tarun and DJ Anshul. LIVE Viacom18 and Cineyug jointly started the journey in 2013 with one mega event. In its second year, Royal Stag MTV bollyland made it large by not only bring the renowned Artist closer to audience but also discovering the budding singers across nation as winners of Royal Stag “Make It Large” contest. The ‘make it large’ initiative provided an opportunity to the winner to perform in their city with renowned musician like Mika Sing, Sukhwiindersingh, Neha Kakkar to name a few. SHUBHRO GANGULY the winner of Royal Stag ‘make it large’ contest also performed at the grand Finale BDM EDM MTV Bollyland by EE News Desk | on June 16, 2015 | in Playground | Like it After swaying the fans in 11 cities through the year, the BDM (Bollywood Dance Music) festival in India Royal Stag MTV Bollyland concluded this year’s party with a flair! 13 singers, 5 DJs and one stage – the lethal combination of all three made waves at the grand finale of Royal Stag MTV Bollyland. The city of Mumbai witnessed sizzling performance by renowned Indian musicians such as Mika Singh, Sukhwinder Singh, Shilpa Rao, Neha Kakkar, AkritiKakkar, Armaan Malik, Nakash Aziz, ShababSabri, ShadabFaridi, SiddharthMahadevan, Sreeram Chandra, ShamaSikandar Sham and SonuKakkar who performed at Royal Stag MTV Bollyland’s grand finale at the NSCI Stadium, Worli. Neha Kakkar @ MTV Bollyland Also present were five DJs who had the fans grooving to their foot-thumping mixes. The exciting DJ line-up included the widely popular DJ Chetas, DJ KiranKamat, DJ Reme, DJ Tarun and DJ Anshul. LIVE Viacom18 and Cineyug jointly started the journey in 2013 with one mega event. In its second year, Royal Stag MTV bollyland made it large by not only bring the renowned Artist closer to audience but also discovering the budding singers across nation as winners of Royal Stag “Make It Large” contest. The ‘make it large’ initiative provided an opportunity to the winner to perform in their city with renowned musician like Mika Sing, Sukhwiindersingh, Neha Kakkar to name a few. SHUBHRO GANGULY the winner of Royal Stag ‘make it large’ contest also performed at the grand Finale Siddharth Mahadevan @ MTV Bollyland Royal Stag MTV Bollyland saw approximately 8000 music aficionados entranced with their favorite tracks such as Hungama ho Gaya, Zinda, Subha Hone Na De, Selfie, Malang and many more. Glitterati from the showbiz at the concert included PoonamDhillon, Ali Mirza, Vindu Dara Singh, ShamaSikander and Nikhil Dwivedishaking a leg, defiantly concluding it was a Saturday night well-spent! An extension of the annual MTV Bollyland, the property has travelled across 12 Indian cities and 8 Club through 20 events, mesmerizing cumulative of 25 Million fans across Platform. Commenting on the new avatar of MTV Bollyland 2014 in the country, Jaideep Singh, Sr. Vice President and Business Head – Live Viacom18 says, “MTV Bollyland had a great journey as we travelled across nation bring in artist and fans closer. This journey has hit the crescendo in Mumbai with the grand finale. LIVE Viacom18 along with Cineyug has also expanded its reach not only by reaching to the metros but also taking its properties to smaller towns, evangelizing the cause of Bollywood dance music across the country enhancing the experience and augmenting the engagement.” Commenting about the Royal Stag association with MTV Bollyland, Raja Banerji, Assistant Vice President (Marketing), PernodRicard India said “We are extremely thrilled that Royal Stag MTV Bollyland has fascinated the entire nation with its musical charm as we successfully hosted the grand finale in Mumbai. The 12 city tour has left an unprecedented mark to the music lover’s which was a truly amazing experience for us. Royal Stag is proud of its association with the music fraternity in India and is committed to nurture the young talent in the country through Royal Stag “Make it Large contest”. In line with the brand philosophy – “It’s your life, Make it Large”, this contest saw an astounding participation of young singing talent an endeavor to provide the aspiring singers an opportunity to live the brand promise of ‘dream and achieve’.” Commenting on the Success of MTV Bollyland, Mohammed Morani from Cineyug Said, “MTV Bollyland had a great response and we have seen astounding success this year. In 2015 we embarked on a journey to give a different experience to the audience, they came and remembered forever. This is one property which you get addicted to attend one concert you will always attend the next. We have an amazing partnership with Live Viacom18 and this is just the beginning, we would like to promise MTV bollyland Fans that 2015-2016 will see a much bigger and grandeur event, We will bring more artist and cover more cities than this year. It delightful experience, how audience has accepted this mix of Bollywood and Dance Music.
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Talent management is undoubtedly one of the biggest and the most recent trends to take the events and entertainment industry by storm. With the industry witnessing a rapid inflow of younger and newer talent, the number of talent management companies are also increasing each day to facilitate their management. But with numerous cases of last minute cancellation of performers at events it is important to know how and where do these talent management companies step in at such crucial times do? EE caught up with Puja Agarwal,Director,Pearl Talent Management, one of the most trusted talent management agencies in the country on talent management issues in the country, the challenges of handling talent and so much more. Q-What are the current trends in terms of talent management in the events and entertainment industry? A- With time, talent management is trending a lot, especially in semi-metro cities and town. Booking a celebrity for a live concert, a store opening, a wedding or a corporate event is in much demand now, but many of the clients do not know the budgets and the procedure, So as an Agency our first major role is to guide them with proper details and suggest them about their marketing, PR activities and dealing process, etc. So the need of a talent company arises for not only established events planners but also for people who want to have or work with talents for events but do not have a concrete idea of how to connect with them are misled by ill-conceived notions. Also in terms of artists, it can be said that most of them seem to value relationships now. As in cases of performers with whom we have even worked beforeare even willing to perform free of cost. However, they do have their own preferences when it comes to hospitality and security issues which is something known to us in advance and hence we manage them. Q-What are the challenges you face while functioning as a talent management company? A-With every new event comes a new challenge. There is not a specific issue or concern that we face on a regular basis but in my experience I have come to know and understand that you have to know your team well and work as parts of a smoothly functioning machine it is only then when you are ready to take on any challenge that comes your way. Q-Today there also exists a situation where an artists is being simultaneously managed by many talent management company that creates a lot of confusion for clients? How does Pearl manages to stay away from such chaos? A-We always believe in smooth functioning when it comes to any deal with our clients. We as a talent management company are always certain and clear on every aspect of deal being managed and that is the only solution to the chaotic situation you talked about. Be it the remuneration or the hospitality, all the aspects of the business transaction are openly stated to the performer as well as the clients so that everyone has a clear and concise idea of how the deal will progress. Q-What are the pros and cons of being a talent management organization in the events industry today? A-Every coins has two sides, however I would like to solely focus on the positive side of it. As a talent Management agency you get to socialize with best of creative people from the Industry which increases the scope of work and knowledge. Also you get to work with big brands, bigger deal means bigger pay offs, you get to travel all over world, hobnobbing with celebrities is all so much fun. Also talent management is not a 9am-6pm office desk job so the break in monotony and the excitement level is an added bonus. Q-Today the industry has seen emergence of many talent management organizations so what does Pearl has to offer differently than the other companies of this nature? A-We always work with perceptive of a long term association with our clients and on each step we guide them the best, this is something embedded in our core values and something that we as an organization fervently believe in. Also Peak as a company believes in Quality Work and not Quantity, which is the reason our Clients are always happy and comfortable working with us. Q-The industry is also witnessing numerous cases today wherein a talent refuses to perform at a sold out event at the last moment? Where does a talent management company steps in at these circumstances? A-It takes two hands to clap. No artist will ever spoil their name or refuses to perform without a genuine reason as it also reflects upon their image in front of the audiences. Sometimes clients fail to pay artist as per commitments, and sometime there are false commitments which an artist is informed about only minutes before the show such as security problems etc. We as a company make sure that such concerns are clear at least two days before the event date and so that all functions smoothly on the actual day of the event. Infant, to be really honest we have never faced such problems. Q-What are some of the noted clients that you manage and how has Pearl helped them? A-We Mostly Manage Work for Soha Ali Khan, Pooja Chopra, Sara Loren, KarishmaKotak, Evelyn Sharma, Chahat Khanna, ArvindVegda to name a few. We recentlysigned an endorsement deal for Rovaan Hair Oil with Soha. Q-Do you feel that talent management companies like Pearl are instrumental in providing a platform to younger talent today? A- Absolutely, it is an integral part of our job to recognize talent and nurture it before the medals prove the point. It pays huge dividends to identify a Talent that is likely to catch the imagination of the masses in the coming years and pick a rising star in that field. And this takes foresight. Like we recently singed the most raising youngest Playback Singer “DeepanshuPandit” who have sung “Chill Gaye Naina” with Kanika Kapoor from “NH10″ starring “Anushka Sharma”. This 21 years old Talent is blessed with Good Voice, recently he got selected by AR Rahman Institute for his vocal training. So when we sign on such rising star it not only builds on a platform to promote the talent who can perhaps charm the masses with their performance with the same impact of an established performer at much lesser pay but it also lays down the foundation of our relationship as a talent management agency with the artist so that it is a win-win situation for both in the long run.
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At the onset of the school re-opening season, Tata Motors recently showcased a complete range of school transport solutions at the St. Joseph’s Indian High School Ground, Bangalore on Saturday, 13th June 2015 from 11 AM to 5 PM. The school bus expo being organized by Tata Motors exhibited the company’s entire range of school buses and vans namely the Iris, Magic, Winger, CityRide EX, Starbus and the Starbus Ultra. Under these brands, a wide array of products ranging from 3 seater – 68 seater school children transport vehicles were also showcased at the venue. All Tata school buses including the Ultra, which is the flagship product are incorporated with class leading safety features and comply with the ‘to be introduced Bus Body Code’ norms. In addition to the range of school buses, Tata Motors also showcased the Tata Skoolman, a telematics based tracking solution, aimed at addressing pressing concerns over student safety during school bus travel. The Tata Skoolman not only enables additional safety for school children, but also enables more convenience for parents and more efficient fleet management for schools and bus operators. Commenting on the occasion, Mr. Mukund Krishnamurthy, Regional Manager (South), Tata Motors Limited, said, “As the largest manufacturer of school transport vehicles in India, Tata Motors has always been at the forefront of encouraging safety during school bus transit. With the schools re opening in Bangalore, we want parents, schools and fleet owners to be able to see the range of safe school transport solutions the company has to offer.” According to Mr. Sandeep Kumar, Business Head (Commercial Vehicles – Passenger), Tata Motors Limited,“At Tata Motors we are focused on introducing products which are comfortable and safe for children, we also understand that safety of school children is largely dependent on the people involved in school bus transit – drivers, school bus staff, parents and most importantly school children themselves. In order to create awareness about all aspects of child safety, Tata Motors has launched several special initiatives such as Hamare Bus Ki BaatHai’ and ‘Dream It to Win It’. These initiatives are meant to familiarize, train and sensitize all stakeholders, in various aspects of child safety during school transit.” Under the Hamare Bus Ki BaatHai school bus safety program, Tata Motors has trained over 15,000 school bus staff across 41 cities, 295 schools, through 302 sessions. Since its inception the program has helped in creating a sense of involvement among participants, increasing awareness about their duties and responsibilities, maintaining personal hygiene, general etiquette and behavior, and also taking necessary measures in case of accidents. Furthering this initiative, Tata Motors now aims at sensitizing parents about the ‘Hamare Bus Ki BaatHai’ initiative to better understand safety concerns during school bus travel, in turn prompting parents to impart behavioral training during school bus travel and to take necessary measures in case of accidents, also giving care givers time to react and help keep children safe. Tata Motors understands that parents of children are like any other bus customer. They want to be informed and want the bus provider to be responsive. Recognizing that all these issues are important for parents, Tata Motors has devised ‘the Safest School Bus concept’, with technology as the backbone. The safest school bus concept incorporates some unique safety features in a Tata Motors SKOOL BUS 2 cameras fitted, one on the front windshield & one in saloon area Monitor to capture & display real time images DVR System with built-in GPS sensors Supports up to 64 GB Micro SDHC card for recording Rear view camera with display monitor mounted on the dashboard Roof mounted flashing lamps which will flash as soon as the door is opened Door buzzer & indicator on dash board Electronic front destination board Stop request switch on each seat location Apart from these technology rich features, Tata Motors SKOOL buses are also fitted with comfortable seating, chin guard, stop sign on passenger door, 2-point lap seat belts, one row roof grab rail handles, fire extinguishers, rear high mount stop lamp, rear breakable windshield with hammer.
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Advertisements on television became a raging sensation immediately after their inception as not only did they have the ability to address the variety of masses at the same time but also because of the fact that they resulted in high recall value for the brands. But down the years advertisements have somewhat lost the interests of the viewers and today they are mostly looked upon as the barriers between anavid viewer and the main content of the televised program a viewer eagerly waits to see. The shift in the trend has not only forced brand marketers of consumer products to add an experiential leg to an overall marketing campaign but this has also significantly impacted the television channels. Forcing them to get creative in terms of their own marketing techniques, which so far were limited to the replay of advertisements of their own shows on their own channels. Many TV channels after witnessing the shift moved on towards using print media as a medium to better market themselves. Hence, towards the early 20th century most entertainment television channels were seen advertising about their upcoming shows and movies through front page of major newspapers in the country. However, when even the newspapers moved towards the digital era,a newer change in the marketing process has been observed lately and a demand for television channels to experientially woo their audiences was rightly felt. A few early adapters of this change ventured into experiential as a reason of this demand and today are enjoying a distinctive identity and widespread popularity over other tv channels of their category. A notable example in the category is MTV India which was always looked upon as a music television channel but lately managed to create a connect with the youth of the country through their diverse campaigns such as MTV Campus Dairies, Karobonn Bloc Party, MTV Bollyland. Selfie Challenge among others. Their initiative MTV Coke studio has too garnered unabashed success and is an audience favorite today leading to unfathomable success for the channel. Another example of the same is the English music channel VH1 which after associating and creating an IP VH1 Supersonic has become the synonym of western, rock, metal, trance and unconventional music in the country. The Zee channel group has also understood the importance of creating consumer experiences over the years, their campaigns as a group or even individual channels be creating a misunderstood score board during the ICC World Cup 2015 or promoting the kids shows aired on their channels through mall activations and kids’ activities have all resulted in the audiences feeling more close and connected to the channels which in turns results in a positive brand image for the channel and increasing viewership quotient. Other channels like Sony, Pogo and Star Plus can also been seen joining the bandwagon recently with their respective initiatives for such using drones SankatMochanBahubali Hanuman, Science exhibitions and Star Parivar Meet and Greet Initiatives. Movies Now as an English entertainment channel too promoted the promoted “The Wolf of Wall street” premier through an array of installations at Goafest. As a result the movie became one of the most watched premiers in the history of television. Clearly the effect of experiential is visible and cannot be overlooked anymore by television channels. Television channels marketing managers should realize that experiential campaigns have truly emerged as the need of the hour if they have to make their presence felt in the minds and hearts of the audiences today. With the revolution of information technology and the excess of information availability around the audiences, it will need more than a traditional marketing route for a channel to successfully market itself. And with the world of experiential marketing full of opportunities to explore it is a must for every television channel today to hop on the journey of creating unique experiences for viewers and join the war of creativity to successfully market themselves.
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Mumbai Duty Free, DFS the airport store in Mumbai wanted to design a summer activity campaign which aimed towards targeting International travelers during the vacation season. The main objective for Mumbai Duty Free, DFS through the activity was to increase store penetration resulting in increased sales with enhanced awareness on various promotional offers. To this The Brand Brewery came up with a unique summer activity campaign to meet the demands of their clients. TBB came up with an idea to create an installation of Gateway of India in chocolate finish & place it in the chocolate section of Mumbai Duty Free shop as it fetches the maximum sales & footfalls apart from liquor section. The idea of Gateway of India installation was born from the thought that it is not only the symbolic representation of Mumbai but is also an integral part of Mumbai Duty Free, DFS logo. This display was a piece of modern day art resonating the rich history of Mumbai in chocolate form. The detailed working & a chocolate finish gateway showcased TBB’s production & execution prowess. Also TBB executed other activities to engage with travelers for them to spend time on floor & where we get a chance to communicate to them various offers in an interesting way. Among other engagements an act by Charlie Chaplin was also organizedto engage kids through fun & entertaining activities while their parents can spend some extra time at various sections at Duty Free floor. Adding to the frolic was a caricature artist who was stationed at MDFS, he created instant caricature portraits of travelers which were given away as a free memorabilia to them. Also to engage women travelers, a Nail Art expert was stationed at Beauty section. The activity proved to be highly beneficial for MDFS, thereby leading to achieve the key objective of the brief. As a result the store recorded the highest sales figure ever since it’s opening in Feb 2014.
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