What do you get when one of India’s top 5 agencies decides to associatewith one of the most cutting-edge design houses in the world?That’s a question that Cheil India wants brands to consider as it prepares tohit the market with a unique offering. The Munich-based ‘Mind Design Laboratory’ is a specialist in creating integrated 360º brand experiences.They have put together some of the most awe-inspiring technology-enabled designs and spaces for brands across the world including at CES Las Vegas, MWC Barcelona,Photokina Cologne, IFA Berlin, Olympia Park Sochi, Westfield London and many others. Their project teams comprise of award-winning researchers, architects, artists, designers and engineers. This combined offering, which is being rolled out in time for Auto Expo 2015,will incorporate brand-strategy, audience-planning, interactive media,3D design and world-class production management. This combined offering, which is being rolled out in time for Auto Expo 2015,will incorporate brand-strategy, audience-planning, interactive media, 3D design and world-class production management. It will offer brands the chance to stand out and make an impact at not only the Auto Expo but also at a number of other large events and expos such as the CeBIT, Aero India, etc. NavdeepDhindsa (Cheil India’s Head of Brand Activations & Event Marketing) commented on the association saying:We couldn’t have found better partners to collaborate with than MDLab. They have designed some truly awe-inspiring exhibitions and events as well as highly memorable brand experiences for retail environments and pop-up format spaces. The kinds of projects they have executed are the stuff of dreams.We are very confident that brands in India will be able to benefit hugely from our combined capabilitiesand really capitalise on all the exciting opportunities that exist in this vibrant market.
Read More
As humans, we all look for categorizations. They make our lives easier and more manageable.Therefore, it’s only natural that we at EE, after careful scrutiny, bring to you the list of Top 10 Experiential agencies in India today. For marketers and newbies in the experiential world, this list provides the top 10 agencies in India that have made their mark and given an excellent show as far as experiential is concerned. Keeping in mind the scalability factor, the brilliance in innovation, and the management of the audience, we have compiled a list of top 10 agencies. And the winners are – 1. Wizcraft Established in 1988, this agency is responsible for all the magic behind the IIFA Weekend and Awards, Green Globe Foundation Awards, Global Indian Music Academy Awards and the Film & TV Producers. Some of the prestigious projects led by Wizcraft most recently include the Opening and Closing ceremonies of the Commonwealth Games in New Delhi, the ICC World Cup’s Opening ceremony in Dhaka, the Oman Tattoo and the celebration of 150 years of India-South Africa friendship. 2. Percept Founded in 1984, Percept Limited, they are responsible for some of the biggest shows such as Sunburn (with over 1,00,000 attendees), Bollyboom, Filmfare, Ad Films, Feature films, Fight Night, GOD, Champions of the world, Windsong, and the list goes on. Celebrating 30 years of excellence, they provide creative services,media services, digital and mobile services and and also have a vertical that handles sports and entertainment for their clients. 3. LIVE Viacom 18 LIVE Viacom18 is a subdivision under Integrated Network Solutions (INS) whose mandate is to create LIVE IP’s in the Music & Entertainment space. They are the ones responsible for creating MTV Xtreme, the Comedy Central Chuckle festival, Supersonic, MTV Bollyland, Nickelodeon KCA India, etc. 4. Only Much Louder The guys behind the multi-city, multi-day Bacardi NH7, A Summer’s Day, The Scene, NH7 Smash Up, and NH7 Shake Down, MTV Bring On The Night, and producing the Cannes Lion-winning show – The Dewarists, OML has made their mark in the events industry. 5. Fountainhead Having commenced operations in 1995, Fountainhead has worked with top global brands like MTV, Philips, Hutchison Max Telecom, Procter & Gamble, Pepsi and solid domestic brands like Tata, Blue Star, Aditya Birla Group and Bennett Coleman.They have also handled international acts such as Akon, 50 Cent, INXS, Spyrogyra, Buddy Guy and have created very successful music festivals like The One Tree Music Festival and The Mahindra Blues Festival. 6. DNA Networks A name synonymous with Entertainment in Sports, DNA Networks are the big guys behind events such as IPL, ICC Cricket World Cup Tour, ICC World Twenty20, Champions League, Athens Olympic Torch Relay. Besides sports they have also a number of music festivals such as Sound Awake, Rock’N India (an international annual music festival) and it prides itself on being the only events company in India to have produced live concerts with Music Greats such as Sting, Roger Waters, Lionel Richie, Iron Maiden, Katy Perry, Bryan Adams, Shakira, Aerosmith, etc. 7. 70 EMG Established over a decade ago, 70EMG, they are the curators behind festivals like the India Bike Week – a first of its kind biking festival in India, and the The Kala Ghoda Arts Festival in Mumbai since 2002 with over 6,50,000 visitors each year, the AAAI Goa Festival, South Asia’s answer to the Cannes Lions Advertising Festival – since 2007, the Nokia IndiaFest with over 12,000 visitors and the GJEPC India International Jewelry Week (over 800 exhibitors & 50,000 business visitors) amongst many others. 8. Encompass Events Having been in the industry for over 15 years and having more than 10000 projects in their pockets, Encompass events are the brains behind the award winning campaigns such as the P&G Thank You Mom mall activation, Gillette Shave For The Soldier campaign and the world launch of Toyota, Etios, People’s Gateway Movement, Mercedes Benz-Star Drive, etc. 9. DDB Mudra Max Founded in 1980, DDB Mudra Max has dabbled in experiential in a way that it successfully executed the 46 day long Grand Kerala Shopping Festival with the Government of Kerala, grabbed the South African Tourism OOH duties, IAA Olive Crown, and many more such properties along with handling experiential campaigns for a number of corporates such as Volkswagen. 10. Showtime Group Having been in the industry for over 30 years now, the Showtime Group has successfully executed events such as the BMW 3 Series launch, BMW Xperience, BMW 6 Series Gran Coupe Launch, DLF Mall of India launch, Swiss Unlimited launch, the Finacle Conclave, Hero Insolito, Jodhpur One World Retreat, MINI Countryman launch, Starbucks launch, etc.
Read More
What do you get when one of India’s top 5 agencies decides to associatewith one of the most cutting-edge design houses in the world?That’s a question that Cheil India wants brands to consider as it prepares tohit the market with a unique offering. The Munich-based ‘Mind Design Laboratory’ is a specialist in creating integrated 360º brand experiences.They have put together some of the most awe-inspiring technology-enabled designs and spaces for brands across the world including at CES Las Vegas, MWC Barcelona,Photokina Cologne, IFA Berlin, Olympia Park Sochi, Westfield London and many others. Their project teams comprise of award-winning researchers, architects, artists, designers and engineers. This combined offering, which is being rolled out in time for Auto Expo 2015,will incorporate brand-strategy, audience-planning, interactive media,3D design and world-class production management. This combined offering, which is being rolled out in time for Auto Expo 2015,will incorporate brand-strategy, audience-planning, interactive media, 3D design and world-class production management. It will offer brands the chance to stand out and make an impact at not only the Auto Expo but also at a number of other large events and expos such as the CeBIT, Aero India, etc. NavdeepDhindsa (Cheil India’s Head of Brand Activations & Event Marketing) commented on the association saying:We couldn’t have found better partners to collaborate with than MDLab. They have designed some truly awe-inspiring exhibitions and events as well as highly memorable brand experiences for retail environments and pop-up format spaces. The kinds of projects they have executed are the stuff of dreams.We are very confident that brands in India will be able to benefit hugely from our combined capabilitiesand really capitalise on all the exciting opportunities that exist in this vibrant market.
Read More
India Brand Equity Foundation (IBEF) suggests that the fast moving consumer goods sector in rural and semi-urban India is estimated to cross US$ 20 billion by 2018 and US$ 100 billion by 2025. As a result more brand custodians and marketing specialists are eyeing rural India to expand their market share and churn profits. However, establishing a brand in rural India is easier said than done. Most brands and experiential agencies often fail miserably trying to find the perfect fit that world work in emerging markets. But even though the successful marketing stories in the rural market are rare, they are in fact path breaking campaigns that are paving the way for others to follow. Dedicated to lord Vitthal, the eight centuries old Pandharpur Yatra in Maharastra travels from Alandi to Pandharpur and witnesses the attendance of over 15-20 lakh devotees year-on-year. To complete their ‘Darshan’, the devotees famously known as Varkaris participate in the Waari for twenty one days to cover 250 kms to reach the final destination in Pandharpur. Vritti i-Media shouldered the responsibility of conceptualizing and executing engagement campaigns for Good Knight Fast Card and Iodex in the same yatra. In an exclusive conversation with BW APPLAUSE, Rajesh Radhakrishnan, Director- Marketing Strategies and Public relations at Vritti i-Media, shares how the pilgrims were engaged by both brands. Good Knight Fast Card campaign Good Knight wanted to introduce and thoroughly educate rural consumers of Maharashtra about its innovative and cost-effective mosquito repellant – Advanced Fast Card. The brand wanted to create a mass awareness campaign and reach maximum households through individual engagement activities and demonstration processes to help consumers understand the usefulness of the product. To meet the requirements Vriiti i-Media designed and conceptualized an engaging audio communication campaign called the, ‘Jingle Walla Bus Stand.’ As part of the campaign, devotees travelling to Pandharpur from 30 bus stations were guided about the bus schedules and were welcomed through public announcement systems accompanied with the informative fast card jingles. The Audio campaign was released a month before the main Ashadi Ekadashi to build some initial momentum and to create some anticipation about the product. Passengers were also asked to dial a toll free number and listen to unlimited Vitthal Bhajan free anywhere and anytime. During the break between Bhajans, Goodknight Fastcard audio jingles were played. The highlight of the campaign, however, was the Sriphal Arpan Rath. Good Knight started an activity in Mumbai and other important pilgrimages across western Maharashtra and Marathwada regions, wherein two Good Knight Fastcard branded vehicles travelled around Siddhivinayak Temple in Prabhadevi and other important locations across Maharashtra for about 20 days. These vehicles called as the Sriphal Arpan Rath encouraged devotees to offer their coconuts to lord Vitthal. The idea was to reach out to people who were not able to participate in the Yatra and help them send in their prayers / offerings to lord Vitthal at the city of Pandharpur via the Sriphal Arpan Rath. Interestingly, the gestures of the devotees were acknowledged by sending SMS conformations after receiving the coconut and then after offering it to the Lord. Through this engagement the brand collected approximately 12,000 coconuts from various parts of Maharashtra. To ensure health safety standards during the yatra Good Knight had set-up moving emergency vans. These vans were located through the entire route till Pandharpur and catered to issues such as fever, diarrhea amongst others and provided the Varkaris with free of cost treatment on the spot. For serious treatments, pilgrims were guided to the nearest clinics and assisted with the necessary treatment. Facilities of clean drinking water across strategic were also provided. Also branded setups were erected near the pilgrimage to enable short stays for the devotees. The overall impact of the campaign was huge for the brand. Several devotees who had not heard or read about Good Knight Fast card were seen raving about it at the end of the Waari. The brand through the campaign touched 15 lakh people and scored high on recall value. Sales of the product were also positively affected throughout Maharashtra as a result of the campaign. Iodex campaign Iodex has recently launched a new campaign with the singular positioning on being the balm for all types of body pains. The Pandharpur Yatra was a perfect synergistic opportunity to activate the brand and create strong preference in Maharashtra market. “While setting up a massage service or doing sampling during such pilgrimages is a commonly explored idea in the past by many pain relief brands but to make this activation innovative and more effective we decided to plan this activation in 3 stages wherein through different touch points and different media vehicles, the brand reached out to the consumers at different moments of truth in their pain journey”-says Rajesh Radhakrishnan. Step One: Activating Pre Pain State transport buses were one of the most popular modes of transport for most of the pilgrims to reach Pandharpur from different parts of Maharashtra. The very thought of an 8 hour plus journey in a state transport bus would give shivers down the spine for many who suffer from back pain. To activate at this stage Vritti i-Media used the public announcement system at the 80 plus bus stands across Maharashtra to send out catchy & contextual brand messages to consumers. An estimated 64 Lacs consumer were reached out with this activity. Step Two: During Pain Iodex branded vans with 12 promoters accompanied the human procession for 21 days to ensure that their journey continued without any difficulty by setting up massage tents at periodic intervals during day and night. Over 20,000+ Varkaris visited these massage shelters and benefitted from the facilities. Happy with the service provided at the massage centre, one Varkari said, “I have been participating in this Waari (pilgrimage) from five years and walk about 250 kms every year. My body does give me a lot of pain throughout the journey but, my belief in the almighty and devotion towards the Waari motivates me each year. However, this year my pain was treated at the right time. Thanks to team Iodex, I got the best massage at their centre which helped me get refreshed and start my return journey reenergized.” Step Three: Pain post the journey It was observed that the pilgrims usually rest at the public convenience mutts after their journey is over. Across all these Mutts, Vritti team had set up an Iodex Massage camp to further provide a relaxing and rejuvenating massage experience before the pilgrims could commence their return journey. At this final leg, the consumers were also exposed to a strong ambient media branding of Iodex through contextual outdoor advertising at bus stands and mutts in Pandharpur and given a sample of an Iodex pack to drive trial for the product. Also, at this final leg, Mobile medium was used innovatively to geo-target the transit pilgrims who had come in from other towns to Pandharpur during the seven days of the festival. After having exposed the consumers contextually at different touch points with the Iodex brand message, the mobile communication was used to conclude the engagement with consumers with an affirmative call to action that reinforced the key message of the activation – “Badan ke har dard ke liye, sirf Iodex” (For Every Pain in the Body, Only Iodex). Over 1 lac consumers were reached out to with this geo-targeted mobile engagement. This multi-touch point based activation helped Iodex reach over 2 million consumers in Maharashtra and also enabled the brand to Increase in spontaneous awareness by 5%, Increase value sales by 30% and Increase market share by 1% in the state.
Read More
Sony Pictures Networks India Pvt. Ltd (SPN), earlier known as Multi Screen Media or Sony Entertainment Television, owned by Sony Pictures Entertainment wanted to celebrate their glorious journey of 20 years. Fountainhead Entertainment was given the mandate to conceptualize and organize an event which would bring out exuberance. The invitees for this grand celebration included the biggest names of Bollywood and Television along with Sony’s internal employees, in honour of their completing 20 wonderful years. To mark an outstanding 20 year journey of Sony, the theme for this year's party was #SonyTerrific20 and the celebrations were organized at Grand Hyatt, Santacruz, Mumbai. In order to create a pre-event buzz for the party, Fountainhead organized a Flash mob at the Sony office on 29th Oct, where the crew performed on a song track & the shout out was to welcome them for the grand party. A few Sony employees were trained for a week who were a part of the mob along with the flash mob crew on the 29th. Along with a setup which aptly portrayed this theme, the grand party also witnessed some enthralling performances by Israeli Mentalist Roy Zaltsman, Electric String Angels band, DJ Aqeel, DJ Suketu and Sunidhi Chauhan along with her Band. According to the Sony's vision, the entire venue was transformed into an exuberant and glamorous club giving it a feel of the grand party. Fountainhead Entertainment ensured a buzzing celebration for the country’s leading entertainment network.They booked the entire event space at Grand Hyatt for the multiple setups. The grand ballroom had a massive stage and chandelier along with the other ballroom areas setup for all the celebrities. The setup also included numerous installations for guest engagement in the pre-function area. A dedicated manpower of 90 people working rigorously for 32 hours and achieved the client’s vision of a gigantic setup. Fountainhead Entertainment also installed a 25 feet moving chandelier in the center of the ballroom, a technology used for the first time in India at an event. It provided a unique experience as the chandelier’s patterns and lighting were perfectly programmed to sync with the music playing. The DJ platform was setup at the center of stage above the LED Wall at a height, in order to create a better connect with the audience, enhancing the club feel. To add an international flavor to the party, 4 separate platforms were created across the ballroom where the Russian dancers performed.The visuals, lights and the music throughout the evening were synced as the guests entered the celebrations.There were various engagement activities in the pre-function area such as Karaoke Room, Post-it wall where people could post a wish for Sony, Sling shot wall where a message could be digitally splashed on a wall, a Twitter mirror and a Flip Book area along with various fun props to add to the party element. The highlights of the event were the mentalist Roy Zaltsman’s introductory act , the moving chandelier in the main ballroom, Sunidhi Chauhan’s performance and music by DJ Aqeel and DJ Suketu. Commenting on challenges faced by Fountainhead while executing the event, Rohan Salvi, VP - Business Development and Client Servicing, Fountainhead Entertainment, said, “It was an extremely prestigious event as it marked the 20 year journey of Sony Entertainment Television (Multi Screen Media) in India. Hence, it was important for us to translate the client’s vision into reality, right from the selection of invitees to registration and guest management leading to the content and execution. Given the lineage and prestige attached to such an event, perfection is the only norm for Fountainhead Entertainment. Ensuring an extraordinary experience for the esteemed employees, Bollywood and TV celebrities was our main challenge which was lived up to. With an exceptional concept and impeccable production, Fountainhead Entertainment crafted an immersive experience for all the guests to cherish forever.”
Read More
Ajay Vadhvani Solutions conceptualized and executed Season I of Jabong Turfwar 2015 driven by Hero, held on Nov 21st – 22nd 2015, at G.L. Bajaj Institute of Technology and Management. While over 5000 people witnessed the fun, fashion, fitness and football combination live we at EE bring to you the highlights from the event. An IP by AVS, with online fashion retailer Jabong had twelve colleges from Delhi NCR participating, all competing for the grand trophy. The final match was played between Gautam Buddha University & G.L. Bajaj Institute of Technology and Management. After what proved to be a highly combative game, Gautam Buddha University emerged as the Champions receiving the Jabong Turf War trophy and a cash prize of INR 25,000. Brishektu Pal from G.L. Bajaj Institute of Technology and Management won the Hero of the Tournament Award and received a limited edition Karizma motorcycle signed by Dutch musician Martin Garix of the Animals fame. Speaking at the award ceremony, Nils Chrestin, Interim CEO at Jabong and Group CFO of Global Fashion Group, said, “The level of football played in this tournament was truly impressive. Football has been gaining ground in India and this was quite evident by the excitement among the players and the crowd alike.” The tournament, which was held over two days, captivated the audience with some exceptional performances by the participants. Adding to these were great live performances by Archis Patil, India’s record-breaking freestyle footballer; emcee Clince Varghese, MTV selfie challenger winner; and award-winning DJ Varun Dayal. Hero, India’s largest two-wheeler manufacturer, drove the Jabong Turf War, co-sponsored by German sportswear major Puma. Other partners were Gatorade (sports drink), Jawed Habib (hair care), 94.3 Radio One (radio), Magic Bus (NGO), Sony Six (associate), GLBIT (venue), Eco Wise (waste management), Crowne Plaza (hospitality), and Jabra (performance). The tournament was held at the G.L. Bajaj Institute of Technology and Management, Greater Noida. “G.L. Bajaj Institute of Technology and Management, Greater Noida is happy to associate with Jabong for this great initiative. This event will fill the youth with revived energy and new knowledge as the sports not only give physical fitness but also teach important management lessons. I believe that Jabong will continue to create more such avenues for youngsters,” said Mr. Pankaj Agarwal, Vice Chairman, G.L. Bajaj Institute of Technology and Management. The tournament was attended by prominent sport figures with the likes of Abhishek Mishra, Triathlete, Marathoner, Ultra-Runner and the winner of the recent Ironman Mallorca; Sandesh Jhingan and Nirmal Chhetri, professional footballers in the Indian Super League, rallying the participants through the tournament. Fascinating performances by a rock band, dance troupe, and cheerleaders provided a good spectacle for the audience throughout the tournament. Speaking about the IP, Turfwar, Ajay Vadhvani, Founder at AVS, said “This tournament took over 20 days for pre-planning, associations and partnerships, 10 days of promotions, 2 days of setup at the venue and 2 days at event. The idea was to deliver flawless execution with branding & various activations during the tournament days. And to which the team did a wonderful job. I also thank my partners and sponsors for having faith in us with this IP, and which made it large”. Speaking of future for Turfwar, we already have a go ahead for 4 cities in Season II (2016), starting from Jalandhar, Kolkata, Mumbai, Delhi & Goa* with its Beach Edition.
Read More
Wills Lifestyle, one of the most premium fashion and lifestyle brands in the country has recently jumped on the experiential bandwagon to charm its target audiences. After previously launching campaigns featuring RFID tags, 360 degrees selfie booth and fashion drones, the brand has come up with a new and interactive #MannequinsOnABreak campaign. In a candid conversation with Atul Chand, Divisional Chief Executive, ITC Lifestyle Retailing Division we at EE find out the importance of experiential campaigns for the brand and how its marketing strategies differ from that of its competitiors. What is the marketing philosophy for Wills Lifestyle as a brand? Wills Lifestyle has always been at the forefront of innovation and driven the business of fashion in India with novel interactive platforms. We recognize the influence of experiential marketing and interesting communication platforms. Following the phenomeonal success of RFID tags, 360 degrees selfie booth and Fashion Drones at fashion events, we continue to lead the way in enhancing consumer experience at the brand stores with a truly innovative mix of fashion and technology. This is the future of fashion retailing. We already have a large presence online and we now want to build beyond that across various on-ground platforms by adopting technologies that not only will be a first in the fashion space in India but also are more interactive and connect with fashion enthusiasts’ and customers. What was the idea behind launching a #Mannequinsonabreak campaign? The idea behind the #Mannequinsonabreak campaign is also to showcase the entire festive season collection in an interesting manner and promote technology-enabled marketing. It is about creating a virtual fashion show for your customers. Wills Lifestyle has pioneered integration of technology in the fashion segment and the first-of-its kind holographic activity is yet another initiative from the brand. The brand has recently used a lot of experience driven campaigns to wow its TG. Any specific reason for choosing experiential campaigns over traditional marketing platforms like Print and TV? The objective behind choosing experiential campaigns is to continue being at the forefront of innovation and leading the way in enhancing consumer experience at the brand stores with a truly innovative mix of fashion and technology. For example #MannequinsOnABreak campaign helped us step away from usual model oriented ads and managed in creating a distinctive identity amidst the clutter. What are the different fashion properties that Wills Lifestyle is associated with? We were associated for over 10 years as the official sponsors of India Fashion Week. Right now, our focus is on experiential campaigns at the store level to enhance customer experience by syncing fashion with technology. What is the investment that Wills Lifestyle put in such on-ground campaigns and events every year? As a part of our overall brand-building exercise, there are various projects identified and undertaken to resonate with the objectives set there-in. The investments are in-line with those projects. How does Wills Lifestyle differ from its competitors in their marketing as they seem to be following the same trend of fashion events? The brand marketing strategy for Wills Lifestyle has been anchored on fashion and technology. The differentiation comes in the way events are leveraged both offline and online. In the recent past Wills Lifestyle was touted as the first fashion retail brand to introduce real time online marketing using the RFID technology, reaching consumers across multiple social media platforms. It was the first ever-Indian fashion platform that synced all the happenings at the fashion week by sharing them in real with participants on Facebook, Twitter & Google hangout. Being at the helm of creativity, we have integrated modern technology with fashion yet again this season thereby creating a unique way to display our new collection and enriching consumer experience in the brick and mortar world. The objective is to create awareness about the new season collection and drive people to the store for one of its kind brand experience.
Read More
While most brands in the personal care products category are busy designing their marketing strategies with the singular intent of increasing sales figures, the experiential initiatives by Schwarzkopf come across as a refreshing change. The recently executed Schwarzkopf Shaping Futures initiative mirrors the Hon PM NarendraModi’s agenda for the next 5 years of Skill India movement. Through the initiative Schwarzkopf empowers young minds with free of cost hair care trainings, enabling them to find employment and support their families. In a candid conversation with Everything Experiential, Kartik Kaushik, Country Head - Henkel Beauty Care Professional India talks about the brand’s experiential initiatives and what drives them. Q-What was the concept behind the Shaping Futures initiative by Schwarzkopf? The initiative is based on the belief that knowledge and education are paramount for a secure and better future, Hence, we at Schwarzkopf Professional wanted to come up with a social initiative with the aim to give young men and women in need a chance to earn their living as hairdressers, “Shaping Futures” is specifically designed to empower the youth in the craft of hairdressing by international hairdressers of repute associated with Schwarzkopf Professional. This initiative was launched in November 2010 and has been successfully launched in 25 countries, influencing the lives of more than 1,200 young adults. Over 200 dedicated volunteers shared their passion for the craft of hairdressing during more than 60 “Shaping Futures” training classes. As a result, ‘Shaping Futures’ will be rolled out to more countries around the globe. Q-Are there any more philanthropy projects that the brand invests in? Social engagement is an important part of our sense of responsibility, and is firmly embedded in Henkel’s corporate values. Together with our employees, retirees, customers and consumers, Henkel and the Fritz Henkel Stiftung foundation support sustainable social projects around the world. As part of our corporate engagement, we enter into social partnerships in the communities where Henkel operates. One of the most popular initiatives in this category is Forscherwelt.(Researcher’s World in English) This is a unique scientific education program for school children that comprises lectures series at schools held by Henkel experts, vocational training for teachers, donation of lab equipment to partner schools Also after natural disasters, Henkel responds quickly, providing aid through our foundation, the Fritz Henkel Stiftung, wherever it is needed in the world. In providing this assistance, we take care to ensure that 100 percent of all third-parties donations are passed on to the people affected. Recently through the foundation, Henkel provided support for reconstruction measures after the earthquakes on Nepal and the Philippines. Q-What are some of the main line experiential campaigns executed by the brand so far? Our experiential activities are broadly divided into 3 types, which are categorized based on the target groups, who we believe are our best brand ambassadors. These are The opinion makers such as the beauty editors:We regularly invite beauty editors to our Schwarzkopf ASK academies or partner salons to experience new services or products. Their opinions matter to us and the consumers. We strongly believe that the best brand endorsement comes when it is from a neutral source. The service providers i.e. the Hair Dressers and Salon Owners: In our business the Hair dressers play a very important role. We provide regular training to the hair dressers associated with us on the latest trends and product innovations. The emphasis of our training sessions is on hands-on experience. During these sessions, hair dressers are encouraged to use products on models as well as on themselves. Once they are sure of a product’s quality and delivery, they confidently suggest the solution to their clients; thus, culminating ina win-win situation for all. The end consumers: We do not organize national campaigns, but conduct many activities at city and regional levels. We mostly try and make the consumers use products or services by making combo offers. For example, if our objective is to promote spa in a specific market, then we chose a set of salons and run offers, such as, “Go for a global color and get a Hair Spa free”. By doing so, the consumers feel good and we achieve our objective of giving the consumers an experience of the product that we want to promote. Q-What among ATL or BTL campaigns has worked better for the brand and why? We are not high on ATL campaigns but do a lot of BTL activities. The best performing activities for us have been the ones which are aimed at inducing trials or giving an experience to the consumers. It is noteworthy that considering the competitive scenario, when we showcase the superiority with respect to delivery and technology of a particular product from the Schwarzkopf Professional product range vis-à-vis the other competing product brands, most often the consumers shift to our product brands. . Q-What portion of the marketing budget for the brand is solely devoted for experiential campaigns? We spend a sizeable amount on trade and brand activities. Every financial year we allocate around 20 percent of our marketing budget for experiential campaigns. Q-Is the brand looking at creating some intellectual properties? We already have two intellectual properties in place at the moment. One of which is a Professional Hair Dressers’ Club which is an exclusive club for salons partnering with Schwarzkopf Professional for business growth. The purpose of the club is to engage in business building activities such as training and marketing. Another property by us is the ‘Essential Looks’ Trends Collection which showcases the hair styles and coloring techniques inspired by the four fashion capitals of the world. The objective through this property is to reach as many salons as possible. Q-Where does the brand picture itself 5 years down the line? Well, we are definitely working towards bettering ourselves and maintaining our prime position in the market. Through we have no figures in mind as we wouldn’t want to restrict our growth that ways but in 5 years we are obviously aiming to double up our business and market share. (The article has been extracted from the second edition of BW APPLAUSE magazine)
Read More
Madison IES, the activation and experential unit of Madison OOH and Madison World recently completed another interesting event on World Toilet Day for its client ROCA Bathroom products by creating a giant WC installation in DLF Place Mall, Saket, New Delhi. The event saw important facts about the necessity of toilets being discussed and customers were motivated to be a part of this noble initiative by signing the pledge. ROCA further pledged to create 50 toilets for every 10 pledges they received at the event. Sharing the objective behind the activation, Jyotsana Singh Kaushik, Sr. Manager PR & Digital Marketing, ROCA says, “The objective behind this event was not to just create awareness or brand presence, but to invite the public to pledge their support towards hygienic sanitation for every Indian in line with the PM's vision.We have received an encouraging response and are in the process of allocating the toilets for under-privileged sections of society.” Speaking about the activation Saumen Roy, VP & Head, Madison IES says, “People generally hesitate to have a discussion on such a private topic as a toilet; but this activation succeeded in breaking this taboo. It inspired, motivated and educated those present to talk, discuss, inspire and sensitize others on the need to have proper sanitation for all. Moreover we were all really delighted that we could pull off the project, from idea to execution in just 3 days time.”
Read More
After announcing the line up for the 2015 edition & with less than a month to go, Enchanted Valley Carnival is out with the complete day wise schedule for the festival programmed for fans from around the globe. This year BEVC introduces brand new stage identities. BEVC will host different stages that bring together the tribe- Cosmos, Pyro, Akva, Terra & Aero. Just as the four universal elements come together to form the cosmos, the stages have been divided both visually & sonically to represent 5 sub cultures & tribes, each representing different genres of music. The weekend will start on Friday, 18th December with Hardstyle artists Noisecontrollers and Bass Modulators along with Indian Dubstep artists Nucleya & Sound Avatar who’ve become crowd favorites in a very short span of time. Thomas Gold, Ben Gold, Omnia & Ruben De Ronde will be breaking it down for all Trance lovers and ending the first day of the festival with a bang. Live at Saavn, which is a new addition to the festival will feature acts like Laxmi Bomb, Pratyul Joshi & Dhruv Visvanath to enthrall campers with some captivating sounds. Norman Cook, better known as Fatboy Slim will be headlining the second day of the festival. The ‘Eat Sleep Rave Repeat’ star who popularized the big beat genre in the 90’s will be visiting India after 3 years. Oliver Heldens is all set for his maiden trip to India. The other acts in the House/EDM genre on Day 2 will include Far East movement, Nanok & Sartek. Marking his second year with the festival, Ferry Corsten will not only be back but also curate a stage for all the Trance fans in India. Alex Morph, RAM & Marco V will be playing back to back sets at the Full On Stage. The legendary Simon Posford of Shpongle will set the mood with his ambient tunes. He was quoted saying “I am very excited to be coming back to India this December to be playing an exclusive sunset set on the Soma Project stage at the EVC music festival. India always holds a special place in my heart and I can't wait to get everyone Shpongled”. The other acts by the Soma Project will feature artists like GMS & Bullzeye. Playing an exclusive set for campers, the Live at Saavn stage will witness maestros like Kavita Seth playing alongside her son, Kanishk Seth. Other performers like Achint Thakkar, Samved & Coshish will add to the cutting edge programming. BEVC will bring Tiesto to make his festival debut in India on the last day of the festival. Making his way to Aamby Valley City for all the Tribesmen who are ready to embrace something spectacular on 20th December, the Wombass artist will captivate fans from around the world. Known to be the festival of firsts, internationally acclaimed Indian artists Lost Stories and Shaan will play back to back sets at the festival for the very first time. Techno marvel Dubfire will be setting the techno stage on fire with his phenomenal tunes. Be ready to be bowled over by ground-breaking performances by Shaded, Hobo and Kohra. The Soma project will showcase some deep hypnotic sounds from Sashanti, Stefano Richetta & Steve Rachmand. The last day at the Live at Saavn stage will feature some acts by Hariharan & his son I-ZEN, Coshish, Faridkot & Fuzzculture Keeping the tradition going, Arjun Vagale will be closing the festival at the after party with a raw Techno set.
Read More
