Event and Entertainment Management Association (EEMA), the apex body of the Indian event industry has announced the EEMAX Global Awards to identify, celebrate and honour the best events and experiential marketing projects from India and around the world. Entries for the EEMAX Global Awards are expected from agencies in India, Asia, Middle East, Africa, Europe, Australia, New Zealand and USA. The three level selection process, involves taking the award entries through a screening jury, a global jury and a peer voting by members of EEMA to choose the winners in 25 categories that span entertainment events, social events, sporting events, weddings, exhibitions, digital events, government events etc. Mr Sabbas Joseph, President- EEMA, shared, “The EEMAX GLOBAL Awards are a clear sign of India¹s event industry going global. Indian event companies are being retained by international clients and brands for development of activation programs as well as corporate events, mega public events and also sporting galas. EEMAX GLOBAL will signify a welcome to global agencies to showcase their work in India which is the fast-developing turf for global event programs.” The event industry in India has grown exponentially over the last two decades with several 1000 entities operating in this space, in various segments and levels across 100+ cities in India. EEMA is the first and only body of its kind, which seeks to bring together the country’ leading event management companies, entertainment professionals, artist management companies and international counterparts on the same platform. For the first time in its history, EEMA hosted a national fund-raiser in October 2014 called HUM HAIN … Ummeed-e –Kashmir across 4 major cities i.e. Delhi, Mumbai, Hyderabad and Chennai; that brought the collective efforts of its members, along with the Film and Television Producers Guild, Zee Network, United Way of India and several celebrities like Amitabh Bachchan, Aamir Khan, Ranbir Kapoor, Imtiaz Ali etc.for the re-development of Kashmir and Assam post the flood. The focus at EEMA has been to build engagement across the regions to ensure maximum participation and regional development and to continue its purpose it will host training workshops and webinars by various industry stalwarts for EEMA member-agencies on How To Submit Award Winning Entries. Apart from honoring the best within the event fraternity, EEMAX Global will also include presentations of a few award winning global case studies and entertainment from some of India’s finest music and acting talents. The presentation ceremony will be held in Mumbai, India in September 2015. The micro site for uploading award entries is now officially open. More information about the award categories and how to apply can be viewed at http://www.eemaxglobal.com/ AWARD CATEGORIES EVENTS Best Signature Event Best Public Event (Ticketed + Non-Ticketed) Best Televised Event Best Product or Service Launch Event Best MICE Event Best International Event Best Internal Event or Activation Best Event for the Govt Best CSR Event or Activation Initiative ACTIVATION Best Roadshow Activation Best Mall or Instore Activation Best Consumer Activation (Overall) Best School or Youth Activation Best Product Launch Activation Best Dealer Activation SOCIAL Best Wedding Best Social Event other than Weddings Best Destination Wedding Best Décor Design for a Wedding or Social Event SPORTS Best Ceremony for Sports Best Sports Team Activation Best Execution of a Sports Event IP Best New IP - Event or Activation Best IP - Event or Activation Best Integrated Communication Program for an IP DIGITAL & TECHNOLOGY Best use of Digital Marketing for an Event or Activation Best use of Technology for an Event or Activation Best Social Media Amplification or Mobile Application for an Event or Activation EDUCATION Best Event Management & Experiential Marketing Education Program
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Choosing a venue is probably one of the most basic but important steps when organizing an event.The ambience of a place really defines what the mood of the audience is going to be. Be it a sunny beach destination or a heritage site, the venue plays a huge role in defining the vibe. No wonder MICE is such an increasingly popular sector within events. We find out what these prominent experiential agencies focus on when deciding upon a venue...
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Sound.com as we all know has been India’s leading sound reinforcement company by providing sound to some of the most lavish concerts and events within the country. Since its inception in 1998, sound.com has maintained its status of not only being a sound provider but a solution based platform at the same time. In conversation with the man behind the great venture, Warren D’souza, here at EE we look at the importance of sound in our larger than life events.
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Over the last decade Goa has clearly transformed from a laid back coastal city to possibly the most popular party destinations in India. Once a hippie congregation, Goa has gradually become a melting-pot for people with varied interests- families, honeymooners, students alike, but in each case the one common factor that remains is the love to party!
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With brand marketers realizing the value of experience and association with a consumer they are ready to shell out a huge marketing budget to engage prospective consumers through innovative campaigns across the world. In Indian context, though the experiential domain has seen a magnificent growth in the last decade however the brands in the country are still somewhat reluctant to experiment with the experience generation. The experiential campaigns designed in the country are yet to be outright and unabashedly whacky and innovative in comparison to the experiential trends outside India. The brand marketers and the curators certainly need a little inspiration in the genre and we at EE are here to serve the purpose, as we list down 5 best experiential campaigns from this month across the globe. 1-Emirates Air Line and K’Nex creative family challenge This first experiential campaign on the list is one about to be executed. Yes, Emirates Air Line in London and the construction toy company K’Nex have invited families to build an object inspired by the view during their ride a cable car, with some amazing prizes to be won. The challenge must be completed in the 20 minutes it takes to do the roundtrip, which will be starting at the Emirates Greenwich Peninsula terminal. The entries will be judged by the chief executive of Mumsnet, Justine Roberts, with the winner to be announced the following week. K’Nex will be supplying the materials for the challenge, as well as one of the prizes – a K’Nex 70 Model Building Tub. The winners will also receive a family ticket for the Emirates Air Line and Thames Clippers, and free entry to the Emirates Aviation Experience. Now isn’t this a wholesome family experience that we must bring to India? 2-Energizer Tower Bridge Battery brand Energizer has created its own version of Tower Bridge in London which is made out of thousands of recycled batteries. The two tonne sculpture took four weeks to create, and it is made out of more than 83,000 recycled batteries. It is 12 metres long and four metres high, and is battery operated to open and close at the same time as Tower Bridge. Also to establish a brand connect with the people Energizer is also giving away free batteries to people who tweet a selfie of themselves with the replica. This one is guaranteed to tickle your experiences. 3- Cadbury Christmas at home Mondelez brand Cadbury took over a seventh floor suite at The May Fair hotel for an immersive press launch of its Christmas products. Not only as a part of this experiential connect were guests were greeted at the door with a flurry of artificial snow before travelling upstairs in the venue’s lift, The door of the suite was also designed to look like the number 25 of a Cadbury’s advent calendar. Visitors were guided into various different rooms of the suite and were presented with a fluffy dressing gown and advent calendars in the bedroom, Christmas canapés and prosecco in the living room, as well as a set dining table. Also a special ‘snowball room’ allowed the guests to play in a giant white ball pit that surrounded a bedroom set-up. Now this is what I call, a true happy experience. 4- Timberland pop-up customizable shoe experience Outdoor lifestyle brand Timberland has today (16 July) installed a pop-up Lab within the new JD Sports store on Oxford Street in London. Designed with the idea to celebrate the store’s opening, the Lab provided shoppers with the opportunity to customize their new Timberland boots in-store between 11am and 6pm. The brand as part of the campaign also recruited artist Russell Maurice, who has previously worked with brands including Maharishi and Puma, for the experience. 5- John Smith’s creates beer-shaped star constellation Heineken brand John Smith’s has recently created a constellation in the sky comprising 100 stars, and it is shaped in a pint of beer.The constellation is located next to Capella, the sixth brightest star in the sky, and it can be viewed by looking to the north. Well for those who think that this is indeed the best experiential marketing example by any brand ever, wait, there is more to it. The beer brand is also offering members of the public a chance to own a slice of the constellation, so long as they fulfill a particular set of criteria. Those with an ordinary name, who impress the John Smith’s team by showcasing a special talent, could be granted ownership of a star, and have it named after them. If any brand marketers are reading this, let me assure this you this one is going to be a sensation in India.
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Vodafone India, one of India’s leading telecommunications service providers, declared the winner of its “Win a Bike contest” offer. Vodafone customer Subhash Goyal from Pitampura was chosen as the winner of a brand new Honda Bike. To participate Vodafone customers simply had to dial 50404 or 5454502 and answer a set of question based on general knowledge, Politics, Bollywood, etc. Each right answer would fetch customer points. Winner of the contest was selected from the entries with highest score and minimum response time for submission. Speaking about the success of the experiential campaign Apoorva Mehrotra, Business Head – Delhi-NCR, Vodafone India said, “At Vodafone India, we are always on the lookout for innovative avenues to create and provide a fun and differentiated experience to our customers. The Vodafone “Win a Bike contest” was one such initiative that offered a value proposition as well as an opportunity to engage with our valued customers. I congratulate Mr. Subhash Goyal and wish him a long, happy and rewarding journey with Vodafone”. On expressing his pleasure Subhash Goyal, the Bike winner, said, “I am overjoyed on winning the bike contest. I thank Vodafone India for making my experience with them such an enriching and rewarding one.” The exciting offer was part of Vodafone’s customer connect program that offered a value proposition as well as provided a fun and differentiated experience to its customers.
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Tomorrowland, the electronic dance music festival which takes place in Belgium every year and sees a footfall of over 200,000 attendees, is set to celebrate its 10th anniversary this year. And the event offers Indians a chance to celebrate in style as well as a few days from now they will be treated to ‘Unite: The Mirror to Tomorrowland’, a live simulcast of the fest in Belgium right here in Mumbai. Held in association with Percept Live, the Live Entertainment division of Percept Limited, fans will get an opportunity to catch the likes of music legends Armin van Buuren, Martin Garrix, Dimitri Vegas & Like Mike live, albeit on a big screen. Tomorrowland has always been known a bridge to connect fans across the globe.This prompted the organizers to facilitate a satellite link up from Boom in Belgium (where the festival is being held) to reach the fans in India. With a healthy dose of Tomorrowland magic, an indoor event will be organised by Percept Live, offering Indians a chance to experience the festival firsthand, from this end of the world, along with additional local DJs and plenty of showmanship and fireworks thrown in to enhance the experience. The livestream and the timing of the fireworks and lights will adhere to a a very strict follow-up so that an exact same “activation” is created across Belgium, India and Mexico. Said Shailendra Singh, Joint Managing Director, Percept Limited, “Dance Music has the power to socially unite people around the world. It is a music of pure energy, without language and without borders. Tomorrowland has connected the entire world through the language of dance music, and has been a great source of inspiration for us. The Tomorrowland live stream experience will help take our mission statement to ‘UNITE THE WORLD’ one step closer.” Unite will be held on Saturday, July 25, 2015 from 11.00 pm onwards at the Dome, NSCI in Worli, Mumbai. Percept Live will be creating a Fan Park concept and elevate the experience on ground technologically. The Special Effects, Lights, CO2, Lasers, Pyrotechnics and Sound will be in sync with what is happening live at Tomorrowland. When the pyros and CO2 guns (air pistols) go off there, they will also go off at the NSCI venue in Mumbai. City fans will interact with fans in Boom. This will indeed be a unique, first time, virtual, digital live experience for all music lovers. Shailendra Singh, further said “The Live stream experience has the potential to unite many forms of Dance Music. It’s a creatively charged experience that can enhance and positively change the future of the Dance Music scene across our country. Our first edition of the Tomorrowland live stream has seen tickets selling out like a hot track to audiences pan India. It would be great to see people from all over the country UNITE to partake of this novel experience in Mumbai. Almost 10,000 Indians attend Tomorrowland every year; this Tomorrowland live stream is dedicated to those who can’t make it.”
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Select Citywalk, one of the premier shopping centres in Delhi has decided to pay tribute to Armed Forces of India with an astute sense of patriotism and belongingness. The government of India has been commemorating Kargil Diwas every year on 26th of July so that the countrymen do not forget the bravado, courage and supreme sacrifices made by our gallant soldiers in defending the icy heights of Kargil in 1999. This year Select Citywalk too has joined celebration by paying homage to Kargil Diwas with the tagline “Kargil…Lest We Forget”. The shopping center through this initiative plans to commemorate and remember the supreme sacrifice of all courageous sons. As part of the tribute the mall will be setting up exhibitions of war equipment, rare pictures of the war, war movies, Art on Army vehicles and Air Force fighter plane models on display, Newspaper archives, photo-ops and more from the 24th July onwards. A special stall for Army War Widows will also be a part of the tribute. On July 25, 6 pm onwards the shopping centre will feature the Indian Air Force band display that will depict the life of a soldier through music. A large number of NCC cadets are also expected to join the display. On the final day of the Kargil Diwas celebrations, July 26, the Indian army band will be at display and the families of martyrs with the Cadets of the National Cadet Corps will be honoured.
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KidZania Mumbai, a Global Indoor Theme park that inspires, educates & empowers children, helping them understand & manage their world better; have partnered with Nutella and Bajaj Electricals Ltd for the culinary School in KidZania, Mumbai. The children get a delectable opportunity to play chef and prepare yummy recipes with Nutella, the Italian hazelnut chocolate spread as the key ingredient and Bajaj Electricals’appliances. Nutella has created a recipe booklet containing some quick and easy breakfast recipes that will be given to all participating children. The recipes will change every month thus showcasing the versatility of the Nutella brand and inspire children to innovate and savour different Nutella dishes. Speaking on the new launch, VirajJit Singh – Chief Marketing Officer, KidZania India, said, “The experience of being a chef at the KidZania Mumbai Culinary School complements a lot of what kids learn in class today while triggering Cognitive & Psychomotor Development. We are excited to have Nutella a brand that we grew up on join Bajaj Electricals at the culinary school.” Speaking about the launch, EmanueleFiordalisi, Vice President, Marketing, Ferrero India said, “We are excited to partner with KidZania on such a unique concept built around education and entertainment for children. Our partnership with KidZania helps provide us with an innovative platform to engage with children in a fun environment. It will allow children to learn delicious recipes with Nutella on multiple breads like chapatti, idli, dosa etc. Not only will the creation of Nutella recipe is a fun experience for children but also will help them discover and showcase their culinary skills.” Speaking about the partnership, “Beena Koshy, Vice President & Head Advertising and Brand Development, Bajaj Electricals Pvt Ltd, said “Children these days can convert simple & amazing stuff into something very creative and our association with KidZania for more than a year has shown us just that. We are proud and excited to partner Nutella, and congratulate them on this association. Bajaj Electricals and Nutella, with this partnership, will bring about just the right mix in the kids and make them little master chefs in this culinary journey.” At KidZania Mumbai brands that have sponsored 36 activities are: Amity University, Bajaj Electricals Ltd., Big Bazaar, Birla Sunlife Insurance, Cadbury, Kokuyo Camlin, Central, Coca Cola, Club Mahindra, DHL, E-Zone, Furtado School of Music, Godrej Securities, Hardy’s, Healthspring, Hyundai Motors, Kellogg Chocos, MOD, Nerolac Paints, Nutella, Parachute, Parle Agro, Parle Biscuits, Pepperfry, Radio City, Sbarro, Shiamak, Star TV, Times of India, Toonz Animation, Yes Bank, Zespri
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